adwordsmistakes v.3
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Transcript of adwordsmistakes v.3
8 ADWORDS MISTAKES THAT ARE COSTING YOU MONEY
Who am I ?
Digital Transformation12 years AdWords veteran
Global campaignsSpend > £2M
New Business Created > £20MAudit > 50 accounts pa
Google Partner
2010 AdWords Cockpit
2016 AdWords Cockpit
2 Key AdWords Principles
Increase CTR = Decrease CPCCTR= Click Through Rate (%)
CPC = Cost per Click (£)
ControlWhere, When
CTR – Beat the “Average”
#1 - Account Settings
Do not always accept Google’s recommendations e.g. network selection and campaign type.
#1 - Account Settings - Network
Network Targeting. Default Setting: Search Network With Display Select
#1 - Account Settings - Network
Network Targeting. Default Setting: Search Network With Display Select
1. Google search2. Search results on partner sites e.g. Ask Jeeves
3. Other websites which accept Google ads e.g. Amazon
#1 - Account Settings - Network
1. Choose Search Network only
#1 - Account Settings - Network
2. Deselect Search Partners
#1 - Account Settings – Campaign Type
Campaign TypeDefault = Standard
#1 - Account Settings – Campaign Type
Campaign TypeDefault = Standard
Eliminates Key Features that increase CTR
#1 - Account Settings – Campaign Type
Campaign TypeDefault = Standard
Show a phone number with your adShow an address with your ad
Use ad scheduling to control when ad shows
#1 - Account Settings – Campaign Type
#1 - Account Settings – Campaign Type
1. Choose “All Features” 2. Use ad scheduling
3. Use ad extensions to show more info
#2 – Account Structure
“Too many keywords, too few ads (ad groups)”
#2 – Account Structure
Red WidgetsBlue WidgetsYellow WidgetsGreen WidgetsLarge Brown WidgetsSpecial Offer WidgetsRailway widgets
One ad for widgets
#2 – Account Structure
Red WidgetsBlue WidgetsYellow WidgetsGreen WidgetsLarge Brown WidgetsSpecial Offer WidgetsRailway widgets
Red Widgets AdBlue Widgets AdYellow Widgets AdGreen Widgets AdLarge Brown Widgets AdSpecial Offer Widgets AdRailway widgets Ad
#3 - Keyword Matching Strategy
#3 - Keyword Matching Strategy
Key phrase = red shoes
Exact = red shoesPhrase = contains “red shoes”
Broad = cheap shoes, red boots, footwear, local shoe shop ..
#4 - Negative Keywords
Fail to add any, or to regularly add more
.
#5 - Ad Copy
Fail to update it, and to test it.
#5 - Ad Copy
#6 - Website landing pages
Pages not relevant to keyword, or not optimised for conversion
#6 – Website Landing pages
Red Widgets AdBlue Widgets AdYellow Widgets AdGreen Widgets AdLarge Brown Widgets AdSpecial Offer Widgets AdRailway widgets Ad
Best Red Widgets PageBest Blue Widgets PageBest Yellow Widgets PageBest Green Widgets Pageetcetcetc
#6 - Website landing pages
Pick the most relevant page on your siteIf you need to, create a new page on your site
Create a separate campaign landing page outside the siteClear call(s) to action
#7 - Measuring Results
Use free tools to understand source, cost per lead, and Lifetime Value of a new client.
#7 - Measuring Results
Use Google Analytics to set up Goals
#7 - Measuring Results
Link Analytics to AdWords
#7 - Measuring Results
#7 - Measuring Results - LTV
AdWords brings you a new clientHow much did it cost to do that?
What was the revenue generated?How often will the customer buy i.e. LTV?
#7 - Measuring Results - LTV
12% of AdWords keywords provide all the results
https://www.entrepreneur.com/article/270156
#8 – Ad Format Options
Don’t assume AdWords in your market is only about text ads.e.g. text ads < 50% of total ad spend in ecommerce
Click volume may be higher and CPC less elsewhere
Product listing adsRemarketing ads
Display adsYou Tube ads
#8 – Product Listing Ads
#8 – Remarketing
#8 – Display
#8 – You Tube “pre-roll”
#8 – You Tube “overlay”
8 AdWords Mistakes To Avoid
Don’t accept default campaign settings Use ad groups to segment keywords and ads Don’t have 100% keywords on broad match
Use negative keywords to control when ad shows Refresh and test ad copy
Choose relevant landing pages that work Monitor conversions and understand returns
Experiment with all ad formats at your disposal
Thanks!