Google AdWords/PayPerClick Training Presentation

USA | India | Australia | Fiji | Sri Lanka
T h e D i g i t a l G r o u p
Empowering Business with Technology
Google AdWords & PPC
Training Program
for The Digital Group
CMMI Level 5
Presenter: Dushyant Verma
Marketing Manager
The Digital Group

• Basic Concepts
• Keyword Research
• Step by Step Campaign Setup
• Ad Writing
• Common Mistakes to Avoid
• Landing Page Design
• Tips & Sharing
• Resources – Learn more!
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
Summary
What Are We Going To Cover In This Training
TRAINING

Google AdWords is an online
advertising service developed by
Google to help marketers reach
their customers instantly.
When someone searches on Google
for a particular term, say ‘travel
packages’, Google would throw a list
of searches for you. But if you look
closely, you will notice that the top
and the bottom results are generally
ads.
Whereas Pay-per-click, is a model of internet marketing in which advertisers pay a fee each time
one of their ads is clicked. Essentially, it's a way of buying visits to your site, rather than attempting
to “earn” those visits organically.
Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5Copyright © The Digital Group (T/DG) 2017 All rights reserved CMMI Level 5
So what is Google Adwords?TRAINING

How Did Google Know Which Ads To Display?
Complete ad list Auction :ResultsGoogle Search
AdWords finds all the
ads whose Keywords
match with search
query
Google decides the ads
based on the quality
score, bid, expected ad
extension and ad format
Ads the win the auction
are displayed
v
v
v
TRAINING
*Now that we have that sorted, let’s discuss the types of ads you can run using the
Google AdWords platform.

Types of Display AdvertsTRAINING
Text ads –The GDN
allows you to run the
same text ads on display
as you would on the
search network. Text ads
consist of a headline and
two lines of text, and
allow advertisers to
create a range of ads to
text which copy is
generating the most
clicks.
Image ads. A static
image that would fill the
entire ad block on the
website it appears
upon. You can include
custom imagery, layouts
and background colours
on image ads.
Rich media Ads. Rich
Media Ads
include interactive
elements, animations or
other aspects that
change depending on
who is looking at the ad
and how they interact
with it. For example, a
moving carousel of
products.
Video ads. Video ads
have become more
popular since YouTube is
included on the Display
Network. You can now
use AdWords to place
your ads next to
YouTube video

Types of Display AdvertsTRAINING
Which banner ad sizes account for the most click
volume in the Google AdWords Display Network?
Source https://support.google.com/adwords/answer/1722096?hl=en

Search Network
Where Will Google AdWords Will Appear?TRAINING

Content Network

Google Search Results

YouTube

Why Use Google AdWords?TRAINING
Your customers search
Google in over 100+
languages
#1 search engines in 17
out of 20 countries
measured.
Ranked #1 in since 2005
till now onweb
Globalizations Report
Card

Benefits of Google Adwords?
• Fastest way to promote your products / services
• Very Targeted & Specific
• Get your Prospect to find you (No cold call!)
Basic Concepts
R i g h t M e s s a g e > R i g h t P e o p l e > R i g h t M a r ke t > R i g h t T i m e
TRAINING

Who can use?
• Anybody (Google Account & Credit Card needed)
• Suitable for Direct Response Ad
• Not recommended for Branding
Where?
• Anywhere, Anytime!
Basic ConceptsTRAINING

Basic Concepts
How much does it cost?
• No fixed price
Google provide estimated cost per click
You only know after the clicks happen
Good news is – You are in Control
• No Minimum Spend
• You control your budget
• You control Maximum Cost Per Click
• Pause/End the campaign anytime
TRAINING

$1000 Investment in Adwords
$1 cost per click ≥ 1,000 Clicks
10% Conversion rate =100 Sales
Average Sales Value = 100 $
$1k Investment Result in $10k in Sales
Reinvest Profit, Optimized the Ad
How AdWords Pays for ItselfTRAINING

Max CPC: Maximum Cost Per Click
• Maximum price you are willing to pay for particular keyword eg. $2 for
the keyword “iphone leather cover”
CTR: Click-Through Rate
• Number of Clicks/ Number of times your ad shows up
Imp TermsTRAINING

Landing page:
• First page where the visitors see after clicking on your ad.
Google AdWords Landing Page
Imp TermsTRAINING

Understand your Target Market:
• Who are they? Where are they (country)?
• What website / forum they normally surf?
What is your Main Keywords?
• Write down 5 keyword phrases based on each your product & services
• Don’t use single keyword because it is too broad
• Preferably 2~5 keyword phrases (indicate buying interest)!
Getting StartedTRAINING

Google it!
• How many Competitors out there?
• Refresh the search results a few times and count
• Any keywords which are less competitive?
Use Free tools
• https://adwords.google.com/select/KeywordToolExternal
Scout the CompetitionTRAINING

Imagine yourself as the customer
• what would you search for?
Use these Tactics & Free Tools
• https://adwords.google.com/select/KeywordToolExternal
• Remember to show all columns
• Google Suggest
http://www.google.com/webhp?complete=1&hl=en
• Yahoo Search Assistant
www.yahoo.com
• Forums (relate to your products or services)
• Ask your existing customers!
Come out with at least 50 keywords
• Write it down! - Save it in Notepad or wherever.
Generating KeywordsTRAINING

Broad Match
Phrase Match
Exact Match
Negative Keywords
Understand Different Matching OptionsTRAINING

Broad Match
• If you bid on => celebrity perfumes
• Your ad will appear when people search for:
Hollywood celebrity perfumes
List of celebrity endorsed perfumes
Perfumes wear by celebrity

