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Introduction To Google Adwords
 

Introduction To Google Adwords

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

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

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    Introduction To Google Adwords Introduction To Google Adwords Presentation Transcript

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