Google AdWords: Stand out from the crowd in 2014.
Google AdWords explained: what it is, how it works for business and best practice for setting up and managing campaigns.
3. We help these businesses with their AdWords:
Campus Living Villages
Yass Valley Council - Tourism
DDCS Family Lawyers
Capital Region Farmers Market
Hellenic Club Canberra
Young Shire Tourism
ALLBIDS
Royal Canberra Golf Club
The RUC Club
(and more…)
8. Where does AdWords fit within your digital
marketing tactics?
Digital
Tactics
WEBSITE &
Content
LOCAL
Listings +
directories
LINKS
connections
ADVERTISING:
AdWords +
Facebook
SEARCH
SEO / Content
EVALUATION:
Analytics +
Webmaster tools
SALES &
Distribution:
e-conmerce
DIRECT:
Email marketing
SOCIAL Media +
Review Sites
9. Spending on Digital
The average global spend
on digital marketing is
between 25 – 35 per cent
of total marketing budgets
http://www.arnnet.com.au/article/532078/australia_leads_apac_digital_marketing_/
10. Global digital ad spend breakdown
IAB Stats - http://searchengineland.com/first-half-online-ad-revs-20-billion-search-biggest-mobile-fastest-growing-173927
14. Cost Per Click Advertising (CPC)
1. Pay for individual keywords and appear in the
paid/sponsored listings
2. Each word has a different cost from $0.15 -
$10.00+
3. The more competition for a word the higher the
cost (generally speaking)
4. You set your budget and billing preferences
5. Pay for clicks (search) or impressions (display)
17. Google ad formats
Search
- text ads on Google Search &
partner search websites
Display
- text and graphic ads on the Display
Network, targeted by
18. Google ad formats
Video ads
- You Tube & Display Network,
pay per view
Product listing ads
- linked to your Google Shopping
inventory
19. Google ad formats
Mobile app ads
- Ads within mobile aps & ads that promote
mobile apps (in app, search & display networks)
20. CPC advertising questions
1. Won’t my competitors click my ad
and send me broke?
2. How much should I spend?
3. Why are my competitors higher up
than me?
4. Will paid ads affect my
organic rankings?
22. How do I get started on AdWords?
Create or use a Google account – this should be
the same login you will use for Google Places,
Google+ & Webmaster Tools
https://accounts.google.com/
23. Create an AdWords account
http://www.google.com/
ads/new/
(take care when setting up your
account as some settings cannot be
changed later)
26. Establish Your Goals
Establish your campaign goals
before you set up your
campaign as this effects what
type of campaign you choose.
27. Establish Your Goals
What is important to your business?
• Clicks to website
• Phone call enquiries or contact form submission
• Purchases
• Newsletter subscriptions
• Page views or time on site.
28. Campaign settings
• Type (Search, Display, Remarketing etc)
• Location targeting
• Bid Strategy – use auto bidding if new user
• Budget
• Campaign Dates
32. Generating good keywords
1. Google Analytics & Webmaster Tools data to
see how people find you organically.
2. Terms your customers commonly use.
3. Terms you use on your website.
4. Review your search terms and test, test, test!
5. Don’t forget negative keywords.
6. Use the Keyword Planner.
35. How to write good ads
1. In the headline: Use the keyword phrase/s
with the most impressions.
2. Provide offers and pricing
> save 36% / Free shipping / 2 for 1 / From $30
3. Use a call to action
> Book Now / Get a Quote / Order Online
36. How to write good ads
4. Follow the ad copy guidelines in AdWords
(character limits, repetition, caps and special
characters)
5. Look at it on screen and try in sentence case.
6. Full stop at the end of Line 1 = longer headline
37.
38. How to write good ads
7. Don’t forget ad extensions
> Phone numbers, Sitelinks, Location, Google
Places link, Reviews
40. Billing – how does it work?
• New accounts allow automated credit card
billing only
• Account reaches a time (30 days) or amount
threshold (e.g. $1000) and automatically bills
your card.
• Campaign end dates are vital!
43. Reporting – automate it!
• Get your reports emailed to you with the
information you want, when you want it.
• Use the report data and the AdWords
dashboard to help you optimise your campaign.
44. Ad performance indicators
• Clicks, Impressions & Click Through Rate
• Avg. Cost per Click
• Avg. Position
• % ads served
• Conversions & Conversion rate
• Bounce rate &
other analytics data
48. How do I generate conversions?
1. Landing pages
2. Clear call to action
3. Contact forms
4. Trackable phone numbers
5. Easy navigation & design
6. Use Google Analytics to provide insights
51. Get more help
• AdWords help and AdWords training online
• https://support.google.com/adwords/
• http://www.youtube.com/user/learnwithgoogle
• AdWords Certified Professional / AdWords
Partner
• https://www.google.com.au/partners/
52. Get Started Now
1. Top Tips to AdWords Awesomeness handout
2. Set up Google accounts (email, Analytics,
Webmaster Tools & AdWords)
3. Make sure your website is up to date
4. Develop your campaign goals
5. Create your first campaign!
http://www.youtube.com/watch?v=05we2g3Edgs
what is adwords?
history - october 2000 – adwords launches with 350 customers – now 1.2 million worldwide
how does cpc advertising model work?
how does adwords search work (ad auction etc)?
outline search, display, remarketing, video, product listings, mobile app ads.
who uses adwords and how many people can i reach?
why choose adwords? benefits to business.
Overall Campaign picture
All tabs available at this level
Today we’ll stick to exploring the top tabs of Campaigns, ad groups, Ads and Keywords
However, I’ll briefly explain the other sections of this main dashboard
Date span
Left column
Settings
Audiences
Ad Extensions
Dimensions
Display network
Highlight drop downs
– all campaigns, all enabled etc
- segment – look closely at time of day/device/network and other segments
Customise columns –
Show/hide graph
Download report
Graph options – view two metrics at once (conversions, clicks, bounce rate etc)
Menu – Tools - Conversions