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Introduction to AdWordsPrinciples of Corporate Advertising
Agenda:
• The Changing Marketing Landscape
• Reaching Google’s Audience with the Message
• How to Get Started with Google AdWords
• How to Run a Successful AdWords Campaign
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Where Are We Today…and Where Are We Going?
1995 2010 2050?
Digital Media$
Non-Digital Media
Today
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As a Marketer, Your Objectives Are Manifold
AwarenessCreate awareness
EducationCreate interest through
information
ImageMaintain brand
Direct responseCycle of trial, purchase, and repeat
Television
Radio
Direct mail& response
Outdoor SearchMarketing
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Search is the Most Efficient Channel
$50
$20
$8.5
$0
$20
$40
$60
$80
Direct mail Email Online display ads Yellow Pages Search
Source: Piper Jaffray: “The New eCommerce Decade: The Age of Micro Targeting,” Oct 2009
Approximate Customer Acquisition Cost Across Various Channels
$70
$60
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The Right Lead at the Right Time
Decisionand
Purchase Cycle
Contextually relevant ad on website
“charity”
“Sponsor a Child”
“Sponsor a Child in India”“Annual Giving”
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Agenda
The Changing Marketing Landscape
Reaching Google’s Audience with the Message
How to Get Started with Google AdWords
How to Run a Successful AdWords Campaign
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Google AdWords Reaches Global Markets
Sources: Measured by Media Metrix and NetRatings (September 2004); “2005 Web Globalization Report Card,” Byte Level Research (November 2004)
People use Google in over 100
languages
The Google Network reaches more than 80% of worldwide
Internet users.
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The Google Network
Google: #1 U.S. search engine:
Search partners:
Thousands of Content partners:
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Connect with Consumers When They
Search
with Google’s
Search Solutions
Connect with Consumers When They Research
with Google’s
Content Network
Connect with Consumers When They
Pursue Interests
with Google’s
Site Targeting
Reach customers via three advertising touch points:
Reaching Customers Online
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Imagine Your Business on Google
Your BusinessImagine your business here right when a user is searching for what you offer
www.YourBusiness.com
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Google Search Results
Search Query: ‘flowers’
Google Search Results
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Google AdWords Ads
AdWords Ads
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Keyword Advertising
• Targeted advertising
• Better advertiser ROI than untargeted ads
• Improved user experience
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AdWords for Content - AdSense
Reaches millions of users as they read content online
Google scans a page, interprets its content and
serves relevant ads
Recipe for Roasted Garlic Pasta Sauce
Relevant ads Targeted in real-time
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Agenda
The Changing Marketing Landscape
Reaching Google’s Audience with Your Message
How to Get Started with Google AdWords
How to Run a Successful AdWords Campaign
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AdWords Start Page
Step 1: Go to www.google.com/adwords
When you reach the Google AdWords page, simply click the button to begin
The sign-up process usually takes about 15 minutes
You can read more about the benefits of AdWords and how it works on this
page as well
Step 1: Go to www.google.com/adwords
When you reach the Google AdWords page, simply click the button to begin
The sign-up process usually takes about 15 minutes
You can read more about the benefits of AdWords and how it works on this
page as well
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Choose Your Edition
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What if I Don’t Have a Web Page?
Hosted business pages are informational sites that new AdWords advertisers may create when setting up advertising campaigns.
If you have a small business and would like to advertise with Google AdWords, but you don't have a website, you can create a hosted
page to showcase your business. It usually takes only 15 minutes to set up.
With AdWords and hosted business pages, you'll be able to reach potential customers with a few quick and easy steps.
Hosted business pages are informational sites that new AdWords advertisers may create when setting up advertising campaigns.
If you have a small business and would like to advertise with Google AdWords, but you don't have a website, you can create a hosted
page to showcase your business. It usually takes only 15 minutes to set up.
With AdWords and hosted business pages, you'll be able to reach potential customers with a few quick and easy steps.
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Select Your Ad Location and Language
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Write Your Ad
Step 4: Write your ad
In this step, you enter the website address where you
want potential customers to go when they click on your ad
If you don’t have a webpage, you can still take advantage of AdWords. We have a tool that allows you to create a simple
page hosted by Google
Then, follow the instructions and write your ad. Your ad title and copy should be relevant and understandable to your
customers
If you are having a case of writer’s block, there’s a tool that can provide you with ad copy ideas; simply click the
“Give me ideas” tab and follow the simple instructions
Step 4: Write your ad
In this step, you enter the website address where you
want potential customers to go when they click on your ad
If you don’t have a webpage, you can still take advantage of AdWords. We have a tool that allows you to create a simple
page hosted by Google
Then, follow the instructions and write your ad. Your ad title and copy should be relevant and understandable to your
customers
If you are having a case of writer’s block, there’s a tool that can provide you with ad copy ideas; simply click the
“Give me ideas” tab and follow the simple instructions
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Choose Your Keywords
Step 5: Choose Your Keywords
Keywords are what your prospective customers are typing into the search bar to find your products and services,
such as “real estate, 91311”
In this step, you can enter as many keywords and key phrases as you’d like into the box
Your ad will be more effective if your keywords are directly related to your ad. More specific key phrases and
keywords will lead to better leads
Step 5: Choose Your Keywords
Keywords are what your prospective customers are typing into the search bar to find your products and services,
such as “real estate, 91311”
In this step, you can enter as many keywords and key phrases as you’d like into the box
Your ad will be more effective if your keywords are directly related to your ad. More specific key phrases and
keywords will lead to better leads
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Enter Your Billing Information
Select a form of payment
You can use direct debit or credit card
Select a form of payment
You can use direct debit or credit card
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Agenda
The Changing Marketing Landscape
Reaching Google’s Audience with Your Message
How to Get Started with Google AdWords
How to Run a Successful AdWords Campaign
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Targeted Ad
Higher Clickthrough
Rates
More Qualified Leads
BetterConversions
Good User Experience
How do I create an effective AdWords campaign?
