smAlbany 2013 google pay per click 45 nano

Presented by Darcy Knapp, MBA SEO Web Mechanics

Success with AdWords

Popularity of Search EnginesSearch Engines: Google Dominates
~400M Searches Daily/US
#2+ Trillion Google
Searches Globally in 2012

Put Your Key Words to Work
Organic Search
Social Search

Search Engines Drive Traffic
Paper Clip
Pay Per Click

Click Cost Factors

Pay Per Click Advertising
Placement and Criteria:
Auction Environment: Bid price
Click Through Rate (CTR)
Quality Score of Landing Page: (QS)
Offer Relevancy
Stop Dog From Digging Out
www.DogGuard.com
Safe Underground Electric Fencing
Keep Houdini Dog at Home Instead
Line 1: Title Line
Line 2: Display URL
Line 3: Description
Line 4: Description

Use Good Landing Pages!
 Your Landing Page is
NOT your home page
 Call to Action: Ask for
the Business!
 Capture Leads:
Contact Forms Phone
& Email Links
 Targeted Offer Match
your ad to your landing
page.
 SEO Value: Get credit
for the traffic. Keep it on
your site!

Identifying Keywords
 Traffic – Is there search on the Key Word/Phrase?
 Competition – How many competitors are running ads?
 Relevancy – Does the Landing Page match the Ad Offer?
 Conquesting – select competitor keywords wisely
For Local or Geo-Targeted Search
Location can be the ultimate key word.

Converting Keywords
Tier :3 Buying Phase
* * * Ready to Buy Consumers * * *
Keywords: Dog Fence Installer
Tier 1: Research Terms
<Researching Need Fulfillment Options>
Keywords: Fence
Tier 2: Shopping Terms
<Thinking about Purchasing option>
Keywords: Fence Installer

Research Terms can be Tricky!

High Competition: Shopping Terms

Buying Terms = Success

Pay Per Click Advertising
Getting the Bang for your $1
Most Expensive vs. BEST ROI
Targeted Key Words = Better ROI
Local vs. Regional vs. National

Adwords: Your Settings
 Search
 Display
 Networks
 Mobile?
 Geo-Target
 Where?

Managing Adwords: Your Campaign

Adwords: Your Ads
 Use more than one ad
 CTR – Click Through Rate
 Positioning (#1-4 Preferred)

Conquesting
 Go After Protected Key Words Legally
Invisible Fence
Innotek Fence
Petco Fence
Dog Watch Fence
Your local Competitor’s Name
 Using “smart ads” – be CAREFUL!

Adwords: Keyword Match
Your Keyword example: Invisible Fence
 Exact Match [invisible fence]
 Phrase Match “invisible fence”
 Broad Match invisible fence
Key word Google will serve you on:
 Exact Match [invisible fence]
 Phrase Match “invisible dog fences”
 Broad Match hurricane fencing

Negative Keywords

Blocked Keywords

Adwords: Your Keywords

Adwords: Keywords Served

Adwords: Site Link Extensions
Extensions make your ads stand out!

Adwords: Call Extensions
Local or Tracking# Call Extensions

Location Extensions
Google Places/Map Extensions

Adwords: Video Ads
 Video Drives Traffic & Leads
 Clicks are very low cost ($0.05-$0.10)

YouTube: Paid Placement

Paid Search: Yellow Book Ads
What you need to know!!

Are You Ready?
Darcy Knapp, MBA, President & Chief SEO Web Mechanic
A division of Darcy Knapp Consulting, Inc.
Cell/Office: 518.366.1707
eMail: Darcy@SEOWebMechanics.com
www.facebook.com/DarcyKnapp
www.facebook.com/DarcyKnappConsulting
www.facebook.com/SEOWebMechanics
www.facebook.com/CreateBusinessPages
www.twitter.com/DarcyK56
www.linkedin.com/in/DarcyKnapp

smAlbany 2013 google pay per click 45 nano

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smAlbany 2013 google pay per click 45 nano