The Quick AdWords Recipe 2009

Transcription

1 The Quick AdWords Recipe 2009 "Get new customers today with low-cost GoogleTM search ads" Rich Bruns May 2009 with the new AdWords TM interface GOOGLE and ADWORDS are trademarks of Google Inc

2 Bake up a big batch of tasty ads "AdWords is a box of chocolates, Forrest. You never know what you're going to get until you run your ads" Forrest Gump The Recipe makes it easy to crank out a large number of ads fast, then see what works. Tune ad copy to attract more customers, and tune bids to get Google to run your ads more often at lower costs. Relax. Just follow the Recipe and apply your entrepreneurial instincts. You know your customers better than the expensive ad agencies that corporations hire to run their ads.

3 Table of Contents Page 3

4 10 AdWords Strategies for Entrepreneurs Page 4 These 10 strategies lower your costs and attract more customers. You execute them efficiently when you follow the Recipe. Each page of the Recipe shows you the next AdWords program computer screen and what you need to do to execute each strategy.

5 The Recipe Campaign Structure Page 5 This Campaign Structure enables the 10 Strategies. Create a Separate Ad Group for Each Keyword This lowers costs, since Google charges less for ads that include the search keyword. Buyers click more, when they see their own search words. Bid to Display Ads in Position 8 on Search Results Buyers see your ads on the first page of Google search results, but you pay less for Position 8 than you pay for higher Positions 1-4 on the page. Run Two Competing Ads for Each Ad Group Continually replace the weaker ad to increase the number of buyers who click on your ad instead of competitor ads on the page. Track Sales and Tune Profits Google Ad Group reports show how many times each ad runs, the number of clicks, cost per click and sales conversions for each keyword match variation.

6 Sign Up for Google AdWords Advertising Program Go to AdWords website at Page 6 Have your credit card ready and your product web page URL address handy. Quickly edit a sample ad, following instructions. Google will visit your web page to make sure that it works and that it relates to your ad. Don't worry about making a perfect ad, since you will not use it. You start the Recipe with a new Campaign. Provide your credit card information and get confirmation. You only pay $5 to sign up with a $50 credit limit for your account.

7 Start New Campaign Page 7 This Campaign will contain all of the ads for one product or service. Settings for this Campaign affect how Google runs all ads within this Campaign. These Campaign Settings are critical to your success.

8 Campaign Settings Part One: Geography Continue Campaign Settings Screen on next page Page 8

9 Campaign Settings Part Two: Networks Page 9 Google Search, Only > The Recipe Strategies only work with the precise controls provided by running our ads on the Google Search results pages. These other options require larger budgets, advanced training and much more time to be successful. Warning! > Google sets the default to "All available sites and devices," which run ads everywhere at great expense with little control. Many entrepreneurs will fail without setting this correctly. Continue Campaign Settings Screen on next page

10 Campaign Settings Part Three Bidding & Delivery Page 10 Focus On Clicks Gives you cost control that you need to run profitable ads. Budget Set to limit max daily costs, but high enough so Google runs your ads all day. If your actually daily costs start to hit this Daily Budget Limit, you should adjust it higher, since you need to run your ads as often as you can. Show ads in any position Maximizes the times that Google runs your ads, even if you can't afford to run your ads on the first page of Google Search Results. Accelerated Delivery Maximizes how many times Google runs your ads. Rotate: Show ads more evenly You find out sooner which ads don't work. You have to run each ad enough times for statistical accuracy (at least times), so you can replace it with a better ad. Google charges you less, if your ads get more clicks, so you need to watch your ad performance carefully in the first days of a new Campaign. Warning! > Google will not allow to set "Show ads more evenly" until you create ads, so you need to make a note to come back later and set this correctly.

11 Create Ad Group Part One Create Ad Page 11 Name Ad Group for Keywords Reports will be easy to understand. Include Keywords in ad copy This attracts buyer clicks on your ad, since these are the words they used in their Google search. And Google rewards you with lower ad costs. Grabber Headline You're competing with other ads on a crowded search results page. Continue Create Ad Group Screen on next page

12 Create Ad Group Part Two Keyword Match Types Page 12 Do NOT add other keywords within this Ad Group Only use one keyword to lower costs and measure accurate results. All ads in this Ad Group will include these unique keywords to attract customers by using the same words they put into their Google search box. Each keyword match type categorizes how the keyword was typed into the Google search box. Each type has different search traffic and bidding competition. keyword = broad match includes the keyword or similar words and may include other words. Captures more ad impressions, but you may pay for clicks from people who are not looking for your product. 'keyword" = phrase match includes the keyword phrase and possibly other words. [keyword] = exact phrase include only the keywords exactly. Continue Create Ad Group Screen on next page

13 Create Ad Group Part Three Ad Group Default Bid Page 13 Ad Group Search Bid Enter a quick estimate for now. You change this later using better estimates using the Keyword Tool. Max CPC is the most you ever pay. Actual CPC costs are lower depending on competitive bidding. Warning! Content must be <Off> If you don't see < -Off > in gray, go back to Campaign settings for this campaign and set Placements to <Google search>, only. The Recipe explains this in Campaign Setting Part Two: Networks on Recipe Pages 8 and 9.

