google adwords workshop
DESCRIPTION
We invite you to join Agency Manager David Gscheidle, a Certified Google Trainer, as he teaches you how to advertise your product or service on the Google Search and Display networks. With this presentation, you will learn Google AdWords Strategies like: What is Google AdWords? Organic search results VS paid listings AdWords Do's and Dont's How does Google rank advertisements? Setting up and structuring your AdWords Account Choosing the right keywords Writing powerful, results-oriented great ads Much, much more!TRANSCRIPT
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Google AdWords 101
Workshop
Presented By David
Gscheidle
Find out more about Ajax Union: www.ajaxunion.com
Call Ajax Union: 718-569-1020 x420
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AdWords 101• Introduction to AdWords• Setting Goals• How Google Ranks Ads• The Importance of
Structure• Choosing the Right
Keywords• How to Write Great Ads
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Introduction to AdWords
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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
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What are your goals?Make a list of goals BEFORE you start advertising so you can evaluate your progress.
Marketing is about TESTING!
• I want 3 new orders everyday• I’d like as many clicks as possible for less
than $.80 per click• I want at least 40 visits to my website
everyday• I want five quality leads for my sales team
everyday
Worksheet #1
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Where do my ads appear?
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Google’s Search Partners
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Google Display Network
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Remarketing Ads• Follows visitors who have been to your site• Brings customers back to your page to complete an action• Out of sight, out of mind• Can target different ads for users who searched different products
Worksheet #2
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How Google Ranks Ads
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The Ad Ranking Forumla
Ad RankMaximum
Cost-Per-Click Bid
(Max. CPC)
Quality Score= x
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What is your Max CPC?CPC stands for Cost Per Click
• Maximum you are willing to bid for a keyword in an AdWords auction
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What is Quality Score?Quality Score is a measure of the relevance of your ads. Google’s goal is to provide a great user experience so these score help ranking for the user.
POOR
OK
GREAT
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How Google Calculates Quality Score
+
Click-Through-Rate (CTR)Of the people who saw your ad, how many clicked on it?
RelevancyDo your keywords match your ads?
Does the search query match your keyword?
Does your landing page provide a good user experience?
Landing Page Quality+
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How Can I Check My Quality Scores?
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= x$1.00
8Alison
= x$1.00
10Scott
= x$2.35
3Jon
8
10
7
1st
2nd
3rd
Ad Rank Max CPC Quality Score
The Ad Ranking FormulaAlison, Scott, and Jon are all bidding on the same keywords.Based on their Max CPC and Quality Score, where will they rank?
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The Importance of Structure
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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
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“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
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“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
Worksheet #3
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How to Choose the Right Keywords
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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
Worksheet #4
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The Google Keyword Toolhttps://adwords.google.com/select/KeywordToolExternal
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Get Creative Looking For Keywords• Instant Search On• Related Searches
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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
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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
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Service provider
-become-study-class-classes-course-license-training-jobs-employment-supplies-tools-price
Vacation destination
-library-doctor-vet-hospital-schools-coffee-cards-history-jobs in-pictures-news-weather
Frequently used
-free-lyrics-second hand-used-parts-repairs-wholesale-pics-pictures-definition of-history-diy
Some Common Negative Keywords
Worksheet #5
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How to Write Great Ads
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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
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What is a Good AdWords Ad?
A good ad:
• Is relevant to the keywords in the ad group• Gets a high Click-Through-Rate (CTR)• Effectively Sells your Product or Service• Stands out from your competitors• Includes a call to action
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Bad AdWords Ads:Vague, Irrelevant, Unclear Ads
Ask yourself just 3 questions to help you write great ads!
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1. 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
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2. 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”
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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
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Great Ad Example:
Worksheet #6
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A Quick Recap
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Where Ads ShowShow ads on Google.com, the Search Partners, the Google Display Network.
How to Structure an AccountStructure your account for success with campaigns, Ad Groups and keywords.
How to Select KeywordsKeyword match types, the “Goldilocks” principle, using the Google Keyword Tool.
How To Write AdsAd text specifications, tips for writing more effective ads, calls to action.
You should now know:
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Sign Up Now!adwords.google.com
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