1. AdWords™ Seminar
For Success
AdWords 101
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2. Housekeeping
• The Schedule
• Your Materials
• The AdWords Credit
• I Have Questions!!!
• Cellphones To Vibrate, Please
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3. Google AdWords™
Source: Advertising Age’s Search Marketing Fact Pack
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4. How Online Advertising Began
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5. How Online Advertising Began
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6. How Online Advertising Began
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7. Online Marketing Options
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8. Online Marketing Options
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9. Online Marketing Options
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10. Online Marketing Options
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11. Online Marketing Options
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12. Online Marketing Options
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13. What is Pay-Per-Click (PPC)?
Advertisers pay when prospects click.
Benefits:
• Control
• Feedback
• Relevancy
• Measurable Results
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14. Basic Terminology
• Keywords
• Ad Rank
• Creative
• Quality Score
• Landing Page
• Conversion
• Impression
• AdWords vs.
• Clickthrough Rate AdSense
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15. Search Engine Results Page (SERP)
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16. The Search Network
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17. The Search Network
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18. The Search Network
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19. The Search Network
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20. The Search Network
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21. The Search Network
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22. The Google Display Network
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23. The Google Display Network
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24. The Google Display Network
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25. The Google Display Network
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26. How The Auction Works
Max Bid QS Ad Rank Actual CPC
$4 8 32 (24/8) = $3
$4 6 24 (12/6) = $2
$4 3 12 min price
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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
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28. Creating and
Managing Your
AdWords Account
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29. So Long, Starter Edition
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30. So Long, Old UI
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31. So Long, Old UI
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32. The New UI
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33. Account Setup
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34. Account Setup
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35. Account Setup
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36. Account Setup
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37. Account Setup
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38. Account Setup
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39. Account Setup
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40. Account Setup
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41. Account Setup
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42. Account Structure
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43. Account Organization Options
• Products and Services
• Brand Names
• Websites
• Geographic Location
• Seasonal Products and Services
• Themes or Functions
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44. User Interface Tour
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45. Home Tab
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46. Alerts
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47. Alerts
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48. Account Status
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49. Account Status
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50. Announcements
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51. Watch List
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52. Watch List
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53. Watch List
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54. Watch List
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55. Keyword Performance
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56. Keyword Performance
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57. Keyword Performance
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58. Active Campaigns
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59. Active Campaigns
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60. Campaign Performance
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61. Campaign Performance
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62. Campaign Performance
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63. Campaign Performance
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64. Campaign Performance
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65. Campaign Performance
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66. Campaign Performance
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67. Campaign Performance
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68. Campaign Performance
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69. Campaign Performance
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70. Campaign Performance
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71. Campaign Performance
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72. Help and Tips
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73. Campaigns Tab
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74. Change Date Range
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75. Tree View
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76. Roll-Up Tabs
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77. Roll-Up Tabs
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78. Segment Data
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79. Segment Data
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80. Segment Data
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81. Filter
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82. Filter
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83. Filter
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84. Filter
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85. Customize Columns
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86. Customize Columns
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87. Performance Summary Graph
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88. Performance Summary Graph
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89. Performance Summary Graph
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90. Performance Summary Graph
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91. Performance Summary Graph
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92. Creating Ad Groups
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93. Creating Ad Groups
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94. Editing Ad Groups
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95. Editing Ad Groups
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96. Editing Ad Groups
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97. Editing Ad Groups
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98. Editing Ad Groups
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99. Editing Ad Groups
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100. Managing Settings
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101. Settings: General
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102. Settings: General
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103. Settings: Locations and Languages
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104. Settings: Networks and Devices
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105. Settings: Networks and Devices
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106. Settings: Networks and Devices
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107. Settings: Networks and Devices
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108. Settings: Networks and Devices
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109. Settings: Networks and Devices
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110. Settings: Bidding and Budget
Or:
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111. Settings: Bidding and Budget
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112. Settings: Bidding and Budget
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113. Settings: Bidding and Budget
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114. Settings: Bidding and Budget
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115. Settings: Bidding and Budget
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116. Settings: Ad Extensions
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117. Settings: Ad Extensions
