Home >Marketing >Adwords workshop 20150225

Adwords workshop 20150225

Date post:19-Jul-2015
Category:
View:718 times
Download:1 times
Share this document with a friend
Transcript:
  • HOW TO MAKE DIGITAL MARKETING WORK

    A DO IT YOURSELF GUIDE TO GOOGLE ADWORDS

  • THREE TAKEAWAYS1. DEFINE A SUCCESSFUL ONLINE

    SEARCH CAMPAIGN2. UNDERSTAND THE PROCESS OF

    BUILDING YOUR OWN 3. HOW TO USE GOOGLE'S FREE TOOLS

  • AD RANK = CPC BID X QUALITY SCORE

  • RESULTS

    LANDING PAGE

    ADS

    KEYWORDS

    MARKET

    GOALS

  • RESULTS

    LANDING PAGE

    ADS

    KEYWORDS

    MARKET

    GOALS

    ADS

    KEYWORDS

    MARKET

    RESULTS

    LANDING PAGE

    GOALS

  • ESTABLISH YOUR GOALSGOALS

  • GOALS BUSINESS TYPE CAMPAIGN GOAL CAMPAIGN GOALECOMMERCE ! SALESLOCAL BUSINESS/SERVICE

    " # $ PHONE CALL / DIRECTIONS PAGE / COUPON

    BUSINESS TO BUSINESS user QUALIFIED LEADS

    MEDIA & PAGE VIEWS

    BLOG ' MONETIZATION

  • RETURN ON INVESTMENT CALCULATING ROI WILDLY INACCURATE EXAMPLE

    CONVERSION VALUE NEW CUSTOMER = $1000 PROFIT

    CONVERSION TRIGGER SITE VISITORS SEARCHING FOR FREE ATM

    CONVERSION RATE 1.0%

    PER VISIT VALUE $10.00

    ROI = (GAINS COST)/COST $2 BID: (10-2)/2 = 400%

  • IDENTIFY THE MARKETMARKET

  • HOW DO YOU KNOW YOUR PROSPECTS? HOW DO YOU KNOW YOUR PROSPECTS? HOW DO YOU KNOW YOUR PROSPECTS?

    INTERESTS ( SEARCH, DISPLAY TARGETING

    LOCATION # GEOTARGETING

    DEMOGRAPHICS GENDER, AGE, HOUSEHOLD INCOME

    BEHAVIOR + ONLINE ACTIVITIES, SOCIAL MEDIA, REMARKETING

    MARKET

  • THANK YOU

  • REVIEW

    NETWORK AND TYPE & SEARCH NETWORKS ALL FEATURES

    DEVICES " HOW IS MOBILE DIFFERENT?

    LOCATION # GEOTARGET, GEOTARGET, GEOTARGET

    BID STRATEGY | SET UP CONVERSION TRACKING

    EXTENSIONS - MAKE YOUR ADS MORE USABLE

    INITIAL CAMPAIGN SETUP

  • RESEARCH KEYWORDSKEYWORDS

  • MATCH TYPE KEYWORD SEARCH CHARACTERISTICS EXAMPLE SEARCH

    BROAD MATCH WOMEN'S HATS

    MISSPELLINGS, SYNONYMS, RELATED SEARCHES, OTHER RELEVANT VARIATIONS

    BUY LADIES BASEBALL CAPS

    BROAD MATCH MODIFIER

    +WOMEN'S +HATS

    CONTAIN MODIFIED TERM (NOT SYNONYMS), IN ANY ORDER

    HATS FOR WOMEN

    PHRASE MATCH "WOMEN'S HATS"

    PHRASE & CLOSE VARIATIONS BUY WOMEN'S HATS

    EXACT MATCH [WOMEN'S HATS]

    EXACT TERM & CLOSE VARIATIONS

    WOMENS HATS

    NEGATIVE MATCH

    -BASEBALL SEARCHES WITHOUT THE TERM WOMENS BASEBALL HATS

    5 KEYWORD TYPES

  • KEYWORD RESEARCH REVIEW

    KEYWORD PLANNER . RESEARCH KEYWORDS BEFORE YOU WRITE ADS

    SELECTION CRITERIA / RELEVANCE, SEARCH VOLUME, COMPETITION

    LOCATION # GEOTARGET

    COST VS VOLUME | BIDS AND DAILY BUDGET

    MATCH TYPE 0 MODIFIED BROAD + NEGATIVE MATCH TYPES

  • CREATE YOUR ADS

  • WRITING ADS REVIEW

    CHECK THE COMPETITION 1 STAND OUT FROM THE CROWD

    INCLUDE BEST KEYWORDS . MATCHING USER INTENT = BOLD FONT

    FOCUS ON BENEFITS FEATURES DONT MOVE PEOPLE

    CALL TO ACTION 3 ECHO THE CTA ON YOUR LANDING PAGE

    TEST YOUR ADS 4 CONTINUAL IMPROVEMENT PROCESS

  • LANDING PAGES

  • LANDING PAGES

    A STANDALONE WEB PAGE DESIGNED FOR A SINGLE FOCUSED OBJECTIVE

  • LANDING PAGE REVIEW

    USE A STRONG HEADLINE 5 SOLVE PROBLEMS, USE KEYWORDS.

    CLEAR, READABLE COPY & HELP YOUR ONE READER

    EYE CATCHING IMAGE 6 EVERY PICTURE TELLS A STORY

    CALL TO ACTION 3 ECHO THE CTA FROM YOUR AD

    EASY TO USE FORM 7 MORE FIELDS = FEWER SUBMISSIONS

  • TRACK YOUR RESULTSRESULTS

  • CONVERSIONSTHANK YOU PAGE 8 EMAIL SIGNUP, FORM COMPLETION

    ECOMMERCE ! ORDER CONFIRMATION PAGE

    ACTION 9 FILE DOWNLOAD, EVENT SIGNUP

    PHONE CALL : MOBILE DEVICES

    VALUE usd ROI = (GAINS COST)/COST

  • ADWORDS GOOGLE ANALYTICSRECORDS LAST ADWORDS CLICK

    PRIOR TO CONVERSIONRECORDS TIME OF

    CONVERSIONCREDITS CONVERSION

    TO LAST ADWORDS CLICKCREDITS CONVERSION

    TO LAST CLICKSEE ADWORDS TRAFFIC ONLY

    SEE ADWORDS TRAFFIC IN CONTEXT OF ALL OTHER SOURCES

  • BUILDING YOUR CAMPAIGN REVIEW1. ESTABLISH YOUR GOALS < ALIGNED TO CUSTOMER NEEDS 2. IDENTIFY THE MARKET = UNDERSTAND YOUR AUDIENCE3. FIND THE RIGHT KEYWORDS > USER INTENT? VOLUME? COST?4. CREATE YOUR ADS ? COMPETE AGAINST YOURSELF5. LANDING PAGE @ SOLVE THE USERS PROBLEM6. CONVERSIONS - TRACK YOUR PERFORMANCE

  • DAVE LINDBERG A [email protected] B @DaveLindberg : 802.282.3368

    THANK YOU

    Sources: Google | Corbis Images | Unbounce | Hubspot | KissMetrics | Moz

of 49/49
HOW TO MAKE DIGITAL MARKETING WORK A DO IT YOURSELF GUIDE TO GOOGLE ADWORDS
Embed Size (px)
Recommended