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WebBizMasterminds G o o g l e AdWords

WebBizMasterminds G o o g l e AdWords. Thomas Clement. My AdWords Experience?. Sourced 67 BMV Property Deals through internet generated leads for the last 3 1/2 years Teaching Internet Marketing for property Investors for the last 2 years Run a Range of Internet Marketing

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WebBizMasterminds G o o g l e AdWords

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  1. WebBizMasterminds Google AdWords Thomas Clement

  2. My AdWords Experience? • Sourced 67 BMV Property Deals through internet generated leads for the last 3 1/2 years • Teaching Internet Marketing for property Investors for the last 2 years • Run a Range of Internet Marketing Affiliate Businesses • AdWords Consultant • Certified By Google WebBizMasterMinds.com

  3. The Only 2 Areas of a Web Business Traffic and Conversion Everything we do in our internet business must work towards IMPROVING one or both of these.. WebBizMasterMinds.com

  4. Tracking!!! The Number One Mistake That Beginners Make is that they do not Track / Measure / Record their progress! There is no guess work in a good Internet Business. WE MEASURE IT, THEN WE IMPROVE IT! WebBizMasterMinds.com

  5. The Customers Conversation What are your Customers Fears, Expectations, Desires, Requirements, Experiences etc? You Need to Think About the Consistency In the Story You Are Telling, from Your Keywords to Your Ad to Your Landing Pages to Your Product to Your Email Series to other Future Products You Market WebBizMasterMinds.com

  6. Why Google? • Turned Marketing Around • Biggest and Best PPC Network • Only PPC where the results are instant • Google Rewards Good Advertisers! • Isn’t it too Competitive? • BEST WAY OF TESTING AND MEASURING Should I use Other PPC Services Such as Yahoo and MSN? Yes, only when you are profitable. WebBizMasterMinds.com

  7. Where Can We Advertise with AdWords? Almost Anywhere on the Internet – The Google Network Reaches 86% of Internet Users Divided into Two Areas: 1. Search Network = Search Engines and Partners Google, Ask, AOL, Netscape, Earthlink, Compuserve, Shopping.com, AT&T and any website that puts a Google Search Tool! 2. Content Network = Other Peoples Websites Gmail, Lycos, About, New York Times, HowStuffWorks.com, Food Network, InfoSpace and ANY WEBSITE RUNNING ADSENSE ADS WebBizMasterMinds.com

  8. AdWord Basics Write an Ad For Our Product or Service Tell Google Who to Show Our Ad To (Keywords) Tell Google Where to Show our Ad (Geographic Area, Time of Day, What Part of the Internet etc) Tell Google How Much We are Willing to Pay Each Time Someone Clicks on Our Ad Google Provides Us With Some Traffic WebBizMasterMinds.com

  9. Fundamental AdWords Terms Imp = Impressions = Number of times your ad is displayed Clicks = Number of Times Your Ad is clicked on CTR = Clicks/Imp = How efficient / appealing your Ad is CPC = Cost Per Click = How much you pay for each click Quality Score = Google’s Measure Of The Quality of Your Whole Marketing System from a Customers perspective Position = Position in which your Ad is Displayed Keywords = The words/phrases that relate to what our customers are searching for Conversion = The action or response that we want our visitors to our website to do (Our Choice) WebBizMasterMinds.com

  10. What are our Goals? 1. As Much Quality Traffic 2. For The Lowest Price Possible 3. With The Least Amount of Work! WebBizMasterMinds.com

  11. Part 1 Structure WebBizMasterMinds.com

  12. Why Structure Is Important? What do we mean by AdWords Structure? This is how you organise your Campaigns, Ad Groups In an ideal (timeless world) we would have each keyword managed separately – This is not practical! 2 Principal Goals • Make it easier to Manage • Make it easier to Measure We organise like minded customers = like minded keywords into like minded groups and generalise for that group WebBizMasterMinds.com

  13. What are Campaigns? Campaigns are the Largest Group within an AdWords account. For Each Campaign we can adjust: • Daily Budget • Geographic Targeting • Which Networks we display our Ads on • Times of the Day the Ads are displayed My Suggestion - Use Different Campaigns for: Different Niches, Different Countries/Areas, Different Parts of Google Network WebBizMasterMinds.com

  14. What Are Ad Groups? Ad Groups are sub groups of Campaigns For Each Ad Group you have: • A group of Keywords • A Specific Ad or Ads • Destination URL = Landing Page • Default Max CPC Use Ad Groups for like minded search terms WebBizMasterMinds.com

  15. Part 2 Keywords WebBizMasterMinds.com

  16. Selecting the Correct Keywords We need to tell Google what topics/search terms should Trigger Your Ads to Display Your Initial Link to Your Customer The Wrong Keywords = The Wrong Customers Use the Keyword Tool WebBizMasterMinds.com

