AdWords™ Seminar   For Success      AdWords 101                    1
Housekeeping• The Schedule• Your Materials• The AdWords Credit• I Have Questions!!!• Cellphones To Vibrate, Please        ...
Google AdWords™Source: Advertising Age’s Search Marketing Fact Pack                                                       3
How Online Advertising Began                               4
How Online Advertising Began                               4
How Online Advertising Began                               5
Online Marketing Options                           6
Online Marketing Options                           7
Online Marketing Options                           8
Online Marketing Options                           9
Online Marketing Options                           10
Online Marketing Options                           10
What is Pay-Per-Click (PPC)?Advertisers pay when prospects click. Benefits:   • Control   • Feedback   • Relevancy   • Mea...
Basic Terminology• Keywords                      • Ad Rank• Creative                      • Quality Score• Landing Page   ...
Search Engine Results Page (SERP)                                    13
The Search Network                     14
The Search Network                     15
The Search Network                     16
The Search Network                     17
The Search Network                     18
The Search Network                     19
The Google Display Network                             20
The Google Display Network                             21
The Google Display Network                             21
The Google Display Network                             22
How The Auction WorksMax Bid   QS   Ad Rank   Actual CPC  $4      8      32      (24/8) = $3  $4      6      24      (12/6...
If Quality Score Increases:Max Bid   QS   Ad Rank     Actual CPC  $4      10     40      (24/10) = $2.40  $4      6      2...
Creating and Managing YourAdWords Account                  25
So Long, Starter Edition                           26
So Long, Old UI                  27
So Long, Old UI                  27
The New UI             28
Account Setup                29
Account Setup                30
Account Setup                31
Account Setup                32
Account Setup                33
Account Setup                34
Account Setup                35
Account Setup                36
Account Setup                37
Account Structure                    38
Account Organization Options• Products and Services• Brand Names• Websites• Geographic Location• Seasonal Products and Ser...
User Interface Tour                      40
Home Tab           41
Alerts         42
Alerts         42
Account Status                 43
Account Status                 43
Announcements                44
Watch List             45
Watch List             45
Watch List             45
Watch List             45
Keyword Performance                      46
Keyword Performance                      46
Keyword Performance                      46
Active Campaigns                   47
Active Campaigns                   47
Campaign Performance                       48
Campaign Performance                       48
Campaign Performance                       48
Campaign Performance                       48
Campaign Performance                       48
Campaign Performance                       48
Campaign Performance                       48
Campaign Performance                       48
Campaign Performance                       48
Campaign Performance                       48
Campaign Performance                       48
Campaign Performance                       48
Help and Tips                49
Campaigns Tab                50
Change Date Range                    51
Tree View            52
Roll-Up Tabs               53
Roll-Up Tabs               53
Segment Data               54
Segment Data               55
Segment Data               56
Filter         57
Filter         58
Filter         58
Filter         58
Customize Columns                    59
Customize Columns                    60
Performance Summary Graph                            61
Performance Summary Graph                            62
Performance Summary Graph                            63
Performance Summary Graph                            64
Performance Summary Graph                            65
Creating Ad Groups                     66
Creating Ad Groups                     66
Editing Ad Groups                    67
Editing Ad Groups                    67
Editing Ad Groups                    68
Editing Ad Groups                    68
Editing Ad Groups                    68
Editing Ad Groups                    68
Managing Settings                    69
Settings: General                    70
Settings: General                    71
Settings: Locations and Languages                                    72
Settings: Networks and Devices                                 73
Settings: Networks and Devices                                 73
Settings: Networks and Devices                                 73
Settings: Networks and Devices                                 73
Settings: Networks and Devices                                 73
Settings: Networks and Devices                                 74
Settings: Bidding and Budget             Or:                               75
Settings: Bidding and Budget                               76
Settings: Bidding and Budget                               77
Settings: Bidding and Budget                               77
Settings: Bidding and Budget                               77
Settings: Bidding and Budget                               77
Settings: Ad Extensions                          78
Settings: Ad Extensions                          79
Settings: Ad Extensions                          80
Settings: Ad Extensions                          81
Settings: Advanced Settings                              82
Settings: Advanced Settings                              82
Settings: Advanced Settings                              82
Settings: Advanced Settings                              82
Settings: Advanced Settings                              82
Settings: Advanced Settings                              82
Settings: Advanced Settings                              82
Settings: Advanced Settings                              82
Use Settings to Manage:• Campaign Name• Geographic Location• Language• Networks and Devices• Bidding and Budget• Position ...
