Set Up Your Google AdWords CampaignAugust 12, 2010<br />
Let’s Get Acquainted<br /><ul><li>Ed Tankersley
Principal of Eight Trails
Smarter websites and online marketing
20+ years advertising and marketing
Interactive director
Creative director
Writer
Led the design and development of more than 50 websites</li></li></ul><li>What is AdWords?<br />AdWords is Google’s PPC ad...
What is PPC?<br />PPC is pay-per-click, also known as paid search<br />PPC is one component of SEM<br />
What is SEM?<br />
Find those potentialcustomers while they’reactively searching foryour product or service!<br />
Natural search vs paid search<br />(SEO vs PPC)<br />
SEO vs PPC<br />SEO helps you with your organic search rankings<br />PPC is a way to pay for position on the search result...
AdWords Nitty Gritty<br />Benefits of AdWords<br />Reach<br />Targeting<br />Flexibility<br />Measurability<br />
AdWords Nitty Gritty<br />AdWords is an auction<br />The higher you bid, the higher your ads appear (generally)<br />
AdWords Nitty Gritty<br />You pay only when someone clicks on your ad<br />Hence, pay-per-click<br />There is no minimum b...
AdWords Nitty Gritty<br />Your bid price for a given position is determined by competition AND your Quality Score<br />Wit...
AdWords Nitty Gritty<br />Your Quality Score is determined by<br />The relevance of your ad<br />The relevance of your lan...
AdWords Nitty Gritty<br />AdWords comprises:<br />Search Network<br />Google search<br />Search partners (AOL, Earthlink)<...
Set Up Your First AdWords Campaign, Step by Step<br />Create an Account the Right Way the First Time<br />Your Secret Adva...
Create an Account the Right Way the First Time<br />Start at adwords.google.com<br />
Create an Account the Right Way the First Time<br />Use an existing email tied to your Google accounts or create a new one...
Create an Account the Right Way the First Time<br />Use an existing email tied to your Google accounts or create a new one...
Create an Account the Right Way the First Time<br />Use an existing email tied to your Google accounts or create a new one...
Create an Account the Right Way the First Time<br />That’s it! You have an AdWords account<br />(sort of…)<br />
Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name y...
Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name y...
Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name y...
Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name y...
Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name y...
Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name y...
Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name y...
Create an Account the Right Way the First Time<br />Advanced Settings<br />Schedule<br />Start date<br />End date<br />Ad ...
Create an Account the Right Way the First Time<br />Advanced Settings<br />Schedule<br />Start date<br />End date<br />Ad ...
Create an Account the Right Way the First Time<br />Create an ad<br />Select keywords<br />Set your maximum bid<br />Save ...
Create an Account the Right Way the First Time<br />Create an ad<br />Select keywords<br />Set your maximum bid<br />Save ...
Create an Account the Right Way the First Time<br />Create an ad<br />Select keywords<br />Set your maximum bid<br />Save ...
Create an Account the Right Way the First Time<br />Create an ad<br />Select keywords<br />Set your maximum bid<br />Save ...
Create an Account the Right Way the First Time<br />Enter your billing information<br />Select automatic payments or manua...
Create an Account the Right Way the First Time<br />NOW <br />you have an AdWords account<br />
CAUTION!<br />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<br />Write a great ad<br />The purpose of your ad is to get people to click on yo...
Your Secret Advantage – Irresistible Ads<br />Use your top keyword in your ad headline<br />
Your Secret Advantage – Irresistible Ads<br />People don’t need a drill. They need a hole.<br />
Your Secret Advantage – Irresistible Ads<br />
Your Secret Advantage – Irresistible Ads<br />Include a call to action and make it specific<br />
Your Secret Advantage – Irresistible Ads<br />Put your price in your ad<br />Spy on your competitors, then differentiate<b...
Your Secret Advantage – Irresistible Ads<br />Write two ads and let them battle<br />
The Lowdown on Keywords<br />Choose long tail keywords<br />
The Lowdown on Keywords<br />Use all three match types of each keyword<br />
The Lowdown on Keywords<br />Use negative keywords<br />
The Lowdown on Keywords<br />Put your most popular keywords in their own group<br />Put lots of keywords in your campaign<...
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Set Up Your Google AdWords Campaign

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An overview of Google AdWords, plus step-by-step instructions to set up your AdWords account and first campaign to avoid problems and start off on the right foot.

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  • Make sure signup sheet is circulating.
  • Makesure signup sheet is circulating.
  • We’re not going to talk about PPC today, as our focus is SEO. SEO also has two main components (change)
  • Let’s look at the difference between natural or organic search results – which we can affect with search engine optimization -- and pay per click, which we can’t. (change)
  • Set Up Your Google AdWords Campaign

    1. 1. Set Up Your Google AdWords CampaignAugust 12, 2010<br />
    2. 2. Let’s Get Acquainted<br /><ul><li>Ed Tankersley
    3. 3. Principal of Eight Trails
    4. 4. Smarter websites and online marketing
    5. 5. 20+ years advertising and marketing
    6. 6. Interactive director
    7. 7. Creative director
    8. 8. Writer
    9. 9. Led the design and development of more than 50 websites</li></li></ul><li>What is AdWords?<br />AdWords is Google’s PPC advertising program<br />
    10. 10. What is PPC?<br />PPC is pay-per-click, also known as paid search<br />PPC is one component of SEM<br />
    11. 11. What is SEM?<br />
    12. 12.
