everything you want to know about google adwords webinar

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Thank you for joining us! We’ll be starting in just a few minutes. Oli Gardner Oli is our resident landing page expert. Oli's writing on the subjects of conversion centered design and landing page optimization can be found on the Unbounce conversion blog and he has been featured on top marketing blogs including SEOmoz Anna Sawyer Anna runs content marketing for Trada, and is the in-house AdWords educator, developing and hosting over 50 live webinars on paid search. She also writes a viral blog and likes to ride her bike down hills. About the Hosts

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Slides from the 'Everything You Want to Know About Google AdWords' UnWebinar Webinar. Get the recoding here: http://vimeo.com/unbounce/review/60041732/67fdd64ea6?utm_source=Unbounce+Conversion+Learning&utm_campaign=369911cfdb-Unwebinar_AdWords_Attendees2_20_2013

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Page 1: Everything You Want to Know About Google AdWords Webinar

Thank you for joining us! We’ll be starting in just a few minutes.

Oli GardnerOli is our resident landing page expert. Oli's

writing on the subjects of conversion centered design and landing page optimization can be

found on the Unbounce conversion blog and he has been featured on top marketing blogs

including SEOmoz

Anna SawyerAnna runs content marketing for Trada, and is the in-house AdWords educator, developing and hosting over 50 live webinars on paid search. She also writes a viral blog and likes to ride her bike down hills.

About the Hosts

Page 2: Everything You Want to Know About Google AdWords Webinar

Welcome!

Join our chat on Twitter

Page 3: Everything You Want to Know About Google AdWords Webinar

Ryan EngleyDirector of Customer SuccessUnbounce

@ryan_engleyJoin our chat

on Twitter

Page 4: Everything You Want to Know About Google AdWords Webinar

Oli GardnerCo-founder, Creative DirectorUnbounce

@oligardnerJoin our chat

on Twitter

Page 5: Everything You Want to Know About Google AdWords Webinar

Anna SawyerSocial Media & Marketing ManagerContent QueenTrada

@annafsawyerJoin our chat

on Twitter

Page 6: Everything You Want to Know About Google AdWords Webinar

Join our chat on Twitter

Page 7: Everything You Want to Know About Google AdWords Webinar

What's more important for quality score:bid price, ad copy or landing page?

Page 8: Everything You Want to Know About Google AdWords Webinar

If you were Google, which elements would be the

most important?

Page 9: Everything You Want to Know About Google AdWords Webinar

How does Google score a landing page?

Page 10: Everything You Want to Know About Google AdWords Webinar

Two types of scores for landing pages

Landing page design/development

Landing page quality is used as a penalty only. You don’t “get points” or boost your Quality Score by having a great landing page.

It is meant to police serious offenders, like phishing sites, doorway pages, pages of just ads, etc.

The only factor of your landing page that can impact your quality score is the load time.

Landing page aesthetics are not a factor.

Landing page content

All standard content relevance factors are in place.

Landing page copy must be relevant to keywords within an ad group and the ad’s text.

Page 11: Everything You Want to Know About Google AdWords Webinar

How can I optimize my landing page for quality score but also have

it be optimized for conversion?

Page 12: Everything You Want to Know About Google AdWords Webinar

Two basic rules for PPC and conversion:

Fulfill the promise in the ad.

Make it easy to complete the action.

Page 13: Everything You Want to Know About Google AdWords Webinar

Where PPC and conversion

fight:

Keyword density vs. conversion-centric

design.

Page 14: Everything You Want to Know About Google AdWords Webinar

My quality scores are really low (like 3-4) How can I get them higher?

Should I open a new account?

Page 15: Everything You Want to Know About Google AdWords Webinar

Fixing Quality

Score

Delete “bad” keywords and ads

Restructure ad groups, move poorly-performing keywords to new ad groups

Increase bid prices (temporarily or permanently)

Build new landing pages with more relevant content

Page 16: Everything You Want to Know About Google AdWords Webinar

I want to start advertising on mobile. How should I set up my account?

Page 17: Everything You Want to Know About Google AdWords Webinar

Powerful tools for the multi-device world Ability to easily manage your bids across locations, time and devices—all within a single campaign

Bid adjustments and reporting by:

Time Location Device

Multiple bid adjustments

Key features

AdWords Enhanced

Campaigns

Page 18: Everything You Want to Know About Google AdWords Webinar

Q&A

(Presubmitted Questions)

Page 19: Everything You Want to Know About Google AdWords Webinar

Live Q&A

Page 20: Everything You Want to Know About Google AdWords Webinar

Let’s talk about Trada!

Page 21: Everything You Want to Know About Google AdWords Webinar

Did you know?

50% increase in concern about hiring and retaining the right talent in PPC, 2012*

Applying diverse strategies and constant A/B testing is the only way to mitigate risk in paid search and move the needle. If you have an in-house person doing PPC, their approach will be limited to their training and experience - which in turn limits YOUR reach.

**Forrester Wave: Search Marketing Agencies, Q4 2012

You need a team of experts.

To ensure that paid search is on-brand and efficient, you need to work with a company that gives you true visibility into the actual work being done. How much visibility does your agency give you?

You need visibility and control.

Agencies are paid according to how much of your money they can spend. What if the relationship with your paid search provider was based on goal alignment and hinged on achieving those goals?

Your business objectives should be addressed directly by your paid search provider.

*SEMPO state of search 2012

47% Search marketers who don’t understand how their own search practices are affecting the bottom line, 2012**

Page 22: Everything You Want to Know About Google AdWords Webinar

The Trada Marketplace

Our model give you a team of highly specialized experts—Optimizers—creating and testing strategies throughout the lifetime of your campaign. Proprietary features, like the ability to measure return from each network and balance spend, mean you know your money is being spent efficiently.

You have a team of highly specialized experts running PPC strategy and execution.

Your in-house team will be able to direct how the Optimizers spend their time and ensure that their content and strategy are on-brand and efficient. We provide you with no-nonsense custom reporting on your schedule.

Your data and results are entirely in your control.

Our unique method of goal alignment is not just a feature - it is the driving force in our marketplace. You set goals, your Trada team works to beat them, and they are compensated for their success.

Trada is performance based: you set goals, the experts work to beat them.

Page 23: Everything You Want to Know About Google AdWords Webinar

As a next step!With read-only access to your AdWords and Bing campaigns, a Trada Marketplace Expert will identify areas of opportunity and present a plan to improve results using Trada.

trada.com | 877-871-1835

FREE ANALYSIS