Hot Goanna

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• Hot Goanna Google Search

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Today

• Introduction Hot Goanna History
• Adwords Current Statistics
• Selling Adwords to your clients
• Adwords Friendly Web Design
• Landing Pages They are not websites!

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Hot Goanna

• Pre 2005 Andrew Mark
• 2005 2007
• 2008

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Tips Stats

• www.hotgoanna.com/adwords

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Adwords

• Current State of Play
• Adwords Algorithm 2003 2008
• Current Adwords Considerations
• KEYWORD AD GROUP PAGE- CTR 1 Right
  Direction
• CTR gt3 Performing Well 10searchmarketingsteps.
  com.au

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Successful Campaigns

• Ad CTR If less than average CTR in position for
  that word punished If higher than average CTR
  for that word, rewarded
• Keyword Quality Scores
• 1c to 26c
• - 27c to 50c
• - 65c to 13.00

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Successful Campaigns

• Keyword research
• Keyword Quality
• Keyword Match Types
• Negative Words
• Search, Search Network
• Content Network, Placements
• Bids and Positional Strategy
• Conversion Tracking

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Successful Campaigns

• Daily Bidding
• Competitor Watch
• Conversions V Positions
• Timings V Budget
• Service Area V Budget
• Landing Page / Site Improvement
• Sellability Reviews

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Landing Page Quality

• www.google.hotgoanna.com
• Bid Prices Link
• When you are building pages use this tool for
  quality, density and relevance.
• Use to guide clients to a one page, one product
  mentality
• SEM then SEO
• Analytics and Search Query Reports

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Landing Page Quality

• Dont Funnel visitors
• Address the First Time Visitor
• Multiple Personalities
• Give an answer that the visitor has a question
  for
• Library or a Bookshop

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WHATS MISSING?
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Discussion Example
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10 Times the Results
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Click Costs Down by Half
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What Google Doesnt Say

• Content IS KING and can be manipulated
• Current and Fresh Text Relevance Blogs
• Flash Updated but still unknown
• Conversion Optimizer Single Keyword Accounts
• Geographic Area Traps - Australia
• Max CPC Bidding V Quality
• Dont mix content and search
• New Accounts Industry Averages

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Words Match Types
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Words - Markets
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WHAT TO BEAT!
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Keywords? How Many

• Budget Keyword Numbers/Bids
• According to Hitwise, 88 of Australian PPC
  traffic comes from Google.
• Sept 07 to March 08- Australia 26.8 of visits to
  websites came from Search Engines.
• In the UK 15 of PPC traffic goes to shopping
  sites, in Austalia its only 8
• In the UK 7 of PPC traffic goes to travel sites,
  in Australia its only 5
• Email sites visitors are down, and Social Network
  sites are up. 
• Search volumes in Austalia has decreased by 1.53
  over last year, with this traffic going directly
  to an increase in Social Networking sites by the
  same amount.  My Space has 44 of the market,
  Facebook 35 and Bebo 8.
• Search traffic uses the following numbers of
  words in their search terms for the past 6 months.

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• Number of Words used to search on (terms)      
  Percentage of Users
• 1                                                 
                                    
  222                                              
                                       
  303                                              
                                       
  224                                              
                                       
  125                                              
                                         
  56                                               
                                         2
• Local Search Market in Australia is currently
  dominated by
• Google    19    White Pages 19  Yellow 10
• Google Maps use has grown 250 in the past 12
  months. 

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Search Volumes
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Average Daily Spend
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Adwords Spend
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Positional Strategy
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Ad Strategy

• Ads Must reflect a better offer than the
  cometition at a higher position.
• Quality of the competiton above determines how
  high we need to be
• Be Creative STAND OUT
• Find the position that each keyword works best at
• Check this out!

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BORING!.........
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Keyword Importance
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Ad Position Tracking
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HOW TO KEEP IT GOING!
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• Google System Bids dont do it - Inflationary
• Daily watch
• Regular Revision
• Ongoing Ad and Subtract
• Products and Marktets Change
• Historical Timings Weekly Monthly Seasonal
  Yearly

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Transparency
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Market Defines CPC

• Home Loan Provider
• Commission on sale may be 1800
• So 20 per click X 100 clicks 2000
• At 2 conversion rate 2 sales
• 3600 in commission
• ROI of 180

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The Market Online

• Australia has been reported to spend more online
  on ads than even China.  Since 2005, our online
  ad spending has increased from 467 Million to
  979 million in 2007.  We now apparently are just
  behind Japan in advertising online.  
  Interestingly, according to the latest E Marketer
  piece, buying via our ecommerce sites in
  Australia grew by 45 in 2007 to 13 BILLION. 
  Thats over 1,000 Million each month or in
  excess of 33.3 Million per day, or even more
  amazing, 1.4 Million each hour of the day.  I
  left off the extra Billion from the first figure
  , just to accommodate the GST component, fees,
  bank charges etc. 

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Adwords Calculator

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Case Studies?

• Everything from Analogue Phones to Zulu Land
  Safaris
• See Me!