Post on 08-May-2015
description
How to BecomeA Google AdWords Pro
Presented by Zeke CamusioJuly 12, 2012
About Me
– CEO of The Outsourcing Company
– Serial Entrepreneur
– Author of The Internet Marketing Bible
– Columnist for Entrepreneur.com, Startup Nation and Search Engine Journal
– 300+ Clients (Including Subaru, Burger King and Chevrolet)
Today’s Program
How to Become a Google AdWords Pro:
The Program
Campaign Optimization
Conversion Tracking
CTR
Quality Score
Bidding Strategy
Keywords
How to Become a Google AdWords Pro:
The Program
Campaign Optimization
Conversion Tracking
CTR
Quality Score
Bidding Strategy
Keywords
How to Become a Google AdWords Pro:
Keywords
• Keyword Research– Watch this webinar: http://bit.ly/keyword-research-tutorial– Add a lot of keywords to your campaign
• Use All Three Match Types– Exact: [Arizona lawyers]– Phrase: “Arizona lawyers”– Broad: Arizona lawyers
– Check out this tool:http://bit.ly/keyword-matches
How to Become a Google AdWords Pro:
The Program
Campaign Optimization
Conversion Tracking
CTR
Quality Score
Bidding Strategy
Keywords
How to Become a Google AdWords Pro:
Bidding Strategy
• Find Out How Much You Should Bid– Use this tool: http://bit.ly/google-traffic-estimator
How to Become a Google AdWords Pro:
The Program
Campaign Optimization
Conversion Tracking
CTR
Quality Score
Bidding Strategy
Keywords
How to Become a Google AdWords Pro:
Quality Score
• How to Increase Your Quality Score– Group keywords by theme– Write relevant ads– Take your visitors to a relevant landing page
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Running shoes by Nike
How to Become a Google AdWords Pro:
The Program
Campaign Optimization
Conversion Tracking
CTR
Quality Score
Bidding Strategy
Keywords
How to Become a Google AdWords Pro:
Click-Through-Rate (CTR)
• Why a High CTR Is Important– Higher positions– Lower cost-per-click
• How to Increase Your CTR– Bid high at the beginning of the campaign– Increase your Quality Score
How to Become a Google AdWords Pro:
The Program
Campaign Optimization
Conversion Tracking
CTR
Quality Score
Bidding Strategy
Keywords
How to Become a Google AdWords Pro:
Conversion Tracking
• eCommerce Site Example
How to Become a Google AdWords Pro:
Conversion Tracking
• Lead Generation Site Example
How to Become a Google AdWords Pro:
Conversion Tracking
• How to Set It Up
How to Become a Google AdWords Pro:
The Program
Campaign Optimization
Conversion Tracking
CTR
Quality Score
Bidding Strategy
Keywords
How to Become a Google AdWords Pro:
Campaign Optimization
• Download the AdWords Editor– http://bit.ly/adwords-editor-download
How to Become a Google AdWords Pro:
Campaign Optimization
• Get Bidding and Keyword Suggestions
How to Become a Google AdWords Pro:
Campaign Optimization
• Add Negative Keywords FTW
How to Become a Google AdWords Pro:
Campaign Optimization
• Split-Test Ads
How to Become a Google AdWords Pro:
Campaign Optimization
• My AdWords Campaign Optimization Ruleset– Stop paying attention to CTR after a month; focus on ROI– No impressions after a week? Delete!– No clicks after a month? Delete!– QS under 4?
• If the keyword is profitable, give it its own ad group, ad and landing page• If the keyword isn’t profitable, delete it!
– Not profitable after 200 clicks? Delete!– Low position?
• If the keyword is profitable, increase your bid and QS• If the keyword isn’t profitable, delete it!
– Once the campaign is profitable, increase your budget
Thank You! Zeke Camusio
zeke@TheOutsourcingCompany.com 503-367-7561