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A Recent Survey Of 324 AustralianBusiness Owners Revealed...
Only 23% Of SMEs Surveyed Are Using Pay Per Click
Of The Companies That Are Using PPC,79% Manage Their Account In-House
On Average, Those That Manage In-House HaveLess Clarity On ROI, Lower Satisfaction Levels and
Lower ROI Than Those Who Delegate To A Specialist
How You Can Boost Your Online TrafficBy 2 To 21 Times By Mastering GoogleAdWords
• What is Google AdWords?
• How can you make it work on YOUR website
• How to avoid paying Google’s “Stupid Tax”
But They Want Me To Pay?Paid Search vs ‘Free’ SEO
Paid Search “Free” SEOTimeframe 10 minutes 3 – 6 months
Tracking Easy and precise Much harder, less precise
Targeting Unlimited key phases Small number of key phrases
Landing pages You decide Google decides
What user sees You decide Google decides
Volume High, scalable Variable – not in your control
Risk Low: Start small, test,then scale
High: conversion risk andalgorithm risk
ROI Known Fuzzy
Know Your Critical Metrics How Much Is One Customer
Worth To You?
Reverse Engineer – How Much Is
One Lead Worth? One Opt In?
Use This To Calculate Your
Allowable Cost Per Action
Optimisation: How Can You
Improve Your Critical Numbers?
Sample Sales Funnel:TheHandcraftersCompanion.com
Cost Per Click: 20c Allowable cost per opt in: $5
1 in 6 Opt-Ins BuyAvg. Purchase $30
How To Read Your AdWordsResults
Clicks / Impressions = Click Through Rate320 / 5,896 = 5.43%
No. Conversions / No. Clicks = Conversion Rate23 / 320 = 7.19%
Cost / No. Conversions = Cost Per Conversion$218.68 / 23 = $9.51
Get Clarity On The Goal: To Get The MaximumNumber Of RELEVANTClicks At The LowestPossible Cost PerClick…
…In Order To DriveThe Maximum NumberOf Conversions At OrBelow Your AllowableCost Per Acquisition
How To Build MASSIVE Keyword ListsFree Tool (Google Keyword Tool) Paid Tools:
Hexatrack.com
AdGooRoo.com
KeywordSpy.com
SpyFu.com
Source: OneStat.com
Ignore Longer Key Phrases At Your Peril
Average US Search Phrase Length
6%
6%
12%
20%
22%
29%
3%
0% 10% 20% 30%
7 word phrases
6 word phrases
1 word phrases
5 word phrases
4 word phrases
3 word phrases
2 word phrases
94% of people in the US search with multi-word phrases
Targeted Ad
HigherClickthrough
Rates
More QualifiedLeads
BetterConversions
Good UserExperience
Relevance Is Key
36
Secret #2: Use Keywords In Ad Text
figurines Collector Dolls 40% OffThe Anastasia Collection -Porcelain Dolls, Doll Stands, & Morewww.AdWordsExample.com
Discount FigurinesUnique Collectibles, Gift Ideas,Figurines & Miniatures. Buy Online!www.AdWordsExample.com
Catch your customer’s eye by making sure yourheadlines match your keywords.
Matching terms show up in boldtext on the Google results page.
Secret #12: Differentiate With‘Real Points Of Difference’
Be Wary Of “Price-Of-Entry Benefits” –Especially In Hyper-Competitive Markets