Green Hectares Rural Tech Workshop - Google Adwords Campaign


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A brief presentation describing how a Google AdWord campaign can be developed for a business

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  • - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Welcome to Google AdWord Campaigns - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - The purpose of this workshop is to demonstrate how to sign up to Google Adwords and the benefits of the campaign. * Instructor notes will be distinguished by italics. Make sure that the following are installed / updated: Internet Explorer Other requirements: Internet Connection (High Speed Preferred)
  • Auction Users bid how much they wish to pay for particular keywords to appear for searched keywords. The more you are willing to pay, the higher your ad will show when listed with other sponsored links. Sponsored Links Websites that participate in Google AdWords will appear under a ‘Sponsored Link’ section. * Do a quick search for any keyword in Google to see an example of sites using ad words and what it looks like.
  • Crawlers (also called Bots or Spiders) analyze the content on your page as well as keywords chosen in Ad groups to gain a better sense of the content on your website. Once an index is created, the index is used along with keywords to display Ads that are the most relevant to users. Google system places relevant Ads on keyword queries that have the most interested users.
  • Keyword   The keywords you choose are the terms or phrases you want to ‘trigger’ your Ad to appear. Example: If you deliver fresh flowers, you can use ‘fresh flower delivery’ as a keyword in your AdWords campaign. When a Google user enters ‘fresh flower delivery’ in a Google search, your Ad could appear next to the search results. Campaign & ad group   AdWords accounts are organized into campaigns and ad groups. You start with one campaign, which has its own daily budget and targeting preferences. As you expand your advertising, you add more campaigns or Ad groups, which are sets of related Ads, keywords, and placements within a campaign. Example: You might choose to create one campaign for each product or service that you want to advertise. Click   If a customer sees your Ad and clicks on it to learn more or to do business with you, it's recorded in your account as a click. Monitor your clicks to see how many people choose to enter your website from your Ad. Cost-per-click (CPC)   With cost-per-click (CPC) pricing, you pay only when someone clicks on your Ad. You can have AdWords manage your CPC automatically, or you can choose a maximum CPC bid. Your CPC bid helps determine how often your Ad can appear and its ranking on the page. Impression (Impr.)   The number of impressions is the number of times an Ad is displayed on Google or the Google Network. Monitor your impressions to see how much exposure your Ad is getting. Clickthrough rate (CTR) Clickthrough rate (CTR) is the number of clicks your Ad receives divided by the number of times your Ad is shown (impressions). A keyword's CTR is a strong indicator of its relevance to the user and the overall success of the keyword. The more your keywords and Ads relate to each other and to your business, the more likely a user is to click on your Ad after searching on your keyword phrase. Average Position Average position is a statistic displayed in the ‘Avg. Pos’ column in your AdWords account. It refers to the position on a search results page where your Ad appears for each of your keywords. ‘1’ is the highest position on the first page of search results. There is no ‘bottom’ position. An average position of "1.7" means your Ad usually appears in positions 1 or 2. Average Ad positions are not fixed; they may vary depending on various performance factors. Networks You can choose where on the Internet your Ads will appear. Ads can appear on Google's Search Network, Display Network, or both. The Search Network includes Google and other search sites. Ads can appear beside or above search results for keywords that you choose. The  Display Network  includes a collection of websites that have partnered with Google (display partners), YouTube, and specific Google properties that display AdWords Ads. Quality Score Quality Score is a measure of how relevant your Ad, keyword, or webpage is. Quality Scores help ensure that only the most relevant Ads appear to users on Google and the Google Network. As you progress with your account, refer to the Help Center to learn more about Quality Score and the importance of relevancy. Conversion A conversion occurs when a user completes an action on your site, such as buying something or requesting more information.  
  • If you are already a Gmail user you can sign in using your exisiting Gmail account. If not, you will need to create an account. To create an account you will need to fill out some personal information as well as choose a username and password. Once you have created this you will be able to use your account for email as well. If you created a new account you will need to go into the email that was created and verify your account. You will then need to choose a time zone and currency for your account. Double check this because you will not be able to change this later.
  • These are the steps that we will go through in the following slides.
  • You will need to choose campaign settings. Audience Select the language and location of your potential customers. Networks Select where you want your ad to appear: just on Google or on Google partner sites as well. Daily Budget Select the amount that you are willing to spend on average each day of the campaign. This can be adjusted at any time. CPC Bids Select the maximum amount you are willing to pay each time a user clicks on your ad. This will determine how often your ad is shown.
