Growing Your Business With Google:How To Create An All-Star Local Paid Search Campaign In Under An...
-
Upload
kabbage -
Category
Small Business & Entrepreneurship
-
view
732 -
download
0
Transcript of Growing Your Business With Google:How To Create An All-Star Local Paid Search Campaign In Under An...
How To Create An All-Star Local Paid
Search Campaign In Under An Hour
Twitter Questions: #KabbageKam
● Practical Steps to creating your account and campaign.● Settings to maximize your impact as a local business.● Tips for getting the best ROI on a small budget.● Common pitfalls to avoid wasting money/time on
managing your campaigns.
Meet the speakers…
Andres ThomasCustomer Success
Kabbage, Inc.
• MODERATOR
Matt HesslerDirector of Search
PPCPath
Watch the entire webinar live…
• The next SlideShare slide will feature an
embed of our live video webinar on
YouTube.
• All of the presentation slides are located
after this video embed
To kick this off…
Think of how your customers typically
find out about your business.
How many leads and customers find
you online?
Are your competitors beating you in
online competition?
?
.
Why should you use Google
AdWords for your business?
12 billion core searches conducted per
month in the U.S. alone**
**Comscore March 2014
Research & Structure
• Start a spreadsheet and write out themes that
are the focus of your website (should be 5-15,
more for Ecommerce)
• Go to Google’s Keyword Planner
• Enter these starter KWs to generate variants
• Download all results and work in Excel
Right Sizing Your Campaign
● Bigger isn’t always better when it comes to
campaign builds
● Knowing your budget and average CPC (cost
per click) will help you figure out how many
KWs you should have
Example:
Lets say you have a $1000 monthly budget, and average CPC of $2.25
and an average CTR of 1.25%. (if you do not know assume 1-1.5% CTR)
$1000 budget /$2.25 Avg CPC= 445 clicks
445 clicks /.0125 CTR = 35600 Impressions
35600 Impressions / Avg 250 per KW = ~140 keywords.
Maximize Your Impact As A Local
Business
Basic Settings
• Always select all features
• Never combine search and
display
• Including search partners is good
for budgets of $1000+
• Set bids manually
Geo Targeting Settings to Get The Best
ROI On A Small Budget
Use Multiple regional
and local Geos to get
the best coverage and
connect with closest
customers.
Use Day Parting To Maximize Your Impact
By limiting your run time to the best hours you save money and focus your spend on
the times that drive the most valuable traffic.
Campaign Structure Best Practices
—Campaign Structure
• Separate budgets
• Separate geos
• Separate ad network
• Include campaign level negative keywords
—Adgroups Structure
• At least 2 ads per adgroup
• Not more than 4 ads per adgroup
• Maximum of 20-25 KWs per adgroup
—
What is Quality Score & Why Care? Quality Score can be the biggest handicap for small accounts
Best Practices to Maximize QS
• Tightly themed adgroups
• Ad copy that uses
keyword themes
• Aggressive ad position for
most important KWs
• Landing page load times
• Landing page content and
code relevance
Know When To Call In Reinforcements
When is it time to call in the Cavalry? Be honest about your expertise
and the time you can allocate to your campaign.
Are you doing these things at regular intervals?
• Checking / Updating bids on top 10% of KWs (weekly)
• Writing and testing new ads (monthly)
• Run search query reports & adding negatives (monthly)
• Making QS improvements or removing low QS content (monthly)
Hiring a PPC consultant can seem expensive but
wasting thousands on an under optimized
Adwords campaign is typically more costly!
Hiring a Search Expert
Hiring a PPC expert has never been easier…• Hire PPC experts on a per project basis
• The PPCPath Application creates the statements of work to
insure work hours and cost are fair to all parties
• Get reports, and change logs on all activities
• Hire specialists for any particular channel (display,
retargeting, creative and more
I am a Search Nerd(ask me anything)
Presented by
Matt [email protected]
@PPCPath | @Trada
Get 20% off your first AdWords overhaul from PPCPath!
Visit: http://kabbage.ppcpath.com/Enter Promo Code: kabbage20