Google Adwords - Stand Out from the Crowd in 2014

Capital Region

Google Adwords: Stand Out From the Crowd in 2014

Presented by Threesides Marketing

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Find out More

Richard EversonProject OfficerMob. 0427 27 27 54richard@rdasi.org.au www.rdasi.org.au

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What can we achieve today?

Inspire

Direct

Inform

Overview1. START: DIGITAL

MARKETING AND SEM

2. HOW ADWORDS

WORKS

3. DIY ACCOUNT

SETUP

4. CAMPAIGNS + GOOD ADS

5. IMPROVING YOUR WEBSITE

6. EVALUATION

7. GET STARTED: tips and next steps

Your digital marketing plan

Where does AdWords fit within your digital marketing tactics? Digital

Tactics

WEBSITE &

Content

LOCALListings + directorie

s

LINKSconnections

ADVERTISING:

AdWords + Facebook

SEARCHSEO /

Content

EVALUATION:

Analytics + Webmaster

tools

SALES & Distributio

n: e-conmerce

DIRECT: Email

marketing

SOCIAL Media + Review

Sites

Spending on Digital

The average global spend on digital marketing is between 25 – 35 per cent of total marketing budgets

http://www.arnnet.com.au/article/532078/australia_leads_apac_digital_marketing_/

Global digital ad spend breakdown

IAB Stats - http://searchengineland.com/first-half-online-ad-revs-20-billion-search-biggest-mobile-fastest-growing-173927

What is Search Engine Marketing?

Australian search engine use

92%

8%

ads

ads

Cost Per Click Advertising (CPC)

1. Pay for individual keywords and appear in the paid/sponsored listings

2. Each word has a different cost from $0.15 - $10.00+

3. The more competition for a word the higher the cost (generally speaking)

4. You set your budget and billing preferences

5. Pay for clicks (search) or impressions (display)

What is Google AdWords and why should I use it?

What is AdWords?

http://www.youtube.com/watch?v=05we2g3Edgs

Google ad formatsSearch- text ads on Google Search & partner search websites

Display - text and graphic ads on the Display Network, targeted by

Google ad formatsVideo ads- You Tube & Display Network, pay per view

Product listing ads- linked to your Google Shopping inventory

Google ad formats

Mobile app ads- Ads within mobile aps & ads that promote mobile apps (in app, search & display networks)

CPC advertising questions

• Won’t my competitors click my ad and send me broke?

• How much should I spend?

• Why are my competitors higher up than me?

• Will paid ads affect my organic rankings?

Get Started on AdWords

How do I get started on AdWords?

Create or use a Google account (this should be the same login you will use for Google Analytics, My Business, Google+ & Webmaster Tools)

https://accounts.google.com/

Create an AdWords account1. Use your Google account to create a new AdWords account.http://www.google.com/ads/new/ (take care when setting up your account as some settings cannot be changed later)

2. Link your AdWords account with your Analytics & Webmaster Tools accounts

Campaign Dashboard

Create and Manage Advertising Campaigns

Establish Your Goals

Establish your campaign goals before you set up your campaign

as this effects what type of campaign you choose.

Establish Your Goals

What is important to your business?

• Clicks to website

• Phone call enquiries or contact form submission

• Purchases

• Newsletter subscriptions

• Brand awareness

Campaign settings

• Type (Search, Display, Remarketing etc)

• Location targeting

• Bid Strategy – use auto bidding if new user

• Budget

• Campaign Dates

Structure – organise your AdWords accountCampaign (chocolate)

Ad group (dark chocolate)

Keyword List

Ad 1

Ad 2

Ad group (milk chocolate)

Keyword List

Ad 1

Ad 2

Ad group (white chocolate)

Keyword List

Ad 1

Ad 2

Defining campaigns & ad groupsUse the basic structure of your website as an outline.

Find relevant keywords

Generating good keywords

1. Google Analytics & Webmaster Tools data to see how people find you organically.

2. Terms your customers commonly use.

3. Terms you use on your website.

4. Review your search terms and test, test, test!

5. Don’t forget negative keywords.

6. Use the Keyword Planner.

Keyword Planner (within AdWords)

7 tips for Writing Great

Search Ads

How to write good ads

1. In the headline: Use the keyword phrase/s with the most impressions.

2. Provide offers and pricing > save 36% / Free shipping / 2 for 1 / From $30

3. Use a call to action > Book Now / Get a Quote / Order Online

How to write good ads

4. Follow the ad copy guidelines in AdWords (character limits, repetition, caps and special characters)

5. Look at it on screen and try in sentence case.

6. Full stop at the end of Line 1 = longer headline

How to write good ads

How to write good ads7. Don’t forget ad extensions

> Phone numbers, Sitelinks, Location, Reviews

Settings and Billing

Billing – how does it work?

• New accounts allow automated credit card billing only

• Account reaches a time (30 days) or amount threshold (e.g. $1000) and automatically bills your card.

• Campaign end dates are vital!

Settings – where do I find them?

• Billing summary

• Billing preferences

• Account settings – Account access (manage account users)– Linked accounts (Analytics & Webmaster Tools)– Notification settings (billing, reports, offers etc)

Measuring Success and Reporting

Reporting – automate it!• Get your reports emailed to you with the

information you want, when you want it.

• Use the report data and the AdWords dashboard to help you optimise your campaign.

Ad performance indicators

• Clicks, Impressions & Click Through Rate

• Avg. Cost per Click

• Avg. Position

• % ads served

• Conversions and Conversion Rate

• Bounce rate & other analytics data

Keyword performance indicators

• Impressions & CTR

• CPC

• Conversions & Cost/conversion

• Search terms analysis

• Quality Score

Optimising Your Website

AdWords Golden Rule

Adwords will get them there but your website has to convert

them.

How do I generate conversions?

1. Landing pages

2. Clear call to action

3. Contact forms

4. Trackable phone numbers

5. Easy navigation & design

6. Use Google Analytics to set up goals and provide insights

http://www.australiangourmetgifts.com.au/hampers/gift-baskets/wine-gift-baskets/

Get Help and Get Started!

Get more help

AdWords help and AdWords training onlinehttps://support.google.com/adwords/http://www.youtube.com/user/learnwithgoogle

AdWords Certified Professional / AdWords Partnerhttps://www.google.com.au/partners/

Get Started Now

1. Top Tips to AdWords Awesomeness handout

2. Set up Google accounts (email, Analytics, Webmaster Tools & AdWords)

3. Make sure your website is up to date

4. Develop your campaign goals

5. Create your first campaign!

Workshops and Consultations

Workshops

Series of 17 workshop topics over the next 12 months

Free sessions – subsidised by federal government – in Queanbeyan and across the region

Digital Consultations

Develop and digital business plan

Identify 3 get started now actions

Help you start in the right digital direction

Workshop feedback

https://forms.communications.gov.au/enterprisegroupfeedback

Verification word: dog

Stay in touch

Website:

www.crde.com.au

Call the office:

62970933

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