Don't Waste Money On Inefficient Adwords Campaigns
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This presentation was facilitated at the Small Business Expo in Los Angeles Nov. 8th, 2012 in a workshop entitled: Adwords: 7 Reasons Small Businesses Lose $thousands. There are 7 reasons and 4 bonuses.
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Don't Waste Money On Inefficient Adwords Campaigns
- 1. Don’t Be One of Countless Adwords Customers Who Give Away Their Profits And don’t know it.
- 2. Who are the Keyword Search Pros? Full Spectrum Search Agency in Sherman Oaks, CA. (Los Angeles) Began in 2006 after the IPO of Google. Certified and Trained by Google & Microsoft (Yahoo! & BING). Speakers at Seattle’s SMX Advanced Conference. KSP is a Google Partner.
- 3. Why Listening To Us Anyway?
- 4. Google’s Revenue Increased Last Year 34% to $36.6 Billion Y/Y $14 Billion Last Quarter, a 45% increase since Q3 2011. Aggregate Paid Clicks Increased 42% over Q2, 2011 and only 1% over Q1, 2012 AdSense Partner Sites Increased 20% to $2.48 Billion
- 5. Reason #1 Inefficient or Insufficient Ad Spend
- 6. High Get Data and Results Fast Could potentially waste money Level of Budget Spend if account not optimized. Not Too Fast; Not Too Slow Optimal Starting Point Waiting Game Low Less Time Needed for Results More
- 7. Reason #2 Local Settings & Structure Issues
- 8. “Google knows what I’m searching for.” Locally Targeted Keywords General Keywords Example: +Beverly Hills Dentist Example: Family Dentist Wider Geo-Settings: California Strict Geo-Settings: City: Beverly Hills, CA US Broad Modifiers on City Name & Service. Broad Modifiers on City Name & Service Keep eye on Search Queries Keep eye on Search Queries
- 9. Reason #3 Too Many Keywords
- 10. Myth: Having a lots of keywords will allow me to bid on the less competitive keywords, lowering my cost per click and cost to get traffic. Problem #1 Problem #2 Low Volume Keywords have poor When the greater amount of total quality scores which increase the budget is spread across more low- actual cost per click. volume keywords, it takes longer for traffic data to show up on each word, prolonging the assessment of it. More of your budget is spent on keywords that are not actionable.
- 11. Actionable Non-Actionable High Volume KWs/Ads Low Volume Keywords/Ads
- 12. Reason #4 Incorrect Ad Testing
- 13. Incorrect Ways To Test Ads: (Basic Adgroup) Non-Testing Testing Too Many Testing Too Fast
- 15. Ways To Write Ads: We Write For Relevancy - Qualification – Attraction (+CTR) (-CTR) (+CTR)
- 16. Incorrect Ways To Write Ads: Adds without Relevancy: Qualification: Attraction: Low CTR High Bounce Low CTR Low QS High Cost/Conv. Low QS High CPC Wasted Spend High CPC High Cost/Conv. High Cost/Conv.
- 17. Incorrect Ways To Write Ads: Adds that have Relevancy: Qualification: Attraction: High CTR Low Bounce High CTR High QS Low Cost/Conv. High QS Low CPC Profitable Low CPC Low Cost/Conv. Low Cost/Conv.
