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A brief overview of our Google Adwords campaign management service.

A brief overview of our Google Adwords campaign management service.

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  • Google is a search engine. A search engine is a website that gathers, sorts and reports information form the internet on a topic you specify. Google searches billions of documents, files, and websites in seconds. Google then provides a list of results with the most relevant information at the top. This list of files, documents, and websites is called the Google Search Results. Google can be accessed on internet by typing the following web address into the address bar a the top of your internet browser: www.google.com. The Google homepage looks like this, with a search field prominently displayed in the center. NEXT ANIMATION Above the search field are a list of links for different types of specialized searches you can perform, such as images, news, and others. NEXT ANIMATION Below the search field are links to different Google programs, including the link on the left which leads you to the AdWords advertising program. NEXT ANIMATION In the center of the page is the search field, where you would type your topic of interest. NEXT ANIMATION After typing your topic of interest, you can select either the Google Search or I’m Feeling Lucky button. The Google Search button will take you to the Google Search Results. The I’m Feeling Lucky button will take you to the first website or document from the Google 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 Google AdWords. Ads are triggered by the user query - this is called keyword advertising. On a following slide you’ll learn more about 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, NEXT 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. NEXT 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.
  • A typical AdWords ad has four lines of text that is clear and user friendly. Here you see a sample ad for the AdWords product. NEXT ANIMATION The first line of text is usually referred to as the ‘ad title’, and is limited to 25 characters including spaces. This is the first portion of your ads that users will see, and it is often used to attract users who might be interested in your product or service. NEXT ANIMATION The next two lines of ad text are each limited to 35 characters including spaces. These lines are for you to describe your product or service briefly, and entice a user to click on your ad. NEXT ANIMATION The last line of ad text indicates the web address to which the ad links. This lets the user know where they will be taken when they click on the ad, which increases trust with customer and helps increase the success of your advertising. This concludes the lecture portion of this topic.
  • The Google Network allows advertisers to reach millions of qualified users by distributing ads on search results and relevant Web content on a wide variety of sites and products. Advertisers can choose to show their ads on Google’s search network, content network, or both. Note that all ads are opted-in to appear on the Google Network unless advertisers edit their distribution preferences. ANIMATION And by default, AdWords ads appear on the search results pages of Google.com.
  • Advertising on Google can help an advertiser meet many objectives. When selling AdWords, determining your customers’ metrics in advance can help you sell a Google advertising program that will meet their objectives and ensure success. For example, if advertiser’s marketing objectives are branding, building awareness or educating prospects… AdWords can target that message to an audience that is likely to be receptive. If the advertiser’s objective is generating leads, or identifying sales prospects, AdWords will track ads that lead to these results, for example, driving event registrations or newsletter sign-ups. Lastly, if the advertiser wants to generate sales and acquire new customers, talk with them and find out how they measure this, is it thru sales conversions, site registrations, or thru requests for catalogs or store locations. Marketers use the AdWords platform to meet many objectives. Probe in detail, to discover the advertiser’s marketing objectives and how they plan to measure their advertising program’s success.
  • To summarize, Google AdWords offers unparalleled results for advertisers. ANIMATION Your ads are distributed continuously and on a massive scale. With AdWords you can reach approximately 80% of the users on the internet. ANIMATION AdWords also offers a high return on your investment with minimal risk. It costs nothing to start, and you pay only when users click on your ads. ANIMATION Timing is everything, and with AdWords your ad appear when users are searching for your product or a related word, and will be there through all stages of the buying cycle. ANIMATION Finally, Google AdWords offers you complete flexibility and control, so that you have the power to make your advertising campaigns as successful as possible. Start advertising in 15 minutes, and enjoy the ability to make unlimited changes to your account. This concludes the lecture portion of this topic.
