Google Adwords Kick Start Training Course
Intro & Outline
Ethan Chong – Google Adword Qualified Professional
• Basic Concepts• Keyword Research• Step by Step Campaign Setup• Ad Writing• Common Mistakes to Avoid• Landing Page Design• Tips & Sharing• Resources – Learn more!
PPC (Pay Per Click) Advertising◦ You don’t pay (to Google) unless people click on your ad…◦ Highly Targeted Advertising – Only appear when people search
for it
What is Google Adwords?
Where will Google Adwords will appear?
Google Search Results
Search Network
Where will Google Adwords will appear?
Content Network Gmail
Why Use Google Adwords?
Benefits of Google Adwords?◦ Fastest way to promote your products / services◦ Very Targeted & Specific◦ Get your Prospect to find you (No cold call!)
Basic Concepts
Right Message > Right People > Right Market > Right Time
Who can use?◦ Anybody (Google Account & Credit Card needed)◦ Suitable for Direct Response Ad◦ Not recommended for Branding
Where?◦ Anywhere, Anytime!
Basic Concepts
How much does it cost? ◦ No fixed price
Google provide estimated cost per click◦ You only know after the clicks happen◦ Good news is – You are in Control
No Minimum Spend You control your budget You control Maximum Cost Per Click Pause/End the campaign anytime
Basic Concepts
How Adwords Pays for Itself
$1000 Investment in Adwords
$1 cost per click ≥ 1,000 Clicks
10% Conversion rate =100 Sales
Average Sales =100 Sales
$1k Investment Result in $10k in Sales
Reinvest Profit, Optimized the Ad
Max CPC: Maximum Cost Per Click◦ Maximum price you are willing to pay for particular keyword eg. $2 for the
keyword “iphone leather cover”
CTR: Click-Through Rate◦ Number of Clicks/ Number of times your ad shows up
Terms
Landing page: ◦ First page where the visitors see after clicking on your
ad.
Terms
Google AdwordLanding Page
Understand your Target Market:◦ Who are they? Where are they (country)?◦ What website / forum they normally surf?
What is your Main Keywords?◦ Write down 5 keyword phrases based on each your
product & services◦ Don’t use single keyword because it is too broad◦ Preferably 2~5 keyword phrases (indicate buying
interest)!
Getting Started
Google it!◦ How many Competitors out there?
Refresh the search results a few times and count◦ Any keywords which are less competitive?
Use Free tools◦ https://adwords.google.com/select/KeywordToolExter
nal
Scout the Competition
Imagine yourself as the customer ◦ what would you search for?
Use these Tactics & Free Tools◦ https://adwords.google.com/select/KeywordToolExternal
Remember to show all columns◦ Google Suggest
http://www.google.com/webhp?complete=1&hl=en◦ Yahoo Search Assistant
www.yahoo.com ◦ Forums (relate to your products or services)◦ Ask your existing customers!
Come out with at least 50 keywords◦ Write it down! - Save it in Notepad or wherever.
Generating Keywords
Understand Different Matching Options
• Broad Match
• Phrase Match
• Exact Match
• Negative Keywords
If you bid on => celebrity perfumes Your ad will appear when people search for:
Hollywood celebrity perfumesList of celebrity endorsed perfumes
Perfumes wear by celebrity
Broad Match
If you bid on => “celebrity perfumes” Your ad will appear when people search for:
Hot celebrity perfumesTop Ten celebrity perfumes
Celebrity perfumes and fragranceBest celebrity perfumes for men
Phrase Match
If you bid on => [celebrity perfumes] Your ad will appear when people search for
exactly
Celebrity perfumes
Exact Match
Technique to filter out traffic that you don’t want Put minus sign “-”
◦ Reseller◦ Wholesaler◦ Free
So, your ad will not show up when people search for:
perfumes resellerperfumes wholesaler
free perfumes
Negative Keywords
Download Adwords Wrapperhttp://www.godefy.com/product/godefy_adwords_wrapper_2117
◦ Automatic help you wrap up your keywords in different matching option
◦ Wrap up your keywords now!
