Google AdWords 101 in Chicago

AdWords™ Seminar For Success AdWords 101 1

Housekeeping • Your Materials • The Schedule • The AdWords Credit • I Have Questions!!! • Cell phones to Vibrate, Please 2

Google AdWords™ Source: Advertising Age’s Search Marketing Fact Pack 3

Google AdWords™ 3

How Online Advertising Began 4

Options 5

What is Pay-Per-Click (PPC)? Advertisers pay when prospects click. Benefits: • Control • Feedback • Relevancy • Measurable Results 6

Search Engine Results Page (SERP) 7

The Search Network 8

The Content Network 9

Basic Terminology • Keywords • Ad Rank • Creative • Quality Score • Landing Page • UI • Impression • AdWords vs. • Clickthrough Rate AdSense 10

Creating & Managing Your AdWords Account 11

So Long, Starter Edition 12

Old UI: Campaigns 13

Old UI: Ad Groups 14

Old UI: Ad Group Tabs 15

Enter the New UI 16

Standard Edition 17

Account Setup 18

Account Setup 19

Account Setup 20

Account Setup 21

Account Structure 22

Account Organization Options • Products and Services • Brand Names • Websites • Geographic Location • Seasonal Products and Services • Themes or Functions 23

User Interface Tour 24

Account Snapshot 25

Account Snapshot> Alerts 26

Account Snapshot> Account Status 27

Account Snapshot> Announcements 28

Account Snapshot> Watch List 29

Account Snapshot> Keyword Performance 30

Account Snapshot> Active Campaigns 31

Account Snapshot> Campaign Performance 32

Account Snapshot> Help and Tips 33

All Online Campaigns 34

All Online Campaigns 35

Change Date Ranges 36

Performance Summary Graph 37

Customize Columns 38

Segment by Network 39

Filter Campaigns 40

Individual Campaign 41

Campaign Status 42

Roll-Up Tabs 43

Managing Ad Groups 44

Changing Settings 45

Managing Ads 46

Managing Keywords 47

Managing Negative Keywords 50

Keywords> Filters and Views 51

Managing Networks 52

Creating Campaigns 55

Creating a Campaign 56

Creating a Campaign: Settings 57

Creating a Campaign: Ad Groups 62

Review: Campaign Settings • Campaign Name • Geographic Location • Language • Demographics • Networks and Devices • Bidding and Budget • Position Preference and Delivery Method • Ad Scheduling • Ad Delivery Preferences 63

Developing Keyword Lists 64

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Building a Keyword List • Brainstorm business. • Review website. • Think like a customer. • Focus on what differentiates. • Include plural and singular versions. • Include spelling mistakes and variations. • Include product numbers and codes. 66

Keyword Match Types • Broad: word or phrase • Phrase: “word or phrase in here” • Exact: [word or phrase exactly] • Negative: -don’t use word or phrase 67

Negative Match Variations • Standard Negative: -organically grown • Negative Phrase-Matched: -“organically grown” • Negative Exact-Matched: -[organically grown] 68

Match Types Examples • Chicago Steak House • “Chicago Steak House” • [Chicago Steak House] • -”steak sauce” 69

Keyword Exercise Write two broad, phrase, exact and negative keywords: • All natural, organic food for kittens, adults, seniors • Expensive (not available big-box stores) • Free 24-hour shipping • Automatic refill program • Sample bags available • Vegetarian formula available, but no vegan 70

Opportunities/Tools 71

Keyword Tool 72

Edit Campaign Negative Keywords 73

Creating Compelling Ad Copy 74

Ad Text Specs • Ad title (25 characters max, including spaces) • Two description lines (35 characters max each, including spaces) • Display URL (35 characters max, including spaces) • Destination URL (1024 characters max, including spaces) 75

Successful Ads Usually: • Divide benefits from features • Use major keywords in headline • Have a good display URL • Balance hype and yawn • Include call to action • “Speak” to intended audience 76

Calls To Action • Download Now • Buy Now • Purchase • Call Today • Order Now • Sign Up • Get a Quote 77

The Takeaway: You cannot fit your entire sales pitch into 95 characters. Focus on one offer, service or product. Include call to action and differentiate yourself from competitors. 78

Ad Text Exercise Write a local ad for a REALLY scary haunted house. • In Your Neighborhood • Open Now Through 10/31 • Adults, 21+ Only • $10 Admission • 2+ Hours to Go Through • Exit Leads to Bar & Restaurant 79

Hot or Not? • 50 [Blank] Tricks • The perfect [Blank] for your [Blank] • [Blank] Without [Blank] • Get a better [Blank] • Why [Blank] in October? Exercise inspired by Perry Marshall’s book: Ultimate Guide to Google AdWords 80

