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“Google Adwords : Profiting From the Largest Advertising Network In The World.”

“Google Adwords : Profiting From the Largest Advertising Network In The World.”. Spring 2012. Background. *Arizona State B.S. Marketing ’95. *Columbia University M.B.A. ’03. *10+ Years Online Marketing Experience.

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“Google Adwords : Profiting From the Largest Advertising Network In The World.”

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  1. “Google Adwords: Profiting From the Largest Advertising Network In The World.” Spring 2012

  2. Background. *Arizona State B.S. Marketing ’95. *Columbia University M.B.A. ’03. *10+ Years Online Marketing Experience. *Certified Google Adwords Professional (>1000), SEO, Social Media. 1000+ sites. Top 1% Power Affiliate CJ.com. 5.5 Hour Course on Traffic & Driving Sales Online. *AgentD.com President.

  3. “Introduction."

  4. “Introduction."

  5. “Introduction."

  6. #1: “Keyword Science.” *#1 Element Of Driving Traffic Online Is Keyword Research. What Exact Phrases Are People Searching For? *99% Do It WRONG! *Dozens Of Free & Paid Tools To Generate Keywords. Keywords Can Be Used In Hundreds Of Ways To Make Money Online. *Keyword Research Is A MASSIVE Topic:

  7. #1: "Keyword Science." *Strategy: Generate A List Of Seemingly Highly Qualified Keywords, & Track The Results Meticulously Using Google Analytics…. *Because Even After Generating The List, You’ll Still Find That Some Words FAR Outperform Others For Unknown Reasons. – Who Cares! We Just Want The Revenue.

  8. #1: "Keyword Science." *3 Levels Of Keywords:

  9. #1: "Keyword Science." Geographic Segmentation:

  10. #1: "Keyword Science." *Generally: The More Specific The Keyword Phrase, The Higher The Conversion RATE! (Getting A Sale). *Even Google Says Target 2-3 Keyword Phrases For Maximum ROI In Adwords. *E.G.“Programmer” Could Have 10,000 Different Meanings & 1,000 Different Audiences Looking For “Programming” Related Terms! We Want BUYERS. (Cont.)

  11. #1: "Keyword Science."

  12. #1: "Keyword Science." *Google: https://adwords.google.com/select/KeywordToolExternal

  13. #1: "Keyword Science." TIPS: *Get Creative To Find The Real Keyword Gold. *Integrate Multiple Free & Paid Services. *After Mastering Keyword Research, You Will Find That Many Of The Words You Target Have Little/NO PPC COMPETITION. – AMAZING: This Is 2012! Especially in B2B Markets. 10 Years Behind.

  14. #2: "Google Adwords." Adwords=P.P.C.=Pay Per Click. You Pay For Every Visitor You Get. 3 Big Players… • Google. • Yahoo! • BING (MSN). (2&3 Now Merged). -Google Has 65%+ of Market + An Extensive Content Network Too. Higher % In Technical Markets Probably!

  15. #2: "Google Adwords." PPC Math: Comes Down To How Much You Make Per Customer Vs. How Much You Pay To Get Him To Buy.

  16. #2: "Google Adwords." *Extremely Important To Track PPC: Adwords/Analytics Integration & Watch Conversions/Keyword! *Critically Important to Watch Your Metrics Closely in PPC. *Google System Continually Changing, Bid Prices Change, Profitable New Opportunities Appear. Grab Them for Profits!

  17. #2: "Google Adwords." 3 Main Ways To Take Advantage Of Pay Per Click: • In House (Do It Yourself). 75% of Companies Manage PPC Themselves, But Most (80%?) LOSEMoney b/c Of Complexity! • Hiring Consultants. • Outsource Campaigns To 3rd Party Ad Agencies (Some Are Huge-$200MM Companies).

  18. #2: "Google Adwords." *Pay Per Click EXTREMELY LUCRATIVE A)in The Right Markets B)with The Right Keywords. *Scalable Too. Some Companies Spend $1MM/Mo! *2 Things That You Need For Pay PerClick To Work (For Direct Response: A.K.A. “Making Sales” Vs. Branding)…

  19. #2: "Google Adwords." 1)High Ticket Items. Some Tech Consultants Good Fit For PPC. (Pay Per Click Somewhat Limited In How High People Will Bid For A Click: Probably Psychological.) 2)Excellent Keyword Choice & Monitoring.

  20. #2: "Google Adwords." *Pay Per Click Takes Time To Figure Out- Not For Amateurs…But HIGH ROI If PPC Fits Your Market. *Google Has Extensive Training Material Online About The Google Adwords System: https://adwords.google.com/support/aw/bin/static.py?hl=en&page=examstudy.cs&ctx=go

  21. #2: "Google Adwords." *There Are Other Sometimes Ways To Get Around High PPC Costs. Video Ads:

  22. #2: "Google Adwords." *Sometimes OK to lose Money On PPC if Your Backend Is Strong Enough. Many Markets Like That Online. *Keyword Research Is Critical For PPC, Maybe Even More So Than SEO Traffic. *Professionals Take the Time and Spend $$$ to Learn About Their PPC Market. Hot Keywords, Trends, Buyer Psychology.

  23. #2: "Google Adwords." *PPC Is Very Flexible - “Edit” Out Non Performing Keywords & Geographies. And TARGET DIRECTLY!

  24. #2: "Google Adwords." *Google’s Content Network Sometimes Produces Better Conversions Than Google.com. Maybe Less Competition as Everyone Scared Of “Click Fraud” On The Content Network (Historical Problem). Search Network VS: Content

  25. #2: “Google Adwords." Case Study: Niche IT Consultant:

  26. #2: "Google Adwords." *Copywriting Tips: *Few Google Advertisers Do It Well = Huge OPPORTUNITY. *Purpose Of Copywriting Is To Get A Response (“Direct Response” Industry!) Of Some Sort: Click, Fill Out A Form, Buy. *It All Comes Down To PSYCHOLOGY: “What Will Make Them A)Click & B)BUY?”

  27. #2: "Google Adwords." Writing Powerful Copy that Converts into Sales on Google: 1)Strong “Calls To Action” (CTAs)…EG “Get Your Report Now.” 2)Powerful Facts About Your Offer. 3)Specifics: Red Shoes, Blue Shoes, Snow Shoes.

  28. #3: “Examples” The Bidding “Auction”: *Different Prices in Markets And Specific Words!

  29. #3: “Examples” *Split Testing (A/B) Ads: *The Ad That Gets The Highest Click Through Rate (CTR), Should Lower Your Google Costs Per Click Over Time. *Google’s System Awards Good Ad Writers With Lower Costs.

  30. #3: “Examples” *Split Testing (A/B) Ads: When You Run 2 Different Ads In an Adgroup, Google Will “Split Test” Them & One Will Always Beat Another. ALWAYS.

  31. #3: “Examples” *Split Testing Ads:

  32. #3: “Examples” *Good Ads And Bad Ads: Which Is More Powerful? This One? Or This One?

  33. #3: “Examples” *Good Ads And Bad Ads: Which Is More Powerful? This One? These?

  34. #3: “Examples” *Good Ads And Bad Ads: Which Is More Powerful? This One? This One?

  35. #3: “Examples” *Good Ads And Bad Ads: Which Is More Powerful? This One? This One?

  36. #4: “Mass Integration." *Integrate All Marketing Efforts (SEO, PPC, Social Media, Offline) Create A TON of Ways For People To Reach You… The Goal: Targeted Buyer TRAFFIC = Leads = Sales = Money.

  37. #4: “Mass Integration."

  38. * *

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