AdWords forBed and BreakfastsAugust 29, 2011<br />
Let’s Get Acquainted<br /><ul><li>Ed Tankersley
Principal of Eight Trails
Smarter websites and online marketing
20+ years advertising and marketing
Interactive director
Creative director
Writer</li></li></ul><li>Let’s Get Acquainted<br /><ul><li>Ed Tankersley</li></ul>Google AdWords Qualified Individual<br />
What is AdWords?<br />AdWords is Google’s paid search advertising program<br />Paid search is also known as pay-per-click ...
What is SEM?<br />
Connect with potentialcustomers while they’reactively searching foryour service!<br />
Natural search vs paid search<br />(SEO vs PPC)<br />
NATURAL SEARCH RESULTS<br />
PAID SEARCH ADS<br />
PAID SEARCH HERE, TOO<br />PAID SEARCH ADS<br />
SEO vs PPC<br />SEO helps you with your organic search rankings<br />PPC is a way to pay for position on the search result...
AdWords Nitty Gritty<br />Benefits of AdWords<br />Reach<br />Targeting<br />Flexibility<br />Measurability<br />
AdWords Nitty Gritty<br />AdWords is an auction<br />The higher you bid, the higher your ads appear (generally)<br />
AdWords Nitty Gritty<br />You pay only when someone clicks on your ad<br />Hence, pay-per-click<br />There is no minimum b...
AdWords Nitty Gritty<br />Your bid price for a given position is determined by competition AND your Quality Score<br />Wit...
AdWords Nitty Gritty<br />Your Quality Score is determined by<br />The relevance of your ad<br />The relevance of your lan...
AdWords Nitty Gritty<br />AdWords comprises:<br />Search Network<br />Google search<br />Search partners (AOL, Earthlink)<...
Set Up Your First AdWords Campaign, Step by Step<br />Create an Account the Right Way the First Time<br />Your Secret Adva...
Create an Account the Right Way the First Time<br />Start at adwords.google.com<br />
Create an Account the Right Way the First Time<br />Use an existing email tied to your Google accounts or create a new one...
Create an Account the Right Way the First Time<br />Use an existing email tied to your Google accounts or create a new one...
Create an Account the Right Way the First Time<br />Use an existing email tied to your Google accounts or create a new one...
Create an Account the Right Way the First Time<br />That’s it! You have an AdWords account<br />(sort of…)<br />
Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name y...
Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name y...
Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name y...
Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name y...
Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name y...
Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name y...
Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name y...
Create an Account the Right Way the First Time<br />Advanced Settings<br />Schedule<br />Start date<br />End date<br />Ad ...
Aug 31, 2011<br />
Create an Account the Right Way the First Time<br />Advanced Settings<br />Schedule<br />Start date<br />End date<br />Ad ...
Create an Account the Right Way the First Time<br />Create an ad<br />Select keywords<br />Set your maximum bid<br />Save ...
Create an Account the Right Way the First Time<br />Create an ad<br />Select keywords<br />Set your maximum bid<br />Save ...
Create an Account the Right Way the First Time<br />Create an ad<br />Select keywords<br />Set your maximum bid<br />Save ...
Create an Account the Right Way the First Time<br />Create an ad<br />Select keywords<br />Set your maximum bid<br />Save ...
Create an Account the Right Way the First Time<br />Enter your billing information<br />Select automatic payments or manua...
Create an Account the Right Way the First Time<br />NOW <br />you have an AdWords account<br />
CAUTION!<br />Unless you chose a start date in the future, your ads will now start displaying and you’ll be spending money...
Your Secret Advantage – Irresistible Ads<br />
Your Secret Advantage – Irresistible Ads<br />The purpose of your ad is to get people to click on your ad!<br />
Your Secret Advantage – Irresistible Ads<br />People don’t need a drill… <br />…they need a hole.<br />Sell your benefits!...
