Put Your Money Where Your Mouth Is - Pay Per Click Advertising - A Case Study of

WEB WEDNESDAY

Google AdWords Campaign Analysis of Head Start

Property Finance

PPC v’s Organic

Login Page – www.adwords.google.com.au/

Account Snapshot

1. Date Range 2. Name & Number of Campaigns3. Total Spend4. Check Campaign Settings

Campaign Screen

Networks, Devices & Extensions

Bidding & Budget

Advanced Settings

Ad Groups

Ad TextSunshine Coast BrokerOffering mortgage broking servicesfor all your home loan needs.www.headstartpropertyfinance.com.au

Dynamic Keyword Insert{Keyword:Sunshine Coast

Broker}Offering mortgage broking

servicesfor all your home loan needs.www.headstartpropertyfinance.co

m.au

Beware!!!!

Deleted Ads

Keywords

Quality Score

Deleted Keywords

Keyword Matching Broad Match – (Default option)

◦ Example: Tennis Shoes ◦ search query contained tennis and shoes, in any order, and

possibly along with other terms. Your ads could also show for singular/plural forms, synonyms, and other relevant variations. For example, you ad might show on tennis shoe or tennis sneakers.

Phrase Match – I◦ Example: “tennis shoes” ◦ In this order, and possibly with other terms before or after the

phrase. ◦ Phrase match is more targeted than broad match, but more

flexible than exact match. Exact Match

◦ Example: [tennis shoes]◦ You likely won't receive as many impressions, clicks, or conversions

with exact match as you would with broad match. However, if you've carefully constructed a comprehensive keyword list, the traffic you do receive may be more targeted to your product or service.

Negative Keywords

Google Suggests Keywords

Keyword ToolsWord TrackerAdwords AcceleratorMarket SamuariGoogle Keyword ToolGood KeywordsKeyword Spy

Google Keyword Tool https://adwords.google.com.au/select/KeywordToolExternal

Keyword Results

Negative Keywords

Check On The Competition

Google AnlayticsConversionsBounce ratesAvg time on sitePage/visits

What is Google Analytics?Google Analytics generates detailed

statistics about the visitors to a website. Google Analytics shows you how people found your site, how they explored it, and how you can enhance their visitor experience. With this information, you can improve your website return on investment & increase conversions.

It is free!

Google Analyticshttp://www.google.com/analytics/

How valuable is Analytics?

Landing Page Optimisation

Landing Page

Call to actionLanding Page to match ad textSense of UrgencyValidation & CredibilityContact Form

The Leaking Bucket

LPO Do’s

1. Make sure the context of landing page matches the ad that brought them there, don’t surprise them!

2. Eliminate unnecessary choices, if you emphasize too many items all of them lose importance.

3. Reduce noise (useless information) less is more! People scan web pages they don’t read them.

4. Create a sense of urgency.5. Use risk reducers – guarantees, alternative

transaction methods, trials and intro offers, safe shopping symbols, privacy symbols.

6. Validation & Credibility – Industry or media awards, media coverage, testimonials, client lists & logo’s and case studies.

LPO Don'ts

1. Intro pop ups they equal death!2. Making unrelated offers.3. Asking for too much information.4. Asking for information in non-

standard order.5. Reconfiguring forms.

The Bottom Line

Check On The Competition

SummaryKeyword SelectionKeyword Match Types (inc. Negatives)Split Search Network & Content

NetworkGeo-TargetingManual Keyword Bids Lift average ad positionSplit test adsLink Adwords & Analytics correctlyConversion Tracking