Paul Tansey of Intergage. A regular presenter at at Business Link events talks through the fascinating subject of Google Adwords

1. Introduction
Paul Tansey
www.Intergage.co.uk
Poole & Southampton
Intergage provides functional yet elegant, search engine friendly and updateable Web
sites for the small or medium sized businesses. Typical prices are £1,500-£5,000.

2. Agenda
About this presentation
What is Google AdWords?
About Google & AdWords
How Clicks are priced
How to maximise ROI
Most common mistakes
A 10 step plan to succeed at Google AdWords
Learn to use Google AdWords on-line –
http://www.google.com/adwords/learningcenter

3. What is Google AdWords?
•Sponsor Key words and
phrases
•Pay only if somebody
clicks on your Ad and goes
to your Web site

4. What is Google AdWords?
1
2 4
3
5
6
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8

5. What Can AdWords Do For My Business?
• Get you found by the largest search engine audience in the world
• Deliver low cost lead generation/ customer acquisition
• Complement your “Natural” search engine results
• Generate near instant results
• Help you launch a new site or previously un-marketed site
• Opportunistic marketing and product promotions
• Deliver an outstanding return on investment

6. How do I use AdWords?
Sophisticated yet elegant advertising that YOU control
You choose the Keywords or Key phrases to sponsor
You write the Ads
You control where and to whom your Ads are delivered
You get almost instant feedback on how your Ads are received
You monitor conversion rates
You adjust and fine tune based upon results
You control budgets

7. About Google
“Don’t be evil”
“Well meaning geek” culture
Long term goals overrule short term financial gains
The best search engine?
The biggest market share
fanatical about user experience and relevance
Google’s published mission is “To make the world’s information
accessible and useful”
Google sees relevance as the key to achieving this goal because
“Relevance ensures a positive user experience and keeps users
returning to Google”

8. About Google AdWords
Not part of the original plan
Hugely successful
Fundamental differences to other PPC offerings
Cheat and they’ll punish you
Play the game well and they’ll reward you
Nobody knows it all
It changes…

9. Google on Adwords
“Google doesn’t view Ads as a necessary evil to make money.
We view showing Ads as another type of search –
one in which relevancy is just as important as in
Web search. To me, Ads shouldn’t be this unwanted thing
you have to show on the side of your site; for many searches
the Ads can be just as helpful as the organic search results, and
we should always try to make Ads a useful service to our
users,not just a “necessary evil”.
Matt Cutts - Google

10. What’s Great About AdWords?
Speed - fast to market, fast feedback
It rewards good practice
Split Testing - Multiple Ads per Keyword
£5 to start – no minimum monthly fee
Management & reporting tools
On-line training is superb
David can still beat Goliath

11. How PPC Pricing Typically Works
Bid Per Click
Advertiser A £0.20 Rank 1
Advertiser B £0.19 Rank 2
Advertiser C £0.10 Rank 3

12. How Google AdWords Refined The Process
Up until Summer 2005
Bid Per Click CTR Score Ranking
C
Advertiser A £0.10
£0.20 4%
1% 40
20 1
Advertiser B £0.19 2% 38 2
A
Advertiser C £0.20
£0.10 1%
4% 20
40 3

13. The latest refinement…
Quality Score
“The quality score is determined by the keyword’s click through
rate (CTR), relevance of Ad text, historical keyword performance
and other relevancy factors”
“CTR is still the predominant factor”. Richard Holden, Google
Quality score is critical to your ROI.
Therefore these 4 key factors are critical to your success.
1. CTR
2. Relevance of Ad text
3. Historical Keyword Performance
4. “Other relevancy factors…”

14. Quality Score (cont…)
“Other Relevancy Factors…”
Understand Google’s passion for relevancy.
A Googlebot will visit your site within 30 seconds of placing an Ad,
so it would seem that they are checking landing pages for what
they deem good Web practice (relevance to keyword, Ad, lack of
pop-ups etc..).
Ensuring a quality experience for their users and weeding out the
bad guys…
www.google.co.uk/webmasters/guidelines.html

15. Quality Score (cont…)
Advertiser Max CPC Quality Score Rank No. Position Min. Bid Actual CPC
A £0.40 1.8 0.72 1 £0.04 £0.37
B £0.65 1 0.65 2 £0.05 £0.39
C £0.25 1.5 0.38 3 £0.04 £0.04
Advertiser A’s actual CPC is worked out as 1p more than required
to stay ahead of Advertiser B.
In this example we look at Advertiser B’s Rank no. and divide this
by advertiser A’s quality score. .65/1.8 =.36 + 1p = 37p
In the real world we don’t get to see our quality scores…

