Mastering Google Adwords 2011

www.SearchEngineRankings.com.auNot to be reproduced. Copyright protectedNot to be reproduced. Copyright protected

MASTERING GOOGLE ADWORDS

Presenter: Anup Batra

www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected

ASX Listed Small & Growing Recognition

Background

The Basics

Account Settings

Ad Groups

Ad Copies

Campaign Performance

Reducing Wasted Clicks

Latest Changes

Case Studies

What We Will Cover

9:30 to 9:45: Introduction

9:45 to 10:30: The Basics (Setting a campaign)

10:30 to 10:45: Questions

10:45 to 11:00: Break

11:00 to 11.30: PPC Strategy

11:30 to 12.30: Refining a campaign

12:30 to 12:45: Break

12:45 to 1:15: Case Studies

1:15 to 1:30: Q&A

Agenda

Exercise 1• How many leads & sales did you get in the

last three months from your website?

• How many would you like to get in the next three months ?

• How much are you spending on Adwords at the moment per month?

• How do you rate your Adwords management: losing money, break even, profitable, super

What is Adwords

• A method of advertising

• Search Engines & Social Media Sites

• Search & Content Networks

• The Process

• Not every one makes money

What is Adwords

PPC v/s SEO

• Liposuction vs Workout

• Quick Returns vs Long Term Results

• Limited vs Unlimited exposure

• More Keywords vs Lesser Keywords

• Instant Scalability vs Organic Growth

Why Adwords

• Quick

• Measurable

• Scalable

www.SearchEngineRankings.com.au

Terminology

• Impressions

• Clicks

• Bid

• Budget

Key Metrics

• Average positions

• Cost Per Click

• CTR (Click-through-rate)

• Number of conversions

• Cost per conversion

Creating an Account• Campaigns

• Ad groups

• Keywords

• Ads

• Display URL

• Destination Page

Campaign View

• Location

• Bidding method

• Networks

• Ad-scheduling

• Demographics

• Ad Extensions-site links

Campaign Settings

Ad Distribution

Geo Targeting

Location Selection

Keyword Selection

• Country

• State

• City

• Suburb

• Set of suburbs

Location & Preferences

• Search

• Content

• Placement

Distribution and Networks

Segmenting :

• Search type

• Product

• Brand

Ad copy & multivariate testing

-ve keywords

Improving CTR

• What are your competitors doing?

• Who are your prospects & where?

• How do you stand out-DNA, sex appeal?

• How much can you pay for an enquiry/sale?

Exercise: PPC Strategy

• Domination vs Penetration

• Search Intent

• High Traffic vs Long Tail

• Competition

Choosing Keywords

• Google External Keyword Tool

• Google Traffic Estimator

• Keyword Spy

• Compete

Keyword Tools

• Primary, secondary & tertiary

• Broad, narrow & exact

• Generic & branded

• Based on search intent

• Based on stage of buying cycle

Types Of Keywords

• Relevance

• Persuasiveness

• URL’s

• Call to action

• Credibility

• Look natural

Destination Pages

Example:

• Competitors

• Industry sites

• Comparison sites

• Regional sites

• News sites

Placement Targeting

• Getting into the mind of your prospect

• What are their desires?

• What are their fears?

• What makes them tick?

• What is it in your product/service which will resonate with your prospect?

Understanding Your Target

• Line 1 – Keyword match

• Line 2 – Why you

• Line 3 – Call to action

Examples:

L1 – New Nissan Micra

L2 – Melbourne’s largest Nissan Dealer

L3 – Limited Stock. Great Deals

Google Ad Copy

• People buy from you for different reasons

• Try different messages to see which works best for you

• Keep selecting ads and ad copy based on response

Split Testing

• Campaign settings for split testing to work.

Advanced options > Ad serving: Set to Rotate: show all ads equally

• Which ad do I scrap?

• New Google feature

Split Testing (Cont’d)

Optimise For Conversions

• CTR

• Conversions

• What works better– Keywords– Ad copies– Landing pages

Key Metrics

• Which keywords are getting clicks?

• Which keywords are earning you money?

• What to do with non-performing keywords?

