SMB Guide to Google AdWords and Facebook Advertising

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  • There is Google AdWords and Google AdWords Express. Express is perfect for small, local businesses that do not have the time to put into managing a full blown AdWords account, or have budget to pay for management. AdWords is for businesses that want more features, more reports, more tools and more control over their ad campaign. With AdWords you can advertise not only locally but also regionally or nationwide. If you want to select your own keywords or write multiple ads (for example, if you want to promote multiple products or services) you should sign up for Google AdWords.
  • SMB Guide to Google AdWords and Facebook Advertising

    1. 1. Learn How to Manage a Google AdWords Campaign + Facebook Ads (and more) 11/21/2013
    2. 2. WELCOME GUESTS! Scan to Sign Up for Email List www.ChescoMarketing.com
    3. 3. Welcome Learn more at ChescoMarketing.com • • • Schedule of Workshops/Seminars/Monthly Meetings Past Presentations in Slide Library More content being developed Facebook.com/ChescoMG Gplus.to/ChescoMG Linkd.in/ChescoLI YouTube.com/ChescoMarketing Twitter.com/ChescoMarketing eepurl.com/tE1of www.ChescoMarketing.com www.ChescoMarketing.com @ChescoMarketing #ChescoMG
    4. 4. A Small Business Intro to Google AdWords www.ChescoMarketing.com 4
    5. 5. Overview of Paid Search/PPC • • • • • Known as Paid Search/PPC/Pay-per-click Not FREE. Google AdWords, Bing Ads Key Definitions of paid ads: – Clicks = # of times ad appears AND is clicked – Impressions = # of times your ad appears – Avg CPC = average cost per click – CTR = # of clicks / impressions. (ex: you have 5 clicks and 1000 impressions, 5/1000= 0.05%) Ads appear as top 3 results in Google SERP and along the right side of results. www.ChescoMarketing.com 5 5
    6. 6. What is Google AdWords? • • • • • Used by businesses to generate leads, sales and traffic to site Advertise across a region or nationwide Ability to set keywords and multiple ads Manage multiple campaigns Set a daily budget for advertising www.ChescoMarketing.com 6 6
    7. 7. Structure of AdWords Account Best practice: Structure your campaign by multiple AdGroups that focus on topics, products, etc. www.ChescoMarketing.com 7 7
    8. 8. Keyword Matching Types • Keywords Matching Options – Broad & +Modified +Broad – “Phrase Match” • Matches phrase exactly of with words in front or behind • Search “women’s hats” “marketing group” – [Exact Match] • Search needs to be exact – Return close variants of words, plurals, misspellings • Negative Keywords – Filter out word you do not want included Since this example is selling “women’s hats” some good negative words would be “men” “man” “children” “boy” “shoe” “shoes” etc etc etc. www.ChescoMarketing.com 8 8
    9. 9. Inside AdWords AdGroups Keywords www.ChescoMarketing.com 9 9
    10. 10. Facts and Myths My Business Is Too Small. Even though your business is small, you still have customers who are searching online. AdWords lets you select by geography – down to only a few miles of your business – so you can reach a very targeted population. My Marketing Budget Won’t Allow For It. With AdWords, you set the budget you want and pay only when someone clicks on your ad. www.ChescoMarketing.com 10 10
    11. 11. Ways to Geo Target 11
    12. 12. Geo Targeting By Search Enter in your location(s) and Add or Exclude By Radius the ads will target a radius of 20 miles around Boston. TIP!! www.ChescoMarketing.com 12 12
    13. 13. FACEBOOK ADVERTISING [DEMO] www.ChescoMarketing.com 13
    14. 14. Thank you for attending! Learn more at ChescoMarketing.com • • • Schedule of Workshops/Seminars/Monthly Meetings Past Presentations in Slide Library More content being developed Facebook.com/ChescoMG Gplus.to/ChescoMG Linkd.in/ChescoLI YouTube.com/ChescoMarketing Twitter.com/ChescoMarketing eepurl.com/tE1of www.ChescoMarketing.com @ChescoMarketing #ChescoMG 14

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