Hi! I’m Adam Sugihto, founder of Intention.al, a Google Certified Partner, servicing Paid Search & Display Advertising in Melbourne, Australia since 2007.
My approach to Google Adwords is based on the Pareto Principle: target the 20% of keywords that return 80% of your business results. This is a distinctly different approach to those who use a ‘broad brush’ approach that attempts to be a ‘jack of all keywords’ and turns out to be a ‘master of none’.
I’m responsible for structuring, copywriting and performancing Google Adwords accounts – primarily those with budgets greater than $1000 per day.
I’m fortunate to count Perry Marshall as my mentor and am part of his Adwords Mastermind group and I also count Scientific Advertising pioneers Claude Hopkins, Lester Wunderman & David Ogilvy as my inspirations.
You can also connect with me personally on Twitter: @adamsugihto.
I am primarily engaged to target three specific areas of Advertising with Google Adwords:
1. Setup. If your business is just getting started – congratulations! You are now in the best position to structure a Google Adwords advertising account that will serve you well for years to come. The decisions you make in the Setup phase are the difference between achieving your long-term advertising goals or having someone like me take advantage of your advertising short cuts.
2.Re-Start. Over the years, I have inherited many online advertising accounts from other digital agencies. Often these accounts used to perform well but have now been become a liability thanks to continuous Adwords innovations. Just like an older computer sometimes needs a ‘fresh install’, so does your Adwords account, in order to allow you to compete on an even playing field and to make it hard for competitors to outrank you for your own keywords.
3. Performancing. If your goal is to retain well tuned Adwords account, then no account can afford to remain static. Assuming you already have the right account structure, the only way to fend off competitor attacks successfully is to continually:
a) Test your online advertising (against a verified control), and
b) Incorporate Ad Innovations as they come to market
Now lets delve into each of the above three areas in more detail …
Any online lead generation strategy can essentially be broken down into two categories: ‘Free’ or Paid.
‘Free’ online lead generation strategies refer to techniques of reaching an audience that don’t require payment to use the medium (of course, you still must factor in your time devoted to content production). Free can include:
‘Paid’ online lead generation strategies refer to methods of reaching an audience that require payment to use the medium. Paid often includes:
Each one these ‘Free’ and ‘Paid’ strategies have their own snipers so it pays to consult a specialist in each area if you are considering going down this path for your business.
One of the mistakes I see often is Google Adwords accounts that were setup a few years ago and were working well, but are now hopelessly out of date, falling in rankings and unable to cope with (or make use of) recent Adwords innovations.
Any attempts at performancing such accounts provide diminishing returns, falsely leading the account owner to think that there’s nothing that can be done to improve rankings and gain more traffic.
The problem here nearly always comes down to one thing: Structure.
Older computers sometimes need a ‘fresh install’ to get rid of junk that has accumulated over the years. Similarly, your Advertising Account Structure also needs a ‘fresh install’ in order to allow you to compete on an even playing field and to make it hard for snipers like me to beat you at your own keywords.
Using your historical data (and Analytics data) to correctly Structure your account according to your 80/20 keywords (the 20% of keywords that provide 80% of your profit) provides an immediate ROI boost that no amount of performancing on a faulty structure can.
The hidden advantage of correct structuring is also the ability to selectively ramp up or down traffic on specific campaigns as and when its needed – possibly the single biggest unseen disadvantage experienced by those with older, inflexible accounts.
Correct 80/20 Keyword -> Ad Group -> Campaign Structuring give you nimbleness and maneuverability on the keywords that matter to your business and make it hard for competitor snipers to beat you at your own keywords.
If you are at this stage, your advertising account has a clear 80/20 Keyword -> Ad Group -> Campaign Structure, your buying keywords are probably enjoying a 7-10 Quality Score and healthy Click Through Rates resulting in advantaged Ad Rank for your ads, and significant boosts in traffic volumes and the holy grail, profitable, converting customers.
The key to staying here now is continual, Kaizen improvement.
Kaizen is a Japanese word made famous by Toyota who practised continual, incremental improvement throughout their entire supply chain over decades to manufacture arguably the most reliable cars in the world.
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