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Google AdWordsWhat You Need To Know
Tom Kelly - Digital Marketer
Google AdWords Workshop
COMING SOON!
Who are currently doing AdWords themselves?
Who are paying for AdWords management?
Who are absolutely terrified of AdWords?
LASER.RED/HIVE-ADWORDS
WHAT ISGOOGLE ADWORDS?
It’s just one huge auction.
How many searches are made everyday on Google?
3,500,000,000!
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SEARCHAPP
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SEARCHAPP
WHAT AREGOOGLE SEARCH ADS?
They’re more involved than you think.
SETTING UP YOURADWORDS ACCOUNT
Let’s get this show on the road.
6500% ROIPurely from Google AdWords
BIDDING INGOOGLE ADWORDS
It’s your way or the highway.
ADGROUPS ANDKEYWORDS
They make up 70% of what AdWords is.
CAMPAIGN
ADGROUP
CAMPAIGNCLASSICAL
ADGROUPMOZARTCHOPINBACH
CAMPAIGNROCK
AGROUPAC/DCQUEEN
NIRVANA
CAMPAIGNJAZZ
ADGROUPMILES DAVISNINA SIMONERAY CHARLES
KEYWORDSThey’re easy, don’t panic.
WHO KNEW GOOGLE ADWORDS AS PAY-PER-CLICK OR PPC?
Can I get a show of hands please?
WHAT WOULD YOU SEARCH IN GOOGLE FOR THE SAME SERVICE?
IT’S TIME FOR AN EXPERIMENT!
KEYWORDMATCH TYPES
Broad, Phrase and Exact. Easy.
BROAD MATCHThey’re useless. Absolutely useless.
WEDDING CAKE
Crab Cake, Wedding Dress, Birthday CakeSearch Queries
Your Keyword
“PHRASE” MATCHMuch more control than broad match.
“WEDDING CAKE”
Chocolate Wedding Cake, Bespoke Wedding Cake, Wedding Cake in Lincolnshire
Search Queries
Your Keyword
[EXACT] MATCHSuper duper keyword control.
[WEDDING CAKE]
Wedding Cake, Wedding CakesSearch Queries
Your Keyword
MAKING YOURADGROUPS
Keep them targeted, specific and clear.
[wedding dress design]“wedding dress design”
3 ADVERTS MINIMUM!
It will help you create better and better ads.
MIRROR THEIREND GOAL!
Don’t just copy their search.
KEEP IT CURRENT!
“£45,267 saved in May”
MAKE IT PERSONAL!
The second-best word is “you”.
LANDING PAGE IS IMPORTANT!
It needs to be relevant to your keyword.
QUALITY SCOREDecider of Price, Chooser of Place.
1000% HIGHERThan the industry average CTR.
LANDING PAGEQuality and Relevance.
KEYWORD RELEVANCE
Between the ad group and search query.
EXPECTED CTRClick through rate wouldn’t fit.
BIDSIt’s time to get serious.
AD EXTENSIONSAdd-ons for your adverts.
NEGATIVE KEYWORDS
It pays to be a negative Nancy.
DO NOT IGNORE NEGATIVE
KEYWORDS
