la2m adwords oct 14, 2009
DESCRIPTION
Learn trade secrets and simple tweaks to make your Google AdWords account perform optimally.TRANSCRIPT
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PAGE FOOTER TEXT – Specific Topic 1
Google AdWords – Optimizing Your Campaign
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Google AdWords: Optimize Your Campaigns
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Overview
Keywords Ads Landing pages
Quality score Tracking
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Top 10 Common Mistakes
10) Campaigns and AdGroups not properly named
9) Different campaigns, different ad groups, same keywords
8) Campaign opted in to both Search and Content networks
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Top 10 Common Mistakes
7) AdGroups contain unlike terms
6) AdGroups contain terms of mixed context
5) Keyword using only one match type
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Top 10 Common Mistakes
4) Carelessly written ads
3) Using only one ad
2) Not fully utilizing the display URL
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Top 10 Common Mistakes
1) Landing page set to “Home”
Also, sometimes people don’t install tracking code. Lastly, this is not Ronco!
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KeyWords
Research and Generate Keywords Brainstorm keywords in terms of how your
users think of you Review your website
Organize terms the same way your site is organized Spy on your competitors
www.keywordspy.com
www.spyfu.com
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KeyWords
Utilize free keyword tools Google Keyword Tool – general use Google Insights – trends
Google SK Tool – matched to website
Search for these tools on Google
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Keywords
Match Type Broad – Your ad shows if a users search
contains your keyword in any order
Phrase - Your ad shows if a users search contains your keyword in the exact order with other terms in front or after it
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Keywords
Exact - Your ad shows if a users search contains your keyword in the exact order with no other terms in front of it or after
Negative – Words or terms for which you do not want to be found
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Work in Excel, use AdWords Editor 12
AdGroups
Organize Keywords Create lists of closely related terms
Grouped by context Google recommends no more than 20
keywords in an ad group
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Campaigns
Organize AdGroups Organize related ad groups into one campaign
Title the ad groups appropriately Title the campaign appropriately
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25 campaigns per account, 2000 ad groups per campaign 14
Campaign Snapshot
Bathrooms
Bathroom Remodeling
Bathroom Remodeler
Bathroom remodel
Bathroom remodeling
“Bathroom remodel”
“Bathroom remodeling”
[Bathroom remodel]
[Bathroom remodeling]
Bathroom remodeler
Bathroom remodelers
“Bathroom remodeler”
“Bathroom remodelers”
[Bathroom remodeler]
[Bathroom remodelers]
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Ads
Write the ad to complement the keywords in the ad group
Include a keyword in the copy
If a relevant landing page exists, use a condensed version of it for the ad
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Ads
Write two ads per ad group State a benefit Reason to act Call to action
Test, test, test
Buy from me because… Act now because…
This is what you should do…
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Ads
Keywords appear in bold Use all 35 characters in the display URL www. is not necessary
Need ideas? Look at your favorite magazines
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Landing Pages
Have a landing page for every ad group Headline and content relevant to ads Define your goals
Common goal: data collection Irresistible offer Guarantee
Deadline
Response mechanism Testimonials
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Landing Pages
Write content about your visitor,
not your business Deliver a clear, persuasive message Collect only enough information to
complete the desired action
They don’t care about you, except for how you can benefit them.
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Quality Score
Implemented to help Google ensure it’s users have a positive experience
It’s an algorithm comprised of a blend of proprietary dynamic variables
Changes periodically
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Quality Score
Known Variables Ad text
Landing page Click Through Rate (CTR) Minimum bids
Performance history
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Quality Score
Unknown variables Keep the Quality Score living and breathing
Keeps hackers entertained
Effects the cost per click
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Tracking
Conversion tracking code Determine the desired action
Apply to Thank You page
Analytics code Apply to every page of the website
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Additional tips
Google considers 1% to be a successful CTR
Google recommends waiting two weeks between changes
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Recap
Keywords Ads Landing pages
Quality score Tracking
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Recommended Resources
AdWords for Dummies by Howie Jacobson Landing Page Optimization by Tim Ash Google AdWords Learning Center
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Connect with me
LinkedIn: www.linkedin.com/in/meaghanmccann Facebook: www.facebook.com/meaghanmccann FB Fan Page: bit.ly//SearchAdMarketing Twitter: twitter.com/megamcc
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Trick or Treat!
Questions?