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Get Found Fast: Google AdWords Strategies for Growth

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Simply just having a website isn't enough to attract customers to your business — you must also ensure that people can actually find you amidst all of the noise online. Google AdWords is a cost-per-click advertising platform that will get more people to your website and allow you to advertise to new customers.

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Get Found Fast: Google AdWords Strategies for Growth

  1. 1. Colin Anstie, CEO, Raging Digital @colinanstie Get found fast: Google AdWords strategies for growth WiFi: QB Connect Password: Connect2017#QBConnect
  2. 2. 2 13 Years in digital marketing Worked with some great brands including realestate.com.au, Telstra, CBA, Bankwest and the Australian Institute of Sport Action is the key Who am I? Colin Anstie CEO @ Raging Digital, @colinanstie
  3. 3. What is the #1 problem in your business today?
  4. 4. 4 Finding new customers It is often … Growing sales
  5. 5. What is Google Adwords?
  6. 6. 6 What is Google AdWords?
  7. 7. Why would I use Google Adwords?
  8. 8. 8 How do I drive traffic?
  9. 9. 9 Capture people that are actively looking to find you You can test, measure and optimise everything Allows you to control your marketing budget You can target the ads beautifully Reach thousands of people quickly They can be very profitable Why use Adwords? ?
  10. 10. 10 Hang on, does anyone actually click on the Ads?
  11. 11. 11 So what, will I actually make sales? Wordstream found that for high commercial intent keyword searches, paid ads accounted for 64% of clicks, compared with 36% for organic clicks People looking to buy http://www.wordstream.com/articles/google-ads
  12. 12. How does Google Adwords work?
  13. 13. 13 The real time auction then
  14. 14. 14 The real time auction now
  15. 15. 15 Google quality score Expected CTR 39% Landing Page Experience 39% Ad Relevance 22% QS percentages by factor
  16. 16. How do I get started?
  17. 17. 17 Step 1: Who is my target audience?
  18. 18. 18 Who should see your ad?
  19. 19. 19 Step 2: What do I offer them?
  20. 20. 20 50 website sales 1k website visits 50 web enquiries 200 phone calls 10k see your ad 500 visit your business Step 3: What are my monthly targets?
  21. 21. 21 Account Furniture store Campaign Tables Ad Group Ad Group Coffee tables Bedside tables Campaign Beds Ad Group Ad Group Sofa beds King size beds Step 4: Set up your account
  22. 22. 22 Step 5: Choose your keywords Low intent Medium intent High intent “Outdoor BBQ” “Weber Grill” “WeberQ Large Sydney” “Wedding dress code” “Formal earrings” “Emerald stud earrings” “Bad Skin” “Natural Skincare” “Natural Spot Treatments” High volume Medium volume Low volume Top Tools Google Adwords: https://www.google.com.au/adwords/ Google Keyword Planner: https://adwords.google.com/ko/KeywordPlanner/Home
  23. 23. 23
  24. 24. 24 Step 6: Write your ads Headline 1 - Headline 2: Final URL: Description: 30 characters 30 characters Up to 80 characters
  25. 25. 25 Step 6: Write your ads 5 elements: 1. Headline (25 characters) 2. Line 1 (35 characters) 3. Line 2 (35 characters) 4. Display URL (35 characters) 5. Destination URL (the landing page)
  26. 26. 26 Best Marketing Strategies The 1st ever public library of tested marketing strategies online. Best Marketing Strategies 10 patented strategic guides. 1500+ proven tests. Free access. Step 6: Write your ads Control ad 88% higher CTR
  27. 27. 27 Minimum $10 a day Select a daily budget, or a total budget, or a maximum cost per clock Review and revise based on the return on investment Step 7: Decide your budget
  28. 28. 28 Step 7: Have you got amazing landing pages? Top Tool Crayon Landing Pages: https://www.crayon.co/f/landing-page
  29. 29. 29 Step 8: Launch your campaign
  30. 30. 30 Advertise on your brand terms ie Pete’s Furniture Use AdWords as part of your wider marketing strategy Lead/Email capture conversion-focused landing page a must Create a focused campaign structure and optimise often: Check conversion rate (CR) by device Adjust for time of day Test ads frequently Longer sales cycles lend themselves to AdWords Google Adwords hot tips
  31. 31. Performance monitoring
  32. 32. 32 Monitor and optimise
  33. 33. 33 1. Number of impressions 2. Number of clicks 3. Click-through rate 4. Quality score 5. Cost per click (CPC) 6. Number of conversions 7. Conversion rate 8. Cost per conversion Monitor and optimise
  34. 34. Top 3 actions
  35. 35. Missed something? Today’s presentations are available in the event mobile app and at http://www.slideshare.com/tag/QBCAU17 Don’t forget to rate my session: Open up the event app, find my session title in the agenda and click on rate & review