  • Ads Your ad will include a headline, 2 lines of descriptive text, a display URL (your web address) and a destination URL (which page of your website they will be redirected to)
  • To activate your account you must add a payment method. Choose a payment option Submit billing info – Enter valid billing info into your google AdWords account: Sign into your account Click on the “ please submit your payment information ” link near the top of the page. You will now be shown all of your billing options in your location and currency Signing In You (the student) will want to bookmark in your browser. To sign in enter your Google email address and password and click ‘ sign in .’
  • Home Contains your account summary. Campaigns This is where you can create and edit your campaign, Ads, keywords and campaign settings. Opportunities Find keyword, bid and budget ideas to help improve your Ad performance. Reporting Includes Google Analytics (track your web performance) and report centre (track the success of your Ads, keywords and campaigns. Billing Enter and change your billing details, see billing history and print invoices. My Account Control personal information such as login and user preferences.
  • Account Associated with your email address, billing info and password. Administrative area to make changes to your AdWords campaign. Campaign Ad campaigns have their own budgets and targeting options. Are essentially categories. They should focus on a specific area of your business or product. Group Contains a set of Ads and a keyword list that will trigger those Ads to show (Subcategories).
  • Recommended structure for AdWords. Structure Examples Account- Acme Sports Equipment Campaign – Hockey Equipment Ad group – Junior or Senior Campaign - Hockey Equipment Ad Groups – Helmets, Gloves, Skates
  • Name appropriately This is a good organizational tool in order to keep track of all the campaigns that you may be running. Example: If you’re a sporting goods store. You may want to run campaigns on the various sporting equipment you carry. Split campaigns into Ad groups The more targeted your Ad groups are, the more accurate a listing Google can create for your Ad. The more relevant an Ad is, the better the results. Theme Think of the division of your campaign as you would sections on your website. Example: You won’t mix football equipment with hockey equipment within a campaign. Aim for at least 3 Ad groups Establishes tight themes to Ad groups. More specific Ads result in closer results reaching your target market.
  • *Give students time to spend a few minutes filling out the following information. Create a campaign based on their service or product. If they sell multiple choose one. Create Ad groups.
  • Themes Put the same amount of thought into keywords like you would campaigns and Ad groups. Small groups vs. large groups Small groups generally work better than large untargeted groups. Aim for between 5 – 50 keywords in each ad group. Example: Keywords about hockey skates should not include keywords to do with hockey sticks or hockey gloves. Easier Ad writing With targeted keywords and careful consideration made up to this point, it will be easier to write your Ad listing.
  • Match options allow the webmaster to adjust the way Ad listings will be displayed. Broad Match Reaches most users. This is the default option. Listings will be triggered by the broadest range of keywords. Example: If keyword is ‘hockey stick’ Ad will be listed if users type in ‘junior hockey stick’ or ‘goalie hockey stick.’ Negative Match Prevents from displaying Ads in certain situations. Think of keywords that aren’t related to your Ad. Example: Listing negative match words for hockey skates an example of negative match would be the word ‘figure’ which would not display Ad when a user types ‘figure skates.’
  • Step into your customer’s shoes How would customers search for your product or service? Match keywords to Ads Group keywords relating to a particular product or service in a specific Ad group then create an Ad targeted to these keywords. Google Keyword Tool Provides suggestions for new keywords. Also identifies negative keywords. Regularly review keywords Remove keywords that are not providing optimal click through rates. Learn from successful keywords and target organic search engine optimization methods. Use negative keywords Prevents Ads from appearing on search results not relevant to certain users. Choose your keywords carefully Make sure they're specific and directly relate to the theme of your Ad and the page you are directing your customers to. Keywords of two or three words tend to work most effectively. Include relevant variations   Of your best keywords, including singular and plural versions. If applicable, consider using colloquial terms, synonyms, and product or serial numbers. Be specific Keywords that are too broad or general will not reach users as effectively as keywords that are highly targeted. * Practice: Based on the tips, derive a list of keywords.
  • Differentiate New customers choose your site over competitors based solely on your Ad. They do not know your company therefore it is important to leave a lasting impression. Grab attention Having a poorly written Ad is a sure way to lose a sale. Use strong words in Ad writing. Create different Ads Using different writing styles for different ad groups will allow the administrator a chance to see what style works best. Ads with the highest CTR or Click Through Rates are the Ads that are most relevant. Keep checking and over time you will learn what works best for the company. Focus on the product that is being sold not general company information. Good: Affordable Custom Hockey Skates. Bad: Acme sports offers a wide variety of products.
  • Successful: Join the customer loyalty plan today and save money throughout the hockey season. Unsuccessful: Offers maintenance on various sporting products.
