The Big Picture AdWords Structure Step-by-Step Setup Extra Tips & Tricks WebSavvy.com.au.

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Presentation transcript:

The Big Picture AdWords Structure Step-by-Step Setup Extra Tips & Tricks WebSavvy.com.au

What? How? The Big Secret!

Competitive bidding process $       $                  

relevance

Strong Link

Bad Structure The AdWords Account Campaign #1 AdGroup1 Weight loss Diet Dieting Losing weight Lose weight fast Fat loss Easy diet Fast weight loss Quick weight loss How to burn fat Low carb diet Diet retreat Atkins diet Diet pills Diet shake

relevance

Golden Rule Can you fit all Keywords in the AdGroup into 1 Ad

Good Structure AdWords Account Campaign keywords AdGroup1 AdGroup2 AdGroup3

Bad Keyword Groups AdGroup1 Weight loss Diet Dieting Losing weight Lose weight fast Fat loss Easy diet Fast weight loss Quick weight loss How to burn fat Low carb diet Diet retreat Atkins diet Diet pills Diet shake

Good Keyword Groups AdGroup: fat loss Fat loss Fat loss book Fat loss tips DO NOT WANT: Pills Shake Retreat Atkins AdGroup: weight loss Weight loss Fast weight loss Quick weight loss AdGroup: diets Fast diets Easy diets AdGroup: Diet ebook Diet ebook Dieting ebook

AdGroup 1 AdGroup 2 AdGroup 3 Bad Words!

Keyword Groups AdGroup: fat loss Fat loss Fat loss book Fat loss tips DO NOT WANT: Pills Shake Retreat Atkins AdGroup: weight loss Weight loss Fast weight loss Quick weight loss AdGroup: diets Fast diets Easy diets AdGroup: Diet ebook Diet ebook Dieting ebook

AdGroup 1 Weight loss AdGroup 2 Diet ebook AdGroup 3 Fat loss Bad Words! Weight lossDiet ebookFat lossPill Fast weight loss Dieting ebookFat loss bookShake Quick weight loss Fat loss tipsRetreat Atkins

Great Ads Use Keywords from Group Headlines: Questions, Quotes Use Action verbs Keywords in Domain Name

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split testing Tiny changes -> massive differences Test: benefits, price, ebook title, domain name

changing bids Aim for position 3-6 If your keywords are 20+ -> triple bid or forget it! Keywords in position > double bid In position 8 -> increase by 30% In position 7 -> increase by 20% Position 1 -> decrease by 10%

Quality Score Why important? How find it? What factors affect it? How to improve it?

Analytics You can’t manage What you don’t measure

The Sales Process – Where are the holes?

Where does the money come from?

How many Sales per Day?

Value per Visit, for each Ad Position