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%,
  MS...
Why Use Google?
• Google is the search engine of choice for 65% of all
  Internet users. Following is Yahoo with 21%,
  MS...
Why Use Google
        Adwords?
• Drive Traffic to Websites
• Increase Online Sales
• Brand Awareness
• Product Launches
• ...
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 c...
Google Text Ads
• These appear on the right side of the page after
  a Google search

• The must be short, relevant, and c...
Ad Helpful Hints

• Always include a Call to Action (Buy.
  Compare. Join. Read. Find Out. Solve. Learn. Meet.
  Sell.)

•...
Keywords

-Devise a list of relevant search
words that will connect the Internet
user with your ad.
-Usually over 500 key ...
Keywords Development
• Helpful Hints:
  • Avoid single words unless specific
  • More specific the keyword, the less traffic ...
Keyword Types
• Broad - a lot of traffic. A lot of
  irrelevant traffic. (i.e. Milk)

• Phrase - Quotes around word or phras...
Keyword Bidding
• Min Bid determined by the Quality Score
  (Keywords CTR, Historical Keyword
  Performance)

• Min bid is...
Sample Keywords
Landing Pages

• What makes landing pages successful:
 • Make sure it sells your product or
    service. The call to actio...
Sample Landing Page
Sample Landing Page
Sample Landing Page
Sample Landing Page
Sample Landing Page
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...
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...
Terms of Measurement
Terms of Measurement

• Bids – The amount assigned to each key word to raise
   your ad position

• Clicks- The number of ...
ROI
• Conversion Rate
• Call to Action has been done (i.e. sales
  through the landing)

• Tracking traffic via keywords (G...
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 46,19...
Previous JWG Campaign
• Timeframe: May 2006 - April 2007
• 48, 076 qualified unique visitors to the website
• Of that 46,19...
Previous JWG Campaign
• Timeframe: May 2006 - April 2007
• 48, 076 qualified unique visitors to the website
• Of that 46,19...
Previous JWG Campaign
• Timeframe: May 2006 - April 2007
• 48, 076 qualified unique visitors to the website
• Of that 46,19...
Previous JWG Campaign
• Timeframe: May 2006 - April 2007
• 48, 076 qualified unique visitors to the website
• Of that 46,19...
Previous JWG Campaign
• Timeframe: May 2006 - April 2007
• 48, 076 qualified unique visitors to the website
• Of that 46,19...
Previous JWG Campaign
• Timeframe: May 2006 - April 2007
• 48, 076 qualified unique visitors to the website
• Of that 46,19...
What Makes the Google
 Adwords Campaign
     Effective?
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
    • B...
What Makes the Google
     Adwords Campaign
         Effective?
• Placement
• “Tweaking”
    • Keeping Ads updated
    • B...
What Makes the Google
      Adwords Campaign
          Effective?
• Placement
• “Tweaking”
     • Keeping Ads updated
    ...
What Makes the Google
      Adwords Campaign
          Effective?
• Placement
• “Tweaking”
     • Keeping Ads updated
    ...
Thank you for your
Excellent Attention
      Today!
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How To Build A Google Adwords Campaign

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Published in: Business, Self Improvement

How To Build A Google Adwords Campaign

  1. 1. Intro to Adwords Campaigns 9/17/08
  2. 2. Why Use Google? (Whips)
  3. 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. 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. 5. Why Use Google Adwords? • Drive Traffic to Websites • Increase Online Sales • Brand Awareness • Product Launches • New Initiates
  6. 6. Major Elements of a Google Adword Campaign
  7. 7. Major Elements of a Google Adword Campaign • Ads
  8. 8. Major Elements of a Google Adword Campaign • Ads • Keywords
  9. 9. Major Elements of a Google Adword Campaign • Ads • Keywords • Landing Pages
  10. 10. Major Elements of a Google Adword Campaign • Ads • Keywords • Landing Pages • Tracking
  11. 11. Google Text Ads
  12. 12. Google Text Ads • These appear on the right side of the page after a Google search
  13. 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. 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. 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. 16. Keywords -Devise a list of relevant search words that will connect the Internet user with your ad. -Usually over 500 key words
  17. 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. 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. 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. 20. Sample Keywords
  21. 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. 22. Sample Landing Page
  23. 23. Sample Landing Page
  24. 24. Sample Landing Page
  25. 25. Sample Landing Page
  26. 26. Sample Landing Page
  27. 27. Sample Landing Page
  28. 28. Landing Page
  29. 29. Benefit of Landing Pages
  30. 30. Benefit of Landing Pages • Converts clicks to INCREASED SALES (targeted consumer)
  31. 31. Benefit of Landing Pages • Converts clicks to INCREASED SALES (targeted consumer) • Shows effectiveness of ADs
  32. 32. Benefit of Landing Pages • Converts clicks to INCREASED SALES (targeted consumer) • Shows effectiveness of ADs • Creates a dialogue with your visitors
  33. 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. 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. 35. Terms of Measurement
  36. 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. 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. 38. Campaign Summary
  39. 39. Ad Groups
  40. 40. Keywords and Ads
  41. 41. Previous JWG Campaign
  42. 42. Previous JWG Campaign • Timeframe: May 2006 - April 2007
  43. 43. Previous JWG Campaign • Timeframe: May 2006 - April 2007 • 48, 076 qualified unique visitors to the website
  44. 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. 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. 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. 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. 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. 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. 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. 51. What Makes the Google Adwords Campaign Effective?
  52. 52. What Makes the Google Adwords Campaign Effective?
  53. 53. What Makes the Google Adwords Campaign Effective? • Placement
  54. 54. What Makes the Google Adwords Campaign Effective? • Placement • “Tweaking”
  55. 55. What Makes the Google Adwords Campaign Effective? • Placement • “Tweaking” • Keeping Ads updated
  56. 56. What Makes the Google Adwords Campaign Effective? • Placement • “Tweaking” • Keeping Ads updated • Bidding
  57. 57. What Makes the Google Adwords Campaign Effective? • Placement • “Tweaking” • Keeping Ads updated • Bidding • Tracking Search Words
  58. 58. What Makes the Google Adwords Campaign Effective? • Placement • “Tweaking” • Keeping Ads updated • Bidding • Tracking Search Words • Using the Budget Wisely
  59. 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. 60. Thank you for your Excellent Attention Today!

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