AdWords Organization Techniques That Will Save You Money & Increase Clicks
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Google AdWords is the most effective advertising platform in the world. It's also the most complex, and the most competitive. The good news is that AdWords is a data analysis game. What determines success is not the amount of money you have, but how well you spend it. In this presentation, we look at settings and organization that can increase the competitiveness of your campaigns overnight: *The wrong way to organize an AdWords campaign *The right way to organize an AdWords campaign *Perfect settings for a new campaign *How to use campaign data to tweak your campaign
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AdWords Organization Techniques That Will Save You Money & Increase Clicks
- 1. Organizing AdWords Simple and effective techniques
- 2. About us AdFury keeps your search marketing competitive Automatically looks at account data and makes optimization suggestions Makes launching well structured campaigns dead simple Hosted landing pages that automatically synchronize with ads Apply to join our private beta https://adfury.io/beta
- 3. 3 What we’re going to talk about Campaigns …ad groups
- 4. 4 Lots of everything Campaigns …ad groups Campaigns …ad groups Campaigns …ad groups Campaigns …ad groups Campaigns …ad groups
- 5. 5 Single campaign, lots of ad groups Campaigns
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- 7. 7 What we’re going to talk about • Campaign organization • Ad group organization • Writing ads • Landing pages • Building out from the base
- 9. 9 Campaign settings • Campaign type: search network only • Choice of networks: Google search only • Location: Specific nation, or specific town (or two) • Language: As appropriate for the location • Bid strategy: Enhanced CPC • Default bid: Pick a sensible starting point and don’t sweat it too much. • Daily budget: Pick a sensible starting point that won’t melt your credit card.
- 10. 10 Other settings • Delivery method: Standard (spread out over 24 hours) • Schedule: 24/7 • Delivery: Rotate indefinitely • Keyword match type: Exact (at first)
- 11. 11 Campaign organization • Consider your business • Group items of similar value together Why? • Easier to analyze advertising ROI • Easier to adjust budget appropriately
- 12. 12 Campaign organization • Consider your business • Group items of similar value together Why? • Easier to analyze advertising ROI • Easier to adjust budget appropriately Auto shop • Major repair ($200-$500) • General repair ($50-$200) • Minor repair (up to $50)
- 13. 13 Campaign organization • Consider your business • Group items of similar value together Why? • Easier to analyze advertising ROI • Easier to adjust budget appropriately Therapist • Therapy
- 14. 14 Campaign organization • Consider your business • Group items of similar value together Why? • Easier to analyze advertising ROI • Easier to adjust budget appropriately Car Insurance (location 1) • High range • Mid range • Low range Car Insurance (location 2) • High range • Mid range • Low range
- 15. Design your ad groups
- 16. 16 Ad groups Campaign contains… …ad groups
- 17. 17 Ad groups Campaign contains… • Tightly focused customer type • Tightly focused keywords • Tightly focused ads and landing pages
- 18. 18 Ad groups Therapy contains… • Ad group: couples • Ad group: individual • Ad group: anxiety
- 19. 19 Ad groups Autoshop Mid range contains… • transmission repair • brake repair • tune up
- 20. 20 Ad groups Car insurance contains… • Ad group: Alabama insurance • Ad group: Alaska insurance • Ad group: Arizona insurance
- 21. 21 Ad groups – three components Root keyword Modifier Location
- 22. 22 Ad groups – three components Modifier • Couples • Individual • Anxiety • Therapy • Counseling Root keyword
- 23. 23 • Ad group: couples • Ad group: individual • Ad group: anxiety counselingcouples Ad groups – three components Modifier • Couples • Individual • Anxiety • Therapy • Counseling therapycouples Root keyword counselingindividual therapyindividual counselinganxiety therapyanxiety
- 24. 24 Ad groups – three components Modifier • Honda • Toyota • Brake repair • Transmission repair • Tune up Root keyword • Ad group: transmission repair • Ad group: brake repair • Ad group: tune up transmission repairToyota Brake repairToyota Brake repairHonda tune upToyota tune upHonda transmission repairHonda
