Beware (almost) 100 Slides of content!!!
An indepth Adwords introduction class I delivered for General Assembly Sydney.
Content of the presentation
Key advantages of Search Engine Marketing (SEM)
AdWords terminology
How Adwords actually works
Which keywords should you pick
Methods to create effective ad copy
Landing page fundamentals
Walkthrough setup
Advanced bidding and ad options
Tools & tips
Freebies
If you decide to open this deck, say goodbye to your loved ones,cause you are following us down the rabbit hole.
5. HOW TO GET RICH WITH GOOGLE IN 10 MIN.
1. Open a free Google AdWords account
2. Enter your credit card details.
3. Find what users would type in to Google to find you
4. Select these “keywords” in the AdWords console and set a bid price.
5. Write an attractive ad that you would like to be seen by prospects.
6. Decide on a maximum daily budget.
7. Turn campaign live
Get Traffic> Pay Google> Make Sales > RETIRE
5
6. THE BIG SECRET IS…
SEARCH MARKETING SUCCESS 6
Link
NO SPOON. NO SHORTCUT. JFDI
7. #1 SOURCE USED IN PURCHASE DECISIONS 7
90%
74%
39% 38% 38% 35%
Search engines Brand sites Professional
organization sites
Peer-generated
onlinereviews
Professional
networking sites
Trade magazine
sites
Source: Google & Compete, B2B Customer Study, 2012
19. ADWORDS BEST USED FOR
‣Testing
‣Early Stage
‣Fast deployment
‣Buried pages (difficult for SEO)
‣Focus on Conversion
‣Great for Bottom of the funnel action
19
20. ADWORDS
TERMINOLOGY
"$ CTR > CPM via QS inc. on [] kwd and test {} to boost M.Share for SEM
to boost ROI "
Winner of Search Marketing Industry Bingo 2013
INTRODUCTION TO GOOGLE ADWORDS
21. Display network: Websites, forums, or blogs that aren't owned by Google, but
have Google AdWords ads (also known as Adsense ads) on them.
Search network: The online network people go to when searching for a
solution to a problem they're having.
Ad position: The placement of an ad on the Google search results pages.
Position #1 is at the top of the first page.
Impression: The display of an ad on a web page.
Call to action: Directions within an ad for the reader to take an action
CTR (click-through rate): The number of clicks an ad receives divided by the
number of impressions. The higher the CTR, the more effective Google
considers the ad.
GOOGLE ADWORDS TERMINOLOGY 21
22. Landing page: The first webpage shown after an ad is clicked. The page is
constructed to appeal to the same desire as the ad.
Traffic: The number of visitors to your website.
Conversion: A desirable action by a website visitor, including joining a mailing
list, buying a product, calling a phone number, or downloading a file.
Bid price: The maximum amount of money an advertiser is willing to pay for a
click from a given keyword.
Quality Score: Quality Score is the basis for measuring the quality of the
keyword you chosen and ad and determining your cost-per-clicks (CPCs).
CPC (cost per click): The amount an advertiser is charged for a single click.
Different keywords cost different amounts, depending on competition.
GOOGLE ADWORDS TERMINOLOGY 22
30. Account
Campaign
#1
Ad Group
#1-1
Keyword #1-1-1
Keyword #1-1-2
Keyword #1-1-3
Keyword #1-1-4
Ad Copy #1-1-1
Ad Copy #1-1-2
Ad Group
#1-2
Keyword #1-2-1
Keyword #1-2-2
Keyword #1-2-3
Keyword #1-2-4
Ad Copy #1-2-1
Ad Copy #1-2-2
Campaign
#2
Ad Group
#2-1
Keyword #2-1-1
Keyword #2-1-2
Keyword #2-1-3
Keyword #2-1-4
Ad Copy #2-1-1
Ad Copy #2-1-2
Ad Group
#2-2
Keyword #2-2-1
Keyword #2-2-2
Keyword #2-2-3
Keyword #2-2-4
Ad Copy #2-2-1
Ad Copy #2-2-2
ADWORDS ACCOUNT STRUCTURE 30
Keep kwds
in Adgroup
as tight as
possible
31. WHICH
KEYWORD TO
PICK
I really think “Stuffed kangaroo balls bottle opener” is the perfect
keyword for our tourists market…
INTRODUCTION TO GOOGLE ADWORDS
32. Search Marketing transform your customer pain points into
their
spoken/written language
You need to understand
their
Search Intent
Your worst enemies:
Jargon Corporate Speak Creative Description
CUSTOMER PROBLEM 32
37. KEY OBJECTIVES
Your Teammate’s keyword
EXERCISE
AGENDA
Time 5 min 1. Teammate defines his audience
2. Teammate defines his audience pain point
3. Teammate pitches his product (30 secs)
