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Paid Search  Google Adwords for SMB - Big Ooga April 2011
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Paid Search Google Adwords for SMB - Big Ooga April 2011

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Understanding Google AdWords for Small Business and Entrepreneurs. Presentation for The Big Ooga in Chicago, April, 2011

Understanding Google AdWords for Small Business and Entrepreneurs. Presentation for The Big Ooga in Chicago, April, 2011

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Paid Search  Google Adwords for SMB - Big Ooga April 2011 Paid Search Google Adwords for SMB - Big Ooga April 2011 Presentation Transcript

  • Your ticket to Page One: Google AdWords paid search for small business and entrepreneursApril, 2011 Presented by: Avery Cohen - Metrist Partners Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • The Google Brand: Relevant Content Joomla Conference People tell Google what they want. Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Google Knows What People Want  16.4 Billion Searches in February 65.5% Google  Primary income source is pay-per-click advertising  2002 Revenue $ 439 Million 2007 Revenue $ 16.5 Billion (56%) 2008 Revenue $ 21.8 Billion (31%) 2009 Revenue $ 23.6 Billion (9%) 2010 Revenue $ 29.3 Billion (24%) Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • What is Google Adwords? Search on GoogleSearch results :Free OrganicListings Google AdWords: Paid Advertising Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Strong Call to Action Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Pursuing the “Holy Grail”  What are your goals?  What do you want to be known for?  What do your customers want? Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Creating Ad Campaigns Campaign  Has a specific target and purposes, location Ad Groups  List of related keywords  Broad, phrase, exact match, and negative words  Ads related to the group of keywords  Contains keyword/phrase  Strong call-to-action  Landing Page for that group of keywords  Contains keyword/phrase  Strong call-to-action Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Campaign Objectives Objective of the paid search campaign:Make people aware of the conferenceEngage their Interest and move them to take action Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Ad Groups Ad Groups1. CMS / Content Management Systems2. Joomla3. Drupal4. Alfresco5. WordPress Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Keyword Selection KeywordsFor each Ad GroupCMS SelectionLearning JoomlaDrupal TrainingTutorialsConferencesWebinars Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Ad Copy Ad Copy Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Landing Pages Landing Pages• Content relevant and specific to ads• Strong Call-to- action• Good Links to additional relevant content on your Call-to-action site Ad-specific content here! Email registration Use keywords for better form relevance Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Questions How can Paid Search help you attain your business goals? How can Paid Search be relevant to your clients search objectives? Do you have appropriate landing pages? Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Selecting Keywords Google AdWords – adwords.google.com  Opportunities | Keyword Tool Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Selecting Keywords Google AdWords  Opportunities | Keyword Tool Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Selecting Keywords Google Insights for Search  Compare up to 5 search terms for relative use Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Google Insights for Search Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Questions Do you have a list of keywords? Do you have actionable content to support people searching on each of those keywords? Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Ad Group Keyword Consistency Search Landing keyword Ad Page phrase and links Search Landing keyword Ad Page phrase and linksKeyword Substitution: {Keyword:default text related to ad group} Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Creating Ads  25-35-35 + url  {KeyWord:Default Phrase}  Auto-adjusts for best variation Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Managing Budgets - Daily Control in Google AdWords Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Managing Budgets - Click Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Managing Position on Listings Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Optimize Search Engine Marketing Impressions Clicks  Click-through rate  Cost-per-click Bounce rate Conversions  Conversion rate  Cost-per-lead Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • AdWords Quality Score Quality Score determines  Frequency of ad placements  Position of ad  Price you pay Quality Score factors  Click-through rate is ~60%  Ad relevance  Landing Page relevance Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Site Optimization Focus on conversions  Views more than one page  Reaches specific “value-add” content  Opts in for email  Fills out a “contact” form  Makes a phone call  Makes a purchase Segment and test Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Tracking Conversions Google AdWords Conversion Metrics  Purchase / Sale  Signup  Lead  View of a key page  Other Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Questions Do you have a clear picture of the “conversion funnel” for your web site? Do you have current (baseline) conversion rates for your web site? How much would you be willing to pay to get someone to your web site? Do you have a testing or optimization strategy in place for optimizing your campaign and web site? Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Next StepsAnalyze, diagnose and plan –the website wake-up!Join us for a one-day intensiveGoogle Analytics and SEOTraining in ChicagoApril 16, 2011 9 a.m. – 4 p.m. Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Metrist Partners 200 S. Wacker DriveThank You! Chicago, Illinois 60606 312-772-5945 averycohen@metrist.com http://www.metristpartners.com Twitter: @averycohen Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
  • Metrist Workshops:http://www.metristpartners.com/workshops-and-seminars Paid Search Workshop: Get Instant Results with Google Adwords Limited to 6 participants Internet Marketing Workshop Four half-day sessions for Entrepreneurs and Marketers. Create your online marketing strategy for the coming year! Limited to eight participants. 1. Set goals to make your web site deliver for you and your customers 2. Get more visitors and more productive visits through Search Engine Optimization 3. Create effective email campaigns 4. Connect with your customer base through online Social Networks Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.