This document outlines how to become a Google AdWords pro, covering key topics like keywords, bidding strategy, quality score, click-through rate, conversion tracking, and campaign optimization. It recommends adding many keywords, using all match types, finding the right bid amount, grouping keywords by theme, optimizing landing pages, bidding high initially to increase click-through rate, setting up conversion tracking, using the AdWords Editor for suggestions and testing, and following rules like deleting unprofitable keywords to optimize campaigns over time.

1. How to Become
A Google AdWords Pro
Presented by Zeke Camusio
July 12, 2012

2. About Me
– CEO of The Outsourcing Company
– Serial Entrepreneur
– Author of The Internet Marketing Bible
– Columnist for Entrepreneur.com, Startup Nation and Search
Engine Journal
– 300+ Clients (Including Subaru, Burger King and Chevrolet)

3. Today’s Program

4. How to Become a Google AdWords Pro:
The Program
Keywords
Bidding Strategy
Quality Score
CTR
Conversion Tracking
Campaign Optimization

5. How to Become a Google AdWords Pro:
The Program
Keywords
Bidding Strategy
Quality Score
CTR
Conversion Tracking
Campaign Optimization

6. How to Become a Google AdWords Pro:
Keywords
• Keyword Research
– Watch this webinar: http://bit.ly/keyword-research-tutorial
– Add a lot of keywords to your campaign
• Use All Three Match Types
– Exact: [Arizona lawyers]
– Phrase: “Arizona lawyers”
– Broad: Arizona lawyers
– Check out this tool:
http://bit.ly/keyword-matches

7. How to Become a Google AdWords Pro:
The Program
Keywords
Bidding Strategy
Quality Score
CTR
Conversion Tracking
Campaign Optimization

8. How to Become a Google AdWords Pro:
Bidding Strategy
• Find Out How Much You Should Bid
– Use this tool: http://bit.ly/google-traffic-estimator

9. How to Become a Google AdWords Pro:
The Program
Keywords
Bidding Strategy
Quality Score
CTR
Conversion Tracking
Campaign Optimization

10. How to Become a Google AdWords Pro:
Quality Score
• How to Increase Your Quality Score
– Group keywords by theme
– Write relevant ads
– Take your visitors to a relevant landing page
Nike Running
Nike jogging shoes
Nike running shoes
Running shoes by Nike

11. How to Become a Google AdWords Pro:
The Program
Keywords
Bidding Strategy
Quality Score
CTR
Conversion Tracking
Campaign Optimization

12. How to Become a Google AdWords Pro:
Click-Through-Rate (CTR)
• Why a High CTR Is Important
– Higher positions
– Lower cost-per-click
• How to Increase Your CTR
– Bid high at the beginning of the campaign
– Increase your Quality Score

13. How to Become a Google AdWords Pro:
The Program
Keywords
Bidding Strategy
Quality Score
CTR
Conversion Tracking
Campaign Optimization

14. How to Become a Google AdWords Pro:
Conversion Tracking
• eCommerce Site Example

15. How to Become a Google AdWords Pro:
Conversion Tracking
• Lead Generation Site Example

16. How to Become a Google AdWords Pro:
Conversion Tracking
• How to Set It Up

17. How to Become a Google AdWords Pro:
The Program
Keywords
Bidding Strategy
Quality Score
CTR
Conversion Tracking
Campaign Optimization

18. How to Become a Google AdWords Pro:
Campaign Optimization
• Download the AdWords Editor
– http://bit.ly/adwords-editor-download

19. How to Become a Google AdWords Pro:
Campaign Optimization
• Get Bidding and Keyword Suggestions

20. How to Become a Google AdWords Pro:
Campaign Optimization
• Add Negative Keywords FTW

21. How to Become a Google AdWords Pro:
Campaign Optimization
• Split-Test Ads

22. How to Become a Google AdWords Pro:
Campaign Optimization
• My AdWords Campaign Optimization Ruleset
– Stop paying attention to CTR after a month; focus on ROI
– No impressions after a week? Delete!
– No clicks after a month? Delete!
– QS under 4?
• If the keyword is profitable, give it its own ad group, ad and landing page
• If the keyword isn’t profitable, delete it!
– Not profitable after 200 clicks? Delete!
– Low position?
• If the keyword is profitable, increase your bid and QS
• If the keyword isn’t profitable, delete it!
– Once the campaign is profitable, increase your budget

23. Thank You!
Zeke Camusio
zeke@TheOutsourcingCompany.com
503-367-7561