Managing Ads               84
Editing Ads              85
Editing Ads              85
Editing Ads              85
Editing Ads              86
Editing Ads              86
Editing Ads              86
Managing Keywords                    87
Managing Keywords                    87
Editing Keywords                   88
Editing Keywords                   88
Editing Keywords                   88
Editing Keywords                   88
Editing Keywords                   88
Editing Keywords                   89
“See Search Terms”                     90
“See Search Terms”                     90
“See Search Terms”                     90
“See Search Terms”                     90
“See Search Terms”                     90
“See Search Terms”                     90
“See Search Terms”                     90
Managing Negative Keywords                             91
Managing Negative Keywords                             91
Managing Networks                    92
Managing Networks                    92
Managing Networks                    92
Managing Networks                    92
Managing Networks                    92
Managing Networks                    92
Managing Networks                    92
Managing Networks                    92
Managing Exclusions                      93
Managing Exclusions                      94
Remarketing              95
Remarketing              96
Remarketing              97
Remarketing              97
Managing Audiences                     98
Managing Audiences                     98
Managing Audiences                     98
Managing Audiences                     98
Managing Audiences                     98
Managing Audiences                     98
CreatingCampaigns            99
Creating a Campaign                      100
Creating a Campaign                      100
Creating a Campaign                      101
Creating a Campaign: Settings                                102
Creating a Campaign: Settings                                103
Creating a Campaign: Settings                                104
Creating a Campaign: Ad Groups                                 105
Creating a Campaign: Ad Groups                                 105
Creating a Campaign: Ad Groups                                 105
Creating a Campaign: Ad Groups                                 105
Creating a Campaign: Ad Groups                                 105
Creating a Campaign: Ad Groups                                 105
Creating a Campaign: Ad Groups                                 105
Creating a Campaign: Ad Groups                                 105
Creating a Campaign: Ad Groups                                 105
DevelopingKeyword Lists                106
Building a Keyword List• Brainstorm business• Review website• Think like a customer• Focus on what differentiates• Include...
Keyword Match Types• Broad: word or phrase  • Modifier• Phrase: “word or phrase in here”• Exact: [word or phrase exactly]•...
Match Type Examples• Broad: Orlando• Phrase: “Orlando Bloom”• Exact: [Orlando FL]• Negatives:    • -Gauteng, -”South Afric...
NEW - Broad Match Modifier• Use a plus symbol (+) before one or  more words in a broad match keyword• Words with a + must ...
NEW - Broad Match ModifierNo space between plus sign and word:• Correct: +kallassy +ankle brace• Incorrect: + kallassy + a...
Negative Keyword Match VariationsScenario: AdWords for Hannah’s Dude Ranch, Montana USA  • Standard Negative: -Miley  • Ne...
Not the Hot Tub Time Machine!!Hot Tub Time Machine is a 2010American comedy film directed by Steve Pink and producedby MGM...
Examples of Negative KeywordsService provider   Vacation destination   Frequently used   -become               -library   ...
Keyword Tool               115
Keyword Tool               116
Keyword Tool               117
Keyword Tool               118
Keyword Tool               119
Keyword Tool               120
Keyword Tool               121
Keyword Tool               121
Keyword Tool               122
Keyword Tool               122
Keyword Tool               122
Edit Campaign Negative Keywords                                  123
Edit Campaign Negative Keywords                                  124
Edit Campaign Negative Keywords                                  125
Writing Great Ads                    126
Ad Text Specs• Ad title  (25 characters max,  including spaces)• Two description lines  (35 characters max each,  includin...
