David March 22, 2017

Transcription

1 . And How to Fix Them David March 22, 2017 What is AdWords 10 practices to keep your AdWords from going off the rails 1

2 Courtesy Cary Pest.com Courtesy Pixabay.com 2

3 AdWords PPC Pay Per Click CPC Cost Per Click AdWords Pay When Someone Clicks Advertisement Unpaid SEO 3

4 Each product / service is a campaign Image, courtesy of Structure 2 AdWords Account Unique & Password, Billing Contacts Campaign Budget, targeting, etc. Campaign Budget, targeting, etc. Each service is an AdWords campaign Ad Group Ad Group Ad Group Ad Group Ad Group Ad Group Keywords Keywords Keywords Keywords Keywords Keywords Ads Ads Ads Ads Ads Ads 4

5 Services on Website Menu AdWords Campaigns What people enter into Google Triggers ads to be displayed Neuro physio Neuro rehabilitation Neuro rehabilitation centre Neurologic physio therapy Outpatient neuro rehab Outpatient neurologic treatment 5

6 Grouping helps match your ad to user s search Neuro physio Neuro rehabilitation Neuro rehabilitation centre Neurologic physio therapy Outpatient neuro rehab Outpatient neurologic treatment Neurological Campaign Physio Neuro Physio Neurologic Physio Neuro Rehab Neuro rehabilitation Neuro rehabilitation centre Outpatient Outpatient neuro rehab Outpatient neurologic treatment 6

7 Neuro Physio Neurologic Physio Physio Neuro Rehab Neuro rehabilitation Neuro rehabilitation centre Outpatient Outpatient neuro rehab Outpatient neurologic treatment Contains keyword group or variation of Keeps ad relevant to the searcher s query Neuro Physio Treatment Focus on Regaining Mobility Trained Physios & Patented Equipment Treat Brain, Spinal Cord, & Head Injuries. Neurological Rehabilitation Focus on Regaining Mobility Trained Physios & Patented Equipment Treat Brain, Spinal Cord, & Head Injuries. Outpatient Neuro Rehab Focus on Regaining Mobility Trained Physios & Patented Equipment Treat Brain, Spinal Cord, & Head Injuries. 7

8 Ad Component Max Characters What to say Final URL Unlimited Characters Link to your web page. Headline 1 30 Characters (incl. spaces) What you have Headline 2 30 Characters What s special about you Path 1 30 Characters Where the user is going. Path 2 30 Characters Re inforce your page is the right place for them. Description Line 80 Characters Who is your company, why should I trust you 4. Use ad extensions 8

9 Expand your ad with additional information: Phone number, address, additional links, etc. Optional you don t have to use Ad Extensions Extension Type Site Link Call out Location Call What Extension Does Link more of your web pages A little extra text for your ads Shows your address via Google My Business account Displays phone number; mobile devices can click to call Google shows extensions when there is space 9

10 4. Use ad Extensions 5. Remember: Your bid represents your maximum Maximum you are willing to pay for a click 10

11 Your bid Is only the maximum you will pay for a click 11

12 4. Use ad Extensions 5. Remember: Your bid represents your maximum 6. Relevance gives you a position advantage There are 3 8 spots: 3 or 4 at top 3 or 4 at bottom Which ad goes in which spot?

13 Keywords Group them by common themes: Align Ad Copy to keyword themes. Landing Page is true to keyword and ad copy. Ad Keyword Landing Page 4. Use ad Extensions 5. Remember: Your bid represents your maximum 6. Relevance gives you a position advantage 7. Use different match types Broad +Modified Broad Phrase Captures the most impressions Show for searches on similar phrases and relevant variations, including synonyms, singular and plural forms, possible misspellings, stemming (such as floor and flooring), related searches, and other relevant variations.. Example: kittens Searches that can match: kittens, kitten photos, adopt a kitten [Exact] 13

14 Words prefaced with a + must be in the user s search: +adopt kitten Adopt must be in the search, but order does not matter Show ads for: Where to adopt a kitten How to adopt a kitten Best kitten to adopt Ad shows only on searches that include the exact phrase or close variations of the phrase. adopt a kitten Within quotations the match is exact. Outside quotations the match is broad Will show ads for searches like: Adopt a kitten How to adopt a kitten Must exactly match No variations, misspelling, etc. [adopt a kitten] Can only show ad for adopt a kitten searches Broad +Modified Broad Phrase Default [Exact] Must Specify which of these match types you want 14

15 4. Use ad Extensions 5. Remember: Your bid represents your maximum 6. Relevance gives you a position advantage 7. Use different match types 8. Use Negative Keywords Words you do NOT want your ads to show Saves money! Apply at Ad Group or Campaign levels 4. Use ad Extensions 5. Remember: Your bid represents your maximum 6. Relevance gives you a position advantage 7. Use different match types 8. Use Negative Keywords 9. Use multiple keyword sources AdWords top navigation menu: Tools > Keyword Planner Offers specific keywords and even Ad Group suggestions. Input landing page or, Input category 15

16 Lists all the keywords that triggered your ad to show Find Search Terms Report: Keywords Tab > Search Terms tab Google AdWords Google Analytics 4. Use ad Extensions 5. Remember: Your bid represents your maximum 6. Relevance gives you a position advantage 7. Use different match types 8. Use Negative Keywords 9. Use multiple keyword sources 10. Set your conversion / goal From the AdWords top navigation Tools 16

17 Insert AdWords Tag on Conversion Page Import Goal from Google Analytics 4. Use ad Extensions 5. Remember: Your bid represents your maximum 6. Relevance gives you a position advantage 7. Use different match types 8. Use Negative Keywords 9. Use multiple keyword sources 10. Set your conversion / Goal AdWords is NOT set and Forget April 27: Google Analytics: Uncovering Your Website s Secrets How to set up GA to manager advertise better. FREE At Invest Ottawa May 30 th : Google Analytics & Marketing Campaign Tracking A lot more depth than Invest Ottawa Events, Campaign Coding and more Visit account at least 2 times / week 17

18 David Bird