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

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

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Rachel Yeomans of Astek and Lora Templeton of Wiley Publishing speak on how Google AdWords and Google Analytics can help achieve your business goals. As presented to the Specialized Information ...

Rachel Yeomans of Astek and Lora Templeton of Wiley Publishing speak on how Google AdWords and Google Analytics can help achieve your business goals. As presented to the Specialized Information Publishers Association (SIPA), they walk through best practices, tools, platforms and an in-depth case study that truly showcases a process to follow and build upon for your own advertising process.

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

    • 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-