google adwords seminar july 13, 2009
DESCRIPTION
A great introduction to Google Adwords - delivered at a Seminar with the Fox Valley Computing Professionals meeting on July 13, 2009TRANSCRIPT
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Internet Advertising for Professionals
Frank Dobner
Search Engine Marketing -
Google Adwords
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Contact Frank Dobner
http://www.TheStartupSource.com• [email protected]
• 630-717-1001
Do you or someone you know want to speak Italian?:• http://www.SpeakItalianToday.com
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What is Pay Per Click?
“..pay per click (PPC) is an Internet advertising model used on search engines ……in which advertisers pay their host only when their ad is clicked…” ~ excerpt from Wikipedia
PPC is:• Form of direct response marketing• Pay only when click link• Auction system – bid for keywords• Cost per click determined by several factors
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SEO and PPC
SEO is “free” (just a lot of work and time) PPC is not free but search results are instant
• PPC Clickers Are Ready To Buy• PPC scales well to small budgets • PPC is easily trackable and measurable• With PPC, you can
• throw up a landing page• write ad(s)• set your budget• watch it go live• test your traffic• pause unproductive ads• might even see some sales.
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PPC in Search ResultsO
rgan
ic R
esu
lts
(SE
O)
PPC Ads
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More About Paid and Organic
GoogleSearch
OrganicResults
Paid Search Results
Results Determined Largely By:
1. On Page Factors:• Quality of content
2. Off Page Factors:• Number of quality back
links
Results Determined By:
1. Ad Copy2. Relevancy of Keywords3. CTR4. Bid Price5. Landing Page Quality
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Click Results – PPC & SEO
Organic (SEO) - 75% of Clicks
PPC - 25% of Clicks
Source: Marketing Sherpa and Enquiro Research
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Research Keywords
Visitors/day per keyword string
Research Competitors
What is the Adword appeal?
Number of competing pages
Tracking Campaign
Writing Ad Copy
Building & Initiating Campaign
THE CRITICAL PIECE
TEST, TEST, TEST
Weed out unproductive ad groups and ad variations
The Campaign Process
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The Google PPC “Equation”
Google wants to……………. Maximize Their Profits
Note: Google is maximizing its revenue per search
So, Google provides internet users the best search and find experience…..so that users search even more
Number of ClicksAdwordsBid Price
Maximize Google’s Profit X=
• Ad Copy – Title & Description• Relevancy of KeywordsQuality
Score
Factors Determining:
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Google Quality Score
Quality Score – It is about meeting users’ expectations by being the most relevant
• Quality Score - “…a dynamic variable assigned to each of your keywords…”
• Reward for high quality score:• Lower Bid prices
• Penalty for low quality score:• Deactivated keywords or jacked-up bid prices
• Close Match: Keyword Ad Text Landing Page
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Keyword Research
Demo
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Keyword Research: Market Research
Choose keywords that:
Have sufficient traffic (searches per month)
Have Sufficient competition (want customers already buying)
But Not too much competition (hard to rank)
Bid prices are reasonable
Reveal Commercial Intent
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Our Business: Used Trailers• National retailer of used camping trailers
• Sell to lower 48 U.S. states
• Unique Offer:
• Sell only used trailers
• Provide free shipping to customers w/i 48 states
• Shipment guaranteed in 7 days: door to door
• Virtual tour on website for each pre-inspect trailer
• Typical purchasing customer:• Male
• 30 – 45 years
• Married
• Average family size 4
• Down economy - Looking for inexpensive and memorable vacation
• Remembers camping as a boy
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Google Phrase Match Options
Broad Match:• used camping trailers
• Results could include – camping trailers used for
Phrase Match:• “used camping trailers”
• Results could include - used camping trailers for sale
Exact Match:• [used camping trailers]
• Results could only include - used camping trailers
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Google Adwords
Demo
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Campaign Structure
Campaign 2
Ad Group 1 Ad Group 2 Ad Group n……..
Ad Variation 1
Ad Variation 2
Ad Variation n
……..
Campaign 1 ……..
Product LineProduct
Ex: New Camping Trailers Ex. Used Camping Trailers
Ex. Used Traveler Trailers
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Anatomy of A Good Ad:
• Headline (25 Characters Max)• INCLUDE KEYWORDS!
• Description Line 1 (35 Characters Max)• A Benefit – what will the customer get out of it
• Description Line 2 (35 Characters Max)• A Feature as it relates to the customer’s issue
• Display URL (35 characters)• Include Keywords (must be same domain asDestination URL
• Destination URL (1,024 characters)• Actual URL
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Create Ad Variations
Create 4 Ads from 2 Titles and 2 Descriptions 2 Titles:
• Used Pop Up Campers
• Used Pop Up Campers Now?
2 Description (lines 1 and 2):• Budget Family Trip You’ll Remember
• Free Ship To Lower 48 US States
• Fun and Memorable Family Vacation
• Free Shipment to Your Door – Fast!
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Search Results for “Go Kart Engine”
“Go Kart Engine” - 27,100 Monthly Global Searches
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Ads Gone Wild!
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Landing Pages Matter
Exceed expectations & achieve objectives by:• Targeted landing pages – keyword optimized, remember:
• Keyword Ad copy Landing Page
• Other Elements• Relevant & pleasing to the eye
• Limited site navigation
• Minimize depth of website
• Clear call to action
• Simple data forms to capture information
• Testimonials or other social proof
• Tell users what to do – specifically!
• Boilerplate:
• Terms and Conditions
• Privacy Policy
• Contact Us – telephone number and physical address
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Screenshot Slides
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Need a Google account?
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Enter account info or create one
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Creating an account
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Account Creation Confirmation
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Login after confirmation
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Business Solutions
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Account Snapshot
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Account Snapshot (lower half)
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Campaign Summary
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Start New Campaign
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Create Ad
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Campaign Keywords
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Ad Group Bid Price
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Review and Save New Campaign
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Campaign Settings