BEGINNERS GUIDE TO USING. AdWords GOOGLE ADWORDS.

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1 BEGINNERS GUIDE TO USING AdWords GOOGLE ADWORDS

2 GOOGLE ADWORDS OVERVIEW Google AdWords is a great tool for driving traic to your site. It can be a cost eective solution for online advertising that provides you with the flexibility to control your daily spend and stop a campaign any time you like. Advertising with Google AdWords is an eective way of reaching your target markets. This is a basic guide to help you set up a Google AdWords campaign. HAS A 67% SHARE OF THE SEARCH MARKET A BEGINNERS GUIDE TO USING GOOGLE ADWORDS Written and Published by Cabbage Tree Creative October 2013 NEW ZEALAND: ISBN TRADEMARKS: Google, Google AdWords, Google Analytics, YouTube and Google+ are registered trademarks of Google, Inc. Twitter is a registered trademark of Twitter, Inc. Facebook is a registered trademark of Facebook, Inc. Flickr is a registered trademark of Yahoo, Inc. LinkedIn is a registered trademark of LinkedIn Corporation. TripAdvisor is a registered trademark of TripAdvisor LLC. Pinterest is a registered trademark of Pinterest, Inc.

3 GOOGLE ADWORDS NETWORKS There are two dierent places in which your ads may be seen. Here are the dierences in the two networks : 1 Google Search Network These ads are triggered by the keywords that you type into Google and they display alongside the search results. Example of Google AdWords displayed in the search network. 2 Google Display Network The display network displays ads based on the themes of a site relevant to the keywords in your ad group. THE GOOGLE DISPLAY NETWORK REACHES OVER 83% OF UNIQUE INTERNET USERS IN MORE THAN 20 LANGUAGES AND OVER 100 COUNTRIES The display network displays both image and text ads within websites (source:

4 BEFORE YOU SET UP YOUR CAMPAIGN Get a Google Account Before getting started, make sure that you create a Google account if you don t already have one. This will be your sign in for accessing Google AdWords. If you already have a Google account, then this is the one you can use for your Google AdWords campaign. Google Analytics Create an account at: Make sure that you have Google Analytics installed on your site. Follow the instructions to sign up for the account at the link above. There will be a code that you must add to your website. If you are unsure how to add this code to your website, copy the code and contact your webmaster for help and they can easily install it for you. Google Analytics and AdWords can link up with one another providing more comprehensive reporting figures and statistics on your campaign. Google Analytics oers e-commerce tracking that may be compatible with the booking engine/system that you are using*. This can allow you to track the ROI from bookings from the Google AdWords campaign. To find out if you can integrate your booking system with Google Analytics to report the values, please contact your booking engine/ service provider. Handy Tip: When you are ready to link up the Google AdWords and Analytics accounts, you will need to have permission to manage and edit your accounts, using the same address. After you have your Google account login and Analytics set up you are ready to get started on your campaign. *Please note: it may require some custom installation of code and set-up.

5 LANDING PAGE Before thinking about the keywords for your AdWords campaign, think about where people are going to be directed to when they come to your site. The landing page on your site determines what information a person sees and the call to action that you want them to take. Evaluate the landing pages on your site and ask the following questions: What is the most relevant landing page for customers to land on? It will probably not be the home page since there are more targeted pages on your site that will be more relevant to what you are advertising. What action do I want people to take once they land on the page? Book now? Enquire now? EXAMPLE CASE STUDY: A jet boating company is going to set up a Google AdWords campaign to target families looking for activities in New Zealand. The landing page that they should set up will have copy that is focused on family type keywords, images with kids and families, and family packages and deals that lead visitors to book. This way, when the relevant keywords are typed in relating to the campaign (i.e. family activities New Zealand ) and a person clicks on the ad they are led to a page that is relevant to them and has information tailored to their search. Once you have your landing pages and goals sorted, then you are ready to start researching keywords for your campaign. Contact? Is the action easy to find once people land on the page? What copy is on the page that will be relevant to the keywords you want to use in the campaign? Does a new landing page need to be created to better target the audience, campaign message and keywords? The landing page is one factor that will aect your quality score which is one AdWords factor that determines the amount that you pay per click. Create a good, relevant landing page for a better quality score.