This presentation was facilitated at the Small Business Expo in Los Angeles Nov. 8th, 2012 in a workshop entitled: Adwords: 7 Reasons Small Businesses Lose $thousands. There are 7 reasons and 4 bonuses.
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Don't Waste Money On Inefficient Adwords Campaigns
1. Don’t Be One of Countless Adwords Customers
Who Give Away Their Profits And don’t know it.
2. Who are the Keyword Search Pros?
Full Spectrum Search Agency in Sherman Oaks, CA. (Los Angeles)
Began in 2006 after the IPO of Google.
Certified and Trained by Google & Microsoft (Yahoo! & BING).
Speakers at Seattle’s SMX Advanced Conference.
KSP is a Google Partner.
4. Google’s Revenue Increased Last Year
34% to $36.6 Billion Y/Y
$14 Billion Last Quarter, a 45% increase since Q3 2011.
Aggregate Paid Clicks Increased 42% over Q2, 2011 and only 1%
over Q1, 2012
AdSense Partner Sites Increased
20% to $2.48 Billion
6. High Get Data and Results Fast
Could potentially waste money
Level of Budget Spend if account not optimized.
Not Too Fast; Not Too Slow
Optimal Starting Point
Waiting Game
Low
Less Time Needed for Results More
8. “Google knows what I’m searching for.”
Locally Targeted Keywords General Keywords
Example: +Beverly Hills Dentist Example: Family Dentist
Wider Geo-Settings: California Strict Geo-Settings: City: Beverly Hills, CA US
Broad Modifiers on City Name & Service. Broad Modifiers on City Name & Service
Keep eye on Search Queries Keep eye on Search Queries
10. Myth: Having a lots of keywords will
allow me to bid on the less
competitive keywords, lowering my
cost per click and cost to get traffic.
Problem #1 Problem #2
Low Volume Keywords have poor When the greater amount of total
quality scores which increase the budget is spread across more low-
actual cost per click. volume keywords, it takes longer for
traffic data to show up on each
word, prolonging the assessment of
it. More of your budget is spent on
keywords that are not actionable.
15. Ways To Write Ads:
We Write For
Relevancy - Qualification – Attraction
(+CTR) (-CTR) (+CTR)
16. Incorrect Ways To Write Ads:
Adds without
Relevancy: Qualification: Attraction:
Low CTR High Bounce Low CTR
Low QS High Cost/Conv. Low QS
High CPC Wasted Spend High CPC
High Cost/Conv. High Cost/Conv.
17. Incorrect Ways To Write Ads:
Adds that have
Relevancy: Qualification: Attraction:
High CTR Low Bounce High CTR
High QS Low Cost/Conv. High QS
Low CPC Profitable Low CPC
Low Cost/Conv. Low Cost/Conv.
19. Single Ad Group
Tennis Shoes on Sale
Men’s and Women’s, All Sizes
20% Off, Ships Next Day
www.ShoeBay.com/KidsShoes
Keywords
Men’s shoes Women’s tennis shoes Men’s Adidas on sale
Men’s tennis shoes Women’s Adidas Women’s Adidas sale
tennis shoes Men’s casual shoes Discounted boy’s shoes
white tennis shoes Adidas wrestling shoes Wrestling shoes cheap
Adidas shoes Boys shoes Adidas Tennis shoes sale
wrestling shoes Boys Adidas Kids shoes
Men’s sneakers Boys Tennis shoes Kids tennis shoes
Adidas tennis shoes Women’s white sneakers
20. Themed Ad Groups
Men’s Shoes on Sale Tennis Shoes on Sale Adidas Shoes for Women
Huge Selection on Men’s Shoes All Brands on Sale, All Sizes Huge Selection of Women’s Adidas
20% Off, Next Day Shipping! 20% Off, Ships Next Day 20% Off Adidas, Ships Next Day!
www.ShoeBay.com/Mens www.ShoeBay.com/TennisShoes www.ShoeBay.com/Adidas
Men’s shoes tennis shoes Women’s Adidas
Men’s tennis shoes white tennis shoes Women’s Adidas sale
Men’s sneakers Tennis shoes sale Women’s tennis shoes
Men’s casual shoes Women’s white sneakers
Boy’s Shoes on Sale Wrestling Shoes Adidas Shoe Sale
Huge Selection on Boy’s Shoes Wrestling Shoes, All Sizes Huge Selection of Adidas Shoes
20% Off, Next Day Shipping! 20% Off, Ships Next Day 20% Off Sale, Ships Next Day!
