AdWords Account Setup


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AdWords Account Setup

  1. 1. AdWords Setup• Introduction to AdWords• Signing Up for AdWords• Creating Campaigns• Choosing Keywords• Creating Great Ads• Measuring Results
  2. 2. Introduction to AdWords
  3. 3. What is Google AdWords?AdWords is Google‟s online advertising program • Advertisers select keywords; ads appear next to the search results on • Ads can also show on hundreds of thousands of other websites • AdWords is a live auction for keywords
  4. 4. Where do my ads appear?
  5. 5. Google‟s Search Partners
  6. 6. Google Display Network
  7. 7. Signing Up for AdWords
  8. 8. Quick and Easy Signup
  9. 9. Setup your Account• Set your time zone and currency• These cannot be changed after you create your account!
  10. 10. Automatic Payments – Billed each timeyou accrue your billing thresholdManual Payements – Prepay and fundsare subtract from account
  11. 11. Account Preferences• My Account > Preferences• Change Auto-Tagging to “Yes”• Link Google Analytics Account• Connect Google Analytics to AdWords
  12. 12. Creating Campaigns
  13. 13. Types of Campaigns • Search Network • Search Partners • Product Listing Ads • Display Network • Remarketing • Image Ads • Text Ads Suggested Campaigns• My Company • Content Text Ads• Competitors • Search Network• Display Network • PLA (Product Listing Ads)• Remarketing
  14. 14. Setting Up Campaigns Search Partners Mobile Devices
  15. 15. Splitting Up DevicesAllows you to target only computers, mobile phones, or tablets.• Always split campaigns into mobile and computer when possible• Segment as precisely as: • Operating System (iOS 5) • Device Model (iPad 2) • Carriers and Wi-Fi (AT&T Only)
  16. 16. Location TargetingTarget only relevant areas based on:• Searching Locations including county, country, city, state• Targeting a radius around a given area• Excluding locations you would like to avoid
  17. 17. Bids, Budgets, and More • Choose Manual or Automatic Bidding • Set default bid for future keywords • Set daily budget for this campaignChoose Delivery Method:Standard: Ads DistributedEvenlyAccelerated: Ads Distributeduntil budget is reached
  18. 18. Ad Scheduling• Choose days and hours where ads should run• Turn off ads during non-business days and hours• Adjust bids to increase or decrease during peak hours
  19. 19. Creating Ad GroupsFor search campaigns:• Create ad groups based on groups of keywords • ie. For a “Shoes” campaign you may have ad groups called: • Men‟s Shoes • Women‟s Shoes • Buy Shoes • Shoes Online• All search campaigns need a default bid for keywords, a list of keywords, and at least one ad to run• Group keywords by common themes and create relevant ads
  20. 20. Typical AdWords Account Structure AdWords Account Unique email address & password Billing information Campaign Campaign Daily budget Daily budget Location/language targeting Location/language targeting Distribution preference Distribution preference End date End dateAd Group Ad Group Ad Group Ad Group Ad Group Ad Group Keywords Keywords Keywords Keywords Keywords Keywords Ads Ads Ads Ads Ads Ads
  21. 21. Poorly Setup Structure AdWords Account “Furniture” Campaign Furniture Ad Group The Best Furniture Great Selection, Made in USA Free Shipping, 5 Year Warranty. PlantationDesign.comleather sectional leather loveseat leather chairrugs patio furniture leather sofadining room table table lamp coffee tablekitchen table floor lamp end tablebrass bed kids furniture lampleather headboard living room furniture ottomandresser bedroom furniture dining room tableleather couch desk media console
  22. 22. The Right Way to Structure Your Account AdWords Account “Furniture” Campaign “Leather Sectionals” “Leather Loveseats” “Leather Chairs” Ad Group Ad Group Ad GroupLeather Sectionals Leather Loveseats Leather ChairsLeather Sectionals Made in USA Free Delivery When You Buy Before Handcrafted Leather ChairsFrom $1,999 With 5 Year Warranty Christmas. Order Yours Today! Make a Statement. View Catalog! leather sectional suite buy leather love seats buy handmade leather chairbuy leather sectional suites buy leather loveseats buy handmade leather chairsleather sectional suites buy leather love seat handmade leather chairsleather sectional suite buy leather loveseat handmade leather chairbuy leather sectional leather loveseats buy leather chairsbuy leather sectional leather love seats buy leather chairleather sectional leather love seat leather chairleather sectionals leather loveseat leather chairs
  23. 23. How to Choose theRight Keywords
  24. 24. Building Your Keyword List• Brainstorm Business• Review Your Website• Think Like a Customer• Focus on Your Unique Selling Points• Include Plural and Singular Versions• Include Spelling Mistakes & Variations• Include Product Numbers & Codes
