LEADING INTERNET MARKETING TRAINING COURSES GROUP COURSES ONE-TO-ONE COURSES BASIC COURSES ADVANCED COURSES. Presented to you by Gerald McGuire

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1 LEADING INTERNET MARKETING TRAINING COURSES GROUP COURSES ONE-TO-ONE COURSES BASIC COURSES ADVANCED COURSES Presented to you by Gerald McGuire

2 This FREE Guide covers 4 ESSENTIAL Advanced tools to use within your Google Adwords Campaigns. These tools, if used within the context of an intelligent and highly structured Adwords campaign will deliver incredible results. However, it is not as simple as just applying these tools to your campaigns in order to make them far more effective (but even if you do just that you will probably see great improvement). In fact, I have found a huge increase in conversions of over 200% on my own campaigns when applying these tools within my own advanced campaign structures. Please read through these 3 tools and how they can benefit your campaigns and earn you more money through your Adwords campaigns. Enjoy! Gerald McGuire - Owner Adwords Expert Ltd Just like anything, in isolation these tools and techniques will not change your world, but as part of an advanced campaign structure they will definitely improve your campaigns massively.

3 Index Tool 1: Customised Targeting for Your Ads Tool 2: Website Optimizer Tool Page Number 4 5 Tool 3: Conversion Optimizer Tool 8 Tool 4: Conversion Optimizer: Best practices 10

4 Customised Targeting: Customized targeting is best suited for advertisers with an audience in very specific areas. If you select the customized targeting option for your campaign(s), your ads will only appear to customers searching for results within (or located within) a specified distance from your business or within the area you define. Additionally, customized targeting doesn't limit you to the cities and regions offered by region and city targeting. For example, an advertiser owns a dentist in Birmingham. With customized targeting, the advertiser could choose to target just Birmingham or to show ads throughout the Midlands to attract people that are looking for expensive treatment to the practice. The 3 main options are: n Select a point on the map: Instead of entering an address, you can define the center of your advertising circle by dragging the interactive map to place a red marker on your location. This location will automatically be converted to exact latitude and longitude coordinates, which the AdWords system will use in targeting your advertising. n Multi-point (or polygon): Multi-point targeting lets you click three or more points on an interactive map to outline the advertising region of your choice. (Again, the system will convert the points you select to latitude and longitude automatically.) Using multi-point targeting, you can create target areas of virtually any size and shape. n Exclude countries, areas and cities while choosing a larger geographical region

5 Website Optimizer Website Optimizer is a free tool which allows you to test different variations of your site s content to find out which combination results in the highest number of conversions (proportion of traffic which converts in to sales/leads). It's not uncommon when optimising your landing pages for a few small changes to double or even triple conversion rates. n Increase sales and conversion rates: Identify the winning content combinations that drive conversions, lower CPA and increase ROI, regardless of site type. n Improve landing pages: Reduce the number of potential customers you lose through ineffective landing pages. Website Optimizer s automated testing makes it easy to fix and deploy compelling landing pages. n It s free: Other website testing tools can be expensive, with monthly management fees. Website Optimizer is free to use and is easy to set up. Why use this resource? This online resource has been built to help new users of Website Optimizer launch their first A/B test. The site is broken out in to four manageable sections, which take you through every step of setup, from pre-test planning right through to interpreting results.

6 Planning your first experiment While it's easy to set up experiments using Website Optimizer, each one will benefit greatly from a bit of preparation and planning before you begin. Before you visit the Website Optimizer tool, we recommend completing the following steps. 1. Choose the page you'd like to test For the most part, you'll be testing the landing page of your advertising campaign. However, any high-traffic page is a good one to test, whether it's the home-page or a particular product page. As a general rule, pages with lots of traffic are generally faster to optimise than low traffic pages, since trends in results become clear quickly. 2. Create alternative versions of the test page Once you have decided on what page and content to test you will then be ready to create new page variations. Create different versions of the page you're testing, and upload them to your server. You can vary as much or as little of the page as you like Website Optimizer will display each of your alternative versions to different visitors. All of your page variations should lead to the same conversion page, meaning they should all be directing the user to take the same action (whether that's completing a purchase, or submitting an enquiry). For your first test we would recommend testing 2-4 page variations, since with more page variations, it can take longer to see results. You will also need to decide what content to test on the page. For more ideas on what variables to test, please see our next section on Identifying what content to test. 3. Identify your conversion page reword include conversion term Figure out which page of your site represents 'success' - it could be a purchase or enquiry confirmation depending on the business type. Once you start testing your variation pages, WO will measure what proportion of visitors who see each variation go on to reach your conversion page. In this way, you'll be able to see which page is producing the best results for you (sales, leads etc)... Note: If you use a conversion goal that doesn't happen very often, it will take much longer to find the most effective content. For your first test, choose a goal that is more commonly completed (e.g. adding an item to a shopping cart, clicking on a product details page, etc)...

7 Interpreting y our report The Website Optimizer report will show the performance results for all the page variations that you created for your experiment. By seeing how well a particular variation performs in comparison with the original and the other variations, you can choose the most successful page to improve your business. To understand your report, let's walk through the columns you'll see on your A/B experiment report What does my report mean? Estimated conversion rate range Provides the most immediate insight into overall performance. View this column to see how well each combination or variation is performing relative to your original content. Chance to beat the original Displays the probability that a page variation will be more the successful than the original version. When numbers in this column are high, perhaps around 95%, that means a given page variation is probably a good candidate to replace your original content. Observed Improvement Displays the percent improvement over the original page variation. We suggest that you only concentrate on the improvement when a large amount of data has been collected and it can be considered more reliable. Conversions/visits The raw data of how many conversions and visits a particular variation generated.

