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How can Google Adwords
           help my business grow?
                                Matt Harlow
           Director o...
Global - Getman



 Campaign                      Impressions               Clicks           Avg CPC                   Cos...
Google Help Center




Sources of Web Traffic
• Direct – Typed in your URL
    • Promote your URL on ads,
     cards, lett...
Web Conversion
 • Conversion is YOUR goal for your site
 • Media Site
   • Expose visitors to an ad
 • Ecommerce
   • Sell...
Google Analytics




Search Engine Optimization




                             5
Search Engine Optimization
•   Accessibility
     •   Broken links
     •   Valid code
     •   Functionality of forms and...
Understanding Google Adwords




What is Search Advertising?
                               Adwords




                  ...
Paid Search vs.
Traditional Advertising




• Editorial attracts you
• Advertising “interrupts” you
• Target users based o...
Google AdWords Search
      People are making relevant searches right now!




                                           ...
Content/Contextual Targeting   Adwords




Content/Contextual Targeting   Adwords


  • Keywords
  • Frequency of Keywords...
Ad Placement                Adwords




Largest Global Ad Network   Adwords




                                      11
Placement                             Adwords


 • Places your ads on certain sites
 • REGARDLESS of content




Placement...
Placement & Context          Adwords




Advertising on Google Maps   Adwords




                                       13
Getting Started                                  Adwords




                                                 Adwords


  ...
Adwords


                    Contact
          Company   Billing
                    Conversion




Getting Started      ...
Getting Started             Adwords




 Contact Info…Web Site…Billing…Etc…




Conversion




                           ...
Conversion tracking   Adwords




Conversion tracking   Adwords




                                17
Conversion tracking   Adwords




Conversion tracking   Adwords




                                18
Adwords


                      Contact
            Company   Billing
                      Conversion

                  ...
Location Targeting   Adwords




                               39




Location Targeting   Adwords




                  ...
Location Targeting   Adwords




Location Targeting   Adwords




                               21
Location Targeting   Adwords




Location Targeting   Adwords




                               22
Budgeting with Google                          Adwords

                          • You are in control
                   ...
Bidding Strategy
 • Daily Budget
   • An amount you can comfortably afford
   • Note the TOTAL of all campaigns!
 • Cost P...
Monitoring Your Bids
 • Frequency
   • First 2 weeks – every day or two
   • Move toward weekly
   • Never less than month...
Search Bidding                                      Adwords



 Control your spending easily with a daily budget




     ...
Placement Bidding                             Adwords




                                              Adwords


        ...
Google Advertising Auction                            Adwords




    Instant Auction
    A live auction is run for every ...
AdWords “Optimization”




Search Terms                  AdWords Ad                 Landing Page              Entire Site
...
Adwords Trick!                                                        Marketing Tip

• Search engine requests get more spe...
Choosing Keywords      Adwords




Choose Your Keywords   Adwords




                                 62




            ...
Choosing Keywords   Adwords




Keyword Tool        Adwords




                              32
Keyword Tool   Adwords




Keyword Tool   Adwords




                         33
Keyword Tool   Adwords




Keyword Tool   Adwords




                         34
Keyword Tool   Adwords




Placement      Adwords




                         35
Selecting Target Sites   Adwords




Selecting Target Sites   Adwords




                                   36
Selecting Target Sites   Adwords




Selecting Target Sites   Adwords




                                   37
Adwords


                          Contact
               Company    Billing
                          Conversion

      ...
Write Effective Ad Text                        Adwords


•Separate yourself from the competition
•Persuade and inform
•Foc...
Include a Call to Action                            Adwords

Examples: donate now, get info, research here, sign up today,...
Creating a Text Ad   Adwords




                               81




Types of Ads
  • Text
  • Image
  • Click and Play
...
Ad Variations                          Adwords




Most Relevant Landing Page             Adwords


 • Ad group: HP Printe...
AdWords “Optimization”




Search Terms     AdWords Ad             Landing Page       Entire Site
(Keywords)




