Business Business Club Meetup Brisbane. Google Adwords - Basics of Lead Generation with Adwords - Alexei Kouleshov

1. Google Adwords
Basics of Lead Generation
with Adwords
Alexei Kouleshov

2. Getting Started
• Do you have a business?
• Who is your ideal client?
• Do you have an offer/incentive?

3. My Goal Today is
• Identify key metrics in lead generation
• Explain the fundamentals of Adwords
• Basics of landing pages

4. Who I am
• Digital Marketing Strategist
• Google Premier Partner
• Infusionsoft Partner
• Background in web development
• Over 12 Years In The Industry
• Managing Director of Your Easy Web Solutions
• Best selling author (Our Internet Secrets)

5. Key Metrics - Adwords
• Impression
• Click
• Click Through Rate (CTR)
• Cost Per Click (CPC)
• Ad Position

6. Key Metrics - Business
• Lead
• Conversion Rate
• Price
• Repetition

7. Simple Business Formula
• L x CR x P x R = Revenue
• example
• 100 x 20% x $100 x 1 =$2,000
• Client Value = $2,000

8. Simple Business Formula
• Recurring business example
• 100 x 20% x $75 x 26 =$39,000
• Client value = $1,950

9. Adwords Account Setup
• Campaign – Budget, Targeting, Schedule
• Ad Groups - Theme
• Keywords
• Ads – Text/Image ads

11. Text Ad Format
• Headline (ETA)
• Display URL
• Description
• Extensions
• Google Business (Plus/Places)

12. Ad Example

13. Keywords
• Broad
• “Phrase”
• [Exact]
• -Negative
• +Broad +Match +Modifier

14. Keyword Planner
• Research keywords
• Find negative keywords
• Identify keyword themes (Ad Groups)
• Get CPC estimates

16. Objective
• Relevance
• Keyword
• Ad
• URL
• Quality Score

18. Ad Rank – Ad Position

19. Ad Rank

21. Final URL – Landing Page
• Relevance
• Match ad
• Match keywords
• Strong Insective
• Call To Action

28. Landing Page Tips
• Make it simple
• Strong headline
• 1-2 Call-To-Actions (CTA)
• Match ad – landing page
• Social proof/credibility (testimonials)

29. Other Campaign Types (Briefly)
• Display/Remarketing
• Video
• Shopping

33. Adwords Tips
• Work out profitable ROI
• Identify niches (80/20)
• Setup quality landing page (content)
• Aim for relevance
• Set specific targeting
• Research negative keywords
• Consider user environment (mobile vs desktop)

34. Questions?

35. Need Help?
• Strategy
• Website/CRM setup
• Lead generation
• Google Adwords / Analytics
• Consulting
Expression of Interest

36. www.yews.com.au
Email – alexei@yews.com.au