Downloaded 32 times
![INSTEAD, USE
+BUY +BLUES +MUSIC (BMM), OR “BUY BLUES MUSIC”
(PHRASE) AND [BUY BLUES MUSIC] (EXACT)
You’ll eliminate people who are trying to sell their own music, and who are looking for other music genres](https://image.slidesharecdn.com/themostentertaininggoogleadwordsguideyouwilleverread-160623135034/85/The-most-entertaining-google-adwords-guide-you-will-ever-read-43-320.jpg)
Uploaded byLeadSquared
The most entertaining google adwords guide you will ever read
The document narrates the challenges faced by Bob, a marketer trying to generate quality leads through Google AdWords for an education company. Bob learns to prioritize the quality of leads over their quantity and adjusts his strategy by focusing on the most profitable courses and properly managing keyword matches. As a result, he sees improved campaign performance and boosts his confidence in lead generation efforts.
More Related Content
Similar to The most entertaining google adwords guide you will ever read
![Ultimate guide to google adwords, summary [updated]](https://cdn.slidesharecdn.com/ss_thumbnails/7n3f0x2ssoqcx1xyujj0-signature-6ec4f51dd8112f2ed8bc868c199830b7363d69d86a14510d42ad5bc8c5e75c91-poli-171007181143-thumbnail.jpg?width=640&height=640&fit=bounds)
The most entertaining google adwords guide you will ever read
- 1. THE MOST ENTERTAINING GOOGLEADWORDS GUIDE (PART 1) MEENU JOSHI Marketing Manager, LeadSquared Written by
- 2.
- 3.
- 4. Bob is alsothe only marketer in a small, fast-growing education company A one man army, the unsung superhero, living in the sales star’s shadows, almost the dark knight
- 5. He is alwaysdoing things! Finding new lead generation channels, setting up email campaigns, creating the social strategy, running webinars to recruit and educate potential students
- 6. But, that wasn’tenough! They needed more leads, more paying students. So, they brainstormed
- 7. THAT’S WHERE ITALL BEGAN! Bob loved the new challenge But, soon enough, he realized that running paid search campaigns wasn’t all rainbows and butterflies – there’s a lot of work involved
- 8. Data Science Hadoop Android Java Python Apache Like, detailedkeyword research
- 9. Let’s bid ofbroad matched keywords Getting enough impressions
- 10. I should test thesead copies Testing ad copies
- 11. I should test theselanding pages Testing landing pages
- 12.
- 13. In the beginning,as is the case with all beginnings, things were smooth Leads came in. Everyone was happy!
- 14. But, what’s agood story without at least a few villains Slowly, things start going downhill, like they always do A week in, Bob’s superstar status has started to fade
- 15. Sales team isnow blaming him for not getting them high quality leads Why, you must wonder! Very few of the leads he generated became customers
- 16. CEO questions himdaily about wasting money without any sales to show
- 17. He doesn’t evenget invited to office parties, anymore
- 18. IT DIDN’T MATTERTHAT HE WAS ALSO JUST LEARNING What mattered was that he wasn’t saving the day anymore
- 19. Bob was devastated Fora while…
- 20. But, Bob iscool He knows that a problem is only a problem till it’s solved Instead of complaining about it, and wallowing in self-pity, he decides to take charge . Google Adwords might be a beast, but it IS a beast waiting to be conquered.
- 21. BUT, HOW DOYOU TAME A BEAST THE SIZE OF ADWORDS?
- 22. “You take yourlearnings, and implement them”
- 23. Bob has tonsof data – from the campaigns he has run
- 24. He finally sitsdown to analyze it The key problem immediately shows Like many marketers, he was judging the campaigns by the number of leads generated, not their quality!
- 25. THAT’S WHY ALLTHE NON-CONVERSIONS So, before looking any further, he changes his success metric – quality over quantity!