• Coming up with new keywords which fewer people are trying

Rationalising Keywords

• Reducing bid

• Go niche

• Reduce wastage

• Strategic search marketing

• Strategic placement targeting

Strategies For Reducing Costs

Examples:

• Guided navigation

• Soft v/s hard offers

• Shipping policy

• Returns policy

• Checkout process

Increasing Conversions

• Strategic placement of offers

• Regional display

• Tools for engagement e. g. quizzes, calculators etc.,

Increasing Conversions

• Cost Per Click is very important

• Spending less is better

• Bigger players win

• Google is where everyone goes

• It is easy to set-up and manage an ad words campaign

PPC Myths

• Testing on a very low budget

• Bidding too low in the beginning

• Too many keywords in one adgroup

• Making an adwords campaign and forgetting about it

Common Mistakes

• Not measuring returns on investment

• Focusing on clicks as a measure of success

• Looking at volume of enquiries and not quality

• Not leaving contact details on the website

Common Mistakes

• Campaign Structure

• Improving CTR

• Adcopy

• Keywords

Turning Around A Campaign

• Improving conversion rate

• Reducing wasted clicks

• Fresh thinking: fresh campaigns

• Increasing reach

Turning It Around

Overnight Overhaul

Injecting Fresh Blood

• Don’t do what everyone does

• Lifetime value of a customer

• Demos and free trials

• Puppy dog products/services

• Call to action/offers

• Geographic and demographic targeting

How To Outperform Competition

• Strategy

• Competition

• Structure

• Tools

• Measurement

Managing A Large Campaign

• Multiple ad groups

• Multiple ad copies

• Split Testing: minimum three per ad group

Good Structure

• Conversion rates increase when we combine PPC with organic rankings

• Use your meta-description to sell

• Decide which keywords for SEO and which ones for PPC

Integrating PPC with SEO

• TV

• Radio

• Print

• Newspaper: National or Local

Integrating PPC with Offline Media

• Mother’s Day

• Fathers Day

• Birthday

• Valentine’s Day

• Christmas

PPC For Occasions

• Time

• Money

• Goals

DIY vs. Outsource

• Improving quality score

• Use of negative keywords

• dynamic keywords

• Optimal structure

• Uncover niche keywords

Reducing Wasted Clicks

• Sitelinks: links to website subpages

• Audience Targeting: display campaigns

• Remarketing: add a remarketing tag to your website pages.

Latest Changes In Adwords

Case Studies

• Started Adwords with $1000/month

• Got fifteen leads for the spend

• Persuasive content, call to action on targeted pages and planned forms

• The company now spends 20k per month on Google Adwords and gets 400 leads per month

Case Study: Home Loans

• Client spend $60k/month

• Reduced $20k spend in the first month without reducing leads

• Installed conversion tracking to find wasted clicks from generic keywords like ‘internet’ and ‘broadband’

• Introduced new ad groups and keywords

Case Study: Telco and ISP

• Inherited a complex campaign

• Created fresh ad copy

• Rationalised keywords

• Launched new campaigns for profitable products

Case Study: Gift Vouchers

• Average sale value $ 150

• Cost per sale

• .5% conversion

• 1 in 200 clicks converting to sale

• Mandate from CEO to turn it around

• Now cost per sale $ 11 while CPC remains the same

Turning It Around

• Google

• Content Network

• Facebok

• Linkedin

Recruitment

• Familiarise yourself with all the tools available

• Invest in tools, resources and expertise.

• Strategically leverage adwords to boost your sales & profits

In Summary

Arrow Internet Marketing

Level 1, 412 Collins Street

Melbourne 3000

P: 1300 766 665E: anup@arrowinternet.com.au

Mastering Google Adwords 2011

Business

Google AdWords - Google Shopping

Google Adwords

Mastering Google Adwords In 30 Minutes

Google adwords -

Google AdSense Quick Guide: Mastering the New Google ... · 20 years, including Que’s Using Google AdWords and AdSense, Googlepedia: The Ultimate Google Resource, YouTube for Business,

Google adwords para video con trueview | Trucos google adwords

Google Adwords & Google Analytic

Google Adwords 101 - Microsoft PowerPoint - Google Adwords 101 -08

xiim.in · XllM's Online Completion Certificate (Applicable to all courses) Google Adwords fundamentals Google Adwords search advertising Google adwords mobile ads Google Adwords

Examen Conceptos Básicos Google Adwords. Respuestas Google Adwords 2013

Google AdWords & Google Analytics

GOOGLE ADWORDS - 31 place Web31-place-web.net/IMG/pdf/google_adwords.pdf · Google Adwords GOOGLE ADWORDS 1. Présentation Le service AdWords de Google va permettre la publication

GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

Mastering Google Advertising, an introduction to Google Adwords

Conferencia Google Adwords | Experto Adwords

Google Adwords Advance - Google Adwords Nâng Cao

Webinar Google Adwords I (optimización Google adwords)

Google Adwords Tutorial | google adwords certification

30/05/2017 Google Partners - Certification Google AdWords AdWords … · 2017. 6. 1. · 30/05/2017 Google Partners - Certification Google AdWords AdWords Shopping Certification HUBERT

Mastering Google AdWords