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Adwords & Analytics

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SitesPlus workshop on AdWords and Analytics

SitesPlus workshop on AdWords and Analytics

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  • As Google web search – Google’s core product, it’s aim is to give relvant results In essence this product is free to use and free to register on
  • Explain the word organic
  • The cost of that ad at the moment is 1.35
  • The cost of that ad at the moment is 1.35
  • The cost of that ad at the moment is 1.35
  • Show people how much it would have cost to click on that link Look also at the search volume – highest time January – so it might be worth paying this much in Jan and Feb only!
  • Note – remind people that Google is making money
  • The cost of that ad at the moment is 1.35
  • Lightly point and show columns and search volume – next few slides show this in all detail
  • Next slide – change to EXACT
  • Ad postiions
  • LET’S LOOK DOWN THE LIST AND SEE THE SEARCH VOLUME AND COMP RELATES TO PRICE Can YOU SEE ANY THAT DON’T MATCH UP?
  • Write down 10 campaign ideas, 5 direct and 5 indirect – CAMPAIGN IDEAS SHEET
  • HANDOUT – writing effective ads
  • Next to your keywords – think about landing pages – do you need to create a new page?
  • Have a look round
  • 15 minutes of working
  • Run through the sign up process
  • Transcript

    • 1. Pay Per Click Campaigns
    • 2. AdWords Search Marketing MSN - AdCenter
    • 3.
      • Why and how
      • Bidding tips
      • Generating ideas
      • Writing Ads
      • 5 common mistakes
    • 4.
      • ‘ Understanding SEO’ is all about appearing in the free listings
      • PayPer Click - paying
    • 5. Why pay?
      • New site
      • Want exposure
        • Fast – new product
        • Or for a short time, peak season
      • Support your organic searches
      • Diversify your campaign – info not on your website
      • Test the market
      • Don’t use it
      • To replace your organic marketing – too expensive
    • 6.  
    • 7. How does AdWords work?
      • Bid on keyword phrases
        • More competitive– higher the cost
      • Can’t just compete on random phrases
    • 8. Click Through Rate  someone types in your keywords
    • 9. What are you charged?
      • Depends on what you bid
      • 4p, 10p, 25p
        • £1.50
        • £8.00
    • 10.  
    • 11.  
    • 12. How do I control cost?
      • Monthly Cap on charges
      • Can cap at £10 a month - £100 a day
      • 4p a click = 250 clicks @ £10 a month
      • 20p a click = 50 clicks
    • 13.
      • Better quality your ad
      • Cheaper it becomes
      • How do you improve quality?
    • 14. Quality Score
      • CTR
      • Compares your CTR to historical CTR of the keyword (each one is different)
      • Your account history
      • The quality of your landing page
      • The relevance of the keyword to the ads in its ad group
    • 15. Who gets top spot?
        • Quality Score x Price bid = AdRank
      • Max. Bid CTR Rank Ad position
      • Competitor 2 £1 10% 10 First Competitor 1 £2 3% 6 Second
    • 16. Return on your investment
      • Important
      • Your spend MUST deliver – otherwise, waste
      • But it is not magic
        • £10 a month will NOT= £100,000 business for you
    • 17. Bidding tips
    • 18. Three ways to bid effectively AdWords
      • https://adwords.google.com
      • Type in
      • Somerset holiday cottages – Get keyword ideas
      • Drop down – select all
    • 19. Working your way around the screen 1. Match types 2. CPC 3. Advertiser Competition
    • 20. 1. Match types
      • Broad
        • Somerset holiday cottages
          • Somerset holiday cottages
          • Cottage holiday somerset dog
          • Somerset
          • Somerset holiday self catering cottages
      • Phrase – in order, with other terms
        • Holiday cottage somerset
          • Holiday cottage in somerset
      • Exact
        • Holiday Cottage Somerset
          • Holiday cottage somerset, NOT holiday cottages somerset
      • Negative
        • Holiday Cottage somerset
          • NOT dog friendly, not children friendly
    • 21. Match Types
      • Change match to EXACT
        • See the search volumes change
      • More competitive
      • Narrow the match type
    • 22. Negative keywords
      • Broad matches
        • -scotland
        • - devon
        • -beach
    • 23. 2. Cost per click
      • Now type in 0.10 into the cost box
      • Click re-calculate
      • Notice the ad position change
      • Now try it with 50p
    • 24. 1 2 3 4 5 6 7 8 9 10
    • 25. 3. Advertiser competition
      • Now clear CPC and match type
    • 26. NB: Volume and competition don’t always match Higher the competition and search volume, the higher the price
