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

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

Selling Online for Small Businesses Creating and running a successful and profitable online store takes great Shoppping Cart Software . Don't compromise - webShaper e-commerce is a complete, marketing driven, user friendly Search Engine Friendly (SEO) Shopping Cart Software , built for serious business to improve Search Engine Positioning, Increases Traffic, Boost Sales, Run Promotions, Reward Loyal Customers, Track Web Traffic and more! Test Drive it Today! Logon to http:// www.neowave.com.my /DEMO E-commerce Store Solution – Sell More Online

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Google Adwords - Kick Start Course

by Neowave on Oct 13, 2008

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Google Adwords - Kick Start Course — Presentation Transcript