boca chamber ppc and analytics joe laratro
TRANSCRIPT
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• 12 Years of Pure SEO / SEM• Yahoo Strategic Provider Program, MSN
Search Council, Microsoft Certified Trainer• WebmasterWorld’s Pubcon Advisory Board • University of San Francisco’s Online
Marketing Master’s Certificate Program Instructor
• Former President of SFIMA
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AdWords 101 & Analytics
Find out more about Google‘s products at: www.google.com/services/
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What is Google AdWords?
• AdWords is Google’s online advertising program
Advertisers select keywords; ads appear next to the search results on Google.com
• Advertisers can also show ads on hundreds of thousands of websites
Ads are matched to Web pages relevant to advertisers’ keywords
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The questions people ask
Is AdWords appropriate for my small business?
Which keywords should I use?
How will I be charged?
Where will my ads appear?How do I write a great ad?
How do I get my ad in the #1 position?
What questions do you have?
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Before we begin... what are your goals?
I want to open my email every morning and see at least 3 new orders.
I’d like to increase sales by 15 percent.
I want at least 40 visits to my website every day.
I want to double my customer base.
I want five quality leads a day for my sales team to call.
I want an ROI of 250 percent on all sales coming from AdWords.
I’d like to get as many clicks as I can for less than $0.80 per click.
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OK, now you know what you want
Where do ads appear?
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Google.com
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The Search Partners
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The Google Display Network
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How does AdWords work?
Instant Auction
A live auction is run for every search
Ad Position = Quality x Your Bid
Quality Factors:
Clickthrough rate, keyword relevance, ad relevance and historical performance
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Everyone wants to be in position #1
The position of each ad is determined using a ranking formula.
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The ad ranking formula
Ad RankMaximum
Cost-Per-Click Bid (Max. CPC)
Quality Score= x
The Bottom Line:
If you have a great Quality Score, you can still show in a high position with a low bid
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The ranking formula - example
Alison, Scott and Jon are all bidding on the keyword ‘zipline kits.’
Based on their Max CPC and Quality Score, whose ad will show in first position?
= x$1.00 8Alison
= x$1.00 10Scott
= x$2.35 3Jon
8
10
7
1st
2nd
3rd
Ad Rank Max CPC Quality Score
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How much do I actually pay?
Your actual CPC is the Ad Rank of the advertiser below, divided by your Quality Score.
= x$1.00 8
= x$2.35 3
= x$1.00 10Scott
Alison
Juan
10
8
7 $min
$.88
$.80
Ad Rank Max CPC Quality Score Actual CPC
(8/10)
(7/8)
minimum
=
=
=
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So you’ll show in a higher position if...
• Your Quality Score is at least 7/10 for each keyword
• Your bids are competitive
• Both!
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AdWords account structure
AdWords Account
Unique email address & passwordBilling information
Campaign
Daily budgetLocation/language targeting
Distribution preferenceEnd date
Campaign
Daily budgetLocation/language targeting
Distribution preferenceEnd date
Ad Group
KeywordsAds
Ad Group
KeywordsAds
Ad Group
KeywordsAds
Ad Group
KeywordsAds
Ad Group
KeywordsAds
Ad Group
KeywordsAds
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The WRONG way to structure an AdWords account
“Furniture” Campaign
Furniture Ad Group
The Best FurnitureGreat Selection, Made in USA Free Shipping, 5 Year Warranty.PlantationDesign.com
leather sectional
rugs
dining room table
kitchen table
brass bed
leather headboard
dresser
leather couch
leather loveseat
patio furniture
table lamp
floor lamp
kids furniture
living room furniture
bedroom furniture
desk
leather chair
leather sofa
coffee table
end table
lamp
ottoman
dining room table
media console
AdWords Account
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A BETTER way to structure an account
“Leather Sectionals” Ad Group
“Leather Chairs” Ad Group
“Leather Loveseats” Ad Group
Leather SectionalsLeather Sectionals Made in USA
From $1,999 With 5 Year Warranty
plantationdesign.com/sectionals
Leather LoveseatsFree Delivery When You Buy Before
Christmas. Order Yours Today!
plantationdesign.com/loveseat
Leather ChairsHandcrafted Leather Chairs
Make a Statement. View Catalog!
plantationdesign.com/chairs
buy leather sectional suite
buy leather sectional suites
leather sectional suites
leather sectional suite
buy leather sectional
buy leather sectional
leather sectional
leather sectionals
buy leather love seats
buy leather loveseats
buy leather love seat
buy leather loveseat
leather loveseats
leather love seats
leather love seat
leather loveseat
buy handmade leather chair
buy handmade leather chairs
handmade leather chairs
handmade leather chair
buy leather chairs
buy leather chair
leather chair
leather chairs
AdWords Account
“Furniture” Campaign
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Building a keyword list
• Brainstorm business
• Review website
• Think like a customer
• Focus on what differentiates
• Include plural & singular versions
• Include spelling mistakes & variations
• Include product numbers & codes
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Use the ‘Goldilocks principle’ to pick keywords
Too General Just Right Too Specific
vacation
tax
store
bags
accounting
florida vacation rental
tax preparation nashville
dvd storage
handmade leather bags
cheap accounting software
3 br vacation rental grayton beach
tax preparation service nolensville rd
faux leather storage for dvd box sets
handmade black croc leather handbags
accounting software for petsitting biz
• Add all relevant keyword variations: singular/plural and synonyms
• Keyword combinations, accent marks (á, é, í, ó, ú, ñ, ü, etc.)
