Google Adwords - Put Your Business Online


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When you read this PDF you will get powerful knowledge in how to deal with Google Adwords, and how to put your business Online fast, and start gaining clients.
Its starting with how Google thinks and how we can think like Google, Also helping on how to get your best keywords that are suitable for your business.

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Google Adwords - Put Your Business Online

  1. 1. @m7medragab /M7amed.Ragab Google Adwords The Future Of Advertising Presented By Mohamed RagabPut your business online in simple steps ….
  2. 2. Introduction What is Google ?
  3. 3. IntroductionSpider Simulator JobFirst – Crawl the websites worldwide.Second – Save every website to specified DB category.Third – Publish to users who are searching byspecific KEYWORDS .
  4. 4. Keywords What is Keywords ? And How to choose the RIGHT Keywords ?
  5. 5. Keywords
  6. 6. The Good KeywordsGood Keywords: • Accurately reflect products/services being offered. • Match what your audience is looking for. • Target the audience without being too GENERAL.
  7. 7. Adwords 101 Where are we today ? … And where we will be ? People use TodayGoogle in over100 languages Digital Media The Google $ Network reaches more than 80% of Non Digital Media worldwide Internet users. 1995 2012 2050 Time
  8. 8. Adwords 101• Reach & Precision: Place ads on the Google’s flexible advertising program largest global ad network (Google Content Network) alongside relevant content in real-time to reach an interested and engaged audience• Effective Pricing: Set your maximum CPCs or leave the bidding to Google. Minimum bids start at $0.01, offering full control of ROI• Creative: Easily test and re-test creative assets. Use text, image, Flash, or video ads to reach your audience
  9. 9. Adwords 101Run ads on specific sites and based ondemographic audience criteria. • Select specific sites, category, affinity, or demographic to advertise within the Google Content Network • Choose CPC or CPM-based pricing; minimum CPM bid is $0.25 • Promote your brand and message to broad or niche audiences • Run text, image, Flash, and video ads
  10. 10. Adwords 101 What is Google Adwords ?• Google Adwords is the system Google has developed to assist you in marketing yourproducts or services in the Google Search Engine.•The system is called “Pay Per Click” system, this means you can dictate where your adappears through bidding for a series of phrases with keywords you choose.•The ads take the format of a short text ad that includes a title line, two short descriptivelines and a URL link to a website or a specific website page.•The ad will appear on the page of results you decide you want to appear in. HINT : Recent research shows that 87% of web users do not scan past page 1 of search engine results. SO the higher your website appears on the first search result page will get more visitors to your website.
  11. 11. Adwords 101 What is Google Adwords Benefits ?1. Reach people at the precise moment they’re searching for what you offer.2. Choose where your ad appears -- on which specific websites and in which geographical areas (states, towns, or even neighborhoods).3. Adwords reaches 85% of Internet users in Egypt.4. Youre charged only when someone clicks your ad.5. You decide how much or little you want to spend monthly, and you’ll never be charged more than that amount.6. No matter how much you want to spend.7. You can RUN or STOP your ad at any time.
  12. 12. Adwords 101 How to reach to your COSTUMERS ? 2 1 Connect with Consumers When They are browsing Connect with Consumers When They Search On any website has On Google Search Adsence Ads Banner
  13. 13. Adwords 101 Approximate Customer Acquisition Cost to market something $60 $60 $50 $40 $20 $20 $8.5 $0 Email Online display ads Yellow Pages Search
  14. 14. Adwords 101 Imagine your Business On Google Adword Ads
  15. 15. How to Get Started with Google Adwords Simple steps to put your business Online.
  16. 16. Adwords 102How AdWords is organized:•Adwords is organized into three layers:account, campaigns, and ad groups.•Your account is associated with a unique emailaddress, password, and billing information.•Your ad campaign has its own budget.•Your ad group contains a set of similar ads and the wordsand phrases, known as keywords, that you want to triggeryour ads to show.
  17. 17. Adwords 102This an example of Online Electronics Store thatMarketing on TVs & Cameras.The TVs section has two types of TVs, So everytype has an AD, Also he can publish any ad tothe location he *desire.Same idea on Cameras section.
  18. 18. Adwords 102General settings:1. Campaign name: Name your campaign.2. Locations: Target your ads to almost any geographic area. Specify countries, territories, regions, cities, or custom areas where you want your ads to show.3. Languages: Target your ads by your customers language preference. For example, only customers whose Google interface language is Spanish will see ads in a campaign targeted to Spanish.4. Networks: Determine where on the Internet your ads will show. Ads can appear on Googles Search Network or Display Network, or both (the default setting).5. Devices: Target your standard-sized ads to your customers devices, such as desktop or laptop computers, iphones, or other mobile devices that have a full Internet browser (e.g. smartphones).