Successful Ads Usually:• Divide benefits from features• Use major keywords in headline• Have a good display URL• Balance h...
Calls To Action• Download Now• Buy Now• Purchase• Call Today• Order Now• Sign Up• Get a Quote                             ...
Run a Split Test                   130
Run a Split Test                   131
Run a Split Test                   132
Run a Split Test                   133
The Takeaway:You cannot fit your entire sales pitch into95 characters. Focus on one offer, service  or product. Include ca...
Beyond Text Ads                  135
Image & Flash Ads• .Gif, .JPG, .PNG, .SWF• Appear on some sites in  Google Display Network• Matched to keywords  and/or pa...
Creating Image & Flash Ads                             137
Creating Image & Flash Ads                             138
Creating Image & Flash Ads                             139
Creating Image & Flash Ads                             140
Video Ads• First appears as  static image. Once  clicked, (image or  play button) plays  within ad space.• Clicking URL or...
142
Creating Ads WithDisplay Ad Builder                     143
Display Ad Builder                     144
Display Ad Builder                     144
Display Ad Builder                     144
Display Ad Builder                     144
Display Ad Builder                     144
Display Ad Builder                     144
Image Search Ads                   145
Image Search Ads• Appears on Google Images• Pairs text with images• Part of Search Network• Does not include animated ads ...
Image Search Ads                   147
Image Search Ads                   148
Image Search Ads                   149
Image Search Ads                   150
Image Search Ads                   151
Mobile Ads• Customers read ad, then call  or click to visit website  Format:  • Image Ads  • Text (18 characters)    • Pho...
Creating Mobile Ads                      153
Creating Mobile Ads                      153
Google Places• Replaces Local Business Ads• Appears on Google Properties  (Including Maps) and Search Network• Shows Busin...
Claim Your Business Listing                              155
156
Google Tags              157
Google Tags              158
Google Tags              159
Google Tags Dashboard                        160
Google Tags Dashboard                        161
162
163
164
165
TrackingPerformance              166
What is a Conversion? When a click on an ad results in a      desirable behavior:• Online purchase• Registration/Signup• F...
Conversion Tracking                      168
Conversion Tracking                      168
Conversion Tracking                      168
Conversion Tracking                      168
Conversion Tracking                      168
Conversion Tracking                      168
Conversion Tracking                      168
Conversion Tracking                      168
Conversion Tracking                      168
Conversion Tracking                      168
Conversion Tracking                      168
Conversion Tracking                      168
Where You’ll See Results:                            169
Where You’ll See Results:                            169
Google Analytics                   170
171
172
173
174
175
176
To Set Up GA               177
To Set Up GA               177
To Set Up GA               177
To Set Up GA               177
To Set Up GA               177
Optimizing For Conversions                 178
Start With Your Website• Analyze products  & website• Analyze  landing pages• Analyze  purchase process                   ...
#2: Refine Your Keywords• Add negative keywords• Make keywords more specific• Use keywords in Ad Text• Include prices in A...
Monitor Competitor Pricing                             181
Optimizing ForMore Ad Traffic                  182
How To Begin:• Add new keywords• Add plurals• Add variations: e.g. “Apple accessories” &  “Mac accessories”• Use Google’s ...
Check Impression Share                         184
Check Impression Share                         185
Opportunities Tab                    186
Opportunities Tab                    186
Opportunities Tab                    186
Opportunities Tab                    186
Expand Locations & Distribution • Target ALL locations where you do   business • Target language of customers • Enable Sea...
Try New Angles• Read your website• Read competitors’ sites• Read manufacturers’ sites• Create Ad Groups and keywords for  ...
Use General Keywords With Care                                 189
Optimizing For Quality Score                 190
Quality Score is Determined By:• Historical CTR• Account history, including performance in  geographic regions• Historical...
Where To See It:                   192
Where To See It:                   193
Where To See It:                   194
Where To See It:                   195
To Increase Quality Score:• Optimize keywords by:  • Adding negatives and relevant keywords• Review and improve ad text• C...
