Google Advertising for Small Business

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This is an introduction to advertising opportunities using the Google Adwords platform, including the Search Network, Display Network, and YouTube video advertising. Small businesses can measure the effectiveness of their spending using Google Analytics, a free website analyzer. Another simple, free, and highly effective Google tool is Google+ for Business pages. Every business should claim their free page, encourage reviews, and interact with their customers online.

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  • Google Advertising for Small Business

    1. 1. Understanding Google AdWords Reach and Strategy Darren Carter, MD Principal, NYC SEM Southwest Brooklyn Industrial Development Corporation January 15, 2014
    2. 2. Goals  Introduce you to Google’s social, measurement & marketing platforms  Discuss the Search, Display and Video pay-per-click (PPC) networks  Include some best practices  Leave quick takeaways & resources
    3. 3. Google+ for Business  Google+ social media platform with more views than Facebook  Google+ for business adds “Yellow Pages”  Interact & encourage reviews  Claim your page today at http://www.google.com/+/business
    4. 4. Google+ for Business
    5. 5. AdWords Is Marketing Not SEO Display & Video Search & Remarketing Remarketing
    6. 6. AdWords Benefits  Pay-per-click = pay-as-you-go  Budget controls  Geotargeting  Can transfer to campaigns to Bing  Can measure success
    7. 7. Google Analytics  Free technology to understand website performance  Profile your visitors  Measure leads  Calculate return-on-ad-spend
    8. 8. Google Analytics
    9. 9. AdWords Search  Most powerful network due to intent  Click-through-rates from 2%-25%  Best practices  Aim for quality scores of 7+  Match keyword to ad copy & landing page  A/B test ad copy  Negative keywords  Use ad extensions
    10. 10. SERP Trifecta Search Organic Local/+
    11. 11. Branded Keywords  Always create a branded adgroup  High CTRs = high quality scores  List trademarks with Google  Prevents competitors from using your brand  Add competitors’ brands as negative keywords  Searcher intent  Trademarks  Poor quality score
    12. 12. Branded Success  Call, review & sitelinks extensions provide comprehensive marketing message  Campaign returns 12000%!
    13. 13. Product Listing Ads  Uses product feed  Several advantages  Visual  Pricing  Dynamic  Use feed in other comparison engines  47% higher CTR
    14. 14. Display Network  Reaches 90% of people on the internet  Text, image, Flash, video & rich media ads  Expected CTR 0.1%  Never combine with Search
    15. 15. Display Network  Placements  Interests & Remarketing  Content  Gender or Age  Topics  Any combo or just adjust bids
    16. 16. Video Network  Integrated across YouTube & Display  YouTube is 2nd largest search engine  Video views < $0.10 & clicks included  Remarketing possible
    17. 17. YouTube TrueView In-Stream  Pay only after visitor watches 30 seconds or the whole video ad if <30 seconds  Google shows the ads that get more views
    18. 18. YouTube Search  Keywords trigger paid ad placement  You pay when someone clicks
    19. 19. YouTube Display  Your ad appears in paid placement based on video content  You pay when they click
    20. 20. Conclusions  Claim your Google+ page  Analytics is essential for AdWords  Start with Search and move to Display  Use all applicable ad extensions  If you need to create awareness or want to brand, consider Display sooner  Video is least expensive Display advertising now
    21. 21. Recommend Services  CallRail Call Tracking http://nsem.us/callrail  Olark Live Chat http://nsem.us/olark-chat  SEMRush Keyword Research Tool http://nsem.us/semrushoffer  AdRoll Remarketing (Facebook included) http://nsem.us/addrolloffer
    22. 22. Contact Info Darren Carter, MD 646-450-3631 darren@nycsem.com nycsem.com http://nsem.us/adwordshelpout I can provide $100 of free advertising once you spend $25. Use the coupon within 14 days of starting AdWords. I’m available for online consultations through Google Helpouts & provide full-service AdWords optimization.

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