egenie making google adwords work
TRANSCRIPT
![Page 1: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/1.jpg)
Making Google AdWords Work
![Page 2: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/2.jpg)
Agenda
• Introductions
• What are Google AdWords?
• Why use AdWords?
• What is the process?
• How do I avoid wasting money?
• Where next?
![Page 3: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/3.jpg)
What is our message?
![Page 4: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/4.jpg)
Who are eGenie?
eGenie – “3 wishes – more customers, more sales, more profit”
Working with local SMEsBing & Google certifiedDelivering increased profit
![Page 5: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/5.jpg)
How does it work?
We fix two problems that all website owners face:
Visitors do not come to my site…
Visitors do not convert into Customers…
![Page 6: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/6.jpg)
What are AdWords?
And how can your business benefit from them?
![Page 7: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/7.jpg)
What are AdWords?
![Page 8: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/8.jpg)
What are AdWords?
![Page 9: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/9.jpg)
Product Listing Ads
![Page 10: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/10.jpg)
Display Ads
![Page 11: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/11.jpg)
Display Ads
![Page 12: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/12.jpg)
Call Only Ads
![Page 13: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/13.jpg)
Hotel Ads
![Page 14: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/14.jpg)
Video Ads
![Page 15: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/15.jpg)
Why use AdWords?
• People search on Google
• They see your ad
• You get more customers
![Page 16: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/16.jpg)
Why Use AdWords?
AdWords On AdWords Off AdWords On
AdWords work………..
![Page 17: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/17.jpg)
Why Use AdWords?
Targeted ads bring customers who are looking to make a purchase
![Page 18: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/18.jpg)
What do AdWords cost?
You Decide!
•Pay for results•Auction basis • Set a maximum • Set daily budget• Flexible
![Page 19: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/19.jpg)
Getting started with AdWords
Setting up a new AdWords campaign
![Page 20: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/20.jpg)
Getting started with AdWords
1a) Create an AdWords account
• N.B. You don’t need a gmail account – any will do!
![Page 21: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/21.jpg)
Getting started with AdWords
1b) Create an AdWords account
![Page 22: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/22.jpg)
Getting started with AdWords
1c) Create an AdWords account
![Page 23: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/23.jpg)
Getting started with AdWords
An AdWords account has a hierarchical structure:
![Page 24: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/24.jpg)
What are Keywords?
Ads are displayed when a search matches your keywords
Need to research 100’s of words to trigger your ads
![Page 25: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/25.jpg)
Getting started with AdWords
2a) Keyword Research
• Search for new keyword ideas• Get search volumes• Get traffic forecasts• Repeat all the above…
Use “Keyword Planner” within Google AdWords
![Page 26: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/26.jpg)
Getting started with AdWords
2b) Keyword Research
![Page 27: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/27.jpg)
Getting started with AdWords
2c) Keyword Research – pick match types
•Broad match
•Broad match modifier
•Phrase match
• Exact match
![Page 28: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/28.jpg)
Match Type Examples
Match type Example keyword Example searches
Broad match women's hats buy ladies hats
Broad match modifier +women's +hats hats for women
Phrase match "women's hats" buy women's hats
Exact match [women's hats] women's hats
Negative match -women baseball hats
![Page 29: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/29.jpg)
Getting started with AdWords
3) Write Ads
Three parts:
• Headline (25 characters)• Display URL (35 Characters)• Description (35 characters per line)
![Page 30: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/30.jpg)
Ad Extensions - Site Links
![Page 31: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/31.jpg)
Ad Extensions - Reviews
![Page 32: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/32.jpg)
Ad Extensions – Call Outs
![Page 33: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/33.jpg)
Ad Extension - Call
![Page 34: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/34.jpg)
Add Extension - Call
![Page 35: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/35.jpg)
Ad Extensions - Locations
![Page 36: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/36.jpg)
Ad Extensions - App
![Page 37: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/37.jpg)
How to optimise your campaign…
… and not waste money!
![Page 38: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/38.jpg)
Tracking Conversions
![Page 39: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/39.jpg)
Keywords & Match Types
•Use “Long Tail” keywords
•Avoid Broad-Match
•Review actual search queries
•Keyword: Hedge Fund IT
•Query: Buy Hedge Trimmer
![Page 40: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/40.jpg)
Negative keywords (-)
•Negative keywords enable you to prevent your ad from showing for certain terms
•Make sure your Ad doesn’t accumulate unwanted clicks and impressions
•Can be used in conjunction with other match types
![Page 41: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/41.jpg)
Negative Keywords - Removals
Tattoo Waste Jobs Stain
Negative keywords stop your ad from showing for irrelevant searches.
![Page 42: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/42.jpg)
Don’t waste money!
Decide where you want your ads shown
![Page 43: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/43.jpg)
Don’t waste money!
Decide where you want your ads shown
![Page 44: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/44.jpg)
Quality Score
•CTR: Appealing & Relevant Ads
• Landing Page: Relevant landing page
•Ad Relevance: Ad contains keywords
![Page 45: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/45.jpg)
Bid Adjustments - Device
![Page 46: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/46.jpg)
Bid Adjustments - Location
![Page 47: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/47.jpg)
Bid Adjustments – Day / Time
![Page 48: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/48.jpg)
Ad Rotation
![Page 49: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/49.jpg)
Top Tips - Weekly
1. Review queries & add negative keywords
2. Review queries & add positive keywords
3. Optimise Underperforming Ads & keywords
4. Review costly keywords
5. Split AdGroups
6. Optimise bids
![Page 50: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/50.jpg)
Recap
•Ads take a variety of forms
•Ads can generate significant ROI
•Keyword research is extremely important
•Measure what matters to you
•Review account weekly
![Page 51: eGenie making Google AdWords work](https://reader034.vdocuments.mx/reader034/viewer/2022042701/55a3ba9f1a28ab58718b480c/html5/thumbnails/51.jpg)
What Next?
•Review Your Existing AdWords Account
• Free Advice
•Create & Manage AdWords Account