Paid Traffic That Converts

Objectives

•  Learn how to write ads that will generate qualified leads and profitable sales

•  Target ads according to device, location, demographic, time of day and behavior

•  Discover more relevant keywords and enhance your keyword research

•  Monitor the effectiveness and optimize the performance of your ads

MODULE 1: ESSENTIALS

Defining Your Target Customer

•  Complete the customer avatar exercise to figure out the behavioral characteristics of your ideal target audience

•  Your copy and messaging should emotionally engage your target audience based on their background, needs, wants, fears and desires

•  The customer avatar exercise is applicable to all ad networks, content marketing strategy and guest blogging

Segmentation, Targeting and Positioning Versus Google AdWords Account Structure

Segmenta(on

Targe(ng

Posi(oning/Messaging

MarketFacing

Yourwebsitepagesandcontent

Campaign

Ads/AdGroups

WebsiteFacing

How It Works

•  Enter a search query

•  Google sorts advertisers’ ads based on ad rank

•  Search results display organic and paid results

Why Google Adwords?

•  Google AdWords uses an auction-based bid system to sell ad inventory

•  You decide who can see your ad •  You set the bid you’re willing for a click •  When someone searches Google and meets your targeting

criteria, your ad may be displayed •  If that person clicks on your ad, you will pay up to your

maximum bid •  The end-user (searcher) is then redirected to a page on

your website or landing page

Auction Bidding

•  Advertisers bid against each other for keywords they choose to target and set the highest bid (max cost per click or CPC) they’re willing to pay for a single click from that keyword on Google.

•  An advertiser’s max CPC bid is then compared to the other advertisers bids targeting the same geographic location.

•  Even if your competitors have higher bids than you, you can still win a higher ad position at a lower cost by implementing more relevant keywords, ads and ad extensions

Adver&ser MaxCPC QualityScore

AdRank#

Posi&on ActualCPC

A $9.40 7.0 66 1 $9.38

B $10.65 6.0 64 2 $9.55

C $8.25 3.0 25 3 $8.15

•  Expected CTR – How likely searchers will be to click your ad

each time it shows up in search results

•  Ad Relevance – How relevant your ad is to the keywords you

have selected

•  Landing Page – Are users getting sent to a page that features

a product or service featured in your ad

Quality Score

Components of Quality Score

Keyword’sHistoricalCTR

Des(na(onURL’s

HistoricalCTR

KeywordandAdRelevance

GeographicPerformance

YourAccountPerformance

LandingPageQualityandRelevance

SearchRelevance

DeviceTarge(ngPoten(al

Quality Score & Ad Rank

•  Ad Rank is a number that determines where you ads are shown on a page (i.e., top, middle or bottom of the page)

AdRank=MaximumCostPerClick(CPC)BidxQualityScore

•  QualityScoreisthenumericgrade(1to10)Googleassignstoyourad,basedonakeyword’sexpectedclickthroughrate(CTR)onGoogle

–  It’simportanttouseconsistentthemesforeachlandingpageandcorrespondingadtextandkeywordphrase

Ad Position (Ad Rank)

•  Ad Position is equal to ad rank and represents the number or ad spot where you ads appear in Google search results

AdPosi(on=5.0

Ad Rank

•  Top of the page (1, 2 or 3) ad rank will usually have the highest click-through and conversion rates of ads on the first page of Google

HighestClick-ThroughRates

Key Components of Ad Rank

AdRank

Bids

AdExtensions

QualityScore

Aim For Higher Quality Scores

RankHigherinSearchResults

GetMoreClicks

LowerBidCosts SaveMoney

IncreaseLeads&Sales

Pay Per Click Measures

•  Reach – Where is your ad shown?

– How many people can see your ad?

•  Relevance –  Is your ad helpful to the user?

•  Return On Investment (ROI) – How can you measure the effectiveness of your

advertising?

– How profitable is your ad for the products or services you’re advertising?