- 26. LEARNING #1 Focus onquality, not on quantity of leads LEARNING #1 Focus on quality, not on quantity of leads
- 27. Bob has hisway forward now As he digs deeper into the data, he realizes that majority of the revenue comes from one course – Hadoop
- 28. But, in hiscampaigns, he was allocating similar budgets to all the courses
- 29. Bob thinks thehigher revenue from Hadoop might be because of higher demand But, Bob has enough leads looking for Python courses as well. Just that, they never seem to convert
- 30. Now, he decidesto change the strategy and give more weightage to more profitable courses
- 31. When the spendwas equally divided between Hadoop and Python
- 32. When the spendincreased on Hadoop and reduced on Python
- 33. LEARNING #1 Focus onquality, not on quantity of leads LEARNING #2 Spend wisely, based on your most profitable offerings
- 34. THINGS ARE LOOKINGBETTER ALREADY…
- 35. But, it’s farfrom over! Bob’s back at work
- 36. Hadoop jobs Search Terms AndroidPhone Bob’s ad “Why” He finds irrelevant search terms still triggering his ads These search terms are irrelevant, because Bob’s company doesn’t sell Android phones and they don’t provide jobs either
- 37. To control this,he starts marking negative keywords
- 38. ALMOST IMMEDIATELY, IRRELEVANTCLICKS BECOME LESS FREQUENT But, they were still there
- 39. Reason: The overuseof broad matched keywords That trigger the ad for irrelevant search terms This, of course, can be countered by adding negative keywords regularly, but there IS a better fix Free Hadoop training Search Terms Android internships Bob’s ad Stupid search terms!
- 40. BIDDING MORE ON“PHRASE,” “BMM” AND “EXACT” KEYWORDS, AND LESS ON BROAD
- 41. Putting all yourmoney on broad match is like selling blues music to everyone who likes music, irrespective of the genre (by using “buy blues music CDs” as a broad keyword) Or, even to people who are trying to sell their own music
- 42. And, trying tosell “blues” to “metal-heads” is never a good idea
- 43. INSTEAD, USE +BUY +BLUES+MUSIC (BMM), OR “BUY BLUES MUSIC” (PHRASE) AND [BUY BLUES MUSIC] (EXACT) You’ll eliminate people who are trying to sell their own music, and who are looking for other music genres
- 44. LEARNING #1 Focus onquality, not on quantity of leads LEARNING #3 Focus on high-quality impressions – Mark negative keywords and limit the use of broad keywords
- 45. The impressions arereally relevant now
- 46. BOB IS ALMOSTDONE GETTING RID OF BAD IMPRESSIONS He still checks the report to see if he missed something
- 47. Guess what! Hedid Certain relevant keywords with good search volume, like “Hadoop crash courses,” were going unclicked Hadoop course Hadoop crash courseLearn Hadoop Ad copy in common Ad Group
- 48. Reason: The adcopy advertised only full time courses Not crash courses Hadoop course Hadoop crash courseLearn Hadoop Highly relevant to Hadoop course and Learn Hadoop But not to Hadoop Crash course Ad copy in common Ad group
- 49. He creates anotherad group for crash courses specifically Now there is perfect “search term + keyword + ad copy + landing page” match
- 50. HE ALSO SUPPRESSES“CRASH COURSES” IN OTHER AD GROUPS, SO THAT THE KEYWORDS DON’T COMPETE
- 51. LEARNING #1 Focus onquality, not on quantity of leads LEARNING #4 Take care of non-performing keywords – create new ad groups, if there’s a chance
- 52.
- 53. The changes inBob’s campaigns are insane Impressions High Quality Leads Cost per High Quality Lead Before Change After Change
- 54. Sales numbers wereup. So were Bob’s spirits
- 55. MORE IMPORTANTLY, HEWAS SAVING THE DAY… AGAIN
- 56. BUT IT’S FARFROM OVER Want to know what happens next? Subscribe for part II