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118. Settings: Ad Extensions
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119. Settings: Ad Extensions
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120. Settings: Advanced Settings
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121. Settings: Advanced Settings
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122. Settings: Advanced Settings
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123. Settings: Advanced Settings
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124. Settings: Advanced Settings
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125. Settings: Advanced Settings
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126. Settings: Advanced Settings
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127. Settings: Advanced Settings
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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
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129. Managing Ads
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130. Editing Ads
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131. Editing Ads
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132. Editing Ads
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133. Editing Ads
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134. Editing Ads
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135. Editing Ads
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136. Managing Keywords
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137. Managing Keywords
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138. Editing Keywords
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139. Editing Keywords
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140. Editing Keywords
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141. Editing Keywords
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142. Editing Keywords
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143. Editing Keywords
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144. “See Search Terms”
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145. “See Search Terms”
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146. “See Search Terms”
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147. “See Search Terms”
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148. “See Search Terms”
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149. “See Search Terms”
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150. “See Search Terms”
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151. Managing Negative Keywords
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152. Managing Negative Keywords
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153. Managing Networks
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154. Managing Networks
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155. Managing Networks
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156. Managing Networks
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157. Managing Networks
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158. Managing Networks
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159. Managing Networks
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160. Managing Networks
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161. Managing Exclusions
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162. Managing Exclusions
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163. Remarketing
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164. Remarketing
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165. Remarketing
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166. Remarketing
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167. Managing Audiences
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168. Managing Audiences
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169. Managing Audiences
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170. Managing Audiences
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171. Managing Audiences
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172. Managing Audiences
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173. Creating
Campaigns
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174. Creating a Campaign
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175. Creating a Campaign
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176. Creating a Campaign
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177. Creating a Campaign: Settings
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178. Creating a Campaign: Settings
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179. Creating a Campaign: Settings
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180. Creating a Campaign: Ad Groups
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181. Creating a Campaign: Ad Groups
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182. Creating a Campaign: Ad Groups
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183. Creating a Campaign: Ad Groups
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184. Creating a Campaign: Ad Groups
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185. Creating a Campaign: Ad Groups
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186. Creating a Campaign: Ad Groups
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187. Creating a Campaign: Ad Groups
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188. Creating a Campaign: Ad Groups
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189. Developing
Keyword Lists
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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
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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
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192. Match Type Examples
• Broad: Orlando
• Phrase: “Orlando Bloom”
• Exact: [Orlando FL]
• Negatives:
• -Gauteng, -”South Africa”
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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
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194. NEW - Broad Match Modifier
No space between plus sign and word:
• Correct: +kallassy +ankle brace
• Incorrect: + kallassy + ankle brace
• Incorrect: +kallassy+ankle brace
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195. Negative Keyword Match Variations
Scenario: AdWords for Hannah’s Dude Ranch, Montana USA
• Standard Negative: -Miley
• Negative Phrase: -“Hannah Montana”
• Negative Exact: -[Montana]
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196. Not the Hot Tub Time Machine!!
Hot Tub Time Machine is a 2010
American comedy film directed
by Steve Pink and produced
by MGM/United Artists. The film
was released on March 26, 2010.
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197. Examples of Negative Keywords
Service 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
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198. Keyword Tool
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199. Keyword Tool
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200. Keyword Tool
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201. Keyword Tool
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202. Keyword Tool
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203. Keyword Tool
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204. Keyword Tool
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205. Keyword Tool
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206. Keyword Tool
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207. Keyword Tool
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208. Keyword Tool
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209. Edit Campaign Negative Keywords
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210. Edit Campaign Negative Keywords
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211. Edit Campaign Negative Keywords
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212. Writing Great Ads
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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)
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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
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215. Calls To Action
• Download Now
• Buy Now
• Purchase
• Call Today
• Order Now
• Sign Up
• Get a Quote
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216. Run a Split Test
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217. Run a Split Test
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218. Run a Split Test
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219. Run a Split Test
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220. 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.
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221. Beyond Text Ads
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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
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223. Creating Image & Flash Ads
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224. Creating Image & Flash Ads
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225. Creating Image & Flash Ads
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226. Creating Image & Flash Ads
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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.
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228. 142

