Adwords workshop 20150225

HOW TO MAKE DIGITAL MARKETING WORK

A DO IT YOURSELF GUIDE TO GOOGLE ADWORDS

THREE TAKEAWAYS1. DEFINE A SUCCESSFUL ONLINE

SEARCH CAMPAIGN2. UNDERSTAND THE PROCESS OF

BUILDING YOUR OWN 3. HOW TO USE GOOGLE'S FREE TOOLS

AD RANK = CPC BID X QUALITY SCORE

RESULTS

LANDING PAGE

ADS

KEYWORDS

MARKET

GOALS

RESULTS

LANDING PAGE

ADS

KEYWORDS

MARKET

GOALS

ADS

KEYWORDS

MARKET

RESULTS

LANDING PAGE

GOALS

ESTABLISH YOUR GOALSGOALS

GOALS BUSINESS TYPE CAMPAIGN GOAL CAMPAIGN GOALECOMMERCE ! SALESLOCAL BUSINESS/SERVICE

" # $ PHONE CALL / DIRECTIONS PAGE / COUPON

BUSINESS TO BUSINESS % QUALIFIED LEADS

MEDIA & PAGE VIEWS

BLOG ' MONETIZATION

RETURN ON INVESTMENT CALCULATING ROI WILDLY INACCURATE EXAMPLE

CONVERSION VALUE NEW CUSTOMER = $1000 PROFIT

CONVERSION TRIGGER SITE VISITORS SEARCHING FOR “FREE ATM”

CONVERSION RATE 1.0%

PER VISIT VALUE $10.00

ROI = (GAINS – COST)/COST $2 BID: (10-2)/2 = 400%

IDENTIFY THE MARKETMARKET

HOW DO YOU KNOW YOUR PROSPECTS? HOW DO YOU KNOW YOUR PROSPECTS? HOW DO YOU KNOW YOUR PROSPECTS?

INTERESTS ( SEARCH, DISPLAY TARGETING

LOCATION # GEOTARGETING

DEMOGRAPHICS ♀♂ GENDER, AGE, HOUSEHOLD INCOME

BEHAVIOR + ONLINE ACTIVITIES, SOCIAL MEDIA, REMARKETING

MARKET

THANK YOU

REVIEW

NETWORK AND TYPE & SEARCH NETWORKS ALL FEATURES

DEVICES " HOW IS MOBILE DIFFERENT?

LOCATION # GEOTARGET, GEOTARGET, GEOTARGET

BID STRATEGY | SET UP CONVERSION TRACKING

EXTENSIONS - MAKE YOUR ADS MORE USABLE

INITIAL CAMPAIGN SETUP

RESEARCH KEYWORDSKEYWORDS

MATCH TYPE KEYWORD SEARCH CHARACTERISTICS EXAMPLE SEARCH

BROAD MATCH WOMEN'S HATS

MISSPELLINGS, SYNONYMS, RELATED SEARCHES, OTHER RELEVANT VARIATIONS

BUY LADIES BASEBALL CAPS

BROAD MATCH MODIFIER

+WOMEN'S +HATS

CONTAIN MODIFIED TERM (NOT SYNONYMS), IN ANY ORDER

HATS FOR WOMEN

PHRASE MATCH "WOMEN'S HATS"

PHRASE & CLOSE VARIATIONS BUY WOMEN'S HATS

EXACT MATCH [WOMEN'S HATS]

EXACT TERM & CLOSE VARIATIONS

WOMENS HATS

NEGATIVE MATCH

-BASEBALL SEARCHES WITHOUT THE TERM WOMEN’S BASEBALL HATS

5 KEYWORD TYPES

KEYWORD RESEARCH REVIEW

KEYWORD PLANNER . RESEARCH KEYWORDS BEFORE YOU WRITE ADS

SELECTION CRITERIA / RELEVANCE, SEARCH VOLUME, COMPETITION

LOCATION # GEOTARGET…

COST VS VOLUME | BIDS AND DAILY BUDGET

MATCH TYPE 0 MODIFIED BROAD + NEGATIVE MATCH TYPES

CREATE YOUR ADS

WRITING ADS REVIEW

CHECK THE COMPETITION 1 STAND OUT FROM THE CROWD

INCLUDE BEST KEYWORDS . MATCHING USER INTENT = BOLD FONT

FOCUS ON BENEFITS ♥ FEATURES DON’T MOVE PEOPLE

CALL TO ACTION 3 ECHO THE CTA ON YOUR LANDING PAGE

TEST YOUR ADS 4 CONTINUAL IMPROVEMENT PROCESS

LANDING PAGES

LANDING PAGES

A STANDALONE WEB PAGE DESIGNED FOR A SINGLE FOCUSED OBJECTIVE

LANDING PAGE REVIEW

USE A STRONG HEADLINE 5 SOLVE PROBLEMS, USE KEYWORDS.

CLEAR, READABLE COPY & HELP YOUR ONE READER

EYE CATCHING IMAGE 6 EVERY PICTURE TELLS A STORY

CALL TO ACTION 3 ECHO THE CTA FROM YOUR AD

EASY TO USE FORM 7 MORE FIELDS = FEWER SUBMISSIONS

TRACK YOUR RESULTSRESULTS

CONVERSIONSTHANK YOU PAGE 8 EMAIL SIGNUP, FORM COMPLETION

ECOMMERCE ! ORDER CONFIRMATION PAGE

ACTION 9 FILE DOWNLOAD, EVENT SIGNUP

PHONE CALL : MOBILE DEVICES

VALUE ; ROI = (GAINS – COST)/COST

ADWORDS GOOGLE ANALYTICSRECORDS LAST ADWORDS CLICK

PRIOR TO CONVERSIONRECORDS TIME OF

CONVERSIONCREDITS CONVERSION

TO LAST ADWORDS CLICKCREDITS CONVERSION

TO LAST CLICK…SEE ADWORDS TRAFFIC ONLY

SEE ADWORDS TRAFFIC IN CONTEXT OF ALL OTHER SOURCES

BUILDING YOUR CAMPAIGN REVIEW1. ESTABLISH YOUR GOALS < ALIGNED TO CUSTOMER NEEDS 2. IDENTIFY THE MARKET = UNDERSTAND YOUR AUDIENCE3. FIND THE RIGHT KEYWORDS > USER INTENT? VOLUME? COST?4. CREATE YOUR ADS ? COMPETE AGAINST YOURSELF5. LANDING PAGE @ SOLVE THE USER’S PROBLEM6. CONVERSIONS - TRACK YOUR PERFORMANCE

DAVE LINDBERG A [email protected] B @DaveLindberg : 802.282.3368

THANK YOU

Sources: Google | Corbis Images | Unbounce | Hubspot | KissMetrics | Moz