Google AdWords: Your Audience is Searching For You

Transcription

1 Google AdWords: Your Audience is Searching Brad Geddes Founder, Certified Knowledge Author, Advanced Google AdWords

2 Defining Paid Search

3 Basic Results Paid Search (Google AdWords) Paid Search Organic Results 3

4 More Than 100 Billion Searches/Month Worldwide 250,000 US Searches (in millions) 200, , ,000 50,

5 Display Network 5

6 Google Display Network Reach 80% Internet User Reach 4.3 Billion Daily Page Views 1 Billion Monthly Visitors Over 1 Million sites 6

7 Why Paid Search?

8 Media ConsumpHon Per Day 8

9 MulHple Media Uses 8-18 year olds in the US spend 25% of their media time using multiple media (cell phone, computer, tv, etc). 24% of year olds use another media most of the time when watching TV Source: 9

10 World Wide AdverHsing Revenue 10

11 Search Leads Online Product Discovery Source: ATG Research 11

12 The Search Opportunity Media Consumption 13 hours per day Total US Advertising Spend $465.1 Billion (2009E) Online 41% of time) 11.9% Online 59 % Offline 88.1% Offline Sources: Forrester, emarketer.com, ComScore, Nielson 12

13 Moment of Decision 13

14 Moment of Decision & MoneHzaHon 14

15 Search Process

16 Find an Answer to a QuesHon 16

17 See Possible Answers 17

18 Find Answer 18

19 Search Process for AdverHsers

20 Define Your TargeHng (Search) } The Searcher: Searched for New York Ballet While in New York City Using an ipad On a Monday morning Between 10am and 12pm 20

21 Define Your TargeHng (Display) } The User: Was on NYTimes.com In the arts secson Reading about Broadway Reviews While sivng in Minneapolis Using a computer On a weekend Between 12pm and 6pm 21

22 Choose Keywords 22

23 Write Ad Copy 23

24 Your Site is the Answer 24

25 Set Bids for a Click 25

26 Give Answers and 26

27 Find New Customers 27

28 Track Conversions 28

29 Advertising is Not Advertising When It is Information 29

30 The Major PPC Engines Jargon

31 Majors 31

32 Jargon CTR - Click through rate Percentage of ad clicks / ad views Conversion Conversion rate Percentage of conversions / visitors CPC Cost per click PPC Pay Per Click 32

33 Account Structure

34 Account Account Campaigns Ad Group Keywords Ad Copy Access logins Yours Others AnalyScs 3 rd party providers Billing informason 34

35 Campaigns Define TargeHng & Budget Account Campaigns Ad Group Keywords Ad Copy Daily budget Geographic targesng Network Search Content Ad scheduling Device Pla^orm adcenter has many of these options at the ad group and campaign level 35

36 Ad Group SeYngs Account Campaigns Ad Group Keywords & ad copy Only the keywords within that ad group will trigger the ads in that ad group Keywords Ad Copy Break down keywords into granular themes so that ad copy matches the keywords 36

37 Ad Group OrganizaHon How Tightly Themed Are Your Ad Groups? Ad Copy John s Plumbing Service Servicing the Chicago area Call for an appointment today! Emergency Plumber Service Call 24/7 for immediate assistance. We work weekends! Weekend Plumbing Services Don t pay high weekend rates! We work all day, every day. Keywords Chicago plumbing plumbing services broken pipes emergency plumbing 24 hour plumbing service fix shower overflowing toilet Saturday plumbing weekend plumbing flooded basement 37

38 Account Structure Account Campaigns Campaigns Ad Group Ad Group Ad Group Keywords Ad Copy Keyword Ad copy Keywords Ad copy 38

39 Keyword Match Types & Keyword Research

40 Buying Funnel Awareness Interest Learn Shop Buy

41 Search Shopping Funnel Learn Shop Buy Consumer: Informational Gathering Consumer: Comparing products, prices, & features Consumer: Ready to buy Keywords: Broadway shows Computer Laptop Computer Hi-Def TV Keywords: New York Broadway Tickets IBM Notebook Sony Laptop Plasma TV Keywords: Buy NYC Wicket Tickets IBM Series Thinkpad Sony Vaio Ultraportable Samsung hl-s61ssw 41

