Learn trade secrets and simple tweaks to make your Google AdWords account perform optimally.

1. Google AdWords – Optimizing Your Campaign
PAGE FOOTER TEXT – Specific Topic 1

2. Google AdWords:
Optimize Your Campaigns
2

3. Overview
 Keywords
 Ads
 Landing pages
 Quality score
 Tracking
3

4. Top 10 Common Mistakes
10) Campaigns and AdGroups not properly
named
9) Different campaigns, different ad groups, same
keywords
8) Campaign opted in to both Search and Content
networks
4

5. Top 10 Common Mistakes
7) AdGroups contain unlike terms
6) AdGroups contain terms of mixed context
5) Keyword using only one match type
5

6. Top 10 Common Mistakes
4) Carelessly written ads
3) Using only one ad
2) Not fully utilizing the display URL
6

7. Top 10 Common Mistakes
Also, sometimes people
don’t install tracking code.
Lastly, this is not Ronco!
1) Landing page set to “Home”
7

8. KeyWords
Research and Generate Keywords
 Brainstorm keywords in terms of how your
users think of you
 Review your website
 Organize terms the same way your site is organized
 Spy on your competitors
 www.keywordspy.com
 www.spyfu.com
8

9. KeyWords
 Utilize free keyword tools
 Google Keyword Tool – general use
 Google Insights – trends
 Google SK Tool – matched to website
Search for these tools on Google
9

10. Keywords
Match Type
 Broad – Your ad shows if a users search
contains your keyword in any order
 Phrase - Your ad shows if a users search
contains your keyword in the exact order with
other terms in front or after it
10

11. Keywords
 Exact - Your ad shows if a users search
contains your keyword in the exact order
with no other terms in front of it or after
 Negative – Words or terms for which you
do not want to be found
11

12. AdGroups
Organize Keywords
 Create lists of closely related terms
 Grouped by context
 Google recommends no more than 20
keywords in an ad group
Work in Excel, use AdWords Editor 12

13. Campaigns
Organize AdGroups
 Organize related ad groups into one campaign
 Title the ad groups appropriately
 Title the campaign appropriately
13

14. Campaign Snapshot
Bathrooms
Bathroom Bathroom
Remodeling Remodeler
Bathroom remodel Bathroom remodeler
Bathroom remodeling Bathroom remodelers
“Bathroom remodel” “Bathroom remodeler”
“Bathroom remodeling” “Bathroom remodelers”
[Bathroom remodel] [Bathroom remodeler]
[Bathroom remodeling] [Bathroom remodelers]
25 campaigns per account, 2000 ad groups per campaign
14

15. Ads
 Write the ad to complement the keywords
in the ad group
 Include a keyword in the copy
 If a relevant landing page exists, use a
condensed version of it for the ad
15

16. Ads
Buy from me because…
Act now because…
This is what you should do…
 Write two ads per ad group
 State a benefit
 Reason to act
 Call to action
 Test, test, test
16

17. Ads
 Keywords appear in bold
 Use all 35 characters in the display URL
 www. is not necessary
 Need ideas? Look at your favorite magazines
17

18. Landing Pages
 Have a landing page for every ad group
 Headline and content relevant to ads
 Define your goals
 Common goal: data collection
 Irresistible offer
 Guarantee
 Deadline
 Response mechanism
 Testimonials
18

19. Landing Pages
They don’t care about you,
except for how you
can benefit them.
 Write content about your visitor,
not your business
 Deliver a clear, persuasive message
 Collect only enough information to
complete the desired action
19

20. Quality Score
 Implemented to help Google ensure it’s
users have a positive experience
 It’s an algorithm comprised of a blend of
proprietary dynamic variables
 Changes periodically
20

21. Quality Score
 Known Variables
 Ad text
 Landing page
 Click Through Rate (CTR)
 Minimum bids
 Performance history
21

22. Quality Score
 Unknown variables
 Keep the Quality Score living and breathing
 Keeps hackers entertained
 Effects the cost per click
22

23. Tracking
 Conversion tracking code
 Determine the desired action
 Apply to Thank You page
 Analytics code
 Apply to every page of the website
23

24. Additional tips
 Google considers 1% to be a successful
CTR
 Google recommends waiting two weeks
between changes
24

25. Recap
 Keywords
 Ads
 Landing pages
 Quality score
 Tracking
25

26. Recommended Resources
 AdWords for Dummies by Howie Jacobson
 Landing Page Optimization by Tim Ash
 Google AdWords Learning Center
26

27. Connect with me
LinkedIn: www.linkedin.com/in/meaghanmccann
Facebook: www.facebook.com/meaghanmccann
FB Fan Page: bit.ly//SearchAdMarketing
Twitter: twitter.com/megamcc
27

28. Trick or Treat!
Questions?
28