How to BecomeA Google AdWords Pro

Presented by Zeke CamusioJuly 12, 2012

About Me

– CEO of The Outsourcing Company

– Serial Entrepreneur

– Author of The Internet Marketing Bible

– Columnist for Entrepreneur.com, Startup Nation and Search Engine Journal

– 300+ Clients (Including Subaru, Burger King and Chevrolet)

Today’s Program

How to Become a Google AdWords Pro:

The Program

Campaign Optimization

Conversion Tracking

CTR

Quality Score

Bidding Strategy

Keywords

How to Become a Google AdWords Pro:

The Program

Campaign Optimization

Conversion Tracking

CTR

Quality Score

Bidding Strategy

Keywords

How to Become a Google AdWords Pro:

Keywords

• Keyword Research– Watch this webinar: http://bit.ly/keyword-research-tutorial– Add a lot of keywords to your campaign

• Use All Three Match Types– Exact: [Arizona lawyers]– Phrase: “Arizona lawyers”– Broad: Arizona lawyers

– Check out this tool:http://bit.ly/keyword-matches

How to Become a Google AdWords Pro:

The Program

Campaign Optimization

Conversion Tracking

CTR

Quality Score

Bidding Strategy

Keywords

How to Become a Google AdWords Pro:

Bidding Strategy

• Find Out How Much You Should Bid– Use this tool: http://bit.ly/google-traffic-estimator

How to Become a Google AdWords Pro:

The Program

Campaign Optimization

Conversion Tracking

CTR

Quality Score

Bidding Strategy

Keywords

How to Become a Google AdWords Pro:

Quality Score

• How to Increase Your Quality Score– Group keywords by theme– Write relevant ads– Take your visitors to a relevant landing page

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How to Become a Google AdWords Pro:

The Program

Campaign Optimization

Conversion Tracking

CTR

Quality Score

Bidding Strategy

Keywords

How to Become a Google AdWords Pro:

Click-Through-Rate (CTR)

• Why a High CTR Is Important– Higher positions– Lower cost-per-click

• How to Increase Your CTR– Bid high at the beginning of the campaign– Increase your Quality Score

How to Become a Google AdWords Pro:

The Program

Campaign Optimization

Conversion Tracking

CTR

Quality Score

Bidding Strategy

Keywords

How to Become a Google AdWords Pro:

Conversion Tracking

• eCommerce Site Example

How to Become a Google AdWords Pro:

Conversion Tracking

• Lead Generation Site Example

How to Become a Google AdWords Pro:

Conversion Tracking

• How to Set It Up

How to Become a Google AdWords Pro:

The Program

Campaign Optimization

Conversion Tracking

CTR

Quality Score

Bidding Strategy

Keywords

How to Become a Google AdWords Pro:

Campaign Optimization

• Download the AdWords Editor– http://bit.ly/adwords-editor-download

How to Become a Google AdWords Pro:

Campaign Optimization

• Get Bidding and Keyword Suggestions

How to Become a Google AdWords Pro:

Campaign Optimization

• Add Negative Keywords FTW

How to Become a Google AdWords Pro:

Campaign Optimization

• Split-Test Ads

How to Become a Google AdWords Pro:

Campaign Optimization

• My AdWords Campaign Optimization Ruleset– Stop paying attention to CTR after a month; focus on ROI– No impressions after a week? Delete!– No clicks after a month? Delete!– QS under 4?

• If the keyword is profitable, give it its own ad group, ad and landing page• If the keyword isn’t profitable, delete it!

– Not profitable after 200 clicks? Delete!– Low position?

• If the keyword is profitable, increase your bid and QS• If the keyword isn’t profitable, delete it!

– Once the campaign is profitable, increase your budget

Thank You! Zeke Camusio

zeke@TheOutsourcingCompany.com 503-367-7561