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Sunday, September 23, 2012

Paid Search Steps

Introduction to PPC

This module concentrates on techniques to optimize your profit from search PPC and contextual-based inventory. By the end, you will be able to:
  • Prioritize within and across media types to ensure maximum return for your campaigns.
  • Identify particular areas of interest and techniques.
  • Compare and contrast paid search algorithms from Google Adwords and Microsoft adCenter.
  • Review the type of metrics that will help you manage and optimize your campaign.
  • Optimize your quality score through a knowledge of the factors that go into Google's Quality Score and Ad Rank.
  • Appreciate the usefulness of campaign enhancements.
  • Increase ROI with keyword targeted media.
  • Identify the best strategies for optimizing retargeting opportunities available in addition to standard PPC via Google AdWords and Microsoft Advertising adCenter.

PPC Basics

Every day millions of people tell Google and other search engines exactly what they want. In this foundation module, we review the methodologies search engine advertisers can use to take full advantage of this behavior. By the end of this module, you will be able to:
  • Develop an effective and optimized PPC strategy.
  • Undertake competitor research to learn from competitors' success and avoid their mistakes utilizing either free or paid tools.
  • Build your own keyword list to optimize the success of your campaign goals and objectives.
  • Write effective advertising copy.

PPC Optimization

By the end of this module, you will understand:
  • How to maximize the effectiveness of PPC search and contextual campaigns using a variety of means, including data analysis and improving upon current campaigns.
  • The PPC providers available to deliver contextual traffic, including Google and Microsoft adCenter, and the best ways to set budget caps.
  • How to run reports to analyze your keywords and phrases, and how to add negatives to those that aren't relevant and exact matches to those that are performing well.
  • How to optimize content networks and your quality score for ad rank using Google, and how you can check your ad's status and quality score using the Bid Simulator.
  • How to use strategic bidding based on time of day and day of the week using API-based tools or Google's GUI (graphical user interface) tool.
  • The value that each click or impression adds to your top line, or bottom line, and how to figure out what will deliver the biggest campaign improvement.

AdWords Editor

By the end of this module, you will know:
  • How the AdWords Editor interface works and how to adjust the settings and functions to customize the views of your campaigns.
  • The usefulness of the AdWords Editor features and functions, including:.
    • Offline capacity
    • Advanced search functionality
    • Negative keyword management
    • Geo-cloning
  • The benefits of geo-targeting from conversion rate differences to higher spenders and life-time value (LTV).
  • How to copy/clone portions of a campaign.
  • How to back up your campaign using the AdWords Editor snapshots.

Implementing Your PPC Strategy

By the end of this module, you will recognize:
  • What you can do to structure your campaign and how to be successful by using the optional campaign settings, including the daily budget and geo-targeting.
  • The different Google Match types and the right mix to use within your campaign.
  • How to find the negative match keywords as you gain more coverage for your campaign.
  • The opportunities available in the AdWords extensions in the search engine results page, such as PPC Sitelinks, Products Ads, and Plus box ads.
  • That session-based ads are hard to control in Google if you are running a broad match search and how you might go about identifying these, and how big a problem or opportunity this is for you.

Content Networks

By the end of this module, you will appreciate:
  • When contextual based advertising is appropriate for your campaign.
  • How to set up Google Display Network.
  • Differences between searchers and surfers.
  • How to structure a contextual campaign and how to find placements.
  • How to use the Google Ad Planner.
  • Negative placements and placement exclusions.
  • Retargeting and how to use cookies.
  • How to use display ads and video.
  • Optimization within the display network, including dayparting, geo-targeting, frequency capping, and how to use the other networks.

Landing Page Design

By the end of this module, you will understand:
  • Why your landing page strategy should start at the search engine results page, and how to optimize your campaign for a good quality score.
  • Why a fast load time matters and how to check yours.
  • How emotional triggers can help you market your business.
  • That the best strategy for landing page leverage is one where you test, optimize, and improve, starting from the highest opportunity areas such as finding the high keyword search impression volume using your search engine's toolset.
  • What changes you should make once you have identified your landing page, and how to test any changes against the existing content.
  • How unconventional landing pages can be useful for your ads, such as a distribution partner page and Google place pages.
  • The list of tactical changes you can make to your landing page design, from trust marks on relevant pages, to proactive call-to-action copy and shorter or multi-step forms.

Beyond the SERP

By the end of this course, you will know:
  • That with search and pay-per-click marketing, there are text and display advertising opportunities beyond the search engine results page (SERP). Search retargeting, Facebook, LinkedIn, and behavioral networks are covered in detail.
  • About time-shifted search through retargeting your customers and site visitors (via cookies or through a third-party provider), and the factors you should consider to make retargeting successful for your business.
  • How the Facebook self-serve advertising platform works and how to use the Ad Targeting tools to reach a specific audience using the site's user information.
  • How LinkedIn's ad platform works and how it is profile driven rather than keyword based. This works well with one of LinkedIn's key objectives as a job hunting tool, since active users tend to keep their profiles very up to date, which will be beneficial when targeting your ads.
  • That each click or impression adds to your top or bottom line, and how to prioritize across all your media types


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