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IS YOUR ADWORDS CAMPAIGN Why Your Adwords Campaign Is Costing You More Than It Should successifying.co .nz

Is your adwords campaign successifying

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http://successifying.co.nz In New Zealand, Google has been running a concerted campaign to get small businesses on to adwords heavily. These businesses finish up with a campaign, set up, running away on automatic, and possibly making a bit of profit. But the danger is that they are not making anywhere near as much as they could be, and damaging the long-term prospects of making good money out of this.

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Page 1: Is your adwords campaign successifying

successifying.co.nz

IS YOUR ADWORDS CAMPAIGN

Why Your Adwords Campaign Is Costing You More Than It Should

Page 2: Is your adwords campaign successifying

successifying.co.nz

FIRST, THE IRRESISTIBLE OFFER Wow - Google Contacts You!

Free Advertising

$50, $75, $100 Voucher

Help you to get set up

Choose keywords

Set up Campaign

Set Daily Budget

Start Campaign

Page 3: Is your adwords campaign successifying

successifying.co.nz

TOO GOOD TO BE TRUE? Not entirely. There are good points.

They did do research

They did get you underway

Most important ... You are now getting data

But ...

Page 4: Is your adwords campaign successifying

successifying.co.nz

WAS SOME IMPORTANT STUFF MISSED? Keyword Selection

What searches your ads show up for

Split testing

Are you getting best bang for your buck?

Landing Page / Quality Score

Where your visitors end up after clicking your ad

Low Quality Score = Higher Price

Page 5: Is your adwords campaign successifying

successifying.co.nz

KEYWORD SELECTION Several keyword matching types

Broad, Broad Modified, Phrase, Exact,

Also Embedded, Negative

Search term: tennis shoes

Broad: tennis shoes, buy tennis shoes, running shoes, tennis shoe laces, best shoes for tennis

Broad Modified: tennis shoes, buy tennis shoes, best shoes for tennis

Phrase: tennis shoes, buy tennis shoes

Exact: tennis shoes

Chances are – you were set up with Broad Match only

Page 6: Is your adwords campaign successifying

successifying.co.nz

KEYWORD SELECTION Using Broad Match Only will likely cost you money

Very hard to predict

Very hard to track

Very hard to convert

Pay for completely irrelevant searches

“running shoes”

“stop my shoes from smelling after tennis”

Page 7: Is your adwords campaign successifying

successifying.co.nz

AD GROUPS Your Keywords may have been grouped into Ad

Groups

But...

Best control (and best long term results) comes from having very tight groups, not broad collections

Negative/embedded keywords can tighten things even more

Control

Ability to track

Maximise conversions

Page 8: Is your adwords campaign successifying

successifying.co.nz

SPLIT TESTING To maximise profit over the long term it is vital to be

split testing everything

Headlines

Ad text

Display URL

Landing Page

Systematic testing over the long term will lead to success, and to maximum profit

Statistical methods – not random changes

Page 9: Is your adwords campaign successifying

successifying.co.nz

LANDING PAGE / QUALITY SCORE Searchers have something particular in mind when

they search

If you are using keywords properly, you should know exactly what they are searching for when your ad shows

Sending people to your home page does not make sense

Home page .. Too difficult to find what they are looking for.

They click away from your site

You STILL PAY for the click

Send them directly from the search page to the most relevant page on your site

Page 10: Is your adwords campaign successifying

successifying.co.nz

LANDING PAGE / QUALITY SCORE Quality Score

Partly determined by the relevance of your adwords ad to your landing page

Broad match search landing on your home page

Quite possibly the lowest relevance possible!

Low Quality Score = Higher Price

Page 11: Is your adwords campaign successifying

successifying.co.nz

ADWORDS CAN BE VERY PROFITABLE But you have to treat it with care

Not set and forget

Many elements at play, all related

Slow and steady

Tracking, Testing, Tweaking

Over the long term ... Turn Small Profits into Large Profits

Page 12: Is your adwords campaign successifying

successifying.co.nz

TAKE A LOOK AT YOUR CAMPAIGN Ask these three simple questions

Are you using Broad Match?

You should usually be using Exact or Phrase match, unless you are heavily using negative keywords

Are your Ad Groups tight?

Like REALLY tight. If there is any doubt whether keywords are close enough, then split them out

Is everyone being sent to your home page?

Send people to the most relevant page for their search

This is hardly ever the home page

Page 13: Is your adwords campaign successifying

successifying.co.nz

BRETT KRAIGERhttp://successifying.co.nz