Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
GOOGLEADWORDSTIPS, TRICKS &Richard Greenwood – Senior Digital StrategistDejan SEOSTRATEGIES
Optimisation: modifying an account to improve its performanceOptimisation can include:• Adding/removing: keywords, ad grou...
WHY OPTIMISE?Some reason for conducting optimisation tasks:Traffic: Increase traffic volumes to your siteBranding: Increas...
Prevents ads being shown for particular keyword phrases thatinclude words not relevant to products on your site.For exampl...
TIP 1: SEARCH QUERY REPORTSLook throughsearch queryreportsregularly tofind negativekeywords
TIP 2: NEGATIVE KEYWORDSAd Group Keyword Negative KeywordKeyword (Broad) Keyword1, Keyword2 -”Keyword1″, -”Keyword2″Keywor...
TIP 2: NEGATIVE KEYWORDSAd Group Keyword Negative KeywordBlue Sneakers Buy blue sneakers - red, - greenRed Sneakers Best r...
TIP 3: ACCOUNT STRUCTURE
TIP 3: ACCOUNT STRUCTUREReplicateyour sitemapstructure!
TIP 3: ACCOUNT STRUCTUREKnowing the difference between:Navigational, Informational &Transactionalkeywords
TIP 3: ACCOUNT STRUCTUREThe stats!80%10%10%Search Volume Breakdown:InformationalNavigationalTransactional
TIP 3: ACCOUNT STRUCTUREInformational: Navigational: Transactional:Running shoes Nike running shoes Buy running shoesWhale...
TIP 4: AD GROUPSHow to structure the keywords in your ad groupsproperly!
TIP 4: AD GROUPSYou wouldn’t let you office get like this (I hope…)
TIP 4: AD GROUPSThis is much better!
TIP 4: AD GROUPSBad example:
TIP 4: AD GROUPSGood example:
TIP 5: PRODUCT LISTING ADS (PLA’S)• Create a Google MerchantCentre Account• Product Listing Ads can now becreated directly...
TIP 5: PRODUCT LISTING ADS (PLA’S)• Keep feed fresh and accurate• Boost bids on best selling products• Lower bids on poor ...
GOOGLE SEARCH NETWORKBest Practices Campaigns• Separate Search and Display Campaigns.• Create tightly themed ad groups of ...
GOOGLE SEARCH NETWORKBest Practices Ads• Put keywords in Ad title and/or copy• Strong calls to action: Buy Now, Order Now,...
GDN (GOOGLE DISPLAY NETWORK)92% - Number of Australian internet users reached12.5 Million – Number of unique users each mo...
GDN (GOOGLE DISPLAY NETWORK)Display advertising lets you• Create all types of ads - text, image, interactive and video ads...
GDN (GOOGLE DISPLAY NETWORK)
GDN (GOOGLE DISPLAY NETWORK)115% Growth!from 2011 -2016
GDN (GOOGLE DISPLAY NETWORK)
GDN (GOOGLE DISPLAY NETWORK)Remarketing
GDN (GOOGLE DISPLAY NETWORK)Best Practices• Separate Search and Display Campaigns.• Create tightly themed ad groups of bet...
GDN (GOOGLE DISPLAY NETWORK)Tips• Focus on Conversions, not CTR• Increase max CPC on high-performing sites• Decrease max C...
RISE OF MOBILE COMMERCE
DEVICE BIDDING• No longer possible to have separate mobile and desktopcampaigns with new Enhanced Campaigns• Adjust bids u...
MOBILE71% - Of users expect a mobile site to load as fast if not faster thanon a PC or Laptop33% - Will go to your competi...
MOBILEAdd CallExtensions.Call extensionsincrease avg.CTR by6-8%
MOBILEAdd SitelinkExtensions.Sitelinks increaseavg. CTR by30%
LANDING PAGES
LANDING PAGESCall To Action:Make itvs
LANDING PAGESCall To Action:Use directional cues >vs
LANDING PAGESPut critical informationABOVE THE FOLDhttp://whereisthefold.com/Go here to see where the fold is on yourwebsi...
LANDING PAGESRemove of your copy.vs
Relevant landing pages not only increase conversions but should also boost qualityscores which can reduce your CPC and the...
Thank you for your Attention !Any Questions?Connect@conversiongreen@dejanseo
Upcoming SlideShare
Loading in …5
×

Pay-per-click Marketing. - Is it worth it? - Tips and tricks

1,611 views

Published on

Where to invest your marketing dollars. An insight into the aspects of a successful PPC campaigns and look at the various benefits of these.

