Guide to optimizing Adwords and Bing Ads pay per click ad campaigns for a lower average cost per click and more qualified leads and sales conversions. To learn more about how to generate more qualified leads from search advertising and content marketing, check out http://www.marketdoc.com

1. Paid Traffic That Converts

2. Objectives
• Learn how to write ads that will generate
qualified leads and profitable sales
• Target ads according to device, location,
demographic, time of day and behavior
• Discover more relevant keywords and
enhance your keyword research
• Monitor the effectiveness and optimize
the performance of your ads

3. MODULE 1: ESSENTIALS

4. Defining Your Target Customer
• Complete the customer avatar exercise to
figure out the behavioral characteristics of
your ideal target audience
• Your copy and messaging should
emotionally engage your target audience
based on their background, needs, wants,
fears and desires
• The customer avatar exercise is
applicable to all ad networks, content
marketing strategy and guest blogging

5. Segmentation, Targeting and
Positioning Versus Google
AdWords Account Structure
Segmenta(on
Targe(ng
Posi(oning /
Messaging
Market Facing
Your website
pages and content
Campaign
Ads / Ad Groups
Website Facing

6. How It Works
• Enter a search
query
• Google sorts
advertisers’
ads based on
ad rank
• Search results
display organic
and paid
results

7. Why Google Adwords?
• Google AdWords uses an auction-based bid system to sell
ad inventory
• You decide who can see your ad
• You set the bid you’re willing for a click
• When someone searches Google and meets your targeting
criteria, your ad may be displayed
• If that person clicks on your ad, you will pay up to your
maximum bid
• The end-user (searcher) is then redirected to a page on
your website or landing page

8. Auction Bidding
• Advertisers bid against each other for keywords they choose to
target and set the highest bid (max cost per click or CPC) they’re
willing to pay for a single click from that keyword on Google.
• An advertiser’s max CPC bid is then compared to the other
advertisers bids targeting the same geographic location.
• Even if your competitors have higher bids than you, you can still
win a higher ad position at a lower cost by implementing more
relevant keywords, ads and ad extensions
Adver&ser Max CPC Quality
Score
Ad Rank
#
Posi&on Actual CPC
A $9.40 7.0 66 1 $9.38
B $10.65 6.0 64 2 $9.55
C $8.25 3.0 25 3 $8.15

9. • Expected CTR
– How likely searchers will be to click your ad
each time it shows up in search results
• Ad Relevance
– How relevant your ad is to the keywords you
have selected
• Landing Page
– Are users getting sent to a page that features
a product or service featured in your ad
Quality Score

10. Components of Quality Score
Keyword’s
Historical CTR
Des(na(on
URL’s
Historical CTR
Keyword and
Ad Relevance
Geographic
Performance
Your Account
Performance
Landing Page
Quality and
Relevance
Search
Relevance
Device
Targe(ng
Poten(al

11. Quality Score & Ad Rank
• Ad Rank is a number that determines
where you ads are shown on a page (i.e.,
top, middle or bottom of the page)
Ad Rank = Maximum Cost Per Click (CPC) Bid x Quality Score
• Quality Score is the numeric grade (1 to 10) Google
assigns to your ad, based on a keyword’s expected
click through rate (CTR) on Google
– It’s important to use consistent themes for each landing
page and corresponding ad text and keyword phrase

12. Ad Position (Ad Rank)
• Ad Position is equal to ad rank and
represents the number or ad spot where
you ads appear in Google search results
Ad
Posi(on
= 5.0

13. Ad Rank
• Top of the page (1, 2 or 3) ad rank will
usually have the highest click-through and
conversion rates of ads on the first page
of Google
Highest Click-
Through Rates

14. Key Components of Ad Rank
Ad Rank
Bids
Ad
Extensions
Quality
Score

15. Aim For Higher Quality Scores
Rank Higher in
Search Results
Get More
Clicks
Lower Bid
Costs
Save Money
Increase Leads
& Sales

16. Pay Per Click Measures
• Reach
– Where is your ad shown?
– How many people can see your ad?
• Relevance
– Is your ad helpful to the user?
• Return On Investment (ROI)
– How can you measure the effectiveness of your
advertising?
– How profitable is your ad for the products or
services you’re advertising?

