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Advanced AdWords Optimization Techniques for Google Grants Accounts

Advanced AdWords Optimization Techniques for Google Grants Accounts. Alan Amerault. Program Manager – Digital Marketing. February 2013. Agenda. Introduction. The Ad Auction. Optimization Techniques. Questions. Who Are We?. Our Focus. Education Web Analytics Digital Marketing

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Advanced AdWords Optimization Techniques for Google Grants Accounts

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  1. Advanced AdWords Optimization Techniques for Google Grants Accounts Alan Amerault Program Manager – Digital Marketing February 2013

  2. Agenda Introduction The Ad Auction Optimization Techniques Questions

  3. Who Are We? Our Focus • Education • Web Analytics • Digital Marketing • Online Acquisition • Knowledge Sharing

  4. This Series Maximizing the Google Grants Program Advanced AdWords Optimization Techniques for Google Grants Accounts Harnessing the Power of Google Analytics to Better Understand Grants Traffic

  5. Part 0.5: Remember How It All Works The Auction, bidding, and winning against competitors

  6. Ad Rank QS Max CPC f( , ) KEY: Improvements in QS will effectively drive DOWN cost!

  7. Keys To Success Keyword Research Ad Copy & Mgmt Landing Pages Quality Score

  8. Part 1: Keyword Research Find the most relevant and pertinent terms

  9. Choosing the right keywords

  10. Google Grants Bidding Limitation

  11. Google Grants Bidding Limitation Your Maximum Allowed Bid is $2.00 Your competitor’s with regular AdWords accounts don’t have such limitation

  12. Keyword Research How do you drive more traffic? Long Tail Low volume, descriptive, higher-converting terms Non-Commercial Scour for more volume Early Funnel Stage Research, early-stage terms that indicate interest…

  13. Keywords For Grants Accounts • What is the long tail?

  14. Keywords For Grants Accounts • Why use them? • They are cheap! • There’s little volume!

  15. Keywords For Grants Accounts Use non-commercial keywords • Examples for child injury prevention topic: • child product recalls • life jacket laws • child poison prevention

  16. Keywords For Grants Accounts Using “research” stage keywords Research / Awareness Reviews Tips Information Donations

  17. Keyword Tool >>Demo>>

  18. Part 2: Ad Writing & Management The secret’s in the messaging!

  19. Writing great ads Online Charity Causes Visit Us Today To Make Your Online Donation To Our Great Cause! www.charityplan.org/Donate • Use keywords in your headline • Call to Action! • Good Display URL

  20. Writing great ads Make a donation Donate online Give now Help today Improve

  21. Keep In Mind Maintain Focus Donations, Newsletter Signups, etc. “Largest charitable funder of cancer research…” Differentiate Yourself In Messaging Always a call to action Visit Us, Download, Donate, Sign-up, Learn More!

  22. Keep In Mind Query Idea “online charity donations” Messaging

  23. Remember: Ad Testing

  24. Strengths

  25. Part 3: Landing Pages Ever growing in importance, LPs drive the user to action

  26. Landing Page Quality R – Relevant O – Original T – Transparent N - Navigable

  27. Landing Pages Landing pages play important role in Quality Score calculation. Content relevancy and quality of landing pages help improve Quality Score. Landing Page Key Elements: • Go to the right page • Message is consistent with keyword / ad • Clear call to action

  28. Find Valuable Landing Pages Drive Grants traffic to the high converting pages to maximize donations

  29. Custom Landing Pages Custom page for each ad group Condense information to 1 page Micro-conversion opps? Clear call to action

  30. Part 4: Quality Score Maximize the free budget by building strong quality score

  31. Ad Rank QS Max CPC f( , ) KEY: Improvements in QS will effectively drive DOWN cost!

  32. Improve Quality Score Quality Score affects your actual cost-per-click Higher Quality Score Lower Cost-Per-Click

  33. Ad Rank QS Max CPC f( , )

  34. Quality Score Basics Relevance CTR Landing Page

  35. 8 10 7 The ranking formula Alison, Scott and Jon are all bidding on the same keyword. Based on their Max CPC and Quality Score, whose ad will show in first position? Ad Rank Max CPC Quality Score Dave $1.00 8 Second x = Bill $1.00 x 10 = Winner Joe Last $2.35 x 3 =

  36. Improve Quality Score • Strive for small, well-themed (10-15 keywords) ad groups • Each ad group should have ads focused on ONE ad group theme • Ads should be pointed to highly relevant landing pages • Maintain consistency throughout

  37. Would you like to know more?

  38. Thank You! Questions & Answers

  39. Alan Amerault Program Manager – Digital Marketing email aamerault@cardinalpath.com Connect with Cardinal Path CardinalPath.com @CardinalPath facebook.com/CardinalPath gplus.to/CardinalPath web twitter facebook google+

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