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SMART ST ART marketing accountand spendingwisely. search Aa GreetingsNewAdvertiser, Welcome to the worldof SponsoredSearch! As a Yahoo!employeeand a searchmarketermyself,I knowﬁrsthandthe kindof success that’spossiblewithsmartmanagementof a searchmarketingaccount. My goalwiththisSmartStartguideis to passthatknowledgerighton to you.I’m passionate abouthelpingadvertisersand theirbusinessessucceed,so I wantto tell you everythingI can to helpyou get greatresults. The thingto keepin mindis thatyou playa key rolein gettingthoseresults. Sound scary?It’snot,really.Especiallyif you followthe tipsand strategiesI cover in the pagesahead.To helpyou evenmore,I’veansweredsomeof the recurring questions wereceive fromothernew SponsoredSearchusershereat Yahoo!. I encourageyou to readon, managewelland spendsmart!And remember,we’re always hereto helpyou. Good Luck, Sharon Goodsense Yahoo! SearchMarketingSpecialist Contents 1 Getting to know your new account 6 Find your way to the stuff you care about most. 2 Building a foundation with strong keywords 18 Go wide—with a range of speciﬁc and general words and phrases. 3 Organizing ad groups for success 22 Take care arranging your keywords and ads—and you could achieve better results. 4 Writing effective ads 28 Use ad testing to ﬁnd the message that clicks with customers. 5 Making sure your ads are high quality 36 Write better ads and you could receive higher ranking for a lower bid. 6 Matching your keywords to your customers’ searches 40 Let trafﬁc to your siow—or limit your matches to keywords that convert better. 7 Determining effective bids 46 Too high? Too low? Learn tnd the sweet spot with bids that are just right. 8 Targeting your ads geographically 54 Reach the right audience in the right region with the right ad. 9 Advertising on content sites 60 Take your ads beyond search results with Content Match. 10 Tracking your results 66 Tap your inner Sherlock to see which ads and keywords are driving sales and clicks. Conclusion 74 Troubleshooting 76 Index 82 CHAPTER 1 7 DearSharon, asearch opened I have I just accountand marketing donow. Where what to no idea doI start? Sincerely, Beginner Bashful Getting to knowyour new account Dear BashfulBeginner, Find your way to the stuffyou care aboutmost. Start by loggingintoyouraccountat marketingsolutions.yahoo.com.Onceyou’re inside, you’llsee thatthereare fourmaintabsor sectionsto explore.The Campaigns section willbe yourprimarydestination.It’swhereyou willgo to createor edityourovers… • What you createdwhen you signed up for SponsoredSearch campaigns, keywords,ads,bidsand more.Wanderaroundin thatsection,a• Where to log into your account other three,and learnhow eachis structured.The bestmanagersknowal• The main sectionsof your account and outsof theiraccounts! • Where toﬁnd your campaigns,ad groups,ads, keywordsand bids Good Luck, • Where to go to change generalaccountinfo and other Sharon Goodsense important settings CHAPTER 1 Getting to knowyournew account 9 Here’s a recapofwhatyoucreatedwhenyousignedupforSponsoredSearch: You createda singlecampaign,witha singlead group,madeup of one ad (title, descriptionand URL)and up to 50 keywords—allsharingthe samebid.Now that your accountis active,you can makechangesto whatyou alreadyhaveand go [SCREENSHOTOF THE DASHBOARD] on to createnew campaignswithmultiplead groups,ads,keywordsand bids. It’s sortof likeaddingnew wingsor roomsontoyourhouse.Whenthoughtout and donecarefully,eachadditionyou makewilllikelyincreasethe valueof your overall property. EVOb▯g]c▯Q`SObSR▯Rc`W\U▯aWU\▯c^ EVOb▯g]c▯QO\▯ORR▯]dS`▯bW[S /R 93GE=@2 /R 93GE=@2 5`]c^ 93GE=@2 Account Dashboard (All screenshots of the user interface are subject to change. Data in all /R screenshots is for illustrative purposes only.) 93GE=@2 93GE=@2 /R Your accountisdividedintofourmainsections,ortabs. /R 93GE=@2 1/;>/75< 5`]c^ 93GE=@2 Understandingwhateachtab holdsis the ﬁrst stepto reallygettingto knowyour /R 93GE=@2 way aroundyouraccount.Keepin mindthatthe informationyou see on eachpage 93GE=@2 /R is froma speciﬁc daterange.Youraccountis set up to showyou datafromthe /11=C<B 93GE=@2 93GE=@2 last two weeks,howeveryoucanviewolderinformation,or shorteror longertime 5`]c^ /R 93GE=@2 periods, by adjustingthe daterange. 