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21/03/2017
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David Bird @Birdseyemktg
March 22, 2017
…. And How to Fix Them
https://support.google.com/adwords
What is AdWords
10 practices to keep your AdWords from going off the rails
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Courtesy Pixabay.com
Courtesy Cary Pest.com
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AdWords
Unpaid SEO
AdWords
PPC
Pay Per Click
CPC
Cost Per Click
Pay When Someone Clicks Advertisement
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1. Structure your account around your website menu ◦ Each product / service is a campaign
Image, courtesy of Structure 2
AdWords Account
Unique email & Password, Billing Contacts
Campaign
Budget, targeting, etc.
Campaign
Budget, targeting, etc.
Keywords
Ad Group
Ads
Keywords
Ad Group
Ads
Keywords
Ad Group
Ads
Keywords
Ad Group
Ads
Keywords
Ad Group
Ads
Keywords
Ad Group
Ads
Each service is an AdWords campaign
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Services on Website Menu AdWords
Campaigns
1. Structure your account around your website menu
2. Group keywords by theme
What people enter into Google
Triggers ads to be displayed
Neuro physio
Neuro rehabilitation
Neuro rehabilitation centre
Neurologic physio therapy
Outpatient neuro rehab
Outpatient neurologic treatment
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Grouping helps match your ad to user’s search
Neuro physio
Neuro rehabilitation
Neuro rehabilitation centre
Neurologic physio therapy
Outpatient neuro rehab
Outpatient neurologic treatment
Physio
• Neuro Physio
• Neurologic Physio
Neuro Rehab
• Neuro rehabilitation
• Neuro rehabilitation centre
Outpatient
• Outpatient neuro rehab
• Outpatient neurologic treatment
Neurological
Campaign
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1. Structure your account around your website menu
2. Group keywords by theme
3. Include keywords in your ads
Contains keyword group or variation of… ◦ Keeps ad relevant to the
searcher’s query
Physio
•Neuro Physio
•Neurologic Physio
Neuro Rehab •Neuro rehabilitation
•Neuro rehabilitation centre
Outpatient •Outpatient neuro rehab
•Outpatient neurologic treatment
Neuro Physio Treatment Focus on Regaining Mobility Trained Physios & Patented Equipment Treat Brain, Spinal Cord, & Head Injuries.
Neurological Rehabilitation Focus on Regaining Mobility Trained Physios & Patented Equipment Treat Brain, Spinal Cord, & Head Injuries.
Outpatient Neuro Rehab Focus on Regaining Mobility Trained Physios & Patented Equipment Treat Brain, Spinal Cord, & Head Injuries.
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Ad Component Max Characters What to say Final URL Unlimited Characters Link to your web page.
Headline 1 30 Characters (incl. spaces)
What you have
Headline 2 30 Characters What’s special about you
Path 1 30 Characters Where the user is going. Re inforce your page is the right place for them.
Path 2 30 Characters
Description Line 80 Characters Who is your company, why should I trust you
1. Structure your account around your website menu
2. Group keywords by theme
3. Include keywords in your ads
1. Structure your account around your website menu
2. Group keywords by theme
3. Include keywords in your ads
4. Use ad extensions
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Expand your ad with additional information: ◦ Phone number, address,
additional links, etc.
Optional – you don’t have to use Ad Extensions
Google shows extensions when there is space
Extension Type What Extension Does
Site Link Link more of your web pages
Call out A little extra text for your ads
Location Shows your address via Google My Business account
Call Displays phone number; mobile devices can click to call
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1. Structure your account around your website menu
2. Group keywords by theme
3. Include keywords in your ads
4. Use ad Extensions
5. Remember: Your bid represents your maximum
Maximum you are willing to pay for a click
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Your bid Is only the maximum you will pay for a click
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1. Structure your account around your website menu
2. Group keywords by theme
3. Include keywords in your ads
4. Use ad Extensions
5. Remember: Your bid represents your maximum
6. Relevance gives you a position advantage
There are 3 – 8 spots: ◦ 3 or 4 at top
◦ 3 or 4 at bottom
Which ad goes in which spot?
