Google AdWords - is it worth it?
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Google AdWords - is it worth it?

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Slides from my talk at the Smart Business Show in May 2014, where I look at how to run cost-effective Google AdWords campaigns.

Slides from my talk at the Smart Business Show in May 2014, where I look at how to run cost-effective Google AdWords campaigns.

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Google AdWords - is it worth it? Google AdWords - is it worth it? Presentation Transcript

  • GoogleAdWords Isitworthit? Smart Business Show Barry Adams Digital Director
  • Part of
  • GoogleAdWords
  • Google’s Search Results
  • Organic (natural) results
  • Advertising (PPC – Google AdWords)
  • Google’s revenue sources Google’s profit comes from:  Advertising 97%  Other 3%
  • Corporate Spend: PPC versus SEO 0 500 1000 1500 2000 2500 PPC SEO Spend (£m) UK Search Marketing spend  PPC £2335m  SEO £436m 0% 20% 40% 60% 80% Paid Organic Clicks
  • So why so much emphasis on PPC? SEO Long-Term Results Google’s black box PPC Instant Results PPC is the most accountable of all online marketing disciplines. Every penny spent can be tracked and its ROI calculated.
  • The pressure is mounting... Someone specifically looking for GoCompare’s website will first see an AdWords Ad, then an ad for Google’s own insurance comparison service...
  • MakingPPC WorkForYou
  • AdWords is about three things: Keywords Ads  Find the right keywords to advertise on.  Create the right ad to get users to click on. Landing Pages  Build a landing page that converts those clicks in to customers. Make sure your keywords, ad text, and landing page all match up. Understand the expectations of users who type in a certain query, and match & exceed those expectations in your ad text and your landing page. Don’t disappoint your users or the click will go to waste.
  • Keyword Research Start with matching your goal to user intent • What are you trying to make your website visitors do? • What keywords would these visitors type in Google? Understand the three types of search query: • Informational – learning stuff • Navigational – finding stuff • Transactional – buying stuff http://moz.com/blog/segmenting-search-intent
  • Google AdWords Keyword Planner https://adwords.google.com/ko/KeywordPlanner/Home
  • Google Trends
  • Google Instant Note: with Google Instant, when your ad is shown for 3 seconds it counts as an impression
  • The Long Tail
  • AdWords Keyword Match Types Broad / Phrase / Exact • Broad match: “safety laces for Doc Martens boots” • Phrase match: “laces for safety boots” • Exact match: “safety boots”
  • Effective Ad Groups • Keep your keywords focused per ad group: • Too much keyword variation in one ad group makes it hard to match your keywords to your ads and your landing page Good ad group: safety boot safety boots safety boots uk buy safety boots cheap safety boots best safety boots Bad ad group: safety boot work boot steel-toe boots leather boots caterpillar boots rubber sole boots
  • Creating Great Ads • Include the keyword often  Title  Description  URL • ISP: Impact Selling Points  Free delivery  Discount
  • Dynamic Keyword Insertion Insert the searcher’s actual query in to your AdWords Ad: {KeyWord:Safety Boots} If the keyword is too long & breaks the character limit, the fallback keyword is used instead.
  • Test, Test, Test • 2-3 ads per ad group minimum • Select a winning ad, use it for further tests • Test different CTAs, URLs, ISPs, etc.. • Never stop testing.
  • Elements of a Great Landing Page • Repeat the keyword to make sure visitors know they’re in the right place • Emphasise your ISPs • Strong calls-to-action  Make your forms as simple as possible  Instil a sense of urgency  Minimise distractions • Use trust signals (security icons, payment providers) & social proof (testimonials, reviews)
  • • Your keyword’s quality score (1-10) influences how much you need to pay to get a high positioning • Quality Score is determined by the following factors:  Your account’s historical CTR  How well the keyword matches your ad & landing page • So it’s a matter of relevance: Keywords Ads Landing Pages AdWords Quality Score
  • Connect The dots Measure & improve your campaigns:
  • Thankyou.