A quick & dirtyintroduction toSEO and PPCBarry AdamsPierce CommunicationsCopyright. All Rights Reserved Pierce Communicati...
Barry Adams   • Digital Services Director at Pierce Communications   • Built my first website in 1995, started my career i...
SEO: Search Engine OptimisationCopyright. All Rights Reserved Pierce Communications. 2012
Definition of SEO:                                                             Search Engine Optimisation Wikipedia: Sear...
Search Engine Results Page (SERP)Copyright. All Rights Reserved Pierce Communications. 2012
Organic (natural) resultsCopyright. All Rights Reserved Pierce Communications. 2012
Advertising (PPC – Google AdWords)Copyright. All Rights Reserved Pierce Communications. 2012
Why is SEO important?                                                             Worldwide Internet Usage Over 2 billion...
UK Search Engine Market Shares                                                                                    SE Marke...
Clickthrough rates (CTR) on search   engine results:Copyright. All Rights Reserved Pierce Communications. 2012
SEO is about two things:                              Relevance                      AuthorityCopyright. All Rights Reserv...
Relevance & Authority:                               Keywords                                     Links Keywords match a ...
The SEO process:                                   Keyword                                                              F...
The Long Tail of search wordsCopyright. All Rights Reserved Pierce Communications. 2012                                   ...
Google Adwords Keyword Tool –http://adwords.google.com/select/KeywordToolExternal Copyright. All Rights Reserved Pierce Co...
Google Insights for Search –http://www.google.com/insights/search/ Copyright. All Rights Reserved Pierce Communications. 2...
Google SuggestCopyright. All Rights Reserved Pierce Communications. 2012
On-Page Optimisation        Elements to be optimised:                                    +             Title tags         ...
On-Page Optimisation+             Title tag                              <title>Pierce Communications - Design,           ...
On-Page Optimisation+             Meta Description tag<meta name=‘description’ content=‘Pierce Communications is a   leadi...
On-Page Optimisation +            Headlines and paragraph structure                                                       ...
On-Page Optimisation+             Body text•     Write for users, not for search engines•     More content = better for se...
On-Page Optimisation+             Image alt attribute                                                             <img    ...
On-Page Optimisation+             URLs• Bad URL:      http://domain.com/default.aspx?p=43351&s=abx&ref=ps-2301-g&…• Good U...
On-Page Optimisation+             Internal links• Link from top to bottom• Link sideways & diagonally• Use keywords in the...
On-Page Optimisation+             Sitemap (HTML and XML)    • HTML Sitemap:        Webpage listing all (relevant) pages o...
Google Webmaster ToolsCopyright. All Rights Reserved Pierce Communications. 2012
Linkbuilding• Links determine a page’s authority• Higher authority = higher ranking on SERPs• More links = higher authorit...
LinkbuildingDifferent types of links:• Reciprocal links    Site A links to site B, and site B links back to site A    No...
How to build links?                              1              Directory Submissions                              2      ...
How to build links?1             Directory Submissions• Online (business) directories such as:    Yelp    Qype    Looka...
How to build links?2             Press Releases• Great way to build valuable links• Make sure your press release…:    Is ...
How to build links?3            (Guest) Blogging• Find relevant blogs & news sites• Approach them and offer to write engag...
How to build links?4             Linkbait• Linkbait is:    Content (published on your website) that is so interesting /  ...
Want to learn more about SEO? • Training (Digital Marketing Institute) • Read SEO books;     The Art of SEO • Read SEO bl...
PPC: Pay Per Click AdvertisingCopyright. All Rights Reserved Pierce Communications. 2012
Definition of PPC                                                             Pay Per Click Wikipedia: Pay per click (PPC...
Why is PPC important?                                                             Worldwide Internet Usage Over 2 billion...
Search Engine Results Page (SERP)Copyright. All Rights Reserved Pierce Communications. 2012
Organic (natural) resultsCopyright. All Rights Reserved Pierce Communications. 2012
Advertising (PPC – Google AdWords)Copyright. All Rights Reserved Pierce Communications. 2012
Google Revenue Sources                                                             Google’s revenue comes from:           ...
Corporate Spend: PPC versus SEO                               Spend (£m)                                                  ...
So why so much emphasis on PPC?                                                             Google’s                      ...
Key PPC Terminology                                                              Clicks & Click Through Rate (CTR) A clic...
Before you begin… Define what is to be achieved, set goals and                                      Get Campaigns created ...
PPC on Google Search (i.e. AdWords) is aboutthree things:                               Keywords Find the right keywords ...
Keyword Research Start with matching your goal to user intent        What are you trying to make your website visitors d...
Google Adwords Keyword Tool –http://adwords.google.com/select/KeywordToolExternal  Copyright. All Rights Reserved Pierce C...
Google AdWords Keyword ToolAdvanced options: country & language settings Copyright. All Rights Reserved Pierce Communicati...
Google Adwords Keyword ToolMatch Types: Broad / [Exact] / “Phrase” Copyright. All Rights Reserved Pierce Communications. 2...
Match Types: Broad / Phrase / Exact Example keyword: red shoes Broad Match - Google will display your advert if your key...
Select the right match type• To start, stick with [exact] – easiest to work with• If you’re confident, go to “phrase” – bu...
Google Insights for Search –http://www.google.com/insights/search/ Copyright. All Rights Reserved Pierce Communications. 2...
Google Suggest     Note: with Google Instant, when your ad is shown for 3 seconds it counts as an     impressionCopyright....
The Long TailCopyright. All Rights Reserved Pierce Communications. 2012
Create your first Adwords Campaign •        Campaign Name •        Locations and Languages •        Networks and Devices •...
Locations                                                             Accurate on                                         ...
Languages Default to EnglishCopyright. All Rights Reserved Pierce Communications. 2012
Networks and DevicesCopyright. All Rights Reserved Pierce Communications. 2012
Bidding and BudgetCopyright. All Rights Reserved Pierce Communications. 2012
SchedulingCopyright. All Rights Reserved Pierce Communications. 2012
Creating Ad Groups• An ad group is a set of keywords connected to one or more ads.• In theory you can have dozens of keywo...
Select keywords for the ad group• Keep your keywords focused per ad group:                       Good ad group:           ...
Creating your first ad                                                             Headline: 25 characters                ...
Creating good ads• Include the keyword in your ad at least once    In the headline or ad text, also in the display URL• I...
Keyword Insertion• With keyword insertion you can include the user’s search query  in your ad exactly how the user typed i...
Ad testing•     Have at least two different ads running in every ad group•     Test, test, test, and then test some more• ...
Budgeting • Default bid: how much you are willing to spend per click     Set on the ad group level     A maximum CPC bid...
Quality Score• Your keyword’s quality score (1-10) influences how much you  need to pay to get a high positioning• Quality...
Landing Pages Don’t send AdWords clicks to your site’s homepage!         Find the most relevant page on your site       ...
Monitor and ImproveCopyright. All Rights Reserved Pierce Communications. 2012
Monitor and Improve With a new campaign, monitor daily         Are my ads on the first page?         Is my CPC set corr...
Monitoring beyond AdWords Use your site’s web analytics to find out which keywords convert the  best & focus your Adwords...
Top PPC Tips  The AdWords Help Centre is a very good resource:   http://adwords.google.com/support/aw/  Never lose sight...
Top PPC Tips Make proper use of keyword match types Use negative keywords to prevent ad spend on irrelevant keywords Ma...
What’s Next? Start your first AdWords campaign:  https://adwords.google.com/select/StartNewAccountCopyright. All Rights R...
What’s Next? Experiment with Ad Extensions: Get Google Adwords Certified  http://www.google.com/adwords/professionals/Co...
Questions?badams@piercecommunications.co.ukhttp://twitter.com/badamshttp://www.piercecommunications.co.ukCopyright. All Ri...
Upcoming SlideShare
Loading in...5
×

Quick and dirty introduction to SEO & PPC

1,958

Published on

Slides used for a 3-hour workshop for Derry City Council, aimed at providing an introduction to SEO and Google AdWords.

