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MASTERING GOOGLE ADWORDS
Presenter: Anup Batra
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October 9, 2013
© Arrow Internet Marketing 2011
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The Basics
Account Settings
Ad Groups
Ad Copies
Campaign Performance
Reducing Wasted Clicks
Latest Changes
Case Studies
What We Will Cover
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What is Adwords
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Why Adwords
• Quick
• Measurable
• Scalable
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• A method of advertising
• Search Engines & Social Media Sites
• Search & Content Networks
But Not every one makes money
What is Adwords
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October 9, 2013
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PPC v/s SEO
• Liposuction vs Workout
• Quick Returns vs Long Term Results
• Limited vs Unlimited exposure
• More Keywords vs Lesser Keywords
• Instant Scalability vs Organic Growth
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Terminology
• Impressions
• Clicks
• Bid
• Budget
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Key Metrics
• Average positions
• Cost Per Click
• CTR (Click-through-rate)
• Number of conversions
• Cost per conversion
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Creating an Account
• Campaigns
• Ad groups
• Keywords
• Ads
• Display URL
• Destination Page
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Campaign View
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• Location
• Bidding method
• Networks
• Ad-scheduling
• Demographics
• Ad Extensions-site links
Campaign Settings
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Campaign Settings
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Ad Distribution
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Geo Targeting
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Location Selection
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• Search
• Content
• Placement
Distribution and Networks
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Segmenting :
• Search type
• Product
• Brand
Ad copy & multivariate testing
-ve keywords
Improving CTR
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Q & A
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• What are your competitors doing?
• Who are your prospects & where?
• How do you stand out-DNA, sex appeal?
• How much can you pay for an
enquiry/sale?
Exercise: PPC Strategy
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• Domination vs Penetration
• Search Intent
• High Traffic vs Long Tail
• Competition
Choosing Keywords
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• Google External Keyword Tool
• Google Traffic Estimator
• Keyword Spy
• Compete
Keyword Tools
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• Primary, secondary & tertiary
• Broad, narrow & exact
• Generic & branded
• Based on search intent
• Based on stage of buying cycle
Types Of Keywords
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• Relevance
• Persuasiveness
• URL’s
• Call to action
• Credibility
• Look natural
Destination Pages
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Example:
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• Competitors
• Industry sites
• Comparison sites
• Regional sites
• News sites
Placement Targeting
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• Getting into the mind of your prospect
• What are their desires?
• What are their fears?
• What makes them tick?
• What is it in your product/service which
will resonate with your prospect?
Understanding Your Target
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• Line 1 – Keyword match
• Line 2 – Why you
• Line 3 – Call to action
Examples:
L1 – New Nissan Micra
L2 – Melbourne’s largest Nissan Dealer
L3 – Limited Stock. Great Deals
Google Ad Copy
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• People buy from you for different reasons
• Try different messages to see which works
best for you
• Keep selecting ads and ad copy based on
response
Split Testing
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• Campaign settings for split testing to work.
Advanced options > Ad serving: Set to
Rotate: show all ads equally
• Which ad do I scrap?
• New Google feature
Split Testing (Cont’d)
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• CTR
• Conversions
• What works better
– Keywords
– Ad copies
– Landing pages
Key Metrics
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• Which keywords are getting clicks?
• Which keywords are earning you money?
• What to do with non-performing
keywords?
• Coming up with new keywords which
fewer people are trying
Rationalising Keywords
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• Reducing bid
• Go niche
• Reduce wastage
• Strategic search marketing
• Strategic placement targeting
Strategies For Reducing Costs
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Examples:
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Examples:
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• Cost Per Click is very important
• Spending less is better
• Bigger players win
• Google is where everyone goes
• It is easy to set-up and manage an ad
words campaign
PPC Myths
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• Testing on a very low budget
• Bidding too low in the beginning
• Too many keywords in one adgroup
• Making an adwords campaign and
forgetting about it
Common Mistakes
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• Not measuring returns on investment
• Focusing on clicks as a measure of
success
• Looking at volume of enquiries and not
quality
• Not leaving contact details on the website
Common Mistakes
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• Campaign Structure
• Improving CTR
• Adcopy
• Keywords
Turning Around A Campaign
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• Improving conversion rate
• Reducing wasted clicks
• Fresh thinking: fresh campaigns
• Increasing reach
Turning It Around
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Overnight Overhaul
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Injecting Fresh Blood
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• Don’t do what everyone does
• Lifetime value of a customer
• Demos and free trials
• Puppy dog products/services
• Call to action/offers
• Geographic and demographic targeting
How To Outperform Competition
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• Strategy
• Competition
• Structure
• Tools
• Measurement
Managing A Large Campaign
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• Multiple ad groups
• Multiple ad copies
• Split Testing: minimum three per ad group
Good Structure
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• Improving quality score
• Use of negative keywords
• dynamic keywords
• Optimal structure
• Uncover niche keywords
Reducing Wasted Clicks
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• Sitelinks: links to website subpages
• Audience Targeting: display campaigns
• Remarketing: add a remarketing tag to
your website pages.
October 9, 2013
© Arrow Internet Marketing 2011
49
Latest Changes In Adwords
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Case Studies
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• Started Adwords with $1000/month
• Got fifteen leads for the spend
• Persuasive content, call to action on
targeted pages and planned forms
• The company now spends 20k per month
on Google Adwords and gets 400 leads per
month
Case Study: Home Loans
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• Client spend $60k/month
• Reduced $20k spend in the first month
without reducing leads
• Installed conversion tracking to find
wasted clicks from generic keywords like
‘internet’ and ‘broadband’
• Introduced new ad groups and keywords
Case Study: Telco and ISP
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• Inherited a complex campaign
• Created fresh ad copy
• Rationalised keywords
• Launched new campaigns for profitable
products
Case Study: Gift Vouchers
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• Average sale value $ 150
• Cost per sale
• .5% conversion
• 1 in 200 clicks converting to sale
• Mandate from CEO to turn it around
• Now cost per sale $ 11 while CPC
remains the same
Turning It Around
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• Familiarise yourself with all the tools
available
• Invest in tools, resources and expertise.
• Strategically leverage adwords to boost
your sales & profits
In Summary
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Stay Connected
57

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Mastering Google AdWords

Editor's Notes

  1. 71% of businesses who have used this medium plan to continue or increase their spend in the coming year. (Source : Fairfax Business Research). Google is used throughout the buying cycle
  2. The buying cycle begins with search and search is used throughout the buying process
  3. Country State City Suburb Set of suburbs
  4. Noosa heads resort limited budget $20 per day Noosa accommodation . $3 per click so only 6 clicks per day. Noosaheads resorts -580 searches per month. CPC became 1/3 rd with better conversions
  5. Noosa heads resort limited budget $20 per day Noosa accommodation . $3 per click so only 6 clicks per day. Noosaheads resorts -580 searches per month. CPC became 1/3 rd with better conversions