Page 1

Google Adwords Strategy TheNewTraditionalists.com v.1 6.20.2010

CONTENTS: 1. Integration of Google Adwords with Google Analytics .

.

.

2

2. Revision to Keywords .

.

.

.

.

.

.

2

3. Revision to Negative Keywords

.

.

.

.

.

.

2

4. Ad Group Structure

.

.

.

.

.

.

.

.

3

5. Forwarding URLS

.

.

.

.

.

.

.

.

4

6. New Ads .

.

.

.

.

.

.

.

.

4

7. Content Network & Device Targeting

.

.

.

.

.

9

8. Conversion Tracking

.

.

.

.

.

10

9. Strategy . . . . . 9a. Interim Site Improvements 9b. Landing Pages 9.c A/B Split Testing Campaign 9.d Continued Keyword Fine Tuning 9.e Manual Bidding Strategy

.

.

.

.

.

10

10. Miscellaneous . . . . 10a. Terms and Conditions Updates

.

.

.

.

.

13

.

.

.

.


1. Integration of Google Adwords with Google Analytics TNT’s Google Analytics account has been recast and is now available from the Analytics dashboard. The account is properly cross-linked with Google Adwords so that conversion tracking is displayed in Analytics.

2. Revision to Keywords A full review of all keywords has been completed. A number of keywords have been deleted due to relevancy concerns or insufficient appearance notices (this information comes from Google). A raw log of deletions can be seen in the file: deletions.rtf (Note, some keywords listed in the deletion file have been reassigned to new ad groups.) A full accounting of all keywords will be supplied in an Excel spreadsheet.

3. Revision to Negative Keywords Given that the majority of keywords used in our campaign are Broad Matched, expanding the negative keywords is critical to eliminate irrelevant matches. The campaign has been outfitted with a more extensive negative keywords selection to filter out undesirable clicks per below: Career

Research

Filter out anyone searching for jobs

Filter out anyone searching for research related material

career careers employment hiring intern interns internship internships job jobs recruiter recruiting resume resumes salaries salary

association associations book books case studies case study guide guides journal journals magazine magazines metrics news research review reviews statistics stats success stories success story tutorial tutorials white paper white papers

Reference Filter out anyone searching for reference material

about definition diagram example examples history map maps


sample samples what are what is Do it yourself Filter out do-it-yourselfers

craft crafts create creating how to make making diy do it yourself Miscellaneous negative filters export exporters import importer importers repair repairs safety used

Discount Filter out bargain hunters

Bargain bulk cheap clearance close out close outs closeout closeouts discount discounted free inexpensive liquidation odd lots overstock remainder remainders sale Jennifer Ikea Home Bob’s assembly

4. Ad Group Structure The ad group structure under The New Traditionalists campaign has been completely restructured to give all product categories the necessary keyword focus alignment with their corresponding ads. We are now managing the following Ad Groups: 1) 2) 3) 4) 5) 6) 7) 8) 9) 10) 11) 12) 13) 14) 15)

Dresser Furniture Chair Table Sofa Cabinet Bed Armoire Dining Credenza Desk Child Furniture Child Changers/Dressers Child Beds Child Cribs


5. Forwarding URLs Routing a visitor who has clicked on an Adwords ad to the front page of a website is not recommended and consistently leads to a lower conversion rate. The site visitor will be expecting to land on a page that is relevant to the ad that they clicked. We have updated ad groups to include a destination URL that routes to the specific area of the website relevant to the ad. The following URL forwards have been created: www.thenewtraditionalists.com/beds ďƒ Beds product page www.thenewtraditionalists.com/armoires -> Armoires product page www.thenewtraditionalists.com/cribs -> Children Cribs product page www.thenewtraditionalists.com/children_beds -> Children Beds product page www.thenewtraditionalists.com/changers -> Children Changers/Dressers product page www.thenewtraditionalists.com/children_furniture -> Children Furniture product page www.thenewtraditionalists.com/desks -> Desks product page www.thenewtraditionalists.com/credenzas -> Credenzas product page www.thenewtraditionalists.com/dining -> Dining product page www.thenewtraditionalists.com/cabinets -> Armoires product page www.thenewtraditionalists.com/sofas -> Tailored Seating product page www.thenewtraditionalists.com/tables -> Tables product page www.thenewtraditionalists.com/chairs -> Chairs product page www.thenewtraditionalists.com/furniture -> Furniture product page www.thenewtraditionalists.com/dressers -> Dressers product page Each forwarding URL is tagged with the TNT Google Analytics code. This step will yield better results than routing the user to TNT’s front page, but we still recommend establishing stand-alone landing pages for each ad. This strategy is covered in the Strategy section of this report.

