SlideShare a Scribd company logo
Getting Started with Google
Adwords
2.27.14 Class
Andrew Krebs-Smith
Agenda
• Why Adwords? (5-10 min.)
• Setup (5-10 min.)
• Walkthrough (40 min.)
• Account Setup (10 min.)
• Workshop (10 min.)
• Tips (10 min.)
• Set up your accounts! (remainder)
Reasons to Use Adwords/FB
• Variable Cost
• Testing
• Measureable
• State of mind
• Targeting
Feel free to tweet pics/video of this class:@andrewks #marketing
Scenarios
• Selling stuff online
• Content marketing
• Getting a job
• Getting a date
• Growing your audience
• Leads
• Anything where you want to get people
into your funnel
Feel free to tweet pics/video of this class:@andrewks #marketing
Adwords Vs. Facebook
• Harder to set up a basic campaign
• Easier to set up an advanced campaign
• Mindset: “I need this now”
Feel free to tweet pics/video of this class:@andrewks #marketing
Things you need
• Conversion Funnel
• Keyword data
– Keyword tool
– Adwords data
– Analytics data
– Spyfu
• Landing Page
• Customer segments (can be broad)
• Budget
Feel free to tweet pics/video of this class:@andrewks #marketing
Setup Best Practices
• Start these at least 1 week before launch
• Install Google Analytics
• Verify Google Webmaster Tools
• Install Google Tag Manager
– FB Retargeting Tag
– Google “Remarketing” Tag
– FB Conversion Cookies
– Adwords Conversion Cookies
– Google Analytics Tag
• Check Tags with Tag Assistant
• Setup Billing
Feel free to tweet pics/video of this class:@andrewks #marketing
Process
• Research
• Test
• Analyze
• Refine
• Repeat
Feel free to tweet pics/video of this class:@andrewks #marketing
Login
Feel free to tweet pics/video of this class:@andrewks #marketing
Do This First!
Feel free to tweet pics/video of this class:@andrewks #marketing
When in doubt, do both
Feel free to tweet pics/video of this class:@andrewks #marketing
Settings…
Location
Location
Feel free to tweet pics/video of this class:@andrewks #marketing
Location
Feel free to tweet pics/video of this class:@andrewks #marketing
Basic Bidding
Feel free to tweet pics/video of this class:@andrewks #marketing
Better Bidding
Delivery Method
Feel free to tweet pics/video of this class:@andrewks #marketing
Ad Extensions
Scheduling
Ad Rotation
Step Length
2 30 days
3 Forever
1 15-30 days
Never
Feel free to tweet pics/video of this class:@andrewks #marketing
Matching Options
Feel free to tweet pics/video of this class:@andrewks #marketing
Don’t setup keywords/ad groups yet!
Feel free to tweet pics/video of this class:@andrewks #marketing
Now you should see this
Feel free to tweet pics/video of this class:@andrewks #marketing
Time to structure your account
• What does Google want?
Feel free to tweet pics/video of this class:@andrewks #marketing
Time to structure your account
• What does Google want?
– Ads that make sense and help people
– Advertisers that are happy (i.e. get sales)
Feel free to tweet pics/video of this class:@andrewks #marketing
To make Google happy…
To make Google happy…
How to structure your account
Feel free to tweet pics/video of this class:@andrewks #marketing
Workshop (10 Minutes)
• Create
– 2 Campaigns
– 2 Ad groups for each campaign
– 3 Keywords for each ad group
• You can do this for
– Kenneth Cole
– Quickbooks
– Your product or service
Feel free to tweet pics/video of this class:@andrewks #marketing
How I do it
• Create small keyword list
• Notice emerging groups
• Segment by group
• Flesh out groups
Feel free to tweet pics/video of this class:@andrewks #marketing
A way to think about Adwords
• Google rewards you for playing by the
rules
Feel free to tweet pics/video of this class:@andrewks #marketing
Tips
• One step at a time
– Ad = Attention
– Lander = Benefits/Features
• Sometimes you want to prevent clicks
– Pre-qualify with price in ad
• Use a call to action
Feel free to tweet pics/video of this class:@andrewks #marketing
What metrics indicate success?
• The king: Cost per acquisition (CPA)
• The queen: Cost per lead (CPL)
• The prince: Cost per click (CPC)
Feel free to tweet pics/video of this class:@andrewks #marketing
Remainder of Class
• Setup a Google Adwords campaign for
your brand
• I’ll walk around and answer questions
Feel free to tweet pics/video of this class:@andrewks #marketing

