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35+ Optimization Techniques You Can Make in Your Google AdWords Account
 

35+ Optimization Techniques You Can Make in Your Google AdWords Account

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    35+ Optimization Techniques You Can Make in Your Google AdWords Account 35+ Optimization Techniques You Can Make in Your Google AdWords Account Presentation Transcript

    • 35 PAID  SEARCH OPTIMIZATION  TECHNIQUESPRESENTED  BY  ZACH  MORRISONVICE  PRESIDENT  OF  ELITE  SEM
    • ABOUT Vice  President  &  Director  of  SEM ZACH Adjunct  Professor  at  NYU Teaching  Courses  on  SEM, Internet  Marke6ng  &  SEO Google  &  MSN  Cer>fied  Professional
    • 35 OPTIMIZATION   TECHNIQUES SEGMENT,  SEGMENT,  SEGMENT!01 Don’t  target  desktops,  mobile  devices,  &  tablets  in  the  same  campaign  –   SEPARATE  THEM! X All  available  devices Let  me  choose...
    • 35 OPTIMIZATION   TECHNIQUES SEGMENT,  SEGMENT,  SEGMENT!02 CREATE  SEPARATE  CAMPAIGNS  FOR  BROAD  &  EXACT  MATCH  KEYWORDS  –     OKen  Lmes,  you  will  find  exact  match  keywords  perform  beSer,  so  you  want   to  have  the  opLon  to  limit  the  money  spent  on  broad  match  keywords  and allocate  as  much  as  possible  to  exact  match. BUDGET COST  /  CONV.  (many-­‐per-­‐click) $19,845.00/day $29.11 T-­‐SHIRTS  :  EXACT  MATCH $400.00/day $2.43 SWEATSHIRTS  :  EXACT  MATCH $400.00/day $1.88 T-­‐SHIRTS  :  BROAD  MATCH $20.00/day $37.69 SWEATSHIRTS  :  BROAD  MATCH $20.00/day $27.73
    • 35 OPTIMIZATION   TECHNIQUES SEGMENT,  SEGMENT,  SEGMENT!03 USE  GOOGLE  ADWORDS  SEGMENTING  TOOL to  analyze  performance  of  Google  Search  vs.  Search  Partners. Segment
    • 35 OPTIMIZATION   TECHNIQUES SEGMENT,  SEGMENT,  SEGMENT!04 If  opted  into  the  Google  Display  Network, MAKE  SURE  IT  IS  ALSO  IN  IT’S  OWN  CAMPAIGN   AS  PERFORMANCE  WILL  VARY  FROM  SEARCH! CAMPAIGN BUDGET COST  PER  CONVERSION T-­‐SHIRTS  :  SEARCH $100.00 $5.00 T-­‐SHIRTS  :  DISPLAY $50.00 $15.00
    • 35 OPTIMIZATION   TECHNIQUES USE  THE  DIMENSIONS  TAB05 CONDUCT  DAY  OF  WEEK  ANALYSIS. You  might  find  that  your  ads  perform  beSer  during  certain  days  &  Lmes,  so   you  will  want  to  be  more  aggressive  during  those  Lmes.  Conversely,  you  may   idenLfy  Lmes  in  which  your  ads  do  not  perform  well  at  all,  and  may  want  to   consider  turning  them  off  during  those  Lmes!Sunday $31.72Saturday $31.65
    • 35 OPTIMIZATION   TECHNIQUES USE  THE  DIMENSIONS  TAB06 CONDUCT   TIME  OF  DAY  ANALYSIS. 0 $69.11 1 $81.15 2 $59.10 3 $60.34 4 $46.68 5 $49.27 6 $45.43 7 $43.34 8 $46.02
