Introduction to ad words


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Introduction to ad words

  1. 1. The Changing Marketing Landscape Reaching Google’s Audience with Your Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign
  2. 2. Today$ Digital Media Non-Digital Media 1995 2007 2050?
  3. 3. Awareness Education Radio Create interest through Create awareness information PrintOutdoor Search Marketing Direct mail & response Television Image Direct response Maintain brand Cycle of trial, purchase, and repeat
  4. 4. Approximate Customer Acquisition Cost Across Various Channels$80 $70 $60$60 $50$40 $20$20 $8.5$0 Direct mail Email Online display ads Yellow Pages Search
  5. 5. “charity”Contextually relevant ad “Sponsor a Child” Decision on website and Purchase Cycle “Annual Giving” “Sponsor a Child in India”
  6. 6.  The Changing Marketing Landscape Reaching Google’s Audience with Your Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign
  7. 7. The Google Network reaches more than 80% of worldwide Internet users.Sources: Measured by Media Matrix and NetRatings (September 2004); ―2005 Web Globalization Report Card,‖ Byte Level Research (November 2004)
  8. 8. Google: #1 U.S. search engine: Search partners: Thousands ofContent partners:
  9. 9. Connect with Connect with Connect with Consumers Consumers Consumers When They When They When They Search Research Pursue Interests with Google’s with Google’s with Google’sSearch Solutions Content Network Site Targeting
  10. 10. Your BusinessImagine your business here right when a user is searching for what you offer
  11. 11. Search Query: ‘flowers’ Google Search Results
  12. 12. AdWords Ads
  13. 13. • Targeted advertising• Better advertiser ROI than untargeted ads• Improved user experience
  14. 14. Google scans apage, interprets itscontent and serves relevant ads Relevant ads Targeted in real-time Recipe for Roasted Garlic Pasta Sauce
  15. 15. • The Changing Marketing Landscape• Reaching Google’s Audience with Your MessageHow to Get Started with Google AdWords• How to Run a Successful AdWords Campaign
  16. 16. Step 1: Go to you reach the Google AdWordspage, simply click the button to begin The sign-up process usually takes about 15 minutesYou can read more about the benefitsof AdWords and how it works on this page as well
  17. 17. Step 2: Choose Your Edition For this presentation we will walk you through the Starter Edition sign-up processStarter Edition has a simplifiedsign-up and set-up process for new AdWords advertisers You will have simplified keyword selection, ad copy writing, and campaign/local targetingYou can always graduate to the Standard Edition at any time
  18. 18. Hosted business pages are informational sites that new AdWords advertisers may create when setting up advertising campaigns.If you have a small business and would like to advertise with Google AdWords, but you dont have a website, you can create a hostedpage to showcase your business. It usually takes only 15 minutes to set up. With AdWords and hosted business pages, youll be able to reach potential customers with a few quick and easy steps.
  19. 19. Step 3: Select the language and location where you want your ad to showYou can target a specific area within your selected country, territory, and even state if you so wish
  20. 20. Step 4: Write your adIn this step, you enter the websiteaddress where you want potentialcustomers to go when they click onyour adIf you don’t have a webpage, you canstill take advantage of AdWords. Wehave a tool that allows you to create asimple page hosted by GoogleThen, follow the instructions and writeyour ad. Your ad title and copy shouldbe relevant and understandable to yourcustomersIf you are having a case of writer’sblock, there’s a tool that can provideyou with ad copy ideas; simply click the―Give me ideas‖ tab and follow thesimple instructions
  21. 21. Step 5: Choose Your KeywordsKeywords are what your prospective customers aretyping into the search bar to find your products andservices, such as―real estate, 91311‖In this step, you can enter as many keywords and keyphrases as you’d like into the boxYour ad will be more effective if your keywords aredirectly related to your ad. More specific key phrasesand keywords will lead to better leads
  22. 22. Step 6: Choose your budgetSelect the currency in which you will be paying for your ad AdWords will show your ad as often as possible within the budget guidelines you setYou can select one of the preset budget amounts or input your own monthly budget amount in the box
  23. 23. Step 7: Set Up Your Account If you already have an account with any of Google’s properties, you canchoose to use that email address and password to log into AdWords If you want to create a new account, simply select the second option and enter the requested information Then, click ―create account‖
