1. 8 ADWORDS MISTAKES THAT ARE
COSTING YOU MONEY

2. Who am I ?
Digital Transformation
12 years AdWords veteran
Global campaigns
Spend > £2M
New Business Created > £20M
Audit > 50 accounts pa
Google Partner

3. 2010 AdWords Cockpit

4. 2016 AdWords Cockpit

5. 2 Key AdWords Principles
Increase CTR = Decrease CPC
CTR= Click Through Rate (%)
CPC = Cost per Click (£)
Control
Where, When

6. CTR – Beat the “Average”

7. #1 - Account Settings
Do not always accept Google’s recommendations
e.g. network selection and campaign type.

8. #1 - Account Settings - Network
Network Targeting.
Default Setting: Search Network With Display Select

9. #1 - Account Settings - Network
Network Targeting.
Default Setting: Search Network With Display Select
1. Google search
2. Search results on partner sites e.g. Ask Jeeves
3. Other websites which accept Google ads e.g. Amazon

10. #1 - Account Settings - Network
1. Choose Search Network only

11. #1 - Account Settings - Network
2. Deselect Search Partners

12. #1 - Account Settings – Campaign Type
Campaign Type
Default = Standard

13. #1 - Account Settings – Campaign Type
Campaign Type
Default = Standard
Eliminates Key Features that increase CTR

14. #1 - Account Settings – Campaign Type
Campaign Type
Default = Standard
Show a phone number with your ad
Show an address with your ad
Use ad scheduling to control when ad shows

15. #1 - Account Settings – Campaign Type

16. #1 - Account Settings – Campaign Type
1. Choose “All Features”
2. Use ad scheduling
3. Use ad extensions to show more info

17. #2 – Account Structure
“Too many keywords, too few ads (ad groups)”

18. #2 – Account Structure
Red Widgets
Blue Widgets
Yellow Widgets
Green Widgets
Large Brown Widgets
Special Offer Widgets
Railway widgets
One ad for widgets

19. #2 – Account Structure
Red Widgets
Blue Widgets
Yellow Widgets
Green Widgets
Large Brown Widgets
Special Offer Widgets
Railway widgets
Red Widgets Ad
Blue Widgets Ad
Yellow Widgets Ad
Green Widgets Ad
Large Brown Widgets Ad
Special Offer Widgets Ad
Railway widgets Ad

20. #3 - Keyword Matching Strategy

21. #3 - Keyword Matching Strategy
Key phrase = red shoes
Exact = red shoes
Phrase = contains “red shoes”
Broad = cheap shoes, red boots, footwear, local shoe
shop ..

22. #4 - Negative Keywords
Fail to add any, or to regularly add more
.

23. #5 - Ad Copy
Fail to update it, and to test it.

24. #5 - Ad Copy

25. #6 - Website landing pages
Pages not relevant to keyword, or not optimised for
conversion

26. #6 – Website Landing pages
Red Widgets Ad
Blue Widgets Ad
Yellow Widgets Ad
Green Widgets Ad
Large Brown Widgets Ad
Special Offer Widgets Ad
Railway widgets Ad
Best Red Widgets Page
Best Blue Widgets Page
Best Yellow Widgets Page
Best Green Widgets Page
etc
etc
etc

27. #6 - Website landing pages
Pick the most relevant page on your site
If you need to, create a new page on your site
Create a separate campaign landing page outside the site
Clear call(s) to action

28. #7 - Measuring Results
Use free tools to understand source, cost per lead,
and Lifetime Value of a new client.

29. #7 - Measuring Results
Use Google Analytics to set up Goals

30. #7 - Measuring Results
Link Analytics to AdWords

31. #7 - Measuring Results

32. #7 - Measuring Results - LTV
AdWords brings you a new client
How much did it cost to do that?
What was the revenue generated?
How often will the customer buy i.e. LTV?

33. #7 - Measuring Results - LTV
12% of AdWords keywords provide all the results
https://www.entrepreneur.com/article/270156

34. #8 – Ad Format Options
Don’t assume AdWords in your market is only about text ads.
e.g. text ads < 50% of total ad spend in ecommerce
Click volume may be higher and CPC less elsewhere
Product listing ads
Remarketing ads
Display ads
You Tube ads

35. #8 – Product Listing Ads

36. #8 – Remarketing

37. #8 – Display

38. #8 – You Tube “pre-roll”

39. #8 – You Tube “overlay”

40. 8 AdWords Mistakes To Avoid
 Don’t accept default campaign settings
 Use ad groups to segment keywords and ads
 Don’t have 100% keywords on broad match
 Use negative keywords to control when ad shows
 Refresh and test ad copy
 Choose relevant landing pages that work
 Monitor conversions and understand returns
 Experiment with all ad formats at your disposal

41. Thanks!