Get Started With Google Adwords

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Learn the benefits of Adwords, how to setup and structure your campaigns, and everything else you need to know to run a successful Adwords campaign.

*Originally used as a presentation for Intelligently.

Published in: Marketing, Technology, Business
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Get Started With Google Adwords

  1. 1. Getting Started with Google Adwords 2.27.14 Class Andrew Krebs-Smith
  2. 2. Agenda • Why Adwords? (5-10 min.) • Setup (5-10 min.) • Walkthrough (40 min.) • Account Setup (10 min.) • Workshop (10 min.) • Tips (10 min.) • Set up your accounts! (remainder)
  3. 3. Reasons to Use Adwords/FB • Variable Cost • Testing • Measureable • State of mind • Targeting Feel free to tweet pics/video of this class:@andrewks #marketing
  4. 4. Scenarios • Selling stuff online • Content marketing • Getting a job • Getting a date • Growing your audience • Leads • Anything where you want to get people into your funnel Feel free to tweet pics/video of this class:@andrewks #marketing
  5. 5. Adwords Vs. Facebook • Harder to set up a basic campaign • Easier to set up an advanced campaign • Mindset: “I need this now” Feel free to tweet pics/video of this class:@andrewks #marketing
  6. 6. Things you need • Conversion Funnel • Keyword data – Keyword tool – Adwords data – Analytics data – Spyfu • Landing Page • Customer segments (can be broad) • Budget Feel free to tweet pics/video of this class:@andrewks #marketing
  7. 7. Setup Best Practices • Start these at least 1 week before launch • Install Google Analytics • Verify Google Webmaster Tools • Install Google Tag Manager – FB Retargeting Tag – Google “Remarketing” Tag – FB Conversion Cookies – Adwords Conversion Cookies – Google Analytics Tag • Check Tags with Tag Assistant • Setup Billing Feel free to tweet pics/video of this class:@andrewks #marketing
  8. 8. Process • Research • Test • Analyze • Refine • Repeat Feel free to tweet pics/video of this class:@andrewks #marketing
  9. 9. Login Feel free to tweet pics/video of this class:@andrewks #marketing
  10. 10. Do This First! Feel free to tweet pics/video of this class:@andrewks #marketing
  11. 11. When in doubt, do both Feel free to tweet pics/video of this class:@andrewks #marketing
  12. 12. Settings…
  13. 13. Location
  14. 14. Location Feel free to tweet pics/video of this class:@andrewks #marketing
  15. 15. Location Feel free to tweet pics/video of this class:@andrewks #marketing
  16. 16. Basic Bidding Feel free to tweet pics/video of this class:@andrewks #marketing
  17. 17. Better Bidding
  18. 18. Delivery Method Feel free to tweet pics/video of this class:@andrewks #marketing
  19. 19. Ad Extensions
  20. 20. Scheduling
  21. 21. Ad Rotation Step Length 2 30 days 3 Forever 1 15-30 days Never Feel free to tweet pics/video of this class:@andrewks #marketing
  22. 22. Matching Options Feel free to tweet pics/video of this class:@andrewks #marketing
  23. 23. Don’t setup keywords/ad groups yet! Feel free to tweet pics/video of this class:@andrewks #marketing
  24. 24. Now you should see this Feel free to tweet pics/video of this class:@andrewks #marketing
  25. 25. Time to structure your account • What does Google want? Feel free to tweet pics/video of this class:@andrewks #marketing
  26. 26. Time to structure your account • What does Google want? – Ads that make sense and help people – Advertisers that are happy (i.e. get sales) Feel free to tweet pics/video of this class:@andrewks #marketing
  27. 27. To make Google happy…
  28. 28. To make Google happy…
  29. 29. How to structure your account Feel free to tweet pics/video of this class:@andrewks #marketing
  30. 30. Workshop (10 Minutes) • Create – 2 Campaigns – 2 Ad groups for each campaign – 3 Keywords for each ad group • You can do this for – Kenneth Cole – Quickbooks – Your product or service Feel free to tweet pics/video of this class:@andrewks #marketing
  31. 31. How I do it • Create small keyword list • Notice emerging groups • Segment by group • Flesh out groups Feel free to tweet pics/video of this class:@andrewks #marketing
  32. 32. A way to think about Adwords • Google rewards you for playing by the rules Feel free to tweet pics/video of this class:@andrewks #marketing
  33. 33. Tips • One step at a time – Ad = Attention – Lander = Benefits/Features • Sometimes you want to prevent clicks – Pre-qualify with price in ad • Use a call to action Feel free to tweet pics/video of this class:@andrewks #marketing
  34. 34. What metrics indicate success? • The king: Cost per acquisition (CPA) • The queen: Cost per lead (CPL) • The prince: Cost per click (CPC) Feel free to tweet pics/video of this class:@andrewks #marketing
  35. 35. Remainder of Class • Setup a Google Adwords campaign for your brand • I’ll walk around and answer questions Feel free to tweet pics/video of this class:@andrewks #marketing

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