small business survial summit adwords campaign management

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Adwords Campaign Management

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Adwords Campaign Management Presentation from Small Business Survival Summit, Baltimore MD.

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Page 1: Small business survial summit   adwords campaign management

Adwords Campaign

Management

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Background

Started working in PPC in 2006 Joined SEER Interactive in 2007

Started in 2002 as SEO Agency SEO, PPC & Analytics focused Adwords & adCenter Qualified Company

Spearhead 12 person PPC Team All Adwords & adCenter Qualified

Follow me @Crystala Email me [email protected]

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What is PPC

Internet advertising model on search engines and content networks where advertisers only pay when a user CLICKS on an ad.

PPC = Pay per Click CPC = Cost per Click

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Google

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Bing

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Facebook

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Beyond Search

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Content Network

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Content Network

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What PPC is NOT

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What PPC is NOT

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Top Ways To Quickly Waste Your $ in PPC

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Mistake #1 – Wasting $ On Content … Without Realizing It

Settings

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Settings

Mistake #2 – Wasting $ On Mobile ... When Your Site

Doesn’t Render

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Mistake #3 – Advertising Where You Don’t Sell

Settings

Targeting Options – Campaign Level only Country, State, City, Zip Code, Custom

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Mistake #4 – Putting All Your Eggs In 1 Basket

Account Structure: Using 1 Campaign & 1 Ad Group

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Mistake #5 – Spending All Your $ On One Match Type

Keywords: Only using Broad Match

[Free trial] – query much match exactly “Free trial” – query must contain phrase +Free Trial – query must contain free +Free +Trial – query must contain both free & trial;

any order Free Trial – query can be relevant, or similar

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Mistake #5 – Spending All Your $ On One Match Type

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Mistake #6 – Spending $ On What You Don’t Do/Offer

Keywords: Not using Negatives Keyword Negatives for Search Campaigns

Negative Match Types▪ Broad, Phrase, Exact▪ Free trial – excludes terms with both terms▪ “free trial” – excludes terms with phrase “free trial”▪ [free trial] – excludes terms that match [free trial] exactly

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Mistake #7 – Being In The Wrong Place

Site Exclusions for Content Campaigns

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Mistake #8 – Paying $5 When You Could Pay $1

No bid strategy Bids set at Campaign level Bids set too high for budget▪ $10 bids with $10 daily budget = no clicks

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Mistake #9 – Having Nothing To Show For Your $

Tracking: Not using Conversion Tracking

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Mistake #10 – Trusting Your Tech Team Too Much

Tracking: Not testing tracking

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Mistake #11 – No Backup For Data

Tracking: Not using Auto-Tagging for Google Analytics

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Mistake #12 – Not Selling Yourself

Ad Copy No Benefits/UVPs No Feature Description No Call to Action No Relevancy

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Mistake #13 – 1 Strike and

Your OutAd Copy

Running only 1 ad Default “optimize” setting

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Mistake #14 – Not Telling Customers What To Do

Poor Landing Pages Broken pages All traffic to homepage Irrelevant pages No clear Call to Action

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Mistake #15 – Launching and Leaving

Don’t Set & Forget! Setup Automated Alerts

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Let’s see what you’ve learned

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Which CTA is Better?

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Which Landing Page is Better?

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Which Ad is Better?

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Which Ad is Better?

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8 Tips for Getting Started

1. Start with the end in mind What is your business objective? What ACTION do you want people to

take? The end goal is NOT to drive traffic

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8 Tips for Getting Started

2. Know what success looks like What is the maximum you are willing to

pay per lead? Does quality or quantity matter most?

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8 Tips for Getting Started

3. Know your Business Target Audience▪ Are they only in the US? Only in Maryland?

Only in Baltimore?▪ Are they women? Men?

Seasonality▪ Do sales peak in Summer? During the Holiday?

Focus▪ Is there a particular product or service you want to focus on?

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8 Tips for Getting Started

4. Do the Research Don’t just guess!▪ Adwords Keyword Tool▪ Contextual Targeting Tool▪ Adwords Traffic Estimator▪ Analytics

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8 Tips for Getting Started

5. Communicate the right message Drive users to take the action you want Emphasize benefits, UVPs, offers,

credibility, etc. Call to Action

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8 Tips for Getting Started

6. Track, Track, Track FREE tracking – Adwords Conversion

Tracking, Google Analytics Phone Tracking

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8 Tips for Getting Started

7. Measure, Measure, Measure Are you hitting your goals?

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8 Tips for Getting Started

8. Don’t Set & Forget Continuously optimize to reach goals

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Ready For The Next Level Of Fun With

Adwords?

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Tools/Features in Adwords

Contextual Targeting Tool

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Tools/Features in Adwords

Call Metrics

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Tools/Features in Adwords

Conversion Optimizer

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Tools/Features in Adwords

Adwords Campaign Experiments - ACE

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Tools/Features in Adwords

Search Funnels

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Tools/Features in Adwords

Sitelinks

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Tools/Features in Adwords

Remarketing

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Tools/Features in Adwords

Remarketing

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PPC Resources Adwords Blog: http://adwords.blogspot.com/ Google Ads - Ad Innovations:

http://www.google.com/ads/innovations/index.html

AdCenter Blog: http://community.microsoftadvertising.com/blogs/advertiser/default.aspx?

Best PPC Blogs: http://www.boostctr.com/blog/paid-search/best-ppc-blogs

PPC Mind Meld: http://ppcmindmeld.com/ Twitter:

#ppc, #adwords, #adCenter, #ppcchat (Tuesdays 12pm EST)

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