Transcript AdWords Optimization Specialist Recommendations & new build out Freeland Chevrolet 03 February, 2015 Note: These Recommendations and New AdWords build out were built directly by.

AdWords Optimization
Specialist Recommendations & new
build out
Freeland Chevrolet
03 February, 2015
Note: These Recommendations and New AdWords build out were built directly by Google.com . Got
Results Marketing has a dedicated on-going Google rep that they do all their initial build outs with and
keep up to date on all of the latest changes. Got Results Marketing performs all of the ongoing
optimization techniques.
Google Confidential and Proprietary
Structure & Organization
Google Adwords Organizational Structure- Best Practices
https://support.google.com/adwords/answer/2375470?hl=en
Step 1: Lack of Organization has revealed to us a lack of strategy,
and lack of goals identified.
a)
b)
What Areas does the client want to concentrate on?
What Specific measurable goal does the client want to achieve per profit center/Product
or service area? Ie: Do you want to sell 5 Camaro’s per week etc?
Correct Strategy: Organize the Adwords Strategy by aligning it with the website’s strategy,
emphasis, profit centers, and most importantly, Goals etc.
Question: What are your specific
goals to achieve? (try to include a %,$, or a quantity #, if possible)
a)
For example, the existing acct has Superfluous adgroups (ie Murfreesboro &
Nashville), Keywords are confusing Google algorithm, looks like a PLA
account in its structure.
b)
Ad Groups & Text Ads are way too general and they do NOT match the
keywords bidded on. They are too ‘Loose’ and will not deliver the best ROI.
c)
Or….do you want to promote the dealership and not just every single
car….for example: Text ads that have language like “Huge Inventory” or
“Camaro 2014 Clearance” or “Big Savings on Silverado” or “The All-New
Camaro”, or “Sidewalk Sale”
Google Confidential and Proprietary
30,000 Ft view of Existing Adwords Campaign
Keyword Findings- existing campaign
Too many keywords (1000s of keywords) for Budget Amount
($311/day)
a)
This budget will not allow the bidding on every single car or truck with every
single variation of the car or truck (which it has now). They’re just diluting the
budget, need to put some intelligent thought into what were trying to
accomplish. Fyi. if you are trying to sell specific cars attached in your inventory,
you need a PLA Campaign (Product Listing Ad) in Google Merchant Center
b)
Way too specific on every car keyword. The existing adwords account has
every car and variation under the sun.
c)
Need to use (all) 4 types of keywords: Broad, Negative, Exact match, Phrase
match.
d)
Has the feeling of keyword stuffing with no real identified organization or
strategy.
e)
Has the feeling of loss of purpose, for example are we branding the dealership?
Are we strictly trying to sell product only (ie: cars) that are tied
toConfidential
inventory?
Google
and Proprietary
Continued:30,000 ft view of Existing Adwords Campaign
Google Best Practices:
1)
Keyword Recommendations: First, Look at the website and extract
keywords:
a)
Start with keywords that offer the biggest ‘bang for the buck’
b)
Use Broad Match Keywords & Negative Keywords (see slide 6) to
start, then Optimize into Exact Match & Phrase Match on an ongoing
basis.
c)
Don’t bid on keywords that aren’t even on the website. Don’t keyword
stuff out of fear (or ignorance).
d)
Don’t dilute the keywords with 1000s of keywords with every single
variation. (Ongoing Keyword strategy is later and is in conjunction with Website’s
landing page, Ad Text(s), Ad Dimensions. We need to constantly see how it performs with
trial and error to optimize the keywords, ad text’s land page changes etc.)
Google Confidential and Proprietary
Keyword Recommendations
Keyword Recommendations- continued
1. Add synonyms of existing high quality keywords
2. Add missing plurals and singulars of existing high quality keywords
3. Remove duplicate keywords that are competing
4. Add negative keywords to filter our irrelevant traffic
Google Confidential and Proprietary
Keyword Recommendations
Negative Keyword Recommendations
Existing Keyword (Sample Only)
Negative Keywords - Sample
-article
Used Car
-association
Car for Sale
-shows
New cars
-blog
Chevrolet
-books
Chevy Nashville
-school
Used Cars Tn
-magazine
Car Sale
-software
2015 new cars
-employment
Buy car no credit
-forum
-insurance
Google Confidential and Proprietary
Optimization/Structure Recommendations
Campaign & Ad Group
Structure Recommendations
• Build out a campaign for every
website category AND vehicle
brand, use website for basis.
