Google AdWords™ Instant Traffic In 15 Minutes Phil Chapman

Google AdWordsGoogle AdWords™ ™ Instant Traffic In 15 Minutes Instant Traffic In 15 Minutes

Phil Chapman

27 March 2008www.small-business-on-the-net.com/ug42

Introduction Introduction What is Google AdWords™?


Introduction (contd.)Introduction (contd.)

Learn why Google AdWords is right for your business and how to get started quickly and easily

Does anyone already have a business web site?– Who has an AdWords account?


We’ll cover…We’ll cover…

Why use AdWords?Basic keyword researchStructure of your accountWriting adsCreating your account


Why Use AdWords? Why Use AdWords? Efficient Cost-effective Targeted

… And what for?– traffic– profit

sales and/or leads

– testing conversion of visitors

to buyers/leads

Ads

CTRCPC

CountryAd Campaigns

ROI

Keywords

Ad GroupsBusiness


Basic Keyword ResearchBasic Keyword Research

Choosing the right keywords– brainstorming– Google’s Keyword Tool

(with a really useful ‘twist’)

Grouping the keywords– divide into groups that can

each be represented by one ad


Structure of Your AccountStructure of Your Account

A d 1 A d 2

A d G rou p 1

A d 1 A d 2

A d G rou p 2

A d 1 A d 2

A d G rou p 3

A d C a m p a ig n 1 A d d itio n a l C a m p a ign s ...

A d W o rd s A cco u n t


Writing Your AdsWriting Your Ads

Purpose– to attract highly targeted clicks

(not to sell anything)Composition

– keyword in headline– benefit– feature– Capitalize First Letter Of Each Word


Writing Your Ads (contd.)Writing Your Ads (contd.)Format – specified by Google

Headline (keyword) 25 characters

Line 1 (benefit) 35 characters

Line 2 (feature) 35 characters

Display URLwww.your-product.com

35 characters

Destination URLwww.tracking-url.com

1024 characters


Creating Your AccountCreating Your Account

www.google.com– click on “Advertising Programs”– click on “For Advertisers: Google AdWords”– click on “Sign Up Now” link– click on “Standard Edition”

Let’s ‘Just Do It!’


More Information…More Information…

Glossary slides

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GlossaryGlossary Copywriting

– The writing skill that is part-art, part-science, of writing in such a way that the desired response has the best chance of being achieved.

CPC – Cost-Per-Click – the amount of money payable to a P-P-C search

engine each time an ad relating to a particular keyword is clicked by a searcher and referred to your web site.

CR– Conversion Rate – the number of customers generated as a

percentage of the visitors to a web site. CTR

– Click-Through-Rate – the number of times an ad is clicked on as a percentage of the number of times it is displayed.


Glossary (contd.)Glossary (contd.) Dynamic keyword insertion

– The facility, unique to AdWords, that allows numerous keywords in a list to appear in your ad dynamically, triggered by the search term used.

Impression– In relation to AdWords, the number of impressions is the

number of times an ad is displayed on Google or the Google Network.

Keyword(s)– The search term(s) used at a search engine and the word/phrase

that is ‘purchased’ for a pay-per-click ad.


Glossary (contd.)Glossary (contd.) Landing page

– The web page that the visitor will arrive at when they click on your ad.

Maximum CPC– The ‘Maximum Cost-Per-Click’ (Max CPC) you are prepared to

pay for your keywords to trigger the display of your ad. This helps to determine what position your ad appears in on the search engine results page. This figure is normally identified at Ad Group level, but can be applied to individual keywords within an Ad Group by exception.


Glossary (contd.)Glossary (contd.) Metrics

– The key performance indicators in relation to the accurate assessment of your web business e.g. CR, unique visitors, entry pages, exit pages, average time spent on site.

P-P-C or PPC– The abbreviation used for a ‘Pay-Per-Click’ search engine i.e.

one which sells keywords for advertisers to bid on to determine the position in which the ad is displayed in their search results listing.

Relevancy + Quality Score– The terms Google use to indicate whether or not keywords, ads,

and landing pages are providing their searchers with what they’re looking for i.e. the higher the relevancy, the more relevant these components have proved to be. Very closely linked to the term ‘targeted’.


Glossary (contd.)Glossary (contd.) ROI

– Return-On-Investment – the profit from sales made as a percentage of the cost of making those sales.

SEO– Search Engine Optimization – the process of balancing many aspects

of web page construction to appeal to visitors and at the same time satisfy the criteria that search engines are measuring to allocate high ranking positions in their SERPs.

SERPs– Search Engine Results Pages – the results listings of a search for a

particular search term at a search engine. SM

– Search Marketing – increasingly used in recognition of the fact that SEO on its own is only part of the web site promotion toolset.


Glossary (contd.)Glossary (contd.) Split-testing

– In marketing, advertising and direct mail, the principle of testing two of anything (e.g. classified ads, sales letters etc.) to determine which achieves the better response, is called ‘A/B testing’ or ‘split-testing’.

URL– Uniform Resource Locator – the Internet address of a web

site/page. USP

– Unique Selling Proposition – the aspect of your product or service that differentiates your business from your competitors.

Documents

Google AdWords™ Instant Traffic In 15 Minutes Phil Chapman