More Related Content

Viewers also liked

Acquiring New Customers On Facebook
Acquiring New Customers On FacebookAcquiring New Customers On Facebook
Acquiring New Customers On Facebook
SocialFulcrum
 
[Investment Hour] iSMS Introduction
[Investment Hour] iSMS Introduction[Investment Hour] iSMS Introduction
[Investment Hour] iSMS Introduction
5Desire
 
Cemerlang di saat saat akhir masrerskill
Cemerlang di saat saat akhir masrerskillCemerlang di saat saat akhir masrerskill
Cemerlang di saat saat akhir masrerskill
abdullah nurul faizin
 
Customers
CustomersCustomers
Customersinbalms
 
Corporate investors
Corporate investorsCorporate investors
Corporate investors
5Desire
 
CFC\'s Global Product Guide
CFC\'s Global Product GuideCFC\'s Global Product Guide
CFC\'s Global Product Guide
carsonschuette
 
Inglés
InglésInglés
Paid Online Placements - An Overview
Paid Online Placements - An OverviewPaid Online Placements - An Overview
Paid Online Placements - An Overview
SocialFulcrum
 
Hargai ibu bapa
Hargai ibu bapaHargai ibu bapa
Hargai ibu bapa
abdullah nurul faizin
 
Akhlak mulia sahsiah unggul
Akhlak mulia sahsiah unggulAkhlak mulia sahsiah unggul
Akhlak mulia sahsiah unggul
abdullah nurul faizin
 
6 Steps to Building a B2C Social Media Stratefgy
6 Steps to Building a B2C Social Media Stratefgy6 Steps to Building a B2C Social Media Stratefgy
6 Steps to Building a B2C Social Media Stratefgy
SocialFulcrum
 
Intro to Facebook Advertising
Intro to Facebook AdvertisingIntro to Facebook Advertising
Intro to Facebook Advertising
SocialFulcrum
 
CFC\'s Company Overview
CFC\'s Company OverviewCFC\'s Company Overview
CFC\'s Company Overview
carsonschuette
 
[Investment Hour] Goimon.vn Introduction
[Investment Hour] Goimon.vn Introduction[Investment Hour] Goimon.vn Introduction
[Investment Hour] Goimon.vn Introduction
5Desire
 
Peranan dan tanggungjawab ibubapa dalam kecemerlangan anak
Peranan dan tanggungjawab ibubapa dalam kecemerlangan anakPeranan dan tanggungjawab ibubapa dalam kecemerlangan anak
Peranan dan tanggungjawab ibubapa dalam kecemerlangan anakabdullah nurul faizin
 
Referato pristatymas(2)
Referato pristatymas(2)Referato pristatymas(2)
Referato pristatymas(2)remigija
 

Viewers also liked (16)

Acquiring New Customers On Facebook
Acquiring New Customers On FacebookAcquiring New Customers On Facebook
Acquiring New Customers On Facebook
 
[Investment Hour] iSMS Introduction
[Investment Hour] iSMS Introduction[Investment Hour] iSMS Introduction
[Investment Hour] iSMS Introduction
 
Cemerlang di saat saat akhir masrerskill
Cemerlang di saat saat akhir masrerskillCemerlang di saat saat akhir masrerskill
Cemerlang di saat saat akhir masrerskill
 
Customers
CustomersCustomers
Customers
 
Corporate investors
Corporate investorsCorporate investors
Corporate investors
 
CFC\'s Global Product Guide
CFC\'s Global Product GuideCFC\'s Global Product Guide
CFC\'s Global Product Guide
 
