Audra King Digital Marketing Consultant

Transcription

1 Audra King Digital Marketing Consultant

2 Google Adwords Stats Insurance Is the most expensive AdWords keyword. It costs, on average, $54.91 Per click If there is no right-hand column, 45.5% of people can t tell the difference between organic and paid search results. 33% of all Google search clicks are generated through mobile Mobile phone listings work: 70% of mobile searchers call a business directly from Google Search An ad in the first search position has an average click-through-rate of more than 7% The average click-through-rate for a Google ad is 3.16% At least 95% of Google s total revenue comes from advertising Google rakes in 33% of all online ad revenue (38.6 billion out of billion)

3 Terms you need to know 1. Campaign - An ad campaign on Google AdWords is made up of your ad groups, and has the same budget, campaign type and your other ad settings

4 Terms you need to know 2. Ad groups - An ad group is your set of keywords, budgets and targeting methods for a particular objective, within the same campaign. For example, if you are running an ad campaign for a shoe sale, you could set up ad groups to target for online sales, women s shoes and men s shoes. You can have multiple ads in each ad group. 3. Campaign Type - Your campaign type is where you want your ads to be seen. Google has: Search Network only (which means Google search only) Display Network only (which means your ad shows up in Google s Display network of websites, videos, YouTube, Blogger and more. This is also known as AdSense) Search Network with Display Select (which is a combo of search and display) 4. Keywords - Keywords are very important in your Google Ads. They are the words or word phrases you choose for your ads, and will help to determine where and when your ad will appear.

5 Terms you need to know 5. Quality Score - A quality score is the measurement from Google based on the relevancy of your ad headline, description, keywords and destination URL to your potential customer seeing your ad. A higher Quality Score can get you better ad placement and lower costs. 6. Impressions - An impression is the measurement of how many times your ad is shown. 7. Ad Rank - Your Ad Rank is the value that s used to determine where your ad shows up on a page. It s based on your Quality Score and your bid amount.

6 Terms you need to know 8. Ad extensions - Ad extensions are extra information about your business, such as your local address, phone number, and even coupons or additional websites. They re what shows up in blue below your ad descriptions. 9. CPC - Cost-Per-Click is the most common bid type on Google AdWords. It means you pay every time a person actually clicks on your ad. You set your maximum CPC in the bidding process, which means that dollar amount is the most you ll pay for a click on your ad. 10. Click Through Rate (CTR) - Your CTR is an important metric in your account settings. It measures how many people who have seen your ad click through to your link destination.

7 Tips to Taking the top Keep it simple. To increase your conversions, make your ad clear, and uncomplicated. Your potential customer judges your ad copy in about a half second. Make it easy to understand, and you ll get their attention for a second or two longer.

8 Tips to Taking the top Don t make Google Ads that include all of your products. Keep it simple and targeted to increase conversions for each of your ad group campaigns. Keep your Display URL simple - even if the landing page you direct to has a long name.

9 Tips to Taking the top Always include one of your main keywords in your ad copy or header. Google ranks ads based on search matches. The more your ad matches the keyword search, the higher Google will rank your ad. So, if your keyword is highly competitive, such as watches, and you don t use the word watch in your ad copy or header, your ad is likely not going to be one of the top displayed.

10 Tips to Taking the top The more targeted your campaign, the higher your conversions will be. The optimal number of keywords you want is anywhere from five to twenty. More than 20 keywords will make your ads expensive - and not very targeted. This is true regardless if your campaign is Broad match, Phrase match or Exact match.

11 Keyword Matching Options allows your ad to show for searches on similar phrases and relevant variations, including synonyms, singular and plural forms, possible misspellings, stemmings (such as floor and flooring), related searches, and other relevant variations.. Example: kittens Searches that can match: kittens, kitten photos, adopt a kitten allows your ad to show for searches that include your broad match keyword or close variations of your broad match keyword. Example: +adopt +kitten Searches that can match: adopt kitten, how to adopt a kitten, best kitten to adopt allows your ad to show only for searches that include the exact phrase, or close variations of that exact phrase, with additional words before or after. Example: "adopt a kitten" Searches that can match: adopt a kitten, adopt a kitten, how to adopt a kitten

12 Keyword Matching Options allows your ad to show only for searches that use that exact phrase, or close variations of that exact phrase, and no other words. Example: [adopt a kitten] Search that can match: adopt a kitten, adopt a kiten ensures that your ad doesn't show for any search that includes that term. Example: -free Searches that won't match: free kitten adoption, free kitten calendars, who wants to free the kittens

13 The illusive quality score

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15 Digital Marketing Diagnosis We ve developed a free tool that you can use to help you measure the effectiveness of your digital marketing. Go to: digital.makeitloud.net Take the free assessment. We re beta testing this, so help us work out the kinks!

16 Thanks For Listening!