seo tutorial mahesh gangurde techniques - google adwords

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Seo Tutorial Mahesh Gangurde techniques all about google adwords.

Seo Tutorial Mahesh Gangurde techniques all about google adwords.

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  • Blue Slides are temporary and for separating sections ONLY
  • Blue Slides are temporary and for separating sections ONLY
  • Blue Slides are temporary and for separating sections ONLY
  • Blue Slides are temporary and for separating sections ONLY
  • Blue Slides are temporary and for separating sections ONLY
  • Blue Slides are temporary and for separating sections ONLY
  • Blue Slides are temporary and for separating sections ONLY
  • Blue Slides are temporary and for separating sections ONLY
  • Blue Slides are temporary and for separating sections ONLY
  • Blue Slides are temporary and for separating sections ONLY
  • Blue Slides are temporary and for separating sections ONLY
  • Blue Slides are temporary and for separating sections ONLY
  • Blue Slides are temporary and for separating sections ONLY
  • MEDIA
    * We are still in the early stages of the digitization of the world…..but things are changing quickly
    * As measured by users:
    - Only 1 Billion people in world are online… 6+ Billion people total
    - Today, 5x more mobile phones than computers (from Eric’s Davos notes)
    - Today, 20% of kids in Korea addicted to the Internet (from Eric’s Davos notes)
    - In 2008, Internet access via mobile phones will be more common than Internet access via computer
  • Here are our four advertising solutions. We will cover each in greater detail during the examples and illustrations portion of this presentation, but at a high level, they are:
    Search
    Content
    Site Targeting
    Web Utilities
  • Imagine your business on the results page
    How do I get my business up there?
    How do I get my business up on Google?
  • Here you can see a page of Google Search results for a user searching on the keyword ‘flowers’.
    [Animation]
    The term the user types into the search field is called the search query, and appears that the top of the page.
    [Animation]
    The search results appear on the left side of the screen, with news results at the top. These search results are free. Google does not accept money for placement of websites in the search results.
  • Next to the search results, ads can appear both on the right hand side of the page and occasionally above the search results. These are put there by Google’s online advertising product, called AdWords. Ads are triggered by the user query - this is called keyword advertising.
  • Keywords are terms that advertisers chose that trigger their ads on Google. As in the case you just saw, the advertisers chose the keyword ‘flowers’. When a user of Google.com types a search query into the search field, as shown here, [Animation] the appropriate ads are triggered along with the search results.
    These ads are relevant to the keyword ‘flowers’, and could appear on the Google search results page. These advertisers are hoping that users will click on their ads, and be taken to the advertiser’s website to conduct business.
    [Animation]
    Keyword advertising has many distinct benefits. It allows you to target your ads specifically to users who are looking for your product or service, and avoid those users who are not likely to become your customers. As a result, you can get a better return on investment, also known as ROI, for your advertising budget. Targeted advertising also helps Google users find what they’re looking for, ensuring that they will continue using Google and providing a valuable source of potential customers for our advertisers.
    Next you’ll take a closer look at a typical AdWords ad.
  • Using the same technology to determine a site’s relevancy to keywords in natural search, our engine matches AdWords ads to the content on a site delivering an extremely targeted message and positive experience.
  • Using the same technology to determine a site’s relevancy to keywords in natural search, our engine matches AdWords ads to the content on a site delivering an extremely targeted message and positive experience.
  • Using the same technology to determine a site’s relevancy to keywords in natural search, our engine matches AdWords ads to the content on a site delivering an extremely targeted message and positive experience.
  • Using the same technology to determine a site’s relevancy to keywords in natural search, our engine matches AdWords ads to the content on a site delivering an extremely targeted message and positive experience.
  • Using the same technology to determine a site’s relevancy to keywords in natural search, our engine matches AdWords ads to the content on a site delivering an extremely targeted message and positive experience.
  • Using the same technology to determine a site’s relevancy to keywords in natural search, our engine matches AdWords ads to the content on a site delivering an extremely targeted message and positive experience.
