Steve Hammer@armondhammer  @armondhammer
@armondhammer
 Startwith a goal Learn the landscape Understand Intent Organize Launch Simple, Refine Often                         ...
 Laptop    battery replacement  • Specialize in business market  • Offers both direct replacement (OEM) and      enhanced...
@armondhammer
Profit per     Orders per   Conversion          Value per order ($)      customer         %                visitor Estima...
@armondhammer
InstantSuggestionsCompeting  Ads   SEO  Results              @armondhammer
Operator       Example              UseSite:          Site:cnn.com obama   Find a concept on a specific siteRelated:      ...
@armondhammer
KEYWORDS                       ADS   Relevance is key              Note techniques used by   Compile a list            ...
@armondhammer
BrandedDead                                      Related   searches                                 LocalEnd             ...
• Low intent                           • Expensive to• Cheap                                  “steal” traffic• Soft Goal  ...
 Well matched     center    Less relevant     further out    Bids can     overcome     relevance, but     cost more@arm...
 BroadBroad                                       modified                                             • +word           ...
 Negative    match obscenities and hate  words Dead end intent negatives added Language and channel exclusions you  can...
Campaign                                    Battery                       Laptop                                     DellA...
 Avoid   un-needed complexity  • Think “seed”  • Landing page and/or ad copy drives ad groups  • Different “settings” dri...
 Not   allowed                Recommended  • Abbreviation               • Use keywords  • CrAZy CaPitals             • I...
@armondhammer
@armondhammer
@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
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Five adwords habits

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A presentation made to the DFWSEO group on good habits to be successful with PPC on Adwords.

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Five adwords habits

  1. 1. Steve Hammer@armondhammer @armondhammer
  2. 2. @armondhammer
  3. 3.  Startwith a goal Learn the landscape Understand Intent Organize Launch Simple, Refine Often @armondhammer
  4. 4.  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 ($2000+) occur for about 5% of orders @armondhammer
  5. 5. @armondhammer
  6. 6. Profit per Orders per Conversion Value per order ($) customer % visitor Estimations are a good start Visitor value – Spend = Return on Ad Spend (ROAS) @armondhammer
  7. 7. @armondhammer
  8. 8. InstantSuggestionsCompeting Ads SEO Results @armondhammer
  9. 9. 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
  10. 10. @armondhammer
  11. 11. 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
  12. 12. @armondhammer
  13. 13. BrandedDead  Related searches LocalEnd • Search Refinements Search  Search Landscape results News / Purchase • Competition can be Info good @armondhammer
  14. 14. • 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
  15. 15.  Well matched center  Less relevant further out  Bids can overcome relevance, but cost more@armondhammer
  16. 16.  BroadBroad modified • +word • Locks High “Phrase” word  NegativeVolume • -word • Eliminates [Exact] • Combines Low with other Exactly as typed modifiersControl  -[word] @armondhammer
  17. 17.  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
  18. 18. Campaign Battery Laptop DellAd Group General ReplacementKeyword Laptop Battery Laptop Power Broken laptop battery Model E6410 Battery Dell Battery @armondhammer
  19. 19.  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
  20. 20.  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
  21. 21. @armondhammer
  22. 22. @armondhammer
  23. 23. @armondhammer
  24. 24. @armondhammer
  25. 25. v @armondhammer
  26. 26. @armondhammer
  27. 27. NegativeExpansion @armondhammer
  28. 28.  Ad Group First Keyword Refine @armondhammer
  29. 29.  Base Ad Headline Keyword Insertion URL @armondhammer
  30. 30. Adwords.blogspot.com@armondhammer
  31. 31. Steve Hammer@armondhammer @armondhammer

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