PAGE FOOTER TEXT – Specific Topic 1

Google AdWords – Optimizing Your Campaign

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Google AdWords: Optimize Your Campaigns

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Overview

  Keywords   Ads   Landing pages

  Quality score   Tracking

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Top 10 Common Mistakes

10) Campaigns and AdGroups not properly named

9) Different campaigns, different ad groups, same keywords

8) Campaign opted in to both Search and Content networks

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Top 10 Common Mistakes

7) AdGroups contain unlike terms

6) AdGroups contain terms of mixed context

5) Keyword using only one match type

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Top 10 Common Mistakes

4) Carelessly written ads

3) Using only one ad

2) Not fully utilizing the display URL

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Top 10 Common Mistakes

1)  Landing page set to “Home”

Also, sometimes people don’t install tracking code. Lastly, this is not Ronco!

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KeyWords

Research and Generate Keywords   Brainstorm keywords in terms of how your

users think of you   Review your website

  Organize terms the same way your site is organized   Spy on your competitors

  www.keywordspy.com

  www.spyfu.com

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KeyWords

  Utilize free keyword tools   Google Keyword Tool – general use   Google Insights – trends

  Google SK Tool – matched to website

Search for these tools on Google

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Keywords

Match Type   Broad – Your ad shows if a users search

contains your keyword in any order

  Phrase - Your ad shows if a users search contains your keyword in the exact order with other terms in front or after it

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Keywords

  Exact - Your ad shows if a users search contains your keyword in the exact order with no other terms in front of it or after

  Negative – Words or terms for which you do not want to be found

Work in Excel, use AdWords Editor 12

AdGroups

Organize Keywords   Create lists of closely related terms

  Grouped by context   Google recommends no more than 20

keywords in an ad group

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Campaigns

Organize AdGroups   Organize related ad groups into one campaign

  Title the ad groups appropriately   Title the campaign appropriately

25 campaigns per account, 2000 ad groups per campaign 14

Campaign Snapshot

Bathrooms

Bathroom Remodeling

Bathroom Remodeler

Bathroom remodel

Bathroom remodeling

“Bathroom remodel”

“Bathroom remodeling”

[Bathroom remodel]

[Bathroom remodeling]

Bathroom remodeler

Bathroom remodelers

“Bathroom remodeler”

“Bathroom remodelers”

[Bathroom remodeler]

[Bathroom remodelers]

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Ads

  Write the ad to complement the keywords in the ad group

  Include a keyword in the copy

  If a relevant landing page exists, use a condensed version of it for the ad

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Ads

  Write two ads per ad group   State a benefit   Reason to act   Call to action

  Test, test, test

Buy from me because… Act now because…

This is what you should do…

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Ads

  Keywords appear in bold   Use all 35 characters in the display URL   www. is not necessary

  Need ideas? Look at your favorite magazines

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Landing Pages

  Have a landing page for every ad group   Headline and content relevant to ads   Define your goals

  Common goal: data collection   Irresistible offer   Guarantee

  Deadline

  Response mechanism   Testimonials

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Landing Pages

  Write content about your visitor,

not your business   Deliver a clear, persuasive message   Collect only enough information to

complete the desired action

They don’t care about you, except for how you can benefit them.

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Quality Score

  Implemented to help Google ensure it’s users have a positive experience

  It’s an algorithm comprised of a blend of proprietary dynamic variables

  Changes periodically

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Quality Score

  Known Variables   Ad text

  Landing page   Click Through Rate (CTR)   Minimum bids

  Performance history

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Quality Score

  Unknown variables   Keep the Quality Score living and breathing

  Keeps hackers entertained

  Effects the cost per click

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Tracking

  Conversion tracking code   Determine the desired action

  Apply to Thank You page

  Analytics code   Apply to every page of the website

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Additional tips

  Google considers 1% to be a successful CTR

  Google recommends waiting two weeks between changes

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Recap

  Keywords   Ads   Landing pages

  Quality score   Tracking

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Recommended Resources

  AdWords for Dummies by Howie Jacobson   Landing Page Optimization by Tim Ash   Google AdWords Learning Center

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Connect with me

LinkedIn: www.linkedin.com/in/meaghanmccann Facebook: www.facebook.com/meaghanmccann FB Fan Page: bit.ly//SearchAdMarketing Twitter: twitter.com/megamcc

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Trick or Treat!

Questions?