GIM Greek Internet Marketing Google AdWords

GIM Greek Internet Marketing Google AdWords

Google AdWords

Google .

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(, , )
.

GIM Greek Internet Marketing Google AdWords

Contents
....................................................................................................................................................... 5
.................................................................................................................................................... 7
; ........................................................................................................................ 8
Ad Rank ......................................................................................... 9
Quality Score ........................................................................................................................................... 10
CTR ...................................................................................................................................................... 11
Ad Relevance....................................................................................................................................... 11
Landing Page Experience .................................................................................................................... 11
Quality Score? .................................................................................... 12
Google AdWords ...................................................................... 13
Google AdWords .............................................................................................. 17
7 Google Adwords .................................................................... 18
Google AdWords...................................................................................................... 20
Enhanced Campaigns .............................................................................................................................. 20
Remarketing ............................................................................................................................................ 21
Search Companion .................................................................................................................................. 21
Gmail Sponsored Promotions ................................................................................................................. 21
TrueView ................................................................................................................................................. 22
Ad Extensions .......................................................................................................................................... 22
Video ............................................................................................................................................ 23
Google AdWords..................................................................................................... 23
Keywords................................................................................................... 23
Commercial Intent ..................................................................................................... 23
Google AdWords Keywords SEO? ............................................ 23
Split Testing - Conversion Optimization...................................................................................................... 26
GIM Google AdWords Case Studies .......................................................................................... 31
Omiros.gr ................................................................................................................................................ 31
Google AdWords ................................................................................................................................. 31
Toppik ..................................................................................................................................................... 32
Camelot ................................................................................................................................................... 33
1. QS .................................................................................... 35

GIM Greek Internet Marketing Google AdWords

2. 10 Google AdWords .......................................................................... 36
3. ............................................................ 38
10+1 GIM Google
AdWords ..................................................................................................................................................... 40
GIM Greek Internet Marketing? ............................................................................................ 42
MarketingSeminars.gr............................................................................................................................. 42
GIM ................................................................................................................. 43
Internet Marketing ............................................................................................................ 44
Resources : .............................................................................................................. 46
................................................................................................................................. 46

GIM Greek Internet Marketing Google AdWords

Google AdWords

online
Google AdWords. Google
90% . Google, 2013,
56% Google (online offline):

, , business travel,
Google ( 82%).
, / Gadgets, , software,
. video games , cd, ,
, , , DIY. (//).

GIM Greek Internet Marketing Google AdWords

;
Google AdWords 2 , Google.gr:
1. Google (
)
2. Sites Google ( Sites
Google portals)
Google ( -)
10
cents .
Google
, Ad Rank,
.

, .
Google ,
. To Google
.
,
( Brand )
.
Google AdWords ,
.
AdWords , ,
.
.
GIM
Google AdWords.
!

GIM Greek Internet Marketing Google AdWords

Google Adwords (Search Network)
Google (gr, com, de)
Google ( Ask, AOL, In.gr ..).
- ( ) Google, Google
.
(
), .

( CPC - Cost per click)

GIM Greek Internet Marketing Google AdWords

(search)
(Display Network) sites Google,
Adwords ,
, video flash animation. Sites
Gmail YouTube.
clicks,
( CPM - Cost per mille,
).
.
CPC CPM.
plays.
branding!

;
Google AdWords clicks
impressions .
;
Google AdWords ,
.
-
.
.. 20 cents ,
( )
20 cents .
1000 Site ( 30
), 20 cents * 1000 click = 200
.
.

GIM Greek Internet Marketing Google AdWords

Ad Rank
Overture ( Yahoo 2003)
click (CPC Cost Per
Click). CPC
.
2 :
1. ,
!
2. site
. Sites,
-
( Google).
,
(
).
Google
2 :
1. (Click Thru Rate - CTR)
2. (Relevance) site (Landing Page
Experience)
CTR (
). Score
:

Ad Rank = CPC * CTR

,
Google!
2005
CTR (Ad Relevance) site
(Landing Page Experience).

