How to get more out of Google

How Push Started

•  1st Client £200 a month for a spa client in 2005.

•  They now spend £8k a month

•  Q. Why?

•  A. They sell £1million online

Google – Adwords or SEO?

Steven Hyde & Ricky Solanki

One slide answer.

•  You need a strategy for BOTH. •  Properly considered PPC and SEO are

complimentary.

PPC SEO

In this presentation

•  Brief history of Google (and Push) •  What the recent Penguin and Panda

updates mean for SEO. •  7 Ways to supercharge your Adwords

campaign. •  Questions.

Real cases throughout.

In the beginning search engines looked like this…

A brief history of

•  1995 Larry Page and Sergey Brin meet at Stanford

•  1997 Larry and Sergey decide that the search engine needs a name. After some brainstorming, they go with Google (Numeral 1 followed by 100 zeros).

•  2003 The birth of Google Adsense really made everything snowball.

•  Mid 2000s Google introduced Quality Score.

Over 100 Clients Trust Us

•  Spend over £150,000 a month on Google.

•  Google Accredited Partner.

•  There IS a formula for success.


•  Brief history of Google. •  What the recent Penguin and Panda


campaign. •  Questions. Real cases throughout.

Lots of contributing factors to SEO.

Some dangerous myths about SEO

•  It’s ‘more important’ than PPC. WRONG •  It’s all about link building. WRONG

Think of Google as a ‘real person’

•  Ask yourself “Is this site relevant to the search?”

•  How good is this site out of all the sites served on page 1 in ‘answering the search’ ?

•  Don’t try and dupe Google. •  SEO has changed forever.

Build content that people will read and share

•  Add a blog to your site •  Post the links on other relevant links •  Use competitions to encourage comments •  Guest blog on other high traffic sites •  You will be generating traffic and search

engines will love it too

How to get fresh user generated content

•  Sign up to review tools •  You will get links back to your site •  If you set it up right you get user

generated content •  You do pay per month but better value

than buying links •  Good reviews lead to more sales/leads

‘Relationship Building’ Is the New ‘Link Building’

Links back to site

What is a Social Signal?

•  Tells search engines that your site is popular and should be ranked higher

•  Build fans on facebook, followers on pinterest and twitter

•  Build a Google + page •  Give people a reason to like or follow you

from your website

7,000 fans and counting

What is SEO now?

•  S - Think Social •  E - Build Engagement •  O - Do it Organically


•  Brief history of Google. •  What the recent Penguin and Panda


campaign. •  Questions.

Real cases throughout.

Our team conduct ca 10 Adwords Audits every week.

•  Structure. •  Keywords and matching. •  Negatives. •  Ad copy. •  Content network and settings. •  Budget. •  Impression Share. •  Quality Score. •  Mobile. •  Conversions. •  MUCH MORE

Biggest Mistakes

•  There are a lot of elements to get right. However, when we audit a client there is always one big mistake..........

STRUCTURE

7 ways to Supercharge your Adwords Account

1.  Structure. 2.  Negatives 3.  Split testing Ads and Extensions 4.  Product review tools 5.  Mobile ads & campaigns 6.  Conversion & goal tracking 7.  Remarketing

Structure is crucial to success

Structures should be built around the following

.....intended settings

.....landing pages or key products and services

..... the most popular and relevant terms

Not having one campaign with multiple ad groups or even 1 ad

group

It is essential to get the structure planned and ready from the start.

•  Importantly you can set budgets per campaign

•  This allows you to allocate budget to top keywords and cut those not working

•  Easily grow and manage your account.

Tidy and organised accounts will perform far better and are much easier

to manage

Turn the content network off

•  Often we see campaigns with display (content network turned on)

•  It is set to on as default by Google on set up

•  This means you budget is being split on Google search and on other sites enabled on the Google network

We do sometimes use the content network.

•  However it should have it’s own campaign and budget

•  Should be turned on when you are maximising results on Google search.

Adding Negatives is crucial in your management

•  Typical client…

Without negatives their ads would appear and likely be clicked from some of the following terms.....

•  Homeless shelters •  Tent shelters •  Dog shelter in London •  Jobs at local shelters…..

•  All of which would have needlessly cost the client over £1 a click!

Ads and split testing

•  Constant split testing helps:

•  Improve CTR therefore capturing a higher percentage of your core target searchers.

•  Focus and improve on ads leading to more conversions.

•  Reduce costs through a higher quality score.

Site link extensions

Product listing extensions

Location extensions

Product Reviews

•  Product review systems and feedback have can have significant impact to both CTR’s and buyer confidence.

•  When synced with your Ads they provide visually impressive ads as well as give off the perception of an established and trustworthy supplier.

Product Reviews – A good star rating can often triple your CTR

very quickly

Mobile ads are growing quickly

•  On average our clients now receive 20% of all online traffic from mobile devices.

•  A figure in many cases which shows at least a 200% increase on year on year figures

Typically we find mobile visits to be 50% cheaper than those from

desktops

Mobile specific campaigns & Ads

•  Creating unique mobile campaigns help take advantage of the lower bids price.

•  With space restraints on mobile pages a different strategy is often required for ad text and ad positioning.

•  Click-To-Call mobile extensions have proved very useful for many clients.

Conversion and goal tracking

•  Traffic is useless without conversion….

•  Without correct conversion tracking it will be impossible to measure the CPA and conversion rates of your campaigns, keywords or ads.

Examples of conversion

Buy something!

Contact us page views

Bookings

How can you justify increasing budget for a campaign without knowing if it will

convert at a profitable rate?

Without conversion tracking how would a decision be made to add any additional budget to one of two limited campaigns

Ever wondered how Ads follow you around? It’s called remarketing.

A prospect browses on your site..... Then leaves to browse other sites

Remarketing then serves up a personalised Ad to the prospect.

And with just one click they are back on your site with a targeted offer.

Our remarketing banners

Lots of other tips and tools to make the most out of your Adwords ....

•  Impression share •  Geographic settings •  Call tracking •  Analytics •  Search query analysis •  Bid strategies •  & much, much more….

What Next?

•  Ask Push for a free search audit •  Make sure you have the time to manage

SEO and Adwords to keep improving performance

•  Supercharge your account yourself or ask us to manage it for you!

Free Google Audit

http://www.pushgroup.co.uk/pay-per-click-ppc-management.html

•  Follow us on Twitter @PushGroup

•  Call us 0845 310 9969

•  www.pushgroup.co.uk

How to get more out of Google

Technology

Transcript of How to get more out of Google