USING GOOGLE ADWORDS TO PROMOTE YOUR - AND YOUR CLIENT'S - PRODUCTS AND SERVICES - CATHY LAWLER CHESHIRE PARTNERS

Using Google AdWords to Promote Your – and
Your Client’s – Products and Services

                               Cathy Lawler
                               Cheshire Partners

Every month, there are
over 100 billion
searches on Google
Online advertising (Google AdWords) is one way add a
multiple entry point to your company/brand’s website to
increase awareness and reach.

“Search” is an important marketing channel to
                         marketers:
 Impacts brand awareness in the moments that matters to consumers—when they
  are shopping and gathering product information. Brands get access to a highly
  interested audience at the right moment when the consumers are interested and are
  in the buying mode
 Companies can reach a broad and interested audience at all points along the
  purchase funnel, from awareness to purchase.

Search Definitions

   Direct Traffic
       Direct to a website using a specific url address
   Search Engine Search—i.e., Google.com
      Use of search engine and organic (i.e., non‐name
      specific) keywords
   Vertical Search Engine or Ecommerce Website
      Use of website rather than go through search
      engine: Travelocity, Kayak, Monster.com,
      Webmd, amazon etc.)
   Social Media Sites
   Mobile apps
      Allow traffic directly to website without use of
      search engine

Types of Consumer Searches

 Brand Search: Searches where a brand name is typed in, such as “Lawler Animal
 Hospital”, Nike running shoes

 Category Search: Search where a general category is typed in, such as “running shoes”
 or “animal hospital in Chicago”. Note the geographical tag included

 Affinity Search: Broadest type of search, such as “marathon running”.

Source: Brand Marketer Guide, Think With Google

Google AdWords

•   An auction‐based (performance based)
    advertising program conducted on Google’s
    search engine and networks.
How it works:

•   Open an AdWords Account (it’s free!)
•   Create an ad in accordance with your
    marketing goals and strategy
     – Your ad is shown at the top or side of a
        search result in coordination with the
        keyword(s) search by the viewer
     – Your clients and potential clients see your
        ad at the exact time they are in the
        market of purchasing the offered
        service/product.
     – Puts your hospital name in front of them
        almost at the moment of purchase.
     – You pay when someone clicks on the ad.
        (Cost per Click Advertising)

It’s All About the Keywords

                        To get your ads shown, it’s all
                        about the keywords chosen for
                        the ad. Keywords offer an
                        important part of branding
                        strategy: a chance to be front
                        and center when a consumer is
                        searching for a product, service,
                        brand or product category.

                        Successful companies make
                        sure they are relevant to search
                        by bidding on keywords that
                        consumers use at the start of
                        their decision-making process.
                        These are non-branded category
                        keywords such as “face
                        moisturizer”, “dog toys”,
                        “hairdryer”, “leather jacket”.

Free Keyword Research Tools:    www.google.com/trends/explore

 Google AdWords Keyword
  Planner (available after you
  sign up for an AdWords
  Account)

 Google Trends

 Brand Impressions
    www.thinkwithgoogle.com
    /tools/brand‐impressions

Advertising on Google Networks
Google Search      Google Display Network               Search Network with
                                                        Display Select

                    Collection of Websites that show
                     AdWords Ads
                       o Websites
                       o YouTube, videos
Google Products:       o Apps
 Google Search        o Gmail
 Shopping             o Blogger
 Maps
 Images            The Display Network reaches a
 Groups             range of customers with broad
                     interests

                    The Network reaches 90% of
                     internet users worldwide

Getting Started
•   Open a Google AdWords                       Target your ads:
    Account
                                                   Geographic Targeted
•   Set your marketing strategy                    Topic Targeted
                                                   Category Targeted
•   Do your research                               Placement targeted
                                                   Keyword Contextual
     •   Keywords                                  Remarketing ads
     •   Ad formats
     •   Targeting Models
     •   Geographical considerations            Get your ad noticed:
     •   Set your daily budget
                                                    Compelling text
•   Network selection                               Ad Format/landing page
     • Search, Display, Search                      Size
        Network With Display Select                 Appearance
     • Mobile matters! Select                       Relevance to search
        mobile network too                         Category terms
     • Size and audience
     • Focus of network
     • Metrics by which to
        measure performance

Create ads that will be relevant to your business and will get noticed

Good Ad? Nope!                               Good Ad? Yes!

When to use Google AdWords
    •   Extend your reach to a new target audience
    •   Increase brand awareness
    •   Increase website traffic
    •   Encourage engagement, gain information (i.e., email
        addresses)
    •   Capitalize on new and existing consumer trends
    •   Product/service launch

When Not to use adwords:
•   As a search engine optimization tool because your website is
    not “showing up”
•   The purpose of advertising is to bring additional entry points to
    the brand’s site

According to Google, 3-6% of
       AdWords clicks lead to conversions.

Monthly ad budget                  $500

If average cost of keyword click   $2.00

Number of clicks on landing page   250

3% conversion rate                 7.5 appointments

Breakeven revenue by               $66.66
appointment

Use Google AdWords and Google Analytics to Measure Success

• Where is your ad traffic coming from? Where did it go next?

• Do you know which search terms shoppers are using to find your
  product or service?

• Is your business represented on the first result page?

• Is your competitor using adwords? Are the ads eye catching or
  informative?

• Does your online content or ad measure up?

• Compare results with goals:
•  Impressions, website visits, engagement

Opportunities                              Threats

•   Be sure to include email capture on    •   Expect low 3‐6% conversion
    landing page to gain information for   •   Campaign is dependent upon
    email campaign later                       interaction with consumers once they
                                               click:
•   Add competitors to keyword list
                                                  Landing page matters!
•   Use negative keywords so ad does
                                                  If they call, front desk interaction
    not show where you do not want it
                                                   critical to conversion
    to show
                                           •   Automatic Account Deposits by
• Use category keywords (in                    Google will increase your budget and
  addition to your brand terms) to             keep ads running unless carefully
  connect with the largest possible            watched
  search audience at the most
                                           •   Competitor interaction (clicking on
  effective moments of their
                                               your ads)
  purchasing process.
                                           •   Careful selection of marketing
                                               campaign necessary