adwhat now? adwords tactics for local businesses in the post enhanced campaigns era
DESCRIPTION
In Tara's presentation from Brighton SEO in September 2013 she looked at the AdWords landscape following the introduction of Enhanced Campaigns. Topics covered included: - Keyword and account structure - Bidding strategy - Ad extensions - Non-profits using AdWords - Quality Score secrets - How to control ad spendTRANSCRIPT
Tara Dee West@Koozai_Tara
ADWHAT NOW? ADWORDS TACTICS FOR LOCAL BUSINESSES IN THE POST-ENHANCED-CAMPAIGNS ERA
Keyword Strategy &
Account Structure
Generic keywords
geo-targeted
campaign
Don’t lose traffic due
to inaccurate
IPs
Location keywords
nationwide campaign
Control ad spend in locations
Manage location
performance & Quality
Score
ACCOUNT STRUCTURE
BID ON YOUR BRAND NAME
Protect your brand
Own the space or lose
conversions
Cheap as chips!
Converts well
Good CTR will boost overall Quality Score
More ad extensions will be eligible
A way of controlling
+broad +match
+keywords
Lower CPCs but
still targeted
Keep low search
demand keywords
eligible
Discover new
keywords
Boost initial impressions
to build Quality Score
MODIFIED BROAD MATCH
Bidding Strategy
BID ADJUSTMENTS
Percentage of
original bid
Tailor your ads to
the user’s context
Make targeting more effective
Save money by reducing bids when a click isn’t profitable
GEO TARGETING & CUSTOM BID ADJUSTMENTS
Layer locations
Use dimensions
tab data
Exclude constantly poorly performing locations
Bid higher near your office & to counter poor performing locations
Use dimensions tab data – look at the good & the bad
Exclude whole hours / days if they consistently
perform badly
Use up to six
segments in your
daily ad schedule
You don’t have to be
on mobile
-30% is a good place
to start
Optimise your site for mobile
Set mobile bid adjustments at ad group level
Does the weather
affect your business?
Use weather bid
adjustments!
AdWords scripts &
free weather API
£1 standard desktop
+10% for Brighton =
£1.10
+10% between 1-2pm
= £1.21
GOOGLE ANALYTICS BID ADJUSTMENTS REPORT
Tips & Tricks!
Set up offline conversion names in AdWords
Update AdWords
Conversion Tracking code
Update contact form to collect Click Identifier
Number (GCLID)
Integrate with your CRM so it’s
imported
When they ‘sign on the dotted
line’ it’s logged in CRM
Import CRM data with GCLID
to see ‘actual’ conversions
ADWORDS CONVERSION IMPORT
Learn more at http://kooz.ai/conv-import
BESPOKE LOCATION LANDING PAGES
CONTROLLING YOUR AD SPEND
Set a monthly cap, so no matter how much you
tweak bids & scheduling, your monthly total will
never be exceeded
WHO’S WATCHING YOU?
Block competitor
IP addresses
Look them up using
WhoIs
View their IP Address
from their emails
SUSTAINING YOUR AVERAGE POSITION
Average position is not quite as it seems
Tweak bids at keyword level or ad group level
Increase bids when you lose impression share due to rank
$10,000 AdWords credit per
month!
Excludes government
projects
UK & US Only
Bids capped at $2 or £2
YouTube for Non-profits
GOOGLE GRANTS FOR NON-PROFITS
Ad extension dividing slideAd Extensions
REVIEW EXTENSIONS
EMAIL EXTENSIONS
IMAGE EXTENSIONS
CALL EXTENSIONS
OFFER EXTENSIONS
SO MUCH MORE THAN SEARCH…
RESOURCES • Weather Bid Adjustment AdWords Script:
https://docs.google.com/document/d/1MempXjrLVEtHTLD4kdE_BDePzTvA5kGGHVEpKSTpK2Q/edit?usp=sharing
• Register for Image Extensions here https://services.google.com/fb/forms/imageextinterest/
• Image extensions format requirements: http://www.koozai.com/blog/pay-per-click-ppc/a-complete-guide-to-adwords-extensions/
• Trade Whitepaper Quality Score: http://www.trada.com/wp-content/uploads/2013/01/Trada-Whitepaper-Google-Quality-Score-in-2013.pdf
IMAGE SOURCES • Letter blocks image: http://www.bigstockphoto.com/image-21949439/stock-photo-alphabet?pic=new3
• Money image: http://www.bigstockphoto.com/image-1289241/stock-photo-coins
• Umbrella and clouds image: http://www.bigstockphoto.com/image-33676457/stock-photo-rainbow-umbrella-on-sky-background
• Ad extensions: https://support.google.com/adwords/answer/2375499?hl=en-GB
• Ideas image: http://www.bigstockphoto.com/image-40991368/stock-photo-great-idea
• Image extensions image: http://adwords.blogspot.co.uk/2013/06/new-image-extensions-enable-you-to-show.html
• Review extensions image: http://adwords.blogspot.co.uk/2013/06/review-extensions-new-dont-take-our.html
• Map: http://www.istockphoto.com/stock-photo-16335928-red-pushpin.php?st=3efc6fe
• Clock: http://www.bigstockphoto.com/image-49064162/stock-photo-colorful-alarm-clocks-on-table-on-light-background
• Mobile pin note: http://www.istockphoto.com/stock-photo-23694555-mobile-word-and-symbol.php?st=556ec4c
• Jenga image: http://commons.wikimedia.org/wiki/File:Jenga_distorted.jpg