93GE=@2 1/;>/75< /R 93GE=@2 Dashboard—Provides a listof all yourcampaigns,a snapshotof youraccountand campaign performance,and importantalertsaboutopportunitiesand areasof your Note: The graphic above is provided for illustrative purposes only, and will not actually appeaaccount thatmay requireattention. Start bylogginginatmarketingsolutions.yahoo.com. Campaigns—Contains all of yourcampaignsand theircorrespondingad groups, Why typein a URL overand overwhenyou can justadd a linkto yourbrowser? ads, keywordsand bids,plusbid forecastingand othertools.Thissectionis where Make yourlifeeasier,bookmarkthe login.Onceyou’reon the page,justtypein your you’ll go to editexistingcampaignsand createnew ones. username and passwordto accessyouraccount. Reports—Offers detailedperformanceand ﬁnancialreportsso you can monitor the successof yourcampaigns.You can evencustomizethemand havethem automaticallyemailedto you. CHAPTER 1 Getting to knowyournew account 11 Administration—Contains all of youraccountinformation,includingbillingand payment information,and high-levelsettingssuchas youraccountdailyspending limit, accountuserprivilegesand more. What’s a daily spendinglimit?Adailyspendinglimitis the maximum Aa amount you want to spendeach day on a speciﬁc campaignor across your entireaccount.An accountdailyspendinglimitcan be set withinthe Administration sectionof your account;campaigndailyspendinglimits can be set withinyour CampaignSettings. The ﬁrst timeyou log intoyouraccount, the graphs in yourDashboardmay be blank.Don’t B7>(▯1ZWQY▯bVS▯>`STS`S\QSa▯ ZW\Y▯b]▯QVO\US▯g]c`▯Q]\bOQb▯ panic, youraccountisn’ton the fritz.You simply W\T]▯O\R▯OZS`b▯aSbbW\Ua▯ Campaign Summary may not haveaccruedany SponsoredSearch 7T▯g]c▯\SSR▯b]▯QVO\US▯g]c`▯ S[OWZ▯ORR`Saa▯▯^Oaae]`R▯]`▯ or ContentMatchdatayet.Yourchartsand If you did not set a dailyspendinglimitfor one of yourcampaigns, “Not Set”will graphs willchangeas soonas you begin OZS`b▯\]bWTWQObW]\▯aSbbW\Ua▯▯QZWQY▯ bVS▯>`STS`S\QSa▯ZW\Y▯c\RS`▯ appear in the spendinglimitcolumn.Don’tworry,yourcampaignis stillrunning,and generating trafﬁc in yournew account. g]c`▯caS`\O[S´eVWQV▯Wa▯ your accountdailyspendinglimitis stillin effect. Z]QObSR▯Ob▯b VS▯b]^▯]T▯SdS`g▯ 1V▯▯ If you wantto quicklyﬁnd a particular ^OUS▯W\▯g]c`▯OQQ]c\b▯ To changegeneralcampaigninformation, keyword, ad, ad groupor campaign,just click the blueCampaignSettingsbutton click the Searchlinkon yourDashboard near the upperrightof the page.Within B7>(▯DWSe▯W\T]`[ObW]\▯ or CampaignSummarypage. T]`▯O▯a^SQWTWQ▯bW[S▯^S`W]R▯ your settings,you can renameyour campaign, adjustits dailyspendinglimitor B]▯QVO\US▯bVS▯RObS▯`O\US▯]T▯ To accessallofyourkeywords,adsandbids,clicktheCampaignstab. bVS▯W\T]`[ObW]\▯g]c¸`S▯ schedule, changethe location(s)to whichit dWSeW\U▯▯QZWQY▯bVS▯QOZS\RO`▯ This willlandyou on the CampaignSummarypage,whichlistsall of yourcampaigns is geographicallytargetedand more. WQ]\▯▯EVObSdS`▯RObS▯`O\US▯ and relatedinfo,suchas the numberof impressionsand clicksthey’regenerating, g]c▯QV]]aS▯eWZZ▯PS▯QO``WSR▯ and how mucheachclickis costingyou,on average. bV`]cUV▯OZZ▯aSQbW]\a▯]T▯g]c`▯ OQQ]c\b´ a]▯O\g▯RObO▯g]c▯ aSS▯eWZZ▯PS▯`STZSQbWdS▯]T▯bVOb▯ bW[S▯^S`W]R▯ Aa What’s an impression?An impressionis a displayof your ad in sponsored results. For example,if your campaignhas received100 impressions,that means the ad(s)in that campaignhave been displayed100 times. CHAPTER 1 Getting to knowyournew account 13 To viewtheadgroupswithina speciﬁc campaign,clickonthatcampaign’sname. To viewanadgroup’skeywordsandads,clickonthatadgroup’sname. This willopenthe CampaignDetailspage,whereyou can handlea varietyof You’ll see your keywordslistedat the bottomof the page, and your ad (title,description campaign activities. and URL) at the top of the page. If you have more than one ad for your ad group,the ad • Viewyourcampaigndailyspendinglimit,the numberof impressionseachad most frequentlydisplayedin searchresultswill be shown at the top of the page. To view group is displaying,the averageclick-throughrateof eachad group,your other ads in that ad group,click the Ads tab. average cost-per-clickfor the ads in the campaignand more. To add, deleteor move a keywordto anotherad group, selectit and click the Add • Createnew ad groupsby clickingthe CreateAd Grouplink. • Editan existingad groupby clickingits name.Thiswilltakeyou to the Keywords link or the Deleteor Move button.If you are movinga keyword,you’llalso have to choosethe ad group you’d like to move it to. Keep in mind that each keywordyou Ad GroupDetailspagewhereyou can createand