Google Advertising Optimization for Relevant Keywords & Landing Pages
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Jørgen Brunborg-Næss, avdelingsleder ved Synlighets Oslokontor viser hvordan man med Google AdWords utvikler annonser, gjennom optimalisering og gradvis utbygging og tilpassing av søkeord.
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Google Advertising Optimization for Relevant Keywords & Landing Pages
- 3. Keyword op6miza6on VisitNorway.com & the Northern Lights
- 4. PPC keyword op6miza6on strategy • It’s all about relevancy • Relevant keywords • Relevant ad copy • Relevant landing pages
- 5. Keywords The devil is in the details
- 6. Keywords The devil is in the long tail
- 7. The Head The Long Tail
- 8. The Head: 7 queries = 4500 clicks Search Query Impressions Clicks northern lights 41004 2599 northern lights norway 2877 619 northern lights holidays 4516 471 aurora borealis 8183 373 the northern lights 1865 244 norway northern lights 957 222 see the northern lights 1235 90
- 9. The Tail: 3000 queries = 7000 clicks cruises to the northern lights northern lights tromso watching northern lights in norway northern lights alaska what causes the northern lights best 6me to see the nothern lights pictures of the northern lights can i see the northern lights from norway
- 10. Match types • How do you target 3.000 unique queries? • How about 300.000? • The answer: ”Phrase” and ”Broad” matching
- 11. Match types Search Query Impressions Clicks • Exact match northern lights 41004 2599 northern lights norway 2877 619 northern lights holidays 4516 471 • Phrase match the northern lights 1865 244 norway northern lights 957 222 see the northern lights 1235 90 northen lights 624 74 nothern lights 195 30 • Broad match northan lights 85 29 northernlights 63 24 norway 33 22 north lights 11 10 nortern lights 14 8 southern lights 21 5 • Nega6ve match canada northern lights northern lights alaska ?
- 12. Working with match types
- 13. Working with match types cruises tromso
- 14. Working with match types cruises tromso Aurora borealis
- 15. Working with match types Alaska cruises tromso Canada Aurora borealis
- 16. Why?!? Search Query Impressions Clicks • Exact match midnight sun 28 386 113 midnight sun stephenie meyer 3154 46 • Phrase match midnight sun release date stephenie meyer midnight sun 1568 2175 35 34 midnight sun by stephenie meyer 1907 31 new moon 182 481 255 stephenie meyer 51 539 165 • Broad match twilight saga stephanie meyer 39 719 21 402 75 62 twilight books 43 407 48 twilight new moon 11 922 21 the twilight saga collec6on 14 244 10 newmoon 1 521 10
- 17. Why?!? Search Query Impressions Clicks • Exact match midnight sun 28 386 113 midnight sun stephenie meyer 3154 46 • Phrase match midnight sun release date stephenie meyer midnight sun 1568 2175 35 34 midnight sun by stephenie meyer 1907 31 new moon 182 481 255 stephenie meyer 51 539 165 • Broad match twilight saga stephanie meyer 39 719 21 402 75 62 twilight books 43 407 48 twilight new moon 11 922 21 the twilight saga collec6on 14 244 10 newmoon 1 521 10
- 18. Why?!? • Relevant keywords • Relevant ad copy • Relevant landing pages
- 21. Why?!? High relevancy = • Higher click through rates • Higher quality score • Higher rankings • Lower click price • Greater visitor sa6sfac6on In total: More value from the same budget
- 22. Thank you! Ques6ons?