17. Landing Pages
• Landing page content influences quality score
• Landing page meta description and content
should incorporate your relevant keyword
phrases
• Clear call to action and simple lead form
• No form captchas
• Don’t forget to include links to your privacy
policy and terms of use in the footer
Tip: Landing page design tools, like Unbounce, offer dynamic keyword replacement to
help PPC marketers improve the relevancy of their landing page content and improve
their keywords’ ad quality scores by passing through a dynamic keyword variable from
the ad’s URL. The default dynamic keyword on the landing page gets automa(cally
replaced by the keyword passed through each ad’s UTM keyword parameter

18. Landing Page Example
Simple contact form with
contras(ng call to ac(on bucon and
text “Schedule Your Free Evalua1on”
Highlights tangible results as
valida(on of services “$1.5 Million
in Sales”
Provides a video tes(monial as
social proof
Tells the story of the company or
brand
Offers real wricen tes(monials from
current clients

19. Components of a Good Landing
Page
Clear call to ac(on
Page matches ad and keywords
Picture of products
Clear descrip(on of Product/Service
Answers common ques(ons from customers
Addresses each doubt prospect could have

20. Three Steps to a Great Landing Page
1. Simple and easy to read
– Make it user friendly
– Avoid using a form CAPTCHA to prevent spam as this can negatively
affect conversions
– Don’t make visitors scroll down the page to get the most important
information they need
2. Highly relevant
3. Social proof
– Testimonials
– Partners
– Images of popular blog or magazine logos on which company, its
products or founders were featured

21. Things To Keep In Mind
• Differentiate your business from your
competition by highlighting your story, what
you believe in and offering your customers
something to believe in
• Make your offering more compelling for your
customers by providing relevant free content
on your website, especially if you sell B2B
• Keep your offer simple and highlight the
benefits for your customer (how do the
features of your service offer benefits to your
customers)

22. Setting Marketing Goals
• Complete a contact form
• Generate a certain average revenue per
click in products or services
• Build brand awareness
• Entice users to download a PDF brochure,
product spec sheet or swipe file and opt-
in to your email list
• Watch a sales video on your landing page
• Complete a quiz or qualification process

23. How Do You Set Your Marketing
Goal?
Awareness
Interest
Learn
Shop
Buy
Buyer Funnel

24. Logical Sequence of Pay Per Click
Choose
Keywords
Write Ad
Text
Determine
Bids
Ad is shown
User clicks
on your ad
and visits
your site
Pay search
engine for
clicks
Measure
return

25. MODULE 2: CAMPAIGNS

26. Create Your First Campaign
Choose Locations
Where Ad Appears
Write Ad Copy Find & Select Keywords
Determine Daily Budget

27. Where to Start
• Start with 2 to 4 different campaigns:
– Keyword Campaign
– Keyword Campaign (Call Only Ads)
– Optional: Brand Name Campaign
– Optional: Brand Name Campaign (Call Only Ads)
• As you max out your conversion opportunities,
or no longer hit your daily budget from
targeting all relevant keywords, then consider
setting up 2 more campaigns targeting your
competitors’ brand names:
– Optional: Competitors Campaign
– Optional: Competitors Campaign (Call Only Ads)

28. Locations Where Ads May Show
• Country
• City
• State
• Radius (in Kilometers
or Miles) Around
Business Address
• Nielsen Local TV
Market (DMA
Region)
• Websites

29. Budget
• Set daily ad budget
during the initial
campaign setup
• Change the campaign
budget after setup

30. Ad Copy

31. Ad Copy
• Highlight your Unique Selling Proposition (USP)
or service features (such as free overnight
shipping, breadth of products or key offers)
• Emphasize pricing, rates, promotional discounts
and limited time offers
• For mobile ads, insert a call to action in the
headline text, such as:
– Call For Appointment
– Book A Consult
– Call Today
– Request A Quote
– Sign Up Now
– Order Before

