Point It

Google AdWords 101

Presented by Jon Lisbin

206.973.5488

Jonl@pointit.com

• About Us• PPC Search Landscape & Trends• Why PPC Search is effective• What it looks like• Campaign Structure & configuration tips• Keyword Development• Competitive Research Tools• Quality Score• Google Analytics• Click Fraud• Couple of Case Studies

Topics

About Point It!

• Seattle-based Search

Engine Marketing Firm

• 14 team members

• Servicing mid-market

firms and new ventures

• Incorporated April 2002

Our Clients

Search Landscape

Advantages of Paid Search

• No minimum spend• You choose your own maximum daily spending limit (daily budget)• Choose how much you want to spend per click for every keyword• Pay Google for users who click on your ad• More cost-effective than Yellow Pages, Banner Ads & Direct Mail*• Conversion tracking = real-time return-on-investment data

** U.S. Bancorp Piper Jaffray, New Methods in Search Marketing: Contextual Advertising and Other Evolutions (Safa Rashtchy), June 2004

Effectiveness of Paid Search

40%Search

* U.S. Bancorp Piper Jaffray, New Methods in Search Marketing: Contextual Advertising and Other Evolutions (Safa Rashtchy), June 2004

• eMarketer estimated in August 2008 that online ad spending would reach $24.9 billion this year, down slightly from its March forecast. That still represents 17.4% growth over 2007.

Are Marketers Cutting Back in a Down Economy?

Where are Online Marketing Dollars Going?

Paid Search Placements

Content Network Ads

Campaign Structure

ACCOUNT

CAMPAIGNS CAMPAIGNS

Ad Group Ad Group

Keyword

Keyword

Keyword

Ad Copy 2

Ad Copy 1

Google Adwords Settings

1. Start/end date2. Budget settings3. Networks and

bidding

3

1

2

Google Adwords Settings

1. Start/end date2. Budget settings3. Networks and

bidding

4

5

The Google Network

Content Publishers

Search Partners

Google Properties

Other20%

Network

80%

AOL

Amazon

Earthlink

New York Times

About.com

Ad Group View

Match Types

• Broad Match Disney ToysYes. buy disney toys, buy toy disney, disney toys online

• Phrase Match “Disney Toys”Yes. buy disney toys

No. buy toys disney

• Exact Match [Disney Toys]Yes. Disney Toys

No. Toys Disney, buy disney toys

• Negative Match -StoryNo. disney toys story

Keyword Development

Keyword Generation

• Cast a wide net (The Long Tail)

• Consider user intent

– Use customer lingo, not just industry lingo

• Group thematically and linguistically

– These become your Ad Groups

• Don’t forget:

– Synonyms

– Misspellings

– Geographic keywords?

– Brand and Trademarked terms?

Keyword Generation

Google Keyword Tool

WordTracker

Competitive Research

Quality Score, Relevance & You

Position is based on Quality Score and Max Bid.

QS Max Bid Min Bid Position Index Position Avg CPC

Ad1 10 $ 4.00 $ 0.50 40 1 $ 2.70

Ad2 8 $ 3.00 $ 0.50 24 3 $ 0.50

Ad3 4 $ 6.50 $ 0.50 26 2 $ 6.25

Quality score is based on the CTR of an ad and the relevance of your ad text, keyword and landing page

Ad Copy Testing

Google Analytics Overview

GA Goal conversions by source

GA Site Overlay

Site Exclusion

Business ChallengeSmall scale success with Google-only search. Didn’t have the resources or internal skill set to drive program to the next level.

The SolutionMajor keyword expansion. Learned “language of the verticals” and re-organized the program architecture targeting these verticals. Rigorous & methodical copy testing and optimized landing pages by keyword theme.

ResultsIn six months lead volume went up 1000%+(100 to 1,000s). PPC budget was raised from under $5K/month to $30K+ based on results. CPA achieved new lows.

Case Study – Onvia (PPC)

Business ChallengeExpense tracking software provider saw an opportunity to take advantage of newly enacted legislation as a revenue stream. To do this they needed to explore new ways to leverage interactive media.

The SolutionDeveloped comprehensive keyword list targeting Sox compliance, pain points & needs. Leveraged existing white papers positioning them as offers supported by synchronized ad copy, landing pages, and exhaustive testing.

ResultsIn four months lead volume went up 4X (100’s+per month) while cost per lead dropped 70%

Case Study – Concur (PPC)

Key Takeaways

• Google dominates the market• Paid Search Advertising, although self service, can be

quite complex and time consuming• Don’t be lazy when coming up with keyword

combinations and match types. Dig for gold!• Know how to spot fraud, but don’t let it paralyze you.• Use Google Analytics. It’s Free!• Synchronize keywords, ad copy and landing pages

Point It

Google AdWords 101

Jon Lisbin - Principal

206.973.5488

Jonl@pointit.com