Internet Advertising
    for Professionals

          Frank Dobner

Search Engine Marketing -
    Google Adwords

        ...
Contact Frank Dobner

   http://www.TheStartupSource.com
    • frank@thestartupsource.com
    • 630-717-1001
   Do you o...
What is Pay Per Click?

   “..pay per click (PPC) is an Internet advertising
    model used on search engines ……in which
...
SEO and PPC
   SEO is “free” (just a lot of work and time)
   PPC is not free but search results are instant
    •   PPC...
PPC in Search Results
                                 PPC Ads
Organic Results (SEO)




                                 ...
More About Paid and Organic

                           Google
                           Search



          Organic     ...
Click Results – PPC & SEO




                      PPC - 25% of Clicks


                 Organic (SEO) -
               ...
The Campaign Process
  Research          Visitors/day per keyword string
  Keywords
                        What is the Ad...
The Google PPC “Equation”
   Google wants to……………. Maximize Their Profits
So, Google provides internet users the best sear...
Google Quality Score

   Quality Score – It is about meeting users’
    expectations by being the most relevant
    • Qua...
Keyword Research




     Demo


                   11
Keyword Research: Market Research

 Choose keywords that:

    Have sufficient traffic (searches per month)

    Have Su...
Our Business: Used Trailers
• National retailer of used camping trailers
   • Sell to lower 48 U.S. states
   • Unique Off...
Google Phrase Match Options

   Broad Match:
    • used camping trailers
    • Results could include – camping trailers u...
Google Adwords




    Demo


                 15
Campaign Structure

   Product                               Product Line


Campaign 1                          Campaign 2...
Anatomy of A Good Ad:
• Headline (25 Characters Max)
   • INCLUDE KEYWORDS!

• Description Line 1 (35 Characters Max)
   •...
Create Ad Variations
   Create 4 Ads from 2 Titles and 2 Descriptions
   2 Titles:
    •   Used Pop Up Campers
    •   U...
Search Results for “Go Kart Engine”




“Go Kart Engine” - 27,100 Monthly Global Searches
                                ...
Ads Gone Wild!




                 20
Landing Pages Matter
   Exceed expectations & achieve objectives by:
       • Targeted landing pages – keyword optimized,...
Screenshot Slides




                    22
Need a Google account?




                         23
Enter account info or create one




                                   24
Creating an account




                      25
Account Creation Confirmation




                                26
Login after confirmation




                           27
Business Solutions




                     28
Account Snapshot




                   29
Account Snapshot (lower half)




                                30
Campaign Summary




                   31
Start New Campaign




                     32
Create Ad




            33
Campaign Keywords




                    34
Ad Group Bid Price




                     35
Review and Save New Campaign




                               36
Campaign Settings




                    37
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Google Adwords Seminar July 13, 2009

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A great introduction to Google Adwords - delivered at a Seminar with the Fox Valley Computing Professionals meeting on July 13, 2009

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Google Adwords Seminar July 13, 2009

