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 20th, 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:
I recently spoke at Online Marketing Summit (OMS) when they were in the Twin Cities on the subject of PPC retargeting. The reason I have been focusing on this topic so much lately, is the amazing results clients have been seeing. If you haven’t tried it or your results are lackluster, try using some of the tips from my presentation or article posted below.
If you’re interested in exploring more, I recently wrote “Retargeting: Beyond the Basics” for ClickZ. Good luck!
“Learn best practices for reconnecting with your audience wherever they are on the web and drive them back to your website. This session will cover all you need to know from critical set-up considerations to optimization tips for greater performance.”
Retargeting your prospects is an incredibly effective way to reconnect post-website visit. Specifically, Google remarketing is one easy way for beginners to get started. My latest article on Search Marketing Standard outlines a few tips you really need to know.
Check it out:
Your landing page quality can be critical to the performance of your PPC campaigns. Sadly, we often don’t spend much time thinking about them. Google sends an adbot to review landing pages for performance and quality, so landing pages can have a big impact on your campaign performance. It’s not only for Google– we want to create a positive user experience when someone lands on your page. Did they find what you promised in the ad? Do they know what to do next?
Here are a few other considerations for your landing pages:
- Adbot must be able to crawl the pages (no flash).
- Incorporate keywords from your campaigns into the landing page copy.
- Mind your landing page load time: the amount of time it takes for a user to view your landing page after clicking your ad.
- Navigation: the visitor should easily understand what they are supposed to do next. Use a call-to-action to accomplish this goal.
- 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.
- If ad copy promotes a special offer, then it should be reiterated on the landing page.
- 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.