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Intro to Google AdWords | LogicClassroom by Boston Logic

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Basic introduction to Google AdWords and pay-per-click advertising. In this LogicClassroom we discussed what ppc ads are and how they work, we went over the elements of the Google AdWords interface, …

Basic introduction to Google AdWords and pay-per-click advertising. In this LogicClassroom we discussed what ppc ads are and how they work, we went over the elements of the Google AdWords interface, and gave tips on how to build, optimize, and grow your Google PPC campaign.

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  • 1. T: 617.266.9166
    www.bostonlogic.com
    Intro To Google Adwords
    Pay Per Click (PPC) Online Advertising
    Presented by: Boston Logic
    Ashley Osgood, Marketing Associate
    Angela Davis, Marketing Associate
  • 2. Classroom Overview
    T: 617.266.9166
    www.bostonlogic.com
  • 3. WHAT IS PPC?
    T: 617.266.9166
    www.bostonlogic.com
  • 4. What is Google PPC Advertising?
    Google Adwords places Ads to right of & above search results
    Also in Google Partner Sites with Adsense
    Ads triggered by the user query: “keyword advertising”
    Query
    Adwords Ads
    Adwords Ads
    T: 617.266.9166
    www.bostonlogic.com
  • 5. How Search Keyword Advertising Works
    When user types in query
    (or keyword), shows in BOLD
    • Targeted advertising
    • 6. Better advertising ROI
    • 7. Also appears on Google Partner sites
    • 8. Improved user experience
    • 9. Users find what they are interested in
    T: 617.266.9166
    www.bostonlogic.com
  • 10. Adwords Benefits
    • Reach
    Access to worldwide internet users
    • Cost
    Low costs for high ROI
    Pay Google when users click on your ads
    • Timing
    Ads are seen by users looking to purchase
    Reach youraudience at the righttime, with the right message
    • Flexibility
    Start advertising quickly
    Unlimited changes, whenever you want
    You can target ads to the specific location & language of your customers
    T: 617.266.9166
    www.bostonlogic.com
  • 11. Using Google Adwords:Basic Definitions
    T: 617.266.9166
    www.bostonlogic.com
  • 12. Cost Per Click: CPC
    • Click:The action a user takes to select your ad and be taken to your website.
    • 13. Google charges you when a user clicks on your ad
    Your Customer
    Search
    Destination Website
    Your PPC Text Ad
    User Clicks
  • 14. Impressions & Click-through Rate (CTR)
    Impression:The appearance of your ad on Google or one of their partner sites
    Clicks
    Impressions
    CTR reflects how your ads are performing.
    More relevant ads = more frequent clicks = high CTR
    = CTR, Expressed as %
    T: 617.266.9166
    www.bostonlogic.com
  • 15. How Ads are Ranked: Quality Score
    Quality Score is calculated every time your keyword matches a search query.
    High Quality Score = ads will be in
    higher position at lower CPC
    Measures
    relevancy
    T: 617.266.9166
    www.bostonlogic.com
  • 16. Other Important Terms
    Budget – The total amount you are willing to pay per day on your campaigns
    Max CPC – Most you are willing to pay per click
    Keywords:
    Broad Match – ads could appear in broad versions of search
    “Phrase Match” – Ads show when users type phrase
    [Exact Match] – Ads show for exact phrase exclusively
    Conversion: When a user completes a desired action on your site. i.e., completes the “Contact Us” form.
    T: 617.266.9166
    www.bostonlogic.com
  • 17. Understanding Ads and Adwords Interface
    T: 617.266.9166
    www.bostonlogic.com
  • 18. Understanding Ad Campaign Structure
    T: 617.266.9166
    www.bostonlogic.com
  • 19. Understanding Ad Campaign Structure
    T: 617.266.9166
    www.bostonlogic.com
  • 20. Navigating The System
    T: 617.266.9166
    www.bostonlogic.com
  • 21. Choosing Your PPC Keywords
    Keyword Tool URL: https://adwords.google.com/select/KeywordToolExternal
    Type keyword here
    Keyword Suggestions
  • 22. Writing A Text PPC Ad
    25 Character Limit
    35 Character limit
    35 Character Limit
    T: 617.266.9166
    www.bostonlogic.com
  • 23. Monitoring Keyword Performance
  • 24. How To Succeed With Adwords
    T: 617.266.9166
    www.bostonlogic.com
  • 25. Key Concepts to PPC Management
    Continuous Cycle of PPC Management
    Very Active
    Tracking
    Reporting
    Testing ads
    Refining text
    T: 617.266.9166
    www.bostonlogic.com
  • 26. Tips For Adwords Success
    Stick To One Goal
    i.e., more lead sign-ups
    Create multiple campaigns for multiple goals
    Keep your audience in mind
    Target only in areas you service & languages
    Split Campaigns into Ad Groups
    Each ad group should have a theme
    i.e., one ad group for sales, one for rentals
    Pick the right keywords for your ad goals
    T: 617.266.9166
    www.bostonlogic.com
  • 27. Creating Successful Ads
    Create simple, enticing ads
    Highlight was makes you stand out
    Include pricing and promotions
    More info user can gain from your ad, the better
    Strong call-to-action
    At end of ad, use “Browse”, “Call Today”, etc.
    Include one of your keywords in your ad text
    Use best-performing keyword: will show in bold
    Choose the best destination URL
    If users don’t find what’s promised, will bounce
    Test multiple ads in each ad group
    Experiment with different ad versions to find most successful
    Adwords auto-rotates successful ads
    T: 617.266.9166
    www.bostonlogic.com
  • 28. Long-Term Adwords Success Strategy
    Adwords Keywords
    Create monthly Keyword Reports
    See high / low converting keywords
    Eliminate those that aren’t working
    Visit the Keyword Tool in Adwords for new ideas
    Don’t overlap keywords in multiple campaigns!
    Work on Your Website
    Keep your website up-to-date
    Make sure ads have relevant Landing Pages
    When users land on your site, they find EXACTLY what they were looking for in your ad
    T: 617.266.9166
    www.bostonlogic.com
  • 29. @BostonLogic
    Questions?
    For future (and past) webinars by Boston Logic:
    www.bostonlogic.com/blog/category/logicclassroom/
    Read SEO Tips on our Real Estate SEO Blog:
    www.realestateseo1.com
    For more information, contact:
    Ashley Osgood, aosgood@bostonlogic.com
    Angela Davis, adavis@bostonlogic.com
    Phone: 617.266.9166
    T: 617.266.9166
    www.bostonlogic.com