AdWords PPC Training Dec 2013 - Invest NI, Northern Ireland - Search Scientist Ltd

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Google AdWords Pay Per Click training session delivered by Louise McCartan from Search Scientist Ltd on the 10th Dec 2013 in Templeton Hotel (Templepatrick), 11th Dec in Armagh City Hotel and on 12th Dec in Silver Birch Hotel in Omagh.

Published in: Marketing, Technology, Design
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AdWords PPC Training Dec 2013 - Invest NI, Northern Ireland - Search Scientist Ltd

  1. 1. AdWords Pay Per Click Workshop www.searchscientist.co.uk
  2. 2. Hi, it’s nice to meet you all - Louise McCartan - Director of Search Scientist Ltd - Former Google employee - AdWords Certified since 2006 Email: louise@searchscientist.co.uk Or call: 07526404106
  3. 3. Introduce Yourselves
  4. 4. What we’re going to do today 1 2 3 4 5 6 7 AdWords Account Structure Get Sales, not just Traffic Group Exercise Tips to Prevent Wasting Money Features to Consider AdWords Tracking How to Optimise Performance
  5. 5. Show me the AdWords Ads
  6. 6. Which Ads get Most Traffic?
  7. 7. Let’s look at … ACCOUNT STRUCTURE FOR TOP AD POSITIONS & LOWER COST PER CLICK
  8. 8. You Control the User Journey You decide: • which search terms trigger your ads to show (by selecting Keywords and creating Ads) • which page of your site the user is brought to (when they click on your ads)
  9. 9. Structure - Tight Ad Group Themes To be in the top positions & pay less per click: Control the user journey - provide what they search for Keywords: Buy shoes online Buy shoes online UK Where to buy shoes online Shoes online UK Landing Page A landing page that matches the search query and ad. E.g. making it clear that the site sells shoes online to people in the UK
  10. 10. Make Ads Relevant to Searches - Match general searches to general ads & pages - Match category searches to category specific ads & pages - Match product searches to product specific ads & pages Google will consider this relevant, you’ll get high Click Through Rate, and be in the top positions for a lower Cost Per Click.
  11. 11. What not to do: Keywords: Women’s shoes Men’s shoes Children’s shoes Buy shoes online Buy trainers online Nike shoes online This approach will likely give you: Low Click Through Rates (CTR), Low Conversion Rates and High Cost Per Clicks.
  12. 12. Think not just about getting Traffic, but also about… GETTING SALES FROM ADWORDS
  13. 13. Considerations before Using AdWords • AdWords will drive instant traffic to your site • Will that traffic lead to sales? Think about: - which products / services to advertise - how do you compare to your competitors? - is it easy to convert on your site?
  14. 14. AdWords Needs Strategy & Management - Choose products with good profit margin - Offer something more than your competitors - Make your Selling Points clear in your ads - Good user experience on site. Easy to convert - Use Keyword Planner* to find Keywords - Keywords, Ads & Page Relevant to search term - Review Stats (enhance what’s working, cut back on what’s not)
  15. 15. Group Exercise • Decide - Advertise products in Example 1 or 2? • Choose Keywords from Keyword Planner • Create an AdWords ad (see character limits)
  16. 16. Before setting the campaign live, consider these… TIPS TO PREVENT WASTING MONEY
  17. 17. Be Careful of Default Settings • Don’t use Broad Match Keywords*
  18. 18. Be Careful of Default Settings • • • • • • Don’t use Broad Match Keywords* “Phrase”, *Exact+ & +Broad +Match +Modifier* Add Negative Keywords* Either Search or Display, not both together* Devices* Ad Scheduling 24/7*
  19. 19. Review Search Terms that Keywords Expand to Google shows your ads on search queries ‘similar’ to your keywords **TIP: View all actual search terms – ‘See Search Terms’**
  20. 20. ‘See Search Terms’ Report Example Example: You’re a storage company, renting out storage space ‘See Search Terms’ Report may show you’re getting clicks for searches like: bathroom storage units towel storage units overbed storage units pine storage units Add Negative Keywords! –bathroom, -towel, -overbed, -pine ‘See Search Terms’ Report can also give you ideas for keywords, like: Student self storage Furniture storage company Self Storage BT9 Self storage company Dunmurry Add valuable keywords you don’t already have.
  21. 21. Ads, Keywords & Landing Page Relevance Keywords: +used +Rolex +watch “used Rolex watch” [used Rolex watch] +buy +used +Rolex +watch “buy used Rolex watch” [buy used Rolex watch] +buy +used +Rolex +watch Negative Keywords: Replica Fake Parts Free Spares Insurance Landing Page A landing page that matches the search query & ad. E.g. Lead to the Used Rolex Watches page.
  22. 22. Let’s have a look at… OTHER FEATURES TO CONSIDER
  23. 23. Features to Consider • Ad Extensions • Product Listing Ads (PLAs)
  24. 24. Location Extensions Links through to that location on Google Maps
  25. 25. Call Extensions - Your own number - Call forwarding number
  26. 26. Sitelink Extensions
  27. 27. Social Extensions
  28. 28. App Extensions Link under ad to download your app
  29. 29. Review Extensions • Review quote from reputable 3rd party source • Linked to 3rd party’s site, showing quote
  30. 30. Product Listing Ads Not an Ad Extension. Link Google Merchant Centre to AdWords & Create New PLA campaign.
  31. 31. Also needs sorted before the campaign goes live: ADWORDS TRACKING
  32. 32. Essential Tracking • • • • Link AdWords & Analytics Accounts Conversion Tracking Code on Thank You Pages Set up Goals in Analytics (track all sources) Set up E-commerce Tracking if sell online
  33. 33. After activation, start… OPTIMISING PERFORMANCE
  34. 34. After Activation, You’ll See Stats Especially look out for: • Keywords with a Click Through Rate under 1% • Keywords with very high Cost Per Acquisition (CPA) Expand from what’s working well. Cut back on what’s not
  35. 35. An Example of Stats you’ll See Note: Target CPA £20 Plenty of clicks, good CTR, no conversions. Landing page not suitable for keyword? Low CTR. Under 1%. Maybe keyword not relevant enough to ad or needs more negative keywords?
  36. 36. Let’s sum up the main points covered today SUMMARY
  37. 37. Summary of Today’s Training - Tightly Themed Ad Groups (matching keywords, ads and pages) - Google Rewards Relevance (lower cost per click, higher ad rank) - Keyword Tips (Keyword Planner, match types, negative keywords) - Ad Tips (stand out from competitors, ad extensions, product listing ads, USPs) - Tracking (Conversion Tracking, Analytics, E-commerce) - Optimise by Stats (look out for CTR under 1% & CPA too high) - Think of User Experience on Site (make easy to convert)
  38. 38. Resources • I’ll provide this presentation through Invest NI • For many of today’s tips and more: www.searchscientist.co.uk/adwords-tips • Could you make use of a £100 AdWords voucher (in a new account) by 31st Dec 2013? • Follow for the Latest: www.facebook.com/searchscientist www.twitter.com/searchscientist plus.google.com/u/0/+SearchscientistCoUk www.searchscientist.co.uk
  39. 39. Any Questions?

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