Google AdWordsStrategyIntroduction<br />
AgendaQuickoverviewSetting up a campaignOutperforming the competitionMonitoringyourAdwordsAgency<br />
“I don’t click on the ads, no-one I know does…”<br />
Google made$21.000.000.000on AdWords in ‘08<br />
Itfuelsanentireindustry<br />
How does itwork?<br />
You bid to beshownon a search query<br />
“Ifyou show my ad whensomeonesearchesfor ‘cell-phones’ I’llpayyou €0.20 foreach click onmy ad”<br />
Targettedcampaigns<br />Full control<br />Suits all budgets<br />Advantages<br />
Learning curve<br />Easy to lose money<br />Competitivemarkets<br />Disadvantages<br />
A well run AdWords campaignmakesyour business blossom<br />
Let’s set one up…… butfirstsometerminology<br />
Accountmanaging yourpayments<br />
Campaignstargettingyouraudiences<br />
Ad Groupssplitting up youraudiences<br />
Keywordsreachingyouraudience<br />
Example:<br />
Keywords power yourcampaignsbuthow do youfindthem?<br />
Start with a question:Whatproblem do I fix?<br />
I help peoplebuycellphones<br />
Nowfindsynonyms<br />
Mobile phones<br />Smart phones<br />Cellularphones<br />cellphones<br />
Feedthis list to the AdWords Keyword Tool<br />
This returns popularkeywords<br />
buycellphones<br />cellphone<br />cellphone providers<br />cellphoneradiation<br />cellphone shop<br />cellphone store<br ...
Holdon to thoseunrelatedwordswe’ll talk aboutthose later!<br />
Sometimes I help peoplebuyspecificcellphones<br />
BlackberryBold<br />Blackberry Storm<br />Blackberry Curve<br />…<br />iPhone 3GiPhone 3GSApple iPhone…<br />
Divide the list intologicalgroupsFocus onyourvisitorsquestion<br />
You’llseethisappear:Smaller groups in biggerpatterns<br />
Big patterns (brands, synonyms,…)These willformyourcampaigns<br />
SmallgroupsThese willformyourAdGroups<br />
3 Keyword match types<br />
Broad:Anythingpossiblyrelated<br />
Cellphone<br />Cellularphones<br />Satelitephones<br />Telephone<br />Broad Matchexample:cellphone<br />
Phrase:Anythingusingthisphrase<br />
Cellphone<br />Cheapcellphone<br />Cellphone plans<br />Cellphone shop<br />Phrase matchexample:“cellphone”<br />
Cellphones<br />Cellularphones<br />Mobile phones<br />GSM<br />Phrase matchexample:“cellphone”<br />
Exact:Exactly these words<br />
Cellphone<br />Exact matchexample:[cellphone]<br />
Cheapcellphone<br />Cellphones<br />Exact matchexample:[cellphone]<br />
When to usewhich match type<br />
BroadPhraseExact<br />Findnewkeywords<br />Match specificqueries<br />Key search queries<br />
Nowfor the hard part…<br />
Ad Writing<br />
Title (25)<br />Line 1 (35)<br />Line 2 (35)<br />95 Characters<br />
Ad structure<br />
CompellingheadineWhyshouldtheynoticeyou?<br />
What are yourbenefits?Whyshouldthey care?<br />
What are your features?What do you have to offer?<br />
Compelling headline (25)Benefits (35)Features (35)<br />
Example<br />
AmazingiPhone dealsUnlockediPhones. Wholesale prices.Free & insured shipping. Order now!www.phonesRus.com/iPhone<br />
Pre-Assembled HangarsPersonalizedforyour business.Built in 48 hours. Guaranteed.www.frisomat.com/hangars<br />
What’s the competition up to?<br />
Industrial BuildingsSolutions for Your Small Business.Business Begins Here.www.business.com<br />
Industrial BuildingsIndustrial/commercial constructionspecialists. Design & build www.c21construction.co.uk<br />
Quality Steel Buildings Agricultural Residential Industrialbarn storage garages business use www.pembs-steelbuildings.co.u...
