Www.c1-partners.com. Great to see you (again)! Dan Stratford Partner Certified Google Adwords

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Great to see you (again)!

Dan StratfordPartnerCertified Google Adwords

www.c1-partners.com

www.c1-partners.com

• What is Google Adwords?• Adwords vs. Adwords Express• To PPC or not to PPC?• How Much Should You Spend?• How Much Will You Make?• Implementing Google Adwords:

Dos & Don’ts• Enhanced Features• What Happens When We Apply

Ourselves?

Agenda

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• Google Adwords CAN Be Profitable• Google Adwords CAN Help You Grow Your Business• However…

– In many cases it is NOT Profitable in the short run– In many cases it is a break-even acquisition play– In some cases it is an expected loss– In some cases it is a gamble– For some businesses it may never be profitable

• Adwords usually works best when part of an overall marketing strategy

Preface

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What is Google Adwords

Google Search Results:“denver wedding photographer”• Paid Results• Organic Results• Organic/Places

Results

Bid System• Higher Bids = Higher

Placement• Relevance is a Factor

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Adwords vs. Adwords Express

In maps results…

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Adwords vs. Adwords Express

…and randomly in main results

Different bidding system:

Give Google a Budget

They spend the budget over 30 days

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Adwords vs. Adwords Express

• Keyword Control?– Search Terms– Negative Search Terms– Winner: Adwords

• More options?– Site Links– Tracking Phone Number– Conversion Tracking– Winner: Adwords

• Cheaper Clicks?– Winner: Adwords Express?

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Adwords vs. Adwords Express

Cheaper Clicks - Adwords Express?• Average Cost Per Click in Google Adwords for

Personal Injury Houston Related Terms:$42.12

• Average Cost Per Click in Google Adwords for Same Personal Injury Houston Related Terms:$46.71

• Winner?– A tie at best

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• What is Google Adwords?• Adwords vs. Adwords Express• To PPC or not to PPC…• How Much Should You Spend?• Have You Done Your Keyword Research?

Agenda

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How Much Should You Spend?

Keyword Searches Cost per click Click/Rate Clicks Budget denver wedding photographer 1,000 $ 4.76 2% 20 $ 95.20 denver photographers 720 $ 2.58 2% 14 $ 37.15 denver wedding photographers 720 $ 5.47 2% 14 $ 78.77 boudoir photography denver 390 $ 1.01 2% 8 $ 7.88 denver photographer 320 $ 3.22 2% 6 $ 20.61 photographers in denver 320 $ 3.28 2% 6 $ 20.99 newborn photography denver 320 $ 1.89 2% 6 $ 12.10 wedding photography denver 320 $ 4.25 2% 6 $ 27.20 denver wedding photography 320 $ 5.85 2% 6 $ 37.44 denver photography 210 $ 3.79 2% 4 $ 15.92 wedding photographer denver 170 $ 4.57 2% 3 $ 15.54 wedding photographers denver 170 $ 4.05 2% 3 $ 13.77 photographer denver 140 $ 3.74 2% 3 $ 10.47 denver school of photography 140 $ 10.68 2% 3 $ 29.90 photography denver 140 $ 3.89 2% 3 $ 10.89 maternity photography denver 140 $ 1.55 2% 3 $ 4.34 denver newborn photographer 110 $ 2.02 2% 2 $ 4.44 baby photography denver 110 $ 2.20 2% 2 $ 4.84 family photography denver 110 $ 2.34 2% 2 $ 5.15 denver portrait photographer 91 $ 2.31 2% 2 $ 4.20 Totals & Averages 5,961 $ 3.83 2% 119 $ 456.80

My secret formula…then potentially double or triple it for local…

Monthly Search Volume for Exact Match

Google Estimated Cost Per Click“Top 3”

Average Estimated Click Through Rate

Total Clicks/Month

Monthly Budget

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Stratford’s Formula…Columns:• Search Term• Monthly Search Volume• Cost Per Click for “Top 3” Position• 2% Estimated Click Through Rate• Search Volume x 2% =

Monthly Clicks• Monthly Clicks x Cost Per Click =

Monthly Budget• Total Columns @ Bottom

How Much Should You Spend?

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• What is Google Adwords?• Adwords vs. Adwords Express• To PPC or not to PPC?• How Much Should You Spend?• Making Campaigns Profitable

What is your cost per customer acquisition?

Agenda

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• Industry average click to lead rate?• 2.7%• What can you attain with a top quality

program?• Over 20%

Making Campaigns Profitable

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Industry Average Results:• Cost Per Click = $5• Conversion to Lead Rate = 2.7%• Cost/Lead = $185.19

Sophisticated PPC• Cost Per Click = $5• Conversion to Lead Rate = 10%• Cost/Lead = $50

Making Campaigns Profitable

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Sophisticated PPC• Cost Per Click = $5• Conversion to Lead Rate = 20%• Cost/Lead = $25

Results?• Savings of 87%

• Your Competitors Cannot Compete, or• You Cannot Compete Without an

Optimized Campaign

Making Campaigns Profitable

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How much will a client cost you?• Lead Conversion to Customer Acquisition• $25 Cost Per Lead• 5% Conversion Rate = $500• 10% Conversion Rate = $250• 20% Conversion Rate = $125

Making Campaigns Profitable

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Example: “denver wedding photographer”

Let’s go live…

Making Campaigns Profitable

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What is NOT Under Your Control• Search Volume• Cost Per Click• Some % of

Cruddy Clicks• Google

Changing Their Minds

Making Campaigns Profitable

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Under Your Control• Keyword Selection & Keyword Targeting

– Affects Quality of Leads– Affects Closing Rate

• Ad Copy• Landing Pages• How You Handle

Your Leads• Tracking

Making Campaigns Profitable

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Keyword Selection - Dichotomy• General Search Terms – “denver photographer”

