Properly Setting Up

Your AdWords Account

Presented By David

Gscheidle

Find out more about Ajax Union: www.ajaxunion.com

Call Ajax Union: 718-569-1020 x420

AdWords Setup• Introduction to AdWords• Signing Up for AdWords• Creating Campaigns• Choosing Keywords• Creating Great Ads• Measuring Results

Introduction to AdWords

What is Google AdWords?

AdWords is Google’s online advertising program

• Advertisers select keywords; ads appear next to the search results on Google.com

• Ads can also show on hundreds of thousands of other websites

• AdWords is a live auction for keywords

Where do my ads appear?

Google’s Search Partners

Google Display Network

Signing Up for AdWords

Quick and Easy Signup

Setup your Account• Set your time zone and currency• These cannot be changed after you create your account!

Automatic Payments – Billed each time you accrue your billing thresholdManual Payements – Prepay and funds are subtract from account

Account Preferences

• My Account > Preferences• Change Auto-Tagging to

“Yes”• Link Google Analytics

Account• Connect Google Analytics to

AdWords

Creating Campaigns

Types of Campaigns• Search Network

• Search Partners• Product Listing Ads

• Display Network• Remarketing• Image Ads• Text Ads

Suggested Campaigns• My Company• Competitors• Display Network• Remarketing

• Content Text Ads• Search Network• PLA (Product Listing Ads)

Setting Up Campaigns

Search Partners

Mobile Devices

Splitting Up DevicesAllows you to target only computers, mobile phones, or tablets.• Always split campaigns into mobile and computer when possible• Segment as precisely as:

• Operating System (iOS 5)• Device Model (iPad 2)• Carriers and Wi-Fi (AT&T Only)

Location TargetingTarget only relevant areas based on:• Searching Locations including county, country, city,

state• Targeting a radius around a given area• Excluding locations you would like to avoid

Bids, Budgets, and More• Choose Manual or

Automatic Bidding• Set default bid for future

keywords• Set daily budget for this

campaign

Choose Delivery Method:

Standard: Ads Distributed Evenly

Accelerated: Ads Distributed until budget is reached

Ad Scheduling• Choose days and hours where ads should run• Turn off ads during non-business days and hours• Adjust bids to increase or decrease during peak hours

Creating Ad GroupsFor search campaigns:• Create ad groups based on groups of keywords

• ie. For a “Shoes” campaign you may have ad groups called:

• Men’s Shoes• Women’s Shoes• Buy Shoes• Shoes Online

• All search campaigns need a default bid for keywords, a list of keywords, and at least one ad to run

• Group keywords by common themes and create relevant ads

AdWords Account

Unique email address & passwordBilling information

Campaign

Daily budgetLocation/language targeting

Distribution preferenceEnd date

Campaign

Daily budgetLocation/language targeting

Distribution preferenceEnd date

Ad GroupKeywords

Ads

Ad GroupKeywords

Ads

Ad GroupKeywords

Ads

Ad GroupKeywords

Ads

Ad GroupKeywords

Ads

Ad GroupKeywords

Ads

Typical AdWords Account Structure

“Furniture” Campaign

Furniture Ad Group

The Best FurnitureGreat Selection, Made in USA Free Shipping, 5 Year Warranty.PlantationDesign.com

leather sectionalrugsdining room tablekitchen tablebrass bedleather headboarddresserleather couch

leather loveseatpatio furnituretable lampfloor lampkids furnitureliving room furniturebedroom furnituredesk

leather chairleather sofacoffee tableend tablelampottomandining room tablemedia console

AdWords Account

Poorly Setup Structure

“Leather Sectionals” Ad Group

“Leather Chairs” Ad Group

“Leather Loveseats” Ad Group

Leather SectionalsLeather Sectionals Made in USA From $1,999 With 5 Year Warrantyplantationdesign.com/sectionals

Leather LoveseatsFree Delivery When You Buy BeforeChristmas. Order Yours Today!plantationdesign.com/loveseat

Leather ChairsHandcrafted Leather ChairsMake a Statement. View Catalog!plantationdesign.com/chairs

buy leather sectional suitebuy leather sectional suitesleather sectional suitesleather sectional suitebuy leather sectionalbuy leather sectional leather sectionalleather sectionals

buy leather love seatsbuy leather loveseatsbuy leather love seatbuy leather loveseatleather loveseatsleather love seatsleather love seatleather loveseat

buy handmade leather chairbuy handmade leather chairs handmade leather chairshandmade leather chairbuy leather chairsbuy leather chairleather chairleather chairs

