GOOGLE ADSENSE

Improve the Performance of Your Google Ads

• Google AdSense is a free program that lets you display Google ads on your website or blog.

• Ads can be text, images or videos that are targeted to the site’s audience and content.

• These ads generate revenue either on a pay-per-click or a pay-per-impression basis.

What Is Google AdSense?

• PPC is one of the most popular forms of advertising.

• Every time someone clicks on an ad on your website, you get paid.

Pay Per Click Advertising

Pay Per Click or Sponsored Search Results

Pay Per Click (PPC) Listings

1. Research Category

2. Plan & Structure Your Campaign/Keywords

3. Write Advertising Copy

4. Organize Bids

5. Build Landing Pages

6. Review Performance

7. Experiment & Test

7 Stages of PPC Management

• Target customers & competitors

• Keywords•Core keywords•Long tail keywords

• The buying process

• Website analytics

• Volumes, margins, values

• Conversion!

1. Research Your Market Category

• Marketing mix

• Campaign budget

• Keywords

• Landing pages

Research PhaseKeywords: Awnings

Too Broad!

Shopping PhaseKeywords: Retractable Awning

Getting better!

Buying PhaseKey words: Retractable Awning near Dayton NJ

BEST!

Identifying Profitable Keywords

2. Plan & Structure Your Campaign

• Include keywords in your copy

• Tailor to Ad groups

• Include:HeadlineCopyDisplay URLCall to action!

3. Write Your Advertising Copy

• Set a maximum cost per click (your “bid”)

• Know value of clicks

• Know value of conversions

• Quality score

• Set up a keyword match hierarchy

• Only bid higher when quality score is high

• If conversion cost is unprofitable, reduce bids

4. Organize Bids

• Send the click traffic to appropriate pages

• Keep the landing page simple

• Focus on goals:Ecommerce salesLead generation

5. Landing Pages

• Establish key metrics

• PPC reports & analytics

• Click through rate (CTR)

• Impressions

• Average cost per click (CPC)

• Ad rank

• Conversions

• Cost per conversion

• Cost per sale

• Return on investment (ROI)

6. Review Performance

• What’s working? Not working?

• Track your progress & split test

• Eliminate negative terms

• Test different keywords, copy, landing pages

• Test different bids

7. Experiment & Test

• Targeted Advertising

• You only pay when people visit

• Immediate results

• Tracking of ROI

• Improved user experience

• You control your costs

Benefits of PPC Advertising

National Campaign Targets people nationwide Use location keywords

Region, city, neighborhood or landmark

Local Campaign Customized Targeting Target area around your business

About 80% accurate (Based on IP addressing) Any range of miles Can also use GPS coordinates

GEO Target Your Ads

Key Phrase

Profitability = Traffic + Competition

Traffic – Number of searches in month Competition- Other sites with this key

phrase Relevancy- Phase of the buying cycle

HINT : Geographic Qualifiers

Defining Profitability

• Place your advertisements in prominent locations where visitors will notice the ads

• Best performing ad sizes: 300x250 (most popular among advertisers)

160x600 (easily fits in the sidebar of your site)

336x380 (best for text only ads)

Google AdSense Optimization Tips

• Place an ad in the middle or at the bottom of your articles.

Readers will click it while looking for more resources or related information after reading.

• Increase relevance of your Google Ads by linking to authority websites and using descriptive anchor text.

This will also improve your organic ranking!

Google AdSense Optimization Tips

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