Inglés
InglésInglés
Inglés
 
Paid Online Placements - An Overview
Paid Online Placements - An OverviewPaid Online Placements - An Overview
Paid Online Placements - An Overview
 
Hargai ibu bapa
Hargai ibu bapaHargai ibu bapa
Hargai ibu bapa
 
Akhlak mulia sahsiah unggul
Akhlak mulia sahsiah unggulAkhlak mulia sahsiah unggul
Akhlak mulia sahsiah unggul
 
6 Steps to Building a B2C Social Media Stratefgy
6 Steps to Building a B2C Social Media Stratefgy6 Steps to Building a B2C Social Media Stratefgy
6 Steps to Building a B2C Social Media Stratefgy
 
Intro to Facebook Advertising
Intro to Facebook AdvertisingIntro to Facebook Advertising
Intro to Facebook Advertising
 
CFC\'s Company Overview
CFC\'s Company OverviewCFC\'s Company Overview
CFC\'s Company Overview
 
[Investment Hour] Goimon.vn Introduction
[Investment Hour] Goimon.vn Introduction[Investment Hour] Goimon.vn Introduction
[Investment Hour] Goimon.vn Introduction
 
Peranan dan tanggungjawab ibubapa dalam kecemerlangan anak
Peranan dan tanggungjawab ibubapa dalam kecemerlangan anakPeranan dan tanggungjawab ibubapa dalam kecemerlangan anak
Peranan dan tanggungjawab ibubapa dalam kecemerlangan anak
 
Referato pristatymas(2)
Referato pristatymas(2)Referato pristatymas(2)
Referato pristatymas(2)
 

Similar to Get Started With Google Adwords

Cold Email Messaging Strategy
Cold Email Messaging StrategyCold Email Messaging Strategy
Cold Email Messaging Strategy
SalesScripter
 
YouTube Super Tactics- how to be a super hero with YouTube Marketing
YouTube Super Tactics- how to be a super hero with YouTube MarketingYouTube Super Tactics- how to be a super hero with YouTube Marketing
YouTube Super Tactics- how to be a super hero with YouTube Marketing
Owen Hemsath
 
How to Use Facebook Ads to Get More Leads and Reach Your Best Prospects by An...
How to Use Facebook Ads to Get More Leads and Reach Your Best Prospects by An...How to Use Facebook Ads to Get More Leads and Reach Your Best Prospects by An...
How to Use Facebook Ads to Get More Leads and Reach Your Best Prospects by An...
TBEX
 
test video
test videotest video
test video
AsheeshGulati
 
EIA2016 - Kieran Farr. How to Create 3 Videos that Move the Needle in 24 Hours
EIA2016 - Kieran Farr. How to Create 3 Videos that Move the Needle in 24 HoursEIA2016 - Kieran Farr. How to Create 3 Videos that Move the Needle in 24 Hours
EIA2016 - Kieran Farr. How to Create 3 Videos that Move the Needle in 24 Hours
European Innovation Academy
 
[Hub spot] How to use online video for marketing
[Hub spot] How to use online video for marketing[Hub spot] How to use online video for marketing
[Hub spot] How to use online video for marketing
Jackie Nguyen
 
Creating the Fitness Club Excellence Blueprint
Creating the Fitness Club Excellence BlueprintCreating the Fitness Club Excellence Blueprint
Creating the Fitness Club Excellence Blueprint
Duncan Green
 
The Duopoly (YouTube and Facebook) Video: Growth Strategies
The Duopoly (YouTube and Facebook) Video: Growth StrategiesThe Duopoly (YouTube and Facebook) Video: Growth Strategies
The Duopoly (YouTube and Facebook) Video: Growth Strategies
Hanapin Marketing
 
Session 2 fall 2014
Session 2 fall 2014Session 2 fall 2014
Session 2 fall 2014
sahlinas
 
Building a Massive Email List With Video
Building a Massive Email List With VideoBuilding a Massive Email List With Video
Building a Massive Email List With Video
semrush_webinars
 