32. Ad Copy
• Use time pressure and “exploding offers”
• Include social proof such as “Trusted by
1,000+ small businesses”
• Capitalize The First Letter Of Each Word
• Avoid using superlatives unless you
actually are the #1 industry leader and can
support this on your landing page with
independent third-party research data
• Highlight a Free Review or Consultation

33. Ad Copy
• Avoid extra spaces in your ad text
• Make sure your ad is clear, relevant and to
the point
• Do not say “Click Here” or use bullets or
numbering
• No exclamation points or gimmicky symbols
or punctuation
• Make sure to include one of your ad group
keywords, preferably in the headline text

34. Ad Copy
• Increase click-through and conversion rates
by injecting FOMO into your ads by testing a
countdown customizer
– Use 24-hour time within this format:
{=COUNTDOWN("yyyy/mm/dd hh:mm:ss" )}.
– A countdown function that ends at 7PM on
November 6, 2015, for example, would look like
this: {=COUNTDOWN("2015/11/06 19:00:00")}.
Tip: In AdWords, add a countdown customizer to your ad by typing an open bracket “ { “ and
choosing Countdown. Choose the date, (me, and language you want to show in your
countdown.

35. Ad Copy
• Headline = Captivate (To The Point)
• Description Line 1 = Generate interest with useful
and clearly articulated features and offerings
(Practical)
• Description Line 2 = Ask for the click
– Use customer-centric, action verbs such as get, try,
save, buy, shop, earn (Call To Action)
• Ad example:
New Marketing Strategies
10 Email Automation Guides.
150+ Proven Sales Funnels. Free Access

36. Ad Text Length Limits
Maximum Length
(Standard)
Maximum Length
(double-width
languages*)
Headline 25 characters 12 characters
Descrip(on Line 1 35 characters 17 characters
Descrip(on Line 2 35 characters 17 characters
Display URL 35 characters 17 characters
* Examples: Chinese, Japanese and Korean languages

37. Ad Customizers
• To display ad customizer options, on any
line of your ad text, type an open bracket {
• Two ad customizer options:
– Countdown timer
• Counts down to the date and time of an event
– Keyword insertion
• Dynamically inserts a keyword in the headline or
description text of the ad

38. Dynamic Keyword Insertion

39. Keyword Selection
• A common mistake many people make that
leads them to waste money on AdWords is
that they bunch 10 to 100 keywords in a
one ad group.
• Each ad group should only have 1 or 2
keyword phrases with different match types

40. Ad Rotation Settings
• Optimize for clicks
• Optimize for conversions After 90 Days
• Rotate evenly, then optimize First 90 Days
• Rotate indefinitely

41. URL Parameters
• Destination URL
• Final URL (New Standard URL Format)
• URL Templates and Tracking Parameters

42. URL Tag Management & Click
Fraud Prevention Tools
• Improvely *Recommended*
• ClickCease
• PPCSecure

43. MODULE 3: TARGETING & BIDDING

44. Leads & Sales Are Generated
When…
Your Targeting is
Specific & In-Sync with Your Ideal
Customer

45. Targeting Separates
Decent Campaigns from
Outperformers

46. Targeting Options
• Geography
• Time of day and days of the week
• Devices (Desktop, Mobile & Tablet)
• Sites
• Languages
• Network (Search Network, Display
Network, Search Partners)

47. Budget
• Determine a reasonable daily ad budget
(e.g., $50 to $200 per day)
• Figure out the maximum amount you’re willing to spend per
click based the retail price of your product or service and your
target profit %
– Your conversion rate will likely be less than 10% when you first start
advertising online, probably closer to 5%
– Your service costs $2,500
– You can budget $100 per day to start
– The average cost per click for your most expensive keyword is
$4.50
– You require profit of 40% after advertising expenses, then you will

48. Write Ad Copy
• Structure ad groups for between 2 and 4
ads
• Each ad group should contain one mobile
preferred ad for every standard desktop ad
• Try different description lines for your ad
variants and test them to see which ad
attracts the highest conversion rate
Variant 1
Variant 2
Variant 3 (Mobile)
Variant 4 (Mobile)

