Get Started With Google Adwords
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Get Started With Google Adwords

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Learn the benefits of Adwords, how to setup and structure your campaigns, and everything else you need to know to run a successful Adwords campaign. ...

Learn the benefits of Adwords, how to setup and structure your campaigns, and everything else you need to know to run a successful Adwords campaign.

*Originally used as a presentation for Intelligently.

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Get Started With Google Adwords Get Started With Google Adwords Presentation Transcript

  • Getting Started with Google Adwords 2.27.14 Class Andrew Krebs-Smith
  • Agenda • Why Adwords? (5-10 min.) • Setup (5-10 min.) • Walkthrough (40 min.) • Account Setup (10 min.) • Workshop (10 min.) • Tips (10 min.) • Set up your accounts! (remainder)
  • Reasons to Use Adwords/FB • Variable Cost • Testing • Measureable • State of mind • Targeting Feel free to tweet pics/video of this class:@andrewks #marketing View slide
  • Scenarios • Selling stuff online • Content marketing • Getting a job • Getting a date • Growing your audience • Leads • Anything where you want to get people into your funnel Feel free to tweet pics/video of this class:@andrewks #marketing View slide
  • Adwords Vs. Facebook • Harder to set up a basic campaign • Easier to set up an advanced campaign • Mindset: “I need this now” Feel free to tweet pics/video of this class:@andrewks #marketing
  • Things you need • Conversion Funnel • Keyword data – Keyword tool – Adwords data – Analytics data – Spyfu • Landing Page • Customer segments (can be broad) • Budget Feel free to tweet pics/video of this class:@andrewks #marketing
  • Setup Best Practices • Start these at least 1 week before launch • Install Google Analytics • Verify Google Webmaster Tools • Install Google Tag Manager – FB Retargeting Tag – Google “Remarketing” Tag – FB Conversion Cookies – Adwords Conversion Cookies – Google Analytics Tag • Check Tags with Tag Assistant • Setup Billing Feel free to tweet pics/video of this class:@andrewks #marketing
  • Process • Research • Test • Analyze • Refine • Repeat Feel free to tweet pics/video of this class:@andrewks #marketing
  • Login Feel free to tweet pics/video of this class:@andrewks #marketing
  • Do This First! Feel free to tweet pics/video of this class:@andrewks #marketing
  • When in doubt, do both Feel free to tweet pics/video of this class:@andrewks #marketing
  • Settings…
  • Location
  • Location Feel free to tweet pics/video of this class:@andrewks #marketing
  • Location Feel free to tweet pics/video of this class:@andrewks #marketing
  • Basic Bidding Feel free to tweet pics/video of this class:@andrewks #marketing
  • Better Bidding
  • Delivery Method Feel free to tweet pics/video of this class:@andrewks #marketing
  • Ad Extensions
  • Scheduling
  • Ad Rotation Step Length 2 30 days 3 Forever 1 15-30 days Never Feel free to tweet pics/video of this class:@andrewks #marketing
  • Matching Options Feel free to tweet pics/video of this class:@andrewks #marketing
  • Don’t setup keywords/ad groups yet! Feel free to tweet pics/video of this class:@andrewks #marketing
  • Now you should see this Feel free to tweet pics/video of this class:@andrewks #marketing
  • Time to structure your account • What does Google want? Feel free to tweet pics/video of this class:@andrewks #marketing
  • Time to structure your account • What does Google want? – Ads that make sense and help people – Advertisers that are happy (i.e. get sales) Feel free to tweet pics/video of this class:@andrewks #marketing
  • To make Google happy…
  • To make Google happy…
  • How to structure your account Feel free to tweet pics/video of this class:@andrewks #marketing
  • Workshop (10 Minutes) • Create – 2 Campaigns – 2 Ad groups for each campaign – 3 Keywords for each ad group • You can do this for – Kenneth Cole – Quickbooks – Your product or service Feel free to tweet pics/video of this class:@andrewks #marketing
  • How I do it • Create small keyword list • Notice emerging groups • Segment by group • Flesh out groups Feel free to tweet pics/video of this class:@andrewks #marketing
  • A way to think about Adwords • Google rewards you for playing by the rules Feel free to tweet pics/video of this class:@andrewks #marketing
  • Tips • One step at a time – Ad = Attention – Lander = Benefits/Features • Sometimes you want to prevent clicks – Pre-qualify with price in ad • Use a call to action Feel free to tweet pics/video of this class:@andrewks #marketing
  • What metrics indicate success? • The king: Cost per acquisition (CPA) • The queen: Cost per lead (CPL) • The prince: Cost per click (CPC) Feel free to tweet pics/video of this class:@andrewks #marketing
  • Remainder of Class • Setup a Google Adwords campaign for your brand • I’ll walk around and answer questions Feel free to tweet pics/video of this class:@andrewks #marketing