AdWords for B&Bs
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AdWords for B&Bs

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Ed Tankersley, principal of Eight Trails LLC online marketing and a Google AdWords Qualified Individual, shows how to set up your AdWords account the right way the first time, and how to get the most ...

Ed Tankersley, principal of Eight Trails LLC online marketing and a Google AdWords Qualified Individual, shows how to set up your AdWords account the right way the first time, and how to get the most out of AdWords. The special focus for this presentation is on Bed and Breakfasts, but the information is applicable to all businesses.

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  • Make sure signup sheet is circulating.Phones on vibrate.
  • Makesure signup sheet is circulating.
  • Tell me about you: Doing AdWords now? For how long?
  • We’re not going to talk about PPC today, as our focus is SEO. SEO also has two main components (change)
  • First page of handout packet
  • Are any of these B&Bs here today?
  • Use last sheet of packet to list opportunities for testing
  • Example sheet provided for Flagstaff bed and breakfast
  • Use the worksheet on page 2 of the packet, refer to your benefits for ideas

AdWords for B&Bs AdWords for B&Bs Presentation Transcript

  • AdWords forBed and BreakfastsAugust 29, 2011
  • Let’s Get Acquainted
    • Ed Tankersley
    • Principal of Eight Trails
    • Smarter websites and online marketing
    • 20+ years advertising and marketing
    • Interactive director
    • Creative director
    • Writer
  • Let’s Get Acquainted
    • Ed Tankersley
    Google AdWords Qualified Individual
  • What is AdWords?
    AdWords is Google’s paid search advertising program
    Paid search is also known as pay-per-click or PPC
    PPC is one component of SEM
  • What is SEM?
  • Connect with potentialcustomers while they’reactively searching foryour service!
  • Natural search vs paid search
    (SEO vs PPC)
  • NATURAL SEARCH RESULTS
  • PAID SEARCH ADS
  • PAID SEARCH HERE, TOO
    PAID SEARCH ADS
  • SEO vs PPC
    SEO helps you with your organic search rankings
    PPC is a way to pay for position on the search results pages (and other websites, too)
    PPC is not affected by what you do with SEO
    SEO is not affected by what you do with PPC
  • AdWords Nitty Gritty
    Benefits of AdWords
    Reach
    Targeting
    Flexibility
    Measurability
  • AdWords Nitty Gritty
    AdWords is an auction
    The higher you bid, the higher your ads appear (generally)
  • AdWords Nitty Gritty
    You pay only when someone clicks on your ad
    Hence, pay-per-click
    There is no minimum budget requirement
    Spend as much or as little as works for you
  • AdWords Nitty Gritty
    Your bid price for a given position is determined by competition AND your Quality Score
    With a good Quality Score, you could rank higher than a competitor for a lower bid price
  • AdWords Nitty Gritty
    Your Quality Score is determined by
    The relevance of your ad
    The relevance of your landing page
    Your clickthrough rate
    Other mysterious factors
  • AdWords Nitty Gritty
    AdWords comprises:
    Search Network
    Google search
    Search partners (AOL, Earthlink)
    Display Network
    Hundreds of thousands of websites
  • Set Up Your First AdWords Campaign, Step by Step
    Create an Account the Right Way the First Time
    Your Secret Advantage – Irresistible Ads
    The Lowdown on Keywords
    Organize Your Ad Groups for Success
    3 Defaults That Can Bite You
    Bonus Tips for Insiders Only
  • Create an Account the Right Way the First Time
    Start at adwords.google.com
  • Create an Account the Right Way the First Time
    Use an existing email tied to your Google accounts or create a new one
    Set your time zone – can’t be changed
    Set your currency – can’t be changed
    Confirm your email
  • Create an Account the Right Way the First Time
    Use an existing email tied to your Google accounts or create a new one
    Set your time zone – can’t be changed
    Set your currency – can’t be changed
    Confirm your email
  • Create an Account the Right Way the First Time