14 Use Keyword Tool to Set Bids Part One Page Enter the Keyword from this Ad Group. 2. <Open Filter Options>, then select "Don't show ideas for new keywords" 3. Click <Get Keyword ideas> Recalculate CPC Bid until you get "Estimated Ad Position" = 4-6. Write down this bid, so you can enter it on the next page. If the cost for Page One is too expensive for your budget Write down the most you can afford. Only 10% of Google searchers turn to Page 2, so your ad runs very rarely on back pages, but at least you'll get some clicks that make a profit for you. These are very rough estimates, but show you the cost to get on page one of Google search results, without paying for the more expensive positions 1-3 at the top of the page. You'll only know the actual positions after your ads run at least times. After that, you Tune Keyword Bids to Get Ads on Page One on Recipe Page 20. Continue Use Keyword Tool to Set Bids on next page

15 Use Keyword Tool to Set Bids Part Two Page 15 Enter and Save the CPC Bid that you calculated with Keyword tool for Positions 4-6 on the previous Recipe page.

16 Create Second Ad For Ad Group Page 16

17 Use Keyword Tool to Build Large List of Keywords Page 17 Brainstorm a large list of keywords that your customers put into Google search to find your product. You need a large list to capture all your customers. Some keywords will produce few clicks, but they add up if you have enough of them. You need all the clicks you can get.

18 Crank Out a Large Batch of Keyword Ad Groups Page 18 Repeat these steps for a large number of Keywords that your buyers use in their Google search for your product. Print out this Ad Cookie Cutter as a check list and as a quick reference to The Quick AdWords Recipe Page Numbers listed in the right column above. Run the AdWords program in one window on your computer and the The Quick AdWords Recipe in the other window. Go to Recipe Page Numbers to see pictures of the AdWords program with instructions as you move through the same computer screens in AdWords.

19 Run Ad Campaign Page 19 Now is a good time to double check two critical Strategies: Are Campaign Settings correct? See Recipe Pages 8, 9 and 10. Do you have two ads in each Ad Group? Click on Ads, then sort Ad Group column. So, do you have two ads in each Ad Group? During the first days of a new campaign, replace ads quickly that don't get clicks. Otherwise you get a low CTR for your account, and Google will charge you more for your ads and not run them as often. You will also need to revise your Keyword bids to get first page positions at low cost. The next two Recipe pages show you how to make these changes efficiently. As Forrest Gump says, "AdWords is a box of chocolates. You never know what you'll get until you run your ads."

20 Revise Bids After Ads Run Page 20 Only 10% of Google searchers go to page two of Google search results. This means your ads run rarely if you can't afford page one. As an entrepreneur on a budget, your challenge is to get Google to run your ads often enough to get some clicks. If page one positions are too expensive, bid as high as you can to still make a profit. Profit depends on how many people buy when they get to your website and how much money you make on each sale. Ad positions 6-8 at the bottom of Search results page usually cost much less than high ad positions 1-3. Remember that half of ads run below the average position in the table above. Keyword bids determine how often Google run your ads. The quality of your ad copy determines how many clicks you get. To make a profit competing against corporations with big budgets, you need to generate a large number of keyword ad groups and bid for the lower ad positions on page one.

21 Replace Loser Ads Page 21 Watch ads closely in the first days of a new campaign. Many of your first ads will be losers. Google penalizes low CTR Click Through Rate with higher ad costs, so you don't want poor performance on these first test ads to ruin your "Quality Score" for each keyword or your overall AdWords account. Low CTR also means customers are not attracted by your ad. Improve the the headline and customer benefits. Replace ads as soon Google shows it enough times for statistical accuracy. For small budgets, this is impressions. That's why you filter out ads that haven't run enough times above. Sort on CTR column (Click on CTR at top of column) to see your top performing ads for new ad copy ideas.

22 Track a Sale to an Ad Page 22 Google automatically reports which ad sent sent a customer to your website. You can also find out which ads converted to a sale, if you wish. Google provides HTML code which you paste into your "conversion web page" where buyers land when they buy your product. This is a simple "cut and paste" operation. Show this section to your web master, if you don't do this yourself.

23 AdWords Advertising for Entrepreneurs Page 23 Hope you have fun creating ads that make you money. I'm always interested in your suggestions to make the Recipe better. Or to collaborate with you on an hourly or project basis. Drop me an at so we can set up a phone conversation. The first 15 minutes is on me. ~Rich Bruns