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Quality Score Search Marketing: Organic and Pay-per-click 19 Online Experts at Your Service Led by Partner and President Robert “Mac” McCracken Google AdWords Certification Madden Media is a Google AdWords Certified Partner based on: • Employment of Google AdWords Qualified Individuals who passed challenging exams demonstrating account management expertise • Total spend managed Meet Our Google AdWords Qualified Individuals Addy Coleman Chris Callahan Paul McLeod Samantha Copley Madden Media has sent more than 3.6 million clicks to our SEM clients’ sites and saved them a total of $1,242,885 5 Improve Your Rankings with SEM • Paid search results also known as – Pay-per-click – Sponsored links The Importance of Search • Drives 45%-65% of traffic to travel websites • Marketers rate SEM as the #1 most effective new media platform • Creates significant lift for offline sales • Measureable ROI • Improves brand recall and purchase intent • Yields immediate results • Why it should matter to you – Your website is your biggest ongoing investment – You lose market share to competing destinations who appear ahead of you in search results Sources: Hitwise, Research Online Buy Offline Study (comScore), Search Marketing Benchmark Guide (Marketing Sherpa), The Brand Lift of Search (Google/Enquiro) SEM is a Unique Opportunity • Sell your destination at the moment of decision • Pay only for direct responses from prospects who have qualified themselves • Control how your ad appears in search results • Measureable ROI SEM Challenges • SEM techniques commonly sacrifice quality for quantity, wasting your marketing dollars – You need strategies to increase quality scores for top priority words – This saves you thousands, creating more outreach with less money • Most SEM vendors understand website development, not destination marketing – DMOs often feel their SEM budget just disappears – This disconnection prohibits SEM integration with overall marketing strategy The Platforms 10 The Platforms • Google is a verb • 70% market share 11 The Platforms • Google is a verb • 70% market share • Yahoo! and Bing • 25% market share 12 Account Structure Account Structure GoogleChart Account Title Category 4 Category 3 Series 3 Series 2 Category 2 Series 1 Category 1 0 2 4 6 14 Account Structure GoogleChart Account Title Campaign Campaign Campaign Campaign Category 4 Category 3 Series 3 Series 2 Category 2 Series 1 Category 1 0 2 4 6 15 Account Structure GoogleChart Account Title Campaign Campaign Campaign Campaign Category 4 Ad Word Ad Word Ad Word Ad Word Group Group Group Group Category 3 Series 3 Series 2 AdCategory Word 2 Ad Word Ad Word Ad Word Group Group Group GroupSeries 1 Category 1 Ad Word Ad Word Ad Word Ad Word Group Group Group Group 0 2 4 6 16 Account Structure ChartFort Worth Title Shopping Category 4 Malls Category 3 Malls In Fort Worth Fort Worth Malls Series 3 Series 2 Category 2 Shopping Centers in Fort Worth Series 1 Category 1 0 2 4 6 17 Account Structure 18 Account Structure Ft. Worth Shopping Malls Enjoy Shopping in Ft. Worth, Texas. Discover Our Wide Variety of Malls! www.FortWorth.com/Shopping 19 Metrics For Success 20 Metrics For Success 1. Page Bounce Rates 2. Click-Thru Rates 3. Ad Quality Scores 4. Price Per Click 21 Metrics For Success Metric Improvement Typical Range Target Range Range Landing Page Bounce Rate Click-thru Rate Keyword Quality Score Average Cost Per Click Source: Madden Media, Proprietary Insights 22 Metrics For Success Metric Improvement Typical Range Target Range Range Landing Page Bounce Rate 40+ % 30 % 20 % Click-thru Rate Keyword Quality Score Average Cost Per Click Source: Madden Media, Proprietary Insights 23 Metrics For Success Metric Improvement Typical Range Target Range Range Landing Page Bounce Rate 40+ % 30 % 20 % Click-thru Rate Less than 2% 2% - 4% 5%+ Keyword Quality Score Average Cost Per Click Source: Madden Media, Proprietary Insights 24 “Quality Score” Drives PPC Google uses “Quality Score” to determine: 1. Cost you pay for each click; 2. Ad position of your copy; and 3. Eligibility for ad copy to show. Source: adwords.google.com/support 25 Improvements in “Quality Score” “The higher your Quality Score, the better your ad position and the lower your minimum bids.” Source: adwords.google.com/support 26 Example “SarasotaFL.org” 27 Elements of “Quality Score” Your “Quality Score” includes: 1. Relevance of Keywords to ad text/ad group; 2. Quality of your landing pages; and 3. Click Through Rate (CTR) ; and 4. Other relevance factors. Source: adwords.google.com/support 28 Example “SarasotaFL.org” Keyword 29 Example “SarasotaFL.org” Keyword AD Copy 30 Example “SarasotaFL.org” Keyword Relevance AD Copy 31 Elements of “Quality Score” Your “Quality Score” includes: 1. Relevance of Keywords to ad text/ad group; 2. Quality of your landing pages; and 3. Click Through Rate (CTR) ; and 4. Other relevance factors. Source: adwords.google.com/support 32 Example “SarasotaFL.org” Landing Page 33 Example “SarasotaFL.org” Landing Page 34 