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iGB Down Under - Maximizing Your Ad Spend


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Learn how to control your online PPC marketing by defining the tasks with your PPC provider. Target your geomarkets and manipulate them to ensure they perform to the requirements set down by you, not the search engines. Build a long term, viable and profitable PPC campaign based on the essentials of advanced PPC. Make your budget go further and achieve more!

Presenter - Mark Tull, Website Essentials

Published in: Technology
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iGB Down Under - Maximizing Your Ad Spend

  1. 1. Maximizing Your Adspend Mark Tull Website Essentials
  2. 2. Opinions are Like Bottoms! <ul><li>In this game everyone has one…. </li></ul><ul><li>Here is mine </li></ul>
  3. 3. My Bottom Line Is
  4. 4. And Other Search Engines <ul><li>Not a one sided argument </li></ul><ul><li>Applies to almost all engines </li></ul><ul><li>Best Practice Rules </li></ul><ul><li>Look at the Steps in Set up </li></ul><ul><li>Adjust them to suit you </li></ul><ul><li>More Work = More Results </li></ul>
  5. 5. Accounts <ul><li>Single Accounts Are Not Sufficient </li></ul><ul><li>Budget V Geo </li></ul><ul><li>Geo V Days of Week </li></ul><ul><li>Geo V Hours of Day </li></ul><ul><li>Geo V Language </li></ul><ul><li>Geo V Impression Share </li></ul><ul><li>Geo V Search V Partners V Content </li></ul>
  6. 6. Campaigns Should <ul><li>Target Specific Regions </li></ul><ul><li>Bid Prices on Region Costs </li></ul><ul><li>Impression Share on Market worth </li></ul><ul><li>City V Country </li></ul><ul><li>State V State </li></ul><ul><li>Country V Country </li></ul>
  7. 7. Adgroups <ul><li>3 just 3 </li></ul><ul><li>Quality Score of 10 </li></ul><ul><li>Exciting Ad with Keyword in twice </li></ul><ul><li>Positional Refinement – Don’t start at 1 </li></ul><ul><li>Start at 6 - 9 and step in search </li></ul><ul><li>Start at 4 – 6 in partners </li></ul><ul><li>Start at 3 in content </li></ul>
  8. 8. Keywords <ul><li>Exact Match to start </li></ul><ul><li>Refine down to Phrase – New Groups </li></ul><ul><li>Refine down to Broad – New Groups </li></ul><ul><li>Compare ROI and CPA on all </li></ul><ul><li>RE work higher performing into New Campaigns </li></ul><ul><li>Start Refinement Again </li></ul>
  9. 9. AVERAGES <ul><li>Conversion Rates </li></ul><ul><li>CTR </li></ul><ul><li>Cost Per Click </li></ul><ul><li>Budgets </li></ul><ul><li>Volumes – Impression Share Report </li></ul>
  10. 10. Landing Page Quality <ul><li>Holy Grail </li></ul><ul><li>Below 10 is a liability to catch up on </li></ul><ul><li>Overall average LPQ is cumulative </li></ul><ul><li>Overall CTR in Position on Keyword </li></ul><ul><li>Anlaytics? Benchmarked? </li></ul><ul><li>You are being compared constantly </li></ul>
  11. 11. Quality Score <ul><li>10 = 1 </li></ul><ul><li>7 = 1.5 </li></ul><ul><li>6 = 1.7 </li></ul><ul><li>5 = 2.0 </li></ul><ul><li>4 = 2.5 </li></ul><ul><li>3 = 3 </li></ul><ul><li>2 = 4 </li></ul>
  12. 12. Keyword to Conversion <ul><li>Quality Score </li></ul><ul><li>Budget </li></ul><ul><li>Ad CTR </li></ul><ul><li>Impression Share </li></ul><ul><li>Landing Page Performance </li></ul><ul><li>Goals / Conversions </li></ul><ul><li>$ </li></ul>
  13. 13. Other Verticals <ul><li>Travel Affiliates </li></ul><ul><li>Get Rich Quick </li></ul><ul><li>Dubli </li></ul><ul><li>Ringtones / Music </li></ul>
  14. 14. ADWORDS IS PART OF IT <ul><li>Website is part of the success equation </li></ul><ul><li>Adwords supports the site (Ten) </li></ul><ul><li>The Site supports Adwords (Jack) </li></ul><ul><li>Quality Score is (Queen) </li></ul><ul><li>Conversion Rate is (King) </li></ul><ul><li>Combine them All (ACE) </li></ul>
  15. 15. Google Policy <ul><li>Policy for Australia </li></ul><ul><li>Google AdWords allows online wagering and sports betting advertisements to target Australia as long as the advertiser is a licensed operator registered with an appropriate Australian State or Territory and provides a valid licence. </li></ul>
  16. 16. Gaming / Gambling Definition <ul><li>Online gambling includes, but is not limited to, the following: </li></ul><ul><li>Sports books and sports betting </li></ul><ul><li>Lotteries </li></ul><ul><li>Bingo </li></ul><ul><li>Poker </li></ul><ul><li>Sites that provide tips, odds and handicapping </li></ul><ul><li>Software facilitating online casinos and gambling </li></ul><ul><li>Gambling tutoring online </li></ul><ul><li>Gambling-related eBooks </li></ul><ul><li>'Play for fun' gambling or casino games of skill, including sites where the primary purpose is 'play for fun' gambling </li></ul><ul><li>Affiliate sites whose primary purpose is to drive traffic to online gambling sites </li></ul>
  17. 17. Nice Example <ul><li>Front Page on Paid Ads </li></ul><ul><li>Earn Money Online </li></ul><ul><li>Make $300 in 15 minutes. Simple step by step system. Start Today </li></ul><ul><li> </li></ul>
  18. 18. 1 st click
  19. 19. 2 Clicks Deep
  20. 20. Funnel & Convert <ul><li>Find the right words </li></ul><ul><li>Manage Geo & Positions Well </li></ul><ul><li>Send to the right page & Quality Score </li></ul><ul><li>Funnel via proven methods </li></ul><ul><li>Sell via direct link or subsidiary forms </li></ul><ul><li>Compare, track, report and Improve! </li></ul>
  21. 21. Support SEO <ul><li>Learn volume secrets from Adwords </li></ul><ul><li>Multiple Domains Strategy </li></ul><ul><li>Based on Proven SEO and Sales Platform </li></ul><ul><li>Landing Page Test & Measure </li></ul><ul><li>CPA per geo Market (language) </li></ul><ul><li>Find the words first, control them, and </li></ul><ul><li>WIN </li></ul>