Adwords Campaign Management
May 13, 2015
Adwords Campaign
Management
Background
Started working in PPC in 2006 Joined SEER Interactive in 2007
Started in 2002 as SEO Agency SEO, PPC & Analytics focused Adwords & adCenter Qualified Company
Spearhead 12 person PPC Team All Adwords & adCenter Qualified
Follow me @Crystala Email me [email protected]
What is PPC
Internet advertising model on search engines and content networks where advertisers only pay when a user CLICKS on an ad.
PPC = Pay per Click CPC = Cost per Click
Bing
Beyond Search
Content Network
Content Network
What PPC is NOT
What PPC is NOT
Top Ways To Quickly Waste Your $ in PPC
Mistake #1 – Wasting $ On Content … Without Realizing It
Settings
Settings
Mistake #2 – Wasting $ On Mobile ... When Your Site
Doesn’t Render
Mistake #3 – Advertising Where You Don’t Sell
Settings
Targeting Options – Campaign Level only Country, State, City, Zip Code, Custom
Mistake #4 – Putting All Your Eggs In 1 Basket
Account Structure: Using 1 Campaign & 1 Ad Group
Mistake #5 – Spending All Your $ On One Match Type
Keywords: Only using Broad Match
[Free trial] – query much match exactly “Free trial” – query must contain phrase +Free Trial – query must contain free +Free +Trial – query must contain both free & trial;
any order Free Trial – query can be relevant, or similar
Mistake #5 – Spending All Your $ On One Match Type
Mistake #6 – Spending $ On What You Don’t Do/Offer
Keywords: Not using Negatives Keyword Negatives for Search Campaigns
Negative Match Types▪ Broad, Phrase, Exact▪ Free trial – excludes terms with both terms▪ “free trial” – excludes terms with phrase “free trial”▪ [free trial] – excludes terms that match [free trial] exactly
Mistake #7 – Being In The Wrong Place
Site Exclusions for Content Campaigns
Mistake #8 – Paying $5 When You Could Pay $1
No bid strategy Bids set at Campaign level Bids set too high for budget▪ $10 bids with $10 daily budget = no clicks
Mistake #9 – Having Nothing To Show For Your $
Tracking: Not using Conversion Tracking
Mistake #10 – Trusting Your Tech Team Too Much
Tracking: Not testing tracking
Mistake #11 – No Backup For Data
Tracking: Not using Auto-Tagging for Google Analytics
Mistake #12 – Not Selling Yourself
Ad Copy No Benefits/UVPs No Feature Description No Call to Action No Relevancy
Mistake #13 – 1 Strike and
Your OutAd Copy
Running only 1 ad Default “optimize” setting
Mistake #14 – Not Telling Customers What To Do
Poor Landing Pages Broken pages All traffic to homepage Irrelevant pages No clear Call to Action
Mistake #15 – Launching and Leaving
Don’t Set & Forget! Setup Automated Alerts
Let’s see what you’ve learned
Which CTA is Better?
Which Landing Page is Better?
Which Ad is Better?
Which Ad is Better?
8 Tips for Getting Started
1. Start with the end in mind What is your business objective? What ACTION do you want people to
take? The end goal is NOT to drive traffic
8 Tips for Getting Started
2. Know what success looks like What is the maximum you are willing to
pay per lead? Does quality or quantity matter most?
8 Tips for Getting Started
3. Know your Business Target Audience▪ Are they only in the US? Only in Maryland?
Only in Baltimore?▪ Are they women? Men?
Seasonality▪ Do sales peak in Summer? During the Holiday?
Focus▪ Is there a particular product or service you want to focus on?
8 Tips for Getting Started
4. Do the Research Don’t just guess!▪ Adwords Keyword Tool▪ Contextual Targeting Tool▪ Adwords Traffic Estimator▪ Analytics
8 Tips for Getting Started
5. Communicate the right message Drive users to take the action you want Emphasize benefits, UVPs, offers,
credibility, etc. Call to Action
8 Tips for Getting Started
6. Track, Track, Track FREE tracking – Adwords Conversion
Tracking, Google Analytics Phone Tracking
8 Tips for Getting Started
7. Measure, Measure, Measure Are you hitting your goals?
8 Tips for Getting Started
8. Don’t Set & Forget Continuously optimize to reach goals
Ready For The Next Level Of Fun With
Adwords?
Tools/Features in Adwords
Contextual Targeting Tool
Tools/Features in Adwords
Call Metrics
Tools/Features in Adwords
Conversion Optimizer
Tools/Features in Adwords
Adwords Campaign Experiments - ACE
Tools/Features in Adwords
Search Funnels
Tools/Features in Adwords
Sitelinks
Tools/Features in Adwords
Remarketing
Tools/Features in Adwords
Remarketing
PPC Resources Adwords Blog: http://adwords.blogspot.com/ Google Ads - Ad Innovations:
http://www.google.com/ads/innovations/index.html
AdCenter Blog: http://community.microsoftadvertising.com/blogs/advertiser/default.aspx?
Best PPC Blogs: http://www.boostctr.com/blog/paid-search/best-ppc-blogs
PPC Mind Meld: http://ppcmindmeld.com/ Twitter:
#ppc, #adwords, #adCenter, #ppcchat (Tuesdays 12pm EST)