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GOOGLE
ADWORDS
TIPS, TRICKS &
Richard Greenwood – Senior Digital Strategist
Dejan SEO
STRATEGIES
Optimisation: modifying an account to improve its performance
Optimisation can include:
• Adding/removing: keywords, ad groups, campaigns
• New ad creatives
• Changing campaign settings
• Changing landing pages
• Changing structure
Google Search Network
WHY OPTIMISE?
Some reason for conducting optimisation tasks:
Traffic: Increase traffic volumes to your site
Branding: Increase brand recognition & recall
Performance: increase conversion or decrease avg. CPC
Structure: Improve account structure and manageability
Prevents ads being shown for particular keyword phrases that
include words not relevant to products on your site.
For example. If you sell designer girls children's clothing you
may wish to exclude:
• Brands you don’t stock: e.g. next, pumpkin patch
• Irrelevant keywords: wholesale, boys, cheap, used,
patterns, sell.
• Unwanted location keywords: uk, usa
Negative Keywords
TIP 1: SEARCH QUERY REPORTS
Look through
search query
reports
regularly to
find negative
keywords
TIP 2: NEGATIVE KEYWORDS
Ad Group Keyword Negative Keyword
Keyword (Broad) Keyword1, Keyword2 -”Keyword1″, -”Keyword2″
Keyword (Phrase) “Keyword1″, “Keyword2″ -[Keyword1], -[Keyword2]
Keyword (Exact) [Keyword1], [Keyword2]
Proper Keyword Attribution
TIP 2: NEGATIVE KEYWORDS
Ad Group Keyword Negative Keyword
Blue Sneakers Buy blue sneakers - red, - green
Red Sneakers Best red sneakers - blue, - green
Green Sneakers Green sneakers online - blue, - red
Example: Differing products variants (broad match)
TIP 3: ACCOUNT STRUCTURE
TIP 3: ACCOUNT STRUCTURE
Replicate
your sitemap
structure!
TIP 3: ACCOUNT STRUCTURE
Knowing the difference between:
Navigational, Informational &
Transactional
keywords
TIP 3: ACCOUNT STRUCTURE
The stats!
80%
10%
10%
Search Volume Breakdown:
Informational
Navigational
Transactional
TIP 3: ACCOUNT STRUCTURE
Informational: Navigational: Transactional:
Running shoes Nike running shoes Buy running shoes
Whale watching Jims Whale Watching Whale watching tickets
Plasma tv LG plasma tv Cheap plasma tv
TIP 4: AD GROUPS
How to structure the keywords in your ad groups
properly!
TIP 4: AD GROUPS
You wouldn’t let you office get like this (I hope…)
TIP 4: AD GROUPS
This is much better!
TIP 4: AD GROUPS
Bad example:
TIP 4: AD GROUPS
Good example:
TIP 5: PRODUCT LISTING ADS (PLA’S)
• Create a Google Merchant
Centre Account
• Product Listing Ads can now be
created directly from the
Merchant Center.
TIP 5: PRODUCT LISTING ADS (PLA’S)
• Keep feed fresh and accurate
• Boost bids on best selling products
• Lower bids on poor performing products
• Be competitive on price
• Promote key selling points such as free shipping
• Make your pictures stand out
GOOGLE SEARCH NETWORK
Best Practices Campaigns
• Separate Search and Display Campaigns.
• Create tightly themed ad groups of between 1-15 keywords
• Adjust bids by device (mobile, PC or tablet)
• Set ads to “rotate evenly”
GOOGLE SEARCH NETWORK
Best Practices Ads
• Put keywords in Ad title and/or copy
• Strong calls to action: Buy Now, Order Now, Get a Quote, etc.
• Match your Ad to your landing page!
• Include USPs: Free Shipping, High Quality, etc.
• Include Prices, promotions, etc
GDN (GOOGLE DISPLAY NETWORK)
92% - Number of Australian internet users reached
12.5 Million – Number of unique users each month
8.75 Billion – Number of page views each month
GDN (GOOGLE DISPLAY NETWORK)
Display advertising lets you
• Create all types of ads - text, image, interactive and video ads.
• Place those ads on websites that are relevant to what you’re
selling.
• Show those ads to the people that are likely to be most
interested.
• Manage and track your budget, campaigns and results as you
go.
GDN (GOOGLE DISPLAY NETWORK)
GDN (GOOGLE DISPLAY NETWORK)
115% Growth!
from 2011 -2016
GDN (GOOGLE DISPLAY NETWORK)
GDN (GOOGLE DISPLAY NETWORK)
Remarketing
GDN (GOOGLE DISPLAY NETWORK)
Best Practices
• Separate Search and Display Campaigns.
