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How to harness the power of Google Adwords

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The story of how I built a sustainable company using Google Adwords and presentation of the key concepts of the Adwords platform, how to set a campaign and target potential customers.

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How to harness the power of Google Adwords

  1. 1. Harness the power of Google AdWords Wednesday September 7th, 2016
  2. 2. About me 1999 – beginning of my professional career in e-business 2003 – launch of www.repro-tableaux.com More : http://www.linkedin.com/in/jeangerardanfossi Please send me a LinkedIn friend request! About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning
  3. 3. Repro-tableaux.com World’s largest catalog of painting images ! About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning
  4. 4. Repro-tableaux.com French version Italian version Spanish version Czech version North American version From scratch to over 1 million € online sales in 2012. How? Because my websites are visible on Google ! About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning
  5. 5. Search engine market share World : Google 90,35% - Bing 3,7% - Yahoo 2,9% Europe : Google 93,64% - Bing 2,5% - Yandex 1,1% France : Google 95,46% - Bing 2,2% - Yahoo 1,0% Source : StatCounter 2015 Visible on Google About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning
  6. 6. Google Adwords(paid) Google Maps (free) SEO (free) About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning Google results page:
  7. 7. Text messages (Google Search)Banners (Google Display) Call-in messages (Google Search) Google Videos (In-Stream & In-Display) Google Shopping Visible on Google About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning Various Google ad formats
  8. 8. Why Google Adwords? About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning From Google Adwords textbook
  9. 9. You only pay for results About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning From Google Adwords textbook
  10. 10. Google Adwords’ biggest pitfall About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning Follow all of Google’s keyword suggestions If you don’t carefully analyse your Adwords campaign performances ROI
  11. 11. Keyword Search Audience Planning How do you reach your customers? About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning Place your text ads (or product ads) when people are actively looking for something specific on Google Search Engine Display your text, image or video ads when your targeted audience is casually browsing websites, blogs, forums...
  12. 12. Campaign (network, devices, locations, budget, bid strategy, schedule) Ad groups (groups of keywords by narrow theme) Ads (various messages with related keywords) Keyword Search About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning Need for a very careful organization of your keywords and account settings
  13. 13. Keyword : « reproductions de tableaux » Keyword Search About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning It is important to stand out, perform well to achieve a high Quality Score Ad extensions: phone number, address, opening hours, site links, reviews...
  14. 14. Keyword : « copie de peinture » Keyword : « business center monaco » Keyword Search About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning The targeted keywords must be inserted in the ad titles and descriptions.
  15. 15. Millions of pages available: reach 90% of all internet users! Audience Planning About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning Increase your brand awareness
  16. 16. Audience Planning About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning Increase your brand awareness!
  17. 17. Audience Planning About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning Display Ad formats
  18. 18. Contextual targeting Target your audience by keywords, topics (1,700 categories) and websites, among other factors. Audience targeting Target your audience by : – interests – demographic datas – remarketing – customer match (list of your own customers) – visitors of your Youtube channel Audience Planning About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning How to choose the websites?
  19. 19. What is remarketing? Audience Planning About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning Google generated Remarketing list = list of the visitors of your website « Similar-to » list = shared interested and characteristics from your visitors
  20. 20. Audience Planning Example of a remarketing ad (Repro-tableaux.com banner) About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning
  21. 21. Keyword Search & Audience Planning About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning RLSA = Remarketing List for Search Ads CTR (click through rate) CPC (cost per clic) CPA (cost per aquisition)
  22. 22. 1) Set properly your account and campaigns 2) Regularly learn about the available options & evolutions 3) Implement a precise targeting (keywords & audience) 4) Analyse the ROI: impressions, CTR, CPC, CPA... How to harness Google Adwords? Virtuous circle: test / analyse / fine-tune / test again ...
  23. 23. WEBMARKETING TRAINING & COACHING ⦁ Authorization number as a certified coach (conformément à article R. 6351-6 du code du travail) ⦁ Number: 93.06.07588.06 CERTIFIED GOOGLE ADWORDS & BING ADS AGENCY ⦁ Advanced Google Adwords Certification (since 2015, renewed in 2016) ⦁ Bing Ads Accredited Professional

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