Google Adword Guide


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Easy to Understand Google Adword Online Learning Guide submited by

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  • Keyword relevancy is one of the keys to success with Google AdWords. While it may be tempting to include all sorts of keywords you can get your hands on, be aware that this is often the #1 mistake advertisers make when creating their first campaign. You only want prospects who “Need You Now” and are going to be motivated to contact your company, or purchase your services if they click your ad. People bid on the wrong keywords all the time and it hurts them big time. My company was losing an average of $0.67 per click until Simon over at RDM (his email is helped us get our ducks in a row with the campaign and now it makes $2.19 per click on average instead of -$0.67. If you speak with him let him know you're a friend of Steve White.
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  • try
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  • hello i am new in ppc dong own businees on cancer medication exporter & supplier
    no idead about ppc thanx
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  • Pls refer slide No: 26. In this slide - Cost per lead is shown to be ₤0.27. When most of the competitive keywords cost around $1.And average conversion is not more than 10-15%. How can lead conversion cost can be ₤0.27. In fact lot of small companies have starting losing money. PPC is no longer preferred choice of lead acquisition for lots of small organizations.
    Please advice - has somebody got relevant leads at even ₤30 and in which industry?
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  • Google Adword Guide

    1. 1. Google TM Google AdWords Online Easy to Learn Guide
    2. 2. Agenda <ul><li>Presentation Topics: </li></ul><ul><ul><li>Introduction to Google AdWords </li></ul></ul><ul><ul><li>Google’s Ad Distribution Network </li></ul></ul><ul><ul><li>Primary Benefits of Google AdWords </li></ul></ul><ul><ul><li>Online Advertising Stats and Trends </li></ul></ul><ul><ul><li>Appendix: Basic Google AdWords Features </li></ul></ul>
    3. 3. Introduction to Google AdWords
    4. 4. What Is Google? <ul><li>Google has a search engine that will gather, sort & report information from the Internet, based on your topic of interest </li></ul><ul><li>But, Google also offers a lot more than search alone… </li></ul>
    5. 5. What is Google Advertising? Your customers see your ad when they search Your ad reaches users at the moment they demonstrate interest
    6. 6. What is Google Advertising? Your customers see your ad when they surf Google Network properties Google technology places your ad on the most relevant content pages Google Google AdWords
    7. 7. Keyword Advertising <ul><li>Targeted advertising </li></ul><ul><li>Better advertiser ROI than untargeted ads </li></ul><ul><li>Improved user experience </li></ul>
    8. 8. A Typical Google AdWords Ad <ul><li>Display URL (35 character limit) </li></ul><ul><li>Ad Text (35 character limit) </li></ul><ul><li>Ad Title (25 character limit) </li></ul>
    9. 9. Google’s Ad Distribution Network
    10. 10. Google Network Basics – Ad Distribution <ul><li>The Google Network consists of Google sites & partner properties that use Google AdSense to serve Google AdWords ads </li></ul><ul><li>These properties include: Search sites, content pages, newsletters, email services & discussion boards </li></ul>* Source: comScore Media Metrix (September, 2004) network Other 20% 80% Search ad partners, including: Google properties, including: <ul><li>The Google Network reaches over 80% of Internet Users worldwide* </li></ul>Content publishers, including:
    11. 11. Google Network Basics <ul><li>With the Google Network advertisers can: </li></ul><ul><li>Reach a vast and highly-targeted audience </li></ul><ul><li>Target ads to search results and relevant Web content </li></ul><ul><li>Opt-in or opt-out of search and content distribution (default is opt-in for all advertisers) </li></ul><ul><li>Note: by default, Google AdWords ads appear on </li></ul>