Industrial BuildingsAll Kinds of Metal BuildingsGet an Unbeatable Quote Now!www.atlanticsteelbuildings.co.uk<br />
Steel Buildings UK All types of steel buildingsNationwide Service - Instant Quote www.GarageQuotes.com/SteelBuildings<br />
Sowhatmakes a winning ad?<br />
I don’tknow.Neither does youragency, nor anyoneelse.<br />
ButGoogle’susers do.Always test twocompetingads.<br />
Gettingyourcosts down.AdWords Auction 101.<br />
Shocking fact:The highest bidder doesn’talways end up on top.<br />
Keyword, Ad & Query<br />Landing page<br />CTR<br />Other factors<br />Quality Score<br />
Ad Rank<br />
€4,00 x 4	= 16<br />€3,00 x 7 = 21	<br />€2,00 x 10 = 20<br />Advertiser 1:Advertiser 2:Advertiser 3:<br />
CostCalculationCPC = Ad Rank P-1 / Own QS<br />
AdRank Advertiser 3<br />OwnQualityScore<br />Advertiser 2:<br />
20<br />	= €2,86<br />7<br />Advertiser 2:<br />
20 / 7 	= €2.86	<br />16 / 10	= €1.60<br />Ad Rank P4 / Own QS<br />Advertiser 2:Advertiser 3:Advertiser 1:<br />
Don’toutbid the competition.Outmanoeuvrethem.<br />
Negativekeywords<br />
cellphoneproviders<br />cellphoneradiation<br />cellphonesplans<br />disposablecellphones<br />prepaidcellphones<br />refu...
Providers<br />Radiation<br />Plans<br />Disposable<br />Prepaid<br />Refurbished<br />Negativekeywords<br />
Increasesyour CTRDecreaseswasted clicks<br />
Landing pages<br />
Google lovesrelevanceVisitorsloverelevance<br />
The homepage:Is itreally the most relevant page?<br />
Probablynot.<br />
Findorbuildrelevant landing pages<br />
Again: What’s the competitiondoing?<br />
Landing page:±10% of QS<br />
Relevant ads<br />
Continually test your ad copy<br />
Found a betterperforming ad?Delete the otherone, write a newone.<br />
What to test?Headlines, benefits, features, display-urls<br />
Drive up yourads CTR<br />
CTR:+50% of QS<br />
Wage a war of attrition<br />
Optimizeyourkeywords<br />
Optimizeyourads<br />
Optimizeyour Ad Groups<br />
OptimizeyourCampaigns<br />
Never stop.Neversurrender.<br />
Monitoringyouragency<br />
Whyhireanagency?<br />
Keepinganeyeontheirwork:<br />
Different match types<br />Use of negatives<br />Keywords<br />
Focussedadswith USP<br />Cobwebs<br />Landing pages<br />Ads<br />
Themed<br />Clear focus<br />Creation of newgroups<br />Ad Groups<br />
Location / Language<br />Timing<br />Ad Extentions<br />ImpressionShare<br />Campaigns<br />
Bouncerates<br />Conversionrate<br />Non brandedtraffic<br />Web Analytics<br />
Transparency<br />Communication<br />Excludingbrandedconversions<br />Other factors<br />
Talk is cheap.<br />
Badly run campaignsexpensive.<br />
Thankyou!<br />
Upcoming SlideShare
Loading in …5
×

Google Adwords

563 views

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
563
On SlideShare
0
From Embeds
0
Number of Embeds
30
Actions
Shares
0
Downloads
21
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Google Adwords

  1. 1. Google AdWordsStrategyIntroduction<br />
  2. 2. AgendaQuickoverviewSetting up a campaignOutperforming the competitionMonitoringyourAdwordsAgency<br />
  3. 3.
  4. 4. “I don’t click on the ads, no-one I know does…”<br />
  5. 5. Google made$21.000.000.000on AdWords in ‘08<br />
  6. 6. Itfuelsanentireindustry<br />
  7. 7. How does itwork?<br />
  8. 8. You bid to beshownon a search query<br />
  9. 9. “Ifyou show my ad whensomeonesearchesfor ‘cell-phones’ I’llpayyou €0.20 foreach click onmy ad”<br />
  10. 10. Targettedcampaigns<br />Full control<br />Suits all budgets<br />Advantages<br />
  11. 11. Learning curve<br />Easy to lose money<br />Competitivemarkets<br />Disadvantages<br />
  12. 12. A well run AdWords campaignmakesyour business blossom<br />
  13. 13.
  14. 14. Let’s set one up…… butfirstsometerminology<br />
  15. 15.
