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Attracting the Right Customer
with Google Adwords
Adina Zaiontz | Sept. 30, 2015
About Me
• 16 years in Digital Marketing, SEO/ SEM
• Google Adwords Certified Partner
• Mailchimp Specialist
• Director, n...
Agenda
• Connecting with Mobile Customers
• Google Adwords Overview
• Search
• Display
• Retargeting
• Getting Started wit...
Connecting with
Mobile Customers
Canadians are online…
CIRA 2015 Fact Book
And on their smartphone…
Catalyst and Group M Next 2015
Canadian smartphone penetration rates, 2014-2015
Part of the Fabric of Day to Day Life…
Catalyst and Group M Next 2015
Out of respondents who use smartphones as their prim...
Part of the Fabric of Day to Day Life…
Catalyst and Group M Next 2015
Out of respondents who use smartphones as their prim...
Source: Google Canada Nielsen Mobile Search Moments 2015. Base:
Source: Google Canada Nielsen Mobile Search Moments 2015. ...
Take advantage of the Google ecosystem
Google
Marketing
Ecosystem
Display Ads
Remarketing
Video
Organic
Search
Google+ and...
Start with a Mobile Site
Design For Mobile
Google
Marketing
Ecosystem
Display Ads
Remarketing
Video
Organic
Search
Google+ and
Maps
Youtube
Search ...
Is Your Site Mobile Friendly?
Google Mobile Responsive Test:
https://www.google.ca/webmasters/tools/mobile-friendly/
Set Up ‘Google My Business”
Google + | maps
Google
Marketing
Ecosystem
Display Ads
Remarketing
Video
Organic
Search
Google+ and
Maps
Youtube
Search Ads
Setting up You...
Step 1: Google My Business
Claim your business on Google Search, Maps and Google+, on all devices -
https://www.google.ca/...
Increased Profile when Someone Searches Your Name
Organic Results
Deeper Dive: Search Adwords
We All Know Adwords is Search Ads
Google
Marketing
Ecosystem
Display Ads
Remarketing
Video
Organic
Search
Google+ and
Maps...
Campaign Set Up: Search
What are your
marketing
goals?
How are your
services/
products
organized?
What are your
Keywords >...
Start With Your Marketing/ Communication
Goals
• What am I trying to sell? What’s the Benefit?
• Who do I want to target/ ...
• Brainstorm your market knowledge
• Analyze your website: navigation and content
• Use Google Search Suggestions
• Review...
Targeting Your Ad
Targeting Your Ad
Our Account Planning Process: Keyword
Selection
Our Account Planning Process
Setting Up Your Ad Groups
Writing Your Ads
Create Relevant Landing Pages
Keywords:
“art classes for kids”
Test Different Offers and Forms
Measure Your Results
Cool Tools
• Adwords Keyword Planner - Keyword suggestion Tool
• SEMrush.com – Look up your competitors keywords
Deeper Dive:
Display Ads
Display Advertising
Google
Marketing
Ecosystem
Display Ads
Remarketing
Video
Organic
Search
Google+ and
Maps
Youtube
Searc...
Why Run a Display Campaign?
• Increase sales: Place your ad in high traffic, relevant context websites.
• Generate Awarene...
Key Success Factors
• Targeting
• Geography
• Topic
• Interest
• Keyword
• Placements
• Creative
• Bidding
• Measurement
Targeting: Placement
Targeting: Interest
Creative
Track and Analyze
• Google Analytics
• Display Planner - Placement suggestion Tool
• Ad Gallery Tool
Cool Tools
• Display Planner - Placement suggestion Tool
• Ad Gallery Tool
Deeper Dive: Remarketing
Remarketing
Google
Marketing
Ecosystem
Display Ads
Remarketing
Video
Organic
Search
Google+ and
Maps
Youtube
Search Ads
Reach Your Customers While They Browse
Remarketing helps you reconnect with people who previously visited your
website wit...
Reach Your Customers While They Browse
Target people based on their actions/ behaviour/ pages they visited on your site.
Reach Your Customers While They Browse
Target people based on their actions/ behaviour/ pages they visited on your site.
Reach Your Customers While They Browse
Target people based on their actions/ behaviour/ pages they visited on your site.
Reach Your Customers While They Browse
Target people based on their actions/ behaviour/ pages they visited on your site.
Deeper Dive: Video
Video/ Youtube Advertising
Google
Marketing
Ecosystem
Display Ads
Remarketing
Video
Organic
Search
Google+ and
Maps
Youtub...
Video Targeting
• Pre-Video
• Post Video
• Youtube Search Results Page
• Target Specific Videos
Want This All
Done For You?
Copywriting
Newsletters
Direct Mail
Email
Print Ads
Web Copy
Blogs
Press Releases
Social Media
Copywriting
Web Design
Bann...
goal driven strategy and plan
Terri Kevany
PR Advisor
Cris Agafitei
Web Developer
Adina Zaiontz
Director
our team
Jam Hassan
SEO Specialist
Kerry Browne...
63
napkin marketing is a proud:
Thank You
Questions?
adina@napkinmarketing.com
tel: 289.842.7180 x700
twitter: @napkin_mktg
Attracting the Right Customer with Google Adwords: An Overview of Search, Display, Retargeting and More
Attracting the Right Customer with Google Adwords: An Overview of Search, Display, Retargeting and More
Attracting the Right Customer with Google Adwords: An Overview of Search, Display, Retargeting and More
Attracting the Right Customer with Google Adwords: An Overview of Search, Display, Retargeting and More
Attracting the Right Customer with Google Adwords: An Overview of Search, Display, Retargeting and More
Attracting the Right Customer with Google Adwords: An Overview of Search, Display, Retargeting and More
Attracting the Right Customer with Google Adwords: An Overview of Search, Display, Retargeting and More
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Attracting the Right Customer with Google Adwords: An Overview of Search, Display, Retargeting and More

