AdWords

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I presented this to a group of Interior Decorators, while simultaneously using the web to show more detail in an actual AdWords account, along with its interaction with Analytics and Places.

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AdWords

  1. 1. <ul><li>Pay Per Click advertising on Google </li></ul><ul><li>First page listing without a lot of traffic </li></ul><ul><li>Ads appears as Sponsored links </li></ul><ul><li>Impressions and Clicks </li></ul>
  2. 2. Organic Listings Sponsored Listings (AdWords) www.google.com/adwords
  3. 3.
  4. 4. <ul><li>To build traffic to your website </li></ul><ul><li>To target specific customers and geographies </li></ul><ul><li>To control your online ad budget </li></ul><ul><li>TO INCREASE SALES! </li></ul>
  5. 5. <ul><li>Integrates with Google Analytics </li></ul><ul><li>Daily Budget constraint </li></ul><ul><li>Ads must match landing page for best results </li></ul><ul><li>Can recommend keywords for you </li></ul><ul><li>Allows you to select keywords </li></ul><ul><li>Allows you to select auto or manual bidding </li></ul><ul><li>Allows you to select radius, towns, states </li></ul>
  6. 6. <ul><li>Account </li></ul><ul><ul><li>Campaign 1 </li></ul></ul><ul><ul><ul><li>Ad Group 1.1 </li></ul></ul></ul><ul><ul><ul><ul><li>Keywords </li></ul></ul></ul></ul><ul><ul><ul><li>Ad Group 1.2 </li></ul></ul></ul><ul><ul><ul><ul><li>Keywords </li></ul></ul></ul></ul><ul><ul><li>Campaign 2 </li></ul></ul><ul><ul><ul><li>Ad Group 2.1 </li></ul></ul></ul><ul><ul><ul><ul><li>Keywords </li></ul></ul></ul></ul><ul><ul><ul><li>Ad Group 2.2 </li></ul></ul></ul><ul><ul><ul><ul><li>Keywords </li></ul></ul></ul></ul><ul><li>Campaign settings allow for setting: </li></ul><ul><li>daily budget, </li></ul><ul><li>geography, </li></ul><ul><li>manual or auto bidding </li></ul><ul><li>ad extensions (Places, Phone) </li></ul>Ad Groups allow you to have a specific ad be displayed for the keywords in the Group. So it is logical to Group these keywords together. You can test multiple ads to see which work best. E.g. Windows, Flooring Keywords are the specific word or phrase that you want searchers to type to get to your website.
  7. 7. <ul><li>4 lines </li></ul><ul><ul><li>Hook (Why they searched you. This line has the link to actual “landing” page) </li></ul></ul><ul><ul><li>Teaser (Something to get them to click, call to action) </li></ul></ul><ul><ul><li>Tagline (or can be completion of long teaser) </li></ul></ul><ul><ul><li>Main website (for reference) </li></ul></ul><ul><li>All kinds of rules about overpunctuation (!!!), use of capitals, etc. See Help/Disapproval/Editorial & Format Policy </li></ul>
  8. 8. <ul><li>Think like your customer </li></ul><ul><li>Shorter will have higher impressions </li></ul><ul><li>Longer is usually less costly </li></ul><ul><li>More specific can provide better results </li></ul><ul><li>Relevant landing pages are best </li></ul>
  9. 9. <ul><li>Ad clicks take you here </li></ul><ul><li>Relevant to the keywords or “poof” </li></ul><ul><li>Best to have a specific and dedicated page </li></ul><ul><li>Keywords for ad appear on page, even multiple times, but not redundant. </li></ul><ul><li>Provide informative value to stick </li></ul><ul><li>Include a call to action! </li></ul>
  10. 10. <ul><li>Campaigns/Ad Groups </li></ul><ul><ul><li>Create New Keywords 3 ways: </li></ul></ul><ul><ul><ul><li>Opportunities, </li></ul></ul></ul><ul><ul><ul><li>Add Keywords, </li></ul></ul></ul><ul><ul><ul><li>Sample Keywords </li></ul></ul></ul><ul><ul><li>Tweak CPC bids </li></ul></ul><ul><ul><li>Use quotes to match exact phrase </li></ul></ul>
  11. 11. <ul><li>Beginners’s Guide </li></ul><ul><ul><li>https://adwords.google.com/support/aw/bin/static.py?hl=en&guide=21899&page=guide.cs </li></ul></ul><ul><li>Diagnostic Tool </li></ul><ul><ul><li>https://adwords.google.com/select/DiagnosticTool </li></ul></ul><ul><li>Keyword Tool </li></ul><ul><ul><li>https://adwords.google.com/select/KeywordToolExternal </li></ul></ul><ul><li>Ad Policies </li></ul><ul><ul><li>https://adwords.google.com/support/aw/bin/static.py?hl=en&page=guidelines.cs </li></ul></ul><ul><ul><ul><li>Scroll down to Editorial & Format Policy Overview about halfway down </li></ul></ul></ul>
  12. 12. <ul><li>Analytics – all kinds of data (linked to AdWords) </li></ul><ul><li>Places – List your business (linked to Adwords) </li></ul><ul><li>Keyword Tool </li></ul><ul><ul><li>Search-based www.google.com/sktool </li></ul></ul><ul><li>Docs – Collaboration ability Doc, Pres, SS, Form </li></ul><ul><li>Gmail – Email </li></ul><ul><li>Webmaster Tools – improve your site </li></ul>

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