  • Animate
  • Animate
  • Animate
  • Animate
  • Step six, simply select if you would like to receive special AdWords offers and tips from Google…
  • AdWords is designed to reward relevance
    Creating a relevant, high quality account from the start is vital
  • Choosing the right keywords is crucial for creating a successful campaign.• Think about what potential customers will be searching on to find your product or service and will your ad be relevant.
    Here are some best practices for creating successful keyword lists• Keywords should accurately reflect the products/services being offered on your site and should match what the user is looking for.• For local advertisers especially it’s important to find the right balance between keywords being broad enough to capture a large enough audience without being too general or irrelevant• Put yourself in the shoes of the customer when you are deciding if a keyword is relevant or not. Would a customer who is looking for this business’ product search on this word? Also if a user is searching on this word, and the business’ ad appeared, would they find it relevant?
  • Another benefit to advertisers is the timing of AdWords.
    ANIMATION
    In internet advertising, timing is very important. Google AdWords ads connect you with new customers by being in the right place, and, more importantly, by engaging them at precisely the right moment. Ads are continuously matched to internet users’ interests.
    ANIMATION
    The fact that they're on the Web, actively reading pages and searching terms related to your product, means they're likely to be interested in what you have to offer. It also means they're likely to act by clicking on your ad to visit your site for more information or, even better, to convert into a customer of yours.
    Add data about search behavior (keyword length)
  • For this example, assume that you have entered the broad-matched keyword “used book”. This keyword could display your ad when Google.com users enter queries like [Animation] used book dealer, [Animation] buy used book, [Animation] used and rare book, [Animation] used book for sale, [Animation] or used book finder.
    [Animation]
    As you can see, broad matching is an effective way to target your ads to a wide audience.
    Our next matching option, called phrase matching is more precise.
  • For this example, assume that you have entered the broad-matched keyword “used book”. This keyword could display your ad when Google.com users enter queries like [Animation] used book dealer, [Animation] buy used book, [Animation] used and rare book, [Animation] used book for sale, [Animation] or used book finder.
    [Animation]
    As you can see, broad matching is an effective way to target your ads to a wide audience.
    Our next matching option, called phrase matching is more precise.
  • Negative keywords give you control over your advertising by allowing you to even further select your audience.
    They help eliminate unwanted impressions and prevent your ads from showing on irrelevant searches.
    In this example, assume that you have included the broad-matched keyword phrase “used book,” and the negative keyword “college” in an Ad Group.
    These keywords will display the ad on searches such as [Animation] “used book,” or [Animation] “used and rare books.”
    [Animation]
    But the ad will not appear for the search “used college books,” since that query includes your negative keyword “college.”
  • Keywords can range from irrelevant, to general, relevant, and extremely specific
    Here we are looking for dog food. Out of the following keywords that users might enter to search for our product, which keywords are too general or irrelevant?
    [animation]
    Pets, dogs, and vet are all too general. Users searching on those terms might be looking for products other than food. Dog food recipes on the other hand would bring you irrelevant traffic, as those users are looking to make dog food themselves rather than purchase it.
    [animation]
    Buy cheap dog food online now is an example of a keyword that is too specific. Few users are likely to search using this whole phrase. On the other hand, though, [animation]
    Buy dog food, Purina dog chow and canned dog meals would all be potentially good keywords that would bring relevant traffic to your site.
  • Fill-ins: Slide title
    ** Please change takeaway at bottom if this does not match your intention with this slide!
    --If you want to fill in global percentages or percentages for other countries, go to http://www.onestat.com/html/aboutus_pressbox45-search-phrases.html. Make sure you change the graph title.
  • It’s important to write targeted ad text for several reasons. Ad text is your opportunity to make your ad stand out from your competition. It is also the only part of your account that is visible to users. So, be persuasive, informative, really entice users to click on your ad. This will ultimately increase your return on investment.
    Let’s talk about some ad text best practices.
  • One of the most important elements of writing effective ads is including your keywords in the ad title or somewhere in your ad text.
    Think like a customer. If you type in figurines in Google and you see these two ads, which one would you be more likely to click on?Most Google users prefer the bottom one with Discount figurines in the ad title.In looking at the top ad, “collector dolls” might encompass “figurines,” [animation] but the visual match makes a big difference in establishing relevancy.
    Another reason this works well for advertisers is that keywords are bolded in ad text, making the ad stand out even more.
  • We recommend using a strong call to action, relating specifically to your conversion, such as a sale or sign up. What do you think is a call to action in this ad text?
    [animation] If you guessed Find New and Used Books, and/or Order Online Today, you were right! Both of these phrases invite users to interact with the site.
    Make sure to avoid using meaningless slogans such as 'Click Here' and 'Visit Us'.Ideally, your call to action will inform the customer what it is you want them to do on your site, tying back to what your conversion is
  • Remember that these are ads and you are only given a few lines and characters to work with so you really should try and make your ad stand out among your competition. Whatever makes you different from your competition or gives you an edge, try to highlight that in your ad.
    Use your special offers, sales, etc to your advantage. If your sale offers are changing though, don’t forget to go in to your account and update your ad text.
  • If the location of your business is important to your customers, you should include that location in your ad text to increase your ad performance.
    [animation]
    For example, if your business only offers service in New York, you should state that clearly in your ad text. Potential customers who see an ad targeted to their location are more likely to click on that ad.
  • Another important piece to writing effective ad text is to make your display URL stand out. You can do this easily by capitalizing the first letter of each word within the URL. A lot of our advertisers have found that this has helped them get better clickthrough rates as it made their ads stand out more.
    We recommend testing both versions of your display URL before deciding what works best for your campaign.
  • Having multiple ads in one Ad Group is advantageous because you can test a variety of ad messages, but another ad might lead to more conversions.
    [Animation]
    Let’s look at an example of multiple ads that could be included in one Ad Group. All the ads shown here contain a strong call to action. The first ad is the original ad. The ad on the bottom left removes the company name from the title, and contains a different offer and a different call to action. The bottom right ad experiments with yet another title and a different characteristic of the product being offered.
  • Having multiple ads in one Ad Group is advantageous because you can test a variety of ad messages, but another ad might lead to more conversions.
    [Animation]
    Let’s look at an example of multiple ads that could be included in one Ad Group. All the ads shown here contain a strong call to action. The first ad is the original ad. The ad on the bottom left removes the company name from the title, and contains a different offer and a different call to action. The bottom right ad experiments with yet another title and a different characteristic of the product being offered.
  • The minimal cost of AdWords is a real benefit to advertisers.
    ANIMATION
    First, there is no minimum spending limit. You can spend a small amount at first…to test new keywords and ads…and then increase spending when you become comfortable with the success of your advertising. Google welcomes all advertisers, regardless of budget constraints.
    ANIMATION
    Secondly, you can choose your daily spending limit. Google display your ads so that the number of clicks you receive does not exceed your daily budget.
    ANIMATION
    You choose the maximum amount you are willing to spend for each click on your ads. Google never charges you more than this maximum amount. In fact, Google’s automated auction system often charges you less than the maximum you are willing to pay. For more details on this, please see the module on Pricing and Ranking.
    ANIMATIONYou pay for clicks on your ads. You are charged only when users are interested enough in your product or service to go to your website, and possibly become your customer. Google charges for advertising on a cost-per-click basis. Advertisers pay when a consumer clicks on their ad. This is called a pay-for-performance, or pay-per-click model. Contrast this with the majority of online advertising, where pricing is based ad impressions; this is usually a fee per thousand impressions. There are no guarantees that a consumer will actually click through to the advertiser’s website with that model.
    NEXT ANIMATION
    With AdWords free conversion tracking and online reporting, advertisers get customizable reports that continuously track their sales conversions and return on investemnt. These reports can also be emailed automatically on a regular basis. These capabilities give the advertiser full control over their campaign spend and clear insight into performance.
    See the training modules on Reports and ‘ROI & Conversions’ for more information on this subject.
  • So, if the opportunity exists, how can local advertisers take advantage of it?
