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MASTERING GOOGLE ADWORDS                        Presenter: Anup Batra                                                     ...
Background   ASX Listed                Small & Growing                  Recognition                                       ...
What We Will Cover             The Basics             Account Settings             Ad Groups             Ad Copies        ...
What is Adwords                                                          4Not to be reproduced.   www.SearchEngineRankings...
Why Adwords    • Quick    • Measurable    • ScalableNot to be reproduced.                             www.SearchEngineRank...
What is Adwords     • A method of advertising     • Search Engines & Social Media Sites     • Search & Content Networks   ...
February 25, 2013                                           7                          © Arrow Internet Marketing 2011Not ...
PPC v/s SEO    •    Liposuction vs Workout    •    Quick Returns vs Long Term Results    •    Limited vs Unlimited exposur...
Terminology    •    Impressions    •    Clicks    •    Bid    •    BudgetNot to be reproduced.   www.SearchEngineRankings....
Key Metrics    •    Average positions    •    Cost Per Click    •    CTR (Click-through-rate)    •    Number of conversion...
Creating an Account     •    Campaigns     •    Ad groups     •    Keywords     •    Ads     •    Display URL     •    Des...
Campaign ViewNot to be reproduced.   www.SearchEngineRankings.com.auCopyright protected
Campaign Settings    •    Location    •    Bidding method    •    Networks    •    Ad-scheduling    •    Demographics    •...
Campaign SettingsNot to be reproduced.   www.SearchEngineRankings.com.auCopyright protected
Ad DistributionNot to be reproduced.   www.SearchEngineRankings.com.auCopyright protected
Geo TargetingNot to be reproduced.   www.SearchEngineRankings.com.auCopyright protected
Location SelectionNot to be reproduced.   www.SearchEngineRankings.com.auCopyright protected
Distribution and Networks    • Search    • Content    • PlacementNot to be reproduced.   www.SearchEngineRankings.com.auCo...
Improving CTR    Segmenting :    • Search type    • Product    • Brand    Ad copy & multivariate testing    -ve keywordsNo...
Q&A                                                          20Not to be reproduced.   www.SearchEngineRankings.com.auCopy...
Exercise: PPC Strategy  •    What are your competitors doing?  •    Who are your prospects & where?  •    How do you stand...
Choosing Keywords    •    Domination vs Penetration    •    Search Intent    •    High Traffic vs Long Tail    •    Compet...
Keyword Tools    •    Google External Keyword Tool    •    Google Traffic Estimator    •    Keyword Spy    •    CompeteNot...
Types Of Keywords    •    Primary, secondary & tertiary    •    Broad, narrow & exact    •    Generic & branded    •    Ba...
Destination Pages     •    Relevance     •    Persuasiveness     •    URL’s     •    Call to action     •    Credibility  ...
Example:Not to be reproduced.   www.SearchEngineRankings.com.auCopyright protected
Placement Targeting    •    Competitors    •    Industry sites    •    Comparison sites    •    Regional sites    •    New...
Understanding Your Target    •    Getting into the mind of your prospect    •    What are their desires?    •    What are ...
Google Ad Copy    • Line 1 – Keyword match    • Line 2 – Why you    • Line 3 – Call to action    Examples:    L1 – New Nis...
Split Testing    • People buy from you for different reasons    • Try different messages to see which works      best for ...
Split Testing (Cont’d)   • Campaign settings for split testing to work.        Advanced options > Ad serving: Set to      ...
Key Metrics   • CTR   • Conversions   • What works better         – Keywords         – Ad copies         – Landing pagesNo...
Rationalising Keywords   • Which keywords are getting clicks?   • Which keywords are earning you money?   • What to do wit...
Strategies For Reducing Costs   •    Reducing bid   •    Go niche   •    Reduce wastage   •    Strategic search marketing ...
Examples:                                                          35Not to be reproduced.   www.SearchEngineRankings.com....
Examples:                                                          36Not to be reproduced.   www.SearchEngineRankings.com....
PPC Myths   •    Cost Per Click is very important   •    Spending less is better   •    Bigger players win   •    Google i...
Common Mistakes   •    Testing on a very low budget   •    Bidding too low in the beginning   •    Too many keywords in on...
Common Mistakes   • Not measuring returns on investment   • Focusing on clicks as a measure of     success   • Looking at ...
Turning Around A Campaign   •    Campaign Structure   •    Improving CTR   •    Adcopy   •    KeywordsNot to be reproduced...
Turning It Around  •    Improving conversion rate  •    Reducing wasted clicks  •    Fresh thinking: fresh campaigns  •   ...
Overnight OverhaulNot to be reproduced.   www.SearchEngineRankings.com.auCopyright protected
Injecting Fresh BloodNot to be reproduced.   www.SearchEngineRankings.com.auCopyright protected
How To Outperform Competition   •    Don’t do what everyone does   •    Lifetime value of a customer   •    Demos and free...
Managing A Large Campaign    •    Strategy    •    Competition    •    Structure    •    Tools    •    MeasurementNot to b...
Good Structure     • Multiple ad groups     • Multiple ad copies     • Split Testing: minimum three per ad groupNot to be ...
Reducing Wasted Clicks   •    Improving quality score   •    Use of negative keywords   •    dynamic keywords   •    Optim...
Latest Changes In Adwords   • Sitelinks: links to website subpages   • Audience Targeting: display campaigns   • Remarketi...
February 25, 2013                                           49                          © Arrow Internet Marketing 2011Not...
Case StudiesNot to be reproduced.   www.SearchEngineRankings.com.auCopyright protected
Case Study: Home Loans    • Started Adwords with $1000/month    • Got fifteen leads for the spend    • Persuasive content,...
Case Study: Telco and ISP   • Client spend $60k/month   • Reduced $20k spend in the first month     without reducing leads...
Case Study: Gift Vouchers   •    Inherited a complex campaign   •    Created fresh ad copy   •    Rationalised keywords   ...
Turning It Around    •    Average sale value $ 150    •    Cost per sale    •    .5% conversion    •    1 in 200 clicks co...
In Summary   • Familiarise yourself with all the tools     available   • Invest in tools, resources and expertise.   • Str...
Q&A   Arrow Internet Marketing   Level 1, 412 Collins Street   Melbourne 3000   P: 1300 766 665   E: anup@arrowinternet.co...
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Mastering Google AdWords 2013

