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Basic introduction to Google AdWords and pay-per-click advertising. In this LogicClassroom we discussed what ppc ads are and how they work, we went over the elements of the Google AdWords interface, and gave tips on how to build, optimize, and grow your Google PPC campaign.
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INTRO TO GOOGLE ADWORDSPay Per Click (PPC) Online Advertising
Presented by: Boston Logic
Ashley Osgood, Marketing Associate
Angela Davis, Marketing Associate
T: 617.266.9166www.bostonlogic.com
CLASSROOM OVERVIEW
About PPC Advertising
Adwords User Interface
How To Succeed with Adwords
Google AdwordsBasic Definitions
Questions
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WHAT IS PPC?
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WHAT IS GOOGLE PPC ADVERTISING?
Google Adwords places Ads to right of & above search results Also in Google Partner Sites with Adsense
Ads triggered by the user query: “keyword advertising”
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Query
Adwords Ads
Adwords Ads
HOW SEARCH KEYWORD ADVERTISING WORKS
When user types in query
(or keyword), shows in BOLD
• Targeted advertising
• Better advertising ROI
• Also appears on Google Partner sites
• Improved user experience• Users find what they are interested in
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ADWORDS BENEFITS• Reach
Access to worldwide internet users
• Cost Low costs for high ROI Pay Google when users click on your ads
• Timing Ads are seen by users looking to purchase 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
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USING GOOGLE ADWORDS:BASIC DEFINITIONS
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COST PER CLICK: CPC
• Click: The action a user takes to select your ad and be taken to your website.
• Google charges you when a user clicks on your ad
Your PPC Text AdDestination
WebsiteUser Clicks
Your Customer Search
IMPRESSIONS & CLICK-THROUGH RATE (CTR)
Impression: The appearance of your ad on Google or one of their partner sites
Clicks Impressions
CTR reflects how your ads are performing. More relevant ads = more frequent clicks = high
CTR
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= CTR, Expressed as %
HOW ADS ARE RANKED: QUALITY SCORE
Quality Score is calculated every time your keyword matches a search query.
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Measures relevancy
High Quality Score = ads will be in
higher position at lower CPC
OTHER IMPORTANT TERMS Budget – The total amount you are willing to pay per day on your campaigns
Max CPC – Most you are willing to pay per click
Keywords:
Broad Match – ads could appear in broad versions of search “Phrase Match” – Ads show when users type phrase [Exact Match] – Ads show for exact phrase exclusively
Conversion: When a user completes a desired action on your site. i.e., completes the “Contact Us” form.
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UNDERSTANDING ADS AND ADWORDS INTERFACE
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UNDERSTANDING AD CAMPAIGN STRUCTURE
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Campaign
Ad Group
Ad
Keyword
Ad
Keyword Keyword
Ad Group
Ad
Keyword
UNDERSTANDING AD CAMPAIGN STRUCTURE
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Boston Real Estate
Boston Sales
Boston sales
Homes for sale
Houses Boston MA
Boston Rentals
Apartments for rent Boston
NAVIGATING THE SYSTEM
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CHOOSING YOUR PPC KEYWORDS
Type keyword here
Keyword Suggestion
s
Keyword Tool URL: https://adwords.google.com/select/KeywordToolExter
nal
WRITING A TEXT PPC AD
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25 Character Limit
35 Characte
r limit
35 Character Limit
MONITORING KEYWORD PERFORMANCE
HOW TO SUCCEED WITH ADWORDS
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KEY CONCEPTS TO PPC MANAGEMENT
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Continuous Cycle of PPC Management Very Active Tracking Reporting Testing ads Refining text
TIPS FOR ADWORDS SUCCESS Stick To One Goal
i.e., more lead sign-ups Create multiple campaigns for multiple goals
Keep your audience in mind Target only in areas you service & languages
Split Campaigns into Ad GroupsEach ad group should have a themei.e., one ad group for sales, one for rentals
Pick the right keywords for your ad goals
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CREATING SUCCESSFUL ADS Create simple, enticing ads
Highlight was makes you stand out
Include pricing and promotions More info user can gain from your ad, the better
Strong call-to-action At end of ad, use “Browse”, “Call Today”, etc.
Include one of your keywords in your ad text Use best-performing keyword: will show in bold
Choose the best destination URL If users don’t find what’s promised, will bounce
Test multiple ads in each ad group Experiment with different ad versions to find most successful Adwords auto-rotates successful ads
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LONG-TERM ADWORDS SUCCESS STRATEGY
Adwords KeywordsCreate monthly Keyword Reports
See high / low converting keywords Eliminate those that aren’t working
Visit the Keyword Tool in Adwords for new ideasDon’t overlap keywords in multiple campaigns!
Work on Your Website Keep your website up-to-date Make sure ads have relevant Landing Pages
When users land on your site, they find EXACTLY what they were looking for in your ad
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QUESTIONS? For future (and past) webinars by Boston Logic:
www.bostonlogic.com/blog/category/logicclassroom/
Read SEO Tips on our Real Estate SEO Blog: www.realestateseo1.com
For more information, contact: Ashley Osgood, [email protected] Angela Davis, [email protected] Phone: 617.266.9166
T: 617.266.9166www.bostonlogic.com
@BostonLogic
