Blue Slides are temporary and for separating sections ONLY
MEDIA * We are still in the early stages of the digitization of the world…..but things are changing quickly * As measured by users: - Only 1 Billion people in world are online… 6+ Billion people total - Today, 5x more mobile phones than computers (from Eric’s Davos notes) - Today, 20% of kids in Korea addicted to the Internet (from Eric’s Davos notes) - In 2008, Internet access via mobile phones will be more common than Internet access via computer
Here are our four advertising solutions. We will cover each in greater detail during the examples and illustrations portion of this presentation, but at a high level, they are: Search Content Site Targeting Web Utilities
Imagine your business on the results page How do I get my business up there? How do I get my business up on Google?
Here you can see a page of Google Search results for a user searching on the keyword ‘flowers’. [Animation] The term the user types into the search field is called the search query, and appears that the top of the page. [Animation] The search results appear on the left side of the screen, with news results at the top. These search results are free. Google does not accept money for placement of websites in the search results.
Next to the search results, ads can appear both on the right hand side of the page and occasionally above the search results. These are put there by Google’s online advertising product, called AdWords. Ads are triggered by the user query - this is called keyword advertising.
Keywords are terms that advertisers chose that trigger their ads on Google. As in the case you just saw, the advertisers chose the keyword ‘flowers’. When a user of Google.com types a search query into the search field, as shown here, [Animation] the appropriate ads are triggered along with the search results. These ads are relevant to the keyword ‘flowers’, and could appear on the Google search results page. These advertisers are hoping that users will click on their ads, and be taken to the advertiser’s website to conduct business. [Animation] Keyword advertising has many distinct benefits. It allows you to target your ads specifically to users who are looking for your product or service, and avoid those users who are not likely to become your customers. As a result, you can get a better return on investment, also known as ROI, for your advertising budget. Targeted advertising also helps Google users find what they’re looking for, ensuring that they will continue using Google and providing a valuable source of potential customers for our advertisers. Next you’ll take a closer look at a typical AdWords ad.
Using the same technology to determine a site’s relevancy to keywords in natural search, our engine matches AdWords ads to the content on a site delivering an extremely targeted message and positive experience.
Step six, simply select if you would like to receive special AdWords offers and tips from Google…
AdWords is designed to reward relevance Creating a relevant, high quality account from the start is vital
Choosing the right keywords is crucial for creating a successful campaign. • Think about what potential customers will be searching on to find your product or service and will your ad be relevant. Here are some best practices for creating successful keyword lists • Keywords should accurately reflect the products/services being offered on your site and should match what the user is looking for. • For local advertisers especially it’s important to find the right balance between keywords being broad enough to capture a large enough audience without being too general or irrelevant • Put yourself in the shoes of the customer when you are deciding if a keyword is relevant or not. Would a customer who is looking for this business’ product search on this word? Also if a user is searching on this word, and the business’ ad appeared, would they find it relevant?
Another benefit to advertisers is the timing of AdWords. ANIMATION In internet advertising, timing is very important. Google AdWords ads connect you with new customers by being in the right place, and, more importantly, by engaging them at precisely the right moment. Ads are continuously matched to internet users’ interests. ANIMATION The fact that they're on the Web, actively reading pages and searching terms related to your product, means they're likely to be interested in what you have to offer. It also means they're likely to act by clicking on your ad to visit your site for more information or, even better, to convert into a customer of yours. Add data about search behavior (keyword length)
For this example, assume that you have entered the broad-matched keyword “used book”. This keyword could display your ad when Google.com users enter queries like [Animation] used book dealer, [Animation] buy used book, [Animation] used and rare book, [Animation] used book for sale, [Animation] or used book finder. [Animation] As you can see, broad matching is an effective way to target your ads to a wide audience. Our next matching option, called phrase matching is more precise.
Negative keywords give you control over your advertising by allowing you to even further select your audience. They help eliminate unwanted impressions and prevent your ads from showing on irrelevant searches. In this example, assume that you have included the broad-matched keyword phrase “used book,” and the negative keyword “college” in an Ad Group. These keywords will display the ad on searches such as [Animation] “used book,” or [Animation] “used and rare books.” [Animation] But the ad will not appear for the search “used college books,” since that query includes your negative keyword “college.”
