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Mastering Google Adwords 2011
1. MASTERING GOOGLE ADWORDS
Presenter: Anup Batra
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2. Background
ASX Listed Small & Growing Recognition
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3. What We Will Cover
The Basics
Account Settings
Ad Groups
Ad Copies
Campaign Performance
Reducing Wasted Clicks
Latest Changes
Case Studies
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4. Agenda
9:30 to 9:45: Introduction
9:45 to 10:30: The Basics (Setting a campaign)
10:30 to 10:45: Questions
10:45 to 11:00: Break
11:00 to 11.30: PPC Strategy
11:30 to 12.30: Refining a campaign
12:30 to 12:45: Break
12:45 to 1:15: Case Studies
1:15 to 1:30: Q&A
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5. Exercise 1
• How many leads & sales did you get in the
last three months from your website?
• How many would you like to get in the next
three months ?
• How much are you spending on Adwords at
the moment per month?
• How do you rate your Adwords management:
losing money, break even, profitable, super
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6. What is Adwords
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7. What is Adwords
• A method of advertising
• Search Engines & Social Media Sites
• Search & Content Networks
• The Process
• Not every one makes money
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8. PPC v/s SEO
• Liposuction vs Workout
• Quick Returns vs Long Term Results
• Limited vs Unlimited exposure
• More Keywords vs Lesser Keywords
• Instant Scalability vs Organic Growth
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9. Why Adwords
• Quick
• Measurable
• Scalable
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10. Terminology
• Impressions
• Clicks
• Bid
• Budget
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11. Key Metrics
• Average positions
• Cost Per Click
• CTR (Click-through-rate)
• Number of conversions
• Cost per conversion
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12. Creating an Account
• Campaigns
• Ad groups
• Keywords
• Ads
• Display URL
• Destination Page
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13. Campaign View
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14. Campaign Settings
• Location
• Bidding method
• Networks
• Ad-scheduling
• Demographics
• Ad Extensions-site links
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20. Location & Preferences
• Country
• State
• City
• Suburb
• Set of suburbs
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21. Distribution and Networks
• Search
• Content
• Placement
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22. Improving CTR
Segmenting :
• Search type
• Product
• Brand
Ad copy & multivariate testing
-ve keywords
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23. Q&A
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24. Exercise: PPC Strategy
• What are your competitors doing?
• Who are your prospects & where?
• How do you stand out-DNA, sex appeal?
• How much can you pay for an
enquiry/sale?
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25. Choosing Keywords
• Domination vs Penetration
• Search Intent
• High Traffic vs Long Tail
• Competition
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26. Keyword Tools
• Google External Keyword Tool
• Google Traffic Estimator
• Keyword Spy
• Compete
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27. Types Of Keywords
• Primary, secondary & tertiary
• Broad, narrow & exact
• Generic & branded
• Based on search intent
• Based on stage of buying cycle
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28. Destination Pages
• Relevance
• Persuasiveness
• URL’s
• Call to action
• Credibility
• Look natural
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29. Example:
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30. Placement Targeting
• Competitors
• Industry sites
• Comparison sites
• Regional sites
• News sites
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31. Understanding Your Target
• Getting into the mind of your prospect
• What are their desires?
• What are their fears?
• What makes them tick?
• What is it in your product/service which
will resonate with your prospect?
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32. Google Ad Copy
• Line 1 – Keyword match
• Line 2 – Why you
• Line 3 – Call to action
Examples:
L1 – New Nissan Micra
L2 – Melbourne’s largest Nissan Dealer
L3 – Limited Stock. Great Deals
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33. Split Testing
• People buy from you for different reasons
• Try different messages to see which works
best for you
• Keep selecting ads and ad copy based on
response
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34. Split Testing (Cont’d)
• Campaign settings for split testing to work.
Advanced options > Ad serving: Set to
Rotate: show all ads equally
• Which ad do I scrap?
• New Google feature
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35. Optimise For Conversions
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36. Key Metrics
• CTR
• Conversions
• What works better
– Keywords
– Ad copies
– Landing pages
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37. Break
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38. Rationalising Keywords
• Which keywords are getting clicks?
• Which keywords are earning you money?
• What to do with non-performing
keywords?
