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The Essence of AdWords in 876

The essence of Google AdWords in 876 words FIRST OF ALL Set Your Goals Know specifically what you're looking to achieve with your campaign. Is it a specific number of leads per month? Do you want phone calls, newsletter signups, or sales on your site? Is there a certain cost per conversion you want to achieve? Understand your goals first because they'll affect how you set up and manage your campaign. DO YOUR RESEARCH This is where most of your time is spent when working on a new campaign. Here are the 3 TYPES OF RESEARCH to do: Keyword Research Use keyword tools to find the most relevant keywords people are typing into the search engines to find your product/ service/company. Plan to spend at least a few hours on this. it's the foundation of your campaign. Competitive Research Study the companies bidding on these keywords in AdWords. See who consistently is ranking at or near the top of the rankings (you can use a spy tool like iSpionage to help). Note their ad copy and offers. Visit their websites. Sign up for their mailing lists. Purchase their products. Research Your Audience Where are customers buying and reviewing products/services/busi- nesses like yours online? Read their reviews. What do they love/hate about your competition? What are the deep needs/desires they're looking to fulfill? What emotions are they expressing? While researching them, look for great quotes you can use for ad copy. IT'S ALL ABOUT THE LANDING PAGE OFFER An irresistible offer on your landing page will overcome a lot of other deficiencies in your AdWords campaign. During your research you saw exactly what all your top competitors are offering. How can you offer something unique/different/better? USE EXACT MATCH KEYWORDS When first starting out with AdWords, keep your keyword list very small (5 - 10 keywords) and very focused (the ones people ready to buy are most likely typing into Google). Add all these keywords to your campaign as Exact Match keywords (meaning your ads will only be displayed when someone types that exact term into Google). This ensures your ads only show up for the most relevant search queries and not for varia- tions Google thinks are relevant, but aren't. Nike running shoes Over time, eliminate the keywords that aren't getting clicks/conversions and expand upon the ones that are. For example, if dentist Austin is working for you, add more Exact Match variations of it to the campaign. Do this by pairing the word dentist with zip codes, nearby cities, and by using variations like dentists near Austin TX, dentists in Austin, etc. GROUP RELATED KEYWORDS INTO AD GROUPS Each keyword in your campaign represents a conversation going on in the mind of your prospects. The more you can continue that conversation in your ads and landing pages, the more likely you'll get the conversion. Shop for nike running shoes Sponsored Nike Flex Experience 3... $69.99 Mega Shoes Store Ideally every keyword would be in its own ad group with unique ads that lead to a unique landing page. But that's not practical in most situations. So group your keywords into tightly related ad groups based on the searcher's intent. For example, keywords that include "buy", “purchase", "best deals", etc. represent people closer to the end of the buying cycle. The ads and landing pages for these keywords should be more focused on closing the sale. AD GROUP #1 "where to buy Nike shoes?" READY TO BUY BUY NOW Keywords that include "reviews", "information", “how to", etc. represent people still doing their homework so the ads and landing pages should be more educational in nature. AD GROUP #2 RESEARCH "running shoe reviews" PRODUCT REVIEWS ***** SEGMΕNT IT Search Network traffic is different than Display Network traffic. Mobile traffic is different than traffic from Desktops/Laptops. Tablet traffic is yet another animal. Traffic from the U.S. is different than traffic from the U.K. Keywords that convert are much different than those that don't. Segment the types of traffic that are most important to you out into their own campaigns. Give them their own budgets, landing pages, keywords, etc. GO WITH RELEVANT, UNIQUE, PROVEN ADS Ad copy should: Ads Be highly relevant to the keywords Womens Nike Running Shoes they're being displayed for (including www.gosports.com/Nike the exact terms when possible). Buy Nike Running Shoes from the best on the go sports store. Ads Stand out from the competition with different offers, benefits, etc. Nike Clearance Shoes www.nike.com/Clearance Find Great Deals on Nike Shoes. Available Now at Nike.com Reflect the messaging/offer on your landing page(s). Ads Nike Clearance Shoes www.nike.com/Clearance Find Great Deals on Nike Shoes. Available Now at Nike.com MIKE Clearance Shoes BUY NOW And make your ads prove their worth. To do this, place at least 2 ads in each ad group and split test them. As a general rule of thumb, after each ad has at least 30 clicks, delete the lower performing ad and replace it with a new one. Rinse and repeat this process over time and watch your Clickthrough rates and Quality Scores rise. TRACK CONVERSIONS Whatever the goals for your campaign, track your results. Track downloads, newsletter signups, sales, etc. with AdWords conversion tracking. If phone calls are what you're after, use a Call Tracking service. Use AdWords, Analytics and/or Excel to compare your key conversion data with your goals on a regular basis and make the necessary adjustments to your campaign. MINE THE DAΤΑ You get data from AdWords you can't get anywhere else. Take advantage of it. Mine your keyword data to find keywords that are good candidates for Search Engine Optimization (SEO). Test different messages, headlines and offers in your ads. When you find ones that people really respond to, test them on your landing pages and in other marketing media. Used this way, AdWords can be the grease that lubes your entire marketing engine. That's it! That's the essence of AdWords in 876 words. Pay attention to the strategic points laid out in the One-Pager above and don't sweat the small stuff. Getting these things right is what separates an average AdWords campaign from a highly successful one. iSpionage UNCOVER PPC STRATEGIES OF THE BEST ADVERTISERS IN YOUR INDUSTRY crazyegg. VISUALIZE WHERE YOUR VISITORS CLICK WRITTEN BY ADAM KREITMAN WORDSTHATCLICK.COM DESIGNED BY KARINA TO VAR WwW.KA RIN ATOVA R.COM

The Essence of AdWords in 876

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This infographic presents the fundamental principles required to be successful when advertising with Google AdWords.

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