Paid Search 101: The Guide To Google AdWords

Transcription

1 Paid Search 101: The Guide To Google AdWords Exclusively For: Presented By:

2 Introduction If you ve ever wondered how businesses get ranked towards the top of Google s search results without having to go through the process of dealing with organic search rankings and having someone tinker with your website, here are your answers! This presentation, exclusive for TBC members, details why Paid search marketing is the most efficient (and fastest!) way to get your business ranked on Google with 100% control of the content. The following slides detail how your ads get visible and how you can tailor the campaign to meet the needs of your business.

3 About Josh Bernstein Media

4 How Paid Search Marketing Works: When someone does a search on Google, Google looks at the active pool of advertisers in their AdWords advertising interface and determines if there will be an auction based on the pool of keywords that are placed for bidding. Keywords are what you, the one searching for something, types into Google. If one or more advertisers are bidding on the same keyword, a unique auction takes place which determines ad rank and costs for potential clicks. Ad position is based on a number of factors including keyword to ad text relevancy, maximum keyword bid (how much you re willing to pay for that click), historical account data and landing page relevancy in relation to the keywords (making sure you take the person to the most relevant page at your website). With AdWords, you pay for clicks, not impressions (when your ads appear). Based on these factors, your ad position on the search results page is determined. There are multiple winners of auctions but the typical goal is to gain into one of the top 4 positions for premium placement on the page. You can target your ads around the world or just around the corner!

5 When a keyword is typed into Google, it triggers an auction where paid search results are shown and clicking on the ad for The Pink Plumber takes you to their website. Paid Search 101

6 How Your Ad Rank Gets Calculated During The Auction With paid search you bid on keywords. When your keyword is searched by a user, it s placed into an auction where there are two factors that are looked at to determine your ad rank: your max bid and your quality score. Quality Score is determined by the relevance between the keywords to the ad text and the keywords to your landing page. One strives to gain the most relevance here to gain a higher click-thru-rate (CTR) and a lower cost-per-click (CPC). Your Quality Score continues to evolve as your campaign runs. MAX BID X QUALITY SCORE = AD RANK #1 #2 #3

7 The Google Search Results Page The Top This is the search results page on Google. This is the top part of the page visible before you scroll down. Notice that all four listings at the top below the search box are all paid listings. This is key as

8 The Google Search Results Page Below The Fold We move to the second part of the page and you can see that the FIRST organic search listing is way below any paid ranking. This is why paid rankings are crucial as they get you much more visibility versus just doing organic search.

9 AdWords Daily Budgets Wondering how your budgets are handled? AdWords uses daily budget caps. As the advertiser, you are able to have 100% control of your spend as you can set this amount to any value. In turn, this tells Google how much you want to spend per day and then your ads will appear for search results. Once your daily budget is hit your ads stop showing until the next day (starting at midnight) and please note that your ads may not appear all the time to ensure visibility to those you choose to target throughout the day. Sometimes you may spend more of your daily budget when search traffic and clicks are higher and less on lower traffic days. Google may exceed your budget up to 20% at times to make up for days with slower activity.

10 How Your CPC s Work With Your Daily Budget Your daily budget is depleted every time someone clicks on your ad and you re charged for the click (thus pay-per-click ). While you re able to control your daily budgets and how much you want to bid per keyword it s important not to overbid for the sake of getting a higher ad rank (which is not guaranteed). The chart below illustrates how paying a lower cost per click ( CPC ) gets you more clicks throughout the day for a popular account that maxes out it s budget on a consistent basis. Like your daily budgets, you re in control of the maximum amount you wish to pay per click (known as a max CPC or max keyword bid).

11 Geo-Targeting Your Ads One of the best features of AdWords is that you have the ability to target your ads where your customers are. This example shown has ads appearing within the Atlanta TV market. Recommended if you re doing any TV, radio or metro-wide print or outdoor advertising.

12 Targeting Your Ads This example shown has ads appearing in Cobb & Cherokee counties. Great for those wanting to target specific areas of Atlanta and exclude others.

13 Targeting Your Ads You can also set a radius around a zip code from your office to ensure adequate coverage of a geographic area. This example is a 10 mile radius around zip code Great for clients who have a dedicated service range for their drivers by mileage.

14 Pricing Like most TBC clients, we only charge flat-free pricing for our services. Unlike most ad agencies we do not charge a commission on your media budgets. No hidden costs or click fees. You pay what you agree to & you choose how much to spend within Google! Please note that Google does require a credit card to pay for the actual ad spend but all fees with Josh Bernstein Media are 100% trade.

15 What s Included For TBC Members We will build you a complete Google AdWords search account including creating your keywords, ad copywriting, settings plus 30 days of account management & a summary report. The price range is for a new account build is $600-$1,000. The final price is determined by the size of the account needed to be created based on your services/products (more products = more keywords & ads to create). After running ads for 30 days you may continue to have us run the campaign, if you are happy with the progress, for a flat fee. Monthly management fees range between $350-$650. And like the new account build fee, it s based on the total size of your account.

16 Thank You! All members of The Barter Company are welcome to contact us (or your trade coordinator) with any questions about AdWords or if you re ready to go & get your business website listed on Google. Contact Information: Phone: Website: JDBMedia.com