AdWords Google AdWords Setup and Management

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1 levelmarketing.co.uk

2 2 AdWords Google AdWords Setup and Management Level Marketing is a full service marketing agency that offers a full range of traditional and digital services. If you re reading this, you re probably interested in learning more about the Google PPC (Pay Per Click) network, otherwise known as AdWords. This document gives an overview of our AdWords approach and how we use it to help our clients increase their online engagement. On the last page is a small form which will help us better understand your current engagement with the Google Ad Network. Fill it in, send it back to us and we ll be in touch to get started. A bit about us Google AdWords can be complicated but incredibly valuable to your business. Because of this we ve spend a lot of time and effort getting familiar with how AdWords works and exactly what it can do. We have studied the process closely, but more importantly, we have practical experience in setting up and managing multiple AdWords campaigns. Our AdWords team are certified by Google which means they re qualified to help you make AdWords work for your business. This document will outline the following: What we need to do before set up How we set up the AdWords campaign What happens once the campaign goes live So here is the short version of us as a whole. We don t just manage AdWords and digital marketing, we are a full service marketing and advertising agency and we have worked with some other companies you will have heard of including, MBNA (Bank of America), Bupa, PC World, Equanet, American Express, Crown Wallcoverings, Nippon Paint, Hudson, Smyths Toys, Yamaha Racing, FedEx, Richmond Pharmacology, SSE and Virgin Money. Whether it s through AdWords or any other kind of marketing channel, we want to build lasting relationships with our clients. So we like to see this proposal as the start of a long term commitment to you...we re just not on one knee with a ring in our hand.

3 3 Google AdWords Brief and Research Tell us what you want from your AdWords campaign and we ll find the best way to achieve it. In order to know how to make the most out of Google AdWords for you, we need to know what you want to get from it. Setting up a campaign can be a complicated process so before we start, we make sure we know what you want and how best to achieve it. Campaign Intentions As every click counts when it comes to AdWords, it s important that we optimise your campaign for success from the beginning. This means having a plan and an idea of what you want to get out of AdWords, before we start to build the campaign. Firstly, we need to establish the target market. This will allow us to choose keywords and design ads that appeal directly to the people you want to see them. That way, you are not wasting the cost of a click on someone who was never likely to make a conversion. Perhaps the most important information with regards to an AdWords campaign is what you want to get from it. Whether that is people signing up to a newsletter, filling in a form or making a purchase, knowing what you want people to do when they enter your website is crucial to the success of an AdWords campaign. Keyword Research Once we have established your intentions for the campaign, keyword research is absolutely vital. By doing keyword research you can predict shifts in demand, respond to changing market conditions, and produce the products, services, and content that web searchers are actively seeking. Firstly, it should give us an idea of what terms are being searched for and which terms are not. There is no point listing keywords and designing ads if nobody is searching for those terms. It s also incredibly important that we understand the competition. A simple Google search of your proposed keyword should give us an idea who else is ranking for these particular keywords and how much competition there is. The amount of competition can also give us an indication of how much the average cost per click is likely to be. AdWords keyword planner is a great tool as it gives us an idea of average monthly searches for a keyword, whether the competition for the keyword is low or high and what the suggested bid for that keyword is likely to be.