49. Keywords
• Test different match types and keyword
arrangements
• Include keyword phrase in each ad to
improve quality score, decrease (improve)
ad rank and lower cost per click
• Relevant to the product or service
– Convert leads to sales
• Include on the landing page to improve
quality score and conversion rate

50. Campaign Structure
Campaign
Ad Group
Ads
• Tables
• Chairs
• Dining tables
• Coffee tables

51. Example Ad Group Theme
• Ad group: laser hair removal ny
laser hair removal
laser hair removal
ny
laser hair removal
in ny
laser hair removal
ny
Keywords
Ad Group
Theme
Broad Topic

52. Location Targeting
Considerations
• Where your customers
are located or searching
from
• How to find where your
customers are coming
from
• Target the right
customers
• Target ads based on user
location
Methods
• Target by country
– Ideal for large online shops that sell
to customers in many different
countries
• Target by state or region
• Target by radius around
address or city
• Target multiple locations
– Ideal for businesses with multiple
brick-and-mortar branches
– Online shops that have customers
from specific regions

53. Target Multiple Locations
• Good for franchises with greater than 1 store
• Online stores with the bulk of its customers in a few regions

54. Radius Targeting

55. Radius Targeting
• For advertising local services, apply radius targeting
with the following structure and add a broader
region such as the county, state or DMA region.
Example:
• 10 mile radius around 22 E 55th St, New York, NY 10022;
• 15 mile radius around 22 E 55th St, New York, NY 10022;
• 30 mile radius around 22 E 55th St, New York, NY 10022; and,
• New York County
• Then, apply the following bid adjustments based on
your radius targeting settings:
• +25% Increase Bid Adjustment for 10 mile radius
• +10% Increase Bid Adjustment for 15 mile radius
• No Bid Adjustment for 30 mile radius
• -15% or -25% Bid Adjustment for broader region

56. Conversions by Distance
• Requires at least one active location extension sitelink
• Change date range to last 30 days or greater
• Under the Dimensions tab, change View to Distance
• Use the conversion data to adjust radius targeting bid
adjustments

57. Location Exclusions
• Change date range to Last 30 days
• Change View to City, State, Zip Code or other
• Change Column set to include at least
Conversions, Cost / conv. and Conv. Rate

58. Location Exclusions
• Create and save filters to efficiently find low or
non-converting locations
• Sort table by number of clicks or average CPC to
find and exclude the biggest budget wasters first
• Check off the boxes of the low-converting areas
where you don’t think your ad should appear
• Be as granular as necessary when excluding
locations to avoid showing ads to people who
aren’t serious buyers but stick to a rule of thumb
– One example: Last 30 days, 0 conversions, 10+ clicks
– Another example: Year To Date,

59. Smart Bid Adjustments
• Apply bid adjustments by location (state,
city and/or zip code-level) and time of day
by reviewing your conversion data
– Balance highest converting and lowest cost per
conversion hours
• Use bid adjustments for different blocks of
time
– Example:
• 0% Bid Adjustment 7 AM – 10 AM
• 20% Bid Increase 10 AM –

60. Time of Day Bid Adjustments
• Apply (me of day bid adjustments based on a
combina(on of the highest conver(ng and lowest
cost per conversion hours
• Use bid adjustments for different blocks of (me.

61. Example 1: Time of Day Bid
Adjustments – Medical Practice
Bid adjustments for an elective care medical
practice generating leads locally:
Monday through Friday
§ 0% Bid Adjustment 7 AM – 10 AM
§ 20% Bid Adjustment 10 AM – 2 PM
§ 0% Bid Adjustment 2 PM – 5 PM
§ -25% Bid Adjustment 5 PM – 10 PM
Saturday
§ 0% Bid Adjustment 10 AM – 9 PM
Sunday
§ 0% Bid Adjustment 10 AM – 9 PM

62. Example 2: Time of Day Bid
Adjustments – Law Firm
Bid adjustments for a boutique law firm
generating leads nationally:
Monday through Friday
§ 0% Bid Adjustment 7 AM – 11 AM
§ 25% Bid Adjustment 11 AM – 2 PM
§ 0% Bid Adjustment 2 PM – 5 PM