16. Significant Factors Impacting Upon ROI
Selection of keywords – cost per click can vary hugely
Keyword matching – using matching techniques to increase CTR
Ad copy – evolving copy that generates results
Bidding strategy – can waste huge amounts of money
Landing Page – must match promise of Ad and sell the conversion
Conversion tracking – very difficult to monitor ROI
www.google.co.uk/webmasters/guidelines.html

17. Selecting Keywords
Brainstorm Keywords & Phrases – Check your own server logs
Product names, brand names, model numbers, codes
Use Yahoo Search Marketing’s Keyword tool
Use Google’s Keyword Suggestion Tool
Think laterally – misspellings, hyphenated phrases, quirky
phrases, even URLS!
Think problem and solution
Ask Customers
Check Competitor sites Meta data
Use 3rd party tools such as WordTracker, (chargeable)
Dictionary.com, Thesaurus.com (free)

18. Keyword Matching
Broad Matching – Least targeted/ Likely lowest CTR
“Phrase Matching” – Medium CTR potential
[Exact Matching] – Likely highest CTR
-Negative Keywords
Matching tools can increase your ROI by 10% -
1,000%+!

19. Writing Ads
Writing the right words makes you money!

20. Writing Ads
Principles of writing good Ads
Titles should contain the keyword or phrase
Body text should contain the keyword once
Benefits should precede features (next slide)
Ads sell the page
Differentiate
Research how small companies that compete for
competitive terms and succeed write their Ads

21. Writing Ads
Split Testing
Evolving your messages
Beat your control
Refine often and apply lessons learned across other campaigns
Vs.
Split testing is one of the keys to success in Ad
writing and has the potential to massively impact ROI

22. Landing Pages
Should be designed for Keywords/ Ad groups/ Ads
Content should match the promise of the Ad
Should contain “substantial relevant content”
Can you rapidly build and tweak these pages in order to fine-tune results?
Should be easily navigable
Should conform with Google’s guidelines for site layout in order to maximise
Quality Score
https://adwords.google.com/select/siteguidelines.html

23. Bidding Strategy
Why go for position 1?
Beware “Happy clickers”!
Ignore your ego
You need a good CTR so bid high enough to achieve it
As your Quality Score rises you can probably reduce your bid
Positions 3-5 often prove most profitable

24. Tracking & Managing Campaigns
Establishing an ROI
CTR does not equal ROI
Conversions must be measured (Sales, Leads, Sign-ups, Page Views & “Others”)
All conversions can be assigned values
Actual Sales Values can also be tracked
How Google tracks conversions
Tracking & Managing Campaigns
Unless you track conversions, and telephone enquiries you
cannot calculate ROI

25. Managing Campaigns
3rd Party tracking solutions available include
conversionruler.com and hypertracker.com

26. Tracking & Managing Campaigns
Google can e-mail you all your reports automatically

29. Avoid the most Common Mistakes
Not enough Keywords
Landing Pages NOT customised to Keyword/ Ad
Using Only Google AdWords – not using Yahoo Search Marketing and others
Not tracking well enough to take full advantage of Paid Search
Failing to focus on ROI – getting distracted by search position and vanity
www.marketingsherpa.com

30. 10 Step Success Plan
1. Evaluate the potential and likely costs, competition and set realistic goals and
targets
2. Think like a customer and come up with a big list of Keywords/ Key phrases
3. Break down your keywords into small, tightly focussed clusters (Ad groups)
and match to highly relevant Ads
4. Brainstorm Ads
5. Choose or create landing pages that match keywords/ groups / Ad
6. Set up a tracking system
7. Split-test Ads, refine constantly – apply lessons learned (not just to the Web)
8. Delete keywords that don’t perform / recreate with new Ad before forgetting
9. Keep brainstorming new keywords
10. Keep monitoring your conversation rates at every stage – including repeat
visitors – keep improving – have I mentioned ROI yet?
Perrymarshall.com - contains a wealth of PPC information

31. Want More?
Register at www.intergage.co.uk/adwords for
an e-book “Google AdWords Secrets” or to
download this PowerPoint presentation
www.intergage.co.uk – functional, elegant, updateable
web sites you can manage and market yourself