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Google search is used by 94% of Australians and is a very powerful tool in getting your business found by your prospective customers. Working your way up the Google rankings can take months and sometimes years but there is a quicker way – Google Adwords. Pay per click advertising in Google using Google Adwords can get your business found in a matter of minutes. In this session you will find out how you can use Google Adwords to your advantage, learn how to create an account and launch your first campaign. Hear from a Google Adwords qualified individual about the tips and tricks to get ahead of the competition, make the most of your advertising budget and get the cash register ringing! This session was designed for Adwords intenders, beginners and Adwords DIY’ers who want to get more bang for their buck from their advertising. This session is part of the Capital Region Digital Enterprise program. For more information visit www.crde.com.au This workshop was presented by Threesides Marketing www.threesides.com.au
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Capital Region
Google Adwords: Stand Out From the Crowd in 2014
Presented by Threesides Marketing
Housekeeping
Our MissionTo provide energised leadership, share innovative solutions, broker positive relationships and deliver valued projects to the region.
Regional Priorities• Regional Development Planning• Education, Employment & Investment• Transport – Infrastructure & Services• Regional Food• Digital Economy Transition• Living & Working Sustainably
Key Initiatives• South East Region of Renewable Energy Excellence• Regional Sponsored Migration Scheme• Southern NSW Harvest Association• Capital Region Digital Enterprise Program
How We Can Help You• Access to government programs• Advice and training• Sourcing skilled labour• Grants - support and data• Networks and contacts
www.threesides.com.au
www.Facebook.com/threesides
www.Twitter.com/threesides
www.slideshare.net/threesides
What can we achieve today?
Inspire
Direct
Inform
Overview1. START: DIGITAL
MARKETING AND SEM
2. HOW ADWORDS
WORKS
3. DIY ACCOUNT
SETUP
4. CAMPAIGNS + GOOD ADS
5. IMPROVING YOUR WEBSITE
6. EVALUATION
7. GET STARTED: tips and next steps
Your digital marketing plan
Where does AdWords fit within your digital marketing tactics? Digital
Tactics
WEBSITE &
Content
LOCALListings + directorie
s
LINKSconnections
ADVERTISING:
AdWords + Facebook
SEARCHSEO /
Content
EVALUATION:
Analytics + Webmaster
tools
SALES & Distributio
n: e-conmerce
DIRECT: Email
marketing
SOCIAL Media + Review
Sites
Spending on Digital
The average global spend on digital marketing is between 25 – 35 per cent of total marketing budgets
http://www.arnnet.com.au/article/532078/australia_leads_apac_digital_marketing_/
Global digital ad spend breakdown
IAB Stats - http://searchengineland.com/first-half-online-ad-revs-20-billion-search-biggest-mobile-fastest-growing-173927
What is Search Engine Marketing?
Australian search engine use
92%
8%
ads
ads
Cost Per Click Advertising (CPC)
1. Pay for individual keywords and appear in the paid/sponsored listings
2. Each word has a different cost from $0.15 - $10.00+
3. The more competition for a word the higher the cost (generally speaking)
4. You set your budget and billing preferences
5. Pay for clicks (search) or impressions (display)
What is Google AdWords and why should I use it?
What is AdWords?
http://www.youtube.com/watch?v=05we2g3Edgs
Google ad formatsSearch- text ads on Google Search & partner search websites
Display - text and graphic ads on the Display Network, targeted by
Google ad formatsVideo ads- You Tube & Display Network, pay per view
Product listing ads- linked to your Google Shopping inventory
Google ad formats
Mobile app ads- Ads within mobile aps & ads that promote mobile apps (in app, search & display networks)
CPC advertising questions
• Won’t my competitors click my ad and send me broke?
• How much should I spend?
• Why are my competitors higher up than me?
• Will paid ads affect my organic rankings?
Get Started on AdWords
How do I get started on AdWords?
Create or use a Google account (this should be the same login you will use for Google Analytics, My Business, Google+ & Webmaster Tools)
https://accounts.google.com/
Create an AdWords account1. Use your Google account to create a new AdWords account.http://www.google.com/ads/new/ (take care when setting up your account as some settings cannot be changed later)
2. Link your AdWords account with your Analytics & Webmaster Tools accounts
Campaign Dashboard
Create and Manage Advertising Campaigns
Establish Your Goals
Establish your campaign goals before you set up your campaign
as this effects what type of campaign you choose.