4. Write the first 3 queries you would use to
find his product/his competitor
5. SwapDELIVERABLE
Top 3 keywords your audience
would use
RESOURCES
Your Neighbour, Pen/ Paper; Laptop; iPad/ Tablet
37
41. KEY OBJECTIVES
Your Top keyword
EXERCISE
AGENDA
Time 7 min 1. Use Previous exercises
2. Enter best term in Ubersuggest
3. Add term in Adwords (don’t forget negatives)
4. Select Broad, Exact, include CPC
5. Download CSVs and combine data
6. Save docDELIVERABLE
Top keywords for your audience
would use
RESOURCES
Internet connection, Ubersuggest, Adwords External Keywords
Tool,
41
45. Interactiveaccounting.com.au
Sells $400/mth package
Max spend per cust. $ 500
Assume: Sydney accountant
Search volume: 9,900/Mo
3% of Search clicks ads
3% x 9,900 searches = 297
Cost per $3,53 x 297 = $1,048
3% of clicks generate enquiry
3% x 297 searches = 9
Cost per lead =$116
20% of enquiry Convert
20% x 6 leads = 2
Cost per cust =$524
SALES & PROFITABILITY FUNNEL
Search
Click
Enquire
Convert
PRACTICAL EXAMPLE
45
46. Interactiveaccounting.com.au
Sells $400/mth package
Max spend per cust. $ 500
Assume: Sydney accountant
Search volume: 9,900/Mo
3% of Search clicks ads
3% x 9,900 searches = 297
Cost per $3,53 x 297 = $1,048
5% of clicks generate enquiry
5% x 297 searches = 15
Cost per lead =$70
20% of enquiry Convert
20% x 15 leads = 3
Cost per cust =$349
SALES & PROFITABILITY FUNNEL
Search
Click
Enquire
Convert
CONVERSION MATTERS
46
47. IMPROVE YOUR FUNNEL
Keywords
‣ More of the right keywords
‣ Pause less relevant keywords
‣ Better match type
‣ More Negative keywords
Ads
‣ More relevant Ad Copy
‣ Better Call to Action
Settings
‣ Improved Bidding
‣ Improved Geo targeting
‣ Tweak campaign settings
Landing Page
‣ Improved landing pages
‣ Improve Call to Action (on-site)
‣ Remarketing (95% didn’t convert)
47
51. AD COPY BASICS
- Headline grabs users’ attention and make them aware of your offering.
- Description line 1 should spark users’ interest in your offering.
- Description line 2 should develop a desire to obtain your product.
- And finally, the Display URL consolidate a user’s decision to take action.
51
This Title Is max length! 25
www.mattsfruitstand.com/titlelimits 35
This Line Is Okay To Use. Max limit 35
This Line Is Okay To Use. Max limit 35
52. 9 TIPS TO WRITE GOOD AD COPY
1. Be Specific
2. Highlight your Unique Selling Proposition
3. Don’t forget your keywords
4. Include A Call to Action
5. Stand Out from your Competitors
6. Get Right To the Point
7. Ad Formatting is Important
8. Display URL is a part of your Ad Copy
9. Test…Test & Test
52
53. KEY OBJECTIVES
Write effective Ad Copy
EXERCISE
AGENDA
Time 5 min 1. Use Template
2. Create 3 copies for 1 Adgroup in bottom
campaign
3. Save doc
DELIVERABLE
Ad variation for your ad group
RESOURCES
Internet connection, Ubersuggest, Adwords External Keywords
Tool,
53
58. BASIC LANDING QUALITY TEST
1. The 3-second test => Engaging visuals
2. The ID test => Clear brand indent
3. The accessibility test => Clear contact, trackable
4. The "so what?" test => Value Prop, Powerful headline
5. The "yeah, right!" test => Awards, Certification
6. The serenity test => Testimonials
7. The “Now what?” => Clear Call to Action
8. More info => Quality Score + SEO
9. Just frickin sign-up!!! => No navigation, no distraction
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59. KEY OBJECTIVES
Your Teammate’s content
EXERCISE
AGENDA
Time 10 min 1. Using previous top keywords
2. Write the 7 things you would expect to find
to answer your query
3. Compare against current current page
4. Swap
DELIVERABLE
Top 3 keywords your audience
would use
RESOURCES
Your Neighbour, Pen/ Paper; Laptop; iPad/ Tablet
59
77. REMARKETING BENCHMARK 77
Average CTR
.15%-.3%
Cost
• Should average less than
$5CPM
Conversions
•Click through – can average 3X of PPC
•View through conversion can average
10:1 of click through
http://www.chango.com/blog/search-retargeting-guide-part-2
Optimal imp. per Person
•15-20
•3 month saturation
78. TOOLS & TIPS
“Lost my inspiration, so nothing to say on this slide”
– Sad isn’t it
INTRODUCTION TO GOOGLE ADWORDS
79. ADWORDS KEYWORD TOOL 79
Tight Grouping
In your research.
