alexandra tachalova (semrush) - your perfect adwords strategy
DESCRIPTION
So finden Sie die besten AdWords Keywords für Ihre Werbeanzeigen auf Google. Außerdem: Wie werden Rückschlüsse auf die Anzeigenqualität aus dem Besucherverhalten gezogen? Vortrag vom Hitmeister e-Commerce Day 2014: http://www.hitmeister.de/ecommerceday/videos/your-perfect-adwords-strategy/TRANSCRIPT
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Our Marketing Team
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1. Conducting AdWords campaigns analysis
2. Improving your Ads Campaigns performance
3. Developing unique proposal in your ads copies
Agenda
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This is Bill, and he is our PPC hero!
Hi! My name is Bill, and I’m a PPC
expert!
Bill’s AdWords Achievements
Spent $100
Earned $200
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Is Bill successful?
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Integrated Approach: PPC and SEO
PPC and SEO should be analyzed together, and benefit from one other!
Otherwise, it’s criminally irresponsible!
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Custom Reports in Google Analytics
When it comes to building custom reports in GA, the challenge is to be something more than average.
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Custom Reports in Google Analytics
1. Google has almost 19K standard reports that often fail to compare relevant data. You find insights faster;
2. New ways of learning;
3. Easily set up and measure your individuals goals;
Your business is unique, your analytics should reflect that.
Here is why:
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Custom Reports in action! SEO vs PPC
New Visitors http://bit.ly/custom_SEO_vs_PPC
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Custom Reports in action! SEO vs PPC
Bounce Rate http://bit.ly/custom_SEO_vs_PPC
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Custom Reports in action! SEO vs PPC
Transactions http://bit.ly/custom_SEO_vs_PPC
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Calculating Ad Keyword Efficiency
Keyword Tool
Visits (Clicks)
CPC Total Cost ($)
Transaction (#)
Transaction ($)
Revenue
Paid Traffic 495 4.88 2416 2 2200 216
Unpaid Traffic 95 0 0 2 1300 1300
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Improving Your Ads Campaign Performance
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Improving Your Ads Campaign Performance
• Increase click-through rate (CTR) at an average of 5%-15%
• Take up more space in the paid search results
• Easy to update with new information
Guess which AdWorld feature is described?
• Mostly FREE
• Directly turns your Calls to Actions into Conversions
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Improving Your Ads Campaign Performance
Getting Ad Extensions displayed in your account:
• Enabled extensions in your Google AdWords
• A high quality Ad score
• Promote your ads among only the top positions listed above organic results
* Adding an extension won’t guarantee that it will show with your ad, but you can keep track of when your extensions appear in the Ad.
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Improving Your Ads Campaign Performance
Location Extensions
Types of Extensions
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Improving Your Ads Campaign Performance
Types of Extensions
Sitelinks Extensions
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Improving Your Ads Campaign Performance
Types of Extensions
Call Extensions
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Improving Your Ads Campaign Performance
Types of Extensions
Offer Extensions (Beta)
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Improving Your Ads Campaign Performance
Types of Extensions
Site Search Extensions (Beta)
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Improving Your Ads Campaign Performance
Tips to Improve your Bounce Rate Performance!
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Improving Your Ads Campaign Performance
Tip 1 – Don’t use pop-up windows. They’re irritating!
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Improving Your Ads Campaign Performance
Tip 2 – Keep your promises. Don’t be a bad marketer!
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Improving Your Ads Campaign Performance
Tip 3 – Analyze the weakest landings for specific keywords.
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Improving Your Ads Campaign Performance
Original Ad Best Performing Ad
Experiment Results: 20% Decrease
Tip 4 – Run A/B testing. Be a winner!
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VivaCompetitors Research!
Developing Unique Content in Your Ads Copy
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Developing Unique Content in Your Ads Copy
1. Discover your competitors Ads keywords and texts
2. Group your competitors’ keywords by what they’re promoting (brands/products/etc.)
3. See the most popular ads texts your competitors are using
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Finding your competitor’s advertising insightsFinding your competitor’s advertising insights
So close…But not close enough!
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Finding your Competitor’s Ads is Possible…
Your steps for collecting data without a developer:
1. Searching in Google by specific keywords to see your competitors ads
2. Compiling all ads in an Excel spreadsheet
3. Analyzing data
Classical Approach
Your steps for collecting data with a developer:
1. Creating special script that will collect data automatically
2. Analyzing data
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Finding your Competitor’s Ads is Possible…
Your steps for collecting data:
1. Open your browser and start analyzing your competitorsads keywords, ads copies, & ads positions
2. Start improving your advertising strategy
Innovative Approach
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Using Special Tools
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You Competitors’ Ad Keywords
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Group Competitors Ad Keywords
conv
erse nik
eva
ns
skec
hers
adida
s
timbe
rland
pum
aug
g
sket
cher
tom
s
hush
pup
pies
irreg
ular c
hoice
lelli k
elly
rock
et d
og
cam
per
fred
perry tig
er
new b
alanc
e
birke
nsto
ck
lacos
te DC
dr m
arte
ns
ted
bake
r0
200
400
600
800
1000
1200
1400
1600
1800
For Domain – schuh.co.uk (9.3k - Ads kws)
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Brand “Converse” Ad Copies
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Most Popular Ads Texts
For Domain – schuh.co.uk (9.3k - Ads kws)
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Your Competitors’ Ad Now Under Control
Put your paw up if you agree!
hand
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1. Integrated approach has a lot of benefits;
2. Build custom reports in GA; they’re awesome!
3. Improve your ad performance with the help of ad extensions;
4. Work on your Bounce Rate and try to avoid typical mistakes;
5. Add to your toolbox special tools and start analyzing your competitors today!
Quick Recap
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