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20% Discount Code: HSCamp20 http://bit.ly/HUGcampers

20% Discount Code: HSCamp20 http://bit.ly/HUGcampers . Advanced Paid Search Tactics and Q&A. DAY CAMP. Today’s Quick Win: . Meet our guests!. @ fortin Drew Fortin Marketing Manager. @ briggsnh Mike Briggs VP Search at Website Publicity Group. @ cunninghamkelly Kelly Cunningham

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20% Discount Code: HSCamp20 http://bit.ly/HUGcampers

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  1. 20% Discount Code: HSCamp20http://bit.ly/HUGcampers

  2. Advanced Paid Search Tactics and Q&A DAY CAMP Today’s Quick Win:

  3. Meet our guests! @fortin Drew Fortin Marketing Manager @briggsnh Mike Briggs VP Search at Website Publicity Group @cunninghamkelly Kelly Cunningham Inbound Marketing Consultant

  4. 5 Week Paid Search Webinar Series • 7/13 | Intro to Paid Search • 7/20 | How to set up a Google Adwords Account • 7/27 | Campaign Management w/ Adwords Editor • 8/2 | Performance Metrics & Optimization • 8/10 | Advanced Tactics (Q&A Panel)

  5. Housekeeping A recording of today’s webinar, as well as the following resources will be posted to camp.hubspot.com: • Advanced Tactics and Paid Search FAQs In 30 Minutes blog post on camp.hubspot.com/blog • Paid Search Resources and Education

  6. Previously We Covered… • What Is Paid Search? • How to set up an AdWords account • How to use Adwords Editor tool • How to manage and optimize a campaign

  7. Today’s Goal & Agenda GOAL: Provide you with an overview of advanced tactics and answer frequently asked questions about paid search. AGENDA: For the next 30 minutes, we will focus on the following items: • What are some advanced tactics I should mindful of? (5 minutes) • What are frequently asked paid search questions? (10 minutes) • Ask questions live! (15 minutes)

  8. What Are Some Advanced Paid Search Tactics?

  9. Advanced Tactics: Ad Scheduling What is ad scheduling or day-parting? • You can set your campaign to be live for particular hours of the day, or specific days of the week. • You can include bid adjustments for particular days or times. Implementation • Under Settingstab. • In the Advanced Settings section, click Schedule: Start date, end date, ad scheduling. Next to Ad scheduling, click Edit.

  10. Advanced Tactics: Geo Targeting What is geo-targeting or location targeting? • Target locations • Where you have potential customers. • Where your business is able to serve those customers. • May be worth considering as a strategic opportunity: • Create campaigns with geo-modified keywords and ad text Implementation • Click the "Settings" tab. Click Edit next to "Locations." Select your new locations. • Target areas or exclude areas.

  11. Advanced Tactics: Remarketing What is Google Remarketing? • Remarketing allows you to reach visitors who previously visited your website. • Remarketing is a feature of interest-based advertising available in the Audiences tab. • Remarketing ads appear only within the Google Display Network. Implementation • Requires code (remarketing tag) to pages of your site that correspond to certain categories you want to promote. • For example, adding a tag for "TV" on all of the pages where you sell TVs will let you later show relevant TV ads to everyone who visits those pages. • Create remarketing lists.

  12. Ask Our Paid Search Panel

  13. Categories of Questions Today Compiled FAQs • Just for You!

  14. Paid Search FAQ: Create & Setup How many keywords should I include per ad group? • Recommend tightly themed groups of 3-10 keywords

  15. Paid Search FAQ: Create & Setup How much should I bid per keyword? Factors to consider • Keyword tool will provide bid estimates, not often accurate. Recommendation - Start with an initial bid across all terms. - Adjust bidding once you are able to assess position + cost per lead.

  16. Paid Search FAQ: Create & Setup Can I use paid search to promote my blog? • Yes. Paid Search can drive to any page. • Identifying a goal with every paid search campaign is critical.

  17. Paid Search FAQ: Create & Setup Do I need to set up tracking URLs with my destination URLs? • Yes! Always. • HubSpot tracking URLs will: • Identify traffic coming from paid search • Provide you with lead intelligence from paid search visits

  18. Paid Search FAQ: Create & Setup How do I find an agency to help me? http://services.hubspot.com/services/partner-resources/

  19. Paid Search FAQ: Manage & Optimize Should I try to be in the number one position for Google Adwords? • No. Focusing on your goal is of primary importance. Optimize on cost per acquisition. • Optimizing for rank important (only) if this is your goal.

  20. Paid Search FAQ: Manage & Optimize What report do you use to see what keywords people used on the search engine to find my ad? “See search terms”

  21. Paid Search FAQ: Manage & Optimize What's the best way to conduct testing in PPC across adgroups, ad copy, URLSs, keywords, and destination URLS?

  22. Paid Search FAQ: Manage & Optimize How do I optimize paid search using the Display Network? Through Managed Placements • Category Placements • Site Placements

  23. Paid Search FAQ: Manage & Optimize When should I start reducing paid search spend once I start seeing organic search traffic?

  24. What’s Next?

  25. Paid Search Help Resources HubSpot Resources • Content Camp Blog & Archived Webinars • Succes.HubSpot.com • Coming soon … paid search e-book Google Adwords Resources • Google Adwords Help Section • Google Adwords Help Forums • Stay up to date with Google

  26. Register for Next Day Camp Series Content Marketplace Day Camp Starts August 17th Register Today!! 8/17:  Why Buying Original Content for Your Blog Makes Sense 8/24:  How HubSpot Customers are Using Their Purchased Content

  27. 20% Discount Code: HSCamp20http://bit.ly/HUGcampers

  28. Time for More Questions?

  29. Paid Search FAQ: Create & Setup How do I set up Adwords to market multiple domain names Example: websitegrader.com vs. hubspot.com

  30. Paid Search FAQ: Create & Setup How much should I spend on paid search? - Test and learn approach; based on your goal.

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