google adwords 101

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1 Coryon Redd [email protected] www.linkedin.com/in/coryonredd Presented by: Pay Per Click (PPC) Advertising

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Page 1: Google Adwords 101

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Coryon [email protected]/in/coryonredd

Presented by:

Pay Per Click (PPC) Advertising

Page 2: Google Adwords 101

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?

Page 3: Google Adwords 101

• 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

Page 4: Google Adwords 101

• 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

Page 5: Google Adwords 101

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

Page 6: Google Adwords 101

Google AdWordsBidding, Ad Positioning, Eye Tracking

Page 7: Google Adwords 101

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]

………….

………….

Page 8: Google Adwords 101

• 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

Page 9: Google Adwords 101

• 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

Page 10: Google Adwords 101

Conversion rate • Shopping experience• Website usability• Ad copy not related to landing page copy

Click-through rate (CTR) • Ad copy

Google AdWordsTroubleshoot

Page 11: Google Adwords 101

• 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

Page 12: Google Adwords 101

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

Page 13: Google Adwords 101

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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

Page 14: Google Adwords 101

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

Page 15: Google Adwords 101

• 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

Page 16: Google Adwords 101

• 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

Page 17: Google Adwords 101

• 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

Page 18: Google Adwords 101

• 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

Page 19: Google Adwords 101

• 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

Page 20: Google Adwords 101

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

Page 21: Google Adwords 101

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

Page 22: Google Adwords 101

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

Page 23: Google Adwords 101

THANK YOUTHANK YOU

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