leveraging google adwords
Post on 15-Jul-2015
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Who We AreWho We Are …BusinessOnLine is a performance-driven online marketing agency that delivers value and resultsmarketing agency that delivers value and results.
Since 1996, we have helped world-class brandsfind, engage and convert new customers.
Deep focus: Search (PaidandOrganic) SocialMedia UsabilityandAnalytics
“Top Interactive Agency” of 2008, 2009 & 2010
Deep focus: Search (Paid and Organic), Social Media, Usability and Analytics
Ryan D AdamiRyan D Adami• Over 11 years experience
in search marketingin search marketing
• Managed SEM strategy andcampaigns for top brands:p g p
• ECCO Shoes• Sandals Resorts• Jenny Craig• Jenny Craig
• Built the first SEO Toolbarfor Internet Explorer, 2003p
• Retired US Freestyle Team skier and avid cyclist
What You’ll LearnWhat You ll Learn
1 Developing a solid account1. Developing a solid accountstructure for maximum return
2 Take advantage of key features2. Take advantage of key featuresand hidden opportunities
3. Effectively leverage keywordand search query reports
4. Leverage continuity techniquesin ads and landing pages
Control CostsControl Costs• Three ways:
• Daily budget• Cost per Click• Ad Qualityy
• Optimize relevance of keywords and ad copy to y pyimprove quality score
• Google rewards relevancy• Google rewards relevancy with higher positions at a lower Cost per Click
Organize GroupsOrganize Groups
• Split groups by productand service areas
KeywordsAd GroupCampaignAccount
• Efficiently manage and ti i t
lcd tv
lcd hdtv optimize accounts
• Huge impact on PPCElectronics
TelevisionsLCD TVs
lcd hdtv
lcd tvs
lcd hdPlasma TVs
Digital Huge impact on PPCcampaign success!Cameras
Digital Cameras
Film Cameras
Keyword SuccessKeyword Success
• Keyword selection is critical for PPC advertising success!
• Ads will not be displayed unless you target the right keywords
• Use keywords directly related toUse keywords directly related to your products and services
• Match keywords to your ads and the destination landing pagesthe destination landing pages
Keyword SelectionKeyword Selection
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• Use the products and services offered on your website
Tip ‐ Negative words stop ads from displaying for keywords outside your business offering
• Include brands and product names with obvious variations
L b it i ti• Leverage website navigation to group into separate lists
• Remove broad vague andRemove broad, vague and irrelevant keywords
Performance CopyPerformance Copy
• How do potential customers know you provide what they
h d f ?searched for?
• By using ad text directly related to keywords and destination pageskeywords and destination pages
• Capture more attention with a callto action and unique offers!
Tip ‐ Use inter‐capitalization of ad text (title and copy)
Spreadsheet EditingSpreadsheet Editing
Click Edit or More actionsClick Edit or More actions… from keyword tab
Features
• Fast inline editing
• Bulk edit with copy• Bulk edit with copy, paste and formulas
• Move data effortlessly between AdWords andbetween AdWords and Microsoft Excel
In-Campaign ReportingIn Campaign ReportingClick Segment dropdown in Campaign, Ad groups and Keywords tabs
Options
• Network• Google Search
Search partners• Search partners• Content Network
• Match type
• Click typeClick type• URL Clicks• Calls (Mobile)
• Device• Computers• Full browser mobile
• Time segmentation
Compare date ranges to optimize based f tion performance over time
Opportunities TabOpportunities TabAutomated recommendations that could improve campaign performance …
Idea TypesIdea Types
KeywordsBudgetsBudgets
Bids
Ongoing and refreshed every few weeks, these cover all campaigns and ad groups
Ad ExtensionsAd Extensions
L ti E t iLocation Extension• Map and directions
Products ExtensionP i d i t
Location Extension
• Prices and pictures
Sitelinks Extension• Additional pages
Phone Extension• Mobile Click to Call
Video ExtensionVideo Extension• Embed under ads
Actionable InsightsActionable Insights• Enable conversion trackingEnable conversion tracking
Requires code snippet beplaced on your website
Click See search terms…in Keywords tab
• Review clickthrough rates and conversions, adding performing keywords as exact matchkeywords as exact match
• Use negative match to filter irrelevant words discovered
Relevance = SalesRelevance Sales
Pay per Click visitors searched oncePay per Click visitors searched once, don’t make them search again!
• Match the search query and keyword all the way through:keyword all the way through:
Keyword > Ad Copy > Landing Page
• Write specific ad text with popular keywords and unique offers
• Include keywords on destination Only 55 inch LCD and LED TVsy
landing pages … making it clear visitors found the right products
Remember: Relevance is rewarded with lower CPC
Thank You !!!Thank You !!!
Ryan Adami | Director of Searchryan.adami@businessol.com(619) 699-0767
Headquarters:610 West Ash Street Suite 1701 Follow Us610 West Ash Street, Suite 1701San Diego, CA 92101www.businessol.com
Follow Us@BOLSearch | @Ryan_Adami
Complimentary PPC Virtual Labs: 20 minute labs designed to give you 1-on-1 time with a subject
matter expert to discuss PPC issues and/or strategy.www businessol com/form/labswww.businessol.com/form/labs
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