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Practical guide to Google AdWords (for Brisbane Web Design Meetup Group)
 

Practical guide to Google AdWords (for Brisbane Web Design Meetup Group)

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  • Why are online ads good? - Direct connection to consumers - Reactive, can be changed -
  • Propects display needs though search terms
  • Gmail same as RHS Content network - Google scans page for theme – same but coloured differently
  • HTML/Flash brochureware - nope don’t need it BUT you might one day RIA - Rich Internet Applications
  • HTML/Flash brochureware - nope don’t need it BUT you might one day RIA - Rich Internet Applications

Practical guide to Google AdWords (for Brisbane Web Design Meetup Group) Practical guide to Google AdWords (for Brisbane Web Design Meetup Group) Presentation Transcript

  • Presentation Google Adwords - Getting started (properly) Brisbane Web Design Meetup, 11-Dec-08 Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
  • Assumptions
    • Advertising is good
    • Online advertising is better
    • High internet use (in target consumers)
    • Increasing spend online
    • High % of ‘media consumption’ spent online
    • ‘ Online shopping’ is mainstream
    Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
  • Advertising’s “Holy Grail”
    • Prospects display need
    • You choose how relevant
    • Direct. Lead straight to ‘transaction’
    Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
  • The adverts
    • Shown on…
    • Google sites (incl Gmail)
    • Search partners (not in Australia)
    • Content Network
    Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
  • The adverts (2) Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
  • How to get an Adwords Account
    • www.google.com/adwords
    • “ Start Now”
    • “ Standard Edition”
    • Create Google Account or use existing
    • Choose currency, e.g. AUD
    • Wait…. Check email, click link
    • “ Create first campaign”
    Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
  • Create a campaign?
    • NO, STOP!
    • WAIT… let’s think about the “offering”
    Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
  • First things first…
    • What’s the objective?
      • Branding. Impressions (passive)
      • Leads. Phone or email action
      • Sign-up. Email-marketing subscription
      • Sales. Place an order online
    Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
  • First things first
    • Who to target?
      • Who wants our product or service?
      • Where are these prospective customers?
      • Niche offering? Higher ROI
      • What Google searches would they use?
    Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
  • First things first
    • Keyword Selection
      • Think about synonyms and misspellings
      • Use the keyword tool
      • Remove ambiguity with key-phrases
        • Broad (by default)
        • Negative (minus)
      • Split keywords into groups relating to your “offerings”
    Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
  • Keyword Tool Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
  • Keyword List
    • Start “brisbane web design”, one analysis
      • brisbane web design
      • brisbane web designer
      • brisbane web designers
      • brisbane web site design
      • brisbane website design
      • web design in brisbane
      • web page design brisbane
      • web site design brisbane
    Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
  • Keyword Tool (iterate) 182 more Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
  • Create a campaign?
    • Now we are ready, we have…
    • Keywords relate to “offerings”
    • An idea of who will click the ads
    • Where (geographical) to show ads
    Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
  • Example Advert Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au Use keywords from only one keyword group in the ad
  • Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au Set your daily spend Use traffic estimator
  • Traffic Estimator Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
  • When happy, finalise…
    • “ Continue”
    • Go to billing
      • Credit Card (after clicks)
      • Bank transfer/BPAY (pre-clicks)
      • Credit card (pre-clicks)
    • Terms & Conditions
    • ALL DONE!
    Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
  • Organise the campaign..
    • Account, has…
    • Dashboard
    • Tools (keyword and traffic estimator)
    • Website optimiser
    • Conversion Tracking
    • Account also has many…
    • Campaigns, has many…
      • Ad groups, has many…
        • Advert (text, maps)
        • Advert
    • Use the grouped keywords in ad-groups, use the keywords in the adverts – try variations
    Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
  • And there’s even more…
    • Ad types (map, image, video)
    • Keyword match types
    • Content Network, ad placements
    • Conversion tracking and linking into Google Analytics
    • Adwords professional exam (and MCC)
    Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
  • Thank you, questions?
    • Any further questions? Ask now!
    Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
  • Want to help with…
    • … freelance or employment
    • Adwords: Search Engine Marketing (guru or novice)
    • I can provide training
    • Web Design: Creative designs or PSD-to-HTML
    • Flash: Animated elements for landing pages
    • Web Dev: PHP/MySQL coder needed (junior is okay)
    Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
  • Background: Ben Maden
    • 1998: Engineering Graduate (Master of Engineering)
    • 1999: Investment Banking: Operations and IT
    • 2000: Independent Web Designer (HTML, Perl, CSS)
    • 2000: Found Linux/Apache/PHP/MySQL (LAMP*)
    • 2001: Established Web Development Firm
    • 2002/3: Various projects: Gigs, Events, Property Sites, E-Commerce
    • 2003/4: Year out for Master of Business Administration (MBA)
    • 2005/6: Evolving Matter Solutions (in UK)
    • 2006: Moved to Brisbane, create Matter Solutions (in Australia)
    • 2007/8: Working on Projects for UK and Australian clients
    Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
  • Future topics for BWD…?
    • How to project manage
    • Creative thinking
    • Our website
    • BrisbaneDesigners.com.au directory
    • “ I’m working on…”
    • “ I need help with…”
    Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au