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Ed Tankersley, principal of Eight Trails LLC online marketing and a Google AdWords Qualified Individual, shows how to set up your AdWords account the right way the first time, and how to get the most out of AdWords. The special focus for this presentation is on Bed and Breakfasts, but the information is applicable to all businesses.
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AdWords forBed and Breakfasts
August 29, 2011
Let’s Get Acquainted
• Ed Tankersley• Principal of Eight
Trails• Smarter websites and
online marketing• 20+ years advertising and marketing
• Interactive director• Creative director• Writer
Let’s Get Acquainted
• Ed Tankersley• Google AdWords Qualified
Individual
What is AdWords?
• AdWords is Google’s paid search advertising program
• Paid search is also known as pay-per-click or PPC
• PPC is one component of SEM
What is SEM?
Connect with potentialcustomers while they’re
actively searching foryour service!
Natural search vs paid search
(SEO vs PPC)
NATURAL SEARCH RESULTS
PAID
SEARCH
ADS
PAID
SEARCH
ADS
PAID SEARCH HERE, TOO
SEO vs PPC
• SEO helps you with your organic search rankings
• PPC is a way to pay for position on the search results pages (and other websites, too)
• PPC is not affected by what you do with SEO
• SEO is not affected by what you do with PPC
AdWords Nitty Gritty
• Benefits of AdWords• Reach• Targeting• Flexibility• Measurability
AdWords Nitty Gritty
• AdWords is an auction• The higher you bid, the higher
your ads appear (generally)
AdWords Nitty Gritty
• You pay only when someone clicks on your ad
• Hence, pay-per-click• There is no minimum budget
requirement• Spend as much or as little as
works for you
AdWords Nitty Gritty
• Your bid price for a given position is determined by competition AND your Quality Score
• With a good Quality Score, you could rank higher than a competitor for a lower bid price
AdWords Nitty Gritty
• Your Quality Score is determined by• The relevance of your ad• The relevance of your landing
page• Your clickthrough rate• Other mysterious factors
AdWords Nitty Gritty
• AdWords comprises:• Search Network
• Google search• Search partners (AOL, Earthlink)
• Display Network• Hundreds of thousands of websites
Set Up Your First AdWords Campaign, Step by Step
• Create an Account the Right Way the First Time
• Your Secret Advantage – Irresistible Ads• The Lowdown on Keywords• Organize Your Ad Groups for Success• 3 Defaults That Can Bite You• Bonus Tips for Insiders Only
Create an Account the Right Way the First Time
Start at adwords.google.com
Create an Account the Right Way the First Time
• Use an existing email tied to your Google accounts or create a new one
• Set your time zone – can’t be changed
• Set your currency – can’t be changed
• Confirm your email
Create an Account the Right Way the First Time
• Use an existing email tied to your Google accounts or create a new one
• Set your time zone – can’t be changed
• Set your currency – can’t be changed
• Confirm your email
Create an Account the Right Way the First Time
• Use an existing email tied to your Google accounts or create a new one
• Set your time zone – can’t be changed
• Set your currency – can’t be changed
• Confirm your email
Create an Account the Right Way the First Time
That’s it! You have an AdWords account
(sort of…)
Create an Account the Right Way the First Time
• Use the Load Settings option to choose Search Network Only
• Name your campaign• Set your Locations• Set your Languages• Leave the Networks and Devices as it is• Leave Bidding Options set to Basic• Choose Manual Bidding• Set Daily Budget• Leave Delivery Method set to Standard• Ad Extensions
Create an Account the Right Way the First Time
• Use the Load Settings option to choose Search Network Only
• Name your campaign• Set your Locations• Set your Languages• Leave the Networks and Devices as it is• Leave Bidding Options set to Basic• Choose Manual Bidding• Set Daily Budget• Leave Delivery Method set to Standard• Ad Extensions
Create an Account the Right Way the First Time
• Use the Load Settings option to choose Search Network Only
• Name your campaign• Set your Locations• Set your Languages• Leave the Networks and Devices as it is• Leave Bidding Options set to Basic• Choose Manual Bidding• Set Daily Budget• Leave Delivery Method set to Standard• Ad Extensions
Create an Account the Right Way the First Time
• Use the Load Settings option to choose Search Network Only
• Name your campaign• Set your Locations• Set your Languages• Leave the Networks and Devices as it is• Leave Bidding Options set to Basic• Choose Manual Bidding• Set Daily Budget• Leave Delivery Method set to Standard• Ad Extensions
Create an Account the Right Way the First Time
• Use the Load Settings option to choose Search Network Only
• Name your campaign• Set your Locations• Set your Languages• Leave the Networks and Devices as it is• Leave Bidding Options set to Basic• Choose Manual Bidding• Set Daily Budget• Leave Delivery Method set to Standard• Ad Extensions
Create an Account the Right Way the First Time
• Use the Load Settings option to choose Search Network Only
• Name your campaign• Set your Locations• Set your Languages• Leave the Networks and Devices as it is• Leave Bidding Options set to Basic• Choose Manual Bidding• Set Daily Budget• Leave Delivery Method set to Standard• Ad Extensions
Create an Account the Right Way the First Time
• Use the Load Settings option to choose Search Network Only
• Name your campaign• Set your Locations• Set your Languages• Leave the Networks and Devices as it is• Leave Bidding Options set to Basic• Choose Manual Bidding• Set Daily Budget• Leave Delivery Method set to Standard• Ad Extensions
Create an Account the Right Way the First Time
• Advanced Settings• Schedule
• Start date• End date• Ad Scheduling• Ad Delivery: Set Ad Rotation to Rotate
Aug 31, 2011
Create an Account the Right Way the First Time
• Advanced Settings• Schedule
• Start date• End date• Ad Scheduling• Ad Delivery: Set Ad Rotation to
Rotate
Create an Account the Right Way the First Time
• Create an ad• Select keywords• Set your maximum bid• Save and continue to billing
Create an Account the Right Way the First Time
• Create an ad• Select keywords• Set your maximum bid• Save and continue to billing
Create an Account the Right Way the First Time
• Create an ad• Select keywords• Set your maximum bid• Save and continue to billing
Create an Account the Right Way the First Time
• Create an ad• Select keywords• Set your maximum bid• Save and continue to billing
Create an Account the Right Way the First Time
• Enter your billing information• Select automatic payments or
manual payments• Pay a one-time AdWords
activation fee of $5
Create an Account the Right Way the First Time
NOW you have an AdWords account
CAUTION!
