The document provides an overview of Google Adwords and search engine optimization (SEO). It discusses the history of Google and how SEO has evolved. It outlines that paid search (PPC) and organic search (SEO) are complementary strategies. The bulk of the document then discusses seven ways to supercharge an Adwords campaign, including optimizing account structure, using negative keywords, split testing ads/extensions, integrating product reviews, setting up mobile ads/campaigns, tracking conversions, and implementing remarketing. Real client examples are provided to illustrate points. The presentation aims to help audiences better understand modern SEO and maximize their Adwords investments.

2. How Push Started
• 1st Client £200 a month for a spa client in
2005.
• They now spend £8k a month
• Q. Why?
• A. They sell £1million online

3. Google – Adwords or SEO?
Steven Hyde & Ricky Solanki

4. One slide answer.
• You need a strategy for BOTH.
• Properly considered PPC and SEO are
complimentary.
PPC SEO

5. In this presentation
• Brief history of Google (and Push)
• What the recent Penguin and Panda
updates mean for SEO.
• 7 Ways to supercharge your Adwords
campaign.
• Questions.
Real cases throughout.

6. In the beginning search
engines looked like this…

7. A brief history of
• 1995 Larry Page and Sergey Brin meet at
Stanford
• 1997 Larry and Sergey decide that the
search engine needs a name. After some
brainstorming, they go with Google (Numeral 1
followed by 100 zeros).
• 2003 The birth of Google Adsense really
made everything snowball.
• Mid 2000s Google introduced Quality
Score.

9. Over 100 Clients Trust
Us
• Spend over £150,000 a month on Google.
• Google Accredited Partner.
• There IS a formula for success.

10. In this presentation
• Brief history of Google.
• What the recent Penguin and Panda
updates mean for SEO.
• 7 Ways to supercharge your Adwords
campaign.
• Questions.
Real cases throughout.

11. Lots of contributing
factors to SEO.

12. Some dangerous myths
about SEO
• It’s ‘more important’ than PPC. WRONG
• It’s all about link building. WRONG

13. Think of Google as a
‘real person’
• Ask yourself “Is this site relevant to the
search?”
• How good is this site out of all the sites
served on page 1 in ‘answering the
search’ ?
• Don’t try and dupe Google.
• SEO has changed forever.

14. Build content that people
will read and share
• Add a blog to your site
• Post the links on other relevant links
• Use competitions to encourage comments
• Guest blog on other high traffic sites
• You will be generating traffic and search
engines will love it too

15. How to get fresh user
generated content
• Sign up to review tools
• You will get links back to your site
• If you set it up right you get user
generated content
• You do pay per month but better value
than buying links
• Good reviews lead to more sales/leads

16. ‘Relationship Building’ Is
the New ‘Link Building’

17. Links back to site

18. What is a Social Signal?
• Tells search engines that your site is
popular and should be ranked higher
• Build fans on facebook, followers on
pinterest and twitter
• Build a Google + page
• Give people a reason to like or follow you
from your website

19. 7,000 fans and counting

20. What is SEO now?
• S - Think Social
• E - Build Engagement
• O - Do it Organically

21. In this presentation
• Brief history of Google.
• What the recent Penguin and Panda
updates mean for SEO.
• 7 Ways to supercharge your Adwords
campaign.
• Questions.
Real cases throughout.

22. Our team conduct ca 10
Adwords Audits every week.
• Structure.
• Keywords and matching.
• Negatives.
• Ad copy.
• Content network and settings.
• Budget.
• Impression Share.
• Quality Score.
• Mobile.
• Conversions.
• MUCH MORE

23. Biggest Mistakes
• There are a lot of elements to get right.
However, when we audit a client there is
always one big mistake..........

24. STRUCTURE

25. 7 ways to Supercharge
your Adwords Account
1. Structure.
2. Negatives
3. Split testing Ads and Extensions
4. Product review tools
5. Mobile ads & campaigns
6. Conversion & goal tracking
7. Remarketing

26. Structure is crucial to
success
Structures should be built around the following
.....intended settings
.....landing pages or key products and services
..... the most popular and relevant terms

27. Not having one campaign with
multiple ad groups or even 1 ad
group

28. It is essential to get the structure
planned and ready from the start.
• Importantly you can set budgets per
campaign
• This allows you to allocate budget to top
keywords and cut those not working
• Easily grow and manage your account.

