Online Marketing Intensive Part 2: Mastering Google AdWords 2013.
Ads have always been the part of a marketing strategy that acts as the first-point-of-contact with your audience. This is where consumers initially notice you and your brand!
So, what better way to get your brand noticed through advertising on the world’s most visible stage, the internet?
If you have any further questions about mastering Google AdWords, just drop us an e-mail or comment below!
Part 3: Google Analytics for Business Owners - http://slidesha.re/ZtSzj8
1. MASTERING GOOGLE ADWORDS
Presenter: Anup Batra
1
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
2. Background
ASX Listed Small & Growing Recognition
2
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
3. What We Will Cover
The Basics
Account Settings
Ad Groups
Ad Copies
Campaign Performance
Reducing Wasted Clicks
Latest Changes
Case Studies
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
4. What is Adwords
4
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
5. Why Adwords
• Quick
• Measurable
• Scalable
Not to be reproduced.
www.SearchEngineRankings.com.au
www.SearchEngineRankings.com.au
Copyright protected
6. What is Adwords
• A method of advertising
• Search Engines & Social Media Sites
• Search & Content Networks
But Not every one makes money
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
8. 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
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
9. Terminology
• Impressions
• Clicks
• Bid
• Budget
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
10. Key Metrics
• Average positions
• Cost Per Click
• CTR (Click-through-rate)
• Number of conversions
• Cost per conversion
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
11. Creating an Account
• Campaigns
• Ad groups
• Keywords
• Ads
• Display URL
• Destination Page
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
12. Campaign View
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
13. Campaign Settings
• Location
• Bidding method
• Networks
• Ad-scheduling
• Demographics
• Ad Extensions-site links
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
18. Distribution and Networks
• Search
• Content
• Placement
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
19. Improving CTR
Segmenting :
• Search type
• Product
• Brand
Ad copy & multivariate testing
-ve keywords
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
20. Q&A
20
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
21. Exercise: PPC Strategy
• 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?
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
22. Choosing Keywords
• Domination vs Penetration
• Search Intent
• High Traffic vs Long Tail
• Competition
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
23. Keyword Tools
• Google External Keyword Tool
• Google Traffic Estimator
• Keyword Spy
• Compete
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
24. Types Of Keywords
• Primary, secondary & tertiary
• Broad, narrow & exact
• Generic & branded
• Based on search intent
• Based on stage of buying cycle
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
25. Destination Pages
• Relevance
• Persuasiveness
• URL’s
• Call to action
• Credibility
• Look natural
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
26. Example:
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
27. Placement Targeting
• Competitors
• Industry sites
• Comparison sites
• Regional sites
• News sites
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
28. Understanding Your Target
• 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?
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
29. Google Ad Copy
• 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
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
30. Split Testing
• 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
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
31. Split Testing (Cont’d)
• 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
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
32. Key Metrics
• CTR
• Conversions
• What works better
– Keywords
– Ad copies
– Landing pages
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
33. Rationalising Keywords
• 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
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
34. Strategies For Reducing Costs
• Reducing bid
• Go niche
• Reduce wastage
• Strategic search marketing
• Strategic placement targeting
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
35. Examples:
35
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
36. Examples:
36
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
37. PPC Myths
• 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
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
38. Common Mistakes
• 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
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
39. Common Mistakes
• 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
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
40. Turning Around A Campaign
• Campaign Structure
• Improving CTR
• Adcopy
• Keywords
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
41. Turning It Around
• Improving conversion rate
• Reducing wasted clicks
• Fresh thinking: fresh campaigns
• Increasing reach
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
44. How To Outperform
Competition
• 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
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
45. Managing A Large Campaign
• Strategy
• Competition
• Structure
• Tools
• Measurement
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
46. Good Structure
• Multiple ad groups
• Multiple ad copies
• Split Testing: minimum three per ad group
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
47. Reducing Wasted Clicks
• Improving quality score
• Use of negative keywords
• dynamic keywords
• Optimal structure
• Uncover niche keywords
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
50. Case Studies
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
51. Case Study: Home Loans
• 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
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
52. Case Study: Telco and ISP
• 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
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
53. Case Study: Gift Vouchers
• Inherited a complex campaign
• Created fresh ad copy
• Rationalised keywords
• Launched new campaigns for profitable
products
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
54. Turning It Around
• 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
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
55. In Summary
• Familiarise yourself with all the tools
available
• Invest in tools, resources and expertise.
• Strategically leverage adwords to boost
your sales & profits
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
56. Q&A
Arrow Internet Marketing
Level 1, 412 Collins Street
Melbourne 3000
P: 1300 766 665
E: anup@arrowinternet.com.au
56
Not to be reproduced. www.SearchEngineRankings.com.au
Copyright protected
Hinweis der Redaktion
Good Morning Everyone and Welcome ! Today we will be talking about a sales channel that that delivers your message 24 hours a day, 7 days a week, reaches 114 countries, speaks 100 languages, and is 100% accountable. I will share with you simple, yet ground breaking ways of making this the most effective salesman.
to your RSS feeds. Valuable content will get you powerful links. I will share with you an example of a parenting site that we we are working on. One of the terms we wanted to be found for was baby products.
71% of businesses who have used this medium plan to continue or increase their spend in the coming year. (Source : Fairfax Business Research). Google is used throughout the buying cycle
The buying cycle begins with search and search is used throughout the buying process
Country State City Suburb Set of suburbs
Noosa heads resort limited budget $20 per day Noosa accommodation . $3 per click so only 6 clicks per day. Noosaheads resorts -580 searches per month. CPC became 1/3 rd with better conversions
Noosa heads resort limited budget $20 per day Noosa accommodation . $3 per click so only 6 clicks per day. Noosaheads resorts -580 searches per month. CPC became 1/3 rd with better conversions