    • 27. Generating ideas Thinking up ideas Spotting opportunities Widening your scope
    • 28. AdWord Keywords
      • Could be same as your keywords phrases
        • Exposure
      • Could be different
        • Testing or diversifying your campaign
    • 29. Generate your AdWord ideas
      • Direct - obvious
          • Your type of business – bed and breakfast, guesthouse,
          • Your keywords
        • Narrow down using
          • L ocation, County, district, town
          • S pecific niche: pool, sauna, dogs/pets, farm, luxury, beach/country, nature, good food, gluten/veggie, cyclist/bird watchers/equestrian
    • 30. Generating AdWord ideas
      • Indirect – not so obvious
          • Relationships
            • Tourist hotspots, airports,
            • Partnerships, Sawdays, AA, RAC
        • Think about the research stage of the buying cycle
          • Places to stay with children
          • Walking holidays
          • Wedding venues in XXX
    • 31. Generating AdWord ideas
      • Events
        • Easter
        • Valentine’s weekends
        • Late booking
        • Birthday presents
        • Christmas gifts
          • Words you don’t have written in your site – but are appropriate
      • Sleeps 20
      • Sleeps 19
      • Sleeps 18
    • 32. Generating Adword ideas
      • Type into https://adwords.google.com
        • Type in your web address – get some more ideas
        • Type in a competitors address
        • Type in a key phrase
    • 33. Now try a few Keywords
        • Change
          • 1. Cost per click (CPC) -positions – look for 4-7
          • 2. Match type – change to Phrase or Exact
          • 3. Advertiser competition
        • High search volume +Low advertiser competition
        • High search + high competition + exact matches
    • 34.
      • What aren’t good options
      • Broad match high comp – too expensive
      • Really low search terms – no clicks
    • 35. The Art of writing Ads
    • 36.
      • Good keywords and clever bidding is not enough
      • It takes a good ad for the potential customer to actually see it.
      • Can increase your CTR significantly
    • 37. Examples Holiday Cottages Devon
      • Devon Cottages
      • A superb range of properties Check availability and book online. www. cottages 4you.co.uk
      • http://www.cottages4you.co.uk/%3Fclickcd ...
      •   
      • Accommodation Rural Devon
      • Top quality Holiday Cottages in the beautiful Devon countryside www. devon farms.co.uk
      • http://www.devonfarms.co.uk  
      •  
      • Cottages in Devon
      • Relax and explore Devon with a Hoseasons cottage . Book online now! hoseasons.co.uk/ devon
      • http://www.hoseasons.co.uk/V3/WebPages/U ...   
      Headline Line 1 Line 2 Visible address Actual URL
    • 38. Writing the Ad
      • Look at others – type your keyword phrase into Google
      • Include a call-to-action
      • Clearly describe what is unique
      • Include your business name
      • Put your most important keyword in the title
      • If you sell to a precise location, name the location
      • READ THE GUIDELINES
    • 39.
      • Holiday Cottages in Devon
      • Self Catering Holiday Cottages in Devon available now www.Classic.co.uk
      • http://www.classic.co.uk/browse-holiday- ...   
      • DEVON Holiday Park Offers
      • Best Devon Caravan Holiday Deals Put Us To The Test - 4 nts from £69 Park Holiday sUK.com/ Devon http://www.parkholidaysuk.com/offers/car  ...   
      • Northway Holiday Cottages
      • Self Catering Holiday Cottages . Indoor Pool, Spa, Close To Beach! www.northway holidaycottages .co.uk
    • 40. Let’s have a go
      • Headline - 35 characters (including spaces)
      • Line 1 - 25 characters
      • Line 2 – 25 characters
      • Web address – doesn’t have to be exact
          • kindredcottage.co.uk/pool  www.kindredcottage.co.uk/catpage/fp+49302
    • 41. Common Mistakes
    • 42. 1 st mistake
      • Too many different kinds of keywords in one ad group
      • Groups them into separate ad groups
    • 43.
      • Holiday cottage with pool
      • Holiday cottage dog friendly
      • Luxury cottage
      • Luxury holiday cottage
      • Luxury self catering cottage
      • Self catering cottage with pool
      • Self catering cottage dog friendly
    • 44. Grouping
    • 45. Adverts
    • 46. 2 nd mistake
      • Who are you?
      • Most people don’t care about your name
    • 47.  
    • 48. 3 rd mistake
      • Don’t bring customers to your home page
    • 49. Landing page
      • Really important
        • Quality ranking
        • Relevance
          • child free holidays
            • www.domain.co.uk/child-free-holidays
          • B edding plants
            • /bedding-plants
        • Content should include relevance too
    • 50.  
