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Google Adwords Presentation 1 09

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Jeannine Seremi-Banayat\'s Google Adwords 101 presentation given to San Mateo Area Chamber of Commerce

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Google Adwords Presentation 1 09

  1. 1. Google Adwords 101 <ul><li>Business Referral Network </li></ul><ul><li>Presenter: Jeannine Seremi-Banayat </li></ul><ul><li>[email_address] </li></ul>
  2. 2. <ul><li>Basics of Google Search Ads </li></ul><ul><li>Structure of Google Ad campaigns </li></ul><ul><li>What you get & what you don’t </li></ul><ul><li>Before you start </li></ul><ul><li>Signing in & Setting up </li></ul><ul><li>Search ad best practices </li></ul><ul><ul><li>Creating great ads </li></ul></ul><ul><ul><li>Choosing the right words </li></ul></ul><ul><ul><li>Special placement </li></ul></ul><ul><li>Reporting & Analytics </li></ul>Agenda
  3. 3. Basics of Google Search Ads <ul><ul><li>Content search </li></ul></ul><ul><ul><li>Placement search </li></ul></ul><ul><ul><li>Organic Search </li></ul></ul><ul><ul><li>Cost per Click (CPC) search </li></ul></ul>Types of Search Ads Organic Paid Search Paid: Content Network
  4. 4. <ul><li>Impressions vs. Click-throughs </li></ul><ul><li>What does Google Adwords track? </li></ul><ul><ul><li>Impressions </li></ul></ul><ul><ul><li>Click through by word </li></ul></ul><ul><ul><li>Click through by ad </li></ul></ul><ul><li>How can I tell if it is worthwhile? </li></ul><ul><ul><li>higher web traffic </li></ul></ul><ul><ul><li>More customers from “Google” </li></ul></ul><ul><li>Google Analytics tracks </li></ul><ul><ul><li>Web traffic by search term (organic & paid) </li></ul></ul><ul><ul><li>Conversion to goal by search terms & ad type </li></ul></ul><ul><li>SalesForce Google Apps can further tie leads from search to subsequent sales </li></ul>What are you paying for?
  5. 5. <ul><li>Ad campaign (budgetary) </li></ul><ul><li>Ad group: unlimited number per campaign (subject specific) </li></ul><ul><li>Ad variation: limited to 4 per ad group (ad copy testing) </li></ul><ul><li>Keywords: unlimited </li></ul><ul><ul><li>tennis shoes = broad match </li></ul></ul><ul><ul><li>“ tennis shoes” = exact phrase within search </li></ul></ul><ul><ul><li>[tennis shoes] = exact phrase ONLY </li></ul></ul><ul><ul><li>-term = negative adword excludes audience (–used) </li></ul></ul><ul><li>Tips: keep relevancy of ad words/ad/website in mind. </li></ul>Structure of Ad Campaigns
  6. 6. Before you start <ul><li>Set up a Gmail account (free) </li></ul><ul><li>Establish your budget </li></ul><ul><li>Determine your audience </li></ul><ul><ul><li>(location, age, gender, interest, needs) </li></ul></ul><ul><li>Define goals </li></ul><ul><ul><li>Impressions, click-throughs, leads </li></ul></ul><ul><ul><li>What are you advertising? </li></ul></ul><ul><ul><li>Who’s your audience </li></ul></ul><ul><li>Who’s going to maintain it? </li></ul>
  7. 7. <ul><li>Go to www.google.com </li></ul><ul><li>Click Advertising Programs </li></ul><ul><li>Select “Sign up Now” blue box </li></ul>Choose Starter or Standard edition Signing in
  8. 8. Choos ing Standard vs Starter edition
  9. 9. Which edition is right for you? <ul><li>Standard </li></ul><ul><li>Advanced cost management </li></ul><ul><ul><li>individual keywords </li></ul></ul><ul><ul><li>individual ad groups </li></ul></ul><ul><ul><li>bid differently for content ads vs. search ads </li></ul></ul><ul><li>Advanced audience targeting </li></ul><ul><ul><li>age, gender, geography, site placement </li></ul></ul><ul><li>Advanced tools </li></ul><ul><ul><li>Google Analytics (FREE) </li></ul></ul><ul><ul><li>Traffic estimation </li></ul></ul><ul><li>Starter </li></ul><ul><li>Set monthly spending limit </li></ul><ul><li>Choose one set of keywords </li></ul><ul><li>Google automatically optimizes ad campaigns to show across month </li></ul><ul><li>Bids kept constant across all keywords & content types </li></ul><ul><li>Everything will be handled for you </li></ul>
  10. 10. Finding your audience <ul><li>Select demographics </li></ul><ul><ul><li>Languages </li></ul></ul><ul><ul><li>Geographic location </li></ul></ul><ul><ul><li>Age </li></ul></ul><ul><ul><li>Gender </li></ul></ul>
  11. 11. Writing your ads <ul><li>What to advertise or promote? </li></ul><ul><ul><li>Think: events, special promotions, services, location </li></ul></ul><ul><li>What makes your business unique? </li></ul>
  12. 12. Choosing your search terms <ul><li>Find Keywords </li></ul><ul><li>Google scan of website </li></ul><ul><li>Google Keyword tools </li></ul><ul><li>Industry sites </li></ul><ul><li>Competitor sites & ads </li></ul><ul><li>Think like your clients </li></ul>How do people look for your product or service?
  13. 13. Placements
  14. 14. Set your budget & billing method
  15. 15. Reports: Campaign Summary
  16. 16. Reports: Ad Group Detail – Keywords
  17. 17. Reports: Ad Group Detail – Ad text
  18. 18. Standard vs Starter: Closer Look Google Analytics FREE with “Standard Edition”
  19. 19. Google Analytics: web traffic & Adword ROI
  20. 20. Q&A

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