get started with google adwords

Getting Started with Google Adwords

2.27.14 ClassAndrew Krebs-Smith

Agenda

• Why Adwords? (5-10 min.)• Setup (5-10 min.)• Walkthrough (40 min.)• Account Setup (10 min.)• Workshop (10 min.)• Tips (10 min.)• Set up your accounts! (remainder)

Reasons to Use Adwords/FB

• Variable Cost• Testing• Measureable• State of mind• Targeting

Feel free to tweet pics/video of this class:@andrewks #marketing

Scenarios

• Selling stuff online• Content marketing• Getting a job• Getting a date• Growing your audience• Leads• Anything where you want to get

people into your funnel


Adwords Vs. Facebook

• Harder to set up a basic campaign• Easier to set up an advanced

campaign• Mindset: “I need this now”


Things you need

• Conversion Funnel• Keyword data– Keyword tool– Adwords data– Analytics data– Spyfu

• Landing Page• Customer segments (can be broad)• Budget


Setup Best Practices

• Start these at least 1 week before launch• Install Google Analytics• Verify Google Webmaster Tools• Install Google Tag Manager

– FB Retargeting Tag– Google “Remarketing” Tag– FB Conversion Cookies– Adwords Conversion Cookies– Google Analytics Tag

• Check Tags with Tag Assistant • Setup Billing


Process

• Research• Test• Analyze• Refine• Repeat


Login


Do This First!


When in doubt, do both


Settings…

Location

Basic Bidding


Better Bidding

Delivery Method


Ad Extensions

Scheduling

Ad Rotation

Step Length

2 30 days

3 Forever

1 15-30 days

Never


Matching Options


Don’t setup keywords/ad groups yet!


Now you should see this


Time to structure your account

• What does Google want?


Time to structure your account

• What does Google want? – Ads that make sense and help people– Advertisers that are happy (i.e. get

sales)


To make Google happy…

How to structure your account


Workshop (10 Minutes)

• Create– 2 Campaigns– 2 Ad groups for each campaign– 3 Keywords for each ad group

• You can do this for – Kenneth Cole– Quickbooks– Your product or service


How I do it

• Create small keyword list• Notice emerging groups• Segment by group• Flesh out groups


A way to think about Adwords

• Google rewards you for playing by the rules


Tips

• One step at a time– Ad = Attention– Lander = Benefits/Features

• Sometimes you want to prevent clicks– Pre-qualify with price in ad

• Use a call to action


What metrics indicate success?

• The king: Cost per acquisition (CPA)• The queen: Cost per lead (CPL)• The prince: Cost per click (CPC)


Remainder of Class

• Setup a Google Adwords campaign for your brand

• I’ll walk around and answer questions


get started with google adwords

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