SEO

GOOGLE ADWORDSPrimary Position

SEO

Overview

IntroductionBasicsTLA’s

Targeting Quality Score

SEO

A Quick IntroductionAdWords

SEO

Basics

Pay per click cost is auction based Time of day and day of week is critical

Nurses like SundaysInjury claimants like afternoonsFraudulent claims like Monday Mornings

Length of phrase (accuracy) lowers costFor example – use locations

○ South county Dublin○ Private

SEO

Terms

ConversionA lead, qualified lead or sale

Landing pageA page designed to present pertinent

information for a specific search query Analytics

Google’s online visitor tracking system

SEO

Three letter Acronyms

SEMSearch engine Marketing

○ SEO (SE Optimisation)○ PPC (Pay-Per-Click)

PPCCTR = Click Through RateCPC = Cost Per ClickCPM = Cost per ThousandCPS = Cost per sale

SEO

The AdIn Detail

SEO

Basics- Text Ad

Header Line 1 Line 2 Address

SEO

Other Ad Types

Image Ads Video ads (show on YouTube) TV Ads

SEO

Ad Placement

Google SearchGoogle.ie/.comSearch Partners

Content NetworkSearch pages

SEO

Targeting

Targeted keywords yield better results Draw a circle/box around “greater

Dublin” Doesn’t reduce the priceBut does reduce the cost per conversion

OtherSearch and ContentDevicesDemographical

SEO

Conversion Tracking

Code that connects an ad to a conversion

SEO

Conversion Algorithm Assuming %’s:

50, 000 Total Opportunities10, 000 Ad Impressions1000 clicks(10%) (cost)40 enquiries (4%) (cost)1 Conversion (2.5%) (ultimate cost)

Therefore:1000 clicks = €500 (50c each)40 Enquiries = (€12.5 each) or (€1,250 per

thousand)1 Conversion = €500

SEO

Calculations

How much is a sale worth? How many leads = a sale? How many leads do we want? How many enquires/leads do we get per

click What is our monthly budget?

Are we getting it?

SEO

Inside the AdWords System

It’s not all straight forword

SEO

Quality Score

Resulting PageSpeed

Relevance to adPage Content

○ Landing Pages○ Page Titles

CTR QS of other ads in the same group CTR of the Ads

SEO

Campaigns

Ad Groups controlBudgetPlatforms

○ PC / mobile○ Search types

Which is spread amongst○ Groups

GeographicalKeywordsAds

- A/B differential

SEO

Ad Groups

Group related ads and keywords Specific budgets for keywords Daily Budgets Inherits Geo Target Inherits Campaign Settings

SEO

Biggest areas to experiment with Budget Specific Keywords Negative Keywords A/B Ads Different Ad Types Content Network Locations Time of day

SEO

Things to note

Quality Score Bid Rate Tool Conversion tracking Suggestions Website Optimiser Keyword Tool Ad CTR

SEO

thank youPrimary Position – SEO Ireland

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