slide1 n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Great to see you (again)! PowerPoint Presentation
Download Presentation
Great to see you (again)!

Loading in 2 Seconds...

play fullscreen
1 / 45

Great to see you (again)! - PowerPoint PPT Presentation


  • 240 Views
  • Uploaded on

Great to see you (again)!. Dan Stratford Partner Certified Google Adwords. Agenda. What is Google Adwords? Adwords vs. Adwords Express To PPC or not to PPC? How Much Should You Spend? How Much Will You Make? Implementing Google Adwords: Dos & Don’ts Enhanced Features

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Great to see you (again)!' - oceana


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
great to see you again
Great to see you (again)!

Dan Stratford

Partner

Certified Google Adwords

agenda
Agenda
  • What is Google Adwords?
  • Adwords vs. Adwords Express
  • To PPC or not to PPC?
  • How Much Should You Spend?
  • How Much Will You Make?
  • Implementing Google Adwords:Dos & Don’ts
  • Enhanced Features
  • What Happens When We Apply Ourselves?
preface
Preface
  • Google Adwords CAN Be Profitable
  • Google Adwords CAN Help You Grow Your Business
  • However…
    • In many cases it is NOT Profitable in the short run
    • In many cases it is a break-even acquisition play
    • In some cases it is an expected loss
    • In some cases it is a gamble
    • For some businesses it may never be profitable
  • Adwords usually works best when part of an overall marketing strategy
what is google adwords
What is Google Adwords
  • Google Search Results:“denver wedding photographer”
  • Paid Results
  • Organic Results
  • Organic/PlacesResults
  • Bid System
  • Higher Bids = Higher Placement
  • Relevance is a Factor
adwords vs adwords express
Adwords vs. Adwords Express

In maps results…

adwords vs adwords express1
Adwords vs. Adwords Express

…and randomly in main results

Different bidding system:

Give Google a Budget

They spend the budget over 30 days

adwords vs adwords express2
Adwords vs. Adwords Express
  • Keyword Control?
    • Search Terms
    • Negative Search Terms
    • Winner: Adwords
  • More options?
    • Site Links
    • Tracking Phone Number
    • Conversion Tracking
    • Winner: Adwords
  • Cheaper Clicks?
    • Winner: Adwords Express?
adwords vs adwords express3
Adwords vs. Adwords Express

Cheaper Clicks - Adwords Express?

  • Average Cost Per Click in Google Adwords for Personal Injury Houston Related Terms:$42.12
  • Average Cost Per Click in Google Adwords for Same Personal Injury Houston Related Terms:$46.71
  • Winner?
    • A tie at best
agenda1
Agenda
  • What is Google Adwords?
  • Adwords vs. Adwords Express
  • To PPC or not to PPC…
  • How Much Should You Spend?
  • Have You Done Your Keyword Research?
how much should you spend
How Much Should You Spend?

My secret formula…then potentially double or triple it for local…

Total Clicks/Month

Google Estimated Cost Per Click

“Top 3”

Monthly Search Volume for Exact Match

Average Estimated Click Through Rate

Monthly Budget

how much should you spend1
How Much Should You Spend?

Stratford’s Formula…Columns:

  • Search Term
  • Monthly Search Volume
  • Cost Per Click for “Top 3” Position
  • 2% Estimated Click Through Rate
  • Search Volume x 2% = Monthly Clicks
  • Monthly Clicks x Cost Per Click = Monthly Budget
  • Total Columns @ Bottom
agenda2
Agenda
  • What is Google Adwords?
  • Adwords vs. Adwords Express
  • To PPC or not to PPC?
  • How Much Should You Spend?
  • Making Campaigns ProfitableWhat is your cost per customer acquisition?
making campaigns profitable
Making Campaigns Profitable
  • Industry average click to lead rate?
  • 2.7%
  • What can you attain with a top quality program?
  • Over 20%
making campaigns profitable1
Making Campaigns Profitable

Industry Average Results:

  • Cost Per Click = $5
  • Conversion to Lead Rate = 2.7%
  • Cost/Lead = $185.19

Sophisticated PPC

  • Cost Per Click = $5
  • Conversion to Lead Rate = 10%
  • Cost/Lead = $50
making campaigns profitable2
Making Campaigns Profitable

Sophisticated PPC

  • Cost Per Click = $5
  • Conversion to Lead Rate = 20%
  • Cost/Lead = $25

Results?