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Take advantage of the Google Adwords ecosystem to promote your business and increase exposure to your target customer. An overview of Google Adwords, Google My Business, Google Display Ad Network (GDN), Google Retargeting and More.

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Attracting the Right Customer with Google Adwords: An Overview of Search, Display, Retargeting and More

  1. 1. Attracting the Right Customer with Google Adwords Adina Zaiontz | Sept. 30, 2015
  2. 2. About Me • 16 years in Digital Marketing, SEO/ SEM • Google Adwords Certified Partner • Mailchimp Specialist • Director, napkin marketing • Client/ Brand Experience: Rogers Publishing, Yahoo! Canada, Seneca College, Centennial College, BMO Mortgages, and lots of awesome small businesses too!
  3. 3. Agenda • Connecting with Mobile Customers • Google Adwords Overview • Search • Display • Retargeting • Getting Started with Search Ads • 3 Keys: Keywords, Ad Copy, Landing Pages • Keyword Research & Keyword Planner – Avi Gazit • Display Ad Planner • Choosing Placements • Creative – Ad Gallery • Remarketing • Adwords Management Services • Q&A
  4. 4. Connecting with Mobile Customers
  5. 5. Canadians are online… CIRA 2015 Fact Book
  6. 6. And on their smartphone… Catalyst and Group M Next 2015 Canadian smartphone penetration rates, 2014-2015
  7. 7. Part of the Fabric of Day to Day Life… Catalyst and Group M Next 2015 Out of respondents who use smartphones as their primary device, % who use it at home
  8. 8. Part of the Fabric of Day to Day Life… Catalyst and Group M Next 2015 Out of respondents who use smartphones as their primary device, % who use it on the go
  9. 9. Source: Google Canada Nielsen Mobile Search Moments 2015. Base: Source: Google Canada Nielsen Mobile Search Moments 2015. Base: Outcome survey completes n=973. QT3A: What specifically did you proceed to do after your initial search using your smartphone?
  10. 10. Take advantage of the Google ecosystem Google Marketing Ecosystem Display Ads Remarketing Video Organic Search Google+ and Maps Youtube Search Ads Paid Media “Earned” Media
  11. 11. Start with a Mobile Site
  12. 12. Design For Mobile Google Marketing Ecosystem Display Ads Remarketing Video Organic Search Google+ and Maps Youtube Search Ads Some of our Responsive Work Before and After Shangrilabanquet.com http://napkinmarketing.com/dev/shangrila/wp/ 4646dufferin.com Rothbart.com
  13. 13. Is Your Site Mobile Friendly? Google Mobile Responsive Test: https://www.google.ca/webmasters/tools/mobile-friendly/
  14. 14. Set Up ‘Google My Business” Google + | maps
  15. 15. Google Marketing Ecosystem Display Ads Remarketing Video Organic Search Google+ and Maps Youtube Search Ads Setting up Your Foundation
  16. 16. Step 1: Google My Business Claim your business on Google Search, Maps and Google+, on all devices - https://www.google.ca/business
  17. 17. Increased Profile when Someone Searches Your Name Organic Results
  18. 18. Deeper Dive: Search Adwords
  19. 19. We All Know Adwords is Search Ads Google Marketing Ecosystem Display Ads Remarketing Video Organic Search Google+ and Maps Youtube Search Ads
  20. 20. Campaign Set Up: Search What are your marketing goals? How are your services/ products organized? What are your Keywords > Budget Maximum Cost Per Click> What Can You afford per Day? Write Your Ads
  21. 21. Start With Your Marketing/ Communication Goals • What am I trying to sell? What’s the Benefit? • Who do I want to target/ reach? • What are their needs? • How are they searching for? • Consumer language and terminology: • Advertiser thinks: “I am a disability lawyer” • Consumer thinks: “I need to plan an estate for my special needs child” or “I need to set aside money for my autistic child”. • What can we say about ourselves to help address this?
