Five adwords habits
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The document provides tips for optimizing a Google AdWords campaign, including starting with goals and understanding intent, organizing keywords and ads, focusing on relevance, using negative keywords, expanding keywords, and refining the campaign over time based on performance.
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Five adwords habits
- 1. Steve Hammer @armondhammer @armondhammer
- 3. Startwith a goal Learn the landscape Understand Intent Organize Launch Simple, Refine Often @armondhammer
- 4. Laptop battery replacement • Specialize in business market • Offers both direct replacement (OEM) and enhanced quality product • Not a low cost product • Key brands carried are Dell, IBM, Lenovo • Average order is $100 at 45% net margin ($45) profit • Large orders ($2000+) occur for about 5% of orders @armondhammer
- 6. Profit per Orders per Conversion Value per order ($) customer % visitor Estimations are a good start Visitor value – Spend = Return on Ad Spend (ROAS) @armondhammer
- 8. Instant Suggestions Competing Ads SEO Results @armondhammer
- 9. Operator Example Use Site: Site:cnn.com obama Find a concept on a specific site Related: Related:dfwsem.org Find sites similar to another “ oneword“ “linsanity” Search exactly this way – don’t substitute “more words” “Porsche rumors” Keep the words together, in order, with no additions - (minus) Battery -alkaline Exclude the concept ~ (tilde) ~battery Expand the word to similar ideas @armondhammer
- 10. @armondhammer
- 11. KEYWORDS ADS Relevance is key Note techniques used by Compile a list competition • Group by theme “seed” • Keyword Usage • Draw themes on paper • (Official Site) Intent will help refine • ™ and ® • Prices • Offer codes • Local extensions • Social @armondhammer
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- 13. Branded Dead Related searches Local End • Search Refinements Search Search Landscape results News / Purchase • Competition can be Info good @armondhammer
- 14. • Low intent • Expensive to • Cheap “steal” traffic • Soft Goal • Challenger match strategy Info Brand Local Purchase • In-person sale • Expensive • Goal of • Sale directions or Conversion contact @armondhammer
- 15. Well matched center Less relevant further out Bids can overcome relevance, but cost more @armondhammer
- 16. Broad Broad modified • +word • Locks High “Phrase” word Negative Volume • -word • Eliminates [Exact] • Combines Low with other Exactly as typed modifiers Control -[word] @armondhammer
- 17. Negative match obscenities and hate words Dead end intent negatives added Language and channel exclusions you can’t support • Mobile as separate campaign, always Broad match modify “seed” words • +laptop @armondhammer
- 18. Campaign Battery Laptop Dell Ad Group General Replacement Keyword Laptop Battery Laptop Power Broken laptop battery Model E6410 Battery Dell Battery @armondhammer
- 19. Avoid un-needed complexity • Think “seed” • Landing page and/or ad copy drives ad groups • Different “settings” drive campaigns Time, location, device, language Prune and reorganize • Quality Score below average @armondhammer
- 20. Not allowed Recommended • Abbreviation • Use keywords • CrAZy CaPitals • Include a reason to • Too much !!!!!! click • Unverifiable info Offer, action, or goal • Have a title (25 char) • Use appropriate that can’t stand alone extensions • Ads for “useless” pages • Display url • Words from landing page @armondhammer
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- 25. v @armondhammer
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- 27. Negative Expansion @armondhammer
- 28. Ad Group First Keyword Refine @armondhammer
- 29. Base Ad Headline Keyword Insertion URL @armondhammer
- 31. Steve Hammer @armondhammer @armondhammer