Google Adwords

My mantra

I strongly believe that AdWords without Analytics is like a fridge without a door, it may keep things cold but you are throwing away money.

My Experience

  • Industry research – identifying customers niche and the advertising potential in your niche.
  • Website analysis – thorough and detailed analysis of your products or services to create the most effective strategy for your campaign.
  • Target market – target market analysis to build out relevant and highly targeted keyword lists and ad texts.
  • Keyword research – thorough keyword research to get highly targeted traffic and to maximize conversions.
  • Creating enticing ad texts – creating ad texts and variations, tweaking and testing them to maximize traffic, conversions and overall ROI.
  • Campaign structuring – campaign, ad group and keyword structuring to ensure success right from the start.
  • Bid management – assigning appropriate CPC bids to maximize ad-spend.
  • Weeding out irrelevant traffic to your website to attract only highly targeted visitors.
  • Increasing CTR and reducing customer overall avg. CPCs significantly.
  • Campaign monitoring and maintenance to ensure continued campaign success and optimal performance.
  • Conversion tracking via Funnels and conversions in AdWords and Google Analytics.
  • Campaign advice, suggestions and feedback
  • Landing page optimization
  • Frequency capping

I have set up, optimized & successfully run over 100 campaign for clients with a variaty of needs , budgets and markets leading in-house teams – this includes all spects of the campaign, from Keyword research, Analytics Funnel setup, to landing page developement. From niche campaigns to national campaigns with a $50,000 tv advertsing spend. For Visa and Nissan I collaborated with internal and external teams to generate advertising campaigns, analyze performances and effectiveness against lead targets. I have implimented both CPC and CPM campaigns.

I am familiar with Adwords Remarketing, using keyword insertion effectively, Adwords Automation, Cost-per-phone call bidding, Conversion Optimizer, Contextual targeting, billing thresholds, using location extensions, using “broad”, “phrase match”, “negative match” and “Exact match”, Ad rotation and Adwords Experiments.

AdWords Planning

Proficient using all marketing tools such as AdWords Editor, Traffic Estimator, Bid Simulator, Google Analytics, Google WebMaster, Google insight and internal ROI tools. Negative keywords – duplicating negative keyword lists campaigns or ad group. Have extensive experience with Local Search techniques including location-based placement.

Familiar with mobile site development and adwords using Google phone number phone number, then analyizing all analytics based on phone calls made from mobile devices in analytics. Using frequency capping to limit the number of times ads appear to the same unique user accross the Google Content Network and accross each ad, ad group, or campaign. Creating optimized landing pages – remember – “Out of the zenlike stillness of your website, your call to action should arise.”

Adwords performance monitoring

Using AdWords Editor Working offline I make bulk changes (such as updating bids or adding keywords) in just a few steps, copy or move items between ad groups and campaigns, circulate proposed changes and get feedback from other users – before uploading all changes to the network. Keeping track of expected clickthrough rate, ad relevance score, and landing page experience score and most importantly Quality Score. Analyzed performance data in all online marketing channels and created reports for DBRS, Visa Canada, Nissan Canada and all clients using Omniture SiteCatalyst, Google Analytics, and SQL databases.

Find underperforming Keywords & Ad Groups – using the Advanced Search function you can generate a list of poorly performing keywords. For example, highlight the campaign, open Advanced Search, skip down to the ‘Performance Statistics’.

Making sure there is enough conversion data to determine which ad is likely to provide the most conversions thereby optimizing my ads used giving me the highest conversions.

Adwords Campaign Outcomes

  • Increased Click Through Rate (CTR from 1.89% to as high as 5% for some campaigns) . Google’s average is 2%.
  • Increased Online Sales of websites using existing budgets based con increased conversion rates in analytics.
  • Saw an increase in returning visitors through finding a website’s  ideal audience with Demographic Reports
  • With Campaign Insights we measured how a display campaign raised brand awareness, or activated user interest in a particular product or service like  the Visa Debit Card.

I am working on my “Google Adwords Certified Professional”