Published in: Technology, Design
  • I've been able to successfully sell my high-ticket coaching program using long-form landing pages. My buddy Simon told me they're best used in the sales of high-margin products/services where a lot of information is required in making the purchase decision. The longer the sales page, the more marketing effort goes into producing it, although a solid long-form sales page can be used to sell almost any product/service if executed with top talent. Simon can help you setup long-form sales offers too, and if you're doing any kind of big-ticket sales you should really call him at 256-398-3835.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Pay-per-click Marketing. - Is it worth it? - Tips and tricks

  1. 1. GOOGLEADWORDSTIPS, TRICKS &Richard Greenwood – Senior Digital StrategistDejan SEOSTRATEGIES
  2. 2. Optimisation: modifying an account to improve its performanceOptimisation can include:• Adding/removing: keywords, ad groups, campaigns• New ad creatives• Changing campaign settings• Changing landing pages• Changing structureGoogle Search Network
  3. 3. WHY OPTIMISE?Some reason for conducting optimisation tasks:Traffic: Increase traffic volumes to your siteBranding: Increase brand recognition & recallPerformance: increase conversion or decrease avg. CPCStructure: Improve account structure and manageability
  4. 4. Prevents ads being shown for particular keyword phrases thatinclude words not relevant to products on your site.For example. If you sell designer girls childrens clothing youmay wish to exclude:• Brands you don’t stock: e.g. next, pumpkin patch• Irrelevant keywords: wholesale, boys, cheap, used,patterns, sell.• Unwanted location keywords: uk, usaNegative Keywords
  5. 5. TIP 1: SEARCH QUERY REPORTSLook throughsearch queryreportsregularly tofind negativekeywords
  6. 6. TIP 2: NEGATIVE KEYWORDSAd Group Keyword Negative KeywordKeyword (Broad) Keyword1, Keyword2 -”Keyword1″, -”Keyword2″Keyword (Phrase) “Keyword1″, “Keyword2″ -[Keyword1], -[Keyword2]Keyword (Exact) [Keyword1], [Keyword2]Proper Keyword Attribution
  7. 7. TIP 2: NEGATIVE KEYWORDSAd Group Keyword Negative KeywordBlue Sneakers Buy blue sneakers - red, - greenRed Sneakers Best red sneakers - blue, - greenGreen Sneakers Green sneakers online - blue, - redExample: Differing products variants (broad match)
  8. 8. TIP 3: ACCOUNT STRUCTURE
  9. 9. TIP 3: ACCOUNT STRUCTUREReplicateyour sitemapstructure!
  10. 10. TIP 3: ACCOUNT STRUCTUREKnowing the difference between:Navigational, Informational &Transactionalkeywords
  11. 11. TIP 3: ACCOUNT STRUCTUREThe stats!80%10%10%Search Volume Breakdown:InformationalNavigationalTransactional
  12. 12. TIP 3: ACCOUNT STRUCTUREInformational: Navigational: Transactional:Running shoes Nike running shoes Buy running shoesWhale watching Jims Whale Watching Whale watching ticketsPlasma tv LG plasma tv Cheap plasma tv
  13. 13. TIP 4: AD GROUPSHow to structure the keywords in your ad groupsproperly!
  14. 14. TIP 4: AD GROUPSYou wouldn’t let you office get like this (I hope…)
  15. 15. TIP 4: AD GROUPSThis is much better!
  16. 16. TIP 4: AD GROUPSBad example:
  17. 17. TIP 4: AD GROUPSGood example:
  18. 18. TIP 5: PRODUCT LISTING ADS (PLA’S)• Create a Google MerchantCentre Account• Product Listing Ads can now becreated directly from theMerchant Center.
