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.
18. SEO vs PPC SEO helps you with your organic search rankings PPC is a way to pay for position on the search results pages (and other websites, too) PPC is not affected by what you do with SEO SEO is not affected by what you do with PPC
20. AdWords Nitty Gritty AdWords is an auction The higher you bid, the higher your ads appear (generally)
21. AdWords Nitty Gritty You pay only when someone clicks on your ad Hence, pay-per-click There is no minimum budget requirement Spend as much or as little as works for you
22. AdWords Nitty Gritty Your bid price for a given position is determined by competition AND your Quality Score With a good Quality Score, you could rank higher than a competitor for a lower bid price
23. AdWords Nitty Gritty Your Quality Score is determined by The relevance of your ad The relevance of your landing page Your clickthrough rate Other mysterious factors
24. AdWords Nitty Gritty AdWords comprises: Search Network Google search Search partners (AOL, Earthlink) Display Network Hundreds of thousands of websites
25. Set Up Your First AdWords Campaign, Step by Step Create an Account the Right Way the First Time Your Secret Advantage – Irresistible Ads The Lowdown on Keywords Organize Your Ad Groups for Success 3 Defaults That Can Bite You Bonus Tips for Insiders Only
26. Create an Account the Right Way the First Time Start at adwords.google.com
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28. Create an Account the Right Way the First Time Use an existing email tied to your Google accounts or create a new one Set your time zone – can’t be changed Set your currency – can’t be changed Confirm your email
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30. Create an Account the Right Way the First Time Use an existing email tied to your Google accounts or create a new one Set your time zone – can’t be changed Set your currency – can’t be changed Confirm your email
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32. Create an Account the Right Way the First Time Use an existing email tied to your Google accounts or create a new one Set your time zone – can’t be changed Set your currency – can’t be changed Confirm your email
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35. Create an Account the Right Way the First Time That’s it! You have an AdWords account (sort of…)
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44. Create an Account the Right Way the First Time Use the Load Settings option to choose Search Network Only Name your campaign Set your Locations Set your Languages Leave the Networks and Devices as it is Leave Bidding Options set to Basic Choose Manual Bidding Set Daily Budget Leave Delivery Method set to Standard Ad Extensions
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47. Create an Account the Right Way the First Time Use the Load Settings option to choose Search Network Only Name your campaign Set your Locations Set your Languages Leave the Networks and Devices as it is Leave Bidding Options set to Basic Choose Manual Bidding Set Daily Budget Leave Delivery Method set to Standard Ad Extensions
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49. Create an Account the Right Way the First Time Use the Load Settings option to choose Search Network Only Name your campaign Set your Locations Set your Languages Leave the Networks and Devices as it is Leave Bidding Options set to Basic Choose Manual Bidding Set Daily Budget Leave Delivery Method set to Standard Ad Extensions
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51. Create an Account the Right Way the First Time Use the Load Settings option to choose Search Network Only Name your campaign Set your Locations Set your Languages Leave the Networks and Devices as it is Leave Bidding Options set to Basic Choose Manual Bidding Set Daily Budget Leave Delivery Method set to Standard Ad Extensions
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53. Create an Account the Right Way the First Time Use the Load Settings option to choose Search Network Only Name your campaign Set your Locations Set your Languages Leave the Networks and Devices as it is Leave Bidding Options set to Basic Choose Manual Bidding Set Daily Budget Leave Delivery Method set to Standard Ad Extensions
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55. Create an Account the Right Way the First Time Use the Load Settings option to choose Search Network Only Name your campaign Set your Locations Set your Languages Leave the Networks and Devices as it is Leave Bidding Options set to Basic Choose Manual Bidding Set Daily Budget Leave Delivery Method set to Standard Ad Extensions
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57. Create an Account the Right Way the First Time Use the Load Settings option to choose Search Network Only Name your campaign Set your Locations Set your Languages Leave the Networks and Devices as it is Leave Bidding Options set to Basic Choose Manual Bidding Set Daily Budget Leave Delivery Method set to Standard Ad Extensions
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59. Create an Account the Right Way the First Time Advanced Settings Schedule Start date End date Ad Scheduling Ad Delivery: Set Ad Rotation to Rotate
61. Create an Account the Right Way the First Time Advanced Settings Schedule Start date End date Ad Scheduling Ad Delivery: Set Ad Rotation to Rotate
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64. Create an Account the Right Way the First Time Create an ad Select keywords Set your maximum bid Save and continue to billing
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66. Create an Account the Right Way the First Time Create an ad Select keywords Set your maximum bid Save and continue to billing
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68. Create an Account the Right Way the First Time Create an ad Select keywords Set your maximum bid Save and continue to billing
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70. Create an Account the Right Way the First Time Create an ad Select keywords Set your maximum bid Save and continue to billing
71. Create an Account the Right Way the First Time Enter your billing information Select automatic payments or manual payments Pay a one-time AdWords activation fee of $5
72. Create an Account the Right Way the First Time NOW you have an AdWords account
73. CAUTION! Unless you chose a start date in the future, your ads will now start displaying and you’ll be spending money!
78. Hands-On -Explore Your Benefits Create a list of features Extend those to benefits Add emotional promise if you can
79. Your Secret Advantage – Irresistible Ads Include a call to action and make it specific Bad: Click here. Better: Learn about our inn. Best: Book online. Buy now. Reserve your spot. Get yours today.
80. Your Secret Advantage – Irresistible Ads Include a call to action and make it specific
88. Keyword Research Keyword – A word or series of words that a search engine user types into the search box
89. Keyword Research Generate a seed list Ask your customers Ask your front-line employees Look at analytics or server logs
90. Sample Seed List Bed and breakfast Hotel Lodging Cabins B&B Accommodations Reviews Ratings
91. Expand Your Keyword List Google Keyword Tool adwords.google.com/select/KeywordToolExternal
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93. Evaluate Relevance The more precise the search, the closer they are to buying: Hotel Boutique hotel Bed and breakfast Bed and breakfast Flagstaff Bed and breakfast fireplace Flagstaff Bed and breakfast near Pine Mountain Amphitheater
94. Evaluate Relevance Are the people who search for a keyword likely to be buyers? Not likely: Flagstaff hotel with pool, cheap Flagstaff hotel, review Flagstaff Inns More likely: Flagstaff b&b, hotel near Flagstaff bluegrass festival
101. Organize Your Ad Groups for Success Create tightly focused ad groups One feature or promotion per ad group, for example
102. Hands-OnWrite an Ad Choose a keyword Write a headline that includes the keyword – 25 characters max Write ad text 70 characters total divided into two lines Try to include the keyword Benefits, price, promotion Include a call to action
104. Bonus Tips for Insiders Only Create a separate campaign for your branded keywords Company name Website Variations Keeps these top performers from skewing your other metrics
105. Bonus Tips for Insiders Only Test Ad Scheduling to run your ads during those hours when you want to answer the phone Don’t make changes too frequently Don’t delete ads; pause and replace
106. Bookmark These EightTrails.com adwords.google.com google.com/intl/en/ads/faq – step-by-step sign up instructions google.com/adwords/learningcenter – advanced tutorials adwords.google.com/select/KeywordToolExternal – keyword tool