Google AdWords Training Workshop

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Google AdWords: Stand out from the crowd in 2014.
Google AdWords explained: what it is, how it works for business and best practice for setting up and managing campaigns.

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Google AdWords Training Workshop

  1. 1. Google Adwords: Stand Out From the Crowd in 2014
  2. 2. www.threesides.com.au www.Facebook.com/threesides www.Twitter.com/threesides www.slideshare.net/threesides
  3. 3. We help these businesses with their AdWords: Campus Living Villages Yass Valley Council - Tourism DDCS Family Lawyers Capital Region Farmers Market Hellenic Club Canberra Young Shire Tourism ALLBIDS Royal Canberra Golf Club The RUC Club (and more…)
  4. 4. Housekeeping
  5. 5. What can we achieve today? Inspire Direct Inform
  6. 6. Overview 1. START: DIGITAL MARKETING AND SEM 2. HOW ADWORDS WORKS 3. DIY ACCOUNT SETUP 4. CAMPAIGNS + GOOD ADS 5. IMPROVING YOUR WEBSITE 6. EVALUATION 7. GET STARTED: tips and next steps
  7. 7. Your digital marketing plan
  8. 8. Where does AdWords fit within your digital marketing tactics? Digital Tactics WEBSITE & Content LOCAL Listings + directories LINKS connections ADVERTISING: AdWords + Facebook SEARCH SEO / Content EVALUATION: Analytics + Webmaster tools SALES & Distribution: e-conmerce DIRECT: Email marketing SOCIAL Media + Review Sites
  9. 9. Spending on Digital The average global spend on digital marketing is between 25 – 35 per cent of total marketing budgets http://www.arnnet.com.au/article/532078/australia_leads_apac_digital_marketing_/
  10. 10. Global digital ad spend breakdown IAB Stats - http://searchengineland.com/first-half-online-ad-revs-20-billion-search-biggest-mobile-fastest-growing-173927
  11. 11. What is Search Engine Marketing?
  12. 12. Australian search engine use 92% 8%
  13. 13. ads ads
  14. 14. Cost Per Click Advertising (CPC) 1. Pay for individual keywords and appear in the paid/sponsored listings 2. Each word has a different cost from $0.15 - $10.00+ 3. The more competition for a word the higher the cost (generally speaking) 4. You set your budget and billing preferences 5. Pay for clicks (search) or impressions (display)
  15. 15. What is Google AdWords and why should I use it?
  16. 16. What is AdWords? http://www.youtube.com/watch?v=05we2g3Edgs
  17. 17. Google ad formats Search - text ads on Google Search & partner search websites Display - text and graphic ads on the Display Network, targeted by
  18. 18. Google ad formats Video ads - You Tube & Display Network, pay per view Product listing ads - linked to your Google Shopping inventory
  19. 19. Google ad formats Mobile app ads - Ads within mobile aps & ads that promote mobile apps (in app, search & display networks)
  20. 20. CPC advertising questions 1. Won’t my competitors click my ad and send me broke? 2. How much should I spend? 3. Why are my competitors higher up than me? 4. Will paid ads affect my organic rankings?
  21. 21. Get Started on AdWords
  22. 22. How do I get started on AdWords? Create or use a Google account – this should be the same login you will use for Google Places, Google+ & Webmaster Tools https://accounts.google.com/
  23. 23. Create an AdWords account http://www.google.com/ ads/new/ (take care when setting up your account as some settings cannot be changed later)
  24. 24. Campaign Dashboard
  25. 25. Create & manage advertising campaigns
  26. 26. Establish Your Goals Establish your campaign goals before you set up your campaign as this effects what type of campaign you choose.
  27. 27. Establish Your Goals What is important to your business? • Clicks to website • Phone call enquiries or contact form submission • Purchases • Newsletter subscriptions • Page views or time on site.
  28. 28. Campaign settings • Type (Search, Display, Remarketing etc) • Location targeting • Bid Strategy – use auto bidding if new user • Budget • Campaign Dates
  29. 29. Structure – organise your AdWords account http://youtu.be/-7CZLDSTaic
  30. 30. Defining campaigns & ad groups Use the basic structure of your website as an outline.
  31. 31. Find relevant keywords
  32. 32. Generating good keywords 1. Google Analytics & Webmaster Tools data to see how people find you organically. 2. Terms your customers commonly use. 3. Terms you use on your website. 4. Review your search terms and test, test, test! 5. Don’t forget negative keywords. 6. Use the Keyword Planner.
  33. 33. http://adwords.google.com.au Keyword Planner
  34. 34. 7 tips for Writing Great Search Ads
  35. 35. How to write good ads 1. In the headline: Use the keyword phrase/s with the most impressions. 2. Provide offers and pricing > save 36% / Free shipping / 2 for 1 / From $30 3. Use a call to action > Book Now / Get a Quote / Order Online
  36. 36. How to write good ads 4. Follow the ad copy guidelines in AdWords (character limits, repetition, caps and special characters) 5. Look at it on screen and try in sentence case. 6. Full stop at the end of Line 1 = longer headline
  37. 37. How to write good ads 7. Don’t forget ad extensions > Phone numbers, Sitelinks, Location, Google Places link, Reviews
  38. 38. Settings and Billing
  39. 39. Billing – how does it work? • New accounts allow automated credit card billing only • Account reaches a time (30 days) or amount threshold (e.g. $1000) and automatically bills your card. • Campaign end dates are vital!
  40. 40. Settings – where do I find them? > Billing summary > Billing preferences > Account settings - Account access (manage account users) - Linked accounts (Analytics & Webmaster Tools) - Notification settings (billing, reports, offers etc)
  41. 41. Measuring Success & Reporting
  42. 42. Reporting – automate it! • Get your reports emailed to you with the information you want, when you want it. • Use the report data and the AdWords dashboard to help you optimise your campaign.
  43. 43. Ad performance indicators • Clicks, Impressions & Click Through Rate • Avg. Cost per Click • Avg. Position • % ads served • Conversions & Conversion rate • Bounce rate & other analytics data
  44. 44. Keyword performance indicators • Impressions & CTR • CPC • Conversions & Cost/conversion • Search terms analysis • Quality Score
  45. 45. Optimising your website
  46. 46. AdWords Golden Rule Adwords will get them there but your website has to convert them.
  47. 47. How do I generate conversions? 1. Landing pages 2. Clear call to action 3. Contact forms 4. Trackable phone numbers 5. Easy navigation & design 6. Use Google Analytics to provide insights
  48. 48. http://www.australiangourmetgifts.com.au/hampers/gift-baskets/wine-gift-baskets/
  49. 49. Get Help and Get Started!
  50. 50. Get more help • AdWords help and AdWords training online • https://support.google.com/adwords/ • http://www.youtube.com/user/learnwithgoogle • AdWords Certified Professional / AdWords Partner • https://www.google.com.au/partners/
  51. 51. Get Started Now 1. Top Tips to AdWords Awesomeness handout 2. Set up Google accounts (email, Analytics, Webmaster Tools & AdWords) 3. Make sure your website is up to date 4. Develop your campaign goals 5. Create your first campaign!
  52. 52. Stay In Touch www.actdigitalenterprise.com.au www.threesides.com.au www.facebook.com/threesides www.linkedin.com/company/threesides www.slideshare.net/threesides

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