 Hello everyone and welcome to today's webinar, understanding the biggest inbound marketing channel in the world. My name is Sarah Gonzalez and I will be facilitating your webinar today. Today we will be looking at why AdWords work, how to build and optimize your campaign and how to report on and improve your results. So today's webinar will be hosted by Jeremy Deca from Click Media. Jeremy has been working on AdWords account since 2006 and is here to provide us with his tips and advice from working with thousands of Australian organizations. How are you today? I'm very well, thanks Sarah, how are you? Good, let's get started, let's get straight into it. Alright, great, thanks for that introduction Sarah. So today as Sarah mentioned we will be talking about AdWords and understanding what I think is the biggest inbound marketing channel in the world. Now if I wanted to tell you absolutely everything there is to know about AdWords we would probably be here for about a month. So what I've tried to do with today's webinar is to really give you the information you need to firstly understand why AdWords is so important for your business and why it's so important to use it and secondly how to create and optimize a campaign that will work well for your business. Okay, so a little bit about me, now I go by a couple of names but when I'm not saving the world and fighting crime I usually go by Jeremy Deca. I've been working in AdWords management since 2006 and during that time I've managed hundreds of campaigns from budgets from anywhere as small as a thousand dollars a month right through to about half a million a month. You can see some of the brands I've worked for there but I've worked for clients as small as you know your local plumber right through to brands that pretty much everyone in the world would have heard of. Alright, so just to look at what today's webinar will cover. So firstly look at why AdWords works and why it's important for your business. Then we'll move on to how to build a granular AdWords account. Campaign once you've actually got it set up and then running experiments in AdWords campaign to increase your performance even further. Alright, so first off to start things off we've just got a poll. So if you could just answer either A, B or C or D what level of involvement do you have with Google AdWords currently? So A I directly run Google AdWords, B I manage stuff that run Google AdWords, 3 I manage an agency that does this for me or D I have no involvement with Google AdWords. Great and if you do want to select one of those Yvonne just select on the radio button next to 1, 2, 3 or 4 on your screen at the moment and we can see those live results coming through now. Great. So it looks like most people so far are going with option D so most people have no involvement with Google AdWords which is fine. I'll try to make it as basic as possible just for the people that aren't really too familiar with AdWords but some of the stuff will be a little bit more intermediate. So feel free to ask any questions as we go through the webinar and I'll try to answer them as best I can. I'm just also going to turn off the webcams now so we can focus on the content of the presentation and also for those people who may be experiencing bandwidth issues but as we get started please feel free to type your questions into the box below and we'll turn on the webcams once again when we get to the end of the presentation. Alright so moving on so let's get started with understanding what drives the click. Now when it comes to AdWords there are two main networks that you're going to be getting traffic from. First being the search network which is a proactive user base. The people are actually typing something into a search engine to find some kind of either some information or looking to use a service or buy a product. And secondly the display network which is more of a reactive network so you might have ads being displayed on a blog for example or a news site like Sydney Morning Herald. With the search network there are going to be two main types of people. Firstly people that are looking for a product or service so they'll be typing in things like buy movies online, car service Sydney, professional resume writer. With an AdWords campaign for a business these are the types of people that you really should spend the most time trying to focus on. They're actively looking to use a service or product so they've taken the initiative and these are the people that you're probably going to have the best chance at converting into an actual customer. The second type of people that use a search engine are people that are looking for information. They'll be typing in things like movie session times, car service guide or how to and things like resume writing tips as well. Now those people although they might not be ready to buy a product or user service right away they might be in the future so it isn't worth completely avoiding these people although you do want to have these two types of traffic separated if at all possible because the first type of people that are actually looking to something straight away they're usually a lot more likely to convert into a customer for you. When it comes to the display network now because your users aren't actually looking to something they're just browsing the internet it is important to take a different approach to your ad content. So firstly you want to be highly relevant and you want to try and meet an immediate need that the user might have. So say for example if someone's looking for cheap movie tickets you want to try and address that in the ad same day car service for example. The second strategy with