GIM Greek Internet Marketing Google AdWords

3 CPC bid (CTR, Relevance, Landing Page Experience)
(Quality
Score).
:

Ad Rank = CPC * Quality Score

Overture
(CPC) Google
.
Google Adwords CPC
Quality Score!
Ad Rank
Ad Rank Ad
Extensions ( .. (site)links )
(.. ).
AdWords Google
:

(CTR)



Ad Extensions links

;
Google , ,
!
CPC . Quality Score
.

Quality Score
1 10 Google
( 10 5 !).

GIM Greek Internet Marketing Google AdWords

Tip: - AdWords
mouse bubble:

-.
Google
.
3 quality score
(CTR), (ad
relevance) (landing page
experience).
:

CTR
click 10 100 ,
10%, AdWords CTR 10% (click thru rate).
CTR 1,5%. 1,5%
.

Ad Relevance
Google -
ad relevance.
-

Landing Page Experience

,
, ,
Google .

GIM Greek Internet Marketing Google AdWords

Quality Score?
Ad Rank CPC.
;
CPC!
() ; ;
:
CPC!
;
:
GOOGLE!!!
: GIM,
; ;-) fans GIM insiders Internet Marketing. : With great
knowledge comes great comes great responsibility
;
Quality Score (QS) !
Quality Score Ad Rank, Ad Rank
.

, !
,
.
Ad Extensions.
;
-

site .
Google :

( )

( )

GIM Greek Internet Marketing Google AdWords

,
!

3 ,
.
GIM AdWords Campaigns
,
. ;
CTR,
.
CTR
Budget .
CTR Target Group,
Best Practices
GIM .
.
Best Practices Shortcut ,

. (
).
Tip:
, ; 211-7153031. shameless self-promotion !

Google AdWords

Google AdWords
. Google
...
!
Google AdWords
, .

GIM Greek Internet Marketing Google AdWords

:-)
SEO,
Google AdWords .
budget .
;

Google
AdWords ( GIM AdWords Audit).
,
-:

4 :

www.onomapelati.gr/

GIM Greek Internet Marketing Google AdWords

&
. Online!

().
& . Online! .
Google,
. Best Practices

AdWords, .

split testing
( ).
!
,
.
Google AdWords Keyword Planner,
. ,
.
2 Google,
.
.
,
,
, .

! (. Perry Marshall Google
AdWords, Support Center Google).
.
,
.
;
.
, .. .
.

GIM Greek Internet Marketing Google AdWords

(CPC) 0,25.
, , .

(CPC).
!
Google AdWords ;
R.O.I.
. R.O.I. ( ) 1
1 .
,
.
.
.
Google AdWords account
track record AdWords account
.

Google AdWords & Eshops

Eshops
Eshops
. Eshop!
Google AdWords Conversion Tracking (
1 cent )
, placement , .
Eshops
AdWords Google AdWords Conversion Tracking.

()
.
Eshop, , .
Offline Google
Eshop :
https://support.google.com/adwords/answer/2998031?hl=en
Google AdWords
, Google.

GIM Greek Internet Marketing Google AdWords

Google AdWords
E-Shops Direct Response Internet
Marketing .

Google AdWords
,
. Google AdWords ,

Google AdWords. -
.
, CPC
.
.
Google AdWords:
1.
2. arget group :

Google

3.
4.
5. Site
6. Tracking
7. AdWords

,
budget:

-
-
-

GIM Greek Internet Marketing Google AdWords

Google AdWords

Brand.

CPA. CPA Cost Per Acquisition. ;
, / 10.
10. CPA
10. CPA 11 .
( landing page) CPA 10
Budget . CPA 10
Budget ( ) .
SCALE! ( stock )
.
sophisticated
Customer Lifetime Value (CLV).
:
.
5 4000. , 2
/ . 12.000.
CLV ,
( ).

7
Google Adwords
campaigns Google
Adwords. , .
,
. Google, , ...
.

GIM Greek Internet Marketing Google AdWords

:
1. Analytics! Adwords,
site, ,
. Analytics
(traffic, /, ) .
! !
2. Google Adwords, .
, target groups,
, .
budget . ,
/ .

3. (Google, .
Google) ( sites Adsense). 2
.

.. !
Google 2 .
2 ()
2 .
4. . ... ,
. budget
. -
( ).
, , .

