iGB Down Under - Maximizing Your Ad Spend
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Transcript of iGB Down Under - Maximizing Your Ad Spend
Maximizing Your Adspend
Mark Tull
Website Essentials
Opinions are Like Bottoms!
• In this game everyone has one….
• Here is mine
My Bottom Line Is
And Other Search Engines
• Not a one sided argument• Applies to almost all engines• Best Practice Rules• Look at the Steps in Set up• Adjust them to suit you• More Work = More Results
Accounts
• Single Accounts Are Not Sufficient• Budget V Geo• Geo V Days of Week• Geo V Hours of Day• Geo V Language• Geo V Impression Share• Geo V Search V Partners V Content
Campaigns Should
• Target Specific Regions• Bid Prices on Region Costs• Impression Share on Market worth• City V Country• State V State• Country V Country
Adgroups
• 3 just 3• Quality Score of 10• Exciting Ad with Keyword in twice• Positional Refinement – Don’t start at 1• Start at 6 - 9 and step in search• Start at 4 – 6 in partners• Start at 3 in content
Keywords
• Exact Match to start• Refine down to Phrase – New Groups• Refine down to Broad – New Groups• Compare ROI and CPA on all• RE work higher performing into New
Campaigns• Start Refinement Again
AVERAGES
• Conversion Rates• CTR• Cost Per Click• Budgets• Volumes –
Impression Share Report
Landing Page Quality
• Holy Grail
• Below 10 is a liability to catch up on
• Overall average LPQ is cumulative
• Overall CTR in Position on Keyword
• Anlaytics? Benchmarked?
• You are being compared constantly
Quality Score
• 10 = 1
• 7 = 1.5
• 6 = 1.7
• 5 = 2.0
• 4 = 2.5
• 3 = 3
• 2 = 4
Keyword to Conversion
• Quality Score
• Budget
• Ad CTR
• Impression Share
• Landing Page Performance
• Goals / Conversions
• $
Other Verticals
• Travel Affiliates
• Get Rich Quick
• Dubli
• Ringtones / Music
ADWORDS IS PART OF IT
• Website is part of the success equation
• Adwords supports the site (Ten)
• The Site supports Adwords (Jack)
• Quality Score is (Queen)
• Conversion Rate is (King)
• Combine them All (ACE)
Google Policy
• Policy for Australia
• Google AdWords allows online wagering and sports betting advertisements to target Australia as long as the advertiser is a licensed operator registered with an appropriate Australian State or Territory and provides a valid licence.
Gaming / Gambling Definition• Online gambling includes, but is not limited to, the following: • Sports books and sports betting • Lotteries • Bingo • Poker • Sites that provide tips, odds and handicapping • Software facilitating online casinos and gambling • Gambling tutoring online • Gambling-related eBooks • 'Play for fun' gambling or casino games of skill, including sites
where the primary purpose is 'play for fun' gambling • Affiliate sites whose primary purpose is to drive traffic to online
gambling sites
Nice Example
• Front Page on Paid Ads
• Earn Money Online
• Make $300 in 15 minutes. Simple step by step system. Start Today
• TheUnderdogMoneySystem.com
1st click
2 Clicks Deep
Funnel & Convert
• Find the right words
• Manage Geo & Positions Well
• Send to the right page & Quality Score
• Funnel via proven methods
• Sell via direct link or subsidiary forms
• Compare, track, report and Improve!
Support SEO
• Learn volume secrets from Adwords
• Multiple Domains Strategy
• Based on Proven SEO and Sales Platform
• Landing Page Test & Measure
• CPA per geo Market (language)
• Find the words first, control them, and
• WIN