  • Savings of 87%
  • Your Competitors Cannot Compete, or
  • You Cannot Compete Without an Optimized Campaign
making campaigns profitable3
Making Campaigns Profitable

How much will a client cost you?

  • Lead Conversion to Customer Acquisition
  • $25 Cost Per Lead
  • 5% Conversion Rate = $500
  • 10% Conversion Rate = $250
  • 20% Conversion Rate = $125
making campaigns profitable4
Making Campaigns Profitable

Example: “denver wedding photographer”

Let’s go live…

making campaigns profitable5
Making Campaigns Profitable

What is NOT Under Your Control

  • Search Volume
  • Cost Per Click
  • Some % ofCruddy Clicks
  • Google Changing Their Minds
making campaigns profitable6
Making Campaigns Profitable

Under Your Control

  • Keyword Selection & Keyword Targeting
    • Affects Quality of Leads
    • Affects Closing Rate
  • Ad Copy
  • Landing Pages
  • How You HandleYour Leads
  • Tracking
keyword selection keyword targeting
Keyword Selection & Keyword Targeting

Keyword Selection - Dichotomy

  • General Search Terms – “denver photographer”
    • Lower Conversion Rates
    • High Volume
    • Without them you may not get much traffic
    • Without them you may miss significant opportunities
    • Make the most of these with ads written to decrease click through rate
  • Targeted Search Terms – “pregnancy photography denver”
    • Higher Conversion Rates
    • Lower Search Volume
    • May not get much traffic at all
    • Write ads to increase click through rate
  • Keyword Discovery May Help You Find Sweet Spots
keyword targeting
Keyword Targeting
  • Keyword Match Types – Vital to Your Success
  • Broad Match – NOT Recommended
    • Search Term: denver church
    • Possible Traffic You Will Drive & Be Charged
      • Denver church - Yes
      • Denver churches near wash park- Yes
      • Denver graveyard - Yes
      • Joel Osteen- Yes
      • The pope- Yes
  • Phrase Match - Recommended
    • Search Term: “denver church”
    • Possible Traffic You Will Drive & Be Charged
      • denver church - Yes
      • denver church near wash park – Yes
      • non-denominational denver church - yes
      • denver churches - No
      • denver graveyard- No
      • Joel Osteen- No
keyword targeting1
Keyword Targeting
  • 3. Exact Match - Recommended
    • Search Term: [denver church]
    • Possible Traffic You Will Drive & Be Charged
      • Denver church – Yes
      • Denver churches - no
      • Denver church near wash park – no
      • Non-denominational denver church - no
      • Denver graveyard- No
  • 4. Broad Match – “modified” or “qualified” – Recommended for Keyword Discovery
    • Search Term: +denver +church
    • Possible Traffic You Will Drive & Be Charged
      • denver church - Yes
      • denver church near wash park – Yes
      • non-denominational denver church - yes
      • denver churches- yes
      • denver churchy - yes
      • Joel Osteen- No
      • The pope- No
    • Must use a lot of negatives
implementing google adwords dos don ts
Implementing Google Adwords: Dos & Don’ts
  • Match Types
  • Location Targeting
implementing google adwords dos don ts1
Implementing Google Adwords: Dos & Don’ts

Location Targeting

  • Geo –Targeting
    • Example: “wedding photographer” search from a person Google believes is in Denver while searching
    • Will help drive lots of “local” traffic to your site
  • “Location Keyword” Targeting
    • Example: “denver wedding photographer” search from a person sitting anywhere (or just in the US, or US & Canada, etc.)
    • Keyword “denver” may be more of a buying signal
    • Conversion rates may be higher
  • Recommendation
    • Setup both in separate campaigns
    • Do not trust Google to make decisions for you: select “advanced location settings”
    • Separate Budgets
    • Track results
    • Over time determine if one should be favored over the other
  • Example
implementing google adwords dos don ts2
Implementing Google Adwords: Dos & Don’ts
  • Match Types
  • Location Targeting
  • Ad Writing
implementing google adwords dos don ts3
Implementing Google Adwords: Dos & Don’ts

