AdWords™ Seminar
   For Success
      AdWords 101




                    1
Housekeeping


• Your Materials
• The Schedule
• The AdWords Credit
• I Have Questions!!!
• Cell phones to Vibrate, Please...
Google AdWords™




Source: Advertising Age’s Search Marketing Fact Pack

                                                ...
Google AdWords™




                  3
Google AdWords™




                  3
Google AdWords™




                  3
How Online Advertising Began




                               4
How Online Advertising Began




                               4
How Online Advertising Began




                               4
Options




          5
Options




          5
Options




          5
Options




          5
Options




          5
What is Pay-Per-Click (PPC)?


Advertisers pay when prospects click.
 Benefits:
   • Control
   • Feedback
   • Relevancy
...
Search Engine Results Page (SERP)




                                    7
The Search Network




                     8
The Search Network




                     8
The Search Network




                     8
The Search Network




                     8
The Search Network




                     8
The Search Network




                     8
The Search Network




                     8
The Search Network




                     8
The Content Network




                      9
The Content Network




                      9
The Content Network




                      9
The Content Network




                      9
The Content Network




                      9
The Content Network




                      9
The Content Network




                      9
The Content Network




                      9
Basic Terminology

• Keywords
                      • Ad Rank
• Creative
                      • Quality Score
• Landing P...
Creating &
 Managing Your
AdWords Account

                  11
So Long, Starter Edition




                           12
Old UI: Campaigns




                    13
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




                19
Account Setup




                19
Account Setup




                19
Account Setup




                19
Account Setup




                19
Account Setup




                19
Account Setup




                19
Account Setup




                19
Account Setup




                20
Account Setup




                20
Account Setup




                20
Account Setup




                20
Account Setup




                20
Account Setup




                21
Account Setup




                21
Account Setup




                21
Account Setup




                21
Account Setup




                21
Account Setup




                21
Account Setup




                21
Account Setup




                21
Account Setup




                21
Account Setup




                21
Account Setup




                21
Account Setup




                21
Account Setup




                21
Account Structure




                    22
Account Organization Options


• Products and Services
• Brand Names
• Websites
• Geographic Location
• Seasonal Products ...
User Interface Tour


