adworld experience 2014: european adwords landscape

Your Perfect AdWords Strategy

Alexandra Tachalova

Semrush.comPlease contact: michael.stricker@semrush.com

@RadioMS

Our Marketing Team

3

1. Conducting AdWords campaigns analysis

2. Improving your Ads Campaigns performance

3. Developing unique proposal in your ad content

Agenda

4

This is Bill, and he is our PPC hero!

Hi! My name is Bill, and I’m a PPC

expert!

Bill’s AdWords Achievements

Spent $100

Earned $200

Is Bill successful?

Integrated Approach: PPC and SEO

PPC and SEO should be analyzed together, and benefit from one other!

To do otherwise is lost opportunity!

Custom Reports in Google AnalyticsWhen it comes to building custom reports in GA, the challenge is to achieve above-average results.

8

Custom Reports in Google Analytics

1. Google has almost 19K standard reports that often fail to compare relevant data. You find insights faster;

2. New ways of learning;

3. Easily set up and measure your individuals goals;

Your business is unique, your Analytics should reflect that.

Here is why:

9

Custom Reports in action! SEO vs PPC

New Visitors http://bit.ly/custom_SEO_vs_PPC

10

Custom Reports in action! SEO vs PPC

Bounce Rate http://bit.ly/custom_SEO_vs_PPC

11

Custom Reports in action! SEO vs PPC

Transactions http://bit.ly/custom_SEO_vs_PPC

12

Calculating Ad Keyword Efficiency

Keyword Tool

Visits (Clicks)

CPC Total Cost ($)

Transaction (#)

Transaction ($)

Revenue

Paid Traffic 495 4.88 2416 2 2200 -216

Unpaid Traffic 95 0 0 2 1300 1300

13

Improving Your Ads Campaign Performance

14

Improving Your Ads Campaign Performance

• Increase click-through rate (CTR) at an average of 5%-15%• Take up more space in the paid search results• Easy to update with new information

Guess which AdWorld feature is described?

• Mostly FREE• Directly turns your Calls to Actions into Conversions

15

Improving Your Ads Campaign PerformanceGetting Ad Extensions displayed in your account:

• Enabld Extensions in your Google AdWords

• A high quality Ad score

• Promote your ads among only the top positions listed above organic results

* Adding an Extension won’t guarantee that it will show with your ad, but you can keep track of when your Extensions appear in the Ad.

16

Improving Your Ads Campaign Performance

Location Extensions

Types of Extensions

17

Improving Your Ads Campaign PerformanceTypes of Extensions

Sitelinks Extensions

18

Improving Your Ads Campaign PerformanceTypes of Extensions

Call Extensions

19

Improving Your Ads Campaign PerformanceTypes of Extensions

Offer Extensions (Beta)

20

Improving Your Ads Campaign PerformanceTypes of Extensions

Site Search Extensions (Beta)

Improving Your Ads Campaign Performance

Tips to Improve your Bounce Rate Performance!

Improving Your Ads Campaign PerformanceTip 1 – Disable pop-up windows on Ad LandingPages. They’re irritating!

Improving Your Ads Campaign PerformanceTip 2 – Keep the promise inherent in the keyword. Don’t be a bad marketer!

24

Improving Your Ads Campaign PerformanceTip 3 – Analyze the weakest landings for specific keywords.

25

Improving Your Ads Campaign Performance

Original Ad Best Performing Ad

Experiment Results: 20% Decrease

Tip 4 – Run A/B testing. Be a winner!

Long LiveCompetitive Research!

Developing Unique Content in Your Ad Copy

27

Developing Unique Content in Your Ad Copy

1. Discover your competitors’ Ads keywords and text

2. Group your competitors’ keywords by what they’re promoting (brands / products / etc.)

3. See your competitors’ most popular ad text

Finding your competitor’s advertising insightsFinding your competitor’s advertising insights

So near…and yet so far!

Finding your Competitor’s Ads is Possible…

Your steps for collecting data without a developer:

1. Searching manually in Google by specific keywords to see your competitors ads

2. Compiling all ads in an Excel spreadsheet

3. Analyzing data

Classical Approach

Your steps for collecting data with a developer:

1. Creating special script that will collect data automatically

2. Analyzing data

Finding your Competitor’s Ads is Possible…

Your steps for collecting data:

1. Open your browser and start analyzing your competitorsads keywords, ads copies, & ads positions

2. Start improving your advertising strategy

Innovative Approach

31

Using Specialized Tools

You Competitors’ Ad Keywords

33

Group Competitors Ad Keywords

conv

erse

nike

vans

skec

hers

adida

s

timbe

rland

puma

ugg

sketc

her

toms

hush

pupp

ies

irregu

lar ch

oice

lelli k

elly

rocke

t dog

campe

r

fred p

erry

tiger

new ba

lance

birke

nstoc

k

lacos

te DC

dr mart

ens

ted ba

ker

0

200

400

600

800

1000

1200

1400

1600

1800

For Domain – schuh.co.uk (9.3k - Ads kws)

Branded Ad Copy, “Converse” Ads

Most Popular Ads Copy by Domain – schuh.co.uk (9.3k - Ads kws)

36

Your Competitors’ Ads Are Now Under Control

Put your paw up if you agree!

hand

37

1. An integrated approach to SEO & PPC has a lot of benefits

2. Build custom reports in GA; they’re awesome!

3. Easily improve your ad performance with the help of ad extension;

4. Work on your Bounce Rate and try to avoid typical mistakes;

5. Add speciaized tools and start analyzing your competitors today!

Quick Recap

38

http://bit.ly/RLeyDi

30-Day Free Trial, Guru Plan

39

Thanks!

Alexandra TachalovaCommunication and Brand Manager

Michael.stricker@semrush.com@RadioMS

Please contact: