smAlbany 2013 google pay per click 45 nano

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smAlbany 2013 google pay per click 45 nano

  1. 1. Presented by Darcy Knapp, MBA SEO Web Mechanics
  2. 2. Success with AdWords Presented by Darcy Knapp, MBA SEO Web Mechanics
  3. 3. Popularity of Search EnginesSearch Engines: Google Dominates ~400M Searches Daily/US #2+ Trillion Google Searches Globally in 2012 Presented by Darcy Knapp, MBA SEO Web Mechanics
  4. 4. Put Your Key Words to Work Organic Search Social Search Presented by Darcy Knapp, MBA SEO Web Mechanics
  5. 5. Search Engines Drive Traffic Paper Clip Pay Per Click Presented by Darcy Knapp, MBA SEO Web Mechanics
  6. 6. Click Cost Factors Presented by Darcy Knapp, MBA SEO Web Mechanics
  7. 7. Pay Per Click Advertising Placement and Criteria: Auction Environment: Bid price Click Through Rate (CTR) Quality Score of Landing Page: (QS) Offer Relevancy Stop Dog From Digging Out www.DogGuard.com Safe Underground Electric Fencing Keep Houdini Dog at Home Instead Line 1: Title Line Line 2: Display URL Line 3: Description Line 4: Description Presented by Darcy Knapp, MBA SEO Web Mechanics
  8. 8. Use Good Landing Pages!  Your Landing Page is NOT your home page  Call to Action: Ask for the Business!  Capture Leads: Contact Forms Phone & Email Links  Targeted Offer Match your ad to your landing page.  SEO Value: Get credit for the traffic. Keep it on your site! Presented by Darcy Knapp, MBA SEO Web Mechanics
  9. 9. Identifying Keywords  Traffic – Is there search on the Key Word/Phrase?  Competition – How many competitors are running ads?  Relevancy – Does the Landing Page match the Ad Offer?  Conquesting – select competitor keywords wisely For Local or Geo-Targeted Search Location can be the ultimate key word. Presented by Darcy Knapp, MBA SEO Web Mechanics
  10. 10. Converting Keywords Tier :3 Buying Phase * * * Ready to Buy Consumers * * * Keywords: Dog Fence Installer Tier 1: Research Terms <Researching Need Fulfillment Options> Keywords: Fence Tier 2: Shopping Terms <Thinking about Purchasing option> Keywords: Fence Installer Presented by Darcy Knapp, MBA SEO Web Mechanics
  11. 11. Research Terms can be Tricky! Presented by Darcy Knapp, MBA SEO Web Mechanics
  12. 12. High Competition: Shopping Terms Presented by Darcy Knapp, MBA SEO Web Mechanics
  13. 13. Buying Terms = Success Presented by Darcy Knapp, MBA SEO Web Mechanics
  14. 14. Pay Per Click Advertising Getting the Bang for your $1 Most Expensive vs. BEST ROI Targeted Key Words = Better ROI Local vs. Regional vs. National Presented by Darcy Knapp, MBA SEO Web Mechanics
  15. 15. Adwords: Your Settings  Search  Display  Networks  Mobile?  Geo-Target  Where? Presented by Darcy Knapp, MBA SEO Web Mechanics
  16. 16. Managing Adwords: Your Campaign Presented by Darcy Knapp, MBA SEO Web Mechanics
  17. 17. Adwords: Your Ads  Use more than one ad  CTR – Click Through Rate  Positioning (#1-4 Preferred) Presented by Darcy Knapp, MBA SEO Web Mechanics
  18. 18. Conquesting  Go After Protected Key Words Legally Invisible Fence Innotek Fence Petco Fence Dog Watch Fence Your local Competitor’s Name  Using “smart ads” – be CAREFUL! Presented by Darcy Knapp, MBA SEO Web Mechanics
  19. 19. Adwords: Keyword Match Your Keyword example: Invisible Fence  Exact Match [invisible fence]  Phrase Match “invisible fence”  Broad Match invisible fence Key word Google will serve you on:  Exact Match [invisible fence]  Phrase Match “invisible dog fences”  Broad Match hurricane fencing Presented by Darcy Knapp, MBA SEO Web Mechanics
  20. 20. Negative Keywords Presented by Darcy Knapp, MBA SEO Web Mechanics
  21. 21. Blocked Keywords Presented by Darcy Knapp, MBA SEO Web Mechanics
  22. 22. Adwords: Your Keywords Presented by Darcy Knapp, MBA SEO Web Mechanics
  23. 23. Adwords: Keywords Served Presented by Darcy Knapp, MBA SEO Web Mechanics
  24. 24. Adwords: Site Link Extensions Extensions make your ads stand out! Presented by Darcy Knapp, MBA SEO Web Mechanics
  25. 25. Adwords: Call Extensions Local or Tracking# Call Extensions Presented by Darcy Knapp, MBA SEO Web Mechanics
  26. 26. Location Extensions Google Places/Map Extensions Presented by Darcy Knapp, MBA SEO Web Mechanics
  27. 27. Adwords: Video Ads  Video Drives Traffic & Leads  Clicks are very low cost ($0.05-$0.10) Presented by Darcy Knapp, MBA SEO Web Mechanics
  28. 28. YouTube: Paid Placement Presented by Darcy Knapp, MBA SEO Web Mechanics
  29. 29. Paid Search: Yellow Book Ads What you need to know!! Presented by Darcy Knapp, MBA SEO Web Mechanics
  30. 30. Are You Ready? Darcy Knapp, MBA, President & Chief SEO Web Mechanic A division of Darcy Knapp Consulting, Inc. Cell/Office: 518.366.1707 eMail: Darcy@SEOWebMechanics.com www.facebook.com/DarcyKnapp www.facebook.com/DarcyKnappConsulting www.facebook.com/SEOWebMechanics www.facebook.com/CreateBusinessPages www.twitter.com/DarcyK56 www.linkedin.com/in/DarcyKnapp Presented by Darcy Knapp, MBA SEO Web Mechanics

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