This document provides an overview of Google AdWords, including what it is, how it works, and the basics of setting up campaigns. It discusses how AdWords allows advertisers to reach 66.5% of US web searches and 85% of global searches. The basics of getting started include choosing relevant keywords, creating compelling ads and landing pages, and setting up analytics to measure results. It also reviews features like keywords, ad extensions, campaign reporting and linking analytics to optimize campaigns. The presentation aims to cover the high-level overview in the first week with a campaign setup walkthrough planned for the following week.

1. Advertising with
Adwords
Presented by
Katherine Chalmers

2. Agenda
• This week – high level overview
– What is Google AdWords?
– What you need to get started
– What basic features you need to know
– How to analyze your campaigns
• Next week –campaign setup walkthrough

3. Global reach
Source: Pingdom.com
They serve 66.5% of all US web searches
85% of global searches

4. Massive revenue
Source: Pingdom.com
$6.5 billion profits on $23 billion revenues (97% ads)
47% revenue from US, 13% UK, 40% rest of world

5. Unimaginable data
Source: Pingdom.com
Google processes
20pb of data per day

6. What are Google ads?
1. Search ads on Google.com
2. Ads on the content network (AdSense)
3. Ads on other Google properties
(YouTube, Gmail, etc.)
4. Mobile ads
5. DoubleClick network

7. The basic process
Source: http://SearchEngineServices.com

8. What you need to get started
1. Relevant keywords
2. A compelling offer
3. Noticeable advertisements
4. A well-crafted landing page
5. A way to capture leads
6. Analytics to measure results

9. Keywords
• Relevant to the search
or content
• Specific, not general
• Filter with negative
keywords
Source: Hubspot

10. Google Keyword Tool/Traffic Estimator
Source: Hubspot

11. Key word suggestions
Source: Hubspot

12. Traffic Estimator
Source: Hubspot

13. Keywords & campaigns
Source: Hubspot

14. Compelling ads
• AIDA – Attention, Interest, Desire, Action
• Appeal to what the user is most likely looking for
• Consider where they are in the decision cycle/
sales funnel
• Plan follow up actions for close or nurturing

15. Text Ads
• Headline – 25 characters
• Line 1 – 35 characters
• Line 2 – 35 characters
• URL – 35 characters

16. Google ad extensions
• Location
• Call
• Site links
• Google+
• Ratings
• Offers
Source: Google

17. Display ads
• 300x250
• 336x280
• 728x90
• 160x600
Source: Google

18. Landing Pages
Source: Unbounce.com

19. Lead capture

20. Campaign analysis
• Keyword relevance
• Ad effectiveness
• Conversions
• Sales/opportunities
• ROI

21. Analytics: AdWords reports
Source: WordStream

22. Linking Google Analytics
Source: SiteProSpecialties

23. Questions for next week?
• Now that we’ve covered the basics,
what else do you want to know?

24. Contact
• Katherine Chalmers
linkedin.com/in/katherinechalmers
@kathchalmers
kath@katherinechalmers.com
703.740.0178
Handouts: slideshare.net/katchal