Google Adwords Guide to make search engine marketing easy to understand. Understand the basics and implement them for your next PPC campaign.

1. THE MOST ENTERTAINING
GOOGLE ADWORDS GUIDE
(PART 1)
MEENU JOSHI
Marketing Manager, LeadSquared
Written by

2. This is Bob

3. Bob is cool

4. Bob is also the only marketer in a small, fast-growing education company
A one man army, the unsung superhero, living in the sales star’s shadows, almost the dark knight

5. He is always doing things!
Finding new lead generation channels, setting up email campaigns, creating the social
strategy, running webinars to recruit and educate potential students

6. But, that wasn’t enough!
They needed more leads, more paying students. So, they brainstormed

7. THAT’S WHERE IT ALL BEGAN!
Bob loved the new challenge
But, soon enough, he realized that running paid search campaigns wasn’t
all rainbows and butterflies – there’s a lot of work involved

8. Data Science
Hadoop
Android
Java
Python
Apache
Like, detailed keyword research

9. Let’s bid of broad
matched keywords
Getting enough impressions

10. I should test
these ad copies
Testing ad copies

11. I should test
these landing
pages
Testing landing pages

12. AND MORE…

13. In the beginning, as is the case with all beginnings, things were smooth
Leads came in. Everyone was happy!

14. But, what’s a good story without at least a few villains
Slowly, things start going downhill, like they always do
A week in, Bob’s superstar status has started to fade

15. Sales team is now blaming him for not getting them high quality leads
Why, you must wonder!
Very few of the leads he generated became customers

16. CEO questions him daily about wasting money without any sales to show

17. He doesn’t even get invited to office parties, anymore

18. IT DIDN’T MATTER THAT HE
WAS ALSO JUST LEARNING
What mattered was that he wasn’t saving the day anymore

19. Bob was devastated
For a while…

20. But, Bob is cool
He knows that a problem is only a problem till it’s solved
Instead of complaining about it, and wallowing in self-pity, he decides to take charge
.
Google Adwords might be a beast, but it IS a beast waiting to be conquered.

21. BUT, HOW DO YOU TAME A BEAST
THE SIZE OF ADWORDS?

22. “You take your learnings, and implement them”

23. Bob has tons of data – from the campaigns he has run

24. He finally sits down to analyze it
The key problem immediately shows
Like many marketers, he was judging the campaigns by the number of leads generated, not their quality!

25. THAT’S WHY ALL THE NON-CONVERSIONS
So, before looking any further, he changes his success metric – quality over quantity!

26. LEARNING #1
Focus on quality, not on quantity of leads
LEARNING #1
Focus on quality, not on quantity of leads

27. Bob has his way forward now
As he digs deeper into the data, he realizes that majority of the revenue comes from one course – Hadoop

28. But, in his campaigns, he was allocating similar budgets to all the courses

29. Bob thinks the higher revenue from Hadoop might be because of higher demand
But, Bob has enough leads looking for Python courses as well. Just that, they never seem to convert

30. Now, he decides to change the strategy
and give more weightage to more profitable courses

31. When the spend was equally divided between Hadoop and Python

32. When the spend increased on Hadoop and reduced on Python

33. LEARNING #1
Focus on quality, not on quantity of leads
LEARNING #2
Spend wisely, based on your most profitable offerings

34. THINGS ARE LOOKING BETTER ALREADY…

35. But, it’s far from over! Bob’s back at work

36. Hadoop jobs
Search Terms
Android Phone
Bob’s ad
“Why”
He finds irrelevant search terms still triggering his ads
These search terms are irrelevant, because Bob’s company doesn’t sell Android
phones and they don’t provide jobs either

37. To control this, he starts marking negative keywords

38. ALMOST IMMEDIATELY, IRRELEVANT CLICKS
BECOME LESS FREQUENT
But, they were still there

39. Reason: The overuse of broad matched keywords
That trigger the ad for irrelevant search terms
This, of course, can be countered by adding negative keywords regularly, but there IS a better fix
Free Hadoop training
Search Terms
Android internships
Bob’s ad
Stupid search
terms!

40. BIDDING MORE ON “PHRASE,” “BMM” AND
“EXACT” KEYWORDS, AND LESS ON BROAD

41. Putting all your money on broad match is like selling blues music to everyone who likes music, irrespective of the genre
(by using “buy blues music CDs” as a broad keyword)
Or, even to people who are trying to sell their own music

42. And, trying to sell “blues” to “metal-heads” is never a good idea

43. INSTEAD, USE
+BUY +BLUES +MUSIC (BMM), OR “BUY BLUES MUSIC”
(PHRASE) AND [BUY BLUES MUSIC] (EXACT)
You’ll eliminate people who are trying to sell their own music, and who are looking for other music genres

44. LEARNING #1
Focus on quality, not on quantity of leads
LEARNING #3
Focus on high-quality impressions – Mark negative keywords and limit the use of broad keywords

45. The impressions are really relevant now

46. BOB IS ALMOST DONE
GETTING RID OF BAD IMPRESSIONS
He still checks the report to see if he missed something

47. Guess what! He did
Certain relevant keywords with good search volume, like “Hadoop crash courses,” were going unclicked
Hadoop course Hadoop crash courseLearn Hadoop
Ad copy in common Ad Group

48. Reason: The ad copy advertised only full time courses
Not crash courses
Hadoop course Hadoop crash courseLearn Hadoop
Highly relevant to Hadoop course and Learn Hadoop
But not to Hadoop Crash course
Ad copy in common Ad group

49. He creates another ad group for crash courses specifically
Now there is perfect “search term + keyword + ad copy + landing page” match

50. HE ALSO SUPPRESSES “CRASH COURSES”
IN OTHER AD GROUPS, SO THAT THE
KEYWORDS DON’T COMPETE

51. LEARNING #1
Focus on quality, not on quantity of leads
LEARNING #4
Take care of non-performing keywords – create new ad groups, if there’s a chance

52. ONE WEEK IN...

53. The changes in Bob’s campaigns are insane
Impressions High Quality Leads Cost per High Quality Lead
Before Change After Change

54. Sales numbers were up. So were Bob’s spirits

55. MORE IMPORTANTLY, HE WAS SAVING THE DAY… AGAIN

56. BUT IT’S FAR FROM OVER
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