Mastering Google Adwords 2011
Transcript of Mastering Google Adwords 2011
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MASTERING GOOGLE ADWORDS
Presenter: Anup Batra
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ASX Listed Small & Growing Recognition
Background
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The Basics
Account Settings
Ad Groups
Ad Copies
Campaign Performance
Reducing Wasted Clicks
Latest Changes
Case Studies
What We Will Cover
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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
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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
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What is Adwords
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• A method of advertising
• Search Engines & Social Media Sites
• Search & Content Networks
• The Process
• Not every one makes money
What is Adwords
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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
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Why Adwords
• Quick
• Measurable
• Scalable
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Terminology
• Impressions
• Clicks
• Bid
• Budget
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Key Metrics
• Average positions
• Cost Per Click
• CTR (Click-through-rate)
• Number of conversions
• Cost per conversion
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Creating an Account• Campaigns
• Ad groups
• Keywords
• Ads
• Display URL
• Destination Page
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Campaign View
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• Location
• Bidding method
• Networks
• Ad-scheduling
• Demographics
• Ad Extensions-site links
Campaign Settings
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Campaign Settings
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Ad Distribution
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Geo Targeting
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Location Selection
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Keyword Selection
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• Country
• State
• City
• Suburb
• Set of suburbs
Location & Preferences
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• Search
• Content
• Placement
Distribution and Networks
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Segmenting :
• Search type
• Product
• Brand
Ad copy & multivariate testing
-ve keywords
Improving CTR
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Q & A
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• 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
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• Domination vs Penetration
• Search Intent
• High Traffic vs Long Tail
• Competition
Choosing Keywords
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• Google External Keyword Tool
• Google Traffic Estimator
• Keyword Spy
• Compete
Keyword Tools
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• Primary, secondary & tertiary
• Broad, narrow & exact
• Generic & branded
• Based on search intent
• Based on stage of buying cycle
Types Of Keywords
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• Relevance
• Persuasiveness
• URL’s
• Call to action
• Credibility
• Look natural
Destination Pages
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Example:
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• Competitors
• Industry sites
• Comparison sites
• Regional sites
• News sites
Placement Targeting
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• 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
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• 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
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• 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
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• 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)
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Optimise For Conversions
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• CTR
• Conversions
• What works better– Keywords– Ad copies– Landing pages
Key Metrics
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Break
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• 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
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• Reducing bid
• Go niche
• Reduce wastage
• Strategic search marketing
• Strategic placement targeting
Strategies For Reducing Costs
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Examples:
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Examples:
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• Guided navigation
• Soft v/s hard offers
• Shipping policy
• Returns policy
• Checkout process
Increasing Conversions
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• Strategic placement of offers
• Regional display
• Tools for engagement e. g. quizzes, calculators etc.,
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Increasing Conversions
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• 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
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• 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
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• 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
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• Campaign Structure
• Improving CTR
• Adcopy
• Keywords
Turning Around A Campaign
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• Improving conversion rate
• Reducing wasted clicks
• Fresh thinking: fresh campaigns
• Increasing reach
Turning It Around
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Overnight Overhaul
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Injecting Fresh Blood
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• 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
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• Strategy
• Competition
• Structure
• Tools
• Measurement
Managing A Large Campaign
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• Multiple ad groups
• Multiple ad copies
• Split Testing: minimum three per ad group
Good Structure
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• 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
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• TV
• Radio
• Newspaper: National or Local
Integrating PPC with Offline Media
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• Mother’s Day
• Fathers Day
• Birthday
• Valentine’s Day
• Christmas
PPC For Occasions
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• Time
• Money
• Goals
DIY vs. Outsource
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• Improving quality score
• Use of negative keywords
• dynamic keywords
• Optimal structure
• Uncover niche keywords
Reducing Wasted Clicks
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• Sitelinks: links to website subpages
• Audience Targeting: display campaigns
• Remarketing: add a remarketing tag to your website pages.
April 12, 2023© Arrow Internet Marketing 2011
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Latest Changes In Adwords
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Case Studies
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• 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
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• 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
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• Inherited a complex campaign
• Created fresh ad copy
• Rationalised keywords
• Launched new campaigns for profitable products
Case Study: Gift Vouchers
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• 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
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• Content Network
• Facebok
Recruitment
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• Familiarise yourself with all the tools available
• Invest in tools, resources and expertise.
• Strategically leverage adwords to boost your sales & profits
In Summary
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Arrow Internet Marketing
Level 1, 412 Collins Street
Melbourne 3000
P: 1300 766 665E: [email protected]
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Q & A