  • As mentioned earlier, when you sell Google, you’re selling relevant, real-time distribution on a massive scale. Ads are distributed across Google properties, as well as on partner sites, newsletters and email, reaching over 80% of Internet users. NEXT ANIMATION Google properties include Google.com, and Froogle: the Google shopping search engine. NEXT ANIMATION In addition, there are thousands of websites in Google’s partner network where your ads could appear. These include large search engines, as well as small specialty websites. By appearing throughout this network, you increase your chances of appearing to those users who have an interest in your product or service. These are sites from which users search the Internet, including AOL, Ask Jeeves and Amazon.com, just to name a few. NEXT ANIMATION Google also serves ads on our content partners’ sites. These sites display ads next to relevant content, like product reveiws or news articles. These include The New York Times, About.com, CNET, and many others. NEXT ANIMATION As a result, your advertiser’s one ad buy on Google, is matched to over 200 million searches per day and the exact content of hundreds of millions of web pages. The interplay between search and content distribution enables users to see relevant messaging at every stage of the buying cycle. AdWords has a strong global presence, which can be very useful for you if you have a global business and wish to reach users across the world. Please see the training module on Ad Distribution to learn about this subject in detail.
  • 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. ANIMATION You 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.
  • Look at this example of how AdWords ads can pay for themselves, and lead to a “profit spiral” of increasing returns. ANIMATION Your client sets a budget of one thousand dollars as an initial investment in AdWords. ANIMATION You set their maximum cost per click at one dollar. Because an advertiser pays only when a click is received, your client is assured of receiving at least one thousand clicks. He may receive substantially more than one thousand clicks, since AdWords discounts the price of each click, But for this example, we’ll assume they get exactly one thousand clicks for their budget. ANIMATION If 10% of these clicks convert into sales, this would produce 100 sales. ANIMATION If the average sale amount is one hundred dollars, your client’s initial one thousand dollar investment will have returned ten thousand dollars in sales. ANIMATION With positive results such as this, you should encourage your advertiser to deploy his ads on a larger scale. Re-investing profits in his AdWords budget may further increase his success with no risk. ANIMATION This is just one example of how Google AdWords can pay for itself. You must work with your client to design a program that will lead to his success.
  • Look at this example of how AdWords ads can pay for themselves, and lead to a “profit spiral” of increasing returns. ANIMATION Your client sets a budget of one thousand dollars as an initial investment in AdWords. ANIMATION You set their maximum cost per click at one dollar. Because an advertiser pays only when a click is received, your client is assured of receiving at least one thousand clicks. He may receive substantially more than one thousand clicks, since AdWords discounts the price of each click, But for this example, we’ll assume they get exactly one thousand clicks for their budget. ANIMATION If 10% of these clicks convert into sales, this would produce 100 sales. ANIMATION If the average sale amount is one hundred dollars, your client’s initial one thousand dollar investment will have returned ten thousand dollars in sales. ANIMATION With positive results such as this, you should encourage your advertiser to deploy his ads on a larger scale. Re-investing profits in his AdWords budget may further increase his success with no risk. ANIMATION This is just one example of how Google AdWords can pay for itself. You must work with your client to design a program that will lead to his success.
  • Look at this example of how AdWords ads can pay for themselves, and lead to a “profit spiral” of increasing returns. ANIMATION Your client sets a budget of one thousand dollars as an initial investment in AdWords. ANIMATION You set their maximum cost per click at one dollar. Because an advertiser pays only when a click is received, your client is assured of receiving at least one thousand clicks. He may receive substantially more than one thousand clicks, since AdWords discounts the price of each click, But for this example, we’ll assume they get exactly one thousand clicks for their budget. ANIMATION If 10% of these clicks convert into sales, this would produce 100 sales. ANIMATION If the average sale amount is one hundred dollars, your client’s initial one thousand dollar investment will have returned ten thousand dollars in sales. ANIMATION With positive results such as this, you should encourage your advertiser to deploy his ads on a larger scale. Re-investing profits in his AdWords budget may further increase his success with no risk. ANIMATION This is just one example of how Google AdWords can pay for itself. You must work with your client to design a program that will lead to his success.
  • Look at this example of how AdWords ads can pay for themselves, and lead to a “profit spiral” of increasing returns. ANIMATION Your client sets a budget of one thousand dollars as an initial investment in AdWords. ANIMATION You set their maximum cost per click at one dollar. Because an advertiser pays only when a click is received, your client is assured of receiving at least one thousand clicks. He may receive substantially more than one thousand clicks, since AdWords discounts the price of each click, But for this example, we’ll assume they get exactly one thousand clicks for their budget. ANIMATION If 10% of these clicks convert into sales, this would produce 100 sales. ANIMATION If the average sale amount is one hundred dollars, your client’s initial one thousand dollar investment will have returned ten thousand dollars in sales. ANIMATION With positive results such as this, you should encourage your advertiser to deploy his ads on a larger scale. Re-investing profits in his AdWords budget may further increase his success with no risk. ANIMATION This is just one example of how Google AdWords can pay for itself. You must work with your client to design a program that will lead to his success.