editads,and move,add move will triggereditorialreview again. or deletekeywords. • Adjustyourbid for eachad groupby simplyclickingon it. Thiswillopenthe To createnew ads—so you can testdifferentmessagesagainsteachotherin an forecastingtool,whichcan helpyou set yourbid by estimatinghow many ad groupto see whichad attractsthe mostcustomers—justclickthe CreateNew impressionsand clicksa bid may yield. Ad link.We highlyrecommendthatyou testad messages.It can helpyou see better results! You canmakeimportantchangestoyouradgroupbyclickingtheblueAdGroup Settingsbutton. As timepassesand you trackyourperformance,you may wantto mix thingsup a little. You mightwantto renamean ad groupto be moredescriptive,changeyour [SCREENSHOTOF CAMPAIGNDETAILSPAGE] match type,changeyourbid,movean ad groupto anothercampaignor deletean ad group.You can do it all withinthe Ad GroupSettingspage. [SCREENSHOTOF THE AD GROUPSETTINGSPAGE?] Campaign Details Ad GroupSettings CHAPTER 1 15 Getting to knowyournew account Block trafﬁc frominternationalcontinents.* Aa What’s a match type?Amatchtype is a SponsoredSearchsettingthat helps If, for example,you do not shipyourproductsto Australia,you couldblockyourads you controlhow your keywordsare matchedto the termssearchersenterinto from beingdisplayedto potentialcustomersfromthatcontinent. their searchboxes.The Advancedmatchtype settingmatchesyour keywords to a broadrangeof searches,whilethe Standardmatchtype restrictsyour Get morecontrolwithBlockedDomains. matching to more precisequeries. You can blockyourads fromappearingon our partners’web sitesthatdon’tmeet your businessneeds. To movean ad groupto a differentcampaign, clickthe MoveAd Groupbutton,and 1 Adjust yourmatchtypeoption. choose the campaignyou’dliketo reassignit to fromthe dropdownmenu.Keepin When you opena new account,all yourkeywords mind thatif you movean ad group,yourperformancedataup to thatpointfor the are automaticallyset to the Advancedmatch B7>(▯3fQZcRS▯W``SZSdO\b▯ e]`Ra▯Ob▯bVS▯OQQ]c\b▯ZSdSZ▯ ad groupwillstayin the originalcampaign;futureperformancedatawillbe partof type—which displaysyourads for a broadrange RdO\QSR▯ the new campaign. 7T▯g]c¸`S▯caW\U▯bVS▯/ of searchesby matchingsearchqueriesto your [ObQV▯bg^S▯▯O\R▯Y\]e▯QS`bOW\▯ keywords, titlesand descriptions,and web content. e]`Ra▯O`S▯OPa]ZcbSZg▯W``SZSdO\b▯ You may wantto movead groupsif: b]▯g]c`▯PcaW\Saa▯▯g]c▯QO\▯SRWb▯ • Yourcampaigngetstoo largefor easymanagement. The Standardmatchtypeis yourothersetting g]c`▯OQQ]c\b▯ZSdSZ▯bOQbWQ▯ abbW\Ua▯▯eVWQV▯eWZZ▯O^^Z▯▯b]▯OZZ▯ • You wantexistingad groupsto be partof a new campaignyou create. option, and it restrictsthe displayof yourads to ]T▯g]c`▯QO[^OWU\a▯▯b]▯PZ]QY aSO`QVSa▯Q]\bOW\W\U▯bVS[▯ To copyan ad groupto a differentcampaign, click the Copy button,selecta new more precisesearchesthatexplicitlymatchto your keywords,as wellas singular/pluralvariations name for that ad group and assignit to an additionalcampaign. and commonmisspellings.The matchtypesetting You canﬁndandadjustyourgeneralaccountinformationwithinthe indicated at the accountlevelwilleitherbroaden Administrationtab. (Advanced match)or restrict(Standardmatch)your This tab is whereyou’llgo to adjustaccount-levelsettings. ability to receivetrafﬁc. Switch youraccountstatusto onlineor ofﬂine. Control yourkeywordmatchingwithExcludedWords. You can startand stopthe displayof yourads in searchresultswithjusta Sometimes referredto as “negativekeywords,”ExcludedWordsare searchterms/ queries you wantto preventfrombeingmatchedto the keywordsin youraccount. couple of clicks. Adjust youraccountdailyspendinglimit. Change ContentMatchsettings. If you decideto increaseyourbidsat any point,you may wantto alsoincreaseyour Your new accountis alsoautomaticallyset up to receiveContentMatchtrafﬁc. If you daily spendinglimitso thatyourads do not reachthe limitand stopdisplayingtoo choose to changeyourContentMatchstatusto “off”at the accountlevel,you will not be ableto createContentMatchcampaignswithinyouraccount. early in the day. * You are not able to block the continent in which you are located. CHAPTER 1 Getting to knowyournew account 17 Set masteraccountusers. Ad Grouplevel Grant differentpeoplein yourcompanydifferentlevelsof accessto youraccount. • TurnSponsoredSearchor ContentMatchad groupson or off. • Enterbidsfor yourSponsoredSearchor ContentMatchad groups. Start usingconversionanalytics. • Utilizead testing. The