Beyond Text Ads 81

Image & Flash Ads • .Gif, .JPG, .PNG, .SWF • Appear on some sites in Content Network • Matched to keywords and/or page content • Keyword & placement- targeted campaigns 82

Start on Ads Tab 83

Creating Image & Flash Ads 84

Video Ads • First appears as static image. Once clicked, (image or play button) plays within ad space. • Clicking URL or on ad while playing will link to the website. 85

Creating Video Ads: Display Ad Builder 86

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Local Extensions • Replaces Local Business Ads • Appears on Google Properties (Including Maps) and Search Network • Shows Business Address After Text Ad • Use Address from Local Business Center or Manually Enter 88

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Mobile Ads • For mobile phones • Customers read ad, then call or click to visit website Format: • 2 lines of text (18 characters) • Phone number or a mobile- optimized website 92

Creating Mobile Ads 93

Tracking Performance 94

What is a Conversion? When a click on an ad results in a desirable behavior: • Online purchase • Registration/Signup • Form submission • Pageview • Etc. 95

Conversion Tracking 96

Create an Action 97

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View Conversion Statistics 99

Where You’ll See Results: 100

Google Analytics (GA) 101

80 Reports Available 102

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To Set Up GA 107

Create Profile 108

Tracking Code 109

Check Status to Confirm 110

Add Multiple Profiles 111

Filter Irrelevant Traffic 112

Give Others Access 113

Editing a Profile 114

GA Goals Goal: a specified Web page reached after completing a desired action. Analytics calculates Goal conversion metrics if you define Goals. 115

Goal Settings 116

Goal Funnel 117

Beginning Optimization 118

Report Center 119

Report Types • Placement / • Demographics Keyword Geographic • Ads Performance • URLs • Search Queries • Ad Groups • Phone Calls • Campaigns • Placements • Account • Reach & Frequency 120

Create a Report: Step 1 121

Step 2: Specify Settings 122

Step 3: Advanced Settings 123

Step 4: Templates, Scheduling, and Email 124

Example Reports 125

Campaign Optimizer 126

Optimizing For Conversions 127

Start With Your Website • Analyze products & website • Analyze landing pages • Analyze purchase process 128

#2: Refine Your Keywords • Be Negative • Get Specific • Use Keywords in Ad Text • Include Prices in Ad Text* 129

But Monitor Competitor Pricing! 130

Optimizing For More Ad Traffic 131

How To Begin: • Add new keywords • Add plurals • Add variations: e.g. “Apple accessories” & “Mac accessories” • Use Google’s Keyword Tool • Use other keyword tools 132

Run an Impression Share Report 133

Expand Location Targeting & Ad Distribution • Target ALL locations where you do business • Target language of customers • Enable Search Network • Enable Content Network 134

Try New Angles • Read Your Website • Read Competitors’ Sites • Read Manufacturers’ Sites • Create Ad Groups and keywords for unadvertised areas. • Use Keyword Tool To Find More Ideas 135

Generalize Your Keywords But with care! 136

Feature High-Traffic Keywords Search Query: Yoga Flooring 137

Optimizing For Quality Score 138

Quality Score 139

Quality Score is Determined By: • Historical CTR • Account history, including performance in geographic regions • Historical CTR of display URLs • Relevance of keyword to ad text • Quality of landing page • Other relevancy factors 140

To Increase Quality Score: • Optimize keywords • Adding negatives and relevant keywords • Review and improve ad text • Create new, focused Ad Groups • Review landing pages 141

Landing Page Quality Optimization In a Nutshell: • Provide Relevant and Substantial Content • Treat a User’s Personal Information Responsibly • Develop an Easily Navigable Site • Optimize for Load Time 142

Landing Page Quality 143

Billing 144

Billing Summary Page 145

Invoice Details Page 146

Billing Cycle Charged every 30 days unless advertising costs reach certain thresholds within 30- day cycle. How Charges Work: • New advertisers: 30 days - $50 • Then, 30 days - $200 • Then, 30 days - $350 • Maximum of $500 in 30 days At end of billing period, youʼre charged for all costs accrued during cycle. 147

To-Dos & Resources 148

To-Dos • Get comfortable with new UI. • Evaluate and improve account structure. • Review keywords, adjust bids and match types. Add negative keywords! • Install conversion tracking and Google Analytics; use data to make improvements. • Use Report Center to evaluate performance. • Check Google Maps listing; add/correct information. 149

Resources • New Interface: http://www.google.com/adwords/newinterface/ • AdWords Help Center: http://adwords.google.com/support/ • Inside AdWords (official blog): http://adwords.blogspot.com/ • See full list on your USB 150

Thank You! Stasia Holdren PPC-Boot-Camp.com stasia@ppc-boot-camp.com 151

Q&A 152

Google AdWords 101 in Chicago

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