Advanced Google Adwords (Part Two)

Transcription

1 Advanced Google Adwords (Part Two) Hi, it s Vincent here. Welcome to this week s eclass on Google Adwords. During the past two weeks, I ve given the insight of how Google works and how not to lose money. In this last session on Google, I will give you some more insider s tips to help you get started. 1. Use Adword Tool A lot of people complain about their ads not generating a lot of traffic. That s because they haven t researched their keywords properly. The Google Adword Tool will show the search volume for each keyword in your own country or globally based on their broad, phrase and exact matches. You need to use it to identify the amount of competition or demand for your chosen keywords. The less competitive ones could be very cheap to bid for. You ll find Google Adword Tool by clicking the Opportunities tab from your account or visit

2 Don t bid too much 2. If the cost price of your product is 5, it doesn t make sense that you re spending 6 to achieve a sale. You ll need to work out how much you re spending on your campaign in relation to your sales and profit. Always start your bid low and work your way up. 3. Avoid the Top Three Positions Unless you re a multi-national company with unlimited budget trying to create brand awareness, the top three positions will get you lots of traffic but of low quality and your budget will be used up in no time! People often mistake the ads in the top three as links from the natural listing as they do appear on the left hand side or the result page. Find an optimal position that generates a profit for your campaign.

3 4. Create One Ad Group per Keyword or Keyword Variations. The biggest mistake that people make is that they think of all the keywords relevant to their campaign, then create ONE Ad Group, one ad in that group and put all the keywords under that group. The correct way of doing it is to separate all different themed keywords into their relevant groups. Then you create an ad related to the keywords of that group. For example, if your campaign has two sets of keywords sell house fast and quick house sale, then they should go into two separate Ad Groups. As an example, this is how your campaign should be set up in the campaign Property. Group name 1: Sell house Fast Keywords & variations: Campaign Property Group name 2: Quick House Sale Keywords & variations: Sell house fast Need to sell house fast Sell my house fast Create an ad with Sell House Fast included in the text Quick house sale Need a quick house sale Sale of my house quickly Create an ad with Quick House Sale included in the text As you can see, there are two Ad Groups created for the two sets of keywords respectively. The reason for implementing the above is that it will drastically improve your CTR. If you think about it when you have all the keywords and their variations in the same group, you may create ads that contain these keywords and in a organised fashion. When someone searches your keywords, your ad will appear with the keywords in your ad BOLDED by Google. For example, if you type the keyword sell house quickly, the following ads will appear on the first page. Which ad do you think is more likely to catch someone s attention? The second and third ones down of course. They contain the keyword sell house quickly bolded. They appear more relevant than We Pay Up To 10,000 More and the person who is searching is more likely to click through them.

4 Remember, the higher the CTR, the lower you need to bid for your keywords to achieve a particular position and the lower your overall cost. 5. Track Your Conversions The truth is that even if you have achieved a tremendous CTR and lots of traffic comes to your website, if your traffic finds your actual website irrelevant to them, they will just leave your site. If your ultimate objective is for someone to fill in an online enquiry form and submit it, this will be classed as an action. So to find out if your campaign is giving you the return on your investment you want, you ll need to define your action as your conversion track your Cost per Action (CPA).

5 If you go to the Reporting tab of your campaign, you ll find the Conversion option. From there, you ll find a set of HTML codes that Google has generated for you. What you need to do is to insert these codes into the body tags of the webpage after the defined action is completed. This is normally the thank you page that you show people who ve either filled in a form or made a purchase. Summary There are two ways in which you can set up your Google campaign the way they want you to and the way you should. How Google Wants You to Set Up How You Should Set Up 1. Set up account 2. Set up daily budget 3. Create ad group 4. Create your ad 5. Put all different keywords in one ad group 6. Bid for ad group using recommended bid (auto) 7. Go for high positions & spend daily budget ASAP 1. Research Keywords (Keyword Tool) 2. Group keywords 3. Use broad, phrase and exact matches 4. Input negative keywords (very important) 5. Set up account 6. Set daily budget 7. Create multiple ad groups 8. Put researched keywords into each ad group 9. Create multiple ads relevant to the ad groups 10. Enter bids for your keywords 11. Monitor performance and adjust bids

6 Home Work It s simple if you haven t set up a Google campaign before, go and set one up based on everything you ve learnt. Don t worry, your campaign won t be active until you ve put in your payment details and activated it. So that s it for Google Adwords. If you do it probably, you ll get leads from motivated sellers coming through to you every day. If you want to find out more about how to generate leads, visit If you want to spend a day in our office to learn all about Google Adwords and lead generation, contact Andy on +44 (0) See you next week.