    One of the things that Google has done to reach out to local advertisers is provide the ability for a local advertiser to specify the local market in which they actually operate
    A business shown here wants to market it services or products only in the atlanta area
  • Replace with a “My Ad Campaign” page with actual statistics
  • Blue Slides are temporary and for separating sections ONLY

Transcript

  • 1. Introduction to AdWords Frederick Vallaeys, Google AdWords Evangelist 1
  • 2. AdWords is the Google’s version of the pay per click advertisement. it allows you to advertise your business on online with your website link to your particular keywords or key phrases. Based on the users search queries Google will display your ads on the right side of the SERP only if search queries matches your keywords. At the same if your ads get the users click then you can pay for the amount that you bid. 2
  • 3. Why to use Google AdWords? Basically there are peoples who visiting websites for gaining information or to get the service or products. People who trying to gather information would likely to find their website through a search result, but people who like to get a product or service prefer to click an ad they have found. So Google Adwords is the best tool to reach your audience quickly. 3
  • 4. How Does Google AdWords Work? A vast way to enlarge your visibility on the net is to buy ads through Google’s Adwords. Using Adwords, you can assist manage the sum of traffic you’d like to get by deciding how much you believe each click is value. Through Google Adwords, you can suggest a list of words linked to your site and any search including those things will listing you along with the Search Engine results as a sponsored ad. Google Adwords works in a simple manner in such a way you have to pick keywords, you have to pay a fee and at last you will get the sponsored Search Engine result placement when users search for a term. 4
  • 5. Benefits that Google AdWords offer Helps to bring the target audience to your website. Helps to work within your decided budgets. Helps to grow your advertising skills. Helps to promote your product / services in fastest way. 5
  • 6. Goals when using Adwords The goal of google adwords is to generate more quality traffic to your website. Increase your brand awareness Sell more products and services Increase your profits Your ad should be helping the internet public to achieve their goals 6
  • 7. Googles different advertising channels Google Search network Google Partners Google Content Network Devices Desktop and laptop computers Iphones and other mobile devices with full internet browsers. 7
  • 8. Three Important Terms AdWords allows you to buy your business ads using three terms which include Cost Per Click, Cost Per Impression, or Cost Per Conversion. Cost per click means that you pay for each click on your ads. Here you will set maximum CPC amount that you willing to pay for each click. It is also referred as pay-per-click. Cost per Thousand Impression means that you paying for your ad to display on the Google Display Network. So you have to pay for each set of a thousand impressions of your ads. Cost Per Conversion is the final alternative, and this essentially means you’re paying for every person who comes to your site via your ads and completes a sale. Clearly this is a great choice for small business, but remember this is probable the most costly choice offered. 8
  • 9. What is Quality Score? Quality score is a rank given by Google for your ads keywords out of 10. If you are not using relevant keywords and landing pages in your ads then no doubt you will receive a low quality score. You will get high quality score if your keywords and landing page in your ads are relevant. 9
  • 10. The Google Ad Auction Max CPC The maximum cost Per Click (CPC) an advertiser is willing to pay for a click. X Quality Score Quality Score is Determined by: 1) Clickthrough Rate (CTR) 2) Keyword & Ad Text Relevance 3) Landing Page Relevance = Ad Rank The product of Max CPC and Quality Score. To improve your Ad Rank, you can raise your bid or improve your relevance. 10
  • 11. The Google Ad Auction Max CPC Quality Score Ad Rank Actual CPC Advertiser 1 $2.00 10 20 $1.61 Advertiser 2 $4.00 4 16 $3.01 Advertiser 3 $6.00 2 12 $4.01 Advertiser 4 $8.00 1 8 Highest CPC Your Price= The Ad Rank of the person below you / Your Quality Score + $0.01 11
  • 12. Key Metrics Metric Definition Clicks A click occurs when a user sees your ad and clicks your ad, leading him or her to your website. Impressions An impression is counted each time your ad is shown on a search result page or other site on the Google Network. CTR (Clickthrough Rate) Clickthrough rate (CTR) is the number of clicks your ad receives divided by the number of times your ad is shown (impressions). Average CPC (Cost Per Click) The average amount you pay each time someone clicks your ad. 12
