Simple Tricks To Optimize Your Adwords Campaign and Increase ROI June 29, 2011

Simple Tricks To Optimize Your Adwords Campaign and Increase ROI June 29, 2011

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What is Google Adwords/Pay-Per-Click? Online advertising product provided by Google Google Adwords (PPC) Snapshot An auction platform where advertisers bid on key words & phrases Helps advertisers of all levels: Local National International How does Pay-Per-Click work? Consumers search for products and services through the Google search engine Search results are provided in 3 areas 1. Paid Search (PPC) 2. Natural or organic results 3. Google Places Listing

PAID SEARCH (PPC) Google Places Natural/Organic (SEO) PAID SEARCH (PPC)

Setting Up an Effective Campaign

How do I determine my budget? There is no easy answer here Analyze your location $100 budget in Orlando is different than $100 budget in Sun Valley Research the competition Perform a search and see how many viable competitors are using Adwords Remember Adwords works with a daily budget You only pay when your ad is clicked There is no minimum spend Monitor the performance and adjust accordingly

Where do I target my ads? Utilize your map overlay option in Google Analytics It may not be necessary to target the entire US Identify your primary, secondary and tertiary markets and start there Gather data to help make informed decisions Who will see my ads? Ads are targeted to a geographic location. During the initial setup of the account you will determine a territory Your ads will only be shown in this area An exception would be if someone outside your target area does a geographic specific search Another thing to consider is what time to run your ads Test, Test, Test

Effective Adwords Campaign Structure

What makes up a Pay-Per-Click Campaign? Overall campaign name Ad Groups Campaign Structure A high-level category that is directly related to the product or service you are advertising Each ad group contains numerous keywords Keywords Ads The actual words or phrases we bid on that consumers potentially search for No less than 3 text ads are created for each ad group The ads placement on the page is determined by how you much your are willing to pay or bid for the keyword and your quality score

Campaign Hierarchy Ads Campaign Ads Ads Adgroups Adgroups Ads Ads Keywords Keywords Ads

Adgroup Development

Creating Adgroups Adgroups make your campaign: Easier to manage Easier to monitor performance To develop adgroups think about your business What sort of properties are in your portfolio Example: I am a property manager in Sun Valley, ID Riverfront Cabins Mountain View Cabins Pet Friendly Cabins

Adgroups We have now determined our 3 adgroups Riverfront Cabins Mountain View Cabins Pet Friendly Cabins You can have up to 2000 adgroups per campaign! You can assign a Maximum Cost Per Click to each adgroup Or how much you are willing to pay for keywords in that adgroup So we have our adgroups what s next?

Keyword Creation

Keyword Lists Creating your Keyword list Brainstorm What sort of keywords do you want to be found for Use Google Analytics Keyword Report Google Adwords Keyword tool Think like a consumer More specifically a qualified consumer further down the purchase cycle Interest, Research, Purchase Geo-Target your keywords Example: Cabin Rentals Generic and expensive! Sun Valley Cabin Rentals with Mountain Views Longtail! I ve got my Keywords, now what!?

Organize your Keywords into Adgroups Assign your keywords to their corresponding adgroups Riverfront Cabins Mountain View Cabins Pet Friendly Cabins Sun Valley Riverfront Cabin Rentals Sun Valley Cabin Rentals with Mountain Views Pet Friendly Cabin Rentals in Sun Valley Riverfront Cabin Rentals in Sun Valley Mountain View Cabin for Rent in Sun Valley Sun Valley Cabins Pet Friendly Sun Valley Cabin Rentals on River Mountain View Cabins for Rent in Sun Valley* Sun Valley Rentals that Allow Dogs Riverfront Cabins for Rent in Sun Valley Sun Valley Mountain View Cabin Rentals Sun Valley Pet Friendly Rentals Cabin Rentals with River Access in Sun Valley Sun Valley Mountain Cabin Rentals Sun Valley Cabin Rentals Pet Friendly You are allowed ~2,000 keywords per adgroup

Quick Tips for Keywords Quality Score Google assigns each one of your Keywords a 0-10 Quality Score This is how closely related the keyword is to your site Partially determines ranking and cost per click Get rid of anything 2/10 or below Negative Keywords Run a Keyword Report and check for terms you don t want to be found for wasted impressions Example: Hotels, Car etc Utilize the broad, phrase and exact match options Impressions and Cost Qualified Clicks

Ad Copy

Writing Your Ads 4 Parts to an Ad 1. Title Maximum 12 characters 2. Ad Body Maximum 70 characters 3. Display URL Maximum 35 characters What the consumer sees 4. Destination URL Plenty of room Where the consumer goes Ensure Display URL accurately represents your Destination URL No need for HTTP:// or WWW. Include a call to action!

Writing Your Ads Writing ads is an art This is your one chance to draw in the consumer Again think like your consumer Make the ad copy fun Try out different versions of ads Test until you find the sweet spot!

Quick Tips for Ads Make the experience seamless for the consumer If your ad is about pet friendly rentals, input your pet friendly properties URL as the destination Less searching/clicking = happy consumer The display URL only needs to match the destination URL up to the.com Dynamic Keyword Insertion Little tricky but super effective Can be used in the title or the body {Keyword:Sun Valley Cabin Rentals} This ad will display consumers search term or the default

Review Create Relevant Ad Groups & Keywords Optimize, Optimize, Optimize! Test Ads & Keywords Use Reporting Tools To Measure Results

PPC Return on Investment (ROI) Measuring ROI with Pay-Per-Click Getting a consumer to click on your ad and visit your website is only half the battle Once the consumer is on your website you may want them to: Book a home Purchase a product Fill out a form Sign up for a giveaway View a key page With Google AdWords, you can assign a dollar value to any of these actions and track them through what Google calls conversions Having a well designed landing page for consumers will help to increase your total number of conversions *When you have access to conversion data in your reports, you can make smarter online advertising decisions, particularly about what ads and keywords you invest in. Given better data, you can better measure your overall return on investment (ROI) for your AdWords campaigns. *Source: Google AdWords Help

Benefits of PPC Reach Access to ~80% of Internet users worldwide (Google) Cost Low cost for high ROI No minimum spend Only charged when consumers click on your ad Timing Ads are seen by users looking to purchase Qualified leads Reach your audience at the right time, with the right message Flexibility Gives you the ability to start advertising quickly Target ads to the specific location(s) of your target consumers Optimize and change your ads continually

PPC Frequently Asked Questions (FAQs) Why isn t my ad showing up? Google delivers ads evenly over the course of a day with respect to the budget. If your ad doesn t show the first time you search, Google is likely conserving your budget for the day. The best way to search for your ad is by using the Google Ad Preview Tool wasted impressions are not good Why is my competitor s ad in a better position than mine? This is due to your competitor s willingness to pay more for that particular keyword. Remember the first position is the most expensive and not always the best place to be! Check your Quality Scores! How do I get ranked higher in the organic results? Organic results are based on SEO or Search Engine Optimization How do I get my name on the Business Listings? You can add your business to the Google Business Listings section at Google Places. Can someone just keep clicking on my ad and spend all of my money? Google has systems in place to protect their customers from this type of situation. Google Adwords looks at various data points for each click and filters out any potentially invalid clicks.

Additional Resources To learn more about Google Adwords/Pay-Per-Click visit Google s Adwords Support website: http://adwords.google.com/support/ Also check out: Google AdWords Help Google AdWords Advertising Policies Google Adwords Optimization Center Google Adwords Editor