“google adwords: profiting from the largest advertising network in the world.” spring 2012
TRANSCRIPT
Background.*Arizona State B.S. Marketing ’95.*Columbia University M.B.A. ’03.*10+ Years Online Marketing
Experience. *Certified Google Adwords
Professional (>1000), SEO, Social Media. 1000+ sites. Top 1% Power Affiliate CJ.com. 5.5 Hour Course on Traffic & Driving Sales Online.
*AgentD.com President.
“Introduction."
SEO Pros:*100% FREE.
*Unlimited Potential*Little Penalty For Getting It Wrong.
Adwords Pros:*Fast.
*Highly Controllable.*Many Uses.
SEO Cons:*Little Control.
*Very Slow.*Unpredictable.
Adwords Cons:*Expensive.
*Some Markets “Upside Down.”*Learning Curve.
SEO Vs. PPC
#1: “Keyword Science.”
*#1 Element Of Driving Traffic Online Is Keyword Research. What Exact Phrases Are People Searching For?
*99% Do It WRONG!*Dozens Of Free & Paid Tools To
Generate Keywords. Keywords Can Be Used In Hundreds Of Ways To Make Money Online.
*Keyword Research Is A MASSIVE Topic:
#1: "Keyword Science."
*Strategy: Generate A List Of Seemingly Highly Qualified Keywords, & Track The Results Meticulously Using Google Analytics….
*Because Even After Generating The List, You’ll Still Find That Some Words FAR Outperform Others For Unknown Reasons. – Who Cares! We Just Want The Revenue.
#1: "Keyword Science."
Geographic Segmentation:
“Co Location”
“Co Location Service”
“Co Location Service PA”
#1: "Keyword Science."
*Generally: The More Specific The Keyword Phrase, The Higher The Conversion RATE! (Getting A Sale).
*Even Google Says Target 2-3 Keyword Phrases For Maximum ROI In Adwords.
*E.G.“Programmer” Could Have 10,000 Different Meanings & 1,000 Different Audiences Looking For “Programming” Related Terms! We Want BUYERS. (Cont.)
#1: "Keyword Science."
Hiring A Java Programmer
(better).Hire A
Programmer (Maybe).
LibraryProgramming.
ProgrammerTV Programmer
Java Programmer
*Java Programmer Philadelphia
Rate.*
#1: "Keyword Science."
TIPS:*Get Creative To Find The Real
Keyword Gold.*Integrate Multiple Free & Paid
Services.*After Mastering Keyword Research,
You Will Find That Many Of The Words You Target Have Little/NO PPC COMPETITION. – AMAZING: This Is 2012! Especially in B2B Markets. 10 Years Behind.
#2: "Google Adwords."Adwords=P.P.C.=Pay Per Click. You
Pay For Every Visitor You Get. 3 Big Players…
1. Google.2. Yahoo! 3. BING (MSN).(2&3 Now Merged).-Google Has 65%+ of Market + An
Extensive Content Network Too. Higher % In Technical Markets Probably!
#2: "Google Adwords."PPC Math: Comes Down To How Much
You Make Per Customer Vs. How Much You Pay To Get Him To Buy.
• No ROI.• Adjust Your Marketing.
Paying More In PPC Charges Than You Are Making Back?
• ROI.• Refine Campaigns To
Increase ROI $$$.
Making More Than You Are Spending?
#2: "Google Adwords."*Extremely Important To Track PPC:
Adwords/Analytics Integration & Watch Conversions/Keyword!
*Critically Important to Watch Your Metrics Closely in PPC.
*Google System Continually Changing, Bid Prices Change, Profitable New Opportunities Appear. Grab Them for Profits!
#2: "Google Adwords."3 Main Ways To Take Advantage Of
Pay Per Click:1. In House (Do It Yourself). 75% of
Companies Manage PPC Themselves, But Most (80%?) LOSE Money b/c Of Complexity!
2. Hiring Consultants.3. Outsource Campaigns To 3rd Party
Ad Agencies (Some Are Huge-$200MM Companies).
#2: "Google Adwords."
*Pay Per Click EXTREMELY LUCRATIVE A)in The Right Markets B)with The Right Keywords.
*Scalable Too. Some Companies Spend $1MM/Mo!
*2 Things That You Need For Pay PerClick To Work (For Direct Response: A.K.A. “Making Sales” Vs. Branding)…
#2: "Google Adwords."
1)High Ticket Items. Some Tech Consultants Good Fit For PPC.
(Pay Per Click Somewhat Limited In How High People Will Bid For A Click: Probably Psychological.)
2)Excellent Keyword Choice & Monitoring.
#2: "Google Adwords."*Pay Per Click Takes Time To Figure
Out- Not For Amateurs…But HIGH ROI If PPC Fits Your Market.
*Google Has Extensive Training Material Online About The Google Adwords System:
https://adwords.google.com/support/aw/bin/static.py?hl=en&page=examstudy.cs&ctx=go
#2: "Google Adwords."*Sometimes OK to lose Money On
PPC if Your Backend Is Strong Enough. Many Markets Like That Online.
*Keyword Research Is Critical For PPC, Maybe Even More So Than SEO Traffic.
*Professionals Take the Time and Spend $$$ to Learn About Their PPC Market. Hot Keywords, Trends, Buyer Psychology.
#2: "Google Adwords."*PPC Is Very Flexible - “Edit” Out Non
Performing Keywords & Geographies. And TARGET DIRECTLY!
#2: "Google Adwords."*Google’s Content Network Sometimes Produces
Better Conversions Than Google.com. Maybe Less Competition as Everyone Scared Of “Click Fraud” On The Content Network (Historical Problem).
Search Network VS: Content
#2: "Google Adwords."*Copywriting Tips:*Few Google Advertisers Do It
Well = Huge OPPORTUNITY.*Purpose Of Copywriting Is To Get
A Response (“Direct Response” Industry!) Of Some Sort: Click, Fill Out A Form, Buy.
*It All Comes Down To PSYCHOLOGY: “What Will Make Them A)Click & B)BUY?”
#2: "Google Adwords."Writing Powerful Copy that Converts into Sales on Google:
1)Strong “Calls To Action” (CTAs)…EG “Get Your Report Now.”2)Powerful Facts About Your Offer.3)Specifics: Red Shoes, Blue Shoes, Snow Shoes.
#3: “Examples”*Split Testing (A/B) Ads:
*The Ad That Gets The Highest Click Through Rate (CTR), Should Lower Your Google Costs Per Click Over Time.
*Google’s System Awards Good Ad Writers With Lower Costs.
#3: “Examples”*Split Testing (A/B) Ads:When You Run 2 Different Ads In an
Adgroup, Google Will “Split Test” Them & One Will Always Beat Another. ALWAYS.
#4: “Mass Integration."
*Integrate All Marketing Efforts (SEO, PPC, Social Media, Offline) Create A TON of Ways For People To Reach You…
The Goal: Targeted Buyer TRAFFIC = Leads = Sales =
Money.
#4: “Mass Integration."
1. Google Adwords...Money
Coming In.
2. Use Data For SEO, Social Media. More
Revenues…
3. Analyze, Refine, Increase Sales,
Repeat!