63. Example 3: Time of Day Bid
Adjustments – Overnight Camp
Bid adjustments for a summer camp generating
leads globally:
Monday through Friday
§ -25% Bid Adjustment 12 AM – 7 AM
§ 0% Bid Adjustment 7 AM – 10 AM
§ 20% Bid Increase 10 AM – 5 PM
§ 0% Bid Adjustment 5 PM – 10 PM
Saturday
§ -25% Bid Adjustment 1 AM – 10 AM
§ 0% Bid Adjustment 10 AM – 12 AM
Sunday
§ -15% Bid Adjustment 12 AM – 11 AM
§ 0% Bid Adjustment 11 AM – 12 AM

64. How Language Targeting Works
• Example: Target French Language
• Create Ads & Keywords in French
• Ads may be displayed to users searching
the Google.fr domain or that chose their
default language as French

65. Best Practices
• Create Campaigns for Your Customer’s
Common Languages
• Compare the Click-Through and Conversion
Rates of Each Campaign
• Avoid Using Google Translate to transform
ads and keywords from one language to
another. Hire a professional if you don’t speak
the language.
• Be highly selective about what languages you
decide to target

66. Device Targeting
• Desktop
• Mobile
• Tablet

67. Managing Bids & Budgets
• When you first start a campaign, choose
Manual bidding for clicks and set each bid
at the ad group or keyword level
• Manual bidding can help keep your daily
budget in check
• Once you’re comfortable managing a
campaign with manual bids, then you may
wish to consider other bidding options
based on your marketing strategy

68. Advanced Bidding Options
• Focus on clicks
– Select manual or automatic bidding and
choose a CPC max limit for automatic bids
• Focus on conversions
– Google will automatically optimize your bids
for maximum profitability
• Focus on impressions
– CPM basis model, available for display ads
only

69. Essential Bidding Strategies
• Manual bidding – allows you to set a
default bid, which you can later change at
the keyword or ad group-level
• Automated bidding – Google
automatically optimizes your bids to
maximize the clicks you receive based on
your daily budget

70. Set Your Daily Budget
• A reasonable daily budget should be set
by figuring out how many clicks per day
you wish to receive, accounting for at
least 50% unqualified clicks
Average Cost Per Click (CPC) * Number of
Clicks Per Day = Daily Budget
Monthly Budget / 30 = Daily Budget

71. Ad Extensions
• Opportunity to provide additional relevant
information to searchers
• Including but not limited to:
– Location extensions
– Sitelink extensions
– Call out extensions
– Call extensions
– Review extensions
– App extensions
– Structured snippet extensions

72. Location Extensions
• Displays address of closest
business location
• Provides a link to the
location shown on a map so
customers can see what’s
nearby and get directions
• To setup, you must either
manually enter the address
of each business location or
import them from a Google
My Business account

73. Sitelink Extensions
• Helps user find what they’re
looking for faster
• Each sitelink must send the
user to a unique landing
page that accurately reflects
the text description
• Google dynamically chooses
the most relevant sitelinks to
the user based on their
search terms

74. Call Extensions
• Customers can click to call
businesses directly from ads
• Ability to track click-to-call
actions as conversions
• Good for hotel booking,
restaurant reservations &
local B2C services
• Not the best option for B2B
that require more nurturing
before converting to sale

75. Call Extension Options
• Use Google forwarding
phone number (call
conversion tracking
included)
• Select device type to
show display call
extensions with ads
• Schedule days, hours
and start/end dates for
displaying call extension

76. Advanced Ad Extensions
• Rating stars
– Link Google Local page to Google AdWords
account
• Reviews
– Add each review manually
• Automated ad extensions
– Google determines automatically
– Examples: Google+ Follower Count, Structured
snippets from your website or a review site (such
as Upcoming Events or Product Details)