4 4 Google AdWords Setup We ll get you and your business off to the best possible start with Google AdWords. Google AdWords is a very complex system and can be difficult to navigate but it can be very effective for driving traffic to the website. It is therefore crucial that if you decide to run an AdWords campaign for your business, it is set up right to start with in order to prove cost effective. Below is an outline of the process we use and the steps we take when creating a Google AdWords campaign. Campaign Setup Once we have established who your campaign will be targeted at, what you want your campaign to achieve and the keywords that are likely to do well, we can then begin to devise the campaign. Firstly, we will choose a location for your campaign. This could be anything from nationwide coverage, to just a small, very targeted location. Setting a location can make your campaign more cost effective. For example, if your product or service is based in Liverpool, there is no point showing your ads to those based in London. By setting your campaign location to Liverpool, you are showing your ads to those most likely to use your product or service and thus increasing chance of conversion. Once a location has been established, we will choose which of Google s networks we would like your campaign to display. The Search Network will show text based ads that appear on Google Search, Maps and Shopping, whereas ads on the Display Network will show ads in various formats to those using platforms like Gmail, Blogger and YouTube. Finally, we will set your daily/monthly budget. There is no minimum spend on AdWords and you only pay for clicks. The keyword research we have done previously should help us determine how many clicks you are likely to receive based on your daily budget and the average cost per click. Keywords In simple terms, your keywords are words or phrases relevant to your products and services, which are used to show your ads when customers search for those terms or visit relevant websites. We will select words and phrases most relevant to your product/service and that are most likely to be searched by your target market. AdWords is particularly effective in targeting the most popular keywords that have lots of competition for organic ranking. We will attach as many relevant keywords as possible to the campaign in order to maximise impressions.

5 5 We can classify these in exact match, phrase match and broad match terms to maximise effect. Classifying keywords in these ways allows us to decide whether we want a broad reach that shows our ads to as many relevant users as possible, or whether we want a more targeted reach which shows ads to a smaller number of more relevant users. Negative Keywords Negative keywords are also important. These are words for which we don t want our ad displayed. For example, if someone searches shoe storage they are looking for a cupboard not a self storage facility, so if a storage facility were running an AdWords campaign, shoe storage would be a negative keyword. Some businesses chose to list their company name as a negative keyword. When you search a brand name in Google, if your site is SEOed properly, your business should appear organically as the first link on Google. If this is the case and a Google ad also appears, you could be wasting the cost of a click on the Google ad when the customer could simply click on your organic listing. However, many large businesses choose not to list their brand names as a negative keyword to eliminate the risk of losing out on a click if the Google users ignore organic Google listings and go for the paid search results. The choice to use your brand/business name as a negative keyword is more a financial than a marketing one. Broad Match Ads may show on searches that include misspellings, synonyms, related searches and other relevant variations. Broad Match Modifier Ads may show on searches that contain the modified term (or close variations, but not synonyms), in any order. Exact Match Ads may show on searches that are an exact term and close variations of that exact term. Phrase Match Ads may show on searches that are a phrase, and close variations of that phrase. Text Ads We will create a set of text ads that are relevant to the keywords we have chosen. A text ad comprises of a headline, a description and a display URL. In order for your ad to rank well, each of these elements should ideally contain the relevant keyword. So, if the keyword is green shoes, we will ensure that the headline, description text and display URL contain the phrase green shoes and the ad takes the user to a landing page specifically set up with content on green shoes. The ads are short and simple so the text needs to command attention. We will ensure that the short amount of text tells the user that this link will provide them with the information they are looking for, thus prompting them to click on it. It s important that Google views the ads as relevant to the search terms and keywords as Google awards each ad a quality score. This quality score will determine how often Google decides to show your ad. A high quality score will also reduce the amount you pay per click. In some cases, Google will chose to show an ad with a high quality score, rather than a high bid. We will spend time ensuring that each ad we create has a good quality score. Quality score is calculated by using three factors: click through rate, ad relevance, and landing page experience. The right quality score can reduce your cost per click but maintain your ad position. Ad Extensions Ad extensions are visual enhancements applied to search ads that display extra information about your business in a prominent way. Some examples of ad extensions that we can apply are a phone number, details of location or links to relevant content elsewhere on your website.

