1 The Small Business Recipe - The Showreeltheshowreel.com/forms/Small_Business_AdWords_Recipe_2010_Oct.… · Chapter 1 Introduction I wrote the Small Business Recipe to help entrepreneurs

1

The Small Business Recipe

for the Google AdWordsTM*Advertising Program

Rich Bruns

October, 2010

* AdWords and GOOGLE are trademarks of GOOGLE, Inc.

Rich Bruns is an independent author, not affiliated with GOOGLE, Inc.

Copyright 2010 Rich Bruns

www.RichBruns.com

http://www.RichBruns.com

Contents

1 Introduction 3

2 10 Strategies for Small Business 4

3 The Recipe Campaign Structure 5

4 Sign Up for AdWordsTM Advertising Progam Account 6

5 Start New Campaign 11

6 Campaign Settings 12

#1 Choose Smart Campaign Settings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

7 Create Ad Group 15

#2 Put Only One Keyword into Each Ad Group . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

#3 Write the Keyword into Each Ad . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

#4 Enter Three Match Types for Each Keyword . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

#5 Bid to Get First Page Ads at Low Cost . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

#6 Run Two Competing Ads in Each Ad Group . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

8 The Ad Group Cookie Cutter 27

#7 Build a Large List of Keywords . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

#8 Create Many Ad Groups . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

9 Run Reports to Tune Performance 30

#9 Tune Keywords Bids to Lower Costs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31

#10 Tune Ad Copy to Get More Clicks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33

10 Track a Sale to an Ad 35

2

Chapter 1

Introduction

I wrote the Small Business Recipe to help entrepreneurs get customers fast, cheap and easy witheffective advertising on GoogleTM Search. The AdWordsTM advertising system attracts customers whoare ready to buy, because they’re already looking for your product or service.

It’s easy to run ads, but it takes skill to run profitable ads. Play by the rules and Google charges youless for your ads and runs them more often. This Recipe shows you how to play the game.

The Recipe helps you in three ways.

1. The Recipe shows you how to navigate the AdWords advertising program. Each step shows youwhere you are in the program, and focuses your attention on the most important things you needto do to get your Campaign up and running fast. You know how to find the right tools at the righttime. You have confidence that you’re making the right choices, so you can concentrate on writingads that push your customers’ hot buttons.

2. As you move forward, you execute 10 Strategies that get more customers and save you money.As you encounter each Strategy, you see why it works and what you need to do.

3. The Recipe enforces an efficient Campaign Structure. To be successful, generate a large numberof Keywords to cover all the Keywords that your customer might use in their GoogleTM Search.Apply the 10 Strategies to each Keyword. After the Campaign runs, monitor reports to tune bidcosts and ad copy for each Keyword. Make money one Keyword at a time. The efficient CampaignStructure makes it easy to test a large number of keywords, ad copy and bids quickly.

Relax and write creative ads. Experiment. The Recipe Campaign structure protects your budget andshows you what works. Your ads will get better with time. Just get your Campaign up and running, thentune your Campaign for profit.

Check out the latest Small Business Tutorial video at www.RichBruns.com It’s easy to share thewebsite URL with your friends on Facebook, Twitter and other Social Media. I would also appreciateyour testimonial and suggestions.

I’m always happy to answer your questions. Email me at [email protected]

Rich Bruns

3

http://www.RichBruns.com

Chapter 2

10 Strategies for Small Business

These 10 Strategies lower costs and attract more customers.

#1 Choose Smart Campaign Settings

#2 Put Only One Keyword in Each Ad Group

#3 Write the Keyword into Each Ad

#4 Enter Three Match Types for Each Keyword

#5 Bid to Get First Page Ads at Low Cost

#6 Run Two Competing Ads in Each Ad Group

#7 Build a Large List of Keywords

#8 Create Many Ad Groups

#9 Tune Keyword Bids to Get First Page Ads

#10 Tune Ad Copy to Get More Clicks

Execute all 10 Strategies efficiently when you follow the Recipe step-by-step.

The Recipe shows you what to do at every step along the way, as you build a money-making Campaign.

