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Google AdWords with Speaker: Michael Briggs, VP Search Strategies @ Website Publicity, hosted by Boston SEO Internet Marketing Networking Group

Highlights from last night’s Boston SEO Internet Marketing Networking Group (4/6/09)

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For more information on this meetup: www.meetup.com/BostonSEO/calendar/9671609/?a=cr1p_grp

Speaker: Michael Briggs, VP Search Strategies @ Website Publicity

Google AdWords

slides available @ websitepublicity.com/meetup

2 points to lower cost: reduce clicks or reduce cost of each click

Reduce clicks: block clicks that don’t convert, max converting traffic

Use conversion tracking or analytics to achieve this

Broad match

  •     Allows Google to perform matches
  •     Pro: better than a human
  •     Con: Will get worthless clicks
  •     Best for: Looking for additional ad groupings & refine the results


Use the right match type

  •     Use phrases
  •     Bid higher on phrase match: keep general terms on broad match and monitor
  •     Bid lower — use to harvest new terms
  •     Add phrase match negatives, not broad negatives
  •     Create new ad groups


Where to put money

  •     ID best converting ad groups
  •     Ensure they have 100% impression share
  •     Don’t spread money too thinly


When launch campaign

  • Look for themes in your ad groups
  • Add text that speaks specifically to each group
  • Start w 10-25 keywords per ad group max, get help from an AdWords company Australia
  • Adjust for optimal timing: bid more for active day of week/time of day

Improve quality score

  •     Comes from click-thru rate (only scores on exact match)
  •     Relevance and landing page search to keyword and search query relevance
  •     Page load time, privacy policy have miniscule impact

Too many keywords will overwhelm your quality score

  • Really need targeted landing page
  • Make sure ad text meets searchers’ expectations


Adgroup guides

  •     Central theme 10-25 keywords
  •     Ad groups for individual products and services
  •     Don’t mix keyword themes


Anything 7 and above is good
If can’t pull it up, ditch it
Trim out the no-clicks, “death by 1,000 paper cuts”

Add text continually

  • With offers, savings, discounts
  • Don’t throw away the winner or bid against it
  • Track conversions
  • Don’t let Google optimize your ads for you


Discussion afterward focused on:

1. Paid vs organic search
Organic is 3x more effective than paid
Can control paid side better, can generally convert those better

2.  Jim Manning of Jungle Jim’s balloon artist (junglejimboston.com): Resources for just starting a site?
Lots of voices for don’t read too much just write and be true to self
Some responses advocate be sure you understand your customer
My 2 cents: Check out David Meerman Scott’s books

 

About Suzanne McDonald

Former Boston Globe journalist, New Media Education Expert, founder of Designated Editor: Teaching individuals, educators & companies how to create influential interactions & eliminate social media insanity.

Comments

  1. Thanks for the recap – Michael Briggs definitely provided a lot of solid points people should consider when working with Google AdWords.

    I hope Jim Manning was able to sort through the ideas projected – it’s difficult to provide specifics in such a large setting (as was the case last night)

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