Google Adwords - Kick Start Course


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Google Adword Kick Start - Beginner Course. Tips and Tricks to help you get started ahead of the competition!

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  • That's a really nice practical guide, thanks guys! The examples of common mistakes are great: 1. Too many different kinds of keywords in one group. Split them out into tightly themed ad groups. 2. Sending visitors to your homepage rather than a landing page relevant to your ad. 3. Forgetting to use negative keywords. 4. Not split testing ads. 5. Not pausing ads or keywords with a low click through rate (these 'damage' your accounts quality score). 6. For those readers starting out in PPC it's worth taking the Google AdWords Advertising Fundamentals exam. It's a good way to test your skills, demonstrate your knowledge in the field - and it's popular with employers (if that's the route you choose to go down). I recently took the exam and I've shared my tips to help others:
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  • try
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  • nice information
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  • This is a wonderful course about Google Adwords and surely, it will greatly benefit your readers of this very important information. Thanks for sharing!
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  • Google Adwords - Kick Start Course

    1. Google Adwords Jump Start Training Course
    2. <ul><li>Intro & Outline </li></ul>Ethan Chong – Google Adword Qualified Professional <ul><li>Basic Concepts </li></ul><ul><li>Keyword Research </li></ul><ul><li>Step by Step Campaign Setup </li></ul><ul><li>Ad Writing </li></ul><ul><li>Common Mistakes to Avoid </li></ul><ul><li>Landing Page Design </li></ul><ul><li>Tips & Sharing </li></ul><ul><li>Resources – Learn more! </li></ul>
    3. What is Google Adwords? <ul><li>  PPC (Pay Per Click) Advertising </li></ul><ul><ul><li>You don’t pay (to Google) unless people click on your ad… </li></ul></ul><ul><ul><li>Highly Targeted Advertising – Only appear when people search for it </li></ul></ul>
    4. Where will Google Adwords will appear? Google Search Results Search Network
    5. Where will Google Adwords will appear? Content Network Gmail
    6. Why Use Google Adwords?
    7. Basic Concepts <ul><li>Benefits of Google Adwords? </li></ul><ul><ul><li>Fastest way to promote your products / services </li></ul></ul><ul><ul><li>Very Targeted & Specific </li></ul></ul><ul><ul><li>Get your Prospect to find you (No cold call!) </li></ul></ul><ul><ul><li>Right Message > Right People > Right Market > Right Time </li></ul></ul>
    8. <ul><li>Who can use? </li></ul><ul><ul><li>Anybody (Google Account & Credit Card needed) </li></ul></ul><ul><ul><li>Suitable for Direct Response Ad </li></ul></ul><ul><ul><li>Not recommended for Branding </li></ul></ul><ul><li>Where? </li></ul><ul><ul><li>Anywhere, Anytime! </li></ul></ul>Basic Concepts
    9. Basic Concepts <ul><li>How much does it cost? </li></ul><ul><ul><li>No fixed price </li></ul></ul><ul><li>Google provide estimated cost per click </li></ul><ul><ul><li>You only know after the clicks happen </li></ul></ul><ul><ul><li>Good news is – You are in Control </li></ul></ul><ul><ul><ul><li>No Minimum Spend </li></ul></ul></ul><ul><ul><ul><li>You control your budget </li></ul></ul></ul><ul><ul><ul><li>You control Maximum Cost Per Click </li></ul></ul></ul><ul><ul><ul><li>Pause/End the campaign anytime </li></ul></ul></ul>
    10. How Adwords Pays for Itself $1000 Investment in Adwords $1 cost per click ≥ 1,000 Clicks 10% Conversion rate =100 Sales Average Sales =100 Sales $1k Investment Result in $10k in Sales Reinvest Profit, Optimized the Ad
    11. Terms <ul><li>Max CPC: Maximum Cost Per Click </li></ul><ul><ul><li>Maximum price you are willing to pay for particular keyword eg. $2 for the keyword “iphone leather cover” </li></ul></ul><ul><li>CTR: Click-Through Rate </li></ul><ul><ul><li>Number of Clicks/ Number of times your ad shows up </li></ul></ul>
    12. Terms <ul><li>Landing page: </li></ul><ul><ul><li>First page where the visitors see after clicking on your ad. </li></ul></ul>Google Adword Landing Page
    13. Getting Started <ul><li>Understand your Target Market: </li></ul><ul><ul><li>Who are they? Where are they (country)? </li></ul></ul><ul><ul><li>What website / forum they normally surf? </li></ul></ul><ul><li>What is your Main Keywords? </li></ul><ul><ul><li>Write down 5 keyword phrases based on each your product & services </li></ul></ul><ul><ul><li>Don’t use single keyword because it is too broad </li></ul></ul><ul><ul><li>Preferably 2~5 keyword phrases (indicate buying interest)! </li></ul></ul>