Phrase Match
• If you bid on => “celebrity perfumes”
• Your ad will appear when people search for:
Hot celebrity perfumes
Top Ten celebrity perfumes
Celebrity perfumes and fragrance
Best celebrity perfumes for men

Exact Match
• If you bid on => [celebrity perfumes]
• Your ad will appear when people search for exactly
Celebrity perfumes

Negative Keywords
Technique to filter out traffic that you don’t want
Put minus sign “-”
• Reseller
• Wholesaler
• Free
So, your ad will not show up when people search for:
Understand Different Matching Options
perfumes reseller
perfumes wholesaler
free perfumes
TRAINING

Go to https://adwords.google.com/home/
Setting up Adwords Campaign
Setting up AdWords Campaign
Need Google
Account
TRAINING

AdWords Home
Setting up Adwords Campaign
AdWords DashboardTRAINING

Choose Your Target LanguageTRAINING

Choose Your Target LocationTRAINING

Choose Your Bid strategyTRAINING
With maximize conversions, AdWords automatically sets your bids to help
you get the most conversions within your budget.
Bid strategy:

Create Your AdTRAINING

Typical AdTRAINING
In the example below, the headlines use
a lot of high pixel characters (i.e. wide
characters) which make it more likely to
cut off
For marketers in highly regulated sectors that need to ensure full copy is viewable, Google suggests
limiting the combined character count of the headlines to 33 to 35 characters.

• Use Keywords In Headline or Description line
• Put Benefits 1st, Features come 2nd
How to write effective ads?TRAINING

• Capitalize 1st letter of each word in display URL
• Be Specific
• Geographically specific ads

• Don’t Sounds like you are trying to sell them something
• Show Trust & Credibility

Account
Campaign A
Ad Group A1 Ad Group A2
Campaign B
Ad Group B1 Ad Group B2
Car Accessories!
ABC Car Audio & Accessories Limited
Speaker CD Player
Car Audio
Car Wiper Car Lights
Keyword list
car speaker reviews
mid bass speaker
component speaker
Keyword list
Pioneer CD Player
Car CD Player
Sony Car CD Player
Keyword list
Car head lights
Car tail lights
Headlights bulbs
Keyword list
car wiper blades
car wiper motors
car wiper arms
Understand AdWords Account StructureTRAINING

Download Adwords Editor
http://www.google.com/intl/en/adwordseditor/
• Download your keywords
• Group your keywords
• Upload your keywords
Google Adwords EditorTRAINING

If you can afford to flush away your cash,
then please just stop here.
Sounds Simple, Right ?TRAINING

Do You Make These Mistakes?TRAINING

What's so wrong with this picture?
An Adwords Ad
A whole bunch of
Different keywords
The company’s home page
It Would Look Like This:TRAINING

Too Many Different Kinds Of Keywords in the Same Group.
You should group them into different Ad groups.
1st Mistake:TRAINING

Why Grouping?TRAINING

"Smith Telecommunications" - Who are you?
Low CTR
High bid price
You Should:
2nd Mistake:TRAINING

Don't bring visitors to your homepage.
You only have 5~10 seconds to make an impression as your visitors scan through
You’ll spend more money because
- Landing page not relevant to ad
- Low Quality Score
- You have to bid high – cost more!
3rd Mistake:TRAINING

Just Give them exactly
what they want.
Voice Mail Software
Intelligent Voice Mail Software for you business
needs……………………………………………………
……………………..Make your communication
Easier……………..custom expandable
systems………………….
www.smithtelecom.com/voice-mail-software.html
3rd Mistake continueTRAINING

Forget to Put Negative Keywords
• Waste your money
• Waste visitor time
• Have to bid high
4th Mistake:TRAINING

You should do this:
Tips: What indicates a non-buying
Keywords?
Filter it out…TRAINING

Create only 1 ad in an Ad Group
Tips: Always split testing 2 ads at the same time!
See which one performs better conversion!
5th MistakeTRAINING

58 Clicks l 1.9% CTR
A Week After The Ad Goes Live...
45 Clicks l 1.4% CTR
• You’ll know which one actually performs better.
• Delete the inferior one, create another ad with different copy to
beat the better one.
• Keep testing!
5th Mistake (continue)TRAINING

Choose your landing page
• Don’t choose homepage
• Choose specific category/product page that what your ad described
Headline
• Compelling & Eye Catching
• Relevant to your Ad
• Keyword in headline
Unique Selling Point
• Describe benefits in bullet point
Readability
• Headline use
• 10 or 12pt font size for content
Optimize your Landing PageTRAINING

Landing Page Design For Conversions:

The better you understand your
customer, the more you can appeal to
them.
Landing Page Design For Conversions:

- Testimonials
- VISA / MasterCard Logo
- PayPal verified / WorldPay logo
- Footer links
• Terms of service
• Refund / Return Policy
• Contact us
• Privacy Policy / Anti spam policy
- SSL Certificate and Logo
Build Trust & ConfidenceTRAINING

Tips SharingTRAINING
Tip #1: Say No to Broad Matching. ...
Tip #2: Give Top Keywords Ample Budget. ...
Tip #3: Separate Search and Display Campaigns. ...
Tip #4: Always Use Negative Keywords. ...
Tip #5: Include Ad Extensions to Your Campaigns.
Tip #6: Run Responsive Display Ads

Must Read
• www.google.com/adwords/learningcenter
• https://adwords.google.com/support
• https://adwords.blogspot.com
Strongly Recommended
• www.perrymarshall.com/google
• http://blog.mindvalleylabs.com/category/google-ppc/
• Google it yourself!
Ecommerce, Entrepreneurship & Some funny crap
• http://www.neowave.com.my/sellmore/
Additional ResourcesTRAINING

Thank you
TRAINING

Google AdWords/PayPerClick Training Presentation

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