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Intro to Google AdWords | LogicClassroom by Boston Logic


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Basic introduction to Google AdWords and pay-per-click advertising. In this LogicClassroom we discussed what ppc ads are and how they work, we went over the elements of the Google AdWords interface, and gave tips on how to build, optimize, and grow your Google PPC campaign.

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Intro to Google AdWords | LogicClassroom by Boston Logic

  1. 1. T: 617.266.9166<br /> <br />Intro To Google Adwords<br />Pay Per Click (PPC) Online Advertising<br />Presented by: Boston Logic<br /> Ashley Osgood, Marketing Associate<br /> Angela Davis, Marketing Associate<br />
  2. 2. Classroom Overview<br />T: 617.266.9166<br /> <br />
  3. 3. WHAT IS PPC?<br />T: 617.266.9166<br /> <br />
  4. 4. What is Google PPC Advertising?<br />Google Adwords places Ads to right of & above search results<br />Also in Google Partner Sites with Adsense<br />Ads triggered by the user query: “keyword advertising”<br />Query<br />Adwords Ads<br />Adwords Ads<br />T: 617.266.9166<br /> <br />
  5. 5. How Search Keyword Advertising Works<br />When user types in query <br />(or keyword), shows in BOLD<br /><ul><li>Targeted advertising
  6. 6. Better advertising ROI
  7. 7. Also appears on Google Partner sites
  8. 8. Improved user experience
  9. 9. Users find what they are interested in</li></ul>T: 617.266.9166<br /> <br />
  10. 10. Adwords Benefits<br /><ul><li>Reach</li></ul>Access to worldwide internet users<br /><ul><li>Cost</li></ul>Low costs for high ROI<br />Pay Google when users click on your ads<br /><ul><li>Timing</li></ul>Ads are seen by users looking to purchase<br />Reach youraudience at the righttime, with the right message<br /><ul><li>Flexibility</li></ul>Start advertising quickly<br />Unlimited changes, whenever you want<br />You can target ads to the specific location & language of your customers<br />T: 617.266.9166<br /> <br />
  11. 11. Using Google Adwords:Basic Definitions<br />T: 617.266.9166<br /> <br />
  12. 12. Cost Per Click: CPC<br /><ul><li>Click:The action a user takes to select your ad and be taken to your website.
  13. 13. Google charges you when a user clicks on your ad</li></ul>Your Customer<br />Search<br />Destination Website<br /> Your PPC Text Ad<br />User Clicks<br />
  14. 14. Impressions & Click-through Rate (CTR)<br /> Impression:The appearance of your ad on Google or one of their partner sites<br /> Clicks <br /> Impressions<br />CTR reflects how your ads are performing. <br />More relevant ads = more frequent clicks = high CTR<br />= CTR, Expressed as %<br />T: 617.266.9166<br /> <br />
  15. 15. How Ads are Ranked: Quality Score<br />Quality Score is calculated every time your keyword matches a search query. <br />High Quality Score = ads will be in<br />higher position at lower CPC<br />Measures <br />relevancy<br />T: 617.266.9166<br /> <br />
  16. 16. Other Important Terms<br />Budget – The total amount you are willing to pay per day on your campaigns <br />Max CPC – Most you are willing to pay per click<br /> Keywords:<br /> Broad Match – ads could appear in broad versions of search<br /> “Phrase Match” – Ads show when users type phrase<br /> [Exact Match] – Ads show for exact phrase exclusively<br /> Conversion: When a user completes a desired action on your site. i.e., completes the “Contact Us” form.<br />T: 617.266.9166<br /> <br />
  17. 17. Understanding Ads and Adwords Interface<br />T: 617.266.9166<br /> <br />
  18. 18. Understanding Ad Campaign Structure<br />T: 617.266.9166<br /> <br />
  19. 19. Understanding Ad Campaign Structure<br />T: 617.266.9166<br /> <br />
  20. 20. Navigating The System<br />T: 617.266.9166<br /> <br />
  21. 21. Choosing Your PPC Keywords<br />Keyword Tool URL:<br />Type keyword here<br />Keyword Suggestions<br />
  22. 22. Writing A Text PPC Ad<br />25 Character Limit<br />35 Character limit<br />35 Character Limit<br />T: 617.266.9166<br /> <br />
  23. 23. Monitoring Keyword Performance<br />
  24. 24. How To Succeed With Adwords<br />T: 617.266.9166<br /> <br />
  25. 25. Key Concepts to PPC Management<br />Continuous Cycle of PPC Management<br />Very Active<br />Tracking<br />Reporting<br />Testing ads<br />Refining text<br />T: 617.266.9166<br /> <br />
  26. 26. Tips For Adwords Success<br /> Stick To One Goal<br /> i.e., more lead sign-ups<br /> Create multiple campaigns for multiple goals<br /> Keep your audience in mind<br /> Target only in areas you service & languages<br /> Split Campaigns into Ad Groups<br />Each ad group should have a theme<br />i.e., one ad group for sales, one for rentals<br />Pick the right keywords for your ad goals<br />T: 617.266.9166<br /> <br />
  27. 27. Creating Successful Ads <br /> Create simple, enticing ads<br /> Highlight was makes you stand out<br /> Include pricing and promotions<br /> More info user can gain from your ad, the better<br /> Strong call-to-action<br /> At end of ad, use “Browse”, “Call Today”, etc. <br />Include one of your keywords in your ad text<br />Use best-performing keyword: will show in bold<br />Choose the best destination URL<br />If users don’t find what’s promised, will bounce<br />Test multiple ads in each ad group<br />Experiment with different ad versions to find most successful<br />Adwords auto-rotates successful ads<br />T: 617.266.9166<br /> <br />
  28. 28. Long-Term Adwords Success Strategy<br />Adwords Keywords<br />Create monthly Keyword Reports<br /> See high / low converting keywords<br /> Eliminate those that aren’t working<br />Visit the Keyword Tool in Adwords for new ideas<br />Don’t overlap keywords in multiple campaigns!<br />Work on Your Website<br />Keep your website up-to-date<br />Make sure ads have relevant Landing Pages<br />When users land on your site, they find EXACTLY what they were looking for in your ad<br />T: 617.266.9166<br /> <br />
  29. 29. @BostonLogic<br />Questions?<br />For future (and past) webinars by Boston Logic:<br /><br />Read SEO Tips on our Real Estate SEO Blog:<br /><br />For more information, contact: <br />Ashley Osgood,<br />Angela Davis,<br />Phone: 617.266.9166<br />T: 617.266.9166<br /> <br />