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  1. Pay Per Click Campaigns 2. AdWords Search Marketing MSN - AdCenter 3. <ul><li>Why and how </li></ul><ul><li>Bidding tips…
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  • 1. Pay Per Click Campaigns
  • 2. AdWords Search Marketing MSN - AdCenter
  • 3. <ul><li>Why and how </li></ul><ul><li>Bidding tips </li></ul><ul><li>Generating ideas </li></ul><ul><li>Writing Ads </li></ul><ul><li>5 common mistakes </li></ul>
  • 4. <ul><li>‘ Understanding SEO’ is all about appearing in the free listings </li></ul><ul><li>PayPer Click - paying </li></ul>
  • 5. Why pay? <ul><li>New site </li></ul><ul><li>Want exposure </li></ul><ul><ul><li>Fast – new product </li></ul></ul><ul><ul><li>Or for a short time, peak season </li></ul></ul><ul><li>Support your organic searches </li></ul><ul><li>Diversify your campaign – info not on your website </li></ul><ul><li>Test the market </li></ul><ul><li>Don’t use it </li></ul><ul><li>To replace your organic marketing – too expensive </li></ul>
  • 7. How does AdWords work? <ul><li>Bid on keyword phrases </li></ul><ul><ul><li>More competitive– higher the cost </li></ul></ul><ul><li>Can’t just compete on random phrases </li></ul>
  • 8. Click Through Rate  someone types in your keywords
  • 9. What are you charged? <ul><li>Depends on what you bid </li></ul><ul><li>4p, 10p, 25p </li></ul><ul><ul><li>£1.50 </li></ul></ul><ul><ul><li>£8.00 </li></ul></ul>
  • 12. How do I control cost? <ul><li>Monthly Cap on charges </li></ul><ul><li>Can cap at £10 a month - £100 a day </li></ul><ul><li>4p a click = 250 clicks @ £10 a month </li></ul><ul><li>20p a click = 50 clicks </li></ul>
  • 13. <ul><li>Better quality your ad </li></ul><ul><li>Cheaper it becomes </li></ul><ul><li>How do you improve quality? </li></ul>
  • 14. Quality Score <ul><li>CTR </li></ul><ul><li>Compares your CTR to historical CTR of the keyword (each one is different) </li></ul><ul><li>Your account history </li></ul><ul><li>The quality of your landing page </li></ul><ul><li>The relevance of the keyword to the ads in its ad group </li></ul>
  • 15. Who gets top spot? <ul><ul><li>Quality Score x Price bid = AdRank </li></ul></ul><ul><li>Max. Bid CTR Rank Ad position </li></ul><ul><li>Competitor 2 £1 10% 10 First Competitor 1 £2 3% 6 Second </li></ul>
  • 16. Return on your investment <ul><li>Important </li></ul><ul><li>Your spend MUST deliver – otherwise, waste </li></ul><ul><li>But it is not magic </li></ul><ul><ul><li>£10 a month will NOT= £100,000 business for you </li></ul></ul>
  • 17. Bidding tips
  • 18. Three ways to bid effectively AdWords <ul><li>https://adwords.google.com </li></ul><ul><li>Type in </li></ul><ul><li>Somerset holiday cottages – Get keyword ideas </li></ul><ul><li>Drop down – select all </li></ul>
  • 19. Working your way around the screen 1. Match types 2. CPC 3. Advertiser Competition
  • 20. 1. Match types <ul><li>Broad </li></ul><ul><ul><li>Somerset holiday cottages </li></ul></ul><ul><ul><ul><li>Somerset holiday cottages </li></ul></ul></ul><ul><ul><ul><li>Cottage holiday somerset dog </li></ul></ul></ul><ul><ul><ul><li>Somerset </li></ul></ul></ul><ul><ul><ul><li>Somerset holiday self catering cottages </li></ul></ul></ul><ul><li>Phrase – in order, with other terms </li></ul><ul><ul><li>Holiday cottage somerset </li></ul></ul><ul><ul><ul><li>Holiday cottage in somerset </li></ul></ul></ul><ul><li>Exact </li></ul><ul><ul><li>Holiday Cottage Somerset </li></ul></ul><ul><ul><ul><li>Holiday cottage somerset, NOT holiday cottages somerset </li></ul></ul></ul><ul><li>Negative </li></ul><ul><ul><li>Holiday Cottage somerset </li></ul></ul><ul><ul><ul><li>NOT dog friendly, not children friendly </li></ul></ul></ul>
