AdWords – Understanding the Biggest Marketing Channel in the World!

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Understanding the Biggest Inbound
Marketing Channel in the World
By Jeremy Decker
AdWords Webinar

Who Am I?
Jeremy Decker
● Working in AdWords management since 2006.
● Managed hundreds of campaigns with budgets from
$1,000 p/m to $500,000 p/m.
● Worked with brands such as PayPal, Westfield, Apple
& more.

Today’s Webinar Will Cover
1. A look at why Google AdWords works
2. Building a granular AdWords account
3. Optimising an AdWords campaign
4. Running Experiments in an AdWords campaign

Poll
Q: What level of involvement do you have with
Google AdWords?
A. I directly run Google AdWords
B. I manage staff that run Google AdWords
C. I manage an Agency that does it for me
D. I have had no involvement with Google AdWords

Understanding What Drives a ‘Click’
Section 1

1.1 What Makes Us Click?
Searching (proactive)
Looking for a product/service
• Buy movies online
• Car service Sydney
• Professional resume writer
Looking for information
• Movie session times
• Car service guide
• Resume writing tips
Display/browsing (reactive)
Highly relevant Ad
• Looking for cheap movie tickets
• Same day Sydney car service
• Resume writing experts
Appealing offer
• Get free movie tickets
• Free 5 year service on the new Holden
• 50% off resume templates

1.2 Where AdWords Ads Appear
AdWords Reaches 80% of Global Internet Users

1.3 Direct Response VS Interruption
The different stages of the buying
cycle can all be targeted all in
AdWords with different networks
and methods.

1.4 Question
Why do you think it’s important to
understand your target audience in
AdWords?

Building Granular Campaigns
Section 2
1. Researching your landing page
2. Segmenting campaigns
3. Keyword research
4. Creating ads that work
5. Adding ad extensions
6. All about conversion tracking

Poll
Q: What would you be looking to promote with your
AdWords campaign?
A. Product(s)
B. Service(s)
C. Event(s)
D. Fundraising

2.1 Researching Landing Pages
Start at the landing
page to gather key
information about the
keywords

2.2 Segment The Campaigns
Work out what different
market segments you
should split the campaign
into. Remember to think
of your target users
behaviour (device etc).
Account
Campaign
AdGroup
Ad
Ad
AdGroup
Ad
Ad
Campaign AdGroup
Ad
Ad
Campaign AdGroup
Ad
Ad

2.3 Keyword Research
Build a keyword list
for each market
segment and add as
AdGroups under each
campaign. (small
amount of keywords
per AdGroup).

2.4 Creating Ads That Work!
Remember to make your
Ad as relevant as
possible – you can test
as many as you like so
it’s ok to get a little
creative!

2.5 Adding Ad Extensions
Ad Extensions make your
ad stand out from your
competitors, there are
many formats available
so test them all!

2.6 You Must Track Conversions
You must utilise
conversion tracking! It is
the key metric that tells
you how to optimise
your campaigns.

Data Based Optimisations
Section 3
1. Auditing a campaign
2. Statistically significant optimisations
3. Where to find the biggest wins
4. Understanding quality score
5. Landing page improvements

Poll 2
Q: How familiar are you with the AdWords
interface?
A. I’ve logged into AdWords once or twice
B. I have often made changes to and AdWords account
C. I can use AdWords editor
D. I have had no involvement with Google AdWords

3.1 Auditing a Campaign
When you have a
granular campaign
structure Auditing your
campaigns is a breeze.

3.2 Statistically Significant Optimisations
It is important to restrain
yourself from making
small changes too often.
Back it up with data!

3.3 Where To Find The Biggest Wins
Don’t assume you
know what is going
to convert. Always
check your data.

3.4 Understanding Quality Score
The key thing to remember
is that Google put the
quality score system into
place to ensure its own
profitability.

3.5 Landing Page Improvements
The key to a good landing
page is to make all the key
information accessible
within 5 seconds.

Running AdWords Experiments
Section 4
1. What you should be testing
2. Exploration campaigns
3. Using AdWords experiments

4.1 What You Should Be Testing
Everything. The most
common test are:
1. Ad Testing
2. Landing Page Testing
3. Match Type Testing
Implement
Test
Gather
Data
Analyse
Results
Roll Out
Findings
Strategize

4.2 Exploration Campaigns
Don’t be afraid to try out
wild new ideas. Just keep
your tests controlled.

4.3 Using AdWords Experiments
AdWords has its own build
in split testing tool that
allows you to keep
optimisations controlled.

Wrapping it up
1. Know who your audience is before you try to
sell to them.
2. Put the time into designing a campaign being
as granular as possible.
3. Data dictates almost everything.
4. If it’s worth thinking about, it is probably
worth testing!

Thank You
To learn more about
AdWords check out
our Blog!
We have a FREE
AdWords Audit Tool
on our website -
Instantly Grade Your
AdWords Campaigns

http://www.redbackconferencing.com.au/2014/Charity/Redkite-More-
June-2014-V1.pdf
Find out more
Website
https://www.redkite.org.au/
Get involved
http://www.redkite.org.au/get-involved

AdWords – Understanding the Biggest Marketing Channel in the World!

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AdWords – Understanding the Biggest Marketing Channel in the World!