Matt Harlow Pbi Adwords Talk V11
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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......

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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  • 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. 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. 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. 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. Google Analytics Search Engine Optimization 5
  • 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. Understanding Google Adwords What is Search Advertising? Adwords 14 7
  • 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. 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. Content/Contextual Targeting Adwords Content/Contextual Targeting Adwords • Keywords • Frequency of Keywords • Font-sizes • Word placement • More 10
  • 11. Ad Placement Adwords Largest Global Ad Network Adwords 11
  • 12. Placement Adwords • Places your ads on certain sites • REGARDLESS of content Placement Adwords 12
  • 13. Placement & Context Adwords Advertising on Google Maps Adwords 13
  • 14. Getting Started Adwords Adwords Contact Company Billing Conversion Geography Campaign Language Timing Budget Keywords Adgroup Placements Bids Message Ad Landing Page 14
  • 15. Adwords Contact Company Billing Conversion Getting Started Adwords 15
  • 16. Getting Started Adwords Contact Info…Web Site…Billing…Etc… Conversion 16
  • 17. Conversion tracking Adwords Conversion tracking Adwords 17
  • 18. Conversion tracking Adwords Conversion tracking Adwords 18
  • 19. Adwords Contact Company Billing Conversion Geography Campaign Language Timing Budget Location & Language Adwords 19
  • 20. Location Targeting Adwords 39 Location Targeting Adwords 20
  • 21. Location Targeting Adwords Location Targeting Adwords 21
  • 22. Location Targeting Adwords Location Targeting Adwords 22
  • 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. 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. 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. Search Bidding Adwords Control your spending easily with a daily budget 51 Search vs. Content Adwords 26
  • 27. Placement Bidding Adwords Adwords Contact Company Billing Conversion Geography Campaign Language Timing Budget Keywords Adgroup Placements Bids 27
  • 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. 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. 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. Choosing Keywords Adwords Choose Your Keywords Adwords 62 31
  • 32. Choosing Keywords Adwords Keyword Tool Adwords 32
  • 33. Keyword Tool Adwords Keyword Tool Adwords 33
  • 34. Keyword Tool Adwords Keyword Tool Adwords 34
  • 35. Keyword Tool Adwords Placement Adwords 35
  • 36. Selecting Target Sites Adwords Selecting Target Sites Adwords 36
  • 37. Selecting Target Sites Adwords Selecting Target Sites Adwords 37
  • 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. 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. 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. Creating a Text Ad Adwords 81 Types of Ads • Text • Image • Click and Play 41
  • 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. 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. Adwords Tools Adwords Adwords Tools Adwords 44
  • 45. Site Exclusion Adwords IP Address Exclusion Adwords 45
  • 46. Insights for Search Adwords Insights for Search Adwords 46
  • 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. Google Maps Maps Find a Local Business Maps 48
  • 49. Add Yourself to Google Maps Local Business Center Add Yourself to Google Maps Local Business Center 49
  • 50. Add Yourself to Google Maps Local Business Center Add Yourself to Google Maps Local Business Center 50
  • 51. Verifying Your Listing Local Business Center Adding Coupons Local Business Center 51
  • 52. Adding Coupons Local Business Center Advertising on Google Maps 52
  • 53. Local Business Ads Local Business Ads 53
  • 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