In this session we will be talking about Google Ads and why it’s such an amazing platform for testing our ideas. Including 12 ways to improve your Google Ads Campaign. And a simple five point check list that you can implement to improve your Google Ads Campaign.

1. Testing The Waters
With Google Ads

2. Overview
• Introductions
• What Is Google Ads?
• Begin With The End In Mind
• The 4 Components Of A
Product Launch
• Google Ads Checklist
• A Platform For Testing Ads
• The Job Of A Pilot
• What Bear Grylls Taught Me
About Search Marketing
• Three Fundamental Questions
That Google Ads Will Help You
To Answer Quickly
• Building A Portfolio Of
Keywords
• 12 Ways To Improve Your
Google Ads Campaign
• What Can You Do To Improve
Your Google Ads Campaign?
• Next Meet-Up.

3. Introductions
•Your name?
•Your product /
service?
•Why you’re
here?
This Photo by Unknown Author is licensed under CC BY-SA-NC

4. What Is Google Ads?
• Google Ads is an advertising service
provided by Google for businesses
wanting to display Ads on Google and
its advertising network.
• The Google Ads program enables
businesses to set a budget for
advertising and only pay when people
click the Ads.
• The Google Ads service is largely
focused on keywords.
Source: Webopedia
https://www.webopedia.com/TERM/A/
adwords.html
This Photo by Unknown Author is licensed under CC BY-SA

5. Begin With The End In Mind
“Begin with the End in
Mind means to begin each
day, task, or project with
a clear vision of your
desired direction and
destination.”
- Stephen Covey, 7 Habits
Of Highly Effective People.This Photo by Unknown Author is licensed
under CC BY-SA

6. The 4 Components Of A Product Launch
Sales
Pages
Squeeze
Pages
Social
Pages
Syndicate
Pages

7. Google Ads Check List
• 0 points for No, 1 point for good, 2 points
for great.
1. How confident are you with keyword
research?
2. How confident are you with writing
Google Ads?
3. How confident are you with obtaining
stats from Google Ads, Analytics and Tag
Manager?
4. Is there a “market” for your product or
service?
5. Do you have a portfolio of profitable
keywords?
• What’s your score out of 10?
This Photo by Unknown Author is licensed under CC BY-NC-ND

8. A Platform For Testing Ads
Test Track Tweak

9. The Job Of A Pilot
A plane spends most of it’s time
pointing in the wrong direction.
It’s the pilots’ job to constantly
make adjustments and keep it
heading towards it’s ultimate
destination.
Similarly most Google Ads
campaigns start out at their most
least effective point.This Photo by Unknown Author is licensed under CC BY

10. What Bear Grylls Taught Me About Search
Marketing
This Photo by Unknown Author is licensed under CC BY-SA-NC

11. Three Fundamental Questions That Google
Ads Will Help You To Answer Quickly
Is there a
Market?
Is it
Profitable?
Is it
Scalable?

12. Building A Portfolio Of Keywords
Think of it like owning a stock
portfolio but instead of
shares in different companies
you have keywords that drive
traffic to your website.
Just like stocks, many are not
profitable but you only need
a hand full of good ones to
achieve great success.
This Photo by Unknown Author is licensed under CC BY-NC-ND

13. 12 Ways To Improve
Your Google Ads
Campaign

14. 1. Google Ads Linking
Google
Analytics
Admin
Property
Google
Ads Linking

15. Admin

16. Property
Google Ads
Linking

17. Link
Group

18. 2. Set-Up Goals And Conversion Tracking
Google
Analytics
Admin
View Goals

19. View
Goals

20. Goal

21. 3. Expand Goals To Include Other Key Metrics
Google
Ads
Campaigns
Call
Details
Phone
Calls

22. Campaigns

23. Columns

24. Call Details
Phone
Calls

25. 4. Start With Google Search Network
Google
Ads
Campaigns
Settings Networks

26. Settings
Campaign
Networks

27. 5. Short Tail Vs Long Tail Keywords
Short Tail
Keywords
Long Tail
Keywords
Volume High Low
Intent General Specific
Conversion Rate Low High
Example “DJ” “Adelaide
Wedding DJ Hire”

28. 6. Top, Middle And Bottom Of Funnel
Social
Pages
Squeeze
Pages
Sales Pages

29. 7. Keyword Modifiers
What?
• dj
• juke box
• band
Why?
• wedding
dj
• birthday
dj
• function
dj
How?
• best dj
• learn to
dj
• dj hire
Who?
• dj matt
• dj josh
• dj loc
Where?
• aussie dj
• adelaide
dj
• north
adelaide
dj

30. 8. Keyword Matching Options
Broad-Match
• misspellings
• synonyms
• related searches
• other relevant
variations
Negative
Keywords
• exclude your ads
from showing on
searches with
that term
• example: how to
Broad-Match
Modifier
• only shows ads
in searches
which include
the words
designated with
a plus sign or
close variations
of them
• example:
adelaide +dj
Phrase Match
• match a phrase
or are close
variations of that
phrase, with
additional words
before or after
• but not in-
between or re-
ordered
• example: “dj
hire”
Exact Match
• match the exact
term or are close
variations of that
exact term
• same meaning /
intent
• includes
reordering of
words if it
doesn’t change
the meaning
• example:
[adelaide dj
hire]

31. 9. Dynamic Keyword Insertion
Example:
{KeyWord:Adelaide DJ Hire}
Cost Effective Local DJ
Plus Optional Photobooth
5-Star Rating As Featured On
ThreeBestRated.Com.Au
$659 Includes Basic Equipment,
Transport, Insurance, Set-Up And
Pack Down

32. 10. Use At Least 3 Ad Variations, Test & Control
5-Star + Price
5-Star + 10
Years
Price + 10
Years

33. 11. Take Advantage Of Ad Extensions
Google
Ads
Campaigns
Ads &
Extensions
Extensions

34. Ads &
Extensions
Extensions

35. 12. User Experience And Customer Journey
Keyword Advert
Landing
Page

36. What Can You
Do To Improve
Your Google
Ads Campaign?

37. Next Meet-Up
•Thursday the 19th of September from
7.00pm.
•Chat Bots – Hot Or Not And How To Get
Started.
•Public Speaking Training, Basement 96
Gawler Place Adelaide City.

38. Thank You!