Landing Page QualityOptimization In a Nutshell:  •   Provide relevant and substantial      content  •   Treat a user’s per...
Landing Page Quality                       198
Landing Page Quality                       198
Billing          199
Billing Summary Page                       200
Billing Summary Page                       200
Campaign Activity/Invoice Summary                                    201
Campaign Activity/Invoice Summary                                    201
Billing CycleCharged every 30 days unless advertising   costs reach certain thresholds within 30-   day cycle.How Charges ...
To-Dos &Resources            203
To-Dos• Get comfortable with user interface.• Evaluate and improve account structure.• Review keywords, adjust bids and ma...
Resources• AdWords Help Center:  http://adwords.google.com/support/• Inside AdWords (official blog):  http://adwords.blogs...
Speaker BiographyStasia became a Google Advertising Professional Qualified Individual in January2005, and an authorized Ad...
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Google 101

  1. 1. AdWords™ Seminar For Success AdWords 101 1
  2. 2. Housekeeping• The Schedule• Your Materials• The AdWords Credit• I Have Questions!!!• Cellphones To Vibrate, Please 2
  3. 3. Google AdWords™Source: Advertising Age’s Search Marketing Fact Pack 3
  4. 4. How Online Advertising Began 4
  5. 5. How Online Advertising Began 4
  6. 6. How Online Advertising Began 5
  7. 7. Online Marketing Options 6
  8. 8. Online Marketing Options 7
  9. 9. Online Marketing Options 8
  10. 10. Online Marketing Options 9
  11. 11. Online Marketing Options 10
  12. 12. Online Marketing Options 10
  13. 13. What is Pay-Per-Click (PPC)?Advertisers pay when prospects click. Benefits: • Control • Feedback • Relevancy • Measurable Results 11
  14. 14. Basic Terminology• Keywords • Ad Rank• Creative • Quality Score• Landing Page • Conversion• Impression • AdWords vs.• Clickthrough Rate AdSense 12
  15. 15. Search Engine Results Page (SERP) 13
  16. 16. The Search Network 14
  17. 17. The Search Network 15
  18. 18. The Search Network 16
  19. 19. The Search Network 17
  20. 20. The Search Network 18
  21. 21. The Search Network 19
  22. 22. The Google Display Network 20
  23. 23. The Google Display Network 21
  24. 24. The Google Display Network 21
  25. 25. The Google Display Network 22
  26. 26. How The Auction WorksMax Bid QS Ad Rank Actual CPC $4 8 32 (24/8) = $3 $4 6 24 (12/6) = $2 $4 3 12 min price 23
  27. 27. If Quality Score Increases:Max Bid QS Ad Rank Actual CPC $4 10 40 (24/10) = $2.40 $4 6 24 (12/6) = $2 $4 3 12 min price 24
  28. 28. Creating and Managing YourAdWords Account 25
  29. 29. So Long, Starter Edition 26
  30. 30. So Long, Old UI 27
  31. 31. So Long, Old UI 27
  32. 32. The New UI 28
  33. 33. Account Setup 29
  34. 34. Account Setup 30
  35. 35. Account Setup 31
  36. 36. Account Setup 32
  37. 37. Account Setup 33
  38. 38. Account Setup 34
  39. 39. Account Setup 35
  40. 40. Account Setup 36
  41. 41. Account Setup 37
  42. 42. Account Structure 38
  43. 43. Account Organization Options• Products and Services• Brand Names• Websites• Geographic Location• Seasonal Products and Services• Themes or Functions 39
  44. 44. User Interface Tour 40
  45. 45. Home Tab 41
  46. 46. Alerts 42
  47. 47. Alerts 42
  48. 48. Account Status 43
  49. 49. Account Status 43
  50. 50. Announcements 44
  51. 51. Watch List 45
  52. 52. Watch List 45
  53. 53. Watch List 45
  54. 54. Watch List 45
  55. 55. Keyword Performance 46
  56. 56. Keyword Performance 46
  57. 57. Keyword Performance 46
  58. 58. Active Campaigns 47
  59. 59. Active Campaigns 47