                      24
Account Snapshot




                   25
Account Snapshot> Alerts




                           26
Account Snapshot> Alerts




                           26
Account Snapshot> Account Status




                                   27
Account Snapshot> Account Status




                                   27
Account Snapshot> Announcements




                                  28
Account Snapshot> Watch List




                               29
Account Snapshot> Watch List




                               29
Account Snapshot> Watch List




                               29
Account Snapshot> Watch List




                               29
Account Snapshot>
Keyword Performance




                      30
Account Snapshot>
Keyword Performance




                      30
Account Snapshot> Active Campaigns




                                     31
Account Snapshot> Active Campaigns




                                     31
Account Snapshot>
Campaign Performance




                       32
Account Snapshot>
Campaign Performance




                       32
Account Snapshot>
Campaign Performance




                       32
Account Snapshot>
Campaign Performance




                       32
Account Snapshot>
Campaign Performance




                       32
Account Snapshot>
Campaign Performance




                       32
Account Snapshot>
Campaign Performance




                       32
Account Snapshot>
Campaign Performance




                       32
Account Snapshot>
Campaign Performance




                       32
Account Snapshot>
Campaign Performance




                       32
Account Snapshot>
Campaign Performance




                       32
Account Snapshot>
Campaign Performance




                       32
Account Snapshot> Help and Tips




                                  33
Account Snapshot> Help and Tips




                                  33
Account Snapshot> Help and Tips




                                  33
All Online Campaigns




                       34
All Online Campaigns




                       35
Change Date Ranges




                     36
Performance Summary Graph




                            37
Performance Summary Graph




                            37
Performance Summary Graph




                            37
Customize Columns




                    38
Customize Columns




                    38
Segment by Network




                     39
Segment by Network




                     39
Filter Campaigns




                   40
Filter Campaigns




                   40
Filter Campaigns




                   40
Filter Campaigns




                   40
Filter Campaigns




                   40
Filter Campaigns




                   40
Individual Campaign




                      41
Campaign Status




                  42
Campaign Status




                  42
Roll-Up Tabs




               43
Managing Ad Groups




                     44
Managing Ad Groups




                     44
Managing Ad Groups




                     44
Managing Ad Groups




                     44
Managing Ad Groups




                     44
Managing Ad Groups




                     44
Managing Ad Groups




                     44
Managing Ad Groups




                     44
Changing Settings




                    45
Changing Settings




                    45
Changing Settings




                    45
Changing Settings




                    45
Changing Settings




                    45
Changing Settings




                    45
Changing Settings




                    45
Changing Settings




                    45
Changing Settings




                    45
Changing Settings




                    45
Changing Settings




                    45
Changing Settings




                    45
Changing Settings




                    45
Changing Settings




                    45
Changing Settings




                    45
Changing Settings




                    45
Changing Settings




                    45
Changing Settings




                    45
Managing Ads




               46
Managing Ads




               46
Managing Ads




               46
Managing Ads




               46
Managing Ads




               46
Managing Ads




               46
Managing Ads




               46
Managing Ads




               46
Managing Ads




               46
Managing Ads




               46
Managing Ads




               46
Managing Ads




               46
Managing Ads




               46
Managing Ads




               46
Managing Ads




               46
Managing Ads




               46
Managing Ads




               46
Managing Keywords




                    47
Managing Keywords




                    47
Managing Keywords




                    47
Managing Keywords




                    47
Managing Keywords




                    47
Managing Keywords




                    47
Managing Keywords




                    47
Managing Keywords




                    47
Managing Keywords




                    47
Managing Keywords




                    47
Managing Keywords




                    47
Managing Keywords




                    47
Managing Keywords




                    47
Managing Keywords




                    47
Managing Keywords




                    48
Managing Keywords




                    48
Managing Keywords




                    48
Managing Keywords




                    48
Managing Keywords




                    48
Managing Keywords




                    48
Managing Keywords




                    48
Managing Keywords




                    48
Managing Keywords




                    48
Managing Keywords




                    48
Managing Keywords




                    48
Managing Keywords




                    49
Managing Keywords




                    49
Managing Negative Keywords




                             50
Managing Negative Keywords




                             50
Managing Negative Keywords




                             50
Managing Negative Keywords




                             50
Managing Negative Keywords




                             50
Managing Negative Keywords




                             50
Managing Negative Keywords




                             50
Managing Negative Keywords




                             50
