introduction to google adwords

www.orbitone.com

Raas van Gaverestraat 83B-9000 GENT, Belgium E-mail info@orbitone.com Website www.orbitone.com

Tel. +32 9 265 74 20Fax +32 9 265 74 10VAT BE 456.457.353Bank 442-7059001-50 (KBC)

8 October, 2009 Introduction to Google Adwordsby Rik Helsen

2

Agenda

Introduction to Google Adwords, by Rik Helsen8 October, 2009

1. 1. Introduction to Google adwords

2. 2. Demo: Creating a simple campaign

3. 3. Things you should know for managing your campaigns effectively

4. 4. Tools & Resources

5. 5. Q&A

8 October, 2009Introduction to Google Adwords, by Rik Helsen3

History

Google publically launched Adwords in 2000, on a “cost per 1000 impressions” basis.

There was no keyword bidding involved. Banner ads where standard at the time. Google was the first to use unobtrusive text ads based on search terms, displayed next to the search results.

Only in 2002 the cost-per-click model was introducedcombined with a unique “relevance” score to avoid advertisers with large budgets but irrelevant ads to hijack all attention.

“Google’s decision to factor clickthrough-rate into an advertiser’s ranking forced an economy of relevance and profit into the pay-per-click model.”

8 October, 2009Introduction to Google Adwords, by Rik Helsen4

Online advertising today

Worldwide between 63% and 72% of all searches are performed on Google (depening on the source)

Source: Hitwise and comScore

In Belgium 96% of all searches are performed on GoogleSource: comScore

In the United Kingdom online ad spending has overtaken TV advertising (£ 1.75 billion – 60% of this was spent on Google adwords = 1.05 billion £)

Source: Internet Advertising Bureau (IAB) and PricewaterhouseCoopers (PWC)

Google Leads U.S. Search Advertising Market With 76% Market Share, While Yahoo Gains 3% Market Share Annually According to Efficient Frontier Report

5 Introduction to Google Adwords, by Rik Helsen8 October, 2009

• The goal of google adwords is to generate more quality traffic to your website.

• Increase your brand awareness

• Sell more products and services

• Increase your profits

• Your ad should be helping the internet public to achieve their goals

Goals when using Adwords

Google Search network

Google Partners

Google Content Network

DevicesDesktop and laptop computers Iphones and other mobile devices with

full internet browsers.

Googles different advertising channels

Introduction to Google Adwords, by Rik Helsen8 October, 2009

6

8 October, 2009Introduction to Google Adwords, by Rik Helsen7

Ads in the search network

To the right of the organic search results

(Cost per click advertising)

Above the search results(Cost per click advertisting)If the relevance is highWhen you pay more than your competitors

8 October, 2009Introduction to Google Adwords, by Rik Helsen8

Ads in the content network

Ads can be embedded in websites Targetting keywords ORTargetting specific URL’s

Cost-Per-Click Targets the search results pagesYou only pay when an advert is clicked

Cost-Per-Mille (1000 page impressions) Targets the content network (embedded

in pages)You pay everytime an ad is shown

Payment models

Introduction to Google Adwords, by Rik Helsen8 October, 2009

9

User enters a search term

Advertiser determines a number of keywords and associates an advertisment

Google matches the search terms with the keywords and displays the ads.

When a user clicks the ad, the advertiser pays a certain amount based on their bid

How it works

Introduction to Google Adwords, by Rik Helsen8 October, 2009

10

2. Demo: Creating a simple campaign

11 Introduction to Google Adwords, by Rik Helsen8 October, 2009

12 Introduction to Google Adwords, by Rik Helsen8 October, 2009

Demonstration

3. Things you should know for managing your campaigns effectively

13 Introduction to Google Adwords, by Rik Helsen8 October, 2009

8 October, 2009Introduction to Google Adwords, by Rik Helsen14

Structure of a Google Adwords Account

AccountUsers & payment details

CampaignHere you define a geographical

target area and (browser) language

Ad GroupAn ad group contains one or more

ads which target a set of keywords,placements, or both.