    13. 13. Find those potentialcustomers while they’reactively searching foryour product or service!<br />
    14. 14. Natural search vs paid search<br />(SEO vs PPC)<br />
    15. 15.
    16. 16.
    17. 17.
    18. 18.
    19. 19. SEO vs PPC<br />SEO helps you with your organic search rankings<br />PPC is a way to pay for position on the search results pages (and other websites, too)<br />PPC is not affected by what you do with SEO<br />SEO is not affected by what you do with PPC<br />
    20. 20. AdWords Nitty Gritty<br />Benefits of AdWords<br />Reach<br />Targeting<br />Flexibility<br />Measurability<br />
    21. 21. AdWords Nitty Gritty<br />AdWords is an auction<br />The higher you bid, the higher your ads appear (generally)<br />
    22. 22. AdWords Nitty Gritty<br />You pay only when someone clicks on your ad<br />Hence, pay-per-click<br />There is no minimum budget requirement<br />Spend as much or as little as works for you<br />
    23. 23. AdWords Nitty Gritty<br />Your bid price for a given position is determined by competition AND your Quality Score<br />With a good Quality Score, you could rank higher than a competitor for a lower bid price<br />
    24. 24. AdWords Nitty Gritty<br />Your Quality Score is determined by<br />The relevance of your ad<br />The relevance of your landing page<br />Your clickthrough rate<br />Other mysterious factors<br />
    25. 25. AdWords Nitty Gritty<br />AdWords comprises:<br />Search Network<br />Google search<br />Search partners (AOL, Earthlink)<br />Display Network (formerly Content Network)<br />Hundreds of thousands of websites<br />
    26. 26. Set Up Your First AdWords Campaign, Step by Step<br />Create an Account the Right Way the First Time<br />Your Secret Advantage – Irresistible Ads<br />The Lowdown on Keywords<br />Organize Your Ad Groups for Success<br />4 Defaults That Can Bite You<br />Bonus Tips for Insiders Only<br />
    27. 27. Create an Account the Right Way the First Time<br />Start at adwords.google.com<br />
    28. 28.
    29. 29. Create an Account the Right Way the First Time<br />Use an existing email tied to your Google accounts or create a new one<br />Set your time zone – can’t be changed<br />Set your currency – can’t be changed<br />Confirm your email<br />
    30. 30.
    31. 31. Create an Account the Right Way the First Time<br />Use an existing email tied to your Google accounts or create a new one<br />Set your time zone – can’t be changed<br />Set your currency – can’t be changed<br />Confirm your email<br />
    32. 32.
    33. 33. Create an Account the Right Way the First Time<br />Use an existing email tied to your Google accounts or create a new one<br />Set your time zone – can’t be changed<br />Set your currency – can’t be changed<br />Confirm your email<br />
    34. 34.
    35. 35.
    36. 36. Create an Account the Right Way the First Time<br />That’s it! You have an AdWords account<br />(sort of…)<br />
    37. 37.
    38. 38.
    39. 39.
    40. 40.
    41. 41.
    42. 42.
    43. 43.
    44. 44.
    45. 45. Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name your campaign<br />Set your Locations<br />Set your Languages<br />Leave the Networks and Devices as it is<br />Leave Bidding Options set to Basic<br />Choose Manual Bidding<br />Set Daily Budget<br />Set Position Preference to On<br />Leave Delivery Method set to Standard<br />Ad Extensions for storefront businesses<br />
    46. 46.
    47. 47.
    48. 48. Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name your campaign<br />Set your Locations<br />Set your Languages<br />Leave the Networks and Devices as it is<br />Leave Bidding Options set to Basic<br />Choose Manual Bidding<br />Set Daily Budget<br />Set Position Preference to On<br />Leave Delivery Method set to Standard<br />Ad Extensions for storefront businesses<br />
    49. 49.
    50. 50. Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name your campaign<br />Set your Locations<br />Set your Languages<br />Leave the Networks and Devices as it is<br />Leave Bidding Options set to Basic<br />Choose Manual Bidding<br />Set Daily Budget<br />Set Position Preference to On<br />Leave Delivery Method set to Standard<br />Ad Extensions for storefront businesses<br />
    51. 51.
    52. 52. Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name your campaign<br />Set your Locations<br />Set your Languages<br />Leave the Networks and Devices as it is<br />Leave Bidding Options set to Basic<br />Choose Manual Bidding<br />Set Daily Budget<br />Set Position Preference to On<br />Leave Delivery Method set to Standard<br />Ad Extensions for storefront businesses<br />
    53. 53.
