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Primary positon.com seo adwords

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Some basics about Google AdWords I've picked up since first using it some 6 or 7 years ago.

Some basics about Google AdWords I've picked up since first using it some 6 or 7 years ago.


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Transcript

  • 1. Google AdWords
    Primary Position
    SEO
  • 2. Overview
    Introduction
    Basics
    TLA’s
    Targeting
    Quality Score
    SEO
  • 3. A Quick Introduction
    AdWords
    SEO
  • 4. Basics
    Pay per click cost is auction based
    Time of day and day of week is critical
    Nurses like Sundays
    Injury claimants like afternoons
    Fraudulent claims like Monday Mornings
    Length of phrase (accuracy) lowers cost
    For example – use locations
    South county Dublin
    Private
    SEO
  • 5. Terms
    Conversion
    A lead, qualified lead or sale
    Landing page
    A page designed to present pertinent information for a specific search query
    Analytics
    Google’s online visitor tracking system
    SEO
  • 6. Three letter Acronyms
    SEM
    Search engine Marketing
    SEO (SE Optimisation)
    PPC (Pay-Per-Click)
    PPC
    CTR = Click Through Rate
    CPC = Cost Per Click
    CPM = Cost per Thousand
    CPS = Cost per sale
    SEO
  • 7. The Ad
    In Detail
    SEO
  • 8. Basics- Text Ad
    Header
    Line 1
    Line 2
    Address
    SEO
  • 9. Other Ad Types
    Image Ads
    Video ads (show on YouTube)
    TV Ads
    SEO
  • 10. Ad Placement
    Google Search
    Google.ie/.com
    Search Partners
    Content Network
    Search pages
    SEO
  • 11. Targeting
    Targeted keywords yield better results
    Draw a circle/box around “greater Dublin”
    Doesn’t reduce the price
    But does reduce the cost per conversion
    Other
    Search and Content
    Devices
    Demographical
    SEO
  • 12. Conversion Tracking
    Code that connects an ad to a conversion
    SEO
  • 13. Conversion Algorithm
    Assuming %’s:
    50, 000 Total Opportunities
    10, 000 Ad Impressions
    1000 clicks(10%) (cost)
    40 enquiries (4%) (cost)
    1 Conversion (2.5%) (ultimate cost)
    Therefore:
    1000 clicks = €500 (50c each)
    40 Enquiries = (€12.5 each) or (€1,250 per thousand)
    1 Conversion = €500
    SEO
  • 14. Calculations
    How much is a sale worth?
    How many leads = a sale?
    How many leads do we want?
    How many enquires/leads do we get per click
    What is our monthly budget?
    Are we getting it?
    SEO
  • 15. Inside the AdWords System
    It’s not all straight forword
    SEO
  • 16. Quality Score
    Resulting Page
    Speed
    Relevance to ad
    Page Content
    Landing Pages
    Page Titles
    CTR
    QS of other ads in the same group
    CTR of the Ads
    SEO
  • 17. Campaigns
    Ad Groups control
    Budget
    Platforms
    PC / mobile
    Search types
    Which is spread amongst
    Groups
    Geographical
    Keywords
    Ads
    A/B differential
    SEO
  • 18. Ad Groups
    Group related ads and keywords
    Specific budgets for keywords
    Daily Budgets
    Inherits Geo Target
    Inherits Campaign Settings
    SEO
  • 19. Biggest areas to experiment with
    Budget
    Specific Keywords
    Negative Keywords
    A/B Ads
    Different Ad Types
    Content Network
    Locations
    Time of day
    SEO
  • 20. Things to note
    Quality Score
    Bid Rate Tool
    Conversion tracking
    Suggestions
    Website Optimiser
    Keyword Tool
    Ad CTR
    SEO
  • 21. thank youPrimary Position – SEO Ireland
    Web: http://PrimaryPosition.com
    Blog: http://primaryposition.blogspot.com
    LinkedIn: http://ie.linkedin.com/in/davidquaid
    Twitter: http://twitter.com/primaryposition
    Mail: info@primaryposition.com
    SEO

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