conversiononlyanalyticsoptionletsyou see how yourSponsoredSearchand • Update/createads (titles,descriptionsand URLs). Content Matchcampaignsare performingby measuringthe numberof clicksthat • Excludeup to 250 keywordsfor eachad group. lead to salesor sign-upson yoursite,alongwiththe revenuethoseclicksgenerate. • Selectthe Advancedor Standardmatchtype. Each levelofyouraccountoffersdifferentwaystocontrolyouradvertising. Here’s a quickrundownof the featuresand settingsavailablein the different Keyword level • Enterkeywordbidsfor SponsoredSearch. levels of youraccount: • Selectthe Advancedor Standardmatchtype. Account level • Createa customlandingURL. • Set a dailyaccountspendinglimit,or monthlybudget. • Checkeditorialstatus. • Switchthe statusof yourentireaccountto onlineor ofﬂine. • Set alternatetext(if necessary)whenusingthe insertkeywordfeature. • TurnContentMatchon or off. • Blockup to 250 domainson whichyou do not wantyourads to be displayed. Now thatyouhavea map,goforthandstartexploring. • Blockcontinentsfromwhichyou do not wantto receivetrafﬁc. Ready to click your way throughthe pages of your accountuntil you know where every • Set masteraccountusers. tab, buttonand link takes you? Good! The more familiaryou are with your account,the • Selectthe Advancedor Standardmatchtype. easier it will be to get right to the stuff you want to update. • Excludeup to 250 keywordsfor all campaignsand ad groups. • Set a displayURL. Campaign level • Set a dailyspendinglimitfor a particularcampaign. • Turna campaignon or off. • Chooseyourdistributiontactics(SponsoredSearchor ContentMatch). • Selectthe Advancedor Standardmatchtype. • Createa campaignschedule. • Set up geo-targeting. CHAPTER 2 19 Dear Sharon, I’m bidding keywords on all I know sorts of searching people basic for, are and “video” like “DVD,” but “movie,” very many I’m not bad sales! making keywords Are these or what? just Sincerely, Keyword Confused Buildinga foundation with strongkeywords Dear KeywordConfused, Go wide—witha rangeof speciﬁc and general Although generic words like “DVD” and “movie” may attract trafﬁc to your words and phrases. site, they may not lead to sales because they are terms usually reserved for the research phase of the buying cycle. In order to see an increase in your conversions, This sectioncovers… you may need to bid on more speciﬁc keywords that contain things like the title of the DVD or the name of the movie. This will appeal to searchers who are closer— • Best practicesfor choosingkeywords • Customermindsetand the buying cycle or ready—to purchase. • Why speciﬁc keywordsconvert Good Luck, Sharon Goodsense CHAPTER 2 Buildinga foundationwithstrongkeywords 21 Start bylookingonline.Andthinkinglikea customer. In the purchasephase… One of the best—andeasiest—placesto beginscoutingout keywordsis righton Customers are readyto buy.Theyoftenknowexactlywhattheywant,and are going your web site.Lookthroughall yourpagesand pickout the wordsthatare most to use veryspeciﬁc searchtermsto ﬁnd it. relevant and interestingto yourcustomers. Keyword Examples:42” BrandX plasmaTV, 8 megapixeldigitalcamera, Brand X ZombieslayerII game • Put yourselfin searchers’shoesto comeup withall possibleways theymightbe looking for whatyou offer. Becausespeciﬁc keywordsareusedinthepurchasephase,they’reoftenmore • Considerbiddingon keywordsfor yourmostproﬁtableproductsor servicesﬁrst effectivethantheirgeneralcounterparts. to spendmosteffectivelywithinyourbudget. Broad keywordsare greatfor drivingtrafﬁc to yourweb site,but can causeyou to • Thinkaboutwhatyou wantyourcustomersto do (likebecomebetterinformedor go throughyourbudgetfaster.And unfortunately,becausethey’reusedduringthe make a purchase). research phase,theydon’tleadto purchasesor sign-upsas often. • Reviewyourcompetitors’web sitesto see how theytalkto customers. B7>(▯4]`▯O▯`S▯ORdO\QSR▯ To increaseyourchancesof clicksleadingto sales,it’sbetterto bid on morespeciﬁc • Use the FindKeywordstool.You may have eOg▯b]▯TW\R▯YSge]`Ra▯▯ QVSQY▯g]c`▯eSP▯aS`dS`▯Z]Ua▯ or nichekeywords.Thiscan slowyourspendingand potentiallyimproveyourresults. tried out thislittlegem duringthe sign-up As you’llreadlater,you willneedto continuallymonitorthe performanceof your BVSaS▯Z]Ua▯QO\▯bS process to get keywordsuggestions.Well,it’s g]c`▯aWbS▯dWaWb]`a▯O`S▯aSO`QVW\U▯ keywords to makesurethey’reworkingfor yourbusiness.Remember,not all trafﬁc T]`▯O\R▯V]e▯bVSg▯\OdWUObS▯ available insideyouraccount,too.And