Master Seller Webinar: Advertising with AdWords Key Resource:  apps.gepportal.com
Agenda Campaign Creation Tips AdWords Basics Conversion Tracking
Account Structure Account Campaign Ad Group Ad Group Campaign Ad Group Ad Group
Account Structure Account Email address, password, billing info, and user prefs Campaign Ad Group Ad Group Campaign Ad Gro...
Account Structure Account Campaign Start/end dates, daily budget, distribution prefs, location targeting Ad Group Ad Group...
Account Structure Account Campaign Ad Group Ad text, keywords/placements Ad Group Campaign Ad Group Ad Group Keywords apps...
Where Ads Show <ul><li>The Google Network is split into two parts: </li></ul><ul><ul><ul><li>The Search Network </li></ul>...
Campaign Types <ul><li>The Google Network is split into two parts: </li></ul><ul><ul><ul><li>The Search Network </li></ul>...
Campaign Types <ul><li>The Google Network is split into two parts: </li></ul><ul><ul><ul><li>The Search Network </li></ul>...
Campaign Types <ul><li>The Google Network is split into two parts: </li></ul><ul><ul><ul><li>The Search Network </li></ul>...
Agenda Campaign Creation Tips AdWords Basics Conversion Tracking
Trademark Policy Changes Trademark policies recently changed for ads in the US. Policy now permits use of trademark terms ...
The Big Picture Apps Support from Acme We offer implementation & migration services to help deploy Google Apps www.Acme.co...
Ad Text How do I write an effective ad? 1.  Ad text distinguishes you from the competition -------------------------------...
Ad Text Creation Ads should clearly state the product or service being promote, and include the company name and additiona...
Ad Text Creation Ads accurately represent the relationship you have with Google Claim ‘most trusted reseller’ has not been...
Ad Text Creation Include your keyword in ad text to catch your customer’s eye IT solutions Technology Help Get solutions f...
Ad Text Creation Include a call to action, examples:  contact us, download a free whitepaper, get info, get support, get s...
Inter-capitalize the Display URL Ad Text Creation Google Apps from LTech Get started today with help from a Google Apps Au...
Use multiple ads to test different messages Ad Text Testing Google Apps from LTech We’ll help you evaluate & deploy Apps. ...
Ad Text Testing The AdWords system will automatically optimize your ads
Keywords How do I choose good keywords? 1.  Accurately reflect the products/services offered -----------------------------...
Keyword Selection Apps Features <ul><li>Services </li></ul><ul><ul><li>IT consulting </li></ul></ul><ul><ul><li>Training <...
Keyword Length 94% of people in the US search with multi-word phrases Source: 2006 data from OneStat
Keyword Funnel Research/Engagement Consideration/ Comparison Purchase business email compare business email buy google app...
Keyword Selection Search-based Keyword Tool:  www.google.com/sktool
Keyword Match Types <ul><ul><li>Broad match : allows your ads to show on similar phrases and relevant variations </li></ul...
Keywords Groups Bad Ad Group IT solutions business email apps support Too many themes Good Ad Group migrate to apps google...
Landing Page How do I create a good landing page? 1.  Provide relevant and substantial content ---------------------------...
Landing Page We offer assets in the ‘Branding & Collateral’ section of apps.gepportal.com to help you build out a landing ...
Landing Page
Landing Page <ul><ul><li>Google logos, icons and Authorized Reseller badges </li></ul></ul><ul><ul><li>Customizable datash...
Landing Page <ul><li>Five top elements to test </li></ul><ul><ul><ul><li>Title </li></ul></ul></ul><ul><ul><ul><li>Image <...
Landing Page Exercise What would be a good landing page for the keyword ‘google apps’? Option #1:   Display a list of all ...
Landing Page Exercise What would be a good landing page for the keyword ‘google apps’? Option #1:   Display a list of all ...
Landing Page Exercise What would be a good landing page for the keyword ‘google apps’? Option #1:   Display a list of all ...
Landing Page Exercise What would be a good landing page for the keyword ‘google apps’? Option #1:   Display a list of all ...
Local Targeting There are two ways to target users in a specific area 1. Use region specific keywords Create a nationally ...
Local Targeting There are two ways to target users in a specific area 2. Only show ads in your region Create a regionally ...
Agenda Campaign Creation Tips AdWords Basics Conversion Tracking
Conversion Tracking By tracking conversions you can identify how effective your ads and keywords are for you
Conversion Tracking IT solutions business solutions IT Solutions for Business LTech offers superior technology solutions n...