display is really to highlight a really appealing offer. So something free for example is always great to use a value ad so you can see that the example I've given is free five year car service and thirdly maybe even a percentage discount. The reason that you want to try and use these things is because when someone's actually looking for something they're a lot easier to convert but with the display network you're interrupting their browsing and for that reason you've really got to make the ad stand out and give them a really good reason to actually click your ad and hopefully to turn into a customer as well. Okay so where do AdWords ads appear? Now what I've shown here is a few examples of what kind of ads you can use with AdWords and where they appear. The top one in the middle is a standard search ad and you can see a few different AdWords ads there. Now although this is the oldest and probably the most boring type of AdWords advertising it probably is the most important as well. And that should be clear as to how it works. I mean people are typing in something in Google and you're showing them an ad that fits that need. This type of advertising will always be the best converting or almost always anyway. So you should definitely start with this type of advertising and that should be the fundamentals when it comes to your campaign. The left hand side image there shows some PLA or product listing ads and that basically allows an e-commerce store to put their products right into the Google search page. And it works really well for very specific product related searches. So if someone's looking for a five piece dinner set for example that search result would show a bunch of images for products for sale for five piece dinner sets hopefully. This is a fairly new feature when it comes to AdWords. It's only come out in the last few months for Australian users but it's the conversion rates that you see for this type of advertising are pretty phenomenal. And the fact that people are using it right now means that it's fairly low in terms of the cost per click as well. So if you're running an e-commerce store this is an absolute must. I don't take on an AdWords client that's got an e-commerce store without highly recommending this type of advertising. So definitely look into it if you are running an e-commerce store and it's a bit of a hurdle to get it up and running given that Google are pretty strict on the product feeds that they allow but once it is up and running you really see the benefits to it. Moving on to the bottom screenshot in the middle. So this is a YouTube ad. I'm sure you've seen these ads before. Most people find them pretty annoying but they are great for branding. Just putting an ad right before a video in YouTube. Now this usually won't convert quite as well in terms of direct response compared to something like the standard search ads because people aren't actually looking for anything that is watching a video but it is a great way to get your brand out there. YouTube is the second biggest search engine in the world after Google so definitely a huge user base and the amount of eyes that you can get over your brand for this type of advertising is pretty huge so it's a great way of getting some brand awareness. And lastly the right hand side screenshot just shows the display ads on what looks like Sydney Morning Herald so these are just some banner ads that you can see at the top right hand side there and also on the right hand side. Again because people are actually looking for something like they are with search usually the direct response conversion rate won't be as great but it is a great way to get your brand out there and to even showcase a particular product if it does need to be done so visually. Just on that Jeremy, so we have a question from John. With these three types is this more expensive than standard ad words? Not at all no. Google shopping ads where you see the actual product in the search results right now for Australian traffic that's actually cheaper in most cases because not a lot of advertisers are using it. We actually went to a Google Engage meeting with a bunch of ad words management companies in attendance and the presenter actually asked the question who's using PLA ads right now and out of about 200 people there was about two people that put their hands up. So yeah even ad words management companies aren't really using these products that much these are right now so for that reason the CPCs or the cost per clicks are quite low. I'm sure that will change but the fact that the conversion rate is usually higher than a standard search ad for this type of advertising the actual cost per sale I think will always be lower than standard search. And also just quickly before we move on in relation to your ads appearing on YouTube and also sitting morning Harold Samantha has asked do you need to coordinate directly with third parties such as YouTube or the age to have your advertisements appear on their site or is it done completely separate? No you don't have to coordinate with them whatsoever so these are all placements that are within the ad words search display network so what you would do is you set up a display campaign for sitting morning Harold for example you set up a standard display campaign set it up in the exact same way that you would have named any display campaign and if you wanted to specifically target sitting morning Harold for example then you could do so in the placement level of your campaign. Okay great let's move on to direct response and what that's all about. Okay so the next slide is showing a bit of a funnel when it comes to direct response first interruption and what