Adwords Secrets and Strategies for Startups

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Adwords Secrets and Strategies for Startups

  1. 1. www.meetsamir.com Twitter @MEETSAMIR Google Adwords Distribution Hacks with Samir Patel @ 500Startups (Version 2.0 Updated for Mobile+ More May 2014!)
  2. 2. www.meetsamir.com Twitter @MEETSAMIR GET A FREE AUDIT OF YOUR MARKETING CAMPAIGNS www.meetsamir.com (email samir@dorevolution.com) @MeetSamir Connect
  3. 3. www.meetsamir.com Twitter @MEETSAMIR Bio: Samir Patel Founder/CEO of DoRevolution : Bringing Mindfulness to Marketing Managed $1B+ in Advertising Spend across Search, Social, Retargeting and Mobile Ads. Founded SearchForce took company to profitability with Fortune 500 clients. Pioneer in applying Wall Street Quantitative Finance Trading Techniques to Online Marketing. Top US Advertisers as Clients: Progressive, Experian, AT&T, Scottrade, Priceline, eBay, Oracle and Salesforce.com. MBA, Brand Marketing from Cornell’s Johnson Graduate School of Business.
  4. 4. www.meetsamir.com Twitter @MEETSAMIR Please watch recorded LiveStream video as well to get more context around the presentation Samir Patel LiveStream
  5. 5. www.meetsamir.com Twitter @MEETSAMIR The Problem: Data and Controls
  6. 6. www.meetsamir.com Twitter @MEETSAMIR The Channel Explosion: importance up, effectiveness down Lots of Data across Channels (Adwords), Facebook Ads, Twitter, Linkedin, Pinterest, Analytics (Omniture), Mobile Ads, Marketing Systems (Marketo), Landing page optimization (Optimizely) but lack of Actionable Intelligence for Advertisers. Strategic: Most CMO’s lack ‘Growth Expertise’ and know-how because of invisibility of inventory and growth drivers. Tactical: Campaign Optimization super complicated and clients need highly analytical staff that is expensive and difficult to hire.
  7. 7. www.meetsamir.com Twitter @MEETSAMIR Why are performance ads so complex to manage? Hundreds of Best Practices Data continuously changes Intense Competition Success metrics change Variety of new ways you can advertise and complexity in optimizing each (mobile, retargeting, video etc)
  8. 8. www.meetsamir.com Twitter @MEETSAMIR Five Pillars of Adwords Optimization Account Structure Keywords Ad Copy Landing Pages Google Analytics
  9. 9. www.meetsamir.com Twitter @MEETSAMIR Core Concepts Relevance Quality Score Bounce Rate
  10. 10. www.meetsamir.com Twitter @MEETSAMIR Account Structure Pillar
  11. 11. www.meetsamir.com Twitter @MEETSAMIR Keywords Pillar
  12. 12. www.meetsamir.com Twitter @MEETSAMIR Keywords Pillar
  13. 13. www.meetsamir.com Twitter @MEETSAMIR Keywords Pillar
  14. 14. www.meetsamir.com Twitter @MEETSAMIR Keyword Pillar
  15. 15. www.meetsamir.com Twitter @MEETSAMIR Landing Page Pillar
  16. 16. www.meetsamir.com Twitter @MEETSAMIR Core Concept : Bounce Rate
  17. 17. www.meetsamir.com Twitter @MEETSAMIR Ad Copy Pillar
  18. 18. www.meetsamir.com Twitter @MEETSAMIR Google Analytics Pillar
  19. 19. www.meetsamir.com Twitter @MEETSAMIR Core Concept : Relevance
  20. 20. www.meetsamir.com Twitter @MEETSAMIR Core Concept : Quality Score
  21. 21. www.meetsamir.com Twitter @MEETSAMIR Core Concept : Quality Score
  22. 22. www.meetsamir.com Twitter @MEETSAMIR 10 PPC Optimization Tips • Search Query Report • Keyword Match Types • Cross Pollinations: SEO and SEM • Ad Copy Testing • Segmented Reporting for Day Parting • Using Ad Extensions • Budget Adjustments • Competitive Terms • Campaign Structure • Device Based Bidding
  23. 23. www.meetsamir.com Twitter @MEETSAMIR AD EXTENSIONS SELLER RATINGS SITELINKS CALL EXT. LOCATION EXT. GOOGLE+
  24. 24. www.meetsamir.com Twitter @MEETSAMIR Accelerating Growth via Mobile Advertising
  25. 25. www.meetsamir.com Twitter @MEETSAMIR Why Mobile?
