Google Adwords Tips, Tricks and Traps - Small Business Strategies
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Google Adwords Tips, Tricks and Traps presentation by Alexei Kouleshov from Your Easy Web Solutions for Small Business Strategies meetup. Visit https://yews.com.au/google-adwords for Google Adwords management services Australia. The objective of this presentation was to show small business owners how Adwords could be approached more effectively. I've identified the most common issues with PPC and how to prepare for them.
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Google Adwords Tips, Tricks and Traps - Small Business Strategies
- 1. Google Adwords Tips, Tricks and Traps Alexei Kouleshov
- 2. Who I am? • Internet Marketing Strategist • Author • Google Partner • Started Business in 2007 • Some of my customers • Shortcuts Software • Luggage Direct • Ella Bache
- 3. What is Google Adwords? • First ever form of Pay Per Click • Quickest way to get to front page of Google (est. 2000) • Allows specific targeting • Ad Networks • Search • Display • Video • Product Listing Ads (PLA)
- 8. How does it work? • Keyword triggered • Quality Score (relevance) • Relevance Determined by Keyword – Ad – Page • Ad Rank determines position
- 9. Ad Rank
- 10. Adwords Biggest Traps • Trap #1 • How much should you spend? • Depends on your business • Depends on your conversion rate • Depends on your client retention/repetition
- 11. Adwords Biggest Traps • Trap #1 Solution • Work out your average client value (eg. $500) • Budget 5-10% of the client value (eg. $50) • Set goals of how many clients you need to acquire • Measure conversion rate (conversion rate = sales/leads) • Set budget according to goals and results
- 12. Adwords Biggest Traps • Trap #2 • Sending all traffic to home page • Home page only relevant to couple of keywords • Need to display Unique Selling Proposition (USP) • Setup landing pages (see Tip #1) • Depending on business, some services might require additional content.
- 13. Adwords Biggest Traps • Trap #3 • No Precise Targeting Selected • Location • Time – Hours of day, Days of the week • Create ideal customer profile prior to setting up campaign
- 14. Adwords Best Tips • Tip #1 • Setup Landing Pages • Clear message • Keyword optimised (meta data, headline, content) • Unique Selling Proposition (offer) • Benefits (options) • Credibility • Location or keyword specific
- 17. Adwords Best Tips • Tip #2 • Use Negative Keywords • Research keywords (Keyword Planner tool) • Eliminate keywords with no commitment to buy • Popular ones: jobs, courses, free, review, forum etc
- 18. Adwords Best Tips • Tip #3 • Use Extensions • Location Extension (tied to Google Plus) • Call Extension • Sitelinks • Callouts
- 20. Adwords Magic Tricks • Trick #1 • Highest CTR (Click Through Rate) • History is important • User experience is important • Need quick stats • Start with high CPC (Cost Per Click) • Aim for top 3 positions • Use Dynamic Keyword Insertion
- 21. Adwords Magic Tricks • Trick #1 • Start With High CTR (Click Through Rate) = High QS • History is important • User experience is important • Specific keywords • Need quick stats • Start with high CPC (Cost Per Click) • Aim for top 3 positions • Use Dynamic Keyword Insertion( {KeyWord:Fallback} )
- 22. Adwords Magic Tricks • Trick #2 • Broad Match Modifier • Add + in front of keywords • No synonyms • Keyword must be present in search • Most exposure
- 23. Adwords Magic Tricks • Trick #3 • Expand Into Display Network • Use keywords that convert • 70-90% cheaper • Targeting is the key • Add demographic targeting
- 24. Thinking of doing Adwords? Book Complimentary Strategy Session
- 25. Questions email alexei@yews.com.au phone 07 3117 2568