How to Speak Google: Using AdWords and Analytics to Grow Your Publishing Business

Presents How to Speak Google:Using AdWords and Analytics to Grow Your Publishing Business Thursday, October 25, 2012, 1-2:30 p.m. EDT Speakers Rachel Yeomans Lora Templeton - Leslie Davidson (Moderator) t SPECIALIZED INFORMATION PUBLISHERS ASSOCIATION -992-

Thank you for participating in “How to Speak Google: Using AdWords and Analytics to Grow Your Publishing Business.” The manual contains important information you will need for this conference.THIS CONFERENCE MANUALINCLUDES: -in HOW TO ASK A QUESTIONCONFERENCE DETAILS , Web You are in25 On ouHOW TO JOIN THE CONFERENCE sipa1Audio 1-888-450-9851 - -We at SIPA are excited about this session with two experts who will show you the ins and outs of AdWords and Analytics. You’ll come away with strategies to help you create successful AdWords campaign—and analyze the results—without breaking the bank. If you have questions about this webinar, please call us at 703-992-9339. SPECIALIZED INFORMATION PUBLISHERS ASSOCIATION -992-

How to Speak Google:Using AdWords and Analytics to Grow Your Publishing Business

The Process…   What is Google AdWords   From a Campaign Perspective   What is Google Analytics   Google Analytics and AdWords   Now Back to the Campaign How to Speak Google:10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 2

What is Google AdWords?   Google’s main advertising product and main source of revenue   Pay-Per-Click, Cost-Per-Click, Cost- Per-Thousand-Impressions, Site- Targeted Advertising   IP Address Exclusion & Frequency Capping How to Speak Google:10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 3

What are the Benefits?   Time   Maintainability   Guaranteed Placement   Control How to Speak Google:10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 4

Keywords, Keywords, KeywordsWhat are people looking for on Google? How to Speak Google: 10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 5

Keywords, Keywords, Keywords   Google AdWords Preview   Web SEO Analytics   AdWords Editor   SEM Rush How to Speak Google:10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 6

Finding Your Keywords How to Speak Google:10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 7

Finding Your Keywords How to Speak Google:10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 8

Our Campaign… Our award-winning quarterly journal Frances Hesselbein, Editor in Chief Bruce Rosenstein, Managing Editor Main marketing channel: Direct Mail 2009 – 243K pieces mailed 2010 – 215K pieces mailed 2011 – 207K pieces mailed 2012 – 143K pieces mailed 2013 – ??? Marketing microsite launched July 2011 – Email campaigns average $3K iPad mobile app scheduled for launch December 2012 Time to go digital! How to Speak Google:10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 9

leadertoleaderjournal.com Marke�ng site with new content monthly Average of 140 visitors a month Two email campaign promo�ons How to Speak Google:10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 10

Our Campaign Goals §  Build site traffic §  Raise brand awareness §  Improve site discoverability §  Grow e-alert list – Conversion Goal §  Attract new subscribers – Conversion Goal How to Speak Google:10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 11

Setting up the Campaign §  Campaign – Leader to Leader §  Ad Groups §  Leader to Leader – general branding §  Leadership Journals – content §  Leadership Gurus – our contributors §  Insights You Need to Lead – customer-centric §  Management – “How To” and guidance §  Settings – US/Canada and $50 a day How to Speak Google:10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 12

Conversion Goals§  Thank You Page for E-Alert Sign-Up§  Subscribe Page How to Speak Google:10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 13

Conversion Goal Codes§  Code can be emailed to web-designer§  Or cut and pasted and inserted into page How to Speak Google:10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 14

Setting up the Ad Groups How to Speak Google:10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 15

Setting up the AdsI call it Google Haiku: Insights For Leaders 25 characters The Journal by Leaders, For Leaders 35 characters From the Hesselbein Ins�tute 35 characters www.leadertoleaderjournal.com 35 characters How to Speak Google: 10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 16

Picking the KeywordsThink like a customer when you create your ini�al list. Going for the Obvious   Journal �tle   Editors   Main contributors   Associated history with Peter Drucker Ge�ng Intui�ve   Recent ar�cle subjects   Marke�ng copy   our own website metadata Team Brainstorming and ﬁnally Google AdWords Keyword Tool How to Speak Google: 10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 17

How to Speak Google:10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 18

It’s hard to resist the tempta�on to have fun! How to Speak Google:10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 19

Drilling Down — Keyword clusters provide more terms — Competitive ranking: High to Low — Exclude terms to refine search How to Speak Google:10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 20

Remember: Competition: The number of advertisers worldwide bidding on each keyword relative to all keywords across Google. The shaded bar represents a general low-to-high guide to help you determine how competitive ad placement is for a particular keyword. Even a most ordinary phrase can suddenly become competitive overnight! Keep an eye on your budget! How to Speak Google:10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 21

— Different Keywords for Different — AdWord Groups — Set my daily budget and my campaign is ready to go! How to Speak Google:10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 22

Results within 24 Hours!188 clicks! More than our monthly average of visits. SUCCESS! Or was it? What would Google Analytics say? How to Speak Google: 10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 23

What is Google Analytics?   Service offered by Google that generates detailed statistics about the visits to a website.   The most widely used website statistics service.   Google Analytics can track visitors from:   Referrers   Display advertising   Pay-Per-Click networks   Email Marketing   Digital Collateral How to Speak Google:10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 24

