eGenie making Google AdWords work
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Google AdWords can be a quick, efficient, cost-effective way of advertising your online business and delivers instant results, but there are many pitfalls. This eGenie presentation will give you a brief introduction to building and maintaining a profitable AdWords campaign
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eGenie making Google AdWords work
- 1. Making Google AdWords Work
- 2. Agenda • Introductions • What are Google AdWords? • Why use AdWords? • What is the process? • How do I avoid wasting money? • Where next?
- 3. What is our message?
- 4. Who are eGenie? eGenie – “3 wishes – more customers, more sales, more profit” Working with local SMEs Bing & Google certified Delivering increased profit
- 5. How does it work? We fix two problems that all website owners face: Visitors do not come to my site… Visitors do not convert into Customers…
- 6. What are AdWords? And how can your business benefit from them?
- 10. Display Ads
- 11. Display Ads
- 12. Call Only Ads
- 13. Hotel Ads
- 14. Video Ads
- 15. Why use AdWords? • People search on Google • They see your ad • You get more customers
- 16. Why Use AdWords? AdWords On AdWords Off AdWords On AdWords work………..
- 17. Why Use AdWords? Targeted ads bring customers who are looking to make a purchase
- 18. What do AdWords cost? You Decide! • Pay for results • Auction basis • Set a maximum • Set daily budget • Flexible
- 19. Getting started with AdWords Setting up a new AdWords campaign
- 20. Getting started with AdWords 1a) Create an AdWords account • N.B. You don’t need a gmail account – any will do!
- 21. Getting started with AdWords 1b) Create an AdWords account
- 22. Getting started with AdWords 1c) Create an AdWords account
- 23. Getting started with AdWords An AdWords account has a hierarchical structure:
- 24. What are Keywords? Ads are displayed when a search matches your keywords Need to research 100’s of words to trigger your ads
- 25. Getting started with AdWords 2a) Keyword Research • Search for new keyword ideas • Get search volumes • Get traffic forecasts • Repeat all the above… Use “Keyword Planner” within Google AdWords
- 26. Getting started with AdWords 2b) Keyword Research
- 27. Getting started with AdWords 2c) Keyword Research – pick match types • Broad match • Broad match modifier • Phrase match • Exact match
- 28. Match Type Examples Match type Example keyword Example searches Broad match women's hats buy ladies hats Broad match modifier +women's +hats hats for women Phrase match "women's hats" buy women's hats Exact match [women's hats] women's hats Negative match -women baseball hats
- 29. Getting started with AdWords 3) Write Ads Three parts: • Headline (25 characters) • Display URL (35 Characters) • Description (35 characters per line)
- 30. Ad Extensions - Site Links
- 31. Ad Extensions - Reviews
- 32. Ad Extensions – Call Outs
- 33. Ad Extension - Call
- 34. Add Extension - Call
- 35. Ad Extensions - Locations
- 36. Ad Extensions - App
- 37. How to optimise your campaign… … and not waste money!
- 39. Keywords & Match Types • Use “Long Tail” keywords • Avoid Broad-Match • Review actual search queries • Keyword: Hedge Fund IT • Query: Buy Hedge Trimmer
- 40. Negative keywords (-) • Negative keywords enable you to prevent your ad from showing for certain terms • Make sure your Ad doesn’t accumulate unwanted clicks and impressions • Can be used in conjunction with other match types
- 41. Negative Keywords - Removals Tattoo Waste Jobs Stain Negative keywords stop your ad from showing for irrelevant searches.
- 42. Don’t waste money! Decide where you want your ads shown
- 43. Don’t waste money! Decide where you want your ads shown
- 44. Quality Score • CTR: Appealing & Relevant Ads • Landing Page: Relevant landing page • Ad Relevance: Ad contains keywords
- 45. Bid Adjustments - Device
- 46. Bid Adjustments - Location
- 47. Bid Adjustments – Day / Time
- 48. Ad Rotation
- 49. Top Tips - Weekly 1. Review queries & add negative keywords 2. Review queries & add positive keywords 3. Optimise Underperforming Ads & keywords 4. Review costly keywords 5. Split AdGroups 6. Optimise bids
- 50. Recap • Ads take a variety of forms • Ads can generate significant ROI • Keyword research is extremely important • Measure what matters to you • Review account weekly
- 51. What Next? • Review Your Existing AdWords Account • Free Advice • Create & Manage AdWords Account
Notes de l'éditeur
- So, that was eLignum. We wanted to bring all that experience to the aid of local SMEs. But, we found that providing reports and recommendations had no value
- On by default – needs switching off!
- Need to be in context of website!
- Account = Customer – You Campaign = the marketing activity – Free Shipping – Specific Promotion – Department e.g. taps AdGroup = Tightly themed group of ads for a specific product – e.g. mixer taps – Grohe taps
- Broad Match - include misspellings, synonyms, related searches, and other relevant variations Broad Match Modifier - contain the modified term (or close variations, but not synonyms), in any order Phrase Match - are a phrase, and close variations of that phrase Exact match – are an exact term and close variations of that exact term – NB not what it says on the tin!
- Include keywords Highlight USP Include CTAs Always adhere to Google’s editorial policies
- No extra cost Big ad – big real estate Better click thru rates Helps organic?
- Key features – USP – extra field New, not done much – need to keep up to date
- Call button!
- E.g. A home and business removals company are likely to add negative keywords like “hair” and “mole” but also might consider using different match types such as adding “mole” as a broad match negative keyword and additionally adding [mole removal] as an exact match keyword
- Default clicks because that is what Google wants!