adwords basic training
DESCRIPTION
online marketing using google adwordsTRANSCRIPT
…a brief introduction
By Mark Pottorff, [email protected]
How do you use the net?
• Do you ignore the ads?
How do you use the net?
• Do you ignore the ads?
• Ever clicked an ad?
How do you use the net?
• Do you ignore the ads?
• Ever clicked an ad?
• Was the ad related to your mindset at the time you clicked?
What is Adwords?
• Reason why Google is worth billions
What is Adwords?
• Reason why Google is worth billions
• http://adwords.google.com
What is Adwords?
• Reason why Google is worth billions
• http://adwords.google.com
• Targetted Web advertising for your business
What is needed to start?
• A Google Email address (free)
What is needed to start?
• A Google Email address (free)
• A credit card
What is needed to start?
• A Google Email address (free)
• A credit card
• A website where clicks are directed
What is needed to start?
• A Google Email address (free)
• A credit card
• A website where clicks are directed– A site that allows online ordering
What is needed to start?
• A Google Email address (free)
• A credit card
• A website where clicks are directed– A site that allows online ordering– Or has an easy way to reach you
How much does it cost?
• You generally pay per click
How much does it cost?
• You generally pay per click
• Popular search words cost more
How much does it cost?
• You generally pay per click
• Popular search words cost more
• You set a daily budget– (no way to perfectly enforce)
How does it work?
• Landing page is scanned
How does it work?
• Landing page is scanned
• Relevance of searchwords is scored for search placement
How does it work?
• Landing page is scanned
• Relevance of searchwords is scored for search placement
• Relevance to webpages with ads is used to determine content placement
Example webpage with ads (content placement)
Gmail webpage with ads
Getting Started, terminology
• Campaigns
Getting Started, terminology
• Campaigns
• Ad groups
Getting Started, terminology
• Campaigns
• Ad groups
• Text ads
Getting Started, terminology
• Campaigns
• Ad groups
• Text ads
• Search words
Getting Started, terminology
• Campaigns
• Ad groups
• Text ads
• Search words
• Negative search words
Getting Started, terminology
• Campaigns
• Ad groups
• Text ads
• Search words
• Negative search words
• Ad impressions
Campaign Overview
Campaign Settings
Ad Groups
Ads
Text Ad Specs
• Heading, 25 chars
• Display Line 1 – 35 chars
• Display Line 2 – 35 chars
• Display URL – 35 chars (USE IT!)
• Actual URL – not displayed, as long as needed
Search Words
Negative Searchwords
Tips
• Don’t be afraid to try it
• Click around, try various features/tools
• Create landing page on website for each ad group
• Create multiple ad versions– Monitor which gets more clicks
Tips
• Think like your customer
• Think like Google
• Think of others that are NOT customers
• Do some searches yourself– Check out competition– Examine content of websites that come up
• New search words
Tips
• Start cheap and analyze your results
• Follow Google’s tips
• Keep dairy of changes, note results
• Make ads with call to action
• Chose words carefully
• Email yourself, study ads that appear
Summary Points
• Establish a budget
• Change website as suggested
• Don’t be afraid to try it
Compare ads to SEO
A copy of this presentation is available at:
http://DeepSci.com/RENPrez
(case sensitive!)
Q & A Time