    • 51.  
    • 52.  
    • 53. 4 th mistake
      • Only having one ad in an adgroup
      • Split test 2 ads at the same time
      • See which one performs better
      Spring Cottage B&B Lovely surroundings Friendly service www.springcottage.co.uk Beautiful Devon B&B Stunning views and walks Ideal for couples springcottage.co.uk/axevalley
    • 54.  
    • 55.
      • Write a variation now
    • 56. 5 th mistake
      • Ignoring Content Network
    • 57. Your Account
      • Sign in
      keywords Content network AOL search , Ask.com , and Netscape AdSense
    • 58. Google AdSense
      • AdSense places your ad on other people’s websites
      • Popular
        • advertisements are less intrusive than most banners ,
        • content of the ads is relevant to the website
    • 59.  
    • 60.  
    • 61. Google Analytics Analytics
    • 62. How do you analyse your results?
      • Analyse your ad performance
      • Analyse your website conversion
      Reports Analytics
    • 63. Reports
      • Click reports tab – monitor
        • Placement / Keyword Performance
        • Ad Performance
        • URL Performance
        • Ad Group Performance
        • Campaign Performance
        • Account Performance
        • Search query performance
    • 64.  
    • 65.  
    • 66. Google Analytics
    • 67. Google Analytics - FREE
      • Use it with or without AdWords
      • H ow users find your site
      • How users navigate through your site
      • How users convert
    • 68. How to use it
      • Sign up – through Google
      • Copy given code into each page of your site
      • SitesPlus – copy into the Analytics box.
    • 69.  
    • 70. How users find your site
    • 71. 3 types of traffic
    • 72. Referral sites
    • 73. Key word phrases
    • 74.  
    • 75. Good for using local search terms Good for offline advertising
    • 76. How users navigate through your site
    • 77.  
    • 78. How users convert
    • 79. Goal setting
      • Goal setting – can only be a page
        • Thank you for registering
        • Availability confirmation page
        • Contact us page
        • Download completed page
      • Traffic sources>Goals
    • 80.  
    • 81. Change to exact match
    • 82.
      • Analyse your AdWords
    • 83.  
    • 84.  
    • 85. Questions?
    • 86. Adding in your key phrases
      • Type in a keyword phrase
      • Refine, disregard or choose other options
      • Change the CPC and match types to see the difference
      • Select add>> when you are ready
      • Repeat with all your phrases
    • 87. Budget setting
      • Test with small amounts
      • See what is successful
      • Then increase and look for proportionate improvements
    • 88. Signing up
      • Choose edition
      • Location and Language
      • Write your ad
      • Choose keywords
      • Choose Currency
      • Budget setting
    • 89. Comparing Editions
      • Starter
      • Standard
        • Multiple ad campaigns and ad groups
        • Advanced location targeting
        • AdSense - choose the sites where your ad will show
        • More campaign planning and reporting tools
    • 90.  
    • 91.  
    • 92.  
    • 93.  
    • 94.  
    • 95.  
    • 96.  
    • 97.  
    • 98.  
    • 99.
      • http://www.google.com/intl/en/adwordseditor/
    • 100. Managing your campaign
    • 101. How do you decide campaign or ad Group?
      • One advert (with variations) per ad group
      • Multiple ad groups
      • One budget
      • Individual budget
      • Different business
      • Different country
      • Different product
    • 102.  
    • 103.  
    • 104.  
    • 105.  
    • 106.  
    • 107.  
    • 108. Ad groups and campaigns
      • Ad group
        • set of related keywords combined with one or more ads for a specific product.
        • If you sell bed and breakfast and holiday cottages you might want to create different ad groups with separate keywords and messages for product.
      • New campaigns
        • let you target different countries, cities or languages.
        • Each campaign has its own budget. So, it can also be a useful way to manage your advertising budget.
    • 109. Campaign
      • Campaign
      • Multiple Ad Groups
      • Multiple keywords
    • 110.
      • Hotel Campaign
      • Rooms Ad group
      • Bed & breakfast
      • Places to stay in Honiton
      • Wedding venue Ad group
      • Wedding venues in Mid Devon
      • Wedding locations in Honiton
    • 111. Funnel path
      • Path you want visitors to take to reach a goal.
      • index > rooms > contact us
      • child-free>rooms>availability checker
      • monitor how frequently visitors begin a conversion process actually complete it.
    • 112.  
    • 113.  
    • 114.  
    • 115. Tips
    • 116.