Your Secret Advantage – Irresistible Ads<br />< Benefits<br />< Features<br />
Hands-On -Explore Your Benefits<br />Create a list of features<br />Extend those to benefits<br />Add emotional promise if...
Your Secret Advantage – Irresistible Ads<br />Include a call to action and make it specific<br />Bad: Click here.<br />Bet...
Your Secret Advantage – Irresistible Ads<br />Include a call to action and make it specific<br />
Your Secret Advantage – Irresistible Ads<br />Put your price in your ad<br />
Your Secret Advantage – Irresistible Ads<br />Spy on your competitors, then differentiate<br />
Your Secret Advantage – Irresistible Ads<br />Write two ads and let them battle<br />
Hands-On –What Can You Test?<br />Headlines<br />Offers<br />Features<br />Benefits<br />Appeal/Promise<br />URLs<br />Cap...
Your Secret Advantage – Irresistible Ads<br />Use your top keyword in your ad headline<br />
The Lowdown on Keywords<br />
Keyword Research<br />Keyword – A word or series of words that a search engine user types into the search box<br />
Keyword Research<br />Generate a seed list<br />Ask your customers<br />Ask your front-line employees<br />Look at analyti...
Sample Seed List<br />Bed and breakfast<br />Hotel<br />Lodging<br />Cabins<br />B&B<br />Accommodations<br />Reviews<br /...
Expand Your Keyword List<br />Google Keyword Tool<br />adwords.google.com/select/KeywordToolExternal<br />
Evaluate Relevance<br />The more precise the search, the closer they are to buying:<br />Hotel<br />Boutique hotel<br />Be...
Evaluate Relevance<br />Are the people who search for a keyword likely to be buyers?<br />Not likely: Flagstaff hotel with...
The Lowdown on Keywords<br />Choose long tail keywords<br />
Select Your Keywords<br />Arrange keywords into closely related groups<br />Location<br />Room amenities<br />Promotions<b...
Hands-OnCreate a Keyword List<br />Write a seed list across the top<br />Write similar keywords below each seed word to cr...
The Lowdown on Keywords<br />Use negative keywords to tell AdWords what searches are not relevant to your business<br />
The Lowdown on Keywords<br />Put your most popular keywords in their own group<br />Put lots of keywords in your campaign<...
Optimize Your Ad Groups for Success<br />
Organize Your Ad Groups for Success<br />Create tightly focused ad groups<br />One feature or promotion per ad group, for ...
Hands-OnWrite an Ad<br />Choose a keyword<br />Write a headline that includes the keyword – 25 characters max<br />Write a...
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AdWords for B&Bs

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Ed Tankersley, principal of Eight Trails LLC online marketing and a Google AdWords Qualified Individual, shows how to set up your AdWords account the right way the first time, and how to get the most out of AdWords. The special focus for this presentation is on Bed and Breakfasts, but the information is applicable to all businesses.

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AdWords for B&Bs

  1. 1. AdWords forBed and BreakfastsAugust 29, 2011<br />
  2. 2. Let’s Get Acquainted<br /><ul><li>Ed Tankersley
  3. 3. Principal of Eight Trails
  4. 4. Smarter websites and online marketing
  5. 5. 20+ years advertising and marketing
  6. 6. Interactive director
  7. 7. Creative director
  8. 8. Writer</li></li></ul><li>Let’s Get Acquainted<br /><ul><li>Ed Tankersley</li></ul>Google AdWords Qualified Individual<br />
  9. 9. What is AdWords?<br />AdWords is Google’s paid search advertising program<br />Paid search is also known as pay-per-click or PPC<br />PPC is one component of SEM<br />
  10. 10. What is SEM?<br />
  11. 11.
  12. 12. Connect with potentialcustomers while they’reactively searching foryour service!<br />
  13. 13. Natural search vs paid search<br />(SEO vs PPC)<br />
  14. 14.
