Transcript of "2013.06.03 cafelepremiate adwords strategy"
Google Ad words Strategy
Google Ads GOALS2Generate Traffic Optimizing your ads increases the probability of peoplenoticing your message Your message will be disseminated to new and diversecrowds and bring new visitors to youGenerate Leads Influencers Build a direct relationship with your productJoin the Conversation Identify social networks where consumers are alreadytalking about your product and the way your product isperceived and AACepted
Google Ads - BUILDING NUMBERS“Always on” activitypromotes higher CTRhence more chancesof showing on topposition at a lowerCPCThese trends indicate theperformance of ‘AlwaysOn’ ads versus ‘Out ofMarket’ ads –> CPCs, clicksand average positionimprovementwhilst the ‘Out of Market’ads experience sporadicresults and less effectiveCPC’s143
Targeting: Keyword & StrategyKeyword selection Product portfolio Target genres Website contentTargeting techniques Use of all available match types Avoidance of broad match for keywords with multiple associationsAd Copy Keywords to be included in titles, descriptions and display URL Landing page relevant to query
Conversion Tag Conversion tracking is essential for PPC account managementWhat action would you like your visitor to take once they get to your website –make a purchase, Signup for your offer, or become a lead?How much can you afford to pay for each click, and still make a profit on your PayPer Click Advertising campaign?These important questions can be answered by adding Google’s Conversion Trackingto your AdWords Analytics package.Adding Conversion Tracking will create 4 more columns on your Ad Group’s AnalyticsDashboard.
Weekly executive summary & campaign level reporting– Clicks, CPC, CTR & CPL– Summary of last week’s actions and focus for the next week;keyword expansion, keyword targeting. Weekly aggregated reporting using different stages of the purchasefunnel Weekly call with client to discuss progress & feed backSearch Report