e-Business World 2013 - Μανιάτης Δημήτρης: Google AdWords, 7 tips that will make a...

Google AdWords7 tips to make a difference

-dimitris maniatis. founder, all things web

2nd e-business world, 19/6/13

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all things web

Top Performance Marketing Agency

Platform & Marketing & Data

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Buyers are on Google, are You?

FACT:Business and Industrial searches in Greece are on the rise (Vertical Trends Report, Google 2012)

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“How can I benefit from this?”

“I have tried and Google does not work”

“It costs too much”

“I don’t have time for something new”

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We have 7 tips to help you!

7#1: Be Global

■ AdWords provides global reach at a low cost

■ Select countries from the Traffic Estimator Tool based on search volume (demand)

■ Split campaigns per country, have 1 for each high demand country and a Rest of World for low demand countries

■ Translate your website (or just landing page) and your campaign keyword & text ads

8#2: Be Everywhere

■ Use Remarketing to brainwash your potential customers with your presence everywhere

■ People who have completed a form or browsed around heavily on your web site are HOT leads, other visitors are just passive leads

■ Bid aggressively on HOT leads for 30 days, then reduce bids

■ Use frequency cap (up to 6 per day) so you don’t annoy people

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#3: Be Specialized in Search

■ Use a long list of targeted keywords in the Search Network, have text ads that match them.

■ You will have lower volume of searches but higher relevance in your leads

■ Always bid for your brand name

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#4: Be Clever in Search

■ Use Search Remarketing. A new feature.

■ Bid higher for keywords searched by past visitors

■ Bid for certain generic keywords only when searched by past visitors (προφιλ & προφιλ αλουμινίου)

■ Exclude people who have visited & bounced

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#5: Use the power of Display

■ Target people who don’t know they need you!

■ Use Contextual Targeting to appear in websites that talk about a related topic

■ Appear in blogs, forums, industry news sites

■ Place a banner with a compelling call to action

■ Offer a reward in return (industry solution e-book, free trial etc)

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#6: Track your Leads like a Pro

■ Integrate your website form with your CRM, so that you know which leads are more valuable

■ Track your phone calls, so that you track the full effect of your campaigns (different phone per campaign or keyword in some cases)

■ Measure Pre Sale KPIs: Cost per Lead, Cost per Valuable Lead, Cost per Meeting, Cost per Proposal

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#7: Give it love & time

■ B2B sales cycles are long processes, give your campaign adequate time

■ Don’t wait too long! Evaluate your pre sale KPIs on a weekly or monthly basis.

■ Adapt your offering if pre sale KPIs show low response

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Thank you!

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Questions Later? info@allthingsweb.gr