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Uploaded byTim Mayer
Advanced Paid Search- SEMPDX 2/24/12
Tim Mayer's document outlines strategies for optimizing PPC campaigns, emphasizing the importance of keyword research, bid management, and testing ad variations. It highlights best practices for landing page optimization and A/B testing, urging marketers to prioritize underperforming ads and to utilize tools like heat maps and A/B testing platforms. The document also discusses the impact of ad copy and formatting on click-through rates.
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Advanced Paid Search- SEMPDX 2/24/12
- 1. Advanced PPC TimMayer
- 2. Tim’s Experience NaturalSearch SEO & PPC PPC
- 3. Where to Start?PPC Keyword Research Landing Pages Set Bids Negative Keywords Ad Extensions Search Query Data Test New Ads Delete Underperforming Keywords
- 4. Performers or Underperformers?
- 5. Calculate Impression Share# of Impressions Received # of Impressions Eligible Eligibility based on: Your current ads' targeting settings Approval statuses Bids Quality Scores
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- 7. Impression Share ofExact Queries
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- 9. Fix your Bidsthen Focus on...
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- 14. Ad Diversity CanWork too!
- 15. Text Ad Experimentsto Increase CTR
- 16. Punctuation at Endof Description Line 1 Diaper Coupons Free Discount Coupon Website. Save money free printable coupons. www.ShopAtHome.com Printable Diaper Coupons Free Discount Coupon Website Save money free printable coupons. www.ShopAtHome.com Printable Diaper Coupons Free Discount Coupon Website! Save money free printable coupons. www.ShopAtHome.com The exclamation point led to an increase in CTR but no uplift seen for addition of a period
- 17. Ad Copy inDisplay URL Diaper Coupons Free Discount Coupon Website! Save money free printable coupons. www.ShopAtHome.com/DiaperCoupons Printable Diaper Coupons Free Discount Coupon Website! Save money free printable coupons. www.ShopAtHome.com/SaveOnDiapers We didn’t notice a lift for ad copy. Brand name in the display URL created a positive lift Print Cheez-It Coupons 100’s of Printable Coupons! Save on Coupons for Cheez-It www.ShopAtHome.com/CheezIt
- 18. Offers/Discounts in HeadlinesDiaper Coupons Free Discount Coupon Website! Save $2.50 on Huggies. www.ShopAtHome.com Printable Diaper Coupons Free Discount Coupon Website! Save $2.50 on diapers. www.ShopAtHome.com Ads with the Punctuation in the first line and Offers/Discount in Copy were best Performers ~0.5% CTR uplift (2.0%)
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- 20. Landing Page OptimizationTools Landing Page A/B Testing Optimizely Unbounce Heat Maps/Eye Tracking Crazy Egg Speed WebPageTest.org
- 21. A/B Test TipsBe aggressive with the first test to gauge the level of potential lift. Don't use A/B testing in place of design best practices or product sense. Test your competitors' user interface changes Use isolation testing on individual features but also try some big jumps and combinations. Test identical buckets against each other to gauge significance Source: 5 Strategies for A/B Testing by Tim Mayer Clickz 8/9/11
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- 25. Remember! Improve yourunder performers first You can never write and test enough ad copy Spend as much time on optimizing landing pages as you do in your account Schedule tasks on a schedule & do 1 task mode at a time Always spend time creating and optimizing negative keywords
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Editor's Notes
- #13 Highest indication of click is to have the query term in the scan line down the left side of the search page Consistency requires creating the ad copy that is very specific to your keywords and not being lazy and using same ads for lots of keywords and ad groups
- #14 Having the same messaging on the landing page is essential as affirmation that the user has gotten to a page that is the solution to their problem. Having the phone number, trust, limited time offers is also a win!
- #15 Ad diversity can also work. This is an example of a product popular in vegas clubs “spirithoods”. This campaign successfuly uses ad diversity- ads that stick out from the crowd and appeal to the target segment. So many ads look the same these days and this can help your ads stick out and get good clicks and conversions