2. Intro & Outline
• Basic Concepts
• Keyword Research
• Step by Step Campaign Setup
• Ad Writing
• Common Mistakes to Avoid
• Landing Page Design
• Tips & Sharing
• Resources – Learn more!
3. What is Google Adwords?
• PPC (Pay Per Click)Advertising
– You don’t pay (to Google) unless people click on your ad…
– Highly Targeted Advertising – Only appear when people search for it
4. Where will Google Adwords will appear?
Google Search Results
Search Network
7. Basic Concepts
• Benefits of Google Adwords?
– Fastest way to promote your products / services
– Very Targeted & Specific
– Get your Prospect to find you (No cold call!)
Right Message > Right People> Right Market > Right Time
8. • Who can use?
– Anybody (Google Account & Credit Card needed)
– Suitable for Direct Response Ad
– Not recommended for Branding
• Where?
– Anywhere, Anytime!
Basic Concepts
9. Basic Concepts
• How much does it cost?
– No fixed price
• Google provide estimated cost per click
– You only know after the clicks happen
– Good news is – You are in Control
• No Minimum Spend
• You control your budget
• You control Maximum Cost Per Click
• Pause/End the campaign anytime
10. How Adwords Pays for Itself
$1000 Investment in Adwords
$1 cost per click ≥ 1,000 Clicks
10% Conversion rate =100 Sales
Average Sales =100 Sales
$1k Investment Result in $10k in Sales
Reinvest Profit, Optimized the Ad
11. Terms
• Max CPC: Maximum Cost Per Click
– Maximum price you are willing to pay for particular keyword
eg. $2 for the keyword “iphone leather cover”
• CTR: Click-Through Rate
– Number of Clicks/ Number of times your ad shows up
12. Terms
• Landing page:
– First page where the visitors see after clicking on your ad.
Landing Page
Google Adword
13. Getting Started
• Understand your Target Market:
– Who are they? Where are they (country)?
– What website / forum they normally surf?
• What is your Main Keywords?
– Write down 5 keyword phrases based on each your product
& services
– Don’t use single keyword because it is toobroad
– Preferably 2~5 keyword phrases (indicate buying interest)!
14. Scout the Competition
• Google it!
– How many Competitors out there?
• Refresh the search results a few times and count
– Any keywords which are less competitive?
• Use Free tools
– https://adwords.google.com/select/KeywordToolExternal
15. Generating Keywords
• Imagine yourself as thecustomer
– what would you search for?
• Use these Tactics & Free Tools
https://adwords.google.com/select/KeywordToolExternal
• Remember to show all columns
www.yahoo.com
– Google Suggest
– Yahoo Search Assistant
– Forums (relate to your products or services)
– Ask your existing customers!
• Come out with at least 50 keywords
– Write it down! - Save it in Notepad or wherever.
17. Broad Match
• If you bid on => celebrity perfumes
• Your ad will appear when people search for:
Hollywood celebrity perfumes
List of celebrity endorsed perfumes
Perfumes wear by celebrity
18. Phrase Match
• If you bid on => “celebrity perfumes”
• Your ad will appear when people search for:
Hot celebrity perfumes
Top Ten celebrity perfumes
Celebrity perfumes and fragrance
Best celebrity perfumes for men
19. Exact Match
• If you bid on => [celebrity perfumes]
• Your ad will appear when people search for
exactly
Celebrity perfumes
20. Negative Keywords
• Technique to filter out traffic that you don’t want
• Put minus sign “-”
– Reseller
– Wholesaler
– Free
• So, your ad will not show up when people search for:
perfumes reseller
perfumes wholesaler
free perfumes
21. Wrap up Your Keywords
• Download Adwords Wrapper
http://www.godefy.com/product/godefy_adwords_wrapper_2117
– Automatic help you wrap up your keywords in different
matching option
– Wrap up your keywords now!
34. Understand Adwords Account Structure
Campaign A Campaign B
Ad GroupA1
Car Accessories!
Account
ABC Car Audio & Accessories Limited
Speaker
Ad Group A2
CD Player
Car Audio
Ad Group B1
Car Wiper
Ad Group B2
Car Lights
Keyword list
car speaker reviews
mid bass speaker
component speaker
Keyword list
Pioneer CD Player
Car CD Player
Sony Car CD Player
Keyword list
Car head lights
Car tail lights
Headlights bulbs
Keyword list
car wiper blades
car wiper motors
car wiper arms
35. Google Adwords Editor
•Download Adwords Editor
http://www.google.com/intl/en/adwordseditor/
•Download your keywords
•Group your keywords
•Upload your keywords
36. If you can afford to flush away your cash,
then please just stop here.
Sounds Simple, Right ?
42. 3rd Mistake:
Don't bring visitors to your homepage.
You only have 5~10 seconds to make an
impression as your visitors scan through
You’ll spend more money because
- Landing page not relevant to ad
- Low Quality Score
- You have to bid high – cost more!
43. 3rd Mistake continue
Just Give them exactly
what they want.
Voice Mail Software
Intelligent Voice Mail Software for you business needs…
…………………………………………………………
……………..Make your communication Easier…………
…..custom expandable systems………………….
www.smithtelecom.com/voice-mail-software.html
44. 4th Mistake:
Forget to put negative keywords
• Waste your money
• Waste visitor time
• Have to bid high
45. Filter it out…
You should do this:
Tips: What indicates a non-buying
Keywords?
46. 5th Mistake
Create only 1 ad in an Ad Group
Tips: Always split testing 2 ads at the same time!
See which one performs better conversion!
47. 5th Mistake (continue)
A week after the ad goes live...
58 Clicks l 1.9% CTR 45 Clicks l 1.4% CTR
• You’ll know which one actually performs better.
• Delete the inferior one, create another ad with
different copy to beat the better one.
• Keep testing!
48. Optimize your Landing Page
• Choose your landing page
– Don’t choose homepage
– Choose specific category/product page that what your ad described
• Headline
– Compelling & Eye Catching
– Relevant to your Ad
– Keyword in headline
• Unique Selling Point
– Describe benefits in bullet point
• Readability
– Headline use
– 10 or 12pt font size for content
49. Optimize your Landing Page
• In webShaper, go to Product Catalog > Choose Product Item >
Edit Product Item
• Put your keyword phrases in ‘Keyword field’
• Put short description
– Put most important information in first 160 characters space
– It show on Google Search Result Page (as snippets) that help your
SEO too!
50. Page size & layout
• Engage the Customers
– Display pictures or video to demonstrate the
benefits/step by step guide of your product
51. Build Trust & Confidence
• Testimonials
• VISA / MasterCard Logo
• PayPal verified / WorldPay logo
• Footer links
– Terms of service
– Refund / Return Policy
– Contact us
– Privacy Policy / Anti spam policy
• SSL Certificate and Logo
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