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Google AdWords for Small Business


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Search engine marketing allows businesses to be seen when customers type a search that matches what you sell. Learn how to improve your SEM and receive a complimentary $100 credit for a new Google AdWords or Google AdWords Express advertising campaign.

Google AdWords for Small Business

  1. 1. © 2013 YOakleyPR Yasheaka Oakley
  2. 2. © 2013 YOakleyPR About Yasheaka  Cheyney University, 2011  Bachelor of Arts in Communication Arts  Public Relations  Minor – Graphic Design  Kent State University, 2014  Master of Arts in Journalism & Mass Communications  Public Relations
  3. 3. © 2013 YOakleyPR • Public Relations • Online Marketing • Search Engine Optimization (SEO) • Search Engine Marketing (SEM)  Social Media  Blogging  Facebook  Google+  LinkedIn  Twitter
  4. 4. © 2013 YOakleyPR Source: Solution416
  5. 5. © 2013 YOakleyPR Search Engine Marketing  A form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages through optimization and advertising  It allows businesses to be seen when customers type a search that matches what you sell  90% of consumers use search engines to research products and services Source: Search Engine Land
  6. 6. © 2013 YOakleyPR The Right Lead at the Right Time Decision and Purchase Cycle Relevant Ad On Search Engine “Couch For Sale” “Black Leather Couch” “Black Leather Couch Philadelphia under $1,000” Advertise a supporting product
  7. 7. © 2013 YOakleyPR Google Places for Business  Control what information Google presents to potential customers  List: hours of operation, services, products, relevant images, and contact information  Getting Started  All you need is a Gmail account + a few minutes to claim your business Source: Search Engine Watch
  8. 8. © 2013 YOakleyPR Google+ Local Business Pages  According to Google, search ads using Google+ average 5-10 percent more clicks  You should claim your Google Places and Google+ Local page before trying any Google service  Offers potential clients personalized search results based on their Google+ circles (very social) Source: Search Engine Watch
  9. 9. © 2013 YOakleyPR
  10. 10. © 2013 YOakleyPR Phase One: Planning Google AdWords Google AdWords Express  Need A Website  Daily Budget Control  Ability To Target Anywhere  Enhanced By Google+ Page  Ads On Mobile Search and Maps  More Options To Utilize  No Website Required  No Daily Budget Control  Can Target Locally  Enhanced By Google+ Page  Ads On Mobile Search and Maps  Boosts Your Google Places Or Local Search Listings To The Top Sources: Craig Kahn
  11. 11. © 2013 YOakleyPR Phase One: Planning  Set objectives for your campaign  Increase Sales  Increase Web Traffic  Consider your budget for advertising  Do your keyword research  Build a list of 10-20 relevant keywords  Take some time to identify negative keywords  Write ads that are to the point, use keywords and feature a strong call to action
  12. 12. © 2013 YOakleyPR Choosing the Right Keywords Source: – July 2006 94% of people in the US search with multi-word phrases
  13. 13. © 2013 YOakleyPR Choosing the Right Keywords Buy flower bouquet Buy cheap flowers now Wedding flowers marigolds lilies Bouquet of red flowers Floral care
  14. 14. © 2013 YOakleyPR Google AdWords Ads AdWords Ads
  15. 15. © 2013 YOakleyPR What are Negative Keywords?  Any keywords that you don’t want to advertise  Prevent ads from appearing on irrelevant search queries  Ex. A drain cleaner may not want to advertise “plumbing”  Eliminate unwanted impressions  Lessens the chance of getting charged for clicks that wouldn’t likely turn into sales  Keeps you from fielding calls about less profitable products/services
  16. 16. © 2013 YOakleyPR Phase Two: Creating Your Ad  Geo-Targeting  Define the area you’re targeting so that your ads only appear in your desired zip code, city, state, etc. Source: Business2Community States Cities Zip Code
  17. 17. © 2013 YOakleyPR Phase Two: Creating Your Ad  Optimize your ads for multiple platforms  Mobile devices  Desktop Computers  Link your new Google+ Local and/ or Business Page to your advertisement for a social boost
  18. 18. © 2013 YOakleyPR Phase Two: Creating Your Ad  Use the city you want to target with each ad  Help you only get clicks from people you want to serve  Example: Looking for a flower shop in Philadelphia? Call us now to save $20 off today’s purchase.  Mobile users want someone local  By the end of 2013, more searches will be done with phones than desktops
  19. 19. © 2013 YOakleyPR Writing an Effective Ad  It’s important to write targeted ad text for several reason  First Thing Users See: Ad text distinguishes you from the competition  Ineffective Ads Won’t Support Your Objective Higher Clickthrough Rates Targeted Ad More Qualified Leads Better Conversions Good User Experience
  20. 20. © 2013 YOakleyPR
  21. 21. © 2013 YOakleyPR Phase Three: Controlling Cost  No Minimum Spend  You choose your own maximum daily spending limit or set a lifetime campaign budget  Choose how much you want to spend per click for every keyword  Pay Google for users who click on your ad  Conversion tracking = real-time return-on- investment data
  22. 22. © 2013 YOakleyPR Yasheaka Oakley (@YOakleyPR)