Keywords can range from irrelevant, to general, relevant, and extremely specific Here we are looking for dog food. Out of the following keywords that users might enter to search for our product, which keywords are too general or irrelevant? [animation] Pets, dogs, and vet are all too general. Users searching on those terms might be looking for products other than food. Dog food recipes on the other hand would bring you irrelevant traffic, as those users are looking to make dog food themselves rather than purchase it. [animation] Buy cheap dog food online now is an example of a keyword that is too specific. Few users are likely to search using this whole phrase. On the other hand, though, [animation] Buy dog food, Purina dog chow and canned dog meals would all be potentially good keywords that would bring relevant traffic to your site.
Fill-ins: Slide title ** Please change takeaway at bottom if this does not match your intention with this slide! --If you want to fill in global percentages or percentages for other countries, go to http://www.onestat.com/html/aboutus_pressbox45-search-phrases.html. Make sure you change the graph title.
It’s important to write targeted ad text for several reasons. Ad text is your opportunity to make your ad stand out from your competition. It is also the only part of your account that is visible to users. So, be persuasive, informative, really entice users to click on your ad. This will ultimately increase your return on investment. Let’s talk about some ad text best practices.
One of the most important elements of writing effective ads is including your keywords in the ad title or somewhere in your ad text. Think like a customer. If you type in figurines in Google and you see these two ads, which one would you be more likely to click on? Most Google users prefer the bottom one with Discount figurines in the ad title. In looking at the top ad, “collector dolls” might encompass “figurines,” [animation] but the visual match makes a big difference in establishing relevancy. Another reason this works well for advertisers is that keywords are bolded in ad text, making the ad stand out even more.
We recommend using a strong call to action, relating specifically to your conversion, such as a sale or sign up. What do you think is a call to action in this ad text? [animation] If you guessed Find New and Used Books, and/or Order Online Today, you were right! Both of these phrases invite users to interact with the site. Make sure to avoid using meaningless slogans such as 'Click Here' and 'Visit Us'. Ideally, your call to action will inform the customer what it is you want them to do on your site, tying back to what your conversion is
Remember that these are ads and you are only given a few lines and characters to work with so you really should try and make your ad stand out among your competition. Whatever makes you different from your competition or gives you an edge, try to highlight that in your ad. Use your special offers, sales, etc to your advantage. If your sale offers are changing though, don’t forget to go in to your account and update your ad text.
If the location of your business is important to your customers, you should include that location in your ad text to increase your ad performance. [animation] For example, if your business only offers service in New York, you should state that clearly in your ad text. Potential customers who see an ad targeted to their location are more likely to click on that ad.
Another important piece to writing effective ad text is to make your display URL stand out. You can do this easily by capitalizing the first letter of each word within the URL. A lot of our advertisers have found that this has helped them get better clickthrough rates as it made their ads stand out more. We recommend testing both versions of your display URL before deciding what works best for your campaign.
Having multiple ads in one Ad Group is advantageous because you can test a variety of ad messages, but another ad might lead to more conversions. [Animation] Let’s look at an example of multiple ads that could be included in one Ad Group. All the ads shown here contain a strong call to action. The first ad is the original ad. The ad on the bottom left removes the company name from the title, and contains a different offer and a different call to action. The bottom right ad experiments with yet another title and a different characteristic of the product being offered.
The minimal cost of AdWords is a real benefit to advertisers. ANIMATION First, there is no minimum spending limit. You can spend a small amount at first…to test new keywords and ads…and then increase spending when you become comfortable with the success of your advertising. Google welcomes all advertisers, regardless of budget constraints. ANIMATION Secondly, you can choose your daily spending limit. Google display your ads so that the number of clicks you receive does not exceed your daily budget. ANIMATION You choose the maximum amount you are willing to spend for each click on your ads. Google never charges you more than this maximum amount. In fact, Google’s automated auction system often charges you less than the maximum you are willing to pay. For more details on this, please see the module on Pricing and Ranking. ANIMATION You pay for clicks on your ads. You are charged only when users are interested enough in your product or service to go to your website, and possibly become your customer. Google charges for advertising on a cost-per-click basis. Advertisers pay when a consumer clicks on their ad. This is called a pay-for-performance, or pay-per-click model. Contrast this with the majority of online advertising, where pricing is based ad impressions; this is usually a fee per thousand impressions. There are no guarantees that a consumer will actually click through to the advertiser’s website with that model. NEXT ANIMATION With AdWords free conversion tracking and online reporting, advertisers get customizable reports that continuously track their sales conversions and return on investemnt. These reports can also be emailed automatically on a regular basis. These capabilities give the advertiser full control over their campaign spend and clear insight into performance. See the training modules on Reports and ‘ROI & Conversions’ for more information on this subject.
