An Introduction to Google AdWords

About DragonSearch

• Founded 2007• Office Locations:

– New York, NY– Kingston, NY

• Presenters– Andy Groller– Paolo Vidali

Digital Advertising Expertise

• Google AdWords• Bing Ads• Display Advertising• Retargeting• Gmail Advertising• Social Advertising

– Facebook– LinkedIn– Twitter

What You’ll Leave Today With

1. An understanding of what Google AdWords is2. Understanding how AdWords can help your

business grow3. What it takes to setup a successful AdWords

account

The Basics

So What is AdWords?

• AdWords is Google’s 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

websites

Why Advertise with AdWords?

• Branding• Direct Sales• Drive New Leads• New Product Launch• Drive More In-Store Traffic• Increase Closing Rates of Lead to Sale• Increase Customer Loyalty and Repeat

Purchases

TRANSPARENCY

Advertising that YOU Control

• Daily Spend• Geographic Targeting• Time of Day• Device• Messaging• Maximum Cost per Click (CPC)

The AdWords Auction

Auction

GGEHS.com

MrRooter.com

MrRooterNewYork.com

Types of Advertising

Search Network

Search Network

You Select

and Bid on Keyword and Craft Ad

User Searches on

Keyword and Sees Ad

User Clicks on Ad and is taken

to Your Websit

e

Search Network

Search Network

Google Display Network

Google Display Network

Websites

Interests

Location

Age and

Gender

Gmail Advertising

Retargeting

Retargeting

Structuring Your Account for Success

Account StructureAdWords Account

Unique email address & passwordBilling information

Campaign

Daily budgetLocation/language targeting

Distribution preferenceEnd date

Campaign

Daily budgetLocation/language targeting

Distribution preferenceEnd date

Ad Group

KeywordsAds

Ad Group

KeywordsAds

Ad Group

KeywordsAds

Ad Group

KeywordsAds

Ad Group

KeywordsAds

Ad Group

KeywordsAds

The WRONG Way to Structure an AdWords Account

“Furniture” Campaign

Furniture Ad Group

The Best FurnitureGreat Selection, Made in USA Free Shipping, 5 Year Warranty.PlantationDesign.com

leather sectional

rugs

dining room table

kitchen table

brass bed

leather headboard

dresser

leather couch

leather loveseat

patio furniture

table lamp

floor lamp

kids furniture

living room furniture

bedroom furniture

desk

leather chair

leather sofa

coffee table

end table

lamp

ottoman

dining room table

media console

AdWords Account

A BETTER Way to Structure

“Leather Sectionals” Ad Group

“Leather Chairs” Ad Group

“Leather Loveseats” Ad Group

Leather SectionalsLeather Sectionals Made in USA From $1,999 With 5 Year Warrantyplantationdesign.com/sectionals

Leather LoveseatsFree Delivery When You Buy BeforeChristmas. Order Yours Today!plantationdesign.com/loveseat

Leather ChairsHandcrafted Leather ChairsMake a Statement. View Catalog!plantationdesign.com/chairs

buy leather sectional suite

buy leather sectional suites

leather sectional suites

leather sectional suite

buy leather sectional

buy leather sectional

leather sectional

leather sectionals

buy leather love seats

buy leather loveseats

buy leather love seat

buy leather loveseat

leather loveseats

leather love seats

leather love seat

leather loveseat

buy handmade leather chair

buy handmade leather chairs

handmade leather chairs

handmade leather chair

buy leather chairs

buy leather chair

leather chair

leather chairs

AdWords Account

“Furniture” Campaign

Keyword Selection

Building Your Keyword List

• Brainstorm business• Review website • Think like a customer • Focus on what differentiates• Include plural & singular versions• Include spelling mistakes & variations• Include product numbers & codes

AdWords Keyword Planner

Choosing the Right Keywords• Add relevant keyword variations: singular/plural and synonyms

• Keyword combinations, accent marks (á, é, í, ó, ú, ñ, ü, etc.)

• Make keywords specific to your product or service

Too General Just Right Too Specific

vacation

Tax

bags

accounting

florida vacation rental

tax preparation nashville

handmade leather bags

cheap accounting software

3 br vacation rental grayton beach

tax preparation service nolensville rd

handmade black croc leather handbags

accounting software for petsitting biz

Avoid General Keywords

• Example keyword ‘vacation’ -- your ad might show for:vacation rental

vacation deals

vacation ideas

vacations for kids

vacations for singles

vacations for veterans

National lampoon’s european vacation

permanent vacation lyrics

The go-go’s vacation

disney vacation club

pictures from our vacation by lynne rae perkins

vacation auctions

vacation accrual policy

Vacation agent magazine

vacation air conditioning

vacation anxiety

General Keywords = Low Click Through Rate = Low Quality Score

Keyword Match Types

Match Type How keyword appears in AdWords:

The ad will show when:

The ad will show when a searcher types:

Broad Caribbean Cruise

All words containing this word or combination of words in any order is used as the query.

Caribbean holiday CruisesCruise holiday in CaribbeanCruise in Carribean

“Phrase” “Caribbean Cruise”

Keywords 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 in

Caribbean Cruise

-Negative - TomAds will not appear when this search term is entered in the query

Add will not show if someone types:Tom Cruise

What is Quality Score?

• A measure of how relevant and useful your ads are. • Do your ads & keywords provide a good user experience?

Okay

Poor

Great

Quality Score = User Experience

The Components of Quality Score

+

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

+

Ad Copy Best Practices

Ad Text Character LimitsAd 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)

Good Copy, Bad Copy

Good Copy• Is relevant to the keywords

in the ad group• Gets a high click through

rate (CTR) • Effectively sells your

product or service• Stands out from your

competitors• Includes a call to action

Bad Copy• Vague• Irrelevant• Mismatched• Unclear• No useful information

3 Questions that Lead to Great Copy

1. What sets your business apart?– Why would someone choose your business over

a competitor?

2. Can you describe your products or services?– Describe specific or technical details of your

products or services

3. 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?

Bring it All Together for Great Copy

Bad Copy Good Copy

Quick Recap

Recap of this Evening

• Reach Users throughout the Buying Cycle• YOU are in Control• Structure Granularly for Success• Choose Keywords that are ‘Just Right’ and

Avoid the General Ones• Create Great Copy that Focuses on YOUR

Business and Advantages

Thank You!DragonSearch: @dragonsearch

Andy Groller: @andygroller Paolo Vidali: @paolorobot