Google AdWords 101 in Chicago

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Google AdWords 101 in Chicago

Google AdWords 101 in Chicago

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  • 1. AdWords™ Seminar For Success AdWords 101 1
  • 2. Housekeeping • Your Materials • The Schedule • The AdWords Credit • I Have Questions!!! • Cell phones to Vibrate, Please 2
  • 3. Google AdWords™ Source: Advertising Age’s Search Marketing Fact Pack 3
  • 4. Google AdWords™ 3
  • 5. Google AdWords™ 3
  • 6. Google AdWords™ 3
  • 7. How Online Advertising Began 4
  • 8. How Online Advertising Began 4
  • 9. How Online Advertising Began 4
  • 10. Options 5
  • 11. Options 5
  • 12. Options 5
  • 13. Options 5
  • 14. Options 5
  • 15. What is Pay-Per-Click (PPC)? Advertisers pay when prospects click. Benefits: • Control • Feedback • Relevancy • Measurable Results 6
  • 16. Search Engine Results Page (SERP) 7
  • 17. The Search Network 8
  • 18. The Search Network 8
  • 19. The Search Network 8
  • 20. The Search Network 8
  • 21. The Search Network 8
  • 22. The Search Network 8
  • 23. The Search Network 8
  • 24. The Search Network 8
  • 25. The Content Network 9
  • 26. The Content Network 9
  • 27. The Content Network 9
  • 28. The Content Network 9
  • 29. The Content Network 9
  • 30. The Content Network 9
  • 31. The Content Network 9
  • 32. The Content Network 9
  • 33. Basic Terminology • Keywords • Ad Rank • Creative • Quality Score • Landing Page • UI • Impression • AdWords vs. • Clickthrough Rate AdSense 10
  • 34. Creating & Managing Your AdWords Account 11
  • 35. So Long, Starter Edition 12
  • 36. Old UI: Campaigns 13
  • 37. Old UI: Campaigns 13
  • 38. Old UI: Ad Groups 14
  • 39. Old UI: Ad Group Tabs 15
  • 40. Enter the New UI 16
  • 41. Standard Edition 17
  • 42. Account Setup 18
  • 43. Account Setup 19
  • 44. Account Setup 19
  • 45. Account Setup 19
  • 46. Account Setup 19
  • 47. Account Setup 19
  • 48. Account Setup 19
  • 49. Account Setup 19
  • 50. Account Setup 19
  • 51. Account Setup 19
  • 52. Account Setup 20
  • 53. Account Setup 20
  • 54. Account Setup 20
  • 55. Account Setup 20
  • 56. Account Setup 20
  • 57. Account Setup 21
  • 58. Account Setup 21
  • 59. Account Setup 21
  • 60. Account Setup 21
  • 61. Account Setup 21
  • 62. Account Setup 21
  • 63. Account Setup 21
  • 64. Account Setup 21
  • 65. Account Setup 21
  • 66. Account Setup 21
  • 67. Account Setup 21
  • 68. Account Setup 21
  • 69. Account Setup 21
  • 70. Account Structure 22
  • 71. Account Organization Options • Products and Services • Brand Names • Websites • Geographic Location • Seasonal Products and Services • Themes or Functions 23
  • 72. User Interface Tour 24
  • 73. Account Snapshot 25
  • 74. Account Snapshot> Alerts 26
  • 75. Account Snapshot> Alerts 26
  • 76. Account Snapshot> Account Status 27
  • 77. Account Snapshot> Account Status 27
  • 78. Account Snapshot> Announcements 28
  • 79. Account Snapshot> Watch List 29
  • 80. Account Snapshot> Watch List 29
  • 81. Account Snapshot> Watch List 29
  • 82. Account Snapshot> Watch List 29
  • 83. Account Snapshot> Keyword Performance 30
  • 84. Account Snapshot> Keyword Performance 30
  • 85. Account Snapshot> Active Campaigns 31
  • 86. Account Snapshot> Active Campaigns 31
  • 87. Account Snapshot> Campaign Performance 32
  • 88. Account Snapshot> Campaign Performance 32
  • 89. Account Snapshot> Campaign Performance 32
  • 90. Account Snapshot> Campaign Performance 32
  • 91. Account Snapshot> Campaign Performance 32
