Master Google AdWords with this step-by-step tutorial.

1. How to Become
A Google AdWords Pro
Presented by Zeke Camusio
July 12, 2012

2. About Me
– CEO of The Outsourcing Company
– Serial Entrepreneur
– Author of The Internet Marketing Bible
– Columnist for Entrepreneur.com, Startup Nation and Search
Engine Journal
– 300+ Clients (Including Subaru, Burger King and Chevrolet)

3. Today’s Program

4. How to Become a Google AdWords Pro:
The Program
Keywords
Bidding Strategy
Quality Score
CTR
Conversion Tracking
Campaign Optimization

5. How to Become a Google AdWords Pro:
The Program
Keywords
Bidding Strategy
Quality Score
CTR
Conversion Tracking
Campaign Optimization

6. How to Become a Google AdWords Pro:
Keywords
• Keyword Research
– Watch this webinar: http://bit.ly/keyword-research-tutorial
– Add a lot of keywords to your campaign
• Use All Three Match Types
– Exact: [Arizona lawyers]
– Phrase: “Arizona lawyers”
– Broad: Arizona lawyers
– Check out this tool:
http://bit.ly/keyword-matches

7. How to Become a Google AdWords Pro:
The Program
Keywords
Bidding Strategy
Quality Score
CTR
Conversion Tracking
Campaign Optimization

8. How to Become a Google AdWords Pro:
Bidding Strategy
• Find Out How Much You Should Bid
– Use this tool: http://bit.ly/google-traffic-estimator

9. How to Become a Google AdWords Pro:
The Program
Keywords
Bidding Strategy
Quality Score
CTR
Conversion Tracking
Campaign Optimization

10. How to Become a Google AdWords Pro:
Quality Score
• How to Increase Your Quality Score
– Group keywords by theme
– Write relevant ads
– Take your visitors to a relevant landing page
Nike Running
Nike jogging shoes
Nike running shoes
Running shoes by Nike

11. How to Become a Google AdWords Pro:
The Program
Keywords
Bidding Strategy
Quality Score
CTR
Conversion Tracking
Campaign Optimization

12. How to Become a Google AdWords Pro:
Click-Through-Rate (CTR)
• Why a High CTR Is Important
– Higher positions
– Lower cost-per-click
• How to Increase Your CTR
– Bid high at the beginning of the campaign
– Increase your Quality Score

13. How to Become a Google AdWords Pro:
The Program
Keywords
Bidding Strategy
Quality Score
CTR
Conversion Tracking
Campaign Optimization

14. How to Become a Google AdWords Pro:
Conversion Tracking
• eCommerce Site Example

15. How to Become a Google AdWords Pro:
Conversion Tracking
• Lead Generation Site Example

16. How to Become a Google AdWords Pro:
Conversion Tracking
• How to Set It Up

17. How to Become a Google AdWords Pro:
The Program
Keywords
Bidding Strategy
Quality Score
CTR
Conversion Tracking
Campaign Optimization

18. How to Become a Google AdWords Pro:
Campaign Optimization
• Download the AdWords Editor
– http://bit.ly/adwords-editor-download

19. How to Become a Google AdWords Pro:
Campaign Optimization
• Get Bidding and Keyword Suggestions

20. How to Become a Google AdWords Pro:
Campaign Optimization
• Add Negative Keywords FTW

21. How to Become a Google AdWords Pro:
Campaign Optimization
• Split-Test Ads

22. How to Become a Google AdWords Pro:
Campaign Optimization
• My AdWords Campaign Optimization Ruleset
– Stop paying attention to CTR after a month; focus on ROI
– No impressions after a week? Delete!
– No clicks after a month? Delete!
– QS under 4?
• If the keyword is profitable, give it its own ad group, ad and landing page
• If the keyword isn’t profitable, delete it!
– Not profitable after 200 clicks? Delete!
– Low position?
• If the keyword is profitable, increase your bid and QS
• If the keyword isn’t profitable, delete it!
– Once the campaign is profitable, increase your budget

23. Thank You!
Zeke Camusio
zeke@TheOutsourcingCompany.com
503-367-7561