mastering google adwords 2011

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Page 1: Mastering Google Adwords 2011

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MASTERING GOOGLE ADWORDS

Presenter: Anup Batra

1

Page 2: Mastering Google Adwords 2011

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2

ASX Listed Small & Growing Recognition

Background

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The Basics

Account Settings

Ad Groups

Ad Copies

Campaign Performance

Reducing Wasted Clicks

Latest Changes

Case Studies

What We Will Cover

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9:30 to 9:45: Introduction

9:45 to 10:30: The Basics (Setting a campaign)

10:30 to 10:45: Questions

10:45 to 11:00: Break

11:00 to 11.30: PPC Strategy

11:30 to 12.30: Refining a campaign

12:30 to 12:45: Break

12:45 to 1:15: Case Studies

1:15 to 1:30: Q&A

Agenda

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Exercise 1• How many leads & sales did you get in the

last three months from your website?

• How many would you like to get in the next three months ?

• How much are you spending on Adwords at the moment per month?

• How do you rate your Adwords management: losing money, break even, profitable, super

5

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What is Adwords

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• A method of advertising

• Search Engines & Social Media Sites

• Search & Content Networks

• The Process

• Not every one makes money

What is Adwords

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PPC v/s SEO

• Liposuction vs Workout

• Quick Returns vs Long Term Results

• Limited vs Unlimited exposure

• More Keywords vs Lesser Keywords

• Instant Scalability vs Organic Growth

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Why Adwords

• Quick

• Measurable

• Scalable

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Terminology

• Impressions

• Clicks

• Bid

• Budget

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Key Metrics

• Average positions

• Cost Per Click

• CTR (Click-through-rate)

• Number of conversions

• Cost per conversion

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Creating an Account• Campaigns

• Ad groups

• Keywords

• Ads

• Display URL

• Destination Page

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Campaign View

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• Location

• Bidding method

• Networks

• Ad-scheduling

• Demographics

• Ad Extensions-site links

Campaign Settings

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Campaign Settings

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Ad Distribution

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Geo Targeting

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Location Selection

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Keyword Selection

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• Country

• State

• City

• Suburb

• Set of suburbs

Location & Preferences

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• Search

• Content

• Placement

Distribution and Networks

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Segmenting :

• Search type

• Product

• Brand

Ad copy & multivariate testing

-ve keywords

Improving CTR

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Q & A

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• What are your competitors doing?

• Who are your prospects & where?

• How do you stand out-DNA, sex appeal?

• How much can you pay for an enquiry/sale?

Exercise: PPC Strategy

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• Domination vs Penetration

• Search Intent

• High Traffic vs Long Tail

• Competition

Choosing Keywords

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• Google External Keyword Tool

• Google Traffic Estimator

• Keyword Spy

• Compete

Keyword Tools

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• Primary, secondary & tertiary

• Broad, narrow & exact

• Generic & branded

• Based on search intent

• Based on stage of buying cycle

Types Of Keywords

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• Relevance

• Persuasiveness

• URL’s

• Call to action

• Credibility

• Look natural

Destination Pages

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Example:

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• Competitors

• Industry sites

• Comparison sites

• Regional sites

• News sites

Placement Targeting

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• Getting into the mind of your prospect

• What are their desires?

• What are their fears?

• What makes them tick?

• What is it in your product/service which will resonate with your prospect?

Understanding Your Target

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• Line 1 – Keyword match

• Line 2 – Why you

• Line 3 – Call to action

Examples:

L1 – New Nissan Micra

L2 – Melbourne’s largest Nissan Dealer

L3 – Limited Stock. Great Deals

Google Ad Copy

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• People buy from you for different reasons

• Try different messages to see which works best for you

• Keep selecting ads and ad copy based on response

Split Testing

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• Campaign settings for split testing to work.

Advanced options > Ad serving: Set to Rotate: show all ads equally

• Which ad do I scrap?

