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Introduction to google adwords

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Beware (almost) 100 Slides of content!!!

An indepth Adwords introduction class I delivered for General Assembly Sydney.

Content of the presentation
Key advantages of Search Engine Marketing (SEM)
AdWords terminology
How Adwords actually works
Which keywords should you pick
Methods to create effective ad copy
Landing page fundamentals
Walkthrough setup
Advanced bidding and ad options
Tools & tips
Freebies

If you decide to open this deck, say goodbye to your loved ones,cause you are following us down the rabbit hole.

Published in: Business, Technology, Design

Introduction to google adwords

  1. 1. INTRODUCTION TO GOOGLE ADWORDS Frederic Chanut Managing Director In Marketing We Trust
  2. 2. SLIDES AVAILABLE http://www.inmarketingwetrust.com.au/google-adwords-course/ YES
  3. 3. INTRO TO GOOGLE ADWORDS ‣ Key advantages ‣ AdWords terminology ‣ How Adwords actually works ‣ Which keywords should you pick ‣ Methods to create effective ad copy ‣ Landing page fundamentals ‣ Walkthrough setup ‣ Advanced bidding and ad options (if enough time) ‣ Tools & tips (if enough time) ‣ Freebies (if enough time) 3
  4. 4. Source
  5. 5. HOW TO GET RICH WITH GOOGLE IN 10 MIN. 1. Open a free Google AdWords account 2. Enter your credit card details. 3. Find what users would type in to Google to find you 4. Select these “keywords” in the AdWords console and set a bid price. 5. Write an attractive ad that you would like to be seen by prospects. 6. Decide on a maximum daily budget. 7. Turn campaign live Get Traffic> Pay Google> Make Sales > RETIRE 5
  6. 6. THE BIG SECRET IS… SEARCH MARKETING SUCCESS 6 Link NO SPOON. NO SHORTCUT. JFDI
  7. 7. #1 SOURCE USED IN PURCHASE DECISIONS 7 90% 74% 39% 38% 38% 35% Search engines Brand sites Professional organization sites Peer-generated onlinereviews Professional networking sites Trade magazine sites Source: Google & Compete, B2B Customer Study, 2012
  8. 8. ADWORDS AS INVESTMENT MODEL 8
  9. 9. 94% 6% Google Others SEARCH ENGINES IN AUSTRALIA 9
  10. 10. SEM VS SEO 10
  11. 11. SEO vs SEM Organic Adwords TRAFFIC BREAKDOWN 11
  12. 12. Don’t leave Adwords to IT!!! ADWORDS IS A MARKETING INITIATIVE 12
  13. 13. KEY ADVANTAGES “So is that internet marketing another fad?!” GM of a Very large NPO in Aus. Nov-12 INTRODUCTION TO GOOGLE ADWORDS
  14. 14. Source
  15. 15. 15 ‣ Source
  16. 16. SOURCE
  17. 17. Source MEASURABILITY
  18. 18. source AGILITY 18
  19. 19. ADWORDS BEST USED FOR ‣Testing ‣Early Stage ‣Fast deployment ‣Buried pages (difficult for SEO) ‣Focus on Conversion ‣Great for Bottom of the funnel action 19
  20. 20. ADWORDS TERMINOLOGY "$ CTR > CPM via QS inc. on [] kwd and test {} to boost M.Share for SEM to boost ROI " Winner of Search Marketing Industry Bingo 2013 INTRODUCTION TO GOOGLE ADWORDS
  21. 21. Display network: Websites, forums, or blogs that aren't owned by Google, but have Google AdWords ads (also known as Adsense ads) on them. Search network: The online network people go to when searching for a solution to a problem they're having. Ad position: The placement of an ad on the Google search results pages. Position #1 is at the top of the first page. Impression: The display of an ad on a web page. Call to action: Directions within an ad for the reader to take an action CTR (click-through rate): The number of clicks an ad receives divided by the number of impressions. The higher the CTR, the more effective Google considers the ad. GOOGLE ADWORDS TERMINOLOGY 21
