Download - Using AdWords to Grow Your Business
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Mike Rhodes
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You Decide...StructureKeywords Writing Ads
Account SetupManagingReporting
Common Mistakes
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Traffic
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90%
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Relevance
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BenefitsFast - Get on page 1 within an hour
Reach - Target millions of people every day
PPC - ‘pay per click’ (& only when they click)
Test - different ad copy, benefits, images
Measurable - all about Return On Investment
Research - find the phrases that make money
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Case Study
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Before = 8073 visits/month
4029 direct + brand related keywords (e.g. national tiles)
322 from other sites
3722 non-branded (product keywords e.g. floor tiles)
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Opportunity
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After = 16913 visits/month
5248 direct + brand keywords(30% increase)
301 from other sites
11364 non-branded kws(205% increase!)
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Strategy
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Structure
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Campaign
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Campaign
BudgetGeography
Network
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Campaign
BudgetGeography
Network
$100/dayMelbourne
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Campaign
AdGroup AdGroup
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AdGroup
Keyword 1Keyword 2Keyword 3Keyword 4
HeadlineDescription (benefit)
Description (feature)
YourWebsite.com.au
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Floor TilesFloor Tiles
Buy Floor TilesPurchase Floor TilesFloor Tiles OnlineCheap Floor Tiles
Cheap Floor TilesHuge Range of
FloorTiles at Great
Prices!NationalTiles.com
.au
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4 5 6
1 2 3
Headline 4Description
(benefit)Description
(feature)YourWebsite.com.
au
Keyword 6Keyword 7Keyword 8
Headline 5Description
(benefit)Description
(feature)YourWebsite.com.
au
Keyword 9Keyword 10Keyword 11Keyword 12
Headline 6Description
(benefit)Description
(feature)YourWebsite.com.
au
Keyword 13Keyword 14
Headline 1Description
(benefit)Description
(feature)YourWebsite.com.
au
Keyword 1Keyword 2Keyword 3
Headline 2Description
(benefit)Description
(feature)YourWebsite.com.
au
Keyword 4
Headline 3Description
(benefit)Description
(feature)YourWebsite.com.
au
Keyword 5
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Keywords
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Keywords : Principle
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Define Your Target
What’s Your “Ideal Customer”looking for?
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Keywords : Goal
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BrainstormFree toolsPaid tools
CompetitorsAmazon
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Find Your AdGroups (themes)
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Multiple AdGroups (buckets)
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Start with 1 Theme/Bucket
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Google Keyword Tool
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Each Theme is an AdGroup
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For Each AdGroup (theme)
Build a List of Related KeywordsFor Each AdGroup
(no magic number: aim for 1-20)
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Expand each Theme
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Keywords : Mistakes
Too few Keywords
Too many in each AdGroup
Not grouped correctly
Not relevant
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Ads
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Ad Copy : Principle
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Ad Copy : Goal
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Ad = Attraction Device
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Clear Call to Action(book now, buy online, free trial)
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Benefits
Small Business MarketingGet More Prospects to Call You!With Savvy Online Marketingwww.WebSavvy.com.au
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More Benefits
Plantation Shutters?Designer Shutters. Factory Prices.Free Measure & Quote. Melbourne.TheBlindFactory.com.au
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Reason Why You
Pink Hummer LimosAustralia’s #1 Hummer LimoCompany. Ride the Pink Panther!www.HummerLimos.com.au
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Reason & Benefit
Diamond Engagement RingsFree Shipping & 30 day Returns3% donated to her favourite charitywww.IDoFoundation.com
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Urgency
Sunsafe Kids SwimwearHuge Range of Kids SwimwearSale Ends June 30! Buy Now.SwimwearGalore.com.au/kids
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More Urgency
Melb. Property SeminarHurry – only 13 seats left...(& claim your free gift)www.OHLgroup.com.au
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Stories
How a 24 year oldStay at home mumBeat all the odds. You can toowww.MakeMoreMoney.com.au
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3 little dots
How a 24 year oldStay at home mum beat theodds. Here’s how you can too...www.MakeMoreMoney.com.au
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Official Eye Candy ®
Official iPod nano® StoreGet the new iPod™ with camera.Free, fast shipping and engravingstore.apple.com/au/ipod-nano
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Power of the Letter ‘S’
Make Your Child SmarterWith Australia’s LeadingMaths Home Tutoring Programwww.Mathemagic.com.au
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Power of the Letter ‘S’
Makes Your Child SmarterAustralia’s Leading MathsHome Tutoring Programwww.Mathemagic.com.au
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Psychological Triggers
–Guilt
–Greed
–Hope
–Aspiration
–Fear of loss
–Authenticity
–Value
–Quality
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Ad Copy : Mistakes
Being too cleverNot testing big
differencesNot using Keywords in Ad
Broken Link to site!
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Setup
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Setup : Principle
Only Market to ThoseMost Likely to Buy(at least for your first time)
Relevance!
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Setup : Goal
Positive ROI
Build on Success
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Choose a sensible name
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Geographic Location
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Network Location
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Google Search + Desktop
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Auto Bidding (just say no)
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Manual Bidding
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Set Your Budget
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Rotate Ads evenly
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Managing
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Management : Principle
Systemised & Continuous Improvement
Not Set & Forget
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Management : Goal
More and/or Cheaper Leads
Expand Keyword ListsCraft Better Ads
Manage Bids
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Goal?
Maximise conversionsMinimise cost per lead
Brand exposure(ego)
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Keywords + ROI
Increase ‘good’ keywordsDelete ‘bad’ keywords
(yep – it’s that easy!)
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Ads + ROI
Write more AdsKeep ‘good’ adsDelete ‘bad’ ads
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Peel & Stick
Find ‘outlier’ keywords(eg high impressions, CTR, conversions, low cost/lead)
Move to their own AdGroup
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Reporting
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Reports : Principle
Can’t Improveif not Measuring Results
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Reports : Goal
Know How to UseMost Important Reports
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Campaign Report
Impression Share
% of time Your Campaign has shown
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Campaign Report
Search Query Report
What actual queries have been used by your prospects?
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Campaign Report
Placement Performance
Where have Content Network Ads been shown?
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Reports : Mistakes
Not using any reports!
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Mistakes
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Common Mistakes to Avoid
•Only using 1 AdGroup •Too many Keywords in each AdGroup •Too few Keywords overall •Bidding too low•Bidding too high•Not checking Quality Scores for Keywords •Not Testing Different Ads •Allowing Google to control which Ads are
shown •Not using the target Keywords in the Ad •A broken link!
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Common Mistakes to Avoid
•Ads Running on Content & Search in 1 Campaign
•No Negative Keywords • Ignoring Content Network completely •Not tracking results on the Content Network•Not using Conversion Tracking •Not using Keyword Matching Options •Not offering anything Unique in the Ad Copy •Not checking competitor Ads •Not using Image Ads
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Now Put it all together
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Thanks!
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Distribution
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Goal?Who is Ideal Reader?What want them to
do?Available resources?
Now, build it &create sharable
content!
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Targeted Ads
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