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How to maximize Google Ad words ROI by Ex Googler in Bangalore

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PPC : Back to the basics

By-Aditi BhandariAn Ex-Googler!

What are AdWords Ads?

Top Ads

Right Side Ads

Why Google AdWords?

It’s effective!

Target locally! It’s fast! : www.google.com/adwords/signuptips.

It’s easy!

It’s flexible!

There’s no risk!

How to plan a PPC Strategy

Jump to keyword research and campaign build directly??

Yes, only if you want to target failure!!!!

PPC Strategy: The correct way

There are three main stages in the PPC life cycle:

Research Implementation Optimization

Research Research: Business Goals What goal should the PPC campaign fulfill? What are the target actions users should take on the website? How much is each action worth to the business?

Research: Competitors Who are your competitors? How is your business different from theirs and what’s the USP? What are the good things they are following?

Research: Target Audience Who am I targeting with this campaign? Where do my ideal users live? Why does my target audience need this product or service? What’s the frame of mind of my customers?

Research: Potential Keywords Get seed keywords from the website content and source code Think like a customer to devise search terms Use AdWords Keyword Research tool and other available tools

Implementaion & optimization

Implementation: Campaign Structure

Implementation: Ad Copy

Implementation: Landing Page Development

Implementation: Campaign Settings

Optimization: Statistical Analysis

Optimization: Refinement

Optimization: Bid Management

Structuring the Ad CampaignA healthy Campaign structure holds the key to a high

performing account and a good quality score.

Consider the following ways to segment your campaigns:

Based on the line of products and services you offer

Based on geographical location Based on performance and bidding (Buying cycle) Based on brand names vs. generic names Based on seasonality of your service or product Based on keyword match types (you can also

segment this way on an ad group level too.)

Account Structure Example

Deciding on the Ad groups

Each ad group should center on a single product or service related to the campaign

Keep stuff together that belongs together: Group only related keywords under an ad group

Ad group: laser systems

Ad group: laser gases

Ad group: laser crystals

solid-state laser helium neon lasertitanium laser crystal

gas laser argon laserchromium laser crystal

free-electron laser nitrogen laserneodymium laser crystal

Things to consider in an ad campaign

Target the right languages and locations Create highly specific ad groups Avoid duplicate keywords across ad groups Choose your keywords carefully Take advantage of keyword matching options Create separate campaigns for Search and

Display network Choose placements carefully-Managed v/s

Automatic Add negative keywords

Importance of Keyword Grouping AdWords keyword grouping is the most important

and the most overlooked pay-per-click marketing activity. Grouping keywords for AdWords brings compounding benefits to your PPC activities, since tight, well-organized keyword groups make for high-performing AdWords ad groups with:

High click-through rates(CTR) More conversions High Quality Scores Low cost per action (CPA) And these factors work together to maximize your

search marketing ROI.

Why Negative keywords?

Reach Target Audience Only Improve ROI Improve Click-Through Rate Improvement in Conversion Rates Improve Quality Score Decrease in Cost per Conversion

How to find Negative Keywords

Search Query Report Google Keyword Tool A thesaurus (or thesaurus.com) Standard list of universal negative

keywords: Komarketingassociates List

Keyword Matching options

Keyword Match Type Potential Matches

toy car Broad matchtoy car, car toy, toy motorcycle, auto parts

“toy car” Phrase matchtoy car, buy toy car, toy car auction

[toy car] Exact Match toy car

+toy car Modified Broad Matchtoy car , toy store, used toys

toy +car Modified Broad Matchtoy car, fast car, classic car

+toy +car Modified Broad Matchtoy car, car toy, used car toy, old toy store car

*Keyword variations can include synonyms, singular and plural forms, possible misspellings, and phrases containing your keywords.

How to choose matching options wisely?

Google recommends following a broad-to-narrow strategy coupled with a good use of negative keywords

If you find during the keyword research, that your long tail keywords do not have significant search volume, choose Broad match to begin with and modify based on search terms report later.

Using phrase match can help you reach more customers, while still giving you more precise targeting

To get very focused and targeted audience, use Exact match. This match type restricts traffic, so should not be used if your keywords fail to pick up on impressions over a length of time.

Click Through Rate (CTR)

CTR is the number of clicks that your ad receives divided by the number of times your ad is shown (impressions).

To improve CTR at Keyword level: Choose Relevant Keywords Capitalize on Long-Tail Keywords Create Tightly-Themed Keyword

Groupings

Improving CTR with text ads Include at least one of your keywords in your ad

text Include a Call To Action

Include prices, promotions, and exclusives

Incorporate Credibility Symbols

Enable Ad Extensions

Extend Headlines

An Example! A Bad Paid Search Ad

Bob’s Green Tea

Selling green tea since 1997

Come and see our full selection.

bobsgreentea.com

A Good Paid Search Ad

Bob’s Great Organic Tea

High quality, refreshing organic

tea products on sale today only.

bobsgreentea.com/organic

Decrypting the Quality Score (QS)

Quality Score is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad.

Having a high Quality Score means that our systems think your ad, keyword, and landing page are all relevant and useful to someone looking at your ad.

Having a low Quality Score, on the other hand, means that your ads, keywords, and landing page probably aren't as relevant and useful to someone looking at your ad.

How Google Calculates QS

Your keyword's past clickthrough rate (CTR) Your display URL's past CTR Your account history The quality of your landing page Your keyword/ad relevance Your keyword/search relevance Geographic performance Your ad's performance on a site Your targeted devices

How does QS affect you?

Ad auction eligibility Your keyword's actual cost-per-click (CPC) Your keyword's first page bid estimate Your keyword's top of page bid estimate Ad position [ Ad Rank = (Max CPC Bid,

QS)]

Quality score and the Relevance Factor!

Controlling Costs-Video

Key-

wordAd

TextLanding

Pagerelevant to relevant to

Myths about Quality Score

Changing Match Types Alters Quality Score Quality Score Suffers when Ads or

Keywords are Paused Deleting or Restructuring Low QS

Elements Erases Their History Bid affects Quality Score

How to improve Quality Score?

Focus on Relevancy: Create very specific ad groups Follow the steps to improve CTR. CTR has a high

influence on Quality Score Refine keywords to match search queries as closely

as possible Test out multiple ads Regularly review your campaign performance Connect your ad to the most relevant landing page Pause badly performing keyword to prevent further

damage Choose only relevant placements

Thank you! Questions?

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