- 25. 25 Ad groups – three components Modifier • Honda • Toyota • Brake repair • Transmission repair • Tune up Root keyword • Ad group: Honda • Ad group: Toyota transmission repairToyota tune upToyota brake repairToyota transmission repairHonda tune upHonda brake repairHonda
- 26. 26 Location Ad groups – three components • Alabama • Alaska • Arizona • Arkansas • California • Colorado • Connecticut • Car insurance Root keyword • Ad group: Alabama • Ad group: Alaska car insuranceAlaska car insuranceAlabama Alabama Alaska
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- 33. Write your ads
- 34. 34 Ads • Start with exact match type • Choose up to five keywords per group Why? • More control over budget • Easier to evaluate • Easier to write relevant copy • Easier to build relevant landing pages
- 35. 35 Ads Headline 2 • Call to action • Call today • Address the need • Therapy can help • Tout benefits • Foster closeness & trust • Expand information • Five common strategies Headline 1 • Name the prospect • Considering couples therapy • Mirror the need • Having the same fights? • Make a promise • Reconnect with your partner • Offer information • What to expect in therapy Description • Include the keyword • Couples therapy… • If…then • If you want more intimacy… • Who else wants • Who else wants a happy… • Imagine yourself… • Discover what works for you…
- 36. 36 Ads Headline 2 • Call to action • Call today • Address the need • Therapy can help • Tout benefits • Foster closeness & trust • Expand information • Five common strategies Headline 1 • Name the prospect • Considering couples therapy • Mirror the need • Having the same fights? • Make a promise • Reconnect with your partner • Offer information • What to expect in therapy Description • Include the keyword • Couples therapy… • If…then • If you want more intimacy… • Who else wants • Who else wants a happy… • Imagine yourself… • Discover what works for you…
- 37. 37 Ads Headline 2 • Call to action • Call today • Address the need • Therapy can help • Tout benefits • Foster closeness & trust • Expand information • Five common strategies Headline 1 • Name the prospect • Considering couples therapy • Mirror the need • Having the same fights? • Make a promise • Reconnect with your partner • Offer information • What to expect in therapy Description • Include the keyword • Couples therapy… • If…then • If you want more intimacy… • Who else wants • Who else wants a happy… • Imagine yourself… • Discover what works for you…
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- 39. Landing pages!
- 40. 40 The ad is only half the story Click! One half
- 41. 41 Other half: where the ad goes Other half Click!
- 42. 42 The hope Just what I need! Where’s my credit card?
- 43. 43 The reality What is this irrelevant Crap?
- 44. 44 The solution Just what I’m looking for! Great selection of family size tents
- 45. 45 The solution Car insurance contains… Alabama! • Ad group: Alabama insurance • Ad group: Alaska insurance • Ad group: Arizona insurance Alaska!
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- 51. 51 Expanding from this base 1. Add search partners to your campaign 2. Clone your campaign. In second campaign change all keywords to phrase match 3. Clone your first campaign. In third campaign change all keywords to broad match 4. Clone your first campaign. In forth campaign change bidding for desktop by -100% (change focus on mobile phones and tablets) 5. Clone your first campaign. Change network from search to display. 6. Clone display network campaign and replace text ads with image ads
- 52. 52 Negative keywords • Brainstorm negatives • Use a keyword tool Why? • Reduce exposure to inappropriate searches Campaign: Toddler clothes • Cheap • Free • Awful • Ugly • Dirty • Used • Thrift store
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- 54. 54 Bid modifiers • Modify bids by -100% or up to 900% (10x more) • By device • Desktop • Tablet • Mobile • By geography • By time
- 55. 55 Beware of bid stacking • Say you modify bids 10% on Wednesday and 10% for people in Florida • Google will apply both modifiers to Floridians on Wednesday • Example • Regular bid is $5 • Georgian clicking on Wednesday (+10%) is $5.50 • Floridian (+10%) clicking on Wednesday (+10%) is $6.05
- 58. Try the beta Apply to join our private beta https://adfury.io/beta
- 59. Thank You