This is one of our workshop presentations that we have given on Google AdWords, and how to make it work for your business. You can make AdWords work for you with some essential foundational knowledge.Please enjoy.

1. WELCOME TO
How to run kick-ass AdWords campaign
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2. This workshop
1. Introduction to AdWords
2. Keyword Research
3. Campaign Structuring
4. Writing Ad text that rocks
5. Landing Pages
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3. Part One
Introduction to AdWords
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4. Why google?
In Australia, like most of the world, google
dominates with currently 95% market share in
the online search arena.
Google paid advertising program is the most
commonly used, most advanced, and can be
highly effective.
However the principles in this course can be
applied to any search advertising platform.
Google
95%
Bing
3%
Yahoo
2%
Google Bing Yahoo
Source: http://www.thewebshowroom.com.au/blog/search-engine-market-share/
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5. What is AdWords?
1. It’s Google’s paid
advertising platform
2. Google wants you to use
it because it makes them
money
3. Paid results show up
above and to the right of
organic results
4. Good organic results are
increasingly more
difficult to achieve
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6. Google Display Network (GDN)
1. A network of websites that display
AdWords ads
2. You can choose if you want your
ads to show on the GDN
3. Allows for banner ads
4. Allows for remarketing
5. Can be effective if used correctly
6. Can supplement an already
effective AdWords campaign when
the budget justifies it
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7. So why do I need this workshop?
If setting up AdWords is
pretty easy, I can just go
open an account, choose
relevant keywords, create
some ads and I’m ready to
rock, right?
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8. Elements for an effective AdWords Campaign
1. Understanding search behaviour: doing your keyphrase analysis so
you know the best keyphrases to target for your audience
2. Understanding metrics: Quality score, Impressions, CTR
3. Targeting through campaign structure and keyphrase match types:
making sure the right ad appears for the right search term
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9. Elements of an effective AdWords Strategy
4. Ad copy: making your ads more appealing through copywriting and
testing
5. Landing page selection: you need to make your landing pages
effective to convert as many visitors as possible to get the best return
6. Testing: you can gain a lot of insight from Google AdWords & Analytics
to optimise and revise your campaigns/ads
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10. Quality Score
Quality score is determined by:
1. Keyword relevance
2. Ad text relevance
3. Landing page relevance
4. Keyword’s Click Through Rate (CTR)
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11. Keyword Relevance
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The closer your ads
triggering keyword is
to the searched phrase
the greater your
chance of success

12. Ad Text Relevance
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It is always better
to match the ad
heading and ad
copy to the
triggering keyword

13. Landing Page Relevance
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For a greater
quality score
always try to
match the page
heading <h1,h2>
to the ad title

14. Click Through Rate (CTR)
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Higher CTR = Higher Relevancy = Higher Quality Score

15. So why do I need a good quality score?
• Improves your ad position
• Reduces your cost per click (CPC)
You can check your quality score by clicking on the
speech bubble next to your keyword status.
TIP:
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16. Part Two
Keyword Research
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17. What is keyphrase analysis?
• Identifying the keywords your potential customers will type into
Google when searching for your products and services
• Identifying negative keywords
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18. Keyword Match types
1. Broad match: ads are displayed when the searcher types the phrase plus
synonyms and other terms that Google believes are related
(Set as default by Google)
2. Broad match + modifier: similar function to the broad match, however
with more closely related criteria. The modifier means that the word in
the keyword following the + must be present in the user’s search term in
order for the keyword to trigger your ad to show
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19. Keyword Match types
3. Phrase match: ads are only displayed when the exact phrase is
contained within the user search query
4. Exact match: ads are only displayed when the exact phrase is typed
5. Negative match: ads containing negative keywords are prevented
from displaying when the word/phrase is searched
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20. Match Types
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Volume
Relevance