  26. 26. www.meetsamir.com Twitter @MEETSAMIR Tell them before you tell them Mobile Multiple Touch Points Calls Apps Cross Device Mcommerce & Mobile Sites In store 4 Tips: Optimizing Mobile PPC
  27. 27. www.meetsamir.com Twitter @MEETSAMIR
  28. 28. www.meetsamir.com Twitter @MEETSAMIR Calls This may sound obvious but let's not forget smartphones facilitate an action that is native to the device itself: phone calls. Customers sometimes prefer to purchase by phone. how a spontaneous party was made possible with purchases made via phone calls.
  29. 29. www.meetsamir.com Twitter @MEETSAMIR Apps Mobile App Economy is 29.5B Gartner, 50B downloaded, 1M apps, 190 Countries Apps are a great way to enrich your relationship with your customers. App downloads and transactions that happen within your apps are two important sources of value from mobile. When consumers download your app, it creates new opportunities for
  30. 30. www.meetsamir.com Twitter @MEETSAMIR Open An Existing App
  31. 31. www.meetsamir.com Twitter @MEETSAMIR App Downloads
  32. 32. www.meetsamir.com Twitter @MEETSAMIR New App Ads New Installations: Mobile App promotions across search, display and YouTube. Extract and suggest keywords based on Google Play and Google Seach Target Customers based on apps they use, frequency of use and in-app purchase history Reengagement: Ads that redirect inside of apps already installed, Deep Linking Conversion Measurement: Installation, Reengagement & In-App Purchases
  33. 33. www.meetsamir.com Twitter @MEETSAMIR Cross Device Consumers often use multiple devices to make a purchase, starting by researching on mobile and then waiting until they are on another screen to complete the transaction. A product purchased on a laptop originated with research done on a smartphone.
  34. 34. www.meetsamir.com Twitter @MEETSAMIR Mcommerce & Mobile Sites A mobile-friendly site is the cornerstone of any mobile strategy and makes it easier for your customers to purchase directly from their smartphones.
  35. 35. www.meetsamir.com Twitter @MEETSAMIR 5 Common Mistakes Mobile Sites Unplayable videos Faulty redirects Smartphone-only 404s App download interstitials Irrelevant cross-linking Page speed
  36. 36. www.meetsamir.com Twitter @MEETSAMIR In Store Most people use their smartphones while they are on the go. Searching for store locations and getting directions to purchase in stores are common activities that drive significant value for businesses.
  37. 37. www.meetsamir.com Twitter @MEETSAMIR Smarter ads optimized for varying user contexts
  38. 38. www.meetsamir.com Twitter @MEETSAMIR 4 Mobile PPC Optimization Tips Mobile Bid Adjustments : Need to get on top positions because of form factor, bid higher for location based targeting. Mobile Preferred Ads : Separate mobile/desktop, Call directly or provide a promotion based on time. Different URL for mobile. Call Extensions: Ad scheduling based on call center, Your own number or Google’s forwarding number On Site Call Conversions: Track calls from phone number embedded on website when users need to reach more before they buy
  39. 39. www.meetsamir.com Twitter @MEETSAMIR Tools Google Think - MultiScreen: Everything Google + Mobile PageSpeed Insights and Quicksprout Mobile Site Development : MoovWeb, Mobify
  40. 40. www.meetsamir.com Twitter @MEETSAMIR DoRevolution: Bringing Mindfulness to Marketing
  41. 41. www.meetsamir.com Twitter @MEETSAMIR DoRevolution Pi maximize ROI from Digital Channels and Marketing Automation Systems. Automated Actions Accelerate Growth Increase Profits or Lower cost
  42. 42. www.meetsamir.com Twitter @MEETSAMIR Simple and Actionable Intelligence
  43. 43. www.meetsamir.com Twitter @MEETSAMIR APPLY FOR A FREE AUDIT OF YOUR MARKETING CAMPAIGNS www.meetsamir.com (email samir@dorevolution.com) @MeetSamir Connect

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