Managing Negative Keywords




                             50
Keywords> Filters and Views




                              51
Keywords> Filters and Views




                              51
Keywords> Filters and Views




                              51
Keywords> Filters and Views




                              51
Managing Networks




                    52
Managing Networks




                    52
Managing Networks




                    52
Managing Networks




                    52
Managing Networks




                    52
Managing Networks




                    52
Managing Networks




                    52
Managing Networks




                    52
Managing Networks




                    52
Managing Networks




                    52
Managing Networks




                    53
Managing Networks




                    53
Managing Networks




                    53
Managing Networks




                    53
Managing Networks




                    53
Managing Networks




                    53
Managing Networks




                    53
Managing Networks




                    53
Managing Networks




                    53
Managing Networks




                    53
Managing Networks




                    54
Managing Networks




                    54
Managing Networks




                    54
Creating
Campaigns


            55
Creating a Campaign




                      56
Creating a Campaign




                      56
Creating a Campaign: Settings




                                57
Creating a Campaign: Settings




                                58
Creating a Campaign: Settings




                                59
Creating a Campaign: Settings




                                59
Creating a Campaign: Settings




                                60
Creating a Campaign: Settings




                                60
Creating a Campaign: Settings




                                61
Creating a Campaign: Settings




                                61
Creating a Campaign: Ad Groups




                                 62
Creating a Campaign: Ad Groups




                                 62
Creating a Campaign: Ad Groups




                                 62
Creating a Campaign: Ad Groups




                                 62
Creating a Campaign: Ad Groups




                                 62
Creating a Campaign: Ad Groups




                                 62
Creating a Campaign: Ad Groups




                                 62
Creating a Campaign: Ad Groups




                                 62
Creating a Campaign: Ad Groups




                                 62
Creating a Campaign: Ad Groups




                                 62
Review: Campaign Settings

• Campaign Name
• Geographic Location
• Language
• Demographics
• Networks and Devices
• Biddin...
Developing
Keyword Lists


                64
65
Building a Keyword List


• Brainstorm business.
• Review website.
• Think like a customer.
• Focus on what differentiates...
Keyword Match Types


• Broad: word or phrase

• Phrase: “word or phrase in here”

• Exact: [word or phrase exactly]
• Neg...
Negative Match Variations


• Standard Negative:
  -organically grown

• Negative Phrase-Matched:
  -“organically grown”

...
Match Types Examples


• Chicago Steak House

• “Chicago Steak House”

• [Chicago Steak House]
• -”steak sauce”



       ...
Keyword Exercise
Write two broad, phrase, exact
   and negative keywords:

•   All natural, organic food
    for kittens, ...
Opportunities/Tools




                      71
Opportunities/Tools




                      71
Keyword Tool




               72
Keyword Tool




               72
Keyword Tool




               72
Keyword Tool




               72
Keyword Tool




               72
Keyword Tool




               72
Keyword Tool




               72
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,
  i...
Successful Ads Usually:


• Divide benefits from features
• Use major keywords in headline
• Have a good display URL
• Bal...
Calls To Action

• Download Now
• Buy Now
• Purchase
• Call Today
• Order Now
• Sign Up
• Get a Quote

                   ...
The Takeaway:


You cannot fit your entire sales pitch into
95 characters. Focus on one offer, service
  or product. Inclu...
Ad Text Exercise
   Write a local ad for a REALLY
       scary haunted house.

• In Your Neighborhood
• Open Now Through 1...
Hot or Not?
•    50 [Blank] Tricks

•    The perfect [Blank]
     for your [Blank]

•    [Blank] Without
     [Blank]

•  ...
Beyond Text Ads


                  81
Image & Flash Ads
• .Gif, .JPG, .PNG, .SWF

• Appear on some sites
  in Content Network

• Matched to keywords
  and/or pa...
Start on Ads Tab




                   83
Creating Image & Flash Ads




                             84
Creating Image & Flash Ads




                             84
Creating Image & Flash Ads




                             84
Video Ads

• First appears as
  static image. Once
  clicked, (image or
  play button) plays
  within ad space.

• Clickin...
Creating Video Ads:
 Display Ad Builder


                      86
87
87
87
87
Local Extensions


• Replaces Local Business Ads
• Appears on Google Properties
  (Including Maps) and Search Network
• Sh...
89
90
90
90
90
91
91
91
91
91
91
91
Mobile Ads

• For mobile phones
• Customers read ad, then call
  or click to visit website
  Format:
  • 2 lines of text (...
Creating Mobile Ads




                      93
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/Sig...
Conversion Tracking




                      96
Conversion Tracking




                      96
Create an Action




                   97
Create an Action




                   97
98
View Conversion Statistics




                             99
Where You’ll See Results:




                            100
Where You’ll See Results:




                            100
Google Analytics (GA)




                        101
80 Reports Available




                       102
103
103
103
103
103
104
104
104
104
104
104
104
104
104
104
105
105
105
105
105
105
105
105
105
105
106
106
106
106
106
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
Give Others Access




                     113
Editing a Profile




                    114
Editing a Profile




                    114
GA Goals

Goal: a specified Web
  page reached after
 completing a desired
         action.