Published in: Technology
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,958
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
36
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

Quick and dirty introduction to SEO & PPC

  1. 1. A quick & dirtyintroduction toSEO and PPCBarry AdamsPierce CommunicationsCopyright. All Rights Reserved Pierce Communications. 2012Copyright. All Rights Reserved Pierce Communications. 2012
  2. 2. Barry Adams • Digital Services Director at Pierce Communications • Built my first website in 1995, started my career in all things online in 1997 • Dutch (yes, really) • Previous employers include;  Philips Electronics  Honeywell  Quotezone  Independent News & Media (Belfast Telegraph) • Editor for StateofSearch.com • Guest lecturer for University of Ulster, Digital Marketing InstituteCopyright. All Rights Reserved Pierce Communications. 2012
  3. 3. SEO: Search Engine OptimisationCopyright. All Rights Reserved Pierce Communications. 2012
  4. 4. Definition of SEO: Search Engine Optimisation Wikipedia: Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Getting more relevant traffic to websites via search engines organic results.Copyright. All Rights Reserved Pierce Communications. 2012
  5. 5. Search Engine Results Page (SERP)Copyright. All Rights Reserved Pierce Communications. 2012
  6. 6. Organic (natural) resultsCopyright. All Rights Reserved Pierce Communications. 2012
  7. 7. Advertising (PPC – Google AdWords)Copyright. All Rights Reserved Pierce Communications. 2012
  8. 8. Why is SEO important? Worldwide Internet Usage Over 2 billion users online 150 billion searches a month (that’s more than 56,000 searches/second) UK Internet Usage 51.4 milion users (82.5% of the population) In April 2010, Google received 4.1 billion search page views in the UK The UK internet economy is worth £121 billion = 8.3% of UK gross domestic product Search Engine Usage 89% of all online purchases in the UK begin with a search 92% of all UK Internet users choose Google as their preferred search engine Organic search results receive over 75% of all clicks 91% of users do not look past the first page of search resultsCopyright. All Rights Reserved Pierce Communications. 2012
  9. 9. UK Search Engine Market Shares SE Market Share  Google 92 %  Bing 4%  Yahoo! 2%  AOL 0.5%  Ask 0.5%  Other 1% Google Bing Yahoo! AOL Ask OtherCopyright. All Rights Reserved Pierce Communications. 2012
  10. 10. Clickthrough rates (CTR) on search engine results:Copyright. All Rights Reserved Pierce Communications. 2012
  11. 11. SEO is about two things: Relevance AuthorityCopyright. All Rights Reserved Pierce Communications. 2012
  12. 12. Relevance & Authority: Keywords Links Keywords match a search query to a  Links determine which webpage ranks webpage. highest.Copyright. All Rights Reserved Pierce Communications. 2012
  13. 13. The SEO process: Keyword  Find the right keywords to optimise for Research On-Page  Implement those keywords on the website Optimisation  Make the website search-engine friendly Linkbuilding  Build links to the website to increase its authorityCopyright. All Rights Reserved Pierce Communications. 2012
  14. 14. The Long Tail of search wordsCopyright. All Rights Reserved Pierce Communications. 2012 Source: http://www.seomoz.org/blog/illustrating-the-long-tail
  15. 15. Google Adwords Keyword Tool –http://adwords.google.com/select/KeywordToolExternal Copyright. All Rights Reserved Pierce Communications. 2012
  16. 16. Google Insights for Search –http://www.google.com/insights/search/ Copyright. All Rights Reserved Pierce Communications. 2012
  17. 17. Google SuggestCopyright. All Rights Reserved Pierce Communications. 2012
  18. 18. On-Page Optimisation Elements to be optimised: + Title tags + Meta Description tags + Headlines and paragraph structure + Body text + Image alt attributes + URLs + Internal links + Sitemap (HTML and XML)Copyright. All Rights Reserved Pierce Communications. 2012
  19. 19. On-Page Optimisation+ Title tag <title>Pierce Communications - Design, Marketing, Digital, Print</title>• Put your focus keywords in your title, and include your brand name (use separators like hyphens – and pipes | )• Keep it short – 65-70 characters• Unique title for every page on your websiteCopyright. All Rights Reserved Pierce Communications. 2012
  20. 20. On-Page Optimisation+ Meta Description tag<meta name=‘description’ content=‘Pierce Communications is a leading marketing services agency based in Belfast, Northern Ireland. Services include print design, web design & build, SEO, PPC.’>• Not a ranking factor – but a very important click-through factor• SERPs only show 150 characters – but no guarantee they’ll actually show your description.• Try to include the focus keyword once (it’ll show as bold text)Copyright. All Rights Reserved Pierce Communications. 2012