  19. 19. Adwords 1026. Bidding option: Choose automatic or manual bidding for ad clicks (Max. CPC).Advanced options let you choose to pay per thousand impressions (CPM bidding).7. Budget: Adjust your campaigns daily budget at any time.8. Delivery method: Choose either standard or accelerated delivery for your dailybudget to determine how quickly your ads are shown each day if your campaign islimited by budget.
  20. 20. Adwords 102Create your first ad campaign(Time to put your business online)• Pick keywords that can help your ad show in searches: Your ad can show up when people search Google using words you put in your ads. If people search “used cars in Egypt” for example, they could see your ad, plus your business contact information. To start, pick some keywords you think your costumers will search by -- and remember that you can always edit or add to them later.• Write a short ad: Write a headline and short description. For example, if you run a bakery in Egypt – Cairo – Nasr City, you could write a headline like “Cheap cakes and delicious in Nasr city” with a description like “If you still searching on cheap and delicious cakes you will find us on Abass Akad ST”
  21. 21. Adwords 102Keyword quality• You want your keywords to be RELEVANT and HIGH-Quality. Thats because keywords that are too *general make it difficult to reach potential customers, so you WILL make less money.• If you choose a generic keyword like "bags" to promote your luggage products, your ad could appear to people searching for unrelated items like "tea bags" and "vacuum cleaner bags."• Making your keywords more specific and adding words that describe what you sell helps you reach the right customers with your ads. In this case, you could choose more relevant keywords like "luggage bags," "carry-on travel bags," and "buy luggage online."
  22. 22. Adwords 102Keyword Tips• Choose your keywords carefully. Include terms or phrases that your customers would use to describe your products or services. Make sure your keywords directly relate to the theme of your ad and the page youre directing your customers to. HINT: Keywords of two or three words tend to work most effectively. **For example, if you sell rings, you can have a group of keywords for "engagement rings" and another group of keywords for "wedding rings." Then you can create separate ad groups for these groups of keywords and have specific ads for "engagement rings" and specific ads for "wedding rings.”• Pick the right number of keywords. Most advertisers find it useful to have somewhere between five and 20 keywords per ad group.
  23. 23. Adwords 102 figurines Discount Figurines Unique Collectibles, Gift Ideas, Figurines & Miniatures. Buy Online!
  24. 24. Adwords 102Examples: get info, research here, download free white paper, order our catalog, buynow, save money Avoid meaningless slogans and useless language Click here Visit Us
  25. 25. Adwords 102Location in ad text can increase performance• Attracts attention of local users.• 80% Non-local users will not click on ad. (so you got the best traffic). Alexandria Advertising
  26. 26. Adwords 102 Keywords match types:Broad match keyword:Allows your ad to show on similar phrases and relevant variations.Modified broad match keyword:Allows your ad to show on similar phrases and relevant variations of which keyword is acomponent.Phrase match "keyword"Allows your ad to show for searches that match the exact phrase.Exact match [keyword]Allows your ad to show for searches that match the exact phrase exclusively.
  27. 27. Adwords 102
  28. 28. Adwords 102 Keyword Bidding• Each of your keywords has a CPC bid amount. These bids specify the maximum amount youre willing to pay each time someone clicks your ad. This is called the maximum cost-per-click (Max CPC).• The Adwords system evaluates your keyword for each auction and calculates its *Quality Score. The Quality Score is based on the recent performance of the keyword and your ad, how relevant the two are to the search term, and other factors. The higher the score, the lower the bid requirement.• You should bid the highest amount youre willing to pay for an interested searcher to visit your website.
  29. 29. Adwords 102Creating an Effective Keyword ListExpand your keyword list to include as manyrelevant words as possible.Target the keyword list by using keyword matchingoptions.Scrub or refine the keyword list.Group the keywords in thematic clusters to bepaired with different ads.
  30. 30. Adwords 102Step 1: Expand • Review your site content to identify which keywords describe the main *categories of your business. • Write down every relevant keyword under each category you find. (To divide the ad into Ad Groups if needed ) • Think like your customers. • How might your customers ask for your product or service?
  31. 31. Adwords 102Step 2: TargetNow its time to target your keywords using Googles keywordmatching options. These enable you to pin point ad deliveryso your ads reach people precisely when they are searchingfor what you have to offer.You can choose to designate each of your keywords as abroad, phrase, exact match. Each type of match provides avarying degree of exposure.
