Presents. AdWords Optimization. Simon Leung

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1 Presents AdWords Optimization Training Simon Leung

2 Disclaimer I5gold.com Mike Filsaime, Paulie Sabol, Donna Fox, and Tom Beal Copyright Notice All rights reserved.. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical. Any unauthorized use, sharing, reproduction, or distribution is strictly prohibited. Legal Notice While attempts have been made to verify information provided in this publication, neither the author nor the publisher assumes any responsibilities for errors, omissions, or contradictory information contained in this document. This document is not intended as legal, investment, or accounting advice. The purchaser or reader of this document assumes all responsibility for the use of these materials and information. Mike Filsaime, Paulie Sabol, Donna Fox, and Tom Beal, By Special Arrangements, Inc and MikeFilsaime.com, Inc. assumes no responsibility or liability whatsoever on behalf of any purchaser or reader of these materials

3 Objectives Google Facts and History Advertising on AdWords Build Your Keyword List Write Highly Converting Ads Create an Effective Structure Takeaways

4 Objectives Google Facts and History Advertising on AdWords Build Your Keyword List Write Highly Converting Ads Create an Effective Structure Takeaways

5 Google Facts and History History of Google Inc. Company founded in 1998 by Stanford University graduates, Larry Page and Sergey Brin Primarily a search engine (originally created for Stanford students) User database grew over the years simply by word of mouth advertising (200,000,000 daily searches)

6 Google Facts and History What is Google AdWords? Google s Pay-Per-Click advertising program Program created in March of 2002 Customer database grew from popularity, partners and media (over 100,000 active advertisers today) Ads appear on the top and right hand side of search results page

7 Google Facts and History

8 Google Facts and History

9 Google Facts and History Why Use Google AdWords? Simply put, AdWords works (as evident by the 100,000 plus advertisers) Gives you results you need in order to test and measure your metrics Search engine advertising consists of 40% of all online advertising revenue (beating out banners, ezine, classifieds, sponsorships, rich media, etc.)

10 Google Facts and History How AdWords Can Help Your Business Massive Traffic: Google Network reaches over 80% of users worldwide (search partners, content partners) Instant Traffic: New visitors within minutes of creating your first campaign Targeted Traffic: You select keywords, ads, and prospects you want to target Affordable Traffic: Only pay when someone clicks on your ad (as low as $0.01 per click)

11 Objectives Google Facts and History Advertising on AdWords Build Your Keyword List Write Highly Converting Ads Create an Effective Structure Takeaways

12 Advertising on AdWords Find a Product/Service to Promote Create a product of your own (or outsource it) Start a new professional service Wholesale or retail products Events (live or calls) Promote an affiliate product

13 Advertising on AdWords Create Your AdWords Account

14 Advertising on AdWords Determine Your Advertising Budget $5.00 USD activation fee Set up your daily budget Set your maximum cost-per-click (CPC) No minimum spend requirement

15 Advertising on AdWords Profit from the Website Use AdWords to generate traffic Bring visitors to your promotion Make money when somebody buys

16 Objectives Google Facts and History Advertising on AdWords Build Your Keyword List Write Highly Converting Ads Create an Effective Structure Takeaways

17 Build Your Keyword List Keyword Relevancy Levels of relevancy Extremely Irrelevant Somewhat Irrelevant General Somewhat Relevant Extremely Relevant

18 Build Your Keyword List Keyword Relevancy Levels of relevancy - Examples Extremely Irrelevant - advertising Somewhat Irrelevant online advertising General adwords advertising Somewhat Relevant adwords advertising help Extremely Relevant google adwords optimization service

19 Build Your Keyword List Keyword Relevancy General vrs. Specific Depends on your goal When you re unsure Search on Google See if competition uses it Let system take its course

20 Build Your Keyword List Keyword Expansion Consider variations Synonyms Singular and plurals Misspellings

21 Build Your Keyword List Keyword Expansion Consider variations - Examples Synonyms adwords expert adwords specialist adwords guru adwords master adwords consultant adwords optimizer

22 Build Your Keyword List Keyword Expansion Consider variations - Examples Singular and Plurals adwords tip adwords tips adwords secret adwords secrets adwords course adwords courses

23 Build Your Keyword List Keyword Expansion Consider variations - Examples Misspellings adword help googol advertising create google ad words

