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Make your Google Ad campaign stand out in just 20 minutes a week

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Slides from the workshop with Vale4Business on 20th September 2017. How do you nail PPC in 20 minutes a week and 7 easy steps?

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Make your Google Ad campaign stand out in just 20 minutes a week

  1. 1. © 2017 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED @JayneReddyhoff Jayne Reddyhoff – Zanzi Digital
  2. 2. © 2017 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Do it properly • Really understand your audience • Pay attention to detail • Work smart! • Follow a process
  3. 3. © 2017 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Do it properly: understand your audience Buying Intent Perfect Ad Copy Perfect Landing Page
  4. 4. © 2017 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED • Usually more than 30 changes to AdWords every year • Competitor actions • Market changes • More data, better analysis • External Factors e.g. the weather! • Seasonal/special event variations Do it properly: pay attention
  5. 5. © 2017 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Do it properly: work smart • Follow the 80:20 rule - pareto principle • Make high impact changes first • Work on high traffic campaigns first • Know when to stop!
  6. 6. © 2017 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Do it properly: follow a process • Budget and bid prices • Keywords • Ad optimisation • Campaign relevance Quality score • Check goals, URLs, links, etc • Review campaign settings • Analysis, reporting and planning
  7. 7. © 2017 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Budget and Bid Prices Check spending at account, campaign, & Ad group level Raise bids on good keywords; lower bids on poor keywords
  8. 8. © 2017 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Pause poorly performing keywords Add promising looking keywords to your account from search query report. Add negative keywords that aren’t relevant to the account / campaign
  9. 9. © 2017 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED
  10. 10. © 2017 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Exercise – negative keywords
  11. 11. © 2017 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Ad Optimisation Throw out your worst 2 ads Replace with 2 new ones
  12. 12. © 2017 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Only compare ads when there is enough data Ad Optimisation
  13. 13. © 2017 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Keep the better performing Ad, and optimise the other to beat it. Change one variable at a time (title, display URL, Ad copy, destination URL...) OPTIMISATION
  14. 14. © 2017 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Ad Groups - Once keywords have been added, see if any existing groups can be divided up into new groups, or even new campaigns - Split-up your biggest, most bloated Ad group into smaller more targeted groups. Improve Campaign Relevance / Quality Scores
  15. 15. © 2017 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Improve Campaign Relevance / Quality Scores Landing Pages •Are you using the best possible landing page? •Check landing page copy. It can affect quality score. •Monitor landing page split tests
  16. 16. © 2017 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Check Goals, Landing page URLs, Links Useful if conversions are tailing off • Have landing page URLS changed? • Have thank you page URLS changed?
  17. 17. © 2017 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Review Campaign Settings •Do network, device, day-parting and other campaign settings reflect current account objectives? •Are they optimal for account performance?
  18. 18. © 2017 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Analysis, reporting, plan next month •Report on agreed metrics against performance targets •Agree objectives for next month
  19. 19. © 2017 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED
  20. 20. © 2017 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Questions
  21. 21. © 2017 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Email: Jayne@Zanzidigital.co.uk | Twitter: @JayneReddyhoff | W: www.zanzidigital.co.uk Thank you Jayne Reddyhoff Managing Director Zanzi Digital Zanzi Digital Ltd 7a Hithercroft Court Lupton Road Wallingford OX10 9BT T: 01865 595260
  22. 22. © 2017 ZANZI DIGITAL MARKETING LTD ALL RIGHTS RESERVED Free 30 minute assessment First come, first served! 01865 595 260 Here’s what you’ll get: • an objective look at your AdWords account, where it’s doing well and where it could do better • practical advice on how to measure your return on investment • at least 3 actions you can take immediately to get more visitors

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