Success with AdWords
Search Engines: Popularity of Search Google Engines Dominates #2+ Trillion Google Searches Globally in 2012 ~400M Searches Daily/US
Put Your Key Words to Work Organic Search Social Search
Search Engines Drive Traffic Paper Clip Pay Per Click
Click Cost Factors
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 www.dogguard.com Safe Underground Electric Fencing Keep Houdini Dog at Home Instead Line 1: Title Line Line 2: Display URL Line 3: Description Line 4: Description
Use Good Landing Pages! Your Landing Page is NOT your home page Call to Action: Ask for the Business! Capture Leads: Contact Forms Phone & Email Links Targeted Offer Match your ad to your landing page. SEO Value: Get credit for the traffic. Keep it on your site!
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.
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
Research Terms can be Tricky!
High Competition: Shopping Terms
Buying Terms = Success
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
Search Display Networks Mobile? Geo-Target Where? When? Day Parts Adwords: Your Settings
Bids Your Campaign Settings Days Hours
Managing Adwords: Your Campaigns
Managing Adwords: Your Ads
Adwords: Your Ads Use more than one ad Watch CTR Click Through Rate Positioning (#1-4 Preferred)
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!
Adwords: Your Keywords
Negative Keywords
Adwords: Keywords Served
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
Blocked Keywords
Site Link & Call Out Extensions Extensions make your ads stand out!
Location Extensions Link Your Google+Biz Places/Map
YouTube: Paid Placement Top of page in search True View in Stream on other videos
Adwords: YouTube Video Ads Video Drives Traffic & Leads Clicks are very low cost ($0.01-$1.25)
YouTube Video vs. Google Text Ads
Paid Search: Yellow Book Ads What you need to know!!
Are You Ready? Darcy Knapp, MBA, President & Chief SEO Web Mechanic A Division of Darcy Knapp Consulting, Inc. Google Certified Partner Agency Cell/Office: 518.366.1707 email: Darcy@SEOWebMechanics.com http://seowebmechanics.com/adwords www.facebook.com/darcyknapp www.facebook.com/darcyknappconsulting www.facebook.com/seowebmechanics www.twitter.com/darcyk56 www.linkedin.com/in/darcyknapp