adwords campaign management

Adwords Campaign

Management

Background

Started working in PPC in 2006 Joined SEER Interactive in 2007

Started in 2002 as SEO Agency SEO, PPC & Analytics focused Adwords & adCenter Qualified Company

Spearhead 12 person PPC Team All Adwords & adCenter Qualified

Follow me @Crystala Email me Crystala@seerinteractive.com

What is PPC

Internet advertising model on search engines and content networks where advertisers only pay when a user CLICKS on an ad.

PPC = Pay per Click CPC = Cost per Click

Google

Bing

Facebook

Beyond Search

Content Network

Content Network

What PPC is NOT

What PPC is NOT

Top Ways To Quickly Waste Your $ in PPC

Mistake #1 – Wasting $ On Content … Without Realizing It

Settings

Settings

Mistake #2 – Wasting $ On Mobile ... When Your Site

Doesn’t Render

Mistake #3 – Advertising Where You Don’t Sell

Settings

Targeting Options – Campaign Level only Country, State, City, Zip Code, Custom

Mistake #4 – Putting All Your Eggs In 1 Basket

Account Structure: Using 1 Campaign & 1 Ad Group

Mistake #5 – Spending All Your $ On One Match Type

Keywords: Only using Broad Match

[Free trial] – query much match exactly “Free trial” – query must contain phrase +Free Trial – query must contain free +Free +Trial – query must contain both free & trial;

any order Free Trial – query can be relevant, or similar

Mistake #5 – Spending All Your $ On One Match Type

Mistake #6 – Spending $ On What You Don’t Do/Offer

Keywords: Not using Negatives Keyword Negatives for Search Campaigns

Negative Match Types▪ Broad, Phrase, Exact▪ Free trial – excludes terms with both terms▪ “free trial” – excludes terms with phrase “free trial”▪ [free trial] – excludes terms that match [free trial] exactly

Mistake #7 – Being In The Wrong Place

Site Exclusions for Content Campaigns

Mistake #8 – Paying $5 When You Could Pay $1

No bid strategy Bids set at Campaign level Bids set too high for budget▪ $10 bids with $10 daily budget = no clicks

Mistake #9 – Having Nothing To Show For Your $

Tracking: Not using Conversion Tracking

Mistake #10 – Trusting Your Tech Team Too Much

Tracking: Not testing tracking

Mistake #11 – No Backup For Data

Tracking: Not using Auto-Tagging for Google Analytics

Mistake #12 – Not Selling Yourself

Ad Copy No Benefits/UVPs No Feature Description No Call to Action No Relevancy

Mistake #13 – 1 Strike and

Your OutAd Copy

Running only 1 ad Default “optimize” setting

Mistake #14 – Not Telling Customers What To Do

Poor Landing Pages Broken pages All traffic to homepage Irrelevant pages No clear Call to Action

Mistake #15 – Launching and Leaving

Don’t Set & Forget! Setup Automated Alerts

Let’s see what you’ve learned

Which CTA is Better?

Which Landing Page is Better?

Which Ad is Better?

Which Ad is Better?

8 Tips for Getting Started

1. Start with the end in mind What is your business objective? What ACTION do you want people to

take? The end goal is NOT to drive traffic

8 Tips for Getting Started

2. Know what success looks like What is the maximum you are willing to

pay per lead? Does quality or quantity matter most?

8 Tips for Getting Started

3. Know your Business Target Audience▪ Are they only in the US? Only in Maryland?

Only in Baltimore?▪ Are they women? Men?

Seasonality▪ Do sales peak in Summer? During the Holiday?

Focus▪ Is there a particular product or service you want to focus on?

8 Tips for Getting Started

4. Do the Research Don’t just guess!▪ Adwords Keyword Tool▪ Contextual Targeting Tool▪ Adwords Traffic Estimator▪ Analytics

8 Tips for Getting Started

5. Communicate the right message Drive users to take the action you want Emphasize benefits, UVPs, offers,

credibility, etc. Call to Action

8 Tips for Getting Started

6. Track, Track, Track FREE tracking – Adwords Conversion

Tracking, Google Analytics Phone Tracking

8 Tips for Getting Started

7. Measure, Measure, Measure Are you hitting your goals?

8 Tips for Getting Started

8. Don’t Set & Forget Continuously optimize to reach goals

Ready For The Next Level Of Fun With

Adwords?

Tools/Features in Adwords

Contextual Targeting Tool

Tools/Features in Adwords

Call Metrics

Tools/Features in Adwords

Conversion Optimizer

Tools/Features in Adwords

Adwords Campaign Experiments - ACE

Tools/Features in Adwords

Search Funnels

Tools/Features in Adwords

Sitelinks

Tools/Features in Adwords

Remarketing

Tools/Features in Adwords

Remarketing

PPC Resources Adwords Blog: http://adwords.blogspot.com/ Google Ads - Ad Innovations:

http://www.google.com/ads/innovations/index.html

AdCenter Blog: http://community.microsoftadvertising.com/blogs/advertiser/default.aspx?

Best PPC Blogs: http://www.boostctr.com/blog/paid-search/best-ppc-blogs

PPC Mind Meld: http://ppcmindmeld.com/ Twitter:

#ppc, #adwords, #adCenter, #ppcchat (Tuesdays 12pm EST)