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Why You’re Wasting Money On Google Adwords And How To Make It Work For You
- 1. Why You’re Wasting Money On Google Adwords And How To Make It Work For You Richard Garand Garand Webtech
- 2. Online Marketing Works Online ads last year: $137.5 billion + 1,072%
- 4. There Are No Universal Rules
- 5. Why Does It Matter To You? $$$$
- 6. “Half the money I spend on advertising is wasted; the trouble is I don't know which half” John Wanamaker Online: 90% may be wasted
- 7. Where Online Marketing Goes Wrong
- 8. How To Lose Customers
- 9. How To Lose Customers
- 10. How To Lose Customers
- 11. How Do You Get Customers?
- 12. Create The Perfect Solution
- 13. What Do You Need?
- 14. How?
- 16. Lead Them Through Each Step
- 17. Measure and Tune
- 20. Types of Keywords Broad Match – electric scooters electric scooters kids electric scooters razor pocket mod Phrase Match - “electric scooters” electric scooters kids electric scooters razor pocket mod Exact Match - [electric scooters] electric scooters kids electric scooters razor pocket mod
- 21. Which Ads Are Shown? #1 - $1.50 #2 - $1.25 #3 - $1.00
- 22. When Ads Are Clicked $$
- 23. Display Network
- 24. Getting Started
- 25. Search Keywords
- 26. Create Ads Headline www.website.com/searchterm Line 1 search term Line 2 extra content
- 27. Landing Page
- 28. Landing Page Template Headline What the problem is What the solution would look like We have that solution Take Action
- 30. Creating Your Campaigns Campaign Ad Group Ad Ad Ad Group Ad Search / Display Network Location / Language Budget Bid Strategy (Max Clicks) Topic Keywords
- 31. Is It Working? $$$ $ $ $$$
- 32. What To Optimize $$$ $
- 33. Getting the Data
- 34. More Data
- 35. Analytics Data
- 36. Analytics Data
- 37. Analytics Data
- 38. Is It The Ads?
- 39. Is It The Ads?
- 43. Scaling Up
- 44. Scaling Up
- 46. 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
- 47. Want More? Get the slides + cheatsheet with bonus ideas here: http://garandwebtech.com/meetup richard@garandwebtech.com Thank you!
Editor's Notes
- Quick overview so we can all enjoy the networking; link to slides and bonus at the end Why online => mistakes => solutions => adwords overview => setup => tuning
- Not just replacing old media, it’s expanding ad budgets because online advertising is measurable EP examples to be shown later
- Have you heard ppl say it doesn’t work? Yogi Berra – no one goes there, it’s too crowded Competition is either wasting money or they made it work
- Can’t just copy someone else Even suggestions you get from Google/Facebook can be misleading Start from relationships to understand your customers
- More profitable Customer connection - power of owning customer data – EP missed this with distributors Strategic advantage
- Online you can find out which part is wasted
- You can reach anyone in the world at any time That’s usually a waste of time Investing time and money in something that doesn’t work is not free – it actually holds you back – it’s an anchor instead of a strategic advantage
- Wrong people (not in market), intent (looking for luxury vs cheapest product), message (insurance = protection)
- Wrong time/place (mobile phone in line), ad (search for pizza, see ad for chinese food), landing page (not what they’re looking for), offer (you don’t buy a car online)
- One mistake can lose 50 – 90% Multiple mistakes = failed campaign
- People go online to look for something – give them what they want
- Should be something that grabs their attention and makes them want to know more, but don’t hide what it really is
- Data – good analytics Understand people too – Who needs it? What problem? What benefits? What stage?
- Experiment to see what works, then do it more Figure out how to be profitable before you take over the market Take the opportunities in front of you before you move on
- Buying process is complicated Make it easy and keep reminding them of what they want Know the stages
- Each step just gets them to the next one Optimize each step to get good results – one failure = lost customers
- Customer does search on Google Diff from TV / magazines: discrete => unified market
- Not always exact, it can be something that’s related to what you entered This creates many variations Some are good and some are bad
- Bidding process Order of ads, number of ads
- Customer clicks on ads Advertiser is charged for the click Customer goes to the website
- Ads go on other sites Matched based on keywords + site content OR customer data
- Plan ahead - figure out what you want from the campaign Decide on goals Set up in Analytics (go to Admin to create goals) Link to Adwords (https://support.google.com/adwords/answer/1704341?hl=en)
- Figure out most relevant and most used searches Use Adwords Keyword Planner Create groups for main topics you want to focus on (kids electric scooters vs maintenance) Simple
- Have a few ads for each group Try different ways to describe your offering + key features Add incentives like try now, easy to get started, new customer discount, this week only
- Create a landing page that speaks to the same message as the ads You can make more than one Start simple
- Use this to create new landing pages
- Create separate campaigns to control the budget + where they show Put ad groups in campaigns End planning
- After completing the planning you can implement your campaigns Campaign settings Ad group settings
- Increase conversions, decrease cost per conversion, build a marketing machine Goal is to get the most customers at the lowest cost Keep working towards it
- Two different ways to improve results Cust: kw vol, kw num, budget, clicks, CTR CPA: precise kw, CPC, conv rate
- Framework: time period, see on site or download spreadsheet Cost and clicks, CPC, conv and cost/conversion Performance of: Ad Group, Search Term, Ad
- Search vs Display Network, Location (Dimensions => Geography; customize columns to remove all but country+region)
- Create segment for your goal Apply that filter to browse data for conversions
- Where do people come from? Acquisition > Overview
- Device Type – Audience > Mobile > Overview
- Device Type – Audience > Mobile > Overview
- Device Type – Audience > Mobile > Overview
- Cut out areas with bad results so the good ones can run more Pause or fix ad groups and ads EP ex: energy topic => high fat topic (3-6x better)
- Find at bottom of Keywords tab Use Ad Group level or Campaign level
- Manage campaign budgets Use bid adjustments to change spending on different devices
- When you find something working well: increase budgets Add new keywords
- Create new ads and ad groups Increase bids to get more clicks
- More customers, less cost Test ideas and messages – unexpected results Data + intuition gives you new ideas