Landing Pages

•  Landing page content influences quality score •  Landing page meta description and content

should incorporate your relevant keyword phrases

•  Clear call to action and simple lead form •  No form captchas •  Don’t forget to include links to your privacy

policy and terms of use in the footer

Tip:Landingpagedesigntools,likeUnbounce,offerdynamickeywordreplacementtohelpPPCmarketersimprovetherelevancyoftheirlandingpagecontentandimprovetheirkeywords’adqualityscoresbypassingthroughadynamickeywordvariablefromthead’sURL.Thedefaultdynamickeywordonthelandingpagegetsautoma(callyreplacedbythekeywordpassedthrougheachad’sUTMkeywordparameter

Landing Page Example

Simplecontactformwithcontras(ngcalltoac(onbuconandtext“ScheduleYourFreeEvalua1on”

Highlightstangibleresultsasvalida(onofservices“$1.5MillioninSales”

Providesavideotes(monialassocialproof

Tellsthestoryofthecompanyorbrand

Offersrealwricentes(monialsfromcurrentclients

Components of a Good Landing Page

Clearcalltoac(on

Pagematchesadandkeywords

Pictureofproducts

Cleardescrip(onofProduct/Service

Answerscommonques(onsfromcustomers

Addresseseachdoubtprospectcouldhave

Three Steps to a Great Landing Page

1.  Simple and easy to read

–  Make it user friendly

–  Avoid using a form CAPTCHA to prevent spam as this can negatively affect conversions

–  Don’t make visitors scroll down the page to get the most important information they need

2.  Highly relevant

3.  Social proof

–  Testimonials

–  Partners

–  Images of popular blog or magazine logos on which company, its products or founders were featured

Things To Keep In Mind

•  Differentiate your business from your competition by highlighting your story, what you believe in and offering your customers something to believe in

•  Make your offering more compelling for your customers by providing relevant free content on your website, especially if you sell B2B

•  Keep your offer simple and highlight the benefits for your customer (how do the features of your service offer benefits to your customers)

Setting Marketing Goals

•  Complete a contact form •  Generate a certain average revenue per

click in products or services •  Build brand awareness •  Entice users to download a PDF brochure,

product spec sheet or swipe file and opt-in to your email list

•  Watch a sales video on your landing page •  Complete a quiz or qualification process

How Do You Set Your Marketing Goal?

Awareness

Interest

Learn

Shop

Buy

BuyerFunnel

Logical Sequence of Pay Per Click

ChooseKeywords

WriteAdText

DetermineBids

Adisshown

Userclicksonyouradandvisitsyoursite

Paysearchenginefor

clicks

Measurereturn

MODULE 2: CAMPAIGNS

Create Your First Campaign

Choose Locations Where Ad Appears

WriteAdCopy Find&SelectKeywords

DetermineDailyBudget

Where to Start

•  Start with 2 to 4 different campaigns: – Keyword Campaign – Keyword Campaign (Call Only Ads) – Optional: Brand Name Campaign – Optional: Brand Name Campaign (Call Only Ads)

•  As you max out your conversion opportunities, or no longer hit your daily budget from targeting all relevant keywords, then consider setting up 2 more campaigns targeting your competitors’ brand names: – Optional: Competitors Campaign – Optional: Competitors Campaign (Call Only Ads)

Locations Where Ads May Show

•  Country •  City •  State •  Radius (in Kilometers

or Miles) Around Business Address

•  Nielsen Local TV Market (DMA Region)

•  Websites

Budget

•  Set daily ad budget during the initial campaign setup

•  Change the campaign budget after setup

Ad Copy

Ad Copy

•  Highlight your Unique Selling Proposition (USP) or service features (such as free overnight shipping, breadth of products or key offers)

•  Emphasize pricing, rates, promotional discounts and limited time offers

•  For mobile ads, insert a call to action in the headline text, such as: –  Call For Appointment –  Book A Consult –  Call Today –  Request A Quote –  Sign Up Now –  Order Before

Ad Copy

•  Use time pressure and “exploding offers” •  Include social proof such as “Trusted by

1,000+ small businesses” •  Capitalize The First Letter Of Each Word •  Avoid using superlatives unless you

actually are the #1 industry leader and can support this on your landing page with independent third-party research data

