mhvdm presents an introduction to google adwords | andy groller and paolo vidali of dragonsearch
DESCRIPTION
Mid-Hudson Valley Digital Marketers was excited to present a workshop on an introduction to Google AdWords, presented by speakers Andy Groller and Paolo Vidali, on March 26th, 2014, at the Kingston library. To learn more about MHVDM and future seminars join us on twitter.com/MHVDM or facebook.com/groups/mhvdm/TRANSCRIPT
An Introduction to Google AdWords
About DragonSearch
• Founded 2007• Office Locations:
– New York, NY– Kingston, NY
• Presenters– Andy Groller– Paolo Vidali
Digital Advertising Expertise
• Google AdWords• Bing Ads• Display Advertising• Retargeting• Gmail Advertising• Social Advertising
– Facebook– LinkedIn– Twitter
What You’ll Leave Today With
1. An understanding of what Google AdWords is2. Understanding how AdWords can help your
business grow3. What it takes to setup a successful AdWords
account
The Basics
So What is AdWords?
• AdWords is Google’s advertising program– Advertisers select keywords; ads appear next to the search results
on Google.com• Advertisers can also show ads on hundreds of thousands of
websites
Why Advertise with AdWords?
• Branding• Direct Sales• Drive New Leads• New Product Launch• Drive More In-Store Traffic• Increase Closing Rates of Lead to Sale• Increase Customer Loyalty and Repeat
Purchases
TRANSPARENCY
Advertising that YOU Control
• Daily Spend• Geographic Targeting• Time of Day• Device• Messaging• Maximum Cost per Click (CPC)
The AdWords Auction
Auction
GGEHS.com
MrRooter.com
MrRooterNewYork.com
Types of Advertising
Search Network
Search Network
You Select
and Bid on Keyword and Craft Ad
User Searches on
Keyword and Sees Ad
User Clicks on Ad and is taken
to Your Websit
e
Search Network
Search Network
Google Display Network
Google Display Network
Websites
Interests
Location
Age and
Gender
Gmail Advertising
Retargeting
Retargeting
Structuring Your Account for Success
Account StructureAdWords Account
Unique email address & passwordBilling information
Campaign
Daily budgetLocation/language targeting
Distribution preferenceEnd date
Campaign
Daily budgetLocation/language targeting
Distribution preferenceEnd date
Ad Group
KeywordsAds
Ad Group
KeywordsAds
Ad Group
KeywordsAds
Ad Group
KeywordsAds
Ad Group
KeywordsAds
Ad Group
KeywordsAds
The WRONG Way to Structure an AdWords Account
“Furniture” Campaign
Furniture Ad Group
The Best FurnitureGreat Selection, Made in USA Free Shipping, 5 Year Warranty.PlantationDesign.com
leather sectional
rugs
dining room table
kitchen table
brass bed
leather headboard
dresser
leather couch
leather loveseat
patio furniture
table lamp
floor lamp
kids furniture
living room furniture
bedroom furniture
desk
leather chair
leather sofa
coffee table
end table
lamp
ottoman
dining room table
media console
AdWords Account
A BETTER Way to 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 suite
buy leather sectional suites
leather sectional suites
leather sectional suite
buy leather sectional
buy leather sectional
leather sectional
leather sectionals
buy leather love seats
buy leather loveseats
buy leather love seat
buy leather loveseat
leather loveseats
leather love seats
leather love seat
leather loveseat
buy handmade leather chair
buy handmade leather chairs
handmade leather chairs
handmade leather chair
buy leather chairs
buy leather chair
leather chair
leather chairs
AdWords Account
“Furniture” Campaign
Keyword Selection
Building Your Keyword List
• Brainstorm business• Review website • Think like a customer • Focus on what differentiates• Include plural & singular versions• Include spelling mistakes & variations• Include product numbers & codes
AdWords Keyword Planner
Choosing the Right Keywords• Add relevant keyword variations: singular/plural and synonyms
• Keyword combinations, accent marks (á, é, í, ó, ú, ñ, ü, etc.)
• Make keywords specific to your product or service
Too General Just Right Too Specific
vacation
Tax
bags
accounting
florida vacation rental
tax preparation nashville
handmade leather bags
cheap accounting software
3 br vacation rental grayton beach
tax preparation service nolensville rd
handmade black croc leather handbags
accounting software for petsitting biz
Avoid General Keywords
• Example keyword ‘vacation’ -- your ad might show for:vacation rental
vacation deals
vacation ideas
vacations for kids
vacations for singles
vacations for veterans
National lampoon’s european vacation
permanent vacation lyrics
The go-go’s vacation
disney vacation club
pictures from our vacation by lynne rae perkins
vacation auctions
vacation accrual policy
Vacation agent magazine
vacation air conditioning
vacation anxiety
General Keywords = Low Click Through Rate = Low Quality Score
Keyword Match Types
Match Type How keyword appears in AdWords:
The ad will show when:
The ad will show when a searcher types:
Broad Caribbean Cruise
All words containing this word or combination of words in any order is used as the query.
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
What is Quality Score?
• A measure of how relevant and useful your ads are. • Do your ads & keywords provide a good user experience?
Okay
Poor
Great
Quality Score = User Experience
The Components of Quality Score
+
Clickthrough-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
+
Ad Copy Best Practices
Ad Text Character LimitsAd 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)
Good Copy, Bad Copy
Good Copy• 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
Bad Copy• Vague• Irrelevant• Mismatched• Unclear• No useful information
3 Questions that Lead to Great Copy
1. What sets your business apart?– Why would someone choose your business over
a competitor?
2. Can you describe your products or services?– Describe specific or technical details of your
products or services
3. 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?
Bring it All Together for Great Copy
Bad Copy Good Copy
Quick Recap
Recap of this Evening
• Reach Users throughout the Buying Cycle• YOU are in Control• Structure Granularly for Success• Choose Keywords that are ‘Just Right’ and
Avoid the General Ones• Create Great Copy that Focuses on YOUR
Business and Advantages
Thank You!DragonSearch: @dragonsearch
Andy Groller: @andygroller Paolo Vidali: @paolorobot