The document provides an overview of Google AdWords strategies for business growth presented by Colin Anstie, CEO of Raging Digital. It discusses what Google AdWords is, why businesses should use it to drive traffic, and provides step-by-step instructions on how to set up an AdWords campaign including choosing keywords, writing ads, setting a budget, and monitoring performance. Key tips highlighted include using AdWords as part of an overall marketing strategy, having optimized landing pages, and frequently testing and optimizing ads and campaigns.

1. Colin Anstie, CEO, Raging Digital
@colinanstie
Get found fast: Google AdWords
strategies for growth
WiFi: QB Connect Password: Connect2017#QBConnect

2. 2
13 Years in digital marketing
Worked with some great brands including
realestate.com.au, Telstra, CBA, Bankwest
and the Australian Institute of Sport
Action is the key
Who am I?
Colin Anstie
CEO @ Raging Digital, @colinanstie

3. What is the #1 problem
in your business today?

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Finding new
customers
It is often …
Growing sales

5. What is Google Adwords?

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What is Google AdWords?

7. Why would I use
Google Adwords?

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How do I drive traffic?

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Capture people that are actively looking to find you
You can test, measure and optimise everything
Allows you to control your marketing budget
You can target the ads beautifully
Reach thousands of people quickly
They can be very profitable
Why use Adwords?
?

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Hang on, does anyone actually click on the Ads?

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So what, will I actually make sales?
Wordstream found that for high
commercial intent keyword searches,
paid ads accounted for 64% of clicks,
compared with 36% for organic clicks
People
looking to
buy
http://www.wordstream.com/articles/google-ads

12. How does Google
Adwords work?

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The real time auction then

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The real time auction now

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Google quality score
Expected
CTR
39%
Landing Page
Experience
39%
Ad
Relevance
22%
QS percentages
by factor

16. How do I get started?

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Step 1: Who is my target audience?

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Who should see your ad?

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Step 2: What do I offer them?

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50 website sales 1k website visits 50 web enquiries
200 phone calls 10k see your ad 500 visit your business
Step 3: What are my monthly targets?

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Account
Furniture store
Campaign
Tables
Ad Group Ad Group
Coffee tables Bedside tables
Campaign
Beds
Ad Group Ad Group
Sofa beds King size beds
Step 4: Set up your account

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Step 5: Choose your keywords
Low intent Medium intent High intent
“Outdoor BBQ” “Weber Grill” “WeberQ Large Sydney”
“Wedding dress code” “Formal earrings” “Emerald stud earrings”
“Bad Skin” “Natural Skincare” “Natural Spot Treatments”
High volume Medium volume Low volume
Top Tools
Google Adwords: https://www.google.com.au/adwords/
Google Keyword Planner: https://adwords.google.com/ko/KeywordPlanner/Home

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Step 6: Write your ads
Headline 1 - Headline 2:
Final URL:
Description:
30 characters
30 characters
Up to 80 characters

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Step 6: Write your ads
5 elements:
1. Headline (25 characters)
2. Line 1 (35 characters)
3. Line 2 (35 characters)
4. Display URL (35 characters)
5. Destination URL (the landing page)

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Step 6: Write your ads
Control ad
88% higher CTR

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Minimum $10 a day
Select a daily budget, or a total budget, or a maximum cost per clock
Review and revise based on the return on investment
Step 7: Decide your budget

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Step 7: Have you got amazing landing pages?
Top Tool
Crayon Landing Pages:
https://www.crayon.co/f/landing-page

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Step 8: Launch your campaign

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Advertise on your brand terms ie Pete’s Furniture
Use AdWords as part of your wider marketing strategy
Lead/Email capture conversion-focused landing page a must
Create a focused campaign structure and optimise often:
Check conversion rate (CR) by device
Adjust for time of day
Test ads frequently
Longer sales cycles lend themselves to AdWords
Google Adwords hot tips

31. Performance monitoring

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Monitor and optimise

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1. Number of impressions
2. Number of clicks
3. Click-through rate
4. Quality score
5. Cost per click (CPC)
6. Number of conversions
7. Conversion rate
8. Cost per conversion
Monitor and optimise

34. Top 3 actions

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