Google AdWords Part 1

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SEAN A. GOLLIHER
 Founder & Publisher of SEMJ.org
 President & Director of Search Marketing for Future
Farm, Inc.
 Speaker on Search Marketing & SEO
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International Search Summit (London)
Semantic Web
Search Engine Strategies
Moderator at SES Chicago
B.S. in Physics - University of Washington 1993
Masters in Electrical Engineering - Washington State
University 1998
Began studying Search late 1999
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Sean A. Golliher
Future-Farm.com
SEMJ.org
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GoTo.com
 Considered the original PPC engine – 1998
 Sold to Overture - 2003
 Overture fed ads to Yahoo!
 Yahoo! now has Yahoo! search marketing
Google AdWords
 Google launched – 2000
 Became popular marketing method – Early 2003
* Interesting Fact: 1st AdWords advertiser lives in
Bozeman (lobster co.) & is a friend of mine.
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Google Earnings ~$5 billion gross/quarter
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Do not violate Google’s Terms of Service!
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Pay Per Click
Organic (60% of all clicks)
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Pay Per Click
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Advertiser bids on search phrases (keywords)
User types keyword into search engine
Advertisers ad appears in search engine
User clicks on ad
Advertiser pays search engine for the click
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Impressions:
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Click-Through Rates (CTR):
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The # of clicks an ad receives divided by impressions
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100 impressions with 1 click = 1% CTR
Conversion Rate (CR):
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Sales/leads/calls per click
100 clicks with 1 sale = 1% CR
Cost-Per-Click (CPC):
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Number of times ad appears on search page
Amount pay when ad is clicked
Bounce Rate:
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Visitor lands on website and leaves without clicking anything
50 out of 100 people leave site = 50% Bounce Rate
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Why not allow the highest bid to win?
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Advertiser
Max Bid
CPC PAID
$3.00 $2.00
$2.00 $1.00
$1.00
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1.
Click-through-Rate
2.
Landing Page Quality
3.
Relevance
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AdRank = QS * MaxBid
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Advertiser
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Max Bid
QS(0-10)
AdRank
(Position)
$4.00
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4
$2.00
4
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$1.00
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Price1*QS1
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= QS2 * MaxBid2
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Price1 = (Q2 * MaxBid2)/Q1
= Adrank2/Q1
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Advertiser
Max Bid
QS(0-10)
CPC
$1.00
10
10
8/10=
$0.80
$2.00
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8
4/4=
$1.00
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Minimum
Price
1
$4.00
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AdRank
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Search Partners
Thousands of Content Partners
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94% search using more than one keyword
Average US Search Phrase Length
2 word phrases
29%
3 word phrases
22%
4 word phrases
20%
5 word phrases
12%
1 word phrases
6%
6 word phrases
6%
7 word phrases
3%
0%
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10%
20%
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30%
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3rd Party Tools
WordTracker
 Keyword Intelligence
 Trellian
 WordZe.com
 Google & Yahoo offer free tools
adwords.google.com/select/keywordtoolexternal
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Combination Tools
www.boxersoftware.com/thepermutator.htm
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Headlines Match Keyword Search
Figurines
Collector Dolls 40% Off
The Anastasia Collection Porcelain Dolls, Doll Stands, &
More www.AdWordsExample.com
Discount Figurines
Unique Collectibles, Gift Ideas,
Figurines & Miniatures. Buy Online!
www.AdWordsExample.com
Matching terms show up in
bold text on the Google
results page.
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Inter-capitalizing your display URL may help the ad
stand out & increase click-through-rates
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Headline – Hooks them
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2nd Line – Establishes trust
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3rd Line – Delivers the offer
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(specials, free, etc.)
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“get info” • “research here” • “download free white paper”
“order our catalog” • “buy now, save money”
Click Here
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Visit Us
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Quality Score
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Ad rank is dependent on relevance of the ad & your
maximum bid
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AdRank = Quality Score * Maximum CPC
Lower Costs
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It is possible to rank higher with a lower cost per
click
Compete
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Ability to compete against advertiser’s with more
money
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Results now or in 6 months?
Be careful!
Possible to obtain a positive ROI from high-cost
keywords
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GeoTarget
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Daily Budget
Scheduler
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Days & Times
Seasonal
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Local, National & International
Summer, Spring & Fall
Holidays
Negative Keywords
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Avoid clicks that don’t convert
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www.google.com/analytics
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Tracking Conversions
 Gather statistics & reports on ‘site visitors
 Install tracking code on all website pages
 Visitor data is delivered to Google for
processing
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adwords.google.com
Billing: Use “Post-
Pay”
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df
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Thank You!
Created By:
Sean Golliher
www.Future-Farm.com
Email: sean@future-farm.com
Twitter @seangolliher
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