•  Highlight a Free Review or Consultation

Ad Copy

•  Avoid extra spaces in your ad text •  Make sure your ad is clear, relevant and to

the point •  Do not say “Click Here” or use bullets or

numbering •  No exclamation points or gimmicky symbols

or punctuation •  Make sure to include one of your ad group

keywords, preferably in the headline text

Ad Copy

•  Increase click-through and conversion rates by injecting FOMO into your ads by testing a countdown customizer – Use 24-hour time within this format:

{=COUNTDOWN("yyyy/mm/dd hh:mm:ss" )}. – A countdown function that ends at 7PM on

November 6, 2015, for example, would look like this: {=COUNTDOWN("2015/11/06 19:00:00")}.

Tip:InAdWords,addacountdowncustomizertoyouradbytypinganopenbracket“{“andchoosingCountdown.Choosethedate,(me,andlanguageyouwanttoshowinyourcountdown.

Ad Copy

•  Headline = Captivate (To The Point) •  Description Line 1 = Generate interest with useful

and clearly articulated features and offerings (Practical)

•  Description Line 2 = Ask for the click – Use customer-centric, action verbs such as get, try,

save, buy, shop, earn (Call To Action) •  Ad example:

New Marketing Strategies 10 Email Automation Guides. 150+ Proven Sales Funnels. Free Access

Ad Text Length Limits

MaximumLength(Standard)

MaximumLength(double-widthlanguages*)

Headline 25characters 12characters

Descrip(onLine1 35characters 17characters

Descrip(onLine2 35characters 17characters

DisplayURL 35characters 17characters

*Examples:Chinese,JapaneseandKoreanlanguages

Ad Customizers

•  To display ad customizer options, on any line of your ad text, type an open bracket {

•  Two ad customizer options: – Countdown timer

•  Counts down to the date and time of an event

– Keyword insertion •  Dynamically inserts a keyword in the headline or

description text of the ad

Dynamic Keyword Insertion

Keyword Selection •  A common mistake many people make that

leads them to waste money on AdWords is that they bunch 10 to 100 keywords in a one ad group.

•  Each ad group should only have 1 or 2 keyword phrases with different match types

Ad Rotation Settings

•  Optimize for clicks •  Optimize for conversions After 90 Days •  Rotate evenly, then optimize First 90 Days •  Rotate indefinitely

URL Parameters

•  Destination URL •  Final URL (New Standard URL Format) •  URL Templates and Tracking Parameters

URL Tag Management & Click Fraud Prevention Tools

•  Improvely *Recommended* •  ClickCease •  PPCSecure

MODULE 3: TARGETING & BIDDING

Leads & Sales Are Generated When…

Your Targeting is Specific & In-Sync with Your Ideal

Customer

Targeting Separates Decent Campaigns from

Outperformers

Targeting Options

•  Geography •  Time of day and days of the week •  Devices (Desktop, Mobile & Tablet) •  Sites •  Languages •  Network (Search Network, Display

Network, Search Partners)

Budget

•  Determine a reasonable daily ad budget (e.g., $50 to $200 per day)

•  Figure out the maximum amount you’re willing to spend per click based the retail price of your product or service and your target profit %

–  Your conversion rate will likely be less than 10% when you first start advertising online, probably closer to 5%

–  Your service costs $2,500

–  You can budget $100 per day to start

–  The average cost per click for your most expensive keyword is $4.50

–  You require profit of 40% after advertising expenses, then you will

Write Ad Copy

•  Structure ad groups for between 2 and 4 ads

•  Each ad group should contain one mobile preferred ad for every standard desktop ad

•  Try different description lines for your ad variants and test them to see which ad attracts the highest conversion rate Variant 1 Variant 2 Variant 3 (Mobile) Variant 4 (Mobile)

Keywords

•  Test different match types and keyword arrangements

•  Include keyword phrase in each ad to improve quality score, decrease (improve) ad rank and lower cost per click

