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Search Engine Marketing for Adults Everything You Wanted to Know About Google but Were Afraid to Ask InterNEXT Florida‘09 Friday, August 7, 2009 AGENDA 1 Search Engine Marketing 2 Google AdWords 3 Questions Our perspective PPC advertising for the Adult Industry is very doable and can be extremely lucrative – if done correctly. Search is a powerful traffic source • Search brings uniquely qualified visitors to your website • Quantifiable ROI in real time • Dynamic CPC model offers competitive advantage opportunity • Depth of analytics and reporting provides nearly limitless consumer insight • Huge demand for Adult Content – 12% of queries are adult Where people are searching Top tier search engines serve over 10 billion US queries a month 1.2 billion Adult queries 720 million from Google * Source: Comscore.com Search Engine Market Share Google 65.0% Yahoo! 19.6% MSN 8.4% Ask 3.9% AOL 3.1% Adult PPC on AdWords 8 Keys to Success for Adult advertising on Google 1. Build your account the right way 2. Optimize for Quality Score 3. Make sure your ad creative stands out 4. Avoid the content network 5. Pay attention to negatives 6. Become an expert on Google editorial 7. Always make data supported decisions 8. Don’t make Google angry 1. Build your account the right way Our average Adult account: • 10 – 100 campaigns • 5,000 – 25,000 ad groups • 20,000 – 200,000 keywords • 5,000 – 10,000 negative keywords • 3 – 4 unique ads per ad group • Geo-targeted by country, state, metro area, city, and/or custom geo radius (if applicable) * Tip: use your brand name as your ad headline 2. Optimize for Quality Score • On AdWords, Quality Score is EVERYTHING • You need a sufficient volume of highly targeted clicks to be successful in Adult • To advertise at a profitable ROI, you need to get clicks very cheap - $0.05 - $0.20 on average • If you have poor Quality Scores, you can’t get the click volume or click cost you need • Higher Quality Score ↑ pg. position; ↓cost per click * Tip: see your Quality Scores by customizing columns in the AdWords UI 2. Optimize for Quality Score Campaign: Big Naturals 2. Optimize for Quality Score Ad Group: Big Natural Boobs Ad Group: Big Natural Tits 2. Optimize for Quality Score Quality Score Formula • The historical CTR of the keyword and the matched ad on Google • Your account history, which is measured by the CTR of all the ads and keywords in your account • The historical CTR of the display URLs in the ad group • The quality of your landing page • The relevance of the keyword to the ads in its ad group • The relevance of the keyword and the matched ad to the search query • Your account's performance in the geographical region where the ad will be shown • Other relevance factors *Tip: CTR on the Google Network only impacts QS on the Google Network -- not on Google itself 2. Optimize for Quality Score Calculating Ad Rank and CPC Company Max Bid Quality Score Ad Rank CPC A $ 1.75 6 10.5 ? B $ 1.50 8 12 ? C $ 1.25 9 11.25 ? D $ 1.00 10 10 ? Quality Score Ad Rank CPC Ad Rank = Bid x Quality Score CPC = AR of ad below ÷ your QS Company Max Bid B $ 1.50 8 12 $ 1.41 C $ 1.25 9 11.25 $ 1.17 A $ 1.75 6 10.5 $ 1.67 D $ 1.00 10 10 $ - * Tip: Video tutorial at: www.googleblog.blogspot.com/2009/03/introduction-to-ad-auction.html 3. Make sure your ad creative stands out Typical AdWords Ad * Tip: try using your brand name as your ad headline Our Ads 4. Avoid the Content Network • Content Network = sites monetized through Google AdSense – displaying AdWords ads relevant to page content • Almost no content sites are able to show Adult ads • Only exception: AdSense for Domains • Depends solely on type-in traffic • Doesn’t convert well on Adult (except for Adult Dating Sites) * Tip: branded campaigns are the only possible Content Network candidates 5. Pay attention to negatives • Negative keyword = added to prevent your ads from being triggered by certain variations of your keywords • Zero negative keywords showing your ads to many people who are looking for something different budget being wasted • Every AdWords campaign should hold no fewer than 100 negative keywords • The Search Query report can be a valuable tool for identifying negatives * Tip: make sure to negative out all the other sites within your network of sites 6. Always make data supported decisions • PPC advertising is a data-rich game and the use of the available analytical tools is critical to the success of a PPC account • Conversion Tracking is a must • Constant A/B and multivariate testing of both keywords and ad text is critical • Not every domain is right for AdWords • Some useful reports: Report Good for Search Query Report Finding negatives, finding more profitable keywords, seeing queries that are triggering your ads Placement Performance Report Seeing how each content network site is performing, finding sites to negative out, finding sites for site targeted campaigns * Tip: don’t use AdWords without Conversion Tracking implemented on your site. 7. Become an expert on Google editorial • Know what words you cannot include in ads • Know what words and themes you can’t include on your landing pages • Ad Copy Examples: BAD Good Tit(s) Boob(s) Blowjob Oral Ass Butt Dick Penis *Tip: policy reviewers go one click past the destination url 7. Become an expert on Google editorial Ad Copy Unacceptable Terms Blowjob Tits Cock Ass Dick Whore Slut Teen Fuck Pussy Cunt Cheerleader Forced Gangbangs Schoolgirl/boy Young girls/boys Rape Lolita Twink Nymphets Barely legal High school Babysitter Incest Bestiality Necrophilia Landing Page Unacceptable Terms Schoolgirl/boy Young girls/boys Lolita Twink Whore Barely legal Teen Babysitter Incest Bestiality Cheerleader Forced Gangbangs *Tip: You can say 18+, 18+ Teens, College Cheerleaders, etc… High school Rape Nymphets Necrophilia 8. Don’t Anger Google • Be as transparent as possible • When you ask for something, ask nicely • Pay close attention to the Google policies • Always keep the user experience in mind • Don’t play the “it’ll be extremely profitable for you” card * Tip: treat your Google reps well; they have more power than you think Any Questions? THANK YOU Contact us at: http://wildlinecorp.com/contact Download this Presentation at: http://www.wildlinecorp.com/sem