what you need to know google adwords · google adwords what you need to know tom kelly - digital...
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Google AdWordsWhat You Need To Know
Tom Kelly - Digital Marketer
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Google AdWords Workshop
COMING SOON!
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Who are currently doing AdWords themselves?
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Who are paying for AdWords management?
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Who are absolutely terrified of AdWords?
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LASER.RED/HIVE-ADWORDS
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WHAT ISGOOGLE ADWORDS?
It’s just one huge auction.
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How many searches are made everyday on Google?
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3,500,000,000!
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DISPLAYVIDEO
SEARCHAPP
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DISPLAYVIDEO
SEARCHAPP
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WHAT AREGOOGLE SEARCH ADS?
They’re more involved than you think.
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SETTING UP YOURADWORDS ACCOUNT
Let’s get this show on the road.
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6500% ROIPurely from Google AdWords
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BIDDING INGOOGLE ADWORDS
It’s your way or the highway.
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ADGROUPS ANDKEYWORDS
They make up 70% of what AdWords is.
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CAMPAIGN
ADGROUP
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CAMPAIGNCLASSICAL
ADGROUPMOZARTCHOPINBACH
CAMPAIGNROCK
AGROUPAC/DCQUEEN
NIRVANA
CAMPAIGNJAZZ
ADGROUPMILES DAVISNINA SIMONERAY CHARLES
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KEYWORDSThey’re easy, don’t panic.
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WHO KNEW GOOGLE ADWORDS AS PAY-PER-CLICK OR PPC?
Can I get a show of hands please?
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WHAT WOULD YOU SEARCH IN GOOGLE FOR THE SAME SERVICE?
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IT’S TIME FOR AN EXPERIMENT!
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KEYWORDMATCH TYPES
Broad, Phrase and Exact. Easy.
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BROAD MATCHThey’re useless. Absolutely useless.
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WEDDING CAKE
Crab Cake, Wedding Dress, Birthday CakeSearch Queries
Your Keyword
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“PHRASE” MATCHMuch more control than broad match.
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“WEDDING CAKE”
Chocolate Wedding Cake, Bespoke Wedding Cake, Wedding Cake in Lincolnshire
Search Queries
Your Keyword
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[EXACT] MATCHSuper duper keyword control.
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[WEDDING CAKE]
Wedding Cake, Wedding CakesSearch Queries
Your Keyword
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MAKING YOURADGROUPS
Keep them targeted, specific and clear.
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[wedding dress design]“wedding dress design”
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3 ADVERTS MINIMUM!
It will help you create better and better ads.
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MIRROR THEIREND GOAL!
Don’t just copy their search.
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KEEP IT CURRENT!
“£45,267 saved in May”
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MAKE IT PERSONAL!
The second-best word is “you”.
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LANDING PAGE IS IMPORTANT!
It needs to be relevant to your keyword.
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QUALITY SCOREDecider of Price, Chooser of Place.
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1000% HIGHERThan the industry average CTR.
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LANDING PAGEQuality and Relevance.
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KEYWORD RELEVANCE
Between the ad group and search query.
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EXPECTED CTRClick through rate wouldn’t fit.
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BIDSIt’s time to get serious.
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AD EXTENSIONSAdd-ons for your adverts.
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NEGATIVE KEYWORDS
It pays to be a negative Nancy.
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DO NOT IGNORE NEGATIVE
KEYWORDS