Great to see you (again)!

3. Great to see you (again)! Dan Stratford Partner Certified Google Adwords

5. Agenda • What is Google Adwords? • Adwords vs. Adwords Express • To PPC or not to PPC? • How Much Should You Spend? • How Much Will You Make? • Implementing Google Adwords:Dos & Don’ts • Enhanced Features • What Happens When We Apply Ourselves?

6. Preface • Google Adwords CAN Be Profitable • Google Adwords CAN Help You Grow Your Business • However… • In many cases it is NOT Profitable in the short run • In many cases it is a break-even acquisition play • In some cases it is an expected loss • In some cases it is a gamble • For some businesses it may never be profitable • Adwords usually works best when part of an overall marketing strategy

7. What is Google Adwords • Google Search Results:“denver wedding photographer” • Paid Results • Organic Results • Organic/PlacesResults • Bid System • Higher Bids = Higher Placement • Relevance is a Factor

8. Adwords vs. Adwords Express In maps results…

9. Adwords vs. Adwords Express …and randomly in main results Different bidding system: Give Google a Budget They spend the budget over 30 days

10. Adwords vs. Adwords Express • Keyword Control? • Search Terms • Negative Search Terms • Winner: Adwords • More options? • Site Links • Tracking Phone Number • Conversion Tracking • Winner: Adwords • Cheaper Clicks? • Winner: Adwords Express?

11. Adwords vs. Adwords Express Cheaper Clicks - Adwords Express? • Average Cost Per Click in Google Adwords for Personal Injury Houston Related Terms:$42.12 • Average Cost Per Click in Google Adwords for Same Personal Injury Houston Related Terms:$46.71 • Winner? • A tie at best

12. Agenda • What is Google Adwords? • Adwords vs. Adwords Express • To PPC or not to PPC… • How Much Should You Spend? • Have You Done Your Keyword Research?

13. How Much Should You Spend? My secret formula…then potentially double or triple it for local… Total Clicks/Month Google Estimated Cost Per Click “Top 3” Monthly Search Volume for Exact Match Average Estimated Click Through Rate Monthly Budget

14. How Much Should You Spend? Stratford’s Formula…Columns: • Search Term • Monthly Search Volume • Cost Per Click for “Top 3” Position • 2% Estimated Click Through Rate • Search Volume x 2% = Monthly Clicks • Monthly Clicks x Cost Per Click = Monthly Budget • Total Columns @ Bottom

15. Agenda • What is Google Adwords? • Adwords vs. Adwords Express • To PPC or not to PPC? • How Much Should You Spend? • Making Campaigns ProfitableWhat is your cost per customer acquisition?

16. Making Campaigns Profitable • Industry average click to lead rate? • 2.7% • What can you attain with a top quality program? • Over 20%

17. Making Campaigns Profitable Industry Average Results: • Cost Per Click = $5 • Conversion to Lead Rate = 2.7% • Cost/Lead = $185.19 Sophisticated PPC • Cost Per Click = $5 • Conversion to Lead Rate = 10% • Cost/Lead = $50

18. Making Campaigns Profitable Sophisticated PPC • Cost Per Click = $5 • Conversion to Lead Rate = 20% • Cost/Lead = $25 Results? • Savings of 87% • Your Competitors Cannot Compete, or • You Cannot Compete Without an Optimized Campaign

19. Making Campaigns Profitable How much will a client cost you? • Lead Conversion to Customer Acquisition • $25 Cost Per Lead • 5% Conversion Rate = $500 • 10% Conversion Rate = $250 • 20% Conversion Rate = $125

20. Making Campaigns Profitable Example: “denver wedding photographer” Let’s go live…

21. Making Campaigns Profitable What is NOT Under Your Control • Search Volume • Cost Per Click • Some % ofCruddy Clicks • Google Changing Their Minds

22. Making Campaigns Profitable Under Your Control • Keyword Selection & Keyword Targeting • Affects Quality of Leads • Affects Closing Rate • Ad Copy • Landing Pages • How You HandleYour Leads • Tracking

23. Keyword Selection & Keyword Targeting Keyword Selection - Dichotomy • General Search Terms – “denver photographer” • Lower Conversion Rates • High Volume • Without them you may not get much traffic • Without them you may miss significant opportunities • Make the most of these with ads written to decrease click through rate • Targeted Search Terms – “pregnancy photography denver” • Higher Conversion Rates • Lower Search Volume • May not get much traffic at all • Write ads to increase click through rate • Keyword Discovery May Help You Find Sweet Spots

24. Keyword Targeting • Keyword Match Types – Vital to Your Success • Broad Match – NOT Recommended • Search Term: denver church • Possible Traffic You Will Drive & Be Charged • Denver church - Yes • Denver churches near wash park- Yes • Denver graveyard - Yes • Joel Osteen- Yes • The pope- Yes • Phrase Match - Recommended • Search Term: “denver church” • Possible Traffic You Will Drive & Be Charged • denver church - Yes • denver church near wash park – Yes • non-denominational denver church - yes • denver churches - No • denver graveyard- No • Joel Osteen- No