www.ShoeBay.com/Boys www.ShoeBay.com/Wrestling www.ShoeBay.com/Adidas
Boys shoes Adidas Adidas wrestling shoes Men’s Adidas on sale
Boys Adidas wrestling shoes Adidas shoes
Discounted boy’s shoes Wrestling shoes cheap Adidas tennis shoes
Boys Tennis shoes
22. Where to Find Search Queries
“Adidas shoes”
Adidas sale
Adidas tennis shoes
Adidas white
Adidas discounted
23. Search Queries for “Adidas Shoes”
adidas shoes shoes adidas adidas women shoes adidas turf soccer shoes
adidas running shoes adidas shoes for women adidas canvas shoes adidas sport shoes
adidas golf shoes adidas shoes cheap adidas training shoes tennis shoes adidas
adidas basketball shoes adidas samba shoes adidas combat speed wrestling ladies adidas golf shoes
adidas soccer shoes adidas adistar shoes customize adidas shoes
shoes
adidas tennis shoes adidas trail running shoes adidas bounce shoes
adidas adistar weightlifting shoes
adidas wrestling shoes adidas bounce shoes adidas supernova shoes
adidas powerband shoes
adidas star wars shoes adidas adipure golf shoes mens adidas golf shoes
adidas shoe size chart
adidas skate shoes soccer shoes adidas adidas cross training shoes
toddler adidas shoes
adidas shoe adidas response shoes adidas infant shoes
adidas shoe bag
adidas shoes for men adidas martial arts shoes adidas climacool shoes
white adidas shoes
adidas indoor shoes kids adidas shoes adidas junior golf shoes
custom adidas shoes
cheap adidas shoes adidas shoes for kids adidas men shoes
womens adidas shoes
new adidas shoes adidas shoes on sale adidas pro model basketball shoes
adidas goodyear shoes mens adidas shoes
tennis shoes
adidas track shoes
adidas running shoe adidas custom shoes green adidas shoes
adidas ladies golf shoes
adidas boxing shoes adidas golf shoes 360 adidas toddler shoes
adidas university shoes
adidas weightlifting shoes adidas tour 360 golf shoes adidas barricade shoes
adidas gazelle shoes
star wars adidas shoes adidas classic shoes adidas new shoes
adidas running shoes
adidas kids shoes adidas 360 golf shoes basketball shoes adidas
adidas volleyball shoes adidas golf shoe running shoes adidas
adidas cycling shoes adidas baseball shoes adidas casual shoes
adidas superstar shoes adidas turf shoes adidas football shoes
adidas skateboarding
24. Where to Find Search Queries
“Adidas shoes”
Adidas sale
Adidas tennis shoes
Adidas white
Adidas discounted
25. Search Queries Help You Know
• What Negative Keywords to Add
• What Keywords to Add
• What Keywords To Delete
• If You Should Implement Match Setting Tests
26. Broad Match for “Adidas Shoes” SQ “Phrase Match” Exact Match
adidas shoes adidas trail running shoes white adidas shoes adidas track shoes adidas shoes canada Adidas Shoes
adidas running shoes adidas bounce shoes custom adidas shoes adidas ladies golf shoes adidas shoes casual
adidas golf shoes adidas adipure golf shoes womens adidas shoes adidas university shoes adidas shoes catalog
adidas basketball shoes soccer shoes adidas tennis shoes adidas gazelle shoes adidas shoes cheap
adidas soccer shoes adidas response shoes adidas running shoes adidas shoes clearance
green adidas shoes
adidas tennis shoes adidas martial arts shoes adidas shoes company
adidas toddler shoes
adidas wrestling shoes kids adidas shoes adidas shoes coupons
adidas barricade shoes
adidas star wars shoes adidas shoes for kids adidas shoes deals
adidas new shoes
adidas skate shoes adidas shoes on sale adidas shoes design
basketball shoes adidas
adidas shoe mens adidas shoes
running shoes adidas adidas shoes europe
adidas shoes for men adidas custom shoes
adidas casual shoes adidas shoes for boys
adidas indoor shoes adidas golf shoes 360
adidas football shoes adidas shoes for girls
cheap adidas shoes adidas tour 360 golf shoes
adidas turf soccer shoes adidas shoes for kids
new adidas shoes adidas classic shoes
adidas sport shoes adidas shoes for men
adidas goodyear shoes adidas 360 golf shoes
tennis shoes adidas adidas shoes for men on sale
adidas running shoe adidas golf shoe
ladies adidas golf shoes adidas shoes for sale
adidas boxing shoes adidas baseball shoes
customize adidas adidas shoes for tennis
adidas weightlifting shoes adidas turf shoes
adidas shoes for women
star wars adidas shoes adidas women shoes shoes
adidas shoes free shipping
adidas kids shoes adidas canvas shoes adidas bounce shoes
adidas shoes goodyear
adidas volleyball shoes adidas training shoes adidas supernova shoes
adidas shoes history
adidas cycling shoes adidas combat speed mens adidas golf shoes
adidas shoes in india
adidas superstar shoes wrestling shoes adidas cross training shoes
adidas skateboarding adidas infant shoes
adidas adistar weightlifting
shoes adidas adidas climacool shoes
shoes
adidas shoes for women adidas junior golf shoes
adidas powerband shoes
adidas shoes cheap adidas men shoes
adidas shoe size chart
adidas samba shoes adidas pro model basketball
toddler adidas shoes
adidas adistar shoes shoes
adidas shoe bag
30. Sample Analytics Code
<script type=”text/javascript”>
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-27779897-1']);
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement(‘script’); ga.type =
‘text/javascript’; ga.async = true;
ga.src = (‘https:’ == document.location.protocol ? ‘https://ssl’ :
‘http://www’) + ‘.google-analytics.com/ga.js’;
var s = document.getElementsByTagName(‘script’)*0];
s.parentNode.insertBefore(ga, s);
})();
</script>
Place in the footer or above the bottom </body> tag of your website main page template.
31. Key Metrics In Google Analytics
• Average Time on Site
• % of New Visits- Number of Unique Visitors
• Number of Pages Per Visit -Page Depth
• Bounce Rate
• Referring Sites-Traffic Sources
• Visitor Flow (Funnels)-Top Exit Pages
34. As Cost per Conversion Increases, So Does Exposure.
Strategy: Decrease
Cost/Conv.
“Sweet Spot”
Cost/Conv.=$25
Sales=40@$50
Strategy: Increase Cost/Conv.=$20 CGS=$800
Cost/Conv. Sales=30@$50 Profit=$200
CGS=$600
Cost/Conv.=$10 Profit=$300
Sales=10@$50
CGS=$200 *Cost of Goods is $20 per sale.
Profit=$200
36. Device Networks
Desktop and Laptop
Mobile Device with Full Browsers
Tablets with Full Browsers
37. Necessary Management
-Separate the Display and Search
-Monitor Placements
-Excluding Placements.
Mobile
Display
“Android Now Mobile
Activating 550,000 Per
Display
Day with
over 200,000 apps.”
Search