2. Agenda
The Changing Marketing Landscape
Reaching Google’s Audience with Your Message
How to Get Started with Google AdWords
How to Run a Successful AdWords Campaign
2
3. Where Are We Today…and Where Are We Going?
Today
$ Digital Media
Non-Digital Media
1995 2007 2050?
3
4. As a Marketer, Your Objectives Are Manifold
Awareness Education
Create awareness Create interest through
information
Radio
Print
Outdoor Search
Marketing
Direct mail
& response
Television
Image Direct response
Maintain brand Cycle of trial, purchase, and repeat
4
5. Search is the Most Efficient Channel
Approximate Customer Acquisition Cost Across Various Channels
$80
$70
$60
$60
$50
$40
$20
$20
$8.5
$0
Direct mail Email Online display ads Yellow Pages Search
Source: Piper Jaffray: “The New eCommerce Decade: The Age of Micro Targeting,” Oct 2006
5
6. The Right Lead at the Right Time
“charity”
Contextually relevant ad “Sponsor a Child”
on website Decision
and
Purchase
Cycle
“Annual Giving” “Sponsor a Child in India”
6
7. Agenda
The Changing Marketing Landscape
Reaching Google’s Audience with Your Message
How to Get Started with Google AdWords
How to Run a Successful AdWords Campaign
7
8. Google AdWords Reaches Global Markets
People use
Google in over 100
languages
The Google Network reaches
more than 80% of worldwide
Internet users.
8
Sources: Measured by Media Metrix and NetRatings (September 2004); “2005 Web Globalization Report Card,” Byte Level Research (November 2004)
8
9. The Google Network
Google: #1 U.S.
search engine:
Search partners:
Thousands of
Content partners:
9
10. Reaching Customers Online
Reach customers via three advertising touch points:
Connect with Connect with Connect with
Consumers Consumers Consumers
When They When They When They
Search Research Pursue Interests
with Google’s with Google’s with Google’s
Search Solutions Content Network Site Targeting
10
15. Keyword Advertising
• Targeted advertising
• Better advertiser ROI than
untargeted ads
• Improved user experience
15
16. AdWords for Content - AdSense
Reaches millions of users as they read content online
Google scans a page,
interprets its content and
serves relevant ads
Relevant ads
Targeted in real-time
Recipe for Roasted
Garlic Pasta Sauce
16
17. Agenda
The Changing Marketing Landscape
Reaching Google’s Audience with Your Message
How to Get Started with Google AdWords
How to Run a Successful AdWords Campaign
17
18. AdWords Start Page
Step 1: Go to
Step 1: Go to
www.google.com/adwords
www.google.com/adwords
When you reach the Google AdWords
When you reach the Google AdWords
page, simply click the button to begin
page, simply click the button to begin
The sign-up process usually takes
The sign-up process usually takes
about 15 minutes
about 15 minutes
You can read more about the benefits
You can read more about the benefits
of AdWords and how it works on this
of AdWords and how it works on this
page as well
page as well
18
19. Choose Your Edition
Step 2: Choose Your Edition
Step 2: Choose Your Edition
For this presentation we will
For this presentation we will
walk you through the Starter
walk you through the Starter
Edition sign-up process
Edition sign-up process
Starter Edition has a simplified
Starter Edition has a simplified
sign-up and set-up process for
sign-up and set-up process for
new AdWords advertisers
new AdWords advertisers
You will have simplified
You will have simplified
keyword selection, ad copy
keyword selection, ad copy
writing, and campaign/local
writing, and campaign/local
targeting
targeting
You can always graduate to the
You can always graduate to the
Standard Edition at any time
Standard Edition at any time
19
20. What if I Don’t Have a Web Page?
Hosted business pages are informational sites that new AdWords
Hosted business pages are informational sites that new AdWords
advertisers may create when setting up advertising campaigns.
advertisers may create when setting up advertising campaigns.
If you have a small business and would like to advertise with Google
If you have a small business and would like to advertise with Google
AdWords, but you don't have a website, you can create a hosted
AdWords, but you don't have a website, you can create a hosted
page to showcase your business. It usually takes only 15 minutes to
page to showcase your business. It usually takes only 15 minutes to
set up.
set up.
With AdWords and hosted business pages, you'll be able to reach
With AdWords and hosted business pages, you'll be able to reach
potential customers with a few quick and easy steps.
potential customers with a few quick and easy steps.
