Appkodes Tinder Clone Script with Customisable Solutions.pptx
Mastering Google AdWords
1. www.SearchEngineRankings.com.auNot to be reproduced.
Copyright protected
Not to be reproduced.
Copyright protected
MASTERING GOOGLE ADWORDS
Presenter: Anup Batra
1
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
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
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
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. www.SearchEngineRankings.com.auNot to be reproduced.
Copyright protected
Creating an Account
• Campaigns
• Ad groups
• Keywords
• Ads
• Display URL
• Destination Page
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. www.SearchEngineRankings.com.auNot to be reproduced.
Copyright protected
• Domination vs Penetration
• Search Intent
• High Traffic vs Long Tail
• Competition
Choosing Keywords
24. www.SearchEngineRankings.com.auNot to be reproduced.
Copyright protected
• Google External Keyword Tool
• Google Traffic Estimator
• Keyword Spy
• Compete
Keyword Tools
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. www.SearchEngineRankings.com.auNot to be reproduced.
Copyright protected
• Relevance
• Persuasiveness
• URL’s
• Call to action
• Credibility
• Look natural
Destination Pages
28. www.SearchEngineRankings.com.auNot to be reproduced.
Copyright protected
• Competitors
• Industry sites
• Comparison sites
• Regional sites
• News sites
Placement Targeting
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. 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. 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. 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. www.SearchEngineRankings.com.auNot to be reproduced.
Copyright protected
• CTR
• Conversions
• What works better
– Keywords
– Ad copies
– Landing pages
Key Metrics
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. 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
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. 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. 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
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
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. 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
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. 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. 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. 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. 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
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
