ses chicago 2010_holiday_shopping_tactics-alex_cohen

© 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


What Makes The Holidays Different?• Purchase Intent • Keywords & Search Queries• Volume of Searches• Urgency/Timing

• Stock• Offers/Sales

• Different/Higher Competition• Increased CPCs


Fine turn your text ad answerto their holiday intent.

© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 4

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

© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL 5© Copyright 2009 ClickEquations Inc. All Rights Reserved CONFIDENTIAL

Tips for Better Holiday

Messaging


Segregate YourBrand Keywords

#


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


Let’s Pick One Segment

Brand Terms Are Different


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


Put Them In Separate Ad Groups


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


Use Broad & Advanced Match Sparingly

Exact

Phrase

Broad

Advanced


Add Brand Terms as Negatives in Other Campaigns


Manage Your Ads with Ad Parameters

#


Stock & Starting Price Vary By Inventory


Specific Text Ads Are Helpful


Use Ad Parameters to Dynamically Change Ads


Set Parameters for Each Keyword


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


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


Query Mine Your Head Keywords for Winners

#


What Is A Search Query?


Focus On Your Head Terms

0.11% of all keywords generate 80% of all revenue


Where Are The Search Queries?

Google YahooBing (MSN)


Start With Broad Match Terms

www.ClickEquations.com/Analyst


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


Promote Winners to Exact Match

Exact MatchBeatsPhrase MatchBeatsBroad Match


28


• 2009 Porsche 911 Turbo

• Used Porsche Resale Values

• Porsche Cayenne SUV

Porsche Cayenne Used Porsche Porsche 911

29


Long Version: Find Synonyms with Microsoft Ad Intelligen

Microsoft Advertising Intelligence(http://bit.ly/searchintel)

Unreliable

Better


But, wait, there’s more!


Catch Trends with “What’s Changed?” Reports

#


Top 10 Reports Hide Trends

March ‘10 April ‘10


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


Example: Hot Campaigns & Keywords


Create a What’s Changed Report


Try It TODAY: Free Google Analytics Plug‐In

http://clck.it/whats-changed


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


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


ClickEquations – Alex Cohen

www.ClickEquations.com

www.AlexLCohen.com@DigitalAlex

[email protected]‐362‐1321

ses chicago 2010_holiday_shopping_tactics-alex_cohen

Education

keywords sony televisions

sony company

test landing pages

text ad continuity

text ad landing pagesite

multiple goals test

ad groups target

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