Guide to Using Google Adwords PPC
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Transcript of Guide to Using Google Adwords PPC
![Page 1: Guide to Using Google Adwords PPC](https://reader037.fdocuments.us/reader037/viewer/2022102722/55584507d8b42acb078b52f1/html5/thumbnails/1.jpg)
Webscape MarketingSocial Media, SEO & Online
Google Adwords 2012 - Developing a Winning
Adwords Strategy
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Background
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• Josh Whiten, owner of Webscape Marketing• Based in Folkestone’s
Creative Quarter• Handle SEO, PPC, social
media and online marketing
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Aims
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• Harness the true power of Adwords• Getting the basics right• More results for less money• New innovations and options
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The basis of a solid Adwords account structure
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Planning Your Account
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• Research/User Led• Website/Product Led
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Granular Structure
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• Multiple Campaigns• Multiple Adgroups• Few keywords in each• Multiple ad variations
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Incorrect Structure
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• Few Campaigns• Few Adgroups• Numerous keywords in them• Single ad per adgroup
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The Relevance Trail
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Keyword 1
Keyword 2
Keyword 3
AdgroupAdvert 1
Advert 2 Landing Page
Keyword 1
Keyword 2
Keyword 3
AdgroupAdvert 1
Advert 2 Landing Page
Campaign
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Common Errors
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• Pyramid Structure• Broad campaign settings• Poorly targeted keywords• Poor adverts• Too few adverts
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Keywords
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• Short Tail (‘PPC’)• Long Tail (‘PPC agency in Kent’)• Misspellings• Variations• Synonyms
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Non Standard Campaigns
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• Competitor brand names• Your brand name
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Understanding keyword match types
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Match Types
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• Broad (any of the words in the phrase)• “Phrase” (specific words or within phrase)• [Exact] (only those words and no other)• -Negative (searches without term)
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Reducing wasted clicks in your Adwords campaigns
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Campaign Settings
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• Search or Display networks• Separate display bids• Devices• Timings
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Search Term Analysis
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Search term is the exact word or set of words a customer enters when searching. Keyword is the word or set of words AdWords advertisers create for a given ad group to target ads.
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Finding Search Term Reports
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Search Term Data
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Update Negative Keywords
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Taking advantage of the Display network for branding and sales
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Display Network
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• Place ads on third party websites• Publishers share revenue with Google• Anti fraud measures built in• CPC or CPM basis• Use to raise brand awareness• Can display text ads or display advertising
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Display Advertising
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• Banner adverts on third party sites• Payable on CPM basis• Use to raise brand awareness• Support PR and offline advertising• Not usually good source of clicks• Can cause uplift in search PPC
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Remarketing
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• Identifies visitors to your site from search• Shows follow up display ads to them• Used on Display network of third party sites• Use to promote better deals and offers• E-commerce potential• Requires technical set up in website
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Advanced advert techniques to increase
click through rates
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Optimising Adverts
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• Keywords in Bold• Sentence Case• Display URL• Call to action• Include phone number• Test variants
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Advert Site Links
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Adding Site Links
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Landing page and quality score optimisation
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What is Quality Score?
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• Measure out of 10• Assigned to each keyword• Higher QS = higher ranking at lower CPC• Financial benefit to improving QS• Read QS signals
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Measuring Quality Score
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• Add to reports or control panel• Measure by keyword...
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Measuring Quality Score
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Building Quality Score
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• Account age• Account performance• Ensure Relevance trail
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Landing Pages
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• Relevant content• Original content• Matches ad• Transparency - Privacy policy• Business information• Easy navigation (no pop up’s etc.)• Load time• Call to action
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Note:
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• Block multiple Landing Pages from natural search• Prevents duplicate content penalty• Use robots.txt file added to Google Webmaster Tools
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Housekeeping and campaign success
monitoring
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Adwords Editor
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• Free Program to install on your PC• Ideal for managing large or multiple accounts• Bulk import and export keywords• Move/copy keywords or adgroups
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Bid Management
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• Start low and work up• Don’t follow suggested bids• First position isn’t always best
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Making changes
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• Changes may trigger approval process• New accounts may take longer• Don’t change too much too often• Make changes 1-2 weeks apart
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Other pay per click options
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Webscape MarketingSocial Media, SEO & Online
• Business network• International in scope• Ads for members only• Target by location/job/sector• Usually higher CPC
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• Aimed at consumers• Demographics/interests/location targeting• Local/regional campaigns• Multiple versions• Slightly higher CPC
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Search Engine Optimisation
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• Pyramid Structure• Broad campaign settings• Poorly targeted keywords• Poor adverts• Too few adverts
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Next StepsFor help with SEO, social media or PPC:
Josh WhitenWebscape Marketinghttp://www.webscapeseo.comFacebook.com/webscapemarketing@[email protected] 093471
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