why you’re wasting money on google adwords and how to make it work for you
TRANSCRIPT
Why You’re Wasting Money On Google Adwords And How
To Make It Work For You
Richard GarandGarand Webtech
Online Marketing Works
Online ads last year: $137.5 billion
+
1,072%
What About Adwords?
There Are No Universal Rules
Why Does It Matter To You?
$$$$
“Half the money I spend on advertising is wasted; the trouble is I don't know which half”
John Wanamaker
Online: 90% may be wasted
Where Online Marketing Goes Wrong
How To Lose Customers
How To Lose Customers
How To Lose Customers
How Do You Get Customers?
Create The Perfect Solution
What Do You Need?
How?
Guide The Customer
Lead Them Through Each Step
Measure and Tune
How Adwords Works
Keyword Selection
Types of KeywordsBroad Match – electric scooterselectric scooterskids electric scootersrazor pocket mod Phrase Match - “electric scooters”
electric scooterskids electric scooters
razor pocket modExact Match - [electric scooters]electric scooterskids electric scootersrazor pocket mod
Which Ads Are Shown?
#1 - $1.50
#2 - $1.25
#3 - $1.00
When Ads Are Clicked
$$
Display Network
Getting Started
Search Keywords
Create Ads
Headlinewww.website.com/searchtermLine 1 search termLine 2 extra content
25353535
Landing Page
Landing Page TemplateHeadline
What the problem is
What the solution would look like
We have that solution
Take Action
Campaigns and Budgets
A B C0
1
2
3
4
5
6
Creating Your Campaigns
Campaign
Ad Group
Ad Ad
Ad Group
Ad
Search / Display NetworkLocation / LanguageBudgetBid Strategy (Max Clicks)
TopicKeywords
Is It Working?
$$$ $
$ $$$
What To Optimize
$$$ $
Getting the Data
More Data
Analytics Data
Analytics Data
Analytics Data
Is It The Ads?
Is It The Ads?
Stop Wasting Money
Negative Keywords
Budgets and Devices
Scaling Up
Scaling Up
Purpose of Optimizing
$$$$
Review
• Online marketing works and has potential• It is often misused• Understand the customers and the data• Test and see what works• Don’t waste your time or money• Review results and think creatively
Want More?
Get the slides + cheatsheet with bonus ideas here:
http://garandwebtech.com/meetup
Thank you!