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smAlbany 2013 google pay per click 45 nano

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smAlbany 2013 presentation http://ww.smAlbany.org

smAlbany 2013 presentation http://ww.smAlbany.org

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  • 1. Presented by Darcy Knapp, MBA SEO Web Mechanics
  • 2. Success with AdWords Presented by Darcy Knapp, MBA SEO Web Mechanics
  • 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. Put Your Key Words to Work Organic Search Social Search Presented by Darcy Knapp, MBA SEO Web Mechanics
  • 5. Search Engines Drive Traffic Paper Clip Pay Per Click Presented by Darcy Knapp, MBA SEO Web Mechanics
  • 6. Click Cost Factors Presented by Darcy Knapp, MBA SEO Web Mechanics
  • 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. 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. 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. 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. Research Terms can be Tricky! Presented by Darcy Knapp, MBA SEO Web Mechanics
  • 12. High Competition: Shopping Terms Presented by Darcy Knapp, MBA SEO Web Mechanics
  • 13. Buying Terms = Success Presented by Darcy Knapp, MBA SEO Web Mechanics
  • 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. Adwords: Your Settings  Search  Display  Networks  Mobile?  Geo-Target  Where? Presented by Darcy Knapp, MBA SEO Web Mechanics
  • 16. Managing Adwords: Your Campaign Presented by Darcy Knapp, MBA SEO Web Mechanics
  • 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. 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. 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. Negative Keywords Presented by Darcy Knapp, MBA SEO Web Mechanics
  • 21. Blocked Keywords Presented by Darcy Knapp, MBA SEO Web Mechanics
  • 22. Adwords: Your Keywords Presented by Darcy Knapp, MBA SEO Web Mechanics
  • 23. Adwords: Keywords Served Presented by Darcy Knapp, MBA SEO Web Mechanics
  • 24. Adwords: Site Link Extensions Extensions make your ads stand out! Presented by Darcy Knapp, MBA SEO Web Mechanics
  • 25. Adwords: Call Extensions Local or Tracking# Call Extensions Presented by Darcy Knapp, MBA SEO Web Mechanics
  • 26. Location Extensions Google Places/Map Extensions Presented by Darcy Knapp, MBA SEO Web Mechanics
  • 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. YouTube: Paid Placement Presented by Darcy Knapp, MBA SEO Web Mechanics
  • 29. Paid Search: Yellow Book Ads What you need to know!! Presented by Darcy Knapp, MBA SEO Web Mechanics
  • 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