Today starts the Paid Search In-Depth Series in the SageRock System.
This is a multi-session series covering all the fundamentals of setting up paid search campaigns in the primary search platforms.
We will be studying:
- Google AdWords
- Google AdWords for video
- Microsoft adCenter
- Facebook Ads
- LinkedIn Ads
There are more ways than ever to effectively advertise your business online. There are also more ways than ever to over spend and get taken advantage of.
We will be looking at items such as:
- Tracking – How to determine value and success.
- Campaign setup – How to organize items for maximum effectiveness and profitability.
- Maintenance – How to maintain and grow your accounts.
- Growth – How to determine when and if to expand your campaigns and try other venues.
I’ve never been the paid search person at SageRock.
When it was just me and Rocky, Rocky ran paid search (awesomely, may I say).
Then we’ve had some really top-notch people running paid search for us over the years.
Greg is flat out awesome at paid search.
Our lead paid search person is Alison Krejny. She has a lot of experience working in some very advanced paid search environments.
The link to Alison above is a video she did with me. In it, she says she is “a numbers nerd.”
She loves numbers.
As I look at the people who are really good at paid search, the recurring trait I see in the people is that they are detail people.
People that like working with details tend to do very well in paid search.
For what it’s worth, I believe people can become detail people. I don’t believe it’s something you are born with. I’ve been a detail person in other points in my life.
But I am most certainly not a detail person now. You can ask anyone in my life and I’m pretty sure they will agree.
So, I am not the person usually entrusted with paid search here at SageRock.
They usually relegate me to my own pet paid search projects.
That said, I had a time period where I was on the paid search panels at Search Engine Strategies conferences. So, paid search is definitely not foreign to me. I just feel more at home in link building and social.
Because of that I’m anticipating co-teaching this series with Greg. I probably will take the general lead on the sessions. But he will make sure I’m not saying anything crazy. And he’ll make sure I haven’t left anything out.
I’ve expanded the subjects in teaching it this time around. I typically only talk about AdWords and AdCenter (which is now Bing Ads).
But I don’t have an upcoming topic to cover Facebook ads or LinkedIn Ads. So I want to cover those too.
So as I get this all straight in my head, the overarching points I want to make are:
- Understand quality score and how it effects your cost.
- Understand match types so you know what phrases you are actually paying for.
- Understand negative keywords to refine your targeting.
- Understand the various networks that your ads could appear.
- Understand how to organize your campaigns so you have the most control while not making things too difficult to manage.
- Understand how to determine if your campaigns are effective.
Those are the items that initially come to me. I’m sure there will be more.
For what it’s worth, this is one of a long series we’re doing at the SageRock System.
I just finished up Google Analytics.
I’m doing paid search now.
And upcoming series include:
- Landing page optimization
- Organic (on the page) SEO
- Link Building
- Webmaster Tools (Google & Bing)
- Display (Facebook, AdWords and Ad Networks)
- Retargeting (site and search retargeting)
The SageRock System includes many things. But not the least of which are these sessions. All of them are recorded and archived so you can follow up on missed sessions.
You can learn more about the SageRock System here.