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 % 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 WOMEN’S 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 DON’T 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 ; ROI = (GAINS – COST)/COST
ADWORDS GOOGLE ANALYTICSRECORDS LAST ADWORDS CLICK
PRIOR TO CONVERSIONRECORDS TIME OF
CONVERSIONCREDITS CONVERSION
TO LAST ADWORDS CLICKCREDITS CONVERSION
TO LAST CLICK…SEE 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 USER’S 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