So, if the opportunity exists, how can local advertisers take advantage of it? One of the things that Google has done to reach out to local advertisers is provide the ability for a local advertiser to specify the local market in which they actually operate A business shown here wants to market it services or products only in the atlanta area
Replace with a “My Ad Campaign” page with actual statistics
Blue Slides are temporary and for separating sections ONLY
1. Introduction to AdWordsFrederick Vallaeys, Google AdWords Evangelist 1
2. Agenda The Changing Marketing Landscape Reaching Google’s Audience with Your Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign 2
3. Where Are We Today…and Where Are We Going? Today$ Digital Media Non-Digital Media 1995 2007 2050? 3
4. As a Marketer, Your Objectives Are Manifold Awareness Education Create awareness Create interest through information Radio Print Outdoor Search Marketing Direct mail & response Television Image Direct response Maintain brand Cycle of trial, purchase, and repeat 4
5. Search is the Most Efficient Channel Approximate Customer Acquisition Cost Across Various Channels $80 $70 $60 $60 $50 $40 $20 $20 $8.5 $0 Direct mail Email Online display ads Yellow Pages Search Source: Piper Jaffray: “The New eCommerce Decade: The Age of Micro Targeting,” Oct 2006 5
6. The Right Lead at the Right Time “charity”Contextually relevant ad “Sponsor a Child” on website Decision and Purchase Cycle “Annual Giving” “Sponsor a Child in India” 6
7. Agenda The Changing Marketing Landscape Reaching Google’s Audience with Your Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign 7
8. Google AdWords Reaches Global Markets People use Google in over 100 languages The Google Network reaches more than 80% of worldwide Internet users. 8 Sources: Measured by Media Metrix and NetRatings (September 2004); “2005 Web Globalization Report Card,” Byte Level Research (November 2004) 8
9. The Google Network Google: #1 U.S. search engine: Search partners: Thousands of Content partners: 9
10. Reaching Customers OnlineReach customers via three advertising touch points: Connect with Connect with Connect with Consumers Consumers Consumers When They When They When They Search Research Pursue Interests with Google’s with Google’s with Google’s Search Solutions Content Network Site Targeting 10
12. Imagine Your Business on Google Your Business Imagine your business here right when a user is searching for what you offer www.YourBusiness.com 12
13. Google Search Results Search Query: ‘flowers’ Google Search Results 13
14. Google AdWords Ads AdWords Ads 14
15. Keyword Advertising • Targeted advertising • Better advertiser ROI than untargeted ads • Improved user experience 15
16. AdWords for Content - AdSense Reaches millions of users as they read content online Google scans a page,interprets its content and serves relevant ads Relevant ads Targeted in real-time Recipe for Roasted Garlic Pasta Sauce 16
17. Agenda The Changing Marketing Landscape Reaching Google’s Audience with Your Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign 17
18. AdWords Start Page Step 1: Go to Step 1: Go to www.google.com/adwords www.google.com/adwords When you reach the Google AdWords When you reach the Google AdWords page, simply click the button to begin page, simply click the button to begin The sign-up process usually takes The sign-up process usually takes about 15 minutes about 15 minutes You can read more about the benefits You can read more about the benefits of AdWords and how it works on this of AdWords and how it works on this page as well page as well 18
19. Choose Your Edition Step 2: Choose Your Edition Step 2: Choose Your Edition For this presentation we will For this presentation we will walk you through the Starter walk you through the Starter Edition sign-up process Edition sign-up process Starter Edition has a simplified Starter Edition has a simplified sign-up and set-up process for sign-up and set-up process for new AdWords advertisers new AdWords advertisers You will have simplified You will have simplified keyword selection, ad copy keyword selection, ad copy writing, and campaign/local writing, and campaign/local targeting targeting You can always graduate to the You can always graduate to the Standard Edition at any time Standard Edition at any time 19
20. What if I Don’t Have a Web Page? Hosted business pages are informational sites that new AdWords Hosted business pages are informational sites that new AdWords advertisers may create when setting up advertising campaigns. advertisers may create when setting up advertising campaigns. If you have a small business and would like to advertise with Google If you have a small business and would like to advertise with Google AdWords, but you dont have a website, you can create a hosted AdWords, but you dont have a website, you can create a hosted page to showcase your business. It usually takes only 15 minutes to page to showcase your business. It usually takes only 15 minutes to set up. set up. With AdWords and hosted business pages, youll be able to reach With AdWords and hosted business pages, youll be able to reach potential customers with a few quick and easy steps. potential customers with a few quick and easy steps. 20