6 6 Landing Pages Once the ad has been clicked on, the user will be taken to a unique landing page, focused on the content of the ad. These will have minimal content, namely, a large headline, a short description with relevant content and a call to action or quote form. If relevant, we will also include a testimonial or secure badge. If a user trusts a site and deems it authoritative, they are more likely to take the action you want them to. The reason that these landing pages are kept short and simple is, the more simple you make it, the more likely the user is to follow your instructions. By limiting the written content, and using the CTA as the focus of the page, you are encouraging the user to interact in the way you want them to. Goal Conversion As with Google Analytics on the site generally, we can set goals in relation to Google AdWords. These can relate to things such as number of impressions, number of clicks etc. By monitoring the goal conversion rate we can determine how successful the ads are, and which ads are generating the most traffic. We can then amend the less successful ads accordingly. Mobile V Desktop We will create a number of ads that are specific to mobile and some that are specific to desktop as, depending on your target market, one device could be much more relevant than the other. Google knows what device a user is viewing the search results on and delivers the ad accordingly. More people are making their initial searches on mobile devices, so it s important we target this area. This also means we have to have very mobile friendly landing pages with specific CTA, such as Clickable phone and links as they are much more effective on a mobile device. Case Study One of our current AdWords clients is a self storage facility based in Liverpool. They wanted to use their AdWords campaign to encourage people to get online quotes. After setting up and optimising their campaign, they have an average conversion rate of between 10% and 15% which is above average* Particular days within the campaign have reached conversion rates of between 30% and 60%, with certain ads achieving a conversion rate of 100% Mobile Voice Search Google has said the future of search is in voice search (Conversational Search to use their term). This is where the user asks Google a question (you ll have seen the TV ads) and it delivers the search results. This is really aimed at mobile users, but the voice search facility is available on desktop too. Despite Google pushing this it hasn t really taken hold yet, although some research at the end of 2014 claimed that 41% of adults had used some form of voice search at least once a day, via apps such as Siri, Cortana or Google Now. We have to plan for this new wave of search behaviour and the feeling generally is that content needs to give direct answers to likely questions and we need to optimise for long tail keywords. We can implement test searches using voice search to determine your websites ranks and how the content can be improved in this area. *The top 10% of AdWords advertisers have account conversion rates of 11.45%. A quarter of all AdWords accounts have a conversion rate of less than 1%

7 7 After Campaign Setup We let you get on with running your business while we run your AdWords campaign. Setup is only the first step to a successful Google AdWords campaign. The ongoing organisation and management of your campaign is just as important. Recognising what is working well and what isn t, and reacting to this information, is the key to getting Google AdWords right. Authority and Authenticity Once the AdWords campaign has been set up, it will take at least a week to start seeing valuable results. Google values authority, loyalty and commitment above all else so they take their time ensuring the campaign is reliable and authentic in order to protect their reputation. As Google takes it s time checking and rechecking the authenticity and authority of it s client s campaigns, we limit amends to the ads initially. Once an ad has been amended, Google begins the checking process all over again. We allow a period of 2 weeks before making any amends as it can take that long for Google to start reading and ranking the ads properly. Once amends have been made to ads, it may take another 2 weeks to see the results these changes have generated. Once a campaign has been running for a sustained period of time, Google gains an automatic understanding of your target market. It will then show ads to the users it deems most reliable, and therefore, more likely to click through and convert. Long-Term Commitment No matter how high bids are set, Google will give some preference to those campaigns that have longevity. If two different businesses are competing in the same auction, for the same keywords with the same budget, Google is likely to favour the business who have had a PPC campaign with them for the longest time. With this in mind, we encourage all of our clients to keep their campaign running once set up, even if budget is very limited. Once a campaign has been paused, all the authority it built up initially is lost. When the campaign is un-paused, you are essentially starting again in the eyes of Google.

8 8 New AdWords (Pay-per-click) Campaign Details A few bits of information we need to get the ball rolling. The PDF form is interactive, so you can fill in the info directly on the form, rather than printing it out. Client Contact Name Product or Service you want to advertise When do you want to start advertising? If you have had some experience with AdWords in the past or are currently using AdWords, fill in the bit below too AdWords Experience Daily Budget Current Daily Budget (if applicable) Communication Objective (The Brief) This section will scroll if you need the room Target Audience Expected Outcomes Other Information When you hit the button it will open your chosen client and attached the completed form in an to us. All information provided will be treated as strictly confidential.

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