 Analytics calculates
  Goal ...
Goal Settings




                116
Goal Funnel




              117
Goal Funnel




              117
Beginning
Optimization


               118
Report Center




                119
Report Center




                119
Report Types

• Placement /    • Demographics
  Keyword          Geographic
• Ads              Performance
• URLs         ...
Create a Report: Step 1




                          121
Step 2: Specify Settings




                           122
Step 2: Specify Settings




                           122
Step 2: Specify Settings




                           122
Step 3: Advanced Settings




                            123
Step 3: Advanced Settings




                            123
Step 4: Templates, Scheduling,
          and Email




                                 124
Example Reports




                  125
Example Reports




                  125
Campaign Optimizer




                     126
Campaign Optimizer




                     126
Campaign Optimizer




                     126
Campaign Optimizer




                     126
Campaign Optimizer




                     126
Campaign Optimizer




                     126
Campaign Optimizer




                     126
Optimizing For
 Conversions


                 127
Start With Your Website


• Analyze products
  & website
• Analyze
  landing pages
• Analyze
  purchase process




      ...
#2: Refine Your Keywords



• Be Negative
• Get Specific
• Use Keywords in Ad Text
• Include Prices in Ad Text*


        ...
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...
Run an Impression Share Report




                                 133
Run an Impression Share Report




                                 133
Expand Location Targeting &
     Ad Distribution


• Target ALL locations where you do
  business
• Target language of cus...
Try New Angles


• Read Your Website
• Read Competitors’ Sites
• Read Manufacturers’ Sites
• Create Ad Groups and keywords...
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
• Histo...
To Increase Quality Score:


•   Optimize keywords

    •   Adding negatives and relevant keywords

•   Review and improve...
Landing Page Quality

Optimization In a Nutshell:

  •   Provide Relevant and Substantial
      Content

  •   Treat a Use...
Landing Page Quality




                       143
Landing Page Quality




                       143
Billing


          144
Billing Summary Page




                       145
Billing Summary Page




                       145
Invoice Details Page




                       146
Invoice Details Page




                       146
Billing Cycle
Charged every 30 days unless advertising
   costs reach certain thresholds within 30-
   day cycle.
How Char...
To-Dos &
Resources


            148
To-Dos

• Get comfortable with new UI.
• Evaluate and improve account structure.
• Review keywords, adjust bids and match ...
Resources


• New Interface:
  http://www.google.com/adwords/newinterface/
• AdWords Help Center:
  http://adwords.google....
Thank You!
 Stasia Holdren
 PPC-Boot-Camp.com
 stasia@ppc-boot-camp.com




                            151
Q&A
      152
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Google AdWords 101 in Chicago

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Google AdWords 101 in Chicago

