Exploring Google AdWords: Writing a good ad, keyword tips, ad extensions, ad and location scheduling, image ads, remarketing

1. Tina Arnoldi
360 Internet Strategy, LLC
www.360InternetStrategy.com
Twitter: @TinaArnoldi

2.  Getting your message out
◦ 20 minutes of AdWords - Tina Arnoldi
 Measuring how you’re doing
◦ 20 minutes of Analytics - Amanda Sides
We’ll be around afterwards for questions
or contact via email
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6. What is a good AdWords ad?
• Is relevant to the keywords in the ad group
• Uses long-tail keywords
• Stands out from your competitors
• Includes a call to action
• Links to a relevant page on your website (landing page)
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7. Three helpful questions:
• What sets your business apart?
• What details help sell your products and services?
• What should a potential customer do next?
Why choose you? Details that sell Call to action
• We won an award • Battery lasts eight • Buy now!
in 2013. hours. • Get a free quote.
• All products made • Evening classes • Download the catalog.
in USA. available.
• We‘re always on time. • Ten convenient
locations.
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9. Keyword match types
Your keyword: Ads can show for these
search queries:
Broad
Word or phrase plus variations,
in any order.
• Alaska Cruise
• Cruise in AK
• Allaska Cruises
Alaska Cruise
•
Word or phrase plus close variants, in this
order. Can include additional words before
and after
“Phrase”
.
This word or phrase plus close variants, in
this order. Cannot include additional words
before or after.
• Alaska Cruise
• Alaskan Cruises
• 10-Day Alaska Cruise
• Alaska Cruise Luxury
• Alaska Cruise
• Alaskan Cruises
-Negative
None! Ads cannot appear when this
word or phrase is in the search query.
-Cheap
-Jobs
-Tom
Cannot show for:
• Alaska Cruise Cheap
• Alaskan Cruise Jobs
• Tom Cruise in Alaska
“Alaska Cruise”
[Alaska Cruise]
[Exact}
Ads show on searches for:Match type
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10. Use the Search Terms Report
This report gives insight
into search queries that
resulted in your ad being
shown and clicked.
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13. • Call
• Sitelinks
• Call-out
• Location
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16. • Are your midnight shoppers bored or buying?
• Dimensions
• Day and time
• Adjust the schedule in Campaigns, Settings
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17. Check your
conversions
column on
the right.
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20. • Where do your buyers live? (not visitors)
• Adjust for specific regions even if you’re a
national brand
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23. Ads are targeted to show ads to the right customers.
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Text Ads Image Ads Video Ads Ads on Mobile Sites
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24. • Topics
• Interests
• Keywords
• Placements
• Remarketing
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26. Your topic Your landing page
Possible sites to target
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30. Advertising your business on google
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31. Tips for making great image ads
• Use a prominent call-to-action in the ad.
• Use clear, high quality images.
• Text should be easy-to-read.
• Experiment with incentives like promotions and coupons.
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33. • Shopping cart abandonment
• Visitors to the site
• Visitors to a specific page
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34. • Some lower costs
• Personalize them to
visitor type
• Reminds people
you’re there
• Can be creepy
• More work to keep it
fresh
• Can show same
product to someone
who just bought it
(segments)
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35. Starting out…
•Campaign structure
•Good ads
•Relevant keywords
Next steps…
•Ad extensions
•Ad scheduling
•Location scheduling
Advanced…
• Display network
• Image ads
• Remarketing
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36. Tina Arnoldi
Twitter: @TinaArnoldi
tina@360internetstrategy.com
www.360InternetStrategy.com
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