Google & Online Marketing Seminar Helping You Build Your Online Presence

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Google & Online Marketing Seminar Helping You Build Your Online Presence. Seth Meyerowitz Certified Google Business Trainer - - 516-330-3865. Show Happy Hound Video http:// AdWords 101. - PowerPoint PPT Presentation


  • Seth Meyerowitz

    Certified Google Business - - 516-330-3865

    Google & Online Marketing SeminarHelping You Build Your Online Presence

  • Show Happy Hound Video

  • AdWords 101Find out more about Googles products at:

  • AgendaIntroduction to AdWordsHow Google ranks adsThe importance of structureHow to choose the right keywordsHow to write great adsQ&A

  • Introduction to AdWords

  • In this section well cover...An introduction to Google AdWordsCommon questions from new advertisersThe importance of setting goalsWhere your ads can show: An explanation of the Google Ad NetworkHow to sign up

  • What is Google AdWords?AdWords is Googles advertising program Advertisers select keywords; ads appear next to the search results on Advertisers can also show ads on hundreds of thousands of websitesAds are matched to Web pages relevant to advertisers keywords

  • The questions people askHow do I get my ad in the #1 position?What questions do you have?

  • Before we begin... what are your goals?I want to open my email every morning and see at least 3 new orders.Id like to increase sales by 15 percent.I want at least 40 visits to my website every day.I want to double my customer base.I want five quality leads a day for my sales team to call.I want an ROI of 250 percent on all sales coming from AdWords.Id like to get as many clicks as I can for less than $0.80 per click.

  • OK, now you know what you wantWhere do ads appear?


  • The Search Partners

  • Target Users by Network & Device

  • The Google Display Network

  • Create an

  • How Google Ranks Ads

  • In this section well cover...How the AdWords auction worksHow Google calculates your place in the auctionWhats Max CPC?How Quality Score is calculatedHow all this affects what you pay for a click

  • How does AdWords work?

  • Everyone wants to be in position #1? Is This Best?The position of each ad is determined using a ranking formula.

  • The magic ad ranking formulaThe Bottom Line: If you have a great Quality Score, you can still show in a high position with a low bid

  • What is your Max CPC? The maximum price you are prepared to pay for a click Your bid in the AdWords auction

  • What is Quality Score? A measure of how relevant and useful your ads are. Do your ads & keywords provide a good user experience? POOROKGREATNote: The above example is for demonstration purposes only. It is not meant to indicate the actual quality score of the ads. Which Is Best?

  • Quality Score measures user experience

  • How Google calculates Quality ScoreClick-through rate (CTR) How often do people click on your ad when it is shown?+Clickthrough-Rate (CTR)Of the people who saw your ad, how many clicked on it?RelevancyDo your keywords match your ads? Does the search query match your keyword?Does your landing page provide a good user experience?Landing Page Quality+

  • You can see your Quality Score for each keyword

  • The magic ranking formula - exampleAlison, Scott and Jon are all bidding on the keyword zipline kits.Based on their Max CPC and Quality Score, whose ad will show in first position?Ad Rank Max CPC Quality ScoreWhoWins #1Spot?

  • How much do I actually pay?Your actual CPC is the Ad Rank of the advertiser below, divided by your Quality Score.=x$1.008=x$2.353=x$1.0010ScottAlisonJonAd Rank Max CPC Quality Score Actual CPC(8/10)(7/8)minimum===

  • So youll show in a higher position if... Your Quality Score is at least 5/10 for each keyword Your bids are competitive Both!

  • The Importance of Structure

  • In this section well cover...The structure and limits of a typical AdWords accountBest practices for organizing your account

  • AdWords account structure

  • 25The WRONG way to structure an AdWords accountFurniture CampaignFurniture Ad GroupThe Best FurnitureGreat Selection, Made in USA Free Shipping, 5 Year Warranty.PlantationDesign.comleather sectionalrugsdining room tablekitchen tablebrass bedleather headboarddresserleather couchleather loveseatpatio furnituretable lampfloor lampkids furnitureliving room furniturebedroom furnituredeskleather chairleather sofacoffee tableend tablelampottomandining room tablemedia consoleAdWords Account