  1. 1. AdWords™ Seminar For Success AdWords 101 1
  2. 2. Housekeeping • Your Materials • The Schedule • The AdWords Credit • I Have Questions!!! • Cell phones to Vibrate, Please 2
  3. 3. Google AdWords™ Source: Advertising Age’s Search Marketing Fact Pack 3
  4. 4. Google AdWords™ 3
  5. 5. Google AdWords™ 3
  6. 6. Google AdWords™ 3
  7. 7. How Online Advertising Began 4
  8. 8. How Online Advertising Began 4
  9. 9. How Online Advertising Began 4
  10. 10. Options 5
  11. 11. Options 5
  12. 12. Options 5
  13. 13. Options 5
  14. 14. Options 5
  15. 15. What is Pay-Per-Click (PPC)? Advertisers pay when prospects click. Benefits: • Control • Feedback • Relevancy • Measurable Results 6
  16. 16. Search Engine Results Page (SERP) 7
  17. 17. The Search Network 8
  18. 18. The Search Network 8
  19. 19. The Search Network 8
  20. 20. The Search Network 8
  21. 21. The Search Network 8
  22. 22. The Search Network 8
  23. 23. The Search Network 8
  24. 24. The Search Network 8
  25. 25. The Content Network 9
  26. 26. The Content Network 9
  27. 27. The Content Network 9
  28. 28. The Content Network 9
  29. 29. The Content Network 9
  30. 30. The Content Network 9
  31. 31. The Content Network 9
  32. 32. The Content Network 9
  33. 33. Basic Terminology • Keywords • Ad Rank • Creative • Quality Score • Landing Page • UI • Impression • AdWords vs. • Clickthrough Rate AdSense 10
  34. 34. Creating & Managing Your AdWords Account 11
  35. 35. So Long, Starter Edition 12
  36. 36. Old UI: Campaigns 13
  37. 37. Old UI: Campaigns 13
  38. 38. Old UI: Ad Groups 14
  39. 39. Old UI: Ad Group Tabs 15
  40. 40. Enter the New UI 16
  41. 41. Standard Edition 17
  42. 42. Account Setup 18
  43. 43. Account Setup 19
  44. 44. Account Setup 19
  45. 45. Account Setup 19
  46. 46. Account Setup 19
  47. 47. Account Setup 19
  48. 48. Account Setup 19
  49. 49. Account Setup 19
  50. 50. Account Setup 19
  51. 51. Account Setup 19
  52. 52. Account Setup 20
  53. 53. Account Setup 20
  54. 54. Account Setup 20
  55. 55. Account Setup 20
  56. 56. Account Setup 20
  57. 57. Account Setup 21
  58. 58. Account Setup 21
  59. 59. Account Setup 21
  60. 60. Account Setup 21
  61. 61. Account Setup 21
  62. 62. Account Setup 21
  63. 63. Account Setup 21
  64. 64. Account Setup 21
  65. 65. Account Setup 21
  66. 66. Account Setup 21
  67. 67. Account Setup 21
  68. 68. Account Setup 21
  69. 69. Account Setup 21
  70. 70. Account Structure 22
  71. 71. Account Organization Options • Products and Services • Brand Names • Websites • Geographic Location • Seasonal Products and Services • Themes or Functions 23
  72. 72. User Interface Tour 24
  73. 73. Account Snapshot 25
  74. 74. Account Snapshot> Alerts 26
  75. 75. Account Snapshot> Alerts 26
  76. 76. Account Snapshot> Account Status 27
  77. 77. Account Snapshot> Account Status 27
  78. 78. Account Snapshot> Announcements 28
  79. 79. Account Snapshot> Watch List 29
  80. 80. Account Snapshot> Watch List 29
  81. 81. Account Snapshot> Watch List 29
  82. 82. Account Snapshot> Watch List 29
  83. 83. Account Snapshot> Keyword Performance 30
  84. 84. Account Snapshot> Keyword Performance 30
  85. 85. Account Snapshot> Active Campaigns 31
  86. 86. Account Snapshot> Active Campaigns 31
  87. 87. Account Snapshot> Campaign Performance 32
  88. 88. Account Snapshot> Campaign Performance 32
  89. 89. Account Snapshot> Campaign Performance 32
  90. 90. Account Snapshot> Campaign Performance 32
  91. 91. Account Snapshot> Campaign Performance 32
  92. 92. Account Snapshot> Campaign Performance 32
  93. 93. Account Snapshot> Campaign Performance 32
  94. 94. Account Snapshot> Campaign Performance 32
  95. 95. Account Snapshot> Campaign Performance 32
  96. 96. Account Snapshot> Campaign Performance 32
  97. 97. Account Snapshot> Campaign Performance 32