  21. 21. On-Page Optimisation + Headlines and paragraph structure <H1> headline <H2> subheader <H3> subheaders <p> paragraphs• Allows SEs to understand the content and its context Copyright. All Rights Reserved Pierce Communications. 2012
  22. 22. On-Page Optimisation+ Body text• Write for users, not for search engines• More content = better for search engines Find the right balance• Less content = better for users• Minimum 200 words (rough guideline)• Include your focus keyword(s) and synonyms• Write naturally and make it readable• Don’t stuff it full of keywordsCopyright. All Rights Reserved Pierce Communications. 2012
  23. 23. On-Page Optimisation+ Image alt attribute <img src="http://digitalmarketinginstitute.i e/files/2008/11/ireland-map.jpg" alt="Ireland Map with pins">• Make images relevant to the content• Include a relevant alt attribute – preferably containing (part of) the focus keyword• Can you think of a better alt attribute than the one above?Copyright. All Rights Reserved Pierce Communications. 2012
  24. 24. On-Page Optimisation+ URLs• Bad URL: http://domain.com/default.aspx?p=43351&s=abx&ref=ps-2301-g&…• Good URL: http:// domain.com/wedding-rings/platinum-wedding-band.html• Don’t overdo it – no keyword stuffing• Use a logical structure that makes sense to humansCopyright. All Rights Reserved Pierce Communications. 2012
  25. 25. On-Page Optimisation+ Internal links• Link from top to bottom• Link sideways & diagonally• Use keywords in the link Wrong: To read more about wedding rings, click here. Right: Read more about wedding rings.• Use breadcrumb links:Copyright. All Rights Reserved Pierce Communications. 2012 Source: http://www.seomoz.org/blog/diagrams-for-solving-crawl-priority-indexation-issues
  26. 26. On-Page Optimisation+ Sitemap (HTML and XML) • HTML Sitemap:  Webpage listing all (relevant) pages on the website  Allows users to quickly find the page they’re looking for  Allows search engines to index all pages on your website • XML Sitemap:  XML file containing all webpages on a website that you want to get indexed  Can also include images and videos  Gives more information to search engines: update frequency, importance, preferred URL, date of last change.  Never a replacement for a good indexable website!Copyright. All Rights Reserved Pierce Communications. 2012
  27. 27. Google Webmaster ToolsCopyright. All Rights Reserved Pierce Communications. 2012
  28. 28. Linkbuilding• Links determine a page’s authority• Higher authority = higher ranking on SERPs• More links = higher authority• Not all links are equal;  1 valuable link from a high authority website > 100 links from low-quality sites• Link text is very important;  Branded link: Pierce Communications  Keyword-rich link: Web Design BelfastCopyright. All Rights Reserved Pierce Communications. 2012
  29. 29. LinkbuildingDifferent types of links:• Reciprocal links  Site A links to site B, and site B links back to site A  Not very valuable – avoid if you can• Link wheel  Site A links to site B, site B links to site C, site C links to site A  Not very valuable and a spam signal – avoid if you can• One-way link  Site A links to site B. The end.  Most valuable type of link – get lots of these!Copyright. All Rights Reserved Pierce Communications. 2012
  30. 30. How to build links? 1 Directory Submissions 2 Press Releases 3 Guest Blogging 4 LinkbaitCopyright. All Rights Reserved Pierce Communications. 2012
  31. 31. How to build links?1 Directory Submissions• Online (business) directories such as:  Yelp  Qype  Lookaly  Business.com• The best directories are usually paid• Always check if a directory link is valuable  What is the PageRank of where your link will end up?  Is that page/category even indexed by Google?  Is the link nofollowed?• Usually good for building a base of branded links• Try to find vertical directories relevant to your industryCopyright. All Rights Reserved Pierce Communications. 2012
  32. 32. How to build links?2 Press Releases• Great way to build valuable links• Make sure your press release…:  Is newsworthy, relevant, and interesting enough to be worth reading  Contains a link back to your site (preferably with a keyword-rich link text)• Use professional PR distributors  PR Web: £40 to £200 per press release  PR Newswire UK: pricing per article  BusinessWire: pricing per article  MyNewsDesk: £0 to £590 per month• No guarantee it will be picked up by news outlets  But generally more money spent translates to more & better linksCopyright. All Rights Reserved Pierce Communications. 2012
