Boca chamber ppc and analytics joe laratro

• 12 Years of Pure SEO / SEM• Yahoo Strategic Provider Program, MSN

Search Council, Microsoft Certified Trainer• WebmasterWorld’s Pubcon Advisory Board • University of San Francisco’s Online

Marketing Master’s Certificate Program Instructor

• Former President of SFIMA

AdWords 101 & Analytics

Find out more about Google‘s products at: www.google.com/services/

What is Google AdWords?

• AdWords is Google’s online advertising program

Advertisers select keywords; ads appear next to the search results on Google.com

• Advertisers can also show ads on hundreds of thousands of websites

Ads are matched to Web pages relevant to advertisers’ keywords

The questions people ask

Is AdWords appropriate for my small business?

Which keywords should I use?

How will I be charged?

Where will my ads appear?How do I write a great ad?

How do I get my ad in the #1 position?

What questions do you have?

Before we begin... what are your goals?

I want to open my email every morning and see at least 3 new orders.

I’d like to increase sales by 15 percent.

I want at least 40 visits to my website every day.

I want to double my customer base.

I want five quality leads a day for my sales team to call.

I want an ROI of 250 percent on all sales coming from AdWords.

I’d like to get as many clicks as I can for less than $0.80 per click.

OK, now you know what you want

Where do ads appear?

Google.com

The Search Partners

The Google Display Network

How does AdWords work?

Instant Auction

A live auction is run for every search

Ad Position = Quality x Your Bid

Quality Factors:

Clickthrough rate, keyword relevance, ad relevance and historical performance

Everyone wants to be in position #1

The position of each ad is determined using a ranking formula.

The ad ranking formula

Ad RankMaximum

Cost-Per-Click Bid (Max. CPC)

Quality Score= x

The Bottom Line:

If you have a great Quality Score, you can still show in a high position with a low bid

The ranking formula - example

Alison, Scott and Jon are all bidding on the keyword ‘zipline kits.’

Based on their Max CPC and Quality Score, whose ad will show in first position?

= x$1.00 8Alison

= x$1.00 10Scott

= x$2.35 3Jon

8

10

7

1st

2nd

3rd

Ad Rank Max CPC Quality Score

How much do I actually pay?

Your actual CPC is the Ad Rank of the advertiser below, divided by your Quality Score.

= x$1.00 8

= x$2.35 3

= x$1.00 10Scott

Alison

Juan

10

8

7 $min

$.88

$.80

Ad Rank Max CPC Quality Score Actual CPC

(8/10)

(7/8)

minimum

=

=

=

So you’ll show in a higher position if...

• Your Quality Score is at least 7/10 for each keyword

• Your bids are competitive

• Both!

AdWords account structure

AdWords Account

Unique email address & passwordBilling information

Campaign

Daily budgetLocation/language targeting

Distribution preferenceEnd date

Campaign

Daily budgetLocation/language targeting

Distribution preferenceEnd date

Ad Group

KeywordsAds

Ad Group

KeywordsAds

Ad Group

KeywordsAds

Ad Group

KeywordsAds

Ad Group

KeywordsAds

Ad Group

KeywordsAds

25

The WRONG way to structure an AdWords account

“Furniture” Campaign

Furniture Ad Group

The Best FurnitureGreat Selection, Made in USA Free Shipping, 5 Year Warranty.PlantationDesign.com

leather sectional

rugs

dining room table

kitchen table

brass bed

leather headboard

dresser

leather couch

leather loveseat

patio furniture

table lamp

floor lamp

kids furniture

living room furniture

bedroom furniture

desk

leather chair

leather sofa

coffee table

end table

lamp

ottoman

dining room table

media console

AdWords Account

26

A BETTER way to structure an account

“Leather Sectionals” Ad Group

“Leather Chairs” Ad Group

“Leather Loveseats” Ad Group

Leather SectionalsLeather Sectionals Made in USA

From $1,999 With 5 Year Warranty

plantationdesign.com/sectionals

Leather LoveseatsFree Delivery When You Buy Before

Christmas. Order Yours Today!

plantationdesign.com/loveseat

Leather ChairsHandcrafted Leather Chairs

Make a Statement. View Catalog!

plantationdesign.com/chairs

buy leather sectional suite

buy leather sectional suites

leather sectional suites

leather sectional suite

buy leather sectional

buy leather sectional

leather sectional

leather sectionals

buy leather love seats

buy leather loveseats

buy leather love seat

buy leather loveseat

leather loveseats

leather love seats

leather love seat

leather loveseat

buy handmade leather chair

buy handmade leather chairs

handmade leather chairs

handmade leather chair

buy leather chairs

buy leather chair

leather chair

leather chairs

AdWords Account

“Furniture” Campaign

Building a keyword list

• Brainstorm business

• Review website

• Think like a customer

• Focus on what differentiates

• Include plural & singular versions

• Include spelling mistakes & variations

• Include product numbers & codes

Use the ‘Goldilocks principle’ to pick keywords

Too General Just Right Too Specific

vacation

tax

store

bags

accounting

florida vacation rental

tax preparation nashville

dvd storage

handmade leather bags

cheap accounting software

3 br vacation rental grayton beach

tax preparation service nolensville rd

faux leather storage for dvd box sets

handmade black croc leather handbags

accounting software for petsitting biz

• Add all relevant keyword variations: singular/plural and synonyms

• Keyword combinations, accent marks (á, é, í, ó, ú, ñ, ü, etc.)

