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Google Adwords
Effective Tactics
Alexei Kouleshov
Who I am?
• Internet Marketing Strategist
• Author
• Google Partner
• Started Business in 2007
• Some of my customers
• Sh...
What is Google Adwords?
• Pay Per Click advertising
• Quickest way to get to front page of Google (est. 2000)
• Allows spe...
How does it work?
• Keyword triggered
• Relevance Determined by Keyword – Ad – Page
• Ad Rank determines position
• Qualit...
Ad Rank
Objectives Before You Start
• Identify budget (cost per lead)
• Define targeting (ideal client)
• Research your competitio...
Adwords Effective Tactics
• Tactic #1
• Simplify your campaign
• Perform 80/20 analysis (leads, profit and loss etc)
• Est...
Adwords Effective Tactics
• Tactic #2
• Research keywords & negative keywords
• Research keywords (Keyword Planner tool)
•...
Adwords Effectve Tactics
• Tactic #3
• Setup Landing Pages
• Unique Selling Proposition (offer)
• Keyword optimised (meta ...
Questions?
Thinking of doing Adwords?
Book Complimentary
Strategy Session
Key Business Network KBN -  Effective Adwords Tactics
Key Business Network KBN -  Effective Adwords Tactics
Key Business Network KBN -  Effective Adwords Tactics
Key Business Network KBN -  Effective Adwords Tactics
Key Business Network KBN -  Effective Adwords Tactics
Key Business Network KBN -  Effective Adwords Tactics
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Key Business Network KBN - Effective Adwords Tactics

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Presentation for KBN Mount Gravatt (Key Business Network) on effective Google Adwords strategies. This is a highly compressed presentation for moderate users of Google Adwords. The idea was to share best approaches to setting up an effective campaign.

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Key Business Network KBN - Effective Adwords Tactics

  1. 1. Google Adwords Effective Tactics Alexei Kouleshov
  2. 2. Who I am? • Internet Marketing Strategist • Author • Google Partner • Started Business in 2007 • Some of my customers • Shortcuts Software • Luggage Direct • Ella Bache
  3. 3. What is Google Adwords? • Pay Per Click advertising • Quickest way to get to front page of Google (est. 2000) • Allows specific targeting • Ad Networks • Search • Display • Video • Product Listing Ads (PLA)
  4. 4. How does it work? • Keyword triggered • Relevance Determined by Keyword – Ad – Page • Ad Rank determines position • Quality Score (relevance) • Cost per click (CPC)
  5. 5. Ad Rank
  6. 6. Objectives Before You Start • Identify budget (cost per lead) • Define targeting (ideal client) • Research your competition • Come up with great offer (USP) • Aim for top 3 positions (optimal) • Bid high CPC to pull through “sandbox period” • Aim for Quality Score of 6 and above
  7. 7. Adwords Effective Tactics • Tactic #1 • Simplify your campaign • Perform 80/20 analysis (leads, profit and loss etc) • Establish USP • Run campaign only for the top 20% • Track results • Perform further 80/20 • Repeat for other areas of your business
  8. 8. Adwords Effective Tactics • Tactic #2 • Research keywords & negative keywords • Research keywords (Keyword Planner tool) • Adjust landing pages to keywords • Categorise keywords into ad groups • Eliminate keywords with no commitment to buy • Popular ones: jobs, courses, free, review, forum etc
  9. 9. Adwords Effectve Tactics • Tactic #3 • Setup Landing Pages • Unique Selling Proposition (offer) • Keyword optimised (meta data, headline, content) • Benefits (options) • Credibility • Location or keyword specific • Optimised for device
  10. 10. Questions?
  11. 11. Thinking of doing Adwords? Book Complimentary Strategy Session

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