128. Use Settings to Manage:
• Campaign Name
• Geographic Location
• Language
• Networks and Devices
• Bidding and Budget
• Position Preference and Delivery Method
• Ad Scheduling
• Ad Delivery Preferences
• Demographics
83
190. Building a Keyword List
• Brainstorm business
• Review website
• Think like a customer
• Focus on what differentiates
• Include plural & singular versions
• Include spelling mistakes & variations
• Include product numbers & codes
107
191. Keyword Match Types
• Broad: word or phrase
• Modifier
• Phrase: “word or phrase in here”
• Exact: [word or phrase exactly]
• Negative: -don’t use word or phrase
• Negative variations
108
193. NEW - Broad Match Modifier
• Use a plus symbol (+) before one or
more words in a broad match keyword
• Words with a + must be searched
exactly or as a close variant
• Variants include: misspellings, plural/
singular, abbreviations, acronyms and
stemmings
110
194. NEW - Broad Match Modifier
No space between plus sign and word:
• Correct: +kallassy +ankle brace
• Incorrect: + kallassy + ankle brace
• Incorrect: +kallassy+ankle brace
111
195. Negative Keyword Match Variations
Scenario: AdWords for Hannah’s Dude Ranch, Montana USA
• Standard Negative: -Miley
• Negative Phrase: -“Hannah Montana”
• Negative Exact: -[Montana]
112
196. Not the Hot Tub Time Machine!!
Hot Tub Time Machine is a 2010
American comedy film directed
by Steve Pink and produced
by MGM/United Artists. The film
was released on March 26, 2010.
113
197. Examples of Negative Keywords
Service provider Vacation destination Frequently used
-become -library -free
-class -doctor -lyrics
-classes -vet -second hand
-course -hospital -used
-license -cards -wholesale
-training -history -pics
-jobs -jobs in -pictures
-employment -pictures -definition of
-supplies -news -history
-tools -weather -diy
114
213. Ad Text Specs
• Ad title
(25 characters max,
including spaces)
• Two description lines
(35 characters max each,
including spaces)
• Display URL
(35 characters max,
including spaces)
• Destination URL
(1024 characters max,
including spaces)
127
214. Successful Ads Usually:
• Divide benefits from features
• Use major keywords in headline
• Have a good display URL
• Balance hype and yawn
• “Speak” to intended audience
• Include call to action
128
215. Calls To Action
• Download Now
• Buy Now
• Purchase
• Call Today
• Order Now
• Sign Up
• Get a Quote
129
220. The Takeaway:
You cannot fit your entire sales pitch into
95 characters. Focus on one offer, service
or product. Include call to action and
differentiate yourself from competitors.
134
227. Video Ads
• First appears as
static image. Once
clicked, (image or
play button) plays
within ad space.
• Clicking URL or on
ad while playing will
link to the website.
141
237. Image Search Ads
• Appears on Google Images
• Pairs text with images
• Part of Search Network
• Does not include animated ads or Flash
• Create with Display Ad Builder
146
243. Mobile Ads
• Customers read ad, then call
or click to visit website
Format:
• Image Ads
• Text (18 characters)
• Phone number or a
mobile-optimized website
152
246. Google Places
• Replaces Local Business Ads
• Appears on Google Properties
(Including Maps) and Search Network
• Shows Business Address After Text Ad
• Use Address from Google Places or
Manually Enter
154
259. What is a Conversion?
When a click on an ad results in a
desirable behavior:
• Online purchase
• Registration/Signup
• Form submission
• Pageview
• Etc.
167
291. How To Begin:
• Add new keywords
• Add plurals
• Add variations: e.g. “Apple accessories” &
“Mac accessories”
• Use Google’s Keyword Tool
• Use other keyword tools
183
298. Expand Locations & Distribution
• Target ALL locations where you do
business
• Target language of customers
• Enable Search Network
• Enable Google Display Network
187
299. Try New Angles
• Read your website
• Read competitors’ sites
• Read manufacturers’ sites
• Create Ad Groups and keywords for
unadvertised areas
• Use Keyword Tool to find more ideas
188
302. Quality Score is Determined By:
• Historical CTR
• Account history, including performance in
geographic regions
• Historical CTR of display URLs
• Relevance of keyword to ad text
• Quality of landing page
• Other relevancy factors
191
307. To Increase Quality Score:
• Optimize keywords by:
• Adding negatives and relevant keywords
• Review and improve ad text
• Create new, focused Ad Groups
• Review landing pages
196
308. Landing Page Quality
Optimization In a Nutshell:
• Provide relevant and substantial
content
• Treat a user’s personal information
responsibly
• Develop an easily navigable site
• Optimize for load time
197
316. Billing Cycle
Charged every 30 days unless advertising
costs reach certain thresholds within 30-
day cycle.
How Charges Work:
• New advertisers: 30 days - $50
• Then, 30 days - $200
• Then, 30 days - $350
• Maximum of $500 in 30 days
At end of billing period, youʼre charged for all costs accrued
during cycle.
202
318. To-Dos
• Get comfortable with user interface.
• Evaluate and improve account structure.
• Review keywords, adjust bids and match types.
Add negative keywords!
• Install conversion tracking and Google
Analytics; use data to make improvements.
• Check Google Places listing; add/correct
information.
204
319. Resources
• AdWords Help Center:
http://adwords.google.com/support/
• Inside AdWords (official blog):
http://adwords.blogspot.com/
• Google’s Small Business Blog
http://googlesmb.blogspot.com/
• See full list on your USB
205
320. Speaker Biography
Stasia became a Google Advertising Professional Qualified Individual in January
2005, and an authorized AdWords Seminar Leader in 2006. Since then she has
trained thousands of people to build and optimize AdWords campaigns. Stasia
has fourteen years experience managing Web technology projects and online
marketing programs. Prior to leading the seminars she was senior vice
president for Sitening, a Nashville-based information technology company
focused on Raven Internet Marketing Tools for search engine optimization
(SEO) and search engine marketing (SEM). Before joining Sitening, she
managed the Web departments for two Nashville-based custom publishing
companies.
Stasia's career began in the Boston area. Before moving to Nashville, she
worked for The Boston Globe's website Boston.com and a Boston-area Web
consulting agency. Stasia has worked for a wide range of clients, including
Osram Sylvania, Harvard Business School Executive Education,
eMarketer.com, NashvillePost.com, Cannondale, Air Jamaica, the National Stasia Holdren
Federation of Independent Business, Psychiatric Services and TravelCenters of PPC-Boot-Camp.com
stasia@ppc-boot-camp.com
America.
Stasia earned degrees in English Literature and Journalism from the University
of Massachusetts, Amherst. She lives in Nashville, Tennessee with her family.
When she is not online, she finds balance by running, gardening and training
her German Shepherd, (Princess) Jasmine.
206
