Online Marketing Mavens Blog

Need to pump up your Adwords skills? DemandQuest’s Ted Kozlowski and I will present at the Google AdWords & Analytics Success Summit, to be held July 13th, 2011 and September 20^th, 2011 at DemandQuest’s vibrant new learning environment in Northeast Minneapolis. This full day of intensive learning is ideal for those who want a more advanced understanding of both Google Adwords and Google Analytics.

The seminar will be presented in two parts:

Part 1- Google AdWords Optimization (9am to 12pm)

So you have an Adwords account, what’s next? This seminar focuses on the critical components of your Google Adwords account including best practices for Keywords, Ad Copy, and Targeting in addition to what levers to pull during optimization to achieve the best results. Powerful new features will also be introduced and discussed. This day is jam-packed full of tips and techniques you can functionally use to improve your accounts overall performance. This hands-on workshop will go beyond the basics with intermediate to advanced tactics.

You’ll Also Learn:

• Advertising Goals/ know what conversion(s) you are measuring
• Account Structure: Best practices including the search funnel approach
• Keywords: Best practices, match type, negatives and trouble-shooting common problems
• Budgets & Bids: best practices, automation and trouble shooting
• Ads: best practices, tips, ad extensions, trouble- shooting performance issues
• Targeting: including campaign settings
• Retargeting: intro, best practices, list ideas and optimization
• Tracking It All: conversion code, analytics, Google’s URL builder

Part 2 – Google Analytics Essential (1pm to 4pm)

This seminar focuses on best practices for creating reports, measuring data & understanding the results. We will cover installation, filters, funnels, setting up executive dashboards so that you can get the most out of Google Analytics.

You’ll Also Learn:

• Intelligence Alerts and Advanced Segments
• How Google Analytics tracking code works
• Measuring Conversions
• Measuring Traffic
• Measuring Content
• Measuring Visitors
• Best Practices: Advertising and Marketing
• Best Practices: Engagement
• Best Practices: Conversion
• Best Practices: Reporting with the Organization
• Improving Your Site: Google Website Optimizer

More information about the event and registration for Google AdWords & Analytics Success Summit can be found at the following link:

http://demandquest.com/courses/google-adwords-analytics-summit/

1. Adbot must be able to crawl the pages (no flash).
2. Incorporate keywords from your campaigns into the landing page copy.
3. Mind your landing page load time: the amount of time it takes for a user to view your landing page after clicking your ad.
4. Navigation: the visitor should easily understand what they are supposed to do next. Use a call-to-action to accomplish this goal.
5. Relevancy of the landing page: select the page on the site that has the closest connection to the ad or create a specific PPC landing page.
6. If ad copy promotes a special offer, then it should be reiterated on the landing page.
7. Ecommerce: send your ads to category pages rather one product page, but detailed PPC strategies can allow for single product pages.

These simple tips alone can greatly improve your PPC campaigns, but a good place to start developing a strategy is to define your goals: 10 Types of Landing Page Goals for PPC Campaigns.

Are your PPC campaigns getting a little, ahem, lackluster? Check out my latest post on how to use the search funnel to pep up your PPC.

You can take your PPC account to the next level by trying out this technique. It can help you reach buyers at different stages in the purchase decision-making process.

It can be tempting to use all the powers of modern technology to put your PPC account on auto pilot– don’t! While some elements can be automated, your account will always need a human touch. This is best accomplished by someone who is well trained in PPC and understands your business model, products, and PPC hopes and dreams.

Efficiency is important, but don’t compromise your results.

A few Do’s and Don’ts for PPC management:

1.  DON’T outsource your account / campaigns development to Google or allow your agency to do so. The reps may be overseas and can present a language barrier. Typically, quality is low.

* DO engage a PPC expert to do it, even if that means hiring additional resources or delaying by launching in phases. Get a second set of eyes for a reality check on your work.

2.  DON’T automate all of your bids. Unless your account is very, very large, all automated bidding can cause you focus on bids amounts and lose focus on profitable clicks.

* DO review any auto settings periodically to ensure the automated bids are meeting your ROI.

3.  DON’T use Google’s “opportunities” tab. There is no faster way to screw up all the hard work you’ve done!

* DO look for opportunities in new PPC channels, new feature releases by Google, and Google Betas. Test out targeting you previously dismissed. Brainstorm new approaches and messaging by examining competition and complementary industries.

Happy optimizing!

“Vision building” is based on the convergence of ideas and putting them into action. It entails bringing others on board towards a clear aspiration on how the world should be.

What is your vision for PPC? Often times we see advertisers so focused on particular keyword or CPA, they can’t see the forest through the trees. Opening yourself up to a vision of how your PPC world should be will allow new ideas and opportunities to spring forth.

I also wrote a post last summer on PPC strategy you may want to review to get the bigger picture.

Peace out!