•  Relevant to the product or service – Convert leads to sales

•  Include on the landing page to improve quality score and conversion rate

Campaign Structure

Campaign

Ad Group

Ads

• Tables• Chairs

• Diningtables• Coffeetables

Example Ad Group Theme

•  Ad group: laser hair removal ny

laserhairremoval

laserhairremovalny

laserhairremovalinny

laserhairremovalny

Keywords

AdGroupTheme

BroadTopic

Location Targeting

Considerations

•  Where your customers are located or searching from

•  How to find where your customers are coming from

•  Target the right customers

•  Target ads based on user location

Methods •  Target by country

–  Ideal for large online shops that sell to customers in many different countries

•  Target by state or region

•  Target by radius around address or city

•  Target multiple locations –  Ideal for businesses with multiple

brick-and-mortar branches

–  Online shops that have customers from specific regions

Target Multiple Locations

•  Goodforfranchiseswithgreaterthan1store

•  Onlinestoreswiththebulkofitscustomersinafewregions

Radius Targeting

Radius Targeting

•  For advertising local services, apply radius targeting with the following structure and add a broader region such as the county, state or DMA region.

Example: •  10 mile radius around 22 E 55th St, New York, NY 10022; •  15 mile radius around 22 E 55th St, New York, NY 10022; •  30 mile radius around 22 E 55th St, New York, NY 10022; and, •  New York County

•  Then, apply the following bid adjustments based on your radius targeting settings:

•  +25% Increase Bid Adjustment for 10 mile radius •  +10% Increase Bid Adjustment for 15 mile radius •  No Bid Adjustment for 30 mile radius •  -15% or -25% Bid Adjustment for broader region

Conversions by Distance •  Requires at least one active location extension sitelink •  Change date range to last 30 days or greater •  Under the Dimensions tab, change View to Distance •  Use the conversion data to adjust radius targeting bid

adjustments

Location Exclusions

•  Change date range to Last 30 days •  Change View to City, State, Zip Code or other •  Change Column set to include at least

Conversions, Cost / conv. and Conv. Rate

Location Exclusions

•  Create and save filters to efficiently find low or non-converting locations

•  Sort table by number of clicks or average CPC to find and exclude the biggest budget wasters first

•  Check off the boxes of the low-converting areas where you don’t think your ad should appear

•  Be as granular as necessary when excluding locations to avoid showing ads to people who aren’t serious buyers but stick to a rule of thumb –  One example: Last 30 days, 0 conversions, 10+ clicks –  Another example: Year To Date,

Smart Bid Adjustments

•  Apply bid adjustments by location (state, city and/or zip code-level) and time of day by reviewing your conversion data – Balance highest converting and lowest cost per

conversion hours

•  Use bid adjustments for different blocks of time – Example:

•  0% Bid Adjustment 7 AM – 10 AM •  20% Bid Increase 10 AM –

Time of Day Bid Adjustments

•  Apply(meofdaybidadjustmentsbasedonacombina(onofthehighestconver(ngandlowestcostperconversionhours

•  Usebidadjustmentsfordifferentblocksof(me.

Example 1: Time of Day Bid Adjustments – Medical Practice

Bid adjustments for an elective care medical practice generating leads locally:

Monday through Friday §  0% Bid Adjustment 7 AM – 10 AM §  20% Bid Adjustment 10 AM – 2 PM §  0% Bid Adjustment 2 PM – 5 PM §  -25% Bid Adjustment 5 PM – 10 PM Saturday §  0% Bid Adjustment 10 AM – 9 PM Sunday §  0% Bid Adjustment 10 AM – 9 PM

Example 2: Time of Day Bid Adjustments – Law Firm

Bid adjustments for a boutique law firm generating leads nationally:

Monday through Friday §  0% Bid Adjustment 7 AM – 11 AM §  25% Bid Adjustment 11 AM – 2 PM §  0% Bid Adjustment 2 PM – 5 PM

Example 3: Time of Day Bid Adjustments – Overnight Camp Bid adjustments for a summer camp generating leads globally:

