adwords: 7 reasons small businesses lose $thousands
TRANSCRIPT
Adwords: 7 Reasons Small Businesses
Lose!!Don’t Be One of Countless Adwords Customers Who Give Away Their Profits And don’t know it.
Who are the Keyword Search Pros?Full Spectrum Search Agency in Sherman Oaks, CA. (Los Angeles)
Began in 2006 after the IPO of Google.Certified and Trained by Google & Microsoft (Yahoo! & BING).
Speakers at Seattle’s SMX Advanced Conference.KSP is a Google Partner.
Why Listening To Us Anyway?
Google’s Revenue Increased Last Year
34% to $36.6 Billion Y/Y
$14 Billion Last Quarter, a 45% increase since Q3 2011.
Aggregate Paid Clicks Increased 42% over Q2, 2011 and only 1% over Q1, 2012
AdSense Partner Sites Increased 20% to $2.48 Billion
$
Reason #1 Inefficient or Insufficient
Ad Spend
High
Low
Leve
l of B
udge
t Sp
end
Time Needed for ResultsLess More
Get Data and Results FastCould potentially waste money if account not optimized.
Not Too Fast; Not Too SlowOptimal Starting Point
Waiting Game
Reason #2 Local Settings & Structure Issues
“Google knows what I’m searching for.”
Locally Targeted Keywords
Example: +Beverly Hills Dentist
Wider Geo-Settings: California
Broad Modifiers on City Name & Service.
Keep eye on Search Queries
General Keywords
Example: Family Dentist
Strict Geo-Settings: City: Beverly Hills, CA US
Broad Modifiers on City Name & Service
Keep eye on Search Queries
Reason #3 Too Many Keywords
Myth: Having a lots of keywords will allow me to bid on the less
competitive keywords, lowering my cost per click and cost to get traffic.
Problem #1
Low Volume Keywords have poor quality scores which increase the actual cost per click.
Problem #2
When the greater amount of total budget is spread across more low-volume keywords, it takes longer for traffic data to show up on each word, prolonging the assessment of it. More of your budget is spent on keywords that are not actionable.
$High
Volume KWs/Ads
Low VolumeKeywords/Ads
ActionableNon-Actionable
Reason #4Incorrect Ad Testing
Incorrect Ways To Test Ads:
(Basic Adgroup) Non-Testing Testing Too Many Testing Too Fast
Reason #5Bunk Ads
Ways To Write Ads:
We Write ForRelevancy - Qualification – Attraction
(+CTR) (-CTR) (+CTR)
Incorrect Ways To Write Ads:
Adds without
Relevancy:Low CTRLow QS
High CPCHigh Cost/Conv.
Qualification:High Bounce
High Cost/Conv.Wasted Spend
Attraction:Low CTRLow QS
High CPCHigh Cost/Conv.
Incorrect Ways To Write Ads:
Adds that have
Relevancy:High CTRHigh QSLow CPC
Low Cost/Conv.
Qualification:Low Bounce
Low Cost/Conv.Profitable
Attraction:High CTRHigh QSLow CPC
Low Cost/Conv.
