LUNCH & LEARN ADWORDS (BASICS) Network808 & German Google Guy Daniel Hildebrandt
AGENDA What is the difference between SEO / SEM? What is Google AdWords? Important AdWords vocabulary Best structure for AdWords Account set up Recommended Campaign sepngs for max results Special Offer for arendees
GOOGLE HAS THE BIGGEST MARKET SHARE 64% market share in the US 84% worldwide #1 search engine Your poten[al customers already use Google! www.comscore.com
SEARCH ENGINE OPTIMIZATION Below Google adver[sements Results seen a`er 3-6 months op[miza[on Website content, URL structure, backlinks & many more factors influence posi[on Clicks are free
SEARCH ENGINE MARKETING On Top of Page or right side of Google Search SEM Results can be seen instantly Keywords, quality score, bids & many more factors influence posi[on Cost- Per- Click
HOW CAN YOU ADVERTISE ON GOOGLE? Display your adver[sements on the biggest search engine world wide, with Google AdWords.
SEARCH ENGINE MARKETING your website From Google to your website From visitor to customer Sales, Leads
MOBILE SEARCH ENGINE MARKETING People search on their cellphones and find you on the move More about Mobile Adver[sing and how to get customers your almost instantly into you store in our phone Lunch & Learn Mobile Sales Adver[sing on March 27th 2014 your Store
ADWORDS BASIC VOCABULARY Keyword the term / phrase that triggers your ad on Google Keyword matching type - Broad, Phrase, Exact, Nega[ve more traffic vs. berer quality (Video) http://youtu.be/zlfxikw1v3y Impressions How o`en your ad was shown Many impressions, stands for high search volume
ADWORDS BASIC VOCABULARY Clicks How o`en your ad was clicked Click through rate - Shows how many people that saw your ad actually clicked it Good CTR is one of the factors that influences your ads posi[on Average cost per click (CPC) average amount charged for a click CPC is one of the factors that influences your ads posi[on
ADWORDS BASIC VOCABULARY Average Posi[on - shows your ad's posi[on rela[ve to those of other adver[sers Conversion e.g. a Lead or a Sale Install Google Conversion Tracking on Website Quality Score High Quality Score decreases CPC (Video) http://youtu.be/fzu3ua2grlc
WHAT DOES AN ADWORDS ACCOUNT LOOK LIKE?
ADWORDS ACCOUNT STRUCTURE
ADWORDS ACCOUNT STRUCTURE (EXAMPLE FURNITURE STORE)
TIPS TO STRUCTURE YOUR ADWORDS ACCOUNT Organize your campaign to mirror your website Create separate campaigns for mul[- region adver[sing (e.g. Hawai i (free shipping) vs. Mainland) Use AdWords Editor to manage your campaigns offline (Free Download here) http://www.google.com/intl/en/adwordseditor/
CAMPAIGN SETTINGS (JUMP INTO ASSEENONTV ACCOUNT!) Know your target group! Loca[on Country, City, State Radius Loca[on Groups Ad schedule Devices Bid strategy Places of interest By demographics Budget delivery method
TIPS FOR SAFE- SIDE- SETTINGS Type: Choose All features E.g. more loca[on and ad scheduling op[ons (Standard & all features comparison here) https://support.google.com/adwords/answer/2567043?hl=en Network: start with Search Network only Higher CTR = more impressions (More informa[on about Google Search Partners) https://support.google.com/adwords/answer/1722047?hl=en Devices: All Unless your website isn t set up for mobile devices (Check here, if your site is mobile ready) http://www.shopmarketing.com/catalogue/check-if-yourwebsite-mobile-ready
TIPS FOR SAFE- SIDE- SETTINGS Loca[on: Target the right people. Don t betray yourself! BeRer start with smaller target group and broaden it instead of was[ng money in the beginning! Language: Choose language you want to adver[se in Shopping Channels: Needs Google Merchant Center set up
TIPS FOR SAFE- SIDE- SETTINGS Bid Strategy: Start with I ll manually set my bids for clicks Total control, easy to adjust, great for AdWords beginner (Here are the bid strategies in comparison) http://searchenginewatch.com/article/2303776/google- AdWords-Bidding-Strategies-The-Complete-Guide Budget: You can set a budget for each campaign or for the whole account. If you have a max budget make sure to set it up in the shared library! (Here is more informa[on about how to set up a shared budget) https://support.google.com/adwords/answer/2517512?hl=en %5C
ADVANCED CAMPAIGN SETTING Schedule Start & end date Ad rota[on (op[mize for clicks, conversions, rotate evenly...) Keyword matching op[ons (include / exclude close variants)... We can talk about this in an AdWords professional workshop!
VIP SLIDE! IT ALL WORKS TOGETHER Website text Keywords & Keyword combina[on Adver[sements Quality Score (high Quality Score = lower keyword cost per click) Click trough rate (high click through rate = ranks ad higher)
IMPORTANT TO KNOW WHILE WORKING WITH 1. Knowhow needed (Our team is Google cer[fied) Several hundred factors effect your ads: keyword quality scores, ad click through rates, average cpc s, landing page quality,... 2. Time consuming ADWORDS Analyze the AdWords account constantly, develop strategies to increase traffic & sales, stay up to date with latest developments 3. Experienced budget management Spend money on the right keywords, op[mize cost per conversion, bid management, ROI analysis
SPECIAL OFFER You want... to know how much traffic your website could get at what cost? Traffic & Budget Es[mate $49...to get started with Google Internet Marke[ng AdWords Account Set up $150...to get new clients to your website or store? AdWords Management & Op[miza[on starts at $125 p.m.
FOR ADVANCED WORKSHOP ONLY - - - - TARGET GROUP - LOCATION