Monday through Friday §  -25% Bid Adjustment 12 AM – 7 AM §  0% Bid Adjustment 7 AM – 10 AM §  20% Bid Increase 10 AM – 5 PM §  0% Bid Adjustment 5 PM – 10 PM Saturday §  -25% Bid Adjustment 1 AM – 10 AM §  0% Bid Adjustment 10 AM – 12 AM Sunday §  -15% Bid Adjustment 12 AM – 11 AM §  0% Bid Adjustment 11 AM – 12 AM

How Language Targeting Works

•  Example: Target French Language •  Create Ads & Keywords in French •  Ads may be displayed to users searching

the Google.fr domain or that chose their default language as French

Best Practices

•  Create Campaigns for Your Customer’s Common Languages

•  Compare the Click-Through and Conversion Rates of Each Campaign

•  Avoid Using Google Translate to transform ads and keywords from one language to another. Hire a professional if you don’t speak the language.

•  Be highly selective about what languages you decide to target

Device Targeting

•  Desktop •  Mobile •  Tablet

Managing Bids & Budgets

•  When you first start a campaign, choose Manual bidding for clicks and set each bid at the ad group or keyword level

•  Manual bidding can help keep your daily budget in check

•  Once you’re comfortable managing a campaign with manual bids, then you may wish to consider other bidding options based on your marketing strategy

Advanced Bidding Options

•  Focus on clicks – Select manual or automatic bidding and

choose a CPC max limit for automatic bids

•  Focus on conversions – Google will automatically optimize your bids

for maximum profitability

•  Focus on impressions – CPM basis model, available for display ads

only

Essential Bidding Strategies

•  Manual bidding – allows you to set a default bid, which you can later change at the keyword or ad group-level

•  Automated bidding – Google automatically optimizes your bids to maximize the clicks you receive based on your daily budget

Set Your Daily Budget

•  A reasonable daily budget should be set by figuring out how many clicks per day you wish to receive, accounting for at least 50% unqualified clicks Average Cost Per Click (CPC) * Number of Clicks Per Day = Daily Budget Monthly Budget / 30 = Daily Budget

Ad Extensions

•  Opportunity to provide additional relevant information to searchers

•  Including but not limited to: – Location extensions – Sitelink extensions – Call out extensions – Call extensions – Review extensions – App extensions – Structured snippet extensions

Location Extensions

•  Displays address of closest business location

•  Provides a link to the location shown on a map so customers can see what’s nearby and get directions

•  To setup, you must either manually enter the address of each business location or import them from a Google My Business account

Sitelink Extensions

•  Helps user find what they’re looking for faster

•  Each sitelink must send the user to a unique landing page that accurately reflects the text description

•  Google dynamically chooses the most relevant sitelinks to the user based on their search terms

Call Extensions

•  Customers can click to call businesses directly from ads

•  Ability to track click-to-call actions as conversions

•  Good for hotel booking, restaurant reservations & local B2C services

•  Not the best option for B2B that require more nurturing before converting to sale

Call Extension Options

•  Use Google forwarding phone number (call conversion tracking included)

•  Select device type to show display call extensions with ads

•  Schedule days, hours and start/end dates for displaying call extension

Advanced Ad Extensions

•  Rating stars –  Link Google Local page to Google AdWords

account

•  Reviews – Add each review manually

•  Automated ad extensions – Google determines automatically – Examples: Google+ Follower Count, Structured

snippets from your website or a review site (such as Upcoming Events or Product Details)

Organization of Ad Groups

AdCopyBestPrac&ces4PerAdGroup

Keyword(s)InAdCopyPromo(on/ValueProp

Use“Official”andtrademarksymbolIfPossible

KeepTargetedTo1SetOfProductsKeywordsShouldOnlyRevolveAroundAd

GroupTopicLandingPageShouldBeDirectlyRelatedTo

AdGroupTopic

Campaignstart&enddatesDailybudget

GoogleNetworkseVngsLanguageandloca&ontarge&ng

Campaign“NikeShirts”

AdGroup“NikeWomen'sShirts”

