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Getting Started with Google Adwords
Katherine Chalmers
Agenda• This week
– What is Google Adwords?– What you need to get started– Planning your campaign
• Selecting keywords• Creating ads
• Next week– Setting up your campaign– Reporting
The search engine market
Google’s scope
Unimaginable data
Massive revenue
What are Adwords ads?• Search ads on Google.com• Ads on the content network (AdSense)• Ads on other Google properties
(YouTube, Gmail, etc.)• Mobile ads• DoubleClick network
Understanding the SERPs
The organic search challenge
The basic process
What you need to get started• Relevant keywords• A compelling offer• Noticeable advertisements• A well-crafted landing page• A way to capture leads• Analytics to measure results
Keyword research
Selecting keywords
Source: Hubspot
• Relevanttothesearchorcontent• Specific,notgeneral• Filterwithnegativekeywords• Seesynonymswith~
The long tail
Source:BlogMutt.com
Searcher intent is important• Brand queries• Navigational queries• Information queries• Commercial research queries• Ready-to-buy queries
Navigational pages
Informational pages
Commercial information pages
Ready to purchase pages
Tie keywords to funnel position
NO#Budget#
NO#Fit#
NO#Interest#
NO#Authority#Unqualified#Qualified#
Shows#Interest#
Demo#Complete#
Agreement#Sent#
Closed#Lost#
Closed#Won#
Cold#Prospect#
Warm#Prospect#
Open#Lead#
ProspecDng#
Funnel position intent1. General research2. Problem identification/research3. Solution alternatives4. Features/benefits5. Brands/competitive research6. Buy signals (pricing, venue, etc.)7. Post sale (accessories, service, etc.)
Moz KeywordExplorerhttps://moz.com/explorer
GoogleKeywordPlannerhttp://adwords.google.com/keywordplanner
GoogleTrendshttps://www.google.com/trends/
Wordtrackerhttps://www.wordtracker.com
Negative keywords
Keyword Exercise1. Write down 10-20 relevant keywords
for your business2. Identify at least 5 top of the funnel
and 5 bottom of the funnel options3. Identify at least 3 negative keywords
Creating ads
Adwords text ads• Headline - 25 characters• Display URL - 35 characters• Description line 1 - 35 characters• Description line 2 - 35 characters
Manual ad extensions• Sitelink extensions
Additional landing page links
• Call extensionsClick to call phone number
• Location extensionsAddress links
• Offer extensionsClickable special offer CTA
• App extensionLink to app store page
• ReviewsInclude star ratings
Automatic ad extensions• Consumer ratings• Previous visits• Seller ratings• Google+• Dynamic sitelinks• Structured snippets
Tips for writing Adwords copy• Mirror search intent• Keywords in headline• Be specific;
use numbers• Customer focus:
“you” not “us”• No fluff or filler• Keep ads current
• Target locally• Differentiate and/or
highlight benefits• Include call to action• Use URL as copy• Match landing page
content and message• Test, refine, test again
Advanced tips• Automated keyword insertion• Count down timer
Popular banner ad formats
Source:99designs
Banner ad design tips• Message hierarchy
– Logo, value proposition, call to action– One message per ad
• Simple, uncluttered design• Readable text; clean, strong images• Consistent branding• Use buttons to focus action• Include a frame
Additional tips• Correct file formats: GIF, JPG, PNG• Keep size under 150kb• Consider animation• Flash: just say no!• Use professional design
– Fiverr.com, 99designs.com
Exercise• Create at least three ad concepts for
your campaign: copy, imagery, CTA• Sketch mockups of the ads in at least
two standard ad sizes