Lag lønnsomme annonser i Google Adwords

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Jørgen Brunborg-Næss, avdelingsleder ved Synlighets Oslokontor viser hvordan man med Google AdWords utvikler annonser, gjennom optimalisering og gradvis utbygging og tilpassing av søkeord.

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Lag lønnsomme annonser i Google Adwords

  1. 1. Annonsering  i  Google  
  2. 2. …er  lønnsomt!  
  3. 3. Keyword    op6miza6on   VisitNorway.com  &  the  Northern  Lights  
  4. 4. PPC  keyword    op6miza6on  strategy   •  It’s  all  about    relevancy   •  Relevant  keywords   •  Relevant  ad  copy   •  Relevant  landing  pages  
  5. 5. Keywords   The  devil  is  in  the  details  
  6. 6. Keywords   The  devil  is  in  the  long  tail  
  7. 7. The  Head   The  Long  Tail  
  8. 8. The  Head:  7  queries  =  4500  clicks   Search  Query   Impressions   Clicks   northern  lights   41004   2599   northern  lights  norway   2877   619   northern  lights  holidays   4516   471   aurora  borealis   8183   373   the  northern  lights   1865   244   norway  northern  lights   957   222   see  the  northern  lights   1235   90  
  9. 9. The  Tail:  3000  queries  =  7000  clicks   cruises  to  the  northern  lights   northern  lights  tromso   watching  northern  lights  in  norway   northern  lights  alaska   what  causes  the  northern  lights   best  6me  to  see  the  nothern  lights   pictures  of  the  northern  lights   can  i  see  the  northern  lights  from  norway  
  10. 10. Match  types   •  How  do  you  target  3.000  unique  queries?   •  How  about  300.000?   •  The  answer:  ”Phrase”  and  ”Broad”  matching  
  11. 11. Match  types   Search  Query   Impressions   Clicks   •  Exact  match   northern  lights   41004   2599   northern  lights  norway   2877   619   northern  lights  holidays   4516   471   •  Phrase  match   the  northern  lights   1865   244   norway  northern  lights   957   222   see  the  northern  lights   1235   90   northen  lights   624   74   nothern  lights   195   30   •  Broad  match   northan  lights   85   29   northernlights   63   24   norway   33   22   north  lights   11   10   nortern  lights   14   8   southern  lights   21   5   •  Nega6ve  match   canada  northern  lights   northern  lights  alaska   ?  
  12. 12. Working  with  match  types  
  13. 13. Working  with  match  types   cruises   tromso  
  14. 14. Working  with  match  types   cruises   tromso   Aurora  borealis  
  15. 15. Working  with  match  types   Alaska   cruises   tromso   Canada   Aurora  borealis  
  16. 16. Why?!?   Search  Query   Impressions   Clicks   •  Exact  match   midnight  sun   28  386   113   midnight  sun  stephenie  meyer   3154   46   •  Phrase  match   midnight  sun  release  date   stephenie  meyer  midnight  sun   1568   2175   35   34   midnight  sun  by  stephenie  meyer   1907   31   new  moon   182  481   255   stephenie  meyer   51  539   165   •  Broad  match   twilight  saga   stephanie  meyer   39  719   21  402   75   62   twilight  books   43  407   48   twilight  new  moon   11  922   21   the  twilight  saga  collec6on   14  244   10   newmoon   1  521   10  
  17. 17. Why?!?   Search  Query   Impressions   Clicks   •  Exact  match   midnight  sun   28  386   113   midnight  sun  stephenie  meyer   3154   46   •  Phrase  match   midnight  sun  release  date   stephenie  meyer  midnight  sun   1568   2175   35   34   midnight  sun  by  stephenie  meyer   1907   31   new  moon   182  481   255   stephenie  meyer   51  539   165   •  Broad  match   twilight  saga   stephanie  meyer   39  719   21  402   75   62   twilight  books   43  407   48   twilight  new  moon   11  922   21   the  twilight  saga  collec6on   14  244   10   newmoon   1  521   10  
  18. 18. Why?!?   •  Relevant  keywords   •  Relevant  ad  copy   •  Relevant  landing  pages  
  19. 19. Why?!?   High  relevancy  =   •  Higher  click  through  rates   •  Higher  quality  score   •  Higher  rankings   •  Lower  click  price   •  Greater  visitor  sa6sfac6on   In  total:          More  value  from  the  same  budget  
  20. 20. Thank  you!   Ques6ons?  

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