• Create tightly themed ad groups of between 1-5 keywords
• Avoid dynamic keyword insertion
• Include negative keywords
• Test multiple ad formats in all available sizes
• Utilize targeting methods to reach different audiences
GDN (GOOGLE DISPLAY NETWORK)
Tips
• Focus on Conversions, not CTR
• Increase max CPC on high-performing sites
• Decrease max CPC on poor-performing sites
• Exclude sites that have low ROI
RISE OF MOBILE COMMERCE
DEVICE BIDDING
• No longer possible to have separate mobile and desktop
campaigns with new Enhanced Campaigns
• Adjust bids up or down by device type based on conversions.
MOBILE
71% - Of users expect a mobile site to load as fast if not faster than
on a PC or Laptop
33% - Will go to your competitors website rather than try reloading
a malfunctioning mobile site
46% - Will NEVER return again after a bad mobile site experience
Source:
MOBILE
Add Call
Extensions.
Call extensions
increase avg.
CTR by
6-8%
MOBILE
Add Sitelink
Extensions.
Sitelinks increase
avg. CTR by
30%
LANDING PAGES
LANDING PAGES
Call To Action:
Make it
vs
LANDING PAGES
Call To Action:
Use directional cues >
vs
LANDING PAGES
Put critical information
ABOVE THE FOLD
http://whereisthefold.com/
Go here to see where the fold is on your
website for different screen resolutions
LANDING PAGES
Remove of your copy.
vs
Relevant landing pages not only increase conversions but should also boost quality
scores which can reduce your CPC and therefore lower your CPA (cost per acquisition).
Boosting Quality Score
05
01
04
02
03
06
URL
Page Heading H1 -H2
Call to action
Meta Tags
Page Title
Body Content
Thank you for your Attention !
Any Questions?
Connect
@conversiongreen
@dejanseo

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Pay-per-click Marketing. - Is it worth it? - Tips and tricks

  • 1. GOOGLE ADWORDS TIPS, TRICKS & Richard Greenwood – Senior Digital Strategist Dejan SEO STRATEGIES
  • 2. Optimisation: modifying an account to improve its performance Optimisation can include: • Adding/removing: keywords, ad groups, campaigns • New ad creatives • Changing campaign settings • Changing landing pages • Changing structure Google Search Network
  • 3. WHY OPTIMISE? Some reason for conducting optimisation tasks: Traffic: Increase traffic volumes to your site Branding: Increase brand recognition & recall Performance: increase conversion or decrease avg. CPC Structure: Improve account structure and manageability
  • 4. Prevents ads being shown for particular keyword phrases that include words not relevant to products on your site. For example. If you sell designer girls children's clothing you may wish to exclude: • Brands you don’t stock: e.g. next, pumpkin patch • Irrelevant keywords: wholesale, boys, cheap, used, patterns, sell. • Unwanted location keywords: uk, usa Negative Keywords
  • 5. TIP 1: SEARCH QUERY REPORTS Look through search query reports regularly to find negative keywords
  • 6. TIP 2: NEGATIVE KEYWORDS Ad Group Keyword Negative Keyword Keyword (Broad) Keyword1, Keyword2 -”Keyword1″, -”Keyword2″ Keyword (Phrase) “Keyword1″, “Keyword2″ -[Keyword1], -[Keyword2] Keyword (Exact) [Keyword1], [Keyword2] Proper Keyword Attribution
  • 7. TIP 2: NEGATIVE KEYWORDS Ad Group Keyword Negative Keyword Blue Sneakers Buy blue sneakers - red, - green Red Sneakers Best red sneakers - blue, - green Green Sneakers Green sneakers online - blue, - red Example: Differing products variants (broad match)
  • 8. TIP 3: ACCOUNT STRUCTURE
  • 9. TIP 3: ACCOUNT STRUCTURE Replicate your sitemap structure!
  • 10. TIP 3: ACCOUNT STRUCTURE Knowing the difference between: Navigational, Informational & Transactional keywords
  • 11. TIP 3: ACCOUNT STRUCTURE The stats! 80% 10% 10% Search Volume Breakdown: Informational Navigational Transactional
  • 12. TIP 3: ACCOUNT STRUCTURE Informational: Navigational: Transactional: Running shoes Nike running shoes Buy running shoes Whale watching Jims Whale Watching Whale watching tickets Plasma tv LG plasma tv Cheap plasma tv
  • 13. TIP 4: AD GROUPS How to structure the keywords in your ad groups properly!
