How To Build A Google Adwords Campaign

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    How To Build A Google Adwords Campaign - Presentation Transcript

    1. Intro to Adwords Campaigns 9/17/08
    2. Why Use Google? (Whips)
    3. Why Use Google? • Google is the search engine of choice for 65% of all Internet users. Following is Yahoo with 21%, MSN with 8.5%, and AOL at 4%. Other search engines are yesterday’s news... (Whips)
    4. Why Use Google? • Google is the search engine of choice for 65% of all Internet users. Following is Yahoo with 21%, MSN with 8.5%, and AOL at 4%. Other search engines are yesterday’s news... • Google knows its users. Google records user’s IP address, search history, email, shopping habits, and social contacts. (Whips)
    5. Why Use Google Adwords? • Drive Traffic to Websites • Increase Online Sales • Brand Awareness • Product Launches • New Initiates
    6. Major Elements of a Google Adword Campaign
    7. Major Elements of a Google Adword Campaign • Ads
    8. Major Elements of a Google Adword Campaign • Ads • Keywords
    9. Major Elements of a Google Adword Campaign • Ads • Keywords • Landing Pages
    10. Major Elements of a Google Adword Campaign • Ads • Keywords • Landing Pages • Tracking
    11. Google Text Ads
    12. Google Text Ads • These appear on the right side of the page after a Google search
    13. Google Text Ads • These appear on the right side of the page after a Google search • The must be short, relevant, and compelling
    14. Google Text Ads • These appear on the right side of the page after a Google search • The must be short, relevant, and compelling • Rules • Title = 25 characters (inc. spaces) • Description = 35 character (inc. spaces) • Display URL - has to link correctly • No copyrighted words • No exclamation point in the title
    15. Ad Helpful Hints • Always include a Call to Action (Buy. Compare. Join. Read. Find Out. Solve. Learn. Meet. Sell.) • Forget that you are an expert, think like a consumer • Provide a solution, not a product • Include the keyword in the ad if possible • Include Sale price if avail.
    16. Keywords -Devise a list of relevant search words that will connect the Internet user with your ad. -Usually over 500 key words
    17. Keywords Development • Helpful Hints: • Avoid single words unless specific • More specific the keyword, the less traffic and more targeted • Start with 500 divided into relevant categories • Include misspellings and variations • Include competitors or competitive products • Google recommends a list to you as well (don’t recommend till your list has been developed)
    18. Keyword Types • Broad - a lot of traffic. A lot of irrelevant traffic. (i.e. Milk) • Phrase - Quotes around word or phrase in that order. (i.e. “Milk cow”) • Exact - Brackets around word or phrase. (i.e. Organic Milk Cow) • Negative - Minus before word or phrase. This is used as a filter. (i.e. - Organic)
    19. Keyword Bidding • Min Bid determined by the Quality Score (Keywords CTR, Historical Keyword Performance) • Min bid is usually $0.05 • You are Bidding against your competition, so find out what they are bidding and the quality of their keywords and ads • Position 3 or 4 is best • Test, test, test
    20. Sample Keywords
    21. Landing Pages • What makes landing pages successful: • Make sure it sells your product or service. The call to action should be immediately obvious • Direct the ad to the most relevant page of the site
    22. Sample Landing Page
    23. Sample Landing Page
    24. Sample Landing Page
    25. Sample Landing Page
    26. Sample Landing Page
    27. Sample Landing Page
    28. Landing Page
    29. Benefit of Landing Pages
    30. Benefit of Landing Pages • Converts clicks to INCREASED SALES (targeted consumer)
    31. Benefit of Landing Pages • Converts clicks to INCREASED SALES (targeted consumer) • Shows effectiveness of ADs
    32. Benefit of Landing Pages • Converts clicks to INCREASED SALES (targeted consumer) • Shows effectiveness of ADs • Creates a dialogue with your visitors
