The document discusses harnessing the power of Google AdWords for advertising. It explains that the author launched a website called Repro-tableaux in 2003 that became a world's largest catalog of painting images. Through visibility on Google using AdWords, the website was able to grow online sales to over 1 million Euros in 2012. The document then provides details on AdWords, including how it works, types of ads, keyword search, audience planning, and tips for effective campaigns. It emphasizes regular analysis and fine-tuning ads for optimal return on investment.

1. Harness the power of Google AdWords
Wednesday September 7th, 2016

2. About me
1999 – beginning of my professional career in e-business
2003 – launch of www.repro-tableaux.com
More : http://www.linkedin.com/in/jeangerardanfossi
Please send me a LinkedIn friend request!
About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning

3. Repro-tableaux.com
World’s largest catalog of painting images !
About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning

4. Repro-tableaux.com
French version
Italian version
Spanish version
Czech version
North American version
From scratch to over 1 million € online sales in 2012. How?
Because my websites are visible on Google !
About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning

5. Search engine market share
World : Google 90,35% - Bing 3,7% - Yahoo 2,9%
Europe : Google 93,64% - Bing 2,5% - Yandex 1,1%
France : Google 95,46% - Bing 2,2% - Yahoo 1,0%
Source : StatCounter 2015
Visible on Google
About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning

6. Google Adwords(paid)
Google Maps (free)
SEO (free)
About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning
Google results page:

7. Text messages (Google Search)Banners (Google Display)
Call-in messages (Google Search) Google Videos (In-Stream & In-Display)
Google Shopping
Visible on Google
About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning
Various Google ad formats

8. Why Google Adwords?
About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning
From Google Adwords textbook

9. You only pay for results
About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning
From Google Adwords textbook

10. Google Adwords’ biggest pitfall
About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning
Follow all of Google’s keyword suggestions
If you don’t carefully analyse your Adwords campaign performances
ROI

11. Keyword Search Audience Planning
How do you reach your customers?
About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning
Place your text ads (or product ads)
when people are actively looking for
something specific on Google Search
Engine
Display your text, image or video ads
when your targeted audience is casually
browsing websites, blogs, forums...

12. Campaign (network, devices, locations, budget, bid strategy, schedule)
Ad groups (groups of keywords by narrow theme)
Ads (various messages with related keywords)
Keyword Search
About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning
Need for a very careful organization of your keywords and account settings

13. Keyword : « reproductions de tableaux »
Keyword Search
About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning
It is important to stand out, perform well to achieve a high Quality Score
Ad extensions: phone number,
address, opening hours, site
links, reviews...

14. Keyword : « copie de peinture »
Keyword : « business center monaco »
Keyword Search
About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning
The targeted keywords must be inserted in the ad titles and descriptions.

15. Millions of pages available: reach 90% of all internet users!
Audience Planning
About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning
Increase your brand awareness

16. Audience Planning
About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning
Increase your brand awareness!

17. Audience Planning
About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning
Display Ad formats

18. Contextual targeting
Target your audience by keywords, topics (1,700 categories)
and websites, among other factors.
Audience targeting
Target your audience by :
– interests
– demographic datas
– remarketing
– customer match (list of your own customers)
– visitors of your Youtube channel
Audience Planning
About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning
How to choose the websites?

19. What is remarketing?
Audience Planning
About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning
Google generated Remarketing list = list of the visitors of your website
« Similar-to » list = shared interested and characteristics from your visitors

20. Audience Planning
Example of a remarketing ad (Repro-tableaux.com banner)
About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning

21. Keyword Search & Audience Planning
About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning
RLSA = Remarketing List for Search Ads
CTR (click through rate)
CPC (cost per clic)
CPA (cost per aquisition)

22. 1) Set properly your account and campaigns
2) Regularly learn about the available options & evolutions
3) Implement a precise targeting (keywords & audience)
4) Analyse the ROI: impressions, CTR, CPC, CPA...
How to harness Google Adwords?
Virtuous circle: test / analyse / fine-tune / test again ...

23. WEBMARKETING TRAINING & COACHING
⦁ Authorization number as a certified coach
(conformément à article R. 6351-6 du code du travail)
⦁ Number: 93.06.07588.06
CERTIFIED GOOGLE ADWORDS & BING ADS AGENCY
⦁ Advanced Google Adwords Certification (since 2015, renewed in 2016)
⦁ Bing Ads Accredited Professional