Seth Meyerowitz

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

http://www.youtube.com/watch?v=WqHpm7OLWWY

AdWords 101

Find out more about Google‘s products at: www.google.com/services/smallbusiness

Agenda

• Introduction to AdWords

• How Google ranks ads

• The importance of structure

• How to choose the right keywords

• How to write great ads

• Q&A

Introduction to AdWords

In this section we’ll cover...

• An introduction to Google AdWords

• Common questions from new advertisers

• The importance of setting goals

• Where your ads can show: An explanation of the Google Ad Network

• How to sign up

What is Google 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

Ads are matched to Web pages relevant to advertisers’ keywords

The questions people ask

Is AdWords appropriate for my small business?

Which keywords should I use?

How will I be charged?

Where will my ads appear?How do I write a great ad?

How 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.

I’d 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.

I’d like to get as many clicks as I can for less than $0.80 per click.

OK, now you know what you want

Where do ads appear?

Google.com

The Search Partners

Target Users by Network & Device

The Google Display Network

Create an account

www.google.com/services/smallbusiness

How Google Ranks Ads

In this section we’ll cover...

• How the AdWords auction works

• How Google calculates your place in the auction

• What’s Max CPC?

• How Quality Score is calculated

• How all this affects what you pay for a click

How does AdWords work?

Instant Auction

A live auction is run for every search

Ad Position = Quality x Your Bid

Quality Factors:

Clickthrough rate, keyword relevance, ad relevance and historical performance

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 formula

Ad RankMaximum

Cost-Per-Click Bid (Max. CPC)

Quality Score= x

The 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?

POOR

OK

GREAT

Note: 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 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

+

You can see your Quality Score for each keyword

The magic ranking formula - example

Alison, 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?

= x$1.00 8Alison

= x$1.00 10Scott

= x$2.35 3Jon

8

10

7

1st

2nd

3rd

Ad Rank Max CPC Quality Score

WhoWins

#1Spot?

How much do I actually pay?

Your actual CPC is the Ad Rank of the advertiser below, divided by your Quality Score.

= x$1.00 8

= x$2.35 3

= x$1.00 10Scott

Alison

Jon

10

8

7 $min

$.88

$.80

Ad Rank Max CPC Quality Score Actual CPC

(8/10)

(7/8)

minimum

=

=

=

So you’ll 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 we’ll cover...

• The structure and limits of a typical AdWords account

• Best practices for organizing your account

AdWords account structure

AdWords 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

25

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

26

A BETTER way to structure an account

“Leather Sectionals” Ad Group

“Leather Chairs” Ad Group

“Leather Loveseats” Ad Group

Leather SectionalsLeather Sectionals Made in USA

From $1,999 With 5 Year Warranty

plantationdesign.com/sectionals

Leather LoveseatsFree Delivery When You Buy Before

Christmas. Order Yours Today!

plantationdesign.com/loveseat

Leather ChairsHandcrafted Leather Chairs

Make 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

Structuring your own AdWords account for success

• Create one Ad Group for each product or service

• Create one Ad Group with your brand/business name as keywords

• Create additional Ad Groups for variations “B&B” vs. “Bed and Breakfast”

For a Plumber

emergency plumbing

hot water repairs

hot water installation

Dishwasher installation

bathroom renovations

drain clearing

Plumber nashville

For a Sports Equipment Store

Tents

sleeping bags

portable stoves

Backpacks

hiking boots

lanterns

swiss amy knives

For a Bed & Breakfast

bed & breakfast nashville

b&b nashville

cheap nashville hotel

luxury bed & breakfast

luxury b&b

nashville inns

How to Choose the Right Keywords

In this section we’ll cover...

• How to begin building your keyword list

• How to apply the “Goldilocks” principle

• Keywords match types

• The Google Keyword Tool

Building a 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

Use the ‘Goldilocks principle’ to pick keywords

Too General Just Right Too Specific

vacation

tax

store

bags

accounting

florida vacation rental

tax preparation nashville

dvd storage

handmade leather bags

cheap accounting software

3 br vacation rental grayton beach

tax preparation service nolensville rd

faux leather storage for dvd box sets

handmade black croc leather handbags

accounting software for petsitting biz

• Add all 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

What happens if my keyword is too general?

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 clickthrough-rate = low Quality Score

32

Keyword matching options

Match TypeHow 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

Examples of negative keywords

Service provider

-become

-study

-class

-classes

-course

-license

-training

-jobs

-employment

-supplies

-tools

-price

Vacation 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 keywords

Enter your keyword

Get additional keyword suggestions

35

How to Write Great Ads

In this section we’ll cover...

• Ad text specifications

• Tips for writing better ads

Ad text specifications

Ad 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 groupGets a high clickthrough-rate (CTR) Effectively sells your product or serviceStands out from your competitorsIncludes a call to action

What doesn’t work

Vague, irrelevant, unclear ads without useful information.

What doesn‘t work

Vague, irrelevant, unclear ads without useful information.

Ask yourself just 3 questions to help you write great ads!

“We won an award in 2009”

“All our products are custom made”

“We always show up on time”

“We’re open 7 days a week”

UsefulAds

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

Examples:“We only sell products made in the USA”

“We have a money back guarantee”

“We have 30 years experience”

“Free 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 materials”

“Battery lasts up to 8 hours”

“From $16 per square foot”

“Evening classes available”

“24/7 onsite support”

“On time or it’s free”

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?Examples:

“Call us to request a free quote”

“Download a 30-day free trial”

“Sign up for our mailing list”

“Learn more about osteoporosis”

“Call us and order a pizza”

“Request a call back”

CallTo

Action

SetsYou

Apart

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 step

Experiment! Try new ads and keywords to get the best to see which perform best.

Track your results

Measure! 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 account

10

Thank you!

AdWords Online Classroom:www.google.com/adwords/onlineclassroom

AdWords Small Business Center: www.google.com/adwords/smallbusinesscenter

Consultantshttps://adwords.google.com/professionals/search

YouTube Google Business Channelhttp://www.youtube.com/user/GoogleBusiness

Find out more about Google‘s 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?

Seth Meyerowitz

Certified Google Business Trainerwww.UBE-Inc.com – seminars@UBE-Inc.com - 516-330-3865

Thank You For Attending!Google & Online Marketing Seminar

Helping You Build Your Online Presence

Slides Are Available For Download

www.long-island-website-design.com/seminar-resourcespassword = june14seminar123