  • 13. Google Ad Extensions Type Description Location Extensions Help nearby consumers find or call your nearest storefront Call Extensions Connect users to your business directly by phone Social Extensions Link people’s Google+ endorsements for your business +Page to your AdWords campaign Product Extensions Include more product information in your ad Seller Ratings Show your online business ratings in your ad Ad Sitelinks Promote more pages within your site beyond your main ad landing page 13
  • 14. Agenda The Changing Marketing Landscape Reaching Google’s Audience with Your Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign 14
  • 15. Where Are We Today…and Where Are We Going? Today Digital Media $ Non-Digital Media 1995 2007 2050? 15
  • 16. As a Marketer, Your Objectives Are Manifold Education Awareness Create awareness Radio Outdoor Search Marketing Create interest through information Print Direct mail & response Television Image Maintain brand Direct response Cycle of trial, purchase, and repeat 16
  • 17. Search is the Most Efficient Channel Approximate Customer Acquisition Cost Across Various Channels $80 $70 $60 $60 $50 $40 $20 $20 $8.5 $0 Direct mail Email Online display ads Yellow Pages Search Source: Piper Jaffray: “The New eCommerce Decade: The Age of Micro Targeting,” Oct 2006 17
  • 18. The Right Lead at the Right Time “charity” Contextually relevant ad on website “Annual Giving” Decision and Purchase Cycle “Sponsor a Child” “Sponsor a Child in India” 18
  • 19. Agenda The Changing Marketing Landscape Reaching Google’s Audience with Your Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign 19
  • 20. Google AdWords Reaches Global Markets People use Google in over 100 languages The Google Network reaches more than 80% of worldwide Internet users. Sources: Measured by Media Metrix and NetRatings (September 2004); “2005 Web Globalization Report Card,” Byte Level Research (November 2004) 20 20
  • 21. The Google Network Google: #1 U.S. search engine: Search partners: Thousands of Content partners: 21
  • 22. Reaching Customers Online Reach customers via three advertising touch points: Connect with Consumers When They Search Connect with Consumers When They Research Connect with Consumers When They Pursue Interests with Google’s with Google’s with Google’s Search Solutions Content Network Site Targeting 22
  • 23. 23
  • 24. Imagine Your Business on Google Your Business Imagine your business here right when a user is searching for what you offer www.YourBusiness.com 24
  • 25. Google Search Results Search Query: ‘flowers’ Google Search Results 25
  • 26. Google AdWords Ads AdWords Ads 26
  • 27. Keyword Advertising • Targeted advertising • Better advertiser ROI than untargeted ads • Improved user experience 27
  • 28. AdWords for Content Reaches millions of users as they read content online Google scans a page, interprets its content and serves relevant ads Relevant ads Targeted in real-time Recipe for Roasted Garlic Pasta Sauce 28
  • 29. AdWords for Content • To the right of the organic search results • (Cost per click advertising) • Above the search results • (Cost per click advertisting) • If the relevance is high • When you pay more than your competitors 29
  • 30. AdWords for Content Ads in the content network • Ads can be embedded in websites • Targetting keywords OR • Targetting specific URL’s 30
  • 31. AdWords for Content Payment models • Cost-Per-Click • Targets the search results pages • You only pay when an advert is clicked • Cost-Per-Mille (1000 page impressions) • Targets the content network (embedded in pages) You pay everytime an ad is shown 31
  • 32. AdWords for Content How it works • User enters a search term • Advertiser determines a number of keywords and associates an advertisment • Google matches the search terms with the keywords and displays the ads. • When a user clicks the ad, the advertiser pays a certain amount based on their bid 32
  • 33. Structure of a Google Adwords Account • Account • Users & payment details • Campaign • Here you define a geographical target area and (browser) language • Ad Group • An ad group contains one or more ads which target a set of keywords, placements, or both. • Keywords • Keywords (exact, board, • Negative keywords 33
  • 34. Agenda The Changing Marketing Landscape Reaching Google’s Audience with Your Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign 34
