Adwords Presentation


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Adwords Presentation

  1. 1. Google AdWords For Beginners Instructor: Noah Boswell of Look To The Right Internet Marketing The Goals for this class are… 1) Educate you on the topic! 2) Build your CONFIDENCE! 3) Educate you to take ACTION!
  2. 2. Presentation Link :
  3. 3. Why Advertise Online? <ul><li>$243.1 Billion in U.S. Online Retail Sales in 2007 </li></ul><ul><li>1-Other $90.2 Billion 37.1% </li></ul><ul><li>2-Travel $86 Billion 35.4% </li></ul><ul><li>3-Computers, hardware & software $19 Billion 7.8% </li></ul><ul><li>4-Automotive & Auto Parts $19 Billion 7.8% </li></ul><ul><li>5-Apparel, Accessories & Footwear $16.4 Billion 6.7% </li></ul><ul><li>6-Home Furnishings $12.5 Billion 5.1% </li></ul>
  4. 4. Internet History: Banner Ad’s
  5. 5. Banner Ad’s
  6. 6. Banner Ad’s
  7. 7. Text Ad’s
  8. 8. Brief History Of Google: The Two Sides of Google Sponsored = Paid
  9. 9. What Is Pay Per Click? <ul><li>Advertiser's ONLY pay when a prospect clicks. </li></ul><ul><li>Benefits: </li></ul><ul><li>Control </li></ul><ul><li>Feedback </li></ul><ul><li>Relivancy </li></ul><ul><li>Measurable Results </li></ul>
  10. 10. Google AdWords: 99% of Google Revenue ~1.5 Billion Per Month!!
  11. 11. Google Search Network
  12. 12. Google Content Network
  13. 13. Basic Terminology <ul><li>Ad Position 1-10 </li></ul><ul><li>Click Through Rate – CTR % </li></ul><ul><li>Conversion Rate </li></ul><ul><li>Impression </li></ul><ul><li>Keyword </li></ul><ul><li>Landing Page </li></ul><ul><li>Quality Score – Great, Good, Okay, Poor </li></ul>
  14. 14. Effective Landing Page: Good Looks, Good Keywords, Good Way’s To Contact
  15. 15.
  16. 16. Google Options
  17. 17. Welcome, Language, Location
  18. 18. Specific Location, GeoTargeting
  19. 19. GeoTargeting <ul><li>By City </li></ul><ul><li>Metro Area </li></ul><ul><li>Miles From Location </li></ul><ul><li>Custom Shape </li></ul>
  20. 20. Ad Creative
  21. 21. Ad Creative
  22. 22. Keyword Selection Recipe (Broad Match) “Free Recipe” (Phrase Match) [Kids Food Recipe] (Exact Match) -Free (Negative Keyword Match)
  23. 23. Bidding
  24. 24. Checking Your Landing Page
  25. 25. Traffic Estimator
  26. 26. Review Confirm, Questions, Continue to Sign Up, Pay $5
  27. 27. Billing <ul><li>Charged every 30 days unless advertising cost reach a certain threshold within 30 day cycle. </li></ul><ul><li>How Billing Works </li></ul><ul><li>New Advertisers: 30 days - $50 </li></ul><ul><li>Then 30 days - $200 </li></ul><ul><li>Then 30 days - $350 </li></ul><ul><li>Then 30 days - $500 </li></ul><ul><li>Then 45 days – Tens of Thousands Per Month </li></ul>
  28. 28. Standard Edition Campaign Summary
  29. 29. Editing Campaign
  30. 30. Keywords
  31. 31. Ad’s / Creatives
  32. 32. Structuring Your Campaign
  33. 33. Account Tools
  34. 34. Keyword Tool
  35. 35.