         ...
Adwords Tools   Adwords




Adwords Tools   Adwords




                          44
Site Exclusion         Adwords




IP Address Exclusion   Adwords




                                 45
Insights for Search   Adwords




Insights for Search   Adwords




                                46
Insights for Search                           Adwords




Adwords Resources                             Adwords



 • Adwo...
Google Maps             Maps




Find a Local Business   Maps




                               48
Add Yourself to Google Maps   Local Business Center




Add Yourself to Google Maps   Local Business Center




          ...
Add Yourself to Google Maps   Local Business Center




Add Yourself to Google Maps   Local Business Center




          ...
Verifying Your Listing   Local Business Center




Adding Coupons           Local Business Center




                    ...
Adding Coupons               Local Business Center




Advertising on Google Maps




                                    ...
Local Business Ads




Local Business Ads




                     53
Local Business Ads




          How can Google Adwords
           help my business grow?
                                ...
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Matt Harlow Pbi Adwords Talk V11

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Slides from Matt Harlow's presentation to the AAF Northern Illinois, Friday, November 20, 2009. "How Google Can Help Your Small Business Grow." Discusses how to utilize various Google business products, including Google AdWords, Search, and Google Business Listings.

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Transcript of "Matt Harlow Pbi Adwords Talk V11"

  1. 1. How can Google Adwords help my business grow? Matt Harlow Director of Account Service - Perry Ballard Inc MHarlow@PerryBallard.com 269-983-0611 574-274-2066 http://www.linkedin.com/in/mattharlow http://twitter.com/MattHarlow Search Matthew Todd Harlow www.PerryBallard.com – work www.AllPointsBranding.com - speaking PDF of all of slides available by request! Global - Getman • Spanish • English • Portuguese • French • Polish • Simplified Chinese • Russian • German • Coal US 1
  2. 2. Global - Getman Campaign Impressions Clicks Avg CPC Cost Spanish 52,268,442.00 38,320.00 $0.13 $5,071.00 English 15,860,229.00 9,456.00 $0.14 $1,335.56 Portuguese 1,511,905.00 2,447.00 $0.17 $421.64 French 4,481,948.00 2,424.00 $0.16 $375.89 Polish 2,651,463.00 949.00 $0.17 $157.63 Simplified Chinese 2,019,139.00 816.00 $0.17 $139.79 Russian 765,460.00 237.00 $0.18 $41.90 German 530,942.00 228.00 $0.17 $39.15 Coal US 22,664.00 27.00 $0.20 $5.32 80,112,192.00 54,904.00 $ 0.14 $7,587.88 Local – Attorney (50 Days) Campaign Clicks Impressions Avg CPC Cost Civil 0 115 $0.00 $0.00 Family 339 264,860 $0.14 $46.02 General 344 219,775 $0.13 $45.99 Criminal 368 288,395 $0.12 $45.67 Traffic 357 316,261 $0.13 $45.91 Social Security Disability 343 281,534 $0.13 $45.95 Probate Law 450 1,162,645 $0.10 $45.80 2,201 2,533,585 $0.13 $275.34 2
  3. 3. Google Help Center Sources of Web Traffic • Direct – Typed in your URL • Promote your URL on ads, cards, letterhead, signage, etc • Links • Paid links (ads on web sites) • Reciprocal Links • Organic Search • Search Engine Optimization • Paid Search • Google Adwords (and others) 3
  4. 4. Web Conversion • Conversion is YOUR goal for your site • Media Site • Expose visitors to an ad • Ecommerce • Sell a product • Retail • Generate store traffic (maybe via coupon) • Service • Generate appointments • Big Ticket Items • Generate/Collect Leads • Relationship Sales • Sign you up for a newsletter Web Conversion Funnel Marketing Tip • Engagers – Catch visitor’s attention • Routers – Steer visitor towards content • Informers – Provide information • Closers – Make the “sale” 4
