Successfully Drive Traffic to Your Agency Website. Thalia Nierenberg, Account Executive, Google Eric Obenzinger, Account Manager, Google

Transcription

1 Successfully Drive Traffic to Your Agency Website Thalia Nierenberg, Account Executive, Google Eric Obenzinger, Account Manager, Google

2 Agenda 1 Introduction & Overview 2 Google AdWords Steps to Setting Up an AdWords Campaign 4 Free Google Tools to Help You Go Even Farther Google Confidential and Proprietary 2

3 Today s Digital Consumer The Digital Consumer Google Confidential and Proprietary 33

4 Online as a Barometer Search Video Blog 1 billion+ searches per day. 22 hours of video are uploaded to YouTube per hour. 130 million plus blogs created world wide since Bloggers are creating 1 million new blog posts every day. Google Confidential and Proprietary

5 What Is Search? Google s Mission: Organize the world's information and make it universally accessible and useful. Search: Seeking and finding relevant and useful information. Google Confidential and Proprietary 5

6 Search: One of the Most Popular Online Activities 192M Online searchers in the US Almost half of all US Internet users search online on a typical day up from one-third in 2002 rivaling in popularity. 1. comscore qsearch, June 2008, (divided over 30 days for daily value) 2. PEW Internet & Search Engine Life, Search Engine Use Study, August Google Confidential and Proprietary 6

7 Search Spikes When People Want to Learn More Geographic Distribution of Queries for swine flu Google Confidential and Proprietary 7

8 Search Drives Users to Relevant Information prevent drug abuse Google Confidential and Proprietary 8

9 Agenda 1 Introduction & Overview 2 Google AdWords Steps to Setting Up an AdWords Campaign 4 Free Google Tools to Help You Go Even Farther Google Confidential and Proprietary 9

10 Anatomy of a Search Page Ads (sold via keyword auction) Natural search results (ranked by algorithm) Google Confidential and Proprietary 10

11 Making Google Easy Is Hard Google Confidential and Proprietary 11

12 Google s Paid Search Offering: AdWords Top sponsored ads: Up to 3 listings Sponsored Paid Advertising Advertisers can bid on these positions Side sponsored ads: Up to 8 listings Google Confidential and Proprietary 12

13 How Can Federal Agencies Take Advantage? Google Confidential and Proprietary 13

14 Key Benefits of Online Advertising 1 Be Flexible Change Your Message Whenever You Need To 2 Be Cost Efficient Pay Only for Clicks Delivered 3 Be Informed Robust Reporting Lets You Know What s Working Google Confidential and Proprietary 14

15 Reach Users Searching for Specific Issues ONDCP: Educated At-Risk Teens through Search A teen searches for information about a drug The teen views content from a respected government information source Media Campaign achieves strong results Google Confidential and Proprietary 15

16 Target Based on Geography Location targeting lets you target your ads to specific locations FEMA s flood insurance education campaign targeted at-risk regions achieving 1 million weekly impressions and a clickthrough rate of 7% and higher Google Confidential and Proprietary 16

17 Agenda 1 Introduction & Overview 2 Google AdWords Steps to Setting Up an AdWords Campaign 4 Free Google Tools to Help You Go Even Farther Google Confidential and Proprietary 17

18 Step 0: Establish Your Success Metrics Do you care about traffic to your site? Do you care about specific pageviews? Do you care about newsletter signups? Do you care about completed applications? Google Confidential and Proprietary 18

19 step 1: select keywords Google Confidential and Proprietary 19

20 Overview: Google Keyword Advertising 1. You select relevant keywords 2. Users search on those keywords 3. Google ranks ads (ad auction) 4. Winning ads appears 5. You only pay when ad is clicked What terms could the DMV target? obile auto glass repair windshield repair Narrow auto windshield DMV California DMV DMV locations Broader/generic Google Confidential and Proprietary 20

21 Building Keywords: Keyword Tool Leverage the Google Keyword Tool within your AdWords account to build & expand keyword lists and review search volume. Google Confidential and Proprietary

22 Building Keywords: Google Insights for Search Compare search volume patterns for multiple search terms across specific regions, categories, and time frames. Google Confidential and Proprietary 22

23 step 2: account structure Google Confidential and Proprietary 23

24 The Difference Between Campaigns & Ad Groups AdWords Account Campaign Campaign Ad group Ad group Ad group Ad group One set of keywords and placements & One or more ads Campaigns Daily budgets Adapted to country and language Different settings (content, search) Start and end dates Ad groups: To advertise different products or services To set different CPC limits Make ad texts keyword-consistent Google Confidential and Proprietary

25 Mirror Your Website Structure Closely Social Security Administration Website Structure AdWords Account Online Campaigns Campaign: Retirement Retirement/Medicare Disability Benefits Social Security Card Campaign: Disability Disability Benefits Apply for Disability Current Beneficiaries Disability Claim Employment Support Ad Group: Apply for Disability Keywords Apply for disability online Apply for disability benefits Social security disability Disability living allowance Disability insurance SSI Disability Campaign: Medicare Extra Help with Medicare Prescription Drug Plan Replace Medicare Card Medicare Benefits Spotlights Disability Application Apply for Social Security Disability Online for Free Google Confidential and Proprietary 25

