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Mike Rhodes
You  Decide... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Traffic
 
 
90%
 
Relevance
Benefits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study
 
Before = 8073 visits/month ,[object Object],[object Object],[object Object]
Opportunity
 
After = 16913 visits/month ,[object Object],[object Object],[object Object]
Strategy
 
Structure
 
Campaign
Campaign Budget Geography Network
Campaign Budget Geography Network $100/day Melbourne Google
Campaign AdGroup AdGroup
AdGroup Keyword 1 Keyword 2 Keyword 3 Keyword 4 Headline Description (benefit) Description (feature) YourWebsite.com.au
Floor Tiles Floor Tiles Buy Floor Tiles Purchase Floor Tiles Floor Tiles Online Cheap Floor Tiles Cheap Floor Tiles Huge Range of Floor Tiles at Great Prices! NationalTiles.com.au
4 5 6 1 2 3 Headline 4 Description (benefit) Description (feature) YourWebsite.com.au Keyword 6 Keyword 7 Keyword 8 Headline 5 Description (benefit) Description (feature) YourWebsite.com.au Keyword 9 Keyword 10 Keyword 11 Keyword 12 Headline 6 Description (benefit) Description (feature) YourWebsite.com.au Keyword 13 Keyword 14 Headline 1 Description (benefit) Description (feature) YourWebsite.com.au Keyword 1 Keyword 2 Keyword 3 Headline 2 Description (benefit) Description (feature) YourWebsite.com.au Keyword 4 Headline 3 Description (benefit) Description (feature) YourWebsite.com.au Keyword 5
Keywords
 
Keywords : Principle
Define Your Target ,[object Object]
 
Keywords : Goal
Brainstorm Free tools Paid tools Competitors Amazon Amazon Amazon Amazon Amazon
Find Your AdGroups (themes)
Multiple AdGroups (buckets)
Start with 1 Theme/Bucket
Google Keyword Tool
Each Theme is an AdGroup
For Each AdGroup (theme) ,[object Object],[object Object],[object Object]
Expand each Theme
Keywords : Mistakes ,[object Object],[object Object],[object Object],[object Object]
Ads
 
Ad Copy : Principle
Ad Copy : Goal
Ad = Attraction Device
Clear Call to Action (book now, buy online, free trial)
Benefits ,[object Object],[object Object],[object Object],[object Object]
More Benefits ,[object Object],[object Object],[object Object],[object Object]
Reason Why You ,[object Object],[object Object],[object Object],[object Object]
Reason & Benefit ,[object Object],[object Object],[object Object],[object Object]
Urgency ,[object Object],[object Object],[object Object],[object Object]
More Urgency ,[object Object],[object Object],[object Object],[object Object]
Stories ,[object Object],[object Object],[object Object],[object Object]
3 little dots ,[object Object],[object Object],[object Object],[object Object]
Official Eye Candy ® ,[object Object],[object Object],[object Object],[object Object]
Power of the Letter ‘S’ ,[object Object],[object Object],[object Object],[object Object]
Power of the Letter ‘S’ ,[object Object],[object Object],[object Object],[object Object]
Psychological Triggers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Ad Copy : Mistakes ,[object Object],[object Object],[object Object],[object Object]
Setup
 
Setup : Principle ,[object Object],[object Object],[object Object]
Setup : Goal ,[object Object],[object Object]
 
 
Choose a sensible name
Geographic Location
 
 
 
 
Network Location
Google Search + Desktop
Auto Bidding (just say no)
Manual Bidding
Set Your Budget
Rotate Ads evenly
Managing
 
Management : Principle ,[object Object],[object Object]
Management : Goal ,[object Object],[object Object],[object Object],[object Object]
Goal? ,[object Object],[object Object],[object Object],[object Object]
Keywords + ROI ,[object Object],[object Object],[object Object]
Ads + ROI ,[object Object],[object Object],[object Object]
Peel & Stick ,[object Object],[object Object],[object Object]
Reporting
 
Reports : Principle ,[object Object]
Reports : Goal ,[object Object]
Campaign Report ,[object Object],[object Object]
Campaign Report ,[object Object],[object Object]
Campaign Report ,[object Object],[object Object]
Reports : Mistakes ,[object Object]
Mistakes
Common Mistakes to Avoid ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Common Mistakes to Avoid ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Now Put it all together
 
Thanks!
 
 
 
 
Distribution
Goal? Who is Ideal Reader? What want them to do? Available resources? Now, build it & create sharable content! create sharable content! create sharable content! create sharable content! create sharable content! create sharable content! create sharable content!
Targeted Ads
 
 
 
 

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Using AdWords to Grow Your Business

Notes de l'éditeur

  1. 2 ways to improve rankings
  2. Either way - it’s all about relevance
  3. Not just about generating inexpensive leads & sales... Lots more to it that most people don't realise...
  4. Either way - it’s all about relevance
  5. Case study
  6. So what was the opportunity? How can we make more money for Seb?
  7. Get inside their head. All starts with knowing what your ideal customer looks like.
  8. All about links
  9. All about links
  10. One major use as marketers - is facebook ppc
  11. Little ads on the right of every FB page
  12. The main benefit here is not the geographic (can do that with google), but target ages & likes - examples... & FB tells you how many people fit that profile (maybe run a CPM campaign)