8 October, 2009<br />Introduction to Google Adwordsby Rik Helsen<br />
Agenda<br />2<br />Introduction to Google Adwords, by Rik Helsen<br />8 October, 2009<br />1. Introduction to Google adwor...
8 October, 2009<br />Introduction to Google Adwords, by Rik Helsen<br />3<br />History<br />Google publically launched Adw...
8 October, 2009<br />Introduction to Google Adwords, by Rik Helsen<br />4<br />Online advertisingtoday<br />Worldwidebetwe...
5<br />Introduction to Google Adwords, by Rik Helsen<br />8 October, 2009<br /><ul><li>The goal of googleadwords is to gen...
Increaseyour brand awareness
Sell more products and services
Increaseyour profits
Your ad shouldbehelping the internet public to achievetheir goals</li></ul>Goals whenusingAdwords<br />
Google Search network<br />Google Partners<br />Google Content Network<br />Devices<br />Desktop and laptop computers<br /...
8 October, 2009<br />Introduction to Google Adwords, by Rik Helsen<br />7<br />Ads in the search network<br />To the right...
8 October, 2009<br />Introduction to Google Adwords, by Rik Helsen<br />8<br />Ads in the content network<br />Adscanbeemb...
Cost-Per-Click<br />Targets the search results pages<br />Youonlypaywhenanadvert is clicked<br />Cost-Per-Mille (1000 page...
User enters a search term <br />Advertiserdetermines a number of keywords and associatesanadvertisment<br />Google matches...
2. Demo: Creating a simplecampaign<br />11<br />Introduction to Google Adwords, by Rik Helsen<br />8 October, 2009<br />
12<br />Introduction to Google Adwords, by Rik Helsen<br />8 October, 2009<br />Demonstration<br />
3. Thingsyoushouldknowfor managing yourcampaignseffectively<br />13<br />Introduction to Google Adwords, by Rik Helsen<br ...
8 October, 2009<br />Introduction to Google Adwords, by Rik Helsen<br />14<br />Structure of a Google Adwords Account<br /...
Almostnever the homepage of a website<br />Content pages that are relevant to the search term (=keyword)<br />Product info...
8 October, 2009<br />Introduction to Google Adwords, by Rik Helsen<br />16<br />How to write a goodadvertisement<br />25 c...
8 October, 2009<br />Introduction to Google Adwords, by Rik Helsen<br />17<br />Quality score<br />The quality score direc...
Work offline on your Mac or PC. <br />Upload changes to AdWords any time. <br />Store and navigate one or more accounts. <...
19<br />Introduction to Google Adwords, by Rik Helsen<br />8 October, 2009<br />Up to 30 daysafter a user clicks your ad, ...
20<br />Introduction to Google Adwords, by Rik Helsen<br />8 October, 2009<br />Having a non converting landing page<br />...
4. Tools & resources<br />21<br />Introduction to Google Adwords, by Rik Helsen<br />8 October, 2009<br />
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Introduction To Google Adwords

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Introduction To Google Adwords, things you should know for managing your campaigns effectively, tools & resources.

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Introduction To Google Adwords

  1. 1. 8 October, 2009<br />Introduction to Google Adwordsby Rik Helsen<br />
  2. 2. Agenda<br />2<br />Introduction to Google Adwords, by Rik Helsen<br />8 October, 2009<br />1. Introduction to Google adwords<br />2. Demo: Creating a simplecampaign<br />3. Thingsyoushouldknowfor managing yourcampaignseffectively<br />4. Tools & Resources<br />5. Q&A<br />
  3. 3. 8 October, 2009<br />Introduction to Google Adwords, by Rik Helsen<br />3<br />History<br />Google publically launched Adwords in 2000, on a “cost per 1000 impressions” basis.<br />There was no keyword bidding involved.<br /> Banner ads where standard at the time. Google was the first to use unobtrusive text ads based on search terms, displayed next to the search results.<br />Only in 2002 the cost-per-click model was introduced<br />combined with a unique “relevance” score to avoid advertisers with large budgets but irrelevant ads to hijack all attention.<br />“Google’s decision to factor clickthrough-rate into an advertiser’s ranking forced an economy of relevance and profit into the pay-per-click model.”<br />
  4. 4. 8 October, 2009<br />Introduction to Google Adwords, by Rik Helsen<br />4<br />Online advertisingtoday<br />Worldwidebetween 63% and 72% of all searches are performedon Google (depeningon the source)<br />Source: Hitwise and comScore<br />In Belgium 96% of all searches are performedon Google<br />Source: comScore<br />In the United Kingdom online ad spending has overtaken TV advertising (£ 1.75 billion – 60% of this was spenton Google adwords = 1.05 billion £)<br />Source: Internet Advertising Bureau (IAB) and PricewaterhouseCoopers (PWC)<br />Google Leads U.S. Search Advertising Market With 76% Market Share, While Yahoo Gains 3% Market Share Annually According to Efficient Frontier Report<br />
  5. 5. 5<br />Introduction to Google Adwords, by Rik Helsen<br />8 October, 2009<br /><ul><li>The goal of googleadwords is to generate more qualitytraffic to your website.
