© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 1© Copyright 2010 ClickEquations Inc. All Rights Reserved CONFIDENTIAL @digitalalex
The Basics Don’t Change During The Holidays
Landing PagesLanding Pages
Intent Targeting Attracting Satisfying
Search Query
Keyword(Bid, QS, etc.) Text Ad Landing
Page/Site
Their Question
Your Answer
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What Makes The Holidays Different?• Purchase Intent • Keywords & Search Queries• Volume of Searches• Urgency/Timing
• Stock• Offers/Sales
• Different/Higher Competition• Increased CPCs
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Fine turn your text ad answerto their holiday intent.
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Alex Cohen, Senior Marketing Manager
www.clickequations.com | @digitalalex
B2B Paid Search on Steroids
Holiday Shopping on SteroidsHoliday Shopping on Steroids
Alex Cohen, Senior Marketing Managerwww.clickequations.com | @digitalalex
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Tips for Better Holiday
Messaging
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Segregate YourBrand Keywords
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The Head Term Checklist
Review search queries weeklySegregate brand keywordsBuild a Match Type Keyword Trap
Organize campaigns for reportingMaximize impression shareTest PPC/SEO cannibalizationManually bid/review bid suggestionsMeasure multiple goals
Test text adsTighten ad groupsTarget and test landing pagesOptimize text ad continuityEnsure offer continuityTest new ad formats
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Let’s Pick One Segment
Brand Terms Are Different
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There are 4 Types of Brand Keywords
Brand – Pure• sony, soney
Navigational Brand•sony website, sony company, www.sony.com
Brand – Related• Howard Stringer
Brand Plus Keywords• sony televisions
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Put Them In Separate Ad Groups
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Different Brand Keywords, Different Text Ads
Brand – Pure• sony, soney
Navigational Brand•sony website, www.sony.com
Brand – Related• Howard Stringer
Brand Plus Keywords• sony televisions
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Use Broad & Advanced Match Sparingly
Exact
Phrase
Broad
Advanced
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Add Brand Terms as Negatives in Other Campaigns
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Manage Your Ads with Ad Parameters
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Stock & Starting Price Vary By Inventory
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Specific Text Ads Are Helpful
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Use Ad Parameters to Dynamically Change Ads
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Set Parameters for Each Keyword
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Create Better Text Ad Answers with Scale!
Offer Examples
Shipping {param1: Just a Few} Days Left for Free Shipping!
Discounts Cups at More Than {param1: 20}% Off
BOGO sales Buy One, Get {param1: 1} Free!
Free Gifts Free {param1: $5} Gift Card With Purchase
Stock/Urgency Hurry, Only {param1: A Few} Cups In Stock
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Some Things To Remember• API Only
• Two parameter max
• Ad parameters are set on keywords, not ads
• Only accept numerical and currency values (default text can be anything)
• More info:– http://clck.it/ad‐parameter‐1
– http://clck.it/ad‐parameter‐2
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Query Mine Your Head Keywords for Winners
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What Is A Search Query?
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Focus On Your Head Terms
0.11% of all keywords generate 80% of all revenue
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Where Are The Search Queries?
Google YahooBing (MSN)
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Start With Broad Match Terms
www.ClickEquations.com/Analyst
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Create a “Winners” List of Converting Queries
Winners (Search Queries that convert profitably)
Search Query Keyword Match Type Avg CPC Clicks CostLast Click
ConversionsLast Click Assists
Last Click Revenue
urinary incontinence on dogs doghouse dogs urinary Broad 0.45$ 2 0.89$ 1 1 35.98$ dog calming spray dog calming Phrase 0.59$ 2 1.18$ 1 1 28.47$ bravo bully sticks in bulk bully sticks Phrase 1.27$ 1 1.27$ 1 0 89.99$ dog urinary medicine dogs urinary Broad 0.45$ 3 1.34$ 1 1 29.86$ wellness brand dog food wellness dog food Broad 0.55$ 3 1.67$ 1 0 61.53$
www.ClickEquations.com/Analyst
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Promote Winners to Exact Match
Exact MatchBeatsPhrase MatchBeatsBroad Match
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• 2009 Porsche 911 Turbo
• Used Porsche Resale Values
• Porsche Cayenne SUV
Porsche Cayenne Used Porsche Porsche 911
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Long Version: Find Synonyms with Microsoft Ad Intelligen
Microsoft Advertising Intelligence(http://bit.ly/searchintel)
Unreliable
Better
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But, wait, there’s more!