it can bV`]cUV▯g]c`▯eSP▯^OUSa▯ is goodtrafﬁc. even searcha web pageURL you enterfor If yourkeywordsallappeartofallintoonephase,now’sthetimetomake possible keywords. some changes. Look throughyourlistof keywordsand determinewhichphaseof the buyingcycle Customermindsetchangesaspeoplemovethroughthebuyingcycle. In the researchphase… they applyto—thenroundout or amendyourlistso you’renot justfocusingall of your effortand spendingon one typeof customer.For detailson makingchangesor Customers are usuallyjustgatheringinformationaboutproductcategories,product adding keywords,referto Chapter1. options and differentretailers.Theyuse broador genericsearchtermsduringthis phase, oftenusingonlyone-wordtermsto conducttheirsearches. Keyword Examples:television,camera,videogame In the shoppingphase… Customers are comparingand narrowingtheirpurchaseoptions.Theyuse more speciﬁc termswhensearchingduringthisphase. Keyword Examples:plasmatelevision,digitalcamera,zombievideogame CHAPTER 3 23 Dear Sharon, When I signed up for Sponsored Search, I tried ad to writea that promoted catch-all company everything sells. my complete It didn’tmake sense keywords, for some of but I my wouldn’t thought it matter I’ve much. Now that been monitoring for awhile, my campaign I’venoticed quality that my index isonly Am I doing at two bars! Organizingad groups something wrong? Sincerely, for success Index Issues Dear IndexIssues, Take care arrangingyour keywordsand ads—and Almost as importantas writinga goodad is makingsureyou grouponlyrelated you couldachievebetterresults. keywords togetherin the samead group.Thinkaboutstructuringad groupsby themes. Doingso enablesyou to writeads thatare morespeciﬁc to yourkeywords— This sectioncovers… which can increaseyourclick-throughrateand in turnimproveyourad quality.I would recommendreorganizingand regroupingASAP. • What is an ad group • Why accountorganizationaffectsqualityindex • Examplesof good vs. poor ad group organization Good Luck, Sharon Goodsense CHAPTER 3 Organizingad groupsforsuccess 25 Ad groupsarethecontainersforyouradsandkeywords. You probablyknowby now thatyouraccountis madeup of campaigns.And each Aa What’s qualityindex?Qualityindexis a relativemeasureof the qualityor campaign is madeup of ad groups,whichcontainyourkeywordsand ads.(It’skinda relevancy of your ad (its abilityto meet the needsof searchers)comparedto your competitors’ads. It’s also a determiningfactorin whereyour ad is ranked like thoseRussiannestingdolls.)You can haveup to 1,000keywordsin an ad group, in searchresults,and how much you need to bid. and up to 20 ads.Whilethereisn’ta magicnumberof keywordsto include,you may wantto startwithno morethan20—pairedwithtwo or moreads—andadjust from there. If you createmultipleads,they’llbe rotatedagainstall of the keywordsin theirad group, and displayedwhenprospectivecustomerssearchon thosewords.Because [SCREENSHOTOF AD GROUPDETAILSPAGE– OR JUSTMOSTDISPLAYEDAD of this,it’sveryimportantthatall of the keywordsand ads in an ad groupmake PORTION OF THE PAGEW/QUALITYINDEX] sense whenpairedtogether. The wayyougroupyourkeywordsandadsiscritical. If you’readvertisingyourbusinessin searchresults,it’shighlylikelyyou’veuseda search engineyourselfto ﬁnd somethingyou wantedonline.You knowwhatit’slike if you typein a searchtermand see ads thatdon’treallymatchyoursearch. It’s frustrating! Now imagineif one of yourprospectivecustomerstypedone of yourkeywordsinto a searchbox and was presentedwithan ad thatdidn’treallymakesense.Would they clickyourad? Of coursenot. Mismatchingads and keywordscan be as bad as leavingthe housein plaidshorts and a Hawaiianshirt.It’sjustnot goodfor yourimage,or in thiscase,yourad’s Quality IndexExample appeal. If you wantyourad to get clicked,you’vegot to pairsimilarkeywords together withrelevantads. An ad’squalityis primarilydeterminedby lookingat its click-throughraterelativeto its positionand otherads displayedat the sametime.Highqualityads are generally If youraddoesn’tgetmanyclicks,yourqualityindexcanbeaffected. more relevantto searchersand thereforeget clickedmoreoften.Low qualityads are Not receivingclicksisn’tjustbad for yourbottomline—it’sbad for yourad’sposition not as appealingor relevantto searchers,makingthemlesslikelyto receiveclicks. in searchresults.You see,yourclick-throughrateaffectsyourad’squality,whichin Quality is indicatedin youraccountby a scaleof 1 – 5 bluebars,5 beingthe highest. turn