  6. 6. Increaseyour brand awareness
  7. 7. Sell more products and services
  8. 8. Increaseyour profits
  9. 9. Your ad shouldbehelping the internet public to achievetheir goals</li></ul>Goals whenusingAdwords<br />
  10. 10. Google Search network<br />Google Partners<br />Google Content Network<br />Devices<br />Desktop and laptop computers<br />Iphones and other mobile deviceswith full internet browsers.<br />Googles different advertisingchannels<br />Introduction to Google Adwords, by Rik Helsen<br />8 October, 2009<br />6<br />
  11. 11. 8 October, 2009<br />Introduction to Google Adwords, by Rik Helsen<br />7<br />Ads in the search network<br />To the right of the organic search results<br />(Cost per click advertising)<br />Above the search results<br />(Cost per click advertisting)<br />If the relevance is high<br />Whenyoupay more thanyourcompetitors<br />
  12. 12. 8 October, 2009<br />Introduction to Google Adwords, by Rik Helsen<br />8<br />Ads in the content network<br />Adscanbeembedded in websites <br />Targettingkeywords<br />OR<br />TargettingspecificURL’s<br />
  13. 13. Cost-Per-Click<br />Targets the search results pages<br />Youonlypaywhenanadvert is clicked<br />Cost-Per-Mille (1000 page impressions) <br />Targets the content network (embedded in pages)<br />Youpayeverytimean ad is shown<br />Payment models <br />Introduction to Google Adwords, by Rik Helsen<br />8 October, 2009<br />9<br />
  14. 14. User enters a search term <br />Advertiserdetermines a number of keywords and associatesanadvertisment<br />Google matches the search termswith the keywords and displays the ads.<br />When a user clicks the ad, the advertiserpays a certainamountbasedontheir bid<br />Howitworks<br />Introduction to Google Adwords, by Rik Helsen<br />8 October, 2009<br />10<br />
  15. 15. 2. Demo: Creating a simplecampaign<br />11<br />Introduction to Google Adwords, by Rik Helsen<br />8 October, 2009<br />
  16. 16. 12<br />Introduction to Google Adwords, by Rik Helsen<br />8 October, 2009<br />Demonstration<br />
  17. 17. 3. Thingsyoushouldknowfor managing yourcampaignseffectively<br />13<br />Introduction to Google Adwords, by Rik Helsen<br />8 October, 2009<br />
  18. 18. 8 October, 2009<br />Introduction to Google Adwords, by Rik Helsen<br />14<br />Structure of a Google Adwords Account<br />Account<br />Users & payment details<br />Campaign<br />Hereyoudefine a geographicaltarget area and (browser) language<br />Ad Group<br />An ad group contains one or more ads which target a set of keywords,placements, or both.<br />Keywords<br />Keywords (exact, board, <br />Negativekeywords<br />
  19. 19. Almostnever the homepage of a website<br />Content pages that are relevant to the search term (=keyword)<br />Product information<br />Service description<br />Pages thatincludemeasurable goals:<br />A registrationformfor a free white paper<br />Subscribtionformfor a newsletter<br />“Purchase” buttons (checkout)<br />Eachindividualkeywordcan have it’sown target urlassociatedwithit!<br />Veryusefullwithe-commerce websites<br />What pages should I target?<br />Introduction to Google Adwords, by Rik Helsen<br />8 October, 2009<br />15<br />
  20. 20. 8 October, 2009<br />Introduction to Google Adwords, by Rik Helsen<br />16<br />How to write a goodadvertisement<br />25 character headline<br />2 x 35 characterdescriptionlines<br />Display link<br />URL<br />Tips: <br />Answer the usersquestions<br />Usedynamickeywordswheresuitable<br />Useurlrewritingfor relevant url & display link<br />Include a “call-to-action” <br />Include as much detail as possible (e.g. price – model nr - …)<br />
