Introduction to AdWords by kmb15358

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									Introduction to AdWords
Frederick Vallaeys, Google AdWords Evangelist




                                                1
Agenda

  The Changing Marketing Landscape
  Reaching Google‘s Audience with Your Message
  How to Get Started with Google AdWords
  How to Run a Successful AdWords Campaign




                                                 2
Where Are We Today…and Where Are We Going?




           Today
$                         Digital Media

      Non-Digital Media
    1995        2007                         2050?
                                                     3
As a Marketer, Your Objectives Are Manifold


     Awareness                                              Education
     Create awareness                               Create interest through
                                                                information
                                     Radio



                                                  Print
         Outdoor                 Search
                                Marketing
                                                      Direct mail
                                                      & response
                        Television


     Image                                         Direct response
     Maintain brand                     Cycle of trial, purchase, and repeat

                                                                               4
Search is the Most Efficient Channel



               Approximate Customer Acquisition Cost Across Various Channels


         $80
                          $70
                                                    $60
         $60
                                                                               $50

         $40



                                                                                                $20
         $20
                                                                                                           $8.5

          $0

                      Direct mail                  Email               Online display ads   Yellow Pages   Search

  Source: Piper Jaffray: ―The New eCommerce Decade: The Age of Micro Targeting,‖ Oct 2006

                                                                                                                    5
The Right Lead at the Right Time




                            “charity”



Contextually relevant ad                “Sponsor a Child”
              on website    Decision
                              and
                            Purchase
                             Cycle

          “Annual Giving”               “Sponsor a Child in India”




                                                                     6
Agenda

  The Changing Marketing Landscape
  Reaching Google‘s Audience with Your Message
  How to Get Started with Google AdWords
  How to Run a Successful AdWords Campaign




                                                 7
Google AdWords Reaches Global Markets


                                                          People use
                                                       Google in over 100
                                                          languages




                                            The Google Network reaches
                                            more than 80% of worldwide
                                                   Internet users.




                                                                                                                                                    8
 Sources: Measured by Media Metrix and NetRatings (September 2004); ―2005 Web Globalization Report Card,‖ Byte Level Research (November 2004)
                                                                                                                                                8
The Google Network

  Google: #1 U.S.
  search engine:




 Search partners:




     Thousands of
 Content partners:




                     9
Reaching Customers Online

Reach customers via three advertising touch points:

          Connect with      Connect with       Connect with
           Consumers         Consumers          Consumers
           When They         When They          When They
             Search           Research        Pursue Interests
          with Google‘s      with Google‘s     with Google‘s
         Search Solutions   Content Network    Site Targeting




                                                                 10
11
Imagine Your Business on Google




                    Your Business
                    Imagine your business here right when a
                    user is searching for what you offer
                    www.YourBusiness.com




                                                              12
Google Search Results


                        Search Query:
                          ‗flowers‘




                                   Google
                                Search Results




                                                 13
Google AdWords Ads




                     AdWords Ads




                                   14
Keyword Advertising




  • Targeted advertising
  • Better advertiser ROI than
    untargeted ads
  • Improved user experience




                                 15
AdWords for Content - AdSense
     Reaches millions of users as they read content online




  Google scans a page,
interprets its content and
   serves relevant ads
                                          Relevant ads
                                      Targeted in real-time




               Recipe for Roasted
               Garlic Pasta Sauce


                                                              16
Agenda

  The Changing Marketing Landscape
  Reaching Google‘s Audience with Your Message
  How to Get Started with Google AdWords
  How to Run a Successful AdWords Campaign




                                                 17
AdWords Start Page




                               Step 1: Go to
                          www.google.com/adwords

                     When you reach the Google AdWords
                     page, simply click the button to begin

                      The sign-up process usually takes
                              about 15 minutes

                     You can read more about the benefits
                     of AdWords and how it works on this
                                 page as well

                                                              18
Choose Your Edition




                       Step 2: Choose Your Edition

                       For this presentation we will
                       walk you through the Starter
                         Edition sign-up process

                      Starter Edition has a simplified
                      sign-up and set-up process for
                         new AdWords advertisers

                         You will have simplified
                       keyword selection, ad copy
                       writing, and campaign/local
                                 targeting

                      You can always graduate to the
                       Standard Edition at any time

                                                         19
What if I Don‘t Have a Web Page?




   Hosted business pages are informational sites that new AdWords
    advertisers may create when setting up advertising campaigns.