42 You Can t Have Every Keyword 42

43 Some Google Numbers 20% of searches each day are new or haven t been completed in the past 6 months Not unique More unique 70% of queries have no exact-matched keywords Exact match No exact match 54.5% of user queries are >3 words 3 words >3 words Source: Google Internal US Data 43

44 Keywords Account Campaigns Ad Group When a keyword is triggered in your account, an ad copy from that same ad group is displayed Keywords Ad Copy 44

45 Impressions by Match Type Broad Match Impressions Modified Broad Match Phrase Match Exact Match Control 45

46 NegaHve Keywords Block Your Ad From Showing 46

47 Search Query Report 47

48 UHlize Keywords Tools 48

49 Ad Copy WriHng

50 Example Ad Copy Account Campaigns Ad Group Keywords Ad Copy The ad copy should closely reflect the keyword which was triggered by the search. 50

51 Feature: The List My Computer: Sony Z Vaio 7.5 hour battery life 256mb graphic card 8gb Memory 128gb SSD Drive 3.3 lbs 51

52 Create Benefits: Finish the Sentence A 7.5 hour battery life so you can be productive on a cross country flights 8 gigs of memory so you can analyze a 1 million row excel file. Get rid of back and shoulder pain from carrying around a heavy laptop bag. The Sony Z only weighs 3.3 pounds. 52

53 The Buying Cycle Benefit Benefit Feature & Benefit Feature Benefit 53

54 A Place to Start Captivating Headline Business Feature Consumer Benefit Display URL Captivating Headline Business Benefit Call to Action Display URL 54

55 Landing Pages

56 What Visitors Think Am I in the correct place? Is this what I expected? Do I trust this site? Is my answer here? How long will this take? Where should I go next? Should I click the back buhon? 56

57 Home Pages 57

58 Category Pages 58

59 Product Pages 59

60 Industry Does Not Ma`er 60

61 SegmenHng Users UnHl AcHon Occurs 61

62 Content (or Display) Network

63 Campaign Running Only on Display 63

64 Start With Search Awareness Interest Learn Shop Buy 64

65 Placements First Account Search Campaign Placement Campaign Bid by ROI per keyword Target Ideal Customers 65

66 Then Add Keywords for Display Account Search Campaign Display Campaign Placement Campaign Bid by ROI per keyword Use Placements report for exclusion Target Ideal Customers 66

67 DoubleClick Ad Planner 67

68 Lots of Display OpHons Placement targesng CPM Bidding Video ads Image ads Display Ad Builder Wait to build your first display campaign 68

69 Conversion Tracking

70 AdWords Conversion Tracking 70

71 The Code Thank You Pages 71

72 Conversions in Reports 72

73 Access to Valuable InformaHon 73

74 How to Start 74

75 Determine Your Campaign Structure Account Search Display Ad Group Ad Group Ad Group Keywords Ad Copy Keyword Ad copy Keywords Ad copy 75

76 IniHal Keyword Research Focus on: Buying funnel Search volume User intent Brand terms Etc... 76

77 Determine Your Ad Groups 77

78 Write a Test Ad Copy 78

79 Choose A Landing Page for Each Theme 79

80 As You Find Keywords 80

81 AdWords Conversion Tracking 81

82 Set Bids Based Upon Goals 82

83 10 Key Takeaways 1. Determine goals 2. Install conversion tracking 3. Start with Search Only 4. Start with your ad groups organizason 5. Conduct keyword research that fits your ad groups 6. Choose your match types wisely 7. Choose a landing page that answers the searcher s quesson 8. Measure conversions by keyword, ad copy, and landing pages 9. Refine bids based upon conversions 10. When you re comfortable with search; expand into display, but start with placements only 83

84 Learn More PPC Info PPC training, tools, and community 84