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Online Marketing Intensive Part 2: Mastering Google AdWords 2013.

Ads have always been the part of a marketing strategy that acts as the first-point-of-contact with your audience. This is where consumers initially notice you and your brand!

So, what better way to get your brand noticed through advertising on the world’s most visible stage, the internet?

If you have any further questions about mastering Google AdWords, just drop us an e-mail or comment below!

Part 3: Google Analytics for Business Owners - http://slidesha.re/ZtSzj8

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  • Good Morning Everyone and Welcome ! Today we will be talking about a sales channel that that delivers your message 24 hours a day, 7 days a week, reaches 114 countries, speaks 100 languages, and is 100% accountable. I will share with you simple, yet ground breaking ways of making this the most effective salesman.
  • to your RSS feeds. Valuable content will get you powerful links. I will share with you an example of a parenting site that we we are working on. One of the terms we wanted to be found for was baby products.
  • 71% of businesses who have used this medium plan to continue or increase their spend in the coming year. (Source : Fairfax Business Research). Google is used throughout the buying cycle
  • The buying cycle begins with search and search is used throughout the buying process
  • Country State City Suburb Set of suburbs
  • Noosa heads resort limited budget $20 per day Noosa accommodation . $3 per click so only 6 clicks per day. Noosaheads resorts -580 searches per month. CPC became 1/3 rd with better conversions
  • Noosa heads resort limited budget $20 per day Noosa accommodation . $3 per click so only 6 clicks per day. Noosaheads resorts -580 searches per month. CPC became 1/3 rd with better conversions
  • Transcript of "Mastering Google AdWords 2013"