  • 26A BETTER way to structure an account Leather Sectionals Ad GroupLeather Chairs Ad GroupLeather Loveseats Ad GroupLeather SectionalsLeather Sectionals Made in USA From $1,999 With 5 Year LoveseatsFree Delivery When You Buy BeforeChristmas. Order Yours Today! ChairsHandcrafted Leather ChairsMake a Statement. View Catalog! leather sectional suitebuy leather sectional suitesleather sectional suitesleather sectional suitebuy leather sectionalbuy leather sectional leather sectionalleather sectionalsbuy leather love seatsbuy leather loveseatsbuy leather love seatbuy leather loveseatleather loveseatsleather love seatsleather love seatleather loveseatbuy handmade leather chairbuy handmade leather chairs handmade leather chairshandmade leather chairbuy leather chairsbuy leather chairleather chairleather chairsAdWords AccountFurniture Campaign

  • Structuring your own AdWords account for successCreate one Ad Group for each product or serviceCreate one Ad Group with your brand/business name as keywordsCreate additional Ad Groups for variations B&B vs. Bed and BreakfastFor a Plumberemergency plumbinghot water repairshot water installationDishwasher installationbathroom renovationsdrain clearingPlumber nashvilleFor a Sports Equipment StoreTentssleeping bagsportable stovesBackpackshiking bootslanternsswiss amy knivesFor a Bed & Breakfastbed & breakfast nashvilleb&b nashvillecheap nashville hotelluxury bed & breakfastluxury b&bnashville inns

  • How to Choose the Right Keywords

  • In this section well cover...How to begin building your keyword listHow to apply the Goldilocks principleKeywords match typesThe Google Keyword Tool

  • Building a keyword listBrainstorm businessReview website Think like a customer Focus on what differentiatesInclude plural & singular versionsInclude spelling mistakes & variationsInclude product numbers & codes

  • Use the Goldilocks principle to pick keywordsAdd all relevant keyword variations: singular/plural and synonymsKeyword combinations, accent marks (, , , , , , , etc.)Make keywords specific to your product or service

  • What happens if my keyword is too general?Example keyword vacation -- your ad might show for:vacation rentalvacation dealsvacation ideasvacations for kidsvacations for singlesvacations for veteransNational lampoons european vacationpermanent vacation lyricsThe go-gos vacationdisney vacation clubpictures from our vacation by lynne rae perkinsvacation auctionsvacation accrual policyVacation agent magazinevacation air conditioningvacation anxiety

  • 32Keyword matching options

    Match TypeHow keyword appears in AdWords:The ad will show when:The ad will show when a searcher types:BroadCaribbean CruiseAll words containing this word or combination of words in any order is used as the query.Caribbean holiday CruisesCruise holiday in CaribbeanCruise in CarribeanPhraseCaribbean CruiseKeywords are typed in the exact order specified. Can have other words before and/or after.Cheap Caribbean CruiseCaribbean Cruise dealsLuxury Caribbean Cruise[Exact][Caribbean Cruise]Keywords must be only & exactly what the user types inCaribbean Cruise-Negative- TomAds will not appear when this search term is entered in the queryAdd will not show if someone types:Tom Cruise

  • Examples of negative keywordsService provider -become-study-class-classes-course-license-training-jobs-employment-supplies-tools-priceVacation destination -library-doctor-vet-hospital-schools-coffee-cards-history-jobs in-pictures-news-weather

    Frequently used -free-lyrics-second hand-used-parts-repairs-wholesale-pics-pictures-definition of-history-diy

  • The Google Keyword Tool: help finding keywordsGet additional keyword suggestions

  • 35How to Write Great Ads

  • In this section well cover...Ad text specificationsTips for writing better ads

  • Ad text specificationsAd title (25 characters max, including spaces)Two description lines (35 characters max each, including spaces)Display URL (35 characters max, including spaces)Destination URL (1024 characters max, including spaces)

  • What is a good AdWords ad?A good ad:Is relevant to the keywords in the ad group Gets a high clickthrough-rate (CTR) Effectively sells your product or service Stands out from your competitors Includes a call to actionWhat doesnt workVague, irrelevant, unclear ads without useful information.

