Google AdWords - is it worth it?


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Slides from my talk at the Smart Business Show in May 2014, where I look at how to run cost-effective Google AdWords campaigns.

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Google AdWords - is it worth it?

  1. GoogleAdWords Isitworthit? Smart Business Show Barry Adams Digital Director
  2. Part of
  3. GoogleAdWords
  4. Google’s Search Results
  5. Organic (natural) results
  6. Advertising (PPC – Google AdWords)
  7. Google’s revenue sources Google’s profit comes from:  Advertising 97%  Other 3%
  8. Corporate Spend: PPC versus SEO 0 500 1000 1500 2000 2500 PPC SEO Spend (£m) UK Search Marketing spend  PPC £2335m  SEO £436m 0% 20% 40% 60% 80% Paid Organic Clicks
  9. So why so much emphasis on PPC? SEO Long-Term Results Google’s black box PPC Instant Results PPC is the most accountable of all online marketing disciplines. Every penny spent can be tracked and its ROI calculated.
  10. The pressure is mounting... Someone specifically looking for GoCompare’s website will first see an AdWords Ad, then an ad for Google’s own insurance comparison service...
  11. MakingPPC WorkForYou
  12. AdWords is about three things: Keywords Ads  Find the right keywords to advertise on.  Create the right ad to get users to click on. Landing Pages  Build a landing page that converts those clicks in to customers. Make sure your keywords, ad text, and landing page all match up. Understand the expectations of users who type in a certain query, and match & exceed those expectations in your ad text and your landing page. Don’t disappoint your users or the click will go to waste.
  13. Keyword Research Start with matching your goal to user intent • What are you trying to make your website visitors do? • What keywords would these visitors type in Google? Understand the three types of search query: • Informational – learning stuff • Navigational – finding stuff • Transactional – buying stuff
  14. Google AdWords Keyword Planner
  15. Google Trends
  16. Google Instant Note: with Google Instant, when your ad is shown for 3 seconds it counts as an impression
  17. The Long Tail
  18. AdWords Keyword Match Types Broad / Phrase / Exact • Broad match: “safety laces for Doc Martens boots” • Phrase match: “laces for safety boots” • Exact match: “safety boots”
  19. Effective Ad Groups • Keep your keywords focused per ad group: • Too much keyword variation in one ad group makes it hard to match your keywords to your ads and your landing page Good ad group: safety boot safety boots safety boots uk buy safety boots cheap safety boots best safety boots Bad ad group: safety boot work boot steel-toe boots leather boots caterpillar boots rubber sole boots
  20. Creating Great Ads • Include the keyword often  Title  Description  URL • ISP: Impact Selling Points  Free delivery  Discount
  21. Dynamic Keyword Insertion Insert the searcher’s actual query in to your AdWords Ad: {KeyWord:Safety Boots} If the keyword is too long & breaks the character limit, the fallback keyword is used instead.
  22. Test, Test, Test • 2-3 ads per ad group minimum • Select a winning ad, use it for further tests • Test different CTAs, URLs, ISPs, etc.. • Never stop testing.
  23. Elements of a Great Landing Page • Repeat the keyword to make sure visitors know they’re in the right place • Emphasise your ISPs • Strong calls-to-action  Make your forms as simple as possible  Instil a sense of urgency  Minimise distractions • Use trust signals (security icons, payment providers) & social proof (testimonials, reviews)
  24. • Your keyword’s quality score (1-10) influences how much you need to pay to get a high positioning • Quality Score is determined by the following factors:  Your account’s historical CTR  How well the keyword matches your ad & landing page • So it’s a matter of relevance: Keywords Ads Landing Pages AdWords Quality Score
  25. Connect The dots Measure & improve your campaigns:
  26. Thankyou.