    1. 1. MASTERING GOOGLE ADWORDS Presenter: Anup Batra 1Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    2. 2. Background ASX Listed Small & Growing Recognition 2Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    3. 3. What We Will Cover The Basics Account Settings Ad Groups Ad Copies Campaign Performance Reducing Wasted Clicks Latest Changes Case StudiesNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    4. 4. What is Adwords 4Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    5. 5. Why Adwords • Quick • Measurable • ScalableNot to be reproduced. www.SearchEngineRankings.com.au www.SearchEngineRankings.com.auCopyright protected
    6. 6. What is Adwords • A method of advertising • Search Engines & Social Media Sites • Search & Content Networks But Not every one makes moneyNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    7. 7. February 25, 2013 7 © Arrow Internet Marketing 2011Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    8. 8. PPC v/s SEO • Liposuction vs Workout • Quick Returns vs Long Term Results • Limited vs Unlimited exposure • More Keywords vs Lesser Keywords • Instant Scalability vs Organic GrowthNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    9. 9. Terminology • Impressions • Clicks • Bid • BudgetNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    10. 10. Key Metrics • Average positions • Cost Per Click • CTR (Click-through-rate) • Number of conversions • Cost per conversionNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    11. 11. Creating an Account • Campaigns • Ad groups • Keywords • Ads • Display URL • Destination PageNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    12. 12. Campaign ViewNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    13. 13. Campaign Settings • Location • Bidding method • Networks • Ad-scheduling • Demographics • Ad Extensions-site linksNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    14. 14. Campaign SettingsNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    15. 15. Ad DistributionNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    16. 16. Geo TargetingNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    17. 17. Location SelectionNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    18. 18. Distribution and Networks • Search • Content • PlacementNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    19. 19. Improving CTR Segmenting : • Search type • Product • Brand Ad copy & multivariate testing -ve keywordsNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    20. 20. Q&A 20Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    21. 21. Exercise: PPC Strategy • What are your competitors doing? • Who are your prospects & where? • How do you stand out-DNA, sex appeal? • How much can you pay for an enquiry/sale?Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    22. 22. Choosing Keywords • Domination vs Penetration • Search Intent • High Traffic vs Long Tail • CompetitionNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    23. 23. Keyword Tools • Google External Keyword Tool • Google Traffic Estimator • Keyword Spy • CompeteNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    24. 24. Types Of Keywords • Primary, secondary & tertiary • Broad, narrow & exact • Generic & branded • Based on search intent • Based on stage of buying cycleNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    25. 25. Destination Pages • Relevance • Persuasiveness • URL’s • Call to action • Credibility • Look naturalNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    26. 26. Example:Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    27. 27. Placement Targeting • Competitors • Industry sites • Comparison sites • Regional sites • News sitesNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    28. 28. Understanding Your Target • Getting into the mind of your prospect • What are their desires? • What are their fears? • What makes them tick? • What is it in your product/service which will resonate with your prospect?Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    29. 29. Google Ad Copy • Line 1 – Keyword match • Line 2 – Why you • Line 3 – Call to action Examples: L1 – New Nissan Micra L2 – Melbourne’s largest Nissan Dealer L3 – Limited Stock. Great DealsNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    30. 30. Split Testing • People buy from you for different reasons • Try different messages to see which works best for you • Keep selecting ads and ad copy based on responseNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    31. 31. Split Testing (Cont’d) • Campaign settings for split testing to work. Advanced options > Ad serving: Set to Rotate: show all ads equally • Which ad do I scrap? • New Google featureNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    32. 32. Key Metrics • CTR • Conversions • What works better – Keywords – Ad copies – Landing pagesNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    33. 33. Rationalising Keywords • Which keywords are getting clicks? • Which keywords are earning you money? • What to do with non-performing keywords? • Coming up with new keywords which fewer people are tryingNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    34. 34. Strategies For Reducing Costs • Reducing bid • Go niche • Reduce wastage • Strategic search marketing • Strategic placement targetingNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    35. 35. Examples: 35Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    36. 36. Examples: 36Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    37. 37. PPC Myths • Cost Per Click is very important • Spending less is better • Bigger players win • Google is where everyone goes • It is easy to set-up and manage an ad words campaignNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    38. 38. Common Mistakes • Testing on a very low budget • Bidding too low in the beginning • Too many keywords in one adgroup • Making an adwords campaign and forgetting about itNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    39. 39. Common Mistakes • Not measuring returns on investment • Focusing on clicks as a measure of success • Looking at volume of enquiries and not quality • Not leaving contact details on the websiteNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    40. 40. Turning Around A Campaign • Campaign Structure • Improving CTR • Adcopy • KeywordsNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    41. 41. Turning It Around • Improving conversion rate • Reducing wasted clicks • Fresh thinking: fresh campaigns • Increasing reachNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    42. 42. Overnight OverhaulNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    43. 43. Injecting Fresh BloodNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    44. 44. How To Outperform Competition • Don’t do what everyone does • Lifetime value of a customer • Demos and free trials • Puppy dog products/services • Call to action/offers • Geographic and demographic targetingNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    45. 45. Managing A Large Campaign • Strategy • Competition • Structure • Tools • MeasurementNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    46. 46. Good Structure • Multiple ad groups • Multiple ad copies • Split Testing: minimum three per ad groupNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    47. 47. Reducing Wasted Clicks • Improving quality score • Use of negative keywords • dynamic keywords • Optimal structure • Uncover niche keywordsNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    48. 48. Latest Changes In Adwords • Sitelinks: links to website subpages • Audience Targeting: display campaigns • Remarketing: add a remarketing tag to your website pages.February 25, 2013 48 © Arrow Internet Marketing 2011Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    49. 49. February 25, 2013 49 © Arrow Internet Marketing 2011Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    50. 50. Case StudiesNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    51. 51. Case Study: Home Loans • Started Adwords with $1000/month • Got fifteen leads for the spend • Persuasive content, call to action on targeted pages and planned forms • The company now spends 20k per month on Google Adwords and gets 400 leads per monthNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    52. 52. Case Study: Telco and ISP • Client spend $60k/month • Reduced $20k spend in the first month without reducing leads • Installed conversion tracking to find wasted clicks from generic keywords like ‘internet’ and ‘broadband’ • Introduced new ad groups and keywordsNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    53. 53. Case Study: Gift Vouchers • Inherited a complex campaign • Created fresh ad copy • Rationalised keywords • Launched new campaigns for profitable productsNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    54. 54. Turning It Around • Average sale value $ 150 • Cost per sale • .5% conversion • 1 in 200 clicks converting to sale • Mandate from CEO to turn it around • Now cost per sale $ 11 while CPC remains the sameNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    55. 55. In Summary • Familiarise yourself with all the tools available • Invest in tools, resources and expertise. • Strategically leverage adwords to boost your sales & profitsNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    56. 56. Q&A Arrow Internet Marketing Level 1, 412 Collins Street Melbourne 3000 P: 1300 766 665 E: anup@arrowinternet.com.au 56Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected

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