Improve your website’s traffic

Make Google AdWords

More Effective

Why pay more?

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Google SERPs for the query “coffee makers"

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Organic results

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Paid search results

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Criteria for evaluating the effectiveness

of the campaign• Costs

• Time factor

• Predictable results

• Handling campaign

• Technical aspects

• Amount of traffic

• Quality traffic

• Value for brand promotion

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The benefits of search engine optimization

• The trust of users

• Economic feasibility

• Constant costs

• Brand development

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Disadvantages of search engine optimization

• Unpredictable results

• Algorithm of SAR

• Long duration of process

• Technical complexity

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Advantages of contextual advertising

• Predictable results

• The simplicity of the

• Speed of achievement

• Flexibility

• The ability to automate

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Disadvantages of PPC advertising

• High competition

• The high cost of

• The favoritism of the big players

• The complexity of managing large campaigns

• Lost opportunities

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Two Areas of a Web Business

Traffic&

Conversion

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Tracking!!!

• The Number One Mistake That Beginners Make is that they do not Track / Measure / Record their progress!

• There is no guess work in a good Internet Business.

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The Customers Conversation

• What are your customers fears, expectations, desires, requirements, experiences etc?

• You need to think about the consistency in the story you are telling, from your keywords to your ad to your landing pages to your product to your email series to other future products you market.

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Why Google?

• Turned Marketing Around

• Biggest and Best PPC Network

• Only PPC where the results are instant

• Google Rewards Good Advertisers!

• Isn’t it too Competitive?

• BEST WAY OF TESTING AND MEASURING

Should I use Other PPC Services Such as Yahoo and MSN?

• Yes, only when you are profitable.

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Where Can We Advertise with AdWords?

• Almost Anywhere on the Internet – The Google Network Reaches 87% of Internet Users

Divided into Two Areas:

1. Search Network = Search Engines and Partners• Google, Ask, AOL, Netscape, Earthlink, Compuserve, AT&T and any

website that puts a Google Search Tool!

2. Content Network = Other Peoples Websites• Gmail, Lycos, About, New York Times, HowStuffWorks.com, Food

Network, InfoSpace and ANY WEBSITE RUNNING ADSENSE ADS

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AdWord Basics

• Write an Ad For Our Product or Service

• Tell Google Who to Show Our Ad To (Keywords)

• Tell Google Where to Show our Ad (Geographic Area, Time of Day, What Part of the Internet etc)

• Tell Google How Much We are Willing to Pay Each Time Someone Clicks on Our Ad

• Google Provides Us With Some Traffic

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Fundamental AdWords Terms

o Imp = Impressions = Number of times your ad is displayedo Clicks = Number of Times Your Ad is clicked ono CTR = Clicks/Imp = How efficient / appealing your Ad iso CPC = Cost Per Click = How much you pay for each clicko Quality Score = Google’s Measure Of The Quality of Your Whole

Marketing System from a Customers perspectiveo Position = Position in which your Ad is Displayedo Keywords = The words/phrases that relate to what your customers

are searching foro Conversion = The action or response that you want your visitors to

your website to do (Your Choice)

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What are the Goals?

1. As Much Quality Traffic

2. For The Lowest Price Possible

3. With The Least Amount of Work!

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Why Structure Is Important?

What do we mean by AdWords Structure?

This is how you organize your Campaigns, Ad Groups

In an ideal (timeless world) we would have each keyword managed separately – This is not practical!

2 Principal Goals• Make it easier to Manage

• Make it easier to Measure

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What are Campaigns?

Campaigns are the Largest Group within an AdWords account.

For Each Campaign we can adjust:• Daily Budget

• Geographic Targeting

• Which Networks we display our Ads on

• Times of the Day the Ads are displayed

Our Suggestion - Use Different Campaigns for: • Different Niches, Different Countries/Areas, Different Parts of Google

Network

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What Are Ad Groups?

Ad Groups are sub groups of Campaigns

For Each Ad Group you have:• A group of Keywords

• A Specific Ad or Ads

• Destination URL = Landing Page

• Default Max CPC

Use Ad Groups for like minded search terms

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Selecting the Correct Keywords

We need to tell Google what topics/search terms should Trigger Your Ads to Display

Your Initial Link to Your Customer

The Wrong Keywords = The Wrong Customers

Use the Keyword Planner

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Keyword Matching

You cannot put every single different keyword into Adwords. Google helps us by matching our keywords to customers search terms, but we need to tell them how we want it done

[tennis shoes] = Exact Match (An exact term)

• tennis shoes is the only search term possible

“tennis shoes” = Phrase Match (A Phrase)

• Example: red tennis shoes or Nike tennis shoes or tennis shoes for women

tennis shoes = Broad Match (Any Related Search)

• Example: shoes for tennis or tennis trainers or tennis shoe

-Children = negative match (Campaign or AdGroup Level)

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How to Implement?