Use the Small Business Recipe as a handy reference:

• Navigate to each of the 10 Strategies or Recipe Chapters by clicking on their Bookmark links onthe left column of the Adobe Reader.

• Take a moment to experiment with the viewer settings, particularly page view, zoom and pagenavigation at the top of the Adobe Reader.

• Or print out the Recipe.

4

Chapter 3

The Recipe Campaign Structure

1. Put all your ads for a single product into one Campaign. This makes it easy to compare theperformance of all ads.

2. Change Campaign settings that are designed for big-budget corporate Campaigns.

3. Create a Separate Ad Group for Each Keyword. Lowers costs. Google charges less for adsthat show the search keyword. Buyers click more, when they see their own keywords.

4. Bid to Display Ads in Positions 4-6 on Search Results. Buyers see your ads on the first pageof Google Search Results, but you pay less for Positions 4-6 than you pay for higher Positions 1-3.

5. Run Two Competing Ads for Each Ad Group. Continually replace the weaker ad in each AdGroup to increase the number of buyers who click on your ad instead of competitor ads.

6. Track Sales and Tune Profits. Ad Group reports show how many times each ad runs, the numberof clicks and the cost per click. You can also track sales conversions by pasting code into yourweb page where a sale occurs.

5

Chapter 4

Sign Up for AdWordsTM Advertising ProgamAccount

• If you already have an account, go to the next Chapter “Start New Campaign”.

• To set up a new account,

– Go to the AdWords advertising system website at www.adwords.google.com

– Click [ Start now >> ]

Create Google Account

• You can sign up with any email address and password.

• A Google GmailTM webmail service address is convenient, because you are automatically loggedinto your AdWords advertising system account, if you’re already logged into your Gmail webmailservice.

• Click [ Create Account ]

Set time zone and currency preferences

• Set your Country, Time Zone and Currency.

• Click [ Continue ]

Your AdWords account has been created

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http://www.adwords.google.com

CHAPTER 4. SIGN UP FOR ADWORDSTM ADVERTISING PROGAM ACCOUNT 7

• Click [ Sign in to your AdWords Account ] and sign in.

Create your first campaign

• Click [ Create your first campaign ] to continue.

Select campaign settings

• To speed account activation,

– Complete the AdWords advertising system sign up screens with the minimum effort possible.

– Then delete the “Temp Sign Up Campaign” after you get your optimized Recipe Campaignrunning.

• Enter “Temp Sign Up Campaign” as Campaign name, so you remember to delete it later.

Locations, Languages

• Select the Geography and Language you want to run your ads.

• Click “Select one or more other locations” to add more.

• Click “Edit” to add languages.

Networks, devices

• For Networks,

– Select “Let me choose”, then “Google search” only.

– Do not select “Search partners” or “Content Network”.

– Only Google search has the precise controls and reporting that you need to conserve yourlimited budget.

• For Devices, Select “All available devices”


Bidding and budget

• For Bidding Option,

– Select “Manual bidding for clicks”

– You need to control how much you pay.

– This setting lets you take advantage of the 10 Small Business Strategies to save money.

• For Budget,

– Enter a small daily budget to avoid costly early mistakes.

– You can increase budget later, when your ads are converting to sales.

– Or Google stops running your ads in the middle of the day, because you reached your budgetlimit.

• Click “Position preference, delivery method”,

– Then Select “Off: Show ads in any position”

– So you can tune bids based on Ad Positions.

Advanced settings

• Click “Ad delivery”,

– Select “Accelerated: Show ads as quickly as possible”

– You want Google to show you ads as often as possible.

• For Ad delivery,

– Select “Rotate: show ads more evenly”

– You’ll see how this speeds up ad testing later.

• Click [ Save and Continue ]


Create an ad

• Select “Text ad”

• Fill out the Ad template quickly, since this Campaign is temporary.

– We’ll concentrate on details, when we create the first Recipe Campaign.

– You just want to get signed up for now.

• For Headline + Description line 1 + Description line 2

– Make sure you include words that describe your product.

• For Display URL

– Use your website URL.

– For example “www.MyWebSite.com”

• For Destination URL

– This is the actual web page URL on your website where Google sends people when theyclick on this ad.

– For example “wwwMyWebSite.com/MyProductPage”.