  60. 60. Campaign Performance 48
  61. 61. Campaign Performance 48
  62. 62. Campaign Performance 48
  63. 63. Campaign Performance 48
  64. 64. Campaign Performance 48
  65. 65. Campaign Performance 48
  66. 66. Campaign Performance 48
  67. 67. Campaign Performance 48
  68. 68. Campaign Performance 48
  69. 69. Campaign Performance 48
  70. 70. Campaign Performance 48
  71. 71. Campaign Performance 48
  72. 72. Help and Tips 49
  73. 73. Campaigns Tab 50
  74. 74. Change Date Range 51
  75. 75. Tree View 52
  76. 76. Roll-Up Tabs 53
  77. 77. Roll-Up Tabs 53
  78. 78. Segment Data 54
  79. 79. Segment Data 55
  80. 80. Segment Data 56
  81. 81. Filter 57
  82. 82. Filter 58
  83. 83. Filter 58
  84. 84. Filter 58
  85. 85. Customize Columns 59
  86. 86. Customize Columns 60
  87. 87. Performance Summary Graph 61
  88. 88. Performance Summary Graph 62
  89. 89. Performance Summary Graph 63
  90. 90. Performance Summary Graph 64
  91. 91. Performance Summary Graph 65
  92. 92. Creating Ad Groups 66
  93. 93. Creating Ad Groups 66
  94. 94. Editing Ad Groups 67
  95. 95. Editing Ad Groups 67
  96. 96. Editing Ad Groups 68
  97. 97. Editing Ad Groups 68
  98. 98. Editing Ad Groups 68
  99. 99. Editing Ad Groups 68
  100. 100. Managing Settings 69
  101. 101. Settings: General 70
  102. 102. Settings: General 71
  103. 103. Settings: Locations and Languages 72
  104. 104. Settings: Networks and Devices 73
  105. 105. Settings: Networks and Devices 73
  106. 106. Settings: Networks and Devices 73
  107. 107. Settings: Networks and Devices 73
  108. 108. Settings: Networks and Devices 73
  109. 109. Settings: Networks and Devices 74
  110. 110. Settings: Bidding and Budget Or: 75
  111. 111. Settings: Bidding and Budget 76
  112. 112. Settings: Bidding and Budget 77
  113. 113. Settings: Bidding and Budget 77
  114. 114. Settings: Bidding and Budget 77
  115. 115. Settings: Bidding and Budget 77
  116. 116. Settings: Ad Extensions 78
  117. 117. Settings: Ad Extensions 79
  118. 118. Settings: Ad Extensions 80
  119. 119. Settings: Ad Extensions 81
  120. 120. Settings: Advanced Settings 82
  121. 121. Settings: Advanced Settings 82
  122. 122. Settings: Advanced Settings 82
  123. 123. Settings: Advanced Settings 82
  124. 124. Settings: Advanced Settings 82
  125. 125. Settings: Advanced Settings 82
  126. 126. Settings: Advanced Settings 82
  127. 127. Settings: Advanced Settings 82
  128. 128. Use Settings to Manage:• Campaign Name• Geographic Location• Language• Networks and Devices• Bidding and Budget• Position Preference and Delivery Method• Ad Scheduling• Ad Delivery Preferences• Demographics 83
  129. 129. Managing Ads 84
  130. 130. Editing Ads 85
  131. 131. Editing Ads 85
  132. 132. Editing Ads 85
  133. 133. Editing Ads 86
  134. 134. Editing Ads 86
  135. 135. Editing Ads 86
  136. 136. Managing Keywords 87
  137. 137. Managing Keywords 87
  138. 138. Editing Keywords 88
  139. 139. Editing Keywords 88
  140. 140. Editing Keywords 88
  141. 141. Editing Keywords 88
  142. 142. Editing Keywords 88
  143. 143. Editing Keywords 89
  144. 144. “See Search Terms” 90
  145. 145. “See Search Terms” 90
  146. 146. “See Search Terms” 90
  147. 147. “See Search Terms” 90
  148. 148. “See Search Terms” 90
  149. 149. “See Search Terms” 90
  150. 150. “See Search Terms” 90
  151. 151. Managing Negative Keywords 91
  152. 152. Managing Negative Keywords 91
  153. 153. Managing Networks 92
  154. 154. Managing Networks 92
  155. 155. Managing Networks 92
  156. 156. Managing Networks 92
  157. 157. Managing Networks 92
  158. 158. Managing Networks 92
  159. 159. Managing Networks 92