this funnel tries to convey is almost the buying cycle for the average user so when you're running an ad words campaign there are going to be people that are going to be at different levels of the buying process. Some people might fit the demographic of the people you're trying to sell to but they won't be looking to buy a product they're not actively running searches and they might not even know that they need the product just yet that this might fit the type of people that could use your product so that would be the people that you'd be looking to target at the top of this funnel and a great way to do that to target these people is via display Display is typically a lot cheaper than search ads to run just because the network is a lot bigger so you've got a lot more choices in terms of where your ads are being shown. With search obviously there's only one Google search engine so it's pretty competitive but with display there's hundreds of thousands of different placements in the network so it's a great way to get a lot of reach out there in the markets but it's not quite as expensive as standard search and that's good because the people that you're attracting won't typically be as ready to buy as people that are being proactive and running a search. You can see that as we get further down that funnel we go more into the ready to buy users and all the way down to the direct response search so that's people that are typing in, you know, buy like shoes, fines and AdWords, agency in Sydney, those kind of searches that indicate they are looking for a service or a product and what you can do to supplement these types of campaigns as well is something called remarketing. Now remarketing is a way of re-engaging with the users that have previously been on your site so you run a campaign, people will come to your site and they might not make a purchase or make an inquiry for whatever reason it might be that they've got distracted, they might be at work there's a lot of reasons why they might come to your site and just leave without contacting you or making a purchase so for that reason we want to try and re-engage with these people and make sure they don't forget the brand or the website and remarketing is a way that you can actually do that so you put a bit of code on your website and from there wherever they go on the AdSense network, moving forwards they will see your ads a lot of the time or whatever frequency you set some people see this as being a little bit invasive sometimes so what you can actually do is set frequency caps on this so that it doesn't bother people too much but that's really up to you as a business owner to determine what that looks like so it doesn't look like you're just stalking people yeah that's right, yeah I know that I've been on sites before where no matter where I go they follow me around everywhere which is a little bit scary and quite annoying sometimes as well but you can do it in a way to try and avoid that just by setting frequency caps okay, so just before we move on I've got a quick question for our audience so why do you think it's important to understand your target audience in AdWords? it's one thing to set up a campaign but understanding the audience is completely different but it's also very important if anyone can just type any responses to this in the bottom left hand corner in the chat box and while we're getting some questions out of people and if you do have a response to this please type it in just quickly emulation back to the YouTube advertising that you were talking about earlier Tron has just asked, I take it that the YouTube is a video that you'll need you'll need to create a video for someone like this yeah, the type of ad that I showed in the screenshot does but having said that, you can also run text ads on the YouTube network you might have seen those when you actually play a video and you see that text ad at the bottom of the video that's a type of AdWords ad as well and so you've got your choices really you can run the search ads that is displayed in that way or you can run the video ads that show before the video but that's all something that's done in the AdWords interface and sorry I did bring up the poll earlier just in relation to your question Neil but I did take it down this is just generating some responses so in terms of why people think it's important to understand their target audience in AdWords we have a few responses so Sylvia said for events that they're planning to run can be the same keyword John's saying so that you can directly tailor your message to them to get the highest conversions and to target ads better search phrases would you say that's what you would be thinking? Absolutely, yeah a lot of these answers are right on the money especially Alison's answer to target ads to better search phrases so the more that you can understand how you're already in searches and their browsing habits the easier it is to put together a keyword list that really matches that and with that you can actually create campaigns with higher budgets for the keywords that you think will work best obviously you want to wait until the data comes in to tell you exactly what works and what doesn't but the sooner you know that the better so it's very important to be inside the mind of your target audience and to know as much about them as possible before you even get started Definitely makes sense and just before we move on to a new section now I just want to answer Yanni's question so how long does remarketing go for? So how long do you follow them for a campaign? You can actually set that so you could set it for a few months for example you could set it for one month it is