New Opportunities for Today’s

Advertisers Using Pay per Click

Stand 130

Mike Rogers
Managing Director
Optimize Search Marketing
adtech09@optimize.co.uk
Tel: +44(0) 20 8879 3180
© IDM Academy 2009
 Agenda
• Paid Search (Pay per Click , PPC) – Important to
Understand How Ads Are Displayed & Ranked
• Keyword Discovery & the Long Tail
• PPC – KW Segmentation, Bid Management?
• Continuous Quality Improvement - Ad Relevancy
& Landing Page Quality
• Importance of Integration with Natural/Organic
Search
• Broadening Your Reach through Contextual PPC
& Other Ad Formats
© IDM Academy 2009
 Search query

‘Premium’ Pay
per Click
listings

PPC listings

Organic listings

© IDM Academy 2009

 Search query

PPC listings

Organic listings

© IDM Academy 2009

 Pay per Click - Pros

• Ads can be up-and-running very quickly

• You only pay when somebody clicks on your ad
• Resulting traffic can be very highly targeted
• You have much more control with placement
• Easy to track from clickthrough to conversion
• Testing of keyword performance, ad creatives,
marketing messages… within PPC campaign can
help SEO and your long-term SEM strategy

© IDM Academy 2009

 Pay per Click - Cons

• Bids on some keywords can be expensive

• Running large campaigns can often be overwhelming
• Managing campaigns (bids etc…) can take a lot of time
• PPC is much more than a ‘simple’ media buy
• Automated bid management, ROI management options
are much more widespread
• Bid management tools/services have a cost
• Competitors are becoming much more savvy
• Competitors are enlisting help of specialist agencies

© IDM Academy 2009

 Quality Score

• Clickthrough Rates (CTRs) ~70%

• Keyword Relevancy
• Ad Relevancy
• Landing Page Relevancy
• Download Times – Recent with Google
• Account’s Historical Performance
• Other Factors

© IDM Academy 2009

 Quality Score for Minimum Bids

© IDM Academy 2009

 Ad Rank = Bid x Quality Score 2

Ad Rank = £0.20 x 100

Search Query =
‘cheap mountain
bikes’ Ad Rank = £0.50 x 20

© IDM Academy 2009

 Quality Score & Match Type

© IDM Academy 2009

 Keywords & Segmentation
Opportunities
1 Word 24.76%

2 Words 29.22%

3 Words 24.33%

4 Words 12.34%

5 Words 5.43%

6 Words 2.21%

7 Words 0.94%

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00%

© IDM Academy 2009

 Segmentation & The Buying Process

bikes

mountain
bikes

ridgeback
mountain
bikes

ridgeback
nemisis
mountain
bike

© IDM Academy 2009

 Are Bid Management Tools Reqd?

Potential Fewer
Bid
Volatility Competitors =
Less Volatile
Bids

© IDM Academy 2009

 Segmentation for Budgeting
Budget
Allocation

Keyword Keyword Keyword

Set # 1 Set # 2 Set # 3

Improved ROI and/or Profit

© IDM Academy 2009

 Consistently high
CTRs & Quality
Scores with high
volumes

Highly
segmented
campaign
structure
 Ad Relevancy & CTRs

• Highly targeted ad creative Consistently

• Simple A/B split testing high CTRs
• Consistently high clickthrough rates
© IDM Academy 2009
 Keyword Coverage – PPC & SEO

© IDM Academy 2009

 Google Search: ‘flower print dresses’

© IDM Academy 2009

 PPC Dropdowns

© IDM Academy 2009

 More Opportunities - Local Search

‘Integration’ of
Google,
Google Maps

© IDM Academy 2009

 Local Search

© IDM Academy 2009

 Landing Page Relevancy

• Headline
• Prominent
Image
• Promotional
Text
• Call to Action

© IDM Academy 2009

 Landing Page Optimization

• Headline
• Prominent
Image
• Promotional
Text
• Call to Action

© IDM Academy 2009

 Multivariate Testing

Estimated Change from

Original = +12%

© IDM Academy 2009

 Contextually Driven PPC Ads

Contextually
driven ads

© IDM Academy 2009

 Other Advertising Formats

•Display Ads
•Video Ads
•Mobile Ads

© IDM Academy 2009

 Conversion Rates – by Day & Time

© IDM Academy 2009

 Day & Time Part Targeting

© IDM Academy 2009

 Pay per Click Considerations
• Need to continuously grow list of keyword phrases
and segment list more intelligently
• Create higher quality ads & get rewarded by
Google, Yahoo! & Microsoft adCenter
• Need to measure ROI/CPA/Profit – from click to
conversion
• Consider importance of landing pages & beyond
• Keywords, ads… and/or PPC tactics may need to
change between campaigns
• Consider the use a bid management tool
• Consider outsourcing
© IDM Academy 2009
 New Opportunities for Today’s
Advertisers Using Pay per Click

Stand 130

Mike Rogers
Managing Director
Optimize Search Marketing
adtech09@optimize.co.uk
Tel: +44(0) 20 8879 3180
© IDM Academy 2009