  16. 16. Accountmanaging yourpayments<br />
  17. 17. Campaignstargettingyouraudiences<br />
  18. 18. Ad Groupssplitting up youraudiences<br />
  19. 19. Keywordsreachingyouraudience<br />
  20. 20. Example:<br />
  21. 21.
  22. 22. Keywords power yourcampaignsbuthow do youfindthem?<br />
  23. 23. Start with a question:Whatproblem do I fix?<br />
  24. 24. I help peoplebuycellphones<br />
  25. 25. Nowfindsynonyms<br />
  26. 26. Mobile phones<br />Smart phones<br />Cellularphones<br />cellphones<br />
  27. 27. Feedthis list to the AdWords Keyword Tool<br />
  28. 28.
  29. 29. This returns popularkeywords<br />
  30. 30.
  31. 31. buycellphones<br />cellphone<br />cellphone providers<br />cellphoneradiation<br />cellphone shop<br />cellphone store<br />cellphones<br />cellphones deals<br />cellphones plans<br />cellularphone store<br />cellularphones<br />cheapcellphone plans<br />cheapcellphones<br />cheapcellularphones<br />disposablecellphones<br />mobile cellphones<br />prepaid cellphones<br />prepaid mobile phones<br />refurbishedcellphones<br />unlockedcellphones<br />wirelesscellphones<br />Carefully select yourkeywords<br />
  32. 32. Holdon to thoseunrelatedwordswe’ll talk aboutthose later!<br />
  33. 33. Sometimes I help peoplebuyspecificcellphones<br />
  34. 34. BlackberryBold<br />Blackberry Storm<br />Blackberry Curve<br />…<br />iPhone 3GiPhone 3GSApple iPhone…<br />
  35. 35. Divide the list intologicalgroupsFocus onyourvisitorsquestion<br />
  36. 36. You’llseethisappear:Smaller groups in biggerpatterns<br />
  37. 37. Big patterns (brands, synonyms,…)These willformyourcampaigns<br />
  38. 38. SmallgroupsThese willformyourAdGroups<br />
  39. 39. 3 Keyword match types<br />
  40. 40. Broad:Anythingpossiblyrelated<br />
  41. 41. Cellphone<br />Cellularphones<br />Satelitephones<br />Telephone<br />Broad Matchexample:cellphone<br />
  42. 42. Phrase:Anythingusingthisphrase<br />
  43. 43. Cellphone<br />Cheapcellphone<br />Cellphone plans<br />Cellphone shop<br />Phrase matchexample:“cellphone”<br />
  44. 44. Cellphones<br />Cellularphones<br />Mobile phones<br />GSM<br />Phrase matchexample:“cellphone”<br />
  45. 45. Exact:Exactly these words<br />
  46. 46. Cellphone<br />Exact matchexample:[cellphone]<br />
  47. 47. Cheapcellphone<br />Cellphones<br />Exact matchexample:[cellphone]<br />
  48. 48. When to usewhich match type<br />
  49. 49. BroadPhraseExact<br />Findnewkeywords<br />Match specificqueries<br />Key search queries<br />
  50. 50.
  51. 51. Nowfor the hard part…<br />
  52. 52. Ad Writing<br />
  53. 53. Title (25)<br />Line 1 (35)<br />Line 2 (35)<br />95 Characters<br />
  54. 54. Ad structure<br />
  55. 55. CompellingheadineWhyshouldtheynoticeyou?<br />
  56. 56. What are yourbenefits?Whyshouldthey care?<br />
  57. 57. What are your features?What do you have to offer?<br />
  58. 58. Compelling headline (25)Benefits (35)Features (35)<br />
  59. 59. Example<br />
  60. 60. AmazingiPhone dealsUnlockediPhones. Wholesale prices.Free & insured shipping. Order now!www.phonesRus.com/iPhone<br />
  61. 61. Pre-Assembled HangarsPersonalizedforyour business.Built in 48 hours. Guaranteed.www.frisomat.com/hangars<br />
  62. 62. What’s the competition up to?<br />
  63. 63. Industrial BuildingsSolutions for Your Small Business.Business Begins Here.www.business.com<br />
  64. 64. Industrial BuildingsIndustrial/commercial constructionspecialists. Design & build www.c21construction.co.uk<br />
  65. 65. Quality Steel Buildings Agricultural Residential Industrialbarn storage garages business use www.pembs-steelbuildings.co.uk<br />
  66. 66. Industrial BuildingsAll Kinds of Metal BuildingsGet an Unbeatable Quote Now!www.atlanticsteelbuildings.co.uk<br />
  67. 67. Steel Buildings UK All types of steel buildingsNationwide Service - Instant Quote www.GarageQuotes.com/SteelBuildings<br />
  68. 68. Sowhatmakes a winning ad?<br />
  69. 69. I don’tknow.Neither does youragency, nor anyoneelse.<br />
  70. 70. ButGoogle’susers do.Always test twocompetingads.<br />
  71. 71.