    12. 12. Ad Distribution Example Four Google AdWords ads under the title ‘Sponsored Links’ Search query: ‘designer menswear’
    13. 13. Benefits of Google AdWords
    14. 14. What Google can do for Advertisers <ul><li>Advertising on Google can help an advertiser meet many objectives </li></ul><ul><li>Determining, measuring, and tracking metrics helps ensure success </li></ul><ul><li>Generate awareness </li></ul><ul><li>Build brand </li></ul><ul><li>Educate prospects </li></ul><ul><li>Targeted impressions </li></ul><ul><li>Qualified visits your website </li></ul><ul><li>Depth of involvement </li></ul><ul><li>Physician questions </li></ul><ul><li>Coupon downloads </li></ul><ul><li>Doctor locator requests </li></ul><ul><li>Newsletter registrations </li></ul><ul><li>Email address opt-ins </li></ul><ul><li>Generate leads </li></ul><ul><li>Identify prospects </li></ul><ul><li>Customer acquisition </li></ul><ul><li>Sales </li></ul><ul><li>Sales conversions = $$$ </li></ul><ul><li>Lower cost per lead/sale </li></ul>Example Success Metrics Objective
    15. 15. Benefits of Google AdWords <ul><li>The primary benefits of Google AdWords include: </li></ul><ul><ul><li>Reach </li></ul></ul><ul><ul><li>Cost </li></ul></ul><ul><ul><li>Timing </li></ul></ul><ul><ul><li>Flexibility </li></ul></ul>
    16. 16. Benefits of Google AdWords: Reach Content Publishers Search Ad Partners Google Properties 80% <ul><li>The Google Network reaches over 80% of Internet users* </li></ul>AOL Ntl Ask Jeeves The Times Conde Nast Traveller * Source: comScore Media Metrix (September, 2004) Other 20% Network
    17. 17. Google Reaches Global Markets “ Google is arguably the most global commercial Web site ever built.” – John Yunker, Chief Analyst, Byte Level Research Sources: Measured by Media Metrix and NetRatings (September 2004); “2005 Web Globalization Report Card,” Byte Level Research (November 2004) Your customers search Google in over 100 languages Reach customers around the world on one platform #1 search engine in 17 out of 20 countries measured Ranked #1 in 2005 Web Globalisation Report Card
    18. 18. Benefits of Google AdWords: Cost <ul><li>No minimum spend </li></ul><ul><li>You choose your own maximum daily spending limit (daily budget) </li></ul><ul><li>Choose how much you want to spend per click for every keyword </li></ul><ul><li>Pay Google for users who click on your ad </li></ul><ul><li>More cost-effective than Yellow Pages, Banner Ads & Direct Mail* </li></ul><ul><li>Conversion tracking = real-time return-on-investment data </li></ul>** U.S. Bancorp Piper Jaffray, New Methods in Search Marketing: Contextual Advertising and Other Evolutions (Safa Rashtchy), June 2004
    19. 19. <ul><li>Increase revenue by reinvesting profit </li></ul>Example: How Google AdWords Can Pay for Itself $1,000 initial investment in Google AdWords $1.00 CPC ≥ 1,000 clicks 10% conversion rate = 100 sales Average sale = $100 $1K investment returns $10K in sales Reinvest profits, increase budget
    20. 20. Benefits of Google AdWords: Timing <ul><li>Ads are continuously matched to Internet users’ interests </li></ul><ul><li>Ads are placed as buying decisions are made </li></ul><ul><li>The Result: </li></ul><ul><li>You reach your audience at the right time , with the right message </li></ul>Timing
    21. 21. Example: Ads Show on Relevant Content Pages Your customers see your ad when they surf relevant Google Network properties Google technology places your ad on the most relevant content pages
    22. 22. Benefits of Google AdWords: Flexibility <ul><li>See your ads on Google quickly </li></ul><ul><li>Optimise and change your ads continually to increase ROI </li></ul><ul><li>Target multiple locations and languages </li></ul>Flexibility