20
21. Select Your Ad Location and Language
Step 3: Select the language and location where you want your ad to show
Step 3: Select the language and location where you want your ad to show
You can target a specific area within your selected country, territory, and
You can target a specific area within your selected country, territory, and
even state if you so wish
even state if you so wish
21
22. Write Your Ad
Step 4: Write your ad
Step 4: Write your ad
In this step, you enter the
In this step, you enter the
website address where you
website address where you
want potential customers to go
want potential customers to go
when they click on your ad
when they click on your ad
If you don’t have a webpage,
If you don’t have a webpage,
you can still take advantage of
you can still take advantage of
AdWords. We have a tool that
AdWords. We have a tool that
allows you to create a simple
allows you to create a simple
page hosted by Google
page hosted by Google
Then, follow the instructions
Then, follow the instructions
and write your ad. Your ad title
and write your ad. Your ad title
and copy should be relevant
and copy should be relevant
and understandable to your
and understandable to your
customers
customers
If you are having a case of
If you are having a case of
writer’s block, there’s a tool
writer’s block, there’s a tool
that can provide you with ad
that can provide you with ad
copy ideas; simply click the
copy ideas; simply click the
“Give me ideas” tab and follow
“Give me ideas” tab and follow
the simple instructions
the simple instructions 22
23. Choose Your Keywords
Step 5: Choose Your Keywords
Step 5: Choose Your Keywords
Keywords are what your prospective customers are typing
Keywords are what your prospective customers are typing
into the search bar to find your products and services,
into the search bar to find your products and services,
such as
such as
“real estate, 91311”
“real estate, 91311”
In this step, you can enter as many keywords and key
In this step, you can enter as many keywords and key
phrases as you’d like into the box
phrases as you’d like into the box
Your ad will be more effective if your keywords are directly
Your ad will be more effective if your keywords are directly
related to your ad. More specific key phrases and
related to your ad. More specific key phrases and 23
keywords will lead to better leads
keywords will lead to better leads
24. Set Your Budget and Choose a Currency
Step 6: Choose your budget
Select the currency in which you will be paying for
your ad
AdWords will show your ad as often as possible
within the budget guidelines you set
You can select one of the preset budget amounts or
input your own monthly budget amount in the box
24
25. Create an Account
Step 7: Set Up Your Account
Step 7: Set Up Your Account
If you already have an account with
If you already have an account with
any of Google’s properties, you can
any of Google’s properties, you can
choose to use that email address and
choose to use that email address and
password to log into AdWords
password to log into AdWords
If you want to create a new account,
If you want to create a new account,
simply select the second option and
simply select the second option and
enter the requested information
enter the requested information
Then, click “create account”
Then, click “create account”
25
26. Enter Your Billing Information
Select a form of payment
Select a form of payment
You can use direct debit or credit card
You can use direct debit or credit card
26
27. Agenda
The Changing Marketing Landscape
Reaching Google’s Audience with Your Message
How to Get Started with Google AdWords
How to Run a Successful AdWords Campaign
27
28. How do I create an effective AdWords campaign?
Relevance is the key to a successful AdWords campaign
Targeted Higher
Ad Clickthrough Better
Rates Conversions
Good User More Qualified
Experience Leads
28
29. How do I Choose Good Keywords?
Relevant Keywords:
• Accurately reflect products/services being
offered
• Match what your audience is looking for
• Target the audience without being too general
29
30. Keyword Match Types
Ads are continuously matched to Internet users’
interests based on your keywords
Use keyword match types to your advantage
• Broad Match
• Phrase Match
• Exact Match
• Negative keyword
Ads are placed as buying decisions are made
The Result: Businesses reach their audience at the
right time, with the right message
30
31. Broad Match Example
For the broad-matched keyword used book
- used book dealer
- buy used book
Ad can appear
- used and rare book for any of these
- used book for sale queries
- Cheap used book
31
32. What are Negative Keywords?
• Prevent ads from appearing on irrelevant search queries
• Eliminate unwanted impressions
Keyword: used book
Negative Match: -cheap
32
33. Choosing the Right Keywords – Selling Dogfood
buy cheap dog food online now
pets Purina dog chow
buy dog food
dog food recipes
dogs
vet canned dog meals
33
34. Choosing the Right Keywords
Average US Search Phrase Length
2 word phrases 29%
3 word phrases 22%
4 word phrases 20%
5 word phrases 12%
1 word phrases 6%
6 word phrases 6%
7 word phrases 3%
0% 10% 20% 30%
94% of people in the US search with multi-word phrases
Source: OneStat.com – July 2006
34
35. How do I write an effective ad?
• Ad text distinguishes you from the competition
• Communication, appearance, and style are important
• Be persuasive and informative
• First thing the user sees
35
36. Keywords in Ad Text
Catch your customer’s eye by making sure your
headlines match the keywords.