The Building Blocks of Paid Search - WooCommerce Developers Conference
The Building Blocks of Paid Search - WooCommerce Developers ConferenceThe Building Blocks of Paid Search - WooCommerce Developers Conference
The Building Blocks of Paid Search - WooCommerce Developers Conference
Elizabeth Marsten
 
Sf webinar 2021-1 Measuring Outcomes with the evidence based management frame...
Sf webinar 2021-1 Measuring Outcomes with the evidence based management frame...Sf webinar 2021-1 Measuring Outcomes with the evidence based management frame...
Sf webinar 2021-1 Measuring Outcomes with the evidence based management frame...
Sjoerd Kranendonk
 
Neil Patel - YouTube Unlocked - Lesson 06b of 06 YouTube_Ads.pdf
Neil Patel - YouTube Unlocked - Lesson 06b of 06 YouTube_Ads.pdfNeil Patel - YouTube Unlocked - Lesson 06b of 06 YouTube_Ads.pdf
Neil Patel - YouTube Unlocked - Lesson 06b of 06 YouTube_Ads.pdf
Oral Surgeon Dottore Gianluca Perseo
 
The Facebook Ads Blueprint- Why most fail, but you won’t.
 The Facebook Ads Blueprint- Why most fail, but you won’t. The Facebook Ads Blueprint- Why most fail, but you won’t.
The Facebook Ads Blueprint- Why most fail, but you won’t.
Kissmetrics on SlideShare
 
Video Marketing Strategy: Creating a No-Nonsense Plan That Gets Results
Video Marketing Strategy: Creating a No-Nonsense Plan That Gets ResultsVideo Marketing Strategy: Creating a No-Nonsense Plan That Gets Results
Video Marketing Strategy: Creating a No-Nonsense Plan That Gets Results
StoryTeller Media + Communications
 
PPC Advanced. 2014 Cleveland Nonprofit Marketing Summit
PPC Advanced. 2014 Cleveland Nonprofit Marketing SummitPPC Advanced. 2014 Cleveland Nonprofit Marketing Summit
PPC Advanced. 2014 Cleveland Nonprofit Marketing Summit
Fathom: A Digital Marketing Agency
 
Onboarding New Sales Resources Doesn't Need to be So Difficult
Onboarding New Sales Resources Doesn't Need to be So DifficultOnboarding New Sales Resources Doesn't Need to be So Difficult
Onboarding New Sales Resources Doesn't Need to be So Difficult
SalesScripter
 
Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com
Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.comCustomer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com
Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com
Dave Slocombe
 
Customer Development for Startups
Customer Development for StartupsCustomer Development for Startups
Customer Development for Startups
GVA
 
Creative Ad Testing for Top Performance on Facebook & Instagram Webinar
Creative Ad Testing for Top Performance on Facebook & Instagram WebinarCreative Ad Testing for Top Performance on Facebook & Instagram Webinar
Creative Ad Testing for Top Performance on Facebook & Instagram Webinar
Tinuiti
 

Similar to Get Started With Google Adwords (20)

Cold Email Messaging Strategy
Cold Email Messaging StrategyCold Email Messaging Strategy
Cold Email Messaging Strategy
 
YouTube Super Tactics- how to be a super hero with YouTube Marketing
YouTube Super Tactics- how to be a super hero with YouTube MarketingYouTube Super Tactics- how to be a super hero with YouTube Marketing
YouTube Super Tactics- how to be a super hero with YouTube Marketing
 
How to Use Facebook Ads to Get More Leads and Reach Your Best Prospects by An...
How to Use Facebook Ads to Get More Leads and Reach Your Best Prospects by An...How to Use Facebook Ads to Get More Leads and Reach Your Best Prospects by An...
How to Use Facebook Ads to Get More Leads and Reach Your Best Prospects by An...
 
test video
test videotest video
test video
 
EIA2016 - Kieran Farr. How to Create 3 Videos that Move the Needle in 24 Hours
EIA2016 - Kieran Farr. How to Create 3 Videos that Move the Needle in 24 HoursEIA2016 - Kieran Farr. How to Create 3 Videos that Move the Needle in 24 Hours
EIA2016 - Kieran Farr. How to Create 3 Videos that Move the Needle in 24 Hours
 