  5. 5. Google Analytics Search Engine Optimization 5
  6. 6. Search Engine Optimization • Accessibility • Broken links • Valid code • Functionality of forms and applications • File size - pages greater than 150K can be a problem • Downtime & server speed • URL should be descriptive and brief • Title tags • Use keywords prominently • Brand the site • Clear and concise • Search-friendly text • Text that cannot be indexed by search engines include: • Text embedded in a Java Application or Flash file • Text in an image • Text accessible only via a form submit or other on-page action • Basic rules for optimizing on-page text: • Primary term/phrase prominent in the document • Text on-topic and high quality • Flow from broad to narrow. • Make sure that text sections (content, ads, navigation, etc.) flow together • Information Architecture • Use a sitemap • Category structure that flows from broad > narrow • Avoid duplicate content Search Engine Optimization Search Terms Page Entire Site 6
  7. 7. Understanding Google Adwords What is Search Advertising? Adwords 14 7
  8. 8. Paid Search vs. Traditional Advertising • Editorial attracts you • Advertising “interrupts” you • Target users based on average media usage • Hope they notice your ad Paid Search vs. Traditional Advertising • Expensive Irrelevant audience • Inefficient Target audience Ad Exposures Success! 8
  9. 9. Google AdWords Search People are making relevant searches right now! Hand pick your customers and send them customized messages Target audience 17 Contextual Advertising Adwords 9
  10. 10. Content/Contextual Targeting Adwords Content/Contextual Targeting Adwords • Keywords • Frequency of Keywords • Font-sizes • Word placement • More 10
  11. 11. Ad Placement Adwords Largest Global Ad Network Adwords 11
  12. 12. Placement Adwords • Places your ads on certain sites • REGARDLESS of content Placement Adwords 12
  13. 13. Placement & Context Adwords Advertising on Google Maps Adwords 13
  14. 14. Getting Started Adwords Adwords Contact Company Billing Conversion Geography Campaign Language Timing Budget Keywords Adgroup Placements Bids Message Ad Landing Page 14
  15. 15. Adwords Contact Company Billing Conversion Getting Started Adwords 15
  16. 16. Getting Started Adwords Contact Info…Web Site…Billing…Etc… Conversion 16
  17. 17. Conversion tracking Adwords Conversion tracking Adwords 17
  18. 18. Conversion tracking Adwords Conversion tracking Adwords 18
  19. 19. Adwords Contact Company Billing Conversion Geography Campaign Language Timing Budget Location & Language Adwords 19
  20. 20. Location Targeting Adwords 39 Location Targeting Adwords 20
  21. 21. Location Targeting Adwords Location Targeting Adwords 21
  22. 22. Location Targeting Adwords Location Targeting Adwords 22
  23. 23. Budgeting with Google Adwords • You are in control • Daily Campaign Budget • Maximum Ad Bid • CPC – cost per click • Search • Contextual • Placement • CPM – cost per thousand • Only placement Bidding Math Adwords Cost Per Click Cost Per Thousand Your bid = $1.00 CPC Your bid = $10.00 CPM Next lowest = $.50 CPC Next lowest = $5.00 CPM You pay = $.51 CPC You pay = $5.01 CPM You get 100 clicks Your daily budget = $50 You pay $51.00 Your ad is exposed 9980 X You spend $50.00 Your daily budget = $50 Your ad stops at 98 clicks You spend $49.98 23
  24. 24. Bidding Strategy • Daily Budget • An amount you can comfortably afford • Note the TOTAL of all campaigns! • Cost Per Click • Use default bid • Bid comfortably low • Cost Per Thousand (CPM) • Bid roughly 10x higher than CPC • Look at bid indicator and adjust • Wait 48 hours Bidding Strategy in 2 Days • See first page bid notes • Look at conversion rates • Adjust bids • Pause underperforming words 24