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Catch Trends with “What’s Changed?” Reports
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Top 10 Reports Hide Trends
March ‘10 April ‘10
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Listen to The Master
"While we obsess about our brand terms and our top ten key phrases the reality is that the long tail of search means that our organic and search campaigns focus on tens of thousands or hundreds of thousands of keywords.
One effective strategy to deal with this purely data problem is to focus on what's changed."
‐Avinash Kaushik
Author, Web Analytics 2.0Advisor, ClickEquations
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Example: Hot Campaigns & Keywords
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Create a What’s Changed Report
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Try It TODAY: Free Google Analytics Plug‐In
http://clck.it/whats-changed
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43 Paid Search Marketing Tools
1. Keyword Research– Google Keyword Research Tool ‐
https://adwords.google.com/select/KeywordToolExternal– Wordtracker – www.wordtracker.com– Trellian Keyword Discovery ‐
http://www.keyworddiscovery.com/– SEO Book Keyword Tool –
http://tools.seobook.com/keyword‐tools/seobook/– Wordstream – www.wordstream.com
2. Competitive Analysis1. Compete – www.compete.com2. AdGooRoo – www.adgooroo.com3. SEMRush – www.semrush.com4. The Search Monitor – www.thesearchmonitor.com5. iSpionage – www.ispionage.com
3. Display Research 1. Google Placement Tool – Instructions ‐
http://clck.it/placement‐tool2. DoubleClick Ad Planner –
http://www.google.com/adplanner/3. Web Data Extractor ‐ http://www.webextractor.com/
4. Performance Marketing Platforms• ClickEquations – www.clickequations.com• Kenshoo – www.kenshoo.com• Marin Software – www.marinsoftware.com• Acquisio – www.acquisio.com• AdWords Editor –
www.google.com/intl/en/adwordseditor/• adCenter Desktop ‐ http://clck.it/9JbCPS
5. Niche Tools• Mongoose Metrics – www.mongoosemetrics.com• Optimine – www.optimine.com• MarchEx – www.marchex.com• ClearSaleing – www.clearsaleing.com
6. Testing & Personalization• Google Website Optimizer ‐ www.google.com/websiteoptimizer• Omniture Test & Target ‐ http://clck.it/testandtarget• Monetate – www.monetate.com• Sitespect – www.sitespect.com• Ion Interactive – www.ioninteractive.com
7. Analytics – Qualitative• 4Q – http://4q.iperceptions.com• Foresee – www.foreseeresults.com• UserTesting – www.usertesting.com• iPerceptions – www.iperceptions.com• KnowClick – www.knowclick.com
8. Analytics – Quantitative• Adobe by Omniture – www.omniture.com• Unica – www.unica.com• Google Analytics – www.google.com/analytics• Coremetrics – www.coremetrics.com• Webtrends – www.webtrends.com
9. Customer Relationship Management (CRM)/Lifetime Value (LTV)• SalesForce – www.salesforce.com• SAP – www.sap.com• NetSuite – www.netsuite.com• Venda – www.venda.com• Volusion – www.volusion.com
ClickEquations.com/Blog
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ClickEquations: Intelligent Paid Search Platform
ClickEquations enables you to manage all aspects of your accounts more easily
• Campaign management with bulk editing and easy‐to‐use optimization
• Powerful bid management createdwith experts from the Wharton School
• Best in class analytics for advanced and automated reporting
• And ClickEquations makes it all easy through Segments, Adviser, and Analyst
www.ClickEquations.com | @digitalalex
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ClickEquations – Alex Cohen
www.ClickEquations.com
www.AlexLCohen.com@DigitalAlex
[email protected]‐362‐1321