Logic classroom google adwordsv2

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Intro To Google Adwords
Pay Per Click (PPC) Online Advertising
Presented by: Boston Logic
Ashley Osgood, Marketing Associate
Angela Davis, Marketing Associate

Classroom Overview
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WHAT IS PPC?
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What is Google PPC Advertising?
Google Adwords places Ads to right of & above search results
Also in Google Partner Sites with Adsense
Ads triggered by the user query: “keyword advertising”
Query
Adwords Ads
Adwords Ads
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How Search Keyword Advertising Works
When user types in query
(or keyword), shows in BOLD
Targeted advertising
Better advertising ROI
Also appears on Google Partner sites
Improved user experience
Users find what they are interested in
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Adwords Benefits
Reach
Access to worldwide internet users
Cost
Low costs for high ROI
Pay Google when users click on your ads
Timing
Ads are seen by users looking to purchase
Reach youraudience at the righttime, with the right message
Flexibility
Start advertising quickly
Unlimited changes, whenever you want
You can target ads to the specific location & language of your customers
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Using Google Adwords:Basic Definitions
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Cost Per Click: CPC
Click:The action a user takes to select your ad and be taken to your website.
Google charges you when a user clicks on your ad
Your Customer
Search
Destination Website
Your PPC Text Ad
User Clicks

Impressions & Click-through Rate (CTR)
Impression:The appearance of your ad on Google or one of their partner sites
Clicks
Impressions
CTR reflects how your ads are performing.
More relevant ads = more frequent clicks = high CTR
= CTR, Expressed as %
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How Ads are Ranked: Quality Score
Quality Score is calculated every time your keyword matches a search query.
High Quality Score = ads will be in
higher position at lower CPC
Measures
relevancy
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Other Important Terms
Budget – The total amount you are willing to pay per day on your campaigns
Max CPC – Most you are willing to pay per click
Keywords:
Broad Match – ads could appear in broad versions of search
“Phrase Match” – Ads show when users type phrase
[Exact Match] – Ads show for exact phrase exclusively
Conversion: When a user completes a desired action on your site. i.e., completes the “Contact Us” form.
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Understanding Ads and Adwords Interface
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Understanding Ad Campaign Structure
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Navigating The System
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Choosing Your PPC Keywords
Keyword Tool URL: https://adwords.google.com/select/KeywordToolExternal
Type keyword here
Keyword Suggestions

Writing A Text PPC Ad
25 Character Limit
35 Character limit
35 Character Limit
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Monitoring Keyword Performance

How To Succeed With Adwords
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Key Concepts to PPC Management
Continuous Cycle of PPC Management
Very Active
Tracking
Reporting
Testing ads
Refining text
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Tips For Adwords Success
Stick To One Goal
i.e., more lead sign-ups
Create multiple campaigns for multiple goals
Keep your audience in mind
Target only in areas you service & languages
Split Campaigns into Ad Groups
Each ad group should have a theme
i.e., one ad group for sales, one for rentals
Pick the right keywords for your ad goals
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Creating Successful Ads
Create simple, enticing ads
Highlight was makes you stand out
Include pricing and promotions
More info user can gain from your ad, the better
Strong call-to-action
At end of ad, use “Browse”, “Call Today”, etc.
Include one of your keywords in your ad text
Use best-performing keyword: will show in bold
Choose the best destination URL
If users don’t find what’s promised, will bounce
Test multiple ads in each ad group
Experiment with different ad versions to find most successful
Adwords auto-rotates successful ads
T: 617.266.9166
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Long-Term Adwords Success Strategy
Adwords Keywords
Create monthly Keyword Reports
See high / low converting keywords
Eliminate those that aren’t working
Visit the Keyword Tool in Adwords for new ideas
Don’t overlap keywords in multiple campaigns!
Work on Your Website
Keep your website up-to-date
Make sure ads have relevant Landing Pages
When users land on your site, they find EXACTLY what they were looking for in your ad
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@BostonLogic
Questions?
For future (and past) webinars by Boston Logic:
www.bostonlogic.com/blog/category/logicclassroom/
Read SEO Tips on our Real Estate SEO Blog:
www.realestateseo1.com
For more information, contact:
Ashley Osgood, aosgood@bostonlogic.com
Angela Davis, adavis@bostonlogic.com
Phone: 617.266.9166
T: 617.266.9166
www.bostonlogic.com

Logic classroom google adwordsv2

by Boston Logic Technology Partners, Inc. on Dec 14, 2010

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