AdWords Account

“Furniture” Campaign

The Right Way to Structure Your Account

How to Choose the Right Keywords

Building Your Keyword List

• Brainstorm Business• Review Your Website• Think Like a Customer• Focus on Your Unique Selling Points• Include Plural and Singular Versions• Include Spelling Mistakes & Variations• Include Product Numbers & Codes

The Google Keyword Toolhttps://adwords.google.com/select/KeywordToolExternal

Get Creative Looking For Keywords• Instant Search On• Related Searches

Too General Just Right Too Specific

vacation

tax

store

bags

accounting

florida vacation rental

tax preparation nashville

dvd storage

handmade leather bags

cheap accounting software

3 br vacation rental grayton beach

tax preparation service nolensville rd

faux leather storage for dvd box sets

handmade black croc leather handbags

accounting software for petsitting biz

The Goldilocks Principle

Example keyword ‘vacation’ -- your ad might show for:

vacation rentalvacation dealsvacation ideasvacations for kidsvacations for singlesvacations for veteransNational lampoon’s European vacationpermanent vacation lyrics

The go-go’s vacationdisney vacation clubpictures from our vacation by lynne rae perkinsvacation auctionsvacation accrual policyVacation agent magazinevacation air conditioningvacation anxiety

General keywords = low clickthrough-rate = low Quality Score

Match TypeHow keyword appears in AdWords:

The ad will show when:

The ad will show when a searcher types:

Broad Caribbean Cruise

Any word combination related to part of or all of the keyword or related terms in any order

Caribbean Cruise ShipsTropical Cruise

+Broad +Modifier +Caribbean +CruiseWords related to every word with a + sign in front of it in any order

Caribbean holiday CruisesCruise holiday in CaribbeanCruise in Carribean

“Phrase” “Caribbean Cruise”

Keywords are typed in the exact order specified. Can have other words before and/or after.

Cheap Caribbean CruiseCaribbean Cruise dealsLuxury Caribbean Cruise

[Exact] [Caribbean Cruise]Keywords must be only & exactly what the user types in

Caribbean Cruise

-Negative - TomAds will not appear when this search term is entered in the query

Add will not show if someone types:Tom Cruise

Keyword Match Types

How to Make Great Ads

Ad title (25 characters max, including spaces)

Two description lines (35 characters max each, including spaces)

Display URL (35 characters max, including spaces)

Destination URL(1024 characters max, including spaces)

Ad Text Specifications

Bad AdWords Ads:Vague, Irrelevant, Unclear Ads

Ask yourself just 3 questions to help you write great ads!

What Sets Your Business Apart?

“We won an award in 2009”“All our products are custom made”“We always show up on time” “We’re open 7 days a week”

Why would someone choose your business over a competitor?Examples:

“We only sell products made in the USA”“We have a money back guarantee” “We have 30 years experience”“Free shipping if you buy two” “We have lower prices”“We offer free quotes”“We’re having a sale”

This helps you write useful ads

Can You Describe Your Products or Services?

Describe specific or technical details of your products or services.Examples:“Made from recycled materials”“Battery lasts up to 8 hours” “From $16 per square foot”“Suitable for diabetics” “Dishwasher safe”“Collectors item”“Sizes 8-16”

“Evening classes available”“18 day all-inclusive tour”“10 Nashville locations”“24/7 onsite support”“On time or it’s free”“First class is free”“HIPPA compliant”

What is your call to action?After someone clicks on your ad and visits your website, what is it you want them to do next?Examples:“Call us to request a free quote”“Browse through all of our toys”“Book your rental home online”“Download a 30-day free trial”“Sign up for our mailing list”

“Learn more about osteoporosis” “Order a copy of our brochure”“Call us and order a pizza”“Request a call back”

This helps you write a call to

action

Setting Up Tracking

Conversion TrackingConversions (1-per-click): This type of conversion means somebody clickedon your ad and completed a desired action on your website within a giventime period (usually 30 days).

View-Through Conversions: This type of conversion means somebody vieweda banner ad on the web but DID NOT click on it, and then went to your site andcompleted a desired action within a given time period.

Setting Up Conversion Tracking

Under Tools & Analysis > Conversions

• Create a New Conversion• Name Conversion (ie. Sale)• Choose page security level

(usually HTTPS for ecommerce stores)

Installing the Code

Copy and paste the generated code onto a unique page that users can only reach after completing the desired action:

• Thank You Page• Order Confirmation• Receipt• Registration

Confirmation

Sign Up Now!adwords.google.com

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