AdWords Keyword Tool and Traffic Estimator another interface

As mentioned in our post on the tools our team uses to benefit clients, the Google AdWords Keyword Tool is a cornerstone of search engine marketing.

It acted as our resource to turn keywords into meaningful numbers. It was the tool that allowed us to give you projection numbers to highlight just what traffic we could achieve for your website. It was our rock. But, now it’s gone.

Well, not gone completely. Google recently announced that a new and improved tool called the Keyword Planner would replace the old Google AdWords Keyword Tool.

Previously, Google offered the AdWords Keyword Tool and another interface called Traffic Estimator. They both had their own functions, but were both   used frequently by search engine marketing consultants and AdWords specialists. As a result, combining the two tools into one made sense for the search engine giant and marketers alike.

Another reason for the change is to give their keyword assistant a general clean up. Both the Keyword Tool and Traffic Estimator had been around for a while and, if they weren’t combined into the Keyword Planner, probably would have gone under the knife soon for a makeover anyway.

What are the changes?

Google lists a few features of the Keyword Planner that are different to the Keyword Tool/Traffic Estimator. A lot of these are pretty industry lingo heavy so if you aren’t an AdWords expert, a lot of it may fly over your head. There are a few points that are worth noting though:

•Results are more exact. Previously the Keyword Tool gave you broad results. They are now a lot more targeted with exact match phrases the default setting. That’s means more accurate data.

•You can now drill down to cities, not just countries, for more location specific data.

•You can’t do device specific searches anymore. They are now lumped into one i.e. PC, mobile and tablet results.

•Traffic numbers seem higher in the Keyword Planner they were when using the Keyword Tool. This is because device specific data isn’t shown anymore, with all figures being pooled together.

More importantly, how will this impact my search engine marketing campaign?

From our point-of-view it’s business as usual. The new Keyword Planner will take some time to get used to (the Keyword Tool was a loved outlet in the FYIC offices) but won’t detract from our usual high standard of efficiency.

Ultimately, this change from Keyword Tool/Traffic Estimator to Keyword Planner will be a minor blip on the radar for our search engine marketing consultants. Our ability to provide quality Google AdWords help to our clients will continue at its usual high level!

Want to learn more about the Keyword Planner?

As always, we implore our customers to read up on anything SEM. That way we can talk more in-depth about your campaign.

•If you want to look into the new features and how to use the new keyword planner, click here.

•If you would like to start playing with the keyword planner yourself, click here.

Learn more about the author, give us a ring at 1300-76-00-84 and ask to speak directly to Jayson Rodda, today.

Your knowledge on the topic of Google AdWords

When we get a new client on board, it’s always great to open up an in-depth conversation about their SEM and Google AdWords campaign.

Unfortunately, a lot of customers are new to the industry, meaning our AdWords consultants are back to talking shop amongst themselves. Your knowledge on the topic of Google AdWords doesn’t need to be first class – that’s what we are here for – but it does help if you are up-to-date on a few key terms.
 

As an AdWords certified company, we want to ensure that our clients are starting off their campaign on the best possible note. Knowing just what our consultants are on about is a key step in your AdWords journey. So, after you’ve signed your AdWords management contract with us, why not settle in and go over the following key PPC terms.

Our AdWords help top 10 PPC terms

1. CPC: Stands for cost-per-click. CPC is not to be confused with PPC (pay-per-click). CPC refers to the amount that is charged to advertisers. PPC refers to the model of advertising (e.g. Google AdWords)

2. Ad copy: is the text that makes up your PPC advertisement. You only have approximately 140 characters to utilise in your ad copy.

3. CTR: Stands for click-through-rate. CTR refers to the frequency that your ad is clicked on by customers. CTR is calculated by dividing impressions by clicks. 1000 impressions / 100 clicks = 10% CTR.

4. Impressions: Impressions refer to the amount of times your ad shows up in search result pages. Impressions are key in determining your CTR.

5. Landing page: The page that your PPC advertisement is connected to. This page needs to be clean, concise and relevant to the information provided in your AdWords ad.

