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

1. Your ticket to
Page One:
Google AdWords
paid search
for small business
and entrepreneurs
April, 2011 Presented by: Avery Cohen - Metrist Partners
Copyright ©2011 Metrist Partners.
Materials may not be duplicated without express written permission of Metrist Partners.

2. 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.

3. 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.

4. What is Google Adwords?
Search
on Google
Search results :
Free Organic
Listings
Google AdWords:
Paid Advertising
Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.

5. Strong Call to Action
Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.

6. 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.

7. 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.

8. Campaign Objectives
Objective
of the paid search
campaign:
Make people aware of the
conference
Engage their Interest and
move them
to take action
Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.

9. Ad Groups
Ad Groups
1. CMS / Content
Management
Systems
2. Joomla
3. Drupal
4. Alfresco
5. WordPress
Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.

10. Keyword Selection
Keywords
For each Ad Group
CMS Selection
Learning Joomla
Drupal Training
Tutorials
Conferences
Webinars
Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.

11. Ad Copy
Ad Copy
Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.

12. 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.

13. 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.

14. 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.

15. Selecting Keywords
 Google AdWords
 Opportunities | Keyword Tool
Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.

16. 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.

17. Google Insights for Search
Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.

18. 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.

19. Ad Group Keyword Consistency
Search Landing
keyword Ad Page
phrase and links
Search Landing
keyword Ad Page
phrase and links
Keyword Substitution:
{Keyword:default text related to ad group}
Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.

20. 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.

21. Managing Budgets - Daily
 Control in Google AdWords
Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.

22. Managing Budgets - Click
Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.

23. Managing Position on Listings
Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.

24. 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.

25. 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.

26. 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.

27. 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.

28. 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.

29. Next Steps
Analyze, diagnose and plan –
the website wake-up!
Join us for a one-day intensive
Google Analytics and SEO
Training in Chicago
April 16, 2011 9 a.m. – 4 p.m.
Copyright ©2011 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.

30. Metrist Partners
200 S. Wacker Drive
Thank 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.

31. 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.