1.
2.
3.
4.
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Keywords – Group them by common themes:
Align Ad Copy to keyword themes.
Landing Page – is true to keyword and ad copy.
Keyword
Landing Page
Ad
1. Structure your account around your website menu
2. Group keywords by theme
3. Include keywords in your ads
4. Use ad Extensions
5. Remember: Your bid represents your maximum
6. Relevance gives you a position advantage
7. Use different match types
Broad
+Modified Broad
“Phrase”
[Exact]
Captures the most impressions
Show for searches on similar phrases and relevant variations, including synonyms, singular and plural forms, possible misspellings, stemming (such as floor and flooring), related searches, and other relevant variations.. • Example: kittens • Searches that can match: kittens, kitten photos, adopt a kitten
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Words prefaced with a “+” must be in the user’s search:
+adopt kitten ◦ Adopt must be in the search, but order does not matter
Show ads for: ◦ Where to adopt a kitten
◦ How to adopt a kitten
◦ Best kitten to adopt
Ad shows only on searches that include the exact “phrase” or close variations of the phrase.
“adopt a kitten” ◦ Within quotations the match is exact. Outside quotations the match is broad
Will show ads for searches like: ◦ Adopt a kitten
◦ How to adopt a kitten
Must exactly match ◦ No variations, misspelling, etc.
[adopt a kitten] ◦ Can only show ad for adopt a kitten searches
Broad
+Modified
Broad
“Phrase”
[Exact]
Default
Must Specify which of these match types
you want
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1. Structure your account around your website menu
2. Group keywords by theme
3. Include keywords in your ads
4. Use ad Extensions
5. Remember: Your bid represents your maximum
6. Relevance gives you a position advantage
7. Use different match types
8. Use Negative Keywords
Words you do NOT want your ads to show
Saves money!
Apply at Ad Group or Campaign levels
1. Structure your account around your website menu
2. Group keywords by theme
3. Include keywords in your ads
4. Use ad Extensions
5. Remember: Your bid represents your maximum
6. Relevance gives you a position advantage
7. Use different match types
8. Use Negative Keywords
9. Use multiple keyword sources
AdWords top navigation menu: ◦ Tools > Keyword Planner
Offers specific keywords and even Ad Group suggestions. ◦ Input landing page or,
◦ Input category
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Lists all the keywords that triggered your ad to show
Find Search Terms Report: ◦ Keywords Tab > Search
Terms tab
Google AdWords Google Analytics
1. Structure your account around your website menu
2. Group keywords by theme
3. Include keywords in your ads
4. Use ad Extensions
5. Remember: Your bid represents your maximum
6. Relevance gives you a position advantage
7. Use different match types
8. Use Negative Keywords
9. Use multiple keyword sources
10. Set your conversion / goal
From the AdWords top navigation “Tools”
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Insert AdWords Tag on Conversion Page
Import Goal from Google Analytics
1. Structure your account around your website menu
2. Group keywords by theme
3. Include keywords in your ads
4. Use ad Extensions
5. Remember: Your bid represents your maximum
6. Relevance gives you a position advantage
7. Use different match types
8. Use Negative Keywords
9. Use multiple keyword sources
10. Set your conversion / Goal
AdWords is NOT set and Forget
Visit account at least 2 times / week
April 27: Google Analytics: Uncovering Your Website’s Secrets ◦ How to set up GA to manager advertise better.
◦ FREE At Invest Ottawa
May 30th: Google Analytics & Marketing Campaign Tracking ◦ A lot more depth than Invest Ottawa – Events, Campaign Coding and more
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David Bird ◦ 613-875-4987
www.birdseyemarketing.ca
@Birdseyemktg