  22. 22. Landing page: The first webpage shown after an ad is clicked. The page is constructed to appeal to the same desire as the ad. Traffic: The number of visitors to your website. Conversion: A desirable action by a website visitor, including joining a mailing list, buying a product, calling a phone number, or downloading a file. Bid price: The maximum amount of money an advertiser is willing to pay for a click from a given keyword. Quality Score: Quality Score is the basis for measuring the quality of the keyword you chosen and ad and determining your cost-per-clicks (CPCs). CPC (cost per click): The amount an advertiser is charged for a single click. Different keywords cost different amounts, depending on competition. GOOGLE ADWORDS TERMINOLOGY 22
  23. 23. HOW ADWORDS ACTUALLY WORKS … and how to stop wasting your mullah (not Omar, the other one) INTRODUCTION TO GOOGLE ADWORDS
  24. 24. NUTS AND BOLTS MY FAVOURITE BREAKFAST 24
  25. 25. ADWORDS 101 VIDEO BY GOOGLE http://www.youtube.com/watch?v=ka4tCkYXHiE 25
  26. 26. STARTS WITH A SEARCH QUERY 26
  27. 27. BIDDING AUCTION 27
  28. 28. UNDERSTANDING ADRANK 28 Source
  29. 29. DETERMINE WHAT YOU PAY 29
  30. 30. Account Campaign #1 Ad Group #1-1 Keyword #1-1-1 Keyword #1-1-2 Keyword #1-1-3 Keyword #1-1-4 Ad Copy #1-1-1 Ad Copy #1-1-2 Ad Group #1-2 Keyword #1-2-1 Keyword #1-2-2 Keyword #1-2-3 Keyword #1-2-4 Ad Copy #1-2-1 Ad Copy #1-2-2 Campaign #2 Ad Group #2-1 Keyword #2-1-1 Keyword #2-1-2 Keyword #2-1-3 Keyword #2-1-4 Ad Copy #2-1-1 Ad Copy #2-1-2 Ad Group #2-2 Keyword #2-2-1 Keyword #2-2-2 Keyword #2-2-3 Keyword #2-2-4 Ad Copy #2-2-1 Ad Copy #2-2-2 ADWORDS ACCOUNT STRUCTURE 30 Keep kwds in Adgroup as tight as possible
  31. 31. WHICH KEYWORD TO PICK I really think “Stuffed kangaroo balls bottle opener” is the perfect keyword for our tourists market… INTRODUCTION TO GOOGLE ADWORDS
  32. 32. Search Marketing transform your customer pain points into their spoken/written language You need to understand their Search Intent Your worst enemies: Jargon Corporate Speak Creative Description CUSTOMER PROBLEM 32
  33. 33. KEYWORD MAPPING PURCHASE FUNNEL 33
  34. 34. KEYWORD POPULARITY 34
  35. 35. ProductSubcategoryCategoryHomepage Online Shoes Women shoes Online Women boots online Black Knee high boot online Stilettos online Classic Louboutin stilettos online Men shoes Online Boat shoes brown boat shoes for men KEYWORD MAPPING ECOMMERCE 35
  36. 36. Too Broad Too Narrow Cabramatta knee high- boots with rubber soles Black boat shoes for men size 13 in Manly Shopping Shoes KEYWORD PICKING 36
  37. 37. KEY OBJECTIVES Your Teammate’s keyword EXERCISE AGENDA Time 5 min 1. Teammate defines his audience 2. Teammate defines his audience pain point 3. Teammate pitches his product (30 secs) 4. Write the first 3 queries you would use to find his product/his competitor 5. SwapDELIVERABLE Top 3 keywords your audience would use RESOURCES Your Neighbour, Pen/ Paper; Laptop; iPad/ Tablet 37
  38. 38. WALKTHROUGH – FIND KEYWORDS 38
  39. 39. KEYWORD TYPES 39
  40. 40. MATCH TYPES 40
  41. 41. KEY OBJECTIVES Your Top keyword EXERCISE AGENDA Time 7 min 1. Use Previous exercises 2. Enter best term in Ubersuggest 3. Add term in Adwords (don’t forget negatives) 4. Select Broad, Exact, include CPC 5. Download CSVs and combine data 6. Save docDELIVERABLE Top keywords for your audience would use RESOURCES Internet connection, Ubersuggest, Adwords External Keywords Tool, 41
  42. 42. SURPRISE MATHS Bastard!!! I knew something was brewing. Never trust a Frenchman… INTRODUCTION TO GOOGLE ADWORDS
  43. 43. MOST EXPENSIVE KEYWORD IN ADWORDS? QUIZZ 43 [Mesothelioma settlement] $142.67
  44. 44. Link THE RIGHT METRIC 44
