Aktuelle Rechtsprechung zur Google AdWords, SEO und Emailmarketing
Google Adwords 101 - Microsoft PowerPoint - Google Adwords 101 -08
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Transcript of Google Adwords 101 - Microsoft PowerPoint - Google Adwords 101 -08
• 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
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1
2
Google Adwords Settings
1. Start/end date2. Budget settings3. Networks and
bidding
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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