  33. 33. How to build links?3 (Guest) Blogging• Find relevant blogs & news sites• Approach them and offer to write engaging, interesting, and relevant articles / blog posts• Include a link in your article to your site• Guest blogging:  www.myblogguest.com  www.bloggerlinkup.comCopyright. All Rights Reserved Pierce Communications. 2012
  34. 34. How to build links?4 Linkbait• Linkbait is:  Content (published on your website) that is so interesting / funny / newsworthy / controversial that people will link to it without having to be asked• Types of linkbait:  Great articles with valuable insights  Infographics  Breaking news stories  Top 10 lists• Spread via social media  Share on Twitter & Facebook  Submit to social news sites such as RedditCopyright. All Rights Reserved Pierce Communications. 2012
  35. 35. Want to learn more about SEO? • Training (Digital Marketing Institute) • Read SEO books;  The Art of SEO • Read SEO blogs;  Search Engine Land  SEOmoz  State of Search • Start doing it • Hire a professionalCopyright. All Rights Reserved Pierce Communications. 2012
  36. 36. PPC: Pay Per Click AdvertisingCopyright. All Rights Reserved Pierce Communications. 2012
  37. 37. Definition of PPC Pay Per Click Wikipedia: Pay per click (PPC) is an Internet advertising model used to direct traffic to websites, where advertisers pay the hosting service when the ad is clicked. Advertising on search results pages to get more relevant traffic to your website.Copyright. All Rights Reserved Pierce Communications. 2012
  38. 38. Why is PPC important? Worldwide Internet Usage Over 2 billion users online 150 billion searches a month (that’s more than 56,000 searches/second) UK Internet Usage 51.4 milion users (82.5% of the population) In April 2010, Google received 4.1 billion search page views in the UK The UK internet economy is worth £121 billion = 8.3% of UK gross domestic product Search Engine Usage 89% of all online purchases in the UK begin with a search 92% of all UK Internet users choose Google as their preferred search engine PPC adverts receive over 25% of all clicks 91% of users do not look past the first page of search resultsCopyright. All Rights Reserved Pierce Communications. 2012
  39. 39. Search Engine Results Page (SERP)Copyright. All Rights Reserved Pierce Communications. 2012
  40. 40. Organic (natural) resultsCopyright. All Rights Reserved Pierce Communications. 2012
  41. 41. Advertising (PPC – Google AdWords)Copyright. All Rights Reserved Pierce Communications. 2012
  42. 42. Google Revenue Sources Google’s revenue comes from:  AdWords 99%  Other 1%Copyright. All Rights Reserved Pierce Communications. 2012
  43. 43. Corporate Spend: PPC versus SEO Spend (£m) Clicks2500 80%2000 60%1500 40%1000 20% 500 0 0% PPC SEO Paid Organic 2010 UK Search Marketing spend  PPC £2335m  SEO £436mCopyright. All Rights Reserved Pierce Communications. 2012
  44. 44. So why so much emphasis on PPC? Google’s SEO Results black box PPC Results PPC is the most accountable of all online marketing disciplines. Every penny spent can be tracked and its ROI calculated.Copyright. All Rights Reserved Pierce Communications. 2012
  45. 45. Key PPC Terminology Clicks & Click Through Rate (CTR) A click (sometimes called a clickthrough) occurs when a user sees and clicks on your ad, leading them to your website. Clickthough-rate is measure as the percentage of impressions that resulted in a click. Impressions The "Impr" located on your reporting statistics refers to the number of "impressions" for your ad. The number of impressions is the number of times an ad is displayed. Conversion Rate Conversion is calculated with a user clicks on your advert and completes a pre-defined goal i.e. buy a product or sign up to your newsletter. Conversion rate is measured as the percentage of clicks that led to conversions. More terminology can be found in the Google AdWords Glossary: http://adwords.google.com/support/aw/bin/topic.py?hl=en&topic=15464 Copyright. All Rights Reserved Pierce Communications. 2012
  46. 46. Before you begin… Define what is to be achieved, set goals and Get Campaigns created key perfomance - do we do this in indicators house? Monitor and controlObjectives Channel Set up Manage Monitor What is the best What needs done to channel to use, based manage PPC ongoing on our objectives? What creative is required? Copyright. All Rights Reserved Pierce Communications. 2012
  47. 47. PPC on Google Search (i.e. AdWords) is aboutthree things: Keywords Find the right keywords to advertise on. Make sure your keywords, ad text, and landing page all match up. Ads Understand the expectations Create the right ad to get users to click of users who type in a certain on. query, and match & exceed those expectations in your ad text and your landing page. Landing Pages Don’t disappoint your users or the click will go to waste. Build a landing page that converts those clicks in to customers.Copyright. All Rights Reserved Pierce Communications. 2012
