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Jeremy Decker Sara Gonzalez

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Understanding the Biggest Inbound

Marketing Channel in the World

By

Jeremy Decker

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Who Am I?

Jeremy Decker

● Working in AdWords management since 2006.

● Managed hundreds of campaigns with budgets from $1,000 p/m to $500,000 p/m.

● Worked with brands such as PayPal, Westfield, Apple & more.

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Today’s Webinar Will Cover

1. A look at why Google AdWords works

2. Building a granular AdWords account

3. Optimising an AdWords campaign

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Poll

Q: What level of involvement do you have with Google AdWords?

A. I directly run Google AdWords

B. I manage staff that run Google AdWords C. I manage an Agency that does it for me

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Understanding What Drives a ‘Click’

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1.1 What Makes Us Click?

Searching (proactive)

Looking for a product/service

• Buy movies online

• Car service Sydney

• Professional resume writer

Looking for information

• Movie session times

• Car service guide

• Resume writing tips

Display/browsing (reactive)

Highly relevant Ad

• Looking for cheap movie tickets

• Same day Sydney car service

• Resume writing experts

Appealing offer

• Get free movie tickets

• Free 5 year service on the new Holden

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1.2 Where AdWords Ads Appear

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1.3 Direct Response VS Interruption

The different stages of the buying cycle can all be targeted all in

AdWords with different networks and methods.

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1.4 Question

Why do you think it’s important to

understand your target audience in

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Building Granular Campaigns

Section 2

1. Researching your landing page

2. Segmenting campaigns

3. Keyword research

4. Creating ads that work

5. Adding ad extensions

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Poll

Q: What would you be looking to promote with your AdWords campaign?

A. Product(s) B. Service(s) C. Event(s) D. Fundraising

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2.1 Researching Landing Pages

Start at the landing page to gather key

information about the keywords

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2.2 Segment The Campaigns

Work out what different market segments you

should split the campaign into. Remember to think of your target users

behaviour (device etc).

Account Campaign AdGroup Ad Ad AdGroup Ad Ad

Campaign AdGroup

Ad Ad

Campaign AdGroup

Ad Ad

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2.3 Keyword Research

Build a keyword list for each market

segment and add as AdGroups under each campaign. (small

amount of keywords per AdGroup).

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2.4 Creating Ads That Work!

Remember to make your Ad as relevant as

possible – you can test as many as you like so it’s ok to get a little creative!

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2.5 Adding Ad Extensions

Ad Extensions make your ad stand out from your competitors, there are many formats available so test them all!

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2.6 You Must Track Conversions

You must utilise

conversion tracking! It is the key metric that tells you how to optimise

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Data Based Optimisations

Section 3

1. Auditing a campaign

2. Statistically significant optimisations

3. Where to find the biggest wins

4. Understanding quality score

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Poll 2

Q: How familiar are you with the AdWords interface?

A. I’ve logged into AdWords once or twice

B. I have often made changes to and AdWords account C. I can use AdWords editor

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3.1 Auditing a Campaign

When you have a granular campaign

structure Auditing your campaigns is a breeze.

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3.2 Statistically Significant Optimisations

It is important to restrain yourself from making

small changes too often. Back it up with data!

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3.3 Where To Find The Biggest Wins

Don’t assume you know what is going to convert. Always check your data.

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3.4 Understanding Quality Score

The key thing to remember is that Google put the

quality score system into place to ensure its own profitability.

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3.5 Landing Page Improvements

The key to a good landing page is to make all the key information accessible

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Running AdWords Experiments

Section 4

1. What you should be testing

2. Exploration campaigns

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4.1 What You Should Be Testing

Everything. The most common test are:

1. Ad Testing

2. Landing Page Testing 3. Match Type Testing

Implement Test Gather Data Analyse Roll Out Strategize

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4.2 Exploration Campaigns

Don’t be afraid to try out wild new ideas. Just keep your tests controlled.

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4.3 Using AdWords Experiments

AdWords has its own build in split testing tool that allows you to keep

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Wrapping it up

1. Know who your audience is before you try to sell to them.

2. Put the time into designing a campaign being as granular as possible.

3. Data dictates almost everything.

4. If it’s worth thinking about, it is probably worth testing!

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Thank You

To learn more about AdWords check out our Blog!

We have a FREE AdWords Audit Tool on our website

-Instantly Grade Your AdWords Campaigns

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