Adwords Campaign Management<br />
Background<br />Started working in PPC in 2006<br />Joined SEER Interactive in 2007<br />Started in 2002 as SEO Agency<br ...
What is PPC<br />Internet advertising model on search engines and content networks where advertisers only pay when a user ...
Google<br />
Bing<br />
Facebook<br />
Beyond Search<br />
Content Network<br />
Content Network<br />
What PPC is NOT<br />
What PPC is NOT<br />
Top Ways To Quickly Waste Your $ in PPC<br />
Mistake #1 – Wasting $ On Content … Without Realizing It<br /><ul><li>Settings</li></li></ul><li>  Mistake #2 – Wasting $ ...
 Mistake #4 – Putting All Your Eggs In 1 Basket<br />Account Structure: Using 1 Campaign & 1 Ad Group<br />
   Mistake #5 – Spending All Your $ On One Match Type<br />Keywords: Only using Broad Match<br />[Free trial] – query much...
    Mistake #5 – Spending All Your $ On One Match Type<br />
Mistake #6 – Spending $ On What You Don’t Do/Offer<br />Keywords: Not using Negatives<br />Keyword Negatives for Search Ca...
  Mistake #7 – Being In The Wrong Place<br />Site Exclusions for Content Campaigns	<br />
Mistake #8 – Paying $5 When You Could Pay $1<br />No bid strategy<br />Bids set at Campaign level<br />Bids set too high f...
   Mistake #9 – Having Nothing To Show For Your $<br />Tracking: <br />Not using Conversion Tracking<br />
        Mistake #10 – Trusting Your Tech Team Too Much<br />Tracking: <br />Not testing tracking<br />
       Mistake #11 – No Backup For Data<br />Tracking: Not using Auto-Tagging for Google Analytics<br />
Mistake #12 – Not Selling Yourself<br />Ad Copy<br />No Benefits/UVPs<br />No Feature Description<br />No Call to Action<b...
Mistake #13 – 1 Strike and Your Out<br />Ad Copy<br />Running only 1 ad<br />Default “optimize” setting<br />
Mistake #14 – Not Telling Customers What To Do<br />Poor Landing Pages<br />Broken pages<br />All traffic to homepage<br /...
   Mistake #15 – Launching and Leaving<br />Don’t Set & Forget!<br />Setup Automated Alerts<br />
Let’s see what you’ve learned<br />
Which CTA is Better?<br />
    Which Landing Page is Better?<br />
    Which Ad is Better?<br />
    Which Ad is Better?<br />
     8 Tips for Getting Started<br />Start with the end in mind<br />What is your business objective?<br />What ACTION do ...
       8 Tips for Getting Started<br />Know what success looks like<br />What is the maximum you are willing to pay per le...
       8 Tips for Getting Started<br />Know your Business<br />Target Audience<br />Are they only in the US? Only in Maryl...
        8 Tips for Getting Started<br />Do the Research<br />Don’t just guess!<br />Adwords Keyword Tool<br />Contextual T...
        8 Tips for Getting Started<br />Communicate the right message<br />Drive users to take the action you want <br />E...
       8 Tips for Getting Started<br />Track, Track, Track<br />FREE tracking – Adwords Conversion Tracking, Google Analyt...
       8 Tips for Getting Started<br />Measure, Measure, Measure<br />Are you hitting your goals?<br />
       8 Tips for Getting Started<br />Don’t Set & Forget<br />Continuously optimize to reach goals<br />
Ready For The Next Level Of Fun With Adwords?<br />
         Tools/Features in Adwords<br />Contextual Targeting Tool<br />
        Tools/Features in Adwords<br />Call Metrics<br />
        Tools/Features in Adwords<br />Conversion Optimizer<br />
        Tools/Features in Adwords<br />Adwords Campaign Experiments - ACE<br />
           Tools/Features in Adwords<br />Search Funnels<br />
         Tools/Features in Adwords<br />Sitelinks<br />
        Tools/Features in Adwords<br />Remarketing<br />
        Tools/Features in Adwords<br />Remarketing<br />
   PPC Resources<br />Adwords Blog: http://adwords.blogspot.com/<br />Google Ads - Ad Innovations: http://www.google.com/a...
Small business survial summit   adwords campaign management
Small business survial summit   adwords campaign management
Small business survial summit   adwords campaign management
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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.

