how to use google adwords without throwing your money down the drain final
TRANSCRIPT
How To Use Google AdWords Without Throwing Your Dollars Down The Drain
Karen Dauncey
karendauncey.com
Google make $63 per second in Australia
www.karendauncey.com
karendauncey.com
Who is Karen Dauncey?
www.karendauncey.com
karendauncey.com
Lets get dirty with AdWords
www.karendauncey.com
karendauncey.com
Search Ads
Google AdWords
karendauncey.com
Google Shopping Ads
karendauncey.com
Display Ads
Google Display Ads
Google Display Ads
karendauncey.com
YouTube Ads
Pre-roll YouTube Ad
karendauncey.com
Why Use Google AdWords
Nothing is more powerful than appearing on the front
page of the Google Search Engine Results page
when someone is searching for your product or service.
karendauncey.com
Niche, niche, niche
Businesses that have niche keywords that represent the product or service they sell accurately
AdWords Management Adelaide
Outdoor Blinds Perth
Dog walking Sydney
karendauncey.com
High volume, relevant keywords
Relevant keywords with decent search volumes.
Depends on your conversion rates for what a ‘decent’ volume is.
Depends on the type of business for how much traffic you need.
karendauncey.com
E-Commerce businesses
• E-Commerce websites that sell products
in excess of $100 (generally)
• This works even better if you can get
Google Shopping working and leverage
the long-tail of search.
karendauncey.com
Quality Score
karendauncey.com
My Top 10
karendauncey.com
1. Keyword Match Type
Do not use broad match!
karendauncey.com
Broad match keywords
Keyword= Dress
Cocktail dress
Fancy dress
Dress up games
Bridesmaid dress
Lace dress
karendauncey.com
Broad match examples
Tourist resort in WA Driving School
Keyword= Driving lessons
V8 driving lessons
Driving test tips
Dangerous goods licence training Perth
Drink drive course Perth
Keyword= Camping
Free camping checklist
Camping area in SE QLD
Free camping Sunshine Coast
Camping gear
karendauncey.com
2. Choose your network carefully
Only use the display network if it’s part of your strategy
karendauncey.com
Search Network only!
Google Search Network
karendauncey.com
3. Do your keyword research
Understand keyword intent
karendauncey.com
3. Keyword intent examples
Keyword = Tree Sydney
Website found for
Gum tree Sydney
Hire a christmas tree Sydney
Better keywords
Tree Lopping Sydney
Tree Trimming Sydney
Tree Cutting Sydney
Tree Loppers Sydney
Tree Removal Sydney
karendauncey.com
4. Look at your search terms report
See the exact keywords your web visitors have typed into Google then
clicked through
karendauncey.com
Where to find the search terms report
Search terns report
karendauncey.com
Search term favourites
karendauncey.com
5. Add negative keywords
Add negative keywords to increase accuracy, your click-through rate and
quality score
karendauncey.com
Negative keywords
Google suggest
karendauncey.com
Negative keywords
Related searches
karendauncey.com
6. Add multiple adgroups and ads
Personalise your ads to the keyword you are targeting
karendauncey.com
Multiple adgroups and ads
Keywords
Outdoor Blinds
Awnings
Aluminium Shutters
Ads
karendauncey.com
7. Consider your landing page
Match your keyword to your landing page
karendauncey.com
Landing Pages
karendauncey.com
8. Choose your geography
Only run ads where you operate your business
karendauncey.com
Target your ads to the area you operate in
karendauncey.com
9. Use Ad Extensions
Sign up for Google My Business and use all ad extensions
karendauncey.com
Ad extensions example
karendauncey.com
10. Link to Google Analytics
Link to Google Analytics, add conversion tracking code and measure results
karendauncey.com
Measure your campaigns
• Link AdWords to Analytics
• Set up a goal page on your site
• Add conversion tracking code
• Call tracking
karendauncey.com
Do you make more money?
karendauncey.com
Stay in touch
www.karendauncey.com
Google+