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Advance Adwords Strategies Kaushal Shah By

Advance Google Adwords PPC

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Page 1: Advance Google Adwords PPC

Advance Adwords Strategies

Kaushal Shah

By

Page 2: Advance Google Adwords PPC

Keywords

Page 3: Advance Google Adwords PPC

Keyword Matches

• Broad Match• Phrase Match• Exact Match• Negative Match• Modified Broad

Page 4: Advance Google Adwords PPC

Quality Score

Quality Score Parameters

• Account History• Historical CTR• Keyword Relevancy• Quality of Landing Page• Geo-Location Targeting

Page 5: Advance Google Adwords PPC

Advanced Advert Display

Site Links

Page 6: Advance Google Adwords PPC

Advanced Advert Display

Review Integration

Page 7: Advance Google Adwords PPC

Advanced Advert Display

Map Integration

Page 8: Advance Google Adwords PPC

Advanced Advert DisplayMobile Ads

Page 9: Advance Google Adwords PPC

Advanced Advert DisplayBanners

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Landing Page

Landing Page Parameters• Keep It Simple• Product / Service Focused• Testimonials• Call To Action• Enquiry Form

Page 11: Advance Google Adwords PPC

Ad Rank FormulaAdRank = Max. CPC x Quality Score

Advertiser Max CPC Quality Score Ad rank Position

Advertiser A $0.40 6 $0.40 x 6 = 2.4 1

Advertiser B $0.35 5 $0.35 x 5 = 1.8 2

Advertiser C $0.80 2 $0.80 x 2 = 1.6 3

Advertiser D $1.00 1 $1.00 x 1= 1 4

Advertiser E $0.05 5 $0.05 x 5 = .3 5

Advertiser F $0.10 2 $0.10 x 3 = .2 6

Page 12: Advance Google Adwords PPC

Actual CPC CalculationActual CPC = (AdRank to hit /Quality Score of Advertiser) + $.01

Advertiser Max CPC Quality Score

Ad rank Position Actual CPC

Advertiser A $0.40 6 $0.40 x 6 = 2.4 1 (1.8/6) + $.01 = $0.31

Advertiser B $0.35 5 $0.35 x 5 = 1.8 2 (1.6/5) + $.01 = $0.33

Advertiser C $0.80 2 $0.80 x 2 = 1.6 3 (1/2) + $.01 = $0.51

Advertiser D $1.00 1 $1.00 x 1= 1 4 (0.3/1) + $.01 = $0.31

Advertiser E $0.05 5 $0.05 x 5 = .3 5 (0.2/5) + $.01 = $0.05

Advertiser F $0.10 2 $0.10 x 3 = .2 6 Minimum Bid

Page 13: Advance Google Adwords PPC

ROI Calculation

Keyword Impressions Clicks Cost Average CPC Conversions Profit ROI

KW1 1,000 50 $50 $1.00 5 $100 200%

KW2 1,000 100 $50 $0.50 10 $50 100%

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Good Practices

Must Do’s• Clear Objective• Specific Target Market• Tightly Knit Adgroups• Use of DKI• Proper Landing Page

Page 15: Advance Google Adwords PPC

Bad Practices

Must Not Do’s• Homepage as Landing Page• Generalized Ad Copy• Automatic Bidding• Broad Match Keywords• Too Much Text• Bid On Trademark Words• Bid Higher If Not Needed

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Questions

Page 17: Advance Google Adwords PPC

Thank You

ShahKaushal.Com• [email protected]• Facebook.Com/kaushalshah• Twitter.Com/KaushalShah

Diim.In• [email protected]• Facebook.Com/diimindia• Twitter.Com/diimindia