Google Adwords

Put your business online in simple steps ….

The Future Of Advertising

/M7amed.Ragab

@m7medragab

Presented By Mohamed Ragab

Introduction

What is Google ?

Introduction

Spider Simulator Job

First – Crawl the websites worldwide.

Second – Save every website to specified DB category.

Third – Publish to users who are searching by

specific KEYWORDS .

Keywords

What is Keywords ?And How to choose the RIGHT Keywords ?

Keywords

The Good Keywords

Good Keywords:

• Accurately reflect products/services being offered.

• Match what your audience is looking for.

• Target the audience without being too GENERAL.

Adwords 101Where are we today ? … And where we will be ?

$

Time1995 2012 2050

Today

Digital Media

Non Digital Media

People use Google in over 100 languages

The Google Network reaches

more than 80% of worldwide

Internet users.

Adwords 101

• Reach & Precision: Place ads on the largest global ad network (Google Content Network) alongside relevant content in real-time to reach an interested and engaged audience

• Effective Pricing: Set your maximum CPCs or leave the bidding to Google. Minimum bids start at $0.01, offering full control of ROI

• Creative: Easily test and re-test creative assets. Use text, image, Flash, or video ads to reach your audience

Google’s flexible advertising program

Adwords 101

• Select specific sites, category, affinity,or demographic to advertise within the Google Content Network

• Choose CPC or CPM-based pricing; minimum CPM bid is $0.25

• Promote your brand and message to broad or niche audiences

• Run text, image, Flash, and video ads

Run ads on specific sites and based on demographic audience criteria.

Adwords 101What is Google Adwords ?

• Google Adwords is the system Google has developed to assist you in marketing your products or services in the Google Search Engine.•The system is called “Pay Per Click” system, this means you can dictate where your ad appears through bidding for a series of phrases with keywords you choose.•The ads take the format of a short text ad that includes a title line, two short descriptive lines and a URL link to a website or a specific website page.•The ad will appear on the page of results you decide you want to appear in.

HINT : Recent research shows that 87% of web users do not scan past page 1 of search engine results. SO the higher your website appears on the first search result page will get more visitors to your website.

Adwords 101

What is Google Adwords Benefits ?

1. Reach people at the precise moment they’re searching for what you offer.2. Choose where your ad appears -- on which specific websites and in which

geographical areas (states, towns, or even neighborhoods).3. Adwords reaches 85% of Internet users in Egypt.4. You're charged only when someone clicks your ad.5. You decide how much or little you want to spend monthly, and you’ll never be

charged more than that amount.6. No matter how much you want to spend.7. You can RUN or STOP your ad at any time.

Adwords 101How to reach to your COSTUMERS ?

Connect with ConsumersWhen They Search

On Google Search

Banner

Connect with ConsumersWhen They are browsing

On any website has

Adsence Ads

12

Adwords 101Approximate Customer Acquisition Cost to market something

Email Online display ads Yellow Pages Search

$50

$20

$8.5

$60

$0

$20

$40

$60

Adwords 101

Adword Ads

Imagine your BusinessOn Google

Simple steps to put your business Online.

How to Get Started with Google Adwords

Adwords 102How AdWords is organized:

•Adwords is organized into three layers:account, campaigns, and ad groups.

•Your account is associated with a unique emailaddress, password, and billing information.

•Your ad campaign has its own budget.

•Your ad group contains a set of similar ads and the wordsand phrases, known as keywords, that you want to triggeryour ads to show.

Adwords 102

This an example of Online Electronics Store thatMarketing on TVs & Cameras.The TVs section has two types of TVs, So everytype has an AD, Also he can publish any ad tothe location he *desire.Same idea on Cameras section.

Adwords 102General settings:

1. Campaign name: Name your campaign.2. Locations: Target your ads to almost any geographic area. Specify

countries, territories, regions, cities, or custom areas where you want your ads toshow.

3. Languages: Target your ads by your customers' language preference. Forexample, only customers whose Google interface language is Spanish will seeads in a campaign targeted to Spanish.

4. Networks: Determine where on the Internet your ads will show. Ads can appearon Google's Search Network or Display Network, or both (the default setting).

5. Devices: Target your standard-sized ads to your customers' devices, such asdesktop or laptop computers, iphones, or other mobile devices that have a fullInternet browser (e.g. smartphones).

