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Google AdWords 101 in Chicago
 

Google AdWords 101 in Chicago

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Google AdWords 101 in Chicago

Google AdWords 101 in Chicago

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    Google AdWords 101 in Chicago Google AdWords 101 in Chicago Presentation Transcript

    • 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
    • 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 • Measurable Results 6
    • 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 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: 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 and Services • Themes or Functions 23
    • 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 • Bidding and Budget • Position Preference and Delivery Method • Ad Scheduling • Ad Delivery Preferences 63
    • Developing Keyword Lists 64
    • 65
    • 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
    • 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, 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
    • 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. • 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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    • 91
    • 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
    • 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
    • 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
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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
    • 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 conversion metrics if you define Goals. 115
    • 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 • Search Queries • Ad Groups • Phone Calls • Campaigns • Placements • Account • Reach & Frequency 120
    • 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 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
    • 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
    • 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 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