  25. 25. Monitoring Your Bids • Frequency • First 2 weeks – every day or two • Move toward weekly • Never less than monthly • Looking for • Click thrus • Conversions • Adjustments • Increase bids • Pause words • Consider your offer (on the site) Setting Your Daily Budget Adwords 25
  26. 26. Search Bidding Adwords Control your spending easily with a daily budget 51 Search vs. Content Adwords 26
  27. 27. Placement Bidding Adwords Adwords Contact Company Billing Conversion Geography Campaign Language Timing Budget Keywords Adgroup Placements Bids 27
  28. 28. Google Advertising Auction Adwords Instant Auction A live auction is run for every single query – every user, everywhere around the world Rank = Quality x “CPC” In addition to “price,” there’s a consumer component – critical for usefulness Quality Factors: Keyword Click-through rate, keyword relevance, ad relevance, historical performance 55 Search Engine Optimization Search Terms Page Entire Site 28
  29. 29. AdWords “Optimization” Search Terms AdWords Ad Landing Page Entire Site (Keywords) Adgroup and Keywords Adwords Spiderman Toys Movie Toys Star Wars Toys Matrix Toys MovieVideo on Star Wars Movie Products Games Movie Gear Bad Great Prices on Spiderman Great Prices on Movie Toys – Shop Now! Great Prices on Movie GreatPrices Now! Movie Great Prices on Toys – Shop Great Prices on Matrix Great Prices on Movie Toys – Shop Now! Toys – Shop Now! Video Games – Shop Now! Clothing and Gear – Shop Now! www.AdWordsExample.com Merchandise – Shop Now! www.AdWordsExample.com www.AdWordsExample.com www.AdWordsExample.com www.AdWordsExample.com www.AdWordsExample.com www.AdWordsExample.com Matrix toys Spiderman toys Star Wars toys Spiderman figure Star Wars figure Matrix figure Spiderman toys Spiderman action figures Spiderman video games Spiderman t-shirts Matrix action figures Star Wars action figures Spiderman toys toys Lord of the Rings Spiderman clothes Lord of the Rings video games Spiderman Gamecube Lord of the Rings t-shirts Matrix toys Lord of the Rings toys Matrix video games clothes Lord of the Rings Matrixof the Rings Gamecube Lord t-shirts Matrix WarsVideo Games Spiderman toys Star toys BEST Star Warsclothes Matrix video Games Star Wars Video games Matrix Gamecube Star WarsVideo Games Matrix t-shirts Spiderman action figures Spiderman games Spiderman pajamas Star Wars toys Spiderman Great Prices on Star Wars clothes Great Prices on Star Wars Video Star Wars Gamecube Great Prices on Matrix Video GamesRings figures Lord of the – Shop Now! Spiderman action figures Lord of the Rings games Games – Shop gear Spiderman Now! Lord of the Rings – Shop Now! Video Games pajamas Spiderman Xbox Matrix figures www.AdWordsExample.com Matrix games Matrix pajamas www.AdWordsExample.com Lord ofWars Rings figures www.AdWordsExample.com Star the figures Lord of the Rings gear Star Wars games Lord of the Rings Xbox Star Wars pajamas Matrix figures games Spiderman video Matrix gear Spiderman Playstation Matrix Xbox games Spiderman costumes Matrix video Star Wars video games Star Wars figures Spiderman games Lord of Wars gear Star the Rings Star Wars games Playstation Star Wars Xbox Lord of the Rings costumes Matrix games SpidermanPlaystation Spiderman video games Spiderman video Matrix Playstation Star Wars Playstation Spiderman t-shirts Matrix costumes Matrix Playstation Lord of the Gamecube games Spiderman Rings video Star Wars Playstation Star Wars Gamecube video Lord of the Rings Star WarsGamecubet-shirts Matrix costumes Lord of the Rings Spiderman Xbox Matrix video games Spiderman Gamecube Star Warsvideo Matrix Xbox Spiderman clothes Matrix Xbox Matrix t-shirts Lord of the Rings Gamecube Lord of the Rings clothes Star Wars video games Star Wars video Star Wars t-shirts Matrix Gamecube Matrix clothes Spiderman games Spiderman DVD Spiderman pajamas Better Star Wars Gamecube Star Wars clothes 29