  If you have a small business and would like to advertise with Google
     AdWords, but you don't have a website, you can create a hosted
  page to showcase your business. It usually takes only 15 minutes to
                                set up.

   With AdWords and hosted business pages, you'll be able to reach
         potential customers with a few quick and easy steps.
                                                                         20
Select Your Ad Location and Language




           Step 3: Select the language and location where you want your ad to show

              You can target a specific area within your selected country, territory, and
                                      even state if you so wish
                                                                                            21
Write Your Ad

                     Step 4: Write your ad

                  In this step, you enter the
                 website address where you
                want potential customers to go
                 when they click on your ad

                 If you don‘t have a webpage,
                you can still take advantage of
                AdWords. We have a tool that
                 allows you to create a simple
                     page hosted by Google

                 Then, follow the instructions
                and write your ad. Your ad title
                 and copy should be relevant
                 and understandable to your
                          customers

                   If you are having a case of
                writer‘s block, there‘s a tool that
                  can provide you with ad copy
                ideas; simply click the ―Give me
                ideas‖ tab and follow the simple
                           instructions
                                                      22
Choose Your Keywords




                                   Step 5: Choose Your Keywords

                       Keywords are what your prospective customers are typing
                         into the search bar to find your products and services,
                                                  such as
                                          ―real estate, 91311‖

                         In this step, you can enter as many keywords and key
                                    phrases as you‘d like into the box

                       Your ad will be more effective if your keywords are directly
                           related to your ad. More specific key phrases and          23
                                    keywords will lead to better leads
Set Your Budget and Choose a Currency




                                   Step 6: Choose your budget

                         Select the currency in which you will be paying for
                                               your ad

                          AdWords will show your ad as often as possible
                              within the budget guidelines you set

                         You can select one of the preset budget amounts or
                          input your own monthly budget amount in the box


                                                                               24
Create an Account




                       Step 7: Set Up Your Account

                     If you already have an account with
                     any of Google‘s properties, you can
                    choose to use that email address and
                         password to log into AdWords

                    If you want to create a new account,
                    simply select the second option and
                       enter the requested information

                        Then, click ―create account‖
                                                           25
Enter Your Billing Information




                                      Select a form of payment

                                 You can use direct debit or credit card




                                                                       26
Agenda

  The Changing Marketing Landscape
  Reaching Google‘s Audience with Your Message
  How to Get Started with Google AdWords
  How to Run a Successful AdWords Campaign




                                                 27
How do I create an effective AdWords campaign?

Relevance is the key to a successful AdWords campaign



 Targeted            Higher
    Ad            Clickthrough                 Better
                      Rates                 Conversions


        Good User                More Qualified
        Experience                  Leads




                                                          28
How do I Choose Good Keywords?


  Relevant Keywords:
     • Accurately reflect products/services being
       offered

     • Match what your audience is looking for

     • Target the audience without being too general




                                                       29
Keyword Match Types
 Ads are continuously matched to Internet users‘
  interests based on your keywords
 Use keyword match types to your advantage
    •   Broad Match
    •   Phrase Match
    •   Exact Match
    •   Negative keyword
 Ads are placed as buying decisions are made

        The Result: Businesses reach their audience at the
         right time, with the right message

                                                             30
Broad Match Example


  For the broad-matched keyword used book
    - used book dealer
    - buy used books
                           Ad can appear
    - used and rare book   for any of these
    - second hand book     queries
    - cheap used book




                                              31
What are Negative Keywords?

 • Prevent ads from appearing on irrelevant search queries
 • Eliminate unwanted impressions