  • 35. AdWords Start Page Step 1: Go to Step 1: Go to www.google.com/adwords www.google.com/adwords When you reach the Google AdWords When you reach the Google AdWords page, simply click the button to begin page, simply click the button to begin The sign-up process usually takes The sign-up process usually takes about 15 minutes about 15 minutes You can read more about the benefits You can read more about the benefits of AdWords and how it works on this of AdWords and how it works on this page as well page as well 35
  • 36. Choose Your Edition Step 2: Choose Your Edition Step 2: Choose Your Edition For this presentation we will For this presentation we will walk you through the Starter walk you through the Starter Edition sign-up process Edition sign-up process Starter Edition has a simplified Starter Edition has a simplified sign-up and set-up process for sign-up and set-up process for new AdWords advertisers new AdWords advertisers You will have simplified You will have simplified keyword selection, ad copy keyword selection, ad copy writing, and campaign/local writing, and campaign/local targeting targeting You can always graduate to the You can always graduate to the Standard Edition at any time Standard Edition at any time 36
  • 37. What if I Don’t Have a Web Page? Hosted business pages are informational sites that new AdWords Hosted business pages are informational sites that new AdWords advertisers may create when setting up advertising campaigns. advertisers may create when setting up advertising campaigns. If you have a small business and would like to advertise with Google If you have a small business and would like to advertise with Google AdWords, but you don't have a website, you can create a hosted AdWords, but you don't have a website, you can create a hosted page to showcase your business. It usually takes only 15 minutes to page to showcase your business. It usually takes only 15 minutes to set up. set up. With AdWords and hosted business pages, you'll be able to reach With AdWords and hosted business pages, you'll be able to reach potential customers with a few quick and easy steps. potential customers with a few quick and easy steps. 37
  • 38. Select Your Ad Location and Language Step 3: Select the language and location where you want your ad to show Step 3: Select the language and location where you want your ad to show You can target a specific area within your selected country, territory, and You can target a specific area within your selected country, territory, and even state if you so wish even state if you so wish 38
  • 39. Write Your Ad Step 4: Write your ad Step 4: Write your ad In this step, you enter the In this step, you enter the website address where you website address where you want potential customers to go want potential customers to go when they click on your ad when they click on your ad If you don’t have a webpage, If you don’t have a webpage, you can still take advantage of you can still take advantage of AdWords. We have a tool that AdWords. We have a tool that allows you to create a simple allows you to create a simple page hosted by Google page hosted by Google Then, follow the instructions Then, follow the instructions and write your ad. Your ad title and write your ad. Your ad title and copy should be relevant and copy should be relevant and understandable to your and understandable to your customers customers If you are having a case of If you are having a case of writer’s block, there’s a tool writer’s block, there’s a tool that can provide you with ad that can provide you with ad copy ideas; simply click the copy ideas; simply click the “Give me ideas” tab and follow “Give me ideas” tab and follow the simple instructions the simple instructions 39
  • 40. Choose Your Keywords Step 5: Choose Your Keywords Step 5: Choose Your Keywords Keywords are what your prospective customers are typing Keywords are what your prospective customers are typing into the search bar to find your products and services, into the search bar to find your products and services, such as such as “real estate, 91311” “real estate, 91311” In this step, you can enter as many keywords and key In this step, you can enter as many keywords and key phrases as you’d like into the box phrases as you’d like into the box Your ad will be more effective if your keywords are directly Your ad will be more effective if your keywords are directly related to your ad. More specific key phrases and related to your ad. More specific key phrases and 40 keywords will lead to better leads keywords will lead to better leads
  • 41. Set Your Budget and Choose a Currency Step 6: Choose your budget Select the currency in which you will be paying for your ad AdWords will show your ad as often as possible within the budget guidelines you set You can select one of the preset budget amounts or input your own monthly budget amount in the box 41
