The Business Show - Google Paid Search Intermediate
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Reflect Digital's Google Paid Search Workshop from The Business Show November 2012
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The Business Show - Google Paid Search Intermediate
- 1. Search Advertising: Intermediate Becky Campbell – MD @ReflectDigital 22 nd November 2012
- 3. Source: International Telecommunication Union, November 2011
- 4. Source: International Telecommunication Union, November 2011 UKOM, May 2010
- 5. Search Engine Market Share UK – 91% UK – 5% UK – 2% UK – 1% UK – 0.4% US – 61% US – 15% US – 17% US – 3% US – 4% Source: The E Word October 2012
- 7. Positioning
- 9. What is PPC?
- 10. PPC – What’s it good for? Offers/Promotions To compensate for low SEO traffic To target new markets Seasonal trends
- 11. Terminology Campaign This defines the daily budget, language, geographic scope and networks where ads are displayed. Ad An individual ad within the AdGroup AdGroup A group of ads within a campaign Impressions The number of times your ad has been seen CPC Cost per click CTR Click through rate Cost/Conv Cost per conversion Broad Match Google matches ads based on any words within the phase searched Broad Match By inseting a ‘+’ before each word in the phrase that must be included Modifier within the users search term, Google also substitutes misspellings and similar words Phrase Match Ad is only shown if the phrase is included within the users search Negative Keywords Best example of this is ‘Free’
- 12. Setting up a campaign…Keyword Research Keyword Research is vitally important to any paid search campaign. The keyword tool allows you to research the estimated CPC’s and Volume.
- 13. Creating a Campaign Select the network for your campaign
- 14. Setting up a campaign…Devices When setting up a campaign you can choose which device your ads are displayed on. Best practice would be to set up targeted campaigns per device.
- 15. Setting up a campaign…Locations Google AdWords allows you to target your campaigns by location. This really important for being more specific with your targeting. This also helps control budget.
- 16. Good AdCopy The AdCopy for Smarsh does not include ad extensions and there is no call to action. The Egress Ad is personalised in the way it has been written, the display URL is targeted and the sitelinks offer more choice.
- 17. Ad Preview Tool This tool allows you to test how you ads appear depending on location and device.
- 18. Setting up a campaign…AdExtensions
- 19. Bidding You can set daily budgets and maximum CPC’s for your keywords at an AdGroup level to control your spending.
- 20. Setting up a campaign…AdRotation Google AdWords allows you to optimise how your ads shown to offer the best return on investment.
- 21. Setting up a campaign…Scheduling Google AdWords allows you to schedule your ads to show them at the most efficient times.
- 22. Conversion Tracking Really important to track all of your campaigns within the bigger picture of your overall analytics to compare traffic sources. Conversions can be tracked as goals in analytics.
- 23. Linking Analytics Really important to track all of your campaigns within the bigger picture of your overall analytics to compare traffic sources. Conversions can be tracked as goals in analytics.
- 24. Telephone Tracking Tracking conversions is very important, but the telephone calls must not be forgotten. We use intelligent URLs to dynamically change the phone number when a user comes from PPC. Google do have a paid solution for this.
- 25. Campaign Analysis Camapaign and AdGroup monitoring is really important: CTR Conv. Rate Av. Position Lost Rank Lost Budget
- 26. AdGroups Analysis Monitoring individual keywords and ad copy performance is really important to make sure you are not wasting budget.
- 27. Quality Score
- 28. AdRank Quality Score Max CPC Ad Rank High quality score accounts are rewarded by paying cheaper CPCs Paying less per click improves efficiency of search spend and increases ROI This means more traffic at a cheaper cost
- 29. Landing Pages Source: Social Marketing Forum, December 2010
- 30. Landing Pages
- 31. The AdWords Editor Google AdWords editor is good for experienced AdWords users that want to manage multiple campaigns offline before publishing
- 32. The AdWords Editor The editor makes it easy to manage keywords and to adjust bids. You can easily increase or decrease bids across multiple keywords.
- 33. The AdWords Editor The editor makes writing AdCopy easy to manage and edit across large campaigns. The find and replace tool is especially handy!
- 34. Display Network Create all types of ads - text, image, interactive and video ads. Place those ads on websites that are relevant to what you’re selling. Show those ads to the people that are likely to be most interested. Manage and track your budget, campaigns and results as you go.
- 35. PPC in the mobile age… Google’s mobile revenues have been growing year on year for PPC Smartphones occupy 6.9% of Adwords clicks Tablets occupy 2.3% of Adwords clicks CTRs are higher on mobiles and tablet devices
- 36. How we can help We specialise in…
- 37. Who are Reflect Digital?
- 38. Competition! We’re giving away £3,000 worth of digital marketing to spend on SEO or a Social Campaign, to enter please let me have your business card!