– Lower Conversion Rates– High Volume– Without them you may not get much traffic– Without them you may miss significant opportunities– Make the most of these with ads written to decrease click through rate

• Targeted Search Terms – “pregnancy photography denver”– Higher Conversion Rates– Lower Search Volume– May not get much traffic at all– Write ads to increase click through rate

• Keyword Discovery May Help You Find Sweet Spots

Keyword Selection & Keyword Targeting

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Keyword Targeting

Keyword Match Types – Vital to Your Success1. Broad Match – NOT Recommended

• Search Term: denver church• Possible Traffic You Will Drive & Be Charged

• Denver church - Yes• Denver churches near wash park- Yes• Denver graveyard - Yes• Joel Osteen- Yes• The pope- Yes

2. Phrase Match - Recommended• Search Term: “denver church”• Possible Traffic You Will Drive & Be Charged

• denver church - Yes• denver church near wash park – Yes• non-denominational denver church - yes• denver churches - No• denver graveyard- No• Joel Osteen- No

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Keyword Targeting3. Exact Match - Recommended

• Search Term: [denver church]• Possible Traffic You Will Drive & Be Charged

• Denver church – Yes• Denver churches - no• Denver church near wash park – no• Non-denominational denver church - no• Denver graveyard- No

4. Broad Match – “modified” or “qualified” – Recommended for Keyword Discovery• Search Term: +denver +church• Possible Traffic You Will Drive & Be Charged

• denver church - Yes• denver church near wash park – Yes• non-denominational denver church - yes• denver churches- yes• denver churchy - yes• Joel Osteen- No• The pope- No

• Must use a lot of negatives

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• Match Types• Location Targeting

Implementing Google Adwords: Dos & Don’ts

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Location Targeting• Geo –Targeting

– Example: “wedding photographer” search from a person Google believes is in Denver while searching

– Will help drive lots of “local” traffic to your site• “Location Keyword” Targeting

– Example: “denver wedding photographer” search from a person sitting anywhere (or just in the US, or US & Canada, etc.)

– Keyword “denver” may be more of a buying signal– Conversion rates may be higher

• Recommendation– Setup both in separate campaigns– Do not trust Google to make decisions for you: select “advanced

location settings”– Separate Budgets– Track results– Over time determine if one should be favored over the other

• Example

Implementing Google Adwords: Dos & Don’ts

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• Match Types• Location Targeting• Ad Writing

Implementing Google Adwords: Dos & Don’ts

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Ad Writing RulesHeadline – 25 Characters

Line 2 – 35 Characters

Line 3 – 35 Characters

Display URL – 35 Characters

Implementing Google Adwords: Dos & Don’ts

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Ad Examples

Example of Ad to Drive High Click Through Rate:Geotargeted Ad in Colorado:

Search Term: Workers Comp Attorney

Ad:

Workers Comp Attorney Keyword in Title

Find Out If You Have a Case Call to Action

Call Today for a Free Consultation Call to Action

Domain.com/WorkersComp Keywords in Display URL

Implementing Google Adwords: Dos & Don’ts

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Ad Examples

Example of Ad to Drive Low Click Through Rate & Targeted Conversions

Geotargeted Ad in Colorado:

Search Term: Workers Comp Attorney

Ad:

Workers Comp Colorado “Colorado” affirms locations, prevents erroneous clicks

Head, Neck, Back or Spine Injury Prevents “arm, leg or foot injury” clicks

Call Today For a Free Consultation Only one call to action

Domain.com/WorkersComp Keywords in Display URL

Implementing Google Adwords: Dos & Don’ts

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Enhance Your Ads With:• Phone Numbers• Site Links

Implementing Google Adwords: Dos & Don’ts

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Landing Pages• Match Search Terms• Calls to Action• Dynamic Tracking Numbers• Engaging Content

Implementing Google Adwords: Dos & Don’ts

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• Match Types• Location Targeting• Ad Writing• Display Network

Implementing Google Adwords: Dos & Don’ts

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Display Network a Don’t, Unless You Have a Need & Have a Plan

• Ads appearing as banners

Implementing Google Adwords: Dos & Don’ts

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Display Network a Don’t, Unless You Have a Need & a Plan• Ads appearing in emails and other places as text

Implementing Google Adwords: Dos & Don’ts

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Display Network a Don’t, Unless You Have a Need & a Plan• Remarketing• Assists All

Site Traffic

Implementing Google Adwords: Dos & Don’ts

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Display Network Warning:Google Defaults – Must Deselect• Display Ads Are Selected• Bids Are Selected by Google

Implementing Google Adwords: Dos & Don’ts

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• Match Types• Location Targeting• Ad Writing• Display Network• Tracking

Implementing Google Adwords: Dos & Don’ts

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Tracking• Knowledge is Power• Drives Right PPC Behavior• Drives SEO Behavior• Makes You Smarter Than Your Competition• Why Wouldn’t You Track Results?

– Think callers will know how they found you?– Cannot access website code?– Low, low budget?– PPC is your only form of advertising?

Implementing Google Adwords: Dos & Don’ts

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What Can You Track?• Online Sales• Calls To Action• Pages Visited• Contact Forms• Even Calls• All At The Keyword Level

Implementing Google Adwords: Dos & Don’ts

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Examples of What We Can Accomplish When We Apply Ourselves

Let’s go “Live”

Implementing Google Adwords: Dos & Don’ts

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Setting Up a Campaign

Let’s go “Live”

Implementing Google Adwords: Dos & Don’ts

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Questions?

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Dan and Dan

C1 Partners

P: 303.501.1821

W: c1-partners.com

T: @c1partners

E: info@c1-partners.com

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