Using AdWords to Grow Your Business

Mike Rhodes

You Decide...StructureKeywords Writing Ads

Account SetupManagingReporting

Common Mistakes

Traffic

90%

Relevance

BenefitsFast - Get on page 1 within an hour

Reach - Target millions of people every day

PPC - ‘pay per click’ (& only when they click)

Test - different ad copy, benefits, images

Measurable - all about Return On Investment

Research - find the phrases that make money

Case Study

Before = 8073 visits/month

4029 direct + brand related keywords (e.g. national tiles)

322 from other sites

3722 non-branded (product keywords e.g. floor tiles)

Opportunity

After = 16913 visits/month

5248 direct + brand keywords(30% increase)

301 from other sites

11364 non-branded kws(205% increase!)

Strategy

Structure

Campaign

Campaign

BudgetGeography

Network

Campaign

BudgetGeography

Network

$100/dayMelbourne

Google

Campaign

AdGroup AdGroup

AdGroup

Keyword 1Keyword 2Keyword 3Keyword 4

HeadlineDescription (benefit)

Description (feature)

YourWebsite.com.au

Floor TilesFloor Tiles

Buy Floor TilesPurchase Floor TilesFloor Tiles OnlineCheap Floor Tiles

Cheap Floor TilesHuge Range of

FloorTiles at Great

Prices!NationalTiles.com

.au

4 5 6

1 2 3

Headline 4Description

(benefit)Description

(feature)YourWebsite.com.

au

Keyword 6Keyword 7Keyword 8

Headline 5Description

(benefit)Description

(feature)YourWebsite.com.

au

Keyword 9Keyword 10Keyword 11Keyword 12

Headline 6Description

(benefit)Description

(feature)YourWebsite.com.

au

Keyword 13Keyword 14

Headline 1Description

(benefit)Description

(feature)YourWebsite.com.

au

Keyword 1Keyword 2Keyword 3

Headline 2Description

(benefit)Description

(feature)YourWebsite.com.

au

Keyword 4

Headline 3Description

(benefit)Description

(feature)YourWebsite.com.

au

Keyword 5

Keywords

29

30

Keywords : Principle

31

Define Your Target

What’s Your “Ideal Customer”looking for?

33

Keywords : Goal

BrainstormFree toolsPaid tools

CompetitorsAmazon

35

Find Your AdGroups (themes)

Multiple AdGroups (buckets)

Start with 1 Theme/Bucket

Google Keyword Tool

Each Theme is an AdGroup

For Each AdGroup (theme)

Build a List of Related KeywordsFor Each AdGroup

(no magic number: aim for 1-20)

Expand each Theme

Keywords : Mistakes

Too few Keywords

Too many in each AdGroup

Not grouped correctly

Not relevant

Ads

45

Ad Copy : Principle

46

Ad Copy : Goal

47

Ad = Attraction Device

48

Clear Call to Action(book now, buy online, free trial)

Benefits

Small Business MarketingGet More Prospects to Call You!With Savvy Online Marketingwww.WebSavvy.com.au

More Benefits

Plantation Shutters?Designer Shutters. Factory Prices.Free Measure & Quote. Melbourne.TheBlindFactory.com.au

Reason Why You

Pink Hummer LimosAustralia’s #1 Hummer LimoCompany. Ride the Pink Panther!www.HummerLimos.com.au

Reason & Benefit

Diamond Engagement RingsFree Shipping & 30 day Returns3% donated to her favourite charitywww.IDoFoundation.com

Urgency

Sunsafe Kids SwimwearHuge Range of Kids SwimwearSale Ends June 30! Buy Now.SwimwearGalore.com.au/kids

More Urgency

Melb. Property SeminarHurry – only 13 seats left...(& claim your free gift)www.OHLgroup.com.au

Stories

How a 24 year oldStay at home mumBeat all the odds. You can toowww.MakeMoreMoney.com.au

3 little dots

How a 24 year oldStay at home mum beat theodds. Here’s how you can too...www.MakeMoreMoney.com.au

Official Eye Candy ®

Official iPod nano® StoreGet the new iPod™ with camera.Free, fast shipping and engravingstore.apple.com/au/ipod-nano

Power of the Letter ‘S’

Make Your Child SmarterWith Australia’s LeadingMaths Home Tutoring Programwww.Mathemagic.com.au

Power of the Letter ‘S’

Makes Your Child SmarterAustralia’s Leading MathsHome Tutoring Programwww.Mathemagic.com.au

Psychological Triggers

–Guilt

–Greed

–Hope

–Aspiration

–Fear of loss

–Authenticity

–Value

–Quality

Ad Copy : Mistakes

Being too cleverNot testing big

differencesNot using Keywords in Ad

Broken Link to site!

Setup

Setup : Principle

Only Market to ThoseMost Likely to Buy(at least for your first time)

Relevance!

Setup : Goal

Positive ROI

Build on Success

66

67

Choose a sensible name

Geographic Location

70

71

72

73

Network Location

Google Search + Desktop

Auto Bidding (just say no)

Manual Bidding

Set Your Budget

Rotate Ads evenly

Managing

Management : Principle

Systemised & Continuous Improvement

Not Set & Forget

Management : Goal

More and/or Cheaper Leads

Expand Keyword ListsCraft Better Ads

Manage Bids

Goal?

Maximise conversionsMinimise cost per lead

Brand exposure(ego)

Keywords + ROI

Increase ‘good’ keywordsDelete ‘bad’ keywords

(yep – it’s that easy!)

Ads + ROI

Write more AdsKeep ‘good’ adsDelete ‘bad’ ads

Peel & Stick

Find ‘outlier’ keywords(eg high impressions, CTR, conversions, low cost/lead)

Move to their own AdGroup

Reporting

Reports : Principle

Can’t Improveif not Measuring Results

Reports : Goal

Know How to UseMost Important Reports

Campaign Report

Impression Share

% of time Your Campaign has shown

Campaign Report

Search Query Report

What actual queries have been used by your prospects?

Campaign Report

Placement Performance

Where have Content Network Ads been shown?

Reports : Mistakes

Not using any reports!

Mistakes

Common Mistakes to Avoid

•Only using 1 AdGroup •Too many Keywords in each AdGroup •Too few Keywords overall •Bidding too low•Bidding too high•Not checking Quality Scores for Keywords •Not Testing Different Ads •Allowing Google to control which Ads are

shown •Not using the target Keywords in the Ad •A broken link!

Common Mistakes to Avoid

•Ads Running on Content & Search in 1 Campaign

•No Negative Keywords • Ignoring Content Network completely •Not tracking results on the Content Network•Not using Conversion Tracking •Not using Keyword Matching Options •Not offering anything Unique in the Ad Copy •Not checking competitor Ads •Not using Image Ads

Now Put it all together

Thanks!

Distribution

Goal?Who is Ideal Reader?What want them to

do?Available resources?

Now, build it &create sharable

content!

Targeted Ads