- 18. Reason #6 Jumbled Ad Groups
- 19. Single Ad Group Tennis Shoes on Sale Men’s and Women’s, All Sizes 20% Off, Ships Next Day www.ShoeBay.com/KidsShoes Keywords Men’s shoes Women’s tennis shoes Men’s Adidas on sale Men’s tennis shoes Women’s Adidas Women’s Adidas sale tennis shoes Men’s casual shoes Discounted boy’s shoes white tennis shoes Adidas wrestling shoes Wrestling shoes cheap Adidas shoes Boys shoes Adidas Tennis shoes sale wrestling shoes Boys Adidas Kids shoes Men’s sneakers Boys Tennis shoes Kids tennis shoes Adidas tennis shoes Women’s white sneakers
- 20. Themed Ad Groups Men’s Shoes on Sale Tennis Shoes on Sale Adidas Shoes for Women Huge Selection on Men’s Shoes All Brands on Sale, All Sizes Huge Selection of Women’s Adidas 20% Off, Next Day Shipping! 20% Off, Ships Next Day 20% Off Adidas, Ships Next Day! www.ShoeBay.com/Mens www.ShoeBay.com/TennisShoes www.ShoeBay.com/Adidas Men’s shoes tennis shoes Women’s Adidas Men’s tennis shoes white tennis shoes Women’s Adidas sale Men’s sneakers Tennis shoes sale Women’s tennis shoes Men’s casual shoes Women’s white sneakers Boy’s Shoes on Sale Wrestling Shoes Adidas Shoe Sale Huge Selection on Boy’s Shoes Wrestling Shoes, All Sizes Huge Selection of Adidas Shoes 20% Off, Next Day Shipping! 20% Off, Ships Next Day 20% Off Sale, Ships Next Day! www.ShoeBay.com/Boys www.ShoeBay.com/Wrestling www.ShoeBay.com/Adidas Boys shoes Adidas Adidas wrestling shoes Men’s Adidas on sale Boys Adidas wrestling shoes Adidas shoes Discounted boy’s shoes Wrestling shoes cheap Adidas tennis shoes Boys Tennis shoes
- 21. Reason #7 Ignoring Search Queries
- 22. Where to Find Search Queries “Adidas shoes” Adidas sale Adidas tennis shoes Adidas white Adidas discounted
- 23. Search Queries for “Adidas Shoes” adidas shoes shoes adidas adidas women shoes adidas turf soccer shoes adidas running shoes adidas shoes for women adidas canvas shoes adidas sport shoes adidas golf shoes adidas shoes cheap adidas training shoes tennis shoes adidas adidas basketball shoes adidas samba shoes adidas combat speed wrestling ladies adidas golf shoes adidas soccer shoes adidas adistar shoes customize adidas shoes shoes adidas tennis shoes adidas trail running shoes adidas bounce shoes adidas adistar weightlifting shoes adidas wrestling shoes adidas bounce shoes adidas supernova shoes adidas powerband shoes adidas star wars shoes adidas adipure golf shoes mens adidas golf shoes adidas shoe size chart adidas skate shoes soccer shoes adidas adidas cross training shoes toddler adidas shoes adidas shoe adidas response shoes adidas infant shoes adidas shoe bag adidas shoes for men adidas martial arts shoes adidas climacool shoes white adidas shoes adidas indoor shoes kids adidas shoes adidas junior golf shoes custom adidas shoes cheap adidas shoes adidas shoes for kids adidas men shoes womens adidas shoes new adidas shoes adidas shoes on sale adidas pro model basketball shoes adidas goodyear shoes mens adidas shoes tennis shoes adidas track shoes adidas running shoe adidas custom shoes green adidas shoes adidas ladies golf shoes adidas boxing shoes adidas golf shoes 360 adidas toddler shoes adidas university shoes adidas weightlifting shoes adidas tour 360 golf shoes adidas barricade shoes adidas gazelle shoes star wars adidas shoes adidas classic shoes adidas new shoes adidas running shoes adidas kids shoes adidas 360 golf shoes basketball shoes adidas adidas volleyball shoes adidas golf shoe running shoes adidas adidas cycling shoes adidas baseball shoes adidas casual shoes adidas superstar shoes adidas turf shoes adidas football shoes adidas skateboarding
- 24. Where to Find Search Queries “Adidas shoes” Adidas sale Adidas tennis shoes Adidas white Adidas discounted
- 25. Search Queries Help You Know • What Negative Keywords to Add • What Keywords to Add • What Keywords To Delete • If You Should Implement Match Setting Tests
