This Search Engine Strategies session was geared toward Paid Search Marketers who were on the more sophisticated side of the scale. 3 different types of searches lead to 3 different searchers
  • Navigational
  • Informational
  • Transactional
25.03% of conversions need 2+ clicks – thus it is important to measure all clicks that lead to a conversion. Attribution marketing requires marketers to look beyond the last click. 
  • Try to understand cross-channel; brand typically works better with generic terms
  • Define a value for all clicks that lead to a conversion
  • The longer the sales-cycle, the more important
  • When in doubt, credit the last click the most, but not it's everything
Measure all possible data:
  • Keyword/ad text performance
  • Placement performance
  • Content network landing page/keyword performance
Metrics tracked for paid search can include: Revenue per impression/click, and page impressions per click.  Use filter functionalities on a regular basis. Improve ROI through search term performance management:
  • Broad match -> search query terms -> exact keywords or negative keywords
Mining the long tail means getting more keywords to achieve revenue/conversion events.  Every month you should ask: Am I getting more keywords with impressions, clicks, and conversions?  Cluster similar keywords to maximize exposure efforts.  The key is to extract and connect search query reports with conversion. -- Quality score is primarily based on CTR.  One tool referenced to evaluate ad text performance and CTR is the free Ad tagamuchi. What’s new:  The daily news.com - Sage
  • Click fraud declines – at 16%
  • Google AdWords location extensions to Dynamically Add Addresses
  • You can now use Trademarks in ads on Google today without permission
  • TV, newspapers, search engines, radio, then banner ads were most effective according to a survey
  • YouTube launches call-to-action overlay
  • Advertisers are spending as much on Hulu as they are on TV ads
  • Search plus display still hottest online ad combo in Q1 of 2009
In the Q & A, the biggest factor for a PPC ad quality score is CTR alone, this according to Ari @ ASK.com