Google Ads Auctions
- Keywords – Google Ads Auctions are based off of keywords. Whenever you bid for something on Google Ads, you’re bidding on a keyword within the SERPs
- Search Terms – What search terms your ad is triggered on depends on how you set up your keyword match type
Google Ads are Based off of the English Auction, meaning that you pay just over your opponents max CPC. There are other things as well
Ad Rank
Ad Rank determines where your ad will appear in the SERPs. The higher your ad rank, the higher you will appear. Remember, Ad placement is not only based off of bid alone. Ad Rank takes into account:
– Bid – max you’re willing to pay for a click
– Ad Quality – Quality of Ad and relevance of landing page to search term
—> Expected CTR, Ad Relevance, Landing Page Experience
– Ad Extensions – How many extensions you have.
Improving Position of your Ads within the SERPs
– Improve Bid, Extensions, Quality Score
Decreasing CPC:
– Create great relevant ads and awesome landing page experienecs will help lower your CPC and your positioning
– More targeted, more relevant, better experience, less CPC
proftiable, experiment, bofu, tofu, how much bid, anticipated revenue
Basics of Keyword Research
Goal:
- What are your searchers searching for your product?: Discover what keywords and terms searchers are using to find your products
- TOFU/MOFU keywords Get an idea of TOFU/MOFU keywords searchers are using. Remember, BOFUs easy. There is gold to be found at TOFU/MOFU too. Conversion rates are lower, but competition and saturation is too. Also cheaper. Profitability could be higher though
- Buyer’s Funnel and Journey – Each part of the funnel plays a specific part with specific landing pages. how does it fit with your profitability? What frustrates your customers? How are they searching for you? What questions may they have? -> Awareness, interest, desire, action
- Volume Estimates, Cost Estimates -> Match Types are important – What are the stats associated with the keywords we are going to target? Volume, cost? This influences a targetable search volume and cost estimates.
- Competitor Research
- What keywords are being targeted by competitors?
- What ads are shown for these keywords?
- What are the landing pages for these keywords?
- Have to think of keywords in terms of:
- profitability
- Experimental
- TOFU, BOFU, MOFU -> Even tofu keyword have potential. might not have high conversion rate, but may be cheap and have high profitability
- How much will you bid per keyword?
- anticipated revenue
Basics of Keyword Planning
Keyword Planning
This is when you have a large list of all the keywords you want to target
Planning is whereby you organize this into a structure of what you want to target
Bidding: What bidding strategies are we going to use and what is our budget?
Peripheral / Target KW:
- Target KW: Searcher is showing buyers intent
- Peripheral: Less commercial intent, but cheaper
The whole idea here is to understand and come up with ideas on how to profitably bid on TOFU/BOFU/peripheral keywords. This is what will set you apart from the competition.
How Should we Start?
You have to plan and choose keywords accordingly to how much data/budget you initially have. i.e. you can’t spread a $50/day budget across 500 keywords… data will end up being too thin.
Think about the Data – Am I getting good data? Am I spread out too thin to the point where I won’t get any good data?
80% Target / 20% Peripheral – Research/RD.
Peripheral Keywords -> Goes to informational content, gives them answer to the question. Consider outsourcing this.
Target Keywords -> Goes to landing page
Basics of Keyword Organization
Keyword Organization = Grouping – Take the keywords you want to bid on and organize them into tightly themed groups of 10-25 keywords per ad group.
Ad Groups = Remember, AGs rotate the keywords within it. Has to be tight so that it’s targeted. You want traffic to match the landing page
Where to Do? -> Excel, Sheets, KW Planner.
Skags/100s -> This doesn’t work
Themes: You want to group your keywords into thematically related ad groups
- Where in buyers funnel?
- Buyers Intent / Needs Based
- Action Words (buy x, rent y)
- Category/Feature based