Learn why Google Ad Words is right for your business and how to get started quickly and easilyDoes anyone already have a business web site? Who has an Ad Words account?
Efficient Cost-effective Targeted Ad Business Groups And what for? Keyword s • traffic Ad Campaigns Country Ads • profit • sales and/or leads ROI CPC CTR testing conversion of visitors to buyers/leads
Choosing the right keywords Brainstorming Google’s Keyword Tool (with a really useful ‘twist’)Grouping the keywords Divide into groups that can each be represented by one ad
AdWords Account Ad Campaign 1 Additional Campaigns...Ad Group 1 Ad Group 2 Ad Group 3Ad 1 Ad 2 Ad 1 Ad 2 Ad 1 Ad 2
Purpose to attract highly targeted clicks (not to sell anything)Composition keyword in headline benefit feature Capitalize First Letter Of Each Word
• Format – specified by Google Headline (keyword) 25 characters Line 1 (benefit) 35 characters Line 2 (feature) 35 characters Display URL 35 characters www.your- product.com Destination URL 1024 www.tracking-url.com characters
www.google.com click on “Advertising Programs” click on “For Advertisers: Google Ad Words” click on “Sign Up Now” link click on “Standard Edition” Let’s ‘Just Do It!’
• Glossary slides• www.small-business-on-the-net.com/ug4• Special UG4 “Delegate-only” Offers
Up to 50% Discount (and more)! “How To Succeed With Google Ad Words” eBook guide No Limit Ad Words “Health Check” 10 Places only Ad Words Coaching 10 Places only
Copywriting The writing skill that is part-art, part-science, of writing in such a way that the desired response has the best chance of being achieved. CPC Cost-Per-Click – the amount of money payable to a P-P-C search engine each time an ad relating to a particular keyword is clicked by a searcher and referred to your web site. CR Conversion Rate – the number of customers generated as a percentage of the visitors to a web site. CTR Click-Through-Rate – the number of times an ad is clicked on as a percentage of the number of times it is displayed.
Dynamic keyword insertion The facility, unique to Ad Words, that allows numerous keywords in a list to appear in your ad dynamically, triggered by the search term used. Impression In relation to Ad Words, the number of impressions is the number of times an ad is displayed on Google or the Google Network. Keyword(s) The search term(s) used at a search engine and the word/phrase that is ‘purchased’ for a pay-per-click ad .
Landing page The web page that the visitor will arrive at when they click on your ad Maximum CPC The ‘Maximum Cost-Per-Click’ (Max CPC) you are prepared to pay for your keywords to trigger the display of your ad This helps to determine what position your ad appears in on the search engine results page. This figure is normally identified at Ad Group level, but can be applied to individual keywords within an Ad Group by exception.
Metrics The key performance indicators in relation to the accurate assessment of your web business e.g. CR, unique visitors, entry pages, exit pages, average time spent on site. P-P-C or PPC The abbreviation used for a ‘Pay-Per-Click’ search engine i.e. one which sells keywords for advertisers to bid on to determine the position in which the ad is displayed in their search results listing. Relevancy + Quality Score The terms Google use to indicate whether or not keywords, ads, and landing pages are providing their searchers with what they’re looking for i.e. the higher the relevancy, the more relevant these components have proved to be. Very closely linked to the term ‘targeted’.
ROI Return-On-Investment – the profit from sales made as a percentage of the cost of making those sales. SEO Search Engine Optimization – the process of balancing many aspects of web page construction to appeal to visitors and at the same time satisfy the criteria that search engines are measuring to allocate high ranking positions in their SERPs. SERPs Search Engine Results Pages – the results listings of a search for a particular search term at a search engine. SM Search Marketing – increasingly used in recognition of the fact that SEO on its own is only part of the web site promotion toolset.
Split-testing In marketing, advertising and direct mail, the principle of testing two of anything (e.g. classified ads, sales letters etc.) to determine which achieves the better response, is called ‘A/B testing’ or ‘split-testing’. URL Uniform Resource Locator – the Internet address of a web site/page. USP Unique Selling Proposition – the aspect of your product or service that differentiates your business from your competitors.