5. budget ,
. ,
, .
Adwords "",
2 , .
6. Rotation. Google
Click Through Rate (CTR).

.
,
. , site , .. timing

GIM Greek Internet Marketing Google AdWords

.
Google. Ad Rotation even .
7. Split-testing. rotation .
!
! , .
"" ,
target group . Adwords
CTR ,
,
. "" -> !
: " !".

Google AdWords.

Google AdWords
Enhanced Campaigns
Video: http://www.youtube.com/watch?v=yV9rzYo4Jrk
Google 2013 AdWords (enhanced).
.
Enhanced Campaigns;
enhanced campaigns (bid)
, .
ad extension
.
, , ,

, Call Extension ( )
,
.

Google AdWords.

GIM Greek Internet Marketing Google AdWords

Remarketing
Remarketing
Site ( , , ).
.
site ;
Remarketing!
Remarketing site
site
Remarketing .
Google Analytics
Remarketing Lists .
Remarketing Eshop
. Remarketing List bid
Site Bounce ,
10 .
Remarketing.

Search Companion
- AdWords,
. .
Search Companion AdWords,
.
! .. Banner Site Google (..
YouTube)

Gmail Sponsored Promotions

1000 Gmail,
. Gmail Tabs, 3 tab
( ) Gmail.
CPA
Budgets .

GIM Greek Internet Marketing Google AdWords

TrueView
TrueView YouTube sites
. YouTube.
.

skip 5. true view,
30.
:

YouTube

Google " "

Google YouTube,
YouTube
Google.

Ad Extensions
Video: https://www.youtube.com/watch?v=lqK2xl6Li4A
ad extensions :

App extensions
Call extensions
Consumer ratings and annotations
Location extensions
Previous visit annotations
Review extensions
Seller rating annotations
Sitelink extensions
Dynamic sitelink extensions
Callout extensions
Social annotations

extensions .
Ad Extensions , CTR,
ROI.

GIM Greek Internet Marketing Google AdWords

Video
Google AdWords
: http://www.youtube.com/watch?v=u4RkNHNYGME

Keywords
http://www.youtube.com/watch?v=8OYx-eSqoq8

Commercial Intent
http://www.youtube.com/watch?v=FQddpBw5cC4

Google AdWords
Keywords SEO?
H GIM Greek Internet Marketing
SEO. SEO Site
(
AdWords).
SEO Google AdWords
Search Engine Marketing. 2 ,
. ROI.
( Resources ).
SEO -.
, SEO .
Site SEO Google
.
- SEO;
, , Google Keyword Planner Google AdWords?
... Guru Google AdWords, Perry
Marshall Google AdWords
- SEO.
- ( traffic) .

GIM Greek Internet Marketing Google AdWords

. Marshall.
,
( SEO)
.

Google AdWords
SEO,
ROI
( - ,
).
GIM -
AdWords .
-.
Google Keyword Planner
( )
Commercial Intent ( ). -
.
(
) Google AdWords Testing.
SEO -
.
Google AdWords Testing?
group
.
Search Terms Report :

* Conversion Value > Conversion Cost

( Conversion Value Lifetime Value )

-
SEO.
Google Keyword Planner AdWords?
AdWords .

.

GIM Greek Internet Marketing Google AdWords

;
Google Keyword Planner
.
10 , 1 site Google
1-2 clicks . Conversion Rate ( ) 2%
SEO.
Lamborghini :-)

Google Keyword Planner

-, -
.
.
Google AdWords?
Google AdWords
. Google AdWords
- SEO, ROI
Google ( Google AdWords
SEO).
ROI - SEO (
CTR 5% site 1 Google).
" "
site (Title)
.

GIM Greek Internet Marketing Google AdWords

Google AdWords SEO, ROI
. ;
AdWords ,
ROI
, ROI . SEO
ROI -.
,
.

Split Testing - Conversion Optimization

site ;
...
sites sites
.
site
:

, :

Conversion Rate Optimization

,
Conversion Rate Optimization.
Conversion Rate Optimization ,
Site ,
, Split Testing.
Split Testing

GIM Greek Internet Marketing Google AdWords

split testing, .

