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Seth Meyerowitz
Certified Google Business Trainerwww.UBE-Inc.com - [email protected] - 516-330-3865
Google & Online Marketing SeminarHelping You Build Your Online Presence
Agenda
• Introduction to AdWords
• How Google ranks ads
• The importance of structure
• How to choose the right keywords
• How to write great ads
• Q&A
In this section we’ll cover...
• An introduction to Google AdWords
• Common questions from new advertisers
• The importance of setting goals
• Where your ads can show: An explanation of the Google Ad Network
• How to sign up
What is Google AdWords?
• AdWords is Google’s advertising program
Advertisers select keywords; ads appear next to the search results on Google.com
• Advertisers can also show ads on hundreds of thousands of websites
Ads are matched to Web pages relevant to advertisers’ keywords
The questions people ask
Is AdWords appropriate for my small business?
Which keywords should I use?
How will I be charged?
Where will my ads appear?How do I write a great ad?
How do I get my ad in the #1 position?
What questions do you have?
Before we begin... what are your goals?
I want to open my email every morning and see at least 3 new orders.
I’d like to increase sales by 15 percent.
I want at least 40 visits to my website every day.
I want to double my customer base.
I want five quality leads a day for my sales team to call.
I want an ROI of 250 percent on all sales coming from AdWords.
I’d like to get as many clicks as I can for less than $0.80 per click.
In this section we’ll cover...
• How the AdWords auction works
• How Google calculates your place in the auction
• What’s Max CPC?
• How Quality Score is calculated
• How all this affects what you pay for a click
How does AdWords work?
Instant Auction
A live auction is run for every search
Ad Position = Quality x Your Bid
Quality Factors:
Clickthrough rate, keyword relevance, ad relevance and historical performance
Everyone wants to be in position #1? Is This Best?
The position of each ad is determined using a ranking formula.
The magic ad ranking formula
Ad RankMaximum
Cost-Per-Click Bid (Max. CPC)
Quality Score= x
The Bottom Line:
If you have a great Quality Score, you can still show in a high position with a low bid
What is your Max CPC?
• The maximum price you are prepared to pay for a click
• Your ‘bid’ in the AdWords auction
What is Quality Score?
• A measure of how relevant and useful your ads are.
• Do your ads & keywords provide a good user experience?
POOR
OK
GREAT
Note: The above example is for demonstration purposes only. It is not meant to indicate the actual quality score of the ads.
Which Is
Best?
How Google calculates Quality Score
+
Clickthrough-Rate (CTR)
Of the people who saw your ad, how many clicked on it?
RelevancyDo your keywords match your ads?
Does the search query match your keyword?
Does your landing page provide a good user experience?
Landing Page Quality
+
The magic ranking formula - example
Alison, Scott and Jon are all bidding on the keyword ‘zipline kits.’
Based on their Max CPC and Quality Score, whose ad will show in first position?
= x$1.00 8Alison
= x$1.00 10Scott
= x$2.35 3Jon
8
10
7
1st
2nd
3rd
Ad Rank Max CPC Quality Score
WhoWins
#1Spot?
How much do I actually pay?
Your actual CPC is the Ad Rank of the advertiser below, divided by your Quality Score.
= x$1.00 8
= x$2.35 3
= x$1.00 10Scott
Alison
Jon
10
8
7 $min
$.88
$.80
Ad Rank Max CPC Quality Score Actual CPC
(8/10)
(7/8)
minimum
=
=
=
So you’ll show in a higher position if...
• Your Quality Score is at least 5/10 for each keyword
• Your bids are competitive
• Both!
In this section we’ll cover...