             Keyword:         used book
             Negative Match: -cheap




                                                             32
Choosing the Right Keywords – Selling Dogfood

                     buy cheap dog food online now

    pets                                Purina dog chow


   buy dog food

                                      dog food recipes
     dogs


            vet                    canned dog meals

                                                         33
Choosing the Right Keywords


                              Average US Search Phrase Length

   2 word phrases                                                    29%

   3 word phrases                                              22%

   4 word phrases                                          20%

   5 word phrases                                  12%

   1 word phrases                       6%

   6 word phrases                       6%

   7 word phrases                  3%

                           0%                10%         20%         30%




                 94% of people in the US search with multi-word phrases
 Source: OneStat.com – July 2006


                                                                           34
How do I write an effective ad?


 • Ad text distinguishes you from the competition

 • Communication, appearance, and style are important

 • Be persuasive and informative

 • First thing the user sees




                                                        35
Keywords in Ad Text

     Catch your customer‘s eye by making sure your
             headlines match the keywords.

                             Collector Dolls 40% Off
        figurines            The Anastasia Collection -
                             Porcelain Dolls, Doll Stands, & More
                             www.AdWordsExample.com



                             Discount Figurines
                             Unique Collectibles, Gift Ideas,
                             Figurines & Miniatures. Buy Online!
                             www.AdWordsExample.com



                               Matching terms show up in bold
                               text on the Google results page.
                                                                    36
Include a Call to Action


Examples: get info, research here, download free white paper, order
our catalog, buy now, save money




     Avoid meaningless slogans and gimmicky language


             Click Here                     Visit Us

                                                                      37
Differentiate Products or Services


             Send Chocolate Gifts
             Save 10% on all chocolate orders.
             Free shipping over $50.



      Save 50%
                                   Free Shipping
      $10 Off
                                   Free White Paper
      Seasonal Sales


                                                      38
Advertise by Location


 Location in ad text can increase performance
 • Attracts attention of local users
 • Non-local users will not click on ad


                   New York Advertising




                                                39
Inter-capitalize Display URL




  Inter-capitalizing your display URL may make your ad
   stand out more and lead to better clickthrough rates


                                                          40
Including Multiple Ads

   Use multiple ads to test messages and see which on works best




                                                                   41
Controlling Costs
 • 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
 • Conversion tracking = real-time return-on-investment data




                                                                     42
Relevancy Decreases Your Cost

   The ad rank depends on the relevance of the ad
     and your maximum bid
      • Rank = Quality Score * Maximum CPC

   It is possible for the higher ranked ad to have a
       lower cost per click than its competitors
   If your ad is more relevant, you can still compete
      against someone with more money




                                                        43
And Targeting Is Easy…




                                94043




                            AdWords gives you the option to target the
                         location where your ad will be visible to potential
                                           customers

                          If you want your ad to be shown to all relevant
                         searches in a particular country, you can simply
                                         select a country

                          If you would like to target a local area within a
                         country, simply enter a city name or postal code
                         to search and select the area where you would
                                      like your ads to show
                                                                               44
Regional and Local Targeting

  You can target ads so they appear only in locations of
  interest to you – your neighborhood, your service
  areas, your city or your state.

   Select from pre-defined            Define the area,
          geographies      OR
                                    customize the targeting

          Countries             Within a defined radius   Within defined borders



              Regions

                      Cities




                                                                                   45
AdWords is Accountable




                                Monitor Your AdWords Performance

                   The AdWords interface lets you monitor the performance of each ad
                        that you are running, as well as your overall performance

                     With AdWords, you always know how your ads—and marketing
                                       budget—are performing




                                                                                   46
Google Grants Beta


 Grantees use Google Grants ads to increase
   awareness, solicit donations, recruit volunteers,
   promote events, etc.




 Questions: grants-nten@google.com

                                                       47
More About Google Grants


Visit www.google.com/grants for eligibility criteria,
  grant details, application and more




                                                        48
Questions
Frederick Vallaeys, Google AdWords Evangelist
Email your questions to grants-nten@google.com




                                                49
Appendix

  grants-nten@google.com




                           50

								
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