– To find this URL, go to your destination web page and look at the web address shown in yourbrowser.

– Google will actually go there to test the following:

∗ Does the web page work?∗ Is it your own website, not a generic sales website where you are only listed?∗ Is the Destination URL web page talking about the product you describe in the ad?

Select Keywords

• Enter one Keyword related to your product


Bids (Max CPC)

• In the text entry box for “Search”,

– Enter Maximum Cost Per Click .

– Enter a quick estimate of what you would like to pay.

– Remember, we’ll delete this “Temp Sign Up Campaign” after our account is set up.

• The text entry box for “Content” should be grayed out, since you selected “Google search,” inCampaign settings.

• Click [ Save and continue to billing ]

Account Setup - Billing Address

• Select country or territory where your billing addess is located.


Account Setup - Form of Payment

• Select your billing method. Google describes these options in detail.


• Google confirms that your AdWords account is active, after your payment method is tested withthe $5 activation charge.

Chapter 5

Start New Campaign

• Put all the Ads for one product or service into this Campaign.

– This makes it easy to read Reports

– To optimize profits by tuning ads, Keywords and bids.

• If you have existing Campaigns for this product, it’s easier to start a new Campaign, than to cleanup old ones.

– Print out the keywords and Ads that worked, so you can put them into this new RecipeCampaign.

– Then, delete the old Campaigns, so they don’t interfere with the new Campaign performancestatistics.

– By following this New Campaign sequence you make sure that Campaign Settings and theAd Group structure are optimized.

Create New Campaign

OR to Create New Campaign from top of page main menu

Home [ Campaigns ] Opportunities Reporting Billing My account

• Click [ Create New campaign ]

OR to Create New Campaign from top of page main menu

• Click [ Campaigns ] on main menu.

• Click [ + New campaign ] in the middle of the page on the left.

11

Chapter 6

Campaign Settings

#1 Choose Smart Campaign Settings

• Settings for this Campaign affect how Google runs all the ads within this Campaign.

• Several are pre-set for big-budget corporate campaigns.

– You need to change them, because they will waste your limited budget.

– Please follow these directions carefully, because they are key to your small business success.

Campaign name

OR to check Campaign Settings for an existing Campaign


• Name this Campaign for your product or service that the Campaign promotes. This helps youread reports.

OR to check Campaign Settings for an existing Campaign

• Click [ Campaigns ] on top-of-page main menu

• Click [ YourCampaignName ] to select the Campaign for which you want to check settings

• Click [ Settings ] on middle-of-page menu

Locations, Languages

• Select the Geography that you want to run your ads.

12

CHAPTER 6. CAMPAIGN SETTINGS 13

– Running ads outside your sales territory wastes money.

– Click “Select one or more other locations” to add more.

– You select a Cities, States, Countries or draw map boundaries.

• Select the Language that you use to write ads for this Campaign.

– I recommend starting a separate Campaign for each language that you write ads.

– Otherwise, ads will run for people who can’t read them,

∗ who don’t click on your ad,∗ which lowers your account average CTR Click Through Rate,∗ which increases your ad costs.

Networks, devices

• For Networks, Select “Let me choose”, then “Google search” only.

– Do not select “Search partners” or “Content Network”.

– Only Google search has the precise controls and reporting that you need to run cost-effectiveads for a small business.

– This is the most critical selection you make.

– Most advertisers don’t realize that AdWords advertising program defaults to run ads on “Allavailable sites,” which blows your Small Business budget.

• For Devices, Select “All available devices”

CHAPTER 6. CAMPAIGN SETTINGS 14

Bidding and budget

• For Bidding Option, Select “Manual bidding for clicks”

– You need to control how much you pay.

– This setting lets you take advantage of the 10 Small Business Strategies to save money.

• For Budget, Enter a small daily budget to avoid costly early mistakes.

– Increase daily budget later,

∗ When your ads are converting to sales,∗ You’re not getting costly clicks from non-buyers, who are confused about what you’re

selling∗ And Google stops running your ads in the middle of the day, because you reached your

daily budget limit.