  • What doesnt workVague, irrelevant, unclear ads without useful information.Ask yourself just 3 questions to help you write great ads!

  • We won an award in 2009All our products are custom madeWe always show up on time Were open 7 days a week1. What sets your business apart?Why would someone choose your business over a competitor? Examples:We only sell products made in the USAWe have a money back guarantee We have 30 years experienceFree shipping if you buy two 2. Can you describe your products or services?Describe specific or technical details of your products or services. Examples:Made from recycled materialsBattery lasts up to 8 hours From $16 per square footEvening classes available24/7 onsite supportOn time or its free3. What is your call to action?After someone clicks on your ad and visits your website, what is it you want them to do next? Examples:Call us to request a free quoteDownload a 30-day free trialSign up for our mailing listLearn more about osteoporosis Call us and order a pizzaRequest a call backCall To Action

  • Put it all together for better ads

  • Always direct traffic to the most useful page on the site.Link to the best landing page

  • How to get to your goals step by stepExperiment! Try new ads and keywords to get the best to see which perform best.Track your resultsMeasure! Have you achieved your goals?Repeat

  • A Quick Recap

  • Where Ads ShowShow ads on, the Search Partners, the Google Display Network.How to Structure an AccountStructure your account for success with campaigns, Ad Groups and keywords.How to Select KeywordsKeyword match types, the Goldilocks principle, using the Google Keyword Tool.How To Write AdsAd text specifications, tips for writing more effective ads, calls to action.After this session, you should know

  • You will need a Google account10

  • Thank you!AdWords Online Classroom: Small Business Center: YouTube Google Business Channel Find out more about Googles products at:

  • Some Specific Questions

  • Tracking AdWords With Analytics

  • AdWords & Analytics Working Together!

  • Where Does My Traffic Come From?

  • Thank You Questions?

  • Seth Meyerowitz

    Certified Google Business - 516-330-3865

    Thank You For Attending!Google & Online Marketing SeminarHelping You Build Your Online PresenceSlides Are Available For Download password = june14seminar123

    WelcomeYour name, title, organization and relevant experienceSchedule (set expectations for timetable)Goals for this classIntroduction to online marketingBasics of developing a websiteHow people can find you on GoogleIntroduction to Search Engine Optimization (SEO)Introduction to Search Engine Marketing (SEM)Introduction to Social Media MarketingMeasuring SuccessQ&A sessionFor live classes - ask attendees to turn cellphones to vibrateAdWords is Googles advertising program.AdWords allows you to create and run ads for your business organizations.Ads will show on Googles advertising networkIt costs $5, one time, to set up an account.There is no budget minimum or term commitmentsYou'll only pay when people click your ads.

    Define AdWords for groupExplain that AdWords is an auction. Advertisers compete against each other in the auction to have their ads appear when people search on particular keywords.In todays presentation we get into more details about this auction and how to make your ads more competitive.Many small businesses ask if AdWords is an appropriate option for their business.No matter what size your business, you can benefit from advertising on Google.Today we will address some of the most common questions from people interested in advertising with AdWords.Before spending money with Google AdWords, or any online marketing option for that matter, you need to set goalsUse these goals to determine whether your campaigns are working or not, and make adjustments based on your level of success!Analogy - when you get in a car you need to know what your destination is.AdWords ads are displayed along with search results when someone searches Google using one of your keywords. Ads appear under 'Ads' in the side column of a search page, and may also appear in additional positions above the organic search results. Text ads only (some exceptions for people with products to sell; most advertisers use text ads)

    Search NetworkYour ads may appear alongside or above search results, as part of a results page as a user navigates through a site's directory, or on other relevant search pages. The search network includes Google Maps, Google Product Search and Google Groups along with entities such as Virgin Media and

    Ad Specifications:

    Keyword targetedText ads only (except on Google Images)Advertisers cannot select individual search network sitesFormatting varies slightly site to site, and will be automatically adjusted