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6. Bidding option: Choose automatic or manual bidding for ad clicks (Max. CPC).Advanced options let you choose to pay per thousand impressions (CPM bidding).

7. Budget: Adjust your campaign's daily budget at any time.

8. Delivery method: Choose either standard or accelerated delivery for your dailybudget to determine how quickly your ads are shown each day if your campaign islimited by budget.

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Create your first ad campaign(Time to put your business online)

• Pick keywords that can help your ad show in searches: Your ad can show upwhen people search Google using words you put in your ads. If people search“used cars in Egypt” for example, they could see your ad, plus your businesscontact information. To start, pick some keywords you think your costumers willsearch by -- and remember that you can always edit or add to them later.

• Write a short ad: Write a headline and short description. For example, if yourun a bakery in Egypt – Cairo – Nasr City, you could write a headline like“Cheap cakes and delicious in Nasr city” with a description like “If you stillsearching on cheap and delicious cakes you will find us on Abass Akad ST”

Adwords 102Keyword quality

• You want your keywords to be RELEVANT and HIGH-Quality. That's becausekeywords that are too *general make it difficult to reach potential customers, soyou WILL make less money.

• If you choose a generic keyword like "bags" to promote your luggageproducts, your ad could appear to people searching for unrelated items like"tea bags" and "vacuum cleaner bags."

• Making your keywords more specific and adding words that describe what yousell helps you reach the right customers with your ads. In this case, you couldchoose more relevant keywords like "luggage bags," "carry-on travel bags,"and "buy luggage online."

Adwords 102Keyword Tips

• Choose your keywords carefully. Include terms or phrases that your customerswould use to describe your products or services. Make sure your keywords directlyrelate to the theme of your ad and the page you're directing your customers to.

HINT: Keywords of two or three words tend to work most effectively.**For example, if you sell rings, you can have a group of keywords for "engagementrings" and another group of keywords for "wedding rings." Then you can create separatead groups for these groups of keywords and have specific ads for "engagement rings"and specific ads for "wedding rings.”

• Pick the right number of keywords. Most advertisers find it useful to have somewherebetween five and 20 keywords per ad group.

Adwords 102

figurines

Discount FigurinesUnique Collectibles, Gift Ideas,Figurines & Miniatures. Buy Online!www.AdWordsExample.com

Adwords 102Examples: get info, research here, download free white paper, order our catalog, buy now, save money

Avoid meaningless slogans and useless language

Click here Visit Us

Adwords 102

Alexandria Advertising

Location in ad text can increase performance

• Attracts attention of local users.

• 80% Non-local users will not click on ad. (so you got the best traffic).

Adwords 102

Broad match keyword: Allows your ad to show on similar phrases and relevant variations.

Modified broad match keyword:Allows your ad to show on similar phrases and relevant variations of which keyword is a component.

Phrase match "keyword"Allows your ad to show for searches that match the exact phrase.

Exact match [keyword] Allows your ad to show for searches that match the exact phrase exclusively.

Keywords match types:

Adwords 102

Adwords 102Keyword Bidding

• Each of your keywords has a CPC bid amount. These bidsspecify the maximum amount you're willing to pay eachtime someone clicks your ad. This is called the maximumcost-per-click (Max CPC).

• The Adwords system evaluates your keyword for eachauction and calculates its *Quality Score. The Quality Scoreis based on the recent performance of the keyword andyour ad, how relevant the two are to the search term, andother factors. The higher the score, the lower the bidrequirement.

• You should bid the highest amount you're willing to pay foran interested searcher to visit your website.

Adwords 102Creating an Effective Keyword List

Expand your keyword list to include as many relevant words as possible.

Target the keyword list by using keyword matching options.

Scrub or refine the keyword list.

Group the keywords in thematic clusters to be paired with different ads.

Adwords 102Step 1: Expand

• Review your site content to identify which keywords describe the main *categories of your business.

• Write down every relevant keyword under each category you find. (To divide the ad into Ad Groups if needed )

• Think like your customers. • How might your customers ask for your product or

service?

Adwords 102

Step 2: Target

Now it's time to target your keywords using Google's keyword matching options. These enable you to pin point ad delivery so your ads reach people precisely when they are searching for what you have to offer.

You can choose to designate each of your keywords as a broad, phrase, exact match. Each type of match provides a varying degree of exposure.

