AdWords Pay Per Click Workshop

www.searchscientist.co.uk

Hi, it’s nice to meet you all

- Louise McCartan- Director of Search Scientist Ltd- Former Google employee- AdWords Certified since 2006

Email: louise@searchscientist.co.ukOr call: 07526404106

Introduce Yourselves

What we’re going to do today

1 AdWords Account Structure

2 Get Sales, not just Traffic

3 Group Exercise

4 Tips to Prevent Wasting Money

5 Features to Consider

6 AdWords Tracking

7 How to Optimise Performance

Show me the AdWords Ads

Which Ads get Most Traffic?

ACCOUNT STRUCTURE FOR TOP AD POSITIONS & LOWER COST PER CLICK

Let’s look at …

You Control the User Journey

You decide:• which search terms trigger your ads to show

(by selecting Keywords and creating Ads)

• which page of your site the user is brought to (when they click on your ads)

Structure - Tight Ad Group Themes

To be in the top positions & pay less per click: Control the user journey - provide what they search for

Keywords:Buy shoes onlineBuy shoes online UKWhere to buy shoes onlineShoes online UK

Landing PageA landing page that matches the search query and ad. E.g. making it clear that the site sells shoes online to people in the UK

Make Ads Relevant to Searches

- Match general searches to general ads & pages - Match category searches to category specific ads & pages - Match product searches to product specific ads & pages

Google will consider this relevant, you’ll get high Click Through Rate, and be in the top positions for a lower Cost Per Click.

What not to do:

Keywords:Women’s shoesMen’s shoesChildren’s shoesBuy shoes onlineBuy trainers onlineNike shoes online

This approach will likely give you: Low Click Through Rates (CTR),

Low Conversion Rates and High Cost Per Clicks.

GETTING SALES FROM ADWORDSThink not just about getting Traffic, but also about…

Considerations before Using AdWords

• AdWords will drive instant traffic to your site• Will that traffic lead to sales?

Think about: - which products / services to advertise - how do you compare to your competitors? - is it easy to convert on your site?

AdWords Needs Strategy & Management

- Choose products with good profit margin - Offer something more than your competitors - Make your Selling Points clear in your ads - Good user experience on site. Easy to convert

- Use Keyword Planner* to find Keywords - Keywords, Ads & Page Relevant to search term - Review Stats (enhance what’s working, cut back on what’s not)

Group Exercise

• Decide - Advertise products in Example 1 or 2?• Choose Keywords from Keyword Planner• Create an AdWords ad (see character limits)

TIPS TO PREVENT WASTING MONEYBefore setting the campaign live, consider these…

Be Careful of Default Settings

• Don’t use Broad Match Keywords*

Be Careful of Default Settings

• Don’t use Broad Match Keywords*• “Phrase”, [Exact] & +Broad +Match +Modifier*• Add Negative Keywords*• Either Search or Display, not both together*• Devices*• Ad Scheduling 24/7*

Review Search Terms that Keywords Expand to

Google shows your ads on search queries ‘similar’ to your keywords**TIP: View all actual search terms – ‘See Search Terms’**

‘See Search Terms’ Report ExampleExample: You’re a storage company, renting out storage space‘See Search Terms’ Report may show you’re getting clicks for searches like:

bathroom storage units towel storage unitsoverbed storage unitspine storage units

Add Negative Keywords! –bathroom, -towel, -overbed, -pine

‘See Search Terms’ Report can also give you ideas for keywords, like:Student self storageFurniture storage companySelf Storage BT9Self storage company Dunmurry

Add valuable keywords you don’t already have.

Ads, Keywords & Landing Page Relevance

Keywords:+used +Rolex +watch“used Rolex watch”[used Rolex watch]+buy +used +Rolex +watch“buy used Rolex watch”[buy used Rolex watch]+buy +used +Rolex +watch Landing Page

A landing page that matches the search query & ad. E.g. Lead to the Used Rolex Watches page.

Negative Keywords:ReplicaFakePartsFreeSparesInsurance

OTHER FEATURES TO CONSIDERLet’s have a look at…

Features to Consider

• Ad Extensions

• Product Listing Ads (PLAs)

Location Extensions

Links through to that location on Google Maps

Call Extensions

- Call forwarding number

- Your own number

Sitelink Extensions

Social Extensions

App Extensions

Link under ad to download your app

Review Extensions

• Review quote from reputable 3rd party source• Linked to 3rd party’s site, showing quote

Product Listing AdsNot an Ad Extension. Link Google Merchant Centre to AdWords & Create New PLA campaign.

ADWORDS TRACKINGAlso needs sorted before the campaign goes live:

Essential Tracking

• Link AdWords & Analytics Accounts• Conversion Tracking Code on Thank You Pages• Set up Goals in Analytics (track all sources)• Set up E-commerce Tracking if sell online

OPTIMISING PERFORMANCEAfter activation, start…

After Activation, You’ll See Stats

Especially look out for:• Keywords with a Click Through Rate under 1%• Keywords with very high Cost Per Acquisition

(CPA)

Expand from what’s working well. Cut back on what’s not

An Example of Stats you’ll See

Note: Target CPA £20

Plenty of clicks, good CTR, no conversions. Landing page not suitable for keyword?

Low CTR. Under 1%.Maybe keyword not relevant enough to ad or needs more negative keywords?

SUMMARYLet’s sum up the main points covered today

Summary of Today’s Training

- Tightly Themed Ad Groups (matching keywords, ads and pages)

- Google Rewards Relevance (lower cost per click, higher ad rank)

- Keyword Tips (Keyword Planner, match types, negative keywords)

- Ad Tips (stand out from competitors, ad extensions, product listing ads, USPs)

- Tracking (Conversion Tracking, Analytics, E-commerce)

- Optimise by Stats (look out for CTR under 1% & CPA too high)

- Think of User Experience on Site (make easy to convert)

Resources

• I’ll provide this presentation through Invest NI• For many of today’s tips and more:

www.searchscientist.co.uk/adwords-tips• Could you make use of a £100 AdWords

voucher (in a new account) by 31st Dec 2013?• Follow for the Latest:www.facebook.com/searchscientistwww.twitter.com/searchscientistplus.google.com/u/0/+SearchscientistCoUk

www.searchscientist.co.uk

Any Questions?