  19. 19. TIP 5: PRODUCT LISTING ADS (PLA’S)• Keep feed fresh and accurate• Boost bids on best selling products• Lower bids on poor performing products• Be competitive on price• Promote key selling points such as free shipping• Make your pictures stand out
  20. 20. GOOGLE SEARCH NETWORKBest Practices Campaigns• Separate Search and Display Campaigns.• Create tightly themed ad groups of between 1-15 keywords• Adjust bids by device (mobile, PC or tablet)• Set ads to “rotate evenly”
  21. 21. GOOGLE SEARCH NETWORKBest Practices Ads• Put keywords in Ad title and/or copy• Strong calls to action: Buy Now, Order Now, Get a Quote, etc.• Match your Ad to your landing page!• Include USPs: Free Shipping, High Quality, etc.• Include Prices, promotions, etc
  22. 22. GDN (GOOGLE DISPLAY NETWORK)92% - Number of Australian internet users reached12.5 Million – Number of unique users each month8.75 Billion – Number of page views each month
  23. 23. GDN (GOOGLE DISPLAY NETWORK)Display advertising lets you• Create all types of ads - text, image, interactive and video ads.• Place those ads on websites that are relevant to what you’reselling.• Show those ads to the people that are likely to be mostinterested.• Manage and track your budget, campaigns and results as yougo.
  24. 24. GDN (GOOGLE DISPLAY NETWORK)
  25. 25. GDN (GOOGLE DISPLAY NETWORK)115% Growth!from 2011 -2016
  26. 26. GDN (GOOGLE DISPLAY NETWORK)
  27. 27. GDN (GOOGLE DISPLAY NETWORK)Remarketing
  28. 28. GDN (GOOGLE DISPLAY NETWORK)Best Practices• Separate Search and Display Campaigns.• Create tightly themed ad groups of between 1-5 keywords• Avoid dynamic keyword insertion• Include negative keywords• Test multiple ad formats in all available sizes• Utilize targeting methods to reach different audiences
  29. 29. GDN (GOOGLE DISPLAY NETWORK)Tips• Focus on Conversions, not CTR• Increase max CPC on high-performing sites• Decrease max CPC on poor-performing sites• Exclude sites that have low ROI
  30. 30. RISE OF MOBILE COMMERCE
  31. 31. DEVICE BIDDING• No longer possible to have separate mobile and desktopcampaigns with new Enhanced Campaigns• Adjust bids up or down by device type based on conversions.
  32. 32. MOBILE71% - Of users expect a mobile site to load as fast if not faster thanon a PC or Laptop33% - Will go to your competitors website rather than try reloadinga malfunctioning mobile site46% - Will NEVER return again after a bad mobile site experienceSource:
  33. 33. MOBILEAdd CallExtensions.Call extensionsincrease avg.CTR by6-8%
  34. 34. MOBILEAdd SitelinkExtensions.Sitelinks increaseavg. CTR by30%
  35. 35. LANDING PAGES
  36. 36. LANDING PAGESCall To Action:Make itvs
  37. 37. LANDING PAGESCall To Action:Use directional cues >vs
  38. 38. LANDING PAGESPut critical informationABOVE THE FOLDhttp://whereisthefold.com/Go here to see where the fold is on yourwebsite for different screen resolutions
  39. 39. LANDING PAGESRemove of your copy.vs
  40. 40. Relevant landing pages not only increase conversions but should also boost qualityscores which can reduce your CPC and therefore lower your CPA (cost per acquisition).Boosting Quality Score050104020306URLPage Heading H1 -H2Call to actionMeta TagsPage TitleBody Content
  41. 41. Thank you for your Attention !Any Questions?Connect@conversiongreen@dejanseo

×