Mid-Hudson Valley Digital Marketers was excited to present a workshop on an introduction to Google AdWords, presented by speakers Andy Groller and Paolo Vidali, on March 26th, 2014, at the Kingston library. To learn more about MHVDM and future seminars join us on twitter.com/MHVDM or facebook.com/groups/mhvdm/

1. An Introduction to
Google AdWords

2. About DragonSearch
• Founded 2007
• Office Locations:
– New York, NY
– Kingston, NY
• Presenters
– Andy Groller
– Paolo Vidali

3. Digital Advertising Expertise
• Google AdWords
• Bing Ads
• Display Advertising
• Retargeting
• Gmail Advertising
• Social Advertising
– Facebook
– LinkedIn
– Twitter

4. What You’ll Leave Today With
1. An understanding of what Google AdWords is
2. Understanding how AdWords can help your
business grow
3. What it takes to setup a successful AdWords
account

5. The Basics

6. So What is AdWords?
• AdWords is Google’s advertising program
– Advertisers select keywords; ads appear next to the search
results on Google.com
• Advertisers can also show ads on hundreds of
thousands of websites

7. Why Advertise with AdWords?
• Branding
• Direct Sales
• Drive New Leads
• New Product Launch
• Drive More In-Store Traffic
• Increase Closing Rates of Lead to Sale
• Increase Customer Loyalty and Repeat
Purchases

9. Advertising that YOU Control
• Daily Spend
• Geographic Targeting
• Time of Day
• Device
• Messaging
• Maximum Cost per Click (CPC)

10. The AdWords Auction
Auction
GGEHS.com
MrRooter.com
MrRooterNewYork.com

11. Types of
Advertising

12. Search Network

13. Search Network
You Select and
Bid on Keyword
and Craft Ad
User Searches
on Keyword
and Sees Ad
User Clicks on
Ad and is taken
to Your Website

14. Search Network

15. Search Network

16. Google Display Network

17. Google Display Network
Websites
Interests
Location
Age and
Gender

18. Gmail Advertising

19. Retargeting

20. Retargeting

21. Structuring Your
Account for Success

22. Account Structure
AdWords Account
Unique email address & password
Billing information
Campaign
Daily budget
Location/language targeting
Distribution preference
End date
Campaign
Daily budget
Location/language targeting
Distribution preference
End date
Ad Group
Keywords
Ads
Ad Group
Keywords
Ads
Ad Group
Keywords
Ads
Ad Group
Keywords
Ads
Ad Group
Keywords
Ads
Ad Group
Keywords
Ads

23. The WRONG Way to Structure an
AdWords Account
“Furniture” Campaign
Furniture Ad Group
The Best Furniture
Great Selection, Made in USA
Free Shipping, 5 Year Warranty.
PlantationDesign.com
leather sectional
rugs
dining room table
kitchen table
brass bed
leather headboard
dresser
leather couch
leather loveseat
patio furniture
table lamp
floor lamp
kids furniture
living room furniture
bedroom furniture
desk
leather chair
leather sofa
coffee table
end table
lamp
ottoman
dining room table
media console
AdWords Account

24. A BETTER Way to Structure
“Leather Sectionals”
Ad Group
“Leather Chairs”
Ad Group
“Leather Loveseats”
Ad Group
Leather Sectionals
Leather Sectionals Made in USA
From $1,999 With 5 Year Warranty
plantationdesign.com/sectionals
Leather Loveseats
Free Delivery When You Buy Before
Christmas. Order Yours Today!
plantationdesign.com/loveseat
Leather Chairs
Handcrafted Leather Chairs
Make a Statement. View Catalog!
plantationdesign.com/chairs
buy leather sectional suite
buy leather sectional suites
leather sectional suites
leather sectional suite
buy leather sectional
buy leather sectional
leather sectional
leather sectionals
buy leather love seats
buy leather loveseats
buy leather love seat
buy leather loveseat
leather loveseats
leather love seats
leather love seat
leather loveseat
buy handmade leather chair
buy handmade leather chairs
handmade leather chairs
handmade leather chair
buy leather chairs
buy leather chair
leather chair
leather chairs
AdWords Account
“Furniture” Campaign

25. Keyword Selection

26. Building Your 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

27. AdWords Keyword Planner

28. Choosing the Right Keywords
• Add relevant keyword variations: singular/plural and synonyms
• Keyword combinations, accent marks (á, é, í, ó, ú, ñ, ü, etc.)
• Make keywords specific to your product or service
Too General Just Right Too Specific
vacation
Tax
bags
accounting
florida vacation rental
tax preparation nashville
handmade leather bags
cheap accounting software
3 br vacation rental grayton beach
tax preparation service nolensville rd
handmade black croc leather handbags
accounting software for petsitting biz

29. Avoid General Keywords
• Example keyword ‘vacation’ -- your ad might show for:
vacation rental
vacation deals
vacation ideas
vacations for kids
vacations for singles
vacations for veterans
National lampoon’s european vacation
permanent vacation lyrics
The go-go’s vacation
disney vacation club
pictures from our vacation by lynne
rae perkins
vacation auctions
vacation accrual policy
Vacation agent magazine
vacation air conditioning
vacation anxiety
General Keywords = Low Click Through Rate = Low Quality Score

30. Keyword Match Types
Match Type
How keyword
appears in AdWords:
The ad will
show when:
The ad will show when
a searcher types:
Broad Caribbean Cruise
All words containing this
word or combination of
words in any order is used
as the query.
Caribbean holiday Cruises
Cruise holiday in Caribbean
Cruise in Carribean
“Phrase” “Caribbean Cruise”
Keywords are typed in the
exact order specified. Can
have other words before
and/or after.
Cheap Caribbean Cruise
Caribbean Cruise deals
Luxury Caribbean Cruise
[Exact] [Caribbean Cruise]
Keywords must be only &
exactly what the user
types in
Caribbean Cruise
-Negative - Tom
Ads will not appear when
this search term is entered
in the query
Add will not show if
someone types:
Tom Cruise

31. What is Quality Score?
• A measure of how relevant and useful your ads are.
• Do your ads & keywords provide a good user experience?
Okay
Poor
Great

32. Quality Score = User Experience

33. The Components of Quality Score
+
Clickthrough-Rate (CTR)
Of the people who saw your ad, how many clicked on it?
Relevancy
Do your keywords match your ads?
Does the search query match your keyword?
Does your landing page provide a good user experience?
Landing Page Quality
+

34. Ad Copy Best
Practices

35. Ad Text Character Limits
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)

36. Good Copy, Bad Copy
Good Copy
• Is relevant to the keywords
in the ad group
• Gets a high click through
rate (CTR)
• Effectively sells your
product or service
• Stands out from your
competitors
• Includes a call to action
Bad Copy
• Vague
• Irrelevant
• Mismatched
• Unclear
• No useful information

37. 3 Questions that Lead to Great Copy
1. What sets your business apart?
– Why would someone choose your business over
a competitor?
2. Can you describe your products or services?
– Describe specific or technical details of your
products or services
3. What is your call to action?
– After someone clicks on your ad and visits your
website, what is it you want them to do next?

38. Bring it All Together for Great Copy
Bad Copy Good Copy

39. Quick Recap

40. Recap of this Evening
• Reach Users throughout the Buying Cycle
• YOU are in Control
• Structure Granularly for Success
• Choose Keywords that are ‘Just Right’ and
Avoid the General Ones
• Create Great Copy that Focuses on YOUR
Business and Advantages

41. Thank You!
DragonSearch: @dragonsearch
Andy Groller: @andygroller Paolo Vidali: @paolorobot