Sam Nam's presentation at PeepCon 3.0

1. Google AdWords SEM
T H E S E O ’ S G U I D E T O L E A R N I N G
Presented by Sam Nam /
.com

2. Help Experienced SEOs Realize
Learning AdWords Can Come
Naturally!
O B J E C T I V E

3. AdWords Basics
L E T ’ S R E V I E W A F E W
1. Build a solid account structure
2. Create killer landing pages
3. Write compelling ad copy
4. Select AdWords conversion tracking
5. Create AdWords bidding strategies

4. AdWords is Googles Paid Search
Advertising Platform
W H AT T H E H E C K I S A D W O R D S ?

5. AdWords Basics for SEOs
L E T ’ S R E V I E W A F E W
1. Using SEO keyword research to build a solid account structure
2. Using SEO optimization strategies to create killer landing pages
3. Using Search Console data to write compelling ad copy
4. Using Analytics/Adwords data to select AdWords conversion tracking Model
5. Using historical SEO conversion rates to set keyword bids in AdWords

6. Build a Solid Account Structure
1 . U S I N G S E O K E Y W O R D R E S E A R C H T O

7. What’s an Ad Group or Campaign?
AD GROUPS:
My general rule of thumb is that each Ad Group should share a single landing page. That landing pages is mapped to specific
keywords which you place in that ad group. Your ad copies (good to have more than one) should link the keyword intent to the
landing page. ( psst… Later, you can test better versions/designs of that landing page)
CAMPAIGNS:
A collection of Ad Groups. My experience shows that ad groups should be placed in campaigns together if they share the same
common theme, geographic/time of day targeting, and audience.

8. Build a Solid Account Structure
1 . U S I N G S E O K E Y W O R D R E S E A R C H T O
Landing Page W Landing Page X Landing Page Y Landing Page Z
Ad Copy
Ad Copy
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Ad Copy
Ad Copy
Ad Copy
Ad Copy
Ad Copy
Ad Copy

9. Using SEO Keyword Research

10. Build a Solid Structure like an
SEO

11. Create Killer Landing Pages
2 . U S I N G S E O O P T I M I Z AT I O N S T R AT E G I E S T O
GUESS WHAT: Doing SEO for AdWords landing pages is the same as optimizing for Adwords!

12. Relevant, Useful, and Original
Content

13. Promote Transparency and Foster Trustworthiness

14. Make Mobile and Desktop Navigation
Easy

15. Decrease Page Load Time and AMP

16. Write Compelling Ad Copy
3 . U S I N G S E A R C H C O N S O L E D ATA T O

17. Compare Meta Data with High CTR Keywords in Search Console
SEO META DATA

18. Reuse Meta Data for Ad Copy in Adwords

19. Select AdWords Conv. Tracking
Model
4 . U S I N G A N A LY T I C S D ATA T O

20. What to track? Add Analytics Events, Goals, and eCommerce Tracking
as Conv.

21. Use Google Analytics Time Lag Report to Measure Your Conversion
Period

22. Use Google Analytics Top Path Tool to Draw Insights on Which
Attribution Model

23. Adwords Actually Has The Same Report, But Many Don’t Use

24. Set Keyword Bids in Adwords
5 . U S I N G H I S T O R I C A L S E O C O N V E R S I O N R AT E S T O

25. SEO Landing Page Conversion Rates

26. Assuming Same Conv Rate, What Would you Pay Per Click?
You see a SEO Conversion Rate of 3.0% for a target landing page for which you are
building an ad group. Let’s say your cost per conversion Target is $100, what is the
max recommended starting bid?
100 Clicks at 3.0% Conv Rate = 3 Conversions
At $100 cost per conversion target, each conversion has a max budget of $100 and
so 3 conversions has a max budget of $300.
That means you have $300 dollars to buy 100 clicks that result in 3 conversions.
$300 dollars / 100 clicks means your Max CPC is $3.00
Start there, but optimize your bid over time either manually or using automation.

27. AdWords Basic Checklist for SEOs
L E T ’ S R E V I E W
1. Using SEO keyword research to build a solid account structure
2. Using SEO optimization strategies to create killer landing pages
3. Using Search Console data to write compelling ad copy
4. Using Analytics/Adwords data to select AdWords conversion tracking Model
5. Using historical SEO conversion rates to set keyword bids in AdWords

28. SEOs Can Naturally Learn AdWords!
Sooooo Nice!