  45. 45. Interactiveaccounting.com.au Sells $400/mth package Max spend per cust. $ 500 Assume: Sydney accountant Search volume: 9,900/Mo 3% of Search clicks ads 3% x 9,900 searches = 297 Cost per $3,53 x 297 = $1,048 3% of clicks generate enquiry 3% x 297 searches = 9 Cost per lead =$116 20% of enquiry Convert 20% x 6 leads = 2 Cost per cust =$524 SALES & PROFITABILITY FUNNEL Search Click Enquire Convert PRACTICAL EXAMPLE 45
  46. 46. Interactiveaccounting.com.au Sells $400/mth package Max spend per cust. $ 500 Assume: Sydney accountant Search volume: 9,900/Mo 3% of Search clicks ads 3% x 9,900 searches = 297 Cost per $3,53 x 297 = $1,048 5% of clicks generate enquiry 5% x 297 searches = 15 Cost per lead =$70 20% of enquiry Convert 20% x 15 leads = 3 Cost per cust =$349 SALES & PROFITABILITY FUNNEL Search Click Enquire Convert CONVERSION MATTERS 46
  47. 47. IMPROVE YOUR FUNNEL Keywords ‣ More of the right keywords ‣ Pause less relevant keywords ‣ Better match type ‣ More Negative keywords Ads ‣ More relevant Ad Copy ‣ Better Call to Action Settings ‣ Improved Bidding ‣ Improved Geo targeting ‣ Tweak campaign settings Landing Page ‣ Improved landing pages ‣ Improve Call to Action (on-site) ‣ Remarketing (95% didn’t convert) 47
  48. 48. THIS NEED TO BE EXCITING FOR YOU ADWORDS = SPREADSHEETS 48
  49. 49. 7 STEPS ADWORDS SUCCESS LOOP 49
  50. 50. CREATING EFFECTIVE AD COPY “Hey Target Audience, buy this". - iinet bus ad INTRODUCTION TO GOOGLE ADWORDS
  51. 51. AD COPY BASICS - Headline grabs users’ attention and make them aware of your offering. - Description line 1 should spark users’ interest in your offering. - Description line 2 should develop a desire to obtain your product. - And finally, the Display URL consolidate a user’s decision to take action. 51 This Title Is max length! 25 www.mattsfruitstand.com/titlelimits 35 This Line Is Okay To Use. Max limit 35 This Line Is Okay To Use. Max limit 35
  52. 52. 9 TIPS TO WRITE GOOD AD COPY 1. Be Specific 2. Highlight your Unique Selling Proposition 3. Don’t forget your keywords 4. Include A Call to Action 5. Stand Out from your Competitors 6. Get Right To the Point 7. Ad Formatting is Important 8. Display URL is a part of your Ad Copy 9. Test…Test & Test 52
  53. 53. KEY OBJECTIVES Write effective Ad Copy EXERCISE AGENDA Time 5 min 1. Use Template 2. Create 3 copies for 1 Adgroup in bottom campaign 3. Save doc DELIVERABLE Ad variation for your ad group RESOURCES Internet connection, Ubersuggest, Adwords External Keywords Tool, 53
  54. 54. LANDING PAGE “Where the f*ck am I?!!” First time Yahoo user. INTRODUCTION TO GOOGLE ADWORDS
  55. 55. LEAD GENERATION ECOMMERCE CONTACT REGISTER DOWNLOAD / USE / TAKE ACTION WHY DOES YOUR WEBSITE EXIST 55
  56. 56. At least for the armed & dangerous ones LANDING PAGE SHOULD WORK FOR THOSE 3 56
  57. 57. BEST EXAMPLE 57
  58. 58. BASIC LANDING QUALITY TEST 1. The 3-second test => Engaging visuals 2. The ID test => Clear brand indent 3. The accessibility test => Clear contact, trackable 4. The "so what?" test => Value Prop, Powerful headline 5. The "yeah, right!" test => Awards, Certification 6. The serenity test => Testimonials 7. The “Now what?” => Clear Call to Action 8. More info => Quality Score + SEO 9. Just frickin sign-up!!! => No navigation, no distraction 58
  59. 59. KEY OBJECTIVES Your Teammate’s content EXERCISE AGENDA Time 10 min 1. Using previous top keywords 2. Write the 7 things you would expect to find to answer your query 3. Compare against current current page 4. Swap DELIVERABLE Top 3 keywords your audience would use RESOURCES Your Neighbour, Pen/ Paper; Laptop; iPad/ Tablet 59
  60. 60. 60 Shut up and take my money
  61. 61. WALK- THROUGH 1ST CAMPAIGN T’was about time!! INTRODUCTION TO GOOGLE ADWORDS
  62. 62. WALKTHROUGH – FIRST SCREEN 62
  63. 63. WALKTHROUGH – SETUP ANALYTICS 63
  64. 64. WALKTHROUGH – SETUP ANALYTICS 64
  65. 65. WALKTHROUGH – SETUP ANALYTICS 65 More info
