adwordsmistakes v.3

8 ADWORDS MISTAKES THAT ARE COSTING YOU MONEY

Who am I ?

Digital Transformation12 years AdWords veteran

Global campaignsSpend > £2M

New Business Created > £20MAudit > 50 accounts pa

Google Partner

2010 AdWords Cockpit

2016 AdWords Cockpit

2 Key AdWords Principles

Increase CTR = Decrease CPCCTR= Click Through Rate (%)

CPC = Cost per Click (£)

ControlWhere, When

CTR – Beat the “Average”

#1 - Account Settings

Do not always accept Google’s recommendations e.g. network selection and campaign type.

#1 - Account Settings - Network

Network Targeting. Default Setting: Search Network With Display Select

#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

#1 - Account Settings - Network

1. Choose Search Network only

#1 - Account Settings - Network

2. Deselect Search Partners

#1 - Account Settings – Campaign Type

Campaign TypeDefault = Standard

#1 - Account Settings – Campaign Type

Campaign TypeDefault = Standard

Eliminates Key Features that increase CTR

#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

#1 - Account Settings – Campaign Type

#1 - Account Settings – Campaign Type

1. Choose “All Features” 2. Use ad scheduling

3. Use ad extensions to show more info

#2 – Account Structure

“Too many keywords, too few ads (ad groups)”

#2 – Account Structure

Red WidgetsBlue WidgetsYellow WidgetsGreen WidgetsLarge Brown WidgetsSpecial Offer WidgetsRailway widgets

One ad for widgets

#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

#3 - Keyword Matching Strategy

#3 - Keyword Matching Strategy

Key phrase = red shoes

Exact = red shoesPhrase = contains “red shoes”

Broad = cheap shoes, red boots, footwear, local shoe shop ..

#4 - Negative Keywords

Fail to add any, or to regularly add more

.

#5 - Ad Copy

Fail to update it, and to test it.

#5 - Ad Copy

#6 - Website landing pages

Pages not relevant to keyword, or not optimised for conversion

#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

#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

#7 - Measuring Results

Use free tools to understand source, cost per lead, and Lifetime Value of a new client.

#7 - Measuring Results

Use Google Analytics to set up Goals

#7 - Measuring Results

Link Analytics to AdWords

#7 - Measuring Results

#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?

#7 - Measuring Results - LTV

12% of AdWords keywords provide all the results

https://www.entrepreneur.com/article/270156

#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

#8 – Product Listing Ads

#8 – Remarketing

#8 – Display

#8 – You Tube “pre-roll”

#8 – You Tube “overlay”

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

Thanks!