Google Adwords


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Paul Tansey of Intergage. A regular presenter at at Business Link events talks through the fascinating subject of Google Adwords

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Google Adwords

  1. 1. Introduction Paul Tansey Poole & Southampton Intergage provides functional yet elegant, search engine friendly and updateable Web sites for the small or medium sized businesses. Typical prices are £1,500-£5,000.
  2. 2. Agenda About this presentation What is Google AdWords? About Google & AdWords How Clicks are priced How to maximise ROI Most common mistakes A 10 step plan to succeed at Google AdWords Learn to use Google AdWords on-line –
  3. 3. What is Google AdWords? •Sponsor Key words and phrases •Pay only if somebody clicks on your Ad and goes to your Web site
  4. 4. What is Google AdWords? 1 2 4 3 5 6 7 8
  5. 5. What Can AdWords Do For My Business? • Get you found by the largest search engine audience in the world • Deliver low cost lead generation/ customer acquisition • Complement your “Natural” search engine results • Generate near instant results • Help you launch a new site or previously un-marketed site • Opportunistic marketing and product promotions • Deliver an outstanding return on investment
  6. 6. How do I use AdWords? Sophisticated yet elegant advertising that YOU control You choose the Keywords or Key phrases to sponsor You write the Ads You control where and to whom your Ads are delivered You get almost instant feedback on how your Ads are received You monitor conversion rates You adjust and fine tune based upon results You control budgets
  7. 7. About Google “Don’t be evil” “Well meaning geek” culture Long term goals overrule short term financial gains The best search engine? The biggest market share fanatical about user experience and relevance Google’s published mission is “To make the world’s information accessible and useful” Google sees relevance as the key to achieving this goal because “Relevance ensures a positive user experience and keeps users returning to Google”
  8. 8. About Google AdWords Not part of the original plan Hugely successful Fundamental differences to other PPC offerings Cheat and they’ll punish you Play the game well and they’ll reward you Nobody knows it all It changes…
  9. 9. Google on Adwords “Google doesn’t view Ads as a necessary evil to make money. We view showing Ads as another type of search – one in which relevancy is just as important as in Web search. To me, Ads shouldn’t be this unwanted thing you have to show on the side of your site; for many searches the Ads can be just as helpful as the organic search results, and we should always try to make Ads a useful service to our users,not just a “necessary evil”. Matt Cutts - Google
  10. 10. What’s Great About AdWords? Speed - fast to market, fast feedback It rewards good practice Split Testing - Multiple Ads per Keyword £5 to start – no minimum monthly fee Management & reporting tools On-line training is superb David can still beat Goliath
  11. 11. How PPC Pricing Typically Works Bid Per Click Advertiser A £0.20 Rank 1 Advertiser B £0.19 Rank 2 Advertiser C £0.10 Rank 3
  12. 12. How Google AdWords Refined The Process Up until Summer 2005 Bid Per Click CTR Score Ranking C Advertiser A £0.10 £0.20 4% 1% 40 20 1 Advertiser B £0.19 2% 38 2 A Advertiser C £0.20 £0.10 1% 4% 20 40 3
  13. 13. The latest refinement… Quality Score “The quality score is determined by the keyword’s click through rate (CTR), relevance of Ad text, historical keyword performance and other relevancy factors” “CTR is still the predominant factor”. Richard Holden, Google Quality score is critical to your ROI. Therefore these 4 key factors are critical to your success. 1. CTR 2. Relevance of Ad text 3. Historical Keyword Performance 4. “Other relevancy factors…”
  14. 14. Quality Score (cont…) “Other Relevancy Factors…” Understand Google’s passion for relevancy. A Googlebot will visit your site within 30 seconds of placing an Ad, so it would seem that they are checking landing pages for what they deem good Web practice (relevance to keyword, Ad, lack of pop-ups etc..). Ensuring a quality experience for their users and weeding out the bad guys…