  48. 48. 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: 1. Informational – learning stuff 2. Navigational – finding stuff 3. Transactional – buying stuff http://www.seomoz.org/blog/segmenting-search-intent Copyright. All Rights Reserved Pierce Communications. 2012
  49. 49. Google Adwords Keyword Tool –http://adwords.google.com/select/KeywordToolExternal Copyright. All Rights Reserved Pierce Communications. 2012
  50. 50. Google AdWords Keyword ToolAdvanced options: country & language settings Copyright. All Rights Reserved Pierce Communications. 2012
  51. 51. Google Adwords Keyword ToolMatch Types: Broad / [Exact] / “Phrase” Copyright. All Rights Reserved Pierce Communications. 2012
  52. 52. Match Types: Broad / Phrase / Exact Example keyword: red shoes Broad Match - Google will display your advert if your keyword is used in any query string - e.g. Query String match – ‘red dress and black shoes’ Phrase Match - Google will display your advert if your keywords are used in sequence within any query string - e.g. Query String match – ‘buying red shoes online’ Exact Match - Google will display your advert if only your exact keyword is used in any query string - e.g. Query String match – ‘red shoes’ Note: Google is Case Insensitive: red shoes = Red Shoes = rEd sHoEs Copyright. All Rights Reserved Pierce Communications. 2012
  53. 53. Select the right match type• To start, stick with [exact] – easiest to work with• If you’re confident, go to “phrase” – but keep an eye on which keywords are actually used• When using “phrase” matching, be sure to refine your targeting with negative keywords  A negative keyword is a word that, when it is part of the query, your ad will NOT show up on.  Ex: “red shoes” is your keyword, and you have set ‘cheap’ as a negative keyword. Your ad will show: red shoes sale Your ad will NOT show: cheap red shoes sale• Broad match is best avoided, unless you’re VERY confident and have a good handle on your negative keywordsCopyright. All Rights Reserved Pierce Communications. 2012
  54. 54. Google Insights for Search –http://www.google.com/insights/search/ Copyright. All Rights Reserved Pierce Communications. 2012
  55. 55. Google Suggest Note: with Google Instant, when your ad is shown for 3 seconds it counts as an impressionCopyright. All Rights Reserved Pierce Communications. 2012
  56. 56. The Long TailCopyright. All Rights Reserved Pierce Communications. 2012
  57. 57. Create your first Adwords Campaign • Campaign Name • Locations and Languages • Networks and Devices • Bidding and Budget • Ad Extensions • Advanced Settings  Scheduling  Ad Delivery  Demographical BiddingCopyright. All Rights Reserved Pierce Communications. 2012
  58. 58. Locations Accurate on country level, less so on regional level.Copyright. All Rights Reserved Pierce Communications. 2012
  59. 59. Languages Default to EnglishCopyright. All Rights Reserved Pierce Communications. 2012
  60. 60. Networks and DevicesCopyright. All Rights Reserved Pierce Communications. 2012
  61. 61. Bidding and BudgetCopyright. All Rights Reserved Pierce Communications. 2012
  62. 62. SchedulingCopyright. All Rights Reserved Pierce Communications. 2012
  63. 63. Creating Ad Groups• An ad group is a set of keywords connected to one or more ads.• In theory you can have dozens of keywords in a single ad group• In practice, you’ll want to keep your ad groups small and focused Keywords Ads Landing PagesCopyright. All Rights Reserved Pierce Communications. 2012
  64. 64. Select keywords for the ad group• Keep your keywords focused per ad group: Good ad group: Bad ad group: hairbrush hairbrush hair brush bristle brush hair brushes paddle brushes hairbrushes styling brush pro hair brush hair styling best hair brush combs• Too much keyword variation in one ad group makes it hard to match your keywords to your ads and your landing page Copyright. All Rights Reserved Pierce Communications. 2012
  65. 65. Creating your first ad Headline: 25 characters Description lines: 35 characters each Display URL: 35 characters Destination URL: 1024 characters This is how it will look:Copyright. All Rights Reserved Pierce Communications. 2012
  66. 66. Creating good ads• Include the keyword in your ad at least once  In the headline or ad text, also in the display URL• If you have a good price point or special offer, mention it  But be sure to adhere to Google’s guidelines• Proper spelling, grammar & punctuation  Make a good first impression• Use what you’re given, don’t be shy  Ex: your Display URL is also an opportunity, e.g. www.yoursite.com/Keyword-HereCopyright. All Rights Reserved Pierce Communications. 2012