  1. 1. Internet Advertising for Professionals Frank Dobner Search Engine Marketing - Google Adwords 1
  2. 2. Contact Frank Dobner  http://www.TheStartupSource.com • frank@thestartupsource.com • 630-717-1001  Do you or someone you know want to speak Italian?: • http://www.SpeakItalianToday.com 2
  3. 3. What is Pay Per Click?  “..pay per click (PPC) is an Internet advertising model used on search engines ……in which advertisers pay their host only when their ad is clicked…” ~ excerpt from Wikipedia  PPC is: • Form of direct response marketing • Pay only when click link • Auction system – bid for keywords • Cost per click determined by several factors 3
  4. 4. SEO and PPC  SEO is “free” (just a lot of work and time)  PPC is not free but search results are instant • PPC Clickers Are Ready To Buy • PPC scales well to small budgets • PPC is easily trackable and measurable • With PPC, you can • throw up a landing page • write ad(s) • set your budget • watch it go live • test your traffic • pause unproductive ads • might even see some sales. 4
  5. 5. PPC in Search Results PPC Ads Organic Results (SEO) 5
  6. 6. More About Paid and Organic Google Search Organic Paid Search Results Results Results Determined Largely By: Results Determined By: 3. On Page Factors: 3. Ad Copy • Quality of content 4. Relevancy of Keywords 5. CTR 4. Off Page Factors: 6. Bid Price • Number of quality back 7. Landing Page Quality links 6
  7. 7. Click Results – PPC & SEO PPC - 25% of Clicks Organic (SEO) - 75% of Clicks Source: Marketing Sherpa and Enquiro Research 7
  8. 8. The Campaign Process Research Visitors/day per keyword string Keywords What is the Adword appeal? Research Competitors Number of competing pages Writing THE CRITICAL PIECE Ad Copy Building & Initiating TEST, TEST, TEST Campaign Tracking Weed out unproductive Campaign ad groups and ad variations 8
  9. 9. The Google PPC “Equation” Google wants to……………. Maximize Their Profits So, Google provides internet users the best search and find experience…..so that users search even more Maximize Adwords Number of Clicks Google’s Profit = Bid Price X Factors Determining: • Ad Copy – Title & Description Quality • Relevancy of Keywords Score Note: Google is maximizing its revenue per search 9
  10. 10. Google Quality Score  Quality Score – It is about meeting users’ expectations by being the most relevant • Quality Score - “…a dynamic variable assigned to each of your keywords…” • Reward for high quality score: • Lower Bid prices • Penalty for low quality score: • Deactivated keywords or jacked-up bid prices • Close Match: Keyword Ad Text Landing Page 10
  11. 11. Keyword Research Demo 11
  12. 12. Keyword Research: Market Research Choose keywords that:  Have sufficient traffic (searches per month)  Have Sufficient competition (want customers already buying)  But Not too much competition (hard to rank)  Bid prices are reasonable  Reveal Commercial Intent 12
  13. 13. Our Business: Used Trailers • National retailer of used camping trailers • Sell to lower 48 U.S. states • Unique Offer: • Sell only used trailers • Provide free shipping to customers w/i 48 states • Shipment guaranteed in 7 days: door to door • Virtual tour on website for each pre-inspect trailer • Typical purchasing customer: • Male • 30 – 45 years • Married • Average family size 4 • Down economy - Looking for inexpensive and memorable vacation • Remembers camping as a boy 13
  14. 14. Google Phrase Match Options  Broad Match: • used camping trailers • Results could include – camping trailers used for  Phrase Match: • “used camping trailers” • Results could include - used camping trailers for sale  Exact Match: • [used camping trailers] • Results could only include - used camping trailers 14
  15. 15. Google Adwords Demo 15
  16. 16. Campaign Structure Product Product Line Campaign 1 Campaign 2 …….. Ex: New Camping Trailers Ex. Used Camping Trailers Ad Group 1 Ad Group 2 …….. Ad Group n Ex. Used Traveler Trailers Ad Ad …….. Ad Variation 1 Variation 2 Variation n 16
  17. 17. Anatomy of A Good Ad: • Headline (25 Characters Max) • INCLUDE KEYWORDS! • Description Line 1 (35 Characters Max) • A Benefit – what will the customer get out of it • Description Line 2 (35 Characters Max) • A Feature as it relates to the customer’s issue • Display URL (35 characters) • Include Keywords (must be same domain as Destination URL • Destination URL (1,024 characters) • Actual URL 17
  18. 18. Create Ad Variations  Create 4 Ads from 2 Titles and 2 Descriptions  2 Titles: • Used Pop Up Campers • Used Pop Up Campers Now?  2 Description (lines 1 and 2): • Budget Family Trip You’ll Remember • Free Ship To Lower 48 US States • Fun and Memorable Family Vacation • Free Shipment to Your Door – Fast! 18
  19. 19. Search Results for “Go Kart Engine” “Go Kart Engine” - 27,100 Monthly Global Searches 19
  20. 20. Ads Gone Wild! 20
  21. 21. Landing Pages Matter  Exceed expectations & achieve objectives by: • Targeted landing pages – keyword optimized, remember: • Keyword ⇒ Ad copy ⇒ Landing Page • Other Elements • Relevant & pleasing to the eye • Limited site navigation • Minimize depth of website • Clear call to action • Simple data forms to capture information • Testimonials or other social proof • Tell users what to do – specifically! • Boilerplate: • Terms and Conditions • Privacy Policy • Contact Us – telephone number and physical address 21
  22. 22. Screenshot Slides 22
  23. 23. Need a Google account? 23
  24. 24. Enter account info or create one 24
  25. 25. Creating an account 25
  26. 26. Account Creation Confirmation 26
  27. 27. Login after confirmation 27
  28. 28. Business Solutions 28
  29. 29. Account Snapshot 29
  30. 30. Account Snapshot (lower half) 30
  31. 31. Campaign Summary 31
  32. 32. Start New Campaign 32
  33. 33. Create Ad 33
  34. 34. Campaign Keywords 34
  35. 35. Ad Group Bid Price 35
  36. 36. Review and Save New Campaign 36
  37. 37. Campaign Settings 37
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