• New Google feature

Split Testing (Cont’d)

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Optimise For Conversions

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• CTR

• Conversions

• What works better– Keywords– Ad copies– Landing pages

Key Metrics

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Break

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• Which keywords are getting clicks?

• Which keywords are earning you money?

• What to do with non-performing keywords?

• Coming up with new keywords which fewer people are trying

Rationalising Keywords

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• Reducing bid

• Go niche

• Reduce wastage

• Strategic search marketing

• Strategic placement targeting

Strategies For Reducing Costs

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Examples:

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Examples:

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• Guided navigation

• Soft v/s hard offers

• Shipping policy

• Returns policy

• Checkout process

Increasing Conversions

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• Strategic placement of offers

• Regional display

• Tools for engagement e. g. quizzes, calculators etc.,

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Increasing Conversions

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• Cost Per Click is very important

• Spending less is better

• Bigger players win

• Google is where everyone goes

• It is easy to set-up and manage an ad words campaign

PPC Myths

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• Testing on a very low budget

• Bidding too low in the beginning

• Too many keywords in one adgroup

• Making an adwords campaign and forgetting about it

Common Mistakes

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• Not measuring returns on investment

• Focusing on clicks as a measure of success

• Looking at volume of enquiries and not quality

• Not leaving contact details on the website

Common Mistakes

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• Campaign Structure

• Improving CTR

• Adcopy

• Keywords

Turning Around A Campaign

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• Improving conversion rate

• Reducing wasted clicks

• Fresh thinking: fresh campaigns

• Increasing reach

Turning It Around

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Overnight Overhaul

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Injecting Fresh Blood

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• Don’t do what everyone does

• Lifetime value of a customer

• Demos and free trials

• Puppy dog products/services

• Call to action/offers

• Geographic and demographic targeting

How To Outperform Competition

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• Strategy

• Competition

• Structure

• Tools

• Measurement

Managing A Large Campaign

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• Multiple ad groups

• Multiple ad copies

• Split Testing: minimum three per ad group

Good Structure

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• Conversion rates increase when we combine PPC with organic rankings

• Use your meta-description to sell

• Decide which keywords for SEO and which ones for PPC

Integrating PPC with SEO

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• TV

• Radio

• Print

• Newspaper: National or Local

Integrating PPC with Offline Media

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• Mother’s Day

• Fathers Day

• Birthday

• Valentine’s Day

• Christmas

PPC For Occasions

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• Time

• Money

• Goals

DIY vs. Outsource

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• Improving quality score

• Use of negative keywords

• dynamic keywords

• Optimal structure

• Uncover niche keywords

Reducing Wasted Clicks

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• Sitelinks: links to website subpages

• Audience Targeting: display campaigns

• Remarketing: add a remarketing tag to your website pages.

April 12, 2023© Arrow Internet Marketing 2011

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Latest Changes In Adwords

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Case Studies

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• Started Adwords with $1000/month

• Got fifteen leads for the spend

• Persuasive content, call to action on targeted pages and planned forms

• The company now spends 20k per month on Google Adwords and gets 400 leads per month

Case Study: Home Loans

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• Client spend $60k/month

• Reduced $20k spend in the first month without reducing leads

• Installed conversion tracking to find wasted clicks from generic keywords like ‘internet’ and ‘broadband’

• Introduced new ad groups and keywords

Case Study: Telco and ISP

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• Inherited a complex campaign

• Created fresh ad copy

• Rationalised keywords

• Launched new campaigns for profitable products

Case Study: Gift Vouchers

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• Average sale value $ 150

• Cost per sale

• .5% conversion

• 1 in 200 clicks converting to sale

• Mandate from CEO to turn it around

• Now cost per sale $ 11 while CPC remains the same

Turning It Around

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• Google

• Content Network

• Facebok

• Linkedin

Recruitment

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• Familiarise yourself with all the tools available

• Invest in tools, resources and expertise.

• Strategically leverage adwords to boost your sales & profits

In Summary

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Arrow Internet Marketing

Level 1, 412 Collins Street

Melbourne 3000

P: 1300 766 665E: [email protected]

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Q & A