Collector Dolls 40% Off
figurines The Anastasia Collection -
Porcelain Dolls, Doll Stands, & More
www.AdWordsExample.com
Discount Figurines
Unique Collectibles, Gift Ideas,
Figurines & Miniatures. Buy Online!
www.AdWordsExample.com
Matching terms show up in bold
text on the Google results page.
36
37. Include a Call to Action
Examples: get info, research here, download free white paper, order
our catalog, buy now, save money
Avoid meaningless slogans and gimmicky language
Click Here Visit Us
37
38. Differentiate Products or Services
Send Chocolate Gifts
Save 10% on all chocolate orders.
Free shipping over $50.
Save 50%
Free Shipping
$10 Off
Free White Paper
Seasonal Sales
38
39. Advertise by Location
Location in ad text can increase performance
• Attracts attention of local users
• Non-local users will not click on ad
New York Advertising
39
40. Inter-capitalize Display URL
Inter-capitalizing your display URL may make your ad
stand out more and lead to better clickthrough rates
40
42. Controlling Costs
• No minimum spend
• You choose your own maximum daily spending limit (daily 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
42
43. Using Budgets
With AdWords, you can set your advertising budget to
With AdWords, you can set your advertising budget to
whatever you desire. Simply enter a monthly budget
whatever you desire. Simply enter a monthly budget
amount into the box in the “Budget” section
amount into the box in the “Budget” section
For more control, you can even decide how much each
For more control, you can even decide how much each
customer lead (click) is worth to you. You can set your
customer lead (click) is worth to you. You can set your
maximum cost-per-click to any amount you desire, such
maximum cost-per-click to any amount you desire, such
as $0.10
as $0.10
If you’re unsure, Google could help optimize your
If you’re unsure, Google could help optimize your
budget based on the keywords you choose; simply
budget based on the keywords you choose; simply
check the “Google should set my bids…” box
check the “Google should set my bids…” box
43
44. Relevancy Decreases Your Cost
The ad rank depends on the relevance of the ad
and your maximum bid
• Rank = Quality Score * Maximum CPC
It is possible for the higher ranked ad to have a
lower cost per click than its competitors
If your ad is more relevant, you can still compete
against someone with more money
44
45. And Targeting Is Easy…
94043
AdWords gives you the option to target the
AdWords gives you the option to target the
location where your ad will be visible to potential
location where your ad will be visible to potential
customers
customers
If you want your ad to be shown to all relevant
If you want your ad to be shown to all relevant
searches in a particular country, you can simply
searches in a particular country, you can simply
select a country
select a country
If you would like to target a local area within a
If you would like to target a local area within a
country, simply enter a city name or postal code
country, simply enter a city name or postal code
to search and select the area where you would
to search and select the area where you would
like your ads to show
like your ads to show
45
46. Regional and Local Targeting
You can target ads so they appear only in locations of
interest to you – your neighborhood, your service
areas, your city or your state.
Select from pre-defined Define the area,
geographies OR customize the targeting
Countries Within a defined radius Within defined borders
Regions
Cities
46
47. AdWords is Accountable
Monitor Your AdWords Performance
Monitor Your AdWords Performance
The AdWords interface lets you monitor the performance of each ad
The AdWords interface lets you monitor the performance of each ad
that you are running, as well as your overall performance
that you are running, as well as your overall performance
With AdWords, you always know how your ads—and marketing
With AdWords, you always know how your ads—and marketing
budget—are performing
budget—are performing
47
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MEDIA * We are still in the early stages of the digitization of the world…..but things are changing quickly * As measured by users: - Only 1 Billion people in world are online… 6+ Billion people total - Today, 5x more mobile phones than computers (from Eric’s Davos notes) - Today, 20% of kids in Korea addicted to the Internet (from Eric’s Davos notes) - In 2008, Internet access via mobile phones will be more common than Internet access via computer
Here are our four advertising solutions. We will cover each in greater detail during the examples and illustrations portion of this presentation, but at a high level, they are: Search Content Site Targeting Web Utilities
Imagine your business on the results page How do I get my business up there? How do I get my business up on Google?
