Google Adwords - Kick Start Course

Google Adwords Jump Start Training Course

Intro & Outline

Ethan Chong – Google Adword Qualified Professional

Basic Concepts

Keyword Research

Step by Step Campaign Setup

Ad Writing

Common Mistakes to Avoid

Landing Page Design

Tips & Sharing

Resources – Learn more!

What is Google Adwords?

PPC (Pay Per Click) Advertising

You don’t pay (to Google) unless people click on your ad…

Highly Targeted Advertising – Only appear when people search for it

Where will Google Adwords will appear? Google Search Results Search Network

Where will Google Adwords will appear? Content Network Gmail

Why Use Google Adwords?

Basic Concepts

Benefits of Google Adwords?

Fastest way to promote your products / services

Very Targeted & Specific

Get your Prospect to find you (No cold call!)

Right Message > Right People > Right Market > Right Time

Who can use?

Anybody (Google Account & Credit Card needed)

Suitable for Direct Response Ad

Not recommended for Branding

Where?

Anywhere, Anytime!

Basic Concepts

How much does it cost?

No fixed price

Google provide estimated cost per click

You only know after the clicks happen

Good news is – You are in Control

No Minimum Spend

You control your budget

You control Maximum Cost Per Click

Pause/End the campaign anytime

How Adwords Pays for Itself $1000 Investment in Adwords $1 cost per click ≥ 1,000 Clicks 10% Conversion rate =100 Sales Average Sales =100 Sales $1k Investment Result in $10k in Sales Reinvest Profit, Optimized the Ad

Terms

Max CPC: Maximum Cost Per Click

Maximum price you are willing to pay for particular keyword eg. $2 for the keyword “iphone leather cover”

CTR: Click-Through Rate

Number of Clicks/ Number of times your ad shows up

Terms

Landing page:

First page where the visitors see after clicking on your ad.

Google Adword Landing Page

Getting Started

Understand your Target Market:

Who are they? Where are they (country)?

What website / forum they normally surf?

What is your Main Keywords?

Write down 5 keyword phrases based on each your product & services

Don’t use single keyword because it is too broad

Preferably 2~5 keyword phrases (indicate buying interest)!

Scout the Competition

Google it!

How many Competitors out there?

Refresh the search results a few times and count

Any keywords which are less competitive?

Use Free tools

https://adwords.google.com/select/KeywordToolExternal

Generating Keywords

Imagine yourself as the customer

what would you search for?

Use these Tactics & Free Tools

https://adwords.google.com/select/KeywordToolExternal

Remember to show all columns

Google Suggest http://www.google.com/webhp?complete=1&hl=en

Yahoo Search Assistant www.yahoo.com

Forums (relate to your products or services)

Ask your existing customers!

Come out with at least 50 keywords

Write it down! - Save it in Notepad or wherever.

Understand Different Matching Options

Broad Match

Phrase Match

Exact Match

Negative Keywords

Broad Match

If you bid on => celebrity perfumes

Your ad will appear when people search for:

Hollywood celebrity perfumes

List of celebrity endorsed perfumes

Perfumes wear by celebrity

Phrase Match

If you bid on => “celebrity perfumes”

Your ad will appear when people search for:

Hot celebrity perfumes

Top Ten celebrity perfumes

Celebrity perfumes and fragrance

Best celebrity perfumes for men

Exact Match

If you bid on => [celebrity perfumes]

Your ad will appear when people search for exactly

Celebrity perfumes

Negative Keywords

Technique to filter out traffic that you don’t want

Put minus sign “ - ”

Reseller

Wholesaler

Free

So, your ad will not show up when people search for: perfumes reseller perfumes wholesaler free perfumes

Wrap up Your Keywords

Download Adwords Wrapper

http://www.godefy.com/product/godefy_adwords_wrapper_2117

Automatic help you wrap up your keywords in different matching option

Wrap up your keywords now!

Go to adwords.google.com Setting up Adwords Campaign

Choose Starter Edition For Beginner For Experienced Advertiser

Choose your Target Language

Choose your Target Location

Create your Ad

Typical Ad

How to write effective ads?