  • 92. Account Snapshot> Campaign Performance 32
  • 93. Account Snapshot> Campaign Performance 32
  • 94. Account Snapshot> Campaign Performance 32
  • 95. Account Snapshot> Campaign Performance 32
  • 96. Account Snapshot> Campaign Performance 32
  • 97. Account Snapshot> Campaign Performance 32
  • 98. Account Snapshot> Campaign Performance 32
  • 99. Account Snapshot> Help and Tips 33
  • 100. Account Snapshot> Help and Tips 33
  • 101. Account Snapshot> Help and Tips 33
  • 102. All Online Campaigns 34
  • 103. All Online Campaigns 35
  • 104. Change Date Ranges 36
  • 105. Performance Summary Graph 37
  • 106. Performance Summary Graph 37
  • 107. Performance Summary Graph 37
  • 108. Customize Columns 38
  • 109. Customize Columns 38
  • 110. Segment by Network 39
  • 111. Segment by Network 39
  • 112. Filter Campaigns 40
  • 113. Filter Campaigns 40
  • 114. Filter Campaigns 40
  • 115. Filter Campaigns 40
  • 116. Filter Campaigns 40
  • 117. Filter Campaigns 40
  • 118. Individual Campaign 41
  • 119. Campaign Status 42
  • 120. Campaign Status 42
  • 121. Roll-Up Tabs 43
  • 122. Managing Ad Groups 44
  • 123. Managing Ad Groups 44
  • 124. Managing Ad Groups 44
  • 125. Managing Ad Groups 44
  • 126. Managing Ad Groups 44
  • 127. Managing Ad Groups 44
  • 128. Managing Ad Groups 44
  • 129. Managing Ad Groups 44
  • 130. Changing Settings 45
  • 131. Changing Settings 45
  • 132. Changing Settings 45
  • 133. Changing Settings 45
  • 134. Changing Settings 45
  • 135. Changing Settings 45
  • 136. Changing Settings 45
  • 137. Changing Settings 45
  • 138. Changing Settings 45
  • 139. Changing Settings 45
  • 140. Changing Settings 45
  • 141. Changing Settings 45
  • 142. Changing Settings 45
  • 143. Changing Settings 45
  • 144. Changing Settings 45
  • 145. Changing Settings 45
  • 146. Changing Settings 45
  • 147. Changing Settings 45
  • 148. Managing Ads 46
  • 149. Managing Ads 46
  • 150. Managing Ads 46
  • 151. Managing Ads 46
  • 152. Managing Ads 46
  • 153. Managing Ads 46
  • 154. Managing Ads 46
  • 155. Managing Ads 46
  • 156. Managing Ads 46
  • 157. Managing Ads 46
  • 158. Managing Ads 46
  • 159. Managing Ads 46
  • 160. Managing Ads 46
  • 161. Managing Ads 46
  • 162. Managing Ads 46
  • 163. Managing Ads 46
  • 164. Managing Ads 46
  • 165. Managing Keywords 47
  • 166. Managing Keywords 47
  • 167. Managing Keywords 47
  • 168. Managing Keywords 47
  • 169. Managing Keywords 47
  • 170. Managing Keywords 47
  • 171. Managing Keywords 47
  • 172. Managing Keywords 47
  • 173. Managing Keywords 47
  • 174. Managing Keywords 47
  • 175. Managing Keywords 47
  • 176. Managing Keywords 47
  • 177. Managing Keywords 47
  • 178. Managing Keywords 47
  • 179. Managing Keywords 48
  • 180. Managing Keywords 48
  • 181. Managing Keywords 48
  • 182. Managing Keywords 48
  • 183. Managing Keywords 48
  • 184. Managing Keywords 48
  • 185. Managing Keywords 48
  • 186. Managing Keywords 48
  • 187. Managing Keywords 48
  • 188. Managing Keywords 48
  • 189. Managing Keywords 48
  • 190. Managing Keywords 49
  • 191. Managing Keywords 49
  • 192. Managing Negative Keywords 50
  • 193. Managing Negative Keywords 50
  • 194. Managing Negative Keywords 50
  • 195. Managing Negative Keywords 50
  • 196. Managing Negative Keywords 50
  • 197. Managing Negative Keywords 50
  • 198. Managing Negative Keywords 50
  • 199. Managing Negative Keywords 50
  • 200. Managing Negative Keywords 50
  • 201. Keywords> Filters and Views 51
  • 202. Keywords> Filters and Views 51
