Introduction to PPC (Pay-Per-Click) The Basic Structure and Management Settings of an Ad Campaign (Google Adwords) Tips an...
Management of Adgroups Organized by Campaigns and Adgroups Different Theme or Idea for Each Campaign Different Settings/Ta...
Campaign Settings Run Different Campaigns  for Different Locations Country State City Zip Code Different Campaigns  for di...
Campaign Settings  Networks & Devices NEVER Choose All Available Sites & All Available Devices Select ONE Network ...
Campaign Settings  Bidding and Budget Start by Selecting MANUAL Bidding for Clicks Make Sure Your Budget Is Being Spent
Add Variations – Tips & Tricks Start with at least 4-6 ad variations Include www in display URL Must include actual do...
Add Variations – Tips & Tricks Headline - Must Include Keyword First Line - Value Proposition/Benefit Second line - Ca...
Add Variations – Tips & Tricks Include  Numbers Characters such as # $ % & * The Word “Free” or Exact Price of a P...
Add Variations  Tips & Tricks TEST!
Add Variations – Tips & Tricks
Conversion Tracking Analyze success of Ads  Analyze success of  Keywords  Average Cost per Click (CPC) Click Through Rate ...
Conversion Tracking
Keywords Research your niche using Google’s Keyword & Traffic Estimator Tools  (Search Network only) Use multiple word...
Keywords Optimize on a regular basis At least a couple times a week  Check “See Search Terms” under Campaign/Adgroup Keywo...
Landing Page Simplicity Focus on one goal Only essential fields in forms Relevance Make the page’s content closely connect...
Thank You Charlie Kalech  Director, J-Town Productions Ltd.         http://www.j-town.co.il [email_address] @CharlieKalech...
Intro to Google Adwords from SMX Sphinncon 2011
Intro to Google Adwords from SMX Sphinncon 2011
Intro to Google Adwords from SMX Sphinncon 2011
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Intro to Google Adwords from SMX Sphinncon 2011

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Intro to Google Adwords covering campaign and adgroup set-up, tips and tricks for ad text, keyword selection, landing pages and conversion optimization

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Intro to Google Adwords from SMX Sphinncon 2011

  1. 1. Introduction to PPC (Pay-Per-Click) The Basic Structure and Management Settings of an Ad Campaign (Google Adwords) Tips and Tricks for Ad Text Keyword Selection The Basic Format and Concept of Landing Pages Conversion Tracking
  2. 2. Management of Adgroups Organized by Campaigns and Adgroups Different Theme or Idea for Each Campaign Different Settings/Targeting Options Helps You to Segment Groups of Keywords Topic Promotion Campaign type
  3. 3. Campaign Settings Run Different Campaigns for Different Locations Country State City Zip Code Different Campaigns for different languages
  4. 4. Campaign Settings Networks & Devices NEVER Choose All Available Sites & All Available Devices Select ONE Network per Campaign Display Search Mobile
  5. 5. Campaign Settings Bidding and Budget Start by Selecting MANUAL Bidding for Clicks Make Sure Your Budget Is Being Spent
  6. 6. Add Variations – Tips & Tricks Start with at least 4-6 ad variations Include www in display URL Must include actual domain name BUT After the domain i.e. /cheapairfare or /cheap-airfare or even /best-flight-deals or /find-out-more Capitalize most words in your ad text except for A, On, etc.
  7. 7. Add Variations – Tips & Tricks Headline - Must Include Keyword First Line - Value Proposition/Benefit Second line - Call to Action with ! or …
  8. 8. Add Variations – Tips & Tricks Include Numbers Characters such as # $ % & * The Word “Free” or Exact Price of a Product Special Promotion Free shipping, coupon codes, sales, etc. Create a Sense of Urgency Today, Now, Special, Limited Time Offer.
  9. 9. Add Variations Tips & Tricks TEST!
  10. 10. Add Variations – Tips & Tricks
  11. 11. Conversion Tracking Analyze success of Ads Analyze success of Keywords Average Cost per Click (CPC) Click Through Rate (CTR) Conversion Rate Cost per Conversion
  12. 12. Conversion Tracking
  13. 13. Keywords Research your niche using Google’s Keyword & Traffic Estimator Tools (Search Network only) Use multiple word phrases
  14. 14. Keywords Optimize on a regular basis At least a couple times a week Check “See Search Terms” under Campaign/Adgroup Keywords Make sure your ad is between positions 1-5 for each keyword Add negative keywords at the ad group and campaign level
  15. 15. Landing Page Simplicity Focus on one goal Only essential fields in forms Relevance Make the page’s content closely connected to your ad campaign Include the benefit to the visitor Include an obvious call to action Create a customized page for your ad, not your homepage or even contact page
  16. 16. Thank You Charlie Kalech  Director, J-Town Productions Ltd.         http://www.j-town.co.il [email_address] @CharlieKalech For More Resources Fan Us on Facebook  http://facebook.com/jtownproductions For More Events and Seminars Join Jerusalem Web Professionals (JWP) Facebook Group
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