    For Google Images:Image search ads are the only image format currently supported in the Search Partners network. This ad format combines an image with text and appears on Google Images. They do not contain moving animations or appear on any other sites within the Google Network.You can also choose to display your ads on the Google Display Network (GDN). The GDN is made up of thousands of content and search sites displaying targeted ads. These Include major web portals & search sites, sites enrolled in Google AdSense program, Gmail, and sites from the DoubleClick Ad Exchange. The GDN reaches 70% of unique internet users in over 100 countries and 20 languages on hundreds of thousands of sites across the web.You can choose specific Display Network websites (called placements) where you'd like your ad to appearOr, you can let Google find sites for you. Google continually scans millions of pages from the GDN to find relevant matches with keywords. When Google finds a match, your ad becomes eligible to run on that page. Google's web search and linguistic processing technology can decipher the meaning of virtually any GDN page, so your ads are showing on contextually relevant pages. The GDN offers many ad formats, including text, image, and video ads.You can track your ad performance, down to the website/Web page level, using the reports available in your account. Other features:

    Exclude placements if you don't want your ads to appear on them at all.Manage individual or default bids to adjust how competitive you want to be on certain placements.Add keywords and negative keywords to refine where your ads run.See URL-level details on the placements where your ads appear and quickly make data-driven decisions to improve your ad group's performance.

    AdWords uses a cost-per-click bidding model, or CPC.Its a pricing model where the advertiser specifies a rate they are willing to pay when a visitor clicks on an advertisement. This can include advertising on a search engine website or partner websites. If your ad is displayed 100 times but clicked on 25, you pay for 25 clicks, at the price you set (or lower).


    Control over campaign Feedback on performance Relevancy - ads are targeted to searchers intentions Measurable Results - you know how many people click on your ad

    Lets learn how Google ranks ads.AdWords is an auction.Advertisers compete against each by selecting keywords that are relevant to their business.When a searcher looks for something on Google, called a search query, Google conducts a live auction to determine who wins. AdWords is able to sort through billions of keywords and millions of ads to determine the winners of the auction.Advertisers are competing for an ad position on a page, called Ad Rank,To determine the winners, Google looks at two factors, the quality of your keyword and your bid.

    Ads are positioned on search and Display Network pages based on their Ad Rank. The ad with the highest Ad Rank appears in the first position, and so on, down the page.A search engine results page has up to 11 AdWords adsThere is no correlation between organic presence and Ad Rank.Ad Rank = Max CPC Bid x Quality ScoreWhat determines the actual CPC (the Price)? The Ad Rank of advertiser below divided by your quality scoreThe last advertiser pays a minimum price to participate in the auction

    A keyword-targeted ad is ranked on a search result page based on the matched keyword's maximum cost-per-click (CPC) bid and Quality Score. Note that some search partners have a different page layout than Google.We will discuss bids and Quality Score.Your maximum cost-per-click (CPC) is the highest amount that you are willing to pay for a click on your ad. When ads appear on the Search Network, the maximum CPC is one of the factors affecting ad position. Increasing your maximum CPC bid can improve the position of your ad. When ads appear on the Google Display Network, the maximum CPC is a key factor in determining whether your ad is placed on your targeted placements.

    Quality Score is a measure of how relevant your ad, keyword, or webpage is. Quality Scores help ensure that only the most relevant ads appear to users on Google and the Google Network.

    For keywords: Quality Score on Google & Search NetworkFor Google and the Search Network, a Quality Score is assigned to each of your keywords. It's calculated using a variety of factors and measures how relevant your keyword is to your ad group and to a user's search query. The higher a keyword's Quality Score, the lower its cost-per-clicks (CPCs) and the better its ad position.Keyword Quality Scores will affect:your keywords' actual cost-per-clicks (CPCs)the first page bid amounts that you see in your accountwhether a keyword is eligible to enter the ad auctionhow high your ad ranking will be

    For ads: Quality Score on the Display NetworkFor the Display Network, a Quality Score is assigned to each of your ads. It measures how relevant your ad is to a particular page in the Display Network. The higher an ad's Quality Score, the more likely it is to appear on a Display Network page and the higher its position will be.Ad Quality Scores will affect:whether an ad is eligible to enter the ad auctionhow high your ad ranking will be on Display Network placements

