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Η παρουσίαση αυτή έγινε στα πλαίσια του Συνεδρίου e-Business World 2013, το οποίο πραγματοποιήθηκε στις 19 Ιουνίου, στο Divani Caravel στην Αθήνα.
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Google AdWords7 tips to make a difference
-dimitris maniatis. founder, all things web
2nd e-business world, 19/6/13
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all things web
Top Performance Marketing Agency
Platform & Marketing & Data
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Buyers are on Google, are You?
FACT:Business and Industrial searches in Greece are on the rise (Vertical Trends Report, Google 2012)
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“How can I benefit from this?”
“I have tried and Google does not work”
“It costs too much”
“I don’t have time for something new”
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We have 7 tips to help you!
7#1: Be Global
■ AdWords provides global reach at a low cost
■ Select countries from the Traffic Estimator Tool based on search volume (demand)
■ Split campaigns per country, have 1 for each high demand country and a Rest of World for low demand countries
■ Translate your website (or just landing page) and your campaign keyword & text ads
8#2: Be Everywhere
■ Use Remarketing to brainwash your potential customers with your presence everywhere
■ People who have completed a form or browsed around heavily on your web site are HOT leads, other visitors are just passive leads
■ Bid aggressively on HOT leads for 30 days, then reduce bids
■ Use frequency cap (up to 6 per day) so you don’t annoy people
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#3: Be Specialized in Search
■ Use a long list of targeted keywords in the Search Network, have text ads that match them.
■ You will have lower volume of searches but higher relevance in your leads
■ Always bid for your brand name
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#4: Be Clever in Search
■ Use Search Remarketing. A new feature.
■ Bid higher for keywords searched by past visitors
■ Bid for certain generic keywords only when searched by past visitors (προφιλ & προφιλ αλουμινίου)
■ Exclude people who have visited & bounced
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#5: Use the power of Display
■ Target people who don’t know they need you!
■ Use Contextual Targeting to appear in websites that talk about a related topic
■ Appear in blogs, forums, industry news sites
■ Place a banner with a compelling call to action
■ Offer a reward in return (industry solution e-book, free trial etc)
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#6: Track your Leads like a Pro
■ Integrate your website form with your CRM, so that you know which leads are more valuable
■ Track your phone calls, so that you track the full effect of your campaigns (different phone per campaign or keyword in some cases)
■ Measure Pre Sale KPIs: Cost per Lead, Cost per Valuable Lead, Cost per Meeting, Cost per Proposal
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#7: Give it love & time
■ B2B sales cycles are long processes, give your campaign adequate time
■ Don’t wait too long! Evaluate your pre sale KPIs on a weekly or monthly basis.
■ Adapt your offering if pre sale KPIs show low response