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The benefits of Google AdWords


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A sample chapter on how to use Google AdWords efficiently in your marketing mix. A sample chapter from

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The benefits of Google AdWords

  1. 1. 10 reasons to try Google AdWords: The ads are visible in a customers buying cycle, which is the search con- text To attract new customers, leads or increase sales Your ads reach as broad or specific audience as you desire, from local to national placements You do not need a high initial investment to start off with AdWords It’s easy to change - instant in fact - if something does not work - pause or delete You get full control of your budget spend - you set your own limit on daily spend for the campaigns You get full insight on which keywords generate sales or leads You can test new services, products or marketing messages before in- vesting in them You can easy do split testing on ads or perform experiments for a low cost It can be a cost effective way of marketing your company on a small budget, utilising the right targeting, time of day and high performing key- words. Comparing to other digital marketing options.© 2012 Easy Digital Marketing by Veronica Stenberg 88
  2. 2. Should I do it myself?If you are a smaller business and you have the skills and time, you may want to consider to do thisyourself, because it’s not as advanced as it may sound implementing AdWords conversion trackingand Google Analytics. If you have some basic knowledge about online marketing, and know your wayaround Google Analytics, then why not try it out yourself?It’s fairly straightforward to handle a handful of smaller campaigns without having to put in more thensay 2-3 hours a week once the initial work is done to set-up your campaigns depending on the resultsyou desire.If I want to manage my own AdWords account - how do I do that?There are three possible scenarios. You could either do it yourself, contact a freelance PPC consultantor approach an agency. Whatever option you choose, these are the 7 basic questions you should askyourself and prepare before you start any AdWords activities. In-house or not; What is the overall purpose of your campaign? To in crease sales, traffic to your website or brand awareness? What does your company do? Offer a service or sell products? Who is your target audience? B2B or B2C? Do you need to reach different audiences? What languages do they speak? What regions do you need to target? Local, hyperlocal down to postcode or national? What are you trying to sell or promote? What do you want people to do? buy, sell, sign-up? Define a goal If you do not sell something, meaning you don’t track a conversion, this could be a sign-up, a download, a tweet, a call - something that defines a successful outcome of a user clicking on your ad.© 2012 Easy Digital Marketing by Veronica Stenberg 89
  3. 3. What is the desired outcome of the campaigns? What is good ROI for you? (realistic from the available budget that is!)DIY AdWordsIf you want to proceed with managing your own AdWord campaigns, then the next sections are dedi-cated to you. If you want to approach an agency or consultant, then skip a-head to the next chapter.These are the 10 easy steps to follow to get up to speed with managing your owncampaigns: Educate yourself: With some initial online training which you can do on Google AdWords Exam Study Learning Centre website: [ tification/bin/] you are in fact ready to handle moren than the basics of AdWords. You can sign up for free and go through the study material, lesson 1- 6, 11.1, en- tire section 13 and 15 should give you sufficient meat on your bones to try your own hand at AdWords. Research Before starting off writing ads and compiling keyword lists, I suggest some initial research, to give yourself a head start: • Look at your website copy, pages and other marketing material • Google keywords or your competition. Look at their ads and keywords as they appear when searching • Look at your Google Analytics data under the Traffic sources overview page - extract a full list of keywords that already attract traffic to your website • Look at your landing pages - are they good enough or do you require a sepa- rate template or some adjustments This should give you a good foundation to start off from to write ads and compile your keyword lists.© 2012 Easy Digital Marketing by Veronica Stenberg 90
  4. 4. Keywords Start with generating your keyword list, in any text editor, from the research you did in step 2. The keywords you choose should be relevant to your product or your business, and try to avoid too broad keywords. If you are using existing service or product categories to come up with keywords - try to use common words for your prod- ucts as well, not just your own product names. Once you have a list of keywords, start grouping them together. This can be done from existing product categories you may have or just by the keywords that you see go together and should have their own ad group. Your website structure - is a good foundation to mirror when structuring your campaigns and creating ad groups for your keywords. The better you combine ads with relevant keywords and landing pages, the better quality score you will obtain, and thus better ad rank and lower bid price. An example - if you sell maternity clothes, you obviously want an ad group cover- ing these words, but you also want to break this out a bit to ad groups for: maternity tops maternity jeans maternity trousers Then under each a group find words that are along a similar line for the maternity top ad group - it could look something like this: materinity jumper maternity top maternity cardigan maternity t-shirt Also use any appropriate keyword match types, specified below, in each ad group. Once you have grouped your keywords into appropriate ad groups, you should give your keywords a once over and consider below keyword matching options:© 2012 Easy Digital Marketing by Veronica Stenberg 91
  5. 5. broad - all search results (default) “phrase” - narrows down to combination of keywords used together, in what- ever order [exact match] - allows only exact keywords specified, and in specified order -negative - allows filtering to relating or similar keywords which are not rel- evant to your product or services. [-embedded match] - prevents your ad from showing up in relation to a certain word Tools: • Use the AdWords Keyword Tool - to examine the amount of traffic, and cost per click for your desired keywords • Google Insight for search - to view trends, actual amounts of your keywords and geographical deviations Writing ad copy The ads you write should emphasize on the unique benefits of your products. You have the following amount of characters available: Title: 25 characters Ad text: 70 characters Display url: 35 characters In your ad copy, for each ad group, if possible, incorporate a keyword from your list for that specific ad group - especially in the title. This will increase the quality score of your ad and may give you a better placement. WRITE ADS WITH THE FOLLOWING IN MIND; 1. What is the unique selling point of this specific product/service? what makes it stand out from the competition? 2. Can you display a price of your service or product? (this will save you unneces- sary clicks) 3. Include a strong CTA - buy, sign-up, etc 4. Include keywords in the ad text from the keyword list, if possible 5. Don’t let the text get cut off (your ad wont be approved)© 2012 Easy Digital Marketing by Veronica Stenberg 92
  6. 6. T H I S I S A S A M P L E C H A P T E R F RO M Easy Digital Marketing - YOUR PL AYBOOK FOR ONLINE MARKETING SUCCESS. The eBook simplifies digital marketing and is your no-fuss-just-do-it companion to getting started with online marketing for your business.© 2012 Easy Digital Marketing by Veronica Stenberg 93