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Small business survial summit adwords campaign management

  1. 1. Adwords Campaign Management<br />
  2. 2. Background<br />Started working in PPC in 2006<br />Joined SEER Interactive in 2007<br />Started in 2002 as SEO Agency<br />SEO, PPC & Analytics focused<br />Adwords & adCenter Qualified Company<br />Spearhead 12 person PPC Team<br />All Adwords & adCenter Qualified<br />Follow me @Crystala<br />Email me Crystala@seerinteractive.com<br />
  3. 3. What is PPC<br />Internet advertising model on search engines and content networks where advertisers only pay when a user CLICKS on an ad.<br />PPC = Pay per Click <br />CPC = Cost per Click<br />
  4. 4. Google<br />
  5. 5. Bing<br />
  6. 6. Facebook<br />
  7. 7. Beyond Search<br />
  8. 8. Content Network<br />
  9. 9. Content Network<br />
  10. 10. What PPC is NOT<br />
  11. 11. What PPC is NOT<br />
  12. 12. Top Ways To Quickly Waste Your $ in PPC<br />
  13. 13. Mistake #1 – Wasting $ On Content … Without Realizing It<br /><ul><li>Settings</li></li></ul><li> Mistake #2 – Wasting $ On Mobile ... When Your Site Doesn’t Render<br /><ul><li>Settings</li></li></ul><li> Mistake #3 – Advertising Where You Don’t Sell<br />Settings<br />Targeting Options – Campaign Level only<br />Country, State, City, Zip Code, Custom<br />
  14. 14. Mistake #4 – Putting All Your Eggs In 1 Basket<br />Account Structure: Using 1 Campaign & 1 Ad Group<br />
  15. 15. Mistake #5 – Spending All Your $ On One Match Type<br />Keywords: Only using Broad Match<br />[Free trial] – query much match exactly<br />“Free trial” – query must contain phrase<br />+Free Trial – query must contain free<br />+Free +Trial – query must contain both free & trial; any order<br />Free Trial – query can be relevant, or similar<br />
  16. 16. Mistake #5 – Spending All Your $ On One Match Type<br />
  17. 17. Mistake #6 – Spending $ On What You Don’t Do/Offer<br />Keywords: Not using Negatives<br />Keyword Negatives for Search Campaigns<br />Negative Match Types<br />Broad, Phrase, Exact<br />Free trial – excludes terms with both terms<br /> “free trial” – excludes terms with phrase “free trial”<br />[free trial] – excludes terms that match [free trial] exactly<br />
  18. 18. Mistake #7 – Being In The Wrong Place<br />Site Exclusions for Content Campaigns <br />
  19. 19. Mistake #8 – Paying $5 When You Could Pay $1<br />No bid strategy<br />Bids set at Campaign level<br />Bids set too high for budget<br />$10 bids with $10 daily budget = no clicks<br />
  20. 20. Mistake #9 – Having Nothing To Show For Your $<br />Tracking: <br />Not using Conversion Tracking<br />
  21. 21. Mistake #10 – Trusting Your Tech Team Too Much<br />Tracking: <br />Not testing tracking<br />
  22. 22. Mistake #11 – No Backup For Data<br />Tracking: Not using Auto-Tagging for Google Analytics<br />
  23. 23. Mistake #12 – Not Selling Yourself<br />Ad Copy<br />No Benefits/UVPs<br />No Feature Description<br />No Call to Action<br />No Relevancy<br />
  24. 24. Mistake #13 – 1 Strike and Your Out<br />Ad Copy<br />Running only 1 ad<br />Default “optimize” setting<br />
  25. 25. Mistake #14 – Not Telling Customers What To Do<br />Poor Landing Pages<br />Broken pages<br />All traffic to homepage<br />Irrelevant pages<br />No clear Call to Action<br />
  26. 26.
  27. 27. Mistake #15 – Launching and Leaving<br />Don’t Set & Forget!<br />Setup Automated Alerts<br />
  28. 28. Let’s see what you’ve learned<br />
  29. 29. Which CTA is Better?<br />
  30. 30. Which Landing Page is Better?<br />
  31. 31. Which Ad is Better?<br />
  32. 32. Which Ad is Better?<br />
  33. 33. 8 Tips for Getting Started<br />Start with the end in mind<br />What is your business objective?<br />What ACTION do you want people to take?<br />The end goal is NOT to drive traffic<br />
  34. 34. 8 Tips for Getting Started<br />Know what success looks like<br />What is the maximum you are willing to pay per lead?<br />Does quality or quantity matter most?<br />
  35. 35. 8 Tips for Getting Started<br />Know your Business<br />Target Audience<br />Are they only in the US? Only in Maryland? Only in Baltimore?<br />Are they women? Men?<br />Seasonality<br />Do sales peak in Summer? During the Holiday?<br />Focus<br />Is there a particular product or service<br /> you want to focus on?<br />
  36. 36. 8 Tips for Getting Started<br />Do the Research<br />Don’t just guess!<br />Adwords Keyword Tool<br />Contextual Targeting Tool<br />Adwords Traffic Estimator<br />Analytics<br />
  37. 37. 8 Tips for Getting Started<br />Communicate the right message<br />Drive users to take the action you want <br />Emphasize benefits, UVPs, offers, credibility, etc.<br />Call to Action<br />
  38. 38. 8 Tips for Getting Started<br />Track, Track, Track<br />FREE tracking – Adwords Conversion Tracking, Google Analytics<br />Phone Tracking<br />
  39. 39. 8 Tips for Getting Started<br />Measure, Measure, Measure<br />Are you hitting your goals?<br />
  40. 40. 8 Tips for Getting Started<br />Don’t Set & Forget<br />Continuously optimize to reach goals<br />
  41. 41. Ready For The Next Level Of Fun With Adwords?<br />
  42. 42. Tools/Features in Adwords<br />Contextual Targeting Tool<br />
  43. 43. Tools/Features in Adwords<br />Call Metrics<br />
  44. 44. Tools/Features in Adwords<br />Conversion Optimizer<br />
  45. 45. Tools/Features in Adwords<br />Adwords Campaign Experiments - ACE<br />
  46. 46. Tools/Features in Adwords<br />Search Funnels<br />
  47. 47. Tools/Features in Adwords<br />Sitelinks<br />
  48. 48. Tools/Features in Adwords<br />Remarketing<br />
  49. 49. Tools/Features in Adwords<br />Remarketing<br />
  50. 50. PPC Resources<br />Adwords Blog: http://adwords.blogspot.com/<br />Google Ads - Ad Innovations: http://www.google.com/ads/innovations/index.html<br />AdCenter Blog: http://community.microsoftadvertising.com/blogs/advertiser/default.aspx?<br />Best PPC Blogs: http://www.boostctr.com/blog/paid-search/best-ppc-blogs<br />PPC Mind Meld: http://ppcmindmeld.com/<br />Twitter:<br /> #ppc, #adwords, #adCenter, #ppcchat (Tuesdays 12pm EST)<br />
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