• Click “Position preference, delivery method”, then

– Select “Off: Show ads in any position”– So you can tune bids to run cheaper ads in the middle of the first page of Google Search

using Strategy #5.

– Or alternately, to bid pennies, if you can’t afford first page ads for that Keyword.

Advanced settings

• Click “Ad delivery”, then

– Select “Accelerated: Show ads as quickly as possible”.

– You want Google to show you ads as often as possible.

• For “Ad delivery”,

– Select “Rotate: show ads more evenly”– This setting speeds comparison testing of two competing ads.

∗ By alternating the display of two ads evenly, it takes a shorter time to run both ads enoughtimes to assure statistical accuracy. So you can replace the loser ad with a new test adsooner.

∗ AdWords defaults to show the better performing ad more often, so it takes more time fora loser ad to run enough times to be replaced.

∗ Many of your keywords will not run very often at lower bids that you can afford, so thisoption is important for Small Business.

• Click [ Save and Continue ]

Chapter 7

Create Ad Group

• Google structures the AdWordsTM advertising system around the Ad Group unit.

• When someone puts a Keyword into the GoogleTM Search box, Google runs an ad found in thesame Ad Group that contains the Search Keyword.

• The Small Business Recipe applies this model to optimize profit for each Ad Group.

– You precisely control bid costs and ad copy for each Keyword

– You run precise reports to compare performance of bid costs and ad Copy for each Keyword

– You precisely tune costs and profits.

• So what if you put only one Keyword into each Ad Group?

– And you write that same Keyword into every ad in that Ad Group?

– And you test two competing ads?

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CHAPTER 7. CREATE AD GROUP 16

• Here’s what happens:

1. Google only runs ads that include the same Keyword that the person used in their GoogleSearch.

2. Google rewards you with lower ad costs, because they want to show ads that help peoplefind what they’re looking for.

3. You get more clicks on your ad, because people respond to ads that use their own words.

4. You continually improve ads based on actual customer click histories.

• Using this Ad Group structure, you test every variable independently

– The Keyword that the customer put into Google search.

– The ads that Google ran for that Keyword.

– The average Click Through Rate each ad received.

– How much you bid for that Keyword.

– The average Ad Position you got with that bid.

• You know each Keyword, ad or bid that makes money and each that wastes money.


#2 Put Only One Keyword into Each Ad Group

Create ad group

OR to Create new Ad Group from main menu


• For OR to Create new Ad Group from main menu

– Click [ Campaigns ] on main menu

– Click [ CampaignName ] on Campaign column

– Click [ + New ad group ] at the middle of page on left

• Name the Ad Group for the single Keyword that you will enter later for this Ad Group.

• This makes it easier to read reports and tune your Campaign performance.


#3 Write the Keyword into Each Ad

Create an Ad

• Select “Text ad”

• Write the one, single Keyword for this Ad Group somewhere in the ad.

• Here’s why:

– Google charges you less for ads that contains the same Keyword that the person used intheir Google search.

– More people click on your ad, when they see the same Keyword they used.

∗ People like their own words.∗ Google charges you less for ads that get more clicks (higher CTR).

– Google bolds search Keywords, so they grab attention on the Search Results page.

• For Headline:

– Grab your customer’s attention

∗ The Headline is the only thing people see when they scan the Search Results page.∗ Most people take 1/2 second to focus on one website or ad on the page.

– Do a Google search for your Keyword to borrow good ideas.

∗ What is your customer looking for?∗ Why is your headline different than than competitors?

• For Description line 1:

– What is the primary benefit of your product?

– Don’t waste words on descriptive product features. Just get them to your website, where youhave plenty of room to sell your product in full color.

– Why have people bought your product? You know your customers’ hot buttons.



– More benefits.

– May be continuation from line 1 to complete a concept.

• For Display URL:

– This is not a real web address.

– Google displays this on the ad.

– Must Include your domain name (www optional). e.g. mywebsite.com

– Good idea to include the Keyword for this ad like this > mywebsite.com/mykeyword

• For Destination URL:

– Google sends customer to this web address page when he clicks on this ad.

∗ Google doesn’t display this address in the ad.∗ This address appears in the browser window, when you are on this page.