  21. 21. 8 October, 2009<br />Introduction to Google Adwords, by Rik Helsen<br />17<br />Quality score<br />The quality score directlyinfluences the ranking and price of youradvertisingcampaigns.<br />Click-throughrate<br />Landing page<br />Historical performance<br />Ad copyrelevancy<br />Keywordrelevancy<br />More relevancy factors.<br />RELEVANCE : The greater the relevance of your ads keywords and landingpages, the higher /cheaper clickthrough rate you will achieve.<br />
  22. 22. Work offline on your Mac or PC. <br />Upload changes to AdWords any time. <br />Store and navigate one or more accounts. <br />Add, edit, and delete campaigns, ad groups, ads, keywords, and placements. <br />Make large-scale changes quickly. <br />Perform advanced searches and edits. <br />Add comments for your changes. <br />Sort and view performance statistics. <br />Copy or move items between campaigns, ad groups, and accounts. <br />Export a snapshot of your account for archiving or sharing. <br />Import an archive or share file and review proposed changes. <br />8 October, 2009<br />Introduction to Google Adwords, by Rik Helsen<br />18<br />Benefits of AdWordseditor<br />
  23. 23. 19<br />Introduction to Google Adwords, by Rik Helsen<br />8 October, 2009<br />Up to 30 daysafter a user clicks your ad, this user is associatedwith the adwordcampaign and keyword (using a tracing cookie). Thisallows:<br />E-commercetracking up to individualsales, product categories, …<br />Tracking of customevents/goals such as newslettersubscriptionsor user registration.<br />Funnelsallowyou to seewhereduring a processusers “drop out”.<br />Research of additional search queriesperfomendusingyourwebsite’s search interface.<br />Google Analytics<br />
  24. 24. 20<br />Introduction to Google Adwords, by Rik Helsen<br />8 October, 2009<br />Having a non converting landing page<br />Notbeingable to accurartlymeasureresults<br />Track the right metrics (profitinstead of sales in conversiontracking)<br />Fail to optimize ad serving (decideforyourselfwhichads to serve most)<br />Usingbroad match only<br />Prayingyourquality score willgetbetter<br />Activating the content network without modifyingbids<br />Always goingfor the #1 spot<br />Notlooking at all statistics: test by time of day<br />Too many Keywords in Adgroups<br />Not tracking CTR of your indivdual keywords<br />Commonmistakes<br />
  25. 25. 4. Tools & resources<br />21<br />Introduction to Google Adwords, by Rik Helsen<br />8 October, 2009<br />
  26. 26. 22<br />Introduction to Google Adwords, by Rik Helsen<br />8 October, 2009<br />Google AdwordsEditor - http://www.google.com/intl/en/adwordseditor<br />KeywordDensity/ProminenceAnalyzer - http://www.ranks.nl/tools/spider.html<br />Google keyword tools<br />https://adwords.google.com/select/KeywordToolExternal<br />http://www.google.com/sktool/<br />Traffic estimator - https://adwords.google.com/select/TrafficEstimatorSandbox<br />Tools<br />
  27. 27. 23<br />Introduction to Google Adwords, by Rik Helsen<br />8 October, 2009<br />Adwords Help center - https://adwords.google.com/support/<br />Google Business Channel (recommended) - http://www.youtube.com/user/GoogleBusiness<br />Google Adwords help - http://www.youtube.com/user/GoogleAdWordsHelp<br />Digitalpoint forum - http://forums.digitalpoint.com/<br />Google Advertising Professional exam - http://www.google.com/adwords/learningcenter/<br />Resources<br />
  28. 28. 5. Q&A<br />24<br />Introduction to Google Adwords, by Rik Helsen<br />8 October, 2009<br />
  29. 29. 25<br />Introduction to Google Adwords, by Rik Helsen<br />8 October, 2009<br />
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