Google AdwordsBrandon Hess | bhess@trada.com | @brandonhess

What is Google Adwords?

Pay Per Click (PPC) Advertising• Google’s online advertising platform.• Auction-based advertising engine.

– Max Bid Price– Quality Score

• Create text-ads & choose keywords.– User searches one of your keywords.– Your ad may display alongside search results.

• Interested customers click on your ad.– Advertising to a targeted audience.– Real-time tracking of return on investment (ROI)

Where do my text ads show up?

Where do my text ads show up?

Where do my text ads show up?

Where do my text ads show up?

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89

10

Where else can I advertise on Adwords?

Google Search Network• Ads display on engines powered by Google

– Ask.com– AOL

Google Display Network• Contextual targeting

– Target blogs, content sites by keyword.

• Placement targeting– Target specific news sites, videos, mobile, etc.

• Re-targeting– Target users that have already visited key sites.

Performance based advertisingSet Your Own Budget• No Budget Minimums.

– Set your own daily budgets. – Set your own maximum cost per click (CPC).– $5 daily budget + $0.25 Max CPC = 20 clicks/day.

Pay Per Click• Charged when someone clicks your ad.

– Control your own bids (Max CPC).– Focus on relevance.– Cheaper costs.– Smarter use of budget.

Relationships to know

Keywords• The term or phrase you bid on.

– Know your customers & research their search habits.

Ads• The ad displayed when a user searches a keyword.

– Headline, Description, Display URL, Destination URL

Ad Groups• The high-level grouping of keywords & ads.

– Group based on relevance.– Multiple keywords & ads per Ad Group.

Cinnamon Roll Ad Group

cinnamon rolls“cinnamon rolls”[cinnamon rolls]

Do you like happiness?Cinnamon rolls cures what ails you.Order today & get free shipping!www.ricksrolls.com/cinnamonrolls

Ricks Rolls Shipped FreeRicks famous cinnamon rolls online Buy one, get one free. Order now!www.ricksrolls.com/cinnamonrolls

Metrics to know

Key Metrics & Jargon• Cost Per Click (CPC)• Click Thu Rate (CTR)

– Clicks / Impressions = CTR (%)

• Quality Score (QS)– Relevance of keywords > ads > your landing page.

• Conversion Rate (CR)– Conversions / Clicks = Conversion Rate (%)

• Cost Per Action/Conversion (CPA)– # of Conversions / Total Spend = CPA

Improving your Click Thru Rate

Optimize for a 1% minimum CTR• Research your customer & competition online.

– Know what when they’re researching & advertising.– Know the geography of your market & competitors.

• Test match types with your keywords– Broad, “Phrase”, [Exact], -Negative

• Test your ads with tools & copy changes.– Keyword insertion headlines {KeyWord: Headline}– Test different offers to drive positive behavior.– Enable Optimize for Clicks under Settings > Ad Rotation.

• Test impacts from changes to Max CPC / Ad Position– Position 1 looks great but isn’t always the best performer.

Cinnamon Roll Ad Group

“buy cinnamon rolls”[order cinnamon rolls]

-cinnabon

{KeyWord:Do you like happiness?}Cinnamon rolls cures what ails you.Order now & get free shipping!www.ricksrolls.com/cinnamonrolls

Order Cinnamon RollsRicks famous cinnamon rolls online Buy two, get ten free. We’re crazy!www.ricksrolls.com/cinnamonrolls

Improving your Conversion Rate & CPA

PPC averages a 2% conversion rate*• Research your online conversion cycle.• Focus on what works, improve what doesn’t. • Spend wisely.

– What time of day converts best? Worst?– What regions? What landing pages?

• Landing Pages shouldn’t be ignored.• Examine your Quality Score.

– Better Quality Score, cheaper CPC, higher position.

Improving your Quality Score

Google rewards relevance.• Quality Score is based on relevancy to users.

– Keyword > Ad > Landing page relationship.

• Quality Score determines CPC / Ad Position• Keywords scored based on relevance.• Scores range from 1 thru 10

– 1 is poor, 10 is perfect, Average scores are 4-7

• How to improve your score– High CTR (1% or higher)– Ad group structure– Landing page quality

User Experience

“buy cinnamon rolls”

Buy Cinnamon Rolls!Cinnamon rolls cures what ails you.Order now & get free shipping!www.ricksrolls.com/cinnamonrolls

Ricks RollsCinnamon Rolls!FREE! Just Click!

www.ricksrolls.com/cinnamonrolls.html

BUY ME

GOOD QUALITY SCORE

Tools to improve your key metrics

Google Adwords Tools & Settings• Detailed reporting.• Location-based targeting.• Ad scheduling (Day & Time).• Adwords Editor• Ad delivery methods.• Bid & ad position preferences.• Display / Content Network

ReportingReport Button

Location-based targeting (Geo-targeting)

Locations & Languages• Bundles

– Continent, Country• Browse

– Country, State, Metro, City• Search

– Specific Zip Codes, Cities, etc• Custom

– Radius around Zip, Address, etc

Ad Scheduling (Day-Parting)

Ad Schedule• Day / Time Period

– Show your adsonly when yourcustomers are buying.

• Bid Adjustments– Bid higher / lower

during differenthours & days.

Questions?Additional Resources• AdWords Small Business Center

– google.com/adwords/smallbusinesscenter

• AdWords Learning Center– google.com/adwords/onlineclassroom

• AdWords Certification– google.com/adwords/professionals/

• Adwords Editor– google.com/intl/en/adwordseditor/

• Adwords Blog– Adwords.blogspot.com

Brandon Hess | bhess@trada.com | @brandonhess