– Google visits this address to confirm the following:

∗ The web page talks about the product that you describe in the ad.∗ The web page is on a website that you own, not a generic website that runs miscella-

neous ads.∗ Google charges you less for ads, when the Destination URL relates very directly to the

Search Keyword.


#4 Enter Three Match Types for Each Keyword

• Match Types are three different ways people can enter the same Keyword into Google search.

– Clarification: A Search “Keyword” can be any number of words.

– Each Match Type has a separate Search audience, bid and competition.

– You expand your market, by testing all three for profitability.

– Put all Match Types for the same Keyword into the same Ad Group, because they all havethe same ad copy.

– Don’t put other Keywords into this Ad Group, because they need different ad copy.

• Broad Match Keyword

– Keyword without enclosing punctuation.

– Any combination of words that include the Search Keyword or synonyms.

∗ Broad Match For Keyword DOG FOOD STORE = DOG or FOOD or PET STORE ...

– GOOD > Lower bids and more Impressions (Google runs your ad more often).

– BAD > You waste money for clicks from confused non-buyers, who aren’t looking for yourproduct.

• “Phrase Match Keyword”– Keyword enclosed with quotation marks.

– An combination of words that include the Search Keyword in the same word order.

∗ Phrase Match for TENNIS SHOE = BLACK TENNIS SHOE..

– A good choice for Small Business.

∗ More targeted to avoid costly confused clicks.∗ Ads run more often than Exact Match Keyword.

• [Exact Match Keyword]– Keyword enclosed with square brackets.

– The exact Keyword that the person put into Google search.

– Very targeted with higher bids and ads run rarely.


Select keywords

• For “Enter one keyword per line”

– Enter each Match Type on a separate line

keyword for this Ad Group this is Broad Match

“keyword for this Ad Group” this is Phrase Match

[keyword for this Ad Group] this is Exact Match

Ad group default bids (Max. CPC)

• For Default bid

– Enter quick guess for $ bid.

– Balance what you would like to pay with how much money you make on each sale.

– We’ll get a better estimate in the next step, Strategy #5 Bid to Get First Page Ads at LowCost.

• For Managed placement bid and Display Network bid

– These should be grayed out with -Off label, because you set your Campaign to run ads onGoogle Search, only.

– If they are not grayed out,

∗ Go to Campaign Settings Chapter after you Click [ Save ad group ]∗ Click on Campaign Settings Chapter link on left column of Adobe Reader∗ Set Network to [Google search], only.∗ Then, Click “#5 Bid to Get First Page Ads” on left column of Adobe Reader to continue

Recipe.

• Click [ Save ad group ]


#5 Bid to Get First Page Ads at Low Cost

• You’re looking for the bid for the Keyword that runs your ad in Positions 4-6.

• We’ll use the Traffic Estimator tool.

– These are only estimates before you run your ads.

– We’ll fine tune them using actual statistics in Strategy #9.

Home Campaigns [ Opportunities ] Reporting Billing My account

• Click [ Opportunities ] on the main menu.

• Under Tools on the left column

– Click “Traffic Estimator”


Get traffic estimates

• Run first estimate:

– Enter Keyword for this Ad Group under “Word or phrase”

– Enter Max CPC

– Enter Daily budget

– Click [ Estimate ]

– Observe Results

• Run second estimate.

• Repeat until you determine $Bid that runs ads for this Keyword in Positions 4-6.

• Write down the $Bid you determined.

• Next, Go to Keyword Ad Group to set Default Max. CPC.


• Click [ Campaigns ] on main menu

• Click [ CampaignName ] in the Campaign column

• Look for this Ad Group name in the Ad Group column

– Click on $Bid in the Default Max. CPC column for this Ad Group

– Enter the $Bid that you determined using the Traffic Estimator for Ad Positions 4-6

• Just bid the Ad Group Default Max CPC for now to keep it simple.

– Bid the individual Keyword bids later, after you run the ads.

– Use the Report in Strategy #9.


#6 Run Two Competing Ads in Each Ad Group

• Google lowers you ad costs, when more people click on your ads. Google wants to run ads thathelp people find what they’re looking for so they can make more money. You also want morecustomer clicks to sell more product.