21. Select Your Ad Location and Language Step 3: Select the language and location where you want your ad to show Step 3: Select the language and location where you want your ad to show You can target a specific area within your selected country, territory, and You can target a specific area within your selected country, territory, and even state if you so wish even state if you so wish 21
22. Write Your Ad Step 4: Write your ad Step 4: Write your ad In this step, you enter the In this step, you enter the website address where you website address where you want potential customers to go want potential customers to go when they click on your ad when they click on your ad If you don’t have a webpage, If you don’t have a webpage, you can still take advantage of you can still take advantage of AdWords. We have a tool that AdWords. We have a tool that allows you to create a simple allows you to create a simple page hosted by Google page hosted by Google Then, follow the instructions Then, follow the instructions and write your ad. Your ad title and write your ad. Your ad title and copy should be relevant and copy should be relevant and understandable to your and understandable to your customers customers If you are having a case of If you are having a case of writer’s block, there’s a tool writer’s block, there’s a tool that can provide you with ad that can provide you with ad copy ideas; simply click the copy ideas; simply click the “Give me ideas” tab and follow “Give me ideas” tab and follow the simple instructions the simple instructions 22
23. Choose Your Keywords Step 5: Choose Your Keywords Step 5: Choose Your Keywords Keywords are what your prospective customers are typing Keywords are what your prospective customers are typing into the search bar to find your products and services, into the search bar to find your products and services, such as such as “real estate, 91311” “real estate, 91311” In this step, you can enter as many keywords and key In this step, you can enter as many keywords and key phrases as you’d like into the box phrases as you’d like into the box Your ad will be more effective if your keywords are directly Your ad will be more effective if your keywords are directly related to your ad. More specific key phrases and related to your ad. More specific key phrases and 23 keywords will lead to better leads keywords will lead to better leads
24. Set Your Budget and Choose a Currency Step 6: Choose your budget Select the currency in which you will be paying for your ad AdWords will show your ad as often as possible within the budget guidelines you set You can select one of the preset budget amounts or input your own monthly budget amount in the box 24
25. Create an Account Step 7: Set Up Your Account Step 7: Set Up Your Account If you already have an account with If you already have an account with any of Google’s properties, you can any of Google’s properties, you can choose to use that email address and choose to use that email address and password to log into AdWords password to log into AdWords If you want to create a new account, If you want to create a new account, simply select the second option and simply select the second option and enter the requested information enter the requested information Then, click “create account” Then, click “create account” 25
26. Enter Your Billing Information Select a form of payment Select a form of payment You can use direct debit or credit card You can use direct debit or credit card 26
27. Agenda The Changing Marketing Landscape Reaching Google’s Audience with Your Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign 27
28. How do I create an effective AdWords campaign?Relevance is the key to a successful AdWords campaign Targeted Higher Ad Clickthrough Better Rates Conversions Good User More Qualified Experience Leads 28
29. How do I Choose Good Keywords? Relevant Keywords: • Accurately reflect products/services being offered • Match what your audience is looking for • Target the audience without being too general 29
30. Keyword Match Types Ads are continuously matched to Internet users’ interests based on your keywords Use keyword match types to your advantage • Broad Match • Phrase Match • Exact Match • Negative keyword Ads are placed as buying decisions are made The Result: Businesses reach their audience at the right time, with the right message 30
31. Broad Match Example For the broad-matched keyword used book - used book dealer - buy used book Ad can appear - used and rare book for any of these - used book for sale queries - Cheap used book 31
32. What are Negative Keywords? • Prevent ads from appearing on irrelevant search queries • Eliminate unwanted impressions Keyword: used book Negative Match: -cheap 32