  160. 160. Managing Networks 92
  161. 161. Managing Exclusions 93
  162. 162. Managing Exclusions 94
  163. 163. Remarketing 95
  164. 164. Remarketing 96
  165. 165. Remarketing 97
  166. 166. Remarketing 97
  167. 167. Managing Audiences 98
  168. 168. Managing Audiences 98
  169. 169. Managing Audiences 98
  170. 170. Managing Audiences 98
  171. 171. Managing Audiences 98
  172. 172. Managing Audiences 98
  173. 173. CreatingCampaigns 99
  174. 174. Creating a Campaign 100
  175. 175. Creating a Campaign 100
  176. 176. Creating a Campaign 101
  177. 177. Creating a Campaign: Settings 102
  178. 178. Creating a Campaign: Settings 103
  179. 179. Creating a Campaign: Settings 104
  180. 180. Creating a Campaign: Ad Groups 105
  181. 181. Creating a Campaign: Ad Groups 105
  182. 182. Creating a Campaign: Ad Groups 105
  183. 183. Creating a Campaign: Ad Groups 105
  184. 184. Creating a Campaign: Ad Groups 105
  185. 185. Creating a Campaign: Ad Groups 105
  186. 186. Creating a Campaign: Ad Groups 105
  187. 187. Creating a Campaign: Ad Groups 105
  188. 188. Creating a Campaign: Ad Groups 105
  189. 189. DevelopingKeyword Lists 106
  190. 190. Building a Keyword List• Brainstorm business• Review website• Think like a customer• Focus on what differentiates• Include plural & singular versions• Include spelling mistakes & variations• Include product numbers & codes 107
  191. 191. Keyword Match Types• Broad: word or phrase • Modifier• Phrase: “word or phrase in here”• Exact: [word or phrase exactly]• Negative: -don’t use word or phrase • Negative variations 108
  192. 192. Match Type Examples• Broad: Orlando• Phrase: “Orlando Bloom”• Exact: [Orlando FL]• Negatives: • -Gauteng, -”South Africa” 109
  193. 193. NEW - Broad Match Modifier• Use a plus symbol (+) before one or more words in a broad match keyword• Words with a + must be searched exactly or as a close variant• Variants include: misspellings, plural/ singular, abbreviations, acronyms and stemmings 110
  194. 194. NEW - Broad Match ModifierNo space between plus sign and word:• Correct: +kallassy +ankle brace• Incorrect: + kallassy + ankle brace• Incorrect: +kallassy+ankle brace 111
  195. 195. Negative Keyword Match VariationsScenario: AdWords for Hannah’s Dude Ranch, Montana USA • Standard Negative: -Miley • Negative Phrase: -“Hannah Montana” • Negative Exact: -[Montana] 112
  196. 196. Not the Hot Tub Time Machine!!Hot Tub Time Machine is a 2010American comedy film directed by Steve Pink and producedby MGM/United Artists. The filmwas released on March 26, 2010. 113
  197. 197. Examples of Negative KeywordsService provider Vacation destination Frequently used -become -library -free -class -doctor -lyrics -classes -vet -second hand -course -hospital -used -license -cards -wholesale -training -history -pics -jobs -jobs in -pictures -employment -pictures -definition of -supplies -news -history -tools -weather -diy 114
  198. 198. Keyword Tool 115
  199. 199. Keyword Tool 116
  200. 200. Keyword Tool 117
  201. 201. Keyword Tool 118
  202. 202. Keyword Tool 119
  203. 203. Keyword Tool 120
  204. 204. Keyword Tool 121
  205. 205. Keyword Tool 121
  206. 206. Keyword Tool 122
  207. 207. Keyword Tool 122
  208. 208. Keyword Tool 122
  209. 209. Edit Campaign Negative Keywords 123
  210. 210. Edit Campaign Negative Keywords 124
  211. 211. Edit Campaign Negative Keywords 125
  212. 212. Writing Great Ads 126
  213. 213. 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) 127
  214. 214. Successful Ads Usually:• Divide benefits from features• Use major keywords in headline• Have a good display URL• Balance hype and yawn• “Speak” to intended audience• Include call to action 128