– Google records CTR Click Through Rate, which is defined as the number of clicks your adgets when Google runs it 100 times.

– Google charges less to run your ads for each Keyword as the CTR increases for that Keywordand your overall account.

• You dramatically increase customer clicks on your ads by scientifically split-testing your ad copyfor each Keyword Ad Group.

– Run two competing ads, then replace the loser ad with a new test ad.

– You need to run both ads enough times for statistical accuracy, which may be as low as 200times for ads that Google runs rarely. That’s why you set “Rotate: show ads more evenly” inCampaign Settings.

– When you start a new campaign, your first ads will need improvement, so you want to rapidlytune your ad copy to get more clicks in the first days of a new Campaign.

– Run the Report in Strategy #10 to see the CTR for competing ad copy in each Ad Group.



• Click [ YourCampaignName ] in Campaign column.

• Click “ThisAdGroupName” in Ad Group column.

• Click [ Ads ] on middle-of-page menu.

• Click [ New ad ], then Click “Text ad”


New text ad

• Write the one, single Keyword for this Ad Group somewhere in the ad.

• Here’s why:

– Google charges you less for ads that contains the same Keyword that the person used intheir Google search.

– More people click on your ad, when they see the same Keyword they used.

∗ People like their own words.∗ Google charges you less for ads that get more clicks (higher CTR).

– Google bolds search Keywords, so they grab attention on the Search Results page.

• For Headline:

– Grab your customer’s attention

∗ The Headline is the only thing people see when they scan the Search Results page.∗ Most people take 1/2 second to focus on one website or ad on the page.

– Do a Google search for your Keyword to borrow good ideas.

∗ What is your customer looking for?∗ Why is your headline different than than competitors?


– What is the primary benefit of your product?

– Don’t waste words on descriptive product features. Just get them to your website, where youhave plenty of room to sell your product in full color.

– Why have people bought your product? You know your customers’ hot buttons.


– More benefits.

– May be continuation from line 1 to complete a concept.

• For Display URL:

– This is not a real web address.

– Google displays this on ad.

– Must Include your domain name (www optional). e.g. mywebsite.com

– Good idea to include the Keyword for this ad like this > mywebsite.com/mykeyword


• For Destination URL:

– Google sends customer to this web address page when he clicks on this ad.

∗ Google doesn’t display this address in the ad.∗ This address appears in the browser window, when you are on this page.

– Google visits this address to confirm the following:

∗ The web page talks about the product that you describe in the ad.∗ The web page is on a website that you own, not a generic website that runs miscella-

neous ads.∗ Google charges you less for ads, when the Destination URL relates very directly to the

Search Keyword.

Chapter 8

The Ad Group Cookie Cutter

Bake a Big Batch of Tempting Ads

• So far, so good. You’ve created one Ad Group for one Keyword, executing each Strategy.

• But your customers enter dozens of other Keywords into Google Search, when they look for yourproduct. You really won’t know which Keywords work, until you try them.

• You make money one Keyword at a time. Ads for any single Keyword Ad Group won’t run veryoften. However, dozens of well-chosen Keyword ads will cover most of your customer searches.

• Think of the Recipe as an efficient Ad Group Cookie Cutter. You repeat the same steps to createmany Ad Groups.

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CHAPTER 8. THE AD GROUP COOKIE CUTTER 28

#7 Build a Large List of Keywords

• Use the Keyword Tool to look for Keywords.

Home Campaigns [ Opportunities ] Reporting Billing My account

• Click [ Opportunities ] on the main menu.

• Under Tools on the left column,

– Click “Keyword Tool”

• Under “Word or phrase”,

– Enter the Keyword for this Ad Group.

– Click [ Search ]

• Make a list of Keywords with these characteristics:

– Words that your customers use to find your product.

– High number of searches, so ads run more often.

– Low competition, so bids are lower.

• In the next step, use these Keywords to create a large number of Ad Groups.

CHAPTER 8. THE AD GROUP COOKIE CUTTER 29

#8 Create Many Ad Groups

• Go back to Chapter 7 “Create Ad Group”.

– Repeat the Recipe steps to create this next Ad Group.

– Apply all Strategies to each new Ad Group to save money and get more customers.