  • 21. Match Types <ul><li>Change match to EXACT </li></ul><ul><ul><li>See the search volumes change </li></ul></ul><ul><li>More competitive </li></ul><ul><li>Narrow the match type </li></ul>
  • 22. Negative keywords <ul><li>Broad matches </li></ul><ul><ul><li>-scotland </li></ul></ul><ul><ul><li>- devon </li></ul></ul><ul><ul><li>-beach </li></ul></ul>
  • 23. 2. Cost per click <ul><li>Now type in 0.10 into the cost box </li></ul><ul><li>Click re-calculate </li></ul><ul><li>Notice the ad position change </li></ul><ul><li>Now try it with 50p </li></ul>
  • 24. 1 2 3 4 5 6 7 8 9 10
  • 25. 3. Advertiser competition <ul><li>Now clear CPC and match type </li></ul>
  • 26. NB: Volume and competition don’t always match Higher the competition and search volume, the higher the price
  • 27. Generating ideas Thinking up ideas Spotting opportunities Widening your scope
  • 28. AdWord Keywords <ul><li>Could be same as your keywords phrases </li></ul><ul><ul><li>Exposure </li></ul></ul><ul><li>Could be different </li></ul><ul><ul><li>Testing or diversifying your campaign </li></ul></ul>
  • 29. Generate your AdWord ideas <ul><li>Direct - obvious </li></ul><ul><ul><ul><li>Your type of business – bed and breakfast, guesthouse, </li></ul></ul></ul><ul><ul><ul><li>Your keywords </li></ul></ul></ul><ul><ul><li>Narrow down using </li></ul></ul><ul><ul><ul><li>L ocation, County, district, town </li></ul></ul></ul><ul><ul><ul><li>S pecific niche: pool, sauna, dogs/pets, farm, luxury, beach/country, nature, good food, gluten/veggie, cyclist/bird watchers/equestrian </li></ul></ul></ul>
  • 30. Generating AdWord ideas <ul><li>Indirect – not so obvious </li></ul><ul><ul><ul><li>Relationships </li></ul></ul></ul><ul><ul><ul><ul><li>Tourist hotspots, airports, </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Partnerships, Sawdays, AA, RAC </li></ul></ul></ul></ul><ul><ul><li>Think about the research stage of the buying cycle </li></ul></ul><ul><ul><ul><li>Places to stay with children </li></ul></ul></ul><ul><ul><ul><li>Walking holidays </li></ul></ul></ul><ul><ul><ul><li>Wedding venues in XXX </li></ul></ul></ul>
  • 31. Generating AdWord ideas <ul><li>Events </li></ul><ul><ul><li>Easter </li></ul></ul><ul><ul><li>Valentine’s weekends </li></ul></ul><ul><ul><li>Late booking </li></ul></ul><ul><ul><li>Birthday presents </li></ul></ul><ul><ul><li>Christmas gifts </li></ul></ul><ul><ul><ul><li>Words you don’t have written in your site – but are appropriate </li></ul></ul></ul><ul><li>Sleeps 20 </li></ul><ul><li>Sleeps 19 </li></ul><ul><li>Sleeps 18 </li></ul>
  • 32. Generating Adword ideas <ul><li>Type into https://adwords.google.com </li></ul><ul><ul><li>Type in your web address – get some more ideas </li></ul></ul><ul><ul><li>Type in a competitors address </li></ul></ul><ul><ul><li>Type in a key phrase </li></ul></ul>