  • Be specific. If the Ad is for hockey skates specifically, do not direct user to the main page, send them directly to the page for the Ad.
  • Coincide keywords to Ad description. Include prices, specials, deals, or unique selling points. Strong call to action words such as ‘Buy now,’ or ‘Call today,’ ‘Join us Now.’ Ad link should direct user to the closest possible. * Practice: Create a title. Create a description.
  • Google’s content network is large. Certain administrators choose to run Ads on their websites to generate revenue. If these administrators are in the same industry, your Ads may potentially show up on their website. This is called Google’s Content Network. Not only do Ads show up when users type in keywords into search, Ads will also show up on relevant websites. Better Ads will have more success on Google’s content network.
  • How do you track your goals? There are several key things you'll want to monitor to evaluate how well your campaign is performing. Are your ads running?   Is your Quality Score good?   Are you making a profit?   Are you meeting your goals?   These fall under what we call "reporting," describing how your account can provide you with data and statistics like a report of your advertising performance. Here are a few common goals and an example of how you can measure each goal : Goal:  Increase qualified visits to your website.  Measure:  Use the charts and graphs on your Campaigns tab to track how many clicks your Ad receives.   Goal:  Increase sales, leads, downloads, or subscriptions.  Measure:  Add conversion tracking to your reporting routine to track how many clicks lead to valuable actions like a sale or signup.   Goal:  Increase your return on investment.  Measure:  Add Google Analytics to your reporting routine to track which Ads, keywords, and pages of your website are most profitable.
  • Keyword Status If the word is eligible, this means your keywords are ready to be triggered by search queries. Average Position There are 11 Ads shown under the Sponsored links heading. If your average position is greater than 11, your Ad will not show up on the first page. A vast majority of users do not move pass the first page in search results.
  • The higher the score the better the keyword will do on search queries. Google will reward quality results with higher ranking and lower costs.
  • *Visit the getting started guide:
  • Green Hectares Rural Tech Workshop - Google Adwords Campaign

    1. 1. Google AdWord Campaigns
    3. 3. What are Google AdWords?• Automated Auction• Searched Keywords appear under ‘Sponsored Link’ section
    4. 4. How does it work?• Crawlers sent to scan your website• Google determines best placement
    5. 5. AdWord TerminologyGoogle keeps a full glossary of AdWord terminology.Here are a few useful ones to know:
    6. 6. Create a Google AdWord AccountIf you already have a gmail account then youwill be able to use that as your AdWordaccount as well.
    7. 7. Create Your First Campaign1. Choose your budget2. Create your ads3. Select Keywords that match your ads to potential customers4. Enter your billing info
    8. 8. Campaign Settings• Audience• Networks• Daily Budget• CPC Bids
    9. 9. AdsHeres how an AdWords text ad will look: Advertise with Google Want fast results? Create your ad campaign today!
    10. 10. Activating Your Account and Signing In
    11. 11. Sections of Your AccountThere are 6 main sections or tabs to your account.
    12. 12. Account Organization• Your account is organized into 3 levels
    13. 13. AdWords Structure
    14. 14. Structure Tips• Name campaigns appropriately• Split campaigns into Ad groups• Use one theme per campaign• Aim for a minimum of 3 ad groups
    15. 15. Structure Exercise• Name your campaign• Create Ad groups
    16. 16. Keywords• Tightly themed• Small group vs. large group• Easier Ad writing
    17. 17. Match Options• When will Ads be displayed• Broad Match• Negative Match
    18. 18. Keyword Tips• Step into your customer’s shoes• Match keywords to Ad’s text• Use Google keyword tool• Regularly review keywords• Use negative keywords
    19. 19. Ads• Differentiate yourself from competitors• Grab attention• Create different Ads for different Ad groups• Focus on the product that is being sold not general company information
    20. 20. Success• Successful: Create description specific to why buying from company is beneficial• Successful: Call to Action• Unsuccessful: Do not create a general description or one that does not include a call to action
    21. 21. Success• Link to specific page• Successful:• Unsuccessful:
    22. 22. Targeted Ad Tips• Use keywords in Ads• Include specials• Call to action• Direct users to relevant pages on site
    23. 23. Content Network• Ads show up in search results as well as websites using Adsense• Good method to generate more Ad listings
    24. 24. Setting Goals• Differs from company to company• What is the goal? – Sign up? – Purchase? – Traffic?
    25. 25. Setting Goals• Keyword Status – Eligible status• Average Position – 11 ads shown
    26. 26. Setting Goals• Quality Score – Score that is given to each keyword
    27. 27. Further InformationGoogle has many comprehensive guides and videos at your disposal.