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GOOGLE ADWORDS
FOOTPRINT BUSINESS SOLUTIONS
GOOGLE ADWORDS AGENDA
• Intro
• History and Power of Adwords
• What are Adwords?
• How Adwords Work
• Adwords Nuts and Bolts
• Beyond just Text Ads
• Do Adwords Make Sense for my Business?
• Pros and Cons to your Franchise• Budgets & Campaigns
Questions
WEBINAR GOALS
• Cover how Adwords work• Will not cover how to set up, manage, maintain• Help you evaluate whether you should consider Adwords• If you are using Adwords, can you do more?
HISTORY AND POWER OF ADWORDS
WHAT ARE GOOGLE ADWORDS?
Types of Ads:
Search Network
Display Network / Content Network
WHAT ARE GOOGLE ADWORDS?
WHY ADWORDS? TARGETED ADVERTISINGWHAT DO PEOPLE DO ONLINE
WHERE DO USERS SEARCH?
POWER AND GROWTH OF ADWORDS
History
1994 – Birth of the banner ad (pop up ads)
1996 – First paid search ad on Yahoo
2000 – Birth of Google Adwords
HERE TO STAY
WHERE TO SPEND ADVERTISING/MARKETING $$
TV or Radio commercials
• Random ad about something you don’t want or need at that moment
• Not targeted except channel/program
• Cost prohibitive
Newspaper
• In the body of paper, random ad
• May be relevant if looking in the Careers Section ads
Magazine
• Possibly more relevant
• Reading a magazine for a particular industry
• Expensive
Billboard – random
Calling – Cold Call, Call Down
• May or may not be cost effective depending on quality of lead (or sales person)
Email Campaigns
• Cost Effective
• Campaign effectiveness based on multi-factors
All Have in Common
• You’re looking for the customer
WHERE TO SPEND ADVERTISING/MARKETING $$
Search Engine / Adwords
• Captive audience
• Customer is looking for something specific
• Pre-Qualified Lead
• They are Looking for You – You’re not looking for them
• “Excel Training Memphis”
WHY ADVERTISE ONLINE?
• Relatively low cost
• Dynamic - Can make immediate changes to plan, budget, results
• Are your competitors advertising?
• Inbound marketing, generating new leads
• Incremental growth? 87% of our Adwords clicks are ‘New Visitors’ as opposed to ‘Returning Visitors’
• Side BenefitsName prominent on first page of GoogleDoes Google organically reward paid advertisers?(Officially, no – would reduce organic relevance)
• Organic vs. PPC?“Why pay for PPC when SEO is Free?”Organic is a long-term war – and really isn’t free
PPC is immediate visibility for your Business when a User is Searching for Your Product
BUT DO PEOPLE CLICK THE ADS?
Depends on who you ask and if the survey explores intent of userVaries across industry
UK study of 1 billion clicks:
• 94% Organic
• 6% Paid
But if the Intent is to Buy:
Reality is likely somewhere in between
Source: Wordstream.com
BUT DO PEOPLE CLICK THE ADS?
The trend for clicking ads vs. organic is expected to rise
Size of Organic Results shrinking
• Average 10+ organic results per page 3 years ago• Average is now 6-7• Only 3-5 organic listings above the page fold• People tend not to scroll down or go to the next page
Of the people that click organic, 53% click on the first result
2013 Study
Source receptional.com
SUMMARY
• Adwords target the user when they are searching for you
• Cost effective
• Dynamic
HOW ADWORDS WORK
18
HOW ADWORDS WORK
Bid on a keyword phrase to make my Ad show
Display the Ad (impression)
Landing Page Click Through Convert
• Complete Form• Call• Purchase Online• View Outline
HOW ADWORDS WORK
• Bid to show ad when a user searches a term• ‘Microsoft training in Denver’
• Ad may or may not appear depending on auction results, competition, budget, quality
• Ad appearing is free • If user clicks the ad, you pay based on the auction system• Directed to landing page• Once on landing page, goal is to convert
Google Brilliance is the Auction System
rewards RELEVANCE, not just deep pockets
ADWORDS NUTS & BOLTS
HOW ADWORDS WORK - TERMS
Impression – occurs when ad displays, no cost
Click – User clicks your ad
CTR – Click Through Rate, Percentage of impressions that are clicked
CPC – Cost per click
MAX CPC – Maximum amount willing to pay for a click, budget cap
Position – Order your ad appears compared to competition
Quality Score (QS)
• Google Internal Report Card• Ranking 1-10 on Keyword Phrase – all about RELEVANCE• QS determines Cost and Auction Rank• Multiple factors
• Click Through Rate (CTR)• Relevance of Ad to keyword phrase• Relevance of Keyword to Ad and Landing Page • Campaign/Account Quality• Conversion Rate• Bounce Rate
As Quality Score Increases, Cost Decreases
HOW ADWORDS WORK
Bid: $4.18
Bid: $6.24
Bid: $5.25
Bid: $9.50
Bid: $14.25
Bid: $6.24
Bid: $6.99
Bid: $5.22
Bid: $4.15
Bid: $6.24
HOW ADWORDS WORK
Google Calculates an Ad Rank based on Quality Score (relevance) and Max CPC
Highest Ad Rank ‘wins’ auction and receives top position
WHAT ARE YOU CHARGED?