can impactyourposition. CHAPTER 3 Organizingad groupsfor success 27 Because ad quality takes into consideration your ad(s) and all the keywords within Example of well-organized ad groups an ad group, it is critical that you’re careful when choosing keywords for each ad The ad groups in this account each have specic ﬁads that relate well group. If you have keywords that are not relevant to the products and/or services to their keywords. offered in your ads, your ad quality could be negatively impacted.oH wever, if you group keywords the right way (i.e. by themes such as product or service type, or Account:Electronics-Planet.com special offers) and achieve high ad quality, you could receive a better rank in search Campaign: Electronics results and/or a lower bid. Ad Group 1:DVD Players Ad: Big Savings on DVD Players Keywords:portable DVD player, DVD Top brand DVD players, including the latest in You can improve your ad quality by putting only related keywords into ad groups. player, HD DVD player, Brand Y DVD HD, all at 20-40% off. Putting only related keywords into ad groups makes it easier to: player www.Electronics-Planet.com Ad Group 2:Digital Cameras Ad: 5 Megapixel and Higher Digital Cameras • Write ads that are more speciﬁ c to your keywords—which can increase the number of clicks you receive. Keywords:digital camera, 5 megapixel Get great resolution and great prices on top digital camera, Brand X digital camerabrand digital cameras. • Test different landing pages—to see which of your web pages leads to the most www.Electronics-Planet.com conversions or sales. Ad Group 3:Televisions Ad: Top Brand Televisions • Eventually improve your ad’s quality—which in turn could improve its rank in Keywords: HD television, ﬂat screen Low prices on plasma and ﬂat screen search results. television, plasma television, Brand Ztelevisions, including HD. plasma television www.Electronics-Planet.com Example of a poorly organized ad group The following account’s ad group uses a very generic ad that doesn’t really relate to Note: The graphic above is provided for illustrative purposes only, and will not actually appear in your account. all of the keywords. Take another look at the way your account is organized. Account:Electronics-Planet.com Before you create any new campaigns within your account, look over your existing Campaign: Electronics campaign and make sure its ad groups are structured in a way that will bene tyour Ad Group:Products Ad: TVs and Cameras Galore ads’ quality. You may need to move some keywords around or create smaller ad Keywords: digital camera, ﬂat screen Low prices on the latest, top brand televisions, groups with more speciﬁc ads. So don’t wait, get started now! television, DVD player, portable DVD cameras and more. player, 5 megapixel digital camera, www.Electronics-Planet.com plasma television, HD television, HD DVD player, Brand X digital camera, Brand Y DVD player, Brand Z plasma television Note: The graphic above is provided for illustrative purposes only, and will not actually appear in your account. CHAPTER 4 29 DearSharon, andmy I knowmy business I’vewritten soI think customers, ad,but I don’t a prettygood enough it’setting I can reallythink something clicks.s there to click? moresearchers doto get Sincerely, Maven Message Writingeffectiveads Dear MessageMaven, Use ad testingto ﬁnd the message Testing ad messagesis the markof a smartadvertiser—sowe makeit easyfor you to do justthat!Justcreatetwo or moreads in an ad group.Our systemwillrotateickswith customers. those ads in searchresultsand trackthe clickseachreceives,so you knowwhich This sectioncovers… ad is attractingmorecustomers.Thiscan helpyou determinethe moreeffec• How ad testingworks message, whichshouldhelpyou see moreclicksin the future. • Best practicesfor writingads Good Luck, • Best practicesfor using ad testing Sharon Goodsense CHAPTER 4 Writingeffectiveads 31 Findingtheadthatattractsthemostcustomersiseasierthanyouthink. Your strongeradwillautomaticallybeshownmorefrequentlyinsearchresults. If you can writean ad (whichI knowyou can),you can use ad testing.All you need It’s alwaysgoodto put yourbestfootforward,right?If you chooseto use ad testing, to do is createmorethanone ad in an ad group.It’sthatsimple.It doesn’tcost the ad receivingthe highestclick-throughratewillbe shownmoreoftenin search anything morethana few momentsof yourtime.Eachof the ads you createwill results