Now Back to the Campaign…Leadership Gurus Ad Group emerges as immediate hit §  Most impressions §  Most clicks §  Average CPC is lowest in the group How to Speak Google: 10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 25

Day One in Google AnalyticsFirst Lesson: Increased Visits is not equal to Increased Engagement§  Eight seconds on the average spent on site§  Less than two pages viewed§  Bounce Rate higher than site average How to Speak Google: 10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 26

Campaign Test OneLeadership Guru Ad Group Paused§  Allowing budget to concentrate on higher-cost campaigns§  May discover the optimum campaign for my target audience How to Speak Google: 10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 27

Day Two in Google AnalyticsSecond Lesson: Most Clicked Ad Group Deserves Closer Look§  Other campaigns didn’t increase performance§  But Average Visit Duration Did§  Bounce Rate Decreased How to Speak Google: 10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 28

Campaign Test TwoLanding Page Analysis§  AdWord Campaign is the Sales Pitch§  Should Landing Page be more representative of the CONTENT?§  If our audience wants Leadership Gurus – maybe we should deliver. How to Speak Google: 10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 29

AdWords Editor§  AdWords Editor is a free Google application for managing your AdWords campaigns. Use it to download your account, update your campaigns with powerful editing tools, then upload your changes to AdWords.§  Work offline, then upload your changes at any time.§  Make bulk changes (such as updating bids or adding keywords) in just a few steps.§  Copy or move items between ad groups and campaigns.§  Navigate through your account quickly and easily.§  Circulate proposed changes and get feedback from other users.Allows editing of active campaigns without losing statsFree Download at http://www.google.com/intl/en/adwordseditor/ How to Speak Google:10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 30

AdWords Editor How to Speak Google:10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 31

But is this going to be Cool with Google?Understanding display URL and des�na�on URL The display URL is the website address thats shown in your ad. In standard text ads, the display URL appears in green. Google can only show up to 35 characters of your display URL (or 20 characters for WAP mobile ads). If your display URL is longer, a shortened version will appear with your ad. Display URLs should give customers a clear idea of what page theyll arrive at when they click an ad. For this reason, Googles policy is that both display and des�na�on URLs be within the same website. This means the display URL in your ad must match the domain that visitors will land on when they click on your ad. For example, if the website youre adver�sing is using the domain example.com, your ads display URL must also contain example.com. Example An ad could use a clean display URL like example.com, while using a more speciﬁc des�na�on URL like example.com/camera_purchase_page.html to link customers to the most relevant page. The des�na�on URL is the address for the landing page in your website where youd like send people a�er they click your ad. Your des�na�on URL isnt visible in the ad, so you can use it to direct people to a speciﬁc page within your site without clu�ering your ad. How to Speak Google:10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 32

Okay, Cool How to Speak Google:10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 33

Day Three in Google AnalyticsThird Lesson: Hey! That worked!§  Overall click-rate improves from first day§  Average Visit Duration improves from first day§  Bounce Rate improves from first day§  Page / Visit closer to pre-campaign average How to Speak Google: 10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 34

Campaign Test ThreeNew Destination Page for “Leader to Leader” Ad Group AdWords and keywords focus on Frances Hesselbein How to Speak Google: 10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 35

New Destination Page for “Leadership Journals” Ad Group AdWords and keywords focus on journal as product How to Speak Google: 10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 36

New Destination Page for “Management” Ad Group: More Content Guy Kawasaki of Apple is one of the emerging thought-leaders How to Speak Google: 10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 37

All edits loaded into Google AdWords Editor How to Speak Google: 10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 38

Day Four in Google Analytics§  Average Visit Duration at all-time high for campaign§  Visit count stays steady§  Bounce Rate up again How to Speak Google: 10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 39

Campaign Test Four?§  Google is suggesting that I look at my keywords§  I’m also reviewing ads with high cost per click rates & may pause these§  Campaign-specific landing page with incentive to sign-up for e-Alerts§  And more… How to Speak Google: 10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 40

ConclusionGoogle AdWords vs Email §  Email budget of $3K that’s spent in one shot can sustain a longer AdWord campaign §  Ongoing results can be analyzed to adapt the active campaign §  Greater insights into what audience will respond to – in both marketing AND content §  And finally…it’s really fun! How to Speak Google:10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 41

Thank YouLora TempletonWileyOne Montgomery, St 1200San Francisco, CA 94104ltemplet@wiley.comtwitter.com/leetempletonlinkedin.com/in/loratempletonRachel YeomansAstek3580 W Belden, Ste 3Chicago, IL 60647Rachel.yeomans@astekweb.comTwitter.com/rachelyeomansLinkedin.com/in/rachelyeomans How to Speak Google:10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 42

Speaker Bios and Contact InformationRachel Yeomans - TheWorkingWardrobe, Forbes and Crains New YorkCONTACT -486-6666 SPECIALIZED INFORMATION PUBLISHERS ASSOCIATION -992-

Lora Templeton - -CONTACT - - - SPECIALIZED INFORMATION PUBLISHERS ASSOCIATION -992-

Leslie Davidson (moderator)CONTACT650- - SPECIALIZED INFORMATION PUBLISHERS ASSOCIATION -992-

How to Speak Google: Using AdWords and Analytics to Grow Your Publishing Business

by Astek Consulting on Oct 29, 2012

Accessibility

Categories

Upload Details

Usage Rights

Statistics

How to Speak Google: Using AdWords and Analytics to Grow Your Publishing Business Presentation Transcript