  72. 72. Gettingyourcosts down.AdWords Auction 101.<br />
  73. 73. Shocking fact:The highest bidder doesn’talways end up on top.<br />
  74. 74. Keyword, Ad & Query<br />Landing page<br />CTR<br />Other factors<br />Quality Score<br />
  75. 75.
  76. 76. Ad Rank<br />
  77. 77. €4,00 x 4 = 16<br />€3,00 x 7 = 21 <br />€2,00 x 10 = 20<br />Advertiser 1:Advertiser 2:Advertiser 3:<br />
  78. 78. CostCalculationCPC = Ad Rank P-1 / Own QS<br />
  79. 79. AdRank Advertiser 3<br />OwnQualityScore<br />Advertiser 2:<br />
  80. 80. 20<br /> = €2,86<br />7<br />Advertiser 2:<br />
  81. 81. 20 / 7 = €2.86 <br />16 / 10 = €1.60<br />Ad Rank P4 / Own QS<br />Advertiser 2:Advertiser 3:Advertiser 1:<br />
  82. 82. Don’toutbid the competition.Outmanoeuvrethem.<br />
  83. 83. Negativekeywords<br />
  84. 84. cellphoneproviders<br />cellphoneradiation<br />cellphonesplans<br />disposablecellphones<br />prepaidcellphones<br />refurbishedcellphones<br />Disableunrelatedsearches<br />
  85. 85. Providers<br />Radiation<br />Plans<br />Disposable<br />Prepaid<br />Refurbished<br />Negativekeywords<br />
  86. 86. Increasesyour CTRDecreaseswasted clicks<br />
  87. 87. Landing pages<br />
  88. 88. Google lovesrelevanceVisitorsloverelevance<br />
  89. 89. The homepage:Is itreally the most relevant page?<br />
  90. 90. Probablynot.<br />
  91. 91. Findorbuildrelevant landing pages<br />
  92. 92. Again: What’s the competitiondoing?<br />
  93. 93.
  94. 94.
  95. 95.
  96. 96.
  97. 97. Landing page:±10% of QS<br />
  98. 98. Relevant ads<br />
  99. 99. Continually test your ad copy<br />
  100. 100. Found a betterperforming ad?Delete the otherone, write a newone.<br />
  101. 101. What to test?Headlines, benefits, features, display-urls<br />
  102. 102. Drive up yourads CTR<br />
  103. 103. CTR:+50% of QS<br />
  104. 104. Wage a war of attrition<br />
  105. 105. Optimizeyourkeywords<br />
  106. 106. Optimizeyourads<br />
  107. 107. Optimizeyour Ad Groups<br />
  108. 108. OptimizeyourCampaigns<br />
  109. 109. Never stop.Neversurrender.<br />
  110. 110.
  111. 111. Monitoringyouragency<br />
  112. 112. Whyhireanagency?<br />
  113. 113. Keepinganeyeontheirwork:<br />
  114. 114. Different match types<br />Use of negatives<br />Keywords<br />
  115. 115. Focussedadswith USP<br />Cobwebs<br />Landing pages<br />Ads<br />
  116. 116. Themed<br />Clear focus<br />Creation of newgroups<br />Ad Groups<br />
  117. 117. Location / Language<br />Timing<br />Ad Extentions<br />ImpressionShare<br />Campaigns<br />
  118. 118. Bouncerates<br />Conversionrate<br />Non brandedtraffic<br />Web Analytics<br />
  119. 119. Transparency<br />Communication<br />Excludingbrandedconversions<br />Other factors<br />
  120. 120. Talk is cheap.<br />
  121. 121. Badly run campaignsexpensive.<br />
  122. 122. Thankyou!<br />

×