Practical guide to Google AdWords (for Brisbane Web Design Meetup Group)

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  • Why are online ads good? - Direct connection to consumers - Reactive, can be changed -
  • Propects display needs though search terms
  • Gmail same as RHS Content network - Google scans page for theme – same but coloured differently
  • HTML/Flash brochureware - nope don’t need it BUT you might one day RIA - Rich Internet Applications
  • HTML/Flash brochureware - nope don’t need it BUT you might one day RIA - Rich Internet Applications
  • Practical guide to Google AdWords (for Brisbane Web Design Meetup Group)

    1. 1. Presentation Google Adwords - Getting started (properly) Brisbane Web Design Meetup, 11-Dec-08 Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
    2. 2. Assumptions <ul><li>Advertising is good </li></ul><ul><li>Online advertising is better </li></ul><ul><li>High internet use (in target consumers) </li></ul><ul><li>Increasing spend online </li></ul><ul><li>High % of ‘media consumption’ spent online </li></ul><ul><li>‘ Online shopping’ is mainstream </li></ul>Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
    3. 3. Advertising’s “Holy Grail” <ul><li>Prospects display need </li></ul><ul><li>You choose how relevant </li></ul><ul><li>Direct. Lead straight to ‘transaction’ </li></ul>Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
    4. 4. The adverts <ul><li>Shown on… </li></ul><ul><li>Google sites (incl Gmail) </li></ul><ul><li>Search partners (not in Australia) </li></ul><ul><li>Content Network </li></ul>Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
    5. 5. The adverts (2) Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
    6. 6. How to get an Adwords Account <ul><li>www.google.com/adwords </li></ul><ul><li>“ Start Now” </li></ul><ul><li>“ Standard Edition” </li></ul><ul><li>Create Google Account or use existing </li></ul><ul><li>Choose currency, e.g. AUD </li></ul><ul><li>Wait…. Check email, click link </li></ul><ul><li>“ Create first campaign” </li></ul>Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
    7. 7. Create a campaign? <ul><li>NO, STOP! </li></ul><ul><li>WAIT… let’s think about the “offering” </li></ul>Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
    8. 8. First things first… <ul><li>What’s the objective? </li></ul><ul><ul><li>Branding. Impressions (passive) </li></ul></ul><ul><ul><li>Leads. Phone or email action </li></ul></ul><ul><ul><li>Sign-up. Email-marketing subscription </li></ul></ul><ul><ul><li>Sales. Place an order online </li></ul></ul>Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
    9. 9. First things first <ul><li>Who to target? </li></ul><ul><ul><li>Who wants our product or service? </li></ul></ul><ul><ul><li>Where are these prospective customers? </li></ul></ul><ul><ul><li>Niche offering? Higher ROI </li></ul></ul><ul><ul><li>What Google searches would they use? </li></ul></ul>Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
    10. 10. First things first <ul><li>Keyword Selection </li></ul><ul><ul><li>Think about synonyms and misspellings </li></ul></ul><ul><ul><li>Use the keyword tool </li></ul></ul><ul><ul><li>Remove ambiguity with key-phrases </li></ul></ul><ul><ul><ul><li>Broad (by default) </li></ul></ul></ul><ul><ul><ul><li>Negative (minus) </li></ul></ul></ul><ul><ul><li>Split keywords into groups relating to your “offerings” </li></ul></ul>Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
    11. 11. Keyword Tool Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
    12. 12. Keyword List <ul><li>Start “brisbane web design”, one analysis </li></ul><ul><ul><li>brisbane web design </li></ul></ul><ul><ul><li>brisbane web designer </li></ul></ul><ul><ul><li>brisbane web designers </li></ul></ul><ul><ul><li>brisbane web site design </li></ul></ul><ul><ul><li>brisbane website design </li></ul></ul><ul><ul><li>web design in brisbane </li></ul></ul><ul><ul><li>web page design brisbane </li></ul></ul><ul><ul><li>web site design brisbane </li></ul></ul>Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