29. Tidy and organised accounts will
perform far better and are much easier
to manage

30. Turn the content network off
• Often we see campaigns with display
(content network turned on)
• It is set to on as default by Google on set
up
• This means you budget is being split on
Google search and on other sites enabled
on the Google network

31. We do sometimes use the
content network.
• However it should have it’s own campaign
and budget
• Should be turned on when you are
maximising results on Google search.

32. 7 ways to Supercharge
your Adwords Account
1. Structure.
2. Negatives
3. Split testing Ads and Extensions
4. Product review tools
5. Mobile ads & campaigns
6. Conversion & goal tracking
7. Remarketing

33. Adding Negatives is crucial
in your management
• Typical client…

34. Without negatives their ads would
appear and likely be clicked from
some of the following terms.....
• Homeless shelters
• Tent shelters
• Dog shelter in London
• Jobs at local shelters…..
• All of which would have needlessly cost the
client over £1 a click!

35. 7 ways to Supercharge
your Adwords Account
1. Structure.
2. Negatives
3. Split testing Ads and Extensions
4. Product review tools
5. Mobile ads & campaigns
6. Conversion & goal tracking
7. Remarketing

36. Ads and split testing
• Constant split testing helps:
• Improve CTR therefore capturing a higher
percentage of your core target searchers.
• Focus and improve on ads leading to more
conversions.
• Reduce costs through a higher quality score.

37. Site link extensions

38. Product listing extensions

39. Location extensions

40. 7 ways to Supercharge
your Adwords Account
1. Structure.
2. Negatives
3. Split testing Ads and Extensions
4. Product review tools
5. Mobile ads & campaigns
6. Conversion & goal tracking
7. Remarketing

41. Product Reviews
• Product review systems and feedback
have can have significant impact to both
CTR’s and buyer confidence.
• When synced with your Ads they provide
visually impressive ads as well as give off
the perception of an established and
trustworthy supplier.

42. Product Reviews – A good star
rating can often triple your CTR
very quickly

43. 7 ways to Supercharge
your Adwords Account
1. Structure.
2. Negatives
3. Split testing Ads and Extensions
4. Product review tools
5. Mobile ads & campaigns
6. Conversion & goal tracking
7. Remarketing

44. Mobile ads are growing
quickly
• On average our clients now receive 20%
of all online traffic from mobile devices.
• A figure in many cases which shows at
least a 200% increase on year on year
figures

45. Typically we find mobile visits to be
50% cheaper than those from
desktops

46. Mobile specific campaigns & Ads
• Creating unique mobile campaigns help
take advantage of the lower bids price.
• With space restraints on mobile pages a
different strategy is often required for ad
text and ad positioning.
• Click-To-Call mobile extensions have
proved very useful for many clients.

47. 7 ways to Supercharge
your Adwords Account
1. Structure.
2. Negatives
3. Split testing Ads and Extensions
4. Product review tools
5. Mobile ads & campaigns
6. Conversion & goal tracking
7. Remarketing

48. Conversion and goal tracking
• Traffic is useless without conversion….
• Without correct conversion tracking it will be
impossible to measure the CPA and
conversion rates of your campaigns,
keywords or ads.

49. Examples of conversion
Buy
something!
Contact uspage views
Bookings

50. How can you justify increasing budget for
a campaign without knowing if it will
convert at a profitable rate?

51. Without conversion tracking how would a
decision be made to add any additional
budget to one of two limited campaigns

52. 7 ways to Supercharge
your Adwords Account
1. Structure.
2. Negatives
3. Split testing Ads and Extensions
4. Product review tools
5. Mobile ads & campaigns
6. Conversion & goal tracking
7. Remarketing

53. Ever wondered how Ads follow you
around? It’s called remarketing.
A prospect browses on your site..... Then leaves to browse other sites
Remarketing then serves up a
personalised Ad to the prospect.
And with just one click they
are back on your site with a
targeted offer.

54. Our remarketing banners

55. Lots of other tips and tools to make
the most out of your Adwords ....
• Impression share
• Geographic settings
• Call tracking
• Analytics
• Search query analysis
• Bid strategies
• & much, much more….

56. What Next?
• Ask Push for a free search audit
• Make sure you have the time to manage
SEO and Adwords to keep improving
performance
• Supercharge your account yourself or ask
us to manage it for you!

57. Free Google Audit
http://www.pushgroup.co.uk/pay-per-click-ppc-management.html

58. • Follow us on Twitter @PushGroup
• Call us 0845 310 9969
• www.pushgroup.co.uk