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AdWhat Now? AdWords Tactics For Local Businesses In The Post Enhanced Campaigns Era

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In Tara's presentation from Brighton SEO in September 2013 she looked at the AdWords landscape following the introduction of Enhanced Campaigns.

Topics covered included:
- Keyword and account structure
- Bidding strategy
- Ad extensions
- Non-profits using AdWords
- Quality Score secrets
- How to control ad spend

Published in: Technology, Design
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AdWhat Now? AdWords Tactics For Local Businesses In The Post Enhanced Campaigns Era

  1. 1. Tara Dee West @Koozai_Tara ADWHAT NOW? ADWORDS TACTICS FOR LOCAL BUSINESSES IN THE POST-ENHANCED-CAMPAIGNS ERA
  2. 2. Generic keywords geo- targeted campaign Don’t lose traffic due to inaccurate IPs Location keywords nationwide campaign Control ad spend in locations Manage location performance & Quality Score ACCOUNT STRUCTURE
  3. 3. BID ON YOUR BRAND NAME
  4. 4. A way of controlling +broad +match +keywords Lower CPCs but still targeted Keep low search demand keywords eligible Discover new keywords Boost initial impressions to build Quality Score MODIFIED BROAD MATCH
  5. 5. BID ADJUSTMENTS
  6. 6. GEO TARGETING & CUSTOM BID ADJUSTMENTS
  7. 7. GOOGLE ANALYTICS BID ADJUSTMENTS REPORT
  8. 8. Set up offline conversion names in AdWords Update AdWords Conversion Tracking code Update contact form to collect Click Identifier Number (GCLID) Integrate with your CRM so it’s imported When they ‘sign on the dotted line’ it’s logged in CRM Import CRM data with GCLID to see ‘actual’ conversions ADWORDS CONVERSION IMPORT
  9. 9. BESPOKE LOCATION LANDING PAGES
  10. 10. CONTROLLING YOUR AD SPEND
  11. 11. WHO’S WATCHING YOU?
  12. 12. SUSTAINING YOUR AVERAGE POSITION Average position is not quite as it seems Tweak bids at keyword level or ad group level Increase bids when you lose impression share due to rank
  13. 13. $10,000 AdWords credit per month! Excludes government projects UK & US Only Bids capped at $2 or £2 YouTube for Non- profits GOOGLE GRANTS FOR NON-PROFITS
  14. 14. Ad extension dividing slide
  15. 15. REVIEW EXTENSIONS
  16. 16. EMAIL EXTENSIONS
  17. 17. IMAGE EXTENSIONS
  18. 18. CALL EXTENSIONS
  19. 19. OFFER EXTENSIONS
  20. 20. SO MUCH MORE THAN SEARCH…
  21. 21. Tara.west@koozai.com 0845 453 1234 @Koozai_Tara #BRIGHTONSEO SEP13
  22. 22. RESOURCES • Weather Bid Adjustment AdWords Script: https://docs.google.com/document/d/1MempXjrLVEtHTLD4kdE_BDePzTvA5kGGHVEpKSTpK2Q/edit?usp=sharing • Register for Image Extensions here https://services.google.com/fb/forms/imageextinterest/ • Image extensions format requirements: http://www.koozai.com/blog/pay-per-click-ppc/a-complete-guide-to-adwords- extensions/ • Trade Whitepaper Quality Score: http://www.trada.com/wp-content/uploads/2013/01/Trada-Whitepaper-Google- Quality-Score-in-2013.pdf
  23. 23. IMAGE SOURCES • Letter blocks image: http://www.bigstockphoto.com/image-21949439/stock-photo-alphabet?pic=new3 • Money image: http://www.bigstockphoto.com/image-1289241/stock-photo-coins • Umbrella and clouds image: http://www.bigstockphoto.com/image-33676457/stock-photo-rainbow-umbrella-on-sky- background • Ad extensions: https://support.google.com/adwords/answer/2375499?hl=en-GB • Ideas image: http://www.bigstockphoto.com/image-40991368/stock-photo-great-idea • Image extensions image: http://adwords.blogspot.co.uk/2013/06/new-image-extensions-enable-you-to-show.html • Review extensions image: http://adwords.blogspot.co.uk/2013/06/review-extensions-new-dont-take-our.html • Map: http://www.istockphoto.com/stock-photo-16335928-red-pushpin.php?st=3efc6fe • Clock: http://www.bigstockphoto.com/image-49064162/stock-photo-colorful-alarm-clocks-on-table-on-light-background • Mobile pin note: http://www.istockphoto.com/stock-photo-23694555-mobile-word-and-symbol.php?st=556ec4c • Jenga image: http://commons.wikimedia.org/wiki/File:Jenga_distorted.jpg
  24. 24. Tara.west@koozai.com 0845 453 1234 @Koozai_Tara #BRIGHTONSEO SEP13

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