  • 203. Keywords> Filters and Views 51
  • 204. Keywords> Filters and Views 51
  • 205. Managing Networks 52
  • 206. Managing Networks 52
  • 207. Managing Networks 52
  • 208. Managing Networks 52
  • 209. Managing Networks 52
  • 210. Managing Networks 52
  • 211. Managing Networks 52
  • 212. Managing Networks 52
  • 213. Managing Networks 52
  • 214. Managing Networks 52
  • 215. Managing Networks 53
  • 216. Managing Networks 53
  • 217. Managing Networks 53
  • 218. Managing Networks 53
  • 219. Managing Networks 53
  • 220. Managing Networks 53
  • 221. Managing Networks 53
  • 222. Managing Networks 53
  • 223. Managing Networks 53
  • 224. Managing Networks 53
  • 225. Managing Networks 54
  • 226. Managing Networks 54
  • 227. Managing Networks 54
  • 228. Creating Campaigns 55
  • 229. Creating a Campaign 56
  • 230. Creating a Campaign 56
  • 231. Creating a Campaign: Settings 57
  • 232. Creating a Campaign: Settings 58
  • 233. Creating a Campaign: Settings 59
  • 234. Creating a Campaign: Settings 59
  • 235. Creating a Campaign: Settings 60
  • 236. Creating a Campaign: Settings 60
  • 237. Creating a Campaign: Settings 61
  • 238. Creating a Campaign: Settings 61
  • 239. Creating a Campaign: Ad Groups 62
  • 240. Creating a Campaign: Ad Groups 62
  • 241. Creating a Campaign: Ad Groups 62
  • 242. Creating a Campaign: Ad Groups 62
  • 243. Creating a Campaign: Ad Groups 62
  • 244. Creating a Campaign: Ad Groups 62
  • 245. Creating a Campaign: Ad Groups 62
  • 246. Creating a Campaign: Ad Groups 62
  • 247. Creating a Campaign: Ad Groups 62
  • 248. Creating a Campaign: Ad Groups 62
  • 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. Developing Keyword Lists 64
  • 251. 65
  • 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. 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. Negative Match Variations • Standard Negative: -organically grown • Negative Phrase-Matched: -“organically grown” • Negative Exact-Matched: -[organically grown] 68
  • 255. Match Types Examples • Chicago Steak House • “Chicago Steak House” • [Chicago Steak House] • -”steak sauce” 69
  • 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. Opportunities/Tools 71
  • 258. Opportunities/Tools 71
  • 259. Keyword Tool 72
  • 260. Keyword Tool 72
  • 261. Keyword Tool 72
  • 262. Keyword Tool 72
  • 263. Keyword Tool 72
  • 264. Keyword Tool 72
  • 265. Keyword Tool 72
  • 266. Keyword Tool 72
  • 267. Edit Campaign Negative Keywords 73
  • 268. Creating Compelling Ad Copy 74
  • 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. 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. Calls To Action • Download Now • Buy Now • Purchase • Call Today • Order Now • Sign Up • Get a Quote 77
  • 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. 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. 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. Beyond Text Ads 81
  • 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. Start on Ads Tab 83
  • 278. Creating Image & Flash Ads 84
  • 279. Creating Image & Flash Ads 84
  • 280. Creating Image & Flash Ads 84
  • 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. Creating Video Ads: Display Ad Builder 86
  • 283. 87
  • 284. 87
  • 285. 87
  • 286. 87
  • 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. 89
  • 289. 90
  • 290. 90
  • 291. 90
  • 292. 90
  • 293. 91
  • 294. 91
  • 295. 91
  • 296. 91
  • 297. 91
  • 298. 91
  • 299. 91
  • 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. Creating Mobile Ads 93
  • 302. Creating Mobile Ads 93