  15. 15. Quality Score (cont…) Advertiser Max CPC Quality Score Rank No. Position Min. Bid Actual CPC A £0.40 1.8 0.72 1 £0.04 £0.37 B £0.65 1 0.65 2 £0.05 £0.39 C £0.25 1.5 0.38 3 £0.04 £0.04 Advertiser A’s actual CPC is worked out as 1p more than required to stay ahead of Advertiser B. In this example we look at Advertiser B’s Rank no. and divide this by advertiser A’s quality score. .65/1.8 =.36 + 1p = 37p In the real world we don’t get to see our quality scores…
  16. 16. Significant Factors Impacting Upon ROI Selection of keywords – cost per click can vary hugely Keyword matching – using matching techniques to increase CTR Ad copy – evolving copy that generates results Bidding strategy – can waste huge amounts of money Landing Page – must match promise of Ad and sell the conversion Conversion tracking – very difficult to monitor ROI
  17. 17. Selecting Keywords Brainstorm Keywords & Phrases – Check your own server logs Product names, brand names, model numbers, codes Use Yahoo Search Marketing’s Keyword tool Use Google’s Keyword Suggestion Tool Think laterally – misspellings, hyphenated phrases, quirky phrases, even URLS! Think problem and solution Ask Customers Check Competitor sites Meta data Use 3rd party tools such as WordTracker, (chargeable), (free)
  18. 18. Keyword Matching Broad Matching – Least targeted/ Likely lowest CTR “Phrase Matching” – Medium CTR potential [Exact Matching] – Likely highest CTR -Negative Keywords Matching tools can increase your ROI by 10% - 1,000%+!
  19. 19. Writing Ads Writing the right words makes you money!
  20. 20. Writing Ads Principles of writing good Ads Titles should contain the keyword or phrase Body text should contain the keyword once Benefits should precede features (next slide) Ads sell the page Differentiate Research how small companies that compete for competitive terms and succeed write their Ads
  21. 21. Writing Ads Split Testing Evolving your messages Beat your control Refine often and apply lessons learned across other campaigns Vs. Split testing is one of the keys to success in Ad writing and has the potential to massively impact ROI
  22. 22. Landing Pages Should be designed for Keywords/ Ad groups/ Ads Content should match the promise of the Ad Should contain “substantial relevant content” Can you rapidly build and tweak these pages in order to fine-tune results? Should be easily navigable Should conform with Google’s guidelines for site layout in order to maximise Quality Score
  23. 23. Bidding Strategy Why go for position 1? Beware “Happy clickers”! Ignore your ego You need a good CTR so bid high enough to achieve it As your Quality Score rises you can probably reduce your bid Positions 3-5 often prove most profitable
  24. 24. Tracking & Managing Campaigns Establishing an ROI CTR does not equal ROI Conversions must be measured (Sales, Leads, Sign-ups, Page Views & “Others”) All conversions can be assigned values Actual Sales Values can also be tracked How Google tracks conversions Tracking & Managing Campaigns Unless you track conversions, and telephone enquiries you cannot calculate ROI
  25. 25. Managing Campaigns 3rd Party tracking solutions available include and
  26. 26. Tracking & Managing Campaigns Google can e-mail you all your reports automatically
  27. 27. Avoid the most Common Mistakes Not enough Keywords Landing Pages NOT customised to Keyword/ Ad Using Only Google AdWords – not using Yahoo Search Marketing and others Not tracking well enough to take full advantage of Paid Search Failing to focus on ROI – getting distracted by search position and vanity
  28. 28. 10 Step Success Plan 1. Evaluate the potential and likely costs, competition and set realistic goals and targets 2. Think like a customer and come up with a big list of Keywords/ Key phrases 3. Break down your keywords into small, tightly focussed clusters (Ad groups) and match to highly relevant Ads 4. Brainstorm Ads 5. Choose or create landing pages that match keywords/ groups / Ad 6. Set up a tracking system 7. Split-test Ads, refine constantly – apply lessons learned (not just to the Web) 8. Delete keywords that don’t perform / recreate with new Ad before forgetting 9. Keep brainstorming new keywords 10. Keep monitoring your conversation rates at every stage – including repeat visitors – keep improving – have I mentioned ROI yet? - contains a wealth of PPC information
  29. 29. Want More? Register at for an e-book “Google AdWords Secrets” or to download this PowerPoint presentation – functional, elegant, updateable web sites you can manage and market yourself