24 Build Your Keyword List Keyword Expansion Multiply your keywords Brainstorm similar terms Action oriented terms Geographical terms Include all variations

25 Build Your Keyword List Keyword Expansion Multiply your keywords - Examples Brainstorm similar terms tip/tips trick/tricks technique/techniques strategy/strategies method/methods class/classes book/books

26 Build Your Keyword List Keyword Expansion Multiply your keywords - Examples Geographical terms san francisco consultant bay area optimizer national marketing expert global marketer

27 Build Your Keyword List Keyword Expansion Multiply your keywords - Examples Action oriented terms buy adwords book order advertising video subscribe marketing magazine register business membership

28 Build Your Keyword List Keyword Expansion Multiply your keywords - Examples Include all variations adwords tip(s), adword tip(s), ad words tip(s), ad word tip(s), google adwords tip(s), googol adwords tip(s), googol adword tip(s), google ad word tip(s) adwords trick(s), adword trick(s), ad words trick(s), ad word trick(s), google adwords trick(s), googol adwords trick(s), googol adword trick(s), google ad word trick(s) adwords book(s), adword book(s), ad words book(s), ad word book(s), google adwords book(s), googol adwords book(s), googol adword book(s), google ad word book(s)

29 Build Your Keyword List Keyword Matching Options What are keyword matching options? Ways to target your keyword Offers flexibility More control on advertising

30 Build Your Keyword List Keyword Matching Options Broad Match Default keyword match type Used 90% of the time Maximum traffic Most potential for increasing leads Expanded matching To use Broad Match, simply enter the keyword as is: adwords

31 Build Your Keyword List Keyword Matching Options Broad Match - Examples google adwords adwords on google advertising adwords with google adwords optimization optimization course on adwords optimize google adwords

32 Build Your Keyword List Keyword Matching Options Phrase Match Keyword order matters More targeted traffic Improves poor performance Eliminates expanded matching To use Phrase Match, put quotes around your keyword: adwords

33 Build Your Keyword List Keyword Matching Options Phrase Match - Examples google adwords help with google adwords google adwords expert adwords optimization adwords optimization tips google adwords optimization help

34 Build Your Keyword List Keyword Matching Options Exact Match Most targeted traffic Track exact searched term Only variation of keyword Maximize performance on general terms Be as thorough as possible To use Exact Match, put brackets around your keyword: [adwords]

35 Build Your Keyword List Keyword Matching Options Exact Match - Examples [google adwords] google adwords [adwords optimization] adwords optimization

36 Build Your Keyword List Keyword Matching Options Negative Match Weeds out irrelevant searches Maximizes relevancy of ads Should always be used To use Negative Match, put a hyphen before your keyword: -free

37 Build Your Keyword List Keyword Matching Options Negative Match - Examples google adwords -login -api adwords optimization -free -search engine

38 Build Your Keyword List Maximize Keyword Effectiveness Things to Consider Trademarked competitor terms Restricted terms Duplicate keywords Case insensitive

39 Build Your Keyword List Maximize Keyword Effectiveness Things to consider - Examples Trademarked competitor terms google yahoo msn aol ask ibm

40 Build Your Keyword List Maximize Keyword Effectiveness Things to consider - Examples Restricted terms free (free adwords newsletter) spam (no spam marketing) teens (advertising to teens) weapon (marketing weapon)

41 Build Your Keyword List Maximize Keyword Effectiveness Things to consider - Examples Duplicate keywords Multiple instances of same keywords Word order doesn t matter (Broad Match)» optimize adwords» adwords optimize

42 Build Your Keyword List Maximize Keyword Effectiveness Things to consider - Examples Case insensitive AdWords Optimization adwords optimization ADWORDS OPTIMIZATION adwords optimization

43 Build Your Keyword List Final Tips Maximize specific keywords Use matching options correctly Continue to refine keyword list Always use common sense Think like a user

44 Objectives Google Facts and History Advertising on AdWords Build Your Keyword List Write Highly Converting Ads Create an Effective Structure Takeaways

45 Write Highly Converting Ads Ad Text Relevancy Reflect upon existing keyword list Focus on one main product/service Include relevant, popular keywords Relevant URL

46 Write Highly Converting Ads Ad Text Relevancy Example Keywords adwords optimization adwords optimization tips adwords optimization help adwords optimization advice AdWords Optimization Tips Free Tips, Help and Advice on Your AdWords Optimization Needs. AdWordsOptimization.com

