Top Tips before you start your Google Adwords Campaign - eDigital Sydney Australia
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Top Tips before you start your Google Adwords Campaign - eDigital Sydney Australia

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You are going to use Google Adwords the first time!. Before you spend ONE dollar you need to read this presentation as it will teach you how to set up objectives, set up keyword themes and how to ...

You are going to use Google Adwords the first time!. Before you spend ONE dollar you need to read this presentation as it will teach you how to set up objectives, set up keyword themes and how to track conversions. This is a presentation for people with no experience with Google Adwords (BASIC LEVEL). Great for beginners looking for information will find this presentation useful.

Need Adwords training? Send me a message via my facebook page and I can give you training via Skype or one-to-one if you are in Sydney, Australia

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Twitter: @eDigitalAus
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Top Tips before you start your Google Adwords Campaign - eDigital Sydney Australia Top Tips before you start your Google Adwords Campaign - eDigital Sydney Australia Presentation Transcript

  • Google Adwords Training “Before you set up campaign” Basic level
  • Google Adwords Set up measurable goals. Other wise is a ‘WASTE” of money, time and efforts. Great specific goals can be: -I want Adwords traffic to buy $50k from product X and Product B during a period of 6 weeks. -I want Adwords users to complete 250 booking forms during a period of 3 months. -I want Adwords users to visit my website and call my 1300 number. I want 800 calls during a period of 6 months.
  • Best practices for Google Adwords Example: •I want Google Adwords traffic to buy “Rome in One day” tour. •“Rome in One Day” Retail price is: $100 •“Rome in One Day” costs are: $40 to produce, $10 for admin, $20 for marketing, $20 profit margin. •Therefore, I am comfortable to spend the same $20 for a conversion coming from Adwords. How much should I invest on Google adwords? You need to create your Scenarios and TEST, TEST, TEST
  • Best practices for Google Adwords
  • Best practices for Google Adwords How do you start? •Ensure you can track final conversion. THANK YOU PAGE! •Needs to have a unique URL •Need to have your Web Analytics software code on it •No indexed by Google
  • Best practices for Google Adwords Start theming the search combinations you want to bid for. Examples: You sell one amazing product: Leather brogues for women branded “Lili”.
  • Best practices for Google Adwords How to theme your keywords: Start with the keywords most likely to convert: -Branded terms: Lili shoes, Lili Brogues flat shoes, Lili women shoes, Lili shoes. -Think out of the square. Celebrities that wear them. Even if they are not your brand: kate moss shoes, etc… -Use google Adwords tool to find generic terms: brogues women shoes, brogues girl shoes, brogues, flat shoes.
  • Themes by Product features - Specific colors: Red brogues shoes women, White brogues shoes women. - Material related: leather brogue women, leather brogues women, leather brogues girl.
  • Geo-locations themes Do you have presence in different cities but in others not? You must create Geo location themes: Example: You just have a store in London where you sell your women brogue shoes: London brogues women London brogues girl London brogues for women London brogues for girl London brogues shoes London style shoes London fashion shoes London leather shoes London Oxford brogue shoes
  • Best practices for Google Adwords Theme by Consumer intent: -On sale -Latest/New arrivals -Weeding -Graduation -Hen’s night -Night out -Holidays -For the beach -Cocktail party Find out in Google trends and Adwords keyword tool if there is enough traffic for them.
  • Best practices for Google Adwords Tip: You can set daily budgets at the “Campaign” level. Therefore if you have products or services that you want the flexibility to change daily budgets, then you need to set them as different “Campaigns”.
  • Negative keywords for each theme Create a list of Negative keywords for each theme if neeed. WHY: People create negative keywords so they ensure their Adwords ads are shown for the right products: Optician who sell glasses will add “Wine glasses” and “Drinking glasses” as negative keywords.
  • Negative keywords for each theme On our “Lili brogue shoes” example: You might want to ensure your ads do not appear for: -Gender you do not offer product for: men’s, men, male -Product types you do not offer: ballerinas, sandals, platforms, heeled shoes. TIP: Use search terms report to find out keywords that are making impressions without clicks or clicks that do not convert and add them to negative keywords list. Also use the keywords tool to find if there are any that you would add on your negative list.
  • Negative Locations Negative locations - if there are locations you know you can't serve, exclude them.
  • Google Adwords - Structure
  • Understand Match types: •Broad Match •Broad Match modifier •Phrase Match •Exact Match Google Adwords - Bidding
  • Understand Match types: •Broad Match •Broad Match modifier •Phrase Match •Exact Match Google Adwords - Bidding
  • Google Adwords - Scheduling Set up Ad Schedule to ensure you bid on the times you are likely to convert
  • Google Adwords - Conversions Check which Ad groups and which keywords are driving conversions! In order to do this, you will have to link your Google Adwords with your Google Analytics account. Once you know the keywords that are driving optimal conversions, then you can set Up alerts or allocate automatic bid increases on Google Adwords for these specific keywords
  • THANK YOU! eDigital on: Tumblr, Facebook, LinkedIn, Twitter