Ad Writing Rules

Headline – 25 Characters

Line 2 – 35 Characters

Line 3 – 35 Characters

Display URL – 35 Characters

implementing google adwords dos don ts4
Implementing Google Adwords: Dos & Don’ts

Ad Examples

Example of Ad to Drive High Click Through Rate:

Geotargeted Ad in Colorado:

Search Term: Workers Comp Attorney

Ad:

Workers Comp AttorneyKeyword in Title

Find Out If You Have a Case Call to Action

Call Today for a Free Consultation Call to Action

Domain.com/WorkersCompKeywords in Display URL

implementing google adwords dos don ts5
Implementing Google Adwords: Dos & Don’ts

Ad Examples

Example of Ad to Drive Low Click Through Rate & Targeted Conversions

Geotargeted Ad in Colorado:

Search Term: Workers Comp Attorney

Ad:

Workers Comp Colorado“Colorado” affirms locations, prevents erroneous clicks

Head, Neck, Back or Spine Injury Prevents “arm, leg or foot injury” clicks

Call Today For a Free Consultation Only one call to action

Domain.com/WorkersCompKeywords in Display URL

implementing google adwords dos don ts6
Implementing Google Adwords: Dos & Don’ts

Enhance Your Ads With:

  • Phone Numbers
  • Site Links
implementing google adwords dos don ts7
Implementing Google Adwords: Dos & Don’ts

Landing Pages

  • Match Search Terms
  • Calls to Action
  • Dynamic Tracking Numbers
  • Engaging Content
implementing google adwords dos don ts8
Implementing Google Adwords: Dos & Don’ts
  • Match Types
  • Location Targeting
  • Ad Writing
  • Display Network
implementing google adwords dos don ts9
Implementing Google Adwords: Dos & Don’ts

Display Network a Don’t, Unless You Have a Need & Have a Plan

  • Ads appearing as banners
implementing google adwords dos don ts10
Implementing Google Adwords: Dos & Don’ts

Display Network a Don’t, Unless You Have a Need & a Plan

  • Ads appearing in emails and other places as text
implementing google adwords dos don ts11
Implementing Google Adwords: Dos & Don’ts

Display Network a Don’t, Unless You Have a Need & a Plan

  • Remarketing
  • Assists All Site Traffic
implementing google adwords dos don ts12
Implementing Google Adwords: Dos & Don’ts

Display Network Warning:Google Defaults – Must Deselect

  • Display Ads Are Selected
  • Bids Are Selected by Google
implementing google adwords dos don ts13
Implementing Google Adwords: Dos & Don’ts
  • Match Types
  • Location Targeting
  • Ad Writing
  • Display Network
  • Tracking
implementing google adwords dos don ts14
Implementing Google Adwords: Dos & Don’ts

Tracking

  • Knowledge is Power
  • Drives Right PPC Behavior
  • Drives SEO Behavior
  • Makes You Smarter Than Your Competition
  • Why Wouldn’t You Track Results?
    • Think callers will know how they found you?
    • Cannot access website code?
    • Low, low budget?
    • PPC is your only form of advertising?
implementing google adwords dos don ts15
Implementing Google Adwords: Dos & Don’ts

What Can You Track?

  • Online Sales
  • Calls To Action
  • Pages Visited
  • Contact Forms
  • Even Calls
  • All At The Keyword Level
implementing google adwords dos don ts16
Implementing Google Adwords: Dos & Don’ts

Examples of What We Can Accomplish When We Apply Ourselves

Let’s go “Live”

implementing google adwords dos don ts17
Implementing Google Adwords: Dos & Don’ts

Setting Up a Campaign

Let’s go “Live”

contact us
Contact Us

Dan and Dan

C1 Partners

P: 303.501.1821

W: c1-partners.com

T: @c1partners

E: info@c1-partners.com