user controlled or advertiser controlled so it really comes down to what you'd like to set as your preference there I think in order for you to determine what that should look like you need to look into what the average lead time is for your product or your service if you've determined that it takes about three weeks for you to turn a conversion into a sale for example ads are maybe remarketing campaign that tracks people for about four weeks so you could use that as a bit of a guide Okay so moving on to the next section building granular campaigns I'll explain a little bit further down what granular means but I'll just jump straight into it Okay so first off we'll just start with another poll What would you be looking to promote with your own AdWords campaign? So A, products or product B, services C, events or D, fundraising And I'll set this up Jeremy so people can select more than one response as well but perhaps if there's something outside of these four things feel free to type them in the chat box That's right, yeah Information Okay great Well it looks like most people are going with B services Lead Gen campaigns They're definitely a great way to advertise using Google but I became to hear more about the types of services people are looking to promote It's looking pretty even for the rest right now Great, we'll stop that poll then Services came in at 69% Alright so moving on to creating your campaign I think I'll just jump on ahead there Okay so the very first place you want to start when creating your campaign is your landing page or landing pages So this is going to tell you exactly what you're advertising what your selling points are what your calls to action should be and that really dictates how the campaign is set up and what your ads look like as well So things you want to be looking for on your landing page Firstly what am I looking to promote with this campaign So what I've got here is a screenshot of the RedBat conferencing webinar landing page for today's conference and we actually created a campaign to advertise this So using this landing page you can see pretty clearly that we're looking to advertise a webinar an AdWords webinar So that would be really the fundamental of our keyword research trying to find keywords around that type of product or offering and from there we can research keyword themes that are related to that type of service and that's really where we start We start with the actual structure of the campaign which ties in with the next slide So I see quite a lot of campaigns that are managed by either other agencies or business owners and probably the most common mistake I see is people creating an account with one campaign one ad group and one set of keywords and that creates a few different problems Firstly only having one campaign means that you can only create, you can only have one set budget cap for all of your keywords and what most people will see is that from all the different keywords in their account some are going to convert really well and some are going to just get clicks but not really convert into sales or leads So you want to be able to separate those two types of keywords You want to have a campaign for keywords that convert really well with quite a high daily budget cap and then you want to have a campaign or campaigns with the other keywords in them that don't really convert that well but still might be worth advertising and that kind of ties in with that sales funnel as well Some people might not be ready to buy so they're not going to convert as well straight away but it's still worth advertising to those people The second problem with that is that when you have one ad group for all of your keywords it's kind of hard to create a set of ads that target all of those keywords individually You're going to have some pretty generic ads most likely So what we want to do is ideally have a set of ads for every keyword The structure that I actually go with is creating a keyword or an ad group for every keyword and that way we can write highly relevant targeted ad text for each and every keyword in the account So that screenshot there the flowchart actually shows you what an ad words account structure should look like A good place to start would be by creating a campaign for each service or each product but then you also might want to create a variation for high converters versus low converters exact match versus broad match There's a lot of different things you can do with campaigns and campaign names You don't want to be scared to have a lot of campaigns It might actually be very beneficial to have 100 campaigns if that suits your business and your website but definitely stay away from having just one It's the most common problem I see with ad words accounts and it can destroy the return on investment for your campaign completely Keyword research Once you've had a look at your website this is the next place to start with you'll provide for free called the Google Keyword Planner Now, using ad words webinar for example I've typed this right into the ad words keyword planner and after I've punched that in it's given me a bunch of different keyword ideas that might be related to the webinar or there might not be So I've just gone through this list checked the box next to which keyword that I think is relevant and that's built my keyword list Now there are going to be keywords that might be not as relevant as ad words webinar for example if we were looking to advertise this webinar there could be things like ad words tips ad words advice Now these keywords might not be as likely to convert as say ad words webinar for example as the keyword but they're still worth using and for that