Five adwords habits

Steve Hammer@armondhammer @armondhammer

@armondhammer

 Startwith a goal Learn the landscape Understand Intent Organize Launch Simple, Refine Often @armondhammer

 Laptop battery replacement • Specialize in business market • Offers both direct replacement (OEM) and enhanced quality product • Not a low cost product • Key brands carried are Dell, IBM, Lenovo • Average order is $100 at 45% net margin ($45) profit • Large orders ($2000+) occur for about 5% of orders @armondhammer

@armondhammer

Profit per Orders per Conversion Value per order ($) customer % visitor Estimations are a good start Visitor value – Spend = Return on Ad Spend (ROAS) @armondhammer

@armondhammer

InstantSuggestionsCompeting Ads SEO Results @armondhammer

Operator Example UseSite: Site:cnn.com obama Find a concept on a specific siteRelated: Related:dfwsem.org Find sites similar to another“ oneword“ “linsanity” Search exactly this way – don’t substitute“more words” “Porsche rumors” Keep the words together, in order, with no additions- (minus) Battery -alkaline Exclude the concept~ (tilde) ~battery Expand the word to similar ideas @armondhammer

@armondhammer

KEYWORDS ADS Relevance is key  Note techniques used by Compile a list competition • Group by theme “seed” • Keyword Usage • Draw themes on paper • (Official Site) Intent will help refine • ™ and ® • Prices • Offer codes • Local extensions • Social @armondhammer

@armondhammer

BrandedDead  Related searches LocalEnd • Search Refinements Search  Search Landscape results News / Purchase • Competition can be Info good @armondhammer

• Low intent • Expensive to• Cheap “steal” traffic• Soft Goal • Challenger match strategy Info Brand Local Purchase• In-person sale • Expensive• Goal of • Sale directions or Conversion contact @armondhammer

 Well matched center  Less relevant further out  Bids can overcome relevance, but cost more@armondhammer

 BroadBroad modified • +word • Locks High “Phrase” word  NegativeVolume • -word • Eliminates [Exact] • Combines Low with other Exactly as typed modifiersControl  -[word] @armondhammer

 Negative match obscenities and hate words Dead end intent negatives added Language and channel exclusions you can’t support • Mobile as separate campaign, always Broad match modify “seed” words • +laptop @armondhammer

Campaign Battery Laptop DellAd Group General ReplacementKeyword Laptop Battery Laptop Power Broken laptop battery Model E6410 Battery Dell Battery @armondhammer

 Avoid un-needed complexity • Think “seed” • Landing page and/or ad copy drives ad groups • Different “settings” drive campaigns  Time, location, device, language Prune and reorganize • Quality Score below average @armondhammer

 Not allowed  Recommended • Abbreviation • Use keywords • CrAZy CaPitals • Include a reason to • Too much !!!!!! click • Unverifiable info  Offer, action, or goal • Have a title (25 char) • Use appropriate that can’t stand alone extensions • Ads for “useless” pages • Display url • Words from landing page @armondhammer

@armondhammer

v @armondhammer

@armondhammer

NegativeExpansion @armondhammer

 Ad Group First Keyword Refine @armondhammer

 Base Ad Headline Keyword Insertion URL @armondhammer

Adwords.blogspot.com@armondhammer

Steve Hammer@armondhammer @armondhammer

http://stevenhammer.com	55
http://www.stevenhammer.com	16

Five adwords habits

by Steve Hammer

Accessibility

Categories

Upload Details

Usage Rights

2 Embeds 71

Statistics

Five adwords habits Presentation Transcript