smAlbany 2013 google pay per click 45 nano

Presented by Darcy Knapp, MBA SEO Web Mechanics

Success with AdWords


Popularity of Search Engines Search Engines: Google Dominates

~400M Searches Daily/US

#2+ Trillion Google

Searches Globally in 2012


Put Your Key Words to Work

Organic Search

Social Search


Search Engines Drive Traffic

Paper Clip

Pay Per Click


http://images.google.com/imgres?imgurl=http://www.gabbr.com/tradeup/img/197_paperclip1.jpg&imgrefurl=http://drslumlord.blogspot.com/2007/12/paper-clips.html&usg=__AXGRj5brwi0zLPHeg2_t3dUR4fE=&h=825&w=1289&sz=244&hl=en&start=12&um=1&tbnid=hKDzjiNN1muDCM:&tbnh=96&tbnw=150&prev=/images?q=paper+clip&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRE_en&sa=N&um=1

Click Cost Factors


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


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!


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.


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


Research Terms can be Tricky!


High Competition: Shopping Terms


Buying Terms = Success


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


Adwords: Your Settings

Search

Display

Networks

Mobile?

Geo-Target

Where?


Managing Adwords: Your Campaign


Adwords: Your Ads

Use more than one ad

CTR – Click Through Rate

Positioning (#1-4 Preferred)


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!


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


Negative Keywords


Blocked Keywords


Adwords: Your Keywords


Adwords: Keywords Served


Adwords: Site Link Extensions

Extensions make your ads stand out!


Adwords: Call Extensions

Local or Tracking# Call Extensions


Location Extensions

Google Places/Map Extensions


Adwords: Video Ads

Video Drives Traffic & Leads

Clicks are very low cost ($0.05-$0.10)


YouTube: Paid Placement


Paid Search: Yellow Book Ads

What you need to know!!


Are You Ready?

Darcy Knapp, MBA, President & Chief SEO Web Mechanic

A division of Darcy Knapp Consulting, Inc.

Cell/Office: 518.366.1707

eMail: [email protected]

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