  67. 67. Keyword Insertion• With keyword insertion you can include the user’s search query in your ad exactly how the user typed it• As such only useful for ad groups using phrase and broad match keywords• Syntax:  {keyword: Default Keyword}  {keyword:} will make the text lowercase  {Keyword:} Capitalises the first word  {KeyWord:} Will Capitalise All Words• If the inserted keyword would break the ad limitations, the default keyword is used• Best used in the headlineCopyright. All Rights Reserved Pierce Communications. 2012
  68. 68. Ad testing• Have at least two different ads running in every ad group• Test, test, test, and then test some more• Use the best performing ad as the basis for a new round of tests• Never get complacent, always keep trying new thingsCopyright. All Rights Reserved Pierce Communications. 2012
  69. 69. Budgeting • Default bid: how much you are willing to spend per click  Set on the ad group level  A maximum CPC bid can also be set per individual keyword  Influences how high on the SERP your ad will show • Daily budget: how much you are willing to spend per day  Set on the campaign level  When your daily budget is used, your ads will stop showing • Automatic bidding (based on your daily budget)  Let Google do the work for you to optimise clicks/conversions  Not particularly efficient (yet)Copyright. All Rights Reserved Pierce Communications. 2012
  70. 70. Quality Score• 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 your keyword matches your ad and landing page• You can influence your CTR on a fresh account by setting a very high max CPC bid for a short while• After that it’s a matter of…: Keywords Ads Landing PagesCopyright. All Rights Reserved Pierce Communications. 2012
  71. 71. Landing Pages Don’t send AdWords clicks to your site’s homepage! Find the most relevant page on your site Set that as the destination URL If you don’t have a relevant page – build it Be sure your target keyword is included on your landing page Include a strong call to action If your ad mentions offers/discounts, also mention them on the landing pageCopyright. All Rights Reserved Pierce Communications. 2012
  72. 72. Monitor and ImproveCopyright. All Rights Reserved Pierce Communications. 2012
  73. 73. Monitor and Improve With a new campaign, monitor daily Are my ads on the first page? Is my CPC set correctly? Have my ads been disallowed? What is my Quality Score and how can I improve it? Should I include negative keywords? Is my targeting accurately finding my audience? Don’t make rash decisions More time = more data = more informed decisions Never less than weekly monitoring Surprises can always pop upCopyright. All Rights Reserved Pierce Communications. 2012
  74. 74. Monitoring beyond AdWords Use your site’s web analytics to find out which keywords convert the best & focus your Adwords on these Don’t cannibalise your organic rankingsCopyright. All Rights Reserved Pierce Communications. 2012
  75. 75. Top PPC Tips  The AdWords Help Centre is a very good resource: http://adwords.google.com/support/aw/  Never lose sight of your goals – If there is no ROI, don’t spend money on Adwords  Remember that PPC supplements SEO – AdWords does not replace SEO  Don’t get complacent – Never stop testing – Try new keywords – Expand in to other channels – If something doesn’t work, try to find out whyCopyright. All Rights Reserved Pierce Communications. 2012
  76. 76. Top PPC Tips Make proper use of keyword match types Use negative keywords to prevent ad spend on irrelevant keywords Make sure your landing pages are relevant to the keyword and match the expectation set by your ad text Match your AdWords campaigns to your offline marketing activities If the ROI is there, increase your spend Separate campaigns for Search & Display ads – Also separate campaigns for Search & Google’s NetworkCopyright. All Rights Reserved Pierce Communications. 2012
  77. 77. What’s Next? Start your first AdWords campaign: https://adwords.google.com/select/StartNewAccountCopyright. All Rights Reserved Pierce Communications. 2012
  78. 78. What’s Next? Experiment with Ad Extensions: Get Google Adwords Certified http://www.google.com/adwords/professionals/Copyright. All Rights Reserved Pierce Communications. 2012
  79. 79. Questions?badams@piercecommunications.co.ukhttp://twitter.com/badamshttp://www.piercecommunications.co.ukCopyright. All Rights Reserved Pierce Communications. 2012Copyright. All Rights Reserved Pierce Communications. 2012
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×