reason we could just create separate campaigns for these keywords with lower budgets so we're not spending too much on those keywords but we are still getting some exposure there It would be nice if we could only use ad words webinar to get huge volume for just that keyword but the fact of the matter is that there's not going to be all that much search volume out there for that one keyword so we need to go for the other keywords that might not be as likely to convert but still could be relevant and still could get some good results for us Okay so creating ads that work Now the thing to remember with ads is that really this is the first point of entry after someone's run a search or seeing your ad online There is one formula that tends to work better than others and that's using the actual keyword in the headline using a very strong selling point in the second description line and then having a call to action I always recommend having at least three ad variations for each ad group and you could test the placement of those different selling points and the use of the keyword in the ad but the important thing is to just test different things You want to give people a very good reason to click your ad instead of one of your competitors ads but it's also important to get a little bit creative as well especially when you're in a very competitive space In our ads for example you can see the screenshot there I've shown you some of click-click media's adverts that are running Now with these we could have put the fact that we have no contracts in the ads we know we could have put the fact that we have over 30 years combined experience but with our industry it's I dare say one of the most competitive industries when it comes to ad words so we've had to become very creative in what we actually put in the ads to get people's attention and you can see that there in these two examples We've also got an example of a display ad there on the right hand side as well We've tried to keep that pretty simple but also appealing to people So again it's just a matter of testing and seeing what works for your business in particular No one thing will work well for two different businesses So you need to really tailor this to your own business and just keep that constantly test and test different things and see what works for your audience and see what they respond to best Do you have any results on those three Jeremy in terms of which one did work best? These two ads finally enough in terms of the text ads work a lot better than the rest of our ads We have tried putting things like our selling points, our calls to action the fact that we have no contracts and over 30 years combined experience but these ads work best simply for the fact that I think that in our industry it is very competitive and a lot of people might say the same thing So it's important not just to have your selling points but you also want to make sure that your ads are different from what your competitors are doing as well and you really need to stand out because when someone goes to a Google search page and runs a search, they've got a lot of options there So you need to be the one that really stands out Be different Yeah, that's right, you need to be different Okay, ad extensions So ad extensions is a little bit of extra content that you can actually put on your ads I'm sure that if you've used Google in the last year, you've seen these in action Some of the popular ad extensions include call extensions So you can actually put a phone number next to your ad or just under your ad so that people can call without even going to your website And then there's something called site links as well which allows you to actually put additional links below your ad So you might want to send people directly to your contact us page You might want to send them to a special promotion But I always recommend for a lead general service-based business to use call extensions It's great for people like Plumbers because people might be on their phone They might be in a rush They might be looking to just call someone straight away and get some help So if they can do that without even going to a website then that's a better user experience and it just means hopefully more leads for your business as well In terms of an e-commerce website, site links will always be very powerful And one of the newer ad extensions as well is something called review extensions So if you've got a third-party review somewhere on a third-party website it would be great to actually use that in your AdWords campaign and a little review snippet will appear under your ad It's a great way of promoting confidence in your brand and your business and again, a great thing to test alongside site links and call extensions as well Google have become very good at actually showing you the results of each of these site links now So the data's there All you need to do is analyze it and see what works best for your ads Okay, and this is probably the most important part when it comes to setting up a campaign Conversion tracking Another common mistake I see when it comes to people running an AdWords campaign is that they simply aren't tracking conversions Conversion tracking allows you to put a bit of code on either thank you for inquiring page or thank you for purchasing page And from there, your AdWords campaign will tell you exactly what keywords and what ads and what days of the week, what weeks of the month are actually resulting in conversions And if you have any interest at improving your AdWords results then this is an absolute must You need to know what keywords are actually working for your business not just getting clicks and which keywords