Google AdWords – Optimizing Your Campaign
PAGE FOOTER TEXT – Specific Topic       1
Google AdWords: 
Optimize Your Campaigns




                           2
Overview

  Keywords
  Ads
  Landing pages
  Quality score
  Tracking




                    3
Top 10 Common Mistakes

10) Campaigns and AdGroups not properly
  named

9) Different campaigns, different ad groups, same...
Top 10 Common Mistakes

7) AdGroups contain unlike terms

6) AdGroups contain terms of mixed context

5) Keyword using onl...
Top 10 Common Mistakes

4) Carelessly written ads

3) Using only one ad

2) Not fully utilizing the display URL




      ...
Top 10 Common Mistakes
                    Also, sometimes people
                   don’t install tracking code. 
       ...
KeyWords
Research and Generate Keywords
  Brainstorm keywords in terms of how your
   users think of you
    Review your...
KeyWords

  Utilize free keyword tools
     Google Keyword Tool – general use
     Google Insights – trends
     Googl...
Keywords

Match Type 
  Broad – Your ad shows if a users search
   contains your keyword in any order

  Phrase - Your a...
Keywords

  Exact - Your ad shows if a users search
   contains your keyword in the exact order
   with no other terms in...
AdGroups

 Organize Keywords 
   Create lists of closely related terms
   Grouped by context
   Google recommends no mo...
Campaigns

Organize AdGroups
  Organize related ad groups into one campaign
  Title the ad groups appropriately
  Title...
Campaign Snapshot

                                     Bathrooms


                 Bathroom                           Ba...
Ads

  Write the ad to complement the keywords
   in the ad group

  Include a keyword in the copy

  If a relevant lan...
Ads
                   Buy from me because…
                      Act now because…
                 This is what you shoul...
Ads

   Keywords appear in bold
   Use all 35 characters in the display URL
   www. is not necessary




   Need ideas...
Landing Pages
  Have a landing page for every ad group 
  Headline and content relevant to ads
  Define your goals
     ...
Landing Pages
                   They don’t care about you,
                      except for how you 
                    ...
Quality Score
  Implemented to help Google ensure it’s
   users have a positive experience

  It’s an algorithm comprise...
Quality Score
  Known Variables
      Ad text
      Landing page
      Click Through Rate (CTR)
      Minimum bids
  ...
Quality Score
  Unknown variables
    Keep the Quality Score living and breathing
    Keeps hackers entertained


  Ef...
Tracking
  Conversion tracking code
    Determine the desired action
    Apply to Thank You page
  Analytics code
   ...
Additional tips 


  Google considers 1% to be a successful
   CTR
  Google recommends waiting two weeks
   between chan...
Recap

  Keywords
  Ads
  Landing pages
  Quality score
  Tracking




                    25
Recommended Resources

  AdWords for Dummies by Howie Jacobson
  Landing Page Optimization by Tim Ash
  Google AdWords ...
Connect with me
LinkedIn: www.linkedin.com/in/meaghanmccann
Facebook: www.facebook.com/meaghanmccann
FB Fan Page: bit.ly//...
Trick or Treat!




Questions?




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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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