• Have one Ad Group per Vehicle
• Base account structure on website
structure
• Keep tightly themed Ad Groups to
maximize ad text and landing page
relevance, while increasing Quality
Score.
Freeland Chevrolet
New Cars
Pre Owned Cars
Financing
• We’ve selected 3 Ads per Ad
Group to start.
Specials
Etc…
Google Confidential and Proprietary
Ad Text Recommendations
• Ad Text’s are organized around tightly themed ad groups and revolve around
specific keywords in those ad groups and written with user intent on a per
Vehicle basis.
• Use keywords in the headline to promote relevance
• Use multiple variations (3 initially) of ad text(s) to see what works best
• Use ‘Calls to Action’ to promote desired behavior
• Use price points, promotions, and anything else that differentiates your
business and focuses on ROI
Sample Ad Group: 2014 impala
2014 impala
2014 chev impala
Sample Ad(s) we wrote:
New 2014 Chevrolet Impala
Save Big On Our 2014 Impala Models
Come Visit Us And Test Drive Yours!
FreelandChevy.com/2014_Impala
New impala 2014
2014 chevy impala cost
Price 2014 impala
{KeyWord:2014 Chevrolet Impala}
Blow out Sale of 2014 Chevy Impala.
Come In & Ask About Special Prices!
FreelandChevy.com/2014_Impala
Google Confidential and Proprietary
Google Remarketing
https://support.google.com/adwords/answer/2453998?hl=en
We built these ‘editable’ Google Remarketing Ads specifically for Freeland Chevrolet
(cut & paste this into browser), these will be customized on a per vehicle basis
https://adwordsdisplayads.googleusercontent.com/da/b/dabAdPreview?templateId=456&outputFormat=HTML5&width=300&height=250&visibleUrl=www.freelandc
hevy.com&destinationUrl=http://www.freelandchevy.com&isExpandable=false&irsKey=3071449715468926976&hl=en_US&ad=76128469408&adG
roup=23141327968&ocid=4634586072&s=88&showMulPreview=true&deviceType=0&isInApp=false&sig=ACiVB_yi2PeD4JJO0mobxG7FqXg9c0yHg
Our Goal here is to show ads to people who have
visited your website. When people leave your
website without buying anything, remarketing helps
you reconnect with Auto-intenders by showing
relevant vehicle ads as they browse the web or
search on Google or use mobile apps.
Dynamic remarketing takes this to the next level by
including the vehicles that people viewed on your
website within the ads.
Adding custom parameters to your websites’s tag
and creating a feed, can deliver customized, higher
performance ads resulting in more vehicle sale
opportunities
Google Confidential and Proprietary
Google Adwords Youtube Marketing Program
https://support.google.com/youtube/answer/2454017?hl=en
Here is a competitor in the market doing this:
https://www.youtube.com/user/MYFORDOFMURFREESBORO
The Goal here is to highlight Vehicles and sell your existing inventory via
Google adwords Youtube marketing inside of Google Adwords.
Side benefit(s) include:
• Enhances Dealer Image, Credibility, Buying Experience etc.
• Widens out the Sales Territory (for example: this ford dealership says at the
end that they provide free airport pick-up, Delivery to any state &
instructions on what airport to fly in to (ie: Nashville BNC)
• Provides the prospect a more emotional buying response, with them able to
“feel, taste, touch, hear” the “sexiness” of the product etc. Engages them
emotionally.
• Strategy to get rid of existing inventory that’s sitting too long
• Strategy to sell higher margin, higher ticket items, by enhancing ‘One-of-akind’ vehicle features and/or after market add-ons that can only be
purchased at that specific dealership.
• Able to focus on value and features, not just price. For example: Sound
System, Leather, Wheels, Engine Performance, Tint, Paint etc (closing
statements like: “The only thing this vehicle lacks is you testGoogle
driving
it”)
Confidential and Proprietary
Next Steps
Your Next Steps
• Reply to this email
• Include any comments about your optimization goals
• Review optimization once sent
Our Next Steps
• Perform optimization in 5 business days
• Follow-up with you to answer any optimization-specific questions
Google Confidential and Proprietary