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.

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

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  • 1. Advertising with Adwords Presented by Katherine Chalmers
  • 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. Global reach Source: Pingdom.com They serve 66.5% of all US web searches 85% of global searches
  • 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. Unimaginable data Source: Pingdom.com Google processes 20pb of data per day
  • 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. The basic process Source: http://SearchEngineServices.com
  • 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. Keywords •  Relevant to the search or content •  Specific, not general •  Filter with negative keywords Source: Hubspot
  • 10. Google Keyword Tool/Traffic Estimator Source: Hubspot
  • 11. Key word suggestions Source: Hubspot
  • 12. Traffic Estimator Source: Hubspot
  • 13. Keywords & campaigns Source: Hubspot
  • 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. Text Ads •  Headline – 25 characters •  Line 1 – 35 characters •  Line 2 – 35 characters •  URL – 35 characters
  • 16. Google ad extensions •  Location •  Call •  Site links •  Google+ •  Ratings •  Offers Source: Google
  • 17. Display ads •  300x250 •  336x280 •  728x90 •  160x600 Source: Google
  • 18. Landing Pages Source: Unbounce.com
  • 19. Lead capture
  • 20. Campaign analysis •  Keyword relevance •  Ad effectiveness •  Conversions •  Sales/opportunities •  ROI
  • 21. Analytics: AdWords reports Source: WordStream
  • 22. Linking Google Analytics Source: SiteProSpecialties
  • 23. Questions for next week? •  Now that we’ve covered the basics, what else do you want to know?
  • 24. Contact • Katherine Chalmers linkedin.com/in/katherinechalmers @kathchalmers kath@katherinechalmers.com 703.740.0178 Handouts: slideshare.net/katchal