77. Organization of Ad Groups
Ad Copy Best Prac&ces
4 Per Ad Group
Keyword(s) In Ad Copy
Promo(on / Value Prop
Use “Official” and trademark symbol If
Possible
Keep Targeted To 1 Set Of Products
Keywords Should Only Revolve Around Ad
Group Topic
Landing Page Should Be Directly Related To
Ad Group Topic
Campaign start & end dates
Daily budget
Google Network seVngs
Language and loca&on targe&ng
Campaign
“Nike Shirts”
Ad Group
“Nike Women's Shirts”
Ad Copy
Nike® Women’s Shirts
Shop At The Official Online Store
Best Selec&on of Styles & Sizes
www.Nike.com
Nike® Women’s Shirts
Shop Our New Spring 2016 Collec&on
$10 Shipping & Always Free Returns
www.Nike.com/Shirts
Keywords
Nike Women’s Shirt
Nike Shirts For Women

78. Modified Broad
Match
4 Primary Match Types
Broad Match
Includes
misspellings,
synonyms and
variations
Exact Match
Includes only your
keyword phrase
Includes your
keyword phrase and
other keyword
phrases that include
your keyword phrase
Phrase Match
Use a (+) sign before
each word in your
keyword phrase
lasik surgery
Variants
1. laser eye
surgery
2. lasek
[lasik surgery] “lasik surgery” +lasik +surgery
+los +angeles
Keyword Examples

79. Broad Match
• Keyword phrase example: lasik surgery
Tip: Use a combina(on of two or more keyword match types when you first run an
campaign.
Searches this keyword may
trigger ads for:
§ lasic surgeon
§ laser eye surgery
§ lasik eye surgery
§ lasik surgery new york
§ surgery for lasik

80. Modified Broad Match
• Keyword phrase example: +lasik +surgery
los angeles
Tip: The words with the (+) sign may s(ll display ads for searches containing misspellings,
plurals and other similar words, but they should not display ads for en(rely different words.
Searches this keyword may
trigger ads for:
§ lasik surgery la
§ lasik surgery in los angeles
§ lasik surgery center
§ lasik surgery california
§ surgery for lasik vision
correc(on

81. Phrase Match
• Keyword phrase example: lasik surgery
• Phrase match is more targeted than
default broad match, but less targeted
than exact match
Searches this keyword may
trigger ads for:
§ lasik surgery
§ lasik surgery nyc
§ new york lasik surgery
§ lasik surgery in ny
§ best lasik surgery

82. Exact Match
• Keyword phrase example: [lasik surgery]
• Phrase match is more targeted than
default broad match, but less targeted
than exact match
Searches this keyword may
trigger ads for:
§ lasik surgery

83. Negative Keywords
• Helps prevent ads from displaying for
searches that are not relevant to potential
customers
• Example: -keyword
Basic keywords to exclude as nega(ves:
ü Free, cheap, sample, discount, code, offer, coupon, affordable, budget,
subsidy, subsidies
ü Guide, guides, review, reviews, forums, forum
ü Death, sex, drugs, prescrip(on, rx, lawsuit, court, spam, email
ü How to, wiki, (ps, training, tutorial, advice, mentor, do it yourself, video,
photo, pics, picture, image, school
ü Job, career, hiring, intern, internship, consultant, advisor, for hire,
opportunity, opportuni(es, recrui(ng, recruitment

84. Negative Keyword Tools
• Google AdWords Past Search Queries
• General Negative Keyword Lists
• WordStream’s Negative Keyword Tool
• Google Instant Search (search as you
type)

85. Past Search Queries
• Change date range to Last 30 Days
• Click the Keywords tab, then select Search terms
• Find and select keywords that don’t fit the business
• Then click Add as negative keyword and follow the prompts to add
negative keyword(s) either to an ad group, campaign or an existing list
of negative keywords

86. MODULE 4: AD CREATION & KEYWORDS

87. Ad Creation
Headline Descrip(on 1 Descrip(on 2
Display URL
Des(na(on
URL

88. Headline
• Attention grabbing
• Includes Search Keyword
• Try Your Brand Name in Ads and a trademark
symbol such as ™ or ®
• Look at competitors’ headlines but come up
with something unique to your company
• Be specific and your message to the point
without being “salesy”

89. • Unique Sales Proposition
• Tell Your Brand Story
• Offer Promotion
• Time Sensitive Discount
Description Lines

90. Use Proper Punctuation
• Make sure you use a period “.” at the end
of each ad text description line
• This is especially important for description
line 1, since it will change how your ad is
displayed