  • Look at this example of how AdWords ads can pay for themselves, and lead to a “profit spiral” of increasing returns. ANIMATION Your client sets a budget of one thousand dollars as an initial investment in AdWords. ANIMATION You set their maximum cost per click at one dollar. Because an advertiser pays only when a click is received, your client is assured of receiving at least one thousand clicks. He may receive substantially more than one thousand clicks, since AdWords discounts the price of each click, But for this example, we’ll assume they get exactly one thousand clicks for their budget. ANIMATION If 10% of these clicks convert into sales, this would produce 100 sales. ANIMATION If the average sale amount is one hundred dollars, your client’s initial one thousand dollar investment will have returned ten thousand dollars in sales. ANIMATION With positive results such as this, you should encourage your advertiser to deploy his ads on a larger scale. Re-investing profits in his AdWords budget may further increase his success with no risk. ANIMATION This is just one example of how Google AdWords can pay for itself. You must work with your client to design a program that will lead to his success.
  • Look at this example of how AdWords ads can pay for themselves, and lead to a “profit spiral” of increasing returns. ANIMATION Your client sets a budget of one thousand dollars as an initial investment in AdWords. ANIMATION You set their maximum cost per click at one dollar. Because an advertiser pays only when a click is received, your client is assured of receiving at least one thousand clicks. He may receive substantially more than one thousand clicks, since AdWords discounts the price of each click, But for this example, we’ll assume they get exactly one thousand clicks for their budget. ANIMATION If 10% of these clicks convert into sales, this would produce 100 sales. ANIMATION If the average sale amount is one hundred dollars, your client’s initial one thousand dollar investment will have returned ten thousand dollars in sales. ANIMATION With positive results such as this, you should encourage your advertiser to deploy his ads on a larger scale. Re-investing profits in his AdWords budget may further increase his success with no risk. ANIMATION This is just one example of how Google AdWords can pay for itself. You must work with your client to design a program that will lead to his success.
  • Look at this example of how AdWords ads can pay for themselves, and lead to a “profit spiral” of increasing returns. ANIMATION Your client sets a budget of one thousand dollars as an initial investment in AdWords. ANIMATION You set their maximum cost per click at one dollar. Because an advertiser pays only when a click is received, your client is assured of receiving at least one thousand clicks. He may receive substantially more than one thousand clicks, since AdWords discounts the price of each click, But for this example, we’ll assume they get exactly one thousand clicks for their budget. ANIMATION If 10% of these clicks convert into sales, this would produce 100 sales. ANIMATION If the average sale amount is one hundred dollars, your client’s initial one thousand dollar investment will have returned ten thousand dollars in sales. ANIMATION With positive results such as this, you should encourage your advertiser to deploy his ads on a larger scale. Re-investing profits in his AdWords budget may further increase his success with no risk. ANIMATION This is just one example of how Google AdWords can pay for itself. You must work with your client to design a program that will lead to his success.
  • 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.
  • Flexibility is one of the key benefits of the AdWords system. ANIMATION Whether creating a new account or editing an existing ad, you can see your new ads on Google quickly. ANIMATION You also have the flexibility to change your ads whenever you like. The AdWords system is available 24 hours a day, seven days a week, and the number of changes you can make is unlimited. ANIMATION You also have the flexibility of targeting different populations by location and language, which allows you to create targeted ads that will appeal to your audience.
  • To summarize, Google AdWords offers unparalleled results for advertisers. ANIMATION Your ads are distributed continuously and on a massive scale. With AdWords you can reach approximately 80% of the users on the internet. ANIMATION AdWords also offers a high return on your investment with minimal risk. It costs nothing to start, and you pay only when users click on your ads. ANIMATION Timing is everything, and with AdWords your ad appear when users are searching for your product or a related word, and will be there through all stages of the buying cycle. ANIMATION Finally, Google AdWords offers you complete flexibility and control, so that you have the power to make your advertising campaigns as successful as possible. Start advertising in 15 minutes, and enjoy the ability to make unlimited changes to your account. Plus, you can target ads to the specific location & language of your users.
