Getting Started with Google Adwords

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Course handouts for the introductory Adwords class that I teach for the Fairfax County Adult Education program.

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Getting Started with Google Adwords

  1. 1. Advertising with Adwords Presented by Katherine Chalmers
  2. 2. Agenda • This week – high level overview – What is Google AdWords? – What you need to get started – What basic features you need to know – How to analyze your campaigns • Next week –campaign setup walkthrough
  3. 3. Global reach Source: Pingdom.com They serve 66.5% of all US web searches 85% of global searches
  4. 4. Massive revenue Source: Pingdom.com $6.5 billion profits on $23 billion revenues (97% ads) 47% revenue from US, 13% UK, 40% rest of world
  5. 5. Unimaginable data Source: Pingdom.com Google processes 20pb of data per day
  6. 6. What are Google ads? 1.  Search ads on Google.com 2.  Ads on the content network (AdSense) 3.  Ads on other Google properties (YouTube, Gmail, etc.) 4.  Mobile ads 5.  DoubleClick network
  7. 7. The basic process Source: http://SearchEngineServices.com
  8. 8. What you need to get started 1.  Relevant keywords 2.  A compelling offer 3.  Noticeable advertisements 4.  A well-crafted landing page 5.  A way to capture leads 6.  Analytics to measure results
  9. 9. Keywords •  Relevant to the search or content •  Specific, not general •  Filter with negative keywords Source: Hubspot
  10. 10. Google Keyword Tool/Traffic Estimator Source: Hubspot
  11. 11. Key word suggestions Source: Hubspot
  12. 12. Traffic Estimator Source: Hubspot
  13. 13. Keywords & campaigns Source: Hubspot
  14. 14. Compelling ads •  AIDA – Attention, Interest, Desire, Action •  Appeal to what the user is most likely looking for •  Consider where they are in the decision cycle/ sales funnel •  Plan follow up actions for close or nurturing
  15. 15. Text Ads •  Headline – 25 characters •  Line 1 – 35 characters •  Line 2 – 35 characters •  URL – 35 characters
  16. 16. Google ad extensions •  Location •  Call •  Site links •  Google+ •  Ratings •  Offers Source: Google
  17. 17. Display ads •  300x250 •  336x280 •  728x90 •  160x600 Source: Google
  18. 18. Landing Pages Source: Unbounce.com
  19. 19. Lead capture
  20. 20. Campaign analysis •  Keyword relevance •  Ad effectiveness •  Conversions •  Sales/opportunities •  ROI
  21. 21. Analytics: AdWords reports Source: WordStream
  22. 22. Linking Google Analytics Source: SiteProSpecialties
  23. 23. Questions for next week? •  Now that we’ve covered the basics, what else do you want to know?
  24. 24. Contact • Katherine Chalmers linkedin.com/in/katherinechalmers @kathchalmers kath@katherinechalmers.com 703.740.0178 Handouts: slideshare.net/katchal
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