  25. 25. The Google Keyword Tool
  26. 26. Get Creative Looking For Keywords • Instant Search On • Related Searches
  27. 27. The Goldilocks Principlevacation florida vacation rental 3 br vacation rental grayton beachtax tax preparation nashville tax preparation service nolensville rdstore dvd storage faux leather storage for dvd box setsbags handmade leather bags handmade black croc leather handbagsaccounting cheap accounting software accounting software for petsitting bizToo General Just Right Too Specific
  28. 28. Example keyword „vacation‟ -- your ad might showfor:vacation rental The go-go‟s vacationvacation deals disney vacation clubvacation ideas pictures from our vacation by lynne rae perkinsvacations for kids vacation auctionsvacations for singles vacation accrual policyvacations for veterans Vacation agent magazineNational lampoon‟s European vacation vacation air conditioningpermanent vacation lyrics vacation anxiety General keywords = low clickthrough-rate = low Quality Score
  29. 29. Keyword Match Types How keyword The ad will The ad will show whenMatch Type appears in show when: a searcher types: AdWords: Any word combination Caribbean Cruise Ships related to part of or all ofBroad Caribbean Cruise the keyword or related Tropical Cruise terms in any order Words related to every Caribbean holiday Cruises+Broad +Modifier +Caribbean +Cruise word with a + sign in front Cruise holiday in Caribbean of it in any order Cruise in Carribean Keywords are typed in the Cheap Caribbean Cruise exact order specified. Can“Phrase” “Caribbean Cruise” have other words before Caribbean Cruise deals Luxury Caribbean Cruise and/or after. Keywords must be only &[Exact] [Caribbean Cruise] exactly what the user Caribbean Cruise types in Ads will not appear when Add will not show if-Negative - Tom this search term is entered someone types: in the query Tom Cruise
  30. 30. How to Make Great Ads
  31. 31. Ad Text SpecificationsAd title(25 characters max,including spaces)Two description lines(35 characters max each,including spaces)Display URL(35 characters max,including spaces)Destination URL(1024 characters max,including spaces)
  32. 32. Bad AdWords Ads: Vague, Irrelevant, Unclear AdsAsk yourself just 3 questions to help you write great ads!
  33. 33. What Sets Your Business Apart? Why would someone choose your business over a competitor? Examples:“We only sell products made in the USA” “We won an award in 2009”“We have a money back guarantee” “All our products are custom made”“We have 30 years experience” “We always show up on time”“Free shipping if you buy two” “We‟re open 7 days a week”“We have lower prices”“We offer free quotes” This helps you“We‟re having a sale” write useful ads
  34. 34. Can You Describe Your Products or Services?Describe specific or technical details of yourproducts or services.Examples:“Made from recycled materials” “Evening classes available”“Battery lasts up to 8 hours” “18 day all-inclusive tour”“From $16 per square foot” “10 Nashville locations”“Suitable for diabetics” “24/7 onsite support”“Dishwasher safe” “On time or it‟s free”“Collectors item” “First class is free”“Sizes 8-16” “HIPPA compliant”
  35. 35. What is your call to action?After someone clicks on your ad and visits yourwebsite, what is it you want them to do next?Examples:“Call us to request a free quote” “Learn more about osteoporosis”“Browse through all of our toys” “Order a copy of our brochure”“Book your rental home online” “Call us and order a pizza”“Download a 30-day free trial” “Request a call back”“Sign up for our mailing list” This helps you write a call to action
  36. 36. Setting Up Tracking
  37. 37. Conversion TrackingConversions (1-per-click): This type of conversion means somebody clickedon your ad and completed a desired action on your website within a giventime period (usually 30 days).View-Through Conversions: This type of conversion means somebody vieweda banner ad on the web but DID NOT click on it, and then went to your site andcompleted a desired action within a given time period.
  38. 38. Setting Up Conversion TrackingUnder Tools & Analysis > Conversions• Create a New Conversion• Name Conversion (ie. Sale)• Choose page security level (usually HTTPS for ecommerce stores)
  39. 39. Installing the CodeCopy and paste thegenerated code onto aunique page that users canonly reach after completingthe desired action:• Thank You Page• Order Confirmation• Receipt• Registration Confirmation
  40. 40. Sign Up Now!
  41. 41. Online Marketing CompanyFind out more about Ajax Union: Follow Us On Twitter: Like On Facebook: Connect On Likedin: Call Ajax Union: 718-569-1020 x420