    Explain the relationship between the searcher, the search query (keyword), the displayed ad, and the landing pageThe scent of the keyword help keep a searcher interested and engaged with your website and give you the best opportunity to complete a conversion.Quality Score for Ad Rank on Google and search partners is determined by:The historical clickthrough rate (CTR) of the keyword and the matched ad on the site. For Google, only historical performance on Google is considered. For search partners, performance on the specific search partner is used, along with how the ad performs across the search network.Your account history, which is measured by the CTR of all the ads and keywords in your accountThe historical CTR of the display URLs in the ad groupThe relevance of the keyword to the ads in its ad groupThe relevance of the keyword and the matched ad to the search queryYour account's performance in the geographical region where the ad will be shownOther relevance factors

    Quality Score for the Display NetworkThe Quality Score for calculating an ad's eligibility to appear on a particular Display Network site, as well as the ad's position on that site, consists of the following factors:The ad's past performance on this and similar sitesThe relevance of the ads and keywords in the ad group to the siteThe quality of your landing pageOther relevance factors

    The Quality Score for determining if a placement-targeted ad will appear on a particular site depends on the campaign's bidding option.If the campaign uses cost-per-thousand-impressions (CPM) bidding, Quality Score is based on:The quality of your landing pageIf the campaign uses cost-per-click (CPC) bidding, Quality Score is based on:The historical CTR of the ad on this and similar sitesThe quality of your landing page

    The Quality Score for keywords is visible within your AdWords account.There are two places to see it.In the Keywords Roll-Up Tab, click on the thought bubble icon next to the keyword in the Status column. A yellow box will pop with information about that keyword, including its Quality Score, whether ads are showing, and some diagnostic information to help fix any problems.Quality Score is displayed as a number from 1-10. The higher the number, the better.Another way to see Quality Score is to enable a column for Qual. Score. To do that, visit the Keywords Roll-Up tab and click on the Columns button. Check the box labeled Qual. Score and save.The higher the better! How to interpret: 1-4 poor, 5-6 ok, 7-10 is best.Explain how Google determines the winner of an AdWords auction.This example shows three advertisers bidding on the same keyword.Each advertiser has a separate CPC bid and Quality Score. Explain how Max CPC is multiplied by Quality Score to determine Ad Rank.The advertiser with the highest Ad Rank wins the first place in the auction.In this case, Scott won; Alison came in second place; Jon came in third.Explain how Google determines the winner of an AdWords auction.This example shows three advertisers bidding on the same keyword.Each advertiser has a separate CPC bid and Quality Score. Explain how Max CPC is multiplied by Quality Score to determine Ad Rank.The advertiser with the highest Ad Rank wins the first place in the auction.In this case, Scott won; Alison came in second place; Jon came in third.An AdWords account is structured like this:

    Account - general information about advertiser, billing informationCampaigns (up to 25 per account) - set daily budget, target languages and locations, set distribution preferencesAd Groups (up to 100 per campaign) - sets of ads and keywords, some with specified placements. Maximum 2,000 keywords per Ad Group.There is no one correct way to set up an account. You can organize your campaigns and Ad Groups in many ways, including:

    Products and services: Set up separate campaigns for the different product areas: Camping, Men's Athletic Wear, Hunting, etc. Within each campaign, set up separate ad groups for the various items that fall under these areas, such as 'Tents,' 'Cookware,' and 'Sleeping Bags.' Brand Names: A website that sells a variety of brand-name products may find that branded keywords convert better than generic product descriptions. You can designate separate ad groups or campaigns for each brand, depending on the variety of products under a given brand label. Websites: Each company or website should have its own campaign or separate account.Geographic Location: Geographically-targeted advertisers, such as attorneys, real estate developers or car dealerships, can designate different campaigns for each state and then a different ad group for each city or metropolitan area.Seasonal products and services: Products that are affected by seasonality can be organized into their own campaigns or ad groups so that these can be paused and resumed according to the season. Themes or functions: A company that provides only a few products or services may still want to set up separate campaigns or ad groups because the same product or service may appeal to a variety of needs. A catering company may want to run separate campaigns or ad groups for 'Weddings,' 'Corporate Events,' or 'Birthdays.'

