Introduction To Ad Words


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A brief introduction to Google AdWords

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  • How many were at the last presentation that I did ? How many already have adwords 1. Google grants ? 2. Paid accounts ? 3. How many have applications pending ? NB: Later I will be asking 1. what cpc you have and 2. are you using all the grant each day ? Key Message The internet is going to change completely the way charities connect and interact with their audiences. The old (ie 20 th century) way was to build a mass communication machine to mobilise. That model is Broken and is now being supersceded by another. Look at the huge growth in online spending and the Increasing number of people spending more time on line ( over 50% are now women )( eg over 50 women). You are working in Organisations that kinda understand this but they are scared. You are the people to educate and encourage Them. Stop them becoming irrelevant in the modern world. The internet allows individuals to connect. 1. what is it ? 1. I use a show and tell method ie I will show quite a lot of G Adwords screens and afterwards explain 1A. I am going for the 80/20 approach ie trying to cover the top 20% of what you should do which will (hopefully) Give you 80% of the best result possible. ( One problem I find is that there is too much information. It is very easy to get confused with all the well meaning Advice there is out there. The biggest problem is prioritising – mainly what is useful but I should ignore it. ) 2. This presentation can be seen and downloaded at….. Lots of info here. Do not try to take it all in, see 2/3 useful things and look again at the slides later. Too much for just one sitting ( my idea is that whatever your level of knowledge that you get something from this –so do not expect to follow everything. 3. I do not want this to be a monologue. Many here have experience of using adwords so during this presentation I would Like to hear their comments and views – so we can learn more. I would really welcome any input once you have downloaded the Presentation and perhaps used it. 4. Who will be `scribe` for the session ie take notes on any comments or observations that people make. ~~~~~~~~~~
  • Introduction To Ad Words

    1. 1. Introduction to [email_address] Google AdWords 30 th Sept 2008 London
    2. 2. Google AdWords: Why and What ? <ul><li>WHY ? </li></ul><ul><li>Today 1BILLION+ urls </li></ul><ul><li>targeted / not interrupt </li></ul><ul><li>It is where the audience is </li></ul><ul><li>  </li></ul><ul><li>build awareness/drive an action </li></ul><ul><li>WHAT IS IT ? </li></ul><ul><li>shown ONLY when your keywords are entered. </li></ul><ul><li>You only `pay` for clicks </li></ul><ul><li>Google Grants for registered charities . (up to £60k pa!) </li></ul>
    3. 3. Organic/ sponsored Top positions are not always best value !
    4. 4. Search Engine Marketing <ul><li>Sponsored/ PPC,CPC </li></ul><ul><li>Faster Response (days) </li></ul><ul><li>Changeable </li></ul><ul><li>£££ ! </li></ul><ul><li>Short term </li></ul><ul><li>Tactical </li></ul><ul><li>Organic/ Natural </li></ul><ul><li>Slower (3/6 months) </li></ul><ul><li>More credible (Editorial) </li></ul><ul><li>Better Quality response </li></ul><ul><li>Longer lasting </li></ul><ul><li>Strategic </li></ul>BUT….SEM is not an exact science – the rules are not published and they change.
    5. 5. 3. Landing Page Ribbon walk Cancer walk pink ribbon charity walks 1. Ad 2. Keywords 3 key elements
    6. 6. Identify your audience(s) `Find50` per segment
    7. 7. How to Identify your audience(s) <ul><li>Audience Research </li></ul><ul><li>Talk to `contact` staff </li></ul><ul><li>Create Venn diagrams </li></ul><ul><li>Map: Opinions/ Beliefs/ Attitudes </li></ul><ul><li>Review yr Web Site </li></ul><ul><li>Check the competition </li></ul><ul><li>Follow the decision process : </li></ul><ul><ul><li>- Awareness </li></ul></ul><ul><ul><li>- Interest </li></ul></ul><ul><ul><li>- Action (sign up/donate) </li></ul></ul>
    8. 8. Keywords list <ul><ul><li>Review Landing Page(s) </li></ul></ul><ul><ul><li>Check yr current Keywords with GA </li></ul></ul><ul><ul><li>2/3 word terms </li></ul></ul><ul><ul><li>Check the Competition </li></ul></ul><ul><ul><li>Review via Keyword Tool – low cost/high impressions </li></ul></ul><ul><ul><li>Look out for Negatives </li></ul></ul><ul><ul><li>Include/plurals/ possible misspellings </li></ul></ul><ul><ul><li>5/10 per AdGroup </li></ul></ul>Check weekly and change as necessary
    9. 9. Keyword Tool Keyword Tool <ul><li>Good for; </li></ul><ul><li>Primary research </li></ul><ul><li>Check Landing Page </li></ul><ul><li>Finding new terms </li></ul>
    10. 10. Great Landing Pages <ul><li>What </li></ul><ul><li>Page Objectives </li></ul><ul><li>Relevance </li></ul><ul><li>Quality Score </li></ul><ul><li>Results </li></ul><ul><li>Effectiveness </li></ul><ul><li>How </li></ul><ul><li>Awareness/Interest/Action </li></ul><ul><li>Keywords/Original Content/ Vanity URls </li></ul><ul><li>Page Load time/Bounce rate </li></ul><ul><li>Measure them for each page </li></ul><ul><li>Conversions > by source. </li></ul>A page created to get results for a marketing campaign
    11. 11. Ad Headline & Text to include top Keyword Why click ?/ Who Cares ?
    12. 12. Campaign/AdGroup Layout In the Pink Pink Awareness Fundraising Party Night in/out <ul><li>Campaign Level: </li></ul><ul><li>Daily Budget </li></ul><ul><li>Geo/Language settings </li></ul><ul><li>End dates </li></ul><ul><li>AdGroup Level: </li></ul><ul><li>create ads(2/3) </li></ul><ul><li>Choose keywords(5/10) </li></ul><ul><li>Set bid group/keyword </li></ul>
    13. 13. High Quality Score reduces ad costs <ul><li>Cost + Quality Score = Ad Position. </li></ul><ul><li>Keyword Quality Score is based on: </li></ul><ul><li>CTR for the Keyword/Ad </li></ul><ul><li>Landing page relevance </li></ul><ul><li>Overall Account performance </li></ul><ul><li>Keyword/Ad relevance. </li></ul><ul><li>Landing Page Loading Time </li></ul>
    14. 14. Lower CPC = more per £ Better CTR with offline PR + Optimisation
    15. 15. Results you should measure <ul><li>Impressions - awareness </li></ul><ul><li>CTR – standard measure/response </li></ul><ul><li>Clicks – compared to ?/ up or down ? </li></ul><ul><li>CPC – cost effective ? </li></ul><ul><li>Time on site/ Bounce Rate </li></ul><ul><li>How many go to the next page ? </li></ul><ul><li>Goals </li></ul><ul><ul><li>Newsletter sign up </li></ul></ul><ul><ul><li>Registration </li></ul></ul><ul><ul><li>Donate </li></ul></ul><ul><li>  </li></ul>
    16. 16. Offline marketing `In the Pink` Profile Results by Medium AdWords Performance – by AdWords, Keyword and Campaign
    17. 17. Performance - by ad Conversions - by ad Ads deliver high quality results !
    18. 18. Comments,suggestions welcome…….. [email_address] Thanks:To Bertie and the New Media team at Breast Cancer Care, London. Get a copy of this presentation at: