adwordsmistakes v.3
TRANSCRIPT
![Page 1: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/1.jpg)
8 ADWORDS MISTAKES THAT ARE COSTING YOU MONEY
![Page 2: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/2.jpg)
Who am I ?
Digital Transformation12 years AdWords veteran
Global campaignsSpend > £2M
New Business Created > £20MAudit > 50 accounts pa
Google Partner
![Page 3: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/3.jpg)
2010 AdWords Cockpit
![Page 4: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/4.jpg)
2016 AdWords Cockpit
![Page 5: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/5.jpg)
2 Key AdWords Principles
Increase CTR = Decrease CPCCTR= Click Through Rate (%)
CPC = Cost per Click (£)
ControlWhere, When
![Page 6: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/6.jpg)
CTR – Beat the “Average”
![Page 7: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/7.jpg)
#1 - Account Settings
Do not always accept Google’s recommendations e.g. network selection and campaign type.
![Page 8: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/8.jpg)
#1 - Account Settings - Network
Network Targeting. Default Setting: Search Network With Display Select
![Page 9: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/9.jpg)
#1 - Account Settings - Network
Network Targeting. Default Setting: Search Network With Display Select
1. Google search2. Search results on partner sites e.g. Ask Jeeves
3. Other websites which accept Google ads e.g. Amazon
![Page 10: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/10.jpg)
#1 - Account Settings - Network
1. Choose Search Network only
![Page 11: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/11.jpg)
#1 - Account Settings - Network
2. Deselect Search Partners
![Page 12: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/12.jpg)
#1 - Account Settings – Campaign Type
Campaign TypeDefault = Standard
![Page 13: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/13.jpg)
#1 - Account Settings – Campaign Type
Campaign TypeDefault = Standard
Eliminates Key Features that increase CTR
![Page 14: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/14.jpg)
#1 - Account Settings – Campaign Type
Campaign TypeDefault = Standard
Show a phone number with your adShow an address with your ad
Use ad scheduling to control when ad shows
![Page 15: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/15.jpg)
#1 - Account Settings – Campaign Type
![Page 16: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/16.jpg)
#1 - Account Settings – Campaign Type
1. Choose “All Features” 2. Use ad scheduling
3. Use ad extensions to show more info
![Page 17: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/17.jpg)
#2 – Account Structure
“Too many keywords, too few ads (ad groups)”
![Page 18: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/18.jpg)
#2 – Account Structure
Red WidgetsBlue WidgetsYellow WidgetsGreen WidgetsLarge Brown WidgetsSpecial Offer WidgetsRailway widgets
One ad for widgets
![Page 19: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/19.jpg)
#2 – Account Structure
Red WidgetsBlue WidgetsYellow WidgetsGreen WidgetsLarge Brown WidgetsSpecial Offer WidgetsRailway widgets
Red Widgets AdBlue Widgets AdYellow Widgets AdGreen Widgets AdLarge Brown Widgets AdSpecial Offer Widgets AdRailway widgets Ad
![Page 20: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/20.jpg)
#3 - Keyword Matching Strategy
![Page 21: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/21.jpg)
#3 - Keyword Matching Strategy
Key phrase = red shoes
Exact = red shoesPhrase = contains “red shoes”
Broad = cheap shoes, red boots, footwear, local shoe shop ..
![Page 22: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/22.jpg)
#4 - Negative Keywords
Fail to add any, or to regularly add more
.
![Page 23: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/23.jpg)
#5 - Ad Copy
Fail to update it, and to test it.
![Page 24: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/24.jpg)
#5 - Ad Copy
![Page 25: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/25.jpg)
#6 - Website landing pages
Pages not relevant to keyword, or not optimised for conversion
![Page 26: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/26.jpg)
#6 – Website Landing pages
Red Widgets AdBlue Widgets AdYellow Widgets AdGreen Widgets AdLarge Brown Widgets AdSpecial Offer Widgets AdRailway widgets Ad
Best Red Widgets PageBest Blue Widgets PageBest Yellow Widgets PageBest Green Widgets Pageetcetcetc
![Page 27: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/27.jpg)
#6 - Website landing pages
Pick the most relevant page on your siteIf you need to, create a new page on your site
Create a separate campaign landing page outside the siteClear call(s) to action
![Page 28: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/28.jpg)
#7 - Measuring Results
Use free tools to understand source, cost per lead, and Lifetime Value of a new client.
![Page 29: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/29.jpg)
#7 - Measuring Results
Use Google Analytics to set up Goals
![Page 30: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/30.jpg)
#7 - Measuring Results
Link Analytics to AdWords
![Page 31: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/31.jpg)
#7 - Measuring Results
![Page 32: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/32.jpg)
#7 - Measuring Results - LTV
AdWords brings you a new clientHow much did it cost to do that?
What was the revenue generated?How often will the customer buy i.e. LTV?
![Page 33: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/33.jpg)
#7 - Measuring Results - LTV
12% of AdWords keywords provide all the results
https://www.entrepreneur.com/article/270156
![Page 34: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/34.jpg)
#8 – Ad Format Options
Don’t assume AdWords in your market is only about text ads.e.g. text ads < 50% of total ad spend in ecommerce
Click volume may be higher and CPC less elsewhere
Product listing adsRemarketing ads
Display adsYou Tube ads
![Page 35: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/35.jpg)
#8 – Product Listing Ads
![Page 36: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/36.jpg)
#8 – Remarketing
![Page 37: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/37.jpg)
#8 – Display
![Page 38: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/38.jpg)
#8 – You Tube “pre-roll”
![Page 39: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/39.jpg)
#8 – You Tube “overlay”
![Page 40: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/40.jpg)
8 AdWords Mistakes To Avoid
Don’t accept default campaign settings Use ad groups to segment keywords and ads Don’t have 100% keywords on broad match
Use negative keywords to control when ad shows Refresh and test ad copy
Choose relevant landing pages that work Monitor conversions and understand returns
Experiment with all ad formats at your disposal
![Page 41: adwordsmistakes v.3](https://reader031.vdocuments.us/reader031/viewer/2022021813/58d0ae741a28ab1d3a8b4935/html5/thumbnails/41.jpg)
Thanks!