[webinar] advanced adwords tools
DESCRIPTION
PPC sensei Joey Muller and Terry Whalen from CPC Search team up with Trada to bring you details on how to use three very effective AdWords tools: Campaign Experiments, Conversion Optimizer, and Search Funnel. Learn to manage free-and-powerful AdWords tools intelligently in this fast-paced, information-dense webinar! Check out Trada Reviews here: http://www.trada.com/trada-reviews/TRANSCRIPT
trada.com
AdvancedAdWords
Tools
#AdWordsTools become a master!
TRADA PRESENTS
trada.com
#AdWordsTools
Anna Sawyer, Marketing Manager, Trada
@annafsawyer
Terry Whalen, Managing Director, CPC Search
@tdwhalenho
trada.com
Joey MullerAccount Director, CPC Search
@jmthefourth
trada.com
AdWords is immensely powerful...
especially when you know how to
use the tools!
Terry Whalen: @tdwhalenho | Anna Sawyer: @annafsawyer | Joey Muller: @jmthefourth
These tools/reports show things you cannot find in the AdWords dashboard, so you might change your practices based on what you learn today.
trada.com Terry Whalen: @tdwhalenho | Anna Sawyer: @annafsawyer | Joey Muller: @jmthefourth
trada.com
AdWords Search Funnel
Terry Whalen: @tdwhalenho | Anna Sawyer: @annafsawyer | Joey Muller: @jmthefourth
trada.com
To get there, visit Tools and Analysis > Conversions > Search Funnels.
trada.com
AdWords Campaign Experiments
Terry Whalen: @tdwhalenho | Anna Sawyer: @annafsawyer | Joey Muller: @jmthefourth
You should always be testing. AdWords Experiments allows you to test changes on portions of your campaign to reduce risk.
Terry Whalen: @tdwhalenho | Anna Sawyer: @annafsawyer | Joey Muller: @jmthefourth
Keyword bid prices
Adding or removing keywords
Keyword match types
Some examples of what you can test:
Ad group structure
Terry Whalen: @tdwhalenho | Anna Sawyer: @annafsawyer | Joey Muller: @jmthefourth
The difference between AdWords Experiments and testing the old-fashioned way: instead of making a change and comparing the data to how things used to be, you can A/B test results in real time.
Under Settings for a given campaign, click Experiment.
Click Specify experiment settings.
Terry Whalen: @tdwhalenho | Anna Sawyer: @annafsawyer | Joey Muller: @jmthefourth
From Google:The fastest way to collect results is a 50-50 split, but if your experimental changes are risky or expensive, such as doubling your bid, you might want to have fewer auctions use your experiment. You can't change this setting after you start your experiment.
You can also track results in Google Analytics by using a URL referrer to see whether traffic is coming from your main campaign of your experiments.
Terry Whalen: @tdwhalenho | Anna Sawyer: @annafsawyer | Joey Muller: @jmthefourth
trada.com
AdWords Conversion Optimizer
It’s a conversion van, get it???
Terry Whalen: @tdwhalenho | Anna Sawyer: @annafsawyer | Joey Muller: @jmthefourth
Conversion Optimizer optimizes your placement in each ad auction to avoid unprofitable clicks and (hopefully) get you more profitable clicks.
Terry Whalen: @tdwhalenho | Anna Sawyer: @annafsawyer | Joey Muller: @jmthefourth
Terry Whalen: @tdwhalenho | Anna Sawyer: @annafsawyer | Joey Muller: @jmthefourth
This is a good tool for a campaign that is very stable and
organized.
Make sure you have small, thematic ad groups that you’re
not planning to rearrange.
Keep an eye on your search query report and add negatives
throughout the life of your campaign.
Terry Whalen: @tdwhalenho | Anna Sawyer: @annafsawyer | Joey Muller: @jmthefourth
trada.com Terry Whalen: @tdwhalenho | Anna Sawyer: @annafsawyer | Joey Muller: @jmthefourth
trada.com Terry Whalen: @tdwhalenho | Anna Sawyer: @annafsawyer | Joey Muller: @jmthefourth
trada.com Terry Whalen: @tdwhalenho | Anna Sawyer: @annafsawyer | Joey Muller: @jmthefourth
No webinar next week.
SORRY FOLKS!
Come visit me at SMX West!
booth # 319
trada.com
Here’s where we take two minutes to show you how
Trada can help you scale your online advertising
... and it doesn’t cost any more than if you were to run PPC or Facebook ads campaigns
yourself.
Trada has thousands of online advertising experts who do PPC and Facebook ads for you.
Multiple experts work on your campaign at
the same time.
You get:
Diversity of thinking
Constant optimization
Multiple ad networks
Turbine: a Trada Client
CAMPAIGN STATS:
Paid Search Experts: 15
Conversion Rate: 20% increase
Click-Through Rate: 40% increase
Cost-per-Conversion: 16% reduction
Turbine: a Trada Client
Turbine: a Trada Client
“The Trada marketplace quickly made me comfortable enough to ‘take my hands off the wheel’
on paid search. Trada’s paid search experts know our
industry lingo and are running on all cylinders, driving high volumes to our Dungeons &
Dragons online gaming service.”
– Chase Huber Director, Advertising
For more information or to schedule a demo, email [email protected]
trada.com
@annafsawyer@tdwhalenhoTime for questions!
@jmthefourth