  15. 15. NATURAL SEARCH RESULTS<br />
  16. 16. PAID SEARCH ADS<br />
  17. 17. PAID SEARCH HERE, TOO<br />PAID SEARCH ADS<br />
  18. 18. SEO vs PPC<br />SEO helps you with your organic search rankings<br />PPC is a way to pay for position on the search results pages (and other websites, too)<br />PPC is not affected by what you do with SEO<br />SEO is not affected by what you do with PPC<br />
  19. 19. AdWords Nitty Gritty<br />Benefits of AdWords<br />Reach<br />Targeting<br />Flexibility<br />Measurability<br />
  20. 20. AdWords Nitty Gritty<br />AdWords is an auction<br />The higher you bid, the higher your ads appear (generally)<br />
  21. 21. AdWords Nitty Gritty<br />You pay only when someone clicks on your ad<br />Hence, pay-per-click<br />There is no minimum budget requirement<br />Spend as much or as little as works for you<br />
  22. 22. AdWords Nitty Gritty<br />Your bid price for a given position is determined by competition AND your Quality Score<br />With a good Quality Score, you could rank higher than a competitor for a lower bid price<br />
  23. 23. AdWords Nitty Gritty<br />Your Quality Score is determined by<br />The relevance of your ad<br />The relevance of your landing page<br />Your clickthrough rate<br />Other mysterious factors<br />
  24. 24. AdWords Nitty Gritty<br />AdWords comprises:<br />Search Network<br />Google search<br />Search partners (AOL, Earthlink)<br />Display Network<br />Hundreds of thousands of websites<br />
  25. 25. Set Up Your First AdWords Campaign, Step by Step<br />Create an Account the Right Way the First Time<br />Your Secret Advantage – Irresistible Ads<br />The Lowdown on Keywords<br />Organize Your Ad Groups for Success<br />3 Defaults That Can Bite You<br />Bonus Tips for Insiders Only<br />
  26. 26. Create an Account the Right Way the First Time<br />Start at adwords.google.com<br />
  27. 27.
  28. 28. Create an Account the Right Way the First Time<br />Use an existing email tied to your Google accounts or create a new one<br />Set your time zone – can’t be changed<br />Set your currency – can’t be changed<br />Confirm your email<br />
  29. 29.
  30. 30. Create an Account the Right Way the First Time<br />Use an existing email tied to your Google accounts or create a new one<br />Set your time zone – can’t be changed<br />Set your currency – can’t be changed<br />Confirm your email<br />
  31. 31.
  32. 32. Create an Account the Right Way the First Time<br />Use an existing email tied to your Google accounts or create a new one<br />Set your time zone – can’t be changed<br />Set your currency – can’t be changed<br />Confirm your email<br />
  33. 33.
  34. 34.
  35. 35. Create an Account the Right Way the First Time<br />That’s it! You have an AdWords account<br />(sort of…)<br />
  36. 36.
  37. 37.
  38. 38.
  39. 39.
  40. 40.
  41. 41.
  42. 42.
  43. 43.
  44. 44. Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name your campaign<br />Set your Locations<br />Set your Languages<br />Leave the Networks and Devices as it is<br />Leave Bidding Options set to Basic<br />Choose Manual Bidding<br />Set Daily Budget<br />Leave Delivery Method set to Standard<br />Ad Extensions<br />
  45. 45.
  46. 46.
  47. 47. Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name your campaign<br />Set your Locations<br />Set your Languages<br />Leave the Networks and Devices as it is<br />Leave Bidding Options set to Basic<br />Choose Manual Bidding<br />Set Daily Budget<br />Leave Delivery Method set to Standard<br />Ad Extensions<br />
  48. 48.
  49. 49. Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name your campaign<br />Set your Locations<br />Set your Languages<br />Leave the Networks and Devices as it is<br />Leave Bidding Options set to Basic<br />Choose Manual Bidding<br />Set Daily Budget<br />Leave Delivery Method set to Standard<br />Ad Extensions<br />
  50. 50.