    33. Benefit of Landing Pages • Converts clicks to INCREASED SALES (targeted consumer) • Shows effectiveness of ADs • Creates a dialogue with your visitors • Links to promotional ads
    34. Benefit of Landing Pages • Converts clicks to INCREASED SALES (targeted consumer) • Shows effectiveness of ADs • Creates a dialogue with your visitors • Links to promotional ads • Create an added value. Users develop a trust in the positive experience provided after clicking on AdWords ads
    35. Terms of Measurement
    36. Terms of Measurement • Bids – The amount assigned to each key word to raise your ad position • Clicks- The number of times your ads are clicked on • Impressions- The number of times your ad has been seen through a search • CTR – Impressions divided by clicks (Click Through Rate) • Avg CPC - Average Cost per Click • Total Cost
    37. ROI • Conversion Rate • Call to Action has been done (i.e. sales through the landing) • Tracking traffic via keywords (Google Analytics) • Increased sales
    38. Campaign Summary
    39. Ad Groups
    40. Keywords and Ads
    41. Previous JWG Campaign
    42. Previous JWG Campaign • Timeframe: May 2006 - April 2007
    43. Previous JWG Campaign • Timeframe: May 2006 - April 2007 • 48, 076 qualified unique visitors to the website
    44. Previous JWG Campaign • Timeframe: May 2006 - April 2007 • 48, 076 qualified unique visitors to the website • Of that 46,195 were first time visitors
    45. Previous JWG Campaign • Timeframe: May 2006 - April 2007 • 48, 076 qualified unique visitors to the website • Of that 46,195 were first time visitors • Approx. 5,000 unique visitors / month
    46. Previous JWG Campaign • Timeframe: May 2006 - April 2007 • 48, 076 qualified unique visitors to the website • Of that 46,195 were first time visitors • Approx. 5,000 unique visitors / month • Searches: 81% Google, 11.5% Yahoo, 3.5% AOL and MSN
    47. Previous JWG Campaign • Timeframe: May 2006 - April 2007 • 48, 076 qualified unique visitors to the website • Of that 46,195 were first time visitors • Approx. 5,000 unique visitors / month • Searches: 81% Google, 11.5% Yahoo, 3.5% AOL and MSN • Impressions - 1,260,960
    48. Previous JWG Campaign • Timeframe: May 2006 - April 2007 • 48, 076 qualified unique visitors to the website • Of that 46,195 were first time visitors • Approx. 5,000 unique visitors / month • Searches: 81% Google, 11.5% Yahoo, 3.5% AOL and MSN • Impressions - 1,260,960 • CTR - 1%
    49. Previous JWG Campaign • Timeframe: May 2006 - April 2007 • 48, 076 qualified unique visitors to the website • Of that 46,195 were first time visitors • Approx. 5,000 unique visitors / month • Searches: 81% Google, 11.5% Yahoo, 3.5% AOL and MSN • Impressions - 1,260,960 • CTR - 1% • Avg CPC - $0.18
    50. Previous JWG Campaign • Timeframe: May 2006 - April 2007 • 48, 076 qualified unique visitors to the website • Of that 46,195 were first time visitors • Approx. 5,000 unique visitors / month • Searches: 81% Google, 11.5% Yahoo, 3.5% AOL and MSN • Impressions - 1,260,960 • CTR - 1% • Avg CPC - $0.18 • Total Cost: $2,234.35
    51. What Makes the Google Adwords Campaign Effective?
    52. What Makes the Google Adwords Campaign Effective?
    53. What Makes the Google Adwords Campaign Effective? • Placement
    54. What Makes the Google Adwords Campaign Effective? • Placement • “Tweaking”
    55. What Makes the Google Adwords Campaign Effective? • Placement • “Tweaking” • Keeping Ads updated
    56. What Makes the Google Adwords Campaign Effective? • Placement • “Tweaking” • Keeping Ads updated • Bidding
    57. What Makes the Google Adwords Campaign Effective? • Placement • “Tweaking” • Keeping Ads updated • Bidding • Tracking Search Words
    58. What Makes the Google Adwords Campaign Effective? • Placement • “Tweaking” • Keeping Ads updated • Bidding • Tracking Search Words • Using the Budget Wisely
    59. What Makes the Google Adwords Campaign Effective? • Placement • “Tweaking” • Keeping Ads updated • Bidding • Tracking Search Words • Using the Budget Wisely • Relevant and Engaging Landing Page
    60. Thank you for your Excellent Attention Today!

    + Joel WaradyJoel Warady, 6 months ago

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