    The keywords you choose are the terms or phrases you want to "trigger" your ad to appear. For example, if you deliver fresh flowers, you can use "fresh flower delivery" as a keyword in your AdWords campaign. When a Google user enters "fresh flower delivery" in a Google search, your ad could appear next to the search results.

    Core Keywords

    Core keywords are the foundational themes, the most basic keyword phrases that describe your products or services. Often be very general, high-traffic, and highly competitive keywords. If focused on conversions or ROI, you may run variations.

    Account structure will help identify keyword themes. Use the Keyword Tool with the 'Use synonyms' boxed checked to get ideas, or browse other sites to see how similar businesses describe products. Customers may use different terms to find products or services than the terms you would normally use.

    Keyword Variations and Modifiers

    Start expanding on variations. Keyword modifiers focus on a particular audience Things to keep in mind:

    Each keyword has its own unique number of searchesEach keyword converts differently to salesEach keyword has its own level of competitionEach keyword represents something slightly different that people are thinking when then type it in. Standard Negative Match:Adding this negative keyword to your account would prevent your ads from showing on any search queries containing the terms organically and grown. It wouldn't prevent your ads from showing on variations of these terms, however. It also wouldn't prevent your ads from showing on search queries that only contain one of the terms.For example, the search queries organically raised and naturally grown could trigger your ads, while organically and humanely grown could not.

    Other negative match types (only mention if explicitely asked about negative phrase/exact match!)II. Negative Phrase-Matched KeywordsIf you were to add this keyword to your account, the system wouldn't let any search query containing the phrase organically grown trigger your ads. The search query organically grown tomatoes would not trigger your ads, for instance. The rules of phrase match still apply, however, so your ads could possibly show on the search query organically or organically and humanely grown.III. Negative Exact-Matched KeywordsThis negative keyword would only prevent your ads from showing on the search query organically grown. Search queries such as grown organically and organic, could still trigger your ads.It's a good idea to add relevant variations of your negative keywords, including both the singular and plural forms.

    Be Clear, Simple and Relevant

    Ad text is an opportunity to tell customers about the products or services and differentiate from competitors. On Google, text ads are displayed on four lines: a title, two lines of ad text, and a URL line. However, the format may differ on Google partner sites.

    Ad Text Specifications:

    Line 1, the Ad title: 25 characters maximum, including spaces.Line 2. the 1st Description line: 35 characters maximum, including spacesLine 3, the 2nd Description line: 35 characters maximum, including spacesLine 4 - the Display URL: 35 characters maximum, including spacesLine 5 - the Destination URL: 1024 characters maximum. The Display URL must accurately represents your destination URL; it must have the same domain (such as as your landing page. It does NOT need to reflect the entire URL of the destination. For example, your ad may read: but the destination URL might be Display URL must be an actual web address, appearing in the form of a valid URL. It must include the extension (such as .com, .net, or .org,). It does not need to include the prefix (such as http:// or www).Be descriptive. Clearly identify what you are selling. Describe specific benefits, features, or special offers and set correct expectations for the potential customer.Emphasize unique qualities Use proper grammar, punctuation and capitalizationInclude keywords from your ad group in your actual ad text.

    There is a four step process for working on your AdWords account.This process is never complete. You should decide in advance how much time and effort you can spend on AdWords. This can be as little as a few minutes per week. Generally speaking, the more you put in, the more youll get out of your optimization efforts.

    Before using AdWords you will need a Google Account.A Google Account functions as a single Google login, made up of an email address and password of your choosing. A Google account is freeIf you have a Gmail account, you can use your Gmail username and password to sign in to your Google Account.A Google Account gives you access to various Google services, including AdWords, Google Places, Google Groups, Google Alerts, Google Apps, Google Analytics, Personalized Search, etc.If you've used any of these services before, you already have a Google Account.

    Thank you very much for participating in todays AdWords 101 session. We hope that this has been an informative introduction to the AdWords system. If you are interested in learning more, we will offer another session with more detailed information.A copy of this presentation will be emailed to each participant who provided an email address.The final slide includes link to helpful AdWords resources.We will now open the presentation for questions.