1 ALL ABOUT ADWORDS
3 BENEFITS OF ADWORDS Take advantage of searches Allows potential clients to find you on Google Only pay when someone clicks on the ad Smart way to attract customers on the go
4 BENEFITS OF ADWORDS Ads appear on the world s largest search engine Target customers by location A small initial investment can bring a high ROI Unlike traditional advertising, you have complete budgetary control
5 ADWORDS DESKTOP PLACEMENT
6 ADWORDS TABLET PLACEMENT
7 ADWORDS TABLET PLACEMENT
8 HOW MUCH SHOULD I SPEND ON ADWORDS?
9 Do you know how to correctly bid for Ads?
10 Focus on ROI rather than cost.
11 Google recommends setting aside up to $1,000 - $2,000 per month to test your first campaigns.
12 Ultimately, you should choose a budget that s right for you.
13 BUILDING ADWORD ADS
14 Example Website Headlines are limited to 25 characters
15 Example Website Summer Sale Description Line 1 is limited to 35 characters
16 Example Website Summer Sale Save 15% Description Line 2 is limited to 35 characters
17 Example Website Summer Sale Save 15% The Display URL is limited to 35 characters
18 OTHER IMPORTANT TIPS Description lines cannot lead into the URL. For example they cannot say See this site:, Learn more at, Click Here The Display URL cannot be used as another line of ad text Ad text cannot appear cut off or incomplete If the Display URL is longer than 35 characters it will still work but will be cut off in the display
19 Pillars of AdWords Success
20 STRUCTURE YOUR ADWORDS ACCOUNT Separate keywords or keywords lists into categories or themes Create ads that fit into each theme Ensure your ads speak well to potential customers
21 CHOOSE THE RIGHT KEYWORDS Keywords should relate to your business products and services They should be between 2-3 words long yet be neither too broad or too specific Use the Google Keyword Tool to find relevant keywords for your business
22 WRITE ATTENTION GRABBING ADS Good ads speak to your potential customer s needs Offer a small preview of why searchers should visit your site Compelling ads utilize a clear and definitive call to action
23 SELECT THE RIGHT LANDING PAGES Create specific landing pages for each advertised product or service Good landing pages showcase the product or service the customer was searching for Never send a potential customer to your homepage
24 TRACK CONVERSIONS Login to your AdWords account to see how many clicks an ad received Use Google Analytics to see how long customers stayed on your site after clicking an ad Analyze your data to see which ads and landing pages are effective and which ones are not
25 What are these ads doing right?
26 Headlines with a clear offer Landing page URLs that are easy to read Compelling copy with callto-actions Good use of keywords
27 THE IMPORTANCE OF MAINTAINING ADS
28 Most people don t spend enough time maintaining their ads.
29 Regular maintenance drives down costs and increases ROI.
30 1 in 5 advertisers haven t logged into their AdWords account in the last 30 days.
31 The top 2 ad spots take up 40% of all clicks on a search results page
32 Businesses make an average of $2 for every $1 they spend on AdWords.
33 Smartphones and tablets make up 32% of all paid search clicks.
34 50% of mobile searches lead to a purchase.
35 30% of searches are for products and services that can be found locally.
36 BUILDING BETTER ADS
37 Relevant keywords and good copy are just part of a good AdWords campaign.
38 GOOGLE KEYWORD PLANNER
39 Helps generate keywords and ad group ideas
40 Enter in your website, a description of your business, and locations where you wish to target customers.
41 See suggested ad ideas, keywords and average search volume. The tool also shows the suggested bid for you.
42 Keep ads current.
43 Make ads super specific.
44 Make ads personal.
45 Extensions add extra dimensions such as phone numbers, site links, reviews, ratings, social annotations and locations.
46 Enhanced Campaigns deliver more intelligent ads by factoring in the time of day a search happened, the searcher s location and the device used to search.
47 Ads will adjust for optimal exposure when and where you want to place them.
48 RUNNING MULTIPLE ADS IN A CAMPAIGN
49 The best campaigns run more than one ad at a time. This lets you experiment with different copy and calls to action. Always use different landing pages for each ad to see what drives more conversions.
50 Use YouTube to advertise with video.
51 YouTube is the world s number one entertainment site and the 2nd largest search engine. Adwords for Videos allows you to tap into a large audience that you wouldn t reach with ordinary ads. YouTube
52 You only pay when people watch your advertisement.
53 TrueView InStream Ad These play before videos and users can skip them after 5 seconds. You are only charged if someone watches at least 30 seconds of the ad.
54 TrueView InSearch Ad These appear in the YouTube search results pages. These are similiar to pay-per-click ads.
55 TrueView InDisplay Ad These appear next to a video as an impression on a YouTube video page. These are similiar to pay-per-click ads.
56 MEASURING SUCCESS
57 Understanding AdWords analytics helps you consistently improve your ads.
58 Data helps see which ads are working, how they are working, and which ones are not working.
59 PERFORMANCE INDICATORS CLICKS How many users chose to follow an ad to your website IMPRESSIONS How often the ad is shown on a search results page CLICKTHROUGH RATE The number of clicks the ad receives divided by the number of times the ad is shown
60 PERFORMANCE INDICATORS AVERAGE COST-PER-CLICK (CPC) Total cost of clicks divided by total number of clicks MAX CPC Maximum amount you are prepared to pay for a click on your ad
61 PERFORMANCE INDICATORS COST Total amount of all actual CPCs AVERAGE POSITION Average rank achieved by your ad on the Google search results page
62 PROFITABILITY INDICATORS CONVERSION The number of actions achieved on your website following an ad click CONVERSION RATE The number of conversions divided by the number of clicks on the ad COST PER CONVERSION The number of conversions divided by the cost of the campaign
63 CONVERSION TRACKING Conversions are actions that you consider to be valuable Conversions can be sales, file downloads or form submissions
64 YOUTUBE ANALYTICS YouTube Analytics provides a greater insight into who s viewing your ads See views by location, gender, age and referral type View details on the length of time someone watches a video
65 Not knowing who you should advertise to is like throwing money away.
66 HOMEWORK While using Google this week, look for 6 AdWords ads Pick the best 3 that you saw and the worst 3 Create a document in Google Drive with the ads and explain why you think they re good, bad and what they could do to improve Re-write the bad ads into better ads Add your file into this Drive folder: Client Files > [Your Client] Name the file: HW Homework - AdWords Excercise [Feb 2016]
67 REMINDER Intern resource page is located at: Password is HWintern16!!