  17. Keyword Matching You cannot put every single different keyword into Adwords. Google helps us by matching our keywords to customers search terms, but we need to tell them how we want it done [tennis shoes] = Exact Match (Exactly This Search Term) tennis shoes is the only search term possible “tennis shoes” = Phrase Match (Part of a Phrase) Example: red tennis shoes or nike tennis shoes or tennis shoes for women tennis shoes = Broad Match (Any Related Search) Example: shoes for tennis or tennis trainers or tennis shoe -Children = negative match (Campaign or AdGroup Level) WebBizMasterMinds.com

  18. How to Implement? Use negative keywords to get rid of irrelevant or undesirable customers Use all three match types on all your keywords Each will produce a different quality of traffic, then adjust your bid price for each keyword so that they are all independently economical. Some will not be economical – Delete them WebBizMasterMinds.com

  19. Part 3 CTR and Ads! WebBizMasterMinds.com

  20. Why is CTR so Important? Your CTR is one of the most important factors in determining the success of your AdWords campaign! Why? - It determines how much money Google gets paid! Google Likes getting paid so they reward you with a higher ad position and/or lower CPC WebBizMasterMinds.com

  21. Why CTR is Important CTR = Clicks/Imp therefore Clicks = CTR x Imp and GI (Googles Income) = CPC x Clicks therefore GI = CPC x CTR x Imp Imp = Approx 12 per search (Fixed) CPC = Limited By What is Economic for each Business WebBizMasterMinds.com

  22. Why CTR is Important A Higher CTR means: • A better Ad Position • Lower CPC • A Better Quality Score (Next Part) You can pay half as much per click for the same ad position as your competitors if you have twice the click though rate! WebBizMasterMinds.com

  23. Writing Great Ads We Increase our CTR by: • Having a Good Structure • Targeting the Correct Customers • WRITING BETTER ADS Ads are the First Chance To Tell Your Customers About You and Start Influencing their story. Customer Will Not Read Your Ad – They Will Glance at it! Needs to be consistent with “The Story” but the Number one Goal: GET THE CUSTOMER TO CLICK WebBizMasterMinds.com

  24. Ad Writing Tips Headline (25 Characters) • Attention Grabbing • Must Contain Main Keywords • Main Selling Point Body (2 Lines of 35 Characters) • Main Issues, Selling Points, Catch Phrases • Benefits Sell not Features • Should Contain Keywords Display URL (35 Characters) • Must Relate to Destination URL • Use it, it is Valuable Space WebBizMasterMinds.com

  25. Ad Writing Applied At all times you should be running 2 Ads You run the Ads until they have had enough clicks and/or impressions that one is statistically better that the other. You delete the Ad with the lowest CTR You write an Ad the same as the best Ad with one small change either to the Headline, The Body or the Display URL. Make sure you keep the story consistent – You will know when you are going wrong as the conversion rate will drop. WebBizMasterMinds.com

  26. Part 4 Quality Score WebBizMasterMinds.com

  27. What is a Quality Score? The reason Google is so successful is that they are the best at providing relevant search results. This is fundamental to everything they do. Quality Score is a Great Development as it makes you a better marketer! Google Look at your Story – Do your keywords relate to your Ads? Do they relate to Landing Page? And does your website provide the Visitor with a Quality Experience? WebBizMasterMinds.com

  28. What is a Quality Score? What Effect Does Quality Score Have? • Your Ad Position • Your Minimum Bid In practice it determines whether your Ad runs or not! WebBizMasterMinds.com

  29. How to Improve Your Quality Score The Main Factors of A Keyword’s QS • Your CTR • Relevance of Ads in the Keyword’s Ad Group • The Relevance of the Landing Page • Other Relevancy Factors All Things We Should Care About Anyway! WebBizMasterMinds.com

  30. How to Improve Your Quality Score • Increase your CTR (Part 4) • Write Better Ads • Relevance of your Ads to Keywords (Part 3 and 4) • Good Structure • Ads Containing Keywords • Relevance of Landing Page • Contain Keywords In Title and Throughout the Text • You May Want More than 1 Squeeze Page WebBizMasterMinds.com

  31. How to Improve Your Quality Score 4. Other Relevancy Factors Is your website a Good Quality Website • Updated Often = Blog • Contact Me Page • Privacy Policy • Multipage with heaps of Content! • Links to Authority Sites • Meta Tags WebBizMasterMinds.com

  32. Part 5 Content Network WebBizMasterMinds.com

  33. Content Network Advertising 2 Ways of Placing Your Ads • Keyword • Placement • Both 2 Ways Of Paying • CPC • CPM WebBizMasterMinds.com

  34. Types of Content Ads? 5 Types of Ads • Text Ad • Image Ad • Local Business Ad • Mobile Ad • Click To Play Video Ad WebBizMasterMinds.com

  35. Using The Content Network Use the Content Network to Increase Traffic once You are Profitable Helps to know about your Market – which you will learn about from your Search Network Make Sure You are Comfortable with using the Search Network First Will Not work for every Niche WebBizMasterMinds.com

  36. Need Help? - Google Adwords Help Section - WebBizMasterminds Forum (Traffic) Contact me: thomas@auaha.com 07974 234 737 (Consultancy Special for WBMM Members) WebBizMasterMinds.com

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