Google AdwordsTips, Tricks and Traps

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?

• First ever form of Pay Per Click• 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• Quality Score (relevance)• Relevance Determined by Keyword – Ad – Page• Ad Rank determines position

Ad Rank

Adwords Biggest Traps

• Trap #1 • How much should you spend?• Depends on your business• Depends on your conversion rate• Depends on your client retention/repetition

Adwords Biggest Traps

• Trap #1 Solution • Work out your average client value (eg. $500)• Budget 5-10% of the client value (eg. $50)• Set goals of how many clients you need to acquire• Measure conversion rate (conversion rate = sales/leads)• Set budget according to goals and results

Adwords Biggest Traps

• Trap #2 • Sending all traffic to home page• Home page only relevant to couple of keywords• Need to display Unique Selling Proposition (USP)• Setup landing pages (see Tip #1)• Depending on business, some services might require additional content.

Adwords Biggest Traps

• Trap #3 • No Precise Targeting Selected• Location• Time – Hours of day, Days of the week• Create ideal customer profile prior to setting up campaign

Adwords Best Tips

• Tip #1 • Setup Landing Pages• Clear message• Keyword optimised (meta data, headline, content)• Unique Selling Proposition (offer)• Benefits (options)• Credibility• Location or keyword specific

Adwords Best Tips

• Tip #2• Use Negative Keywords• Research keywords (Keyword Planner tool)• Eliminate keywords with no commitment to buy• Popular ones: jobs, courses, free, review, forum etc

Adwords Best Tips

• Tip #3• Use Extensions• Location Extension (tied to Google Plus)• Call Extension• Sitelinks• Callouts

Adwords Magic Tricks

• Trick #1• Highest CTR (Click Through Rate)• History is important• User experience is important• Need quick stats• Start with high CPC (Cost Per Click)• Aim for top 3 positions• Use Dynamic Keyword Insertion

Adwords Magic Tricks

• Trick #1• Start With High CTR (Click Through Rate) = High QS• History is important• User experience is important• Specific keywords• Need quick stats• Start with high CPC (Cost Per Click)• Aim for top 3 positions• Use Dynamic Keyword Insertion( {KeyWord:Fallback} )

Adwords Magic Tricks

• Trick #2• Broad Match Modifier• Add + in front of keywords• No synonyms• Keyword must be present in search• Most exposure

Adwords Magic Tricks

• Trick #3• Expand Into Display Network• Use keywords that convert• 70-90% cheaper• Targeting is the key• Add demographic targeting

Thinking of doing Adwords?

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Questions

email alexei@yews.com.auphone 07 3117 2568