Google Adwords - Stand Out from the Crowd in 2014
- 3. OurMission
To provide energised leadership, share
innovative solutions, broker positive
relationships and deliver valued projects to
the region.
Regional Priorities
• Regional Development Planning
• Education, Employment & Investment
• Transport – Infrastructure & Services
• Regional Food
• Digital Economy Transition
• Living & Working Sustainably
- 4. Key Initiatives
• South East Region of Renewable Energy Excellence
• Regional Sponsored Migration Scheme
• Southern NSW Harvest Association
• Capital Region Digital Enterprise Program
How We CanHelp You
• Access to government programs
• Advice and training
• Sourcing skilled labour
• Grants - support and data
• Networks and contacts
- 10. Where does
AdWords fit
within your
digital
marketing
tactics? Digital
Tactics
WEBSITE &
Content
LOCAL
Listings +
directories
LINKS
connections
ADVERTISING:
AdWords +
Facebook
SEARCH
SEO / Content
EVALUATION:
Analytics +
Webmaster tools
SALES &
Distribution:
e-conmerce
DIRECT:
Email marketing
SOCIAL Media +
Review Sites
- 11. Spending on Digital
The average global spend
on digital marketing is
between 25 – 35 per cent
of total marketing budgets
http://www.arnnet.com.au/article/532078/australia_leads_apac_digital_marketing_/
- 12. Global digital ad spend breakdown
IAB Stats - http://searchengineland.com/first-half-online-ad-revs-20-billion-search-biggest-mobile-fastest-
growing-173927
- 16. Cost Per Click Advertising (CPC)
1. Pay for individual keywords and appear in the
paid/sponsored listings
2. Each word has a different cost from $0.15 -
$10.00+
3. The more competition for a word the higher the
cost (generally speaking)
4. You set your budget and billing preferences
5. Pay for clicks (search) or impressions (display)
- 19. Google ad formats
Search
- text ads on Google Search & partner
search websites
Display
- text and graphic ads on the Display
Network, targeted by
- 20. Google ad formats
Video ads
- You Tube & Display Network,
pay per view
Product listing ads
- linked to your Google Shopping inventory
- 21. Google ad formats
Mobile app ads
- Ads within mobile aps & ads that promote mobile apps
(in app, search & display networks)
- 22. CPC advertising questions
• Won’t my competitors click my ad and send
me broke?
• How much should I spend?
• Why are my competitors higher up than
me?
• Will paid ads affect my
organic rankings?
- 24. How do I get started on AdWords?
Create or use a Google account
(this should be the same login
you will use for Google
Analytics, My Business, Google+
& Webmaster Tools)
https://accounts.google.com/
- 25. Create an AdWords account
1. Use your Google account to create a new
AdWords account.
http://www.google.com/ads/new/
(take care when setting up your account as some settings cannot be
changed later)
2. Link your AdWords account with your Analytics &
Webmaster Tools accounts
- 29. Establish Your Goals
What is important to your business?
• Clicks to website
• Phone call enquiries or contact form
submission
• Purchases
• Newsletter subscriptions
• Brand awareness
- 30. Campaign settings
• Type (Search, Display, Remarketing etc)
• Location targeting
• Bid Strategy – use auto bidding if new user
• Budget
• Campaign Dates
- 31. Structure – organise your AdWords account
Campaign
(chocolate)
Ad group
(dark chocolate)
Keyword List
Ad 1
Ad 2
Ad group
(milk chocolate) Keyword List
Ad 1
Ad 2
Ad group
(white chocolate)
Keyword List
Ad 1
Ad 2
- 34. Generating good keywords
1. Google Analytics & Webmaster Tools data to
see how people find you organically.
2. Terms your customers commonly use.
3. Terms you use on your website.
4. Review your search terms and test, test, test!
5. Don’t forget negative keywords.
6. Use the Keyword Planner.
- 37. How to write good ads
1. In the headline: Use the keyword phrase/s
with the most impressions.
2. Provide offers and pricing
> save 36% / Free shipping / 2 for 1 / From $30
3. Use a call to action
> Book Now / Get a Quote / Order Online
- 38. How to write good ads
4. Follow the ad copy guidelines in AdWords
(character limits, repetition, caps and special
characters)
5. Look at it on screen and try in sentence case.
6. Full stop at the end of Line 1 = longer
headline
- 40. How to write good ads
7. Don’t forget ad extensions
> Phone numbers, Sitelinks, Location, Reviews
- 42. Billing – how does it work?
• New accounts allow automated credit card
billing only
• Account reaches a time (30 days) or
amount threshold (e.g. $1000) and
automatically bills your card.
• Campaign end dates are vital!
- 43. Settings – where do I find them?
• Billing summary
• Billing preferences
• Account settings
– Account access (manage account users)
– Linked accounts (Analytics & Webmaster Tools)
– Notification settings (billing, reports, offers etc)
- 45. Reporting – automate it!
• Get your reports emailed to you with the
information you want, when you want it.
• Use the report data and the AdWords
dashboard to help you optimise your
campaign.
- 46. Ad performance indicators
• Clicks, Impressions & Click Through Rate
• Avg. Cost per Click
• Avg. Position
• % ads served
• Conversions and Conversion Rate
• Bounce rate &
other analytics data
- 50. How do I generate conversions?
1. Landing pages
2. Clear call to action
3. Contact forms
4. Trackable phone numbers
5. Easy navigation & design
6. Use Google Analytics to set up goals and
provide insights
- 53. Get more help
AdWords help and AdWords training online
https://support.google.com/adwords/
http://www.youtube.com/user/learnwithgoogle
AdWords Certified Professional / AdWords
Partner
https://www.google.com.au/partners/
- 54. Get Started Now
1. Top Tips to AdWords Awesomeness
handout
2. Set up Google accounts (email, Analytics,
Webmaster Tools & AdWords)
3. Make sure your website is up to date
4. Develop your campaign goals
5. Create your first campaign!
- 56. Workshops and Consultations
Workshops
Series of 17 workshop topics over the next 12 months
Free sessions – subsidised by federal government – in
Queanbeyan and across the region
Digital Consultations
Develop and digital business plan
Identify 3 get started now actions
Help you start in the right digital direction
Editor's Notes
- http://www.youtube.com/watch?v=05we2g3Edgs
what is adwords?
history - october 2000 – adwords launches with 350 customers – now 1.2 million worldwide
how does cpc advertising model work?
how does adwords search work (ad auction etc)?
outline search, display, remarketing, video, product listings, mobile app ads.
who uses adwords and how many people can i reach?
why choose adwords? benefits to business.
- Overall Campaign picture
All tabs available at this level
Today we’ll stick to exploring the top tabs of Campaigns, ad groups, Ads and Keywords
However, I’ll briefly explain the other sections of this main dashboard
Date span
Left column
Settings
Audiences
Ad Extensions
Dimensions
Display network
Highlight drop downs
– all campaigns, all enabled etc
- segment – look closely at time of day/device/network and other segments
Customise columns –
Show/hide graph
Download report
Graph options – view two metrics at once (conversions, clicks, bounce rate etc)
Menu – Tools - Conversions
- http://www.feedthebot.com/