  98. 98. Account Snapshot> Campaign Performance 32
  99. 99. Account Snapshot> Help and Tips 33
  100. 100. Account Snapshot> Help and Tips 33
  101. 101. Account Snapshot> Help and Tips 33
  102. 102. All Online Campaigns 34
  103. 103. All Online Campaigns 35
  104. 104. Change Date Ranges 36
  105. 105. Performance Summary Graph 37
  106. 106. Performance Summary Graph 37
  107. 107. Performance Summary Graph 37
  108. 108. Customize Columns 38
  109. 109. Customize Columns 38
  110. 110. Segment by Network 39
  111. 111. Segment by Network 39
  112. 112. Filter Campaigns 40
  113. 113. Filter Campaigns 40
  114. 114. Filter Campaigns 40
  115. 115. Filter Campaigns 40
  116. 116. Filter Campaigns 40
  117. 117. Filter Campaigns 40
  118. 118. Individual Campaign 41
  119. 119. Campaign Status 42
  120. 120. Campaign Status 42
  121. 121. Roll-Up Tabs 43
  122. 122. Managing Ad Groups 44
  123. 123. Managing Ad Groups 44
  124. 124. Managing Ad Groups 44
  125. 125. Managing Ad Groups 44
  126. 126. Managing Ad Groups 44
  127. 127. Managing Ad Groups 44
  128. 128. Managing Ad Groups 44
  129. 129. Managing Ad Groups 44
  130. 130. Changing Settings 45
  131. 131. Changing Settings 45
  132. 132. Changing Settings 45
  133. 133. Changing Settings 45
  134. 134. Changing Settings 45
  135. 135. Changing Settings 45
  136. 136. Changing Settings 45
  137. 137. Changing Settings 45
  138. 138. Changing Settings 45
  139. 139. Changing Settings 45
  140. 140. Changing Settings 45
  141. 141. Changing Settings 45
  142. 142. Changing Settings 45
  143. 143. Changing Settings 45
  144. 144. Changing Settings 45
  145. 145. Changing Settings 45
  146. 146. Changing Settings 45
  147. 147. Changing Settings 45
  148. 148. Managing Ads 46
  149. 149. Managing Ads 46
  150. 150. Managing Ads 46
  151. 151. Managing Ads 46
  152. 152. Managing Ads 46
  153. 153. Managing Ads 46
  154. 154. Managing Ads 46
  155. 155. Managing Ads 46
  156. 156. Managing Ads 46
  157. 157. Managing Ads 46
  158. 158. Managing Ads 46
  159. 159. Managing Ads 46
  160. 160. Managing Ads 46
  161. 161. Managing Ads 46
  162. 162. Managing Ads 46
  163. 163. Managing Ads 46
  164. 164. Managing Ads 46
  165. 165. Managing Keywords 47
  166. 166. Managing Keywords 47
  167. 167. Managing Keywords 47
  168. 168. Managing Keywords 47
  169. 169. Managing Keywords 47
  170. 170. Managing Keywords 47
  171. 171. Managing Keywords 47
  172. 172. Managing Keywords 47
  173. 173. Managing Keywords 47
  174. 174. Managing Keywords 47
  175. 175. Managing Keywords 47
  176. 176. Managing Keywords 47
  177. 177. Managing Keywords 47
  178. 178. Managing Keywords 47
  179. 179. Managing Keywords 48
  180. 180. Managing Keywords 48
  181. 181. Managing Keywords 48
  182. 182. Managing Keywords 48
  183. 183. Managing Keywords 48
  184. 184. Managing Keywords 48
  185. 185. Managing Keywords 48
  186. 186. Managing Keywords 48
  187. 187. Managing Keywords 48
  188. 188. Managing Keywords 48
  189. 189. Managing Keywords 48
  190. 190. Managing Keywords 49
  191. 191. Managing Keywords 49
  192. 192. Managing Negative Keywords 50
  193. 193. Managing Negative Keywords 50
  194. 194. Managing Negative Keywords 50
  195. 195. Managing Negative Keywords 50
  196. 196. Managing Negative Keywords 50
  197. 197. Managing Negative Keywords 50
  198. 198. Managing Negative Keywords 50
  199. 199. Managing Negative Keywords 50
  200. 200. Managing Negative Keywords 50
  201. 201. Keywords> Filters and Views 51
  202. 202. Keywords> Filters and Views 51
  203. 203. Keywords> Filters and Views 51
  204. 204. Keywords> Filters and Views 51
  205. 205. Managing Networks 52
  206. 206. Managing Networks 52
  207. 207. Managing Networks 52
  208. 208. Managing Networks 52
  209. 209. Managing Networks 52
  210. 210. Managing Networks 52
