iGB Down Under - Maximizing Your Ad Spend

Maximizing Your Adspend

Mark Tull

Website Essentials

Opinions are Like Bottoms!

• In this game everyone has one….

• Here is mine

My Bottom Line Is

And Other Search Engines

• Not a one sided argument• Applies to almost all engines• Best Practice Rules• Look at the Steps in Set up• Adjust them to suit you• More Work = More Results

Accounts

• Single Accounts Are Not Sufficient• Budget V Geo• Geo V Days of Week• Geo V Hours of Day• Geo V Language• Geo V Impression Share• Geo V Search V Partners V Content

Campaigns Should

• Target Specific Regions• Bid Prices on Region Costs• Impression Share on Market worth• City V Country• State V State• Country V Country

Adgroups

• 3 just 3• Quality Score of 10• Exciting Ad with Keyword in twice• Positional Refinement – Don’t start at 1• Start at 6 - 9 and step in search• Start at 4 – 6 in partners• Start at 3 in content

Keywords

• Exact Match to start• Refine down to Phrase – New Groups• Refine down to Broad – New Groups• Compare ROI and CPA on all• RE work higher performing into New

Campaigns• Start Refinement Again

AVERAGES

• Conversion Rates• CTR• Cost Per Click• Budgets• Volumes –

Impression Share Report

Landing Page Quality

• Holy Grail

• Below 10 is a liability to catch up on

• Overall average LPQ is cumulative

• Overall CTR in Position on Keyword

• Anlaytics? Benchmarked?

• You are being compared constantly

Quality Score

• 10 = 1

• 7 = 1.5

• 6 = 1.7

• 5 = 2.0

• 4 = 2.5

• 3 = 3

• 2 = 4

Keyword to Conversion

• Quality Score

• Budget

• Ad CTR

• Impression Share

• Landing Page Performance

• Goals / Conversions

• $

Other Verticals

• Travel Affiliates

• Get Rich Quick

• Dubli

• Ringtones / Music

ADWORDS IS PART OF IT

• Website is part of the success equation

• Adwords supports the site (Ten)

• The Site supports Adwords (Jack)

• Quality Score is (Queen)

• Conversion Rate is (King)

• Combine them All (ACE)

Google Policy

• Policy for Australia

• Google AdWords allows online wagering and sports betting advertisements to target Australia as long as the advertiser is a licensed operator registered with an appropriate Australian State or Territory and provides a valid licence.

Gaming / Gambling Definition• Online gambling includes, but is not limited to, the following: • Sports books and sports betting • Lotteries • Bingo • Poker • Sites that provide tips, odds and handicapping • Software facilitating online casinos and gambling • Gambling tutoring online • Gambling-related eBooks • 'Play for fun' gambling or casino games of skill, including sites

where the primary purpose is 'play for fun' gambling • Affiliate sites whose primary purpose is to drive traffic to online

gambling sites

Nice Example

• Front Page on Paid Ads

• Earn Money Online

• Make $300 in 15 minutes. Simple step by step system. Start Today

• TheUnderdogMoneySystem.com

1st click

2 Clicks Deep

Funnel & Convert

• Find the right words

• Manage Geo & Positions Well

• Send to the right page & Quality Score

• Funnel via proven methods

• Sell via direct link or subsidiary forms

• Compare, track, report and Improve!

Support SEO

• Learn volume secrets from Adwords

• Multiple Domains Strategy

• Based on Proven SEO and Sales Platform

• Landing Page Test & Measure

• CPA per geo Market (language)

• Find the words first, control them, and

• WIN