• The structure and limits of a typical AdWords account
• Best practices for organizing your account
AdWords account structure
AdWords Account
Unique email address & passwordBilling information
Campaign
Daily budgetLocation/language targeting
Distribution preferenceEnd date
Campaign
Daily budgetLocation/language targeting
Distribution preferenceEnd date
Ad Group
KeywordsAds
Ad Group
KeywordsAds
Ad Group
KeywordsAds
Ad Group
KeywordsAds
Ad Group
KeywordsAds
Ad Group
KeywordsAds
25
The WRONG way to structure an AdWords account
“Furniture” Campaign
Furniture Ad Group
The Best FurnitureGreat Selection, Made in USA Free Shipping, 5 Year Warranty.PlantationDesign.com
leather sectional
rugs
dining room table
kitchen table
brass bed
leather headboard
dresser
leather couch
leather loveseat
patio furniture
table lamp
floor lamp
kids furniture
living room furniture
bedroom furniture
desk
leather chair
leather sofa
coffee table
end table
lamp
ottoman
dining room table
media console
AdWords Account
26
A BETTER way to structure an account
“Leather Sectionals” Ad Group
“Leather Chairs” Ad Group
“Leather Loveseats” Ad Group
Leather SectionalsLeather Sectionals Made in USA
From $1,999 With 5 Year Warranty
plantationdesign.com/sectionals
Leather LoveseatsFree Delivery When You Buy Before
Christmas. Order Yours Today!
plantationdesign.com/loveseat
Leather ChairsHandcrafted Leather Chairs
Make a Statement. View Catalog!
plantationdesign.com/chairs
buy leather sectional suite
buy leather sectional suites
leather sectional suites
leather sectional suite
buy leather sectional
buy leather sectional
leather sectional
leather sectionals
buy leather love seats
buy leather loveseats
buy leather love seat
buy leather loveseat
leather loveseats
leather love seats
leather love seat
leather loveseat
buy handmade leather chair
buy handmade leather chairs
handmade leather chairs
handmade leather chair
buy leather chairs
buy leather chair
leather chair
leather chairs
AdWords Account
“Furniture” Campaign
Structuring your own AdWords account for success
• Create one Ad Group for each product or service
• Create one Ad Group with your brand/business name as keywords
• Create additional Ad Groups for variations “B&B” vs. “Bed and Breakfast”
For a Plumber
emergency plumbing
hot water repairs
hot water installation
Dishwasher installation
bathroom renovations
drain clearing
Plumber nashville
For a Sports Equipment Store
Tents
sleeping bags
portable stoves
Backpacks
hiking boots
lanterns
swiss amy knives
For a Bed & Breakfast
bed & breakfast nashville
b&b nashville
cheap nashville hotel
luxury bed & breakfast
luxury b&b
nashville inns
In this section we’ll cover...
• How to begin building your keyword list
• How to apply the “Goldilocks” principle
• Keywords match types
• The Google Keyword Tool
Building a keyword list
• Brainstorm business
• Review website
• Think like a customer
• Focus on what differentiates
• Include plural & singular versions
• Include spelling mistakes & variations
• Include product numbers & codes
Use the ‘Goldilocks principle’ to pick keywords
Too General Just Right Too Specific
vacation
tax
store
bags
accounting
florida vacation rental
tax preparation nashville
dvd storage
handmade leather bags
cheap accounting software
3 br vacation rental grayton beach
tax preparation service nolensville rd
faux leather storage for dvd box sets
handmade black croc leather handbags
accounting software for petsitting biz
• Add all relevant keyword variations: singular/plural and synonyms
• Keyword combinations, accent marks (á, é, í, ó, ú, ñ, ü, etc.)
• Make keywords specific to your product or service
What happens if my keyword is too general?
Example keyword ‘vacation’ -- your ad might show for:
vacation rental
vacation deals
vacation ideas
vacations for kids
vacations for singles
vacations for veterans
National lampoon’s european vacation
permanent vacation lyrics
The go-go’s vacation
disney vacation club
pictures from our vacation by lynne rae perkins
vacation auctions
vacation accrual policy
Vacation agent magazine
vacation air conditioning
vacation anxiety
General keywords = low clickthrough-rate = low Quality Score
32
Keyword matching options
Match TypeHow keyword appears in AdWords:
The ad will show when:
The ad will show when a searcher types:
Broad Caribbean Cruise
All words containing this word or combination of words in any order is used as the query.