    23. 23. Benefits of Google AdWords: Summary <ul><li>Reach </li></ul><ul><ul><li>Access to ~80% of Internet users worldwide </li></ul></ul><ul><li>Cost </li></ul><ul><ul><li>Low costs for high ROI </li></ul></ul><ul><ul><li>Pay Google when users click on your ads </li></ul></ul><ul><li>Timing </li></ul><ul><ul><li>Ads are seen by users looking to purchase </li></ul></ul><ul><ul><li>Reach your audience at the right time , with the right message </li></ul></ul><ul><li>Flexibility </li></ul><ul><ul><li>Start advertising quickly </li></ul></ul><ul><ul><li>Unlimited changes, whenever you want </li></ul></ul><ul><ul><li>You can target ads to the specific location & language of your customers </li></ul></ul>
    24. 24. Online Advertising Stats and Trends
    25. 25. Search Now the Largest Share of Online Ads Growth of Search: Marketers are voting with their pounds <ul><li>Search now the most dominant form of online advertising </li></ul><ul><li>Nearly 3x growth in since start of 2003 </li></ul><ul><li>73% search penetration </li></ul>Source: Interactive Advertising Bureau, PricewaterhouseCoopers (September 2004); comScore (October 2004) % Online Advertising Revenue Search Banners Classifieds Sponsorships Rich Media Other
    26. 26. Search Advertising is Far More Cost Effective <ul><li>Average acquisition cost: $10- $15 vs. the online average of $50 </li></ul>40% Search Search Advertising is cheap and effective vs. other ad methods * U.S. Bancorp Piper Jaffray, Equity Research, June 2004 Cost-per-lead across Various Direct Marketing Methods
    27. 27. Benefits of Google AdWords: High ROI SmartPricing Ads Quality Launch #1 Ads Quality Launch #2 Content Traffic Continues to Grow 2004 Product Launches April – Launch of SmartPricing Aug & Oct – Ads Quality Enhancements 2004 – Google continued to grow its content distribution network Google contextual advertising ROI increased over 50% in 2004 Advertiser ROI has been steadily increasing throughout the year as Google has launched new targeting features and an automatic CPC discounting mechanism ROI Index * * ROI index uses anonymous Atlas and Google customer conversion data. Growth in ROI is tracked against 2003 ROI index = + 50% Data Provided by:
    28. 28. Appendix: Basic Google AdWords Features
    29. 29. Basic Features of Google AdWords <ul><li>Cost-per-click pricing </li></ul><ul><li>Ad impressions & click-through rates </li></ul><ul><li>Language & location targeting </li></ul>The basic features of Google AdWords include:
    30. 30. Basic Definition: CPC CPC: cost-per-click <ul><li>Click: The action a user takes to select your ad and be taken to your website. </li></ul><ul><li>Google charges the advertiser when a user clicks on your ad </li></ul>The Destination Website A sample Google AdWords ad
    31. 31. Basic Definition: CTR <ul><li>Impression: The appearance of your ad on Google or one of our partner sites </li></ul>CTR: clickthrough rate Clicks Impressions = CTR (expressed as %)
    32. 32. CTR Examples CTR is how Google measures relevance 20 clicks 1000 impressions = 0.02 = 2% Example Advertiser A: 3 clicks 100 impressions = 0.03 = 3% Example Advertiser B:
    33. 33. Benefits of Google AdWords – Location & Language Targeting <ul><li>Targeting options: you can target ads by location and language </li></ul><ul><ul><li>Regional/Local, Country, Global & Customized Targeting </li></ul></ul><ul><ul><li>Roughly 40 different language targeting options to choose from </li></ul></ul>
    34. 34. <ul><li>Example: you have local flower shops in the Newcastle </li></ul><ul><li>Example: you run a restaurant in Chatswood </li></ul>Region/City Targeting Examples When should you use regional targeting?
    35. 35. Country Targeting <ul><li>Use if you have national or global customers </li></ul><ul><li>Example: you ship to Australia. only. Target your campaign to Australia </li></ul>
    36. 36. <ul><li>If you have a global business, give your campaigns global exposure </li></ul><ul><li>Example: If you sell DVDs and have worldwide distribution, you should target your campaign to all countries </li></ul>Global Targeting
    37. 37. <ul><li>Use Customized Targeting to target highly specific areas </li></ul><ul><li>For example, to reach customers located in an area that cannot be targeted accurately using region or city targeting </li></ul><ul><li>Example: pizza delivery service </li></ul>Customized Targeting
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