  • 33. Now try a few Keywords <ul><ul><li>Change </li></ul></ul><ul><ul><ul><li>1. Cost per click (CPC) -positions – look for 4-7 </li></ul></ul></ul><ul><ul><ul><li>2. Match type – change to Phrase or Exact </li></ul></ul></ul><ul><ul><ul><li>3. Advertiser competition </li></ul></ul></ul><ul><ul><li>High search volume +Low advertiser competition </li></ul></ul><ul><ul><li>High search + high competition + exact matches </li></ul></ul>
  • 34. <ul><li>What aren’t good options </li></ul><ul><li>Broad match high comp – too expensive </li></ul><ul><li>Really low search terms – no clicks </li></ul>
  • 35. The Art of writing Ads
  • 36. <ul><li>Good keywords and clever bidding is not enough </li></ul><ul><li>It takes a good ad for the potential customer to actually see it. </li></ul><ul><li>Can increase your CTR significantly </li></ul>
  • 37. Examples Holiday Cottages Devon <ul><li>Devon Cottages </li></ul><ul><li>A superb range of properties Check availability and book online. www. cottages 4you.co.uk </li></ul><ul><li>http://www.cottages4you.co.uk/%3Fclickcd ... </li></ul><ul><li>   </li></ul><ul><li>Accommodation Rural Devon </li></ul><ul><li>Top quality Holiday Cottages in the beautiful Devon countryside www. devon farms.co.uk </li></ul><ul><li>http://www.devonfarms.co.uk   </li></ul><ul><li>  </li></ul><ul><li>Cottages in Devon </li></ul><ul><li>Relax and explore Devon with a Hoseasons cottage . Book online now! hoseasons.co.uk/ devon </li></ul><ul><li>http://www.hoseasons.co.uk/V3/WebPages/U ...    </li></ul>Headline Line 1 Line 2 Visible address Actual URL
  • 38. Writing the Ad <ul><li>Look at others – type your keyword phrase into Google </li></ul><ul><li>Include a call-to-action </li></ul><ul><li>Clearly describe what is unique </li></ul><ul><li>Include your business name </li></ul><ul><li>Put your most important keyword in the title </li></ul><ul><li>If you sell to a precise location, name the location </li></ul><ul><li>READ THE GUIDELINES </li></ul>
  • 39. <ul><li>Holiday Cottages in Devon </li></ul><ul><li>Self Catering Holiday Cottages in Devon available now www.Classic.co.uk </li></ul><ul><li>http://www.classic.co.uk/browse-holiday- ...    </li></ul><ul><li>DEVON Holiday Park Offers </li></ul><ul><li>Best Devon Caravan Holiday Deals Put Us To The Test - 4 nts from £69 Park Holiday sUK.com/ Devon http://www.parkholidaysuk.com/offers/car  ...    </li></ul><ul><li>Northway Holiday Cottages </li></ul><ul><li>Self Catering Holiday Cottages . Indoor Pool, Spa, Close To Beach! www.northway holidaycottages .co.uk </li></ul>
  • 40. Let’s have a go <ul><li>Headline - 35 characters (including spaces) </li></ul><ul><li>Line 1 - 25 characters </li></ul><ul><li>Line 2 – 25 characters </li></ul><ul><li>Web address – doesn’t have to be exact </li></ul><ul><ul><ul><li>kindredcottage.co.uk/pool  www.kindredcottage.co.uk/catpage/fp+49302 </li></ul></ul></ul>
  • 41. Common Mistakes
  • 42. 1 st mistake <ul><li>Too many different kinds of keywords in one ad group </li></ul><ul><li>Groups them into separate ad groups </li></ul>
  • 43. <ul><li>Holiday cottage with pool </li></ul><ul><li>Holiday cottage dog friendly </li></ul><ul><li>Luxury cottage </li></ul><ul><li>Luxury holiday cottage </li></ul><ul><li>Luxury self catering cottage </li></ul><ul><li>Self catering cottage with pool </li></ul><ul><li>Self catering cottage dog friendly </li></ul>
  • 44. Grouping
  • 45. Adverts
  • 46. 2 nd mistake <ul><li>Who are you? </li></ul><ul><li>Most people don’t care about your name </li></ul>
  • 48. 3 rd mistake <ul><li>Don’t bring customers to your home page </li></ul>