  66. 66. WALKTHROUGH – FIRST CAMPAIGN 66
  67. 67. WALKTHROUGH – FIRST CAMPAIGN 67
  68. 68. WALKTHROUGH – FIRST CAMPAIGN 68
  69. 69. WALKTHROUGH – FIRST CAMPAIGN 69
  70. 70. WALKTHROUGH ADWORDS IN ANALYTICS 70
  71. 71. WALKTHROUGH ADWORDS IN ANALYTICS 71
  72. 72. WALKTHROUGH ADWORDS IN ANALYTICS 72
  73. 73. ADVANCED BIDDING AND AD OPTIONS “It’s relatively simple” - Albert E. INTRODUCTION TO GOOGLE ADWORDS
  74. 74. 74 Link
  75. 75. DISPLAY NETWORK 75
  76. 76. 76
  77. 77. REMARKETING BENCHMARK 77 Average CTR .15%-.3% Cost • Should average less than $5CPM Conversions •Click through – can average 3X of PPC •View through conversion can average 10:1 of click through http://www.chango.com/blog/search-retargeting-guide-part-2 Optimal imp. per Person •15-20 •3 month saturation
  78. 78. TOOLS & TIPS “Lost my inspiration, so nothing to say on this slide” – Sad isn’t it INTRODUCTION TO GOOGLE ADWORDS
  79. 79. ADWORDS KEYWORD TOOL 79 Tight Grouping In your research. Include negatives to remove keyword ideas . Keep your kwd group tight to get better results from Ideas
  80. 80. GOOGLE SUGGEST 80 Wildcard Search Use Wildcard (*) and tilda (~) to search variations of your search query or synonyms
  81. 81. SOOVLE.COM 81 Bookmark it
  82. 82. UBERSUGGEST 82 Bookmark it
  83. 83. KEY OBJECTIVES Define your negative keywords EXERCISE AGENDA Time 5 min 1. Using Google Suggest or Ubersuggest 2. List all non relevant keywords 3. Save list in Excel Doc DELIVERABLE Negatives keyword list RESOURCES Internet, Adwords Keywords tool, Ubersuggest, Excel Spreadsheet 83
  84. 84. ADWORDS EDITOR 84 Free Download
  85. 85. GOOGLE TRENDS 85 Bookmark it
  86. 86. SEM + COMPETITORS KWDS 86
  87. 87. KEYWORDSPY 87
  88. 88. Not cheap Good for bigger budgets & Campaigns WORDSTREAM 88
  89. 89. FREEBIES Candy from strangers taste so much better cause it’s FREE…
  90. 90. Understanding Multi-channel CUSTOMER PATH & MULTI CHANNEL 90
  91. 91. 89% of the visits to the advertiser’s site from search ad clicks were incremental http://research.google.com/pubs/pub37731.html CANNIBALISATION? 91
  92. 92. ‣ A – Acquisition – users come to the site from various channels ‣ A – Activation – users enjoys first visit – “happy” user experience ‣ R – Retention – users come back, visit multiple times ‣ R – Referral – users like the product enough to refer others ‣ R – Revenue – users conduct some monetization behaviour By Dave McClure – 500 startups THE PIRATE METHOD 92
  93. 93. Top Keywords => SEM – Get volume + Visibility for Validation Long Tail Keywords => SEO + Social Media via Content Marketing Key Metrics => Cost of Customer Acquisition => Minimise CPA for Adwords => Increase # of keywords EARLY STAGE A – ACQUISITION 93
  94. 94. All Keywords => A SEM field play => Test & learn => Chat Ads Key Metrics => Conversion Rate VALIDATION A – ACTIVATION 94
  95. 95. Mid-funnel => SEO + Social Media via Content Marketing Signed users => ReMarketing (focus on free trial users) => Email Ads Key Metrics => % of return visitors => Page/visit VALIDATION R – RETENTION 95
  96. 96. All keywords => SEO + Social Media via Content Marketing Users => ReMarketing (non stalky, make you look bigger) => Special offers => Ads with social Key Metrics => % of return visitors => Page/visit SCALE R – REFERRAL 96
  97. 97. Top Keywords => SEO Dynamic Keywords => SEM Key Metrics => Cust. Acquisition Cost => Rev. Per Visitor => Margin Per Visitor ESTABLISHED PRODUCT R – REVENUE 97
  98. 98. Frederic Chanut Managing Director, In Marketing We Trust m. 04 3837 1981 e. frederic@inmarketingwetrust.com.au www.inmarketingwetrust.com.au Connect with us THANK YOU! 98 Keep in touch if you want feedback on your own strategy

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