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BASICS OF US ING

A presentation to

BQu TeamMay 2013

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Agenda

I. Introduction

II. Getting Started with AdWords

III. Ad Targeting

IV. Ad Creation

V. Selecting Keywords

VI. Budgeting

VII. Monitoring and Evaluation

VIII. AdWords Best Practices

The Business Intelligence Partner

Introduction

Where does all this begin?

Clients need more traffic

Customers are looking to acquire various information. But they don’t know the direct links

Ads appear on the Right/Top

By entering “Keywords” on the

search bar

So, they SEARCH on GOOGLE!

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What are Google Ads?

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Introduction

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Introduction

There are advertisers

They “Bid” on the keywords like at an auction!

The advertiser who bids for the highest amount – gets the higher position in Search Results

Twist – If your ad performs well, the amount you have to pay per click decreases

Where does Adwords come in?

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Introduction

A person who is passionate about researching keywords, writing ads, measuring ongoing success

Willingness to incur time, resources and commitment

Basic Requirements to implement Adwords

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Main roles of Adwords?

To increase Website Traffic

● By picking the correct keywords, we can attract “qualified prospects” to the site (eg: rather than using generic keywords like hospitality etc., for HTTC, we can use targeted keywords like hospitality resources to attract students rather than simply hoteliers, travel guides etc.)

For infinite improvement

● Discover the most effective marketing messages, the keywords worth pursuing (The learnings we make from the campaigns can be useful to us in improving our SEO efforts) (eg: We can get a better idea about the relevant keywords)

For Website Improvement

● Google’s free Website Optimizer – helps pick best version for web pages

Introduction

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Agenda

I. Introduction

II. Getting Started with Adwords

III. Ad Targeting

IV. Ad Creation

V. Selecting Keywords

VI. Budgeting

VII. Monitoring and Evaluation

VIII. Adwords Best Practices

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Getting Started

Setting Goals and Objectives

What are we trying to accomplish/achieve through AdWords?o More traffic?o Optimize website?

Good if its measureable and time-bound

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Adwords Account Organization

Getting Started

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Adwords Account Organization Example

Getting Started

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Agenda

I. Introduction

II. Getting Started with Adwords

III. Ad Targeting

IV. Ad Creation

V. Selecting Keywords

VI. Budgeting

VII. Monitoring and Evaluation

VIII. Adwords Best Practices

The Business Intelligence Partner

Where will the Ads show?

Can be targeted by Networko Search Network – Ads will only appear on Google search networks and its equivalents (eg:

google.lk, google.co.uk, google.in etc.) and in other Google partners (eg: Google Maps, Google Groups etc.)

o Display Network – Millions of Websites that make money by allowing Google to place ads on their sites (These ads can be TEXT, IMAGE or VIDEO ads)

You can select which network you want to pick by the campaign settings

DON’T PICK BOTH! – they require different strategies

Ad Targeting

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Ad Targeting

Where will the Ads show?

Can be targeted by geographic location Eg: Elephant house would only want to target Sri Lankans Eg: If BQu wants to advertise for a job, it would only want to target people

living in Colombo

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Where will the Ads show?

Can be targeted by Device We can select whether we want to target it by

Desktops/Laptops Mobile Phones (Smartphones) Tablets Default setting – Ads appear on all devices But you may want to edit it – some sites don’t look good on mobile

Targeting

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Agenda

I. Introduction

II. Getting Started with Adwords

III. Ad Targeting

IV. Ad Creation

V. Selecting Keywords

VI. Budgeting

VII. Monitoring and Evaluation

VIII. Adwords Best Practices

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Ad Creation

Writing an Ad

THINK LIKE A CONSUMER!

Who’s searching? Build customer profiles“18-year old beach-bums!”“Hospitality Student”

Why’s the person searching?Beach bums- for beach info, beach parties, beach musicStudents – looking for eReports to do an assignment

What would appeal them to click? An incentive! - eg: 30% off on Subscription

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REMEMBER

Your Ad must comply with Google’s advertising policies

support.google.com/adwordspolicy

Ad Creation

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Agenda

I. Introduction

II. Getting Started with Adwords

III. Ad Targeting

IV. Ad Creation

V. Selecting Keywords

VI. Budgeting

VII. Monitoring and Evaluation

VIII. Adwords Best Practices

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Keywords

Keywords

How do you find the keyword? Use the Google Keyword Tool

Find the appropriate list for your businessSelect and add them to your ad groupTo prevent the ad from appearing in unwanted pages, you

can remove keywords (eg: we can remove words like “booking” from beach ads, since we don’t allow booking)

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Agenda

I. Introduction

II. Getting Started with Adwords

III. Ad Targeting

IV. Ad Creation

V. Selecting Keywords

VI. Budgeting

VII. Monitoring and Evaluation

VIII. Adwords Best Practices

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Budgeting

Setting a Budget

Depends on how much we can afford to spend! You can set a maximum budget for each day for each campaign If it’s too low, it might not run! You can decided whether to be charged

CPC – every time someone clicks (for Text Ads) CPM – for every 1000 impressions (for Image Ads)

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Agenda

I. Introduction

II. Getting Started with Adwords

III. Ad Targeting

IV. Ad Creation

V. Selecting Keywords

VI. Budgeting

VII. Monitoring and Evaluation

VIII. Adwords Best Practices

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Measuring Success

Easily accessible and understandable The no. of clicks, impressions, CTR

How much you were charged for a click

Conversion Tracking – Google can track when a prospect converts to a customer (eg: for

TMS, a successful conversion would be when someone downloads a whitepaper. Google can

track this and calculate the average cost per conversion.)

For thebeach.com, a conversion is when someone buys something from thebeach Hut

following an Ad

Monitoring and Evaluating

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Experimenting

Use Ad variations

New keywords

Different bids

Different Networks

Devices

Ad formats (text, image, video)

Geographic

Monitoring and Evaluating

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Agenda

I. Introduction

II. Getting Started with Adwords

III. Ad Targeting

IV. Ad Creation

V. Selecting Keywords

VI. Budgeting

VII. Monitoring and Evaluation

VIII. Adwords Best Practices

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Adwords Best Practices

Always test ad variations and see which ads perform better

Best Practices

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Adwords Best Practices

Put the correct landing page for the ad- don’t direct everybody to the homepage.

Best Practices

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Adwords Best Practices

Track Conversions

Best Practices

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Adwords Best Practices

Keeping Ad Groups Tightly Focussed

Select only the targeted set of keywords for each ad –Add negative keywords -it will

reduce your spend because you won’t attract unwanted/unproductive people to the site Significantly improve your conversion rate

Best Practices

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Measuring Success

Bid High EnoughAdjust bid based on results on ROI

Best Practices