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 Presentation Transcript

  • 1. 8 October, 2009
    Introduction to Google Adwordsby Rik Helsen
  • 2. 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
  • 3. 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.”
  • 4. 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. 5
    Introduction to Google Adwords, by Rik Helsen
    8 October, 2009
    • The goal of googleadwords is to generate more qualitytraffic to your website.
    • 6. Increaseyour brand awareness
    • 7. Sell more products and services
    • 8. Increaseyour profits
    • 9. Your ad shouldbehelping the internet public to achievetheir goals
    Goals whenusingAdwords
  • 10. 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
  • 11. 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
  • 12. 8 October, 2009
    Introduction to Google Adwords, by Rik Helsen
    8
    Ads in the content network
    Adscanbeembedded in websites
    Targettingkeywords
    OR
    TargettingspecificURL’s
  • 13. 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
  • 14. 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
  • 15. 2. Demo: Creating a simplecampaign
    11
    Introduction to Google Adwords, by Rik Helsen
    8 October, 2009
  • 16. 12
    Introduction to Google Adwords, by Rik Helsen
    8 October, 2009
    Demonstration
  • 17. 3. Thingsyoushouldknowfor managing yourcampaignseffectively
    13
    Introduction to Google Adwords, by Rik Helsen
    8 October, 2009
  • 18. 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
  • 19. 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
  • 20. 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 - …)
  • 21. 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.
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. 4. Tools & resources
    21
    Introduction to Google Adwords, by Rik Helsen
    8 October, 2009
  • 26. 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
  • 27. 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
  • 28. 5. Q&A
    24
    Introduction to Google Adwords, by Rik Helsen
    8 October, 2009
  • 29. 25
    Introduction to Google Adwords, by Rik Helsen
    8 October, 2009