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Presentation for Chisholm & Harper - using Google AdWords to grow your business. A step by step guide to the basics of AdWords
Citation preview
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
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