    Use an existing email tied to your Google accounts or create a new one
    Set your time zone – can’t be changed
    Set your currency – can’t be changed
    Confirm your email
  • Create an Account the Right Way the First Time
    That’s it! You have an AdWords account
    (sort of…)
  • Create an Account the Right Way the First Time
    Use the Load Settings option to choose Search Network Only
    Name your campaign
    Set your Locations
    Set your Languages
    Leave the Networks and Devices as it is
    Leave Bidding Options set to Basic
    Choose Manual Bidding
    Set Daily Budget
    Leave Delivery Method set to Standard
    Ad Extensions
  • Create an Account the Right Way the First Time
    Use the Load Settings option to choose Search Network Only
    Name your campaign
    Set your Locations
    Set your Languages
    Leave the Networks and Devices as it is
    Leave Bidding Options set to Basic
    Choose Manual Bidding
    Set Daily Budget
    Leave Delivery Method set to Standard
    Ad Extensions
  • Create an Account the Right Way the First Time
    Use the Load Settings option to choose Search Network Only
    Name your campaign
    Set your Locations
    Set your Languages
    Leave the Networks and Devices as it is
    Leave Bidding Options set to Basic
    Choose Manual Bidding
    Set Daily Budget
    Leave Delivery Method set to Standard
    Ad Extensions
  • Create an Account the Right Way the First Time
    Use the Load Settings option to choose Search Network Only
    Name your campaign
    Set your Locations
    Set your Languages
    Leave the Networks and Devices as it is
    Leave Bidding Options set to Basic
    Choose Manual Bidding
    Set Daily Budget
    Leave Delivery Method set to Standard
    Ad Extensions
  • Create an Account the Right Way the First Time
    Use the Load Settings option to choose Search Network Only
    Name your campaign
    Set your Locations
    Set your Languages
    Leave the Networks and Devices as it is
    Leave Bidding Options set to Basic
    Choose Manual Bidding
    Set Daily Budget
    Leave Delivery Method set to Standard
    Ad Extensions
  • Create an Account the Right Way the First Time
    Use the Load Settings option to choose Search Network Only
    Name your campaign
    Set your Locations
    Set your Languages
    Leave the Networks and Devices as it is
    Leave Bidding Options set to Basic
    Choose Manual Bidding
    Set Daily Budget
    Leave Delivery Method set to Standard
    Ad Extensions
  • Create an Account the Right Way the First Time
    Use the Load Settings option to choose Search Network Only
    Name your campaign
    Set your Locations
    Set your Languages
    Leave the Networks and Devices as it is
    Leave Bidding Options set to Basic
    Choose Manual Bidding
    Set Daily Budget
    Leave Delivery Method set to Standard
    Ad Extensions
  • Create an Account the Right Way the First Time
    Advanced Settings
    Schedule
    Start date
    End date
    Ad Scheduling
    Ad Delivery: Set Ad Rotation to Rotate
  • Aug 31, 2011
  • Create an Account the Right Way the First Time
    Advanced Settings
    Schedule
    Start date
    End date
    Ad Scheduling
    Ad Delivery: Set Ad Rotation to Rotate
  • Create an Account the Right Way the First Time
    Create an ad
    Select keywords
    Set your maximum bid
    Save and continue to billing
  • Create an Account the Right Way the First Time
    Create an ad
    Select keywords
    Set your maximum bid
    Save and continue to billing
  • Create an Account the Right Way the First Time
    Create an ad
    Select keywords
    Set your maximum bid
    Save and continue to billing
  • Create an Account the Right Way the First Time
    Create an ad
    Select keywords
    Set your maximum bid
    Save and continue to billing
  • Create an Account the Right Way the First Time
    Enter your billing information
    Select automatic payments or manual payments
    Pay a one-time AdWords activation fee of $5
  • Create an Account the Right Way the First Time
    NOW
    you have an AdWords account
  • CAUTION!
