LUNCH & LEARN ADWORDS (BASICS) - Network808 & German Google Guy Daniel Hildebrandt
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
LUNCH
&
LEARN
ADWORDS
(BASICS)
Network808
&
German
Google
Guy
Daniel
Hildebrandt
AGENDA • What is the difference between SEO / SEM? • What is Google AdWords? • Important AdWords vocabulary • Best structure for AdWords Account set up • Recommended Campaign sePngs for max results • Special Offer for aRendees
GOOGLE
HAS
THE
BIGGEST
MARKET
SHARE
• 64%
market
share
in
the
US
• 84%
worldwide
• #1
search
engine
Your
poten[al
customers
already
use
Google!
www.comscore.com
SEARCH
ENGINE
OPTIMIZATION
• Below
Google
adver[sements
• Results
seen
a`er
3-‐6
months
op[miza[on
• Website
content,
URL
structure,
backlinks
&
many
more
factors
influence
posi[on
• Clicks
are
free
SEARCH
ENGINE
MARKETING
• On
Top
of
Page
or
right
side
of
Google
Search
• Results
can
be
seen
SEM
instantly
• Keywords,
quality
score,
bids
&
many
more
factors
influence
posi[on
• Cost-‐Per-‐Click
HOW CAN YOU ADVERTISE ON GOOGLE? Display your adver[sements on the biggest search engine world wide, with Google AdWords.
SEARCH
ENGINE
MARKETING
your
website
Sales,
Leads
• From
Google
to
your
website
• From
visitor
to
customer
MOBILE
SEARCH
ENGINE
MARKETING
• People
search
on
their
cellphones
and
find
you
on
the
move
More
about
Mobile
Adver[sing
and
how
to
get
customers
your
almost
instantly
into
you
store
in
our
phone
Lunch
&
Learn
–
Mobile
Adver[sing
Sales
on
March
27th
2014
your
Store
ADWORDS
BASIC
VOCABULARY
• Keyword
–
the
term
/
phrase
that
triggers
your
ad
on
Google
• Keyword
matching
type
-‐
Broad,
Phrase,
Exact,
Nega[ve
– more
traffic
vs.
beRer
quality
(Video)
http://youtu.be/ZLfxIKw1V3Y
• Impressions
–
How
o`en
your
ad
was
shown
– Many
impressions,
stands
for
high
search
volume
ADWORDS
BASIC
VOCABULARY
• Clicks
–
How
o`en
your
ad
was
clicked
• Click
through
rate
-‐
– Shows
how
many
people
that
saw
your
ad
actually
clicked
it
– Good
CTR
is
one
of
the
factors
that
influences
your
ads
posi[on
• Average
cost
per
click
(CPC)
–
average
amount
charged
for
a
click
– CPC
is
one
of
the
factors
that
influences
your
ads
posi[on
ADWORDS
BASIC
VOCABULARY
• Average
Posi[on
-‐
shows
your
ad's
posi[on
rela[ve
to
those
of
other
adver[sers
• Conversion
–
e.g.
a
Lead
or
a
Sale
– Install
Google
Conversion
Tracking
on
Website
• Quality
Score
– High
Quality
Score
decreases
CPC
(Video)
– http://youtu.be/fZU3UA2Grlc
WHAT DOES AN ADWORDS ACCOUNT LOOK LIKE?
ADWORDS ACCOUNT STRUCTURE
ADWORDS ACCOUNT STRUCTURE (EXAMPLE FURNITURE STORE)
TIPS TO STRUCTURE YOUR ADWORDS ACCOUNT • Organize your campaign to mirror your website • Create separate campaigns for mul[-‐region adver[sing (e.g. Hawai‘i (free shipping) vs. Mainland) • Use AdWords Editor to manage your campaigns offline (Free Download here) • http://www.google.com/intl/en/adwordseditor/
CAMPAIGN
SETTINGS
(JUMP
INTO
ASSEENONTV
ACCOUNT!)
• Know
your
target
group!
– Loca[on
• Country,
City,
State
• Radius
• Loca[on
Groups
– Places
of
interest
– By
demographics
– Ad
schedule
– Devices
– Bid
strategy
– Budget
delivery
method
TIPS
FOR
“SAFE-‐SIDE-‐SETTINGS“
• Type:
Choose
„All
features“
– E.g.
more
loca[on
and
ad
scheduling
op[ons
(Standard
&
all
features
comparison
here)
– https://support.google.com/adwords/answer/2567043?hl=en
• Network:
start
with
„Search
Network
only“
– Higher
CTR
=
more
impressions
(More
informa[on
about
Google
Search
Partners)
– https://support.google.com/adwords/answer/1722047?hl=en
• Devices:
All
– Unless
your
website
isn’t
set
up
for
mobile
devices
(Check
here,
if
your
site
is
mobile
ready)
– http://www.shopmarketing.com/catalogue/check-if-your-
website-mobile-readyTIPS FOR “SAFE-‐SIDE-‐SETTINGS“ • Loca[on: Target the right people. Don‘t betray yourself! BeRer start with smaller target group and broaden it instead of was[ng money in the beginning! • Language: Choose language you want to adver[se in • Shopping Channels: Needs Google Merchant Center set up
TIPS
FOR
“SAFE-‐SIDE-‐SETTINGS“
• Bid
Strategy:
Start
with
“I‘ll
manually
set
my
bids
for
clicks“
– Total
control,
easy
to
adjust,
great
for
AdWords
beginner
(Here
are
the
bid
strategies
in
comparison)
– http://searchenginewatch.com/article/2303776/Google-
AdWords-Bidding-Strategies-The-Complete-Guide
• Budget:
You
can
set
a
budget
for
each
campaign
or
for
the
whole
account.
– If
you
have
a
max
budget
make
sure
to
set
it
up
in
the
shared
library!
(Here
is
more
informa[on
about
how
to
set
up
a
shared
budget)
– https://support.google.com/adwords/answer/2517512?hl=en
%5CADVANCED
CAMPAIGN
SETTING
• Schedule
Start
&
end
date
• Ad
rota[on
(op[mize
for
clicks,
conversions,
rotate
evenly...)
• Keyword
matching
op[ons
(include
/
exclude
close
variants)
• ...
We
can
talk
about
this
in
an
AdWords
professional
workshop!
VIP
SLIDE!
IT
ALL
WORKS
TOGETHER
Keywords
&
Keyword
Website
text
Adver[sements
combina[on
Quality
Score
Click
trough
rate
(high
(high
Quality
Score
=
click
through
rate
=
lower
keyword
cost
ranks
ad
higher)
per
click)
IMPORTANT
TO
KNOW
WHILE
WORKING
WITH
ADWORDS
1. Knowhow
needed
(Our
team
is
Google
cer[fied)
Several
hundred
factors
effect
your
ads:
keyword
quality
scores,
ad
click
through
rates,
average
cpc‘s,
landing
page
quality,...
2. Time
consuming
Analyze
the
AdWords
account
constantly,
develop
strategies
to
increase
traffic
&
sales,
stay
up
to
date
with
latest
developments
3. Experienced
budget
management
Spend
money
on
the
right
keywords,
op[mize
cost
per
conversion,
bid
management,
ROI
analysis
SPECIAL OFFER You want... to know how much traffic your website could get at what cost? Traffic & Budget Es[mate $49 ...to get started with Google Internet Marke[ng AdWords Account Set up $150 ...to get new clients to your website or store? AdWords Management & Op[miza[on starts at $125 p.m.
FOR
ADVANCED
WORKSHOP
ONLY
-‐-‐-‐-‐TARGET
GROUP
-‐
LOCATION
You can also read