    14. Scout the Competition <ul><li>Google it! </li></ul><ul><ul><li>How many Competitors out there? </li></ul></ul><ul><ul><ul><li>Refresh the search results a few times and count </li></ul></ul></ul><ul><ul><li>Any keywords which are less competitive? </li></ul></ul><ul><li>Use Free tools </li></ul><ul><ul><li> </li></ul></ul>
    15. Generating Keywords <ul><li>Imagine yourself as the customer </li></ul><ul><ul><li>what would you search for? </li></ul></ul><ul><li>Use these Tactics & Free Tools </li></ul><ul><ul><li> </li></ul></ul><ul><ul><ul><li>Remember to show all columns </li></ul></ul></ul><ul><ul><li>Google Suggest </li></ul></ul><ul><ul><li>Yahoo Search Assistant </li></ul></ul><ul><ul><li>Forums (relate to your products or services) </li></ul></ul><ul><ul><li>Ask your existing customers! </li></ul></ul><ul><li>Come out with at least 50 keywords </li></ul><ul><ul><li>Write it down! - Save it in Notepad or wherever. </li></ul></ul>
    16. Understand Different Matching Options <ul><li>Broad Match </li></ul><ul><li>Phrase Match </li></ul><ul><li>Exact Match </li></ul><ul><li>Negative Keywords </li></ul>
    17. Broad Match <ul><li>If you bid on => celebrity perfumes </li></ul><ul><li>Your ad will appear when people search for: </li></ul><ul><ul><li>Hollywood celebrity perfumes </li></ul></ul><ul><ul><li>List of celebrity endorsed perfumes </li></ul></ul><ul><ul><li>Perfumes wear by celebrity </li></ul></ul>
    18. Phrase Match <ul><li>If you bid on => “celebrity perfumes” </li></ul><ul><li>Your ad will appear when people search for: </li></ul><ul><li>Hot celebrity perfumes </li></ul><ul><ul><li>Top Ten celebrity perfumes </li></ul></ul><ul><ul><li>Celebrity perfumes and fragrance </li></ul></ul><ul><ul><li>Best celebrity perfumes for men </li></ul></ul>
    19. Exact Match <ul><li>If you bid on => [celebrity perfumes] </li></ul><ul><li>Your ad will appear when people search for exactly </li></ul><ul><ul><li>Celebrity perfumes </li></ul></ul>
    20. Negative Keywords <ul><li>Technique to filter out traffic that you don’t want </li></ul><ul><li>Put minus sign “ - ” </li></ul><ul><ul><li>Reseller </li></ul></ul><ul><ul><li>Wholesaler </li></ul></ul><ul><ul><li>Free </li></ul></ul><ul><li>So, your ad will not show up when people search for: perfumes reseller perfumes wholesaler free perfumes </li></ul>
    21. Wrap up Your Keywords <ul><li>Download Adwords Wrapper </li></ul><ul><li> </li></ul><ul><ul><li>Automatic help you wrap up your keywords in different matching option </li></ul></ul><ul><ul><li>Wrap up your keywords now! </li></ul></ul>
    22. Go to Setting up Adwords Campaign
    23. Choose Starter Edition For Beginner For Experienced Advertiser
    24. Choose your Target Language
    25. Choose your Target Location
    26. Create your Ad
    27. Typical Ad
    28. How to write effective ads? <ul><li>Use Keywords In Headline or Description line </li></ul><ul><li>Put Benefits 1 st , Features come 2 nd </li></ul>
    29. How to write effective ads? <ul><li>Capitalize 1 st letter of each word in display URL </li></ul><ul><li>Be Specific </li></ul><ul><li>Geographically specific ads </li></ul>
    30. How to write effective ads? <ul><li>Don’t Sounds like you are trying to sell them something </li></ul><ul><li>Show Trust & Credibility </li></ul>
    31. Put in Keywords
    32. Set Your Budget
    33. Account Setup
    34. Understand Adwords Account Structure Car Audio Keyword list car speaker reviews mid bass speaker component speaker Keyword list Pioneer CD Player Car CD Player Sony Car CD Player Keyword list Car head lights Car tail lights Headlights bulbs Keyword list car wiper blades car wiper motors car wiper arms Account Campaign A Campaign B Ad Group A1 Ad Group A2 Ad Group B1 Ad Group B2 Car Accessories! ABC Car Audio & Accessories Limited Speaker CD Player Car Wiper Car Lights
    35. Google Adwords Editor <ul><li>Download Adwords Editor </li></ul><ul><li>http:// / </li></ul><ul><li>Download your keywords </li></ul><ul><li>Group your keywords </li></ul><ul><li>Upload your keywords </li></ul>
    36. If you can afford to flush away your cash, then please just stop here. Sounds Simple, Right ?
    37. Do you make these mistakes? <ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul>
    38. It would look like this: <ul><li>  </li></ul><ul><li>What's so wrong with this picture? </li></ul>An Adwords Ad A whole bunch of Different keywords The company’s home page
    39. 1st Mistake: <ul><li>Too many different kinds of keywords in the same group. </li></ul>You should group them into different Ad groups.