  51. 51. Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name your campaign<br />Set your Locations<br />Set your Languages<br />Leave the Networks and Devices as it is<br />Leave Bidding Options set to Basic<br />Choose Manual Bidding<br />Set Daily Budget<br />Leave Delivery Method set to Standard<br />Ad Extensions<br />
  52. 52.
  53. 53. Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name your campaign<br />Set your Locations<br />Set your Languages<br />Leave the Networks and Devices as it is<br />Leave Bidding Options set to Basic<br />Choose Manual Bidding<br />Set Daily Budget<br />Leave Delivery Method set to Standard<br />Ad Extensions<br />
  54. 54.
  55. 55. Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name your campaign<br />Set your Locations<br />Set your Languages<br />Leave the Networks and Devices as it is<br />Leave Bidding Options set to Basic<br />Choose Manual Bidding<br />Set Daily Budget<br />Leave Delivery Method set to Standard<br />Ad Extensions<br />
  56. 56.
  57. 57. Create an Account the Right Way the First Time<br />Use the Load Settings option to choose Search Network Only<br />Name your campaign<br />Set your Locations<br />Set your Languages<br />Leave the Networks and Devices as it is<br />Leave Bidding Options set to Basic<br />Choose Manual Bidding<br />Set Daily Budget<br />Leave Delivery Method set to Standard<br />Ad Extensions<br />
  58. 58.
  59. 59. Create an Account the Right Way the First Time<br />Advanced Settings<br />Schedule<br />Start date<br />End date<br />Ad Scheduling<br />Ad Delivery: Set Ad Rotation to Rotate<br />
  60. 60. Aug 31, 2011<br />
  61. 61. Create an Account the Right Way the First Time<br />Advanced Settings<br />Schedule<br />Start date<br />End date<br />Ad Scheduling<br />Ad Delivery: Set Ad Rotation to Rotate<br />
  62. 62.
  63. 63.
  64. 64. Create an Account the Right Way the First Time<br />Create an ad<br />Select keywords<br />Set your maximum bid<br />Save and continue to billing<br />
  65. 65.
  66. 66. Create an Account the Right Way the First Time<br />Create an ad<br />Select keywords<br />Set your maximum bid<br />Save and continue to billing<br />
  67. 67.
  68. 68. Create an Account the Right Way the First Time<br />Create an ad<br />Select keywords<br />Set your maximum bid<br />Save and continue to billing<br />
  69. 69.
  70. 70. Create an Account the Right Way the First Time<br />Create an ad<br />Select keywords<br />Set your maximum bid<br />Save and continue to billing<br />
  71. 71. Create an Account the Right Way the First Time<br />Enter your billing information<br />Select automatic payments or manual payments<br />Pay a one-time AdWords activation fee of $5<br />
  72. 72. Create an Account the Right Way the First Time<br />NOW <br />you have an AdWords account<br />
  73. 73. CAUTION!<br />Unless you chose a start date in the future, your ads will now start displaying and you’ll be spending money!<br />
  74. 74. Your Secret Advantage – Irresistible Ads<br />
  75. 75. Your Secret Advantage – Irresistible Ads<br />The purpose of your ad is to get people to click on your ad!<br />
  76. 76. Your Secret Advantage – Irresistible Ads<br />People don’t need a drill… <br />…they need a hole.<br />Sell your benefits!<br />
  77. 77. Your Secret Advantage – Irresistible Ads<br />< Benefits<br />< Features<br />
  78. 78. Hands-On -Explore Your Benefits<br />Create a list of features<br />Extend those to benefits<br />Add emotional promise if you can<br />
  79. 79. Your Secret Advantage – Irresistible Ads<br />Include a call to action and make it specific<br />Bad: Click here.<br />Better: Learn about our inn.<br />Best: Book online. Buy now. Reserve your spot. Get yours today.<br />
  80. 80. Your Secret Advantage – Irresistible Ads<br />Include a call to action and make it specific<br />
  81. 81. Your Secret Advantage – Irresistible Ads<br />Put your price in your ad<br />
  82. 82. Your Secret Advantage – Irresistible Ads<br />Spy on your competitors, then differentiate<br />
  83. 83.