are wasting money and just getting clicks and nothing else Okay, so that moves us on to section 3, database optimizations So it's one thing to have a really good campaign set up but it's another thing to have that campaign optimize and fine tune from that point onwards Up until this point you're really just doing a bit of guesswork but once the data starts coming in that's when you can start actually making intelligent decisions to improve your results Okay, so a quick poll How familiar are you with the AdWords interface? So option A, I've logged into AdWords once or twice B, I've often made changes to an AdWords account C, I can use AdWords editor and D, I have no involvement with Google AdWords And I suppose we'll be going into this in a moment Jeremy but is it quite an easy interface to use? Not at first, there is quite a steep learning curve and it's evolved a lot and it's constantly evolving as well I started managing campaigns back in 2006 and back then there were no ad extensions there were really only keywords, ad groups, campaigns negative keywords and not much else So it's gone a long way in the last nine years and they're always, almost monthly, adding new features One of the new features when it comes to display is actually parental status targeting So this just came out this week You can actually run a campaign that targets only people that Google have determined as being parents or people that Google have determined as not being parents Yeah, I know the amount of stuff that they're actually tracking it's getting scarier and scarier actually You can track a lot in terms of age, gender where people have been to before with their browsing habits A lot is being tracked that we don't know about So it's very insightful as well Powerful So there we have 69% for option 4 So I have had no involvement with Google AdWords This section is going to obviously provide people with some more insight on that That's right, yeah, hopefully it isn't too advanced But again, you know, I've got my email address at the bottom of each slide So if you're confused about anything at all you can either ask questions at the end of this webinar or I'd be more than happy if you could email me directly and I'd be happy to help you out with any questions you might have Okay So firstly, auditing a campaign Now this is very important because I've come across campaigns where people have run a campaign and then six months down the track they've realized that their location targeting is incorrect So it's very important to very regularly go over your campaign look at the landing pages that are working which ones are not working quite so well and this is where testing comes into play So if you've got a regular test set up then something you can do every week, every fortnight, every month and just audit these tests and see what's performing and what's not for you Common things to look out for in an audit are what keywords are working and which ones aren't In an AdWords campaign you typically find that only 10% of your keyword lists will be the ones that actually convert So you want to make sure that you are focusing on those keywords that are converting You also want to look at the different ad tests you've got going on and more importantly the actual settings in terms of location targeting and budget as well Okay, so statistically significant optimizations So once you've got your campaign set up there's not a whole lot you can do because there's no data coming in You don't know which keywords are working, which ones aren't So what you need to wait for to happen is for all of the keywords in your campaign to actually get some traffic and that way a bit of a story gets told You might find that you get a keyword that gets 10 clicks and out of those 10 clicks it's got two conversions which is great, that's a 20% conversion rate In that case you'd want to flag that particular keyword as a high potential keyword But when it comes to optimization there is a certain amount of data that you do need in order to be confident that you are being told an accurate story A rule of thumb that I go by for the ad level testing is a thousand impressions for each ad at the very least You want to wait for that before deciding whether or not it's working or not When it comes to a keyword I'd want to wait for either two or more conversions or 100 clicks or more Just to further explain that If a keyword has got 100 clicks and no conversions that's when I'd start to say maybe that keyword is not one worth focusing on but no less than that However, if a keyword has gotten two conversions and 50 clicks that's when I'd flag that as one that's working quite well So where to find the biggest wins? There's a few places that you could focus your attention when it comes to ad words to really get the most out of your management and your optimization One example I've shown here in the screenshot is the search career report So before you go into this report you're only going to see the performance of your actual keywords but your keywords might be very different from what is actually being searched by your traffic in Google You might have a keyword that's set as buy shoes for example but your ad could be triggered by someone looking for shoe repair Sydney just because of the fact that they both include shoe It really does depend on your targeting method and your matching types But for this reason you want to look at your actual search career reports and you can find that in the keyword tab But what we often find with this report is that a lot of searches are irrelevant What we can do there is go through and tick a box to add them as negative keywords If people don't know what a