AdCopy

Nike®Women’sShirtsShopAtTheOfficialOnlineStoreBestSelec&onofStyles&Sizes

www.Nike.com

Nike®Women’sShirtsShopOurNewSpring2016Collec&on$10Shipping&AlwaysFreeReturns

www.Nike.com/Shirts

KeywordsNikeWomen’sShirt

NikeShirtsForWomen

ModifiedBroadMatch

4 Primary Match Types

Broad Match

Includes misspellings, synonyms and variations

Exact Match

Includes only your keyword phrase

Includesyourkeywordphraseandotherkeywordphrasesthatincludeyourkeywordphrase

PhraseMatch

Usea(+)signbeforeeachwordinyourkeywordphrase

lasiksurgery

Variants1.  lasereye

surgery2.  lasek

[lasiksurgery]“lasiksurgery”+lasik+surgery+los+angeles

Keyw

ordExam

ples

Broad Match

•  Keyword phrase example: lasik surgery

Tip:Useacombina(onoftwoormorekeywordmatchtypeswhenyoufirstrunancampaign.

Searchesthiskeywordmaytriggeradsfor:§  lasicsurgeon§  lasereyesurgery§  lasikeyesurgery§  lasiksurgerynewyork§  surgeryforlasik

Modified Broad Match

•  Keyword phrase example: +lasik +surgery los angeles

Tip:Thewordswiththe(+)signmays(lldisplayadsforsearchescontainingmisspellings,pluralsandothersimilarwords,buttheyshouldnotdisplayadsforen(relydifferentwords.

Searchesthiskeywordmaytriggeradsfor:§  lasiksurgeryla§  lasiksurgeryinlosangeles§  lasiksurgerycenter§  lasiksurgerycalifornia§  surgeryforlasikvision

correc(on

Phrase Match

•  Keyword phrase example: lasik surgery •  Phrase match is more targeted than

default broad match, but less targeted than exact match

Searchesthiskeywordmaytriggeradsfor:§  lasiksurgery§  lasiksurgerynyc§  newyorklasiksurgery§  lasiksurgeryinny§  bestlasiksurgery

Exact Match

•  Keyword phrase example: [lasik surgery] •  Phrase match is more targeted than

default broad match, but less targeted than exact match

Searchesthiskeywordmaytriggeradsfor:§  lasiksurgery

Negative Keywords

•  Helps prevent ads from displaying for searches that are not relevant to potential customers

•  Example: -keyword Basickeywordstoexcludeasnega(ves:ü  Free,cheap,sample,discount,code,offer,coupon,affordable,budget,

subsidy,subsidiesü  Guide,guides,review,reviews,forums,forumü  Death,sex,drugs,prescrip(on,rx,lawsuit,court,spam,emailü  Howto,wiki,(ps,training,tutorial,advice,mentor,doityourself,video,

photo,pics,picture,image,schoolü  Job,career,hiring,intern,internship,consultant,advisor,forhire,

opportunity,opportuni(es,recrui(ng,recruitment

Negative Keyword Tools

•  Google AdWords Past Search Queries •  General Negative Keyword Lists •  WordStream’s Negative Keyword Tool •  Google Instant Search (search as you

type)

Past Search Queries

•  Change date range to Last 30 Days •  Click the Keywords tab, then select Search terms •  Find and select keywords that don’t fit the business

•  Then click Add as negative keyword and follow the prompts to add negative keyword(s) either to an ad group, campaign or an existing list of negative keywords

MODULE 4: AD CREATION & KEYWORDS

Ad Creation

Headline Descrip(on1 Descrip(on2

DisplayURL Des(na(onURL

Headline

•  Attention grabbing •  Includes Search Keyword •  Try Your Brand Name in Ads and a trademark

symbol such as ™ or ®

•  Look at competitors’ headlines but come up with something unique to your company

•  Be specific and your message to the point without being “salesy”

•  Unique Sales Proposition

•  Tell Your Brand Story •  Offer Promotion

•  Time Sensitive Discount

Description Lines

Use Proper Punctuation

•  Make sure you use a period “.” at the end of each ad text description line

•  This is especially important for description line 1, since it will change how your ad is displayed