  • 303. Tracking Performance 94
  • 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. Conversion Tracking 96
  • 306. Conversion Tracking 96
  • 307. Create an Action 97
  • 308. Create an Action 97
  • 309. 98
  • 310. View Conversion Statistics 99
  • 311. Where You’ll See Results: 100
  • 312. Where You’ll See Results: 100
  • 313. Google Analytics (GA) 101
  • 314. 80 Reports Available 102
  • 315. 103
  • 316. 103
  • 317. 103
  • 318. 103
  • 319. 103
  • 320. 104
  • 321. 104
  • 322. 104
  • 323. 104
  • 324. 104
  • 325. 104
  • 326. 104
  • 327. 104
  • 328. 104
  • 329. 104
  • 330. 105
  • 331. 105
  • 332. 105
  • 333. 105
  • 334. 105
  • 335. 105
  • 336. 105
  • 337. 105
  • 338. 105
  • 339. 105
  • 340. 106
  • 341. 106
  • 342. 106
  • 343. 106
  • 344. 106
  • 345. To Set Up GA 107
  • 346. Create Profile 108
  • 347. Tracking Code 109
  • 348. Check Status to Confirm 110
  • 349. Add Multiple Profiles 111
  • 350. Filter Irrelevant Traffic 112
  • 351. Give Others Access 113
  • 352. Give Others Access 113
  • 353. Editing a Profile 114
  • 354. Editing a Profile 114
  • 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. Goal Settings 116
  • 357. Goal Funnel 117
  • 358. Goal Funnel 117
  • 359. Beginning Optimization 118
  • 360. Report Center 119
  • 361. Report Center 119
  • 362. Report Types • Placement / • Demographics Keyword Geographic • Ads Performance • URLs • Search Queries • Ad Groups • Phone Calls • Campaigns • Placements • Account • Reach & Frequency 120
  • 363. Create a Report: Step 1 121
  • 364. Step 2: Specify Settings 122
  • 365. Step 2: Specify Settings 122
  • 366. Step 2: Specify Settings 122
  • 367. Step 3: Advanced Settings 123
  • 368. Step 3: Advanced Settings 123
  • 369. Step 4: Templates, Scheduling, and Email 124
  • 370. Example Reports 125
  • 371. Example Reports 125
  • 372. Campaign Optimizer 126
  • 373. Campaign Optimizer 126
  • 374. Campaign Optimizer 126
  • 375. Campaign Optimizer 126
  • 376. Campaign Optimizer 126
  • 377. Campaign Optimizer 126
  • 378. Campaign Optimizer 126
  • 379. Optimizing For Conversions 127
  • 380. Start With Your Website • Analyze products & website • Analyze landing pages • Analyze purchase process 128
  • 381. #2: Refine Your Keywords • Be Negative • Get Specific • Use Keywords in Ad Text • Include Prices in Ad Text* 129
  • 382. But Monitor Competitor Pricing! 130
  • 383. Optimizing For More Ad Traffic 131
  • 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. Run an Impression Share Report 133
  • 386. Run an Impression Share Report 133
  • 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. 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. Generalize Your Keywords But with care! 136
  • 390. Feature High-Traffic Keywords Search Query: Yoga Flooring 137
  • 391. Optimizing For Quality Score 138
  • 392. Quality Score 139
  • 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. 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. 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. Landing Page Quality 143
  • 397. Landing Page Quality 143
  • 398. Billing 144
  • 399. Billing Summary Page 145
  • 400. Billing Summary Page 145
  • 401. Invoice Details Page 146
  • 402. Invoice Details Page 146
  • 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. To-Dos & Resources 148
  • 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. 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. Thank You! Stasia Holdren PPC-Boot-Camp.com stasia@ppc-boot-camp.com 151
  • 408. Q&A 152