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Www.c1-partners.com. Great to see you (again)! Dan Stratford Partner Certified Google Adwords.

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Presentation on theme: "Www.c1-partners.com. Great to see you (again)! Dan Stratford Partner Certified Google Adwords."— Presentation transcript:

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3 Great to see you (again)! Dan Stratford Partner Certified Google Adwords

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5 What is Google Adwords? Adwords vs. Adwords Express To PPC or not to PPC? How Much Should You Spend? How Much Will You Make? Implementing Google Adwords: Dos & Donts Enhanced Features What Happens When We Apply Ourselves? Agenda

6 Google Adwords CAN Be Profitable Google Adwords CAN Help You Grow Your Business However… –In many cases it is NOT Profitable in the short run –In many cases it is a break-even acquisition play –In some cases it is an expected loss –In some cases it is a gamble –For some businesses it may never be profitable Adwords usually works best when part of an overall marketing strategy Preface

7 What is Google Adwords Google Search Results: denver wedding photographer Paid Results Organic Results Organic/Places Results Bid System Higher Bids = Higher Placement Relevance is a Factor

8 Adwords vs. Adwords Express In maps results…

9 Adwords vs. Adwords Express …and randomly in main results Different bidding system: Give Google a Budget They spend the budget over 30 days

10 Adwords vs. Adwords Express Keyword Control? –Search Terms –Negative Search Terms –Winner: Adwords More options? –Site Links –Tracking Phone Number –Conversion Tracking –Winner: Adwords Cheaper Clicks? –Winner: Adwords Express?

11 Adwords vs. Adwords Express Cheaper Clicks - Adwords Express? Average Cost Per Click in Google Adwords for Personal Injury Houston Related Terms: $42.12 Average Cost Per Click in Google Adwords for Same Personal Injury Houston Related Terms: $46.71 Winner? –A tie at best

12 What is Google Adwords? Adwords vs. Adwords Express To PPC or not to PPC… How Much Should You Spend? Have You Done Your Keyword Research? Agenda

13 How Much Should You Spend? Keyword Searches Cost per clickClick/Rate Clicks Budget denver wedding photographer 1,000 $ 4.762% 20 $ denver photographers 720 $ 2.582% 14 $ denver wedding photographers 720 $ 5.472% 14 $ boudoir photography denver 390 $ 1.012% 8 $ 7.88 denver photographer 320 $ 3.222% 6 $ photographers in denver 320 $ 3.282% 6 $ newborn photography denver 320 $ 1.892% 6 $ wedding photography denver 320 $ 4.252% 6 $ denver wedding photography 320 $ 5.852% 6 $ denver photography 210 $ 3.792% 4 $ wedding photographer denver 170 $ 4.572% 3 $ wedding photographers denver 170 $ 4.052% 3 $ photographer denver 140 $ 3.742% 3 $ denver school of photography 140 $ % 3 $ photography denver 140 $ 3.892% 3 $ maternity photography denver 140 $ 1.552% 3 $ 4.34 denver newborn photographer 110 $ 2.022% 2 $ 4.44 baby photography denver 110 $ 2.202% 2 $ 4.84 family photography denver 110 $ 2.342% 2 $ 5.15 denver portrait photographer 91 $ 2.312% 2 $ 4.20 Totals & Averages 5,961 $ 3.832% 119 $ My secret formula…then potentially double or triple it for local… Monthly Search Volume for Exact Match Google Estimated Cost Per Click Top 3 Average Estimated Click Through Rate Total Clicks/ Month Monthly Budget

14 Stratfords Formula… Columns: Search Term Monthly Search Volume Cost Per Click for Top 3 Position 2% Estimated Click Through Rate Search Volume x 2% = Monthly Clicks Monthly Clicks x Cost Per Click = Monthly Budget Total Bottom How Much Should You Spend?

15 What is Google Adwords? Adwords vs. Adwords Express To PPC or not to PPC? How Much Should You Spend? Making Campaigns Profitable What is your cost per customer acquisition? Agenda

16 Industry average click to lead rate? 2.7% What can you attain with a top quality program? Over 20% Making Campaigns Profitable

17 Industry Average Results: Cost Per Click = $5 Conversion to Lead Rate = 2.7% Cost/Lead = $ Sophisticated PPC Cost Per Click = $5 Conversion to Lead Rate = 10% Cost/Lead = $50 Making Campaigns Profitable

18 Sophisticated PPC Cost Per Click = $5 Conversion to Lead Rate = 20% Cost/Lead = $25 Results? Savings of 87% Your Competitors Cannot Compete, or You Cannot Compete Without an Optimized Campaign Making Campaigns Profitable

19 How much will a client cost you? Lead Conversion to Customer Acquisition $25 Cost Per Lead 5% Conversion Rate = $500 10% Conversion Rate = $250 20% Conversion Rate = $125 Making Campaigns Profitable

20 Example: denver wedding photographer Lets go live… Making Campaigns Profitable

21 What is NOT Under Your Control Search Volume Cost Per Click Some % of Cruddy Clicks Google Changing Their Minds Making Campaigns Profitable

22 Under Your Control Keyword Selection & Keyword Targeting –Affects Quality of Leads –Affects Closing Rate Ad Copy Landing Pages How You Handle Your Leads Tracking Making Campaigns Profitable