21. Long & short tail keywords
• Short tail keyphrases will provide high
volume and impressions. However they
are more likely to provide low conversions
and CTR, since they are less targeted
• Long tail keyphrases are the opposite
providing lower volume, however should
generate more targeted traffic, provide a
higher CTR and conversions
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22. ‘Qualifier’ Examples
1. Comparison/quality: “compare car insurance”, this can be high volume
2. Action request: “buy car insurance”, relatively low volume, however shows high intent
3. Adjective: (price/product qualifiers) “cheap car insurance, women’s car insurance”
4. Intended use: “high kilometre car insurance”
5. Product type: “holiday car insurance”
6. Product feature: “no claims bonus discount car insurance”
7. Brand or Vendor: “RACV car insurance”
8. Location: “car insurance Melbourne”
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23. How to come up with a keywords list?
1. Start by identifying your products and/or services
2. Think of generic words to describe them
3. Qualify those words to find more targeted keyphrases
4. Then place those keywords into the Google keyword suggestion tool to find more
keyphrases you hadn’t thought of and check traffic and competition stats (guide only)
5. Then use the keyword tool to check traffic estimates
6. Group the keywords appropriately
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24. Using the Google Keyword tool
1. Free tool that can be accessed in your AdWords account
2. Can be used to discover search terms relevant to your products
3. Can be used to identify negative keywords
4. Can be used to arrange your keywords into relevant ad groups
NOTE: figures should be used as a guide only
NOTE: always use exact match on the keyword tool for more realistic figures
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25. Part Three
Campaign Structure
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26. Why Campaign Structure is important
• Allows better targeting and budget control
• Varies depending on business/website type and objectives
• Easier to measure results
• Provides necessary insight for making changes
• Easier to identify ads with poor performance
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27. AdWords Campaign Structuring
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28. Effective Campaign Structuring
• Clearly segments search
advertising based on business
needs
• Allows you to (re)focus your
budget when required
• Allows you to accurately analyse
results
• Allows for the most effective
method for audience targeting
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29. Part Four
Writing Adtext that Rocks
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30. Writing effective ad text
1. Ads must comply with Google
standards
2. Ad copy should be relevant to the
associated keywords
3. Landing pages should be relevant
to Ad copy
4. Ad copy should be effective
5. Headlines and dynamic keywords
can be used to maximise ad
quality and effectiveness
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6. Ad extensions can be used to
maximise effectiveness and
Click Through Rate
7. Ads should be optimised for
various devices
8. Display ads should be optimised
to suit their potential
placements
9. Remarketing can be used when
appropriate across the Google
Display Network.

31. What to do
1. Be distinctive
2. Offer value
3. Specific Benefits
4. Show trust in the brand
5. Use numbers: ½ price, 21 years, $395
6. Use superlatives: ‘No 1’
7. Use site links
8. Include the search keywords in your ad
9. Use CAPS (appropriately)
10. Space can be good
11. Use characters (sensibly): !, ?, :, &
12. Be qworky! Use distinctive words
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32. What not to do
1. Repeat punctuation: Single use of exclamation mark (not in
headline) permitted by Google.
2. ALL CAPITALS: unless they are established acronyms
3. Repeat words: “Low, Low Prices”
4. Misspell werds: I mean words
5. Have Illogical sentences, and/or incorrect spacing
6. Have words like best, lowest or cheapest: generally only permitted
if they can be supported by independent verification which is
indicated on the website
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33. What not to do
7. Inconsistent information between ad and landing: The price must be the
same in ad as the website
8. Use someone else's trademark: only permitted by the trademark owner
or under some circumstances a reseller or publisher
9. Advertise controlled products: e.g. gambling, alcohol and drugs, firearms,
are banned by each network
10. Say ‘click here’: you however can use specific calls to action, e.g. ‘buy
direct’
11. And finally the back button must work. No pop-ups allowed. Destination
URL must be live. The site content must be directly related to the ad and
provide sufficient detail
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34. Ad Extensions
SITE LINKS
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CALL BUTTON
REVIEWS

35. RATINGS
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Ad Extensions - Cont
LOCATION
PRODUCT LISTING ADS

36. Part Five
Landing Pages
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37. Creating Landing pages that convert
Getting people to your website is only half the battle!
People landing on your page will decide within 30 seconds (or less) whether or not
they will stay on your site
People browsing online are impatient and have plenty of options
What do you want people to do?
Build your landing pages around actions
Tell people why they should do what you want them to and then show them how
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38. The good, the bad (and the ugly)
BAD GOOD
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