Reason #6Jumbled Ad Groups
Single Ad Group
KeywordsMen’s shoesMen’s tennis shoestennis shoeswhite tennis shoesAdidas shoeswrestling shoesMen’s sneakersAdidas tennis shoes
Women’s tennis shoes
Women’s AdidasMen’s casual shoesAdidas wrestling shoesBoys shoes AdidasBoys AdidasBoys Tennis shoesWomen’s white sneakers
Men’s Adidas on saleWomen’s Adidas sale
Discounted boy’s shoesWrestling shoes cheapTennis shoes saleKids shoesKids tennis shoes
Tennis Shoes on SaleMen’s and Women’s, All Sizes20% Off, Ships Next Daywww.ShoeBay.com/KidsShoes
Themed Ad GroupsTennis Shoes on SaleAll Brands on Sale, All Sizes20% Off, Ships Next Daywww.ShoeBay.com/TennisShoes
Men’s Shoes on SaleHuge Selection on Men’s Shoes20% Off, Next Day Shipping!www.ShoeBay.com/Mens
Adidas Shoes for WomenHuge Selection of Women’s Adidas20% Off Adidas, Ships Next Day!www.ShoeBay.com/Adidas
Men’s shoesMen’s tennis shoesMen’s sneakersMen’s casual shoes
tennis shoeswhite tennis shoesTennis shoes sale
Women’s AdidasWomen’s Adidas saleWomen’s tennis shoesWomen’s white sneakers
Adidas Shoe SaleHuge Selection of Adidas Shoes20% Off Sale, Ships Next Day!www.ShoeBay.com/Adidas
Men’s Adidas on saleAdidas shoesAdidas tennis shoes
Boy’s Shoes on SaleHuge Selection on Boy’s Shoes20% Off, Next Day Shipping!www.ShoeBay.com/Boys
Boys shoes AdidasBoys AdidasDiscounted boy’s shoesBoys Tennis shoes
Wrestling Shoes Wrestling Shoes, All Sizes20% Off, Ships Next Daywww.ShoeBay.com/Wrestling
Adidas wrestling shoeswrestling shoesWrestling shoes cheap
Reason #7Ignoring Search Queries
Where to Find Search Queries
“Adidas shoes”
Adidas sale
Adidas tennis shoes
Adidas white
Adidas discounted
Search Queries for “Adidas Shoes”adidas shoes
adidas running shoes
adidas golf shoes
adidas basketball shoes
adidas soccer shoes
adidas tennis shoes
adidas wrestling shoes
adidas star wars shoes
adidas skate shoes
adidas shoe
adidas shoes for men
adidas indoor shoes
cheap adidas shoes
new adidas shoes
adidas goodyear shoes
adidas running shoe
adidas boxing shoes
adidas weightlifting shoes
star wars adidas shoes
adidas kids shoes
adidas volleyball shoes
adidas cycling shoes
adidas superstar shoes
adidas skateboarding
shoes adidas
adidas shoes for women
adidas shoes cheap
adidas samba shoes
adidas adistar shoes
adidas trail running shoes
adidas bounce shoes
adidas adipure golf shoes
soccer shoes adidas
adidas response shoes
adidas martial arts shoes
kids adidas shoes
adidas shoes for kids
adidas shoes on sale
mens adidas shoes
adidas custom shoes
adidas golf shoes 360
adidas tour 360 golf shoes
adidas classic shoes
adidas 360 golf shoes
adidas golf shoe
adidas baseball shoes
adidas turf shoes
adidas women shoes
adidas canvas shoes
adidas training shoes
adidas combat speed wrestling
shoesadidas adistar weightlifting shoes
adidas powerband shoes
adidas shoe size chart
toddler adidas shoes
adidas shoe bag
white adidas shoes
custom adidas shoes
womens adidas shoes
tennis shoesgreen adidas shoes
adidas toddler shoes
adidas barricade shoes
adidas new shoes
basketball shoes adidas
running shoes adidas
adidas casual shoes
adidas football shoes
adidas turf soccer shoes
adidas sport shoes
tennis shoes adidas
ladies adidas golf shoes
customize adidas shoesadidas bounce shoes
adidas supernova shoes
mens adidas golf shoes
adidas cross training shoes
adidas infant shoes
adidas climacool shoes
adidas junior golf shoes
adidas men shoes
adidas pro model basketball shoes
adidas track shoes
adidas ladies golf shoes
adidas university shoes
adidas gazelle shoes
adidas running shoes
Where to Find Search Queries
“Adidas shoes”
Adidas sale
Adidas tennis shoes
Adidas white
Adidas discounted
• What Negative Keywords to Add• What Keywords to Add• What Keywords To Delete• If You Should Implement Match Setting Tests
Search Queries Help You Know
Broad Match for “Adidas Shoes” SQ “Phrase Match” adidas shoes canada
adidas shoes casual
adidas shoes catalog
