Google & Online Marketing Seminar Helping You Build Your Online Presence
Post on 03-Feb-2016
DESCRIPTIONGoogle & Online Marketing Seminar Helping You Build Your Online Presence. Seth Meyerowitz Certified Google Business Trainer www.UBE-Inc.com - seminars@UBE-Inc.com - 516-330-3865. Show Happy Hound Video http:// www.youtube.com/watch?v=WqHpm7OLWWY. AdWords 101. - PowerPoint PPT Presentation
Certified Google Business Trainerwww.UBE-Inc.com - seminars@UBE-Inc.com - 516-330-3865
Google & Online Marketing SeminarHelping You Build Your Online Presence
Show Happy Hound Video
AdWords 101Find out more about Googles products at: www.google.com/services/smallbusiness
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 Google.com 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 accountwww.google.com/services/smallbusiness
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 Warrantyplantationdesign.com/sectionalsLeather LoveseatsFree Delivery When You Buy BeforeChristmas. Order Yours Today!plantationdesign.com/loveseatLeather ChairsHandcrafted Leather ChairsMake a Statement. View Catalog!plantationdesign.com/chairsbuy 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 Google.com, 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: www.google.com/adwords/onlineclassroomAdWords Small Business Center: www.google.com/adwords/smallbusinesscenterConsultants https://adwords.google.com/professionals/search YouTube Google Business Channel http://www.youtube.com/user/GoogleBusiness Find out more about Googles products at: www.google.com/services/smallbusiness
Some Specific Questions
Tracking AdWords With Analytics
AdWords & Analytics Working Together!
Where Does My Traffic Come From?
Thank You Questions?
Certified Google Business Trainerwww.UBE-Inc.com seminars@UBE-Inc.com - 516-330-3865
Thank You For Attending!Google & Online Marketing SeminarHelping You Build Your Online PresenceSlides Are Available For Download www.long-island-website-design.com/seminar-resources 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 Amazon.com.
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, im...