put your money where your mouth is - pay per click advertising - a case study of
DESCRIPTION
What would you say if we were to tell you that rather than throwing valuable marketing and advertising dollars out there month after month in the hope that the right people will see your advertisement or marketing and take some action, that THERE IS A WAY TO KNOW the right people will see your advertisement for sure, and that you won't pay a dime unless they actually notice and click on your ad? Sound good? Welcome to the world of pay per click advertising! At our Web Wednesday event, an exciting line up of knowledgeable panellists took attendees through the ins and outs of pay per click advertising as it applies to Google Adwords and Facebook.TRANSCRIPT
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WEB WEDNESDAY
Google AdWords Campaign Analysis of Head Start
Property Finance
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PPC v’s Organic
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Login Page – www.adwords.google.com.au/
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Account Snapshot
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1. Date Range 2. Name & Number of Campaigns3. Total Spend4. Check Campaign Settings
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Campaign Screen
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Networks, Devices & Extensions
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Bidding & Budget
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Advanced Settings
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Ad Groups
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Ad TextSunshine Coast BrokerOffering mortgage broking servicesfor all your home loan needs.www.headstartpropertyfinance.com.au
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Dynamic Keyword Insert{Keyword:Sunshine Coast
Broker}Offering mortgage broking
servicesfor all your home loan needs.www.headstartpropertyfinance.co
m.au
Beware!!!!
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Deleted Ads
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Keywords
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Quality Score
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Deleted Keywords
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Keyword Matching Broad Match – (Default option)
◦ Example: Tennis Shoes ◦ search query contained tennis and shoes, in any order, and
possibly along with other terms. Your ads could also show for singular/plural forms, synonyms, and other relevant variations. For example, you ad might show on tennis shoe or tennis sneakers.
Phrase Match – I◦ Example: “tennis shoes” ◦ In this order, and possibly with other terms before or after the
phrase. ◦ Phrase match is more targeted than broad match, but more
flexible than exact match. Exact Match
◦ Example: [tennis shoes]◦ You likely won't receive as many impressions, clicks, or conversions
with exact match as you would with broad match. However, if you've carefully constructed a comprehensive keyword list, the traffic you do receive may be more targeted to your product or service.
Negative Keywords
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Google Suggests Keywords
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Keyword ToolsWord TrackerAdwords AcceleratorMarket SamuariGoogle Keyword ToolGood KeywordsKeyword Spy
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Google Keyword Tool https://adwords.google.com.au/select/KeywordToolExternal
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Keyword Results
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Negative Keywords
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Check On The Competition
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Google AnlayticsConversionsBounce ratesAvg time on sitePage/visits
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What is Google Analytics?Google Analytics generates detailed
statistics about the visitors to a website. Google Analytics shows you how people found your site, how they explored it, and how you can enhance their visitor experience. With this information, you can improve your website return on investment & increase conversions.
It is free!
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Google Analyticshttp://www.google.com/analytics/
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How valuable is Analytics?
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Landing Page Optimisation
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Landing Page
Call to actionLanding Page to match ad textSense of UrgencyValidation & CredibilityContact Form
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The Leaking Bucket
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LPO Do’s
1. Make sure the context of landing page matches the ad that brought them there, don’t surprise them!
2. Eliminate unnecessary choices, if you emphasize too many items all of them lose importance.
3. Reduce noise (useless information) less is more! People scan web pages they don’t read them.
4. Create a sense of urgency.5. Use risk reducers – guarantees, alternative
transaction methods, trials and intro offers, safe shopping symbols, privacy symbols.
6. Validation & Credibility – Industry or media awards, media coverage, testimonials, client lists & logo’s and case studies.
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LPO Don'ts
1. Intro pop ups they equal death!2. Making unrelated offers.3. Asking for too much information.4. Asking for information in non-
standard order.5. Reconfiguring forms.
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The Bottom Line
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Check On The Competition
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SummaryKeyword SelectionKeyword Match Types (inc. Negatives)Split Search Network & Content
NetworkGeo-TargetingManual Keyword Bids Lift average ad positionSplit test adsLink Adwords & Analytics correctlyConversion Tracking