  215. 215. Calls To Action• Download Now• Buy Now• Purchase• Call Today• Order Now• Sign Up• Get a Quote 129
  216. 216. Run a Split Test 130
  217. 217. Run a Split Test 131
  218. 218. Run a Split Test 132
  219. 219. Run a Split Test 133
  220. 220. The Takeaway:You cannot fit your entire sales pitch into95 characters. Focus on one offer, service or product. Include call to action anddifferentiate yourself from competitors. 134
  221. 221. Beyond Text Ads 135
  222. 222. Image & Flash Ads• .Gif, .JPG, .PNG, .SWF• Appear on some sites in Google Display Network• Matched to keywords and/or page content• Keyword & placement- targeted campaigns 136
  223. 223. Creating Image & Flash Ads 137
  224. 224. Creating Image & Flash Ads 138
  225. 225. Creating Image & Flash Ads 139
  226. 226. Creating Image & Flash Ads 140
  227. 227. 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. 141
  228. 228. 142
  229. 229. Creating Ads WithDisplay Ad Builder 143
  230. 230. Display Ad Builder 144
  231. 231. Display Ad Builder 144
  232. 232. Display Ad Builder 144
  233. 233. Display Ad Builder 144
  234. 234. Display Ad Builder 144
  235. 235. Display Ad Builder 144
  236. 236. Image Search Ads 145
  237. 237. Image Search Ads• Appears on Google Images• Pairs text with images• Part of Search Network• Does not include animated ads or Flash• Create with Display Ad Builder 146
  238. 238. Image Search Ads 147
  239. 239. Image Search Ads 148
  240. 240. Image Search Ads 149
  241. 241. Image Search Ads 150
  242. 242. Image Search Ads 151
  243. 243. Mobile Ads• Customers read ad, then call or click to visit website Format: • Image Ads • Text (18 characters) • Phone number or a mobile-optimized website 152
  244. 244. Creating Mobile Ads 153
  245. 245. Creating Mobile Ads 153
  246. 246. Google Places• Replaces Local Business Ads• Appears on Google Properties (Including Maps) and Search Network• Shows Business Address After Text Ad• Use Address from Google Places or Manually Enter 154
  247. 247. Claim Your Business Listing 155
  248. 248. 156
  249. 249. Google Tags 157
  250. 250. Google Tags 158
  251. 251. Google Tags 159
  252. 252. Google Tags Dashboard 160
  253. 253. Google Tags Dashboard 161
  254. 254. 162
  255. 255. 163
  256. 256. 164
  257. 257. 165
  258. 258. TrackingPerformance 166
  259. 259. What is a Conversion? When a click on an ad results in a desirable behavior:• Online purchase• Registration/Signup• Form submission• Pageview• Etc. 167
  260. 260. Conversion Tracking 168
  261. 261. Conversion Tracking 168
  262. 262. Conversion Tracking 168
  263. 263. Conversion Tracking 168
  264. 264. Conversion Tracking 168
  265. 265. Conversion Tracking 168
  266. 266. Conversion Tracking 168
  267. 267. Conversion Tracking 168
  268. 268. Conversion Tracking 168
  269. 269. Conversion Tracking 168
  270. 270. Conversion Tracking 168
  271. 271. Conversion Tracking 168
  272. 272. Where You’ll See Results: 169
  273. 273. Where You’ll See Results: 169
  274. 274. Google Analytics 170
  275. 275. 171
  276. 276. 172
  277. 277. 173
  278. 278. 174
  279. 279. 175
  280. 280. 176
  281. 281. To Set Up GA 177
  282. 282. To Set Up GA 177
  283. 283. To Set Up GA 177
  284. 284. To Set Up GA 177
  285. 285. To Set Up GA 177
  286. 286. Optimizing For Conversions 178
  287. 287. Start With Your Website• Analyze products & website• Analyze landing pages• Analyze purchase process 179
  288. 288. #2: Refine Your Keywords• Add negative keywords• Make keywords more specific• Use keywords in Ad Text• Include prices in Ad Text* 180
  289. 289. Monitor Competitor Pricing 181
