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Google AdWords Tutorial
1. How to Become
A Google AdWords Pro
Presented by Zeke Camusio
July 12, 2012
2. About Me
– CEO of The Outsourcing Company
– Serial Entrepreneur
– Author of The Internet Marketing Bible
– Columnist for Entrepreneur.com, Startup Nation and Search
Engine Journal
– 300+ Clients (Including Subaru, Burger King and Chevrolet)
4. How to Become a Google AdWords Pro:
The Program
Keywords
Bidding Strategy
Quality Score
CTR
Conversion Tracking
Campaign Optimization
5. How to Become a Google AdWords Pro:
The Program
Keywords
Bidding Strategy
Quality Score
CTR
Conversion Tracking
Campaign Optimization
6. How to Become a Google AdWords Pro:
Keywords
• Keyword Research
– Watch this webinar: http://bit.ly/keyword-research-tutorial
– Add a lot of keywords to your campaign
• Use All Three Match Types
– Exact: [Arizona lawyers]
– Phrase: “Arizona lawyers”
– Broad: Arizona lawyers
– Check out this tool:
http://bit.ly/keyword-matches
7. How to Become a Google AdWords Pro:
The Program
Keywords
Bidding Strategy
Quality Score
CTR
Conversion Tracking
Campaign Optimization
8. How to Become a Google AdWords Pro:
Bidding Strategy
• Find Out How Much You Should Bid
– Use this tool: http://bit.ly/google-traffic-estimator
9. How to Become a Google AdWords Pro:
The Program
Keywords
Bidding Strategy
Quality Score
CTR
Conversion Tracking
Campaign Optimization
10. How to Become a Google AdWords Pro:
Quality Score
• How to Increase Your Quality Score
– Group keywords by theme
– Write relevant ads
– Take your visitors to a relevant landing page
Nike Running
Nike jogging shoes
Nike running shoes
Running shoes by Nike
11. How to Become a Google AdWords Pro:
The Program
Keywords
Bidding Strategy
Quality Score
CTR
Conversion Tracking
Campaign Optimization
12. How to Become a Google AdWords Pro:
Click-Through-Rate (CTR)
• Why a High CTR Is Important
– Higher positions
– Lower cost-per-click
• How to Increase Your CTR
– Bid high at the beginning of the campaign
– Increase your Quality Score
13. How to Become a Google AdWords Pro:
The Program
Keywords
Bidding Strategy
Quality Score
CTR
Conversion Tracking
Campaign Optimization
14. How to Become a Google AdWords Pro:
Conversion Tracking
• eCommerce Site Example
15. How to Become a Google AdWords Pro:
Conversion Tracking
• Lead Generation Site Example
16. How to Become a Google AdWords Pro:
Conversion Tracking
• How to Set It Up
17. How to Become a Google AdWords Pro:
The Program
Keywords
Bidding Strategy
Quality Score
CTR
Conversion Tracking
Campaign Optimization
18. How to Become a Google AdWords Pro:
Campaign Optimization
• Download the AdWords Editor
– http://bit.ly/adwords-editor-download
19. How to Become a Google AdWords Pro:
Campaign Optimization
• Get Bidding and Keyword Suggestions
20. How to Become a Google AdWords Pro:
Campaign Optimization
• Add Negative Keywords FTW
21. How to Become a Google AdWords Pro:
Campaign Optimization
• Split-Test Ads
22. How to Become a Google AdWords Pro:
Campaign Optimization
• My AdWords Campaign Optimization Ruleset
– Stop paying attention to CTR after a month; focus on ROI
– No impressions after a week? Delete!
– No clicks after a month? Delete!
– QS under 4?
• If the keyword is profitable, give it its own ad group, ad and landing page
• If the keyword isn’t profitable, delete it!
– Not profitable after 200 clicks? Delete!
– Low position?
• If the keyword is profitable, increase your bid and QS
• If the keyword isn’t profitable, delete it!
– Once the campaign is profitable, increase your budget
