The presentation of our own Alexandra Tachalova on AdWorld Experience Conference in Bologna on April 30, 2014.

1. Your Perfect AdWords Strategy
Alexandra Tachalova
Semrush.com
Please contact:
michael.stricker@semrush.com
@RadioMS

2. Our Marketing Team

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1. Conducting AdWords campaigns analysis
2. Improving your Ads Campaigns performance
3. Developing unique proposal in your ad content
Agenda

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This is Bill, and he is our PPC hero!
Hi!
My name is Bill,
and I’m a PPC
expert!
Bill’s AdWords
Achievements
Spent
$100
Earned
$200

5. Is Bill successful?

6. Integrated Approach: PPC and SEO
PPC and SEO should
be analyzed together,
and benefit from one other!
To do otherwise is lost
opportunity!

7. Custom Reports in Google Analytics
When it comes to building custom reports in GA,
the challenge is to achieve above-average results.

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Custom Reports in Google Analytics
1. Google has almost 19K standard reports
that often fail to compare relevant data.
You find insights faster;
2. New ways of learning;
3. Easily set up and measure your
individuals goals;
Your business is unique, your Analytics should
reflect that.
Here is why:

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Custom Reports in action! SEO vs PPC
New Visitors http://bit.ly/custom_SEO_vs_PPC

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Custom Reports in action! SEO vs PPC
Bounce Rate http://bit.ly/custom_SEO_vs_PPC

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Custom Reports in action! SEO vs PPC
Transactions http://bit.ly/custom_SEO_vs_PPC

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Calculating Ad Keyword Efficiency
Keyword Tool
Visits
(Clicks)
CPC Total Cost
($)
Transaction
(#)
Transaction
($)
Revenue
Paid Traffic 495 4.88 2416 2 2200 -216
Unpaid Traffic 95 0 0 2 1300 1300

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Improving Your Ads Campaign Performance

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Improving Your Ads Campaign Performance
• Increase click-through rate (CTR) at an average of 5%-15%
• Take up more space in the paid search results
• Easy to update with new information
Guess which AdWorld feature is described?
• Mostly FREE
• Directly turns your Calls to Actions into Conversions

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Improving Your Ads Campaign Performance
Getting Ad Extensions displayed in your account:
• Enabld Extensions in your Google AdWords
• A high quality Ad score
• Promote your ads among only the top positions listed above organic
results
* Adding an Extension won’t guarantee that it will show with your ad,
but you can keep track of when your Extensions appear in the Ad.

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Improving Your Ads Campaign Performance
Location Extensions
Types of Extensions

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Improving Your Ads Campaign Performance
Types of Extensions
Sitelinks Extensions

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Improving Your Ads Campaign Performance
Types of Extensions
Call Extensions

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Improving Your Ads Campaign Performance
Types of Extensions
Offer Extensions (Beta)

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Improving Your Ads Campaign Performance
Types of Extensions
Site Search Extensions (Beta)

21. Improving Your Ads Campaign Performance
Tips to Improve your Bounce
Rate Performance!

22. Improving Your Ads Campaign Performance
Tip 1 – Disable pop-up windows on Ad LandingPages. They’re irritating!

23. Improving Your Ads Campaign Performance
Tip 2 – Keep the promise inherent in the keyword. Don’t be a bad marketer!

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Improving Your Ads Campaign Performance
Tip 3 – Analyze the weakest landings for specific keywords.

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Improving Your Ads Campaign Performance
Original Ad Best Performing Ad
Experiment Results: 20% Decrease
Tip 4 – Run A/B testing. Be a winner!

26. Long Live
Competitive Research!
Developing Unique Content in Your Ad Copy

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Developing Unique Content in Your Ad Copy
1. Discover your competitors’ Ads keywords and text
2. Group your competitors’ keywords by what they’re
promoting (brands / products / etc.)
3. See your competitors’ most popular ad text

28. Finding your competitor’s advertising
insights
Finding your competitor’s advertising insights
So near…
and yet so far!

29. Finding your Competitor’s Ads is Possible…
Your steps for collecting data without
a developer:
1. Searching manually in Google by
specific keywords to see your
competitors ads
2. Compiling all ads in an Excel
spreadsheet
3. Analyzing data
Classical Approach
Your steps for collecting data with
a developer:
1. Creating special script that will
collect data automatically
2. Analyzing data

30. Finding your Competitor’s Ads is Possible…
Your steps for collecting data:
1. Open your browser and start
analyzing your competitors
ads keywords, ads copies,
& ads positions
2. Start improving your
advertising strategy
Innovative Approach

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Using Specialized Tools

32. You Competitors’ Ad Keywords

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Group Competitors Ad Keywords
0
200
400
600
800
1000
1200
1400
1600
1800
For Domain – schuh.co.uk (9.3k - Ads kws)

34. Branded Ad Copy, “Converse” Ads

35. Most Popular Ads Copy
by Domain – schuh.co.uk (9.3k - Ads kws)

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Your Competitors’ Ads Are Now Under Control
Put your paw up if
you agree!
han
d

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1. An integrated approach to SEO & PPC has a lot of benefits
2. Build custom reports in GA; they’re awesome!
3. Easily improve your ad performance with the help of ad extension;
4. Work on your Bounce Rate and try to avoid typical mistakes;
5. Add speciaized tools and start analyzing your competitors today!
Quick Recap

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http://bit.ly/RLeyDi
30-Day Free Trial, Guru Plan

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Thanks!
Alexandra Tachalova
Communication and Brand Manager
Michael.stricker@semrush.com
@RadioMS
Please contact: