Leveraging the Power of Search Intent to Maximize Your Clicks and Conversions
- 1. 1WordStream Confidential Leveraging the Power of Search Intent to Maximize Your Clicks and Conversions Copyright 2016 WordStream, Inc. All rights reserved. 3.17.16 #WordStreamLive
- 2. 2WordStream Confidential Meet Your Presenters #WordStreamLive Marlena Buhisan Customer Success Rep, WordStream Alasdair Johnstone Customer Success Rep, WordStream
- 3. 3WordStream Confidential Today’s Agenda What Is Search Intent? PPC 101 Meet The 3 Groups of Searchers How To Identify Search Intent Increasing Conversions #WordStreamLive
- 4. 4WordStream Confidential What is Search Intent? Fun Fact! “Google” has been a verb since 2006 (Oxford English Dictionary)
- 5. 5WordStream Confidential #WordStreamLive What is Intent? • What a user is looking for when they conduct a search query Search Marketing • Analyzing search queries to determine: Why a prospect queried what they did, using that information to give them what they really want, when they want it.
- 6. 6WordStream Confidential Why Am I Here?
- 8. 8WordStream Confidential Why Am I Here? • We want your ads to be the best they can be. • We want you to get inside your customers’ heads! • Deliver the ad they want, not the ad you want.
- 9. 9WordStream Confidential PPC 101 Fun Fact! Last year Google’s ad revenue grew 11% from 2014 while the number of ads, or paid clicks, rose 18% (LiveMint)
- 10. 10WordStream Confidential Keyword vs Search Term Keyword (in PPC) • Words that we target by bidding on them and using them in our ads and landing pages. • What we extrapolate from multiple search queries Search Term • The actual word or string of words that a user types into Google that triggered your ad • The “real world” application of a keyword
- 11. 11WordStream Confidential Account Structure Why does this matter? • Target the right people • Better control over message • Save money
- 12. 12WordStream Confidential Quality Score = Relevancy What is Quality Score? Google’s rating of the quality of your keywords and PPC ads. It is used to determine your CPC and is multiplied by your maximum bid to determine your ad rank in the auction process What makes up your Quality Score? • Relevance of each keyword to its ad group • Landing page quality and relevance • Relevance of your ad text • Your CTR • Historical AdWords account performance
- 15. 15WordStream Confidential Types of Intent Fun Fact! Google’s first April Fool’s joke was in 2000 when Google announced its mind ability for searches called “MentalPlex”
- 16. 16WordStream Confidential Go KnowDo Amelia AlbertAndrew
- 18. 18WordStream Confidential Go KnowDo Amelia AlbertAndrew
- 19. 19WordStream Confidential “Go!” - Amelia Fun Fact! Last year Google’s ad revenue grew 11% from 2014 while the number of ads, or paid clicks, rose 18% (As of 6/30/15, LiveMint)
- 20. 20WordStream Confidential “Go!” Intent : Looking for a specific website, page or person Example Search Query: “buhisan karate school” What’s My Goal? • Control your message • Get ahead of the competition
- 22. 22WordStream Confidential ● Branded Campaign ○ High Intent = High Quality Leads ○ Control your messaging and landing page ○ Combat competitors bidding on you “Go!” Account Structure
- 23. 23WordStream Confidential Creative ad copy Sitelinks Callouts & Structured Snippets “Go!”
- 24. 24WordStream Confidential ● Branded Terms ● Restrictive match types ● Landing page brings them to information on product/service and how to purchase Branded keywords are typically cheaper and lead to higher CTR and Quality Scores! “Go!” Keywords/Landing Pages
- 25. 25WordStream Confidential Callouts & Review Extension Sitelinks with 2 lines “Go!” Ad Extensions
- 26. 26WordStream Confidential “Go!” Conversion Ideas ● Branded Campaign ○ branded keywords with restrictive match type ● Creative Ad copy with a highly relevant landing page ● Ad Extensions ○ Callouts ○ Sitelinks - 2 lines ○ Review
- 27. 27WordStream Confidential “Do!” - Andrew Fun Fact! # of bad ads Google blocked in 2014 - 524 million (Venture Beat)
- 28. 28WordStream Confidential Intent : Completing a purchase or action, or finding a local business Example Search Query: “book karate lessons near me” What’s My Goal? Make it as easy as possible for your prospect to convert! “Do!”
