Google AdwordsEffective Tactics

Alexei Kouleshov

Who I am?

• Internet Marketing Strategist• Author• Google Partner• Started Business in 2007• Some of my customers

• Shortcuts Software• Luggage Direct• Ella Bache

What is Google Adwords?

• Pay Per Click advertising• Quickest way to get to front page of Google (est. 2000)• Allows specific targeting• Ad Networks

• Search• Display• Video• Product Listing Ads (PLA)

How does it work?

• Keyword triggered• Relevance Determined by Keyword – Ad – Page• Ad Rank determines position

• Quality Score (relevance)• Cost per click (CPC)

Ad Rank

Objectives Before You Start

• Identify budget (cost per lead)• Define targeting (ideal client)• Research your competition• Come up with great offer (USP)• Aim for top 3 positions (optimal)• Bid high CPC to pull through “sandbox period”• Aim for Quality Score of 6 and above

Adwords Effective Tactics

• Tactic #1• Simplify your campaign• Perform 80/20 analysis (leads, profit and loss etc)• Establish USP• Run campaign only for the top 20%• Track results• Perform further 80/20• Repeat for other areas of your business

Adwords Effective Tactics

• Tactic #2• Research keywords & negative keywords• Research keywords (Keyword Planner tool)• Adjust landing pages to keywords• Categorise keywords into ad groups• Eliminate keywords with no commitment to buy

• Popular ones: jobs, courses, free, review, forum etc

Adwords Effectve Tactics

• Tactic #3• Setup Landing Pages• Unique Selling Proposition (offer) • Keyword optimised (meta data, headline, content)• Benefits (options)• Credibility• Location or keyword specific• Optimised for device

Questions?

Thinking of doing Adwords?

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