    13. 13. Keyword Tool (iterate) 182 more Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
    14. 14. Create a campaign? <ul><li>Now we are ready, we have… </li></ul><ul><li>Keywords relate to “offerings” </li></ul><ul><li>An idea of who will click the ads </li></ul><ul><li>Where (geographical) to show ads </li></ul>Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
    15. 15. Example Advert Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au Use keywords from only one keyword group in the ad
    16. 16. Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au Set your daily spend Use traffic estimator
    17. 17. Traffic Estimator Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
    18. 18. When happy, finalise… <ul><li>“ Continue” </li></ul><ul><li>Go to billing </li></ul><ul><ul><li>Credit Card (after clicks) </li></ul></ul><ul><ul><li>Bank transfer/BPAY (pre-clicks) </li></ul></ul><ul><ul><li>Credit card (pre-clicks) </li></ul></ul><ul><li>Terms & Conditions </li></ul><ul><li>ALL DONE! </li></ul>Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
    19. 19. Organise the campaign.. <ul><li>Account, has… </li></ul><ul><li>Dashboard </li></ul><ul><li>Tools (keyword and traffic estimator) </li></ul><ul><li>Website optimiser </li></ul><ul><li>Conversion Tracking </li></ul><ul><li>Account also has many… </li></ul><ul><li>Campaigns, has many… </li></ul><ul><ul><li>Ad groups, has many… </li></ul></ul><ul><ul><ul><li>Advert (text, maps) </li></ul></ul></ul><ul><ul><ul><li>Advert </li></ul></ul></ul><ul><li>Use the grouped keywords in ad-groups, use the keywords in the adverts – try variations </li></ul>Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
    20. 20. And there’s even more… <ul><li>Ad types (map, image, video) </li></ul><ul><li>Keyword match types </li></ul><ul><li>Content Network, ad placements </li></ul><ul><li>Conversion tracking and linking into Google Analytics </li></ul><ul><li>Adwords professional exam (and MCC) </li></ul>Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
    21. 21. Thank you, questions? <ul><li>Any further questions? Ask now! </li></ul>Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
    22. 22. Want to help with… <ul><li>… freelance or employment </li></ul><ul><li>Adwords: Search Engine Marketing (guru or novice) </li></ul><ul><li>I can provide training </li></ul><ul><li>Web Design: Creative designs or PSD-to-HTML </li></ul><ul><li>Flash: Animated elements for landing pages </li></ul><ul><li>Web Dev: PHP/MySQL coder needed (junior is okay) </li></ul>Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
    23. 23. Background: Ben Maden <ul><li>1998: Engineering Graduate (Master of Engineering) </li></ul><ul><li>1999: Investment Banking: Operations and IT </li></ul><ul><li>2000: Independent Web Designer (HTML, Perl, CSS) </li></ul><ul><li>2000: Found Linux/Apache/PHP/MySQL (LAMP*) </li></ul><ul><li>2001: Established Web Development Firm </li></ul><ul><li>2002/3: Various projects: Gigs, Events, Property Sites, E-Commerce </li></ul><ul><li>2003/4: Year out for Master of Business Administration (MBA) </li></ul><ul><li>2005/6: Evolving Matter Solutions (in UK) </li></ul><ul><li>2006: Moved to Brisbane, create Matter Solutions (in Australia) </li></ul><ul><li>2007/8: Working on Projects for UK and Australian clients </li></ul>Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
    24. 24. Future topics for BWD…? <ul><li>How to project manage </li></ul><ul><li>Creative thinking </li></ul><ul><li>Our website </li></ul><ul><li>BrisbaneDesigners.com.au directory </li></ul><ul><li>“ I’m working on…” </li></ul><ul><li>“ I need help with…” </li></ul>Prepared by Ben Maden MEng MBA [email_address] Copyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au

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