Google Adwords - Kick Start Course

Google Adwords Jump Start Training Course

© Copyright 2008. All Rights Reserved. Neowave.com.my

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!


What is Google Adwords?

• 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


Where will Google Adwords will appear?

Google Search Results

Search Network


Where will Google Adwords will appear?

Content Network Gmail


Why Use Google Adwords?


Basic Concepts

• Benefits of Google Adwords?– Fastest way to promote your products / services– Very Targeted & Specific– Get your Prospect to find you (No cold call!)

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


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


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


Terms

• 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.

Google AdwordLanding Page


Getting Started

• 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)!


Scout the Competition

• 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/KeywordToolExternal


Generating Keywords

• 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.

https://adwords.google.com/select/KeywordToolExternal


Understand Different Matching Options

•Broad Match

•Phrase Match

•Exact Match

•Negative Keywords


Broad Match

• 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


Phrase 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


Exact Match

• If you bid on => [celebrity perfumes]• Your ad will appear when people search for

exactly

Celebrity perfumes


Negative Keywords

• 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


Wrap up Your 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!


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



• Don’t Sounds like you are trying to sell them something

• Show Trust & Credibility



Put in Keywords


Set Your Budget


Account Setup


Understand Adwords Account StructureAccount

Campaign A Campaign B

Ad Group A1 Ad Group A2 Ad Group B1 Ad Group B2

Car Accessories!

ABC Car Audio & Accessories Limited

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


Google Adwords Editor

• Download Adwords Editorhttp://www.google.com/intl/en/adwordseditor/

• Download your keywords• Group your keywords• Upload your keywords

If you can afford to flush away your cash, then please just stop here.

Sounds Simple, Right ?


Do you make these mistakes?


It would look like this:

What's so wrong with this picture?

An Adwords AdA whole bunch ofDifferent keywords

The company’s home page


1st Mistake:Too many different kinds of keywords in the same group.

You should group them into different Ad groups.


Why Grouping?


2nd Mistake:"Smith Telecommunications" - Who are you?

• Low CTR• High bid price

You should:


3rd Mistake:

Don't bring visitors to your homepage. 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


4th Mistake:Forget to put negative keywords

• 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

5th Mistake (continue)

A week after the ad goes live...

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!


Optimize your Landing Page

• 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!


Page size & layout

• Engage the Customers– Display pictures or video to demonstrate the

benefits/step by step guide of your product


Build Trust & Confidence

• 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


Tips Sharing

Disable Search & Content Network

Rotate Ads Evenly


Additional Resources

• 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/


Any questions? Just email [email protected]

谢谢


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Google Adwords - Kick Start Course