6. Bid: The amount you choose to bid to rank for each keyword. A high bid may earn you a higher ad position, but will also mean a high CPC.

7. Quality score: The way Google ranks its AdWords ads. Relevance, landing page quality and CTR come together to help determine quality score.

8. Ad position: Where your ad sits in the search results. #1 position is obviously best. #4 position puts your ad down the right hand side of the page. Some advertisers find this position beneficial.

9. Conversion: When a customer clicks on your ad and completes whatever CTA (call-to-action) you have on your landing page. This may be a form, product purchase or otherwise.

10. Social extensions: Google AdWords allows you to add Google+ statistics to your ads in order to make them more appealing. Worth noting if you have a G+ presence.

To any AdWords certified company, the information above is base knowledge. It is important for clients to know these terms to ensure a steady introduction into the world of PPC is achieved. Read it, understand it, and you’ll be on the front foot as soon as your AdWords management contract begins.

If you would like any more AdWords help, or would just like to chat PPC with our friendly staff, contact Jayson Rodda on 1300 76 00 84.

Learn more about the author, give us a ring at 1300-76-00-84 and ask to speak directly to Jayson Rodda, today.

Importantly this is done with the help of adwords keyword tool, although you may have complete control and be able to specify the search terms for your ads, the big question remains ‘how to pick the right keywords?’ To help you on your way to become a successful adwords manager, here is an explanation and how to article about adwords Match Types.

Zooming in To Your Target

Let’s say that you are putting up an adwords management services and you feel that you want keywords related to ‘adwords management services.’ There are three Adwords match types which are: Broad, Exact and Phrase. These are ways to search for Keyword Ideas that matches your search above. You can easily manipulate the google keyword tool by simply clicking on your preferred match type which is located on the middle left side of the tool.

Target: Wider Coverage

Broad match type is the default search in google adwords tool and it gives you keyword ideas that have a far reaching audience base. It also makes use of your word or phrase in different order. Like, if you are searching for keyword ideas related with adwords management services, broad match types can give you any keyword that is related to your search, even if it does not contain any of the search terms you have keyed in. Just take a look at the screenshot below.

The pitfall with using Broad search type is that there is a bigger possibility that you are also given irrelevant keyword ideas, just see the screenshot below. Further, when it comes to adwords keywords, your ad could show up in queries that are unconnected to your site which can lead unnecessary pay per click.

Target: Versatile Results

When using the phrase match type in googleadwords keyword tool, it gives you a more targeted result than the Broad search type with the specific phrase included in the results. Thus, it gives you a more controlled keyword idea results and better versatility than the broad match one.

You can see from the screenshot below that all results shown have the ‘adwords management’ word in each keyword idea. The keyword ideas shown may contain text before, in between or after the words in the keyword, but it always maintains the order in which you have typed. Like, adwords is always seen before management even if there are texts in between them.

As an adwords account manager, this is an important tool to use because your ads can show up for searches that contain the phrase adwords management and some other texts.

Target: Bullseye

Exact matches give you a bullseye target. In terms of adwords advertisement your ad will only be shown for the exact term and maybe a few misspellings and singular or plural form of the words.

Putting Into Good Use

Knowing all these will help you as an adwords account manager to choose the type of search that would best suit your needs. If you are launching a product that would need much publicity then a broad search is best. However, if you have a limited budget and would only want to advertise with a high guarantee on returns then an Exact search is for you. Lastly, if your product has so many variations, the phrase match would do you well for its versatility.

Give us a ring at 1300-76-00-84 and ask to speak directly to Jayson Rodda, today.

Google Adwords should be an effective channel for almost every business in Australia today. Unfortunately too many business owners end up paying the Google Adwords stupidity tax, the lucky ones for a month or less and (these people stop their accounts), others unfortunately have paid it for years and just don’t realise it and those that, get how Adwords work are achieving excellent returns and have unlimited budgets.

Having reviewed in excess of 500 Adwords accounts, there are common problems that appear time and time again. These mistakes often start before setting up an Adwords account.

Have a plan:

• Business goals – what do you want to achieve
• When you Find Your Ideal Customer – what is lifetime value of this client worth for your business
• Measures of Success – how will you track and measure performance
• Competition – how do your prices, services & USP stack up in the market?
• Can your business make money from Adwords?