229. Creating Ads With
Display Ad Builder
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230. Display Ad Builder
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231. Display Ad Builder
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232. Display Ad Builder
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233. Display Ad Builder
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234. Display Ad Builder
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235. Display Ad Builder
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236. Image Search Ads
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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
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238. Image Search Ads
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239. Image Search Ads
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240. Image Search Ads
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241. Image Search Ads
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242. Image Search Ads
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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
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244. Creating Mobile Ads
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245. Creating Mobile Ads
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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
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247. Claim Your Business Listing
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248. 156

249. Google Tags
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250. Google Tags
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251. Google Tags
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252. Google Tags Dashboard
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253. Google Tags Dashboard
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254. 162

255. 163

256. 164

257. 165

258. Tracking
Performance
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259. What is a Conversion?
When a click on an ad results in a
desirable behavior:
• Online purchase
• Registration/Signup
• Form submission
• Pageview
• Etc.
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260. Conversion Tracking
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261. Conversion Tracking
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262. Conversion Tracking
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263. Conversion Tracking
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264. Conversion Tracking
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265. Conversion Tracking
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266. Conversion Tracking
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267. Conversion Tracking
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268. Conversion Tracking
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269. Conversion Tracking
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270. Conversion Tracking
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271. Conversion Tracking
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272. Where You’ll See Results:
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273. Where You’ll See Results:
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274. Google Analytics
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275. 171

276. 172

277. 173

278. 174

279. 175

280. 176

281. To Set Up GA
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282. To Set Up GA
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283. To Set Up GA
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284. To Set Up GA
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285. To Set Up GA
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286. Optimizing For
Conversions
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287. Start With Your Website
• Analyze products
& website
• Analyze
landing pages
• Analyze
purchase process
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288. #2: Refine Your Keywords
• Add negative keywords
• Make keywords more specific
• Use keywords in Ad Text
• Include prices in Ad Text*
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289. Monitor Competitor Pricing
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290. Optimizing For
More Ad Traffic
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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
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292. Check Impression Share
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293. Check Impression Share
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294. Opportunities Tab
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295. Opportunities Tab
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296. Opportunities Tab
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297. Opportunities Tab
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298. Expand Locations & Distribution
• Target ALL locations where you do
business
• Target language of customers
• Enable Search Network
• Enable Google Display Network
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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
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300. Use General Keywords With Care
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301. Optimizing For
Quality Score
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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
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303. Where To See It:
192

304. Where To See It:
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305. Where To See It:
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306. Where To See It:
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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
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308. 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
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309. Landing Page Quality
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310. Landing Page Quality
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311. Billing
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312. Billing Summary Page
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313. Billing Summary Page
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314. Campaign Activity/Invoice Summary
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315. Campaign Activity/Invoice Summary
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316. 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.
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317. To-Dos &
Resources
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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.
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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
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320. Speaker Biography
Stasia became a Google Advertising Professional Qualified Individual in January
2005, and an authorized AdWords Seminar Leader in 2006. Since then she has
trained thousands of people to build and optimize AdWords campaigns. Stasia
has fourteen years experience managing Web technology projects and online
marketing programs. Prior to leading the seminars she was senior vice
president for Sitening, a Nashville-based information technology company
focused on Raven Internet Marketing Tools for search engine optimization
(SEO) and search engine marketing (SEM). Before joining Sitening, she
managed the Web departments for two Nashville-based custom publishing
companies.
Stasia's career began in the Boston area. Before moving to Nashville, she
worked for The Boston Globe's website Boston.com and a Boston-area Web
consulting agency. Stasia has worked for a wide range of clients, including
Osram Sylvania, Harvard Business School Executive Education,
eMarketer.com, NashvillePost.com, Cannondale, Air Jamaica, the National Stasia Holdren
Federation of Independent Business, Psychiatric Services and TravelCenters of PPC-Boot-Camp.com
stasia@ppc-boot-camp.com
America.
Stasia earned degrees in English Literature and Journalism from the University
of Massachusetts, Amherst. She lives in Nashville, Tennessee with her family.
When she is not online, she finds balance by running, gardening and training
her German Shepherd, (Princess) Jasmine.
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