Max CPC is Rarely what you Pay
AD POSITION AND CLICK DISTRIBUTION
Goal is to Optimize spend
Position Goal: Top 3 if cost effective
Source receptional.com
HOW ADWORDS WORK
Google Brilliance
• Everyone can compete
• Small budget, high quality (RELEVANCE) will pay less than deep pockets
• Google rewards relevance, not money
• But willing to take more of your money if lower relevance
• Always striving for High Quality Score
• How to Increase QS? Keyword Phrases—Ads—Landing pages have matching relevance
KEYWORD BIDDING – MATCH TYPES
Broad Match
Broad Match with Modifiers
Phrase Match
Exact Match
Negative Keywords
BROAD MATCH
• Casting a large net
• Includes misspellings, synonyms, all ‘relevant’ variations
• Can cause some irrelevant clicks
Keyword Phrase: “Excel Training”
Ad May Show if user types:
• Excel training• Microsoft Excel classes• Microsoft Office training videos• Pivot table courses in Denver• Xcel training• XL training
BROAD MATCH WITH MODIFIERS
• Identical to broad match but can control which of the individual words must appear to be a match
• +Excel +Training Denver
• Excel and Training (or synonyms) must appear in user’s search
• Denver does not have to appear
PHRASE MATCH
Contains the phrase in this order
‘Excel Training’
Ad Will Appear:
• Excel Training Denver• find excel training about pivot tables• purchase excel training
Ad Will Not Appear:
• Find excel classes• Excel 2010 level 1
EXACT MATCH
Phrase must match
Keyword phrase: Excel Training
Ad Will Appear:
• Excel Training
Ad Will not Appear
• Find Excel Training• Denver Excel Training
MATCH TYPES
Broad
• Cheaper, more impressions
Phrase
Exact
• More expensive, likely much more valuable click
Can use all three in a campaign
NEGATIVE KEYWORDS
Exclusionary
• Used to prevent ad from appearing• Paired with other keywords• Can be broad, phrase, match
Cisco Training
Negatives:
• Free• Video professor• Test King• Exam questions• Book• Exam sign up
ORGANIZING ACCOUNT STRUCTURE
Account
Campaigns
AdGroups
Each Adgroup has
Handful of Keywords, Ads,
All pointing one landing
Page
Tight Focus – higher Quality
AD STRUCTURE
Should Contain Keyword – (preferably in the headline)
Balance Hype vs. Yawn - Compelling
Call to Action
Strict Editorial guidelines exclamation points, abbrev, competitor name, etc.
