Alexandra Tachalova (SEMrush) - Your Perfect AdWords Strategy

Your Perfect AdWords Strategy

Alexandra Tachalova

Semrush.coma.tachalova@semrush.com@AlexTachalova

Our Marketing Team

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1. Conducting AdWords campaigns analysis

2. Improving your Ads Campaigns performance

3. Developing unique proposal in your ads copies

Agenda

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This is Bill, and he is our PPC hero!

Hi! My name is Bill, and I’m a PPC

expert!

Bill’s AdWords Achievements

Spent $100

Earned $200

Is Bill successful?

Integrated Approach: PPC and SEO

PPC and SEO should be analyzed together, and benefit from one other!

Otherwise, it’s criminally irresponsible!

Custom Reports in Google Analytics

When it comes to building custom reports in GA, the challenge is to be something more than average.

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Custom Reports in Google Analytics

1. Google has almost 19K standard reports that often fail to compare relevant data. You find insights faster;

2. New ways of learning;

3. Easily set up and measure your individuals goals;

Your business is unique, your analytics should reflect that.

Here is why:

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Custom Reports in action! SEO vs PPC

New Visitors http://bit.ly/custom_SEO_vs_PPC

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Custom Reports in action! SEO vs PPC

Bounce Rate http://bit.ly/custom_SEO_vs_PPC

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Custom Reports in action! SEO vs PPC

Transactions http://bit.ly/custom_SEO_vs_PPC

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Calculating Ad Keyword Efficiency

Keyword Tool

Visits (Clicks)

CPC Total Cost ($)

Transaction (#)

Transaction ($)

Revenue

Paid Traffic 495 4.88 2416 2 2200 216

Unpaid Traffic 95 0 0 2 1300 1300

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Improving Your Ads Campaign Performance

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Improving Your Ads Campaign Performance

• Increase click-through rate (CTR) at an average of 5%-15%

• Take up more space in the paid search results

• Easy to update with new information

Guess which AdWorld feature is described?

• Mostly FREE

• Directly turns your Calls to Actions into Conversions

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Improving Your Ads Campaign Performance

Getting Ad Extensions displayed in your account:

• Enabled extensions in your Google AdWords

• A high quality Ad score

• Promote your ads among only the top positions listed above organic results

* Adding an extension won’t guarantee that it will show with your ad, but you can keep track of when your extensions appear in the Ad.

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Improving Your Ads Campaign Performance

Location Extensions

Types of Extensions

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Improving Your Ads Campaign Performance

Types of Extensions

Sitelinks Extensions

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Improving Your Ads Campaign Performance

Types of Extensions

Call Extensions

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Improving Your Ads Campaign Performance

Types of Extensions

Offer Extensions (Beta)

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Improving Your Ads Campaign Performance

Types of Extensions

Site Search Extensions (Beta)

Improving Your Ads Campaign Performance

Tips to Improve your Bounce Rate Performance!

Improving Your Ads Campaign Performance

Tip 1 – Don’t use pop-up windows. They’re irritating!

Improving Your Ads Campaign Performance

Tip 2 – Keep your promises. Don’t be a bad marketer!

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Improving Your Ads Campaign Performance

Tip 3 – Analyze the weakest landings for specific keywords.

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Improving Your Ads Campaign Performance

Original Ad Best Performing Ad

Experiment Results: 20% Decrease

Tip 4 – Run A/B testing. Be a winner!

VivaCompetitors Research!

Developing Unique Content in Your Ads Copy

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Developing Unique Content in Your Ads Copy

1. Discover your competitors Ads keywords and texts

2. Group your competitors’ keywords by what they’re promoting (brands/products/etc.)

3. See the most popular ads texts your competitors are using

Finding your competitor’s advertising insightsFinding your competitor’s advertising insights

So close…But not close enough!

Finding your Competitor’s Ads is Possible…

Your steps for collecting data without a developer:

1. Searching in Google by specific keywords to see your competitors ads

2. Compiling all ads in an Excel spreadsheet

3. Analyzing data

Classical Approach

Your steps for collecting data with a developer:

1. Creating special script that will collect data automatically

2. Analyzing data

Finding your Competitor’s Ads is Possible…

Your steps for collecting data:

1. Open your browser and start analyzing your competitorsads keywords, ads copies, & ads positions

2. Start improving your advertising strategy

Innovative Approach

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Using Special Tools

You Competitors’ Ad Keywords

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Group Competitors Ad Keywords

conv

erse nik

eva

ns

skec

hers

adida

s

timbe

rland

pum

aug

g

sket

cher

tom

s

hush

pup

pies

irreg

ular c

hoice

lelli k

elly

rock

et d

og

cam

per

fred

perry tig

er

new b

alanc

e

birke

nsto

ck

lacos

te DC

dr m

arte

ns

ted

bake

r0

200

400

600

800

1000

1200

1400

1600

1800

For Domain – schuh.co.uk (9.3k - Ads kws)

Brand “Converse” Ad Copies

Most Popular Ads Texts

For Domain – schuh.co.uk (9.3k - Ads kws)

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Your Competitors’ Ad Now Under Control

Put your paw up if you agree!

hand

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1. Integrated approach has a lot of benefits;

2. Build custom reports in GA; they’re awesome!

3. Improve your ad performance with the help of ad extensions;

4. Work on your Bounce Rate and try to avoid typical mistakes;

5. Add to your toolbox special tools and start analyzing your competitors today!

Quick Recap

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http://bit.ly/Hitmeister

14-Day Free Access

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Thanks!

Alexandra TachalovaCommunication and Brand Manager

a.tachalova@semrush.com@AlexTachalova