Establish Your Goals
What is important to your business?
• Clicks to website
• Phone call enquiries or contact form submission
• Purchases
• Newsletter subscriptions
• Brand awareness
Campaign settings
• Type (Search, Display, Remarketing etc)
• Location targeting
• Bid Strategy – use auto bidding if new user
• Budget
• Campaign Dates
Structure – organise your AdWords accountCampaign (chocolate)
Ad group (dark chocolate)
Keyword List
Ad 1
Ad 2
Ad group (milk chocolate)
Keyword List
Ad 1
Ad 2
Ad group (white chocolate)
Keyword List
Ad 1
Ad 2
Defining campaigns & ad groupsUse the basic structure of your website as an outline.
Find relevant keywords
Generating good keywords
1. Google Analytics & Webmaster Tools data to see how people find you organically.
2. Terms your customers commonly use.
3. Terms you use on your website.
4. Review your search terms and test, test, test!
5. Don’t forget negative keywords.
6. Use the Keyword Planner.
Keyword Planner (within AdWords)
7 tips for Writing Great
Search Ads
How to write good ads
1. In the headline: Use the keyword phrase/s with the most impressions.
2. Provide offers and pricing > save 36% / Free shipping / 2 for 1 / From $30
3. Use a call to action > Book Now / Get a Quote / Order Online
How to write good ads
4. Follow the ad copy guidelines in AdWords (character limits, repetition, caps and special characters)
5. Look at it on screen and try in sentence case.
6. Full stop at the end of Line 1 = longer headline
How to write good ads
How to write good ads7. Don’t forget ad extensions
> Phone numbers, Sitelinks, Location, Reviews
Settings and Billing
Billing – how does it work?
• New accounts allow automated credit card billing only
• Account reaches a time (30 days) or amount threshold (e.g. $1000) and automatically bills your card.
• Campaign end dates are vital!
Settings – where do I find them?
• Billing summary
• Billing preferences
• Account settings – Account access (manage account users)– Linked accounts (Analytics & Webmaster Tools)– Notification settings (billing, reports, offers etc)
Measuring Success and Reporting
Reporting – automate it!• Get your reports emailed to you with the
information you want, when you want it.
• Use the report data and the AdWords dashboard to help you optimise your campaign.
Ad performance indicators
• Clicks, Impressions & Click Through Rate
• Avg. Cost per Click
• Avg. Position
• % ads served
• Conversions and Conversion Rate
• Bounce rate & other analytics data
Keyword performance indicators
• Impressions & CTR
• CPC
• Conversions & Cost/conversion
• Search terms analysis
• Quality Score
Optimising Your Website
AdWords Golden Rule
Adwords will get them there but your website has to convert
them.
How do I generate conversions?
1. Landing pages
2. Clear call to action
3. Contact forms
4. Trackable phone numbers
5. Easy navigation & design
6. Use Google Analytics to set up goals and provide insights
http://www.australiangourmetgifts.com.au/hampers/gift-baskets/wine-gift-baskets/
Get Help and Get Started!
Get more help
AdWords help and AdWords training onlinehttps://support.google.com/adwords/http://www.youtube.com/user/learnwithgoogle
AdWords Certified Professional / AdWords Partnerhttps://www.google.com.au/partners/
Get Started Now
1. Top Tips to AdWords Awesomeness handout
2. Set up Google accounts (email, Analytics, Webmaster Tools & AdWords)
3. Make sure your website is up to date
4. Develop your campaign goals
5. Create your first campaign!
Workshops and Consultations
Workshops
Series of 17 workshop topics over the next 12 months
Free sessions – subsidised by federal government – in Queanbeyan and across the region
Digital Consultations
Develop and digital business plan
Identify 3 get started now actions
Help you start in the right digital direction
Workshop feedback
https://forms.communications.gov.au/enterprisegroupfeedback
Verification word: dog
Stay in touch
Website:
www.crde.com.au
Call the office:
62970933
Stay on our email list
Tell a friend!