  • To summarize, Google AdWords offers unparalleled results for advertisers. ANIMATION Your ads are distributed continuously and on a massive scale. With AdWords you can reach approximately 80% of the users on the internet. ANIMATION AdWords also offers a high return on your investment with minimal risk. It costs nothing to start, and you pay only when users click on your ads. ANIMATION Timing is everything, and with AdWords your ad appear when users are searching for your product or a related word, and will be there through all stages of the buying cycle. ANIMATION Finally, Google AdWords offers you complete flexibility and control, so that you have the power to make your advertising campaigns as successful as possible. Start advertising in 15 minutes, and enjoy the ability to make unlimited changes to your account. Plus, you can target ads to the specific location & language of your users.

Transcript

  • 1. Advertising on the #1 Search Engine in the World Proud member of the: With
  • 2. Agenda
    • Presentation Topics:
      • Introduction to AdWords
      • Primary Benefits of AdWords
      • Online Advertising Stats and Trends
      • Why choose Breeze Max Web?
  • 3. Introduction to AdWords
  • 4. What Is Google?
    • Google has a search engine that will gather, sort & report information from the Internet, based on your topic of interest
    • But, Google also offers a lot more than search alone…
  • 5. What is Google Advertising? Your customers see your ad when they search Your ad reaches users at the moment they demonstrate interest
  • 6. Keyword Advertising (this is what your advert will look like)
    • Targeted advertising
    • Better advertiser ROI than untargeted ads
    • Improved user experience
  • 7. A Typical AdWords Ad
    • Display URL (35 character limit)
    • Ad Text (35 character limit)
    • Ad Title (25 character limit)
    With our Google Adwords certified marketers, you have the best ad writers programming your campaign to exhibit the key strengths (Benefits and Features) of your business to the world
  • 8. Google Basics
    • With the Google advertisers can:
    • Reach a vast and highly-targeted audience
    • Connect with people search for what your selling
    • Google Search provides “Pre Qualified Leads” where you can sell your products or services
    • Only serious people looking for what your selling will click on your advert
  • 9. Benefits of AdWords
  • 10. What Google can do for Advertisers
    • Advertising on Google can help an advertiser meet many objectives
    • Determining, measuring, and tracking sales helps ensure success
    • Generate awareness
    • Build brand
    • Educate prospects
    • Targeted Clicks
    • Qualified visits to your website
    • Attract motivated buyers
    • Request for quote/proposal
    • Coupon downloads
    • Newsletter registrations
    • Selling of your product/service
    • Generate leads
    • Identify prospects
    • Customer acquisition
    • Sales
    • Sales conversions = $$$
    • Lower cost per lead/sale
    Objective of Google advertising Example of final ROI
  • 11. Benefits of AdWords
    • The primary benefits of AdWords include:
    REACH COST TIMING FLEXIBILITY
  • 12. Benefits of AdWords: Reach Content Publishers Search Partners Google Properties 80% The Google Network reaches over 80% of Internet users* AOL Amazon Earthlink New York Times About.com * Source: comScore Media Metrix (September, 2004) Yahoo™ Bing ™ Ask ™ Other 20% Network
  • 13. Google Reaches Global Markets “ Google is arguably the most global commercial Web site ever built.” – John Yunker, Chief Analyst, Byte Level Research Sources: Measured by Media Metrix and NetRatings (September 2004); “2005 Web Globalization Report Card,” Byte Level Research (November 2004) Your customers search Google in over 100 languages Reach customers around the world on one platform #1 search engine in 17 out of 20 countries measured Ranked #1 in 2005 Web Globalization Report Card
  • 14. Benefits of AdWords: Cost ** U.S. Bancorp Piper Jaffray, New Methods in Search Marketing: Contextual Advertising and Other Evolutions (Safa Rashtchy), June 2004
    • One low monthly fee
    • Unlimited clicks
    • We work with your budget limit
    • You don’t have to worry about per click charges
    • More cost-effective than Yellow Pages, Banner Ads & Direct Mail*
    Monthly Flat Rate No Need to Manage Your Account every Minute: IT'S ALL DONE FOR YOU!
