never mind that google is taking over the world - you should still do adwords!
TRANSCRIPT
Never Mind That Google Is Taking Over The World – You Should Still Do
AdWords!
Presented to theSmithsonian Marketing IdeaFest
10/28/2015; Updated 11/03/2015@balpert
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What is Google AdWords? / How does it work?
Search Ads – the reason Google can do all that other neat stuff.
2014 revenue = $66B $59B (89%) came from ads
“Auction” model – you bid on keywords.
Highest bid doesn’t always win!
Jargon alert: Pay-per-click (PPC) Paid Search
“Quality score” determines ad position, display frequency and cost:
Landing page quality Keyword relevance Ad CTR Ad copy relevance
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Paid search enables you to… Buy targeted exposure to people who care.
“Search ads reach people who are already in a highly receptive mindset.” (source)
Control your message and brand. Control your ad budget really precisely. Manage a campaign based on data, not intuition. Get search engine exposure in competitive areas.
Paid search ads appear without an accompanying organic search result on the page 81% of the time. (source)
89% of the traffic generated by search ads is not replaced by organic clicks when ads are removed. (source)
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Even if you’re crushing it organically… It still benefits you to run search ads. In cases where an organic and paid listing DO coexist, a
large percentage of ad clicks are incremental. Translation: even when you have the #1 organic position,
if your ad goes away, 50% of your previous ad clicks are not replaced by clicks on the organic result. Organic listings 2-4: 82%
Organic listings 5+: 96%
Source 1 (Google)
Source 2 (Searchengineland)
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AdWords can help if you… Have highly targeted needs
Tailor ad copy and landing page to audience
Need to promote branding/awareness Tailor ad copy and landing
page to brand message Have poor organic exposure
(or are launching a new site with no organic listings)
Search ads lift awareness by an average 6.6 percentage points (source)
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OMG Google for Non-profits! Would you like to add $120K to your
marketing budget? Google for Non-profits can provide up-to $10K
per month in free search ads! Yes…
It’s hard to get through to them. You’ll need to appeal a rejection due to our shared
Tax ID. But…
It’s free money! It can be done. It IS being done at SI.
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Stuff to consider
Getting a real campaign together is, well, work.
BUT… it’s creative, fun stuff!
You can tailor it to your available time.
You can spend all 40-plus-hours optimizing it,
tracking conversions, etc., or…
“Set it and forget It”.
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PPC Resources
Google for Non-profits The Big List of PPC Resources and Articles (Moz) PPC Hero AdWords Keyword Planner Search Engine Land Search Engine Watch