91. Display & Destination URLs
• Display URL is the link that users or potential
customers see in search results
• Destination URL should point to the landing
page or website where users or potential
prospective customers land after clicking your
ad
hcp://209nycdental.com/dental-services-implants.html
Not an ideal ad for
desktop users

92. URL Pointers
• Display URL should be relevant to the search
query
• For example, I search for John’s Blueberry
Pancakes. The more relevant display URL
would be: www.johnspancakes.com/blueberry
• Destination URL is equivalent to your landing
page
• Both URLs affect quality score

93. Adding Keywords
• It’s typically most cost effective to start
with long-tail keywords (3+ word keyword
phrases), such as “pay per click pricing” or
“arizona property management company”

94. How to Find Keywords
• Google Keyword Planner Tool
• Try keyword research tools like
KeywordTool.io, SEMrush or SpyFu
• Website Historical Visitor Data
• Perform Google searches

95. Keyword Planner

96. Ask Your Customers
• How did they find you?
• What information did they have trouble
finding?
• Who do they view as your competitors?

97. MODULE 5: OPTIMIZATION

98. Optimizing Click Through Rates
• Write new ad copy and test against existing ads
• Once you see a clear winner in terms of click
through rates and conversions, pause the ones that
aren’t driving results
• Try adding long-tail keywords based on your
existing keywords
Example:
Current keyword is phrase match:
“lasik eye surgery”
Try a new keyword phrase, such as:
“lasik eye surgery centers”
or
“lasik eye surgery greensville sc”

99. Optimizing For Qualified Leads
• If your ratio of qualified leads to total
conversions is lower than 40%, test new ad
variants by turning off searchers who wouldn’t
make an ideal customer for your business
• For example, if you’re marketing a lemon law
firm, you want to reach new car buyers from
the last 5 years only
– Your ad description should state “New Cars Only”
– Include the range of years to filter out older car
owners, such as “2011 – 2015”

100. Optimizing Campaign Settings
• Turn off Search Partners Network, unless
you’re a local business who benefits from
appearing in Google Local’s sponsored
results
• Change ad rotation settings under Settings >>
All Settings >> Ad Delivery
– Change from Optimize for Clicks or Rotate
Evenly to Optimize for Conversions

101. Optimizing With Ad Extensions

102. Optimizing With Negative Keywords
• Review search terms report under ‘Keywords’
• Add negative keywords at the ad group or
campaign level

103. Optimizing With Negative Keywords
• You don’t need to use the default exact
match for all negative keywords, certain
keywords should be set as negative for
phrase and broad match types

104. Optimizing Through A/B Testing
• Test different ads, keywords and CPC bids
• Review your AdWords conversion data for the
last 30 days and 3 months for each ad group
• Filter and sort for ads and keywords
generating more than 10 to 15 clicks but no
conversions
• Pause keywords or ads that are generating
less than
• Once you’ve “maxed” out your CTR and hit
local maximum, try running an experiment

105. Optimizing Through A/B Testing
• Once you’ve “maxed” out your CTR and
hit local maximum, try running an
experiment

106. Optimizing Cost Per Acquisition
• What are good cases where you should try
Google’s Conversion Optimizer?
– Primarily ecommerce where you have adequate
sales, cost and profit data
– Lead generation campaigns with cost and profit
attribution data
• What cases shouldn’t you use Google’s
Conversion Optimizer?
– Lead generation campaigns with conversion and
cost per conversion data but no sales attribution

107. Optimizing Cost Per Acquisition

108. MODULE 6: ANALYTICS

109. Google Analytics Setup
• Two options for tracking setup
– For basic tracking options, add the code snippet before
closing </HEAD> tag to your website:
• If your site uses WordPress, download and install the
Google Analytics by Yoast WordPress plugin
• If your site doesn’t use WordPress, install the Google
Analytics code snippet on each site page you wish to track
or in the header template site file
– For advanced tracking, including e-commerce, display
ads and retargeting, setup and install Google Tag
Manager and add the Universal Analytics tracking tag
by clicking ‘New’ under Tags and choose fire on ‘All
Pages’