  • 14. TIP 4: AD GROUPS You wouldn’t let you office get like this (I hope…)
  • 15. TIP 4: AD GROUPS This is much better!
  • 16. TIP 4: AD GROUPS Bad example:
  • 17. TIP 4: AD GROUPS Good example:
  • 18. TIP 5: PRODUCT LISTING ADS (PLA’S) • Create a Google Merchant Centre Account • Product Listing Ads can now be created directly from the Merchant Center.
  • 19. TIP 5: PRODUCT LISTING ADS (PLA’S) • Keep feed fresh and accurate • Boost bids on best selling products • Lower bids on poor performing products • Be competitive on price • Promote key selling points such as free shipping • Make your pictures stand out
  • 20. GOOGLE SEARCH NETWORK Best Practices Campaigns • Separate Search and Display Campaigns. • Create tightly themed ad groups of between 1-15 keywords • Adjust bids by device (mobile, PC or tablet) • Set ads to “rotate evenly”
  • 21. GOOGLE SEARCH NETWORK Best Practices Ads • Put keywords in Ad title and/or copy • Strong calls to action: Buy Now, Order Now, Get a Quote, etc. • Match your Ad to your landing page! • Include USPs: Free Shipping, High Quality, etc. • Include Prices, promotions, etc
  • 22. GDN (GOOGLE DISPLAY NETWORK) 92% - Number of Australian internet users reached 12.5 Million – Number of unique users each month 8.75 Billion – Number of page views each month
  • 23. GDN (GOOGLE DISPLAY NETWORK) Display advertising lets you • Create all types of ads - text, image, interactive and video ads. • Place those ads on websites that are relevant to what you’re selling. • Show those ads to the people that are likely to be most interested. • Manage and track your budget, campaigns and results as you go.
  • 25. GDN (GOOGLE DISPLAY NETWORK) 115% Growth! from 2011 -2016
  • 27. GDN (GOOGLE DISPLAY NETWORK) Remarketing
  • 28. GDN (GOOGLE DISPLAY NETWORK) Best Practices • Separate Search and Display Campaigns. • Create tightly themed ad groups of between 1-5 keywords • Avoid dynamic keyword insertion • Include negative keywords • Test multiple ad formats in all available sizes • Utilize targeting methods to reach different audiences
  • 29. GDN (GOOGLE DISPLAY NETWORK) Tips • Focus on Conversions, not CTR • Increase max CPC on high-performing sites • Decrease max CPC on poor-performing sites • Exclude sites that have low ROI
  • 30. RISE OF MOBILE COMMERCE
  • 31. DEVICE BIDDING • No longer possible to have separate mobile and desktop campaigns with new Enhanced Campaigns • Adjust bids up or down by device type based on conversions.
  • 32. MOBILE 71% - Of users expect a mobile site to load as fast if not faster than on a PC or Laptop 33% - Will go to your competitors website rather than try reloading a malfunctioning mobile site 46% - Will NEVER return again after a bad mobile site experience Source:
  • 36. LANDING PAGES Call To Action: Make it vs
  • 37. LANDING PAGES Call To Action: Use directional cues > vs
  • 38. LANDING PAGES Put critical information ABOVE THE FOLD http://whereisthefold.com/ Go here to see where the fold is on your website for different screen resolutions
  • 39. LANDING PAGES Remove of your copy. vs
  • 40. Relevant landing pages not only increase conversions but should also boost quality scores which can reduce your CPC and therefore lower your CPA (cost per acquisition). Boosting Quality Score 05 01 04 02 03 06 URL Page Heading H1 -H2 Call to action Meta Tags Page Title Body Content
  • 41. Thank you for your Attention ! Any Questions? Connect @conversiongreen @dejanseo

Notas del editor

  1. Therefore if you had a broad match add on ‘childrens clothes’ you may show up for phrases such as ‘childrens clothes, childrens clothes for girls, childrens clothes online’ but would not show up for phrases such as wholesale childrens clothes or boys childrens clothes’.
