Google Adwords

Basics of Lead Generation with Adwords

Alexei Kouleshov

Getting Started

• Do you have a business?• Who is your ideal client?• Do you have an offer/incentive?

My Goal Today is

• Identify key metrics in lead generation• Explain the fundamentals of Adwords• Basics of landing pages

Who I am

• Digital Marketing Strategist• Google Premier Partner• Infusionsoft Partner• Background in web development• Over 12 Years In The Industry• Managing Director of Your Easy Web Solutions• Best selling author (Our Internet Secrets)

Key Metrics - Adwords

• Impression• Click• Click Through Rate (CTR)• Cost Per Click (CPC)• Ad Position

Key Metrics - Business

• Lead• Conversion Rate• Price• Repetition

Simple Business Formula

• L x CR x P x R = Revenue• example• 100 x 20% x $100 x 1 =$2,000• Client Value = $2,000

Simple Business Formula

•Recurring business example• 100 x 20% x $75 x 26 =$39,000• Client value = $1,950

Adwords Account Setup

• Campaign – Budget, Targeting, Schedule• Ad Groups - Theme• Keywords• Ads – Text/Image ads

Text Ad Format

• Headline (ETA)• Display URL• Description• Extensions• Google Business (Plus/Places)

Ad Example

Keywords

• Broad• “Phrase”• [Exact]• -Negative• +Broad +Match +Modifier

Keyword Planner

• Research keywords• Find negative keywords• Identify keyword themes (Ad Groups)• Get CPC estimates

Objective

• Relevance• Keyword• Ad• URL

• Quality Score

Ad Rank – Ad Position

Ad Rank

Final URL – Landing Page

• Relevance• Match ad• Match keywords

• Strong Insective• Call To Action

Landing Page Tips

• Make it simple• Strong headline• 1-2 Call-To-Actions (CTA)• Match ad – landing page• Social proof/credibility (testimonials)

Other Campaign Types (Briefly)

• Display/Remarketing• Video• Shopping

Adwords Tips

• Work out profitable ROI• Identify niches (80/20)• Setup quality landing page (content)• Aim for relevance• Set specific targeting• Research negative keywords• Consider user environment (mobile vs desktop)

Questions?

Need Help?

• Strategy• Website/CRM setup• Lead generation• Google Adwords / Analytics• Consulting

Expression of Interest

www.yews.com.auEmail – alexei@yews.com.au