negative keyword is just yet that's fine What a negative keyword is is that it pretty much works in the exact opposite way of a regular keyword If you don't want your ad to appear for any search that includes free then you can add free as a negative keyword and your ad will never appear when anyone includes free in their search moving forward So it's very important to have a really extensive negative keyword list The way to expand that is by analyzing these search career reports Again, you also want to make sure that you're keeping a close eye on the keyword level performance as well in terms of conversions As I said earlier, most of your conversions will come from the top from 10% of your keywords only and the rest will probably waste some money So you want to keep a close eye on that and also landing page testing That's another quick win You always want to test at least two different landing pages on your website and usually you'll find that one will work a lot better than the other So that's one thing you want to keep a very close eye on Because one thing I think we weren't alert early on Sorry, we just assumed that when someone clicked on our AdWords campaign they go to our website but it's really about thinking about how you can... because it's a different call to action, right? Yeah, that's right So one recommendation I usually give to especially service-based industries is to use a special typical landing page for AdWords When you've got a website that has a lot of pages and a lot of content people might get lost and distracted and before you know it, they're off your site and they haven't given you their contact details So one thing that we always recommend testing is testing your website against just a one-page landing page just for AdWords And a lot of the time what you find is that when you're using a landing page it has all the relevant information on that one page your conversion rates can greatly increase So that's one thing that you can test but again, you have to be keeping a close eye on those results because it can go both ways Your website might work better or your landing page might work better but until you get the data in you simply won't know So it's something you have to keep a very close eye on and always test Okay, understanding quality score So quality score is a metric that Google uses to really put a number on how well they think your campaign has been set up and how well it's running Really, to understand quality score all you have to understand is that Google want to get the absolute most amount of revenue out of their search engine as possible So what that means is that if your ads getting clicked on more than your competitors chances are they're going to roll you with a good quality score because for every click on an ads obviously Google get paid a bit of money So say a thousand searches are made on Google each minute they want to make sure they're getting as absolute many clicks out of that as possible for those a thousand impressions There's a few different metrics that determine what quality score is things like keyword relevance, your landing page relevance and most importantly the click-through rate So out of every hundred impressions or searches how many clicks do you get for that And yeah, that's really the best way to explain the actual quality score really it's a Google's way of ensuring the profitability of their ad network which drives 99% of their revenue Okay, landing page improvements Now we've kind of touched on this just a few slides ago in regards to Redback's landing page But when it comes to a landing page there's a few things that you want to really highlight Now what I've mentioned here is that you want to make the key information accessible within about five seconds There's been a lot of research into this and the research shows that if people don't find what they want in about five seconds on your site they tend to leave pretty quickly So the key information would be firstly, the first question I'll ask is does this website offer what I'm looking for So you want to have your product or your service description there Secondly, if you're an e-commerce store for example where do you ship to and what does shipping cost So a good method is to have your shipping information in the header of your website So no matter what page they go to in your site it's there for them to see You might have free delivery, Australia-wide or free delivery over $100 It's something that really just gives some information about the delivery of the product If you're a service-based business you might want to highlight things like we service Sydney-wide or we service Australia-wide or something that localizes a little bit and tells them where you offer it You also want to highlight something that makes you different from your competitors So you might have no call-out fee or free quotes or 20% discount this month Just giving them one extra reason to buy with you or use your service instead of one of your competitors Again, this is something that you always want to test as well So a good way to test what selling points your audience response to best is to play around with what you're highlighting on your learning page and also at the ad level as well Okay, so this moves us on to the next section AdWords Experiments Testing, testing, testing It's the key to improving your results What you should be testing So things like ad testing Seeing what ad variation your audience response to best Learning page testing So what selling points does your audience like better than others What different call to action What's the performance of those different calls to actions And what different match types works best