- 26. Broad Match for “Adidas Shoes” SQ “Phrase Match” Exact Match adidas shoes adidas trail running shoes white adidas shoes adidas track shoes adidas shoes canada Adidas Shoes adidas running shoes adidas bounce shoes custom adidas shoes adidas ladies golf shoes adidas shoes casual adidas golf shoes adidas adipure golf shoes womens adidas shoes adidas university shoes adidas shoes catalog adidas basketball shoes soccer shoes adidas tennis shoes adidas gazelle shoes adidas shoes cheap adidas soccer shoes adidas response shoes adidas running shoes adidas shoes clearance green adidas shoes adidas tennis shoes adidas martial arts shoes adidas shoes company adidas toddler shoes adidas wrestling shoes kids adidas shoes adidas shoes coupons adidas barricade shoes adidas star wars shoes adidas shoes for kids adidas shoes deals adidas new shoes adidas skate shoes adidas shoes on sale adidas shoes design basketball shoes adidas adidas shoe mens adidas shoes running shoes adidas adidas shoes europe adidas shoes for men adidas custom shoes adidas casual shoes adidas shoes for boys adidas indoor shoes adidas golf shoes 360 adidas football shoes adidas shoes for girls cheap adidas shoes adidas tour 360 golf shoes adidas turf soccer shoes adidas shoes for kids new adidas shoes adidas classic shoes adidas sport shoes adidas shoes for men adidas goodyear shoes adidas 360 golf shoes tennis shoes adidas adidas shoes for men on sale adidas running shoe adidas golf shoe ladies adidas golf shoes adidas shoes for sale adidas boxing shoes adidas baseball shoes customize adidas adidas shoes for tennis adidas weightlifting shoes adidas turf shoes adidas shoes for women star wars adidas shoes adidas women shoes shoes adidas shoes free shipping adidas kids shoes adidas canvas shoes adidas bounce shoes adidas shoes goodyear adidas volleyball shoes adidas training shoes adidas supernova shoes adidas shoes history adidas cycling shoes adidas combat speed mens adidas golf shoes adidas shoes in india adidas superstar shoes wrestling shoes adidas cross training shoes adidas skateboarding adidas infant shoes adidas adistar weightlifting shoes adidas adidas climacool shoes shoes adidas shoes for women adidas junior golf shoes adidas powerband shoes adidas shoes cheap adidas men shoes adidas shoe size chart adidas samba shoes adidas pro model basketball toddler adidas shoes adidas adistar shoes shoes adidas shoe bag
- 27. Bonus #1 Advanced Campaign Settings
- 29. Bonus #2 Analytics and Conversion Tracking
- 30. Sample Analytics Code <script type=”text/javascript”> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-27779897-1']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement(‘script’); ga.type = ‘text/javascript’; ga.async = true; ga.src = (‘https:’ == document.location.protocol ? ‘https://ssl’ : ‘http://www’) + ‘.google-analytics.com/ga.js’; var s = document.getElementsByTagName(‘script’)*0]; s.parentNode.insertBefore(ga, s); })(); </script> Place in the footer or above the bottom </body> tag of your website main page template.
- 31. Key Metrics In Google Analytics • Average Time on Site • % of New Visits- Number of Unique Visitors • Number of Pages Per Visit -Page Depth • Bounce Rate • Referring Sites-Traffic Sources • Visitor Flow (Funnels)-Top Exit Pages
- 32. Key Metrics In Google Analytics
- 33. Visitor Flow (Funnels)-Top Exit Pages
- 34. As Cost per Conversion Increases, So Does Exposure. Strategy: Decrease Cost/Conv. “Sweet Spot” Cost/Conv.=$25 Sales=40@$50 Strategy: Increase Cost/Conv.=$20 CGS=$800 Cost/Conv. Sales=30@$50 Profit=$200 CGS=$600 Cost/Conv.=$10 Profit=$300 Sales=10@$50 CGS=$200 *Cost of Goods is $20 per sale. Profit=$200
- 35. Bonus #3 Measuring Distribution Devices and Networks
- 36. Device Networks Desktop and Laptop Mobile Device with Full Browsers Tablets with Full Browsers
- 37. Necessary Management -Separate the Display and Search -Monitor Placements -Excluding Placements. Mobile Display “Android Now Mobile Activating 550,000 Per Display Day with over 200,000 apps.” Search
- 38. Bonus #4 Remarketing (display ads)
- 39. aaron@keywordsearchpros.com | peter@keywordsearchpros.com | 818.907.8400