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Slides from my talk at the Smart Business Show in May 2014, where I look at how to run cost-effective Google AdWords campaigns.
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Google AdWords Is it worth it? Smart Business Show
Barry Adams
Digital Director
Part of
Google AdWords
Google’s Search Results
Organic (natural) results
Advertising (PPC – Google AdWords)
Google’s revenue sources
Google’s profit comes from:
Advertising 97%
Other 3%
Corporate Spend: PPC versus SEO
0
500
1000
1500
2000
2500
PPC SEO
Spend (£m)
UK Search Marketing spend
PPC £2335m
SEO £436m
0%
20%
40%
60%
80%
Paid Organic
Clicks
So why so much emphasis on PPC?
SEO Long-Term Results Google’s
black box
PPC Instant Results
PPC is the most accountable of all online marketing disciplines.
Every penny spent can be tracked and its ROI calculated.
The pressure is mounting...
Someone specifically looking
for GoCompare’s website will
first see an AdWords Ad, then
an ad for Google’s own
insurance comparison service...
Making PPC Work For You
AdWords is about three things:
Keywords
Ads
Find the right keywords to advertise
on.
Create the right ad to get users to
click on.
Landing Pages
Build a landing page that converts
those clicks in to customers.
Make sure your keywords,
ad text, and landing page all
match up.
Understand the
expectations of users who
type in a certain query, and
match & exceed those
expectations in your ad text
and your landing page.
Don’t disappoint your users
or the click will go to waste.
Keyword Research
Start with matching your goal to user intent
• What are you trying to make your website visitors do?
• What keywords would these visitors type in Google?
Understand the three types of search query:
• Informational – learning stuff
• Navigational – finding stuff
• Transactional – buying stuff
http://moz.com/blog/segmenting-search-intent
Google AdWords Keyword Planner
https://adwords.google.com/ko/KeywordPlanner/Home
Google Trends
Google Instant
Note: with Google Instant, when your ad is shown for 3 seconds
it counts as an impression
The Long Tail
AdWords Keyword Match Types
Broad / Phrase / Exact
• Broad match: “safety laces for Doc Martens boots”
• Phrase match: “laces for safety boots”
• Exact match: “safety boots”
Effective Ad Groups
• Keep your keywords focused per ad group:
• Too much keyword variation in one ad group makes it hard to match
your keywords to your ads and your landing page
Good ad group:
safety boot
safety boots
safety boots uk
buy safety boots
cheap safety boots
best safety boots
Bad ad group:
safety boot
work boot
steel-toe boots
leather boots
caterpillar boots
rubber sole boots
Creating Great Ads
• Include the keyword often
Title
Description
URL
• ISP: Impact Selling Points
Free delivery
Discount
Dynamic Keyword Insertion
Insert the searcher’s actual query
in to your AdWords Ad:
{KeyWord:Safety Boots}
If the keyword is too long & breaks
the character limit, the fallback
keyword is used instead.
Test, Test, Test
• 2-3 ads per ad group minimum
• Select a winning ad, use it for further tests
• Test different CTAs, URLs, ISPs, etc..
• Never stop testing.
Elements of a Great Landing Page
• Repeat the keyword to make sure visitors know they’re in the
right place
• Emphasise your ISPs
• Strong calls-to-action
Make your forms as simple as possible
Instil a sense of urgency
Minimise distractions
• Use trust signals (security icons, payment providers)
& social proof (testimonials, reviews)
• Your keyword’s quality score (1-10) influences how much you need
to pay to get a high positioning
• Quality Score is determined by the following factors:
Your account’s historical CTR
How well the keyword matches your ad & landing page
• So it’s a matter of relevance:
Keywords Ads Landing Pages
AdWords Quality Score
Connect The dots
Measure & improve your campaigns:
Thank you.