  • 42. Create an Account Step 7: Set Up Your Account Step 7: Set Up Your Account If you already have an account with If you already have an account with any of Google’s properties, you can any of Google’s properties, you can choose to use that email address and choose to use that email address and password to log into AdWords password to log into AdWords If you want to create a new account, If you want to create a new account, simply select the second option and simply select the second option and enter the requested information enter the requested information Then, click “create account” Then, click “create account” 42
  • 43. Enter Your Billing Information Select a form of payment Select a form of payment You can use direct debit or credit card You can use direct debit or credit card 43
  • 44. Agenda The Changing Marketing Landscape Reaching Google’s Audience with Your Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign 44
  • 45. How do I create an effective AdWords campaign? Relevance is the key to a successful AdWords campaign Targeted Ad Higher Clickthrough Rates Good User Experience Better Conversions More Qualified Leads 45
  • 46. How do I Choose Good Keywords? Relevant Keywords: • Accurately reflect products/services being offered • Match what your audience is looking for • Target the audience without being too general 46
  • 47. Keyword Match Types Ads are continuously matched to Internet users’ interests based on your keywords Use keyword match types to your advantage • Broad Match • Phrase Match • Exact Match • Negative keyword Ads are placed as buying decisions are made The Result: Businesses reach their audience at the right time, with the right message 47
  • 48. Broad Match Example For the broad-matched keyword used book - used book dealer - buy used book - used and rare book - used book for sale Ad can appear for any of these queries - Cheap used book 48
  • 49. Broad Match Keywords Broad match • Keyword: - buy flowers • May show for these queries: - buy flower - buy red flowers - flowers buy - new york buy flowers - buy tulips
  • 50. Phrase Match Keywords Phrase match • Keyword: - “buy flowers” • May show for these queries: - where can I buy flowers - buy flowers in new york • But not for these queries: - buy red flowers (there is an extra word in between) - flowers buy (the words are reversed) - buy flower (this is the singular) - Buy tulips (the words are different)
  • 51. Exact Match Exact match • Keyword: - [buy flowers] • May only show for the query: - buy flowers - Buy Flowers (capitalization doesn’t matter)
  • 52. Negative Keywords Negative match • Keyword: - -cheap • Your ad will never show for these queries: - Buy cheap flowers - Cheap flowers in New York
  • 53. Advanced Match Types Single word phrase match • Only show my ad when the query contains my keyword • E.g. “flowers” may show for “buy flowers” but NOT “floral arrangements” or “tulips” Negative exact match + Broad match • Only show the ad for variations of my keyword • E.g. “flowers” and –[flowers] may show for “flowers delivered” but not “flowers”
  • 54. Dynamic Keyword Insertion Improve the CTR of your ads by making the ad text more relevant to the keyword Keyword: - ‘flower delivery new york’ Ad Text: - {keyword:flowers} -> flower delivery new york - {Keyword:flowers} -> Flower delivery new york - {KeyWord:flowers} -> Flower Delivery New York Flowers is the default inserted keyword Keyword is inserted but NOT the query Can also be used in the destination URL
  • 55. Search Query Performance Report 1 Select the correct match type (i.e. broad, phrase, exact, or negative) for your existing keywords 2 Identify new keywords to add to your account 3 Identify existing keywords that should be deleted
  • 56. Broad Match Example For the broad-matched keyword used book - used book dealer - buy used book - used and rare book - used book for sale Ad can appear for any of these queries - Cheap used book 56
  • 57. What are Negative Keywords? • Prevent ads from appearing on irrelevant search queries • Eliminate unwanted impressions Keyword: used book Negative Match: -cheap 57
  • 58. Choosing the Right Keywords – Selling Dogfood buy cheap dog food online now pets Purina dog chow buy dog food dog food recipes dogs vet canned dog meals 58
  • 59. Choosing the Right Keywords Average US Search Phrase Length 2 word phrases 29% 3 word phrases 22% 4 word phrases 20% 5 word phrases 12% 1 word phrases 6% 6 word phrases 6% 7 word phrases 3% 0% 10% 20% 30% 94% of people in the US search with multi-word phrases Source: OneStat.com – July 2006 59
  • 60. How do I write an effective ad? • Ad text distinguishes you from the competition • Communication, appearance, and style are important • Be persuasive and informative • First thing the user sees 60
