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PRESENTATION

AGENDA:

• An Overview of Search• An Overview of PPC• Introduction to AdWords• Adwords Structure• The AdWords interface• Google Analytics

PLASMA TV

GOOGLE ADWORDS (SPONSORED LINKS)

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NATURAL SEARCH RESULTS

Where will your Ads show up?

Search (just seen)

Search Partners

Content Network (AdSense)

Placement Targeted campaigns

GOOGLE ADWORDS APPEARING ON SEARCH PARTNER WEBSITES

Your customers see your ad when they surf Google Network properties

Google technology places your ad on the most relevant content pages

Google AdWords

The primary benefits of AdWords include:

• Reach• Cost• Timing• Flexibility

• 81% of website visits are a result of search• 93% of searchers don’t go past the first page of results• 260 million searches per week in the UK alone• 17p in every pound is spent online*

REACH

*Source: World Advertising Research Centre, July 2008

REACH

You can target your adverts to be seen by:

- Country- Region- Town- Within a radius of where your business is placed (e.g. Within 50 miles of Lincoln)

• No minimum spend• You choose your own maximum daily spending limit (daily budget)• Choose how much you want to spend per click for every keyword• Pay Google for users who click on your ad• More cost-effective than Yellow Pages, Banner Ads & Direct Mail*• Conversion tracking = real-time return-on-investment data

COST

TIMING

• Ads are continuously matched to Internet users’ interests• Ads are placed as buying decisions are made

The Result:

• You reach your audience at the right time, with the right message

FLEXIBILITY

• Start advertising quickly

• Unlimited changes, whenever you want

• You can target ads to the specific location & language of your customers

• Target people searching the internet at different times of the day

• Target people searching the internet ON different days (e.g. stop your adverts showing over the weekend)

• Use Text, Local Business Ads, Mobile, Video, Image

What influences my position?

Key phrase (RESEARCH) Quality (WORDING OF ADVERT & LANDING PAGE)Price (AMOUNT PER CLICK)Budget (AMOUNT WILLING TO SPEND PER DAY)

Key phrase researchList target audienceBrainstorm wordsUse Google’s Keyword Tool

Why is the research so important?1. Ensure you are bidding on the phrases likely to bring you more

business.

2. Look to bid on “lower value” key phrases

3. Ensure your campaign has LOTS of negative keywords – otherwise you will be wasting money.

Researching the Market

Keyword ResearchInternal

Web statsCustomersAbbreviations and slangProblems and Solutions your product overcomesUSPs

Competitors (search example)Campaign Optimiser tool

Keyword Matching• BROAD MATCH• PHRASE MATCH• EXACT MATCH• NEGATIVE MATCH• NEGATIVE EMBEDDED MATCH

Keyword Matching

Broad: Any words in any order

EXAMPLE: Accountants in Lincoln will be triggered by:-

Accountants in LincolnCheap Accountants in LincolnLincoln AccountantsBest Accountants in LincolnAccountants Jobs in LincolnshireLincoln city centre accountants firms

Keyword Matching

Phrase: Any list of words in that order onlyEXAMPLE - “Accountants in Lincoln” will be triggered by:

Accountants in LincolnCheap Accountants in LincolnBest Accountants in Lincoln

But not byLincoln AccountantsAccountants Jobs in LincolnLincoln City Centre Accountants Firms

Keyword MatchingExact: Only that phrase

EXAMPLE:[Accountants in Lincoln] will be triggered by

Accountants In Lincoln

But not byCheap Accountants in LincolnBest Accountants in Lincoln

Keyword MatchingNegatives: remove words that you don’t want to be found for

EXAMPLE: Accountants in Lincoln with negative keywords

-cheap-free-discount

Accountants in Lincoln would show up

Your advert would NOT show up if someone entered cheap accountants in lincoln

Be careful of conflicting negatives that prevent your Ad runningYou can use broad, phrase and exact negatives too!

QUALITY:Writing Ads to attract clicks

Check out the competitionStructure of text Ad

Title: 25 charactersFirst Line: 35 charactersSecond Line: 35 charactersDisplay URL: 35 charactersDestination URL:

CTRLanding Page

Plasma TvHuge Discounts on New Plasma TVsIn Stock Now with Quick Deliverywww.DirectTVs.co.uk/Deals

QUALITY:Writing Ads to attract

clicksSell your benefits:Examples – Crystal Clear viewing, Latest HD Technology, 3D Ready

Include attention grabbing words:Examples – Free, Sale, 50% off, Available Now

Use a “call to action” – provoke emotion or enthusiasmExamples – Offer ends tomorrow, Download a free trial now, Buy today 50% Saving, Free shipping

Include USP’sExamples – Award Winning, Preferred Supplier, Recognised body member

Include price – this deters freebie hunters

QUALITY:LANDING PAGE

DO: Ensure you have the landing page that is relevant to your advert

DON’T: Send people to your home page

1. Target the right audience – geographically, by language, by product / service.

2. Research (and the research some more)

3. Refine your keywords – Broad, Phrase, Exact & NEGATIVE

4. Track your return on investment (where possible)

5. Write attention grabbing Adwords

6. Ensure your Adwords are representative of your website

7. Ensure your landing page matches your Adwords.

8. Include price (where possible)

TOP 10 GOOGLE ADWORDS TIPS

9. Include multiple Adwords for each campaign (split test)

10. Test, Refine, Test, Refine, Test, Refine, Test, Refine

Any more questions?

Liam Lallyinfo@zaddle.co.uk