  30. 30. Adwords Trick! Marketing Tip • Search engine requests get more specific as purchase approaches • DVD Player • Blu-Ray DVD Player • Sony Blu-Ray DVD Player • Using Google Adwords to purchase search terms more specific terms are more likely to generate sales Short Phrases Adwords 94% of people in the US search with multi-word phrases Average US Search Phrase Length 2 word phrases 29% 3 word phrases 22% 4 word phrases 20% 5 word phrases 12% 1 word phrases 6% 6 word phrases 6% 7 word phrases 3% 0% 10% 20% 30% Source: OneStat.com – July 2006 60 30
  31. 31. Choosing Keywords Adwords Choose Your Keywords Adwords 62 31
  32. 32. Choosing Keywords Adwords Keyword Tool Adwords 32
  33. 33. Keyword Tool Adwords Keyword Tool Adwords 33
  34. 34. Keyword Tool Adwords Keyword Tool Adwords 34
  35. 35. Keyword Tool Adwords Placement Adwords 35
  36. 36. Selecting Target Sites Adwords Selecting Target Sites Adwords 36
  37. 37. Selecting Target Sites Adwords Selecting Target Sites Adwords 37
  38. 38. Adwords Contact Company Billing Conversion Geography Campaign Language Timing Budget Keywords Adgroup Placements Bids Message Ad Landing Page AdWords “Optimization” Search Terms AdWords Ad Landing Page Entire Site (Keywords) 38
  39. 39. Write Effective Ad Text Adwords •Separate yourself from the competition •Persuade and inform •Focus on communication, style & appearance 77 Include Keywords in Ad Adwords Collector Dolls 40% Off The Anastasia Collection - figurines Porcelain Dolls, Doll Stands, & More www.AdWordsExample.com Discount Figurines Unique Collectibles, Gift Ideas, Figurines & Miniatures. Buy Online! www.AdWordsExample.com 78 39
  40. 40. Include a Call to Action Adwords Examples: donate now, get info, research here, sign up today, order our catalog, volunteer this weekend … Avoid meaningless slogans and gimmicky language Click Here Visit Us 79 Inter-Capitalize Display URL in Ad Text Adwords 80 40
  41. 41. Creating a Text Ad Adwords 81 Types of Ads • Text • Image • Click and Play 41
  42. 42. Ad Variations Adwords Most Relevant Landing Page Adwords • Ad group: HP Printers • Keywords: hp printer, hp printers • Landing page: • Multiple printer brands • Too general • Specific HP printer • Too specific • HP printers category • Just right! 42
  43. 43. AdWords “Optimization” Search Terms AdWords Ad Landing Page Entire Site (Keywords) Adwords Contact Company Billing Conversion Geography Campaign Language Timing Budget Keywords Adgroup Placements Bids Message Ad Landing Page 43
  44. 44. Adwords Tools Adwords Adwords Tools Adwords 44
  45. 45. Site Exclusion Adwords IP Address Exclusion Adwords 45
  46. 46. Insights for Search Adwords Insights for Search Adwords 46
  47. 47. Insights for Search Adwords Adwords Resources Adwords • Adwords.Google.com • Get started • Log in • https://adwords.google.com/support • Learn more • YouTube.com • Playlist: Google Conversion University • Ad Network Resources • http://adwords.google.com/support/bin/topic.py?topic= 25 • Questions? 47
  48. 48. Google Maps Maps Find a Local Business Maps 48
  49. 49. Add Yourself to Google Maps Local Business Center Add Yourself to Google Maps Local Business Center 49
  50. 50. Add Yourself to Google Maps Local Business Center Add Yourself to Google Maps Local Business Center 50
  51. 51. Verifying Your Listing Local Business Center Adding Coupons Local Business Center 51
  52. 52. Adding Coupons Local Business Center Advertising on Google Maps 52
  53. 53. Local Business Ads Local Business Ads 53
  54. 54. Local Business Ads How can Google Adwords help my business grow? Matt Harlow Director of Account Service - Perry Ballard Inc MHarlow@PerryBallard.com 269-983-0611 574-274-2066 http://www.linkedin.com/in/mattharlow http://twitter.com/MattHarlow Search Matthew Todd Harlow www.PerryBallard.com – work www.AllPointsBranding.com - speaking PDF of all of slides available by request! 54

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