  211. 211. Managing Networks 52
  212. 212. Managing Networks 52
  213. 213. Managing Networks 52
  214. 214. Managing Networks 52
  215. 215. Managing Networks 53
  216. 216. Managing Networks 53
  217. 217. Managing Networks 53
  218. 218. Managing Networks 53
  219. 219. Managing Networks 53
  220. 220. Managing Networks 53
  221. 221. Managing Networks 53
  222. 222. Managing Networks 53
  223. 223. Managing Networks 53
  224. 224. Managing Networks 53
  225. 225. Managing Networks 54
  226. 226. Managing Networks 54
  227. 227. Managing Networks 54
  228. 228. Creating Campaigns 55
  229. 229. Creating a Campaign 56
  230. 230. Creating a Campaign 56
  231. 231. Creating a Campaign: Settings 57
  232. 232. Creating a Campaign: Settings 58
  233. 233. Creating a Campaign: Settings 59
  234. 234. Creating a Campaign: Settings 59
  235. 235. Creating a Campaign: Settings 60
  236. 236. Creating a Campaign: Settings 60
  237. 237. Creating a Campaign: Settings 61
  238. 238. Creating a Campaign: Settings 61
  239. 239. Creating a Campaign: Ad Groups 62
  240. 240. Creating a Campaign: Ad Groups 62
  241. 241. Creating a Campaign: Ad Groups 62
  242. 242. Creating a Campaign: Ad Groups 62
  243. 243. Creating a Campaign: Ad Groups 62
  244. 244. Creating a Campaign: Ad Groups 62
  245. 245. Creating a Campaign: Ad Groups 62
  246. 246. Creating a Campaign: Ad Groups 62
  247. 247. Creating a Campaign: Ad Groups 62
  248. 248. Creating a Campaign: Ad Groups 62
  249. 249. 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
  250. 250. Developing Keyword Lists 64
  251. 251. 65
  252. 252. 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
  253. 253. 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
  254. 254. Negative Match Variations • Standard Negative: -organically grown • Negative Phrase-Matched: -“organically grown” • Negative Exact-Matched: -[organically grown] 68
  255. 255. Match Types Examples • Chicago Steak House • “Chicago Steak House” • [Chicago Steak House] • -”steak sauce” 69
  256. 256. 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
  257. 257. Opportunities/Tools 71
  258. 258. Opportunities/Tools 71
  259. 259. Keyword Tool 72
  260. 260. Keyword Tool 72
  261. 261. Keyword Tool 72
  262. 262. Keyword Tool 72
  263. 263. Keyword Tool 72
  264. 264. Keyword Tool 72
  265. 265. Keyword Tool 72
  266. 266. Keyword Tool 72
  267. 267. Edit Campaign Negative Keywords 73
  268. 268. Creating Compelling Ad Copy 74
  269. 269. 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
  270. 270. 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
  271. 271. Calls To Action • Download Now • Buy Now • Purchase • Call Today • Order Now • Sign Up • Get a Quote 77
  272. 272. 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
  273. 273. 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
  274. 274. 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
  275. 275. Beyond Text Ads 81
  276. 276. 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
  277. 277. Start on Ads Tab 83
  278. 278. Creating Image & Flash Ads 84
  279. 279. Creating Image & Flash Ads 84
  280. 280. Creating Image & Flash Ads 84
  281. 281. 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
  282. 282. Creating Video Ads: Display Ad Builder 86
  283. 283. 87
  284. 284. 87
  285. 285. 87
  286. 286. 87
  287. 287. 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
  288. 288. 89
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  299. 299. 91
  300. 300. 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
  301. 301. Creating Mobile Ads 93
  302. 302. Creating Mobile Ads 93
  303. 303. Tracking Performance 94
  304. 304. What is a Conversion? When a click on an ad results in a desirable behavior: • Online purchase • Registration/Signup • Form submission • Pageview • Etc. 95