  • 61. Keywords in Ad Text Catch your customer’s eye by making sure your headlines match the keywords. figurines Collector Dolls 40% Off The Anastasia Collection Porcelain Dolls, Doll Stands, & More www.AdWordsExample.com Discount Figurines Unique Collectibles, Gift Ideas, Figurines & Miniatures. Buy Online! www.AdWordsExample.com Matching terms show up in bold text on the Google results page. 61
  • 62. Include a Call to Action Examples: get info, research here, download free white paper, order our catalog, buy now, save money Avoid meaningless slogans and gimmicky language Click Here Visit Us 62
  • 63. Differentiate Products or Services Send Chocolate Gifts Save 10% on all chocolate orders. Free shipping over $50. Save 50% $10 Off Free Shipping Free White Paper Seasonal Sales 63
  • 64. Advertise by Location Location in ad text can increase performance • Attracts attention of local users • Non-local users will not click on ad New York Advertising 64
  • 65. Inter-capitalize Display URL Inter-capitalizing your display URL may make your ad stand out more and lead to better clickthrough rates 65
  • 66. Including Multiple Ads Use multiple ads to test messages and see which on works best 66
  • 67. How to write a good advertisement • 25 character headline • 2 x 35 character description lines • Display link • URL • Tips: • Answer the users questions • Use dynamic keywords where suitable • Use url rewriting for relevant url & display link • Include a “call-to-action” • Include as much detail as possible (e.g. price – model nr - …) 67
  • 68. Controlling Costs • No minimum spend • You choose your own maximum daily spending limit (daily budget) • Choose how much you want to spend per click for every keyword • Pay Google for users who click on your ad • Conversion tracking = real-time return-on-investment data 68
  • 69. Using Budgets With AdWords, you can set your advertising budget to With AdWords, you can set your advertising budget to whatever you desire. Simply enter a monthly budget whatever you desire. Simply enter a monthly budget amount into the box in the “Budget” section amount into the box in the “Budget” section For more control, you can even decide how much each For more control, you can even decide how much each customer lead (click) is worth to you. You can set your customer lead (click) is worth to you. You can set your maximum cost-per-click to any amount you desire, such maximum cost-per-click to any amount you desire, such as $0.10 as $0.10 If you’re unsure, Google could help optimize your If you’re unsure, Google could help optimize your budget based on the keywords you choose; simply budget based on the keywords you choose; simply check the “Google should set my bids…” box check the “Google should set my bids…” box 69
  • 70. Relevancy Decreases Your Cost The ad rank depends on the relevance of the ad and your maximum bid • Rank = Quality Score * Maximum CPC It is possible for the higher ranked ad to have a lower cost per click than its competitors If your ad is more relevant, you can still compete against someone with more money 70
  • 71. And Targeting Is Easy… 94043 AdWords gives you the option to target the AdWords gives you the option to target the location where your ad will be visible to potential location where your ad will be visible to potential customers customers If you want your ad to be shown to all relevant If you want your ad to be shown to all relevant searches in a particular country, you can simply searches in a particular country, you can simply select a country select a country If you would like to target a local area within a If you would like to target a local area within a country, simply enter a city name or postal code country, simply enter a city name or postal code to search and select the area where you would to search and select the area where you would like your ads to show like your ads to show 71
  • 72. Regional and Local Targeting You can target ads so they appear only in locations of interest to you – your neighborhood, your service areas, your city or your state. Select from pre-defined geographies OR Countries Define the area, customize the targeting Within a defined radius Within defined borders Regions Cities 72
  • 73. AdWords is Accountable Monitor Your AdWords Performance Monitor Your AdWords Performance The AdWords interface lets you monitor the performance of each ad The AdWords interface lets you monitor the performance of each ad that you are running, as well as your overall performance that you are running, as well as your overall performance With AdWords, you always know how your ads—and marketing With AdWords, you always know how your ads—and marketing budget—are performing budget—are performing 73
  • 74. Questions Frederick Vallaeys, Google AdWords Evangelist 74
  • 75. Appendix 75