(.. ).
( )
( ), , . (
; case study)

split testing, Multivariate testing

2 (
2 ).
/.

usability (), personas/profiling, copywriting ( ), analytics,
interface design. traffic
, case studies
.
Split Testing
Heatmap,
.

Heatmap
site
heatmap. clicks heat
().

GIM Greek Internet Marketing Google AdWords

heatmap conversion
rate .
GIM Certified Parner Wingify
split testing Visual Website Optimizer. internet marketing, Conversion
optimization Wingify,
.

A/B

Multivariate

Split URL test

Geo-behavioral targeting (
.. Facebook)

( newsletter optin )

Realtime

Heatmaps & clickmaps ( site

!)

Usability tests (/)

GIM Greek Internet Marketing Google AdWords

Visitor segmentation & targeting

traffic

Google Analytics

Cross-domain tracking ( sales funnel 1 domain)

monitoring & (
)

API

site,

( ) cookie
(
!)

link link (URL),

.. file download.

link

GIM Greek Internet Marketing Google AdWords

.
newsletter .

. AJAX
( ).

Bounce Rate - Engagement

site
site.

Custom Conversion Goal :

javascript .

GIM Greek Internet Marketing Google AdWords

GIM Google AdWords Case Studies

Omiros.gr

. ,
.

Google AdWords
Google AdWords
( 2013) , ,
budget, leads
.
,
15 50 ad groups.
insights , 50
keywords
. , ,
, , Security ...
, ,
15 :

GIM Greek Internet Marketing Google AdWords

1. clicks 17,54%, 24,32%
2. CTR 25,51% 79,25% .
3. CPC 35,62%
4. Average visit duration 48,76%
SEO
Google AdWords SEO .
2 Google
.

Internet Marketing Google Adwords,
' .

Toppik
projects Greek Internet
Marketing Toppik.gr
...
.
2000 Google AdWords,
750!
ROI ( ) 550%
Google AdWords
. site ,
site "penalty". 2 SEO site 100 ,
1 .
Conversion Optimization
SEO Google AdWords, 100 site
conversion rate . 2
, design, Copy . conversion
rate 3% 4% (33% !).
33% Live Support conversion
rate 4,2% ( 1 !).
List building Email
marketing . subscribers

GIM Greek Internet Marketing Google AdWords

. exit popup subscribers
50 .
site blog,
forums, Facebook Twitter.
split test site.
split-test autoplay video. split test
banner 1 . banner conversion rate
16%.

Camelot
Camelot 1945
, .
, .
To 2013 Internet Marketing ,
,
Columbia Brand.
Google Adwords Campaign
Google
AdWords campaign, :
1. 600% ,

( bounce rate, , site)
direct (= brand)
2. , ,
4 1.000
(conversions),
(search network) 5,15%!

Facebook Ads &

GIM Greek Internet Marketing Google AdWords

Facebook,
fans engagement.
Facebook ads
.
!
2 :
likes 138 2249! ( 1500%)
900%
likes/comments/shares posts 300%
reach post 650%
, target group fans
.
Facebook page, Facebook
website,
Facebook site, 2000%

GIM Greek Internet Marketing Google AdWords

1. QS

To Quality Score .
Quality Score :

CTR keyword matched ( .

Google . ,
)
CTR Adwords!
CTR display URLs

(landing page)
keyword Ad Group
keyword matched (search query)

(.. mobile)

CTR, , landing page,

!
:

keywords
site
sites
landing page
H
H (.. mobile)

landing page.
.

GIM Greek Internet Marketing Google AdWords

2. 10 Google
AdWords
Google AdWords .
""
.
. ,
.
1.
.
( ) .

2. Sitelinks Extensions

CTR (clickthru rate).

3.
. .
. USP ( ),
, sitelinks extension :

4. ( !)
; ? !

GIM Greek Internet Marketing Google AdWords

5.
.
. ;

6.
:

7.
, #1, %, !,

8. 2 1
2 2
.
2 ...

9. ...

GIM Greek Internet Marketing Google AdWords

. &
( )

10. Social Proof

; !

BONUS TIP!
,
...