overtime.Thisis becausead optimizationis turnedon in youraccount. then be rotatedin searchresultswhensearcherstypein keywordsfromthatad If you prefer,you can turnoptimizationoff by selectingan ad groupon the group. By checkingtheirclick-throughrates,you can easilysee whichad performs Campaign Detailspage,clickingthe OptimizeAds button(abovethe listof all your better amongyourcustomers. ad groups),and selecting“No”fromthe drop-downmenu.Doingso willset yourads to be displayedequallyin searchresults(i.e.if you had two ads,eachwouldappear roughly 50% of the time). [SCREENSHOTOF ADS TAB LISTINGON AD GROUPDETAILSPAGE] However,byleavingad optimizationon, you couldsee evenmoreclicksto your web site,becauseyourbetterads willbe shownmoreoften.Eventually,thiscould improve yourad quality,whichcan improveyourad’srankin searchresults.All steps in the rightdirection! [SCREENSHOTOF AD GROUPDETAILSPAGEW/OPTIMIZEADS POP-UPOPEN?] Ad GroupDetails/Ads Aa What’s click-throughrate? Click-throughrate (CTR) =the number of times your ad was clicked the number of times it appeared in search results (also known as number of impressions) For example, if your ad was displayed100 timesand received5 clicks, it wouldhave a click-throughrate of 5%. Optimize Ad DisplayOption CHAPTER 4 Writingeffectiveads 33 When creating ads, there are several things you can do to help get more clicks. LINKHIGHLIGTED] Write the best ad text you can. • Be precise in describing what you offer. Ads that are not well written or are unclear do not perform well. • Make your ad concise and factual. Data has shown that people are less likely to click on ads that sound salesy. • Don’t use ampersands (&) and numbers in place of words (i.e. buy 2 get 1 free). These symbols can make your ad look unprofessional. • Provide a strong call to action. If you have an offer, or if your business provides something unique, make sure to include that in your ad. Insert Keyword Option Use the insert keyword feature to include your keywords in your ad’s title or description. The insert keyword tool is most effective and easy to use when all of the keywords in You probably wouldn’t click an ad that didn’t mention what you were searching your ad group are closely related and make sense with your ad(s). If there are cases for—and neither will your customers. Research shows that people are more likely to when your keyword doesn’t make sense when inserted into your ad, or would sound click if the keyword appears in the ad’s title or description. better with different wording, you can create alternate text to appear in place of To use the feature, click the insert keyword link at the place in your ad’s title or your keyword when your ad is displayed in search results. Visit the Help Center for more information. description where you would like your keyword to appear. When a prospective customer searches for one of your keywords, the system will insert the appropriate Mention your company’s unique selling proposition. keyword into your title or description in bold type—reassuring the searcher that your If your company offers something that others don’t, tell your prospective customers! ad matches their search. Let them know what makes your business different and special. If you offer free If you use the insert keyword tool, you’ll also need to choose default text. This text shipping or a lifetime warranty—include it in your ad. will be shown in place of your actual keyword whenever inserting a keyword makes your title or description exceed the character limit. For example, if your keyword was Look at what your competitors are saying in their ads. Not only will this help you get ideas for your own ad, it’ll let you know what you’re “Brand X high-deﬁnition plasma television,” “plasma television” could be used as up against. Take what you learn and write an ad that has a better or more your default text. compelling offer. In the following example, the saved ad on the right shows how the searched keyword will be inserted into the title before “Bargain Prices.” The default text in this ad is “Video Games.” CHAPTER 4 Writingeffectiveads 35 Initialap the wordsin yourURL for easierreadability. When testingadsagainstoneanother,bestrategic. For example,if yourweb addresswerewww.myexamplewebpage.com,you would You don’twantto justthrowtwo completelydifferentads onlineto see which want to capitalizeeachwordlikethis:www.MyExampleWebPage.com. one