Adwords: 7 Reasons Small Businesses Lose $Thousands

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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.

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Adwords: 7 Reasons Small Businesses Lose $Thousands

  1. 1. Don’t Be One of Countless Adwords CustomersWho Give Away Their Profits And don’t know it.
  2. 2. 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.
  3. 3. Why Listening To Us Anyway?
  4. 4. 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
  5. 5. Reason #1Inefficient or Insufficient Ad Spend
  6. 6. 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
  7. 7. Reason #2Local Settings &Structure Issues
  8. 8. “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
  9. 9. Reason #3Too Many Keywords
  10. 10. 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.
  11. 11. ActionableNon-Actionable High Volume KWs/Ads Low Volume Keywords/Ads
  12. 12. Reason #4Incorrect Ad Testing
  13. 13. Incorrect Ways To Test Ads: (Basic Adgroup)Non-Testing Testing Too Many Testing Too Fast
  14. 14. Reason #5Bunk Ads
  15. 15. Ways To Write Ads: We Write ForRelevancy - Qualification – Attraction (+CTR) (-CTR) (+CTR)
  16. 16. 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.
  17. 17. 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.
  18. 18. Reason #6Jumbled Ad Groups
  19. 19. 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
  20. 20. 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
  21. 21. Reason #7Ignoring Search Queries
  22. 22. Where to Find Search Queries“Adidas shoes”Adidas saleAdidas tennis shoesAdidas whiteAdidas discounted
  23. 23. Search Queries for “Adidas Shoes”adidas shoes shoes adidas adidas women shoes adidas turf soccer shoesadidas running shoes adidas shoes for women adidas canvas shoes adidas sport shoesadidas golf shoes adidas shoes cheap adidas training shoes tennis shoes adidasadidas basketball shoes adidas samba shoes adidas combat speed wrestling ladies adidas golf shoesadidas soccer shoes adidas adistar shoes customize adidas shoes shoesadidas tennis shoes adidas trail running shoes adidas bounce shoes adidas adistar weightlifting shoesadidas wrestling shoes adidas bounce shoes adidas supernova shoes adidas powerband shoesadidas star wars shoes adidas adipure golf shoes mens adidas golf shoes adidas shoe size chartadidas skate shoes soccer shoes adidas adidas cross training shoes toddler adidas shoesadidas shoe adidas response shoes adidas infant shoes adidas shoe bagadidas shoes for men adidas martial arts shoes adidas climacool shoes white adidas shoesadidas indoor shoes kids adidas shoes adidas junior golf shoes custom adidas shoescheap adidas shoes adidas shoes for kids adidas men shoes womens adidas shoesnew adidas shoes adidas shoes on sale adidas pro model basketball shoesadidas goodyear shoes mens adidas shoes tennis shoes adidas track shoesadidas running shoe adidas custom shoes green adidas shoes adidas ladies golf shoesadidas boxing shoes adidas golf shoes 360 adidas toddler shoes adidas university shoesadidas weightlifting shoes adidas tour 360 golf shoes adidas barricade shoes adidas gazelle shoesstar wars adidas shoes adidas classic shoes adidas new shoes adidas running shoesadidas kids shoes adidas 360 golf shoes basketball shoes adidasadidas volleyball shoes adidas golf shoe running shoes adidasadidas cycling shoes adidas baseball shoes adidas casual shoesadidas superstar shoes adidas turf shoes adidas football shoesadidas skateboarding
  24. 24. Where to Find Search Queries“Adidas shoes”Adidas saleAdidas tennis shoesAdidas whiteAdidas discounted
  25. 25. Search Queries Help You Know• What Negative Keywords to Add• What Keywords to Add• What Keywords To Delete• If You Should Implement Match Setting Tests
  26. 26. Broad Match for “Adidas Shoes” SQ “Phrase Match” Exact Matchadidas shoes adidas trail running shoes white adidas shoes adidas track shoes adidas shoes canada Adidas Shoesadidas running shoes adidas bounce shoes custom adidas shoes adidas ladies golf shoes adidas shoes casualadidas golf shoes adidas adipure golf shoes womens adidas shoes adidas university shoes adidas shoes catalogadidas basketball shoes soccer shoes adidas tennis shoes adidas gazelle shoes adidas shoes cheapadidas soccer shoes adidas response shoes adidas running shoes adidas shoes clearance green adidas shoesadidas tennis shoes adidas martial arts shoes adidas shoes company adidas toddler shoesadidas wrestling shoes kids adidas shoes adidas shoes coupons adidas barricade shoesadidas star wars shoes adidas shoes for kids adidas shoes deals adidas new shoesadidas skate shoes adidas shoes on sale adidas shoes design basketball shoes adidasadidas shoe mens adidas shoes running shoes adidas adidas shoes europeadidas shoes for men adidas custom shoes adidas casual shoes adidas shoes for boysadidas indoor shoes adidas golf shoes 360 adidas football shoes adidas shoes for girlscheap adidas shoes adidas tour 360 golf shoes adidas turf soccer shoes adidas shoes for kidsnew adidas shoes adidas classic shoes adidas sport shoes adidas shoes for menadidas goodyear shoes adidas 360 golf shoes tennis shoes adidas adidas shoes for men on saleadidas running shoe adidas golf shoe ladies adidas golf shoes adidas shoes for saleadidas boxing shoes adidas baseball shoes customize adidas adidas shoes for tennisadidas weightlifting shoes adidas turf shoes adidas shoes for womenstar wars adidas shoes adidas women shoes shoes adidas shoes free shippingadidas kids shoes adidas canvas shoes adidas bounce shoes adidas shoes goodyearadidas volleyball shoes adidas training shoes adidas supernova shoes adidas shoes historyadidas cycling shoes adidas combat speed mens adidas golf shoes adidas shoes in indiaadidas superstar shoes wrestling shoes adidas cross training shoesadidas skateboarding adidas infant shoes adidas adistar weightliftingshoes adidas adidas climacool shoes shoesadidas shoes for women adidas junior golf shoes adidas powerband shoesadidas shoes cheap adidas men shoes adidas shoe size chartadidas samba shoes adidas pro model basketball toddler adidas shoesadidas adistar shoes shoes adidas shoe bag
  27. 27. Bonus #1Advanced Campaign Settings
  28. 28. Advanced Campaign Settings
  29. 29. Bonus #2Analytics and Conversion Tracking
  30. 30. Sample Analytics Code <script type=”text/javascript”> var _gaq = _gaq || []; _gaq.push([_setAccount, UA-27779897-1]); _gaq.push([_trackPageview]); (function() { var ga = document.createElement(‘script’); ga.type = ‘text/javascript’; ga.async = true; ga.src = (‘https:’ == document.location.protocol ? ‘https://ssl’ : ‘http://www’) + ‘.google-analytics.com/ga.js’; var s = document.getElementsByTagName(‘script’)*0]; s.parentNode.insertBefore(ga, s); })(); </script>Place in the footer or above the bottom </body> tag of your website main page template.
  31. 31. 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
  32. 32. Key Metrics In Google Analytics
  33. 33. Visitor Flow (Funnels)-Top Exit Pages
  34. 34. 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
  35. 35. Bonus #3Measuring DistributionDevices and Networks
  36. 36. Device Networks Desktop and LaptopMobile Device with Full Browsers Tablets with Full Browsers
  37. 37. 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
  38. 38. Bonus #4Remarketing (display ads)
  39. 39. aaron@keywordsearchpros.com | peter@keywordsearchpros.com | 818.907.8400
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