KeywordsKeywords (exact, board, Negative keywords

Almost never the homepage of a website

Content pages that are relevant to the search term (=keyword)

Product informationService description

Pages that include measurable goals:A registration form for a free white

paperSubscribtion form for a newsletter“Purchase” buttons (checkout)

Each individual keyword can have it’s own target url associated with it!

Very usefull with e-commerce websites

What pages should I target?

Introduction to Google Adwords, by Rik Helsen8 October, 2009

15

8 October, 2009Introduction to Google Adwords, by Rik Helsen16

How to write a good advertisement

25 character headline 2 x 35 character description lines Display link URL

Tips: Answer the users questions Use dynamic keywords where suitableUse url rewriting for relevant url & display linkInclude a “call-to-action” Include as much detail as possible (e.g. price – model nr - …)

8 October, 2009Introduction to Google Adwords, by Rik Helsen17

Quality score

The quality score directly influences the ranking and price of your advertising campaigns.

Click-through rateLanding pageHistorical performanceAd copy relevancyKeyword relevancyMore relevancy factors.

RELEVANCE : The greater the relevance of your ads keywords and landingpages, the higher /cheaper clickthrough rate you will achieve.

18

Work offline on your Mac or PC. Upload changes to AdWords any time. Store and navigate one or more accounts. Add, edit, and delete campaigns, ad

groups, ads, keywords, and placements. Make large-scale changes quickly. Perform advanced searches and edits. Add comments for your changes. Sort and view performance statistics. Copy or move items between campaigns,

ad groups, and accounts. Export a snapshot of your account for

archiving or sharing. Import an archive or share file and review

proposed changes.

8 October, 2009Introduction to Google Adwords, by Rik Helsen

Benefits of AdWords editor

19 Introduction to Google Adwords, by Rik Helsen8 October, 2009

Up to 30 days after a user clicks your ad, this user is associated with the adword campaign and keyword (using a tracing cookie). This allows:

E-commerce tracking up to individual sales, product categories, …Tracking of custom events/goals such as newsletter subscriptions or user registration.Funnels allow you to see where during a process users “drop out”.Research of additional search queries perfomend using your website’s search interface.

Google Analytics

20 Introduction to Google Adwords, by Rik Helsen8 October, 2009

1. Having a non converting landing page2. Not being able to accurartly measure

results3. Track the right metrics (profit instead

of sales in conversion tracking)4. Fail to optimize ad serving (decide for

yourself which ads to serve most)5. Using broad match only6. Praying your quality score will get

better7. Activating the content network

without modifying bids8. Always going for the #1 spot9. Not looking at all statistics: test by

time of day 10. Too many Keywords in Adgroups11. Not tracking CTR of your indivdual

keywords

Common mistakes

21

4. Tools & resources

Introduction to Google Adwords, by Rik Helsen8 October, 2009

22 Introduction to Google Adwords, by Rik Helsen8 October, 2009

Google Adwords Editor - http://www.google.com/intl/en/adwordseditor Keyword Density/Prominence Analyzer - http://www.ranks.nl/tools/spider.html Google keyword tools

https://adwords.google.com/select/KeywordToolExternalhttp://www.google.com/sktool/

Traffic estimator - https://adwords.google.com/select/TrafficEstimatorSandbox

Tools

23 Introduction to Google Adwords, by Rik Helsen8 October, 2009

Adwords Help center - https://adwords.google.com/support/ Google Business Channel (recommended) - http://www.youtube.com/user/GoogleBusiness Google Adwords help - http://www.youtube.com/user/GoogleAdWordsHelp

Digitalpoint forum - http://forums.digitalpoint.com/

Google Advertising Professional exam - http://www.google.com/adwords/learningcenter/

Resources

24

5. Q&A

Introduction to Google Adwords, by Rik Helsen8 October, 2009

25

www.orbitone.com

Introduction to Google Adwords, by Rik Helsen8 October, 2009