Conversion Tracking $98 2% 46 $4500 2,300 business solutions $20 4% 26 $520 650 IT solutions CPA Conversion Rate Leads Cos...
Conversion Tracking $98 2% 46 $4500 2,300 business solutions $20 4% 26 $520 650 IT solutions CPA Conversion Rate Leads Cos...
The Big Picture Apps Support from Acme We offer implementation & migration services to help deploy Google Apps www.Acme.co...
What do I do again? Create relevant keywords, ad text and landing pages 1. Test, test, test 2. Refine campaigns & keep wha...
Keep Learning This is just a big tip of the iceberg…
AdWords Resources AdWords Learning Center:  www.google.com/adwords/learningcenter AdWords Help Center:  adwords.google.com...
Thank you!
Upcoming SlideShare
Loading in …5
×

Webinar Advertising With Ad Words

1,148
-1

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,148
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
25
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Webinar Advertising With Ad Words

  1. 1. Master Seller Webinar: Advertising with AdWords Key Resource: apps.gepportal.com
  2. 2. Agenda Campaign Creation Tips AdWords Basics Conversion Tracking
  3. 3. Account Structure Account Campaign Ad Group Ad Group Campaign Ad Group Ad Group
  4. 4. Account Structure Account Email address, password, billing info, and user prefs Campaign Ad Group Ad Group Campaign Ad Group Ad Group
  5. 5. Account Structure Account Campaign Start/end dates, daily budget, distribution prefs, location targeting Ad Group Ad Group Campaign Ad Group Ad Group
  6. 6. Account Structure Account Campaign Ad Group Ad text, keywords/placements Ad Group Campaign Ad Group Ad Group Keywords apps services apps migration apps deployment Ad Text Google Apps from Acme We offer migration services to help deploy Google Apps www.Acme.com/Google
  7. 7. Where Ads Show <ul><li>The Google Network is split into two parts: </li></ul><ul><ul><ul><li>The Search Network </li></ul></ul></ul><ul><ul><ul><li>The Content Network </li></ul></ul></ul>
  8. 8. Campaign Types <ul><li>The Google Network is split into two parts: </li></ul><ul><ul><ul><li>The Search Network </li></ul></ul></ul><ul><ul><ul><li>The Content Network </li></ul></ul></ul>
  9. 9. Campaign Types <ul><li>The Google Network is split into two parts: </li></ul><ul><ul><ul><li>The Search Network </li></ul></ul></ul><ul><ul><ul><li>The Content Network </li></ul></ul></ul>
  10. 10. Campaign Types <ul><li>The Google Network is split into two parts: </li></ul><ul><ul><ul><li>The Search Network </li></ul></ul></ul><ul><ul><ul><li>The Content Network </li></ul></ul></ul><ul><li>Campaign targeting options: </li></ul><ul><ul><li>Contextual Targeting – the AdWords </li></ul></ul><ul><ul><li>System targets the ads for you </li></ul></ul><ul><ul><li>Placement Targeting – you choose </li></ul></ul><ul><ul><li>your own sites and ad placements </li></ul></ul><ul><li>Learn more: www.google.com/adwords/contentnetwork </li></ul>
  11. 11. Agenda Campaign Creation Tips AdWords Basics Conversion Tracking
  12. 12. Trademark Policy Changes Trademark policies recently changed for ads in the US. Policy now permits use of trademark terms in ad text in specific circumstances. REVIEW OUR TRADEMARK POLICY FOR MORE DETAILS
  13. 13. The Big Picture Apps Support from Acme We offer implementation & migration services to help deploy Google Apps www.Acme.com/Google Keyword: google apps support Ad Text Landing Page Qualified Lead
  14. 14. Ad Text How do I write an effective ad? 1. Ad text distinguishes you from the competition ---------------------------------------------------------------------------- 2. Communication, appearance and style are important ---------------------------------------------------------------------------- 3. Be persuasive and informative. Entice users to click
  15. 15. Ad Text Creation Ads should clearly state the product or service being promote, and include the company name and additional services offered Does not include the partner’s name Is unclear what product is being offered Get More for Your Company We can help your business grow. Contact us today. www.LTech.com/Google NOT GOOD BECAUSE NOT GOOD Includes the partner’s name Clearly states the product being offered Highlights deployment services to distinguish the ad Google Apps from LTech We offer services to help you deploy Google Apps. Contact us. www.LTech.com/Google GOOD BECAUSE, GOOD
  16. 16. Ad Text Creation Ads accurately represent the relationship you have with Google Claim ‘most trusted reseller’ has not been substantiated by Google Google Apps from LTech Get it today from Google’s most trusted reseller www.LTech.com/Google NOT GOOD BECAUSE NOT GOOD ‘ Google Apps Authorized Reseller’ is approved by Google Google Apps from LTech Get started today with help from a Google Apps Authorized Reseller www.LTech.com/Google GOOD BECAUSE, GOOD