Once you have answered the above questions, you will know whether Adwords is the right fit for your business. If you would like to understand more about each of these key points above, subscribe to our (members only section).

Know your targets:

Once you have defined what clients are worth to your business, you need to balance out short term and long term concerns.

You might decide that an average client is worth $20,000 to your business over 2 years. As a rule of thumb working on 20% cost of acquisition, you are willing to pay $4000 for every new client. That includes costs of salespeople, cost of marketing and cost of administration.

There becomes a balance for many small businesses, in managing cash flows. To win a new customer will only net $850 per month, yet cost up to $4000 to attain. This model is only scalable to cash flow limitations in your business.

Let’s take it to a deeper level.

Sale performance:

Talk with most sales people, they will tell you they close all of the good leads and the rest were tire kickers. If you are doing your own sales, and you are honestly assessing your performance, you might convert 20% of (non referral or repeat clients) into sales. This will range between 10-25% at the higher end.

If you don’t measure sales performance, start doing it! Buying leads from online marketing are very different to referral leads, the ROI is what counts here.

Lets then work on simple averages for this example:

• 10% of your leads turn into sales
• Business is already cash flow positive and can fund growth
• Willing to pay up to $4000 to win each client
• The business has capacity to service 4 extra clients per month
• The Adwords average cost per click is $10 and your market is big with 100,000 searches per month – to learn more about assessing market size, refer to article on Google Adwords keyword tool.

What is needed:

• 40 leads are needed
• Maximum cost per lead is $400 per lead
• You allocate a budget for up to $16,000 per month

What should you expect: On average

• Average market share from Adwords will be 2-3% – not aggressively bidding
• This suggest you could spend $20,000-$30,000 per month @ $10 per click
• Average conversion rate from click into lead is 1-2% = $200-$400 per lead

Ho w this will impact cash flow:

Based on $850 per month income from each client – 4 new clients = $3400 per month

• Month 1 = -$12,600 ($16,000 -$3,400 new income)
• Month 2 = -$9,200 ($16,000 – $3,400 new income + $3,400 previous month)
• Month 3 = -$5,800 ($16,000 – $3,400 new income + $6,800 previous month)
• Month 4 = -$2,400 ($16,000 – $3,400 new income + $10,200 previous month)
• Month 5 = $800 ($16,000 – $3,400 new income + $13,600 previous month)
• Month 6 = $4200 ($16,000 – $3,400 new income + $13,600 previous month)

Cash flow requirements:

• Hit profitability in between months 4-5 – $30,000 cash required approx

How to get above average results:

The average results quoted above include novices and dedicated professional teams with significant differences between either results making up the averages. Unless you are skilled in running lead generating campaigns there remains the chance (in the above example) of blowing nearly $100,000.

Working with a professional Online Marketing company with the above example should cost between 15-25% of your budget.

Budget on 20% to Agency for $10,000 per month = Pay the Agency $2,000 – advertise with $10,000. The services should include Google Adwords Management & Landing Pages designed for conversion.

Likely Outcomes:

• Boosting conversion rates from click into lead from 1-2% towards 5% will be game changing
• Reduced wastage on campaign
• Cost per click optimised with ideal Adwords quality score
• Correct tracking of leads to precisely measure cost per lead

An experienced Adwords consultant or Adwords company should be able to deliver 20-30% improvement to any average Adwords account. When combined with boosted conversion designed landing pages the potential scope for improvement is significant.

Think about the time and stress you will save yourself.

This is a typical example of many businesses trying to run Adwords account themselves.

If you would like to discuss your ideas for growing your business , we suggest rather than just jumping in feet first, talk with one of Australia’s most experienced Adwords Management team about what we deliver for clients businesses just like yours.

Find Your Ideal Customers is exempt from paying the Google Adwords Stupidity Tax.

We welcome you to join our series Find Your Ideal Customers – via Online Marketing where our team will provide tips used by the Pro’s that will reduce your Adwords Stupidity Tax.

Learn more about the Author: Jayson Rodda