Here you can see a page of Google Search results for a user searching on the keyword ‘flowers’. [Animation] The term the user types into the search field is called the search query, and appears that the top of the page. [Animation] The search results appear on the left side of the screen, with news results at the top. These search results are free. Google does not accept money for placement of websites in the search results.
Next to the search results, ads can appear both on the right hand side of the page and occasionally above the search results. These are put there by Google’s online advertising product, called AdWords. Ads are triggered by the user query - this is called keyword advertising.
Keywords are terms that advertisers chose that trigger their ads on Google. As in the case you just saw, the advertisers chose the keyword ‘flowers’. When a user of Google.com types a search query into the search field, as shown here, [Animation] the appropriate ads are triggered along with the search results. These ads are relevant to the keyword ‘flowers’, and could appear on the Google search results page. These advertisers are hoping that users will click on their ads, and be taken to the advertiser’s website to conduct business. [Animation] Keyword advertising has many distinct benefits. It allows you to target your ads specifically to users who are looking for your product or service, and avoid those users who are not likely to become your customers. As a result, you can get a better return on investment, also known as ROI, for your advertising budget. Targeted advertising also helps Google users find what they’re looking for, ensuring that they will continue using Google and providing a valuable source of potential customers for our advertisers. Next you’ll take a closer look at a typical AdWords ad.
Using the same technology to determine a site’s relevancy to keywords in natural search, our engine matches AdWords ads to the content on a site delivering an extremely targeted message and positive experience.
Animate
Animate
Animate
Animate
Step six, simply select if you would like to receive special AdWords offers and tips from Google…
AdWords is designed to reward relevance Creating a relevant, high quality account from the start is vital
Choosing the right keywords is crucial for creating a successful campaign. • Think about what potential customers will be searching on to find your product or service and will your ad be relevant. Here are some best practices for creating successful keyword lists • Keywords should accurately reflect the products/services being offered on your site and should match what the user is looking for. • For local advertisers especially it’s important to find the right balance between keywords being broad enough to capture a large enough audience without being too general or irrelevant • Put yourself in the shoes of the customer when you are deciding if a keyword is relevant or not. Would a customer who is looking for this business’ product search on this word? Also if a user is searching on this word, and the business’ ad appeared, would they find it relevant?
Another benefit to advertisers is the timing of AdWords. ANIMATION In internet advertising, timing is very important. Google AdWords ads connect you with new customers by being in the right place, and, more importantly, by engaging them at precisely the right moment. Ads are continuously matched to internet users’ interests. ANIMATION The fact that they're on the Web, actively reading pages and searching terms related to your product, means they're likely to be interested in what you have to offer. It also means they're likely to act by clicking on your ad to visit your site for more information or, even better, to convert into a customer of yours. Add data about search behavior (keyword length)
For this example, assume that you have entered the broad-matched keyword “used book”. This keyword could display your ad when Google.com users enter queries like [Animation] used book dealer, [Animation] buy used book, [Animation] used and rare book, [Animation] used book for sale, [Animation] or used book finder. [Animation] As you can see, broad matching is an effective way to target your ads to a wide audience. Our next matching option, called phrase matching is more precise.
Negative keywords give you control over your advertising by allowing you to even further select your audience. They help eliminate unwanted impressions and prevent your ads from showing on irrelevant searches. In this example, assume that you have included the broad-matched keyword phrase “used book,” and the negative keyword “college” in an Ad Group. These keywords will display the ad on searches such as [Animation] “used book,” or [Animation] “used and rare books.” [Animation] But the ad will not appear for the search “used college books,” since that query includes your negative keyword “college.”
Keywords can range from irrelevant, to general, relevant, and extremely specific Here we are looking for dog food. Out of the following keywords that users might enter to search for our product, which keywords are too general or irrelevant? [animation] Pets, dogs, and vet are all too general. Users searching on those terms might be looking for products other than food. Dog food recipes on the other hand would bring you irrelevant traffic, as those users are looking to make dog food themselves rather than purchase it. [animation] Buy cheap dog food online now is an example of a keyword that is too specific. Few users are likely to search using this whole phrase. On the other hand, though, [animation] Buy dog food, Purina dog chow and canned dog meals would all be potentially good keywords that would bring relevant traffic to your site.