• Use negative keywords to get rid of irrelevant or undesirable customers

• Use all three match types on all your keywords

• Each will produce a different quality of traffic, then adjust your bid price for each keyword so that they are all independently economical.

• Some will not be economical – Delete them

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Why is CTR so Important?

Your CTR is one of the most important factors in determining the success of your AdWords campaign!

Why? - It determines how much money Google gets paid!

Google Likes getting paid so they reward you with a higher ad position and/or lower CPC

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Why CTR is Important

CTR = Clicks/Imptherefore

Clicks = CTR x Impand

GI (Google’s Income) = CPC x Clickstherefore

GI = CPC x CTR x Imp

Imp = Approx 12 per search (Fixed)

CPC = Limited By What is Economic for each Business

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Why CTR is Important

A Higher CTR means:• A better Ad Position

• Lower CPC

• A Better Quality Score (Next Part)

• You can pay half as much per click for the same ad position as your competitors if you have twice the click though rate!

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Writing Great Ads

We Increase our CTR by:• Having a Good Structure

• Targeting the Correct Customers

• WRITING BETTER ADS

• Ads are the First Chance To Tell Your Customers About You and Start Influencing their story.

• Customer Will Not Read Your Ad – They Will Glance at it!

• Needs to be consistent with “The Story” but the Number one Goal: GET THE CUSTOMER TO CLICK

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Ad Writing Tips

Headline (25 Characters)• Attention Grabbing

• Must Contain Main Keywords

• Main Selling Point

Body (2 Lines of 35 Characters)• Main Issues, Selling Points, Catch Phrases

• Benefits Sell not Features

• Should Contain Keywords

Display URL (35 Characters)• Must Relate to Destination URL

• Use it, it is Valuable Space

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Ad Writing Applied

• At all times you should be running 2 Ads

• You run the Ads until they have had enough clicks and/or impressions that one is statistically better that the other.

• You delete the Ad with the lowest CTR

• You write an Ad the same as the best Ad with one small change either to the Headline, The Body or the Display URL.

• Make sure you keep the story consistent – You will know when you are going wrong as the conversion rate will drop.

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What is a Quality Score?

• The reason Google is so successful is that they are the best at providing relevant search results. This is fundamental to everything they do.

• Quality Score is a Great Development as it makes you a better marketer!

• Google Look at your Story – Do your keywords relate to your Ads? Do they relate to Landing Page? And does your website provide the Visitor with a Quality Experience?

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What is a Quality Score?

What Effect Does Quality Score Have?1. Your Ad Position

2. Your Minimum Bid

In practice it determines whether your Ad runs or not!

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How to Improve Your Quality Score

The Main Factors of A Keyword’s QS• Your CTR

• Relevance of Ads in the Keyword’s Ad Group

• The Relevance of the Landing Page

• Other Relevancy Factors

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How to Improve Your Quality Score

1. Increase your CTR (Part 4)• Write Better Ads

2. Relevance of your Ads to Keywords (Part 3 and 4)• Good Structure

• Ads Containing Keywords

3. Relevance of Landing Page• Contain Keywords In Title and Throughout the Text

• You May Want More than 1 Squeeze Page

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How to Improve Your Quality Score

4. Other Relevancy Factors• Is your website a Good Quality Website

• Updated Often = Blog

• Contact Me Page

• Privacy Policy

• Multipage with heaps of Content!

• Links to Authority Sites

• Meta Tags

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Types of Content Ads?

5 Types of Ads• Text Ad

• Image Ad

• Local Business Ad

• Mobile Ad

• Click To Play Video Ad

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PromoMasters ® Search Engine OptimizationPhone: +43 6246 76286-0 Email: info@promomasters.at Austria / Germany / Switzerland / / Coaching & Consulting

PromoMasters ® Search Engine OptimizationPhone: +43 6246 76286-0 Email: info@promomasters.at Austria / Germany / Switzerland / / Coaching & Consulting

For More Information Please Visitwww.promomasters.ch