Date post: | 18-Jul-2015 |
Category: |
Small Business & Entrepreneurship |
Upload: | alexei-kouleshov |
View: | 803 times |
Download: | 1 times |
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)
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