    • 35 OPTIMIZATION   TECHNIQUES USE  THE  DIMENSIONS  TAB07 DO  GEOGRAPHIC   LOCATION  ANALYSIS
    • 35 OPTIMIZATION   TECHNIQUES RUN  SEARCH  QUERY  REPORTS08 FIND/ADD  BROAD  MATCH NEGATIVE  KEYWORDS -­‐Keyword09 FIND/ADD  EXACT  MATCH NEGATIVE  KEYWORDS —[Keyword]10 FIND/ADD  PHRASE  MATCH NEGATIVE  KEYWORDS -­‐”Keyword”
    • 35 OPTIMIZATION   TECHNIQUES RUN  SEARCH  QUERY  REPORTS 11 LOOK  FOR  WAYS  TO  EXPAND  KEYWORDS   WITHIN  EXISTING  AD  GROUPS. 12 LOOK  FOR  NEW  AD   GROUP  THEMES  &  IDEAS. NEW  AD  GROUP T-­‐SHIRTS LONG  SLEEVE  T-­‐SHIRTS T-­‐shirts Long  sleeve  T-­‐shirts Buy  T-­‐shirts Long  sleeved  T-­‐shirts White  T-­‐shirts T-­‐shirts  long-­‐sleeve Order  T-­‐shirts White  long  sleeve  shirtNEW  KEYWORDS Discount  T-­‐shirts Long  sleeve  shirt Plain  T-­‐shirts
    • 35 OPTIMIZATION   TECHNIQUES UTILIZE  AD  EXTENSIONS! 13 IMPLEMENT   CALL  EXTENSIONS 14 IMPLEMENT   SITELINKS 15 ADD   PRODUCT  EXTENSIONS 16 ADD   LOCATION  EXTENSIONS 17NEW ADD   SOCIAL  EXTENSIONS
    • 35 OPTIMIZATION   TECHNIQUES TEST  NEW  FEATURES,  TOOLS, &  USE  OUTSIDE-­‐THE-­‐BOX  STRATEGIES18 TEST  BROAD  MATCH  MODIFIER  FOR   BRANDED  CAMPAIGNS19 TRY  BIDDING  ON  COMPETITOR  BRAND  NAMES  AS  KEYWORDS.   (SEPARATE  CAMPAIGN)20 UTILIZE  GOOGLE  ADWORDS  EDITOR  FOR  BULK  CHANGES,   OPTIMIZATIONS,  AND  NEW  CAMPAIGN  LAUNCHES.21 ADD  TYPOS  OF  MAIN,  HIGH-­‐TRAFFIC  TERMS  USING  A  TYPO  TOOL: hSp://tools.seobook.com/spelling/keywords-­‐typos.cgi
    • 35 OPTIMIZATION   TECHNIQUES IMPROVE  REMARKETING  EFFORTS22 CREATE  AUDIENCE  OF  SITE  VISITORS  THAT  HAVE   ALREADY  CONVERTED,  AND  EXCLUDE  THEM  FROM   YOUR  REMARKETING  AUDIENCE23 SET  IMPRESSION  CAP  TO  AVOID   OVERSATURATING  PROSPECTS24 FURTHER  SEGMENT   EXISTING  AUDIENCES
    • 35 OPTIMIZATION   TECHNIQUES ENHANCE  AD  COPY25 A|B  TEST  AD   COPY26 INCLUDE  KEYWORD   IN  DISPLAY  URL27 ENSURE  ALL  ADS  ARE  USING   CALL-­‐TO-­‐ACTION  PHRASES28 USE  TRADEMARK  SYMBOLS   ®  ™   TO  ESTABLISH  CREDIBILITY  ON  BRANDED  TERMS
    • 35 OPTIMIZATION   TECHNIQUES ENHANCE  AD  COPY29 CAPITALIZE  THE  FIRST  LETTER   OF  EACH  WORD30 USE  EXCLAMATION   POINTS!31 CREATE  CUSTOM  LANDING  PAGES   FOR  HIGH-­‐TRAFFIC  TERMS32 ADVERTISE  PRICE   IN  AD  TEXT
    • 35 OPTIMIZATION   TECHNIQUES OPTIMIZE  GOOGLE  DISPLAY  NETWORK33 RUN  PLACEMENT  PERFORMANCE  REPORTS  TO  IDENTIFY  AND   EXCLUDE  YOUR  ADS  FROM  SHOWING  ON  POOR-­‐PERFORMING   AND  IRRELEVANT  SITES  IN  THE  GDN.34 ADD  NEGATIVE  KEYWORDS  TO  DISPLAY  CAMPAIGNS  IF  YOU   NOTICE  GOOGLE  SHOWING  YOUR  ADS  ON  GROUPS  OF   IRRELEVANT  SITES  WITH  THE  SAME  THEME35 AD  GROUPS  SHOULD  BE  GRANULAR  AND  CONTAIN  NO   MORE  THAN  6  –  8  KEYWORDS  EACH
