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Guide to Using Google Adwords PPC

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Discover how to get more from your Google Adwords account

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Guide to Using Google Adwords PPC

  1. 1. Google Adwords 2012 -Developing a Winning Adwords Strategy Webscape Marketing Social Media, SEO & Online
  2. 2. Background• Josh Whiten, owner of Webscape Marketing• Based in Folkestone’s Creative Quarter• Handle SEO, PPC, social media and online marketing Webscape Marketing Social Media, SEO & Online
  3. 3. Aims• Harness the true power of Adwords• Getting the basics right• More results for less money• New innovations and options Webscape Marketing Social Media, SEO & Online
  4. 4. The basis of a solid Adwords account structure Webscape Marketing Social Media, SEO & Online
  5. 5. Planning Your Account• Research/User Led• Website/Product Led Webscape Marketing Social Media, SEO & Online
  6. 6. Webscape MarketingSocial Media, SEO & Online
  7. 7. Granular Structure• Multiple Campaigns• Multiple Adgroups• Few keywords in each• Multiple ad variations Webscape Marketing Social Media, SEO & Online
  8. 8. Incorrect Structure• Few Campaigns• Few Adgroups• Numerous keywords in them• Single ad per adgroup Webscape Marketing Social Media, SEO & Online
  9. 9. The Relevance Trail Keyword 1 Advert 1 Adgroup Keyword 2 Landing Page Advert 2 Keyword 3Campaign Keyword 1 Advert 1 Adgroup Keyword 2 Landing Page Advert 2 Keyword 3 Webscape Marketing Social Media, SEO & Online
  10. 10. Common Errors• Pyramid Structure• Broad campaign settings• Poorly targeted keywords• Poor adverts• Too few adverts Webscape Marketing Social Media, SEO & Online
  11. 11. Keywords• Short Tail (‘PPC’)• Long Tail (‘PPC agency in Kent’)• Misspellings• Variations• Synonyms Webscape Marketing Social Media, SEO & Online
  12. 12. Non Standard Campaigns• Competitor brand names• Your brand name Webscape Marketing Social Media, SEO & Online
  13. 13. Understanding keyword match types Webscape Marketing Social Media, SEO & Online
  14. 14. Match Types• Broad (any of the words in the phrase)• “Phrase” (specific words or within phrase)• [Exact] (only those words and no other)• -Negative (searches without term) Webscape Marketing Social Media, SEO & Online
  15. 15. Reducing wasted clicks inyour Adwords campaigns Webscape Marketing Social Media, SEO & Online
  16. 16. Campaign Settings• Search or Display networks• Separate display bids• Devices• Timings Webscape Marketing Social Media, SEO & Online
  17. 17. Search Term AnalysisSearch term is the exact word orset of words a customer enterswhen searching.Keyword is the word or set ofwords AdWords advertisers createfor a given ad group to target ads. Webscape Marketing Social Media, SEO & Online
  18. 18. Finding Search Term Reports Webscape Marketing Social Media, SEO & Online
  19. 19. Search Term Data Webscape Marketing Social Media, SEO & Online
  20. 20. Update Negative Keywords Webscape Marketing Social Media, SEO & Online
  21. 21. Taking advantage of the Display network for branding and sales Webscape Marketing Social Media, SEO & Online
  22. 22. Display Network• Place ads on third party websites• Publishers share revenue with Google• Anti fraud measures built in• CPC or CPM basis• Use to raise brand awareness• Can display text ads or display advertising Webscape Marketing Social Media, SEO & Online
  23. 23. Display Advertising• Banner adverts on third party sites• Payable on CPM basis• Use to raise brand awareness• Support PR and offline advertising• Not usually good source of clicks• Can cause uplift in search PPC Webscape Marketing Social Media, SEO & Online
  24. 24. Remarketing• Identifies visitors to your site from search• Shows follow up display ads to them• Used on Display network of third party sites• Use to promote better deals and offers• E-commerce potential• Requires technical set up in website Webscape Marketing Social Media, SEO & Online
  25. 25. Advanced adverttechniques to increase click through rates Webscape Marketing Social Media, SEO & Online
  26. 26. Optimising Adverts• Keywords in Bold• Sentence Case• Display URL• Call to action• Include phone number• Test variants Webscape Marketing Social Media, SEO & Online
  27. 27. Webscape MarketingSocial Media, SEO & Online
  28. 28. Advert Site Links Webscape Marketing Social Media, SEO & Online
  29. 29. Adding Site Links Webscape Marketing Social Media, SEO & Online
  30. 30. Landing page and quality score optimisation Webscape Marketing Social Media, SEO & Online
  31. 31. What is Quality Score?• Measure out of 10• Assigned to each keyword• Higher QS = higher ranking at lower CPC• Financial benefit to improving QS• Read QS signals Webscape Marketing Social Media, SEO & Online
  32. 32. Measuring Quality Score• Add to reports or control panel• Measure by keyword... Webscape Marketing Social Media, SEO & Online
  33. 33. Measuring Quality Score Webscape Marketing Social Media, SEO & Online
  34. 34. Building Quality Score • Account age • Account performance • Ensure Relevance trail Webscape Marketing Social Media, SEO & Online
  35. 35. Landing Pages• Relevant content• Original content• Matches ad• Transparency - Privacy policy• Business information• Easy navigation (no pop up’s etc.)• Load time• Call to action Webscape Marketing Social Media, SEO & Online
  36. 36. Note:• Block multiple Landing Pages fromnatural search• Prevents duplicate content penalty• Use robots.txt file added to GoogleWebmaster Tools Webscape Marketing Social Media, SEO & Online
  37. 37. Housekeeping andcampaign success monitoring Webscape Marketing Social Media, SEO & Online
  38. 38. Adwords Editor• Free Program to install on your PC• Ideal for managing large or multipleaccounts• Bulk import and export keywords• Move/copy keywords or adgroups Webscape Marketing Social Media, SEO & Online
  39. 39. Bid Management• Start low and work up• Don’t follow suggested bids• First position isn’t always best Webscape Marketing Social Media, SEO & Online
  40. 40. Making changes• Changes may trigger approval process• New accounts may take longer• Don’t change too much too often• Make changes 1-2 weeks apart Webscape Marketing Social Media, SEO & Online
  41. 41. Other pay per click options Webscape Marketing Social Media, SEO & Online
  42. 42. • Business network• International in scope• Ads for members only• Target by location/job/sector• Usually higher CPC Webscape Marketing Social Media, SEO & Online
  43. 43. • Aimed at consumers• Demographics/interests/location targeting• Local/regional campaigns• Multiple versions• Slightly higher CPC Webscape Marketing Social Media, SEO & Online
  44. 44. Search Engine Optimisation • Pyramid Structure • Broad campaign settings • Poorly targeted keywords • Poor adverts • Too few adverts Webscape Marketing Social Media, SEO & Online
  45. 45. Next StepsFor help with SEO, social media or PPC:Josh WhitenWebscape Marketinghttp://www.webscapeseo.comFacebook.com/webscapemarketing@webscapeseojosh@webscapeseo.com07850 093471 Webscape Marketing Social Media, SEO & Online

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