guide to using google adwords ppc

Webscape MarketingSocial Media, SEO & Online

Google Adwords 2012 - Developing a Winning

Adwords Strategy

Background

• Josh Whiten, owner of Webscape Marketing• Based in Folkestone’s

Creative Quarter• Handle SEO, PPC, social

media and online marketing

• Harness the true power of Adwords• Getting the basics right• More results for less money• New innovations and options

The basis of a solid Adwords account structure

Planning Your Account

• Research/User Led• Website/Product Led

Granular Structure

• Multiple Campaigns• Multiple Adgroups• Few keywords in each• Multiple ad variations

Incorrect Structure

• Few Campaigns• Few Adgroups• Numerous keywords in them• Single ad per adgroup

The Relevance Trail

Keyword 1

Keyword 2

Keyword 3

AdgroupAdvert 1

Advert 2 Landing Page

Keyword 1

Keyword 2

Keyword 3

AdgroupAdvert 1

Advert 2 Landing Page

Campaign

Common Errors

• Pyramid Structure• Broad campaign settings• Poorly targeted keywords• Poor adverts• Too few adverts

Keywords

• Short Tail (‘PPC’)• Long Tail (‘PPC agency in Kent’)• Misspellings• Variations• Synonyms

Non Standard Campaigns

• Competitor brand names• Your brand name

Understanding keyword match types

Match Types

• Broad (any of the words in the phrase)• “Phrase” (specific words or within phrase)• [Exact] (only those words and no other)• -Negative (searches without term)

Reducing wasted clicks in your Adwords campaigns

Campaign Settings

• Search or Display networks• Separate display bids• Devices• Timings

Search Term Analysis

Search term is the exact word or set of words a customer enters when searching. Keyword is the word or set of words AdWords advertisers create for a given ad group to target ads.

Finding Search Term Reports

Search Term Data

Update Negative Keywords

Taking advantage of the Display network for branding and sales

Display Network

• Place ads on third party websites• Publishers share revenue with Google• Anti fraud measures built in• CPC or CPM basis• Use to raise brand awareness• Can display text ads or display advertising

Display Advertising

• Banner adverts on third party sites• Payable on CPM basis• Use to raise brand awareness• Support PR and offline advertising• Not usually good source of clicks• Can cause uplift in search PPC

Remarketing

• Identifies visitors to your site from search• Shows follow up display ads to them• Used on Display network of third party sites• Use to promote better deals and offers• E-commerce potential• Requires technical set up in website

Advanced advert techniques to increase

click through rates

Optimising Adverts

• Keywords in Bold• Sentence Case• Display URL• Call to action• Include phone number• Test variants

Advert Site Links

Adding Site Links

Landing page and quality score optimisation

What is Quality Score?

• Measure out of 10• Assigned to each keyword• Higher QS = higher ranking at lower CPC• Financial benefit to improving QS• Read QS signals

Measuring Quality Score

• Add to reports or control panel• Measure by keyword...

Measuring Quality Score

Building Quality Score

• Account age• Account performance• Ensure Relevance trail

Landing Pages

• Relevant content• Original content• Matches ad• Transparency - Privacy policy• Business information• Easy navigation (no pop up’s etc.)• Load time• Call to action

• Block multiple Landing Pages from natural search• Prevents duplicate content penalty• Use robots.txt file added to Google Webmaster Tools

Housekeeping and campaign success

monitoring

Adwords Editor

• Free Program to install on your PC• Ideal for managing large or multiple accounts• Bulk import and export keywords• Move/copy keywords or adgroups

Bid Management

• Start low and work up• Don’t follow suggested bids• First position isn’t always best

Making changes

• Changes may trigger approval process• New accounts may take longer• Don’t change too much too often• Make changes 1-2 weeks apart

Other pay per click options

• Business network• International in scope• Ads for members only• Target by location/job/sector• Usually higher CPC

• Aimed at consumers• Demographics/interests/location targeting• Local/regional campaigns• Multiple versions• Slightly higher CPC

Search Engine Optimisation

• Pyramid Structure• Broad campaign settings• Poorly targeted keywords• Poor adverts• Too few adverts

Next StepsFor help with SEO, social media or PPC:

Josh WhitenWebscape Marketinghttp://www.webscapeseo.comFacebook.com/webscapemarketing@webscapeseojosh@webscapeseo.com07850 093471

guide to using google adwords ppc

campaign keyword

display ads

owner ofwebscape marketing

adgroup keyword

keyword higher qs

relevance trail keyword

landing page advert

display network place

Business

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