  290. 290. Optimizing ForMore Ad Traffic 182
  291. 291. 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 183
  292. 292. Check Impression Share 184
  293. 293. Check Impression Share 185
  294. 294. Opportunities Tab 186
  295. 295. Opportunities Tab 186
  296. 296. Opportunities Tab 186
  297. 297. Opportunities Tab 186
  298. 298. Expand Locations & Distribution • Target ALL locations where you do business • Target language of customers • Enable Search Network • Enable Google Display Network 187
  299. 299. 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 188
  300. 300. Use General Keywords With Care 189
  301. 301. Optimizing For Quality Score 190
  302. 302. 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 191
  303. 303. Where To See It: 192
  304. 304. Where To See It: 193
  305. 305. Where To See It: 194
  306. 306. Where To See It: 195
  307. 307. To Increase Quality Score:• Optimize keywords by: • Adding negatives and relevant keywords• Review and improve ad text• Create new, focused Ad Groups• Review landing pages 196
  308. 308. Landing Page QualityOptimization In a Nutshell: • Provide relevant and substantial content • Treat a user’s personal information responsibly • Develop an easily navigable site • Optimize for load time 197
  309. 309. Landing Page Quality 198
  310. 310. Landing Page Quality 198
  311. 311. Billing 199
  312. 312. Billing Summary Page 200
  313. 313. Billing Summary Page 200
  314. 314. Campaign Activity/Invoice Summary 201
  315. 315. Campaign Activity/Invoice Summary 201
  316. 316. Billing CycleCharged 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 daysAt end of billing period, youʼre charged for all costs accrued during cycle. 202
  317. 317. To-Dos &Resources 203
  318. 318. To-Dos• Get comfortable with user interface.• 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.• Check Google Places listing; add/correct information. 204
  319. 319. Resources• AdWords Help Center: http://adwords.google.com/support/• Inside AdWords (official blog): http://adwords.blogspot.com/• Google’s Small Business Blog http://googlesmb.blogspot.com/• See full list on your USB 205
  320. 320. Speaker BiographyStasia became a Google Advertising Professional Qualified Individual in January2005, and an authorized AdWords Seminar Leader in 2006. Since then she hastrained thousands of people to build and optimize AdWords campaigns. Stasiahas fourteen years experience managing Web technology projects and onlinemarketing programs. Prior to leading the seminars she was senior vicepresident for Sitening, a Nashville-based information technology companyfocused on Raven Internet Marketing Tools for search engine optimization(SEO) and search engine marketing (SEM). Before joining Sitening, shemanaged the Web departments for two Nashville-based custom publishingcompanies.Stasias career began in the Boston area. Before moving to Nashville, sheworked for The Boston Globes website Boston.com and a Boston-area Webconsulting agency. Stasia has worked for a wide range of clients, includingOsram Sylvania, Harvard Business School Executive Education,eMarketer.com, NashvillePost.com, Cannondale, Air Jamaica, the National Stasia HoldrenFederation of Independent Business, Psychiatric Services and TravelCenters of PPC-Boot-Camp.com stasia@ppc-boot-camp.comAmerica.Stasia earned degrees in English Literature and Journalism from the Universityof Massachusetts, Amherst. She lives in Nashville, Tennessee with her family.When she is not online, she finds balance by running, gardening and trainingher German Shepherd, (Princess) Jasmine. 206
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