AdWords – Understanding the Biggest Marketing Channel in the World!

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Jeremy Decker Sara Gonzalez

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Understanding the Biggest Inbound

Marketing Channel in the World

By Jeremy Decker

AdWords Webinar


http://clickclickmedia.com.au/about-us/

http://clickclickmedia.com.au/about-us/


Who Am I?

Jeremy Decker

● Working in AdWords management since 2006.

● Managed hundreds of campaigns with budgets from

$1,000 p/m to $500,000 p/m.

● Worked with brands such as PayPal, Westfield, Apple

& more.



Today’s Webinar Will Cover

1. A look at why Google AdWords works

2. Building a granular AdWords account

3. Optimising an AdWords campaign

4. Running Experiments in an AdWords campaign



Poll

Q: What level of involvement do you have with

Google AdWords?

A. I directly run Google AdWords

B. I manage staff that run Google AdWords

C. I manage an Agency that does it for me

D. I have had no involvement with Google AdWords



Understanding What Drives a ‘Click’

Section 1



1.1 What Makes Us Click?

Searching (proactive)

Looking for a product/service • Buy movies online

• Car service Sydney

• Professional resume writer

Looking for information • Movie session times

• Car service guide

• Resume writing tips

Display/browsing (reactive)

Highly relevant Ad • Looking for cheap movie tickets

• Same day Sydney car service

• Resume writing experts

Appealing offer • Get free movie tickets

• Free 5 year service on the new Holden

• 50% off resume templates



1.2 Where AdWords Ads Appear

AdWords Reaches 80% of Global Internet Users



1.3 Direct Response VS Interruption

The different stages of the buying

cycle can all be targeted all in

AdWords with different networks

and methods.



1.4 Question

Why do you think it’s important to

understand your target audience in

AdWords?



Building Granular Campaigns

Section 2

1. Researching your landing page

2. Segmenting campaigns

3. Keyword research

4. Creating ads that work

5. Adding ad extensions

6. All about conversion tracking



Poll

Q: What would you be looking to promote with your

AdWords campaign?

A. Product(s)

B. Service(s)

C. Event(s)

D. Fundraising



2.1 Researching Landing Pages

Start at the landing

page to gather key

information about the

keywords



2.2 Segment The Campaigns

Work out what different

market segments you

should split the campaign

into. Remember to think

of your target users

behaviour (device etc).

Account

Campaign

AdGroup

Ad

Ad

AdGroup

Ad

Ad

Campaign AdGroup

Ad

Ad

Campaign AdGroup

Ad

Ad



2.3 Keyword Research

Build a keyword list

for each market

segment and add as

AdGroups under each

campaign. (small

amount of keywords

per AdGroup).



2.4 Creating Ads That Work!

Remember to make your

Ad as relevant as

possible – you can test

as many as you like so

it’s ok to get a little

creative!



2.5 Adding Ad Extensions

Ad Extensions make your

ad stand out from your

competitors, there are

many formats available

so test them all!



2.6 You Must Track Conversions

You must utilise

conversion tracking! It is

the key metric that tells

you how to optimise

your campaigns.



Data Based Optimisations

Section 3

1. Auditing a campaign

2. Statistically significant optimisations

3. Where to find the biggest wins

4. Understanding quality score

5. Landing page improvements



Poll 2

Q: How familiar are you with the AdWords

interface?

A. I’ve logged into AdWords once or twice

B. I have often made changes to and AdWords account

C. I can use AdWords editor

D. I have had no involvement with Google AdWords



3.1 Auditing a Campaign

When you have a

granular campaign

structure Auditing your

campaigns is a breeze.



3.2 Statistically Significant Optimisations

It is important to restrain

yourself from making

small changes too often.

Back it up with data!



3.3 Where To Find The Biggest Wins

Don’t assume you

know what is going

to convert. Always

check your data.



3.4 Understanding Quality Score

The key thing to remember

is that Google put the

quality score system into

place to ensure its own

profitability.



3.5 Landing Page Improvements

The key to a good landing

page is to make all the key

information accessible

within 5 seconds.



Running AdWords Experiments

Section 4

1. What you should be testing

2. Exploration campaigns

3. Using AdWords experiments



4.1 What You Should Be Testing

Everything. The most

common test are:

1. Ad Testing

2. Landing Page Testing

3. Match Type Testing

Implement Test

Gather Data

Analyse Results

Roll Out Findings

Strategize



4.2 Exploration Campaigns

Don’t be afraid to try out

wild new ideas. Just keep

your tests controlled.



4.3 Using AdWords Experiments

AdWords has its own build

in split testing tool that

allows you to keep

optimisations controlled.



Wrapping it up

1. Know who your audience is before you try to

sell to them.

2. Put the time into designing a campaign being

as granular as possible.

3. Data dictates almost everything.

4. If it’s worth thinking about, it is probably

worth testing!



Thank You

To learn more about

AdWords check out

our Blog!

We have a FREE

AdWords Audit Tool

on our website -

Instantly Grade Your

AdWords Campaigns


http://www.clickclickmedia.com.au/online-marketing-blog/



http://www.clickclickmedia.com.au




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AdWords – Understanding the Biggest Marketing Channel in the World!

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