Google AdWords Is it worth it? Smart Business Show

Barry Adams

Digital Director

Part of

Google AdWords

Google’s Search Results

Organic (natural) results

Advertising (PPC – Google AdWords)

Google’s revenue sources

Google’s profit comes from:

Advertising 97%

Other 3%

Corporate Spend: PPC versus SEO

0

500

1000

1500

2000

2500

PPC SEO

Spend (£m)

UK Search Marketing spend

PPC £2335m

SEO £436m

0%

20%

40%

60%

80%

Paid Organic

Clicks

So why so much emphasis on PPC?

SEO Long-Term Results Google’s

black box

PPC Instant Results

PPC is the most accountable of all online marketing disciplines.

Every penny spent can be tracked and its ROI calculated.

The pressure is mounting...

Someone specifically looking

for GoCompare’s website will

first see an AdWords Ad, then

an ad for Google’s own

insurance comparison service...

Making PPC Work For You

AdWords is about three things:

Keywords

Ads

Find the right keywords to advertise

on.

Create the right ad to get users to

click on.

Landing Pages

Build a landing page that converts

those clicks in to customers.

Make sure your keywords,

ad text, and landing page all

match up.

Understand the

expectations of users who

type in a certain query, and

match & exceed those

expectations in your ad text

and your landing page.

Don’t disappoint your users

or the click will go to waste.

Keyword Research

Start with matching your goal to user intent

• What are you trying to make your website visitors do?

• What keywords would these visitors type in Google?

Understand the three types of search query:

• Informational – learning stuff

• Navigational – finding stuff

• Transactional – buying stuff

http://moz.com/blog/segmenting-search-intent

Google AdWords Keyword Planner

https://adwords.google.com/ko/KeywordPlanner/Home

Google Trends

Google Instant

Note: with Google Instant, when your ad is shown for 3 seconds

it counts as an impression

The Long Tail

AdWords Keyword Match Types

Broad / Phrase / Exact

• Broad match: “safety laces for Doc Martens boots”

• Phrase match: “laces for safety boots”

• Exact match: “safety boots”

Effective Ad Groups

• Keep your keywords focused per ad group:

• Too much keyword variation in one ad group makes it hard to match

your keywords to your ads and your landing page

Good ad group:

safety boot

safety boots

safety boots uk

buy safety boots

cheap safety boots

best safety boots

Bad ad group:

safety boot

work boot

steel-toe boots

leather boots

caterpillar boots

rubber sole boots

Creating Great Ads

• Include the keyword often

Title

Description

URL

• ISP: Impact Selling Points

Free delivery

Discount

Dynamic Keyword Insertion

Insert the searcher’s actual query

in to your AdWords Ad:

{KeyWord:Safety Boots}

If the keyword is too long & breaks

the character limit, the fallback

keyword is used instead.

Test, Test, Test

• 2-3 ads per ad group minimum

• Select a winning ad, use it for further tests

• Test different CTAs, URLs, ISPs, etc..

• Never stop testing.

Elements of a Great Landing Page

• Repeat the keyword to make sure visitors know they’re in the

right place

• Emphasise your ISPs

• Strong calls-to-action

Make your forms as simple as possible

Instil a sense of urgency

Minimise distractions

• Use trust signals (security icons, payment providers)

& social proof (testimonials, reviews)

• Your keyword’s quality score (1-10) influences how much you need

to pay to get a high positioning

• Quality Score is determined by the following factors:

Your account’s historical CTR

How well the keyword matches your ad & landing page

• So it’s a matter of relevance:

Keywords Ads Landing Pages

AdWords Quality Score

Connect The dots

Measure & improve your campaigns:

Thank you.