Unless you chose a start date in the future, your ads will now start
displaying and you’ll be spending money!
Your Secret Advantage –
Irresistible Ads
Your Secret Advantage – Irresistible Ads
The purpose of your ad is to get people to click on your ad!
Your Secret Advantage – Irresistible Ads
People don’t need a drill… …they need a hole.
Sell your benefits!
Your Secret Advantage – Irresistible Ads
< Benefits
< Features
Hands-On -Explore Your Benefits
• Create a list of features• Extend those to benefits• Add emotional promise if you
can
Your Secret Advantage – Irresistible Ads
• Include a call to action and make it specific
• Bad: Click here.• Better: Learn about our inn.• Best: Book online. Buy now.
Reserve your spot. Get yours today.
Your Secret Advantage – Irresistible Ads
• Include a call to action and make it specific
Your Secret Advantage – Irresistible Ads
• Put your price in your ad
Your Secret Advantage – Irresistible Ads
Spy on your competitors, then
differentiate
Your Secret Advantage – Irresistible Ads
• Write two ads and let them battle
Hands-On –What Can You Test?
• Headlines• Offers• Features• Benefits• Appeal/Promise• URLs• Capitalization
Your Secret Advantage – Irresistible Ads
• Use your top keyword in your ad headline
The Lowdown on Keywords
Keyword Research
Keyword – A word or series of words that a search engine user types into the search box
Keyword Research
• Generate a seed list• Ask your customers• Ask your front-line employees• Look at analytics or server logs
Sample Seed List
1. Bed and breakfast2. Hotel3. Lodging4. Cabins5. B&B6. Accommodations7. Reviews8. Ratings
Expand Your Keyword List
• Google Keyword Tool• adwords.google.com/select/
KeywordToolExternal
Evaluate Relevance
• The more precise the search, the closer they are to buying:• Hotel• Boutique hotel• Bed and breakfast• Bed and breakfast Flagstaff• Bed and breakfast fireplace Flagstaff• Bed and breakfast near Pine
Mountain Amphitheater
Evaluate Relevance
Are the people who search for a keyword likely to be buyers?
Not likely: Flagstaff hotel with pool, cheap Flagstaff hotel, review Flagstaff Inns
More likely: Flagstaff b&b, hotel near Flagstaff bluegrass
festival
The Lowdown on Keywords
• Choose long tail keywords
Select Your Keywords
• Arrange keywords into closely related groups• Location• Room amenities• Promotions• Nearby attractions
Hands-OnCreate a Keyword List
• Write a seed list across the top• Write similar keywords below
each seed word to create groups
The Lowdown on Keywords
• Use negative keywords to tell AdWords what searches are not relevant to your business
The Lowdown on Keywords
• Put your most popular keywords in their own group
• Put lots of keywords in your campaign
• Add new keywords regularly
Optimize Your Ad Groups for
Success
Organize Your Ad Groups for Success
• Create tightly focused ad groups• One feature or promotion per ad
group, for example
Hands-OnWrite an Ad
• Choose a keyword• Write a headline that includes
the keyword – 25 characters max• Write ad text
• 70 characters total divided into two lines
• Try to include the keyword• Benefits, price, promotion• Include a call to action
Bonus Tipsfor Insiders Only
Bonus Tips for Insiders Only
1. Create a separate campaign for your branded keywords• Company name• Website• Variations
• Keeps these top performers from skewing your other metrics
Bonus Tips for Insiders Only
2. Test Ad Scheduling to run your ads during those hours when you want to answer the phone
3. Don’t make changes too frequently
4. Don’t delete ads; pause and replace
Bookmark These
• EightTrails.com• adwords.google.com• google.com/intl/en/ads/faq –
step-by-step sign up instructions• google.com/adwords/
learningcenter – advanced tutorials• adwords.google.com/select/
KeywordToolExternal – keyword tool
Questions? Effusive Praise?
• Ed Tankersley • EightTrails.com• [email protected]• 602-361-2001