smAlbany 2013 presentation http://ww.smAlbany.org

1. Presented by Darcy Knapp, MBA SEO Web Mechanics

2. Success with AdWords
Presented by Darcy Knapp, MBA SEO Web Mechanics

3. Popularity of Search EnginesSearch Engines: Google Dominates
~400M Searches Daily/US
#2+ Trillion Google
Searches Globally in 2012
Presented by Darcy Knapp, MBA SEO Web Mechanics

4. Put Your Key Words to Work
Organic Search
Social Search
Presented by Darcy Knapp, MBA SEO Web Mechanics

5. Search Engines Drive Traffic
Paper Clip
Pay Per Click
Presented by Darcy Knapp, MBA SEO Web Mechanics

6. Click Cost Factors
Presented by Darcy Knapp, MBA SEO Web Mechanics

7. Pay Per Click Advertising
Placement and Criteria:
Auction Environment: Bid price
Click Through Rate (CTR)
Quality Score of Landing Page: (QS)
Offer Relevancy
Stop Dog From Digging Out
www.DogGuard.com
Safe Underground Electric Fencing
Keep Houdini Dog at Home Instead
Line 1: Title Line
Line 2: Display URL
Line 3: Description
Line 4: Description
Presented by Darcy Knapp, MBA SEO Web Mechanics

8. Use Good Landing Pages!
 Your Landing Page is
NOT your home page
 Call to Action: Ask for
the Business!
 Capture Leads:
Contact Forms Phone
& Email Links
 Targeted Offer Match
your ad to your landing
page.
 SEO Value: Get credit
for the traffic. Keep it on
your site!
Presented by Darcy Knapp, MBA SEO Web Mechanics

9. Identifying Keywords
 Traffic – Is there search on the Key Word/Phrase?
 Competition – How many competitors are running ads?
 Relevancy – Does the Landing Page match the Ad Offer?
 Conquesting – select competitor keywords wisely
For Local or Geo-Targeted Search
Location can be the ultimate key word.
Presented by Darcy Knapp, MBA SEO Web Mechanics

10. Converting Keywords
Tier :3 Buying Phase
* * * Ready to Buy Consumers * * *
Keywords: Dog Fence Installer
Tier 1: Research Terms
<Researching Need Fulfillment Options>
Keywords: Fence
Tier 2: Shopping Terms
<Thinking about Purchasing option>
Keywords: Fence Installer
Presented by Darcy Knapp, MBA SEO Web Mechanics

11. Research Terms can be Tricky!
Presented by Darcy Knapp, MBA SEO Web Mechanics

12. High Competition: Shopping Terms
Presented by Darcy Knapp, MBA SEO Web Mechanics

13. Buying Terms = Success
Presented by Darcy Knapp, MBA SEO Web Mechanics

14. Pay Per Click Advertising
Getting the Bang for your $1
Most Expensive vs. BEST ROI
Targeted Key Words = Better ROI
Local vs. Regional vs. National
Presented by Darcy Knapp, MBA SEO Web Mechanics

15. Adwords: Your Settings
 Search
 Display
 Networks
 Mobile?
 Geo-Target
 Where?
Presented by Darcy Knapp, MBA SEO Web Mechanics

16. Managing Adwords: Your Campaign
Presented by Darcy Knapp, MBA SEO Web Mechanics

17. Adwords: Your Ads
 Use more than one ad
 CTR – Click Through Rate
 Positioning (#1-4 Preferred)
Presented by Darcy Knapp, MBA SEO Web Mechanics

18. Conquesting
 Go After Protected Key Words Legally
Invisible Fence
Innotek Fence
Petco Fence
Dog Watch Fence
Your local Competitor’s Name
 Using “smart ads” – be CAREFUL!
Presented by Darcy Knapp, MBA SEO Web Mechanics

19. Adwords: Keyword Match
Your Keyword example: Invisible Fence
 Exact Match [invisible fence]
 Phrase Match “invisible fence”
 Broad Match invisible fence
Key word Google will serve you on:
 Exact Match [invisible fence]
 Phrase Match “invisible dog fences”
 Broad Match hurricane fencing
Presented by Darcy Knapp, MBA SEO Web Mechanics

20. Negative Keywords
Presented by Darcy Knapp, MBA SEO Web Mechanics

21. Blocked Keywords
Presented by Darcy Knapp, MBA SEO Web Mechanics

22. Adwords: Your Keywords
Presented by Darcy Knapp, MBA SEO Web Mechanics

23. Adwords: Keywords Served
Presented by Darcy Knapp, MBA SEO Web Mechanics

24. Adwords: Site Link Extensions
Extensions make your ads stand out!
Presented by Darcy Knapp, MBA SEO Web Mechanics

25. Adwords: Call Extensions
Local or Tracking# Call Extensions
Presented by Darcy Knapp, MBA SEO Web Mechanics

26. Location Extensions
Google Places/Map Extensions
Presented by Darcy Knapp, MBA SEO Web Mechanics

27. Adwords: Video Ads
 Video Drives Traffic & Leads
 Clicks are very low cost ($0.05-$0.10)
Presented by Darcy Knapp, MBA SEO Web Mechanics

28. YouTube: Paid Placement
Presented by Darcy Knapp, MBA SEO Web Mechanics

29. Paid Search: Yellow Book Ads
What you need to know!!
Presented by Darcy Knapp, MBA SEO Web Mechanics

30. Are You Ready?
Darcy Knapp, MBA, President & Chief SEO Web Mechanic
A division of Darcy Knapp Consulting, Inc.
Cell/Office: 518.366.1707
eMail: Darcy@SEOWebMechanics.com
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Presented by Darcy Knapp, MBA SEO Web Mechanics