If you are new to Adwords and are trying to create a business case for the platform, this presentation gives you a starting point for how to view Adwords as another shopfront. It also gives insights into how to create a case for adding business value.

1. A Business Case for Adwords:
For Those Just Getting Started

2. What is Adwords?

3. • Google has become part of our daily lives

4. Our Knowledgeable Friend
• Every day, people go to Google to find the
information they need, information they might
have asked a friend or doctor before:
- Where is the best place to get pizza?
- What is there to do at my next holiday
destination?
- What might cause my side to ache?
- How can I lessen the symptoms of my
depression?

5. Our Knowledgeable Friend
• People go to Google to get answers about all
aspects of their life
• Google results are what provide the answers
• These answers come in the form of “organic”
search results and paid ads using Adwords

6. OrganicSearchResultsareinblue.
Paid Results (Adwords Ads) are in red.

7. Search Results
• Where they appear: Usually on the middle of the
page
• How they’re matched: Google matches sites to a
person’s search using information like text on the
page and links to that page
• How they’re ordered: Results are ordered on the
page based on things like relevance to the search
term and popularity
• In addition to links to webpages, you may also see
relevant results on a map that lists local business
locations, contact information, and driving directions.
Google’s search results are independent of Google’s
advertising programs.
Source: https://support.google.com/adwords/answer/1722080?hl=en

8. Adwords Ads
• Where they appear: Typically along the edge
of the page (like the top, side, or bottom)
• How they’re matched: Google matches ads
to a person’s search based on how closely
the search matches your keywords and
campaign settings
• How they’re ordered: Ads are ordered based
on a combination of cost-per-click (CPC) bid
and relevance
Source: https://support.google.com/adwords/answer/1722080?hl=en

9. Search in Another Setting
• In other words, if a person where to walk into
your establishment for the first time, they will ask
a few questions. In Google Search, these are the
keywords.
• Based on the questions, the employee will give
answers to the questions relating to the services
they can provide. This is the ad you show based
on the keyword.
• Then the person can chose whether the services
suit their needs - they either learn more about
the specific services or decide another company
may be better. This happens when a searcher
either clicks on your ad or another option.

10. Creating a Business Case

11. The Benefits of Adwords
• Let’s start with the obvious:
- People don’t usually ask questions about things they
already know
- So, when heading to Google, people are searching for
new information
- The more generic the keywords, the less they know
about the topic they are searching or are just entering
the research phase to buying
• So for example, a person searching for “best cars
in 2016” would be searching for more general
information than “nissan altima reviews”

12. The Benefits of Adwords
• What does this mean for marketers?
• Adwords is an enormous database for qualified
leads – people actively looking for information
related to your products / services
• The more generic the related keyword, the less
likely they have established brand loyalty in the
market – the more you learn about potential
customers’ search behavior, the greater the
advantageyou have over your competitors

13. Creating the Business Case
• Elements of the business case to be
discussed as a starting point:
• Visibility volumes on relevant keywords
• Activity of your competitors
• Average cost of bringing a person to your website
• Average cost to convert a search into a lead
• How do these compare to other platforms
traditionally used by the company?

14. Visibility at High Volumes
• For most industries, Adwords provides visibility in
high volumes.
• To see what volumes are available for your
industry, you can use the keyword planner in
your Adwords account. See this help guide to get
started:
https://support.google.com/adwords/answer/2
999770?hl=en
• If you don’t have an account yet, try Google
Trends using the search tool to see if searches
are popular in your area:
https://www.google.com/trends/

15. Tailored Visibility
• Keep in mind, unlike many offline mediums, Adwords
visibility is highly tailored by what keywords you
chose to prioritize. People will only see your ad if
they:
• Show an interest in a keyword specifically related to one
you’ve chosen to bid on
• Specifically in a geography where you’ve targeted
• Other targeting options include: time, day of the week, and
device
• Each search is a potential customer
• What other media would you be able to get in front
of so many people interested in your services?

16. Competitor Research
• What are your competitors doing in the
space? If they are active, then you could be
losing potential customers to them
• If they aren’t active and the search volumes
are there, you have the possibility of first-
mover advantage.

17. The Cost of a Lead
• Using the Keyword Planner again, Google will
give an estimated cost per click for each
keyword.
• What is the average? This is the estimated
cost of driving one person to your website.
• How does this compare to other marketing
efforts?

18. The Cost of a Conversion
• For those of you who have not driven online
leads through your website, it will take a trial of
using Adwords to see how much money you
need to spend per conversion.
• To set up conversion tracking, please see:
https://support.google.com/adwords/answer/1
722054?hl=en
• For those who have driven online conversions,
you can “guesstimate” the cost per conversion
for Adwords even before set-up

19. The Cost of a Conversion
• On average, what percentage of people who enter
your website go on to become a conversion?
• If say, 5% of those entering your site go on to
become a conversion then you can “guesstimate” at
every 100 clicks from Adwords will result in 5
conversions.
• So if your CPC is $2.00, it could cost around $40 per
conversion.
• Are you receiving a ROI with this? How does your
estimate compare to other platforms?
• NOTE: This will only provide a “guesstimate”. Leads
from each platform could have very different
conversion rates.

20. From Knowledgeable Friend
to Knowledgeable Staff
• Each click from Adwords is like a person entering
your establishment to ask questions with your staff.
How would you want to convert them into a lead
offline?
• Would you provide them with a knowledgeable staff
member to help guide them through the process?
Most likely!
• Is your website set-up to answer the questions being
asked? If not, you may want to test landing pages
creating specifically for your Adwords campaigns.
• The sky’s the limit with the possibilities online. Test,
test, and test some more. Learn through the data
and improve all the time. Let’s see what you can do!

21. Need More Information?
• Need more information on what Google
Adwords is all about? Google offers Adwords
help on explaining anything from the basics to
advanced help.
• For the basics, see:
https://support.google.com/adwords/answer/6
080949
• For best practices, see:
https://support.google.com/adwords/answer/6
154846

22. Other Resources
• For more information on creating business
value through Adwords research, see my
blog post:
http://www.meganhuxhold.com/post/13689
7477071/placing-your-adwords-strategy-in-
your-customers
• For a look at the philosophy behind Google’s
Enhanced Search, please see:
http://www.meganhuxhold.com/post/77575
659082/google-introduces-enhanced-
campaigns-for-adwords