getsclicked.Try out messagesthatmeansomethingto yourbusiness. Review our editorialguidelines. Have a goalin mind. Here are 3 of the top reasonswhy an ad won’tpassour editorialreview: For example,you mightwantto testa percentagesavingsofferagainstan actual • The ad doesnot clearlyexplainhow it speciﬁcallyrelatesto the keyword dollar savingsofferto see whichpositioningyourcustomersﬁnd moreappealing. associated withit. • Thereis an inaccurateor misleadingdepictionof whatsearcherswillﬁnd on the Digital Cameras Digital Cameras Save 20% on a widerangeof top name Save $20 on any digitalcamerapurchase web site. • The ad is not clearand objective;includessuperlatives(e.g.best,greatest,etc.). digital cameras.Ordernow. of $100or more.Ordernow. www.Electronics-Planet.com www.Electronics-Planet.com To reviewour editorialguidelines,visitour HelpCenter. Create ads withuniquemessages. You wouldn’twantto testan ad thatoffered“greatprices”againstone that Make sureyourlandingpageis consistentwithyourad. promised “lowprices”—thesemessageswouldbe too similar. Sending searchersto a web pagethatdoesn’tincludewhattheysearchedfor,or is very hardto ﬁnd, makesfor a bad customerexperience—andcan havea negative Test and reﬁne yourads regularly. impact on yourconversionrate.For bestresults,be sureyourdestinationURL takes • Routinelycheckthe statusand performanceof yourads to stayon top of prospectivecustomersto a pagethatmakessense,givenwhatthey’researchingfor. changing consumerhabits. It’s alsoa goodideato do the following: • Set goalsto keepimprovingyourbest-performingads. • Continueaddingnew ads to ﬁnd out whatperformsbestamongyourcustomers. • Offerclearnavigation,so customers B7>(▯;OYS▯ac`S▯\]b▯b]▯RW`SQb▯ can get to theirdesiredproductor OZZ▯QZWQYa▯b]▯g]c`▯V][S▯^OUS▯ Give adtestinga shot. service quickly. BVS▯RSabW\ObW]\▯C@:▯▯]`▯Z ^OUS▯▯g]c▯^OW`▯eWbV▯SOQV▯OR▯U▯ You don’thaveanythingto lose.In fact,you couldhavea lot of clicksto gainby • Writewithan objectivevoice—you varying yourmessage.Createa secondor thirdad in one of yourad groupsand aV]cZR▯PS▯a^SQWTWQ▯b]▯bVOb▯OR¸a▯ don’t wantto comeoff as too salesy. Q]\bS\b▯▯ see exactlywhatcatchesthe eye of yourcustomers. • Focuson the customer,not your company. CHAPTER 5 37 Dear Sharon, I set a pretty high my ad, but bid for very itisn’t ranked high in Do search results. I need to bidding just keep higher position? to increase Does this my something have to do quality with the index scores my account? I see in Making sureyourads Sincerely, arehigh quality Quality Quandary Dear QualityQuandary, Write betterads and you couldreceivehigher In orderto providesearcherswiththe mostrelevantresults—andrewardadvertisers ranking for a lowerbid. who createhighqualityads—Yahoo!usesbothbid amountand an ad’squalityto rank ads in searchresults.Thismethodfor rankingprovidesadvertiserswitha great This sectioncovers… opportunity:If you raiseyourad’squality,you mightjustloweryourcostsand/orget • The impact of ad qualityon ad ranking ranked higher. • Where toﬁnd your ad’s qualityindex in your account To monitoryourads’quality,you shouldreferto the qualityindexscoresin your • How to improve your ad quality account. Theseare relativemeasuresof yourads’quality. Good Luck, Sharon Goodsense CHAPTER 5 Making sureyouradsarehigh quality 39 Keepingyouradqualityhighcanpotentiallyloweryourcosts. There area numberofthingsyoucandotoimprovethequalityofyourads. You knowthe powera well-written,highlyrelevantad can haveon yourcustomers— • Rewriteyourad so thatit is clearerand morecompelling. it can drawthemto yourbusinesslikemiceto a hunkof Cheddar.But it can alsohelp • Testdifferentads and use ad optimizationto automaticallydisplaythe better you receivea betterrankin searchresults,in somecases,evenif yourcompetitors performing ad moreoftenin searchresults. are biddinghigherthanyou are.Highqualityads may be rewardedwithhigher • Makesureyourkeywordsare relevantto yourad text,displayand destination ranking in searchresults. URL. If yourkeywordsare not similarenough,you may needto create additional ad groups. Monitoringyourads’qualityindexesiscriticaltotheoverallhealthof • If you havekeywordsthataren’tperformingwell,movethemto anotherad group your campaigns. or createa new ad groupwherethosekeywordsare morerelevant.For help If yourqualityindexis sick,it meansyourad needssomeTLC!A low qualityindex organizing ad groups,referbackto chapter3. means yourad is not doinga goodjob o