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					Internet Advertising for Professionals
Frank Dobner

Search Engine Marketing Google Adwords
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Contact Frank Dobner
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http://www.TheStartupSource.com

• frank@thestartupsource.com • 630-717-1001

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Do you or someone you know want to speak Italian?:

• http://www.SpeakItalianToday.com

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What is Pay Per Click?
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“..pay per click (PPC) is an Internet advertising model used on search engines ……in which advertisers pay their host only when their ad is clicked…” ~ excerpt from Wikipedia PPC is:

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• • • •

Form of direct response marketing Pay only when click link Auction system – bid for keywords Cost per click determined by several factors

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SEO and PPC
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SEO is “free” (just a lot of work and time) PPC is not free but search results are instant

• • • •

PPC Clickers Are Ready To Buy PPC scales well to small budgets PPC is easily trackable and measurable With PPC, you can

• • • • • • •

throw up a landing page write ad(s) set your budget watch it go live test your traffic pause unproductive ads might even see some sales.

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PPC in Search Results

PPC Ads

Organic Results (SEO)

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More About Paid and Organic
Google Search

Organic Results
Results Determined Largely By: 1. On Page Factors: • Quality of content 2. Off Page Factors: • Number of quality back links

Paid Search Results
Results Determined By: 1. 2. 3. 4. 5. Ad Copy Relevancy of Keywords CTR Bid Price Landing Page Quality
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Click Results – PPC & SEO

PPC - 25% of Clicks

Organic (SEO) 75% of Clicks

Source: Marketing Sherpa and Enquiro Research

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The Campaign Process
Research Keywords Visitors/day per keyword string

Research Competitors
Writing Ad Copy Building & Initiating Campaign Tracking Campaign

What is the Adword appeal?
Number of competing pages THE CRITICAL PIECE TEST, TEST, TEST

Weed out unproductive ad groups and ad variations
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The Google PPC “Equation”
Google wants to……………. Maximize Their Profits So, Google provides internet users the best search and find experience…..so that users search even more
Maximize Google’s Profit

=

Adwords Bid Price

X

Number of Clicks

Factors Determining:
• • Ad Copy – Title & Description Relevancy of Keywords

Quality Score

Note: Google is maximizing its revenue per search

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Google Quality Score
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Quality Score – It is about meeting users’ expectations by being the most relevant

• Quality Score - “…a dynamic variable assigned to •
each of your keywords…” Reward for high quality score:

• Penalty for low quality score:

• Lower Bid prices

• Close Match: Keyword Ad Text Landing Page

• Deactivated keywords or jacked-up bid prices

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Keyword Research

Demo

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Keyword Research: Market Research
Choose keywords that:
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Have sufficient traffic (searches per month) Have Sufficient competition (want customers already buying)

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But Not too much competition (hard to rank)
Bid prices are reasonable

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Reveal Commercial Intent

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Our Business: Used Trailers

• National retailer of used camping trailers
• Sell to lower 48 U.S. states • Unique Offer:
• Sell only used trailers • Provide free shipping to customers w/i 48 states • Shipment guaranteed in 7 days: door to door • Virtual tour on website for each pre-inspect trailer
• Male • 30 – 45 years • Married • Average family size 4 • Down economy - Looking for inexpensive and •
memorable vacation Remembers camping as a boy
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• Typical purchasing customer:

Google Phrase Match Options
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Broad Match:

• used camping trailers • Results could include – camping trailers used for • “used camping trailers” • Results could include - used camping trailers for sale • [used camping trailers] • Results could only include - used camping trailers
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Phrase Match:

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Exact Match:

Google Adwords

Demo

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Campaign Structure
Product Product Line

Campaign 1
Ex: New Camping Trailers

Campaign 2
Ex. Used Camping Trailers

……..

Ad Group 1

Ad Group 2
Ex. Used Traveler Trailers

……..

Ad Group n

Ad Variation 1

Ad Variation 2

……..

Ad Variation n
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Anatomy of A Good Ad:
• Headline (25 Characters Max) • INCLUDE KEYWORDS!

• Description Line 1 (35 Characters Max) • A Benefit – what will the customer get out of it
• Description Line 2 (35 Characters Max) • A Feature as it relates to the customer’s issue • Display URL (35 characters) • Include Keywords (must be same domain as Destination URL • Destination URL (1,024 characters) • Actual URL

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Create Ad Variations
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Create 4 Ads from 2 Titles and 2 Descriptions 2 Titles:

• •
•

Used Pop Up Campers Used Pop Up Campers Now?

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2 Description (lines 1 and 2):

• Free Ship To Lower 48 US States
• •

Budget Family Trip You’ll Remember

Fun and Memorable Family Vacation Free Shipment to Your Door – Fast!
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Search Results for “Go Kart Engine”

“Go Kart Engine” - 27,100 Monthly Global Searches
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Ads Gone Wild!

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Landing Pages Matter
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Exceed expectations & achieve objectives by: • Targeted landing pages – keyword optimized, remember:

•

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Keyword  Ad copy  Landing Page

Other Elements

• Relevant & pleasing to the eye

• Clear call to action
• • • • • •

• •

Limited site navigation Minimize depth of website Simple data forms to capture information Testimonials or other social proof Tell users what to do – specifically! Terms and Conditions Privacy Policy Contact Us – telephone number and physical address
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• Boilerplate:

Screenshot Slides

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Need a Google account?

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Enter account info or create one

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Creating an account

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Account Creation Confirmation

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Login after confirmation

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Business Solutions

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Account Snapshot

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Account Snapshot (lower half)

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Campaign Summary

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Start New Campaign

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Create Ad

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Campaign Keywords

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Ad Group Bid Price

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Review and Save New Campaign

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Campaign Settings

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DOCUMENT INFO
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Tags: Google, Adwords
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views:1650
posted:7/31/2009
language:English
pages:37
Description: Google Adwords