  22. 22. • Brainstorm your market knowledge • Analyze your website: navigation and content • Use Google Search Suggestions • Review Competitors' sites (and metatags code if accessible) • Offline marketing material • Google Analytics or other (search queries used to find your site) • Internal site search logs • Online tools (semrush.com, spyfu.com, keywordspy.com) • Adwords Keyword Planner Develop Your Ad Groups and Keywords
  23. 23. Targeting Your Ad
  24. 24. Targeting Your Ad
  25. 25. Our Account Planning Process: Keyword Selection
  26. 26. Our Account Planning Process
  27. 27. Setting Up Your Ad Groups
  28. 28. Writing Your Ads
  29. 29. Create Relevant Landing Pages Keywords: “art classes for kids”
  30. 30. Test Different Offers and Forms
  31. 31. Measure Your Results
  32. 32. Cool Tools • Adwords Keyword Planner - Keyword suggestion Tool • SEMrush.com – Look up your competitors keywords
  33. 33. Deeper Dive: Display Ads
  34. 34. Display Advertising Google Marketing Ecosystem Display Ads Remarketing Video Organic Search Google+ and Maps Youtube Search Ads
  35. 35. Why Run a Display Campaign? • Increase sales: Place your ad in high traffic, relevant context websites. • Generate Awareness. Let them discover you, when they wouldn’t have thought to search. • Engagement: Get them to your website • Keep ‘em coming back: Start a remarketing cycle once people initially visit your site
  36. 36. Key Success Factors • Targeting • Geography • Topic • Interest • Keyword • Placements • Creative • Bidding • Measurement
  37. 37. Targeting: Placement
  38. 38. Targeting: Interest
  39. 39. Creative
  40. 40. Track and Analyze • Google Analytics • Display Planner - Placement suggestion Tool • Ad Gallery Tool
  41. 41. Cool Tools • Display Planner - Placement suggestion Tool • Ad Gallery Tool
  42. 42. Deeper Dive: Remarketing
  43. 43. Remarketing Google Marketing Ecosystem Display Ads Remarketing Video Organic Search Google+ and Maps Youtube Search Ads
  44. 44. Reach Your Customers While They Browse Remarketing helps you reconnect with people who previously visited your website with more tailored ads
  45. 45. Reach Your Customers While They Browse Target people based on their actions/ behaviour/ pages they visited on your site.
  46. 46. Reach Your Customers While They Browse Target people based on their actions/ behaviour/ pages they visited on your site.
  47. 47. Reach Your Customers While They Browse Target people based on their actions/ behaviour/ pages they visited on your site.
  48. 48. Reach Your Customers While They Browse Target people based on their actions/ behaviour/ pages they visited on your site.
  49. 49. Deeper Dive: Video
  50. 50. Video/ Youtube Advertising Google Marketing Ecosystem Display Ads Remarketing Video Organic Search Google+ and Maps Youtube Search Ads
  51. 51. Video Targeting • Pre-Video • Post Video • Youtube Search Results Page • Target Specific Videos
  52. 52. Want This All Done For You?
  53. 53. Copywriting Newsletters Direct Mail Email Print Ads Web Copy Blogs Press Releases Social Media Copywriting Web Design Banner Ads Websites Emails Landing Pages Print Design Ads Brochures Direct Mail Point Of Sale(pos) > Social Media Management Facebook Fan Pages Twitter Profiles And Updates Linkedin Groups And Pages Search Marketing Pay Per Click (PPC) Management Seo More Marketing Logo Design Video Production Consulting 60 Our Services
  54. 54. goal driven strategy and plan
  55. 55. Terri Kevany PR Advisor Cris Agafitei Web Developer Adina Zaiontz Director our team Jam Hassan SEO Specialist Kerry Brownell Art Director Wilfrido Reyes Projects Coordinator Ronnie Lebow Senior Designer Lwini Mata Copywriter
  56. 56. 63 napkin marketing is a proud:
  57. 57. Thank You
  58. 58. Questions? adina@napkinmarketing.com tel: 289.842.7180 x700 twitter: @napkin_mktg
  • KratiRokadiya

    Oct. 24, 2015

Take advantage of the Google Adwords ecosystem to promote your business and increase exposure to your target customer. An overview of Google Adwords, Google My Business, Google Display Ad Network (GDN), Google Retargeting and More.

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