Success with AdWords

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2 Success with AdWords

3 Search Engines: Popularity of Search Google Engines Dominates #2+ Trillion Google Searches Globally in 2012 ~400M Searches Daily/US

4 Put Your Key Words to Work Organic Search Social Search

5 Search Engines Drive Traffic Paper Clip Pay Per Click

6 Click Cost Factors

7 Pay Per Click Advertising Placement and Criteria: Auction Environment: Bid price Click Through Rate (CTR) Quality Score of Landing Page: (QS) Offer Relevancy Stop Dog From Digging Out Safe Underground Electric Fencing Keep Houdini Dog at Home Instead Line 1: Title Line Line 2: Display URL Line 3: Description Line 4: Description

8 Use Good Landing Pages! Your Landing Page is NOT your home page Call to Action: Ask for the Business! Capture Leads: Contact Forms Phone & Links Targeted Offer Match your ad to your landing page. SEO Value: Get credit for the traffic. Keep it on your site!

9 Identifying Keywords Traffic Is there search on the Key Word/Phrase? Competition How many competitors are running ads? Relevancy Does the Landing Page match the Ad Offer? Conquesting select competitor keywords wisely For Local or Geo-Targeted Search Location can be the ultimate key word.

10 Converting Keywords Tier 1: Research Terms <Researching Need Fulfillment Options> Keywords: Fence Tier 2: Shopping Terms <Thinking about Purchasing option> Keywords: Fence Installer Tier :3 Buying Phase * * * Ready to Buy Consumers * * * Keywords: Dog Fence Installer

11 Research Terms can be Tricky!

12 High Competition: Shopping Terms

13 Buying Terms = Success

14 Pay Per Click Advertising Getting the Bang for your $1 Most Expensive vs. BEST ROI Targeted Key Words = Better ROI Local vs. Regional vs. National

15 Search Display Networks Mobile? Geo-Target Where? When? Day Parts Adwords: Your Settings

16 Bids Your Campaign Settings Days Hours

17 Managing Adwords: Your Campaigns

18 Managing Adwords: Your Ads

19 Adwords: Your Ads Use more than one ad Watch CTR Click Through Rate Positioning (#1-4 Preferred)

20 Conquesting Go After Protected Key Words Legally Invisible Fence Innotek Fence Petco Fence Dog Watch Fence Your local Competitor s Name Using smart ads be CAREFUL!

21 Adwords: Your Keywords

22 Negative Keywords

23 Adwords: Keywords Served

24 Adwords: Keyword Match Your Keyword example: Invisible Fence Exact Match [invisible fence] Phrase Match invisible fence Broad Match invisible fence Key word Google will serve you on: Exact Match [invisible fence] Phrase Match invisible fences for dogs Broad Match hurricane fencing

25 Blocked Keywords

26 Site Link & Call Out Extensions Extensions make your ads stand out!

27 Location Extensions Link Your Google+Biz Places/Map

28 YouTube: Paid Placement Top of page in search True View in Stream on other videos

29 Adwords: YouTube Video Ads Video Drives Traffic & Leads Clicks are very low cost ($0.01-$1.25)

30 YouTube Video vs. Google Text Ads

31 Paid Search: Yellow Book Ads What you need to know!!

32 Are You Ready? Darcy Knapp, MBA, President & Chief SEO Web Mechanic A Division of Darcy Knapp Consulting, Inc. Google Certified Partner Agency Cell/Office: [email protected]