Professional Documents
Culture Documents
Stand 130
Mike Rogers
Managing Director
Optimize Search Marketing
adtech09@optimize.co.uk
Tel: +44(0) 20 8879 3180
© IDM Academy 2009
Agenda
• Paid Search (Pay per Click , PPC) – Important to
Understand How Ads Are Displayed & Ranked
• Keyword Discovery & the Long Tail
• PPC – KW Segmentation, Bid Management?
• Continuous Quality Improvement - Ad Relevancy
& Landing Page Quality
• Importance of Integration with Natural/Organic
Search
• Broadening Your Reach through Contextual PPC
& Other Ad Formats
© IDM Academy 2009
Search query
‘Premium’ Pay
per Click
listings
PPC listings
Organic listings
PPC listings
Organic listings
Search Query =
‘cheap mountain
bikes’ Ad Rank = £0.50 x 20
2 Words 29.22%
3 Words 24.33%
4 Words 12.34%
5 Words 5.43%
6 Words 2.21%
7 Words 0.94%
bikes
mountain
bikes
ridgeback
mountain
bikes
ridgeback
nemisis
mountain
bike
Potential Fewer
Bid
Volatility Competitors =
Less Volatile
Bids
Highly
segmented
campaign
structure
Ad Relevancy & CTRs
‘Integration’ of
Google,
Google Maps
• Headline
• Prominent
Image
• Promotional
Text
• Call to Action
• Headline
• Prominent
Image
• Promotional
Text
• Call to Action
Contextually
driven ads
•Display Ads
•Video Ads
•Mobile Ads
Stand 130
Mike Rogers
Managing Director
Optimize Search Marketing
adtech09@optimize.co.uk
Tel: +44(0) 20 8879 3180
© IDM Academy 2009