Wrap up Your Keywords
Go to adwords.google.com
Setting up Adwords Campaign
Choose Starter Edition
For Beginner
For Experienced Advertiser
Choose your Target Language
Choose your Target Location
Create your Ad
Typical Ad
How to write effective ads?
• Use Keywords In Headline or Description line
• Put Benefits 1st, Features come 2nd
• Capitalize 1st letter of each word in display URL• Be Specific
• Geographically specific ads
How to write effective ads?
• Don’t Sounds like you are trying to sell them something
• Show Trust & Credibility
How to write effective ads?
Put in Keywords
Set Your Budget
Account Setup
Understand Adwords Account Structure
Speaker CD Player
Car Audio
Car Wiper Car Lights
Keyword listcar speaker reviewsmid bass speakercomponent speaker
Keyword listPioneer CD PlayerCar CD PlayerSony Car CD Player
Keyword listCar head lightsCar tail lightsHeadlights bulbs
Keyword listcar wiper bladescar wiper motorscar wiper arms
Download Adwords Editorhttp://www.google.com/intl/en/adwordseditor/
Download your keywords Group your keywords Upload your keywords
Google Adwords Editor
Sounds Simple, Right ?If you can afford to flush away your cash,
then please just stop here.
Do you make these mistakes?
What's so wrong with this picture?
It would look like this:
An Adwords Ad
A whole bunch ofDifferent keywords
The company’s home page
Too many different kinds of keywords in the same group.
1st Mistake:
You should group them into different Ad groups.
Why Grouping?
"Smith Telecommunications" - Who are you?
2nd Mistake:
• Low CTR• High bid price
You should:
Don't bring visitors to your homepage.
3rd Mistake:
You only have 5~10 seconds to make an impression as your visitors scan through
You’ll spend more money because - Landing page not relevant to ad- Low Quality Score- You have to bid high – cost more!
3rd Mistake continue
Just Give them exactly what they want.
Voice Mail SoftwareIntelligent Voice Mail Software for you business needs…………………………………………………………………………..Make your communication Easier……………..custom expandable systems………………….
www.smithtelecom.com/voice-mail-software.html
Forget to put negative keywords
4th Mistake:
• Waste your money• Waste visitor time• Have to bid high
Filter it out…
You should do this:
Tips: What indicates a non-buyingKeywords?
5th Mistake Create only 1 ad in an Ad Group
Tips: Always split testing 2 ads at the same time!See which one performs better conversion!
58 Clicks l 1.9% CTR
A week after the ad goes live...
5th Mistake (continue)
45 Clicks l 1.4% CTR
• You’ll know which one actually performs better.• Delete the inferior one, create another ad with
different copy to beat the better one.• Keep testing!
Choose your landing page◦ Don’t choose homepage◦ Choose specific category/product page that what your ad described
Headline◦ Compelling & Eye Catching◦ Relevant to your Ad◦ Keyword in headline
Unique Selling Point◦ Describe benefits in bullet point
Readability◦ Headline use ◦ 10 or 12pt font size for content
Optimize your Landing Page
In webShaper, go to Product Catalog > Choose Product Item > Edit Product Item
Put your keyword phrases in ‘Keyword field’ Put short description
◦ Put most important information in first 160 characters space◦ It show on Google Search Result Page (as snippets) that help
your SEO too!
Optimize your Landing Page
Engage the Customers◦ Display pictures or video to demonstrate the
benefits/step by step guide of your product
Page size & layout
Testimonials VISA / MasterCard Logo PayPal verified / WorldPay logo Footer links
◦ Terms of service◦ Refund / Return Policy◦ Contact us◦ Privacy Policy / Anti spam policy
SSL Certificate and Logo
Build Trust & Confidence
Disable Search & Content Network
Tips Sharing
Rotate Ads Evenly
Must Read◦ www.google.com/adwords/learningcenter◦ https://adwords.google.com/support◦ https://adwords.blogspot.com
Strongly Recommended◦ www.perrymarshall.com/google◦ http://blog.mindvalleylabs.com/category/google-ppc/ ◦ Google it yourself!
Ecommerce, Entrepreneurship & Some funny crap◦ http://www.neowave.com.my/sellmore/
Additional Resources
Recommended