  2. Replaced ‘Product Extension’ ads
  3. 1: Follow Google feed specifications, send feed to Google daily and keep close eye on Merchant Center to check for processing errors.2: See what converts well using Analytics and sales data. Create ad groups for best selling products.3: If products are not selling or converting well then avoid wasting bids and remove from campaign or move to ad group with lower bids.4: If bidding on branded products then make sure prices are competitive6: Only one store here uses a unique image – it stands out from the crowd
  4. http://www.andy-maclean.net/google-adwords-enhanced-campaigns-explained/Campaign level bid adjustments by device, location (formally bid by distance beta) and time in search (Campaign level bid adjustments by device is probably the big controversy here, as I understand it you will not adjust bids targeting mobile devices at keyword level anymore. Adjusting bids at campaign and not keyword level just seems weird! Adjusting bids by location and time sounds very cool.) Adgroup-level bid adjustments by placement, topic, remarketing and more in display (Yep thats better)Ads customized for mobile (Dont we have this already?)Individual sitelink management (Way overdue. So now we dont have to guess which sitelinks are improving performance).Extension scheduling (Yep I can see how that would be useful e.g. time limited offers)Dynamic KW URLs based on user device (Ok but couldnt we do this anyway with separate campaigns targeting different devices?)Calls as conversion tracking (Ive really wanted this one for ages, very useful. Always seemed odd that we could count a ‘thank you’ page or ‘brouchure request’ as a conversion but not a red hot sales call!)Offer Extensions out of beta and available (Woohoo, I think ad extensions together with rich snippets are going to be huge in 2013)Coming soon: music and book downloads, digital to store tracking, cross-device conversions (Oh very nice)What’s changing specifically:All campaigns reach all devices. You can opt out of mobile by bidding down on the device, but you won’t be able to opt out of desktop/tablet all together (Ouch, I can see why Google has done this, partly to stop the need for having 3 campaigns (desktop, tablet, mobile) when one will do but this really is going hurt many Adwords advertisers. Im not sure how this is great for the amateur advertiser who wont even think to bid down on mobile to reduce his CPA.)Mobile bids adjusted at the campaign level (Whaaaaaatttt? Bids adjusted at the campaign level, really? Did I just read that right? I think I did. Are we going backwards in time here? We cant adjust mobile bids at the keyword level? I hope its not but it seems like a way improving revenue for Google not CPA’s for advertisers).Tablet bids equal to desktop bids (Google generalises that tablet performs similar to desktop. Generalisations arent reality and this will hurt alot of advertisers who see CPA’s higher on tablets than desktop.)Enhanced campaigns for Search or Search+Display do not offer device, carrier, or OS targeting. The enhanced campaigns for display only will continue to have device, carrier and OS targeting options. (Still trying to think what that suggests).Promote messages across all devices in one campaign (aka no more mobile separate campaigns). Ads will show on all devices by default with the ability to specify mobile preferred ads as needed. (They’ve said this in other words above. I really dont think this is a great deal for advertisers, or at least it wouldnt be so bad BUT we are going to lose the ability to bid at keyword level for mobile!!!)Bid by geographic location (i.e. targeting US but most sales come from New York), by device (i.e. a pizza place might bid up on mobile around dinner time), and by time of day (i.e. No one is in the office after 6pm so I don’t want calls coming in). (Oh ye, now this is a very good one, offers alot of flexibility for advertisers).Sitelinks=> add in at the campaign or ad group level, it is a per-link (not group) approval, edit inline and retain performance, per link data, can do mobile preferred/disabled, dayparting now available. (Way overdue. Will provide alot of valuable insight)App extensions=> mobile and tablet extension (use to be mobile only), allow mobile preferred (or disable mobile), dayparting now available (Like it, very cool. A big bonus for those wishing to push their apps).Call extensions=> Call metrics is now free (in US, UK DE), advertiser’s own phone number allowed in desktop/tablet call extension, dayparting is now available, allow mobile-preferred (Great, if its really free, for advertisers where the phone call is key, this is brilliant news. Seems like alot of revenue to lose though, rather than ‘free’ I wonder if it will actually, count as a click with the cpc being that of the keyword searched for?)Offer extensions=> extension dayparting available, replaces offer distribution start/end dates (Like it, I can see this becoming very important)What’s not changing:Separate search and display campaigns still a best practiceAccount hierarchy not changedKW match types not changedNetwork targeting options remainQuality Score calculations not changingKW bidding remainsDevice, OS and carrier targeting for Display remainSmartpricing for AFS in Display not changed
  5. DCO – Display Campaign Optimiser – set cost per acquisition and system finds best placements to boost conversions.
  6. 2% of ecommerce spend in 2010 – 11% in last qtr of 2012 in USA.42% growth in m commerce in Australia in 2012. $5.6 billion estimited m commerce in Australia in 2012 according to eBay / PayPal study.
  7. Monitor conversion rates by device type and adjust bids up and down accordingly.