    Unless you chose a start date in the future, your ads will now start displaying and you’ll be spending money!
  • Your Secret Advantage – Irresistible Ads
  • Your Secret Advantage – Irresistible Ads
    The purpose of your ad is to get people to click on your ad!
  • Your Secret Advantage – Irresistible Ads
    People don’t need a drill…
    …they need a hole.
    Sell your benefits!
  • Your Secret Advantage – Irresistible Ads
    < Benefits
    < Features
  • Hands-On -Explore Your Benefits
    Create a list of features
    Extend those to benefits
    Add emotional promise if you can
  • Your Secret Advantage – Irresistible Ads
    Include a call to action and make it specific
    Bad: Click here.
    Better: Learn about our inn.
    Best: Book online. Buy now. Reserve your spot. Get yours today.
  • Your Secret Advantage – Irresistible Ads
    Include a call to action and make it specific
  • Your Secret Advantage – Irresistible Ads
    Put your price in your ad
  • Your Secret Advantage – Irresistible Ads
    Spy on your competitors, then differentiate
  • Your Secret Advantage – Irresistible Ads
    Write two ads and let them battle
  • Hands-On –What Can You Test?
    Headlines
    Offers
    Features
    Benefits
    Appeal/Promise
    URLs
    Capitalization
  • Your Secret Advantage – Irresistible Ads
    Use your top keyword in your ad headline
  • The Lowdown on Keywords
  • Keyword Research
    Keyword – A word or series of words that a search engine user types into the search box
  • Keyword Research
    Generate a seed list
    Ask your customers
    Ask your front-line employees
    Look at analytics or server logs
  • Sample Seed List
    Bed and breakfast
    Hotel
    Lodging
    Cabins
    B&B
    Accommodations
    Reviews
    Ratings
  • Expand Your Keyword List
    Google Keyword Tool
    adwords.google.com/select/KeywordToolExternal
  • Evaluate Relevance
    The more precise the search, the closer they are to buying:
    Hotel
    Boutique hotel
    Bed and breakfast
    Bed and breakfast Flagstaff
    Bed and breakfast fireplace Flagstaff
    Bed and breakfast near Pine Mountain Amphitheater
  • Evaluate Relevance
    Are the people who search for a keyword likely to be buyers?
    Not likely: Flagstaff hotel with pool, cheap Flagstaff hotel, review Flagstaff Inns
    More likely: Flagstaff b&b, hotel near Flagstaff bluegrass festival
  • The Lowdown on Keywords
    Choose long tail keywords
  • Select Your Keywords
    Arrange keywords into closely related groups
    Location
    Room amenities
    Promotions
    Nearby attractions
  • Hands-OnCreate a Keyword List
    Write a seed list across the top
    Write similar keywords below each seed word to create groups
  • The Lowdown on Keywords
    Use negative keywords to tell AdWords what searches are not relevant to your business
  • The Lowdown on Keywords
    Put your most popular keywords in their own group
    Put lots of keywords in your campaign
    Add new keywords regularly
  • Optimize Your Ad Groups for Success
  • Organize Your Ad Groups for Success
    Create tightly focused ad groups
    One feature or promotion per ad group, for example
  • Hands-OnWrite an Ad
    Choose a keyword
    Write a headline that includes the keyword – 25 characters max
    Write ad text
    70 characters total divided into two lines
    Try to include the keyword
    Benefits, price, promotion
    Include a call to action
  • Bonus Tipsfor Insiders Only
  • Bonus Tips for Insiders Only
    Create a separate campaign for your branded keywords
    Company name
    Website
    Variations
    Keeps these top performers from skewing your other metrics
  • Bonus Tips for Insiders Only
    Test Ad Scheduling to run your ads during those hours when you want to answer the phone
    Don’t make changes too frequently
    Don’t delete ads; pause and replace
  • Bookmark These
    EightTrails.com
    adwords.google.com
    google.com/intl/en/ads/faq – step-by-step sign up instructions
    google.com/adwords/learningcenter – advanced tutorials
    adwords.google.com/select/KeywordToolExternal – keyword tool
  • Questions? Effusive Praise?
    Ed Tankersley
    EightTrails.com
    ed@eighttrails.com
    602-361-2001