    40. Why Grouping?
    41. 2nd Mistake: <ul><li>&quot;Smith Telecommunications&quot; - Who are you?   </li></ul><ul><ul><li>Low CTR </li></ul></ul><ul><ul><li>High bid price </li></ul></ul>You should:
    42. 3rd Mistake : <ul><li>Don't bring visitors to your homepage.   </li></ul><ul><li>You only have 5~10 seconds to make an impression as your visitors scan through </li></ul><ul><li>You’ll spend more money because </li></ul><ul><ul><li>- Landing page not relevant to ad </li></ul></ul><ul><ul><li>- Low Quality Score </li></ul></ul><ul><ul><li>- You have to bid high – cost more! </li></ul></ul>
    43. 3 rd Mistake continue Just Give them exactly what they want. Voice Mail Software Intelligent Voice Mail Software for you business needs…………………………………………………………………………..Make your communication Easier……………..custom expandable systems………………….
    44. 4th Mistake: <ul><li>Forget to put negative keywords  </li></ul><ul><li>Waste your money </li></ul><ul><li>Waste visitor time </li></ul><ul><li>Have to bid high </li></ul>
    45. Filter it out… You should do this: Tips: What indicates a non-buying Keywords?
    46. 5th Mistake  Create only 1 ad in an Ad Group Tips: Always split testing 2 ads at the same time! See which one performs better conversion!
    47. 5th Mistake (continue) <ul><li>A week after the ad goes live... </li></ul>58 Clicks l 1.9% CTR   45 Clicks l 1.4% CTR <ul><ul><li>You’ll know which one actually performs better. </li></ul></ul><ul><ul><li>Delete the inferior one, create another ad with different copy to beat the better one. </li></ul></ul><ul><ul><li>Keep testing! </li></ul></ul>
    48. Optimize your Landing Page <ul><li>Choose your landing page </li></ul><ul><ul><li>Don’t choose homepage </li></ul></ul><ul><ul><li>Choose specific category/product page that what your ad described </li></ul></ul><ul><li>Headline </li></ul><ul><ul><li>Compelling & Eye Catching </li></ul></ul><ul><ul><li>Relevant to your Ad </li></ul></ul><ul><ul><li>Keyword in headline </li></ul></ul><ul><li>Unique Selling Point </li></ul><ul><ul><li>Describe benefits in bullet point </li></ul></ul><ul><li>Readability </li></ul><ul><ul><li>Headline use </li></ul></ul><ul><ul><li>10 or 12pt font size for content </li></ul></ul>
    49. Optimize your Landing Page <ul><li>In webShaper, go to Product Catalog > Choose Product Item > Edit Product Item </li></ul><ul><li>Put your keyword phrases in ‘Keyword field’ </li></ul><ul><li>Put short description </li></ul><ul><ul><li>Put most important information in first 160 characters space </li></ul></ul><ul><ul><li>It show on Google Search Result Page (as snippets) that help your SEO too! </li></ul></ul>
    50. Page size & layout <ul><li>Engage the Customers </li></ul><ul><ul><li>Display pictures or video to demonstrate the benefits/step by step guide of your product </li></ul></ul>
    51. Build Trust & Confidence <ul><li>Testimonials </li></ul><ul><li>VISA / MasterCard Logo </li></ul><ul><li>PayPal verified / WorldPay logo </li></ul><ul><li>Footer links </li></ul><ul><ul><li>Terms of service </li></ul></ul><ul><ul><li>Refund / Return Policy </li></ul></ul><ul><ul><li>Contact us </li></ul></ul><ul><ul><li>Privacy Policy / Anti spam policy </li></ul></ul><ul><li>SSL Certificate and Logo </li></ul>
    52. Tips Sharing <ul><li>Disable Search & Content Network </li></ul>Rotate Ads Evenly
    53. Additional Resources <ul><li>Must Read </li></ul><ul><ul><li> adwords / learningcenter </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Strongly Recommended </li></ul><ul><ul><li>www. perrymarshall .com/google </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Google it yourself! </li></ul></ul><ul><li>Ecommerce, Entrepreneurship & Some funny crap </li></ul><ul><ul><li>http:// / </li></ul></ul>
    54. Any questions? Just email me! [email_address] 谢谢
    55. Selling Online for Small Businesses Creating and running a successful and profitable online store takes great Shoppping Cart Software . Don't compromise - webShaper e-commerce is a complete, marketing driven, user friendly Search Engine Friendly (SEO) Shopping Cart Software , built for serious business to improve Search Engine Positioning, Increases Traffic, Boost Sales, Run Promotions, Reward Loyal Customers, Track Web Traffic and more! Test Drive it Today! Logon to http:// /DEMO E-commerce Store Solution – Sell More Online
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