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Alexandra Tachalova (SEMrush) - Your Perfect AdWords Strategy

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So finden Sie die besten AdWords Keywords für Ihre Werbeanzeigen auf Google.
Außerdem: Wie werden Rückschlüsse auf die Anzeigenqualität aus dem Besucherverhalten gezogen?

Vortrag vom Hitmeister e-Commerce Day 2014:
http://www.hitmeister.de/ecommerceday/videos/your-perfect-adwords-strategy/

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Alexandra Tachalova (SEMrush) - Your Perfect AdWords Strategy

  1. 1. Your Perfect AdWords Strategy Alexandra Tachalova Semrush.com a.tachalova@semrush.com @AlexTachalova
  2. 2. Our Marketing Team
  3. 3. 3 1. Conducting AdWords campaigns analysis 2. Improving your Ads Campaigns performance 3. Developing unique proposal in your ads copies Agenda
  4. 4. 4 This is Bill, and he is our PPC hero! Hi! My name is Bill, and I’m a PPC expert! Bill’s AdWords Achievements Spent $100 Earned $200
  5. 5. Is Bill successful?
  6. 6. Integrated Approach: PPC and SEO PPC and SEO should be analyzed together, and benefit from one other! Otherwise, it’s criminally irresponsible!
  7. 7. Custom Reports in Google Analytics When it comes to building custom reports in GA, the challenge is to be something more than average.
  8. 8. 8 Custom Reports in Google Analytics 1. Google has almost 19K standard reports that often fail to compare relevant data. You find insights faster; 2. New ways of learning; 3. Easily set up and measure your individuals goals; Your business is unique, your analytics should reflect that. Here is why:
  9. 9. 9 Custom Reports in action! SEO vs PPC New Visitors http://bit.ly/custom_SEO_vs_PPC
  10. 10. 10 Custom Reports in action! SEO vs PPC Bounce Rate http://bit.ly/custom_SEO_vs_PPC
  11. 11. 11 Custom Reports in action! SEO vs PPC Transactions http://bit.ly/custom_SEO_vs_PPC
  12. 12. 12 Calculating Ad Keyword Efficiency Keyword Tool Visits (Clicks) CPC Total Cost ($) Transaction (#) Transaction ($) Revenue Paid Traffic 495 4.88 2416 2 2200 216 Unpaid Traffic 95 0 0 2 1300 1300
  13. 13. 13 Improving Your Ads Campaign Performance
  14. 14. 14 Improving Your Ads Campaign Performance • Increase click-through rate (CTR) at an average of 5%-15% • Take up more space in the paid search results • Easy to update with new information Guess which AdWorld feature is described? • Mostly FREE • Directly turns your Calls to Actions into Conversions
  15. 15. 15 Improving Your Ads Campaign Performance Getting Ad Extensions displayed in your account: • Enabled extensions in your Google AdWords • A high quality Ad score • Promote your ads among only the top positions listed above organic results * Adding an extension won’t guarantee that it will show with your ad, but you can keep track of when your extensions appear in the Ad.
  16. 16. 16 Improving Your Ads Campaign Performance Location Extensions Types of Extensions
  17. 17. 17 Improving Your Ads Campaign Performance Types of Extensions Sitelinks Extensions
  18. 18. 18 Improving Your Ads Campaign Performance Types of Extensions Call Extensions
  19. 19. 19 Improving Your Ads Campaign Performance Types of Extensions Offer Extensions (Beta)
  20. 20. 20 Improving Your Ads Campaign Performance Types of Extensions Site Search Extensions (Beta)
  21. 21. Improving Your Ads Campaign Performance Tips to Improve your Bounce Rate Performance!
  22. 22. Improving Your Ads Campaign Performance Tip 1 – Don’t use pop-up windows. They’re irritating!
  23. 23. Improving Your Ads Campaign Performance Tip 2 – Keep your promises. Don’t be a bad marketer!
  24. 24. 24 Improving Your Ads Campaign Performance Tip 3 – Analyze the weakest landings for specific keywords.
  25. 25. 25 Improving Your Ads Campaign Performance Original Ad Best Performing Ad Experiment Results: 20% Decrease Tip 4 – Run A/B testing. Be a winner!
  26. 26. Viva Competitors Research! Developing Unique Content in Your Ads Copy
  27. 27. 27 Developing Unique Content in Your Ads Copy 1. Discover your competitors Ads keywords and texts 2. Group your competitors’ keywords by what they’re promoting (brands/products/etc.) 3. See the most popular ads texts your competitors are using
  28. 28. Finding your competitor’s advertising insights Finding your competitor’s advertising insights So close… But not close enough!
  29. 29. Finding your Competitor’s Ads is Possible… Your steps for collecting data without a developer: 1. Searching in Google by specific keywords to see your competitors ads 2. Compiling all ads in an Excel spreadsheet 3. Analyzing data Classical Approach Your steps for collecting data with a developer: 1. Creating special script that will collect data automatically 2. Analyzing data
  30. 30. Finding your Competitor’s Ads is Possible… Your steps for collecting data: 1. Open your browser and start analyzing your competitors ads keywords, ads copies, & ads positions 2. Start improving your advertising strategy Innovative Approach
  31. 31. 31 Using Special Tools
  32. 32. You Competitors’ Ad Keywords
  33. 33. 33 Group Competitors Ad Keywords 0 200 400 600 800 1000 1200 1400 1600 1800 For Domain – schuh.co.uk (9.3k - Ads kws)
  34. 34. Brand “Converse” Ad Copies
  35. 35. Most Popular Ads Texts For Domain – schuh.co.uk (9.3k - Ads kws)
  36. 36. 36 Your Competitors’ Ad Now Under Control Put your paw up if you agree! han d
  37. 37. 37 1. Integrated approach has a lot of benefits; 2. Build custom reports in GA; they’re awesome! 3. Improve your ad performance with the help of ad extensions; 4. Work on your Bounce Rate and try to avoid typical mistakes; 5. Add to your toolbox special tools and start analyzing your competitors today! Quick Recap
  38. 38. 38 http://bit.ly/Hitmeister 14-Day Free Access
  39. 39. 39 Thanks! Alexandra Tachalova Communication and Brand Manager a.tachalova@semrush.com @AlexTachalova

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