Paid Search Marketing 101

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Paid Search Marketing 101
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Paid Search The Main Players
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Paid Search Google
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Paid Search Yahoo
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Paid Search MSN
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Paid Search Contextual Advertising
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Paid Search Branding
Place well for tough to rank keywords
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Paid Search Terminology
Impressions The number of times a pay-per-click
ad is seen by a user. A user searches for one
of your keywords, and Google counts the number of
times your ad is shown.
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Paid Search Terminology
Clicks The number of times a user clicks on your
pay-per-click ad and is then directed to your
site.
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Paid Search Terminology
CTR (Click Through Rate) A percentage the
number of impressions divided by the number of
clicks. CPC (Cost per Click) How much you are
charged when a user clicks on the ad.
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Cost per Click
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2
Max CPC 3.00 Charge 2.01
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Max CPC 2.00 Charge 2.00
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5
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Paid Search Terminology
Conversion When a user searches for a keyword,
clicks on the clients ad, goes to the clients
landing page, likes what he sees, and performs an
action that we have defined as a success event.
Conversions are tracked by placing code from
Google or Yahoo on the thank you page, the page
that users are directed to after they convert.
Thank You Page with Conversion Code
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Paid Search Terminology
Conversion Rate A percentage the number of
clicks divided by the number of
conversions. Cost/Conversion The total cost of a
campaign divided by the number of conversions.
Thank You Page with Conversion Code
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Campaign Organization

• Group like keywords into ad groups by subject
• Ad groups are organized into campaigns
• Campaigns can be organized around geotargeting,
  product area whatever works best for you

Keywords Red shoes Red tennis shoes Red Nikes Red
Adidas Red hiking shoes Red running shoes
Campaigns Boots Socks Shoes
Ad Groups Blue Shoes Green Shoes Red Shoes White
Shoes Black Shoes Silver Shoes
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Ad Copy

• Write clear, non-gimmicky copy
• Include your keywords
• Use calls to action
• Test, test, test

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Landing Pages

• Where are your users in the conversion cycle?
• Get them close to your success event
• Give them what they want
• Test here A/B, Multivariate

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Landing Pages A/B Testing
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Landing Pages Multivariate Testing
This would yield 256 possible combinations. MVT
lets you test all of these variables at once,
instead of individually, shortening the testing
time and providing more accurate user-driven data.
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Geotargeting

• Countries
• States, Regions, Metropolitan areas
• City/DMA
• Custom areas

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Ad Scheduling
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Contact Information

• Elizabeth Horn
• Paid Search Manager
• HMG Search Marketing
• 428 Fore Street, Suite 200
• Portland, Maine 04101
• 207.774.9040
• beth_at_hmgsearch.com
• www.hmgsearch.com