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A brief introduction into the opportunities and reac offered by Google AdWords advertising.
Citation preview
&
PRESENTATION
AGENDA:
• An Overview of Search• An Overview of PPC• Introduction to AdWords• Adwords Structure• The AdWords interface• Google Analytics
PLASMA TV
GOOGLE ADWORDS (SPONSORED LINKS)
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NATURAL SEARCH RESULTS
Where will your Ads show up?
Search (just seen)
Search Partners
Content Network (AdSense)
Placement Targeted campaigns
GOOGLE ADWORDS APPEARING ON SEARCH PARTNER WEBSITES
Your customers see your ad when they surf Google Network properties
Google technology places your ad on the most relevant content pages
Google AdWords
The primary benefits of AdWords include:
• Reach• Cost• Timing• Flexibility
• 81% of website visits are a result of search• 93% of searchers don’t go past the first page of results• 260 million searches per week in the UK alone• 17p in every pound is spent online*
REACH
*Source: World Advertising Research Centre, July 2008
REACH
You can target your adverts to be seen by:
- Country- Region- Town- Within a radius of where your business is placed (e.g. Within 50 miles of Lincoln)
• 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• More cost-effective than Yellow Pages, Banner Ads & Direct Mail*• Conversion tracking = real-time return-on-investment data
COST
TIMING
• Ads are continuously matched to Internet users’ interests• Ads are placed as buying decisions are made
The Result:
• You reach your audience at the right time, with the right message
FLEXIBILITY
• Start advertising quickly
• Unlimited changes, whenever you want
• You can target ads to the specific location & language of your customers
• Target people searching the internet at different times of the day
• Target people searching the internet ON different days (e.g. stop your adverts showing over the weekend)
• Use Text, Local Business Ads, Mobile, Video, Image
What influences my position?
Key phrase (RESEARCH) Quality (WORDING OF ADVERT & LANDING PAGE)Price (AMOUNT PER CLICK)Budget (AMOUNT WILLING TO SPEND PER DAY)
Key phrase researchList target audienceBrainstorm wordsUse Google’s Keyword Tool
Why is the research so important?1. Ensure you are bidding on the phrases likely to bring you more
business.
2. Look to bid on “lower value” key phrases
3. Ensure your campaign has LOTS of negative keywords – otherwise you will be wasting money.
Researching the Market
Keyword ResearchInternal
Web statsCustomersAbbreviations and slangProblems and Solutions your product overcomesUSPs
Competitors (search example)Campaign Optimiser tool
Keyword Matching• BROAD MATCH• PHRASE MATCH• EXACT MATCH• NEGATIVE MATCH• NEGATIVE EMBEDDED MATCH
Keyword Matching
Broad: Any words in any order
EXAMPLE: Accountants in Lincoln will be triggered by:-
Accountants in LincolnCheap Accountants in LincolnLincoln AccountantsBest Accountants in LincolnAccountants Jobs in LincolnshireLincoln city centre accountants firms
Keyword Matching
Phrase: Any list of words in that order onlyEXAMPLE - “Accountants in Lincoln” will be triggered by:
Accountants in LincolnCheap Accountants in LincolnBest Accountants in Lincoln
But not byLincoln AccountantsAccountants Jobs in LincolnLincoln City Centre Accountants Firms
Keyword MatchingExact: Only that phrase
EXAMPLE:[Accountants in Lincoln] will be triggered by
Accountants In Lincoln
But not byCheap Accountants in LincolnBest Accountants in Lincoln
Keyword MatchingNegatives: remove words that you don’t want to be found for
EXAMPLE: Accountants in Lincoln with negative keywords
-cheap-free-discount
Accountants in Lincoln would show up
Your advert would NOT show up if someone entered cheap accountants in lincoln
Be careful of conflicting negatives that prevent your Ad runningYou can use broad, phrase and exact negatives too!
QUALITY:Writing Ads to attract clicks
Check out the competitionStructure of text Ad
Title: 25 charactersFirst Line: 35 charactersSecond Line: 35 charactersDisplay URL: 35 charactersDestination URL:
CTRLanding Page
Plasma TvHuge Discounts on New Plasma TVsIn Stock Now with Quick Deliverywww.DirectTVs.co.uk/Deals
QUALITY:Writing Ads to attract
clicksSell your benefits:Examples – Crystal Clear viewing, Latest HD Technology, 3D Ready
Include attention grabbing words:Examples – Free, Sale, 50% off, Available Now
Use a “call to action” – provoke emotion or enthusiasmExamples – Offer ends tomorrow, Download a free trial now, Buy today 50% Saving, Free shipping
Include USP’sExamples – Award Winning, Preferred Supplier, Recognised body member
Include price – this deters freebie hunters
QUALITY:LANDING PAGE
DO: Ensure you have the landing page that is relevant to your advert
DON’T: Send people to your home page
1. Target the right audience – geographically, by language, by product / service.
2. Research (and the research some more)
3. Refine your keywords – Broad, Phrase, Exact & NEGATIVE
4. Track your return on investment (where possible)
5. Write attention grabbing Adwords
6. Ensure your Adwords are representative of your website
7. Ensure your landing page matches your Adwords.
8. Include price (where possible)
TOP 10 GOOGLE ADWORDS TIPS
9. Include multiple Adwords for each campaign (split test)
10. Test, Refine, Test, Refine, Test, Refine, Test, Refine
Any more questions?
Liam Lallyinfo@zaddle.co.uk
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