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

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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

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Is Bill successful?

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

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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)

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

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

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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!

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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

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

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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

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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

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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)

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Brand “Converse” Ad Copies

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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