Adwords Barcamp Ghent March2008

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Workshop "AdWords for beginners " Barcamp Ghent

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Adwords Barcamp Ghent March2008

  1. 1. AdWords A practical introduction Béate Vervaecke e-Zen
  2. 2. Set-up <ul><li>Organize </li></ul>
  3. 3. Set-up <ul><li>New account per client </li></ul>
  4. 4. Set-up <ul><li>Campaigns </li></ul><ul><li>Budget: Business units, products, brands, </li></ul><ul><li>Regions </li></ul><ul><li>Languages </li></ul><ul><li>Content network or Google network </li></ul>
  5. 5. Set-up <ul><li>Ad Groups </li></ul><ul><li>Clusters of similar keywords </li></ul>
  6. 6. Set-up <ul><li>KeyWords </li></ul><ul><li>Broad & expanded broad match </li></ul><ul><ul><li>frisdrank => frisdranken </li></ul></ul><ul><ul><li>frisdrank => Cola </li></ul></ul><ul><li>Phrase match </li></ul><ul><ul><li>“ frisdrank” => sprankelijke frisdrank </li></ul></ul><ul><li>Exact match </li></ul><ul><ul><li>[frisdrank] => frisdrank </li></ul></ul><ul><li>Negatives </li></ul><ul><ul><li>-cola </li></ul></ul>
  7. 7. Set-up <ul><li>Track! </li></ul><ul><ul><li>Define success </li></ul></ul><ul><ul><li>Pick your tool </li></ul></ul><ul><ul><ul><li>Google AdWords </li></ul></ul></ul><ul><ul><ul><li>Google Analytics </li></ul></ul></ul><ul><ul><ul><ul><li>Just 1 box to thick </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Profiles </li></ul></ul></ul></ul><ul><ul><ul><li>Other </li></ul></ul></ul>
  8. 8. Relevancy - CPC <ul><li>Keywords to adv text </li></ul><ul><li>Keywords to landingpage (SEO!) </li></ul><ul><li>History: </li></ul><ul><ul><li>Clickthrough </li></ul></ul><ul><ul><li>Reputation of the account </li></ul></ul><ul><ul><li>… </li></ul></ul><ul><li>… </li></ul>
  9. 9. Costs per click? <ul><li>Costs </li></ul><ul><ul><li>B2C Real Estate 0,04 – 0,15 </li></ul></ul><ul><ul><li>B2C Cars 0,04 – 0,25 </li></ul></ul><ul><ul><li>B2C E-commerce 0,10 – 0,50 </li></ul></ul><ul><ul><li>B2C Bank 0,25 – 1,50 </li></ul></ul><ul><ul><li>B2B not competitive 0,10 – 0,50 </li></ul></ul><ul><ul><li>B2B very competitive 0,75 – 2,00 </li></ul></ul><ul><li>Source: inside Jan 2007 </li></ul>
  10. 10. Questions? <ul><li>Contact </li></ul><ul><ul><li>Béate Vervaecke </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>0486 85 15 48 </li></ul></ul><ul><ul><li>015 34 78 40 </li></ul></ul>

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