http://successifying.co.nz In New Zealand, Google has been running a concerted campaign to get small businesses on to adwords heavily. These businesses finish up with a campaign, set up, running away on automatic, and possibly making a bit of profit. But the danger is that they are not making anywhere near as much as they could be, and damaging the long-term prospects of making good money out of this.

1. IS YOUR ADWORDS CAMPAIGN
Why Your Adwords Campaign Is Costing You
More Than It Should
successifying.co.nz

2. FIRST, THE IRRESISTIBLE OFFER
 Wow - Google Contacts You!
 Free Advertising
 $50, $75, $100 Voucher
 Help you to get set up
 Choose keywords
 Set up Campaign
 Set Daily Budget
 Start Campaign
successifying.co.nz

3. TOO GOOD TO BE TRUE?
 Not entirely. There are good points.
 They did do research
 They did get you underway
 Most important ... You are now getting data
 But ...
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4. WAS SOME IMPORTANT STUFF MISSED?
 Keyword Selection
 What searches your ads show up for
 Split testing
 Are you getting best bang for your buck?
 Landing Page / Quality Score
 Where your visitors end up after clicking your ad
 Low Quality Score = Higher Price
successifying.co.nz

5. KEYWORD SELECTION
 Several keyword matching types
 Broad, Broad Modified, Phrase, Exact,
 Also Embedded, Negative
 Search term: tennis shoes
Broad: tennis shoes, buy tennis shoes, running shoes, tennis shoe laces, best shoes for
tennis
Broad Modified: tennis shoes, buy tennis shoes, best shoes for tennis
Phrase: tennis shoes, buy tennis shoes
Exact: tennis shoes
 Chances are – you were set up with Broad Match
only
successifying.co.nz

6. KEYWORD SELECTION
 Using Broad Match Only will likely cost you money
 Very hard to predict
 Very hard to track
 Very hard to convert
 Pay for completely irrelevant searches
 “running shoes”
 “stop my shoes from smelling after tennis”
successifying.co.nz

7. AD GROUPS
 Your Keywords may have been grouped into Ad
Groups
 But...
 Best control (and best long term results) comes from
having very tight groups, not broad collections
 Negative/embedded keywords can tighten things even
more
 Control
 Ability to track
 Maximise conversions
successifying.co.nz

8. SPLIT TESTING
 To maximise profit over the long term it is vital to be
split testing everything
 Headlines
 Ad text
 Display URL
 Landing Page
 Systematic testing over the long term will lead to
success, and to maximum profit
 Statistical methods – not random changes
successifying.co.nz

9. LANDING PAGE / QUALITY SCORE
 Searchers have something particular in mind when they
search
 If you are using keywords properly, you should know exactly
what they are searching for when your ad shows
 Sending people to your home page does not make
sense
 Home page .. Too difficult to find what they are looking for.
 They click away from your site
 You STILL PAY for the click
 Send them directly from the search page to the most
relevant page on your site
successifying.co.nz

10. LANDING PAGE / QUALITY SCORE
 Quality Score
 Partly determined by the relevance of your adwords ad
to your landing page
 Broad match search landing on your home page
 Quite possibly the lowest relevance possible!
 Low Quality Score = Higher Price
successifying.co.nz

11. ADWORDS CAN BE VERY PROFITABLE
 But you have to treat it with care
 Not set and forget
 Many elements at play, all related
 Slow and steady
 Tracking, Testing, Tweaking
 Over the long term ... Turn Small Profits into Large
Profits
successifying.co.nz

12. TAKE A LOOK AT YOUR CAMPAIGN
 Ask these three simple questions
 Are you using Broad Match?
 You should usually be using Exact or Phrase match, unless
you are heavily using negative keywords
 Are your Ad Groups tight?
 Like REALLY tight. If there is any doubt whether keywords are
close enough, then split them out
 Is everyone being sent to your home page?
 Send people to the most relevant page for their search
 This is hardly ever the home page
successifying.co.nz

13. BRETT KRAIGER
http://successifying.co.nz
successifying.co.nz