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The Basics of Using Google Adwords
- 1. The Business Intelligence Partner Page 1 1 BASICS OF USING A presentation to BQu Team May 2013
- 2. The Business Intelligence Partner Page 2 Agenda I. Introduction II. Getting Started with AdWords III. Ad Targeting IV. Ad Creation V. Selecting Keywords VI. Budgeting VII. Monitoring and Evaluation VIII. AdWords Best Practices
- 3. The Business Intelligence Partner Introduction Where does all this begin? Clients need more traffic Customers are looking to acquire various information. But they don’t know the direct links Ads appear on the Right/Top By entering “Keywords” on the search bar So, they SEARCH on GOOGLE!
- 4. The Business Intelligence Partner What are Google Ads? Page 4 Introduction
- 5. The Business Intelligence Partner Page 5 Introduction There are advertisers They “Bid” on the keywords like at an auction! The advertiser who bids for the highest amount – gets the higher position in Search Results Twist – If your ad performs well, the amount you have to pay per click decreases Where does Adwords come in?
- 6. The Business Intelligence Partner Page 6 Introduction A person who is passionate about researching keywords, writing ads, measuring ongoing success Willingness to incur time, resources and commitment Basic Requirements to implement Adwords
- 7. The Business Intelligence Partner Page 7 Main roles of Adwords? To increase Website Traffic ● By picking the correct keywords, we can attract “qualified prospects” to the site (eg: rather than using generic keywords like hospitality etc., for HTTC, we can use targeted keywords like hospitality resources to attract students rather than simply hoteliers, travel guides etc.) For infinite improvement ● Discover the most effective marketing messages, the keywords worth pursuing (The learnings we make from the campaigns can be useful to us in improving our SEO efforts) (eg: We can get a better idea about the relevant keywords) For Website Improvement ● Google’s free Website Optimizer – helps pick best version for web pages Introduction
- 8. The Business Intelligence Partner Page 8 Agenda I. Introduction II. Getting Started with Adwords III. Ad Targeting IV. Ad Creation V. Selecting Keywords VI. Budgeting VII. Monitoring and Evaluation VIII. Adwords Best Practices
- 9. The Business Intelligence Partner Page 9 Getting Started Setting Goals and Objectives What are we trying to accomplish/achieve through AdWords? o More traffic? o Optimize website? Good if its measureable and time-bound
- 10. The Business Intelligence Partner Page 10 Adwords Account Organization Getting Started
- 11. The Business Intelligence Partner Page 11 Adwords Account Organization Example Getting Started
- 12. The Business Intelligence Partner Page 12 Agenda I. Introduction II. Getting Started with Adwords III. Ad Targeting IV. Ad Creation V. Selecting Keywords VI. Budgeting VII. Monitoring and Evaluation VIII. Adwords Best Practices
- 13. The Business Intelligence Partner Where will the Ads show? Can be targeted by Network o Search Network – Ads will only appear on Google search networks and its equivalents (eg: google.lk, google.co.uk, google.in etc.) and in other Google partners (eg: Google Maps, Google Groups etc.) o Display Network – Millions of Websites that make money by allowing Google to place ads on their sites (These ads can be TEXT, IMAGE or VIDEO ads) You can select which network you want to pick by the campaign settings DON’T PICK BOTH! – they require different strategies Ad Targeting
- 14. The Business Intelligence Partner Ad Targeting Where will the Ads show? Can be targeted by geographic location Eg: Elephant house would only want to target Sri Lankans Eg: If BQu wants to advertise for a job, it would only want to target people living in Colombo
- 15. The Business Intelligence Partner Where will the Ads show? Can be targeted by Device We can select whether we want to target it by Desktops/Laptops Mobile Phones (Smartphones) Tablets Default setting – Ads appear on all devices But you may want to edit it – some sites don’t look good on mobile Targeting
- 16. The Business Intelligence Partner Page 16 Agenda I. Introduction II. Getting Started with Adwords III. Ad Targeting IV. Ad Creation V. Selecting Keywords VI. Budgeting VII. Monitoring and Evaluation VIII. Adwords Best Practices
- 17. The Business Intelligence Partner Page 17 Ad Creation Writing an Ad THINK LIKE A CONSUMER! Who’s searching? Build customer profiles “18-year old beach-bums!” “Hospitality Student” Why’s the person searching? Beach bums- for beach info, beach parties, beach music Students – looking for eReports to do an assignment What would appeal them to click? An incentive! - eg: 30% off on Subscription
- 18. The Business Intelligence Partner Page 18 REMEMBER Your Ad must comply with Google’s advertising policies support.google.com/adwordspolicy Ad Creation
- 19. The Business Intelligence Partner Page 19 Agenda I. Introduction II. Getting Started with Adwords III. Ad Targeting IV. Ad Creation V. Selecting Keywords VI. Budgeting VII. Monitoring and Evaluation VIII. Adwords Best Practices
- 20. The Business Intelligence Partner Page 20 Keywords Keywords How do you find the keyword? Use the Google Keyword Tool Find the appropriate list for your business Select and add them to your ad group To prevent the ad from appearing in unwanted pages, you can remove keywords (eg: we can remove words like “booking” from beach ads, since we don’t allow booking)
- 21. The Business Intelligence Partner Page 21 Agenda I. Introduction II. Getting Started with Adwords III. Ad Targeting IV. Ad Creation V. Selecting Keywords VI. Budgeting VII. Monitoring and Evaluation VIII. Adwords Best Practices
- 22. The Business Intelligence Partner Budgeting Setting a Budget Depends on how much we can afford to spend! You can set a maximum budget for each day for each campaign If it’s too low, it might not run! You can decided whether to be charged CPC – every time someone clicks (for Text Ads) CPM – for every 1000 impressions (for Image Ads)
- 23. The Business Intelligence Partner Page 23 Agenda I. Introduction II. Getting Started with Adwords III. Ad Targeting IV. Ad Creation V. Selecting Keywords VI. Budgeting VII. Monitoring and Evaluation VIII. Adwords Best Practices
- 24. The Business Intelligence Partner Measuring Success Easily accessible and understandable The no. of clicks, impressions, CTR How much you were charged for a click Conversion Tracking – Google can track when a prospect converts to a customer (eg: for TMS, a successful conversion would be when someone downloads a whitepaper. Google can track this and calculate the average cost per conversion.) For thebeach.com, a conversion is when someone buys something from thebeach Hut following an Ad Monitoring and Evaluating
- 25. The Business Intelligence Partner Experimenting Use Ad variations New keywords Different bids Different Networks Devices Ad formats (text, image, video) Geographic Monitoring and Evaluating
- 26. The Business Intelligence Partner Page 26 Agenda I. Introduction II. Getting Started with Adwords III. Ad Targeting IV. Ad Creation V. Selecting Keywords VI. Budgeting VII. Monitoring and Evaluation VIII. Adwords Best Practices
- 27. The Business Intelligence Partner Page 27 Adwords Best Practices Always test ad variations and see which ads perform better Best Practices
- 28. The Business Intelligence Partner Page 28 Adwords Best Practices Put the correct landing page for the ad- don’t direct everybody to the homepage. Best Practices
- 29. The Business Intelligence Partner Page 29 Adwords Best Practices Track Conversions Best Practices
- 30. The Business Intelligence Partner Adwords Best Practices Keeping Ad Groups Tightly Focussed Select only the targeted set of keywords for each ad – Add negative keywords -it will reduce your spend because you won’t attract unwanted/unproductive people to the site Significantly improve your conversion rate Best Practices
- 31. The Business Intelligence Partner Measuring Success Bid High Enough Adjust bid based on results on ROI Best Practices