So finden Sie die besten AdWords Keywords für Ihre Werbeanzeigen auf Google. Außerdem: Wie werden Rückschlüsse auf die Anzeigenqualität aus dem Besucherverhalten gezogen? Vortrag vom Hitmeister e-Commerce Day 2014: http://www.hitmeister.de/ecommerceday/videos/your-perfect-adwords-strategy/

1. Your Perfect AdWords Strategy
Alexandra Tachalova
Semrush.com
a.tachalova@semrush.com
@AlexTachalova

2. Our Marketing Team

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1. Conducting AdWords campaigns analysis
2. Improving your Ads Campaigns performance
3. Developing unique proposal in your ads copies
Agenda

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This is Bill, and he is our PPC hero!
Hi!
My name is
Bill, and I’m a
PPC expert!
Bill’s AdWords
Achievements
Spent
$100
Earned
$200

5. Is Bill successful?

6. Integrated Approach: PPC and SEO
PPC and SEO should
be analyzed together,
and benefit from one other!
Otherwise, it’s criminally
irresponsible!

7. Custom Reports in Google Analytics
When it comes to building custom reports in GA,
the challenge is to be something more than average.

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Custom Reports in Google Analytics
1. Google has almost 19K standard reports
that often fail to compare relevant data.
You find insights faster;
2. New ways of learning;
3. Easily set up and measure your
individuals goals;
Your business is unique, your analytics should
reflect that.
Here is why:

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Custom Reports in action! SEO vs PPC
New Visitors http://bit.ly/custom_SEO_vs_PPC

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Custom Reports in action! SEO vs PPC
Bounce Rate http://bit.ly/custom_SEO_vs_PPC

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Custom Reports in action! SEO vs PPC
Transactions http://bit.ly/custom_SEO_vs_PPC

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Calculating Ad Keyword Efficiency
Keyword Tool
Visits
(Clicks)
CPC Total Cost
($)
Transaction
(#)
Transaction
($)
Revenue
Paid Traffic 495 4.88 2416 2 2200 216
Unpaid Traffic 95 0 0 2 1300 1300

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Improving Your Ads Campaign Performance

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Improving Your Ads Campaign Performance
• Increase click-through rate (CTR) at an average of 5%-15%
• Take up more space in the paid search results
• Easy to update with new information
Guess which AdWorld feature is described?
• Mostly FREE
• Directly turns your Calls to Actions into Conversions

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Improving Your Ads Campaign Performance
Getting Ad Extensions displayed in your account:
• Enabled extensions in your Google AdWords
• A high quality Ad score
• Promote your ads among only the top positions listed above organic
results
* Adding an extension won’t guarantee that it will show with your ad,
but you can keep track of when your extensions appear in the Ad.

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Improving Your Ads Campaign Performance
Location Extensions
Types of Extensions

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Improving Your Ads Campaign Performance
Types of Extensions
Sitelinks Extensions

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Improving Your Ads Campaign Performance
Types of Extensions
Call Extensions

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Improving Your Ads Campaign Performance
Types of Extensions
Offer Extensions (Beta)

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Improving Your Ads Campaign Performance
Types of Extensions
Site Search Extensions (Beta)

21. Improving Your Ads Campaign Performance
Tips to Improve your Bounce
Rate Performance!

22. Improving Your Ads Campaign Performance
Tip 1 – Don’t use pop-up windows. They’re irritating!

23. Improving Your Ads Campaign Performance
Tip 2 – Keep your promises. Don’t be a bad marketer!

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Improving Your Ads Campaign Performance
Tip 3 – Analyze the weakest landings for specific keywords.

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Improving Your Ads Campaign Performance
Original Ad Best Performing Ad
Experiment Results: 20% Decrease
Tip 4 – Run A/B testing. Be a winner!

26. Viva
Competitors Research!
Developing Unique Content in Your Ads Copy

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Developing Unique Content in Your Ads Copy
1. Discover your competitors Ads keywords and texts
2. Group your competitors’ keywords by what they’re
promoting (brands/products/etc.)
3. See the most popular ads texts your competitors
are using

28. Finding your competitor’s advertising
insights
Finding your competitor’s advertising insights
So close…
But not close enough!

29. Finding your Competitor’s Ads is Possible…
Your steps for collecting data without
a developer:
1. Searching in Google by specific
keywords to see your competitors
ads
2. Compiling all ads in an Excel
spreadsheet
3. Analyzing data
Classical Approach
Your steps for collecting data with
a developer:
1. Creating special script that will
collect data automatically
2. Analyzing data

30. Finding your Competitor’s Ads is Possible…
Your steps for collecting data:
1. Open your browser and start
analyzing your competitors
ads keywords, ads copies,
& ads positions
2. Start improving your
advertising strategy
Innovative Approach

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Using Special Tools

32. You Competitors’ Ad Keywords

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Group Competitors Ad Keywords
0
200
400
600
800
1000
1200
1400
1600
1800
For Domain – schuh.co.uk (9.3k - Ads kws)

34. Brand “Converse” Ad Copies

35. Most Popular Ads Texts
For Domain – schuh.co.uk (9.3k - Ads kws)

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Your Competitors’ Ad Now Under Control
Put your paw up if
you agree!
han
d

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1. Integrated approach has a lot of benefits;
2. Build custom reports in GA; they’re awesome!
3. Improve your ad performance with the help of ad extensions;
4. Work on your Bounce Rate and try to avoid typical mistakes;
5. Add to your toolbox special tools and start analyzing your competitors today!
Quick Recap

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http://bit.ly/Hitmeister
14-Day Free Access

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Thanks!
Alexandra Tachalova
Communication and Brand Manager
a.tachalova@semrush.com
@AlexTachalova