Download - My Mustard | Google AdWords | 17.8.10

A browser is a piece of software that runs on your PC. The browser allows you, via a connection to the internet to access web pages stored on computers that are connected to the internet.

A search engine is a piece of application software that sits on a powerful computer (a server) on the Internet. This computer stores information about where web pages are stored on the internet.

“org

an

ize a

ll the

world

’s info

rmatio

n

and m

ake

it univ

ersa

lly

acce

ssible

”

What Google likes & dislikes

Keyw

ord

rich,

regula

rly

update

d

conte

nt th

at

delig

hts th

e

use

r &

deliv

ers w

hat

is search

ed

for.

Google considers…

..

Your d

om

ain

nam

e

Th

e a

ge o

f you

r site

Th

e n

um

ber o

f pag

es in

you

r site

Keyw

ord

s in y

ou

r pag

e title

ta

gs

Inb

ou

nd

links fro

m

rep

uta

ble

sites

Un

iqu

e co

nte

nt o

n y

ou

r site

Freq

uen

cy o

f you

r con

ten

t ch

an

ge

Site

acce

ssibility

Stro

ng

inte

rnal lin

ks

an

d…

……

.

Google doesn’t like…

..

Keyw

ord

‘stuffi

ng

’

Bla

ckhattin

g - in

visib

le te

xt,

cloakin

g, d

oorw

ay p

ag

es

Bro

ken lin

ks

Dup

licate

conte

nt

Flash

with

out a

n H

TM

L versio

n

Slo

w p

ag

e lo

ad

Onsite SEO

Descriptive Page Titles (unique for each page) Descriptive Headings (Heading 1 – the H1 tag) Alternative text (ALT tags) Titles (TITLE tags) META tags (descriptions not keywords) Use descriptive page file names Use relevant words when naming images Use a site map

But in 2010

what G

oogle loves m

ore than anything else…

……

is……

Socia

l media

Social Media

What did G

oogle love?

Keyw

ord

rich,

regula

rly

update

d

conte

nt th

at

delig

hts th

e

use

r &

deliv

ers w

hat

is search

ed

for.

Google also considers…

..

Your d

om

ain

nam

e

Th

e a

ge o

f you

r site

Th

e n

um

ber o

f pag

es in

you

r site

Keyw

ord

s in y

ou

r pag

e

title ta

gs

Inb

ou

nd

links fro

m

rep

uta

ble

site

s

Un

iqu

e c

on

ten

t on

you

r site

Fre

qu

en

cy o

f you

r con

ten

t ch

an

ge

Site

acce

ssibility

Stro

ng

inte

rnal lin

ks

Where shall I start?

1. Commit2. Research3. Strategy4. Upskill5. Create content6. ENGAGE7. Monitor

Wou

ld y

ou

like

to a

pp

ear o

n

Pag

e 1

of

Goog

le w

hen

p

eop

le s

earc

h

for y

ou

r p

rod

uct/s

erv

ice in

you

r sp

ecifi

c a

rea?

Local Listing/Google

Places/M

aps

http

://ww

w.g

oog

le.co

m/

loca

l/ad

d

Nam

e

Ad

dre

ss

Tele

phone n

um

bers

Em

ail a

dd

ress

Web

ad

dre

ss

Map

20

0 ch

ara

cter d

escrip

tion

Imag

es

Multip

le ca

teg

orie

s

Vid

eos

Op

enin

g tim

es

Coup

ons

Revie

ws

Your customers see your ad when they search

Your ad reaches users at the moment they demonstrate interest

IMM

ED

IATE

TAR

GETED

MEA

SU

RA

BLE

AC

CES

SIB

LE

Keywords

Be highly specificAsk your Nan

PluralsMisspellings

A Typical A

dWords A

d

• Display URL (35 character limit)

• Ad Text (35 character limit)

• Ad Title (25 character limit)

Ad

Text

Buy

Now

/Today

Fre

e

You

Use

em

otio

n

!

Test &

monito

r

Landing Page

Must re

late

to

the

keyw

ord

use

d

Must

deliv

er

what th

e a

d

pro

mise

dMust h

ave

a stro

ng

ca

ll to

actio

n

Must h

ave

speed

y

pag

e lo

ad

Tim

ingB

e se

en in

15 m

inute

s

Sto

p im

media

tely

Consta

ntly

impro

ve

perfo

rmance

Explo

it events &

in

dustry

new

s

Weekd

ays o

nly

What w

ill I have to pay per click?

To b

e se

en co

sts noth

ing

, you o

nly

pay w

hen a

use

r clicks o

n y

our a

d a

nd

visits

your site

.

1) H

ow

bro

ad

is your

keyw

ord

?

2) H

ow

com

petitiv

e is y

our

marke

t?

3) H

ow

rele

vant is y

our

Holy

Trinity

?

Basic D

efinition: CT

R

Impre

ssio

n:

The

appeara

nce

of

your a

d

on

Google

Clicks

Impressions

= CTR (expressed as %)

CTR: clickthrough rate

CT

R E

xamples20 clicks

1000 impressions = 0.02 = 2%Example Advertiser A:

CTR is how Google measures relevance

6 clicks

100 impressions = 0.06 = 6%Example Advertiser B:

IMMEDIATE

TARGETED

MEASURABLE

ACCESSIBLE

But is it COST EFFECTIVE?

Last year w

e spent

£250,000

of our clients’ hard

earned cash …

..

…an

d

turn

ed

it in

to

£5

,0

00

,00

0 o

f n

ew

b

usin

ess

Incre

ase

re

venue b

y

rein

vestin

g p

rofit

£7,404 investment in AdWords

49p CPC ≥ 15,110 clicks

3.01% conversion rate = 455 sales

Average sale = £420

£7.4k investment - £191k in sales

Reinvest profits, increase budget

Case S

tudy – Beauty

sector

Incre

ase

re

venue b

y

rein

vestin

g p

rofit


£3.50 CPC ≥ 8,998 clicks


Average sale = £9,000



Case S

tudy – Leisure sector

Incre

ase

re

venue b

y

rein

vestin

g p

rofit


£17.41 CPC ≥ 358 clicks


Average sale = £47,000



Case S

tudy – Law sector

• Highly targeted

• Direct

• Controllable

• Instant

• Measurable

• Free

• Local

• Instant

• More respected

• Uncontrollable

• Difficult to budget

• Hard to achieve

Analysis &

benchmarking

How

many v

isitors ca

me la

st m

onth

How

many p

ages d

id th

ey v

iew

Which

pages d

id th

ey lo

ok a

t

How

long d

id th

ey sta

y

Where

are

they lo

cate

d

Which

keyw

ord

attra

cted th

em

Which

site re

ferre

d th

em

Are

they n

ew

to y

our site

Did

they e

ngage