Primary positon.com seo adwords

1,452 views
1,371 views

Published on

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

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,452
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Primary positon.com seo adwords

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

×