How to Get the Most from Your Advertising Budget with Google Adwords

How to Get the Most out of Your Advertising Budget? Search Engine Advertising with Google Adwords

So Who Am I - And What Do I Do ? ,[object Object],[object Object],[object Object],[object Object],[object Object],“ Mick you do indeed make ‘online marketing simple’. Thanks to your online ad campaigns, Organic Explorer website is growing as fast as I can handle ! " Leonie Johnsen (Owner) www.OrganicExplorer.com “ That has to be one of the biggest advantages of Mick's expertise with online marketing. It's measurable. It can be experimented with little or no drama. It's modifiable and definable, it's targetable.“ Evan Crawford (Director) www.StrawBuiltHomes.com " I like working with Mick. He is a Guru in his field and brings incredible knowledge and common sense. This has enabled me to market my business to the world at the 'speed of thought', and in so doing has greatly stimulated my websites and the number of booking enquiries I am receiving daily :-) " Barry Kirkland (Owner) www.TaupoDeBretts.com My Name is Mick Gibson I am an Online Strategist and offer specialised advice, assistance and marketing to businesses and individuals wanting to better utilise the amazing marketing opportunities there are online.

Search Engine Advertising - Let’s Define it. ,[object Object],[object Object],[object Object],[object Object],[object Object]

Search Advertising Now Has the Largest Share of Online Ads Growth of Search: Marketers are voting with their dollars ,[object Object],[object Object],[object Object],Source: Interactive Advertising Bureau, PricewaterhouseCoopers (September 2007); comScore (October 2007) % Online Advertising Revenue Search Banners Classifieds Sponsorships Rich Media Other

So How Does Google Adwords Work? ,[object Object],[object Object],[object Object],That’s because your advert only gets displayed for the keywords you have chosen and the keywords people are using in their searches.

Let Your Customers Find You. ,[object Object]

So What Makes Up a Google Advert ? ,[object Object],[object Object],[object Object],[object Object]

Google Can Show Your Ad to Lots Of People ! ,[object Object],network Other 20% 80% Search partners, including: Google properties, including: The Google Network reaches over 80% of Internet Users worldwide* Content publishers, including:

Target the Customers You want By Location & Language too! ,[object Object],[object Object],[object Object]

It Get’s Better ! ,[object Object],This is great - because you often get people, who to begin with, were looking for something else, and they end up clicking your content ad, just because its in the right place at the right time. NICE!

Only pay Google when people click through to your site . ,[object Object],[object Object],[object Object],[object Object]

Measure, track & Optimise. See what’s working. Then do it again ,[object Object],[object Object],[object Object]

[object Object],Example: How AdWords Can Pay for Itself $300 initial investment in AdWords 0.50 CPC ≥ 600 clicks 10% conversion rate = 60 sales Average sale = $50 $0.3K investment returns $3K in sales Reinvest profits, increase budget

What Google can do for Advertisers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Example Success Metrics Objective

Adwords Helps Advertisers By : ,[object Object],[object Object],[object Object],[object Object]

Benefits of AdWords: Reach Content Publishers Search Partners Google Properties 80% AOL Amazon Earthlink New York Times About.com * Source: comScore Media Metrix (September, 2004) Ads are distributed across other Google sites as well as on partner sites, newsletters and email, reaching over 80% of Internet users. Reach As mentioned earlier, when you use Google, you’re getting relevant, real-time distribution on a massive scale. Other 20% Network

Benefits of AdWords: Timing ,[object Object],[object Object],[object Object],[object Object],Timing

Benefits of AdWords: Flexibility ,[object Object],[object Object],[object Object],Flexibility

[object Object],[object Object],[object Object],Benefits of AdWords: Cost ** U.S. Bancorp Piper Jaffray, New Methods in Search Marketing: Contextual Advertising and Other Evolutions (Safa Rashtchy), June 2004 Cost

Benefits of AdWords: Cost ,[object Object],** U.S. Bancorp Piper Jaffray, New Methods in Search Marketing: Contextual Advertising and Other Evolutions (Safa Rashtchy), June 2004 Cost Search Engine Advertising

[object Object],Benefits of AdWords: Measurement Measurement

Benefits of AdWords: Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Getting a little Technical Now! AdWords Features in a little More Detail

Basic Features of AdWords ,[object Object],[object Object],[object Object],The basic features of AdWords include:

Basic Definition: CPC CPC: cost-per-click ,[object Object],[object Object],The Destination Website A sample AdWords ad

Basic Definition: CTR ,[object Object],CTR: clickthrough rate Another important industry term is Clickthrough Rate , often abbreviated as CTR . Clicks Impressions = CTR (expressed as %)

CTR Examples CTR is how Google measures relevance Clickthrough rate is very important, as it reflects the relevance of your advertising. The more relevant ads are, the more often users will click on them, resulting in a higher CTR. Targeted, relevant advertising will return the best results, and Google encourages AdWords advertisers to create relevant ads and keywords. As such, Google rewards advertisers with a high CTR 2 clicks 1000 impressions = 0.002 = 0.2% Example Advertiser A: 3 clicks 100 impressions = 0.03 = 3% Example Advertiser B:

Benefits of AdWords – Location & Language Targeting ,[object Object],[object Object],[object Object]

[object Object],[object Object],Region/City Targeting Examples When should you use regional targeting?

Country Targeting ,[object Object],[object Object],[object Object]

[object Object],[object Object],Global Targeting

[object Object],[object Object],[object Object],Customized Targeting

Thanks. Feel Free to Bug Me for more Info Afterwards ! … . and visit www.mickg.co.nz to view a copy of this presentation and learn more about Google Adwords and What I Offer * email [email_address] * web www.mickG.co.nz * tel 027 713 5913

How to Get the Most from Your Advertising Budget with Google Adwords

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