25. Keyword Targeting • 3. Exact Match - Recommended • Search Term: [denver church] • Possible Traffic You Will Drive & Be Charged • Denver church – Yes • Denver churches - no • Denver church near wash park – no • Non-denominational denver church - no • Denver graveyard- No • 4. Broad Match – “modified” or “qualified” – Recommended for Keyword Discovery • Search Term: +denver +church • Possible Traffic You Will Drive & Be Charged • denver church - Yes • denver church near wash park – Yes • non-denominational denver church - yes • denver churches- yes • denver churchy - yes • Joel Osteen- No • The pope- No • Must use a lot of negatives

26. Implementing Google Adwords: Dos & Don’ts • Match Types • Location Targeting

27. Implementing Google Adwords: Dos & Don’ts Location Targeting • Geo –Targeting • Example: “wedding photographer” search from a person Google believes is in Denver while searching • Will help drive lots of “local” traffic to your site • “Location Keyword” Targeting • Example: “denver wedding photographer” search from a person sitting anywhere (or just in the US, or US & Canada, etc.) • Keyword “denver” may be more of a buying signal • Conversion rates may be higher • Recommendation • Setup both in separate campaigns • Do not trust Google to make decisions for you: select “advanced location settings” • Separate Budgets • Track results • Over time determine if one should be favored over the other • Example

28. Implementing Google Adwords: Dos & Don’ts • Match Types • Location Targeting • Ad Writing

29. Implementing Google Adwords: Dos & Don’ts Ad Writing Rules Headline – 25 Characters Line 2 – 35 Characters Line 3 – 35 Characters Display URL – 35 Characters

30. Implementing Google Adwords: Dos & Don’ts Ad Examples Example of Ad to Drive High Click Through Rate: Geotargeted Ad in Colorado: Search Term: Workers Comp Attorney Ad: Workers Comp AttorneyKeyword in Title Find Out If You Have a Case Call to Action Call Today for a Free Consultation Call to Action Domain.com/WorkersCompKeywords in Display URL

31. Implementing Google Adwords: Dos & Don’ts Ad Examples Example of Ad to Drive Low Click Through Rate & Targeted Conversions Geotargeted Ad in Colorado: Search Term: Workers Comp Attorney Ad: Workers Comp Colorado“Colorado” affirms locations, prevents erroneous clicks Head, Neck, Back or Spine Injury Prevents “arm, leg or foot injury” clicks Call Today For a Free Consultation Only one call to action Domain.com/WorkersCompKeywords in Display URL

32. Implementing Google Adwords: Dos & Don’ts Enhance Your Ads With: • Phone Numbers • Site Links

33. Implementing Google Adwords: Dos & Don’ts Landing Pages • Match Search Terms • Calls to Action • Dynamic Tracking Numbers • Engaging Content

34. Implementing Google Adwords: Dos & Don’ts • Match Types • Location Targeting • Ad Writing • Display Network

35. Implementing Google Adwords: Dos & Don’ts Display Network a Don’t, Unless You Have a Need & Have a Plan • Ads appearing as banners

36. Implementing Google Adwords: Dos & Don’ts Display Network a Don’t, Unless You Have a Need & a Plan • Ads appearing in emails and other places as text

37. Implementing Google Adwords: Dos & Don’ts Display Network a Don’t, Unless You Have a Need & a Plan • Remarketing • Assists All Site Traffic

38. Implementing Google Adwords: Dos & Don’ts Display Network Warning:Google Defaults – Must Deselect • Display Ads Are Selected • Bids Are Selected by Google

39. Implementing Google Adwords: Dos & Don’ts • Match Types • Location Targeting • Ad Writing • Display Network • Tracking

40. Implementing Google Adwords: Dos & Don’ts Tracking • Knowledge is Power • Drives Right PPC Behavior • Drives SEO Behavior • Makes You Smarter Than Your Competition • Why Wouldn’t You Track Results? • Think callers will know how they found you? • Cannot access website code? • Low, low budget? • PPC is your only form of advertising?

41. Implementing Google Adwords: Dos & Don’ts What Can You Track? • Online Sales • Calls To Action • Pages Visited • Contact Forms • Even Calls • All At The Keyword Level

42. Implementing Google Adwords: Dos & Don’ts Examples of What We Can Accomplish When We Apply Ourselves Let’s go “Live”

43. Implementing Google Adwords: Dos & Don’ts Setting Up a Campaign Let’s go “Live”

44. Questions?

45. Contact Us Dan and Dan C1 Partners P: 303.501.1821 W: c1-partners.com T: @c1partners E: info@c1-partners.com