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Webscape Marketing Social Media, SEO & Online Google Adwords 2012 - Developing a Winning Adwords Strategy

Guide to Using Google Adwords PPC

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Discover how to get more from your Google Adwords account

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Page 1: Guide to Using Google Adwords PPC

Webscape MarketingSocial Media, SEO & Online

Google Adwords 2012 - Developing a Winning

Adwords Strategy

Page 2: Guide to Using Google Adwords PPC

Background

Webscape MarketingSocial Media, SEO & Online

• Josh Whiten, owner of Webscape Marketing• Based in Folkestone’s

Creative Quarter• Handle SEO, PPC, social

media and online marketing

Page 3: Guide to Using Google Adwords PPC

Aims

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• Harness the true power of Adwords• Getting the basics right• More results for less money• New innovations and options

Page 4: Guide to Using Google Adwords PPC

The basis of a solid Adwords account structure

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Page 5: Guide to Using Google Adwords PPC

Planning Your Account

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• Research/User Led• Website/Product Led

Page 6: Guide to Using Google Adwords PPC

Webscape MarketingSocial Media, SEO & Online

Page 7: Guide to Using Google Adwords PPC

Granular Structure

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• Multiple Campaigns• Multiple Adgroups• Few keywords in each• Multiple ad variations

Page 8: Guide to Using Google Adwords PPC

Incorrect Structure

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• Few Campaigns• Few Adgroups• Numerous keywords in them• Single ad per adgroup

Page 9: Guide to Using Google Adwords PPC

The Relevance Trail

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Keyword 1

Keyword 2

Keyword 3

AdgroupAdvert 1

Advert 2 Landing Page

Keyword 1

Keyword 2

Keyword 3

AdgroupAdvert 1

Advert 2 Landing Page

Campaign

Page 10: Guide to Using Google Adwords PPC

Common Errors

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• Pyramid Structure• Broad campaign settings• Poorly targeted keywords• Poor adverts• Too few adverts

Page 11: Guide to Using Google Adwords PPC

Keywords

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• Short Tail (‘PPC’)• Long Tail (‘PPC agency in Kent’)• Misspellings• Variations• Synonyms

Page 12: Guide to Using Google Adwords PPC

Non Standard Campaigns

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• Competitor brand names• Your brand name

Page 13: Guide to Using Google Adwords PPC

Understanding keyword match types

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Page 14: Guide to Using Google Adwords PPC

Match Types

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• Broad (any of the words in the phrase)• “Phrase” (specific words or within phrase)• [Exact] (only those words and no other)• -Negative (searches without term)

Page 15: Guide to Using Google Adwords PPC

Reducing wasted clicks in your Adwords campaigns

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Page 16: Guide to Using Google Adwords PPC

Campaign Settings

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• Search or Display networks• Separate display bids• Devices• Timings

Page 17: Guide to Using Google Adwords PPC

Search Term Analysis

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Search term is the exact word or set of words a customer enters when searching. Keyword is the word or set of words AdWords advertisers create for a given ad group to target ads.

Page 18: Guide to Using Google Adwords PPC

Finding Search Term Reports

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Page 19: Guide to Using Google Adwords PPC

Search Term Data

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Page 20: Guide to Using Google Adwords PPC

Update Negative Keywords

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Page 21: Guide to Using Google Adwords PPC

Taking advantage of the Display network for branding and sales

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Page 22: Guide to Using Google Adwords PPC

Display Network

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• Place ads on third party websites• Publishers share revenue with Google• Anti fraud measures built in• CPC or CPM basis• Use to raise brand awareness• Can display text ads or display advertising

Page 23: Guide to Using Google Adwords PPC

Display Advertising

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• Banner adverts on third party sites• Payable on CPM basis• Use to raise brand awareness• Support PR and offline advertising• Not usually good source of clicks• Can cause uplift in search PPC

Page 24: Guide to Using Google Adwords PPC

Remarketing

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• Identifies visitors to your site from search• Shows follow up display ads to them• Used on Display network of third party sites• Use to promote better deals and offers• E-commerce potential• Requires technical set up in website

Page 25: Guide to Using Google Adwords PPC

Advanced advert techniques to increase

click through rates

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Page 26: Guide to Using Google Adwords PPC

Optimising Adverts

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• Keywords in Bold• Sentence Case• Display URL• Call to action• Include phone number• Test variants

Page 27: Guide to Using Google Adwords PPC

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Page 28: Guide to Using Google Adwords PPC

Advert Site Links

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Page 29: Guide to Using Google Adwords PPC

Adding Site Links

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Page 30: Guide to Using Google Adwords PPC

Landing page and quality score optimisation

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Page 31: Guide to Using Google Adwords PPC

What is Quality Score?

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• Measure out of 10• Assigned to each keyword• Higher QS = higher ranking at lower CPC• Financial benefit to improving QS• Read QS signals

Page 32: Guide to Using Google Adwords PPC

Measuring Quality Score

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• Add to reports or control panel• Measure by keyword...

Page 33: Guide to Using Google Adwords PPC

Measuring Quality Score

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Page 34: Guide to Using Google Adwords PPC

Building Quality Score

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• Account age• Account performance• Ensure Relevance trail

Page 35: Guide to Using Google Adwords PPC

Landing Pages

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• Relevant content• Original content• Matches ad• Transparency - Privacy policy• Business information• Easy navigation (no pop up’s etc.)• Load time• Call to action

Page 36: Guide to Using Google Adwords PPC

Note:

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• Block multiple Landing Pages from natural search• Prevents duplicate content penalty• Use robots.txt file added to Google Webmaster Tools

Page 37: Guide to Using Google Adwords PPC

Housekeeping and campaign success

monitoring

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Page 38: Guide to Using Google Adwords PPC

Adwords Editor

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• Free Program to install on your PC• Ideal for managing large or multiple accounts• Bulk import and export keywords• Move/copy keywords or adgroups

Page 39: Guide to Using Google Adwords PPC

Bid Management

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• Start low and work up• Don’t follow suggested bids• First position isn’t always best

Page 40: Guide to Using Google Adwords PPC

Making changes

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• Changes may trigger approval process• New accounts may take longer• Don’t change too much too often• Make changes 1-2 weeks apart

Page 41: Guide to Using Google Adwords PPC

Other pay per click options

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Page 42: Guide to Using Google Adwords PPC

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• Business network• International in scope• Ads for members only• Target by location/job/sector• Usually higher CPC

Page 43: Guide to Using Google Adwords PPC

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• Aimed at consumers• Demographics/interests/location targeting• Local/regional campaigns• Multiple versions• Slightly higher CPC

Page 44: Guide to Using Google Adwords PPC

Search Engine Optimisation

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• Pyramid Structure• Broad campaign settings• Poorly targeted keywords• Poor adverts• Too few adverts

Page 45: Guide to Using Google Adwords PPC

Next StepsFor help with SEO, social media or PPC:

Josh WhitenWebscape Marketinghttp://www.webscapeseo.comFacebook.com/webscapemarketing@[email protected] 093471

Webscape MarketingSocial Media, SEO & Online