– Typically, you need at least 25 Keyword Ad Groups to cover all the Keywords that your cus-tomers use in their Google searches.

• Hint: There’s an easy way to navigate to Recipe Chapters and Strategies

– If you’re looking at this Recipe with the Adobe Reader,

∗ Look at the far left hand column and Click “Create Ad Group”.∗ You may have to click on the Bookmarks icon to open the Bookmarks column first.

– OR

– If you’re looking at a paper printout of the Recipe,

∗ Look up Page Number for “Create Ad Group” in the Table of Contents, Page 2.

• Now, start cranking the Ad Group Cookie Cutter and bake up a big batch of tempting ads.

Chapter 9

Run Reports to Tune Performance

“AdWords is like a box of chocolates, Forrest.

You never know what you’re going to get until you run your ads”

Forrest Gump

• Tuning Campaign performance is the secret to making money with AdWords.

• Strategies #9 and #10 show you reports that make it easy to tune bids and ad copy.

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CHAPTER 9. RUN REPORTS TO TUNE PERFORMANCE 31

#9 Tune Keywords Bids to Lower Costs

• This report helps you adjust the Max CPC bid for each Ad Group.

• Tune bids for Keywords to run your ads in Ad Positions 4-6 on the first page of Search Results.

• This Strategy lowers ad costs and increases how often Google runs your ads.



• Click [ CampaignName ] in the Campaign column.

• Click [ Keywords] on the middle-of-page menu.

• Click “Columns” under middle-of-page menu.

• Under “Select columns”,

– Click “Impr” Impressions are the number times Google ran your ad.

– Click “CTR” Click Through Rate is the number of clicks per 100 impressions.

– Click “Avg. CPC” Average Cost Per Click is actual cost, not Max CPC Bid cost.

– Click ”Avg. Pos.” Average Position from top of Search Results page that adsran.

• Click [ Save ]


Ad group Status Max.CPC Avg. CPC Avg.Pos. Impr. CTR

• To sort columns, Click “ColumnName” at top of column. Click again to reverse sort.

• Click “Impr.” to sort Impressions column from most Impressions to least.

– First, look at Keywords that run ads most frequently.

– Click “Impr.” again to reverse sort, if necessary.

• Change Max CPC bids by clicking on $x.xx bid.

– Increasing Max CPC bid usually moves ad to higher Position for that Keyword.

– But is it worth the money?

• Balance these factors when you change bids:

– How much money do you make for each sale?

– In “Avg. Pos.” column,

∗ Ad Positions 4-6 are usually ideal for Small Business budgets.· Cost less than Positions 1-3.· Are still visible on Page 1 of Search Results.

∗ Ad Positions 1-3 may get a few more clicks.· Usually not worth the extra cost.· May be worthwhile for most important Keywords.

∗ Ad Positions lower than 6 may not run often.· Since half your ads run below the Average Position, some searches may push your

ad onto Page 2.· Ads rarely run on Page 2 of Search Results.· Only 10% of searchers go to Page 2 of Search Results

∗ If you can’t afford Page 1 Ad Positions,· Bid low e.g $0.10.· Ads run rarely, but at least you make a profit.

∗ In “Status” column· “Below first page bid” is the estimated bid for Ad Position 1.· Your ads will run on lower positions on the First Page with bids below this estimate.

Test and run report in Strategy #9.

• Sometimes you need to delete Keywords, because they attract non-buyer clicks no matter whatad copy you use to discourage non-qualified prospects.


#10 Tune Ad Copy to Get More Clicks

• When you first run your Campaign, watch this Report closely.

– Your first ads will probably need improvement.

– Replace ads with low CTR and replace them with the next test ads.

– Borrow words from your best ads to use in your next test ads.

• Don’t let bad ads run a large number of Impressions.

– Google increases ad costs for the Keyword and your overall Account.



• Click [ CampaignName ] in the Campaign column.

• Click [ Ads ] on middle-of-page menu.

• Click “Columns” under middle-of-page menu.

• Under “Select columns”,

– Click “Impr” Impressions are the number times Google ran your ad.

– Click “CTR” Click Through Rate is the number of clicks per 100 impressions.