47 Write Highly Converting Ads Identify the Product/Service Describe the product/service Use information from your website

48 Write Highly Converting Ads Identify the Product/Service Example Identity Phrases AdWords Newsletter Pay-Per-Click Info Product Online Marketing Course

49 Write Highly Converting Ads Clean Ad Text More attractive to users Grammatically correct Contains clear statements

50 Write Highly Converting Ads Clean Ad Text Example Clean Text AdWords Course Reveals All Sign Up for Free Newsletter Free AdWords Optimization Tips

51 Write Highly Converting Ads Distinguish Your Product/Service Special offers Unique qualities Promotional language

52 Write Highly Converting Ads Distinguish Your Product/Service Example Promotional Phrases On Sale Free Shipping Low Price Guarantee Free Download Price Matching Award Winning Huge Savings

53 Write Highly Converting Ads Attention Grabbing Ad Title Should be an eye-catcher Ask a question Make a statement Sum up specific product/service Have an offer

54 Write Highly Converting Ads Attention Grabbing Ad Title Keyword in Headline Increases relevancy Searched term in the title Keywords appear in bold Increases quality score

55 Write Highly Converting Ads Attention Grabbing Ad Title Example Ad Titles Need AdWords Help? AdWords Advice Here AdWords Consultation Free AdWords Tips

56 Write Highly Converting Ads Set User Expectations State your price What is required from users Qualifications

57 Write Highly Converting Ads Set User Expectations Example Expectation Phrases Consultation for $1000/Hr $1000 Per Optimization Registration Required Free Application Online

58 Write Highly Converting Ads Call to Action Phrases Reflect on your goals Spells out required user actions

59 Write Highly Converting Ads Call to Action Phrases Example Call-to-Action Phrases Sign Up for Free Newsletter Try Free Sample Download Free Trial Buy Product Online Buy Product at 20% Off Buy One Get One Free

60 Write Highly Converting Ads Product Location Include geographic area Attract local users Weeds out non-local users

61 Write Highly Converting Ads Product Location Example Location Phrases Serving Bay Area Clients Nationwide Service Get Help Worldwide

62 Write Highly Converting Ads Display URL Attract more attention Capitalize first letter

63 Write Highly Converting Ads Display URL Use keywords Keywords bolded Increases quality score

64 Write Highly Converting Ads Final Tips Maximize ad text relevancy Continue to refine ad text Beware of Google policies Test multiple ads

65 Objectives Google Facts and History Advertising on AdWords Build Your Keyword List Write Highly Converting Ads Create an Effective Structure Takeaways

66 Create an Effective Structure Best Way to Categorize Ad Groups by theme As specific as possible 5 to 7 keywords per Ad Group

67 Create an Effective Structure Products/Services AdWords Optimization AdWords Consultation AdWords Newsletter

68 Create an Effective Structure Brands The AdWorder Master AdWorder Master AdWords Optimizer

69 Create an Effective Structure Websites/Domains MasterAdWordsOptimizer.com AdWordsOptimization.com AdWordsConsultation.com TheAdWorder.com

70 Create an Effective Structure Companies BuzzMeIn Marketing LLC Tuyu Inc.

71 Create an Effective Structure Geographic Locations Locations that you serve Locations of target market Local areas

72 Create an Effective Structure Language Targeting Languages that you serve Languages of target market

73 Create an Effective Structure Budgeting Advertising budget per product/service Test budgeting

74 Create an Effective Structure Seasonal Promotions Worldwide occasions National occasions Occasional special offers

75 Create an Effective Structure Limited Time Promotions Company specific promotions Free trial Free shipping Buy one get one free Save 25% off purchase

76 Create an Effective Structure Network Targeting Ad syndication Google only Search network Content network

77 Create an Effective Structure Final Tips Maximize navigation and manageability Create logical and effective structure Structure for maximum performance Test different structures

78 Objectives Google Facts and History Advertising on AdWords Build Your Keyword List Write Highly Converting Ads Create an Effective Structure Takeaways

79 Takeaways Google Facts and History Advertising on AdWords Build Your Keyword List Write Highly Converting Ads Create an Effective Structure

80 Takeaways Next Steps The Google Slap Google s Quality Score Google Friendly Landing Pages Copy and Design Content Internet Marketing Secrets

81 Takeaways Q&A