Fill-ins: Slide title ** Please change takeaway at bottom if this does not match your intention with this slide! --If you want to fill in global percentages or percentages for other countries, go to http://www.onestat.com/html/aboutus_pressbox45-search-phrases.html. Make sure you change the graph title.
It’s important to write targeted ad text for several reasons. Ad text is your opportunity to make your ad stand out from your competition. It is also the only part of your account that is visible to users. So, be persuasive, informative, really entice users to click on your ad. This will ultimately increase your return on investment. Let’s talk about some ad text best practices.
One of the most important elements of writing effective ads is including your keywords in the ad title or somewhere in your ad text. Think like a customer. If you type in figurines in Google and you see these two ads, which one would you be more likely to click on? Most Google users prefer the bottom one with Discount figurines in the ad title. In looking at the top ad, “collector dolls” might encompass “figurines,” [animation] but the visual match makes a big difference in establishing relevancy. Another reason this works well for advertisers is that keywords are bolded in ad text, making the ad stand out even more.
We recommend using a strong call to action, relating specifically to your conversion, such as a sale or sign up. What do you think is a call to action in this ad text? [animation] If you guessed Find New and Used Books, and/or Order Online Today, you were right! Both of these phrases invite users to interact with the site. Make sure to avoid using meaningless slogans such as 'Click Here' and 'Visit Us'. Ideally, your call to action will inform the customer what it is you want them to do on your site, tying back to what your conversion is
Remember that these are ads and you are only given a few lines and characters to work with so you really should try and make your ad stand out among your competition. Whatever makes you different from your competition or gives you an edge, try to highlight that in your ad. Use your special offers, sales, etc to your advantage. If your sale offers are changing though, don’t forget to go in to your account and update your ad text.
If the location of your business is important to your customers, you should include that location in your ad text to increase your ad performance. [animation] For example, if your business only offers service in New York, you should state that clearly in your ad text. Potential customers who see an ad targeted to their location are more likely to click on that ad.
Another important piece to writing effective ad text is to make your display URL stand out. You can do this easily by capitalizing the first letter of each word within the URL. A lot of our advertisers have found that this has helped them get better clickthrough rates as it made their ads stand out more. We recommend testing both versions of your display URL before deciding what works best for your campaign.
Having multiple ads in one Ad Group is advantageous because you can test a variety of ad messages, but another ad might lead to more conversions. [Animation] Let’s look at an example of multiple ads that could be included in one Ad Group. All the ads shown here contain a strong call to action. The first ad is the original ad. The ad on the bottom left removes the company name from the title, and contains a different offer and a different call to action. The bottom right ad experiments with yet another title and a different characteristic of the product being offered.
The minimal cost of AdWords is a real benefit to advertisers. ANIMATION First, there is no minimum spending limit. You can spend a small amount at first…to test new keywords and ads…and then increase spending when you become comfortable with the success of your advertising. Google welcomes all advertisers, regardless of budget constraints. ANIMATION Secondly, you can choose your daily spending limit. Google display your ads so that the number of clicks you receive does not exceed your daily budget. ANIMATION You choose the maximum amount you are willing to spend for each click on your ads. Google never charges you more than this maximum amount. In fact, Google’s automated auction system often charges you less than the maximum you are willing to pay. For more details on this, please see the module on Pricing and Ranking. ANIMATION You pay for clicks on your ads. You are charged only when users are interested enough in your product or service to go to your website, and possibly become your customer. Google charges for advertising on a cost-per-click basis. Advertisers pay when a consumer clicks on their ad. This is called a pay-for-performance, or pay-per-click model. Contrast this with the majority of online advertising, where pricing is based ad impressions; this is usually a fee per thousand impressions. There are no guarantees that a consumer will actually click through to the advertiser’s website with that model. NEXT ANIMATION With AdWords free conversion tracking and online reporting, advertisers get customizable reports that continuously track their sales conversions and return on investemnt. These reports can also be emailed automatically on a regular basis. These capabilities give the advertiser full control over their campaign spend and clear insight into performance. See the training modules on Reports and ‘ROI & Conversions’ for more information on this subject.
So, if the opportunity exists, how can local advertisers take advantage of it? One of the things that Google has done to reach out to local advertisers is provide the ability for a local advertiser to specify the local market in which they actually operate A business shown here wants to market it services or products only in the atlanta area
Replace with a “My Ad Campaign” page with actual statistics
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