Use Keywords In Headline or Description line

Put Benefits 1 st , Features come 2 nd

Capitalize 1 st letter of each word in display URL

Be Specific

Geographically specific ads

Don’t Sounds like you are trying to sell them something

Show Trust & Credibility

Put in Keywords

Set Your Budget

Account Setup

Understand Adwords Account Structure Car Audio Keyword list car speaker reviews mid bass speaker component speaker Keyword list Pioneer CD Player Car CD Player Sony Car CD Player Keyword list Car head lights Car tail lights Headlights bulbs Keyword list car wiper blades car wiper motors car wiper arms Account Campaign A Campaign B Ad Group A1 Ad Group A2 Ad Group B1 Ad Group B2 Car Accessories! ABC Car Audio & Accessories Limited Speaker CD Player Car Wiper Car Lights

Google Adwords Editor

Download Adwords Editor

http:// www.google.com/intl/en/adwordseditor /

Download your keywords

Group your keywords

Upload your keywords

If you can afford to flush away your cash, then please just stop here. Sounds Simple, Right ?

Do you make these mistakes?

It would look like this:

What's so wrong with this picture?

An Adwords Ad A whole bunch of Different keywords The company’s home page

1st Mistake:

Too many different kinds of keywords in the same group.

You should group them into different Ad groups.

Why Grouping?

2nd Mistake:

"Smith Telecommunications" - Who are you?

Low CTR

High bid price

You should:

3rd Mistake :

Don't bring visitors to your homepage.

You only have 5~10 seconds to make an impression as your visitors scan through

You’ll spend more money because

- Landing page not relevant to ad

- Low Quality Score

- You have to bid high – cost more!

3 rd Mistake continue Just Give them exactly what they want. Voice Mail Software Intelligent Voice Mail Software for you business needs…………………………………………………………………………..Make your communication Easier……………..custom expandable systems…………………. www.smithtelecom.com/voice-mail-software.html

4th Mistake:

Forget to put negative keywords

Waste your money

Waste visitor time

Have to bid high

Filter it out… You should do this: Tips: What indicates a non-buying Keywords?

5th Mistake Create only 1 ad in an Ad Group Tips: Always split testing 2 ads at the same time! See which one performs better conversion!

5th Mistake (continue)

A week after the ad goes live...

58 Clicks l 1.9% CTR 45 Clicks l 1.4% CTR

You’ll know which one actually performs better.

Delete the inferior one, create another ad with different copy to beat the better one.

Keep testing!

Optimize your Landing Page

Choose your landing page

Don’t choose homepage

Choose specific category/product page that what your ad described

Headline

Compelling & Eye Catching

Relevant to your Ad

Keyword in headline

Unique Selling Point

Describe benefits in bullet point

Readability

Headline use

10 or 12pt font size for content

Optimize your Landing Page

In webShaper, go to Product Catalog > Choose Product Item > Edit Product Item

Put your keyword phrases in ‘Keyword field’

Put short description

Put most important information in first 160 characters space

It show on Google Search Result Page (as snippets) that help your SEO too!

Page size & layout

Engage the Customers

Display pictures or video to demonstrate the benefits/step by step guide of your product

Build Trust & Confidence

Testimonials

VISA / MasterCard Logo

PayPal verified / WorldPay logo

Footer links

Terms of service

Refund / Return Policy

Contact us

Privacy Policy / Anti spam policy

SSL Certificate and Logo

Tips Sharing

Disable Search & Content Network

Rotate Ads Evenly

Additional Resources

Must Read

www.google.com/ adwords / learningcenter

https://adwords.google.com/support

https://adwords.blogspot.com

Strongly Recommended

www. perrymarshall .com/google

http://blog.mindvalleylabs.com/category/google-ppc/

Google it yourself!

Ecommerce, Entrepreneurship & Some funny crap

http:// www.neowave.com.my/sellmore /

Any questions? Just email me! [email_address] 谢谢

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