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SMX: Pump Up Paid Search

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Once again, the diligent Jeffrey K. Rohrs,(VP of Agency & Search Marketing for ExactTarget), takes up Moderator duties for the second times on Pump Up Your Paid Search! Which discusses ‘tips and techniques designed to help pros get even more out of their paid search campaigns’.

Panellists include Ben Perry, Ph.D., Paid Search Director, iProspect; Brad Geddes, Director of Search Engine Marketing, Local Launch and Matt Van Wagner, President, Find Me Faster.

Brad Geddes begins and discusses dayparting/ad scheduling – anything from changing bids to displaying ads based on time of day or week.
Dayparting is for:

  • Businesses who only want to advertise during business hours
  • Businesses who advertise based on a buying cycle
  • Advertisers who track ROI on a daily or hourly basis

Dayparting’s relevance:

  • Allows marketers to target ads based on users’ buying cycle. Be it night or weekend.
  • Each industry has a relative conversion rate. And learning how its affects your business.
  • Time zones matter. If you were in Seattle and you’re in stocks, you’re going to get conversions early in the morning since the stock market opens at 8am on the East Coast. You want to make sure your ad appears during those times. EST is 3 hours ahead of PST. Find out where people are buying and whether it is national or international.

Take advantage of Google adWords’ ad scheduling by playing with options in your ad campaign settings. Such as, Simple mode lets you pause and resume campaigns depending on the time of day or week. With Advanced mode, you can bid changes based on the time of day or week. You can change bids based on a percentage. For example, maybe on Monday at 1:00pm-5:00pm you want to use 60 percent of the bid.

Another point is, the difference between conversion dates for high end electronics. The difference occurs as high end electronics are based on the second paycheck which pays disposable income while the first goes to mortgage.

Next up is Ben Perry from Paid Search Director, iProspect who is here to discuss campaign set up considerations. Ben begins with tips, that include:

  • create your campaign correctly: Map out your account structure before even touching the engine interface which makes things easy by improving quality score and the big three have essentially the same structure. This will help you to streamline the entire process.
  • Consider:- ad serving, reporting and ease of use. Ensure you do not mirror your website’ss structure unless you are certain it is the best around. When it comes to structures, simplicity is key.
  • Make good budgets: Serve ads like you had a limitless budget. If you do theopposite, you’re paying a lot per click as you’re competing in a smaller set of volume in terms of impressions.
  • Shift focus on new engines: Use Google’s Website Optimizer to test new traffic sources by creating a new landing page. Create an MVT test that taps each of your main customer types. Send all traffic from a new source to that page only. Let the results tell you whether the source has value and to which customers.
  • Buy tangential keywords carefully, or not at all: Search marketing works because of direct relevance. Contextual ads are usually a cheaper way to accomplish the same thing.
  • Use broad match (with negative keywords) to reach maximum volume under a CPA target: You can’t predict all the ways people search. This gets you to an optimal volume state faster. However, it depends on good keyword selection. You must mine your data for negatives.
  • Think about your ad position as a side effect of your ROI equation, not as a level for driving the campaign: There’s nothing magical abut position. Using it as a level for driving campaign makes you lose money. Calculate your bids based on your ROI equation and let position fall where it may.
  • Use geo-targeting strategically: When targeting most of the country, use a national campaign as the base with geo-targeted “overlays”. Why? Because often using only geo-targeting leaves so much volume on the table that it’s worth paying for clicks you can’t use. ‘

Last speaker is Matt Van Wagner, who is here to discuss DKI (Dynamic Keyword Insertion) with a presentation he as called “Used Fish, Old Socks and a New Attitude”.

DKI is omnipotent as the 3 Big search engines use them of which Microsoft uses it the most.

Merits & Demerits

  • Improves CTR. Lose control of what your ad is going to look like
  • Improves quality score Decreases your conversion rate
  • It is the secret sauce that all experts use Too complex to understand
  • Improves ad relevance.

Next, screenshots of search results on Google’s search engine appears on the projection screen, where in results for "used underwear" also has an ad result for "Used Thongs."

Dynamic keyword insertion: When your campaign has a lot of different words and instead of using one static ad you can bespoke your ad in an automated way. The biggest benefit, it saves time. Yahoo says that the insert keyword feature reduces the number of ads you have to manage and can help increase the relevance of an ad by automatically including the appropriate keyword.

How does DKI work?

Ans: DKI picks up the keyword – it picks up the keyword from your list rather than what the user typed in. eg, if a user puts in Starbucks, your keyword list will pick up their query in your keyword list.

In Google, one can insert dynamic text into titles, headlines, descriptions and the displayed URL. Default text is displayed if title, descriptions or Display ULR exceed character limit.

How to control word casing for dynamic text?

Syntax:

  • keyword – starbucks coffee – all lower case
  • Keyword – Starbucks Coffee – 1st word INIT (initial) CAPS, all lower case
  • KeyWord – Starbucks Coffee – all words INIT CAPS
  • KEYword – STARBUCKS coffee – 1st word caps, all other words lower case
  • KeyWORD – Starbucks COFFEE – last word caps, all others initial caps
  • KEYWORD – STARBUCKS COFFEE – all words all caps.

Add Google dynamic text into the display URL very carefully.

  • Google inserts the keyword from your ad group, not the user query.
  • Google DKI inserts the keyword from your ad group, not the user query, so it picks up the world in your ad group that caused the match.

A good example and tip Matt gave was on how to properly case acronyms:
Instead of this {KeyWord: Driving Scholls in NH}, use this [KeyWORD Driving Schools in NH]

For those beating their heads worrying about syantax and how to remember them all, remember ‘Microsoft pre-programs it for you. You can put dynamic text in title, text, display URL. You can set dynamic text at the keyword level.’ you can do keyword {keyword} which will insert your keyword.

Back to the "used underwear" example, it’s a very bad broad match.

For Yahoo Panama: Panama has options for dynamic text through which you can control the title and the text’s description. Additionally, default text and alternative text can both be altered. In Panama, you can choose to insert the keyword automatically.

Alternate text:

  • Always display for your title and/or description.
  • Creates optimal one ad to one keyword relationship.
  • Lets you control the word casing and grammar.

Microsoft went all out on Dynamic text:

It has a full set of text insertion tools, word casing is in your control, there are a set of parameters available at the keyword level, and works with content ads too. The online help is also very good.

DKI works best when ad groups are tightly organized around things that are like sneakers (red, green, blue, white, Vans, etc – words that have many ways to describe it). It works best when phrase match is used, rather than broad. It also works best when one dominant word varies only by part number, size, color, model #, etc.

It is less successful in conceptual campaigns and where branding is more important than clicks.

  • Does it improve ad relevancy? Absolutely and absolutely not.
  • Does it improve ad click-through rates? If you structure your campaigns right, CTR will rise.
  • Does it improve your quality score? Not directly.

DKI is less successful when paired with conceptual campaigns (things described different in different parts of the country) and when branding is more important than clicks.

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SMX: Pump Up Paid Search
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About Navneet Kaushal
Nav is the founder and CEO of PageTraffic, a premier search engine company known for its assured SEO service, web design and development, copywriting and full time SEO professionals.

Navneet has wide experience in natural search engine optimization, internet marketing and PPC campaigns. He is a prolific writer and his articles can be found in the "Best Articles" section of many websites and article banks. As a search engine analyst , he has over 9 years of experience and his knowledge is in application here. WebProNews Writer
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