The good ol' days of seeing 25 cent cost per clicks across your highest converting AdWords keywords is unfortunatly over. If you want to improve your return on ad spend, you need to be scrappy and find those diamond in the rough strategies that most advertisers overlook. In this webinar we will cover: The default settings in AdWords that will hurt your return on ad spend right out of the gate How to hack your campaigns to achieve a (near) perfect Quality Score The importance of monitoring performance at the location, device, and schedule level to increase your return on ad spend How to unlock conversions (and see 10 cent clicks) with new AdWords ad placements

2. Dan PrattCo-founder of AdHawk , a tool that
helps to simplify and automate online
ad management across platforms like
Google AdWords and Facebook Ads.
Paul
KlebanovInbound Marketing Strategist &
Webinar Host at SEMrush.com
#SEMrushLive

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A Little Bit About Me
• Marketing & Sales at
Smarterer (acq. $75 mil.)
• Founding member of the
Accelerated Growth team at
Google
• AdHawk co-Founder & COO
Me

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My Qualifications In 2012
• Pursuing a degree in political science
• Had to Google search “Google AdWords”
• Spent 2 months as an intern

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Businesses Suck At Online
Advertising

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Businesses Suck At Online
Advertising

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• The Importance of Ad Targeting
• Hacking your Quality Score
• Default settings that hurt your ROI
• Email me for Unlocking 10 cent clicks with new ad
placements
What We Will Cover Today

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Part 1: The Importance
of Ad Targeting

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You Want To Serve Ads To
People At The Right Place And
Time
• Location • Schedule• Device
3 Ways to Target In AdWords:

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Targeting By Location
• Advertise in areas where
you’re are converting
• Restrict advertising where
you are not converting
• As wide as county, as
specific as zip code
• Use reporting to determine
top performers

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Bullseye Targeting
• Advanced targeting feature
• Perfect strategy for brick and
mortar businesses
• Set a targeting radius at 1
mile, 5 miles, and 10 miles
around your business
• Set higher bid adjustments
on radius’ closest to your
business

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Income Level Targeting
• Advanced targeting feature
• Perfect strategy businesses
with high $ products
• Can target entire countries,
or drill into specific zip codes

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Targeting By Device
• Advertise on the devices
where you’re are converting
• Restrict advertising where
you are not converting
• Increase mobile bid adj. by
+300%
• You can take yourself off of
mobile w/ -100% bid adj.

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Targeting With Ad Schedule
• Perfect for “business hours”
• Advertise on the days and
times that convert well
• Restrict advertising on the
days and time that don’t
convert well
• Also known as day
“dayparting”

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Part 2: Hacking Your
Quality Score

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5 Factors That Impact Your Quality Score:
• Your Click Through Rate (CTR)
• The Quality and Relevance of Your Keywords
• Your Historical AdWords Performance
• The Quality and Relevance of Your Landing Page
• The Quality and Relevance of Your Ad Text

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The One Per Rule
1. Do your research to select your top 5-10
performing keywords
2. Create one Ad Group for each one of those
5-10 top performing keywords
3. Optimize your ad text so the keyword is
featured in the headline, description like and
display URL (see the example below with
the keyword (Women’s Hats)
4. Optimize your landing page so that the
keyword appears a more than once (the
best advertisers create a separate landing
page per ad group)
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Part 3: Default Settings
That Hurt Your ROI

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Search Network with
Display Select
• Promises to be the best of
both worlds, but falls short
• Select either a Search Only
campaign or Display

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Auto Opt In To Google
Search Partners
• Promises more exposure for
your ads, but rarely delivers
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• Uncheck the box that says
“Include search partners”

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Broad Match
Keywords
• Promises better reach for your ads,
but leads to irrelevant traffic and
wasted spend
• Use a combination of broad match
modified and phrase match keywords

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Get A Free Trial of AdHawk
Today!
http://webinar.tryadhawk.com/
@tryadhawk
dan@tryadhawk.com

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OF SEMRUSH TODAY!
http://bit.ly/DPWEBINARPROMO
#SEMrushLive

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