How To Build A Google Adwords Campaign

Intro to Adwords Campaigns 9/17/08

Why Use Google? (Whips)

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)

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)

Why Use Google Adwords? • Drive Trafﬁc to Websites • Increase Online Sales • Brand Awareness • Product Launches • New Initiates

Major Elements of a Google Adword Campaign

Major Elements of a Google Adword Campaign • Ads

Major Elements of a Google Adword Campaign • Ads • Keywords

Major Elements of a Google Adword Campaign • Ads • Keywords • Landing Pages

Major Elements of a Google Adword Campaign • Ads • Keywords • Landing Pages • Tracking

Google Text Ads

Google Text Ads • These appear on the right side of the page after a Google search

Google Text Ads • These appear on the right side of the page after a Google search • The must be short, relevant, and compelling

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

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.

Keywords -Devise a list of relevant search words that will connect the Internet user with your ad. -Usually over 500 key words

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)

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)

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

Sample Keywords

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

Sample Landing Page

Landing Page

Beneﬁt of Landing Pages

Beneﬁt of Landing Pages • Converts clicks to INCREASED SALES (targeted consumer)

Beneﬁt of Landing Pages • Converts clicks to INCREASED SALES (targeted consumer) • Shows effectiveness of ADs

Beneﬁt of Landing Pages • Converts clicks to INCREASED SALES (targeted consumer) • Shows effectiveness of ADs • Creates a dialogue with your visitors

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

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

Terms of Measurement

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

ROI • Conversion Rate • Call to Action has been done (i.e. sales through the landing) • Tracking trafﬁc via keywords (Google Analytics) • Increased sales

Campaign Summary

Ad Groups

Keywords and Ads

Previous JWG Campaign

Previous JWG Campaign • Timeframe: May 2006 - April 2007

Previous JWG Campaign • Timeframe: May 2006 - April 2007 • 48, 076 qualiﬁed unique visitors to the website

Previous JWG Campaign • Timeframe: May 2006 - April 2007 • 48, 076 qualiﬁed unique visitors to the website • Of that 46,195 were ﬁrst time visitors

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

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

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

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%

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

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

What Makes the Google Adwords Campaign Effective?

What Makes the Google Adwords Campaign Effective? • Placement

What Makes the Google Adwords Campaign Effective? • Placement • “Tweaking”

What Makes the Google Adwords Campaign Effective? • Placement • “Tweaking” • Keeping Ads updated

What Makes the Google Adwords Campaign Effective? • Placement • “Tweaking” • Keeping Ads updated • Bidding

What Makes the Google Adwords Campaign Effective? • Placement • “Tweaking” • Keeping Ads updated • Bidding • Tracking Search Words

What Makes the Google Adwords Campaign Effective? • Placement • “Tweaking” • Keeping Ads updated • Bidding • Tracking Search Words • Using the Budget Wisely

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

Thank you for your Excellent Attention Today!

How To Build A Google Adwords Campaign

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