1 / 25

Search Ads: Taming the Beast

Search Ads: Taming the Beast. Andrew Goodman Page Zero Media. I Don’t Want to Change the World!. The Hedgehog Concept vs. Changing the World “I Want to Give You a Lobotomy About Change” Jim Collins, “Good to Great,” Fast Company, Oct. 2001.

erika
Télécharger la présentation

Search Ads: Taming the Beast

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Search Ads: Taming the Beast Andrew Goodman Page Zero Media

  2. I Don’t Want to Change the World! • The Hedgehog Concept vs. Changing the World • “I Want to Give You a Lobotomy About Change” • Jim Collins, “Good to Great,” Fast Company, Oct. 2001

  3. A Search Marketing Story in the Making?Toronto Transit Commission (TTC) Souvenirs • Pundit: “The TTC is an ‘underdog brand’ that suffers from a variety of perceived shortcomings” • “Wouldn’t it be great if Sam Roberts went on stage wearing a TTC driver’s shirt. People would be scrambling to get their hands on one.”

  4. Groovy, Baby? 2005 Revenues: $50,000 

  5. Why Not Find Out? • Taxi ad firm partner: “Who would want this stuff?” [sic] • London Underground “stuff” – successful? • NY Transit Authority: $1.5 million in 2005

  6. Hey, Wait a Minute! I’ve Got Data on This! • (< $5.00 cost per order on paid search campaigns)

  7. Growth… that’s what excites this hedgehog

  8. What’s a “big” account? Example 1 • Leading vertical: job search • Spend: High (£80k/mo) but wants more • Key tactics employed: keyword expansion, performance metrics, granularity • Client interested in traffic acquisition, not “brand” • Success defined by: cost-effective EOI, high volumes

  9. Niche Success: Example 2, The Lightbulb Company(www.thelightbulb.co.uk) - £5,000/mo. Success defined by: high ROAS; subsequent phone contact from institutions, corporations • AdWords spend: less than six figures per year • It’s not what you spend… it’s what you earn!

  10. Google’s New Quality Score Regime – Example #1– “Problem” Account

  11. Google AdWords – Example #2 - “normal” account

  12. Google AdWords Quality Scores Example #3: “experimental” account

  13. AdWords Example #4: Google-Baiting (Big Disaster – anecdote) • Quality Score plummets suddenly? • Cause? • Inaccessible landing page? • Poor site navigation? • Panic: $100 bids! • Reality: (1) pop-up on landing page; (2) Pop-up advises users to stop using search engines! • Is it all automated? (Probably not)

  14. Quality Score Formula • Ad rank = QS X Max Bid • QS: Primarily CTR, but major flaws can sink QS anyway • Predictive (accounts with histories do better) • Consistency from kw’s – ads – landing pages • Way to penalize “evil” by algorithm: • Data collection sites • Products Google doesn’t like • Abusers of system, affiliates, multiple account holders • Keyword arbitrage • Deceptive redirects, cloaking, no content, tricks, lies • Pop-ups • Variegated evil • Search engine spam techniques?

  15. Google Search principles • User testing, behavior • Clarity • Cues for quality & relevance • Apply to *both* paid & unpaid listings • How Google knows? • Time on site, etc. • Conversion rates? • CTR is still paramount! • Yes, CTR is still paramount! • Means a difficult tradeoff for advertisers

  16. Yahoo Search Mktg Interface: Quite Different from Google AdWords… (for now)

  17. MSN adCenter: New Targeting Features

  18. The “Long Tail of Search Queries” – Understand It, Then Debate It

  19. Analytics: Convenience & Cost vs. Privacy • Should you use Google’s (free) conversion tracking? Or Google Analytics?

  20. Leveraging Agency Relationships: Are You Getting Your Due? • Accreditation programs, tiers, “trust rank” • Search scientists approach all relationships as a measurement issue? • Confidence scores in web pages • Quality scores on ad accounts • Agency accounts – size, influence, fit • “Help” vs. interference? Striking a balance • Differences between Google, Yahoo, MSN • The value added by 3rd party agencies or in-house marketers, analysts, developers: full user experience and customer relationship cycle • Can SE’s credibly rep. all clients in same vertical?

  21. Ad Position ROI & Click Fraud Suspicions – Speculation (Advanced) • Received wisdom is that a lot of clicks in ad position one are “compulsive” or “fraud”. • So why is conversion and ROI often lower in ad positions 4-10?

  22. Quick Quiz: Which ad returns higher ROI?What are some pitfalls in testing? (Other variables, wasting money on tests of “contender” ads)

  23. Ads: What to test? Title Offer Creative ‘feel’

  24. Click Fraud: Handy Heuristics • Time spent on page, if less than 5 seconds 60%+ of the time… high probability of systematic fraud

  25. Did I mention I wrote a book? Andrew Goodman Page Zero Media

More Related