3.

.

.
;
,
; .
.
target group
celebrities , publi
() ...
online?

GIM Greek Internet Marketing Google AdWords

online sites
, blogs .
2 Google Facebook.
Google Adwords
.
, !

;
. Google Adwords
.
( )... .
100% .
.
" ", "
" . ;
!
Facebook...
Facebook , .
Facebook ! ...
Facebook (www.facebook.com/ads/manage)
target group (.. , 25-35, ,
) "" .
Facebook?
2 :
) (site) Facebook
Fans
) Facebook tab
Facebook ,
.

GIM Greek Internet Marketing Google AdWords

10+1 GIM

Google AdWords

GIM
Google Budget.
1.

2. Conversion Tracking Site
keyword
3.
Site
4. (Quality Score) AdWords

5. Google

6. ,

7. Google " "

8. Online
Google Google Engage
9. Google AdWords GIM,
Ogilvy
10. Case Studies DOS ENERGY HELLAS

11. Budget 600.000

GIM Greek Internet Marketing Google AdWords

!
!
Google AdWords.

Facebook, Linkedin, Twitter YouTube.
Link
www.greekinternetmarketing.com/adwords-book , Like,
tweet ( )
Internet Marketing .
resources
Internet Marketing.

GIM Greek Internet Marketing Google AdWords

GIM Greek Internet Marketing?

GIM Greek Internet Marketing
Internet, E-Commerce
Internet
.
2009 .
GIM
Internet Marketing .
site
GIM.
, GIM :

portfolio direct
E-shops Online booking websites
Internet
Metlife Alico, , Bodybuilding Club, , IVF EMBIO, Alarco RCD,
Dermamed, Decorex , Neon Energy ..
Search Engine Optimization
Internet Marketing
Article Marketing Online Video Marketing PromoActors.gr WebVideo.gr

MarketingSeminars.gr
, GIM
marketing,
.
GIM www.MarketingSeminars.gr :

Internet Marketing
Social Media
SEO Search Engine Optimization
Google Adwords
Video & Viral marketing
E-Commerce

GIM Greek Internet Marketing Google AdWords

Website Internet,
.
Internet
, .
budget Internet.
Internet
.
Internet Marketing
.
website ,
website .

GIM
DVD Marketing
e-books, :
www.greekinternetmarketing.com/store

GIM Greek Internet Marketing Google AdWords

Internet Marketing
Internet Marketing .

.
GIM Internet Marketing
:

1. INTERNET MARKETING CONSULTING

1.
2.
3.
4.
5.
6.

Basic Website evaluation (, marketing)
SWOT Analysis
Conversion Rate ( /fan)
Monetization
Email Marketing
/

2. SEO AUDIT & CONSULTING

1.
2.
3.
4.

On-Page site Google

Off-Page Backlink profile website
SEO
Checklist Site

3. GOOGLE ADWORDS AUDIT & CONSULTING

1.
2.
3.
4.
5.
6.

Google AdWords account

campaign, ad groups, keywords, placements
Google AdWords Reports
CPA
AdWords
Tips Remarketing, Youtube Truview

4. SOCIAL MEDIA AUDIT & CONSULTING

1. Social Media Marketing performance evaluation
2. Facebook
3. Tips Social media marketing

5. E-SHOP AUDIT & CONSULTING

GIM Greek Internet Marketing Google AdWords

1.
2.
3.
4.
5.
6.

E-Shop


Usability Tests & Heatmap
Google Analytics analysis
Conversion Optimization

211 7153 031 .

GIM Greek Internet Marketing Google AdWords

Resources :
Corporate site:
www.GreekInternetMarketing.com

Web hosting:
www.FastHosting.gr

Video:
www.WebVideo.gr
www.PromoActors.gr

Facebook pages:
www.Facebook-pages.gr

Social Links:
http://www.facebook.com/GreekInternetMarketing
http://twitter.com/MarketingTipsGR
http://www.linkedin.com/company/greek-internet-marketing

GIM Greek Internet Marketing
:

211-7153031

/: & 1, , 165 61,

Email: info@greekinternetmarketing.com
www: www.GreekInternetMarketing.com