Include negatives to
remove keyword ideas
.
Keep your kwd group
tight to get better
results from Ideas
80. GOOGLE SUGGEST 80
Wildcard Search
Use Wildcard (*) and
tilda (~) to search
variations of your
search query or
synonyms
83. KEY OBJECTIVES
Define your negative keywords
EXERCISE
AGENDA
Time 5 min 1. Using Google Suggest or Ubersuggest
2. List all non relevant keywords
3. Save list in Excel Doc
DELIVERABLE
Negatives keyword list
RESOURCES
Internet, Adwords Keywords tool, Ubersuggest, Excel
Spreadsheet
83
91. 89%
of the visits to the advertiser’s site
from search ad clicks were incremental
http://research.google.com/pubs/pub37731.html
CANNIBALISATION? 91
92. ‣ A – Acquisition – users come to the site from various channels
‣ A – Activation – users enjoys first visit – “happy” user experience
‣ R – Retention – users come back, visit multiple times
‣ R – Referral – users like the product enough to refer others
‣ R – Revenue – users conduct some monetization behaviour
By Dave McClure – 500 startups
THE PIRATE METHOD 92
93. Top Keywords => SEM – Get volume + Visibility for Validation
Long Tail Keywords => SEO + Social Media via Content Marketing
Key Metrics => Cost of Customer Acquisition
=> Minimise CPA for Adwords
=> Increase # of keywords
EARLY STAGE
A – ACQUISITION 93
94. All Keywords => A SEM field play
=> Test & learn
=> Chat Ads
Key Metrics => Conversion Rate
VALIDATION
A – ACTIVATION 94
95. Mid-funnel => SEO + Social Media via Content Marketing
Signed users => ReMarketing (focus on free trial users)
=> Email Ads
Key Metrics => % of return visitors
=> Page/visit
VALIDATION
R – RETENTION 95
96. All keywords => SEO + Social Media via Content Marketing
Users => ReMarketing (non stalky, make you look bigger)
=> Special offers
=> Ads with social
Key Metrics => % of return visitors
=> Page/visit
SCALE
R – REFERRAL 96
97. Top Keywords => SEO
Dynamic Keywords => SEM
Key Metrics => Cust. Acquisition Cost
=> Rev. Per Visitor
=> Margin Per Visitor
ESTABLISHED PRODUCT
R – REVENUE 97
98. Frederic Chanut
Managing Director, In Marketing We Trust
m. 04 3837 1981
e. frederic@inmarketingwetrust.com.au
www.inmarketingwetrust.com.au
Connect with us
THANK YOU! 98
Keep
in touch if you
want feedback
on your own
strategy
Notas del editor
Once you entered in an auction,Google looks at 2 key factors to determine where your ad ranks
You always pay the minimum amount you can pay for the position you win if your ads are clicked onNotice how Advertiser 1 can pay less than the rest due to its high quality scoreIt directly affects your… –Ad rank (Ad Positioning) –minimum first page bid and actual CPC –Impression share –Ability to appear above the organic search results •It indirectly affects your.. –Conversion rate –Bidding / Reporting strategies •Improving your AdWords Quality Score is one of the most important campaign metrics to focus on improving!
Similar to AIDAAwarenessInformationDecisionAction
1. The 3-second test(Do I get the gist of this page after looking at it for 3 seconds, and without scrolling?)2. The ID test(Is it obvious whose site this is, and where the owners are located?)3. The accessibility test(Can everyone get the essential information regardless of their ability, computer, modem, browser or preferences?)4. The "so what?" test(Are you talking to me? Why should I care? And is it obvious what I'm supposed to do next?)5. The "yeah, right!" test(Can I trust you? How smart are you? How old is this information?)6. The serenity test(Does the page look spacious, calm and orderly? Does its very appearance make me feel confident and calm?)7. The found-in-space test(Can I find this page by using a common search engine or directory?)