– Click “Avg. CPC” Average Cost Per Click is actual cost, not Max CPC Bid cost.

– Click ”Avg. Pos.” Average Position from top of Search Results page.

• Click [ Save ]

Ad Ad group Status Avg. CPC Avg.Pos. Impr. CTR

• Set Date Range at the upper right of page to “All Time”

• To sort columns, Click “ColumnName” at top of column. Click again to reverse sort.

• Click “CTR” to sort ads by CTR.

– Write down words in ads with the highest CTR to use in new ads.

– Pay special attention to Headlines and Description Line 1.

• To replace ads with low CTR, Click on Ad Group Name.


– Click [ New ad ] on left side, middle-page, then Click “Text ad”.

∗ Write new ad with words you found in your best ads.∗ Include the Keyword for this Ad Group.∗ Click [ Save ad ]

– Select the ad that you want to replace:

∗ Click small box left of ad.∗ Click [ Change Status ] direct above, then Click “Delete”

– To return to Ads Report page, Click “YourCampaignName” in small, blue lettering justbelow the main menu at top of page.

• Click “Impr.” to sort Impressions column from most Impressions to least.

– Replace low CTR ads with high Impressions, first.

• Click “Ad Group” to sort Ad Groups.

– You see both competing ads for each Ad Group next to each other.

– Is the Keyword for each Ad Group written into each ad?

– Replace ad with lower CTR for each Ad Group.

∗ Ad must have at least 200 impressions for statistical accuracy.∗ OR there are 200 impressions total, including ads in other Ad Groups with very similar

ad copy.∗ Replace ad with 0% CTR after 100 impressions, when the other ad has very strong CTR.∗ Small Business Campaigns have many Keywords that run rarely.

· So it takes a long time to see what works.· It’s always a judgment call. Trust your instincts and be creative.

• Get an ad that works, and it just keeps on making money for you.

Chapter 10

Track a Sale to an Ad

• The AdWords advertising system shows each ad that people clicked to get to your DestinationURL Web page.

• With optional effort, you can see each ad that converted to a sale.

– This only works for these conditions:

∗ You have a “conversion page” on your website.∗ The customer clicks on your ad.∗ The customer only visits the “conversion page”,

· When he buys your product.· Or completes some other sales activity that you want to track, such as downloading

a white paper, signs up for newsletter or calls a sales person.

• To record a Conversion in AdWords reports,

– Paste a Conversion Code snippet into the source code of the “conversion page” on yourwebsite.

– Set a value for how much money you make on each sale.

• Conversion tracking helps you bid for profit, not just clicks.

– See which ads convert to sales

– Add these columns to your Reports

∗ Number of Conversions How many sales from clicked ad∗ Conversion Value Number of sales times value of each conversion∗ Cost / Conversion Cost of ad / number of conversions∗ Conversion Rate Number of conversions for each 100 clicks on ad

Home Campaigns Opportunities [ Reporting ] Billing My account

• Click [ Reporting ] on main menu.

35

CHAPTER 10. TRACK A SALE TO AN AD 36

• Click “Conversions” on drop-down menu.

• Click “ [ + New Conversion ].

• Enter “ [ Action Name ].

• Click “ [ +Save and continue ].

Webpages [ Code ]

• Click [ Code ] to get code to paste into your conversion page.

• For “Page security level”,

– Open conversion page in browser to see URL address.

• For “Revenue for your conversion”,

– Enter how much money you make on each sale.

• For “Tracking indicator status”

– No need to change these default settings.

– shows visitors that their conversion page visit is tracked.

• Click [ Save and get code ]

Code Box

• Click inside code box to highlight code,

– Cut and Paste code into the Conversion Page source between <body> </body> tags.

– Give this code to your Webmaster, if you don’t program your own website.

• It takes a couple days for Google to verify that you inserted the Conversion Code correctly intoyour web page.

• If it doesn’t work the first time, delete the Conversion and try again.

Documents

1 The Small Business Recipe - The Showreeltheshowreel.com/forms/Small_Business_AdWords_Recipe_2010_Oct.… · Chapter 1 Introduction I wrote the Small Business Recipe to help entrepreneurs