Caribbean holiday CruisesCruise holiday in CaribbeanCruise in Carribean
“Phrase” “Caribbean Cruise”
Keywords are typed in the exact order specified. Can have other words before and/or after.
Cheap Caribbean CruiseCaribbean Cruise dealsLuxury Caribbean Cruise
[Exact] [Caribbean Cruise]Keywords must be only & exactly what the user types in
Caribbean Cruise
-Negative - TomAds will not appear when this search term is entered in the query
Add will not show if someone types:Tom Cruise
Examples of negative keywords
Service provider
-become
-study
-class
-classes
-course
-license
-training
-jobs
-employment
-supplies
-tools
-price
Vacation destination
-library
-doctor
-vet
-hospital
-schools
-coffee
-cards
-history
-jobs in
-pictures
-news
-weather
Frequently used
-free
-lyrics
-second hand
-used
-parts
-repairs
-wholesale
-pics
-pictures
-definition of
-history
-diy
The Google Keyword Tool: help finding keywords
Enter your keyword
Get additional keyword suggestions
Ad text specifications
Ad title (25 characters max, including spaces)
Two description lines (35 characters max each, including spaces)
Display URL (35 characters max, including spaces)
Destination URL(1024 characters max, including spaces)
What is a good AdWords ad?
A good ad:
• Is relevant to the keywords in the ad groupGets a high clickthrough-rate (CTR) Effectively sells your product or serviceStands out from your competitorsIncludes a call to action
What doesn’t work
Vague, irrelevant, unclear ads without useful information.
What doesn‘t work
Vague, irrelevant, unclear ads without useful information.
Ask yourself just 3 questions to help you write great ads!
“We won an award in 2009”
“All our products are custom made”
“We always show up on time”
“We’re open 7 days a week”
UsefulAds
1. What sets your business apart?Why would someone choose your business over a competitor?
Examples:“We only sell products made in the USA”
“We have a money back guarantee”
“We have 30 years experience”
“Free shipping if you buy two”
2. Can you describe your products or services?Describe specific or technical details of your products or services.Examples:
“Made from recycled materials”
“Battery lasts up to 8 hours”
“From $16 per square foot”
“Evening classes available”
“24/7 onsite support”
“On time or it’s free”
3. What is your call to action?After someone clicks on your ad and visits your website, what is it you want them to do next?Examples:
“Call us to request a free quote”
“Download a 30-day free trial”
“Sign up for our mailing list”
“Learn more about osteoporosis”
“Call us and order a pizza”
“Request a call back”
CallTo
Action
SetsYou
Apart
How to get to your goals – step by step
Experiment! Try new ads and keywords to get the best to see which perform best.
Track your results
Measure! Have you achieved your goals?
Repeat
Where Ads ShowShow ads on Google.com, the Search Partners, the Google Display Network.
How to Structure an AccountStructure your account for success with campaigns, Ad Groups and keywords.
How to Select KeywordsKeyword match types, the “Goldilocks” principle, using the Google Keyword Tool.
How To Write AdsAd text specifications, tips for writing more effective ads, calls to action.
After this session, you should know
Thank you!
AdWords Online Classroom:www.google.com/adwords/onlineclassroom
AdWords Small Business Center: www.google.com/adwords/smallbusinesscenter
Consultantshttps://adwords.google.com/professionals/search
YouTube Google Business Channelhttp://www.youtube.com/user/GoogleBusiness
Find out more about Google‘s products at:
www.google.com/services/smallbusiness
Seth Meyerowitz
Certified Google Business Trainerwww.UBE-Inc.com – [email protected] - 516-330-3865
Thank You For Attending!Google & Online Marketing Seminar
Helping You Build Your Online Presence
Slides Are Available For Download
www.long-island-website-design.com/seminar-resourcespassword = june14seminar123