Demystifying…..<br />
Introduction<br />My name is Conor O’Kane<br />In 2006 I started a business selling own label maternity clothes online at ...
AdWords from Google<br />Piece of technology innovation<br />Don’t take my word for it:<br />	*Google 2010 Income Statemen...
Build it and they will come……<br />Traditional marketing, PR and advertising channels. Takes time. Specific skill sets. Ex...
Google AdWords: Keyword Search <br />You pay to have your Ads appear when people search using specific keywords<br />Each ...
Google AdWords: Content Network <br />Your Ads appear on partners websites. There are different ways to pay for this but <...
AdWords: Getting Started<br />Simple and complex – caters for all audiences<br />Create an account<br />Add your credit ca...
Creating A Campaign (Basic Overview)<br />
Cont’d….Creating A Campaign<br />
Cont’d….Adding Keywords<br />
Cont’d…..Placements<br />
4 Options for choosing keywords<br />Broad Match: Default option<br />Phrase Match: Keyword in “quotation marks”<br />
…options for choosing keywords<br />Exact Match: Keyword in [square brackets]<br />Negative keywords: A –keyword<br />
Google Analytics<br />Sophisticated tracking tool (‘Free’ from Google) – linked to AdWords<br />Metrics separate it from t...
Why use AdWords?<br />Immediate: up and running straight away<br />Real time: brings searchers and sellers together <br />...
Things to watch out for…..<br />AdWords will eat money.<br />‘Paralysis by analysis’<br />Think about your Cost of Custome...
That’s all folks…..<br />Questions<br />
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Google Adwords - Wondermummy

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What you can get with Google Adwords?

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Google Adwords - Wondermummy

  1. 1. Demystifying…..<br />
  2. 2. Introduction<br />My name is Conor O’Kane<br />In 2006 I started a business selling own label maternity clothes online at wondermummy.com<br />Sell retail online through our website and wholesale to Independent retailers<br />Used Google AdWords and here to share some of that experience<br />
  3. 3. AdWords from Google<br />Piece of technology innovation<br />Don’t take my word for it:<br /> *Google 2010 Income Statement shows out of total revenue of $29.3 billion, $28.2 billion (97%) came from advertising revenues<br /> **2009 Google approx. 30% of all online advertising<br />Income from AdWords subsidises all other products, Google Maps, Chrome products etc <br />*Source: http://investor.google.com/financial/tables.html<br />**Source http://digital.venturebeat.com/2009/06/29/google-share-of-ad-spending-266-percent/<br />
  4. 4. Build it and they will come……<br />Traditional marketing, PR and advertising channels. Takes time. Specific skill sets. Expensive<br />Organic Search through SEO. This takes time (indexing, link building, keyword research, keyword content etc). Specific skill sets.<br />AdWords: In almost an instant you can advertise online through Google search and content network using Google AdWords – genius!<br />
  5. 5. Google AdWords: Keyword Search <br />You pay to have your Ads appear when people search using specific keywords<br />Each time someone clicks on your Ad, you pay a fee to Google (pay-per-click)<br />
  6. 6. Google AdWords: Content Network <br />Your Ads appear on partners websites. There are different ways to pay for this but <br />you can pay per 1,000 times the Ad is shown (impressions) rather that per-click <br />
  7. 7. AdWords: Getting Started<br />Simple and complex – caters for all audiences<br />Create an account<br />Add your credit card details<br />Set up a campaign (including keywords)<br />You are up and running……<br />
  8. 8. Creating A Campaign (Basic Overview)<br />
  9. 9. Cont’d….Creating A Campaign<br />
  10. 10. Cont’d….Adding Keywords<br />
  11. 11. Cont’d…..Placements<br />
  12. 12. 4 Options for choosing keywords<br />Broad Match: Default option<br />Phrase Match: Keyword in “quotation marks”<br />
  13. 13. …options for choosing keywords<br />Exact Match: Keyword in [square brackets]<br />Negative keywords: A –keyword<br />
  14. 14. Google Analytics<br />Sophisticated tracking tool (‘Free’ from Google) – linked to AdWords<br />Metrics separate it from traditional advertising methods (magazines etc)<br />Rich data set: (visitors, geo location, time, exit points, conversions, ROI data (i.e. for a given time period you received 52 paid clicks costing £24.96 generating Revenue of £198.50)….etc<br />Use information from Analytics to adjust your AdWords and SEO settings/keywords<br />
  15. 15. Why use AdWords?<br />Immediate: up and running straight away<br />Real time: brings searchers and sellers together <br />Control: keywords, budget, time of day etc<br />Metrics, metrics, metrics…using Google Analytics<br /> - tracking code on homepage (track visitors)*<br /> - on payment confirmation page (track ROI)* <br /><ul><li>Small bit of technical knowledge required</li></ul>Campaigns for specific products/geography/season/event etc<br />Help functions very good – as are discussion boards<br />
  16. 16. Things to watch out for…..<br />AdWords will eat money.<br />‘Paralysis by analysis’<br />Think about your Cost of Customer Acquisition <br />Requires constant revision to max. ROI – time?<br />Don’t abandon traditional advertising/marketing<br /> React to trends not individual conversions<br />
  17. 17. That’s all folks…..<br />Questions<br />
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