Presentation for KBN Mount Gravatt (Key Business Network) on effective Google Adwords strategies. This is a highly compressed presentation for moderate users of Google Adwords. The idea was to share best approaches to setting up an effective campaign.

1. Google Adwords
Effective Tactics
Alexei Kouleshov

2. Who I am?
• Internet Marketing Strategist
• Author
• Google Partner
• Started Business in 2007
• Some of my customers
• Shortcuts Software
• Luggage Direct
• Ella Bache

3. What is Google Adwords?
• Pay Per Click advertising
• Quickest way to get to front page of Google (est. 2000)
• Allows specific targeting
• Ad Networks
• Search
• Display
• Video
• Product Listing Ads (PLA)

8. How does it work?
• Keyword triggered
• Relevance Determined by Keyword – Ad – Page
• Ad Rank determines position
• Quality Score (relevance)
• Cost per click (CPC)

9. Ad Rank

10. Objectives Before You Start
• Identify budget (cost per lead)
• Define targeting (ideal client)
• Research your competition
• Come up with great offer (USP)
• Aim for top 3 positions (optimal)
• Bid high CPC to pull through “sandbox period”
• Aim for Quality Score of 6 and above

11. Adwords Effective Tactics
• Tactic #1
• Simplify your campaign
• Perform 80/20 analysis (leads, profit and loss etc)
• Establish USP
• Run campaign only for the top 20%
• Track results
• Perform further 80/20
• Repeat for other areas of your business

12. Adwords Effective Tactics
• Tactic #2
• Research keywords & negative keywords
• Research keywords (Keyword Planner tool)
• Adjust landing pages to keywords
• Categorise keywords into ad groups
• Eliminate keywords with no commitment to buy
• Popular ones: jobs, courses, free, review, forum etc

13. Adwords Effectve Tactics
• Tactic #3
• Setup Landing Pages
• Unique Selling Proposition (offer)
• Keyword optimised (meta data, headline, content)
• Benefits (options)
• Credibility
• Location or keyword specific
• Optimised for device

16. Questions?

17. Thinking of doing Adwords?
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