Adwords Campaign Management Presentation from Small Business Survival Summit, Baltimore MD.

1. Adwords Campaign Management

2. Background Started working in PPC in 2006 Joined SEER Interactive in 2007 Started in 2002 as SEO Agency SEO, PPC & Analytics focused Adwords & adCenter Qualified Company Spearhead 12 person PPC Team All Adwords & adCenter Qualified Follow me @Crystala Email me Crystala@seerinteractive.com

3. What is PPC Internet advertising model on search engines and content networks where advertisers only pay when a user CLICKS on an ad. PPC = Pay per Click CPC = Cost per Click

4. Google

5. Bing

6. Facebook

7. Beyond Search

8. Content Network

9. Content Network

10. What PPC is NOT

11. What PPC is NOT

12. Top Ways To Quickly Waste Your $ in PPC

14. Mistake #4 – Putting All Your Eggs In 1 Basket Account Structure: Using 1 Campaign & 1 Ad Group

15. Mistake #5 – Spending All Your $ On One Match Type Keywords: Only using Broad Match [Free trial] – query much match exactly “Free trial” – query must contain phrase +Free Trial – query must contain free +Free +Trial – query must contain both free & trial; any order Free Trial – query can be relevant, or similar

16. Mistake #5 – Spending All Your $ On One Match Type

17. Mistake #6 – Spending $ On What You Don’t Do/Offer Keywords: Not using Negatives Keyword Negatives for Search Campaigns Negative Match Types Broad, Phrase, Exact Free trial – excludes terms with both terms “free trial” – excludes terms with phrase “free trial” [free trial] – excludes terms that match [free trial] exactly

18. Mistake #7 – Being In The Wrong Place Site Exclusions for Content Campaigns

19. Mistake #8 – Paying $5 When You Could Pay $1 No bid strategy Bids set at Campaign level Bids set too high for budget $10 bids with $10 daily budget = no clicks

20. Mistake #9 – Having Nothing To Show For Your $ Tracking: Not using Conversion Tracking

21. Mistake #10 – Trusting Your Tech Team Too Much Tracking: Not testing tracking

22. Mistake #11 – No Backup For Data Tracking: Not using Auto-Tagging for Google Analytics

23. Mistake #12 – Not Selling Yourself Ad Copy No Benefits/UVPs No Feature Description No Call to Action No Relevancy

24. Mistake #13 – 1 Strike and Your Out Ad Copy Running only 1 ad Default “optimize” setting

25. Mistake #14 – Not Telling Customers What To Do Poor Landing Pages Broken pages All traffic to homepage Irrelevant pages No clear Call to Action

27. Mistake #15 – Launching and Leaving Don’t Set & Forget! Setup Automated Alerts

28. Let’s see what you’ve learned

29. Which CTA is Better?

30. Which Landing Page is Better?

31. Which Ad is Better?

32. Which Ad is Better?

33. 8 Tips for Getting Started Start with the end in mind What is your business objective? What ACTION do you want people to take? The end goal is NOT to drive traffic

34. 8 Tips for Getting Started Know what success looks like What is the maximum you are willing to pay per lead? Does quality or quantity matter most?

35. 8 Tips for Getting Started Know your Business Target Audience Are they only in the US? Only in Maryland? Only in Baltimore? Are they women? Men? Seasonality Do sales peak in Summer? During the Holiday? Focus Is there a particular product or service you want to focus on?

36. 8 Tips for Getting Started Do the Research Don’t just guess! Adwords Keyword Tool Contextual Targeting Tool Adwords Traffic Estimator Analytics

37. 8 Tips for Getting Started Communicate the right message Drive users to take the action you want Emphasize benefits, UVPs, offers, credibility, etc. Call to Action

38. 8 Tips for Getting Started Track, Track, Track FREE tracking – Adwords Conversion Tracking, Google Analytics Phone Tracking

39. 8 Tips for Getting Started Measure, Measure, Measure Are you hitting your goals?

40. 8 Tips for Getting Started Don’t Set & Forget Continuously optimize to reach goals

41. Ready For The Next Level Of Fun With Adwords?

42. Tools/Features in Adwords Contextual Targeting Tool

43. Tools/Features in Adwords Call Metrics

44. Tools/Features in Adwords Conversion Optimizer

45. Tools/Features in Adwords Adwords Campaign Experiments - ACE

46. Tools/Features in Adwords Search Funnels

47. Tools/Features in Adwords Sitelinks

48. Tools/Features in Adwords Remarketing

49. Tools/Features in Adwords Remarketing

50. PPC Resources Adwords Blog: http://adwords.blogspot.com/ Google Ads - Ad Innovations: http://www.google.com/ads/innovations/index.html AdCenter Blog: http://community.microsoftadvertising.com/blogs/advertiser/default.aspx? Best PPC Blogs: http://www.boostctr.com/blog/paid-search/best-ppc-blogs PPC Mind Meld: http://ppcmindmeld.com/ Twitter: #ppc, #adwords, #adCenter, #ppcchat (Tuesdays 12pm EST)