33. Choosing the Right Keywords – Selling Dogfood buy cheap dog food online now pets Purina dog chow buy dog food dog food recipes dogs vet canned dog meals 33
34. Choosing the Right Keywords Average US Search Phrase Length 2 word phrases 29% 3 word phrases 22% 4 word phrases 20% 5 word phrases 12% 1 word phrases 6% 6 word phrases 6% 7 word phrases 3% 0% 10% 20% 30% 94% of people in the US search with multi-word phrases Source: OneStat.com – July 2006 34
35. How do I write an effective ad? • Ad text distinguishes you from the competition • Communication, appearance, and style are important • Be persuasive and informative • First thing the user sees 35
36. Keywords in Ad Text Catch your customer’s eye by making sure your headlines match the keywords. Collector Dolls 40% Off figurines The Anastasia Collection - Porcelain Dolls, Doll Stands, & More www.AdWordsExample.com Discount Figurines Unique Collectibles, Gift Ideas, Figurines & Miniatures. Buy Online! www.AdWordsExample.com Matching terms show up in bold text on the Google results page. 36
37. Include a Call to ActionExamples: get info, research here, download free white paper, orderour catalog, buy now, save money Avoid meaningless slogans and gimmicky language Click Here Visit Us 37
38. Differentiate Products or Services Send Chocolate Gifts Save 10% on all chocolate orders. Free shipping over $50. Save 50% Free Shipping $10 Off Free White Paper Seasonal Sales 38
39. Advertise by Location Location in ad text can increase performance • Attracts attention of local users • Non-local users will not click on ad New York Advertising 39
40. Inter-capitalize Display URL Inter-capitalizing your display URL may make your ad stand out more and lead to better clickthrough rates 40
41. Including Multiple Ads Use multiple ads to test messages and see which on works best 41
42. Controlling Costs • No minimum spend • You choose your own maximum daily spending limit (daily budget) • Choose how much you want to spend per click for every keyword • Pay Google for users who click on your ad • Conversion tracking = real-time return-on-investment data 42
43. Using Budgets With AdWords, you can set your advertising budget to With AdWords, you can set your advertising budget to whatever you desire. Simply enter a monthly budget whatever you desire. Simply enter a monthly budget amount into the box in the “Budget” section amount into the box in the “Budget” section For more control, you can even decide how much each For more control, you can even decide how much each customer lead (click) is worth to you. You can set your customer lead (click) is worth to you. You can set your maximum cost-per-click to any amount you desire, such maximum cost-per-click to any amount you desire, such as $0.10 as $0.10 If you’re unsure, Google could help optimize your If you’re unsure, Google could help optimize your budget based on the keywords you choose; simply budget based on the keywords you choose; simply check the “Google should set my bids…” box check the “Google should set my bids…” box 43
44. Relevancy Decreases Your Cost The ad rank depends on the relevance of the ad and your maximum bid • Rank = Quality Score * Maximum CPC It is possible for the higher ranked ad to have a lower cost per click than its competitors If your ad is more relevant, you can still compete against someone with more money 44
45. And Targeting Is Easy… 94043 AdWords gives you the option to target the AdWords gives you the option to target the location where your ad will be visible to potential location where your ad will be visible to potential customers customers If you want your ad to be shown to all relevant If you want your ad to be shown to all relevant searches in a particular country, you can simply searches in a particular country, you can simply select a country select a country If you would like to target a local area within a If you would like to target a local area within a country, simply enter a city name or postal code country, simply enter a city name or postal code to search and select the area where you would to search and select the area where you would like your ads to show like your ads to show 45
46. Regional and Local Targeting You can target ads so they appear only in locations of interest to you – your neighborhood, your service areas, your city or your state. Select from pre-defined Define the area, geographies customize the targeting OR Countries Within a defined radius Within defined borders Regions Cities 46
47. AdWords is Accountable Monitor Your AdWords Performance Monitor Your AdWords Performance The AdWords interface lets you monitor the performance of each ad The AdWords interface lets you monitor the performance of each ad that you are running, as well as your overall performance that you are running, as well as your overall performance With AdWords, you always know how your ads—and marketing With AdWords, you always know how your ads—and marketing budget—are performing budget—are performing 47
48. QuestionsFrederick Vallaeys, Google AdWords Evangelist 48