  84. 84. Your Secret Advantage – Irresistible Ads<br />Write two ads and let them battle<br />
  85. 85. Hands-On –What Can You Test?<br />Headlines<br />Offers<br />Features<br />Benefits<br />Appeal/Promise<br />URLs<br />Capitalization<br />
  86. 86. Your Secret Advantage – Irresistible Ads<br />Use your top keyword in your ad headline<br />
  87. 87. The Lowdown on Keywords<br />
  88. 88. Keyword Research<br />Keyword – A word or series of words that a search engine user types into the search box<br />
  89. 89. Keyword Research<br />Generate a seed list<br />Ask your customers<br />Ask your front-line employees<br />Look at analytics or server logs<br />
  90. 90. Sample Seed List<br />Bed and breakfast<br />Hotel<br />Lodging<br />Cabins<br />B&B<br />Accommodations<br />Reviews<br />Ratings <br />
  91. 91. Expand Your Keyword List<br />Google Keyword Tool<br />adwords.google.com/select/KeywordToolExternal<br />
  92. 92.
  93. 93. Evaluate Relevance<br />The more precise the search, the closer they are to buying:<br />Hotel<br />Boutique hotel<br />Bed and breakfast<br />Bed and breakfast Flagstaff<br />Bed and breakfast fireplace Flagstaff<br />Bed and breakfast near Pine Mountain Amphitheater<br />
  94. 94. Evaluate Relevance<br />Are the people who search for a keyword likely to be buyers?<br />Not likely: Flagstaff hotel with pool, cheap Flagstaff hotel, review Flagstaff Inns<br />More likely: Flagstaff b&b, hotel near Flagstaff bluegrass festival<br />
  95. 95. The Lowdown on Keywords<br />Choose long tail keywords<br />
  96. 96. Select Your Keywords<br />Arrange keywords into closely related groups<br />Location<br />Room amenities<br />Promotions<br />Nearby attractions<br />
  97. 97. Hands-OnCreate a Keyword List<br />Write a seed list across the top<br />Write similar keywords below each seed word to create groups<br />
  98. 98. The Lowdown on Keywords<br />Use negative keywords to tell AdWords what searches are not relevant to your business<br />
  99. 99. The Lowdown on Keywords<br />Put your most popular keywords in their own group<br />Put lots of keywords in your campaign<br />Add new keywords regularly<br />
  100. 100. Optimize Your Ad Groups for Success<br />
  101. 101. Organize Your Ad Groups for Success<br />Create tightly focused ad groups<br />One feature or promotion per ad group, for example<br />
  102. 102. Hands-OnWrite an Ad<br />Choose a keyword<br />Write a headline that includes the keyword – 25 characters max<br />Write ad text<br />70 characters total divided into two lines<br />Try to include the keyword<br />Benefits, price, promotion<br />Include a call to action<br />
  103. 103. Bonus Tipsfor Insiders Only<br />
  104. 104. Bonus Tips for Insiders Only<br />Create a separate campaign for your branded keywords<br />Company name<br />Website<br />Variations<br />Keeps these top performers from skewing your other metrics<br />
  105. 105. Bonus Tips for Insiders Only<br />Test Ad Scheduling to run your ads during those hours when you want to answer the phone<br />Don’t make changes too frequently<br />Don’t delete ads; pause and replace<br />
  106. 106. Bookmark These<br />EightTrails.com<br />adwords.google.com<br />google.com/intl/en/ads/faq – step-by-step sign up instructions<br />google.com/adwords/learningcenter – advanced tutorials<br />adwords.google.com/select/KeywordToolExternal – keyword tool<br />
  107. 107. Questions? Effusive Praise?<br />Ed Tankersley <br />EightTrails.com<br />ed@eighttrails.com<br />602-361-2001<br />

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