AdWords

Sara Gonzalez

Jeremy Decker

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

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AdWords Webinar

Understanding the Biggest Inbound Marketing Channel in the World

By Jeremy Decker ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

Who Am I?

Jeremy Decker ● Working in AdWords management since 2006. ● Managed hundreds of campaigns with budgets from $1,000 p/m to $500,000 p/m. ● Worked with brands such as PayPal, Westfield, Apple & more.

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

Today’s Webinar Will Cover

1.

2.

3.

4.

A look at why Google AdWords works Building a granular AdWords account Optimising an AdWords campaign Running Experiments in an AdWords campaign

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

Poll Q: What level of involvement do you have with Google AdWords?

A. B. C. D.

I I I I

directly run Google AdWords manage staff that run Google AdWords manage an Agency that does it for me have had no involvement with Google AdWords

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

Section 1

Understanding What Drives a ‘Click’

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

1.1 What Makes Us Click?

Searching (proactive)

Display/browsing (reactive)

Looking for a product/service

Highly relevant Ad

• • •

Buy movies online Car service Sydney Professional resume writer

Looking for information • • •

Movie session times Car service guide Resume writing tips

• • •

Looking for cheap movie tickets Same day Sydney car service Resume writing experts

Appealing offer • • •

Get free movie tickets Free 5 year service on the new Holden 50% off resume templates

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

1.2 Where AdWords Ads Appear AdWords Reaches 80% of Global Internet Users

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

1.3 Direct Response VS Interruption

The different stages of the buying cycle can all be targeted all in AdWords with different networks and methods.

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

1.4 Question

Why do you think it’s important to understand your target audience in AdWords?

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

Section 2

Building Granular Campaigns 1.

2.

3.

4.

5.

6.

Researching your landing page Segmenting campaigns Keyword research Creating ads that work Adding ad extensions All about conversion tracking

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

Poll Q: What would you be looking to promote with your AdWords campaign?

A. B. C. D.

Product(s) Service(s) Event(s) Fundraising

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

2.1 Researching Landing Pages

Start at the landing page to gather key information about the keywords

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

2.2 Segment The Campaigns Ad AdGroup Ad

Work out what different market segments you should split the campaign into. Remember to think of your target users behaviour (device etc).

Campaign Ad AdGroup Ad Account

Ad Campaign

AdGroup Ad Ad

Campaign

AdGroup Ad

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

2.3 Keyword Research Build a keyword list for each market segment and add as AdGroups under each campaign. (small amount of keywords per AdGroup).

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

2.4 Creating Ads That Work!

Remember to make your Ad as relevant as possible – you can test as many as you like so it’s ok to get a little creative!

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

2.5 Adding Ad Extensions

Ad Extensions make your ad stand out from your competitors, there are many formats available so test them all!

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

2.6 You Must Track Conversions

You must utilise conversion tracking! It is the key metric that tells you how to optimise your campaigns.

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

Section 3

Data Based Optimisations 1.

2.

3.

4.

5.

Auditing a campaign Statistically significant optimisations Where to find the biggest wins Understanding quality score Landing page improvements

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

Poll 2 Q: How familiar are you with the AdWords interface?

A. B. C. D.

I’ve logged into AdWords once or twice I have often made changes to and AdWords account I can use AdWords editor I have had no involvement with Google AdWords

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

3.1 Auditing a Campaign

When you have a granular campaign structure Auditing your campaigns is a breeze.

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

3.2 Statistically Significant Optimisations

It is important to restrain yourself from making small changes too often.

Back it up with data!

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

3.3 Where To Find The Biggest Wins

Don’t assume you know what is going to convert. Always check your data.

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

3.4 Understanding Quality Score

The key thing to remember is that Google put the quality score system into place to ensure its own profitability.

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

3.5 Landing Page Improvements

The key to a good landing page is to make all the key information accessible within 5 seconds.

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

Section 4

Running AdWords Experiments 1. What you should be testing 2. Exploration campaigns 3. Using AdWords experiments

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

4.1 What You Should Be Testing Implement Test

Everything. The most common test are:

Gather Data

Strategize

1. Ad Testing 2. Landing Page Testing 3. Match Type Testing Roll Out Findings

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

Analyse Results

4.2 Exploration Campaigns

Don’t be afraid to try out wild new ideas. Just keep your tests controlled.

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

4.3 Using AdWords Experiments

AdWords has its own build in split testing tool that allows you to keep optimisations controlled.

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

Wrapping it up 1. Know who your audience is before you try to sell to them.

2. Put the time into designing a campaign being as granular as possible.

3. Data dictates almost everything.

4. If it’s worth thinking about, it is probably worth testing!

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

Thank You To learn more about AdWords check out our Blog!

We have a FREE AdWords Audit Tool on our website Instantly Grade Your AdWords Campaigns

ClickClickMedia.com.au - jeremy@clickclickmedia.com.au

Find out more http://www.redbackconferencing.com.au/2014/Charity/Redkite-MoreJune-2014-V1.pdf Website https://www.redkite.org.au/ Get involved http://www.redkite.org.au/get-involved ClickClickMedia.com.au - jeremy@clickclickmedia.com.au