Colin Anstie, CEO, Raging Digital@colinanstie

Get found fast: Google AdWords strategies for growth

WiFi: QB Connect Password: Connect2017#QBConnect

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13 Years in digital marketing

Worked with some great brands including realestate.com.au, Telstra, CBA, Bankwestand the Australian Institute of Sport

Action is the key

Who am I?

Colin AnstieCEO @ Raging Digital, @colinanstie

What is the #1 problem in your business today?

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Finding new customers

It is often …

Growing sales

What is Google Adwords?

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What is Google AdWords?

Why would I use Google Adwords?

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How do I drive traffic?

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Capture people that are actively looking to find you

You can test, measure and optimise everything

Allows you to control your marketing budget

You can target the ads beautifully

Reach thousands of people quickly

They can be very profitable

Why use Adwords?

?

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Hang on, does anyone actually click on the Ads?

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So what, will I actually make sales?

Wordstream found that for high commercial intent keyword searches, paid ads accounted for 64% of clicks, compared with 36% for organic clicks

People

looking to

buy

http://www.wordstream.com/articles/google-ads

How does Google Adwords work?

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The real time auction then

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The real time auction now

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Google quality score

Expected

CTR

39%

Landing Page

Experience

39%

Ad

Relevance

22%

QS percentages

by factor

How do I get started?

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Step 1: Who is my target audience?

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Who should see your ad?

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Step 2: What do I offer them?

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50 website sales 1k website visits 50 web enquiries

200 phone calls 10k see your ad 500 visit your business

Step 3: What are my monthly targets?

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Account

Furniture store

Campaign

Tables

Ad Group Ad Group

Coffee tables Bedside tables

Campaign

Beds

Ad Group Ad Group

Sofa beds King size beds

Step 4: Set up your account

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Step 5: Choose your keywords

Low intent Medium intent High intent

“Outdoor BBQ” “Weber Grill” “WeberQ Large Sydney”

“Wedding dress code” “Formal earrings” “Emerald stud earrings”

“Bad Skin” “Natural Skincare” “Natural Spot Treatments”

High volume Medium volume Low volume

Top ToolsGoogle Adwords: https://www.google.com.au/adwords/

Google Keyword Planner: https://adwords.google.com/ko/KeywordPlanner/Home

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Step 6: Write your ads

Headline 1 - Headline 2:

Final URL:

Description:

30 characters

30 characters

Up to 80 characters

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Step 6: Write your ads

5 elements:1. Headline (25 characters)

2. Line 1 (35 characters)

3. Line 2 (35 characters)

4. Display URL (35 characters)

5. Destination URL (the landing page)

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Best Marketing Strategies

The 1st ever public library of

tested marketing strategies online.

Best Marketing Strategies

10 patented strategic guides.

1500+ proven tests. Free access.

Step 6: Write your ads

Control ad

88% higher CTR

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Minimum $10 a day

Select a daily budget, or a total budget, or a maximum cost per clock

Review and revise based on the return on investment

Step 7: Decide your budget

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Step 7: Have you got amazing landing pages?

Top ToolCrayon Landing Pages:

https://www.crayon.co/f/landing-page

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Step 8: Launch your campaign

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Advertise on your brand terms ie Pete’s Furniture

Use AdWords as part of your wider marketing strategy

Lead/Email capture conversion-focused landing page a must

Create a focused campaign structure and optimise often:

Check conversion rate (CR) by device

Adjust for time of day

Test ads frequently

Longer sales cycles lend themselves to AdWords

Google Adwords hot tips

Performance monitoring

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Monitor and optimise

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1. Number of impressions

2. Number of clicks

3. Click-through rate

4. Quality score

5. Cost per click (CPC)

6. Number of conversions

7. Conversion rate

8. Cost per conversion

Monitor and optimise

Top 3 actions

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