23 Keyword Selection - Dichotomy General Search Terms – denver photographer –Lower Conversion Rates –High Volume –Without them you may not get much traffic –Without them you may miss significant opportunities –Make the most of these with ads written to decrease click through rate Targeted Search Terms – pregnancy photography denver –Higher Conversion Rates –Lower Search Volume –May not get much traffic at all –Write ads to increase click through rate Keyword Discovery May Help You Find Sweet Spots Keyword Selection & Keyword Targeting

24 Keyword Targeting Keyword Match Types – Vital to Your Success 1.Broad Match – NOT Recommended Search Term: denver church Possible Traffic You Will Drive & Be Charged Denver church - Yes Denver churches near wash park- Yes Denver graveyard - Yes Joel Osteen- Yes The pope- Yes 2.Phrase Match - Recommended Search Term: denver church Possible Traffic You Will Drive & Be Charged denver church - Yes denver church near wash park – Yes non-denominational denver church - yes denver churches - No denver graveyard- No Joel Osteen- No

25 Keyword Targeting 3. Exact Match - Recommended Search Term: [denver church] Possible Traffic You Will Drive & Be Charged Denver church – Yes Denver churches - no Denver church near wash park – no Non-denominational denver church - no Denver graveyard- No 4. Broad Match – modified or qualified – Recommended for Keyword Discovery Search Term: +denver +church Possible Traffic You Will Drive & Be Charged denver church - Yes denver church near wash park – Yes non-denominational denver church - yes denver churches- yes denver churchy - yes Joel Osteen- No The pope- No Must use a lot of negatives

26 Match Types Location Targeting Implementing Google Adwords: Dos & Donts

27 Location Targeting Geo –Targeting –Example: wedding photographer search from a person Google believes is in Denver while searching –Will help drive lots of local traffic to your site Location Keyword Targeting –Example: denver wedding photographer search from a person sitting anywhere (or just in the US, or US & Canada, etc.) –Keyword denver may be more of a buying signal –Conversion rates may be higher Recommendation –Setup both in separate campaigns –Do not trust Google to make decisions for you: select advanced location settings –Separate Budgets –Track results –Over time determine if one should be favored over the other Example Implementing Google Adwords: Dos & Donts

28 Match Types Location Targeting Ad Writing Implementing Google Adwords: Dos & Donts

29 Ad Writing Rules Headline – 25 Characters Line 2 – 35 Characters Line 3 – 35 Characters Display URL – 35 Characters Implementing Google Adwords: Dos & Donts

30 Ad Examples Example of Ad to Drive High Click Through Rate: Geotargeted Ad in Colorado: Search Term: Workers Comp Attorney Ad: Workers Comp AttorneyKeyword in Title Find Out If You Have a CaseCall to Action Call Today for a Free ConsultationCall to Action Domain.com/WorkersCompKeywords in Display URL Implementing Google Adwords: Dos & Donts

31 Ad Examples Example of Ad to Drive Low Click Through Rate & Targeted Conversions Geotargeted Ad in Colorado: Search Term: Workers Comp Attorney Ad: Workers Comp Colorado Colorado affirms locations, prevents erroneous clicks Head, Neck, Back or Spine InjuryPrevents arm, leg or foot injury clicks Call Today For a Free ConsultationOnly one call to action Domain.com/WorkersCompKeywords in Display URL Implementing Google Adwords: Dos & Donts

32 Enhance Your Ads With: Phone Numbers Site Links Implementing Google Adwords: Dos & Donts

33 Landing Pages Match Search Terms Calls to Action Dynamic Tracking Numbers Engaging Content Implementing Google Adwords: Dos & Donts

34 Match Types Location Targeting Ad Writing Display Network Implementing Google Adwords: Dos & Donts

35 Display Network a Dont, Unless You Have a Need & Have a Plan Ads appearing as banners Implementing Google Adwords: Dos & Donts

36 Display Network a Dont, Unless You Have a Need & a Plan Ads appearing in s and other places as text Implementing Google Adwords: Dos & Donts

37 Display Network a Dont, Unless You Have a Need & a Plan Remarketing Assists All Site Traffic Implementing Google Adwords: Dos & Donts

38 Display Network Warning: Google Defaults – Must Deselect Display Ads Are Selected Bids Are Selected by Google Implementing Google Adwords: Dos & Donts

39 Match Types Location Targeting Ad Writing Display Network Tracking Implementing Google Adwords: Dos & Donts

40 Tracking Knowledge is Power Drives Right PPC Behavior Drives SEO Behavior Makes You Smarter Than Your Competition Why Wouldnt You Track Results? –Think callers will know how they found you? –Cannot access website code? –Low, low budget? –PPC is your only form of advertising? Implementing Google Adwords: Dos & Donts

41 What Can You Track? Online Sales Calls To Action Pages Visited Contact Forms Even Calls All At The Keyword Level Implementing Google Adwords: Dos & Donts

42 Examples of What We Can Accomplish When We Apply Ourselves Lets go Live Implementing Google Adwords: Dos & Donts

43 Setting Up a Campaign Lets go Live Implementing Google Adwords: Dos & Donts

44 Questions?

45 Dan and Dan C1 Partners P: W: c1-partners.com E: Contact Us


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