Handouts for my ACE marketing class

1. Getting Started with
Google Adwords
Katherine Chalmers

2. Agenda
• This week
– What is Google Adwords?
– What you need to get started
– Planning your campaign
• Selecting keywords
• Creating ads
• Next week
– Setting up your campaign
– Reporting

3. The search engine market

4. Google’s scope

5. Unimaginable data

6. Massive revenue

7. What are Adwords ads?
• Search ads on Google.com
• Ads on the content network (AdSense)
• Ads on other Google properties
(YouTube, Gmail, etc.)
• Mobile ads
• DoubleClick network

8. Understanding the SERPs

9. The organic search challenge

10. The basic process

11. What you need to get started
• Relevant keywords
• A compelling offer
• Noticeable advertisements
• A well-crafted landing page
• A way to capture leads
• Analytics to measure results

12. Keyword research

13. Selecting keywords
Source: Hubspot
• Relevant to the search or content
• Specific, not general
• Filter with negative keywords
• See synonyms with ~

14. The long tail
Source: BlogMutt.com

15. Searcher intent is important
• Brand queries
• Navigational queries
• Information queries
• Commercial research queries
• Ready-to-buy queries

16. Navigational pages

17. Informational pages

18. Commercial information pages

19. Ready to purchase pages

20. Tie keywords to funnel position
NO#
Budget#
NO#Fit#
NO#
Interest#
NO#
Authority#
Unqualified#Qualified#
Shows#
Interest#
Demo#
Complete#
Agreement#
Sent#
Closed#
Lost#
Closed#
Won#
Cold#Prospect#
Warm#Prospect#
Open#Lead#
ProspecDng#

21. Funnel position intent
1. General research
2. Problem identification/research
3. Solution alternatives
4. Features/benefits
5. Brands/competitive research
6. Buy signals (pricing, venue, etc.)
7. Post sale (accessories, service, etc.)

22. Moz Keyword Explorer
https://moz.com/explorer

23. Google Keyword Planner
http://adwords.google.com/keywordplanner

24. Google Trends
https://www.google.com/trends/

25. Wordtracker
https://www.wordtracker.com

26. Negative keywords

27. Keyword Exercise
1. Write down 10-20 relevant keywords
for your business
2. Identify at least 5 top of the funnel
and 5 bottom of the funnel options
3. Identify at least 3 negative keywords

28. Creating ads

29. Adwords text ads
• Headline - 25 characters
• Display URL - 35 characters
• Description line 1 - 35 characters
• Description line 2 - 35 characters

30. Manual ad extensions
• Sitelink extensions
Additional landing page links
• Call extensions
Click to call phone number
• Location extensions
Address links
• Offer extensions
Clickable special offer CTA
• App extension
Link to app store page
• Reviews
Include star ratings

31. Automatic ad extensions
• Consumer ratings
• Previous visits
• Seller ratings
• Google+
• Dynamic sitelinks
• Structured snippets

32. Tips for writing Adwords copy
• Mirror search intent
• Keywords in headline
• Be specific;
use numbers
• Customerfocus:
“you” not “us”
• No fluff or filler
• Keep ads current
• Target locally
• Differentiateand/or
highlightbenefits
• Includecall to action
• Use URL as copy
• Match landing page
content and message
• Test, refine, test again

33. Advanced tips
• Automated keyword insertion
• Count down timer

34. Popular banner ad formats
Source: 99designs

35. Banner ad design tips
• Message hierarchy
– Logo, value proposition, call to action
– One message per ad
• Simple, uncluttered design
• Readable text; clean, strong images
• Consistent branding
• Use buttons to focus action
• Include a frame

36. Additional tips
• Correct file formats: GIF, JPG, PNG
• Keep size under 150kb
• Consider animation
• Flash: just say no!
• Use professional design
– Fiverr.com, 99designs.com

37. Exercise
• Create at least three ad concepts for
your campaign: copy, imagery, CTA
• Sketch mockups of the ads in at least
two standard ad sizes