introduction to adwords

Advertising with GoogleINTRODUCTION TO ADWORDS

5.22.2014

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Welcome!Girl Develop It is here to provide affordable and accessible programs to learn software through mentorship and hands on instruction.

Some “rules”- We are here for you- Every question is important- Help each other - Have fun!

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Tell us about yourself! Who are you?What brings you here?What’s have you been Googling this week?

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What’s the rest of the country Googling?

http://www.google.com/trends/hottrends/visualize?nrow=5&ncol=5&pn=p1




What we’ll cover today

WHAT IS PAID SEARCH?WHY SHOULD I USE PAID SEARCH?HOW DO I GET STARTED?HOW DO I KNOW IF ITS WORKING?WHAT ELSE CAN I DO WITH ADWORDS?

What to expect

A BREAK HALFWAY THROUGHA WIDE RANGE OF TOPICSHANDS ON WORK IN ADWORDSSOME PICTURES OF DOGSSURVEY

Ally Malick

• PPC Account Manager

• SEER Blogger• Hoster of webinars• Cooker of grits• Owner of pug

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What is paid search?

© 2014 SEER Interactive | All Rights Reserved

What is paid search?

PPC SEMCPC

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Paid

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Paid

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Why should I use paid search?

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• Provides

advertisers with

quick visibility

• Compete with

competitors of

any level

• Scalable

• Improves brand

awareness

• Measurable

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How does it work?

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Best Ad Rank

Lower Ad Rank

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Ad Rank

Extensions

Quality Score

Maximum CPC

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Glossary• IMPRESSIONS EACH TIME YOUR AD IS SHOWN• CLICKS A USER CLICKS ON YOUR AD AND LANDS ON YOUR

SITE• ENGAGEMENT A CLICK, VIDEO PLAY, LIKE (FB) OR SHARE• CLICK THROUGH RATE (CTR) CLICKS DIVIDED BY

IMPRESSOIONS• COST PER CLICK (AVG VS MAX) MAX CPC: HIGHEST PRICE

YOU ARE WILLING TO PLAY FOR A CLICK. AVG CPC: THE AVERAGE PRICE YOU ACTUALLY PAY FOR A CLICK.

• AVERAGE POSITION AVERAGE AD RANK ON THE SERP• PLACEMENT DISPLAY NETWORK SITE WHERE YOUR AD IS

SHOWN• EXTENSION ADDITIONAL LINKS THAT APPEARS BELOW

YOUR AD IN THE TOP POSITIONS ON THE SERP• CONVERSION SALE, LEAD GENERATED OR GOAL

COMPLETED• CPA COST PER ACQUISITION OF LEAD OR CONVERSION/SALE• ROAS A MEASURE OF EFFICIENCY, REVENUE DIVIDED BY AD

SPEND• QUALITY SCORE RELEVANCE OF KEYWORD TO AD TEXT

AND WEBSITE

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Ad Rank

Extensions

Quality Score

Maximum CPC

Maximum amount you are

willing to pay for a

single clickEngine

assigned score

based on relevance

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Best Ad Rank

Lower Ad Rank

Actual

CPC $1.5

1Actu

al CPC $1.5

1

Actual

CPC $1.50

Max CPC $2

Max CPC $2

Max CPC $1.5

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2020

How do I get started?


Plan Your Campaign

Who is your audience?

What are they searching for?

What do you want them to know?

What questions can you answer for

them?

What problem can you solve?

Really answer these questions!

Make note of the answers, which words are you

using most?


Create Your Account

https://adwords.google.com


Create Your Account


Create Your Account

CLICK HERE

DON’T CLICK HERE


Create Your Account


Create Your Campaign



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Should you GoMo(bile)?howtogomo.com

https://howtogomo.com/


NoGoMo(bile)

Keyword Research


Don’t Hit Enter


Google Trendshttp://www.google.com/trends/explore

http://www.google.com/trends/explore


AdWords Keyword Plannerhttps://adwords.google.com/KeywordPlanner

https://adwords.google.com/KeywordPlanner


Building Your Keywords

Try it!

Writing Ad Copy


Competitive Landscape

Free Shipping

Free Shipping, $99 Hurdle

Free Shipping, $49 Hurdle

No Offer Mentioned


Best Practices

Use keywords in your ad copy

Include a strong, compelling call to

action

Promote a unique value proposition

Create a sense of urgency


Limitations

Character limits

No EXCESSIVE CAPITALIZATION

Limited use of freak#(*& special

characters

No trademarked terms

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Creating Your Ads

Try it!

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How do I know if it’s working?


Key Performance Indicators (KPIs)

Quality Score

Click Through Rate

Conversions


KPI – Quality ScoreAn engine quality score is an actual number, 1-10, assigned to your keyword based on:

• Keyword/ad relevance

• Landing Page experience

• Expected click through rate

• Domain click through rate

• Historical performance


KPI – Quality Score


KPI – Click Through RateYour click through rate is number of clicks divided by number of impressions, expressed as a percentage

CTR - FAQ• What is a good click through rate?

• What do I do if I have a bad click through

rate?

• Why does click through rate change?


KPI – Click Through Rate


KPI – ConversionsExamples of conversions:• Sales• Newsletter Sign Ups• Phone calls• Page views

AdWords Tracking requirements:• AdWords account• Website • Ability to edit site code


KPI – Conversions

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What else can I do with AdWords?

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Display Network

Product Listing Ads

Remarketing

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Display Network

Product Listing Ads

Remarketing

What is it?The Google Display Network (GDN) is a group of one million plus websites that opt to have Google ads shown on them in exchange for a share of advertising revenue.

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Display Network

Product Listing Ads

Remarketing

How does it work?Instead of targeting by keyword, target by audience or website topic. Relevant

because of website

Relevant because of audience

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Display Network

Product Listing Ads

Remarketing

What does it look like?

In addition to text ads you can run image ads, animation or videos across the GDN.

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Display Network

Product Listing Ads

Remarketing

What is it?

Product Listing Ads use data from both Google AdWords and the Google Merchant Center to generate ads seen on the search engine results page and on Google Shopping.

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Display Network

Product Listing Ads

Remarketing

Requirements

Must be an online retailer

Must have a Google Merchant center

Must have an AdWords account

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Display Network

Product Listing Ads

Remarketing


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Display Network

Product Listing Ads

Remarketing

What is it?A way to target people who have visited your website while they browse the internet.

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Display Network

Product Listing Ads

Remarketing

Requirements?

An Adwords account

Ability to edit code on your site

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Display Network

Product Listing Ads

Remarketing



What else can I do?

Social advertising

YouTube

Bing ads

Second tier engines


Resources

http://www.seerinteractive.com/blog/

Mastering PPC series

https://support.google.com/adwords

http://ppcchat.co/

http://www.seerinteractive.com/blog

http://www.seerinteractive.com/blog



http://ppcchat.co/

http://ppcchat.co/


Get started!!

Questions?

Please take this survey on tonight’s class: http://bit.ly/gdi-adwords

http://bit.ly/gdi-adwords

http://bit.ly/gdi-adwords

introduction to adwords

Marketing