About Me

Elijah Litscher

The Loop Marketing Inc

Individually and Agency Certified Google AdWords Partner

About Google AdWords

• Google AdWords

• Push vs Pull

About The Loop Marketing Inc

• Services include:

• Website Design

• Website Improvement and Redesign / User Experience Improvements

• Search Engine Marketing with Pay Per Click

• Getting Websites Found in the Free Organic Listings

• Social Media Experts

• EMail Marketing

• General Online Marketing Strategy Creation and Consultation

The Loop Marketing Incwww.TheLoopMarketing.com

1016 W Jackson Blvd, Chicago, IL 60607

(312) 569.9449

elijah@theloopmarketing.com

The Golden Equation - Ad Rank

• The Quality Score

• expected clickthrough rate (CTR), ad relevance, and landing page experience

• https://support.google.com/adwords/answer/140351?hl=en

• Cost per Click Bid

AD RANK = QUALITY SCORE X CPC BID*

*Now adds “the expected impact from your ad extensions and formats.”

https://support.google.com/adwords/answer/1752122?hl=en

Mistake #1 Not Starting with a Set of Goals

• Define your conversion, assign a value if possible, and

then create goals around these (increase traffic?

Increase email signups? Increase White Paper

downloads?)

• SMART goals are: Specific, Measurable, Achievable,

Realistic and Timely

• Use Google Conversion Optimizer

• https://support.google.com/adwords/answer/2471188?hl=en

Mistake #2 Start Small

• More budget at first means you can find what works

faster and spend money where it counts

Mistake #3 Letting Google Choose Your Settings

Automatically

• Big Mistake.

Mistake #4 Too Many Keywords / Too Broad / No

Negatives / Not Advertising Under Your Business Name

• Keyword Match Types: Broad, Phrase, Exact

• Broad Modifier

• https://support.google.com/adwords/answer/2497836?hl=en

About Negative Keywords

• Common negative keywords include “jobs” “training”

• Important for B2B vs B2C

• https://support.google.com/adwords/answer/2453972?hl=en

• Tip: Use Search Terms>All to find poorly performing

keywords

• https://support.google.com/adwords/answer/2472708?hl=en

Mistake #5 Don’t Organize by Adgroups

• Campaigns = control budget and geography

• AdGroups = control ad targeting (and are helpful for

measurement)

• Match ads with AdGroup Content

• Try Index Card Method

• https://support.google.com/adwords/answer/6298?hl=en

Mistake #6 Use Only One Ad

• A/B Testing - Google does this for you BUT you may

want to do it yourself

• Create Separate Mobile Ads

• 93% of Mobile Searches end up making a purchase

after doing a search on a mobile device (Wordstream

2013)

• https://support.google.com/adwords/answer/2385204?hl=en

Mistake #7 Automatically Put Your Business

Name in the Headline

• Keyword appears in bold in Ad headline, text, and URL

• Some other ad tips from Google:

• https://support.google.com/adwords/answer/1704392?hl=en

#8 Don’t Use a Call to Action

• Ad text space is tight, but if possible add benefit

statements

Ad Extensions

https://support.google.com/adwords/answer/2375499?hl=en

#9 Send Visitors to Your Home Page

• Landing pages speak directly to searchers

• https://support.google.com/adwords/answer/14086?hl=en

#10 Click on Your Competitors or Search for

Your Own Ad Every Day

• You are actually helping THEM!

• Instead use the Ad Preview Tool

• https://support.google.com/adwords/answer/148778?hl=en

Ad Preview Tool

#11? Settle for Status Quo

• The environment can change quickly

• Competitors

Should you do Google AdWords?