• Make keywords specific to your product or service

What happens if my keyword is too general?

Example keyword ‘vacation’ -- your ad might show for:

vacation rental

vacation deals

vacation ideas

vacations for kids

vacations for singles

vacations for veterans

National lampoon’s european vacation

permanent vacation lyrics

The go-go’s vacation

disney vacation club

pictures from our vacation by lynne rae perkins

vacation auctions

vacation accrual policy

Vacation agent magazine

vacation air conditioning

vacation anxiety

General keywords = low clickthrough-rate = low Quality Score

32

Keyword matching options

Match TypeHow keyword appears in AdWords:

The ad will show when:

The ad will show when a searcher types:

Broad Caribbean Cruise

All words containing this word or combination of words in any order is used as the query.

Caribbean holiday CruisesCruise holiday in CaribbeanCruise in Carribean

“Phrase” “Caribbean Cruise”

Keywords are typed in the exact order specified. Can have other words before and/or after.

Cheap Caribbean CruiseCaribbean Cruise dealsLuxury Caribbean Cruise

[Exact] [Caribbean Cruise]Keywords must be only & exactly what the user types in

Caribbean Cruise

-Negative - TomAds will not appear when this search term is entered in the query

Add will not show if someone types:Tom Cruise

Ad text specifications

Ad title (25 characters max, including spaces)

Two description lines (35 characters max each, including spaces)

Display URL (35 characters max, including spaces)

Destination URL(1024 characters max, including spaces)

What is a good AdWords ad?

A good ad:

• Is relevant to the keywords in the ad group

• Gets a high clickthrough-rate (CTR)

• Effectively sells your product or service

• Stands out from your competitors

• Includes a call to action

What doesn’t work

Vague, irrelevant, unclear ads without useful information.

Ask yourself just 3 questions to help you write great ads!

“We won an award in 2009”

“All our products are custom made”

“We always show up on time”

“We’re open 7 days a week”

This helps you write useful ads

1. What sets your business apart?

Why would someone choose your business over a competitor?

Examples:

“We only sell products made in the USA”

“We have a money back guarantee”

“We have 30 years experience”

“Free shipping if you buy two”

“We have lower prices”

“We offer free quotes”

“We’re having a sale”

2. Can you describe your products or services?

Describe specific or technical details of your products or services.

Examples:

“Made from recycled materials”

“Battery lasts up to 8 hours”

“From $16 per square foot”

“Suitable for diabetics”

“Dishwasher safe”

“Collectors item”

“Sizes 8-16”

“Evening classes available”

“18 day all-inclusive tour”

“10 Nashville locations”

“24/7 onsite support”

“On time or it’s free”

“First class is free”

“HIPPA compliant”This helps you

write useful ads

3. What is your call to action?

After someone clicks on your ad and visits your website, what is it you want them to do next?

Examples:

“Call us to request a free quote”

“Browse through all of our toys”

“Book your rental home online”

“Download a 30-day free trial”

“Sign up for our mailing list”

“Learn more about osteoporosis”

“Order a copy of our brochure”

“Call us and order a pizza”

“Request a call back”

This helps you write a call to

action

Put it all together for better ads

Latest Features and What to Avoid

• Zip code Targeting• New Match Type Targeting• New Geographic Targeting• Ad Rotation (30 to 90)

• Flat Rate Keywords• Lack of Transparency• Click Arbitrage• If It Sounds To Good To Be True, It Is

PPC 101 and Analytics © 2012 Tandem Interactive


32

Core Analytics Concepts

Bounce Rate

Key Performance Indicators (KPIs)

• New vs. Returning

• Pages per Visit

• Amount of Organic Keyword Referrals ** Argh **

• Amount of Organic Traffic

• Social - Like, Share, Tweet, Re-Tweet, Pin

Tracking URLs

• http://www.joe.com/?utm_source=FDMA&utm_medium=PREZO&utm_campaign=1-19-12


33

http://www.joe.com/?utm_source=FDMA&utm_medium=PREZO&utm_campaign=1-19-12

http://www.joe.com/?utm_source=FDMA&utm_medium=PREZO&utm_campaign=1-19-12

Latest Features

• Multiple Customized Dashboards

• Real Time Results

• Intelligence Reports

• Social Media Reports

• Visitor Flow

• Multi Channel Conversion Funnels


Real Time Analytics


35

Intelligence Reports


36

Async Snippet


37

Secure Search

Nov 2011 – Google Secure Search Obscures Search Query In Analytics

Supposed to Only Effect 10%

Already Effecting Over 20%

Dreaded (not provided)

With Google+ Adoption This Is Only Going To Get Worse


38

Customized Dashboards


39

Visitor Flow

Multi Channel Funnels

Top Secret Slide! No Tweets! No Blogs!

Google Analytics Segments -> Near Future Google Adwords Retargeting Method

• Time On Site

• Location

• Browser

• Device

• Amount Of Visits

• Much, Much More Robust Targeting


42

Thank You

Please take a card and send an email, if you’d like a copy of the presentation.

Joe LaratroPresident, Tandem Interactive1700 E Las Olas Blvd.STE 301Fort Lauderdale, FL 33301(954) [email protected]@jlaratro

Technology

Boca chamber ppc and analytics joe laratro