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Mastering Google AdWords

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Mastering Google AdWords

  1. 1. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected Not to be reproduced. Copyright protected MASTERING GOOGLE ADWORDS Presenter: Anup Batra 1
  2. 2. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected 2
  3. 3. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected October 9, 2013 © Arrow Internet Marketing 2011 3
  4. 4. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected Not to be reproduced. Copyright protected The Basics Account Settings Ad Groups Ad Copies Campaign Performance Reducing Wasted Clicks Latest Changes Case Studies What We Will Cover
  5. 5. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected 5 What is Adwords
  6. 6. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected Why Adwords • Quick • Measurable • Scalable www.SearchEngineRankings.com.au
  7. 7. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • A method of advertising • Search Engines & Social Media Sites • Search & Content Networks But Not every one makes money What is Adwords
  8. 8. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected October 9, 2013 © Arrow Internet Marketing 2011 8
  9. 9. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected PPC v/s SEO • Liposuction vs Workout • Quick Returns vs Long Term Results • Limited vs Unlimited exposure • More Keywords vs Lesser Keywords • Instant Scalability vs Organic Growth
  10. 10. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected Terminology • Impressions • Clicks • Bid • Budget
  11. 11. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected Key Metrics • Average positions • Cost Per Click • CTR (Click-through-rate) • Number of conversions • Cost per conversion
  12. 12. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected Creating an Account • Campaigns • Ad groups • Keywords • Ads • Display URL • Destination Page
  13. 13. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected Campaign View
  14. 14. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Location • Bidding method • Networks • Ad-scheduling • Demographics • Ad Extensions-site links Campaign Settings
  15. 15. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected Campaign Settings
  16. 16. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected Ad Distribution
  17. 17. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected Geo Targeting
  18. 18. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected Location Selection
  19. 19. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Search • Content • Placement Distribution and Networks
  20. 20. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected Segmenting : • Search type • Product • Brand Ad copy & multivariate testing -ve keywords Improving CTR
  21. 21. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected 21 Q & A
  22. 22. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • What are your competitors doing? • Who are your prospects & where? • How do you stand out-DNA, sex appeal? • How much can you pay for an enquiry/sale? Exercise: PPC Strategy
  23. 23. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Domination vs Penetration • Search Intent • High Traffic vs Long Tail • Competition Choosing Keywords
  24. 24. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Google External Keyword Tool • Google Traffic Estimator • Keyword Spy • Compete Keyword Tools
  25. 25. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Primary, secondary & tertiary • Broad, narrow & exact • Generic & branded • Based on search intent • Based on stage of buying cycle Types Of Keywords
  26. 26. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Relevance • Persuasiveness • URL’s • Call to action • Credibility • Look natural Destination Pages
  27. 27. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected Example:
  28. 28. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Competitors • Industry sites • Comparison sites • Regional sites • News sites Placement Targeting
  29. 29. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Getting into the mind of your prospect • What are their desires? • What are their fears? • What makes them tick? • What is it in your product/service which will resonate with your prospect? Understanding Your Target
  30. 30. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Line 1 – Keyword match • Line 2 – Why you • Line 3 – Call to action Examples: L1 – New Nissan Micra L2 – Melbourne’s largest Nissan Dealer L3 – Limited Stock. Great Deals Google Ad Copy
  31. 31. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • People buy from you for different reasons • Try different messages to see which works best for you • Keep selecting ads and ad copy based on response Split Testing
  32. 32. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Campaign settings for split testing to work. Advanced options > Ad serving: Set to Rotate: show all ads equally • Which ad do I scrap? • New Google feature Split Testing (Cont’d)
  33. 33. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • CTR • Conversions • What works better – Keywords – Ad copies – Landing pages Key Metrics
  34. 34. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Which keywords are getting clicks? • Which keywords are earning you money? • What to do with non-performing keywords? • Coming up with new keywords which fewer people are trying Rationalising Keywords
  35. 35. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Reducing bid • Go niche • Reduce wastage • Strategic search marketing • Strategic placement targeting Strategies For Reducing Costs
  36. 36. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected 36 Examples:
  37. 37. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected 37 Examples:
  38. 38. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Cost Per Click is very important • Spending less is better • Bigger players win • Google is where everyone goes • It is easy to set-up and manage an ad words campaign PPC Myths
  39. 39. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Testing on a very low budget • Bidding too low in the beginning • Too many keywords in one adgroup • Making an adwords campaign and forgetting about it Common Mistakes
  40. 40. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Not measuring returns on investment • Focusing on clicks as a measure of success • Looking at volume of enquiries and not quality • Not leaving contact details on the website Common Mistakes
  41. 41. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Campaign Structure • Improving CTR • Adcopy • Keywords Turning Around A Campaign
  42. 42. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Improving conversion rate • Reducing wasted clicks • Fresh thinking: fresh campaigns • Increasing reach Turning It Around
  43. 43. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected Overnight Overhaul
  44. 44. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected Injecting Fresh Blood
  45. 45. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Don’t do what everyone does • Lifetime value of a customer • Demos and free trials • Puppy dog products/services • Call to action/offers • Geographic and demographic targeting How To Outperform Competition
  46. 46. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Strategy • Competition • Structure • Tools • Measurement Managing A Large Campaign
  47. 47. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Multiple ad groups • Multiple ad copies • Split Testing: minimum three per ad group Good Structure
  48. 48. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Improving quality score • Use of negative keywords • dynamic keywords • Optimal structure • Uncover niche keywords Reducing Wasted Clicks
  49. 49. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Sitelinks: links to website subpages • Audience Targeting: display campaigns • Remarketing: add a remarketing tag to your website pages. October 9, 2013 © Arrow Internet Marketing 2011 49 Latest Changes In Adwords
  50. 50. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected October 9, 2013 © Arrow Internet Marketing 2011 50
  51. 51. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected Case Studies
  52. 52. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Started Adwords with $1000/month • Got fifteen leads for the spend • Persuasive content, call to action on targeted pages and planned forms • The company now spends 20k per month on Google Adwords and gets 400 leads per month Case Study: Home Loans
  53. 53. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Client spend $60k/month • Reduced $20k spend in the first month without reducing leads • Installed conversion tracking to find wasted clicks from generic keywords like ‘internet’ and ‘broadband’ • Introduced new ad groups and keywords Case Study: Telco and ISP
  54. 54. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Inherited a complex campaign • Created fresh ad copy • Rationalised keywords • Launched new campaigns for profitable products Case Study: Gift Vouchers
  55. 55. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Average sale value $ 150 • Cost per sale • .5% conversion • 1 in 200 clicks converting to sale • Mandate from CEO to turn it around • Now cost per sale $ 11 while CPC remains the same Turning It Around
  56. 56. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected • Familiarise yourself with all the tools available • Invest in tools, resources and expertise. • Strategically leverage adwords to boost your sales & profits In Summary
  57. 57. www.SearchEngineRankings.com.auNot to be reproduced. Copyright protected Stay Connected 57

Editor's Notes

  • 71% of businesses who have used this medium plan to continue or increase their spend in the coming year. (Source : Fairfax Business Research). Google is used throughout the buying cycle
  • The buying cycle begins with search and search is used throughout the buying process
  • Country State City Suburb Set of suburbs
  • Noosa heads resort limited budget $20 per day Noosa accommodation . $3 per click so only 6 clicks per day. Noosaheads resorts -580 searches per month. CPC became 1/3 rd with better conversions
  • Noosa heads resort limited budget $20 per day Noosa accommodation . $3 per click so only 6 clicks per day. Noosaheads resorts -580 searches per month. CPC became 1/3 rd with better conversions

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