Guide to Using Google Adwords PPC

Google Adwords 2012 -
Developing a Winning
Adwords Strategy

Webscape Marketing
Social Media, SEO & Online

Background
• Josh Whiten, owner of
Webscape Marketing
• Based in Folkestone’s
Creative Quarter
• Handle SEO, PPC, social
media and online marketing

Webscape Marketing

Aims
• Harness the true power of Adwords
• Getting the basics right
• More results for less money
• New innovations and options

Webscape Marketing

The basis of a solid Adwords
account structure

Webscape Marketing

Planning Your Account
• Research/User Led
• Website/Product Led

Webscape Marketing

Webscape Marketing

Granular Structure
• Multiple Campaigns
• Multiple Adgroups
• Few keywords in each
• Multiple ad variations

Webscape Marketing

Incorrect Structure
• Few Campaigns
• Few Adgroups
• Numerous keywords in them
• Single ad per adgroup

Webscape Marketing

The Relevance Trail
Keyword 1
Advert 1
Adgroup Keyword 2 Landing Page
Advert 2
Keyword 3
Campaign
Keyword 1
Advert 1
Adgroup Keyword 2 Landing Page
Advert 2
Keyword 3

Webscape Marketing

Common Errors
• Pyramid Structure
• Broad campaign settings
• Poorly targeted keywords
• Poor adverts
• Too few adverts

Webscape Marketing

Keywords
• Short Tail (‘PPC’)
• Long Tail (‘PPC agency in Kent’)
• Misspellings
• Variations
• Synonyms

Webscape Marketing

Non Standard Campaigns
• Competitor brand names
• Your brand name

Webscape Marketing

Understanding keyword
match types

Webscape Marketing

Match Types
• Broad (any of the words in the phrase)
• “Phrase” (specific words or within phrase)
• [Exact] (only those words and no other)
• -Negative (searches without term)

Webscape Marketing

Reducing wasted clicks in
your Adwords campaigns

Webscape Marketing

Campaign Settings
• Search or Display networks
• Separate display bids
• Devices
• Timings

Webscape Marketing

Search Term Analysis
Search term is the exact word or
set of words a customer enters
when searching.

Keyword is the word or set of
words AdWords advertisers create
for a given ad group to target ads.

Webscape Marketing

Finding Search Term Reports

Webscape Marketing

Search Term Data

Webscape Marketing

Update Negative Keywords

Webscape Marketing

Taking advantage of the
Display network for
branding and sales

Webscape Marketing

Display Network
• Place ads on third party websites
• Publishers share revenue with Google
• Anti fraud measures built in
• CPC or CPM basis
• Use to raise brand awareness
• Can display text ads or display advertising

Webscape Marketing

Display Advertising
• Banner adverts on third party sites
• Payable on CPM basis
• Use to raise brand awareness
• Support PR and offline advertising
• Not usually good source of clicks
• Can cause uplift in search PPC

Webscape Marketing

Remarketing
• Identifies visitors to your site from search
• Shows follow up display ads to them
• Used on Display network of third party sites
• Use to promote better deals and offers
• E-commerce potential
• Requires technical set up in website

Webscape Marketing

Advanced advert
techniques to increase
click through rates

Webscape Marketing

Optimising Adverts
• Keywords in Bold
• Sentence Case
• Display URL
• Call to action
• Include phone number
• Test variants

Webscape Marketing

Advert Site Links

Webscape Marketing

Adding Site Links

Webscape Marketing

Landing page and quality
score optimisation

Webscape Marketing

What is Quality Score?
• Measure out of 10
• Assigned to each keyword
• Higher QS = higher ranking at lower CPC
• Financial benefit to improving QS
• Read QS signals

Webscape Marketing

Measuring Quality Score
• Add to reports or control panel
• Measure by keyword...

Webscape Marketing

Measuring Quality Score

Webscape Marketing

Building Quality Score
• Account age
• Account performance
• Ensure Relevance trail

Webscape Marketing

Landing Pages
• Relevant content
• Original content
• Matches ad
• Transparency - Privacy policy
• Business information
• Easy navigation (no pop up’s etc.)
• Load time
• Call to action

Webscape Marketing

Note:
• Block multiple Landing Pages from
natural search
• Prevents duplicate content penalty
• Use robots.txt file added to Google
Webmaster Tools

Webscape Marketing

Housekeeping and
campaign success
monitoring

Webscape Marketing

Adwords Editor
• Free Program to install on your PC
• Ideal for managing large or multiple
accounts
• Bulk import and export keywords
• Move/copy keywords or adgroups

Webscape Marketing

Bid Management
• Start low and work up
• Don’t follow suggested bids
• First position isn’t always best

Webscape Marketing

Making changes
• Changes may trigger approval process
• New accounts may take longer
• Don’t change too much too often
• Make changes 1-2 weeks apart

Webscape Marketing

Other pay per click options

Webscape Marketing

• Business network
• International in scope
• Ads for members only
• Target by location/job/sector
• Usually higher CPC

Webscape Marketing

• Aimed at consumers
• Demographics/interests/location targeting
• Local/regional campaigns
• Multiple versions
• Slightly higher CPC

Webscape Marketing

Search Engine Optimisation
• Pyramid Structure
• Broad campaign settings
• Poorly targeted keywords
• Poor adverts
• Too few adverts

Webscape Marketing

Next Steps
For help with SEO, social media or PPC:

Josh Whiten
Webscape Marketing
http://www.webscapeseo.com
Facebook.com/webscapemarketing
@webscapeseo
josh@webscapeseo.com
07850 093471
Webscape Marketing

Guide to Using Google Adwords PPC

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