• Make keywords specific to your product or service
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What happens if my keyword is too general?
Example keyword ‘vacation’ -- your ad might show for:
vacation rental
vacation deals
vacation ideas
vacations for kids
vacations for singles
vacations for veterans
National lampoon’s european vacation
permanent vacation lyrics
The go-go’s vacation
disney vacation club
pictures from our vacation by lynne rae perkins
vacation auctions
vacation accrual policy
Vacation agent magazine
vacation air conditioning
vacation anxiety
General keywords = low clickthrough-rate = low Quality Score
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Keyword matching options
Match TypeHow keyword appears in AdWords:
The ad will show when:
The ad will show when a searcher types:
Broad Caribbean Cruise
All words containing this word or combination of words in any order is used as the query.
Caribbean holiday CruisesCruise holiday in CaribbeanCruise in Carribean
“Phrase” “Caribbean Cruise”
Keywords are typed in the exact order specified. Can have other words before and/or after.
Cheap Caribbean CruiseCaribbean Cruise dealsLuxury Caribbean Cruise
[Exact] [Caribbean Cruise]Keywords must be only & exactly what the user types in
Caribbean Cruise
-Negative - TomAds will not appear when this search term is entered in the query
Add will not show if someone types:Tom Cruise
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Ad text specifications
Ad title (25 characters max, including spaces)
Two description lines (35 characters max each, including spaces)
Display URL (35 characters max, including spaces)
Destination URL(1024 characters max, including spaces)
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What is a good AdWords ad?
A good ad:
• Is relevant to the keywords in the ad group
• Gets a high clickthrough-rate (CTR)
• Effectively sells your product or service
• Stands out from your competitors
• Includes a call to action
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What doesn’t work
Vague, irrelevant, unclear ads without useful information.
Ask yourself just 3 questions to help you write great ads!
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“We won an award in 2009”
“All our products are custom made”
“We always show up on time”
“We’re open 7 days a week”
This helps you write useful ads
1. What sets your business apart?
Why would someone choose your business over a competitor?
Examples:
“We only sell products made in the USA”
“We have a money back guarantee”
“We have 30 years experience”
“Free shipping if you buy two”
“We have lower prices”
“We offer free quotes”
“We’re having a sale”
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2. Can you describe your products or services?
Describe specific or technical details of your products or services.
Examples:
“Made from recycled materials”
“Battery lasts up to 8 hours”
“From $16 per square foot”
“Suitable for diabetics”
“Dishwasher safe”
“Collectors item”
“Sizes 8-16”
“Evening classes available”
“18 day all-inclusive tour”
“10 Nashville locations”
“24/7 onsite support”
“On time or it’s free”
“First class is free”
“HIPPA compliant”This helps you
write useful ads
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3. What is your call to action?
After someone clicks on your ad and visits your website, what is it you want them to do next?
Examples:
“Call us to request a free quote”
“Browse through all of our toys”
“Book your rental home online”
“Download a 30-day free trial”
“Sign up for our mailing list”
“Learn more about osteoporosis”
“Order a copy of our brochure”
“Call us and order a pizza”
“Request a call back”
This helps you write a call to
action
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Put it all together for better ads
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Latest Features and What to Avoid
• Zip code Targeting• New Match Type Targeting• New Geographic Targeting• Ad Rotation (30 to 90)
• Flat Rate Keywords• Lack of Transparency• Click Arbitrage• If It Sounds To Good To Be True, It Is
PPC 101 and Analytics © 2012 Tandem Interactive
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PPC 101 and Analytics © 2012 Tandem Interactive
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Core Analytics Concepts
Bounce Rate
Key Performance Indicators (KPIs)
• New vs. Returning
• Pages per Visit
• Amount of Organic Keyword Referrals ** Argh **
• Amount of Organic Traffic
• Social - Like, Share, Tweet, Re-Tweet, Pin
Tracking URLs
• http://www.joe.com/?utm_source=FDMA&utm_medium=PREZO&utm_campaign=1-19-12
PPC 101 and Analytics © 2012 Tandem Interactive
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Latest Features
• Multiple Customized Dashboards
• Real Time Results
• Intelligence Reports
• Social Media Reports
• Visitor Flow
• Multi Channel Conversion Funnels
PPC 101 and Analytics © 2012 Tandem Interactive
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Real Time Analytics
PPC 101 and Analytics © 2012 Tandem Interactive
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Intelligence Reports
PPC 101 and Analytics © 2012 Tandem Interactive
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Async Snippet
PPC 101 and Analytics © 2012 Tandem Interactive
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Secure Search
Nov 2011 – Google Secure Search Obscures Search Query In Analytics
Supposed to Only Effect 10%
Already Effecting Over 20%
Dreaded (not provided)
With Google+ Adoption This Is Only Going To Get Worse
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Customized Dashboards
PPC 101 and Analytics © 2012 Tandem Interactive
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Visitor Flow
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Multi Channel Funnels
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Top Secret Slide! No Tweets! No Blogs!
Google Analytics Segments -> Near Future Google Adwords Retargeting Method
• Time On Site
• Location
• Browser
• Device
• Amount Of Visits
• Much, Much More Robust Targeting
PPC 101 and Analytics © 2012 Tandem Interactive
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Thank You
Please take a card and send an email, if you’d like a copy of the presentation.
Joe LaratroPresident, Tandem Interactive1700 E Las Olas Blvd.STE 301Fort Lauderdale, FL 33301(954) [email protected]@jlaratro