Google Adwords Training “Before you set up campaign” Basic level
May 13, 2015
Google Adwords Training“Before you set up campaign”
Basic level
Google Adwords
Set up measurable goals. Other wise is a ‘WASTE” of money, time and efforts.
Great specific goals can be:
-I want Adwords traffic to buy $50k from product X and Product B during a period of 6 weeks.-I want Adwords users to complete 250 booking forms during a period of 3 months.-I want Adwords users to visit my website and call my 1300 number. I want 800 calls during a period of 6 months.
Best practices for Google Adwords
Example: •I want Google Adwords traffic to buy “Rome in One day” tour.•“Rome in One Day” Retail price is: $100•“Rome in One Day” costs are: $40 to produce, $10 for admin, $20 for marketing, $20 profit margin.•Therefore, I am comfortable to spend the same $20 for a conversion coming from Adwords.
How much should I invest on Google adwords?
You need to create your Scenarios and TEST, TEST, TEST
Best practices for Google Adwords
Best practices for Google Adwords
How do you start?•Ensure you can track final conversion.
THANK YOU PAGE!
•Needs to have a unique URL •Need to have your Web Analytics software code on it•No indexed by Google
Best practices for Google Adwords
Start theming the search combinations you want to bid for.
Examples: You sell one amazing product:
Leather brogues for women branded “Lili”.
Best practices for Google Adwords
How to theme your keywords:
Start with the keywords most likely to convert:
-Branded terms: Lili shoes, Lili Brogues flat shoes, Lili women shoes, Lili shoes.
-Think out of the square. Celebrities that wear them. Even if they are not your brand: kate moss shoes, etc…
-Use google Adwords tool to find generic terms: brogues women shoes, brogues girl shoes, brogues, flat shoes.
Themes by Product features
- Specific colors: Red brogues shoes women, White brogues shoes women.
- Material related: leather brogue women, leather brogues women, leather brogues girl.
Geo-locations themes
Do you have presence in different cities but in others not?
You must create Geo location themes:
Example:You just have a store in London where you sell your women brogue shoes:
London brogues womenLondon brogues girlLondon brogues for womenLondon brogues for girlLondon brogues shoesLondon style shoesLondon fashion shoesLondon leather shoesLondon Oxford brogue shoes
Best practices for Google Adwords
Theme by Consumer intent:
-On sale-Latest/New arrivals-Weeding-Graduation-Hen’s night-Night out-Holidays-For the beach-Cocktail party
Find out in Google trends and Adwords keyword tool if there is enough traffic for them.
Best practices for Google Adwords
Tip: You can set daily budgets at the “Campaign” level. Therefore if youhave products or services that you want the flexibility to change daily budgets, then you need to set them as different “Campaigns”.
Negative keywords for each theme
Create a list of Negative keywords for each theme if neeed.
WHY:People create negative keywords so they ensure their Adwords ads are shown for the right products:
Optician who sell glasses will add “Wine glasses” and “Drinking glasses” as negative keywords.
Negative keywords for each theme
On our “Lili brogue shoes” example: You might want to ensure your ads do not appear for:-Gender you do not offer product for: men’s, men, male-Product types you do not offer: ballerinas, sandals, platforms, heeled shoes.
TIP: Use search terms report to find out keywords that are making impressions without clicks or clicks that do not convert and add them to negative keywords list. Also use the keywords tool to find if there are any that you would add on your negative list.
Negative Locations
Negative locations - if there are locations you know you can't serve, exclude them.
Google Adwords - Structure
Understand Match types:
•Broad Match•Broad Match modifier•Phrase Match•Exact Match
Google Adwords - Bidding
Understand Match types:
•Broad Match•Broad Match modifier•Phrase Match•Exact Match
Google Adwords - Bidding
Google Adwords - Scheduling
Set up Ad Schedule to ensure you bid on the times you are likely to convert
Google Adwords - Conversions
Check which Ad groups and which keywords are driving conversions!
In order to do this, you will have to link your Google Adwords with your GoogleAnalytics account.
Once you know the keywords that are driving optimal conversions, then you can setUp alerts or allocate automatic bid increases on Google Adwords for these specific keywords
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