6. New Ads Each ad group now has a total of three ads. A variation of the existing ad and two new ads have been created for each ad group. A best practice for ad structure is the following: Ad format Title = product name/type 1st line = brief description 2nd line = call to action We have included one ad variant that closely follows this recommended format. The three ads for each group are listed below. Ad Group: Dressers: Custom Dressers Classic and Modern. Contact Us & Customize Yours Today! TheNewTraditionalists.com/dressers


Designer Dressers Modern Designs Handcrafted High Quality Custom Materials. TheNewTraditionalists.com/dressers Dressers Classic Silhouettes. Modern Style. Handcrafted for you. TheNewTraditionalists.com/dressers Ad Group: Furniture: Custom Furniture Classic and Modern. Contact Us & Customize Yours Today! TheNewTraditionalists.com/dressers Designer Furniture Modern Designs Handcrafted. High Quality Custom Materials. TheNewTraditionalists.com/dressers Furniture Classic Silhouettes. Modern Style. Handcrafted for you. TheNewTraditionalists.com/furniture Ad Group: Chairs: Custom Chairs Classic and Modern. Contact Us & Customize Yours Today! TheNewTraditionalists.com/chairs Designer Chairs Modern Designs Handcrafted. High Quality Custom Materials. TheNewTraditionalists.com/chairs Furniture Classic Silhouettes. Modern Style. Handcrafted for you. TheNewTraditionalists.com/furniture

Ad Group: Tables: Custom Tables Classic and Modern. Contact Us & Customize Yours Today! TheNewTraditionalists.com/tables Designer Tables Modern Designs Handcrafted.


High Quality Custom Materials. TheNewTraditionalists.com/tables Tables Classic Silhouettes. Modern Style. Handcrafted for you. TheNewTraditionalists.com/tables Ad Group: Sofa: Custom Sofas Classic and Modern. Contact Us & Customize Yours Today! TheNewTraditionalists.com/sofas Designer Sofas Modern Designs Handcrafted. High Quality Custom Materials. TheNewTraditionalists.com/sofas Sofas Classic Silhouettes. Modern Style. Handcrafted for you. TheNewTraditionalists.com/sofas Ad Group: Cabinet: Custom Cabinets Classic and Modern. Contact Us & Customize Yours Today! TheNewTraditionalists.com/cabinets Designer Cabinets Modern Designs Handcrafted. High Quality Custom Materials. TheNewTraditionalists.com/cabinets Cabinets Classic Silhouettes. Modern Style. Handcrafted for you. TheNewTraditionalists.com/cabinets Ad Group: Beds: Custom Beds Classic and Modern. Contact Us & Customize Yours Today! TheNewTraditionalists.com/beds Designer Beds Modern Designs Handcrafted. High Quality Custom Materials. TheNewTraditionalists.com/beds


Beds Classic Silhouettes. Modern Style. Handcrafted for you. TheNewTraditionalists.com/beds

Ad Group: Armoire: Custom Armoires Classic and Modern. Contact Us & Customize Yours Today! TheNewTraditionalists.com/armoires Designer Armoires Modern Designs Handcrafted. High Quality Custom Materials. TheNewTraditionalists.com/armoires Armoires Classic Silhouettes. Modern Style. Handcrafted for you. TheNewTraditionalists.com/armoires

Ad Group: Dining: Custom Dining Furniture Classic and Modern. Contact Us & Customize Yours Today! TheNewTraditionalists.com/dining Designer Dining Furniture Modern Designs Handcrafted. High Quality Custom Materials. TheNewTraditionalists.com/dining Dining Furniture Classic Silhouettes. Modern Style. Handcrafted for you. TheNewTraditionalists.com/dining

Ad Group: Credenza: Custom Credenzas Classic and Modern. Contact Us & Customize Yours Today! TheNewTraditionalists.com/credenzas Designer Credenzas Modern Designs Handcrafted. High Quality Custom Materials.


