How to create business growth from your AdWords program

Market expansion Edition

Introduction

Bjorn Espenes Co-Founder & CEO

About Finch Founded 2009 Programmatic advertising solutions for:

- eCommerce sites - Lead generation - CRM integration

Global company 350+ clients Fast growing - #145 on Inc 500 (2013) Certified Google Partner

Your market size = total keywords * impression volume

Challenges to growing your market size:

1.  Which keywords to add? 2.  Managing the cost of the new keywords

4 steps to growing your market size without breaking the bank

1.  User generated search terms (capture what users type into the searchbox that results in a conversion)

2.  Product/Service catalog inclusion (ties in the complete product catalog a company has listed on their website and creates keywords from fields on the product details page (sample on slide #8)

3.  Competitive gap analysis (here is a sample graphic we use in the audit)

4.  Selected manual insertions (manual labor….)

1.  Dynamic Search Term Insertion

-  Non-exact match conversion terms (and organic search terms)

-  Keyword details report (here is a screenshot from the AdWords UI) -  Create filter to show search terms that have resulted in a conversion, then add these as

exact match for next time. Repeat this process often for best results.

-  Add keyword -  Adds to the existing ad group -  Carries the Max CPC from the AdGroup -  >> Explain these please (so I can help illustrate if possible)

-  This is the steps following clicking on the Add as keyword button in the illustration above

2. Product catalog inclusion

-  Product specific keywords have higher conversion rates

-  4 keywords identified to be included -  Combine with DSTI and this becomes VERY powerful -  Set Max CPC based on product price/margin and conversion rate -  Manual, batch or dynamic XML feed

3. Competitive gap analysis

-  Use a service like www.semrush.com to access competitive data -  Look for search volume and CPC -  Label all keywords by source (i.e. SEMrush) -  Sequence insertion into campaigns to manage costs

4. Manual keyword insertions

-  Negative keywords: -  Keyword details report -  Be very careful, it is a binary decision -  Extremely powerful if used right

-  Keyword expansion -  Ad hoc and very limited need...

Putting it all together

Bonus: put your keyword expansion on steroids

Drive Quality Score to increase revenues/conversion and reduce cost!

Google Confidential and Proprietary

Market expansion:

Expanding keyword coverage while managing cost control: Original keywords (100%

57.46% Dynamic insertion

29.56% Dynamic insertion Shop

2.35% Product catalog XML feed 6.99% Manual insertion by client 3.62%

Case study:

Financial performance: ●  Profit per day increased by 16.46%

●  Revenues increased 67% and Cost increased 251%

Summary 1. Market size expansion = growth 2. Challenge is finding keywords and $ risk 3. 4 step process to ensure full coverage:

a.  User generated search terms b.  Product/Service catalog inclusion c.  Competitive gap analysis d.  Manual labor

4. Match type matters a lot

How can we grow your company?

Register for the most comprehensive audit analysis to discover the growth opportunities in your AdWords program.