adidas shoes cheap
adidas shoes clearance
adidas shoes company
adidas shoes coupons
adidas shoes deals
adidas shoes design
adidas shoes europeadidas shoes for boys
adidas shoes for girls
adidas shoes for kids
adidas shoes for men
adidas shoes for men on sale
adidas shoes for sale
adidas shoes for tennis
adidas shoes for women
adidas shoes free shipping
adidas shoes goodyear
adidas shoes historyadidas shoes in india
Exact Match Adidas Shoesadidas shoes
adidas running shoes
adidas golf shoes
adidas basketball shoes
adidas soccer shoes
adidas tennis shoes
adidas wrestling shoes
adidas star wars shoes
adidas skate shoes
adidas shoe
adidas shoes for men
adidas indoor shoes
cheap adidas shoes
new adidas shoes
adidas goodyear shoes
adidas running shoe
adidas boxing shoes
adidas weightlifting shoes
star wars adidas shoes
adidas kids shoes
adidas volleyball shoes
adidas cycling shoes
adidas superstar shoes
adidas skateboarding
shoes adidas
adidas shoes for women
adidas shoes cheap
adidas samba shoes
adidas adistar shoes
adidas trail running shoes
adidas bounce shoes
adidas adipure golf shoes
soccer shoes adidas
adidas response shoes
adidas martial arts shoes
kids adidas shoes
adidas shoes for kids
adidas shoes on sale
mens adidas shoes
adidas custom shoes
adidas golf shoes 360
adidas tour 360 golf shoes
adidas classic shoes
adidas 360 golf shoes
adidas golf shoe
adidas baseball shoes
adidas turf shoes
adidas women shoes
adidas canvas shoes
adidas training shoes
adidas combat speed
wrestling shoesadidas adistar weightlifting
shoes
adidas powerband shoes
adidas shoe size chart
toddler adidas shoes
adidas shoe bag
white adidas shoes
custom adidas shoes
womens adidas shoes
tennis shoesgreen adidas shoes
adidas toddler shoes
adidas barricade shoes
adidas new shoes
basketball shoes adidas
running shoes adidas
adidas casual shoes
adidas football shoes
adidas turf soccer shoes
adidas sport shoes
tennis shoes adidas
ladies adidas golf shoes
customize adidas
shoesadidas bounce shoes
adidas supernova shoes
mens adidas golf shoes
adidas cross training shoes
adidas infant shoes
adidas climacool shoes
adidas junior golf shoes
adidas men shoes
adidas pro model basketball
shoes
adidas track shoes
adidas ladies golf shoes
adidas university shoes
adidas gazelle shoes
adidas running shoes
Bonus #1Advanced Campaign Settings
Advanced Campaign Settings
Bonus #2Analytics and Conversion Tracking
Sample Analytics Code
<script type=”text/javascript”>var _gaq = _gaq || [];_gaq.push(['_setAccount', 'UA-27779897-1']);_gaq.push(['_trackPageview']);(function() {var ga = document.createElement(‘script’); ga.type = ‘text/javascript’; ga.async = true;ga.src = (‘https:’ == document.location.protocol ? ‘https://ssl’ : ‘http://www’) + ‘.google-analytics.com/ga.js’;var s = document.getElementsByTagName(‘script’)[0]; s.parentNode.insertBefore(ga, s);})();</script>
Place in the footer or above the bottom </body> tag of your website main page template.
Key Metrics In Google Analytics
• Average Time on Site• % of New Visits- Number of Unique Visitors• Number of Pages Per Visit -Page Depth• Bounce Rate• Referring Sites-Traffic Sources• Visitor Flow (Funnels)-Top Exit Pages
Key Metrics In Google Analytics
Visitor Flow (Funnels)-Top Exit Pages
As Cost per Conversion Increases, So Does Exposure.
*Cost of Goods is $20 per sale.
Cost/Conv.=$10Sales=10@$50CGS=$200Profit=$200
Cost/Conv.=$20Sales=30@$50CGS=$600
Profit=$300
Cost/Conv.=$25Sales=40@$50CGS=$800Profit=$200
“Sweet Spot”
Strategy: Increase Cost/Conv.
Strategy: Decrease Cost/Conv.
Bonus #3Measuring DistributionDevices and Networks
Device Networks
Desktop and LaptopMobile Device with Full Browsers
Tablets with Full Browsers
WHAT?
Necessary Management-Separate the Display and Search
-Monitor Placements
-Excluding Placements.
Mobile Display
Mobile
Display
Search
“Android Now Activating 550,000 Per
Day with over 200,000 apps.”
Bonus #4Remarketing (display ads)