8 The Conversion Optimizer: 1. It observes your history and data intelligently: Conversion Optimizer studies your conversion tracking data to figure out how often each type of auction leads to a conversion. 2. Builds your future strategy: Based on observed past performance, Conversion Optimizer creates a prediction model to guess which auctions will perform best for you in the future. 3. Optimises your campaign and ads: Adjusts your bids on an ongoing basis, so your money is efficiently invested in the best auctions. It generates an ad rank by your CPA bid, quality score and predicted conversion rate. The Conversion Optimizer predicts a conversion rate for your ads every time they are eligible to appear. Here are some of the factors Conversion Optimizer takes into account when analyzing and optimizing your campaign's performance: * Broad vs. exact match * Particular broad-match query * Search partner site * Content site "topic" * Actual content site * Match quality between the ad and content By considering these factors every time your ads are eligible to appear, the Conversion Optimizer can show your ads more when you are likely to get conversions. Without using the Conversion Optimizer, you are much more restricted in the ways your bid varies from impression to impression, which is why the Conversion Optimizer can get you much better performance than you might get with manual bidding alone. * User location * Operating system * Browser * Language setting

9 Candice sells new and vintage movie posters online. She has been using contextual targeting to reach potential customers while they spend time on movie blogs, read online entertainment magazines and chat with fellow movie buffs on cinema discussion boards. The Content Network has brought a lot of sales to her shop, but after looking at her key performance metrics, she thinks there is still room for improvement. Candice decides to use the Conversion Optimizer. Setting up the feature is quick and easy; she starts with the recommended maximum CPA bid, which helps ensure a smooth transition. She then fills in some basic information and then lets Conversion Optimizer do the rest. A few weeks later, Candice checks in on her campaign's performance and is delighted to see her average CPA has dropped by several dollars and her conversion rate improved by over 0.5%! How did Conversion Optimizer accomplish this? In order to improve Candice's Content campaign performance, Conversion Optimizer examined the campaign's historical and current performance. Here are three sample websites where Candice's ads appeared on the Content Network: Website A Website B Website C * Website A: Conversion Optimizer found that, over time, Website A drove conversions at a high cost by sending Candice many clicks that were not translating into conversions. Bid levels for this site were automatically lowered until Candice's ads stopped appearing on this website, thus freeing up budget for higher performing websites. * Website B: This site is one of Candice's top performers, so Conversion Optimizer will make sure her ads appear there as often as possible, generating even more conversions. * Website C: Conversion Optimizer found that, across the board, Candice's ads performed very well on sites with themes similar to that of Website C (theme: movie memorabilia). With this information, Candice's ads were shown on even more Content Network sites related to movie memorabilia; this expanded her reach on relevant sites and delivered new conversions to her business.

10 The Conversion Optimizer: Best Practices 10 Tips for Conversion Optimizer success 1. Start with the recommended CPA bid and modify your bids often to find your "sweet spot." 2. It's easy to try, so try it out. If you choose to turn off the Conversion Optimizer, your campaign will revert to the previous CPC bids you were using. 3. Use the Conversion Optimizer with existing campaigns. The longer a campaign has used conversion tracking, the more data the Conversion Optimizer has available. 4. If you don't have a campaign yet, but want to try Conversion Optimizer, create a new CPC campaign and let it run for a few weeks with conversion tracking. Then turn CO on, but keep in mind performance will improve over time as CO gets more data. 5. Keep in mind that changes in ad performance are natural, and you may need to use the Conversion optimizer for some time to get an accurate understanding of its effects on your campaign's performance. 6. Don't make huge changes to a campaign while running Conversion Optimizer (example: deleting all ad groups and replacing with new ones.). 7. Do make small changes to your campaign that fit your business needs (examples: adding/deleting keywords, changing creative, changing landing page). 8. Don't remove your conversion tracking code from your website or move it to a different location while running Conversion Optimizer. 9. Raise your Max CPA bid if you want to increase traffic and conversions. Lower your Max CPA bid if you want to lower your average CPA. Traffic will likely decrease. 10. Compare your CPA and # conversions before and after using Conversion Optimizer so you know how much improvement it made on your campaign. 10 Important things to know about the Max CPA bid

11 1. The Max CPA bid is similar to the Max CPC bid - the most you want to pay for a conversion. 2. Although you are bidding with a CPA, with the Conversion Optimizer you still pay per click. It is like being charged a little piece of your CPA for each click. 3. A Max CPA is not an average or target. Your average CPA will usually be less than your bid. (Just as if you bid a Max CPC and your average CPC is less than this, you might bid a Max CPA and get an average CPA below this.) 4. You should start with the recommended bid presented when you first turn on Conversion Optimizer. Raise and lower your bid once you have some data to optimize your performance. 5. You can set a different Max CPA bid for each ad group. 6. Don't set too low of a bid, particularly when you first turn on Conversion Optimizer. A very low bid is likely to reduce traffic. 7. Monitor and tweak your Max CPA bids as you would any other bid, to get the most profit from your campaign. 8. Change your Max CPA as often as you like. If you'd like more conversions, raise your bid. If you'd like a lower average CPA, lower you bid. 9. Your average depends on factors outside Google's control, so your actual CPA may sometimes exceed the maximum CPA you specify. 10. Experiment and find out what works best for you!

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