Display & Destination URLs

•  Display URL is the link that users or potential customers see in search results

•  Destination URL should point to the landing page or website where users or potential prospective customers land after clicking your ad hcp://209nycdental.com/dental-services-implants.html

Notanidealadfordesktopusers

URL Pointers

•  Display URL should be relevant to the search query

•  For example, I search for John’s Blueberry Pancakes. The more relevant display URL would be: www.johnspancakes.com/blueberry

•  Destination URL is equivalent to your landing page

•  Both URLs affect quality score

Adding Keywords

•  It’s typically most cost effective to start with long-tail keywords (3+ word keyword phrases), such as “pay per click pricing” or “arizona property management company”

How to Find Keywords

•  Google Keyword Planner Tool •  Try keyword research tools like

KeywordTool.io, SEMrush or SpyFu •  Website Historical Visitor Data •  Perform Google searches

Keyword Planner

Ask Your Customers

•  How did they find you? •  What information did they have trouble

finding? •  Who do they view as your competitors?

MODULE 5: OPTIMIZATION

Optimizing Click Through Rates

•  Write new ad copy and test against existing ads •  Once you see a clear winner in terms of click

through rates and conversions, pause the ones that aren’t driving results

•  Try adding long-tail keywords based on your existing keywords

Example: Current keyword is phrase match: “lasik eye surgery” Try a new keyword phrase, such as: “lasik eye surgery centers” or “lasik eye surgery greensville sc”

Optimizing For Qualified Leads

•  If your ratio of qualified leads to total conversions is lower than 40%, test new ad variants by turning off searchers who wouldn’t make an ideal customer for your business

•  For example, if you’re marketing a lemon law firm, you want to reach new car buyers from the last 5 years only

– Your ad description should state “New Cars Only”

–  Include the range of years to filter out older car owners, such as “2011 – 2015”

Optimizing Campaign Settings

•  Turn off Search Partners Network, unless you’re a local business who benefits from appearing in Google Local’s sponsored results

•  Change ad rotation settings under Settings >> All Settings >> Ad Delivery – Change from Optimize for Clicks or Rotate

Evenly to Optimize for Conversions

Optimizing With Ad Extensions

Optimizing With Negative Keywords

•  Review search terms report under ‘Keywords’ •  Add negative keywords at the ad group or

campaign level

Optimizing With Negative Keywords

•  You don’t need to use the default exact match for all negative keywords, certain keywords should be set as negative for phrase and broad match types

Optimizing Through A/B Testing

•  Test different ads, keywords and CPC bids •  Review your AdWords conversion data for the

last 30 days and 3 months for each ad group •  Filter and sort for ads and keywords

generating more than 10 to 15 clicks but no conversions

•  Pause keywords or ads that are generating less than

•  Once you’ve “maxed” out your CTR and hit local maximum, try running an experiment

Optimizing Through A/B Testing

•  Once you’ve “maxed” out your CTR and hit local maximum, try running an experiment

Optimizing Cost Per Acquisition

•  What are good cases where you should try Google’s Conversion Optimizer? – Primarily ecommerce where you have adequate

sales, cost and profit data – Lead generation campaigns with cost and profit

attribution data

•  What cases shouldn’t you use Google’s Conversion Optimizer? – Lead generation campaigns with conversion and

cost per conversion data but no sales attribution

Optimizing Cost Per Acquisition

MODULE 6: ANALYTICS

Google Analytics Setup

•  Two options for tracking setup –  For basic tracking options, add the code snippet before

closing </HEAD> tag to your website:

•  If your site uses WordPress, download and install the Google Analytics by Yoast WordPress plugin

•  If your site doesn’t use WordPress, install the Google Analytics code snippet on each site page you wish to track or in the header template site file

–  For advanced tracking, including e-commerce, display ads and retargeting, setup and install Google Tag Manager and add the Universal Analytics tracking tag by clicking ‘New’ under Tags and choose fire on ‘All Pages’

