Paid Search is a key element in your online marketing strategy, and when leveraged properly, can be used to attract highly targeted traffic to your site. However, when utilizing sophisticated tools such as Google AdWords, costs can increase, and often times, completely drain your budget if not implemented properly. Join BusinessOnLine as we discuss hidden opportunities and key tactics for managing your account and making the most of your dollars spent.

1. Deciphering Google AdWords
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WEEDING THROUGH CLUTTER
TO MAXIMIZE RESULTS

2. Who We Are …
BusinessOnLine is a performance-driven online
marketing agency that delivers value and results
results.
Since 1996, we have helped world-class brands
find, engage and convert new customers.
Deep focus: Search (Paid and Organic), Social Media, Usability and Analytics
Deep focus: Search (Paid and Organic) Social Media Usability and Analytics
“Top Interactive Agency” of 2008, 2009 & 2010

3. Our Speaker

4. Ryan D Adami
• Over 11 years experience
in search marketing
• Managed SEM strategy and
campaigns for top brands:
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• ECCO Shoes
• Sandals Resorts
• Jenny Craig
• Built the first SEO Toolbar
for Internet Explorer, 2003
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• Retired US Freestyle Team
skier and avid cyclist

5. Poll

6. What You ll Learn
You’ll
1.
1 Developing a solid account
structure for maximum return
2.
2 Take advantage of key features
and hidden opportunities
3. Effectively leverage keyword
and search query reports
4. Leverage continuity techniques
in ads and landing pages

7. Account Structure

8. Control Costs
• Three ways:
• Daily budget
• Cost per Click
• Ad Quality
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• Optimize relevance of
keywords and ad copy to
y py
improve quality score
• Google rewards relevancy
with higher positions at a
lower Cost per Click

9. Organize Groups
Account Campaign Ad Group Keywords
• Split groups by product
and service areas
lcd tv
• Efficiently manage and
lcd hdtv
lcd hdtv
LCD TVs optimize accounts
ti i t
Televisions lcd tvs
Plasma TVs
Electronics lcd hd
Digital
Digital
Cameras
• Huge impact on PPC
Cameras
Film
Cameras
campaign success!

10. Keyword Success
• Keyword selection is critical
for PPC advertising success!
• Ads will not be displayed unless
you target the right keywords
• Use keywords directly related to
your products and services
• Match keywords to your ads and
the destination landing pages

11. Keyword Selection
Tip ‐ Negative words stop ads • Use the products and services
from displaying for keywords
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outside your business offering
offered on your website
• Include brands and product
names with obvious variations
• Leverage website navigation
L b it i ti
to group into separate lists
• Remove broad, vague and
broad
irrelevant keywords

12. Performance Copy
• How do potential customers
know you provide what they
searched f ?
h d for?
• By using ad text directly related to
keywords and destination pages
Tip ‐ Use inter‐capitalization of
• Capture more attention with a call ad text (title and copy)
to action and unique offers!

13. Features & Opportunities

14. Poll

15. Spreadsheet Editing
Click Edit or More actions…
actions
from keyword tab
Features
• Fast inline editing
• Bulk edit with copy
copy,
paste and formulas
• Move data effortlessly
between AdWords and
Microsoft Excel

16. In Campaign
In-Campaign Reporting
Click Segment dropdown in Campaign,
Ad groups and Keywords tabs
Options
• Network
• Google Search
• Search partners
• Content Network
• Match type
• Click type
• URL Clicks
• Calls (Mobile)
• Device
• Computers
• Full browser mobile
• Time segmentation
Compare date ranges to optimize based
on performance over time
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17. Opportunities Tab
Automated recommendations that could improve campaign performance …
Idea Types
Keywords
Budgets
Bids
Ongoing and refreshed every few weeks, these cover all campaigns and ad groups

18. Ad Extensions
Location E t
L ti Extension
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• Map and directions
Location Extension
Products Extension
• Prices and pictures
Pi d i t
Sitelinks Extension
• Additional pages
Phone Extension
• Mobile Click to Call
Video Extension
• Embed under ads

19. Keywords & Query Reports

20. Actionable Insights
• Enable conversion tracking
Requires code snippet be
placed on your website
Click See search terms…
in Keywords tab
• Review clickthrough rates and
conversions, adding performing
keywords as exact match
• Use negative match to filter
irrelevant words discovered

21. Continuity Techniques

22. Relevance = Sales
Pay per Click visitors searched once
once,
don’t make them search again!
• Match the search query and
keyword all the way through:
Keyword > Ad Copy > Landing Page
• Write specific ad text with popular
keywords and unique offers
Only 55 inch LCD
and LED TVs
• Include keywords on destination
y
landing pages … making it clear
visitors found the right products
Remember: Relevance is rewarded with lower CPC

23. Live Q/A

24. Thank You !!!
Ryan Adami | Director of Search
ryan.adami@businessol.com
(619) 699-0767
Headquarters:
610 West Ash Street Suite 1701
Street, Follow Us
San Diego, CA 92101 @BOLSearch | @Ryan_Adami
www.businessol.com
Complimentary PPC Virtual Labs:
20 minute labs designed to give you 1-on-1 time with a subject
matter expert to discuss PPC issues and/or strategy.
www.businessol.com/form/labs
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