TheNewTraditionalists.com/credenzas Credenzas Classic Silhouettes. Modern Style. Handcrafted for you. TheNewTraditionalists.com/credenzas Ad Group: Desk: Custom Desks Classic and Modern. Contact Us & Customize Yours Today! TheNewTraditionalists.com/desks Designer Desks Modern Designs Handcrafted. High Quality Custom Materials. TheNewTraditionalists.com/desks Desks Classic Silhouettes. Modern Style. Handcrafted for you. TheNewTraditionalists.com/desks Ad Group: Child Furniture: Custom Children Furniture Classic and Modern. Contact Us & Customize Yours Today! TheNewTraditionalists.com/children_furniture Designer Kids Furniture Modern Designs Handcrafted. High Quality Custom Materials. TheNewTraditionalists.com/children_furniture Childrens Furniture Classic Silhouettes. Modern Style. Handcrafted for you. TheNewTraditionalists.com/children_furniture

Ad Group: Child Changers/Dressers: Custom Changers/Dressers Classic and Modern. Contact Us & Customize Yours Today! TheNewTraditionalists.com/changers Designer Changer/Dresser Modern Designs Handcrafted. High Quality Custom Materials. TheNewTraditionalists.com/changers


Changers & Dressers Classic Silhouettes. Modern Style. Handcrafted for you. TheNewTraditionalists.com/changers Ad Group: Child Beds: Custom Childrens Beds Classic and Modern. Contact Us & Customize Yours Today! TheNewTraditionalists.com/children_beds Designer Childrens Beds Modern Designs Handcrafted. High Quality Custom Materials. TheNewTraditionalists.com/children_beds Childrens Beds Classic Silhouettes. Modern Style. Handcrafted for you. TheNewTraditionalists.com/children_beds Ad Group: Child Cribs: Custom Baby Cribs Classic and Modern. Contact Us & Customize Yours Today! TheNewTraditionalists.com/cribs Designer Baby Cribs Modern Designs Handcrafted. High Quality Custom Materials. TheNewTraditionalists.com/cribs Cribs Classic Silhouettes. Modern Style. Handcrafted for you. TheNewTraditionalists.com/cribs

7. Content Network & Device Targeting Content Network: The TNT Adwords campaign has been removed from the Google content network. The content network are third-party websites that are participating in Google’s Adsense program which allows them to display Google ads like TNT’s ads. Content network traffic is usually less targeted and lower quality than search network traffic. This move streamlines Adwords efficiency as the Content Network is a well-known drain on monthly budget.


Device targeting: We’ve removed the campaign from being displayed on iPhone/Smart phone devices. Our target audience will not likely be searching for furniture via smart phone.

8. Conversion Tracking We’ve completed a full review of the existing The New Traditionalists website with Google Adwords conversion in mind. Given that this website is not an ecommerce site, Google’s core ecommerce conversion metrics are not applicable since we do not have an established check-out process for definitive sale confirmation. The best conversion metric we can establish is the postsubmission of a form (i.e. the thank you page that occurs after the contact web inquiry form.) The best course of action to provide us with better conversion metrics is to establish a coherent product detail page -> web inquiry form flow. This will be defined in the next section.

9. Strategy 9a. Interim Site Improvements: The current product pages are not effective in leading the prospective client to contact TNT either by phone, email or through the contact form. We’ve identified the following problems: 1) The current text at the end of each product detail section recommends that the prospective client call Client Services to schedule an appointment or to discus custom inquiries. No email link or telephone number is listed. 2) The “Add to Cart” button is misleading and should be relabeled. 3) The prospective client needs to click the “Contact” button or the “Add to Cart” button in order to get TNT’s contact information. The process for connecting to TNT needs to be more intuitive so users do not have to search for the next step. We recommend revising the “Add to Cart” button on the product detail pages to “Contact Us” (or another action oriented call that is clear and easily identifiable.) This button should lead to a form (light-box/pop-up) that allows the prospective client to immediately contact TNT from that page. The contact form will be tagged with Adwords conversion code. Although this site has a short remaining shelf-life, this is an easy-to-implement solution that will make a difference with conversion and will provide us with the additional metrics we need to monitor the Adwords campaign.

