The last session of the day and the last session of SES San Francisco 2010. The agenda of the was campaign expansion techniques, advanced ad testing, advanced auction theory, the proper use of relevant analytics reports, ideas for bid rules and campaign automation.
- Andrew Goodman
- David Rodnitzky, Founder and CEO, PPC Associates
- Michael McMeekin, Senior Strategist, Search Optimization, Yahoo!
- Thomas Bindl, SES Advisory Board & Founder & CEO, Refined Labs GmbH
- Carole Sustak, Brand Manager, American Automobile Association
Rodnitzky was the first speaker. He started his presentation by giving
7 tips for Search engine optimization, according to David:
1. The right search engines – Key is to be on the top Search Engines and the optimization is required for each separately.
2. The Right Keywords – The long tail is less important than the head. It is important to spend time on big terms. Focus has to be on top 50 keywords and not on 10,000 keywords.
3. The Right Bids – Generic logos perform generically. The solution is to customize, then monitor and tweak the logo.
4. The Right Ad Text – Key is to get as much space beyond 95 characters.
- Site Links
- Geographic Links
- Product Extensions
- Google Checkout/PayPal
5. The right landing pages – Test everything from headlines, buttons, conversion funnel, video to benefit statements, etc.
6. The right tracking – Measure latency, attribution, offline conversions. Latency could mean, how long the sales cycle is. Latency could be as much as 60% and B2B offline conversions must be measured by CRM.
7. The Right Targeting – Targeting could turn "bad" keywords into “good” ones.
- Negative keywords
- Site exclusion
- Category exclusion
- Day parting
- Geo targeting
- Demographic targeting
- IP exclusion
Next speaker was Michael. He talked about:
- Introduction to auction model
- Ad testing and creative recommendations
He gave example of NBA that has some randomness model, as does PPC. The same ad can be shown in a couple of positions, with some randomness and testing, emphasized Michael. Small changes to bids, ads, etc often push the system to increase the amount of testing to the ads and marketplaces changes made by other advertisers and randomness in the system can cause blips in performance.
Ad testing and writing key takeaways
- Ad test must be done with not more than five ads
- It is difficult to control variables that affect performance and engines take long time to assess performance
- Keeping keywords per adgroup means more control
- Not to test too many variables at once
Ad Copy Writing
- Focus on Relevance
- Ensure bolding is maximized
- Context – Think if the average user would understand
- Consistency between keyword, ad, landing page.
- Match type managing – Understand search query reports and data from enhanced URLs (with tracking codes) to uncover queries to bid on directly
- Better to uncover negative terms, but focus has to be on poor ROI drivers, not low CTR queries
- It is important to search for key terms and review organic listings for additional keywords to bid.
- Also, need to limit the aggressiveness of bids for non-exact math types to avoid achieving higher than desired rankings for some query mappings.
- Avoiding duplicate bidding
- Variability in the market place
High frequency + highly variable bid changes = chasing moving target with little predictability or transparency
Nest speaker for the session was Thomas. He spoke about how being on top means, better traffic on the website. How to optimize conversion:
- What is the best match type? – Exact match works best for CTR and conversion rate.Conversion rate for broad match is better than for phrase match
- High quality score do not necessarily pay off
- Bids below first page bid deliver low volume
- 1/3 of all conversions need more than one click
- Must have enough data to work with
Carol Sustak was the last speaker of the session. She talked about Safeguarding Brands Online. She said, their biggest problem was that paid search was a difficulty for them. They have handled, online trademark violation cases handled since 2006 – 16,675 cybersquatters and 7,450 paid search abuse.
Their primary interest for companies doing traffic diversion:
- It is costly for legitimate brands
- Consumer confusion
- Creates lack of brand trust
- Drives up cost of search engine marketing
She feels that working with legal backing is better and it is good to take action, measure, refine and optimize.
- Ad testing is a must
- Ad copywriting must be of high-quality
- Better search engine optimization