  17. 17. Ad Text Creation Include your keyword in ad text to catch your customer’s eye IT solutions Technology Help Get solutions from Acme Inc. Contact us online or by phone. www.Acme.com/Google IT Solutions from LTech We offer superior solutions for businesses nationwide. Contact us. www.LTech.com/Google Matching terms show up in bold text on Google search results pages
  18. 18. Ad Text Creation Include a call to action, examples: contact us, download a free whitepaper, get info, get support, get started, learn more Google Apps from LTech We’ll help you evaluate & deploy Apps. Download a free. whitepaper. www.LTech.com/Google Click Here Visit Us Avoid meaningless slogans and gimmicky language
  19. 19. Inter-capitalize the Display URL Ad Text Creation Google Apps from LTech Get started today with help from a Google Apps Authorized Reseller www.LTech.com/Google Google Apps from LTech Get started today with help from a Google Apps Authorized Reseller www.ltech.com/google This will help your ad and your company name stand out
  20. 20. Use multiple ads to test different messages Ad Text Testing Google Apps from LTech We’ll help you evaluate & deploy Apps. Download a free whitepaper. www.LTech.com/Google Google Apps from LTech Get started today with help from a Google Apps Authorized Reseller www.LTech.com/Google Google Apps from LTech Get help with deployment and migration. Contact us today. www.LTech.com/Google
  21. 21. Ad Text Testing The AdWords system will automatically optimize your ads
  22. 22. Keywords How do I choose good keywords? 1. Accurately reflect the products/services offered ---------------------------------------------------------------------------- 2. Match what your audience is looking for ---------------------------------------------------------------------------- 3. Capture a large audience without being too general
  23. 23. Keyword Selection Apps Features <ul><li>Services </li></ul><ul><ul><li>IT consulting </li></ul></ul><ul><ul><li>Training </li></ul></ul><ul><ul><li>Deployment </li></ul></ul><ul><ul><li>Set up and support </li></ul></ul>Email Video Sharing Docs Sites Consider the types of keywords that are relevant for your business…
  24. 24. Keyword Length 94% of people in the US search with multi-word phrases Source: 2006 data from OneStat
  25. 25. Keyword Funnel Research/Engagement Consideration/ Comparison Purchase business email compare business email buy google apps email
  26. 26. Keyword Selection Search-based Keyword Tool: www.google.com/sktool
  27. 27. Keyword Match Types <ul><ul><li>Broad match : allows your ads to show on similar phrases and relevant variations </li></ul></ul><ul><ul><li>Phrase match : allows your ads to show on searches that match the exact word order </li></ul></ul><ul><ul><li>Exact match : allows your ads to show on searches that match the exact keyword </li></ul></ul><ul><ul><li>Negative match : ensures your ad doesn’t show for any searches that include that term </li></ul></ul>
  28. 28. Keywords Groups Bad Ad Group IT solutions business email apps support Too many themes Good Ad Group migrate to apps google apps migration apps migration Unified theme Email Support We provide email support for businesses. Contact us. www.LTech.com/Google Google Apps Migration LTech’s expertise ensures a smooth transition to Apps. Contact us now. www.LTech.com/Google More generic ad More specific ad CTR will increase
  29. 29. Landing Page How do I create a good landing page? 1. Provide relevant and substantial content ---------------------------------------------------------------------------- 2. Make your call to action clear ---------------------------------------------------------------------------- 3. Develop an easily navigable site
  30. 30. Landing Page We offer assets in the ‘Branding & Collateral’ section of apps.gepportal.com to help you build out a landing page…
  31. 31. Landing Page
  32. 32. Landing Page <ul><ul><li>Google logos, icons and Authorized Reseller badges </li></ul></ul><ul><ul><li>Customizable datasheets </li></ul></ul><ul><ul><li>3 rd party reports </li></ul></ul><ul><ul><li>Savings calculator </li></ul></ul><ul><ul><li>Case studies </li></ul></ul><ul><ul><li>Videos </li></ul></ul>We offer assets in the ‘Branding & Collateral’ section of apps.gepportal.com to help you build out a landing page…