    54. 54. Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name your campaign<br />Set your Locations<br />Set your Languages<br />Leave the Networks and Devices as it is<br />Leave Bidding Options set to Basic<br />Choose Manual Bidding<br />Set Daily Budget<br />Set Position Preference to On<br />Leave Delivery Method set to Standard<br />Ad Extensions for storefront businesses<br />
    55. 55.
    56. 56. Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name your campaign<br />Set your Locations<br />Set your Languages<br />Leave the Networks and Devices as it is<br />Leave Bidding Options set to Basic<br />Choose Manual Bidding<br />Set Daily Budget<br />Set Position Preference to On<br />Leave Delivery Method set to Standard<br />Ad Extensions for storefront businesses<br />
    57. 57.
    58. 58. Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name your campaign<br />Set your Locations<br />Set your Languages<br />Leave the Networks and Devices as it is<br />Leave Bidding Options set to Basic<br />Choose Manual Bidding<br />Set Daily Budget<br />Set Position Preference to On<br />Leave Delivery Method set to Standard<br />Ad Extensions for storefront businesses<br />
    59. 59.
    60. 60. Create an Account the Right Way the First Time<br />Advanced Settings<br />Schedule<br />Start date<br />End date<br />Ad Scheduling<br />Ad Delivery: Set Ad Rotation to Rotate<br />
    61. 61.
    62. 62. Create an Account the Right Way the First Time<br />Advanced Settings<br />Schedule<br />Start date<br />End date<br />Ad Scheduling<br />Ad Delivery: Set Ad Rotation to Rotate<br />
    63. 63.
    64. 64.
    65. 65. Create an Account the Right Way the First Time<br />Create an ad<br />Select keywords<br />Set your maximum bid<br />Save and continue to billing<br />
    66. 66.
    67. 67. Create an Account the Right Way the First Time<br />Create an ad<br />Select keywords<br />Set your maximum bid<br />Save and continue to billing<br />
    68. 68.
    69. 69. Create an Account the Right Way the First Time<br />Create an ad<br />Select keywords<br />Set your maximum bid<br />Save and continue to billing<br />
    70. 70.
    71. 71. Create an Account the Right Way the First Time<br />Create an ad<br />Select keywords<br />Set your maximum bid<br />Save and continue to billing<br />
    72. 72. Create an Account the Right Way the First Time<br />Enter your billing information<br />Select automatic payments or manual payments<br />Pay a one-time AdWords activation fee of $5<br />
    73. 73. Create an Account the Right Way the First Time<br />NOW <br />you have an AdWords account<br />
    74. 74. CAUTION!<br />Unless you chose a start date in the future, your ads will now start displaying and you’ll be spending money!<br />
    75. 75. Your Secret Advantage – Irresistible Ads<br />Write a great ad<br />The purpose of your ad is to get people to click on your ad<br />
    76. 76. Your Secret Advantage – Irresistible Ads<br />Use your top keyword in your ad headline<br />
    77. 77. Your Secret Advantage – Irresistible Ads<br />People don’t need a drill. They need a hole.<br />
    78. 78. Your Secret Advantage – Irresistible Ads<br />
    79. 79. Your Secret Advantage – Irresistible Ads<br />Include a call to action and make it specific<br />
    80. 80. Your Secret Advantage – Irresistible Ads<br />Put your price in your ad<br />Spy on your competitors, then differentiate<br />
    81. 81. Your Secret Advantage – Irresistible Ads<br />Write two ads and let them battle<br />
    82. 82. The Lowdown on Keywords<br />Choose long tail keywords<br />
    83. 83. The Lowdown on Keywords<br />Use all three match types of each keyword<br />
    84. 84. The Lowdown on Keywords<br />Use negative keywords<br />
    85. 85. The Lowdown on Keywords<br />Put your most popular keywords in their own group<br />Put lots of keywords in your campaign<br />Add new keywords regularly<br />
    86. 86. Organize Your Ad Groups for Success<br />Create tightly focused ad groups<br />One product or service per ad group, for example<br />
    87. 87. 4 Defaults That Can Bite You<br />Display Network – turn it off<br />Ad Rotation – change to rotate so you can compare ad performance<br />Position Preference – change to positions 4 to 11<br />Delivery – Choose Standard to display your ads evenly over time<br />
    88. 88. Bonus Tips for Insiders Only<br />Create a separate campaign for your branded keywords<br />Company name<br />Website<br />Variations<br />Keeps these top performers from skewing your other metrics<br />
    89. 89. Bonus Tips for Insiders Only<br />If you’re a 9 to 5 biz, test Ad Scheduling for those hours<br />The top 3 positions are for suckers<br />Don’t make changes too frequently<br />Don’t delete ads; pause and replace<br />
    90. 90. Bookmark These<br />EightTrails.com<br />adwords.google.com<br />google.com/adwords/learningcenter<br />google.com/intl/en/ads/faq – step-by-step sign up instructions<br />adwords.google.com/select/KeywordToolExternal – keyword tool<br />
    91. 91. Questions? Effusive Praise?<br />Ed Tankersley <br />EightTrails.com<br />ed@eighttrails.com<br />@EightTrails<br />602-361-2001<br />

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