  • 15.
    • Increase revenue by reinvesting profit, its costing you money not to adverte with Google!!
    Example: How AdWords Can Pay for Itself (ROI) $1,000 initial investment in Google 1,000 clicks in 1 Month 10% conversion rate = 100 sales Average sale = $100 $1K investment returns $10K in sales Reinvest profits into next month
  • 16. Real Snap-shot of some accounts: Prior to BMW: 50 Clicks/Month After BMW: - 250 Click in 1 st Month - 226 Clicks in 2 nd Month, projected to hit 250+
  • 17. Real Snap-shot of some accounts: Prior to BMW: 35 Clicks/Month After BMW: 159+ Clicks in 1 st Month
  • 18. Real Snap-shot of some accounts: Carranza Lawyers: Before BMW 25 Clicks/Month After BMW 110 Clicks/ Month
  • 19. Real Snap-shot of some accounts: Key Storage: Before BMW 70 Clicks/Month After BMW 210 Clicks/ Month
  • 20. Real Snap-shot of some accounts: City Centre Storage: Before BMW 65 Clicks/Month After BMW 189 Clicks/ Month
  • 21. Real Snap-shot of some accounts: Appliance Doctor: Before BMW 15 Clicks/Month After BMW 655 Clicks/ Month
  • 22. Benefits of AdWords: Timing
    • Google continuously matches your ads to meet the interest of the users
    • Ads are placed as buying decisions are made
    • The Result of Adwords:
    • You reach your audience at the right time , with the right message
    Timing
  • 23. Benefits of AdWords: Flexibility
    • See your ads on the first page of Google in less than 48 hours after registering with us
    • Target multiple locations and languages
    • No stress or headaches dealing with adwords programs, we take all the stress away
    • Your ads are managed 24/7 for highest optimization by Google certified professionals. We optimize and change your ads continually to increase ROI
    Flexibility
  • 24. Benefits of AdWords: Summary
    • Reach
      • Access to 80%+ of Internet users worldwide
    • Cost
      • Low costs for high ROI (you pay a monthly flat fee)
      • Flat Rate: either 100 clicks or 1000 clicks, you always pay the same price
    • Timing
      • Ads are seen by users who are ready to purchase
      • Reach your audience at the right time , with the right message
    • Flexibility
      • Start advertising quickly, within 48 hours
      • Highly optimized ads, managed everyday by experts
      • You can target ads to the specific location & language of your customers worlwide
  • 25. Online Advertising Stats & Trends
  • 26. Search Now the Largest Share of Online Ads Growth of Search:
    • Search now the most dominant form of online advertising
    • Nearly 304 million searches a day on Google, July 2009 76.7 Billion searches in 1 month.
    • 73% search penetration
    • 45% of ALL advertising dollars spent on the internet are spent on search engines.
    Source: IAB, PricewaterhouseCoopers (March 2009), comSource (July, 2009) Classifieds Sponsorships Rich Media % Online Advertising Revenue Search Banners Others 45% 21% 14% 2% 7% 11%
  • 27. Search Engine Advertising is Far More Cost Effective 40% Search Search Advertising is cheap and effective vs. other ad methods * U.S. Bancorp Piper Jaffray, New Methods in Search Marketing: Contextual Advertising and Other Evolutions (Safa Rashtchy), June 2004 $0.29 $0.50 $1.18 $2.00 $9.94
  • 28. Why Choose Breeze Max Web?
    • You will have Google Adwords Certified professionals working on your campaign. Breeze Max Web is a proud member of the BBB and The Toronto Board of Trade .
    • We review your company website for the highest possible optimization
    • for Google.
    • 2. Assist in selecting the best keywords or phrases to market with.
    • 3. Our script writers and Google experts create your advert .
    • 4. Within 48 hours, website placement on the first page of Google
    • in your local area/s.
    • 5. Flexible monthly or yearly payment options.
    • 6. Unlimited click campaign.
  • 29. THANK YOU Proud member of the: