google adwords - what i need to know. (lecture 3/39)
TRANSCRIPT
WHAT IS GOOGLE ADWORDS?
What Google AdWords is
Using AdWords to grow your business
LECTURE OVERVIEWWhat is Google AdWords?
Important principles
GOOGLE ADWORDS: PAY PER CLICK (PPC)
What Google AdWords is
o Advertising system developed by Google
o Allows businesses advertise on the Google search engine and affiliated sites
o Classed as a pay per click (PPC) marketing system, because advertisers only pay for advertising that has been engaged with by potential customers
o The most common form of Google AdWords marketing is the sponsored link section above and to the right of your Google search results
o However the advertising possibilities are extensive and there are numerous places you can deploy your advertising messages.
GOOGLE ADWORDS
What Google AdWords is
Your adverts can be featured in the following networks:
o Google search results page
o Youtube videos
o 3rd party web sites that relate to your business (The display network)
o Gmail
o Mobile & tablet devices
o Software, games & applications
GOOGLE ADWORDS
What Google AdWords is
USING ADWORDS TO: GROW YOUR BUSINESS
Using AdWords to grow your business
1. Thorough grounding in the AdWords tools and principles
2. Identify the most profitable keywords in your industry / market with keyword and competitor research.
3. Build targeted keyword lists that focuses only on audiences with a high likelihood of engaging with your business.
4. Group similar keywords together, linked to relevant adverts that direct traffic to highly related pages.
5. A set of compelling text / image adverts for each of your keyword themes and landing pages.
6. Deploy adverts and optimise for success.
We will cover all of these steps extensively in the coming lectures.
GOOGLE ADWORDS
Using AdWords to grow your business
Using AdWords to grow your business
Using AdWords to grow your business
Using AdWords to grow your business
Using AdWords to grow your business
Using AdWords to grow your business
IMPORTANT PRINCIPLES
Important principles
PRINCIPLE 1
Important principles
Your AdWords marketing campaigns should be designed with a strategy in mind from the
beginning.
Important principles
Every business is different.
Your businesses unique goals will determine the best strategy.
Important principles
Whether that goal is to generate more leads, promote your brand or simply generate
additional revenue.
Important principles
PRINCIPLE 2
Important principles
Your AdWords marketing should be highly targeted to niche audiences that have a high
likelihood of engaging with your products and services.
Important principles
Characteristics of a well built and targeted AdWords account include:
o Targeted keywords
o High click through rates (CTR’s)
o Low impressions
o High quality scores
o High ad rank
o High average positions
o Low cost per acquisitions (CPA’s)
Important principles
If you have any questions, please feel free to get in touch. I’m always happy to give help,
advice & tips.
Important principles