  305. 305. Conversion Tracking 96
  306. 306. Conversion Tracking 96
  307. 307. Create an Action 97
  308. 308. Create an Action 97
  309. 309. 98
  310. 310. View Conversion Statistics 99
  311. 311. Where You’ll See Results: 100
  312. 312. Where You’ll See Results: 100
  313. 313. Google Analytics (GA) 101
  314. 314. 80 Reports Available 102
  315. 315. 103
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  339. 339. 105
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  342. 342. 106
  343. 343. 106
  344. 344. 106
  345. 345. To Set Up GA 107
  346. 346. Create Profile 108
  347. 347. Tracking Code 109
  348. 348. Check Status to Confirm 110
  349. 349. Add Multiple Profiles 111
  350. 350. Filter Irrelevant Traffic 112
  351. 351. Give Others Access 113
  352. 352. Give Others Access 113
  353. 353. Editing a Profile 114
  354. 354. Editing a Profile 114
  355. 355. GA Goals Goal: a specified Web page reached after completing a desired action. Analytics calculates Goal conversion metrics if you define Goals. 115
  356. 356. Goal Settings 116
  357. 357. Goal Funnel 117
  358. 358. Goal Funnel 117
  359. 359. Beginning Optimization 118
  360. 360. Report Center 119
  361. 361. Report Center 119
  362. 362. Report Types • Placement / • Demographics Keyword Geographic • Ads Performance • URLs • Search Queries • Ad Groups • Phone Calls • Campaigns • Placements • Account • Reach & Frequency 120
  363. 363. Create a Report: Step 1 121
  364. 364. Step 2: Specify Settings 122
  365. 365. Step 2: Specify Settings 122
  366. 366. Step 2: Specify Settings 122
  367. 367. Step 3: Advanced Settings 123
  368. 368. Step 3: Advanced Settings 123
  369. 369. Step 4: Templates, Scheduling, and Email 124
  370. 370. Example Reports 125
  371. 371. Example Reports 125
  372. 372. Campaign Optimizer 126
  373. 373. Campaign Optimizer 126
  374. 374. Campaign Optimizer 126
  375. 375. Campaign Optimizer 126
  376. 376. Campaign Optimizer 126
  377. 377. Campaign Optimizer 126
  378. 378. Campaign Optimizer 126
  379. 379. Optimizing For Conversions 127
  380. 380. Start With Your Website • Analyze products & website • Analyze landing pages • Analyze purchase process 128
  381. 381. #2: Refine Your Keywords • Be Negative • Get Specific • Use Keywords in Ad Text • Include Prices in Ad Text* 129
  382. 382. But Monitor Competitor Pricing! 130
  383. 383. Optimizing For More Ad Traffic 131
  384. 384. 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
  385. 385. Run an Impression Share Report 133
  386. 386. Run an Impression Share Report 133
  387. 387. Expand Location Targeting & Ad Distribution • Target ALL locations where you do business • Target language of customers • Enable Search Network • Enable Content Network 134
  388. 388. 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
  389. 389. Generalize Your Keywords But with care! 136
  390. 390. Feature High-Traffic Keywords Search Query: Yoga Flooring 137
  391. 391. Optimizing For Quality Score 138
  392. 392. Quality Score 139
  393. 393. 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
  394. 394. 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
  395. 395. 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
  396. 396. Landing Page Quality 143
  397. 397. Landing Page Quality 143
  398. 398. Billing 144
  399. 399. Billing Summary Page 145
  400. 400. Billing Summary Page 145
  401. 401. Invoice Details Page 146
  402. 402. Invoice Details Page 146
  403. 403. 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
  404. 404. To-Dos & Resources 148
  405. 405. 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
  406. 406. 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
  407. 407. Thank You! Stasia Holdren PPC-Boot-Camp.com stasia@ppc-boot-camp.com 151
  408. 408. Q&A 152
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