  24. 24. Select a form of paymentYou can use direct debit or credit card
  25. 25. • The Changing Marketing Landscape• Reaching Google’s Audience with Your Message• How to Get Started with Google AdWordsHow to Run a Successful AdWords Campaign
  26. 26. Relevance is the key to a successful AdWords campaignTargeted Higher Ad Clickthrough Better Rates Conversions Good User More Qualified Experience Leads
  27. 27. Relevant Keywords: • Accurately reflect products/services being offered • Match what your audience is looking for • Target the audience without being too general
  28. 28. Ads are continuously matched to Internet users’ interests based on your keywordsUse keyword match types to your advantage  Broad Match  Phrase Match  Exact Match  Negative keywordAds are placed as buying decisions are made The Result: Businesses reach their audience at the right time, with the right message
  29. 29. For the broad-matched keyword used book  used book dealer  buy used book  used and rare book Ad can appear for any of these queries  used book for sale  Cheap used book
  30. 30.  Prevent ads from appearing on irrelevant search queries Eliminate unwanted impressions Keyword: used book Negative Match: -cheap
  31. 31. buy cheap dog food online now pets Purina dog chowbuy dog food dog food recipes dogs vet canned dog meals
  32. 32. Average US Search Phrase Length2 word phrases 29%3 word phrases 22%4 word phrases 20%5 word phrases 12%1 word phrases 6%6 word phrases 6%7 word phrases 3% 0% 10% 20% 30% 94% of people in the US search with multi-word phrases
  33. 33.  Ad text distinguishes you from the competition Communication, appearance, and style are important Be persuasive and informative First thing the user sees
  34. 34. Catch your customer’s eye by making sure your headlines match the keywords. Collector Dolls 40% Off figurines The Anastasia Collection - Porcelain Dolls, Doll Stands, & More Discount Figurines Unique Collectibles, Gift Ideas, Figurines & Miniatures. Buy Online! Matching terms show up in bold text on the Google results page.
  35. 35. Examples: get info, research here, download free white paper, order our catalog, buy now, save money Avoid meaningless slogans and gimmicky language Click Here Visit Us
  36. 36. Send Chocolate Gifts Save 10% on all chocolate orders. Free shipping over $50.Save 50% Free Shipping$10 Off Free White PaperSeasonal Sales
  37. 37. Location in ad text can increase performance  Attracts attention of local users  Non-local users will not click on ad New York Advertising
  38. 38. Inter-capitalizing your display URL may make your ad stand out more and lead to better clickthrough rates
  39. 39. Use multiple ads to test messages and see which on works best
  40. 40.  No minimum spend You choose your own maximum daily spending limit (daily budget) Choose how much you want to spend per click for every keyword Pay Google for users who click on your ad Conversion tracking = real-time return-on-investment data
  41. 41. With AdWords, you can set your advertising budget towhatever you desire. Simply enter a monthly budget amount into the box in the ―Budget‖ sectionFor more control, you can even decide how much eachcustomer lead (click) is worth to you. You can set yourmaximum cost-per-click to any amount you desire, such as $0.10 If you’re unsure, Google could help optimize your budget based on the keywords you choose; simply check the ―Google should set my bids…‖ box
  42. 42. The ad rank depends on the relevance of the ad and your maximum bid – Rank = Quality Score * Maximum CPCIt is possible for the higher ranked ad to have a lower cost per click than its competitorsIf your ad is more relevant, you can still compete against someone with more money
  43. 43. 94043 AdWords gives you the option to target thelocation where your ad will be visible to potential customers If you want your ad to be shown to all relevantsearches in a particular country, you can simply select a country If you would like to target a local area within acountry, simply enter a city name or postal codeto search and select the area where you would like your ads to show
  44. 44. You can target ads so they appear only in locations of interest to you –your neighborhood, your service areas, your city or your state. Select from pre-defined Define the geographies OR area, customize the targeting Countries Within a defined radius Within defined borders Regions Cities
  45. 45. Monitor Your AdWords PerformanceThe AdWords interface lets you monitor the performance of each ad that you are running, as well as your overall performance With AdWords, you always know how your ads—and marketing budget—are performing
  46. 46. THANK UJoin usAdd: WZ-30-a,Bhagwan Das NagarEast Punjabi Bagh, Delhi-110026Tel.: 011 28316148, 3203571, 30538061Mobile; +91-8010 298 388, 8010 198 388E-mail: