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Attracting the Right Customer with Google Adwords: An Overview of Search, Display, Retargeting and More
The document provides an overview of using Google Adwords for attracting mobile customers, highlighting key strategies such as keyword research, ad copywriting, and landing page optimization. It emphasizes the importance of integrating mobile-friendly design and utilizing the Google marketing ecosystem, including search, display, and remarketing ads. Additionally, it offers tools and tips for effective campaign management and analysis, aimed at maximizing engagement and driving conversions.
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Attracting the Right Customer with Google Adwords: An Overview of Search, Display, Retargeting and More
- 2. Attracting the RightCustomer with Google Adwords Adina Zaiontz | Sept. 30, 2015
- 3. About Me • 16years in Digital Marketing, SEO/ SEM • Google Adwords Certified Partner • Mailchimp Specialist • Director, napkin marketing • Client/ Brand Experience: Rogers Publishing, Yahoo! Canada, Seneca College, Centennial College, BMO Mortgages, and lots of awesome small businesses too!
- 4. Agenda • Connecting withMobile Customers • Google Adwords Overview • Search • Display • Retargeting • Getting Started with Search Ads • 3 Keys: Keywords, Ad Copy, Landing Pages • Keyword Research & Keyword Planner – Avi Gazit • Display Ad Planner • Choosing Placements • Creative – Ad Gallery • Remarketing • Adwords Management Services • Q&A
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- 6. Canadians are online… CIRA2015 Fact Book
- 7. And on theirsmartphone… Catalyst and Group M Next 2015 Canadian smartphone penetration rates, 2014-2015
- 8. Part of theFabric of Day to Day Life… Catalyst and Group M Next 2015 Out of respondents who use smartphones as their primary device, % who use it at home
- 9. Part of theFabric of Day to Day Life… Catalyst and Group M Next 2015 Out of respondents who use smartphones as their primary device, % who use it on the go
- 12. Source: Google CanadaNielsen Mobile Search Moments 2015. Base: Source: Google Canada Nielsen Mobile Search Moments 2015. Base: Outcome survey completes n=973. QT3A: What specifically did you proceed to do after your initial search using your smartphone?
- 13. Take advantage ofthe Google ecosystem Google Marketing Ecosystem Display Ads Remarketing Video Organic Search Google+ and Maps Youtube Search Ads Paid Media “Earned” Media
- 14. Start with aMobile Site
- 15. Design For Mobile Google Marketing Ecosystem DisplayAds Remarketing Video Organic Search Google+ and Maps Youtube Search Ads Some of our Responsive Work Before and After Shangrilabanquet.com http://napkinmarketing.com/dev/shangrila/wp/ 4646dufferin.com Rothbart.com
- 16. Is Your SiteMobile Friendly? Google Mobile Responsive Test: https://www.google.ca/webmasters/tools/mobile-friendly/
- 17. Set Up ‘GoogleMy Business” Google + | maps
- 18. Google Marketing Ecosystem Display Ads Remarketing Video Organic Search Google+ and Maps Youtube SearchAds Setting up Your Foundation
- 19. Step 1: GoogleMy Business Claim your business on Google Search, Maps and Google+, on all devices - https://www.google.ca/business
- 20. Increased Profile whenSomeone Searches Your Name Organic Results
- 22. Deeper Dive: SearchAdwords
- 23. We All KnowAdwords is Search Ads Google Marketing Ecosystem Display Ads Remarketing Video Organic Search Google+ and Maps Youtube Search Ads
- 24. Campaign Set Up:Search What are your marketing goals? How are your services/ products organized? What are your Keywords > Budget Maximum Cost Per Click> What Can You afford per Day? Write Your Ads
- 25. Start With YourMarketing/ Communication Goals • What am I trying to sell? What’s the Benefit? • Who do I want to target/ reach? • What are their needs? • How are they searching for? • Consumer language and terminology: • Advertiser thinks: “I am a disability lawyer” • Consumer thinks: “I need to plan an estate for my special needs child” or “I need to set aside money for my autistic child”. • What can we say about ourselves to help address this?
- 26. • Brainstorm yourmarket knowledge • Analyze your website: navigation and content • Use Google Search Suggestions • Review Competitors' sites (and metatags code if accessible) • Offline marketing material • Google Analytics or other (search queries used to find your site) • Internal site search logs • Online tools (semrush.com, spyfu.com, keywordspy.com) • Adwords Keyword Planner Develop Your Ad Groups and Keywords
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- 29. Our Account PlanningProcess: Keyword Selection
- 30. Our Account PlanningProcess
- 31. Setting Up YourAd Groups
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- 33. Create Relevant LandingPages Keywords: “art classes for kids”
- 34. Test Different Offersand Forms
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- 36. Cool Tools • AdwordsKeyword Planner - Keyword suggestion Tool • SEMrush.com – Look up your competitors keywords
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- 38. Display Advertising Google Marketing Ecosystem Display Ads Remarketing Video Organic Search Google+and Maps Youtube Search Ads
- 39. Why Run aDisplay Campaign? • Increase sales: Place your ad in high traffic, relevant context websites. • Generate Awareness. Let them discover you, when they wouldn’t have thought to search. • Engagement: Get them to your website • Keep ‘em coming back: Start a remarketing cycle once people initially visit your site
- 40. Key Success Factors •Targeting • Geography • Topic • Interest • Keyword • Placements • Creative • Bidding • Measurement
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- 46. Track and Analyze •Google Analytics • Display Planner - Placement suggestion Tool • Ad Gallery Tool
- 47. Cool Tools • DisplayPlanner - Placement suggestion Tool • Ad Gallery Tool
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- 50. Reach Your CustomersWhile They Browse Remarketing helps you reconnect with people who previously visited your website with more tailored ads
- 51. Reach Your CustomersWhile They Browse Target people based on their actions/ behaviour/ pages they visited on your site.
- 52. Reach Your CustomersWhile They Browse Target people based on their actions/ behaviour/ pages they visited on your site.
- 53. Reach Your CustomersWhile They Browse Target people based on their actions/ behaviour/ pages they visited on your site.
- 54. Reach Your CustomersWhile They Browse Target people based on their actions/ behaviour/ pages they visited on your site.
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- 56. Video/ Youtube Advertising Google Marketing Ecosystem DisplayAds Remarketing Video Organic Search Google+ and Maps Youtube Search Ads
- 57. Video Targeting • Pre-Video •Post Video • Youtube Search Results Page • Target Specific Videos
- 58. Want This All DoneFor You?
- 60. Copywriting Newsletters Direct Mail Email Print Ads WebCopy Blogs Press Releases Social Media Copywriting Web Design Banner Ads Websites Emails Landing Pages Print Design Ads Brochures Direct Mail Point Of Sale(pos) > Social Media Management Facebook Fan Pages Twitter Profiles And Updates Linkedin Groups And Pages Search Marketing Pay Per Click (PPC) Management Seo More Marketing Logo Design Video Production Consulting 60 Our Services
- 61. goal driven strategyand plan
- 62. Terri Kevany PR Advisor CrisAgafitei Web Developer Adina Zaiontz Director our team Jam Hassan SEO Specialist Kerry Brownell Art Director Wilfrido Reyes Projects Coordinator Ronnie Lebow Senior Designer Lwini Mata Copywriter
- 63. 63 napkin marketing isa proud:
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