Google AdWords Part 1
Transcription
Google AdWords Part 1
5/11/2010 1 SEAN A. GOLLIHER Founder & Publisher of SEMJ.org President & Director of Search Marketing for Future Farm, Inc. Speaker on Search Marketing & SEO 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 5/11/2010 2 Sean A. Golliher Future-Farm.com SEMJ.org 5/11/2010 3 5/11/2010 . 4 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. 5/11/2010 . 5 Google Earnings ~$5 billion gross/quarter Do not violate Google’s Terms of Service! 5/11/2010 . 6 Pay Per Click Organic (60% of all clicks) 5/11/2010 . Pay Per Click 7 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 5/11/2010 . 8 Impressions: Click-Through Rates (CTR): The # of clicks an ad receives divided by impressions 100 impressions with 1 click = 1% CTR Conversion Rate (CR): Sales/leads/calls per click 100 clicks with 1 sale = 1% CR Cost-Per-Click (CPC): Number of times ad appears on search page Amount pay when ad is clicked Bounce Rate: Visitor lands on website and leaves without clicking anything 50 out of 100 people leave site = 50% Bounce Rate 5/11/2010 . 9 Why not allow the highest bid to win? 5/11/2010 . 10 5/11/2010 . 11 Advertiser Max Bid CPC PAID $3.00 $2.00 $2.00 $1.00 $1.00 5/11/2010 . 12 1. Click-through-Rate 2. Landing Page Quality 3. Relevance 5/11/2010 . 13 AdRank = QS * MaxBid 5/11/2010 . 14 Advertiser 5/11/2010 Max Bid QS(0-10) AdRank (Position) $4.00 1 4 $2.00 4 8 $1.00 10 10 . 15 Price1*QS1 5/11/2010 = QS2 * MaxBid2 . 16 Price1 = (Q2 * MaxBid2)/Q1 = Adrank2/Q1 5/11/2010 17 Advertiser Max Bid QS(0-10) CPC $1.00 10 10 8/10= $0.80 $2.00 4 8 4/4= $1.00 4 Minimum Price 1 $4.00 5/11/2010 AdRank . 18 Search Partners Thousands of Content Partners 5/11/2010 . 19 5/11/2010 . 20 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% 5/11/2010 10% 20% . 30% 21 3rd Party Tools WordTracker Keyword Intelligence Trellian WordZe.com Google & Yahoo offer free tools adwords.google.com/select/keywordtoolexternal Combination Tools www.boxersoftware.com/thepermutator.htm 5/11/2010 . 22 5/11/2010 . 23 5/11/2010 . 24 5/11/2010 . 25 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. 26 27 Inter-capitalizing your display URL may help the ad stand out & increase click-through-rates 28 Headline – Hooks them 2nd Line – Establishes trust 3rd Line – Delivers the offer 5/11/2010 . (specials, free, etc.) 29 “get info” • “research here” • “download free white paper” “order our catalog” • “buy now, save money” Click Here 30 Visit Us Quality Score Ad rank is dependent on relevance of the ad & your maximum bid AdRank = Quality Score * Maximum CPC Lower Costs It is possible to rank higher with a lower cost per click Compete 5/11/2010 Ability to compete against advertiser’s with more money . 31 Results now or in 6 months? Be careful! Possible to obtain a positive ROI from high-cost keywords 5/11/2010 . 32 GeoTarget Daily Budget Scheduler Days & Times Seasonal Local, National & International Summer, Spring & Fall Holidays Negative Keywords 5/11/2010 Avoid clicks that don’t convert . 33 5/11/2010 . 34 5/11/2010 . 35 5/11/2010 . 36 5/11/2010 . 37 5/11/2010 . 38 www.google.com/analytics Tracking Conversions Gather statistics & reports on ‘site visitors Install tracking code on all website pages Visitor data is delivered to Google for processing 5/11/2010 . 41 adwords.google.com Billing: Use “Post- Pay” 5/11/2010 . 42 df 5/11/2010 . 43 Thank You! Created By: Sean Golliher www.Future-Farm.com Email: [email protected] Twitter @seangolliher 5/11/2010 . 44