Relevance is the key to a successful AdWords campaign
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Relevant Keywords:
• Accurately reflect products/services being offered
• Match what your audience is looking for
• Target the audience without being too general
How do I Choose Good Keywords?
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Keyword Match Types
Ads are continuously matched to Internet users’ interests based on your keywords
Use keyword match types to your advantage• Broad Match
• Phrase Match
• Exact Match
• Negative keyword
Ads are placed as buying decisions are made
The Result: Businesses reach their audience at the right time, with the right message
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Broad Match Example
For the broad-matched keyword used book- used book dealer
- buy used book
- used and rare book
- used book for sale
- Cheap used book
Ad can appear for any of these queries
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What are Negative Keywords?
Negative Match: -cheapKeyword: used book
• Prevent ads from appearing on irrelevant search queries
• Eliminate unwanted impressions
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pets
buy dog food
buy cheap dog food online now
Purina dog chow
vet
dogs
canned dog meals
dog food recipes
Choosing the Right Keywords – Selling Dogfood
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Source: OneStat.com – July 2006
Choosing the Right Keywords
Average US Search Phrase Length
6%
6%
12%
20%
22%
29%
3%
0% 10% 20% 30%
7 word phrases
6 word phrases
1 word phrases
5 word phrases
4 word phrases
3 word phrases
2 word phrases
94% of people in the US search with multi-word phrases
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• Ad text distinguishes you from the competition
• Communication, appearance, and style are important
• Be persuasive and informative
• First thing the user sees
How do I write an effective ad?
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Keywords in Ad Text
figurinesCollector Dolls 40% OffThe Anastasia Collection -Porcelain Dolls, Doll Stands, & Morewww.AdWordsExample.com
Discount FigurinesUnique Collectibles, Gift Ideas,Figurines & Miniatures. Buy Online!www.AdWordsExample.com
Catch your customer’s eye by making sure your headlines match the keywords.
Matching terms show up in bold text on the Google results page.
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Include a Call to Action
Click Here Visit Us
Examples: get info, research here, download free white paper, order our catalog, buy now, save money
Avoid meaningless slogans and gimmicky language
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Send Chocolate GiftsSave 10% on all chocolate orders.Free shipping over $50.
Differentiate Products or Services
Save 50%
$10 Off
Seasonal Sales
Free Shipping
Free White Paper
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New York Advertising
Location in ad text can increase performance
• Attracts attention of local users
• Non-local users will not click on ad
Advertise by Location
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Inter-capitalize Display URL
Inter-capitalizing your display URL may make your ad stand out more and lead to better clickthrough rates
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Use multiple ads to test messages and see which on works best
Including Multiple Ads
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Controlling Costs
• No minimum spend
• You choose your own maximum daily spending limit (daily budget)
• Choose how much you want to spend per click for every keyword
• Pay Google for users who click on your ad
• Conversion tracking = real-time return-on-investment data
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Using Budgets
With AdWords, you can set your advertising budget to whatever you desire. Simply enter a monthly budget
amount into the box in the “Budget” section
For more control, you can even decide how much each customer lead (click) is worth to you. You can set your
maximum cost-per-click to any amount you desire, such as $0.10
If you’re unsure, Google could help optimize your budget based on the keywords you choose; simply
check the “Google should set my bids…” box
With AdWords, you can set your advertising budget to whatever you desire. Simply enter a monthly budget
amount into the box in the “Budget” section
For more control, you can even decide how much each customer lead (click) is worth to you. You can set your
maximum cost-per-click to any amount you desire, such as $0.10
If you’re unsure, Google could help optimize your budget based on the keywords you choose; simply
check the “Google should set my bids…” box
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Relevancy Decreases Your Cost
The ad rank depends on the relevance of the ad and your maximum bid
• Rank = Quality Score * Maximum CPC
It is possible for the higher ranked ad to have a lower cost per click than its competitors
If your ad is more relevant, you can still compete against someone with more money
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And Targeting Is Easy…
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AdWords gives you the option to target the location where your ad will be visible to potential
customers
If you want your ad to be shown to all relevant searches in a particular country, you can simply
select a country
If you would like to target a local area within a country, simply enter a city name or postal code to search and select the area where you would
like your ads to show
AdWords gives you the option to target the location where your ad will be visible to potential
customers
If you want your ad to be shown to all relevant searches in a particular country, you can simply
select a country
If you would like to target a local area within a country, simply enter a city name or postal code to search and select the area where you would
like your ads to show
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Regional and Local Targeting
You can target ads so they appear only in locations of interest to you – your neighborhood, your service areas, your city or your state.
Select from pre-defined geographies
Countries
Regions
Cities
Define the area, customize the targeting
Within a defined radius Within defined borders
OR
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AdWords is Accountable
Monitor Your AdWords Performance
The AdWords interface lets you monitor the performance of each ad that you are running, as well as your overall performance
With AdWords, you always know how your ads—and marketing budget—are performing
Monitor Your AdWords Performance
The AdWords interface lets you monitor the performance of each ad that you are running, as well as your overall performance
With AdWords, you always know how your ads—and marketing budget—are performing
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Questions
