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Your Perfect Adwords Strategy
The document outlines effective strategies for optimizing AdWords campaigns, emphasizing the integration of PPC and SEO for better performance. It provides insights on improving ad campaigns through custom Google Analytics reports, ad extensions, and competitor analysis. Key tips include enhancing click-through rates, analyzing landing pages, and utilizing competitor ad data for unique content development.
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Your Perfect Adwords Strategy
- 1. Your Perfect AdWordsStrategy Alexandra Tachalova Semrush.com Please contact: michael.stricker@semrush.com @RadioMS
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- 3. 3 1. Conducting AdWordscampaigns analysis 2. Improving your Ads Campaigns performance 3. Developing unique proposal in your ad content Agenda
- 4. 4 This is Bill,and he is our PPC hero! Hi! My name is Bill, and I’m a PPC expert! Bill’s AdWords Achievements Spent $100 Earned $200
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- 6. Integrated Approach: PPCand SEO PPC and SEO should be analyzed together, and benefit from one other! To do otherwise is lost opportunity!
- 7. Custom Reports inGoogle Analytics When it comes to building custom reports in GA, the challenge is to achieve above-average results.
- 8. 8 Custom Reports inGoogle Analytics 1. Google has almost 19K standard reports that often fail to compare relevant data. You find insights faster; 2. New ways of learning; 3. Easily set up and measure your individuals goals; Your business is unique, your Analytics should reflect that. Here is why:
- 9. 9 Custom Reports inaction! SEO vs PPC New Visitors http://bit.ly/custom_SEO_vs_PPC
- 10. 10 Custom Reports inaction! SEO vs PPC Bounce Rate http://bit.ly/custom_SEO_vs_PPC
- 11. 11 Custom Reports inaction! SEO vs PPC Transactions http://bit.ly/custom_SEO_vs_PPC
- 12. 12 Calculating Ad KeywordEfficiency Keyword Tool Visits (Clicks) CPC Total Cost ($) Transaction (#) Transaction ($) Revenue Paid Traffic 495 4.88 2416 2 2200 -216 Unpaid Traffic 95 0 0 2 1300 1300
- 13. 13 Improving Your AdsCampaign Performance
- 14. 14 Improving Your AdsCampaign Performance • Increase click-through rate (CTR) at an average of 5%-15% • Take up more space in the paid search results • Easy to update with new information Guess which AdWorld feature is described? • Mostly FREE • Directly turns your Calls to Actions into Conversions
- 15. 15 Improving Your AdsCampaign Performance Getting Ad Extensions displayed in your account: • Enabld Extensions in your Google AdWords • A high quality Ad score • Promote your ads among only the top positions listed above organic results * Adding an Extension won’t guarantee that it will show with your ad, but you can keep track of when your Extensions appear in the Ad.
- 16. 16 Improving Your AdsCampaign Performance Location Extensions Types of Extensions
- 17. 17 Improving Your AdsCampaign Performance Types of Extensions Sitelinks Extensions
- 18. 18 Improving Your AdsCampaign Performance Types of Extensions Call Extensions
- 19. 19 Improving Your AdsCampaign Performance Types of Extensions Offer Extensions (Beta)
- 20. 20 Improving Your AdsCampaign Performance Types of Extensions Site Search Extensions (Beta)
- 21. Improving Your AdsCampaign Performance Tips to Improve your Bounce Rate Performance!
- 22. Improving Your AdsCampaign Performance Tip 1 – Disable pop-up windows on Ad LandingPages. They’re irritating!
- 23. Improving Your AdsCampaign Performance Tip 2 – Keep the promise inherent in the keyword. Don’t be a bad marketer!
- 24. 24 Improving Your AdsCampaign Performance Tip 3 – Analyze the weakest landings for specific keywords.
- 25. 25 Improving Your AdsCampaign Performance Original Ad Best Performing Ad Experiment Results: 20% Decrease Tip 4 – Run A/B testing. Be a winner!
- 26. Long Live Competitive Research! DevelopingUnique Content in Your Ad Copy
- 27. 27 Developing Unique Contentin Your Ad Copy 1. Discover your competitors’ Ads keywords and text 2. Group your competitors’ keywords by what they’re promoting (brands / products / etc.) 3. See your competitors’ most popular ad text
- 28. Finding your competitor’sadvertising insights Finding your competitor’s advertising insights So near… and yet so far!
- 29. Finding your Competitor’sAds is Possible… Your steps for collecting data without a developer: 1. Searching manually in Google by specific keywords to see your competitors ads 2. Compiling all ads in an Excel spreadsheet 3. Analyzing data Classical Approach Your steps for collecting data with a developer: 1. Creating special script that will collect data automatically 2. Analyzing data
- 30. Finding your Competitor’sAds is Possible… Your steps for collecting data: 1. Open your browser and start analyzing your competitors ads keywords, ads copies, & ads positions 2. Start improving your advertising strategy Innovative Approach
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- 32. You Competitors’ AdKeywords
- 33. 33 Group Competitors AdKeywords 0 200 400 600 800 1000 1200 1400 1600 1800 For Domain – schuh.co.uk (9.3k - Ads kws)
- 34. Branded Ad Copy,“Converse” Ads
- 35. Most Popular AdsCopy by Domain – schuh.co.uk (9.3k - Ads kws)
- 36. 36 Your Competitors’ AdsAre Now Under Control Put your paw up if you agree! han d
- 37. 37 1. An integratedapproach to SEO & PPC has a lot of benefits 2. Build custom reports in GA; they’re awesome! 3. Easily improve your ad performance with the help of ad extension; 4. Work on your Bounce Rate and try to avoid typical mistakes; 5. Add speciaized tools and start analyzing your competitors today! Quick Recap
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- 39. 39 Thanks! Alexandra Tachalova Communication andBrand Manager Michael.stricker@semrush.com @RadioMS Please contact: