Upload
webscape-marketing
View
386
Download
2
Tags:
Embed Size (px)
DESCRIPTION
Discover how to get more from your Google Adwords account
Citation preview
Webscape MarketingSocial Media, SEO & Online
Google Adwords 2012 - Developing a Winning
Adwords Strategy
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
Aims
Webscape MarketingSocial Media, SEO & Online
• Harness the true power of Adwords• Getting the basics right• More results for less money• New innovations and options
The basis of a solid Adwords account structure
Webscape MarketingSocial Media, SEO & Online
Planning Your Account
Webscape MarketingSocial Media, SEO & Online
• Research/User Led• Website/Product Led
Webscape MarketingSocial Media, SEO & Online
Granular Structure
Webscape MarketingSocial Media, SEO & Online
• Multiple Campaigns• Multiple Adgroups• Few keywords in each• Multiple ad variations
Incorrect Structure
Webscape MarketingSocial Media, SEO & Online
• Few Campaigns• Few Adgroups• Numerous keywords in them• Single ad per adgroup
The Relevance Trail
Webscape MarketingSocial Media, SEO & Online
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
Common Errors
Webscape MarketingSocial Media, SEO & Online
• Pyramid Structure• Broad campaign settings• Poorly targeted keywords• Poor adverts• Too few adverts
Keywords
Webscape MarketingSocial Media, SEO & Online
• Short Tail (‘PPC’)• Long Tail (‘PPC agency in Kent’)• Misspellings• Variations• Synonyms
Non Standard Campaigns
Webscape MarketingSocial Media, SEO & Online
• Competitor brand names• Your brand name
Understanding keyword match types
Webscape MarketingSocial Media, SEO & Online
Match Types
Webscape MarketingSocial Media, SEO & Online
• 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)
Reducing wasted clicks in your Adwords campaigns
Webscape MarketingSocial Media, SEO & Online
Campaign Settings
Webscape MarketingSocial Media, SEO & Online
• Search or Display networks• Separate display bids• Devices• Timings
Search Term Analysis
Webscape MarketingSocial Media, SEO & Online
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.
Finding Search Term Reports
Webscape MarketingSocial Media, SEO & Online
Search Term Data
Webscape MarketingSocial Media, SEO & Online
Update Negative Keywords
Webscape MarketingSocial Media, SEO & Online
Taking advantage of the Display network for branding and sales
Webscape MarketingSocial Media, SEO & Online
Display Network
Webscape MarketingSocial Media, SEO & Online
• 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
Display Advertising
Webscape MarketingSocial Media, SEO & Online
• 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
Remarketing
Webscape MarketingSocial Media, SEO & Online
• 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
Advanced advert techniques to increase
click through rates
Webscape MarketingSocial Media, SEO & Online
Optimising Adverts
Webscape MarketingSocial Media, SEO & Online
• Keywords in Bold• Sentence Case• Display URL• Call to action• Include phone number• Test variants
Webscape MarketingSocial Media, SEO & Online
Advert Site Links
Webscape MarketingSocial Media, SEO & Online
Adding Site Links
Webscape MarketingSocial Media, SEO & Online
Landing page and quality score optimisation
Webscape MarketingSocial Media, SEO & Online
What is Quality Score?
Webscape MarketingSocial Media, SEO & Online
• Measure out of 10• Assigned to each keyword• Higher QS = higher ranking at lower CPC• Financial benefit to improving QS• Read QS signals
Measuring Quality Score
Webscape MarketingSocial Media, SEO & Online
• Add to reports or control panel• Measure by keyword...
Measuring Quality Score
Webscape MarketingSocial Media, SEO & Online
Building Quality Score
Webscape MarketingSocial Media, SEO & Online
• Account age• Account performance• Ensure Relevance trail
Landing Pages
Webscape MarketingSocial Media, SEO & Online
• Relevant content• Original content• Matches ad• Transparency - Privacy policy• Business information• Easy navigation (no pop up’s etc.)• Load time• Call to action
Note:
Webscape MarketingSocial Media, SEO & Online
• Block multiple Landing Pages from natural search• Prevents duplicate content penalty• Use robots.txt file added to Google Webmaster Tools
Housekeeping and campaign success
monitoring
Webscape MarketingSocial Media, SEO & Online
Adwords Editor
Webscape MarketingSocial Media, SEO & Online
• Free Program to install on your PC• Ideal for managing large or multiple accounts• Bulk import and export keywords• Move/copy keywords or adgroups
Bid Management
Webscape MarketingSocial Media, SEO & Online
• Start low and work up• Don’t follow suggested bids• First position isn’t always best
Making changes
Webscape MarketingSocial Media, SEO & Online
• Changes may trigger approval process• New accounts may take longer• Don’t change too much too often• Make changes 1-2 weeks apart
Other pay per click options
Webscape MarketingSocial Media, SEO & Online
Webscape MarketingSocial Media, SEO & Online
• Business network• International in scope• Ads for members only• Target by location/job/sector• Usually higher CPC
Webscape MarketingSocial Media, SEO & Online
• Aimed at consumers• Demographics/interests/location targeting• Local/regional campaigns• Multiple versions• Slightly higher CPC
Search Engine Optimisation
Webscape MarketingSocial Media, SEO & Online
• Pyramid Structure• Broad campaign settings• Poorly targeted keywords• Poor adverts• Too few adverts
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