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smAlbany 2013 presentation http://ww.smAlbany.org
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Presented by Darcy Knapp, MBA SEO Web Mechanics
Success with AdWords
Presented by Darcy Knapp, MBA SEO Web Mechanics
Popularity of Search Engines Search Engines: Google Dominates
~400M Searches Daily/US
#2+ Trillion Google
Searches Globally in 2012
Presented by Darcy Knapp, MBA SEO Web Mechanics
Put Your Key Words to Work
Organic Search
Social Search
Presented by Darcy Knapp, MBA SEO Web Mechanics
Search Engines Drive Traffic
Paper Clip
Pay Per Click
Presented by Darcy Knapp, MBA SEO Web Mechanics
Click Cost Factors
Presented by Darcy Knapp, MBA SEO Web Mechanics
Pay Per Click Advertising Placement and Criteria:
Auction Environment: Bid price
Click Through Rate (CTR)
Quality Score of Landing Page: (QS)
Offer Relevancy
Stop Dog From Digging Out www.DogGuard.com
Safe Underground Electric Fencing
Keep Houdini Dog at Home Instead
Line 1: Title Line
Line 2: Display URL
Line 3: Description
Line 4: Description
Presented by Darcy Knapp, MBA SEO Web Mechanics
Use Good Landing Pages! Your Landing Page is
NOT your home page
Call to Action: Ask for the Business!
Capture Leads: Contact Forms Phone & Email Links
Targeted Offer Match your ad to your landing page.
SEO Value: Get credit for the traffic. Keep it on your site!
Presented by Darcy Knapp, MBA SEO Web Mechanics
Identifying Keywords
Traffic – Is there search on the Key Word/Phrase?
Competition – How many competitors are running ads?
Relevancy – Does the Landing Page match the Ad Offer?
Conquesting – select competitor keywords wisely
For Local or Geo-Targeted Search Location can be the ultimate key word.
Presented by Darcy Knapp, MBA SEO Web Mechanics
Converting Keywords
Tier :3 Buying Phase * * * Ready to Buy Consumers * * *
Keywords: Dog Fence Installer
Tier 1: Research Terms <Researching Need Fulfillment Options> Keywords: Fence
Tier 2: Shopping Terms <Thinking about Purchasing option> Keywords: Fence Installer
Presented by Darcy Knapp, MBA SEO Web Mechanics
Research Terms can be Tricky!
Presented by Darcy Knapp, MBA SEO Web Mechanics
High Competition: Shopping Terms
Presented by Darcy Knapp, MBA SEO Web Mechanics
Buying Terms = Success
Presented by Darcy Knapp, MBA SEO Web Mechanics
Pay Per Click Advertising
Getting the Bang for your $1
Most Expensive vs. BEST ROI
Targeted Key Words = Better ROI
Local vs. Regional vs. National
Presented by Darcy Knapp, MBA SEO Web Mechanics
Adwords: Your Settings
Search
Display
Networks
Mobile?
Geo-Target
Where?
Presented by Darcy Knapp, MBA SEO Web Mechanics
Managing Adwords: Your Campaign
Presented by Darcy Knapp, MBA SEO Web Mechanics
Adwords: Your Ads
Use more than one ad
CTR – Click Through Rate
Positioning (#1-4 Preferred)
Presented by Darcy Knapp, MBA SEO Web Mechanics
Conquesting
Go After Protected Key Words Legally
Invisible Fence
Innotek Fence
Petco Fence
Dog Watch Fence
Your local Competitor’s Name
Using “smart ads” – be CAREFUL!
Presented by Darcy Knapp, MBA SEO Web Mechanics
Adwords: Keyword Match
Your Keyword example: Invisible Fence
Exact Match [invisible fence]
Phrase Match “invisible fence”
Broad Match invisible fence
Key word Google will serve you on:
Exact Match [invisible fence]
Phrase Match “invisible dog fences”
Broad Match hurricane fencing
Presented by Darcy Knapp, MBA SEO Web Mechanics
Negative Keywords
Presented by Darcy Knapp, MBA SEO Web Mechanics
Blocked Keywords
Presented by Darcy Knapp, MBA SEO Web Mechanics
Adwords: Your Keywords
Presented by Darcy Knapp, MBA SEO Web Mechanics
Adwords: Keywords Served
Presented by Darcy Knapp, MBA SEO Web Mechanics
Adwords: Site Link Extensions
Extensions make your ads stand out!
Presented by Darcy Knapp, MBA SEO Web Mechanics
Adwords: Call Extensions
Local or Tracking# Call Extensions
Presented by Darcy Knapp, MBA SEO Web Mechanics
Location Extensions
Google Places/Map Extensions
Presented by Darcy Knapp, MBA SEO Web Mechanics
Adwords: Video Ads
Video Drives Traffic & Leads
Clicks are very low cost ($0.05-$0.10)
Presented by Darcy Knapp, MBA SEO Web Mechanics
YouTube: Paid Placement
Presented by Darcy Knapp, MBA SEO Web Mechanics
Paid Search: Yellow Book Ads
What you need to know!!
Presented by Darcy Knapp, MBA SEO Web Mechanics
Are You Ready?
Darcy Knapp, MBA, President & Chief SEO Web Mechanic
A division of Darcy Knapp Consulting, Inc.
Cell/Office: 518.366.1707
eMail: Darcy@SEOWebMechanics.com
www.facebook.com/DarcyKnapp
www.facebook.com/DarcyKnappConsulting
www.facebook.com/SEOWebMechanics
www.facebook.com/CreateBusinessPages
www.twitter.com/DarcyK56
www.linkedin.com/in/DarcyKnapp
Presented by Darcy Knapp, MBA SEO Web Mechanics
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