Goal Conversion Tracking

•  Click the Tools tab, then go to conversions •  Choose the + Conversion button •  Then select what conversion type you wish to

track

Goal Conversion Tracking

Import Conversion Goals From Google Analytics

•  In Google AdWords, click the ‘Tools’ drop down menu

•  Then, select ‘Conversions’

Call Tracking

•  Setup call tracking for your website •  Setup call tracking for your call-only ads

BONUS MODULE: DISPLAY ADS & RETARGETING

Retargeting Considerations

•  E-commerce –  Retargeting can increase customer purchases

•  Medical spa or elective care medical practice –  No retargeting through Google AdWords due to HIPPA

compliance issues –  Retargeting available through AdRoll and PerfectAudience but do

these prospects convert? •  Restaurant

–  Retargeting available through GDN, AdRoll and PerfectAudience –  Retargeting should be targeted on local websites, unless the

restaurant is part of a national or global chain •  Software App (SaaS)

–  Retargeting available through GDN, AdRoll and PerfectAudience unless it’s a healthcare or medical app

–  Target websites that directly relate to your product or customer’s interests and behaviors

Introduction to Display Campaigns

•  Display Network ad formats – Video –  Image – Text

•  Target by – Keyword –  Interests – Contextual targeting – Remarketing

Display Network Features

•  Increase Your Reach •  Place Ads on Specific Websites •  Easily Upload & Manage Banner / Video Ads •  Opportunity to use captivating media •  Target ads to focus on specific types of

people •  Budget and ad placements are easy to

manage (once you get it right) •  Conversions can be tracked just like the

search network

Display Campaign Type

•  Chooseamarke(ngobjec(ve•  Driveac(onop(onsareidealforsmallbusinessleadgenandecommercestoresseekingtoreachnewcustomersandretargetpastsitevisitors

Idealop&onforleadgen

Text Ads

Image Ads & Guidelines

•  Display ad size or specs •  File size •  File type •  Length in time of rotating banner or

animation

Ways To Create Banner Ads

§  Do It Yourself (DIY) §  bannersnack.com

§  Google Display Ad Builder

§  Adobe Photoshop or Illustrator

§  Freelance Contractors §  Upwork.com (formerly, oDesk)

§  Design Services §  99designs.com

§  DesignPax.com

Site Placements •  Use Google Display Planner to find site placements that are most relevant to

your target audience based on the customer avatar exercise •  Review the list of sites suggested based on the keywords suggested by the

Display Planner •  Choose 2-5 sites max that seem most like your ideal customer •  Cross-reference the site placement suggestions using either Alexa,

Quantcast or Compete to ensure that the site demographics provided by Google are accurate

Site Placement Exclusions

•  Exclude at least: –  Crime, police, and

emergency –  Death and tragedy –  Military and

international conflict –  Parked domains –  Error pages –  In-game –  Gambling –  In-video –  Live streaming video –  In-video (user

embedded only) –  Gmob mobile app

non-interstitial

Keyword Targeting

•  Trykeywordtarge(ngalongwithsiteplacementstonarrowdownthefocusofsitepageswhereyouadsareshown

Basics of Remarketing

•  View a web page •  Cookie stored on your computer transmits

your viewership and demographic data to the cookie’s host

•  Based on cookie data received, you’re remarketed with relevant ads on other websites

Remarketing Options

•  Modify conversion tracking tag to monitor different variables – Visitors view a web page – Visitors view more than 2 pages – Visitors stay on website more than 5 seconds – Visitors leave a shopping cart page – Visitors download a PDF or complete a email

subscription form

Setup Remarketing

1.  Add website tracking code 2.  Create campaign 3.  Create a new or choose an existing

remarketing audience list (or import your email list

Add Remarketing Code to Website

•  In AdWords, go to Shared library >> Audiences

•  If you don’t see the remarketing tag code, click Tag details under Remarketing Tag

•  Then click View AdWords tag for websites, copy and paste the code before the closing body tag on all site pages or as your developer to do it. Otherwise, you set this up faster with Google Tag Manager

Add Remarketing Code to Website