[Hub spot] How to use online video for marketing
[Hub spot] How to use online video for marketing[Hub spot] How to use online video for marketing
[Hub spot] How to use online video for marketing
 
Creating the Fitness Club Excellence Blueprint
Creating the Fitness Club Excellence BlueprintCreating the Fitness Club Excellence Blueprint
Creating the Fitness Club Excellence Blueprint
 
The Duopoly (YouTube and Facebook) Video: Growth Strategies
The Duopoly (YouTube and Facebook) Video: Growth StrategiesThe Duopoly (YouTube and Facebook) Video: Growth Strategies
The Duopoly (YouTube and Facebook) Video: Growth Strategies
 
Session 2 fall 2014
Session 2 fall 2014Session 2 fall 2014
Session 2 fall 2014
 
Building a Massive Email List With Video
Building a Massive Email List With VideoBuilding a Massive Email List With Video
Building a Massive Email List With Video
 
The Building Blocks of Paid Search - WooCommerce Developers Conference
The Building Blocks of Paid Search - WooCommerce Developers ConferenceThe Building Blocks of Paid Search - WooCommerce Developers Conference
The Building Blocks of Paid Search - WooCommerce Developers Conference
 
Sf webinar 2021-1 Measuring Outcomes with the evidence based management frame...
Sf webinar 2021-1 Measuring Outcomes with the evidence based management frame...Sf webinar 2021-1 Measuring Outcomes with the evidence based management frame...
Sf webinar 2021-1 Measuring Outcomes with the evidence based management frame...
 
Neil Patel - YouTube Unlocked - Lesson 06b of 06 YouTube_Ads.pdf
Neil Patel - YouTube Unlocked - Lesson 06b of 06 YouTube_Ads.pdfNeil Patel - YouTube Unlocked - Lesson 06b of 06 YouTube_Ads.pdf
Neil Patel - YouTube Unlocked - Lesson 06b of 06 YouTube_Ads.pdf
 
The Facebook Ads Blueprint- Why most fail, but you won’t.
 The Facebook Ads Blueprint- Why most fail, but you won’t. The Facebook Ads Blueprint- Why most fail, but you won’t.
The Facebook Ads Blueprint- Why most fail, but you won’t.
 
Video Marketing Strategy: Creating a No-Nonsense Plan That Gets Results
Video Marketing Strategy: Creating a No-Nonsense Plan That Gets ResultsVideo Marketing Strategy: Creating a No-Nonsense Plan That Gets Results
Video Marketing Strategy: Creating a No-Nonsense Plan That Gets Results
 
PPC Advanced. 2014 Cleveland Nonprofit Marketing Summit
PPC Advanced. 2014 Cleveland Nonprofit Marketing SummitPPC Advanced. 2014 Cleveland Nonprofit Marketing Summit
PPC Advanced. 2014 Cleveland Nonprofit Marketing Summit
 
Onboarding New Sales Resources Doesn't Need to be So Difficult
Onboarding New Sales Resources Doesn't Need to be So DifficultOnboarding New Sales Resources Doesn't Need to be So Difficult
Onboarding New Sales Resources Doesn't Need to be So Difficult
 
Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com
Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.comCustomer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com
Customer Raids - Rapid Insight Design Studios - Dave Slocombe lastminute.com
 
Customer Development for Startups
Customer Development for StartupsCustomer Development for Startups
Customer Development for Startups
 
Creative Ad Testing for Top Performance on Facebook & Instagram Webinar
Creative Ad Testing for Top Performance on Facebook & Instagram WebinarCreative Ad Testing for Top Performance on Facebook & Instagram Webinar
Creative Ad Testing for Top Performance on Facebook & Instagram Webinar
 

Recently uploaded

The Future of ''Digital marketing'' .pptx
The Future of ''Digital marketing'' .pptxThe Future of ''Digital marketing'' .pptx
The Future of ''Digital marketing'' .pptx
bhavanasizcom
 
Pillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan BrockPillar-Based Marketing Master Class - Ryan Brock
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
AI Best Practices for Marketing HUG June 2024
AI Best Practices for Marketing HUG June 2024AI Best Practices for Marketing HUG June 2024
AI Best Practices for Marketing HUG June 2024
Amanda Farrell
 
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfHow to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
SimpleMoneyMaker
 
Practical Progress from a Theory by Steven Kingpdf
Practical Progress from a Theory by Steven KingpdfPractical Progress from a Theory by Steven Kingpdf
Practical Progress from a Theory by Steven Kingpdf
william charnock
 
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxMindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
elizabethella096
 
How to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social CommerceHow to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social Commerce
Vbout.com
 
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Amsive
 
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando AnguloMastering Your Online Visibility - Fernando Angulo
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Story Telling Master Class - Jennifer Morilla
Story Telling Master Class - Jennifer MorillaStory Telling Master Class - Jennifer Morilla
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxFrom Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
Boston SEO Services
 
Basic Management Concepts., “Management is the art of getting things done thr...
Basic Management Concepts., “Management is the art of getting things done thr...Basic Management Concepts., “Management is the art of getting things done thr...
Basic Management Concepts., “Management is the art of getting things done thr...
DilanThennakoon
 
Evaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused MarketingEvaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused Marketing
HighViz PR
 
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptxBoost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
InstBlast Marketing
 
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdfTop Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
1Solutions Pvt. Ltd.
 

Recently uploaded (20)

The Future of ''Digital marketing'' .pptx
The Future of ''Digital marketing'' .pptxThe Future of ''Digital marketing'' .pptx
The Future of ''Digital marketing'' .pptx
 
Pillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan BrockPillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan Brock
 
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
 
AI Best Practices for Marketing HUG June 2024
AI Best Practices for Marketing HUG June 2024AI Best Practices for Marketing HUG June 2024
AI Best Practices for Marketing HUG June 2024
 
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfHow to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
 
Practical Progress from a Theory by Steven Kingpdf
Practical Progress from a Theory by Steven KingpdfPractical Progress from a Theory by Steven Kingpdf
Practical Progress from a Theory by Steven Kingpdf
 
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxMindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
 
How to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social CommerceHow to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social Commerce
 
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
 
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
 
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando AnguloMastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando Angulo
 
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
 
Story Telling Master Class - Jennifer Morilla
Story Telling Master Class - Jennifer MorillaStory Telling Master Class - Jennifer Morilla
Story Telling Master Class - Jennifer Morilla
 
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
 
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxFrom Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
 
Basic Management Concepts., “Management is the art of getting things done thr...
Basic Management Concepts., “Management is the art of getting things done thr...Basic Management Concepts., “Management is the art of getting things done thr...
Basic Management Concepts., “Management is the art of getting things done thr...
 
Evaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused MarketingEvaluating the Effectiveness of Women-Focused Marketing
Evaluating the Effectiveness of Women-Focused Marketing
 
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptxBoost Your Instagram Views Instantly Proven Free Strategies.pptx
Boost Your Instagram Views Instantly Proven Free Strategies.pptx
 
Amazing and On Point - Ramon Ray, USA TODAY
Amazing and On Point - Ramon Ray, USA TODAYAmazing and On Point - Ramon Ray, USA TODAY
Amazing and On Point - Ramon Ray, USA TODAY
 
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdfTop Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
 

