why your adwords campaign is not how you are expecting it to be - inorbit 2016
Post on 15-Feb-2017
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canopy.ro TAKING DIGITAL TO NEW HEIGHTS
Why your AdWords campaign is not how you are
expecting it to be?
CRISTIAN IGNAT
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
1) The relationship between keyword - ad - landing page
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canopy.ro TAKING DIGITAL TO NEW HEIGHTS
- Tells you the need / problem
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The Keyword:
- Promises the user the that it will solve the need / problem
The Ad
- Respects the promise in the ad and SOLVES the need / problem
The Landing Page
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
Your business is NAKED online. Double check what your ads are promising.
canopy.ro
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
Your business is NAKED online. Some advice:
1) Triple check the promises from your ads.
2) Triple check your landing for the top kws in Google
3) Use prices as much as possible in your ads.
4) Focus on the right clicks >>> don’t use too “shiny” ads
6) Focus more on your product, landing, marketing than media
5) Use google.co.uk to analyse Ads, Landings, Online Marketing
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canopy.ro TAKING DIGITAL TO NEW HEIGHTS
2) How do you check your agency’s AdWords performance?
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canopy.ro TAKING DIGITAL TO NEW HEIGHTS
The first 25% of the most expensive kws should have high QS!
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canopy.ro TAKING DIGITAL TO NEW HEIGHTS
- Usability
- Not Mobile Friendly
- Competition
- Price
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canopy.ro TAKING DIGITAL TO NEW HEIGHTS
Do the following test:
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a) Setup your main objective on site (sale)
b) Tell 10 friends you’ll give them 300 €
c) Make them “spend” those money online
d) Sit back and take notes
e) How do they search on Google? Do they click your ad? What do they do on your website? Do they add to cart?
canopy.ro TAKING DIGITAL TO NEW HEIGHTS
5) New clients cost a lot. Focus on existing clients.
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canopy.ro TAKING DIGITAL TO NEW HEIGHTS
- Remarketing for Search
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- Upsell
- Show your clients that you care
Everyone wants 1st – 4th on Google. You should:
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Google AdWords brings you interested people on the website.
It’s up to you to make them buy!
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Things to go home with:
1) Online your business is naked.
2) Realistic goals to your agency: Quality Score increase CPC decrease
3) Check your ads & landing pages on mobile
4) Invest first in your site, product, benefits and then in media
5) New clients cost a lot. Focus on existing clients.
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