9b. Landing Pages: Given the lack of measurable conversion points on the website, it’s critical that we develop at least 1 landing page for each of the 15 ad groups. This gives us a concrete point where we can measure conversion. It will also help with sales lead generation. Each landing page should be simple with a narrow content focus and should not include the website’s navigation menu. We recommend structuring the landing page to have:


• • • •

TNT Logo Visuals (Photo collage of the products or rooms relevant to the ad group) Brief text introduction Contact information, link to the relevant area of the website and a contact form

Shown below is an example of effective landing pages and the component breakdown. Also see: http://www.copyblogger.com/seal-the-deal-10-tips-for-writing-the-ultimate-landing-page/ for great details on landing pages. LANDING PAGE EXAMPLE:

9c. A/B Split Testing Campaign: We will begin the split testing process immediately (without the landing pages in place) and assumes that we will have the Interim Site Improvements step completed. 1) Let the initial campaign run for 2 weeks. 2) Identify the best running ad for each ad group. Duplicate the ad with minor revisions to ad copy. Delete the worst performing ad. 3) Test for 1 week. 4) Identify the best running ad for each ad group. Once again, duplicate the ad with minor revisions to ad copy. Delete the worst performing ad. 5) Repeat the process on a weekly basis.


6) Once the ad copy is fine tuned, an additional ad based on the best performing ad will be created with the Dynamic Keyword Insertion trigger in the title. This is a dynamic solution where the user’s entered search term gets used as the title of the ad (if it is under 25 characters.) Any search term over 25 characters will use whatever default text we define as the title. This provides us with an additional ad format to test. Typically, campaigns that revolve around broad matched terms do best with Dynamic Keyword Insertion. Once the landing pages become available for each ad group: 1) Select the best running ad for each ad group. Duplicate the ad, but route the link to the landing page instead of the forwarding URL. 2) Run the campaign for 1.5 weeks. 3) Identify the best running ad for each ad group. This step will provide us with a clear indication of landing page vs. direct website approach effectiveness. Based on previous campaigns and best practices, we expect the landing page to be the more effective mechanism. Once this is established, the A/B split testing will shift its focus to the actual content on the landing page. For example, we will duplicate the best performing ad and route to a landing page that has a modified layout (different copy, different taglines.) A comparison will be made between the duplicate ads after 1.5 weeks to determine if the landing page revisions have resulted in a difference in conversion rates between the two ads.

9d. Continued Keyword Fine Tuning: As the campaign runs, keyword performance needs to be monitored consistently with the following criteria: • • •

Ill-performing or irrelevant keywords (that eat budget but demonstrate no conversion data) should be dropped. Google Adword’s recommendations should be consistently monitored for ideal keyword candidates. Google Analytics should be monitored to identify any key phrases that have driven converting traffic to the website through organic search or Adwords. Note – since most of our keyword structure in Adwords is broad matched, this allows us to capture successful key phrase combinations that we may not predict. Begin developing more longtail keywords. (See for more info: http://www.searchengineguide.com/matt-bailey/keyword-strategies-the-long-tail.php) Longtail keywords are key phrases that consist of 3 or more words (i.e. high end nursery cribs). Keyword fine tuning should occur in coordinated updates to be uploaded at the end of an A/B Split testing campaign. Once a major keyword fine tuning session has occurred, we will allow one week before the next A/B Split Testing round occurs. This delay is necessary so that we can isolate which changes are responsible for any differences in campaign results. In other words, we need to limit the number of changes at any given time (per ad group) so we have an identifiable cause-effect relationship between our changes and results.


9e. Manual Bid Strategy: Out of the gate, we are going to pursue an assertive bid strategy that aims to get most keywords on the first page. We do not recommend gunning for position 1 or 2 for all keywords since there is a high premium associated with these positions. Google’s positioning of ads no longer relies solely on bid amount. A new algorithm, the Google Quality Score, takes into consideration ad/keyword relevancy and click-through-rate. As a result, an aggressive initial bidding strategy, while taxing on the budget, will establish a higher Quality Score value earlier. This allows us to scale back on the bidding levels once the campaign settles in.

10. Miscellaneous 10a. Terms and Conditions Updates: Google conversion tracker, Adwords funnels and Analytics conversion trackers all use temporary (30 day) cookies to track user trends and traffic. We are required to list that we are using cookies to monitor website traffic and user trends. We should place the following text on both website’s Terms & Conditions pages: Cookies Our web site stores information in a small text file, called a cookie, on your computer. We use what is called a "persistent cookie," which is stored as a file on your computer and remains there when you close your Web browser. The cookie can only be read by the Web site that created it when you visit that site again. Our Use of Cookies We use this cookie to determine if you have visited the site before, and to assist us with monitoring traffic levels to our website. The information we store in the cookie does not include data such as your name, company, email address, telephone number, state/province, country or any information that you may have submitted through a form on our website.

TNT Adwords  

Issuu Test with the TNT Adwords plan

Read more
Read more
Similar to
Popular now
Just for you