Success with AdWords
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- Ilene Doyle
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Transcription
1
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: Darcy@SEOWebMechanics.com
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