Example “SarasotaFL.org” Landing Page 35 Example “SarasotaFL.org” Landing Page 36 Keyword Quality: “Siesta Key” 1. Keyword quality score; 2. Landing page indicator of quality; and 3. Cost Per Click 37 Keyword Quality Score: Ranges “Poor” “OK” “Great” Minimum Bid: Minimum Bid: Minimum Bid: $0.31+ $0.06 – 0.30 $0.01 – 0.05 Source: adwords.google.com/support 38 Keyword Quality Score: Ranges “Poor” “OK” “Great” Minimum Bid: Minimum Bid: Minimum Bid: $0.31+ $0.06 – 0.30 $0.01 – 0.05 $5.00+ Source: adwords.google.com/support 39 Metrics For Success Metric Improvement Typical Range Target Range Range Landing Page Bounce Rate 40+ % 30 % 20 % Click-thru Rate Less than 2% 2% - 4% 5%+ Keyword “Poor” “OK” “Great” Quality Score 1- 4 5 - 7 8 - 10 Average Cost Per Click Source: Madden Media, Proprietary Insights 40 Budget – Average CPC Cost 41 Budget – Range Tourism CPC Cost $ 0.50 $ 0.65+ $ 1.00+ Source: Madden Media, Proprietary Insights 42 Budget – Range Tourism CPC Cost $ 0.50 $ 0.65+ $ 1.00+ Lodging Mixed Source: Madden Media, Proprietary Insights 43 Budget – Range Tourism CPC Cost $ 0.50 $ 0.65+ $ 1.00+ Typical Lodging Destination Mixed Source: Madden Media, Proprietary Insights 44 Budget – Range Tourism CPC Cost $ 0.50 $ 0.65+ $ 1.00+ Fully Typical Lodging Managed Destination Mixed Source: Madden Media, Proprietary Insights 45 Metrics For Success Metric Improvement Typical Range Target Range Range Landing Page Bounce Rate 40+ % 30 % 20 % Click-thru Rate Less than 2% 2% - 4% 5%+ Keyword “Poor” “OK” “Great” Quality Score 1- 4 5 - 7 8 - 10 Average Cost Per Click $1.00+ $0.65 $0.50 Source: Madden Media, Proprietary Insights 46 So, what if it is not working? 47 So, what if it is not working? • Bounce Rates are too high 48 So, what if it is not working? • Bounce Rates are too high – Connect your AdWords account to Google Analytics – Is it just a one-click page? – Is there relevance between the Ad copy and the page copy? – Try ad variations 49 So, what if it is not working? • Bounce Rates are too high • Click-thru rates are too low 50 So, what if it is not working? • Bounce Rates are too high • Click-thru rates are too low – Search volume – Ad position – Ad copy relevance – Try ad variations 51 So, what if it is not working? • Bounce Rates are too high • Click-thru rates are too low • Poor quality scores 52 So, what if it is not working? • Bounce Rates are too high • Click-thru rates are too low • Poor quality scores – Pause anything with a “poor” quality score – Are your keywords too broad? – Optimize content 53 So, what if it is not working? • Bounce Rates are too high • Click-thru rates are too low • Poor quality scores • CPC is too high 54 So, what if it is not working? • Bounce Rates are too high • Click-thru rates are too low • Poor quality scores • CPC is too high – You don’t need to bid on everything – quality over quantity – Relevance, relevance, relevance – optimization! – Competition – don’t try to siphon your competitors traffic – Multiple campaigns & bid management 55 Metrics For Success Metric Improvement Typical Range Target Range Range Landing Page Bounce Rate 40+ % 30 % 20 % Click-thru Rate Less than 2% 2% - 4% 5%+ Keyword “Poor” “OK” “Great” Quality Score 1- 4 5 - 7 8 - 10 Average Cost Per Click $1.00+ $0.65 $0.50 Source: Madden Media, Proprietary Insights 56 Why You Need Search Engine Optimization • 40% of SEO campaigns aware of their ROI achieve returns in excess of 500% • 76% of users choose organic listings when searching • 63% of users click on one of the first two liks • 80% of unsuccessful searches are followed with keyword refinement • More than half of online merchants say a quarter of their web traffic comes from organic search Sources: comScore/Pew Internet, Nielsen, Webxico, iProspect, EOResearcher, Center for Media Research SEM and SEO: Working Hand in Hand Question: “Why not just focus on one or the other?” Answer: Both SEM and SEO are important and should work together SEM SEO • Popular terms may not be securable • Improves your order in organic through SEO because of competition search listings with big name sites • You only pay for direct responses Even the best-known attractions and destinations rely on SEM and SEO SEO and Its Elements SEO and Its Elements On-page Factors: 25% “In general, webmasters can improve the rank of their sites by increasing the number of high-quality sites that link to their pages.” – Google Link-related Factors: 75% Benefits of Ranking Improvement • Off first page: 0.1% clickthrough rate • Spots 6 – 10: 3% • Spot 3: 10% • Spot 2: 13% • Spot 1: 50% CTR by SERP Position 60% 50% 40% 30% 20% 10% 0% 10 9 8 7 6 5 4 3 2 1 Content Optimization: Keyword Selection Keywords with KeywordsAll KeywordsPotential with for Relevant Valuable Rankings to Traffic Site Improvement Where the Keywords Go • Body text • Page title • Internal links • Headings • Address • Metas Don’t Overdo It! Link Building: The Value of Links “When you think about link building, it is without a doubt, the most challenging part of the SEO process.
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