  33. 33. Landing Page <ul><li>Five top elements to test </li></ul><ul><ul><ul><li>Title </li></ul></ul></ul><ul><ul><ul><li>Image </li></ul></ul></ul><ul><ul><ul><li>Layout </li></ul></ul></ul><ul><ul><ul><li>Selling proposition </li></ul></ul></ul><ul><ul><ul><ul><li>quality vs convenience </li></ul></ul></ul></ul><ul><ul><ul><ul><li>features vs services </li></ul></ul></ul></ul><ul><ul><ul><li>Conversion incentives </li></ul></ul></ul><ul><ul><ul><ul><li>list all incentives vs none </li></ul></ul></ul></ul><ul><ul><ul><ul><li>telephone number vs online form </li></ul></ul></ul></ul>Google Website Optimizer can help you optimize your landing page… Google Website Optimizer: www.google.com/websiteoptimizer Website Optimization Articles: www.google.com/intl/en/websiteoptimizer/articles.html
  34. 34. Landing Page Exercise What would be a good landing page for the keyword ‘google apps’? Option #1: Display a list of all services & solutions you offer ---------------------------------------------------------------------------- Option #2: Display your Single Sign-On product for Apps ------------------------------------------------------------------------- Option #3: Display Apps products & services you offer
  35. 35. Landing Page Exercise What would be a good landing page for the keyword ‘google apps’? Option #1: Display a list of all services & solutions you offer Not ideal for ‘google apps,’ good keywords for this landing page: ---------------------------------------------------------------------------- Option #2: Display your Single Sign-On product for Apps --------------------------------------------------------------------------- Option #3: Display Apps products & services you offer IT solutions tech solutions IT consulting
  36. 36. Landing Page Exercise What would be a good landing page for the keyword ‘google apps’? Option #1: Display a list of all services & solutions you offer ---------------------------------------------------------------------------- Option #2: Display your Single Sign-On product for Apps Not ideal for ‘google apps,’ good keywords for this landing page: --------------------------------------------------------------------------- Option #3: Display Apps products & services you offer apps sign on sign on solution single sign-on
  37. 37. Landing Page Exercise What would be a good landing page for the keyword ‘google apps’? Option #1: Display a list of all services & solutions you offer ---------------------------------------------------------------------------- Option #2: Display your Single Sign-On product for Apps ------------------------------------------------------------------------ Option #3: Display Apps products & services you offer Ideal for ‘google apps,’ user has identified which product they are interested in apps services apps products apps support
  38. 38. Local Targeting There are two ways to target users in a specific area 1. Use region specific keywords Create a nationally targeted campaign with region specific keywords (i.e. ‘new jersey IT services’) 2. Only show ads in your region Create a regionally targeted campaign with general, non-region specific keywords (i.e. ‘IT services’)
  39. 39. Local Targeting There are two ways to target users in a specific area 2. Only show ads in your region Create a regionally targeted campaign with general, non-region specific keywords (i.e. ‘IT services’) Highlights that this is a local partner and the regional description automatically added below the ad provides specifics Google Apps from LTech Get started today with a local Google Apps Authorized Reseller www.LTech.com/Google New Jersey GOOD BECAUSE GOOD
  40. 40. Agenda Campaign Creation Tips AdWords Basics Conversion Tracking
  41. 41. Conversion Tracking By tracking conversions you can identify how effective your ads and keywords are for you
  42. 42. Conversion Tracking IT solutions business solutions IT Solutions for Business LTech offers superior technology solutions nationwide. Contact us. www.LTech.com
  43. 43. Conversion Tracking $98 2% 46 $4500 2,300 business solutions $20 4% 26 $520 650 IT solutions CPA Conversion Rate Leads Costs Clicks
  44. 44. Conversion Tracking $98 2% 46 $4500 2,300 business solutions $20 4% 26 $520 650 IT solutions CPA Conversion Rate Leads Costs Clicks
  45. 45. The Big Picture Apps Support from Acme We offer implementation & migration services to help deploy Google Apps www.Acme.com/Google Keyword: google apps support Ad Text Landing Page Qualified Lead
  46. 46. What do I do again? Create relevant keywords, ad text and landing pages 1. Test, test, test 2. Refine campaigns & keep what’s working 4. Use reporting tools to measure results 3.
  47. 47. Keep Learning This is just a big tip of the iceberg…
  48. 48. AdWords Resources AdWords Learning Center: www.google.com/adwords/learningcenter AdWords Help Center: adwords.google.com/support/ AdWords Help Forum: www.google.com/support/forum/p/AdWords?hl=en AdWords Email Support: adwords.google.com/support/bin/request.py?display=categories
  49. 49. Thank you!
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×