google adwords 101
TRANSCRIPT
Pay Per Click Advertising • Why?• Account setup• Search vs display• Pick keywords
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• Create compelling ads• Test ad copy• Tricks, tips and
techniques
• Tools and Help• Best Practices• Advanced Techniques• What’s Next?
• Highly focused• Predictable traffic• Lots of support – help pages, forums, articles• Show the right message to the right users• Use it to discover new keywords
Players, The Good, The Bad• Google AdWords• YAHOO! Search Marketing
(includes Bing and MSN)
PRO
SCO
NS
• Lose $$ quickly with a poor campaign• ROI may not be there in some markets
• CPC – Cost Per Click.•CPM – Cost per thousand impressions• Conversion –a purchase, signup, page view, or lead.• Conversion Rate - # conversions/# total clicks• CTR – Click-through rate. % of viewers that click on an ad.• Bid – Top amount you are willing to pay for a click.• Impressions – The number of views your ad gets.• Visitor – A person that clicks on an ad and visits your website.• Search Network – Google’s network of search sites like AOL and Netscape.• Display Network – Your ad shows based on context of page. Not search!• Quality Score – Ranking system used by Google to measure relevancy of your ads and landing pages.
Google AdWords
The Basics: Setting up Your Adwords account
• Set up account at adwords.google.com
– Credit card
– Find $75-100 coupon
• Create an ad campaign (example: shoes).
• Create ad groups (example: red shoes, tennis shoes, kids shoes).
• Create keyword groups (example: [shiny red shoes], [black and red
shoes], [high heel red shoes])
• Create ads.
• Set your bids manually.
Google AdWords
Google AdWordsBidding, Ad Positioning, Eye Tracking
Google AdWordsCampaign Structure
Shoes
Tennis Shoes
Dress Shoes
Boat Shoes
Campaign Ad Group Keywords Ads
• [White tennis shoes]
• [Nike tennis shoes]
• [Tennis shoes non-marking]
………….
………….
• Search advertising, then display• Tightly focus your keyword list for each ad group• Start with at LEAST 3 ads per ad group.• Set a daily budget.• Appropriate / focused landing pages.• Support SEO goals – landing pages and keyword
focus.• Review search terms report • add relevant exact matches to keywords lists.• Add negative terms
• Keep working at it.
Google AdWordsBest Practices
• Conversion rate• Return on investment (ROI)• Click-through rate (CTR) • Cost Per Acquisition (CPA) –
Know how your average sales price and profit by product / product category.
Google AdWordsMeasure your success
Conversion rate • Shopping experience• Website usability• Ad copy not related to landing page copy
Click-through rate (CTR) • Ad copy
Google AdWordsTroubleshoot
• Google Keyword Tool• https://adwords.google.com/select/KeywordToolExternal
• Review search volume and relevancy.
• Matching Options
• Broad, phrase, exact, negative.
• Add keywords directly or from a CSV w/ match type
• Review competitor ads, bid competition, search volume.
• Spyfu.com – see competitors PPC advertising
Google AdWordsChoose keywords
Google AdWords
QualityScore
DeterminesCPC
Historical CTR of display URLs in the ad
group
Landing page quality
Keyword relevancy to your ads
Historical CTRRelevance of
keyword and ad to search term
Account history: CTR of all ads and
keywords in your account
Historical performance of your
account in your geographic region
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Google AdWordsConversion TrackingInstall conversion tracking code. Learn keywords that are leading to conversions.Conversion examples:• Purchases• Newsletter sign up• Page views
http://adwords.google.com/support/aw/bin/topic.py?hl=en&topic=16344
WHY?• Connect keywords to
your business goals• Measure success –
boost ROI
http://www.searchenginejournal.com/9-tips-to-write-effective-google-adwords-copy/8279/
• Headline: Grab attention• Features• Benefits• Competitive advantages
(free shipping, live customer service)• Call-to-action• Customize the URL
Google AdWordsWriting Good Ads
• Keyword insertions {Keyword:Default text}http://adwords.google.com/support/bin/answer.py?hl=en&answer=74996
• Review competition• Rotate vs. Optimize – Rotate (not based on CTR)• Budget – Start small and build account.
Google AdWordsTips and Tricks
• Download AdWords Editor• Opportunities tab – In AdWords• Ask for help - http://adwords.google.com/support/?hl=en• Search for AdWords tutorial on youtube.com• Keep working at it.
Google AdWords
Tools and Help
• Geographic Targeting• Go to Campaigns --> Edit Settings --> Edit Location.• Remove United States and use search tab.• Search by state, region, town, zip code, etc.• http://adwords.google.com/support/bin/topic.py?topic=21
• Website Optimizer• Create new pages or variations to compare different content.• Web design required!• http://services.google.com/training/websiteoptimizeroverview/2995095/index.html
• Insight for Search and Google Trends• http://www.google.com/insights/search/# and google.com/trends• Analyzes your website content for suggested keywords• Compare search volume and patterns by location and over time
Google AdWordsAdvanced Techniques
• AdWords Reporting • Search terms• Ad position• Cost per conversion• More
• Analytics Reporting• ROI
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Google AdWordsOngoing Management (Track & Tweak)• Bidding – Adjust bids and watch cost per sale
• The Basics– Website design, keyword selection, list of competitive advantages, Google tools (webmaster, analytics, local business center), competitor research.
• SEO your pages – Create a list of top pages on your site to targeted with keywords, build links.
• Put in the time – Assign staff to marketing projects.• Track results – Measure your website, measure your ROI.• Select marketing options – PPC, social media, email, link
building, etc.
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Create Your Online MarketingBlueprint
Google Adwords Support Google Learning Center – Tutorials, videos, quizes, and more.
http://www.google.com/adwords/learningcenter/index.htmlArticle about the Google Landing Page Algorithm
http://searchenginewatch.com/3622950 Advanced Adwords techniques
http://searchenginewatch.com/3622950 Linking AdWords and Analytics
http://www.google.com/support/conversionuniversity/bin/answer.py?answer=77123
Articles and Tools about PPC – GeneralMany articles about PPC advertising
http://www.selfseo.com/ppc_advertising_articles.phpLook at paid traffic estimate for any site as well as keyword information.
www.spyfu.comExperiment to optimize PPC campaigns
http://www.marketingexperiments.com/ppc-seo-optimization/clarifying-the-value-proposition.html
Google AdWords Links
General SEO Tools List of free tool websites.
www.practicalecommerce.com/articles/472/Free-Search Marketing-Tools/ Look at paid traffic estimate for any site as well as keyword information.
www.spyfu.comKeyword density analyzer
seobench.com/keyword-density-analyzer/Google search site:www.domain.com – Shows pages in Google for a website.
Linking ToolsCheck competitors links with Yahoo Site Explorer.
siteexplorer.search.yahoo.comTraffic rank estimate, Sites linking in, history of traffic
alexa.com/data/details/traffic_details?url=theunion.comDirectories rated for quality of links.
seocompany.ca/directory/top-web-directories.html
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SEO Tools
Discover what really works in optimizationmarketingexperiments.com
Yahoo’s list of SEO resourcesdir.yahoo.com/Computers_and_Internet/Internet/World_Wide_Web/Site_Announcement_and_Promotion/Search_Engine_Optimization__SEO_/
SEMPO Learning Centerhttp://www.sempo.org/learning_center/
Online marketing magazines / articleswww.practicalecommerce.comwww.webpronews.com
SEO Term Glossaryseoglossary.com/
Article about Google Algorithm factorswww.accuracast.com/seo-weekly/ranking-factors.php
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Internet Marketing Resources
THANK YOUTHANK YOU
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