Tight focus
Unique proposition / offer
All affect Quality Score
AD SPLIT TESTING
Start with a minimum of two ads
Measure Quality Score and CTR over time
Delete the loser, add a new test Ad
ADWORDS CONTROL – WHO SEES THE ADS
Geographic Targeting
• Control down to Zip Code• Not 100% Precise due to ISP locations
AD TARGETING - MICRO CONTROL
• Day of week• Time of day • Space impressions evenly vs. all at once until budget exhausted• Mobile vs. Desktop (less control in the future)• Search vs. Display Network
AD EXTENSIONS - CONTROL DISPLAY
Sitelinks
• Control the marketing message
OTHER AD EXTENSIONS
Google continually experimenting
Location
Call
Offer
Social
AD EXTENSIONS
BEYOND TEXT ADS
BEYOND TEXT ADS
• Display Network/Content Network
• Display Ads
• Remarketing
WHERE DO ADS SHOW
DISPLAY NETWORK
GMAIL
DISPLAY NETWORK
Video Ads
DISPLAY NETWORK – BROAD OR TARGETED
DISPLAY NETWORK
• Text, Graphic or Video ads
• Site allocates space for ad placement
• Display Campaigns managed with same concepts
• Adwords campaign can be broad – show anywhere and everywhere or tightly focused:
• Target by Industry, Demographic, Geographic, etc.• Target specific sites• Negative – exclude sites or groups of sites
• Impressions are usually higher
• Lower CTR
• Lower Cost
REMARKETING
• aka ‘Retargeting’
• More Effective for Long Buying Cycle
• Careful not to overdo
• Currently building Remarketing lists
DO ADWORDS MAKE SENSE TO MY BUSINESS?
PROS AND CONS / CHALLENGES OF ADWORDS
How to calculate true ROI?
What We Can Do:
• Track clicks, impressions, cost• Install Analytics Conversion tracking• Track Form completions via Wufoo
What You Should Do:
• Have a Separate Phone Number for Website• Have a Separate Phone Number for Landing page• Track Adwords leads through sale
What We Still Don’t Know:
• How many of those form completions converted to sales• How many phone calls converted to sales• Visitors that converted a month later
Conversion tracking
• Conversions aren’t always just sales• Macro conversions: Purchase, Phone call, Form Completion• Micro Conversions: Outline View, Time on Site > 3:00, Visited 3+ pages
IS THE ROI ON ADWORDS WORTH IT?
We believe absolutely yes
What we do know:
• Minimum Visitor value to website is approximately $4.83• Actual unique visits divided by eRev purchases• 100 Visitors = $483 minimum revenue• Real number is likely much higher due to calls, direct purchase, return visits
New Horizons Numbers for Adwords May 2013
• Average Cost of all Adwords Clicks: $3.87• Range of cost of an Adwords click between: $0 .67 - $10+• Chances of purchase are higher for someone clicking an ad, filling out a form or
calling than average visitor
Hidden Benefits / Value
• Immediately on first page• Brand is prominent
“BUT I CAN’T AFFORD TO ADVERTISE”
What percent of your sales do you spend on marketing?
From Business Week – averages
• Retail Giants 0.5% to 5%• Auto 2.5% to 3.5%• Service Industries 5%• Recommended Goal: 7-10%• New Horizons Franchise Average, 1% or less of sales
Are your Competitors Advertising?
Arsenal of Tools to Increase Traffic/Sales
• SEO, Improving Content • Quality Link Building• Adwords• Social Media
BUDGET AND CAMPAIGN CHOICES
Campaign choices
• Tight Focus = cheaper = better lead• CompTIA vs. A+• IT Careers vs. Cisco CCNA training
Rely on our experience
• What’s working • What doesn’t work (yet)
Poor Results:
• Post 9/11• Project Management ($$$)• Career Training
Consistent Results
• Excel• Cisco• Room Rentals
Branding Campaigns
• Improve visibility• Increase Account QS average• Decrease overall cost
SAMPLE MONTHLY BUDGETS AND MARKET SIZE
Large Metro• $2,000 plus, higher CPC due to competition• Limit products advertised
Medium Metro• $700-$1,000• 3-7 Campaigns/products
Small Market• $300-500• 5+ products
Wide variance depending on local competition, product
WHO SHOULD MANAGE YOUR ADWORDS?
Internal vs. External
• Cost – external agency 10-30% of Adwords spend• Time• Knowledge and Learning Curve• Ongoing learning curve• Purchase external tools• What’s most cost effective?
Footprint vs. Ad Agency
• Cost• Knowledge• We can leverage multiple franchise campaigns• Different Goals – max budget vs. best value
Adwords Express
FOOTPRINT ADWORDS MANAGEMENT
Initial Campaign Set Up
• Research keywords• Create Adwords campaign structure• Create text ads• Create and optimize landing pages
Ongoing
• Monitor budget• Adjust bids • Control spend• Optimize Quality Score – weed out or improve low performers• Revise landing pages• Split testing (ads directly, landing pages indirectly)• Monthly Report
Future?
• Remarketing• Display Network
QUESTIONS
• Send us feedback
• support@footprintllc.com
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