26 Group Keywords by Theme Create a tightly themed list for each ad group; mirror website structure. How to Manage Retirement Need help with your retirement? View our online resources! Retirement resources Managing your retirement Online retirement applications Social Security Card Lost your social security card? Apply for a replacement today New social security card Lost social security card Replace social security card Info on Disability Benefits Learn about the disability benefits that are available to you here. Need disability benefits What am I entitled to for disability Information on disability benefits BEST Info on Disability Claims If you have a disability, you can place a claim today to get benefits. Disability claim Place disability claim File disability claim New disability claim Medicare Benefits Learn more about Medicare resources available to you. Medicare resources Medicare benefits What can I get from Medicare? Prescription Drug Plan Sign up for the Medicare prescription with our online form. Medicare prescription drug plan Medicare drug plan form Google Confidential and Proprietary 26

27 step 3: target effectively Google Confidential and Proprietary 27

28 Target Ads By Language & Location Language Location countries territories 40 different languages cities custom regions Google Confidential and Proprietary 28 28

29 How Language Targeting Works Target by Language Google domain s interface language Google Confidential and Proprietary

30 Regional & Local Targeting: Sharpen Your Focus Region City Radius Set borders Country, Regional, and City-level Targeting Reach customers searching for results in geographic areas you choose Customized Targeting Reach customers searching for results in an area you define Language Targeting Reach users searching in a specific language, wherever they are* *Marketer is responsible for translating ads into selected languages. Google Confidential and Proprietary 30

31 How Location Targeting Works: IP & Domain Target by Location Based On: google.fr google.de Google Confidential and Proprietary

32 Troubleshoot: Ads Diagnostic Tool Use the Ads Diagnostic Tool within your account to find more about why the ad is not appearing. Google Confidential and Proprietary 32

33 step 4: write ad text Google Confidential and Proprietary 33

34 Write Relevant & Useful Text Ads Text ads are the first place users will interact with your agency on the search engine results page. Ensure that your message is relevant & targeted. Disability Application Apply for Social Security Disability Online for Free Google Confidential and Proprietary 34

35 Reference Keywords in Ad Text Catch your target audience s eye by making sure your headlines match the keywords. I think I ll search for a Disability Application Disability Application Apply for Social Security Disability Online for Free How to Apply for Benefits Social Security Disability Benefits Online Application for Free Google Confidential and Proprietary

36 Tell Your Audience What to Do Include a clear call to action within your ad text Disability Application Social Security Disability Apply Online for Free Avoid meaningless slogans and gimmicky language such as click here or visit us. Google Confidential and Proprietary

37 Include Multiple Ad Creatives Use multiple ads for the same campaign Test which messages resonate with your audience Disability Application Social Security Disability Apply Online for Free Disability Application Do you need social security disability? Apply today for free! Disability Application Social Security Disability Application and Resources Google Confidential and Proprietary

38 step 5: landing page Google Confidential and Proprietary 38

39 Avoid General Landing Pages Avoid driving specific queries to a general portion of your website, such as the homepage. Example Landing Page: Homepage Example Keywords Presidential speeches Presidential remarks Obama speeches President speech transcripts Latest presidential speeches Google Confidential and Proprietary 39

40 Select Relevant Landing Pages Select specific landing pages relevant to a user s query to maximize the user s experience on your website Example Landing Page: Speeches & Remarks Example Keywords Presidential speeches Presidential remarks Obama speeches President speech transcripts Latest presidential speeches Google Confidential and Proprietary 40

41 Agenda 1 Introduction & Overview 2 Google AdWords Steps to Setting Up an AdWords Campaign 4 Free Google Tools to Help You Go Even Farther Google Confidential and Proprietary 41

42 Identify Consumer Trends Google Insights for Search: patterns & trends in search queries Insights for Search analyzes a portion of Google web searches to show patterns and trends of what the world is searching for. With Insights for Search, you can compare search volume patterns of multiple search terms across specific regions, categories, and time frames. Google Confidential and Proprietary 42

43 High Seasonality for FAFSA-related Queries Google Confidential and Proprietary 43

44 Find Your Audience Online DoubleClick AdPlanner: research and media planning Define your audience by geography, demographics, the websites they visit, and the keywords they search for Discover individual site details Save sites to a media plan Analyze your media plans Google Confidential and Proprietary 44

45 AdPlanner in Action Google Confidential and Proprietary 45

46 Google Confidential and Proprietary 46

47 Evaluate Your Campaign Success Google Analytics: analytics and reporting for websites What are consumers doing on my website? And why? How are users engaging with my site? How can I make my marketing campaigns accountable? Am I spending money to create effective content? How do I improve the user experience? Google Confidential and Proprietary 47

48 Agenda 1 Introduction & Overview 2 Google AdWords Steps to Setting Up an AdWords Campaign 4 Free Google Tools to Help You Go Even Farther Google Confidential and Proprietary 48

49 Thank you! Thalia Nierenberg, Account Executive, Google Eric Obenzinger, Account Manager, Google