This presentation was facilitated at the Small Business Expo in Los Angeles Nov. 8th, 2012 in a workshop entitled: Adwords: 7 Reasons Small Businesses Lose $thousands. There are 7 reasons and 4 bonuses.
Adwords: 7 Reasons Small Businesses Lose $Thousands
Don’t Be One of Countless Adwords CustomersWho Give Away Their Profits And don’t know it.
Who are the Keyword Search Pros?Full Spectrum Search Agency in Sherman Oaks, CA. (Los Angeles) Began in 2006 after the IPO of Google. Certified and Trained by Google & Microsoft (Yahoo! & BING). Speakers at Seattle’s SMX Advanced Conference. KSP is a Google Partner.
Google’s Revenue Increased Last Year 34% to $36.6 Billion Y/Y $14 Billion Last Quarter, a 45% increase since Q3 2011.Aggregate Paid Clicks Increased 42% over Q2, 2011 and only 1% over Q1, 2012 AdSense Partner Sites Increased 20% to $2.48 Billion
High Get Data and Results Fast Could potentially waste money Level of Budget Spend if account not optimized. Not Too Fast; Not Too Slow Optimal Starting Point Waiting GameLow Less Time Needed for Results More
“Google knows what I’m searching for.” Locally Targeted Keywords General Keywords Example: +Beverly Hills Dentist Example: Family Dentist Wider Geo-Settings: California Strict Geo-Settings: City: Beverly Hills, CA USBroad Modifiers on City Name & Service. Broad Modifiers on City Name & Service Keep eye on Search Queries Keep eye on Search Queries
Myth: Having a lots of keywords will allow me to bid on the less competitive keywords, lowering my cost per click and cost to get traffic. Problem #1 Problem #2Low Volume Keywords have poor When the greater amount of totalquality scores which increase the budget is spread across more low-actual cost per click. volume keywords, it takes longer for traffic data to show up on each word, prolonging the assessment of it. More of your budget is spent on keywords that are not actionable.
ActionableNon-Actionable High Volume KWs/Ads Low Volume Keywords/Ads
Ways To Write Ads: We Write ForRelevancy - Qualification – Attraction (+CTR) (-CTR) (+CTR)
Incorrect Ways To Write Ads: Adds without Relevancy: Qualification: Attraction: Low CTR High Bounce Low CTR Low QS High Cost/Conv. Low QS High CPC Wasted Spend High CPCHigh Cost/Conv. High Cost/Conv.
Incorrect Ways To Write Ads: Adds that have Relevancy: Qualification: Attraction: High CTR Low Bounce High CTR High QS Low Cost/Conv. High QS Low CPC Profitable Low CPCLow Cost/Conv. Low Cost/Conv.
Single Ad Group Tennis Shoes on Sale Men’s and Women’s, All Sizes 20% Off, Ships Next Day www.ShoeBay.com/KidsShoesKeywordsMen’s shoes Women’s tennis shoes Men’s Adidas on saleMen’s tennis shoes Women’s Adidas Women’s Adidas saletennis shoes Men’s casual shoes Discounted boy’s shoeswhite tennis shoes Adidas wrestling shoes Wrestling shoes cheapAdidas shoes Boys shoes Adidas Tennis shoes salewrestling shoes Boys Adidas Kids shoesMen’s sneakers Boys Tennis shoes Kids tennis shoesAdidas tennis shoes Women’s white sneakers
Themed Ad GroupsMen’s Shoes on Sale Tennis Shoes on Sale Adidas Shoes for WomenHuge Selection on Men’s Shoes All Brands on Sale, All Sizes Huge Selection of Women’s Adidas20% Off, Next Day Shipping! 20% Off, Ships Next Day 20% Off Adidas, Ships Next Day!www.ShoeBay.com/Mens www.ShoeBay.com/TennisShoes www.ShoeBay.com/Adidas Men’s shoes tennis shoes Women’s Adidas Men’s tennis shoes white tennis shoes Women’s Adidas sale Men’s sneakers Tennis shoes sale Women’s tennis shoes Men’s casual shoes Women’s white sneakersBoy’s Shoes on Sale Wrestling Shoes Adidas Shoe SaleHuge Selection on Boy’s Shoes Wrestling Shoes, All Sizes Huge Selection of Adidas Shoes20% Off, Next Day Shipping! 20% Off, Ships Next Day 20% Off Sale, Ships Next Day!www.ShoeBay.com/Boys www.ShoeBay.com/Wrestling www.ShoeBay.com/Adidas Boys shoes Adidas Adidas wrestling shoes Men’s Adidas on sale Boys Adidas wrestling shoes Adidas shoes Discounted boy’s shoes Wrestling shoes cheap Adidas tennis shoes Boys Tennis shoes
Key Metrics In Google Analytics• Average Time on Site• % of New Visits- Number of Unique Visitors• Number of Pages Per Visit -Page Depth• Bounce Rate• Referring Sites-Traffic Sources• Visitor Flow (Funnels)-Top Exit Pages
As Cost per Conversion Increases, So Does Exposure. Strategy: Decrease Cost/Conv. “Sweet Spot” Cost/Conv.=$25 Sales=40@$50Strategy: Increase Cost/Conv.=$20 CGS=$800Cost/Conv. Sales=30@$50 Profit=$200 CGS=$600 Cost/Conv.=$10 Profit=$300 Sales=10@$50 CGS=$200 *Cost of Goods is $20 per sale. Profit=$200
Bonus #3Measuring DistributionDevices and Networks
Device Networks Desktop and LaptopMobile Device with Full Browsers Tablets with Full Browsers
Necessary Management -Separate the Display and Search -Monitor Placements -Excluding Placements. Mobile Display “Android Now MobileActivating 550,000 Per Display Day with over 200,000 apps.” Search