Google AdWords –Addressing Key Questions

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Google AdWords –Addressing Key Questions

Every Click is a Cost or Conversion?


Topics Covered 1

1.A higher level of understanding of what AdWords does for a business?

Basic Understanding An overview of Google AdWords – Campaign Set Up

2.How do we know which keywords do we utilize?

Keyword Research Strategies A Practical demo on how to research keywords using GA keyword tool

3.When, Where and How do we bid for a keyword, and how much does it cost?

Keyword Bidding StrategiesA Practical demo on how to bid for each keywords - Available upon contact

4.How do we monitor the costs of campaigns?

Campaign Monitoring Discussion & Thoughts


High Level Understanding – Google AdWords2High Level Understanding of Google AdWords?

Google AdWords is pay per click program offered by Google to display advertisement on Google Search . It’s a sponsored program for advertisers to buy the slots for their advt. on Google search.

The positioning of slot depends on the cost of keywords you have bidden for and quality score.

Quality score is weight-age score automated by ‘Ad Bot’ taking CTR and relevance of your landing page.

Impression is a function of Keywords ( I (f) K ) while click is function of Ad-copy and positioning of your advertisement on Google search.

Examples & Screenshot Given below is screenshot for the following keywords.

The above result on SaaS Hosting is sponsored links on SERP

Upon the launch of campaign, A business’ result comes on sponsored link and exposes its offering right in front of audiences searching for SaaS Hosting solution or services – No click .. No Cost .. All Exposure FREE


Keyword Research Strategies 3How do we research keywords?

Research of keywords is primarily based on the promotion of your offering. If a SaaS hosting company wants to promote service focused on SaaS hosting, all the keywords should be first researched using Google Keyword Tool or Yahoo SEM keyword.

List all the keywords in excel sheet Categorize the same according to its

importance specific to your landing page offering

Research and Categorize further based on popularity – from popular search to lower volume search

Categorize further based on ‘Phrase Match’ , ‘Exact Match’ and ‘Broad’. This is called keyword optimization.

How do we know which keyword we utilize?

It depends on your objectives:

• If you want exposure among large audience, use broad keywords

• If you want very specific audience, use keywords that are most relevant to your business and landing page

The more specific keywords you choose, the better quality of leads but low conversion, low impression and low clicks

What are good strategies?

In our knowledge, a good strategy of keyword selection is to combine both specific keywords relevant to your landing page for quality conversion, then a few popular search for higher exposure after keyword optimization using Exact match, broad and phrase match techniques. This is because higher search volume, higher impression, higher Quality Score and Good Keyword History!

Many SMBs use very specific keywords to filter lead quality by using very specific keywords but they don’t believe in just a single channel for lead flow rather they spend budget on other channels or multi-channels.

A Practical Demo –Available Upon Contact


Keyword Bidding Strategies4When, Where and How do we bid for a keyword, and how much does it cost?

After keyword research, its time to consider the bidding mechanism of Google AdWords. The price of keyword is already determined by two forces of demand (popularity of keywords – volume of search ) and supply of websites (competitions) . The more popular keyword, the higher price and vice versa.

If a keyword is absolute Must to include and its very popular, we have to go by the minimum bid already determined to win the slot as suggested by Google. We have no control over the price of the particular keyword already determined.

Example

When do we bid… Its always good to bid for Saas Hosting keyword because its popular compared to other SaaS related key-phrases and specific to our landing page content

Where do we bid ..The price of a keyword depends on competition in a particular country (States, Regions etc). A higher bid is needed for a keyword that runs across the globe while lower bid price will be there for US location. So, the price of keyword varies from geo-location and competitions.

How do we bid…It depends on the popularity of keywords, and the slots we are desiring for. Ideally, 3-4 slots gets good CTR @ relatively lower price compared to top slots.

A Practical Demo –Upon Contact


Campaign Management 5How do we monitor the costs of Campaigns?

AdWord set up is easy but what is most difficult is to actively monitor costs that are primarily dependent on number of clicks and price bid for the keywords.

One of the most difficult situation comes when click is high and its must to have such keyword, then what to do? Shall we stop? Shall we pause/remove the keyword ? Shall we pause the ad Group?

Recommendations1. Removing a keyword is not a solution if its important keyword.

Pausing an ad group will significantly lower the quality score and slot though it gives you a control to reduce budget temporarily but what you save by pausing the campaign will double lose in winning the slot using the same keyword.

2. Monitor the behavior of keyword performance in relation to number of impression, clicks, and cost. If no conversion is taking place despite good impression, good CTR, its most likely mismatch users expectation. That’s why two landing pages after a period of time are recommended for split testing.

3. If a keyword is not important and cause you unnecessary costs, remove or delete.

Managing Costs @ Your Hand

•Managing costs of any campaign is in our control . If we think that campaign is costly yet it delivers results better than other campaigns in ad words, its worth to continue until you feel its equal or lesser than other non-performing campaigns.

•Further, set daily budget and see the behavior for at least 15 days .. Anyways, budget never exceeds to your daily spent set by you…..

•Ongoing watch and keywords refinement with 2-3 version of landing pages testing over a period will actually help you understand the better performance campaign vs non-performance campaigns.


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Google AdWords –Addressing Key Questions