- 32. 32WordStream Confidential ● Ad groups answer a question ● Ad groups allow for message matching ● Create ad groups for different promotions (ONLY when it makes sense!) ● Research using QueryStream In one study, we found that with high commercial intent queries, people click on paid results over organic 2 to 1. “Do!” Account Structure http://www.wordstream.com/articles/google-ads
- 33. 33WordStream Confidential ● Highlight promotions/differentiators in ad copy and bid on those words ● Be sure to always have clear call to action ○ “Order Online!” ○ “Buy Today!” ○ “Sign up Now!” “Do!” Ad Copy & Keywords
- 34. 34WordStream Confidential “Do!” Conversion Ideas ● Match keywords to intent ● Clear call to action in ad copy ● Landing page directs searcher to exactly what the ad was advertising ● Ad Extensions ○ Sitelinks to highlight important areas of website ○ Location extensions if you want prospects to come to you Structured Snippets allow you to show off your range of services!
- 35. 35WordStream Confidential “Know!” - Albert Fun Fact! Google now processes over 40,000 search queries every second on average
- 36. 36WordStream Confidential What’s My Goal? Build brand awareness and trust by answering a searcher’s question Intent : Research or Fact Finding Example Search Query: “price of karate lessons” “Know!”
- 40. 40WordStream Confidential • Use QueryStream to find common themes • Ad Groups should each answer one question • Prove yourself useful to the user “Know!” Account Structure
- 41. 41WordStream Confidential Campaigns • Products / Services • Competitor Campaigns – Gain brand awareness – Share similar target audience “Know!” Account Structure Ad Groups • Comparisons • Reviews • Prices • Message Matching You can use competitor names in the Display URL
- 42. 42WordStream Confidential “Know!” Account Structure - Message Matching
- 43. 43WordStream Confidential • QueryStream & Analytics • Question words! - What - Why - How • Use negatives to sort queries (like mail) “Know!” Keywords
- 44. 44WordStream Confidential • Remember Google’s Answer Box • Provide answers, add value! • Tease with more information • You may be the first company speaking to them about their interests - “We’re the experts” - “Call now for more info” - “Yes! We do X!” “Know!” Ad Copy
- 46. 46WordStream Confidential Fact Finding • Sitelinks - “About Us” page - Service information • Callouts - More information! “Know!” Ad Extensions Commercial Research • Sitelinks - Whitepapers - Testimonials • Callouts - Awards - Unique Differentiators • Structured Snippets - Highlight Services • Reviews - Build trust
- 47. 47WordStream Confidential “Know!” Landing Pages • Remember the buying funnel • Relevancy is still king (or queen) • Higher Ad Rank = Better CTR • Higher Quality Score = Cheaper CPC • More Clicks x Lower Prices = Lower CPC!
- 48. 48WordStream Confidential “Know!” Conversion Ideas ● Each ad group answers a question ● Ad copy and landing page is informative and relevant ● Ad Extensions ○ Sitelinks to highlight important areas of website ○ Location extensions if you want prospects to come to you ○ Structured Snippets to share different brands, services you offer ● Provide value! free resources such as whitepapers, blogs, and ebooks
- 49. 49WordStream Confidential Belt Testing Fun Fact! About 97% of Google’s total revenues come from advertising. (Google Investor Relations)
- 50. 50WordStream Confidential Tying the Knot • Importance of: – Account structure and having: • Adgroups • Keywords • Ad copy • Landing page as relevant as possible. • Why using search queries to identify intent can set you apart from your competition and increase your CTR, Quality Score and overall account performance.
- 52. 52WordStream Confidential WordStream Premier Consulting Need help identifying search intent to improve account performance? • Yes! • No Thanks