  36. 36. How To Think of New Keywords <ul><li>Brainstorm </li></ul><ul><li>Review Your website and Competitors </li></ul><ul><li>Think like your customer!!!!! </li></ul><ul><li>Focus on what is different </li></ul><ul><li>Include plural and singular versions </li></ul><ul><li>Include spelling mistakes and variations </li></ul><ul><li>Product/Model numbers, codes, SKU’s, </li></ul>
  37. 37. How to make good Ad’s <ul><li>Include Keywords </li></ul><ul><li>Dynamic Insertion {KeyWord: Recipe} </li></ul><ul><li>Define benefits or feautres </li></ul><ul><li>Good display URL </li></ul><ul><li>Include call to action!!- (What do YOU want them to do?) </li></ul><ul><li>Speak to your intended audience </li></ul><ul><li>Put your pricing up front </li></ul>
  38. 38. Good Ad writing <ul><li>Only 95 total characters. </li></ul><ul><li>Focus on what makes you better. </li></ul><ul><li>Special offers, % off, low price, promotion </li></ul><ul><li>Superior Product Feature </li></ul><ul><li>Compelling ads-Controversial for some Niche’s </li></ul><ul><li>NO BRAND NAMES! Unless you are Authorized </li></ul>
  39. 39. Why Cant I See My Ad <ul><li>Daily budget too low </li></ul><ul><li>Keyword not targeted </li></ul><ul><li>Ad is disapproved </li></ul><ul><li>IP out side of GeoTarget </li></ul><ul><li>Ad not on first page </li></ul><ul><li>Max CPC higher than daily budget </li></ul><ul><li>Ad is on content network </li></ul><ul><li>Missing Billing info or not charging </li></ul>
  40. 40. Quality Score & Placement <ul><li>The Higher your Quality Score, the lower your </li></ul><ul><li>minimum bid and price you will pay, and the </li></ul><ul><li>higher your placement will be </li></ul>
  41. 41. Quality Score Comes From <ul><li>CTR % (click through rate) </li></ul><ul><li>Relevance of ad text (keywords) </li></ul><ul><li>Historical Preformance </li></ul><ul><li>Content and Layout of Landing Page </li></ul><ul><li>Other relevancy Factors (secrets) </li></ul>
  42. 42. To Increase Quality Score <ul><li>Review Keywords- Are they working? </li></ul><ul><li>-Make inactive </li></ul><ul><li>-Add Negitives and more relevant Keywords </li></ul><ul><li>Review and Improve Ad Text </li></ul><ul><li>Create new focused ad groups (proper structure) </li></ul><ul><li>New landing Pages </li></ul>
  43. 43. Landing Pages <ul><li>Good Density of Keywords </li></ul><ul><li>Keywords that go along with subject </li></ul><ul><li>Remove all speed bumps </li></ul><ul><li>Contact form!!! </li></ul><ul><li>Phone Number </li></ul><ul><li>Maybe not attached to the rest of site? </li></ul>
  44. 44. Google Analytics
  45. 45. Google Analytics
  46. 46. Google Analytics <ul><li>Put on EVERY page of site </li></ul><ul><li>24 hour delay in reporting </li></ul><ul><li>Go through Google AdWords to set up </li></ul><ul><li>Make sure your AdWords and Analytics are linked! </li></ul><ul><li>Make sure auto tagging for cost data is on </li></ul>
  47. 47. Google Local Business
  48. 48. Google Local Business <ul><li>Enter all info about your business </li></ul><ul><li>Upload a picture </li></ul><ul><li>Hours of operation </li></ul><ul><li>Payments you accept </li></ul><ul><li>As much info as possible!!! </li></ul><ul><li>Make sure to confirm by phone or mail </li></ul>
  49. 49. HELP Best place for help:
  50. 50. Lets Go Live <ul><li>Examples of bidding </li></ul><ul><li>Examples of Placement </li></ul><ul><li>Examples of inactive ads </li></ul>
  51. 51. Thank You for Coming! Now… -Class Evaluation -3 Actions Instructor: Noah Boswell of Look To The Right Internet Marketing See: – other courses
  52. 52. Resource page for Making Money Online <ul><li>  Web resources: </li></ul><ul><li>  </li></ul><ul><li> – “Money from relevant ads on your website.” </li></ul><ul><li> – other resources referred to in this class. </li></ul><ul><li> – To advertise your website with Google. </li></ul><ul><li> - advanced / free tracking of your website activity. </li></ul><ul><li> - keep track of when text shows up on the web (use “”) </li></ul>Contact the instructor at: Noah Boswell www.LookToTheRight com 1-877-826-8620   Other courses offered at the community college: