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Small business survial summit adwords campaign management

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Adwords Campaign Management Presentation from Small Business Survival Summit, Baltimore MD.

Adwords Campaign Management Presentation from Small Business Survival Summit, Baltimore MD.

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    Small business survial summit   adwords campaign management Small business survial summit adwords campaign management Presentation Transcript

    • Adwords Campaign Management
    • Background
      Started working in PPC in 2006
      Joined SEER Interactive in 2007
      Started in 2002 as SEO Agency
      SEO, PPC & Analytics focused
      Adwords & adCenter Qualified Company
      Spearhead 12 person PPC Team
      All Adwords & adCenter Qualified
      Follow me @Crystala
      Email me Crystala@seerinteractive.com
    • What is PPC
      Internet advertising model on search engines and content networks where advertisers only pay when a user CLICKS on an ad.
      PPC = Pay per Click
      CPC = Cost per Click
    • Google
    • Bing
    • Facebook
    • Beyond Search
    • Content Network
    • Content Network
    • What PPC is NOT
    • What PPC is NOT
    • Top Ways To Quickly Waste Your $ in PPC
    • Mistake #1 – Wasting $ On Content … Without Realizing It
      • Settings
    • Mistake #2 – Wasting $ On Mobile ... When Your Site Doesn’t Render
      • Settings
    • Mistake #3 – Advertising Where You Don’t Sell
      Settings
      Targeting Options – Campaign Level only
      Country, State, City, Zip Code, Custom
    • Mistake #4 – Putting All Your Eggs In 1 Basket
      Account Structure: Using 1 Campaign & 1 Ad Group
    • Mistake #5 – Spending All Your $ On One Match Type
      Keywords: Only using Broad Match
      [Free trial] – query much match exactly
      “Free trial” – query must contain phrase
      +Free Trial – query must contain free
      +Free +Trial – query must contain both free & trial; any order
      Free Trial – query can be relevant, or similar
    • Mistake #5 – Spending All Your $ On One Match Type
    • Mistake #6 – Spending $ On What You Don’t Do/Offer
      Keywords: Not using Negatives
      Keyword Negatives for Search Campaigns
      Negative Match Types
      Broad, Phrase, Exact
      Free trial – excludes terms with both terms
      “free trial” – excludes terms with phrase “free trial”
      [free trial] – excludes terms that match [free trial] exactly
    • Mistake #7 – Being In The Wrong Place
      Site Exclusions for Content Campaigns
    • Mistake #8 – Paying $5 When You Could Pay $1
      No bid strategy
      Bids set at Campaign level
      Bids set too high for budget
      $10 bids with $10 daily budget = no clicks
    • Mistake #9 – Having Nothing To Show For Your $
      Tracking:
      Not using Conversion Tracking
    • Mistake #10 – Trusting Your Tech Team Too Much
      Tracking:
      Not testing tracking
    • Mistake #11 – No Backup For Data
      Tracking: Not using Auto-Tagging for Google Analytics
    • Mistake #12 – Not Selling Yourself
      Ad Copy
      No Benefits/UVPs
      No Feature Description
      No Call to Action
      No Relevancy
    • Mistake #13 – 1 Strike and Your Out
      Ad Copy
      Running only 1 ad
      Default “optimize” setting
    • Mistake #14 – Not Telling Customers What To Do
      Poor Landing Pages
      Broken pages
      All traffic to homepage
      Irrelevant pages
      No clear Call to Action
    • Mistake #15 – Launching and Leaving
      Don’t Set & Forget!
      Setup Automated Alerts
    • Let’s see what you’ve learned
    • Which CTA is Better?
    • Which Landing Page is Better?
    • Which Ad is Better?
    • Which Ad is Better?
    • 8 Tips for Getting Started
      Start with the end in mind
      What is your business objective?
      What ACTION do you want people to take?
      The end goal is NOT to drive traffic
    • 8 Tips for Getting Started
      Know what success looks like
      What is the maximum you are willing to pay per lead?
      Does quality or quantity matter most?
    • 8 Tips for Getting Started
      Know your Business
      Target Audience
      Are they only in the US? Only in Maryland? Only in Baltimore?
      Are they women? Men?
      Seasonality
      Do sales peak in Summer? During the Holiday?
      Focus
      Is there a particular product or service
      you want to focus on?
    • 8 Tips for Getting Started
      Do the Research
      Don’t just guess!
      Adwords Keyword Tool
      Contextual Targeting Tool
      Adwords Traffic Estimator
      Analytics
    • 8 Tips for Getting Started
      Communicate the right message
      Drive users to take the action you want
      Emphasize benefits, UVPs, offers, credibility, etc.
      Call to Action
    • 8 Tips for Getting Started
      Track, Track, Track
      FREE tracking – Adwords Conversion Tracking, Google Analytics
      Phone Tracking
    • 8 Tips for Getting Started
      Measure, Measure, Measure
      Are you hitting your goals?
    • 8 Tips for Getting Started
      Don’t Set & Forget
      Continuously optimize to reach goals
    • Ready For The Next Level Of Fun With Adwords?
    • Tools/Features in Adwords
      Contextual Targeting Tool
    • Tools/Features in Adwords
      Call Metrics
    • Tools/Features in Adwords
      Conversion Optimizer
    • Tools/Features in Adwords
      Adwords Campaign Experiments - ACE
    • Tools/Features in Adwords
      Search Funnels
    • Tools/Features in Adwords
      Sitelinks
    • Tools/Features in Adwords
      Remarketing
    • Tools/Features in Adwords
      Remarketing
    • PPC Resources
      Adwords Blog: http://adwords.blogspot.com/
      Google Ads - Ad Innovations: http://www.google.com/ads/innovations/index.html
      AdCenter Blog: http://community.microsoftadvertising.com/blogs/advertiser/default.aspx?
      Best PPC Blogs: http://www.boostctr.com/blog/paid-search/best-ppc-blogs
      PPC Mind Meld: http://ppcmindmeld.com/
      Twitter:
      #ppc, #adwords, #adCenter, #ppcchat (Tuesdays 12pm EST)