Deciphering Google AdWordsWEEDING THROUGH CLUTTER TO MAXIMIZE RESULTS

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TO MAXIMIZE RESULTS

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

Our SpeakerOur Speaker

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

PollPoll

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

Account StructureAccount Structure

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

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lcd hdtv optimize accounts

• Huge impact on PPCElectronics

TelevisionsLCD TVs

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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)

Features & OpportunitiesFeatures & Opportunities

PollPoll

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

Keywords & Query ReportsKeywords & Query Reports

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

Continuity TechniquesContinuity Techniques

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

Live Q/ALive Q/A

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