Intro to Google AdWords | LogicClassroom by Boston Logic
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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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    Intro to Google AdWords | LogicClassroom by Boston Logic Intro to Google AdWords | LogicClassroom by Boston Logic Presentation Transcript

    • 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
    • Classroom Overview
      T: 617.266.9166
      www.bostonlogic.com
    • WHAT IS PPC?
      T: 617.266.9166
      www.bostonlogic.com
    • 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
    • How Search Keyword Advertising Works
      When user types in query
      (or keyword), shows in BOLD
      • Targeted advertising
      • Better advertising ROI
      • Also appears on Google Partner sites
      • Improved user experience
      • Users find what they are interested in
      T: 617.266.9166
      www.bostonlogic.com
    • 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
    • Using Google Adwords:Basic Definitions
      T: 617.266.9166
      www.bostonlogic.com
    • Cost Per Click: CPC
      • Click:The action a user takes to select your ad and be taken to your website.
      • Google charges you when a user clicks on your ad
      Your Customer
      Search
      Destination Website
      Your PPC Text Ad
      User Clicks
    • 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
    • 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
    • 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
    • Understanding Ads and Adwords Interface
      T: 617.266.9166
      www.bostonlogic.com
    • Understanding Ad Campaign Structure
      T: 617.266.9166
      www.bostonlogic.com
    • Understanding Ad Campaign Structure
      T: 617.266.9166
      www.bostonlogic.com
    • Navigating The System
      T: 617.266.9166
      www.bostonlogic.com
    • Choosing Your PPC Keywords
      Keyword Tool URL: https://adwords.google.com/select/KeywordToolExternal
      Type keyword here
      Keyword Suggestions
    • Writing A Text PPC Ad
      25 Character Limit
      35 Character limit
      35 Character Limit
      T: 617.266.9166
      www.bostonlogic.com
    • Monitoring Keyword Performance
    • How To Succeed With Adwords
      T: 617.266.9166
      www.bostonlogic.com
    • 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
    • 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
    • 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
    • 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
    • @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