    • 35 OPTIMIZATION   TECHNIQUES ALL  35  OPTIMIZATION  TECHNIQUES01  Don’t  target  desktops,  mobile  devices,  &   12  Look  for  new  ad  group  themes  &  ideas. 25  A|B  test  ad  copy. tablets  in  the  same  campaign  –  separate   13  Implement  Site  Links. 26  Include  keyword  in  Display  URL. them! 14  Implement  Call  Extensions. 27  Ensure  all  ads  are  using  call-­‐to-­‐acLon  02  Create  separate  campaigns  for  broad  &   phrases. exact  match  keywords.  OKen  Lmes,  you  will   15  Add  Product  Extensions. find  exact  match  keywords  perform  beSer,   16  Add  LocaLon  Extensions. 28  Use  trademark  symbols  ®  ™  to  establish   so  you  want  to  have  the  opLon  to  limit  the   credibility  on  branded  terms. 17  NEW  –  Add  Social  Extensions. money  spent  on  broad  match  keywords  and   29  Capitalize  The  First  LeSer  Of  Each  Word. allocate  as  much  as  possible  to  exact  match. 18  Test  Broad  Match  Modifier  for  branded   campaigns. 30  Use  exclamaLon  points!03  Use  Google  AdWords  segmenLng  tool  to   19  Try  bidding  on  compeLtor  brand  names  as   31  Create  custom  landing  pages  for  high-­‐ analyze  performance  of  Google  Search  vs.   keywords.  (Separate  campaign). traffic  terms. Search  Partners. 20  ULlize  Google  AdWords  Editor  for  bulk   32  Run  Placement  Performance  Reports  to  04  If  opted  into  the  Google  Display  Network,   changes,  opLmizaLons,  and  new  campaign   idenLfy  and  exclude  your  ads  from   make  sure  it  is  also  in  it’s  own  campaign  as   launches. showing  on  poor-­‐performing  and   performance  will  vary  from  search! irrelevant  sites  in  the  GDN.05  Conduct  Day  of  Week  Analysis. 21  Add  typos  of  main,  high-­‐traffic  terms  using  a   typo  tool:  hSp://tools.seobook.com/spelling/ 33  AdverLse  price  in  ad  text.06  Conduct  Time  of  Day  Analysis. keywords-­‐typos.cgi 34  Add  negaLve  keywords  to  display  07  Conduct  Geographic  Analysis. campaigns  if  you  noLce  Google  showing   22  Create  audience  of  site  visitors  that  have  08  Find/Add  broad  match  negaLve  keywords. already  converted,  and  exclude  them  from   your  ads  on  groups  of  irrelevant  sites   your  remarkeLng  audience. with  the  same  theme..09  Find/Add  exact  match  negaLve  keywords. 23  Set  Impression  Cap  to  avoid  oversaturaLng   35  Ad  groups  should  be  granular  and  contain  10  Find/Add  phrase  match  negaLve  keywords. no  more  than  6  –  8  keywords  each. prospects.11  Look  for  ways  to  expand  keywords  within   exisLng  ad  groups. 24  Further  segment  exisLng  audiences.
    • THANK  YOUzach@elitesem.comT  212  863.9699