  • 49. Landing page <ul><li>Really important </li></ul><ul><ul><li>Quality ranking </li></ul></ul><ul><ul><li>Relevance </li></ul></ul><ul><ul><ul><li>child free holidays </li></ul></ul></ul><ul><ul><ul><ul><li>www.domain.co.uk/child-free-holidays </li></ul></ul></ul></ul><ul><ul><ul><li>B edding plants </li></ul></ul></ul><ul><ul><ul><ul><li>/bedding-plants </li></ul></ul></ul></ul><ul><ul><li>Content should include relevance too </li></ul></ul>
  • 53. 4 th mistake <ul><li>Only having one ad in an adgroup </li></ul><ul><li>Split test 2 ads at the same time </li></ul><ul><li>See which one performs better </li></ul>Spring Cottage B&B Lovely surroundings Friendly service www.springcottage.co.uk Beautiful Devon B&B Stunning views and walks Ideal for couples springcottage.co.uk/axevalley
  • 55. <ul><li>Write a variation now </li></ul>
  • 56. 5 th mistake <ul><li>Ignoring Content Network </li></ul>
  • 57. Your Account <ul><li>Sign in </li></ul>keywords Content network AOL search , Ask.com , and Netscape AdSense
  • 58. Google AdSense <ul><li>AdSense places your ad on other people’s websites </li></ul><ul><li>Popular </li></ul><ul><ul><li>advertisements are less intrusive than most banners , </li></ul></ul><ul><ul><li>content of the ads is relevant to the website </li></ul></ul>
  • 61. Google Analytics Analytics
  • 62. How do you analyse your results? <ul><li>Analyse your ad performance </li></ul><ul><li>Analyse your website conversion </li></ul>Reports Analytics
  • 63. Reports <ul><li>Click reports tab – monitor </li></ul><ul><ul><li>Placement / Keyword Performance </li></ul></ul><ul><ul><li>Ad Performance </li></ul></ul><ul><ul><li>URL Performance </li></ul></ul><ul><ul><li>Ad Group Performance </li></ul></ul><ul><ul><li>Campaign Performance </li></ul></ul><ul><ul><li>Account Performance </li></ul></ul><ul><ul><li>Search query performance </li></ul></ul>
  • 66. Google Analytics
  • 67. Google Analytics - FREE <ul><li>Use it with or without AdWords </li></ul><ul><li>H ow users find your site </li></ul><ul><li>How users navigate through your site </li></ul><ul><li>How users convert </li></ul>
  • 68. How to use it <ul><li>Sign up – through Google </li></ul><ul><li>Copy given code into each page of your site </li></ul><ul><li>SitesPlus – copy into the Analytics box. </li></ul>
  • 70. How users find your site
  • 71. 3 types of traffic
  • 72. Referral sites
  • 73. Key word phrases
  • 75. Good for using local search terms Good for offline advertising
  • 76. How users navigate through your site
  • 78. How users convert
  • 79. Goal setting <ul><li>Goal setting – can only be a page </li></ul><ul><ul><li>Thank you for registering </li></ul></ul><ul><ul><li>Availability confirmation page </li></ul></ul><ul><ul><li>Contact us page </li></ul></ul><ul><ul><li>Download completed page </li></ul></ul><ul><li>Traffic sources>Goals </li></ul>
  • 81. Change to exact match
  • 82. <ul><li>Analyse your AdWords </li></ul>
  • 85. Questions?
  • 86. Adding in your key phrases <ul><li>Type in a keyword phrase </li></ul><ul><li>Refine, disregard or choose other options </li></ul><ul><li>Change the CPC and match types to see the difference </li></ul><ul><li>Select add>> when you are ready </li></ul><ul><li>Repeat with all your phrases </li></ul>
  • 87. Budget setting <ul><
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