Adwords 102

Step 3: Scrub

After creating, expanding, and targeting your list of keywords, it's time to refine it. To do this, review your list and make sure you're satisfied with what you've come up with. Eliminate any keywords that may be irrelevant.

Step 4: GroupYou've already created different 'buckets' for your words based on your product lines.Its time to market ……

Adwords 102

Tips for creating successful TEXT ads

Adwords 102

1. Highlight what makes your business, product, or offer unique. Free shipping? Largeselection? Tell people! Highlight features or areas that make your business stand outfrom the competition.

2. Include prices, promotions, and exclusives. If you have something special tooffer, make sure your customers see it. People are usually searching to make a decisionabout something. Give them what they need to help make their decision.

3. Tell your customers what they can do. Are you selling? Tell them they can buy. Are youoffering? They want to receive. Strong verbs like Purchase, Calltoday, Order, Browse, Sign up, or Get a quote tell your customers what they can expectto do when they arrive at your website.

Adwords 102

4. Include at least one of your keywords in your ad text. This can catch theattention of the people who searched for the keyword, and show that your ad isrelated to what they want.

5. Match your ad to your *landing page. Take a look at the page on your websitethat you're linking to, which is called the landing page. Make sure thepromotions or products in your ad are included in that page. If visitors don't findwhat they expect to see when they reach your site, they might leave.

Adwords 102Why run ads on the Google Display Network?

The Google Display Network comprises multiple Google properties(for example, Gmail and Google Finance) and millions ofwebsites, news pages, and blogs that partner with Google to displaytargeted Adwords ads.

When you choose to advertise on the Display Network, you canexpand your marketing reach to targeted audiences--and potentialcustomers--visiting these sites every day. We strive to maintain thelargest contextual advertising network in the world.

Google continually scans the millions of pages from the Display Network to look for relevant matches with your keywords and other campaign data.

Adwords 102What's a placement?

Placements are locations on the Google Display Network where your ad can appear. A placement can bean entire website, a subset of a website (such as a selection of pages from that site), or even an individualad unit positioned on a single page.

There are two types of placements:

• Automatic placements: If you have keywords in your ad group and are targeting the DisplayNetwork, we use contextual targeting to determine "automatic placements" where your ads appear.

• Managed placements: Placements you choose to manage separately for increased control. You canset unique bids for each of your managed placements, or you can use managed placements to restrictthe sites in the Display Network where your ads appear.

Setup Adwords account.

Google Adwords Program

Adwords 201

Go to :www.google.com/adwords

Click on :TRY ADWORDS NOW

Adwords 201

Preferred to makeA Gmail accountTo connect it with yourAdwords account asMentioned in the pic

Adwords 201

NOW : Create yourFirst campaign to start Advertisingyour product / services

Adwords 201

Campaign name: Name yourcampaign as mentioned before.Type: Choose where you needyour ads to appear as mentionedbefore.

Adwords 201

Locations: Choose the geographic areaYou need to market in.Bidding Option: There are two options1- Basic Options (Automatic Bidding),Google will put the best bid to be in thefirst Search.2- Advanced (I recommend this), You will putany bid (0.50$ as an example) then willchange this later from Google AdwordsEditor.Budget: Your daily budget

Adwords 201

Ad group name: Name your ADgroup as mentioned before.Create an ad: Choose your adtype, Here will explain the Textad.Headline: The headline that willappears to the users.Desc1 & 2: The ad Description (Tryto write eye catching description).URL : The landing page of this ad.

Adwords 201

Now its time to choose your BESTKeywords as mentioned before.Also you can use the right side boxGoogle is recommending someKeywords may be useful to yourWebsite.

Adwords 201

Your BusinessYour Business is Live Now

www.YourBusiness.com

Google Analytics is the Conversion Free Tool

Time to test your Conversion

Adwords 202

Go towww.google.com/analytics

Adwords 202

Click on Sign Up, Then put yourEmail and password that created For Adwords.

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Account name: Write your Website name.

Website’s URL: Your website URL.

Time zone: Your country time zone.

Accept and continue.

Adwords 202

Now Google MUST ensure that theWebsite you provided is YOURS.So you have to copy this script codeAnd put it in you website HTML betweenThe <head> tags, and before the<body> tag.

Adwords 202

This is your Dashboard home.

Adwords 202

Adwords 202

/M7amed.Ragab

@m7medragab