• Coming up with new keywords which
fewer people are trying
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39. Strategies For Reducing Costs
• Reducing bid
• Go niche
• Reduce wastage
• Strategic search marketing
• Strategic placement targeting
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40. Examples:
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41. Examples:
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42. Increasing Conversions
• Guided navigation
• Soft v/s hard offers
• Shipping policy
• Returns policy
• Checkout process
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43. Increasing Conversions
• Strategic placement of offers
• Regional display
• Tools for engagement e. g. quizzes,
calculators etc.,
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44. PPC Myths
• Cost Per Click is very important
• Spending less is better
• Bigger players win
• Google is where everyone goes
• It is easy to set-up and manage an ad
words campaign
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45. Common Mistakes
• Testing on a very low budget
• Bidding too low in the beginning
• Too many keywords in one adgroup
• Making an adwords campaign and
forgetting about it
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46. Common Mistakes
• Not measuring returns on investment
• Focusing on clicks as a measure of
success
• Looking at volume of enquiries and not
quality
• Not leaving contact details on the website
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47. Turning Around A Campaign
• Campaign Structure
• Improving CTR
• Adcopy
• Keywords
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48. Turning It Around
• Improving conversion rate
• Reducing wasted clicks
• Fresh thinking: fresh campaigns
• Increasing reach
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51. How To Outperform
Competition
• Don’t do what everyone does
• Lifetime value of a customer
• Demos and free trials
• Puppy dog products/services
• Call to action/offers
• Geographic and demographic targeting
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52. Managing A Large Campaign
• Strategy
• Competition
• Structure
• Tools
• Measurement
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53. Good Structure
• Multiple ad groups
• Multiple ad copies
• Split Testing: minimum three per ad group
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54. Integrating PPC with SEO
• Conversion rates increase when we
combine PPC with organic rankings
• Use your meta-description to sell
• Decide which keywords for SEO and
which ones for PPC
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55. Integrating PPC with Offline
Media
• TV
• Radio
• Print
• Newspaper: National or Local
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56. PPC For Occasions
• Mother’s Day
• Fathers Day
• Birthday
• Valentine’s Day
• Christmas
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57. DIY vs. Outsource
• Time
• Money
• Goals
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58. Reducing Wasted Clicks
• Improving quality score
• Use of negative keywords
• dynamic keywords
• Optimal structure
• Uncover niche keywords
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60. Case Studies
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61. Case Study: Home Loans
• Started Adwords with $1000/month
• Got fifteen leads for the spend
• Persuasive content, call to action on
targeted pages and planned forms
• The company now spends 20k per month
on Google Adwords and gets 400 leads per
month
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62. Case Study: Telco and ISP
• Client spend $60k/month
• Reduced $20k spend in the first month
without reducing leads
• Installed conversion tracking to find
wasted clicks from generic keywords like
‘internet’ and ‘broadband’
• Introduced new ad groups and keywords
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63. Case Study: Gift Vouchers
• Inherited a complex campaign
• Created fresh ad copy
• Rationalised keywords
• Launched new campaigns for profitable
products
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64. Turning It Around
• Average sale value $ 150
• Cost per sale
• .5% conversion
• 1 in 200 clicks converting to sale
• Mandate from CEO to turn it around
• Now cost per sale $ 11 while CPC
remains the same
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65. Recruitment
• Google
• Content Network
• Facebok
• Linkedin
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66. In Summary
• Familiarise yourself with all the tools
available
• Invest in tools, resources and expertise.
• Strategically leverage adwords to boost
your sales & profits
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67. Q&A
Arrow Internet Marketing
Level 1, 412 Collins Street
Melbourne 3000
P: 1300 766 665
E: anup@arrowinternet.com.au
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Notes de l'éditeur
Good Morning Everyone and Welcome ! Today we will be talking about a sales channel that that delivers your message 24 hours a day, 7 days a week, reaches 114 countries, speaks 100 languages, and is 100% accountable. I will share with you simple, yet ground breaking ways of making this the most effective salesman. methods of creating content for search. Over the past few years I have worked on 100s of websites from large information websites running into 30K pages to lead generation sites. Why is content important?
to your RSS feeds. Valuable content will get you powerful links. I will share with you an example of a parenting site that we we are working on. One of the terms we wanted to be found for was baby products.
71% of businesses who have used this medium plan to continue or increase their spend in the coming year. (Source : Fairfax Business Research). Google is used throughout the buying cycle
The buying cycle begins with search and search is used throughout the buying process
Noosa heads resort limited budget $20 per day Noosa accommodation . $3 per click so only 6 clicks per day. Noosaheads resorts -580 searches per month. CPC became 1/3 rd with better conversions
Noosa heads resort limited budget $20 per day Noosa accommodation . $3 per click so only 6 clicks per day. Noosaheads resorts -580 searches per month. CPC became 1/3 rd with better conversions
