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Threesides Digital Canberra-AdWordsOverview-July2014

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Get a short intro into what Google AdWords and CPC advertising is all about.

Get a short intro into what Google AdWords and CPC advertising is all about.

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  • http://www.youtube.com/watch?v=05we2g3Edgs
    what is adwords?
    history - october 2000 – adwords launches with 350 customers – now 1.2 million worldwide
    how does cpc advertising model work?
    how does adwords search work (ad auction etc)?
    outline search, display, remarketing, video, product listings, mobile app ads.
    who uses adwords and how many people can i reach?
    why choose adwords? benefits to business.
  • http://www.feedthebot.com/
  • Transcript

    • 1. @digitalCBR #CBRfree WiFi Digitalcanberra.com.au @digitalCBR #CBRfree WiFi Digitalcanberra.com.au Google Adwords Smart Digital Advertising Kathryn Scobie
    • 2. @digitalCBR #CBRfree WiFi Digitalcanberra.com.au What is Google AdWords?
    • 3. @digitalCBR #CBRfree WiFi Digitalcanberra.com.au WHAT IS GOOGLE ADWORDS? 1. Targeted and measurable online advertising that drives visits to your website. 2. Mostly Cost Per Click – CPC. 3. The CPC varies significantly. 4. You control your campaigns (budget, targeting, device, scheduling, exclusions, account access).
    • 4. @digitalCBR #CBRfree WiFi Digitalcanberra.com.au GOOGLE AD FORMATS Search - text ads on Google Search & partner search websites - targeted by keywords Display - text, image and animated ads on the Google Display Network - targeted by placement, keywords, topics, interest & demographics
    • 5. @digitalCBR #CBRfree WiFi Digitalcanberra.com.au GOOGLE AD FORMATS Video ads - YouTube & Google Display Network, pay per view, in-stream & in-display -targeted by topics, interests, demographics, placement, keywords, remarketing Shopping ads - linked to your Google Merchant Centre account - targeted by inventory keywords
    • 6. @digitalCBR #CBRfree WiFi Digitalcanberra.com.au GOOGLE AD FORMATS Mobile ads (full browser devices) -Text, image & app promotion ads -Targeted depending on campaign type
    • 7. @digitalCBR #CBRfree WiFi Digitalcanberra.com.au Why choose Google?
    • 8. @digitalCBR #CBRfree WiFi Digitalcanberra.com.au AUSTRALIAN SEARCH ENGINE USE http://www.criticone.com.au/
    • 9. @digitalCBR #CBRfree WiFi Digitalcanberra.com.au How much should I spend?
    • 10. WHERE DOES ADWORDS FIT WITHIN YOUR DIGITAL MARKETING TACTICS?
    • 11. @digitalCBR #CBRfree WiFi Digitalcanberra.com.au How do I get started?
    • 12. @digitalCBR #CBRfree WiFi Digitalcanberra.com.au HOW DO I GET STARTED ON ADWORDS? • Create an AdWords account www.google.com/ads/new/ • Use the same Google Account you use for Google My Business, Google+ & Webmaster Tools • Take care (some settings cannot be changed)
    • 13. @digitalCBR #CBRfree WiFi Digitalcanberra.com.au ESTABLISH YOUR GOALS • Establish your goals before you set up campaigns. • What is important to your business? • Website traffic • Phone call enquiries or email leads • Purchases • Re-engaging existing customers • Brand awareness
    • 14. @digitalCBR #CBRfree WiFi Digitalcanberra.com.au GENERATE GOOD KEYWORDS • Terms you use on your website • Terms your customers commonly use • Use the Google AdWords Keyword Planner • Current organic search terms (Webmaster Tools) • Don’t forget negative keywords
    • 15. WRITE GOOD ADS 1. Write compelling, relevant headlines 2. Provide offers and pricing (Save $35/25%) 3. Use a call to action (Book Now/Get a Quote) 5. Look at it on screen and test, test, test!
    • 16. @digitalCBR #CBRfree WiFi Digitalcanberra.com.au ADWORDS GOLDEN RULE Adwords will get them there but your website has to convert them.
    • 17. @digitalCBR #CBRfree WiFi Digitalcanberra.com.au GENERATING CONVERSIONS – THE BASICS 1. Relevant landing pages 2. Clear call to action a) Phone number b) Contact Forms c) Shopping Cart d) Booking Buttons e) Good navigation 3. Set up conversion tracking
    • 18. @digitalCBR #CBRfree WiFi Digitalcanberra.com.au REPORTING & MEASURING SUCCESS • Check in on your campaigns regularly and automate your reports. • Match your performance against your goals. • Test different approaches.
    • 19. @digitalCBR #CBRfree WiFi Digitalcanberra.com.au GET HELP • AdWords help and AdWords training online https://support.google.com/adwords/ http://www.youtube.com/user/learnwithgoogle •AdWords Certified Professional / AdWords Partner •https://www.google.com.au/partners/
    • 20. @digitalCBR #CBRfree WiFi Digitalcanberra.com.au www.threesides.com.au www.facebook.com/threesides www.linkedin.com/company/threesides www.slideshare.net/threesides STAY IN TOUCH

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