Google Adwords

Internet Advertising for Professionals Frank Dobner Search Engine Marketing Google Adwords 1 Contact Frank Dobner  http://www.TheStartupSource.com • frank@thestartupsource.com • 630-717-1001  Do you or someone you know want to speak Italian?: • http://www.SpeakItalianToday.com 2 What is Pay Per Click?  “..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:  • • • • Form of direct response marketing Pay only when click link Auction system – bid for keywords Cost per click determined by several factors 3 SEO and PPC   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. 4 PPC in Search Results PPC Ads Organic Results (SEO) 5 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 6 Click Results – PPC & SEO PPC - 25% of Clicks Organic (SEO) 75% of Clicks Source: Marketing Sherpa and Enquiro Research 7 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 8 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 9 Google Quality Score  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 10 Keyword Research Demo 11 Keyword Research: Market Research Choose keywords that:  Have sufficient traffic (searches per month) Have Sufficient competition (want customers already buying)   But Not too much competition (hard to rank) Bid prices are reasonable   Reveal Commercial Intent 12 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 13 • Typical purchasing customer: Google Phrase Match Options  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 14  Phrase Match:  Exact Match: Google Adwords Demo 15 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 16 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 17 Create Ad Variations   Create 4 Ads from 2 Titles and 2 Descriptions 2 Titles: • • • Used Pop Up Campers Used Pop Up Campers Now?  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! 18 Search Results for “Go Kart Engine” “Go Kart Engine” - 27,100 Monthly Global Searches 19 Ads Gone Wild! 20 Landing Pages Matter  Exceed expectations & achieve objectives by: • Targeted landing pages – keyword optimized, remember: • • 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 21 • Boilerplate: Screenshot Slides 22 Need a Google account? 23 Enter account info or create one 24 Creating an account 25 Account Creation Confirmation 26 Login after confirmation 27 Business Solutions 28 Account Snapshot 29 Account Snapshot (lower half) 30 Campaign Summary 31 Start New Campaign 32 Create Ad 33 Campaign Keywords 34 Ad Group Bid Price 35 Review and Save New Campaign 36 Campaign Settings 37