Slides from the 'Everything You Want to Know About Google AdWords' UnWebinar Webinar. Get the recoding here: http://vimeo.com/unbounce/review/60041732/67fdd64ea6?utm_source=Unbounce+Conversion+Learning&utm_campaign=369911cfdb-Unwebinar_AdWords_Attendees2_20_2013

1. Thank you for joining us!
We’ll be starting in just a few minutes.
About the Hosts
Oli Gardner Anna Sawyer
Oli is our resident landing page expert. Oli's Anna runs content marketing for Trada, and is
writing on the subjects of conversion centered the in-house AdWords educator, developing
design and landing page optimization can be and hosting over 50 live webinars on paid
found on the Unbounce conversion blog and search. She also writes a viral blog and likes to
he has been featured on top marketing blogs ride her bike down hills.
including SEOmoz

2. Welcome!
Join our chat
on Twitter

3. Ryan Engley
Director of Customer Success
Unbounce
@ryan_engley
Join our chat
on Twitter

4. Oli Gardner
Co-founder, Creative Director
Unbounce
@oligardner
Join our chat
on Twitter

5. Anna Sawyer
Social Media & Marketing Manager
Content Queen
Trada
@annafsawyer
Join our chat
on Twitter

6. Join our chat
on Twitter

7. What's more important for quality score:
bid price, ad copy or landing page?

8. If you were Google, which
elements would be the
most important?

9. How does Google score
a landing page?

10. Two types of scores for landing pages
Landing page content Landing page design/development
All standard
content relevance Landing page The only factor of your
factors are in place. quality is used as a landing page that can
penalty only. You impact your quality
don’t “get points” score is the load time.
Landing page copy or boost your
must be relevant to Quality Score by Landing page
keywords within an having a great aesthetics are not a
ad group and the landing page. factor.
ad’s text.
It is meant to police
serious offenders,
like phishing sites,
doorway pages,
pages of just ads,
etc.

11. How can I optimize my landing
page for quality score but also have
it be optimized for conversion?

12. Two basic rules
for PPC and
conversion:
Fulfill the promise in the
ad.
Make it easy to complete
the action.

13. Where PPC
and conversion
fight:
Keyword density vs.
conversion-centric
design.

14. My quality scores are really low (like 3-4)
How can I get them higher?
Should I open a new account?

15. o re
y Sc
lit
ua
gQ
Fi x in
Restructure
ad groups, Increase bid Build new
Delete “bad” move prices landing
keywords poorly- (temporarily pages with
and ads performing or more
keywords to permanently) relevant
new ad content
groups

16. I want to start advertising on mobile.
How should I set up my account?

17. Powerful tools for the multi-device world
Ability to easily manage your bids across locations, time and
devices—all within a single campaign
Key features
Bid adjustments and reporting by:
AdWords
Time Location Device Enhanced
Multiple bid adjustments
Campaigns

18. Q&A
(Presubmitted Questions)

19. Live Q&A

20. Let’s talk about Trada!

21. Did you know?
You need a team of experts.
Applying diverse strategies and constant A/B testing is the
only way to mitigate risk in paid search and move the needle.
50% increase in
concern about hiring and retaining
If you have an in-house person doing PPC, their approach will the right talent in PPC, 2012*
be limited to their training and experience - which in turn
limits YOUR reach.
You need visibility and control.
To ensure that paid search is on-brand and efficient, you
need to work with a company that gives you true visibility into
47% Search
marketers who don’t understand
the actual work being done. How much visibility does your how their own search practices are
agency give you? affecting the bottom line, 2012**
Your business objectives should be addressed
directly by your paid search provider.
Agencies are paid according to how much of your money they can spend. What if the relationship with your
paid search provider was based on goal alignment and hinged on achieving those goals?
*SEMPO state of search 2012 **Forrester Wave: Search Marketing Agencies, Q4 2012

22. The Trada Marketplace
You have a team of highly specialized
experts running PPC strategy and execution.
Our model give you a team of highly specialized experts—Optimizers—creating and
testing strategies throughout the lifetime of your campaign. Proprietary features, like
the ability to measure return from each network and balance spend, mean you know
your money is being spent efficiently.
Your data and results are entirely in your control.
Your in-house team will be able to direct how the Optimizers spend their time and
ensure that their content and strategy are on-brand and efficient. We provide you with
no-nonsense custom reporting on your schedule.
Trada is performance based: you set goals,
the experts work to beat them.
Our unique method of goal alignment is not just a feature - it is the driving
force in our marketplace. You set goals, your Trada team works to beat them,
and they are compensated for their success.

23. As a next step!
With read-only access to your
AdWords and Bing campaigns, a
Trada Marketplace Expert will identify ALYS IS
EE AN
areas of opportunity and present a
plan to improve results using Trada.
FR
trada.com | 877-871-1835