LA2M AdWords Oct 14, 2009

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Learn trade secrets and simple tweaks to make your Google AdWords account perform optimally.

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LA2M AdWords Oct 14, 2009

  1. 1. Google AdWords – Optimizing Your Campaign PAGE FOOTER TEXT – Specific Topic 1
  2. 2. Google AdWords: Optimize Your Campaigns 2
  3. 3. Overview   Keywords   Ads   Landing pages   Quality score   Tracking 3
  4. 4. Top 10 Common Mistakes 10) Campaigns and AdGroups not properly named 9) Different campaigns, different ad groups, same keywords 8) Campaign opted in to both Search and Content networks 4
  5. 5. Top 10 Common Mistakes 7) AdGroups contain unlike terms 6) AdGroups contain terms of mixed context 5) Keyword using only one match type 5
  6. 6. Top 10 Common Mistakes 4) Carelessly written ads 3) Using only one ad 2) Not fully utilizing the display URL 6
  7. 7. Top 10 Common Mistakes Also, sometimes people don’t install tracking code. Lastly, this is not Ronco! 1)  Landing page set to “Home” 7
  8. 8. KeyWords Research and Generate Keywords   Brainstorm keywords in terms of how your users think of you   Review your website   Organize terms the same way your site is organized   Spy on your competitors   www.keywordspy.com   www.spyfu.com 8
  9. 9. KeyWords   Utilize free keyword tools   Google Keyword Tool – general use   Google Insights – trends   Google SK Tool – matched to website Search for these tools on Google 9
  10. 10. Keywords Match Type   Broad – Your ad shows if a users search contains your keyword in any order   Phrase - Your ad shows if a users search contains your keyword in the exact order with other terms in front or after it 10
  11. 11. Keywords   Exact - Your ad shows if a users search contains your keyword in the exact order with no other terms in front of it or after   Negative – Words or terms for which you do not want to be found 11
  12. 12. AdGroups Organize Keywords   Create lists of closely related terms   Grouped by context   Google recommends no more than 20 keywords in an ad group Work in Excel, use AdWords Editor 12
  13. 13. Campaigns Organize AdGroups   Organize related ad groups into one campaign   Title the ad groups appropriately   Title the campaign appropriately 13
  14. 14. Campaign Snapshot Bathrooms Bathroom Bathroom Remodeling Remodeler Bathroom remodel Bathroom remodeler Bathroom remodeling Bathroom remodelers “Bathroom remodel” “Bathroom remodeler” “Bathroom remodeling” “Bathroom remodelers” [Bathroom remodel] [Bathroom remodeler] [Bathroom remodeling] [Bathroom remodelers] 25 campaigns per account, 2000 ad groups per campaign 14
  15. 15. Ads   Write the ad to complement the keywords in the ad group   Include a keyword in the copy   If a relevant landing page exists, use a condensed version of it for the ad 15
  16. 16. Ads Buy from me because… Act now because… This is what you should do…   Write two ads per ad group   State a benefit   Reason to act   Call to action   Test, test, test 16
  17. 17. Ads   Keywords appear in bold   Use all 35 characters in the display URL   www. is not necessary   Need ideas? Look at your favorite magazines 17
  18. 18. Landing Pages   Have a landing page for every ad group   Headline and content relevant to ads   Define your goals   Common goal: data collection   Irresistible offer   Guarantee   Deadline   Response mechanism   Testimonials 18
  19. 19. Landing Pages They don’t care about you, except for how you can benefit them.   Write content about your visitor, not your business   Deliver a clear, persuasive message   Collect only enough information to complete the desired action 19
  20. 20. Quality Score   Implemented to help Google ensure it’s users have a positive experience   It’s an algorithm comprised of a blend of proprietary dynamic variables   Changes periodically 20
  21. 21. Quality Score   Known Variables   Ad text   Landing page   Click Through Rate (CTR)   Minimum bids   Performance history 21
  22. 22. Quality Score   Unknown variables   Keep the Quality Score living and breathing   Keeps hackers entertained   Effects the cost per click 22
  23. 23. Tracking   Conversion tracking code   Determine the desired action   Apply to Thank You page   Analytics code   Apply to every page of the website 23
  24. 24. Additional tips   Google considers 1% to be a successful CTR   Google recommends waiting two weeks between changes 24
  25. 25. Recap   Keywords   Ads   Landing pages   Quality score   Tracking 25
  26. 26. Recommended Resources   AdWords for Dummies by Howie Jacobson   Landing Page Optimization by Tim Ash   Google AdWords Learning Center 26
  27. 27. Connect with me LinkedIn: www.linkedin.com/in/meaghanmccann Facebook: www.facebook.com/meaghanmccann FB Fan Page: bit.ly//SearchAdMarketing Twitter: twitter.com/megamcc 27
  28. 28. Trick or Treat! Questions? 28
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