Get Started With Google Adwords

  • 1. Getting Started with Google Adwords 2.27.14 Class Andrew Krebs-Smith
  • 2. Agenda • Why Adwords? (5-10 min.) • Setup (5-10 min.) • Walkthrough (40 min.) • Account Setup (10 min.) • Workshop (10 min.) • Tips (10 min.) • Set up your accounts! (remainder)
  • 3. Reasons to Use Adwords/FB • Variable Cost • Testing • Measureable • State of mind • Targeting Feel free to tweet pics/video of this class:@andrewks #marketing
  • 4. Scenarios • Selling stuff online • Content marketing • Getting a job • Getting a date • Growing your audience • Leads • Anything where you want to get people into your funnel Feel free to tweet pics/video of this class:@andrewks #marketing
  • 5. Adwords Vs. Facebook • Harder to set up a basic campaign • Easier to set up an advanced campaign • Mindset: “I need this now” Feel free to tweet pics/video of this class:@andrewks #marketing
  • 6. Things you need • Conversion Funnel • Keyword data – Keyword tool – Adwords data – Analytics data – Spyfu • Landing Page • Customer segments (can be broad) • Budget Feel free to tweet pics/video of this class:@andrewks #marketing
  • 7. Setup Best Practices • Start these at least 1 week before launch • Install Google Analytics • Verify Google Webmaster Tools • Install Google Tag Manager – FB Retargeting Tag – Google “Remarketing” Tag – FB Conversion Cookies – Adwords Conversion Cookies – Google Analytics Tag • Check Tags with Tag Assistant • Setup Billing Feel free to tweet pics/video of this class:@andrewks #marketing
  • 8. Process • Research • Test • Analyze • Refine • Repeat Feel free to tweet pics/video of this class:@andrewks #marketing
  • 9. Login Feel free to tweet pics/video of this class:@andrewks #marketing
  • 10. Do This First! Feel free to tweet pics/video of this class:@andrewks #marketing
  • 11. When in doubt, do both Feel free to tweet pics/video of this class:@andrewks #marketing
  • 14. Location Feel free to tweet pics/video of this class:@andrewks #marketing
  • 15. Location Feel free to tweet pics/video of this class:@andrewks #marketing
  • 16. Basic Bidding Feel free to tweet pics/video of this class:@andrewks #marketing
  • 18. Delivery Method Feel free to tweet pics/video of this class:@andrewks #marketing
  • 21. Ad Rotation Step Length 2 30 days 3 Forever 1 15-30 days Never Feel free to tweet pics/video of this class:@andrewks #marketing
  • 22. Matching Options Feel free to tweet pics/video of this class:@andrewks #marketing
  • 23. Don’t setup keywords/ad groups yet! Feel free to tweet pics/video of this class:@andrewks #marketing
  • 24. Now you should see this Feel free to tweet pics/video of this class:@andrewks #marketing
  • 25. Time to structure your account • What does Google want? Feel free to tweet pics/video of this class:@andrewks #marketing
  • 26. Time to structure your account • What does Google want? – Ads that make sense and help people – Advertisers that are happy (i.e. get sales) Feel free to tweet pics/video of this class:@andrewks #marketing
  • 27. To make Google happy…
  • 28. To make Google happy…
  • 29. How to structure your account Feel free to tweet pics/video of this class:@andrewks #marketing
  • 30. Workshop (10 Minutes) • Create – 2 Campaigns – 2 Ad groups for each campaign – 3 Keywords for each ad group • You can do this for – Kenneth Cole – Quickbooks – Your product or service Feel free to tweet pics/video of this class:@andrewks #marketing
  • 31. How I do it • Create small keyword list • Notice emerging groups • Segment by group • Flesh out groups Feel free to tweet pics/video of this class:@andrewks #marketing
  • 32. A way to think about Adwords • Google rewards you for playing by the rules Feel free to tweet pics/video of this class:@andrewks #marketing
  • 33. Tips • One step at a time – Ad = Attention – Lander = Benefits/Features • Sometimes you want to prevent clicks – Pre-qualify with price in ad • Use a call to action Feel free to tweet pics/video of this class:@andrewks #marketing
  • 34. What metrics indicate success? • The king: Cost per acquisition (CPA) • The queen: Cost per lead (CPL) • The prince: Cost per click (CPC) Feel free to tweet pics/video of this class:@andrewks #marketing
  • 35. Remainder of Class • Setup a Google Adwords campaign for your brand • I’ll walk around and answer questions Feel free to tweet pics/video of this class:@andrewks #marketing