Make Google AdWords More Effective

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Make Google AdWordsMore Effective
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• Why pay more?

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Google SERPs for the query coffee makers"
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Organic results
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Paid search results
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Criteria for evaluating the effectivenessof the
campaign

• Costs
• Time factor
• Predictable results
• Handling campaign
• Technical aspects
• Amount of traffic
• Quality traffic
• Value for brand promotion

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The benefits of search engine optimization

• The trust of users
• Economic feasibility
• Constant costs
• Brand development

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Disadvantages of search engine optimization

• Unpredictable results
• Algorithm of SAR
• Long duration of process
• Technical complexity

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Advantages of contextual advertising

• Predictable results
• The simplicity of the
• Speed of achievement
• Flexibility
• The ability to automate

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Disadvantages of PPC advertising

• High competition
• The high cost of
• The favoritism of the big players
• The complexity of managing large campaigns
• Lost opportunities

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Two Areas of a Web Business

• Traffic
• Conversion

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Tracking!!!

• The Number One Mistake That Beginners Make is
  that they do not Track / Measure / Record their
  progress!
• There is no guess work in a good Internet
  Business.

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The Customers Conversation

• What are your customers fears, expectations,
  desires, requirements, experiences etc?
• You need to think about the consistency in the
  story you are telling, from your keywords to your
  ad to your landing pages to your product to your
  email series to other future products you market.

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Why Google?

• Turned Marketing Around
• Biggest and Best PPC Network
• Only PPC where the results are instant
• Google Rewards Good Advertisers!
• Isnt it too Competitive?
• BEST WAY OF TESTING AND MEASURING
• Should I use Other PPC Services Such as Yahoo and
  MSN?
• Yes, only when you are profitable.

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Where Can We Advertise with AdWords?

• Almost Anywhere on the Internet The Google
  Network Reaches 87 of Internet Users
• Divided into Two Areas
• Search Network Search Engines and Partners
• Google, Ask, AOL, Netscape, Earthlink,
  Compuserve, ATT and any website that puts a
  Google Search Tool!
• Content Network Other Peoples Websites
• Gmail, Lycos, About, New York Times,
  HowStuffWorks.com, Food Network, InfoSpace and
  ANY WEBSITE RUNNING ADSENSE ADS

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AdWord Basics

• Write an Ad For Our Product or Service
• Tell Google Who to Show Our Ad To (Keywords)
• Tell Google Where to Show our Ad (Geographic
  Area, Time of Day, What Part of the Internet etc)
• Tell Google How Much We are Willing to Pay Each
  Time Someone Clicks on Our Ad
• Google Provides Us With Some Traffic

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Fundamental AdWords Terms

• Imp Impressions Number of times your ad is
  displayed
• Clicks Number of Times Your Ad is clicked on
• CTR Clicks/Imp How efficient / appealing your
  Ad is
• CPC Cost Per Click How much you pay for each
  click
• Quality Score Googles Measure Of The Quality
  of Your Whole Marketing System from a Customers
  perspective
• Position Position in which your Ad is Displayed
• Keywords The words/phrases that relate to what
  your customers are searching for
• Conversion The action or response that you want
  your visitors to your website to do (Your Choice)

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What are the Goals?

1. As Much Quality Traffic
2. For The Lowest Price Possible
3. With The Least Amount of Work!

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Why Structure Is Important?

• What do we mean by AdWords Structure?
• This is how you organize your Campaigns, Ad
  Groups
• In an ideal (timeless world) we would have each
  keyword managed separately This is not
  practical!
• 2 Principal Goals
• Make it easier to Manage
• Make it easier to Measure

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What are Campaigns?

• Campaigns are the Largest Group within an AdWords
  account.
• For Each Campaign we can adjust
• Daily Budget
• Geographic Targeting
• Which Networks we display our Ads on
• Times of the Day the Ads are displayed
• Our Suggestion - Use Different Campaigns for
• Different Niches, Different Countries/Areas,
  Different Parts of Google Network

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What Are Ad Groups?