for your business as well There are a few different match types to use in terms of keywords In AdWords, there's exact match Broad match modifier, broad match, phrase match These are all things you can test to see what drives the best results And exploration campaigns So this is another thing you want to test as well every now and then You might find that you're getting some great results with your current campaign and you're just not sure what to target in terms of keywords What we like to do every now and then with our campaigns once they've reached that mature stage is just coming up with a few different pretty out there keyword ideas And it's fine to do that as long as you keep the test very tight very controlled and having a campaign that's separate to the rest with a very tight budget And that way you can just get a feel for how these different keywords convert You might find that they actually work really well and that'll be a whole new keyword area for you to explore in the future It's important to run these tests to keep going out there for additional exposure And using AdWords experiments There's actually an in-built feature in AdWords that allows you to run real-time experiments You'll find this by going to your campaign tab then going to settings There'll be a little button at the bottom that says start campaign experiment For example, you might have a landing page that's just being created and you want to test it against your website So you can use this feature to create a 50-50 split test send half your traffic to your website and then half your traffic to the new landing page Once you've done that you'll be able to analyze the results very easily in your reports and see whether the control is working better or whether the experiment is working better And from there you can make a decision very quickly on what you want to run with moving forward Okay, well that's about it for today So just to wrap things up Firstly, know your audience before you try to sell to them This is very important Secondly, put the time into designing a campaign being as granular as possible So not just one campaign or one ad group You want to have multiple campaigns to be able to dictate where your budget goes and what keywords you focus on Thirdly, data dictates almost everything So you want to use the data that's available to you to make intelligent changes changes to your campaign And fourthly, if it's worth thinking about, it's worth testing Great Okay, we're going to go to some questions now just from the audience and we're just going to move that slide just so people have your details And we've also got an exit survey on the right-hand side So if you can please complete that and let us know your feedback that will be much appreciated So Alison and I think Linda's also asked a similar question in relation to Google grants and we spoke about this before the webinar actually So when charities have a Google grant which means they get free ad words is their interface and everything exactly the same and what is the difference between a normal organisation and a Google grants account? Sure, well it was quite some time ago that I last run a Google grant account but back then it was exactly the same so there shouldn't be anything different at all The only time that an ad words interface will be different is for people that use its AdWords Express which is a very simplified version of AdWords That's the only time where the ad words interface will change So if you've just gotten a Google grant it really just means that Google are paying for your advertising the interface should be exactly the same Great And any more questions please feel free to type them in the bottom left-hand corner in the chat box and also just in relation to Quick Click Media as well So they've got a blog which is sent how often is your blog sent Jeremy? Almost weekly And also you've got an AdWords audit tool which I've used before as well and it's a different way of analysing your AdWords accounts That's right, yeah Okay, well that pretty much wraps up for us I'm just going to go into Alison's question Is there anywhere to get training on Google Ads and what's the approximate cost? So this really depends on what level of training you want and how long We offer training at Quick Click Media and there are also a lot of online resources you can go to as well to get that Show me an email if you'd like My email address is Jeremy at clickclickmedia.com.au I'd be happy to point you in the right direction just based on what level of skill you're at currently and what you're looking to get out of the training And just to remind us everyone we'll send an email within 48 hours with a copy of the on-demand recording and also details on how you can contact Jeremy directly and link straight to the Quick Click blog to get any further information But I'd personally like to thank Jeremy Finally we've got you on a webinar we've been trying for some time now for presenting today and also just to quickly mention our charity spotlight for doing Red Pride which is an organisation that we work with and does some amazing things To build awareness and exposure for our charities we'd like to just talk a little bit about them and here are some links to their website and also how you can get involved how you can find out more about them as well and here at Redback we'd like to promote our charities as much as possible so if you'd like to get involved with our charity program please feel free to let us know and thank you once again Jeremy and everyone thank you for your feedback we'll be sending out the recording shortly other than that enjoy the rest of your day Thanks Sarah, yeah it was fun