  32. 32. Adwords 102Step 3: ScrubAfter creating, expanding, and targeting your list ofkeywords, its time to refine it. To do this, review your list andmake sure youre satisfied with what youve come up with.Eliminate any keywords that may be irrelevant.Step 4: GroupYouve already created different buckets for your wordsbased on your product lines.Its time to market ……
  33. 33. Adwords 102 Tips for creating successful TEXT ads
  34. 34. Adwords 1021. Highlight what makes your business, product, or offer unique. Free shipping? Large selection? Tell people! Highlight features or areas that make your business stand out from the competition.2. Include prices, promotions, and exclusives. If you have something special to offer, make sure your customers see it. People are usually searching to make a decision about something. Give them what they need to help make their decision.3. Tell your customers what they can do. Are you selling? Tell them they can buy. Are you offering? They want to receive. Strong verbs like Purchase, Call today, Order, Browse, Sign up, or Get a quote tell your customers what they can expect to do when they arrive at your website.
  35. 35. Adwords 1024. Include at least one of your keywords in your ad text. This can catch the attention of the people who searched for the keyword, and show that your ad is related to what they want.5. Match your ad to your *landing page. Take a look at the page on your website that youre linking to, which is called the landing page. Make sure the promotions or products in your ad are included in that page. If visitors dont find what they expect to see when they reach your site, they might leave.
  36. 36. Adwords 102Why run ads on the Google Display Network?The Google Display Network comprises multiple Google properties(for example, Gmail and Google Finance) and millions ofwebsites, news pages, and blogs that partner with Google to displaytargeted Adwords ads.When you choose to advertise on the Display Network, you canexpand your marketing reach to targeted audiences--and potentialcustomers--visiting these sites every day. We strive to maintain thelargest contextual advertising network in the world.Google continually scans the millions of pages from the Display Network to look forrelevant matches with your keywords and other campaign data.
  37. 37. Adwords 102Whats a placement?Placements are locations on the Google Display Network where your ad can appear. A placement can bean entire website, a subset of a website (such as a selection of pages from that site), or even an individualad unit positioned on a single page.There are two types of placements:• Automatic placements: If you have keywords in your ad group and are targeting the Display Network, we use contextual targeting to determine "automatic placements" where your ads appear.• Managed placements: Placements you choose to manage separately for increased control. You can set unique bids for each of your managed placements, or you can use managed placements to restrict the sites in the Display Network where your ads appear.
  38. 38. Google Adwords Program Setup Adwords account.
  39. 39. Adwords 201 Go to Click on : TRY ADWORDS NOW
  40. 40. Adwords 201Preferred to makeA Gmail accountTo connect it with yourAdwords account asMentioned in the pic
  41. 41. Adwords 201NOW : Create yourFirst campaign to start Advertisingyour product / services
  42. 42. Adwords 201Campaign name: Name yourcampaign as mentioned before.Type: Choose where you needyour ads to appear as mentionedbefore.
  43. 43. Adwords 201Locations: Choose the geographic areaYou need to market in.Bidding Option: There are two options1- Basic Options (Automatic Bidding),Google will put the best bid to be in thefirst Search.2- Advanced (I recommend this), You will putany bid (0.50$ as an example) then willchange this later from Google AdwordsEditor.Budget: Your daily budget
  44. 44. Adwords 201Ad group name: Name your ADgroup as mentioned before.Create an ad: Choose your adtype, Here will explain the Textad.Headline: The headline that willappears to the users.Desc1 & 2: The ad Description (Tryto write eye catching description).URL : The landing page of this ad.
  45. 45. Adwords 201Now its time to choose your BESTKeywords as mentioned before.Also you can use the right side boxGoogle is recommending someKeywords may be useful to yourWebsite.
  46. 46. Adwords 201 Your Business Your Business is Live Now
  47. 47. Time to test your Conversion Google Analytics is the Conversion Free Tool
  48. 48. Adwords 202 Go
  49. 49. Adwords 202Click on Sign Up, Then put yourEmail and password that createdFor Adwords.
  50. 50. Adwords 202Account name: Write your Website name.Website’s URL: Your website URL.Time zone: Your country time zone.Accept and continue.
  51. 51. Adwords 202Now Google MUST ensure that theWebsite you provided is YOURS.So you have to copy this script codeAnd put it in you website HTML betweenThe <head> tags, and before the<body> tag.
  52. 52. Adwords 202This is your Dashboard home.
  53. 53. Adwords 202
  54. 54. Adwords 202 @m7medragab /M7amed.Ragab