Compare and Contrast

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Compare and Contrast Ad Program Strategies Kevin
Lee Executive Chairman, Did-it.com
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Match Type Review

• Match Types and their meanings
• Broad (default in Google adCenter)
• Phrase quotes
• Exact brackets
• Negative -
• Advanced (Yahoos combination of phrase and
  broad)
• Extended Broad Match and MatchDriver (synonyms
  and misspellings)

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Singles and Plurals

• Google and Microsoft prefer that you add the
  plurals to the campaign separately. Yahoo uses
  MatchDriver.
• Google may use extended broad match on a plural
  or other stemming issue
• ing
• ed
• other suffixes

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The Smart Way to Buy Clicks

• Pick the clicks you want
• Use match types to distinguish searcher intent
• Use match type to maximize quality score
• Mix match types to gain breadth of SERP coverage
• Track everything

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Network Mix
Dont forget, you can also control network mix,
and CPC Clicks from different segments of an
engines network may need different bids.
Leverage Googles FastTrack to track
contextual. Bid Separately. Yahoos Panama has
URL tracking.
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Issues to Consider

• Campaign Management more than keywords. Control
  campaigns within the engine interfaces or via API
  control (directly or through third parties). Very
  important for Power Keywords
• Plurals
• Daypart
• Network Coverage (contextual, etc)
• Demographic Control (MSFT/adCenter)

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Microsoft adCenter
Notice selection options
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Microsoft adCenter
Notice selection options
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Yahoo Panama
Notice selection options at campaign level
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Yahoo Panama, making edits
Notice selection options at campaign level
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Google AdWords, BidBoosting Dayparting
Notice advanced options at campaign level
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Dayparting Conversion Behaviors
Major differences in conversion.
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There are Several Tails
Because of segmentation there are hundreds or
potentially thousands of ways if mining the
tail. However, the tail is useless unless it
delivers BOTH. Scale AND Efficiency Achieving
both scale and efficiency takes a good
bid-strategy plus the right campaign strategy and
structure. AdGroup structure is critical
(quality score). Dont chase the wrong tail!!
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Conversion Currency
Your ability to afford a click is based on your
ability to improve success metrics (typically
conversion). Where you send the click is at least
as important as how you buy the click. The second
part of the PPC ad is the landing page? Do
segments expect different experiences? Should you
be personalizing?
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Benchmarks - SEMPO Annual Survey
Want to get a first look at the SEMPO annual
State of Search Engine Marketing Survey
results? Take the survey. www.sempo.org