110. Goal Conversion Tracking
• Click the Tools tab, then go to conversions
• Choose the + Conversion button
• Then select what conversion type you wish to
track

111. Goal Conversion Tracking

112. Import Conversion Goals From
Google Analytics
• In Google AdWords, click the ‘Tools’ drop
down menu
• Then, select ‘Conversions’

113. Call Tracking
• Setup call tracking for your website
• Setup call tracking for your call-only ads

114. BONUS MODULE: DISPLAY ADS &
RETARGETING

115. Retargeting Considerations
• E-commerce
– Retargeting can increase customer purchases
• Medical spa or elective care medical practice
– No retargeting through Google AdWords due to HIPPA
compliance issues
– Retargeting available through AdRoll and PerfectAudience but do
these prospects convert?
• Restaurant
– Retargeting available through GDN, AdRoll and PerfectAudience
– Retargeting should be targeted on local websites, unless the
restaurant is part of a national or global chain
• Software App (SaaS)
– Retargeting available through GDN, AdRoll and PerfectAudience
unless it’s a healthcare or medical app
– Target websites that directly relate to your product or customer’s
interests and behaviors

116. Introduction to Display Campaigns
• Display Network ad formats
– Video
– Image
– Text
• Target by
– Keyword
– Interests
– Contextual targeting
– Remarketing

117. Display Network Features
• Increase Your Reach
• Place Ads on Specific Websites
• Easily Upload & Manage Banner / Video Ads
• Opportunity to use captivating media
• Target ads to focus on specific types of
people
• Budget and ad placements are easy to
manage (once you get it right)
• Conversions can be tracked just like the
search network

118. Display Campaign Type
• Choose a marke(ng objec(ve
• Drive ac(on op(ons are ideal for small business lead
gen and ecommerce stores seeking to reach new
customers and retarget past site visitors
Ideal op&on
for lead gen

119. Text Ads

120. Image Ads & Guidelines
• Display ad size or specs
• File size
• File type
• Length in time of rotating banner or
animation

121. Ways To Create Banner Ads
§ Do It Yourself (DIY)
§ bannersnack.com
§ Google Display Ad Builder
§ Adobe Photoshop or Illustrator
§ Freelance Contractors
§ Upwork.com (formerly, oDesk)
§ Design Services
§ 99designs.com
§ DesignPax.com

122. Site Placements
• Use Google Display Planner to find site placements that are most relevant to
your target audience based on the customer avatar exercise
• Review the list of sites suggested based on the keywords suggested by the
Display Planner
• Choose 2-5 sites max that seem most like your ideal customer
• Cross-reference the site placement suggestions using either Alexa,
Quantcast or Compete to ensure that the site demographics provided by
Google are accurate

123. Site Placement Exclusions
• Exclude at least:
– Crime, police, and
emergency
– Death and tragedy
– Military and
international conflict
– Parked domains
– Error pages
– In-game
– Gambling
– In-video
– Live streaming video
– In-video (user
embedded only)
– Gmob mobile app
non-interstitial

124. Keyword Targeting
• Try keyword targe(ng along with site placements to
narrow down the focus of site pages where you ads
are shown

125. Basics of Remarketing
• View a web page
• Cookie stored on your computer transmits
your viewership and demographic data to
the cookie’s host
• Based on cookie data received, you’re
remarketed with relevant ads on other
websites

126. Remarketing Options
• Modify conversion tracking tag to monitor
different variables
– Visitors view a web page
– Visitors view more than 2 pages
– Visitors stay on website more than 5 seconds
– Visitors leave a shopping cart page
– Visitors download a PDF or complete a email
subscription form

127. Setup Remarketing
1. Add website tracking code
2. Create campaign
3. Create a new or choose an existing
remarketing audience list (or import your
email list

128. Add Remarketing Code to Website
• In AdWords, go to Shared library >>
Audiences
• If you don’t see the remarketing tag code,
click Tag details under Remarketing Tag
• Then click View AdWords tag for websites,
copy and paste the code before the closing
body tag on all site pages or as your
developer to do it. Otherwise, you set this up
faster with Google Tag Manager

129. Add Remarketing Code to Website