• Ad Groups are sub groups of Campaigns
• For Each Ad Group you have
• A group of Keywords
• A Specific Ad or Ads
• Destination URL Landing Page
• Default Max CPC
• Use Ad Groups for like minded search terms

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Selecting the Correct Keywords

• We need to tell Google what topics/search terms
  should Trigger Your Ads to Display
• Your Initial Link to Your Customer
• The Wrong Keywords The Wrong Customers
• Use the Keyword Planner

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Keyword Matching

• You cannot put every single different keyword
  into Adwords. Google helps us by matching our
  keywords to customers search terms, but we need
  to tell them how we want it done
• tennis shoes Exact Match (An exact term)
• tennis shoes is the only search term possible
• tennis shoes Phrase Match (A Phrase)
• Example red tennis shoes or Nike tennis shoes or
  tennis shoes for women
• tennis shoes Broad Match (Any Related Search)
• Example shoes for tennis or tennis trainers or
  tennis shoe
• -Children negative match (Campaign or AdGroup
  Level)

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How to Implement?

• Use negative keywords to get rid of irrelevant or
  undesirable customers
• Use all three match types on all your keywords
• Each will produce a different quality of traffic,
  then adjust your bid price for each keyword so
  that they are all independently economical.
• Some will not be economical Delete them

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Why is CTR so Important?

• Your CTR is one of the most important factors in
  determining the success of your AdWords campaign!
• Why? - It determines how much money Google gets
  paid!
• Google Likes getting paid so they reward you with
  a higher ad position and/or lower CPC

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Why CTR is Important

• CTR Clicks/Imp
• therefore
• Clicks CTR x Imp
• and
• GI (Googles Income) CPC x Clicks
• therefore
• GI CPC x CTR x Imp
• Imp Approx 12 per search (Fixed)
• CPC Limited By What is Economic for each
  Business

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Why CTR is Important

• A Higher CTR means
• A better Ad Position
• Lower CPC
• A Better Quality Score (Next Part)
• You can pay half as much per click for the same
  ad position as your competitors if you have twice
  the click though rate!

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Writing Great Ads

• We Increase our CTR by
• Having a Good Structure
• Targeting the Correct Customers
• WRITING BETTER ADS
• Ads are the First Chance To Tell Your Customers
  About You and Start Influencing their story.
• Customer Will Not Read Your Ad They Will Glance
  at it!
• Needs to be consistent with The Story but the
  Number one Goal GET THE CUSTOMER TO CLICK

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Ad Writing Tips

• Headline (25 Characters)
• Attention Grabbing
• Must Contain Main Keywords
• Main Selling Point
• Body (2 Lines of 35 Characters)
• Main Issues, Selling Points, Catch Phrases
• Benefits Sell not Features
• Should Contain Keywords
• Display URL (35 Characters)
• Must Relate to Destination URL
• Use it, it is Valuable Space

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Ad Writing Applied

• At all times you should be running 2 Ads
• You run the Ads until they have had enough clicks
  and/or impressions that one is statistically
  better that the other.
• You delete the Ad with the lowest CTR
• You write an Ad the same as the best Ad with one
  small change either to the Headline, The Body or
  the Display URL.
• Make sure you keep the story consistent You
  will know when you are going wrong as the
  conversion rate will drop.

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What is a Quality Score?

• The reason Google is so successful is that they
  are the best at providing relevant search
  results. This is fundamental to everything they
  do.
• Quality Score is a Great Development as it makes
  you a better marketer!
• Google Look at your Story Do your keywords
  relate to your Ads? Do they relate to Landing
  Page? And does your website provide the Visitor
  with a Quality Experience?

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What is a Quality Score?

• What Effect Does Quality Score Have?
• Your Ad Position
• Your Minimum Bid
• In practice it determines whether your Ad runs or
  not!

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How to Improve Your Quality Score

• The Main Factors of A Keywords QS
• Your CTR
• Relevance of Ads in the Keywords Ad Group
• The Relevance of the Landing Page
• Other Relevancy Factors

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How to Improve Your Quality Score

• Increase your CTR (Part 4)
• Write Better Ads
• Relevance of your Ads to Keywords (Part 3 and 4)
• Good Structure
• Ads Containing Keywords
• Relevance of Landing Page
• Contain Keywords In Title and Throughout the Text
• You May Want More than 1 Squeeze Page

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How to Improve Your Quality Score

• Other Relevancy Factors
• Is your website a Good Quality Website
• Updated Often Blog
• Contact Me Page
• Privacy Policy
• Multipage with heaps of Content!
• Links to Authority Sites
• Meta Tags

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Types of Content Ads?

• 5 Types of Ads
• Text Ad
• Image Ad
• Local Business Ad
• Mobile Ad
• Click To Play Video Ad

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For More Information Please Visit www.promomasters
.ch
PromoMasters Search Engine Optimization Phone
43 6246 76286-0 Email info_at_promomasters.at
Austria / Germany / Switzerland / / Coaching
Consulting