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Distinction Drink Digital: AdWords - Turning Ad Spend to Profit

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AdWords Strategy - How To Plan & Implement A Successful Campaign. AdWords Training For Marketers - Beginners to Pros! We'll look at how to strategically plan and prepare for your AdWords campaigns

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Distinction Drink Digital: AdWords - Turning Ad Spend to Profit

  1. 1. AdWords & Your Business: Turning Ad Spend to Profit The following material is proprietary and confidential 08 February 2018
  2. 2. About Me • Formerly part of Google AdWords UK/I ETO Team • Campaign Specialist for Direct Clients • Account Strategist for Agency • Now working for Distinction Proprietary & Confidential ADWORDS PRO TIPS
  3. 3. Agenda 1. Set Your Goals 2. Know Your Figures 3. Structure & Segment 4. Track & Remarket 5. Add Exclusions 6. Optimise ADWORDS PRO TIPS Proprietary & Confidential
  4. 4. Step 1: Setting Your Goals 1. Create a DMMM (Digital Marketing Measurement Model) 2. Incorporate SMART/DUMB goals principle 3. Review & Critique ADWORDS PRO TIPS DMMM: Objectives Goals KPIs Targets Segments Proprietary & Confidential
  5. 5. Real World Example 1. Objective: Grow business 10% YoY • What is extra revenue required? • What does AdWords need to generate? 2. Goal: Additional £(x) from AdWords • How many extra sales are needed for this? 3. KPI: Campaign Metrics • Sales • Traffic (clicks) ADWORDS PRO TIPS 4. Targets: Required Figures • (x) additional sales • (x) additional clicks • Can track these in AdWords 5. Segments: Additional Parameters • Low funnel? • Qualified leads? • User behaviour? • Of traffic generated, what are you focusing on? Proprietary & Confidential
  6. 6. Step 2: Know Your Figures 1. Customer LTV (Lifetime Value) • Use your data: repeat visitors, average order value, etc • Use free tools: Analytics, surveys 2.Target CPA (cost per acquisition) • Use CLTV to calculate 3. Work out your AdWords cost • Use keyword planner • Calculate using your CR (conversion rate) 4.Set an appropriate budget ADWORDS PRO TIPS Proprietary & Confidential
  7. 7. Real World Example 1. Conversion Rate: 2-5% • 20-50 clicks per conversion 2.Average CPC: £1 • £20-50 estimated CPA 3. Budget: Minimum 20* CPC • Minimum of £20 ADWORDS PRO TIPS Proprietary & Confidential
  8. 8. Step 3: Structure & Segment 1. What is your focus? 2. What can you afford to target? 3. Do you want to target brand keywords and/or competitor keywords? 4. Do you have multiple locations? 5. Do keywords vary significantly in cost? ADWORDS PRO TIPS Proprietary & Confidential
  9. 9. Good Ways To Segment • By site structure • By keyword cost • By location • By brand • By competitor • By Keyword Match Type ADWORDS PRO TIPS Campaign Ad Groups Men’s Clothes Shirts, Jeans, Shoes High Cost Divorce Lawyers, Divorce Solicitors Manchester Leeds Van Hire, Van Rental Van Hire, Van Rental Your Brand Exact, .com Competitors Competitor 1, Competitor 2, Competitor 3 Priority Keyword Phrase, Exact, Broad Proprietary & Confidential
  10. 10. Step 4: Track & Remarket ADWORDS PRO TIPS 1. Track anything of value – purchases, demo signups, newsletter downloads, calls, etc 2. Remarket! If 2-5% CR, then 95-98% of users are leaving without ordering Proprietary & Confidential
  11. 11. Step 5: Add Exclusions ADWORDS PRO TIPS • Negative keywords • Locations • Age • Gender • Content Proprietary & Confidential
  12. 12. Step 6: Optimise ADWORDS PRO TIPS 1. Analyse • Search Terms Report • Dimensions • Audience Report, etc 2. React • Bids • Exclude • Target 3. Wait, Observe, Repeat Proprietary & Confidential
  13. 13. Summary • Plan! • Know your figures • Think about your structure • Track everything • Implement remarketing • Observe, analyse, optimise • Be flexible! ADWORDS PRO TIPS Proprietary & Confidential
  14. 14. Resources • AdWords Help Centre • Google Academy for Ads • Search Engine Land • PPC Hero • AdWords Elevenses • Google! ADWORDS PRO TIPS Proprietary & Confidential
  15. 15. Thank you To discuss this further please contact: James Smith Digital Marketer James.smith@distinction.co.uk +44 (0) 1157 043 011 distinction.co.uk CONTACT Nottingham 4 - 6 Broadway The Lace Market Nottingham NG1 1PS London The Stanley Building 7 Pancras Square London N1C 4AG FOLLOW US:

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