Threesides Digital Canberra-AdWordsOverview-July2014

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@digitalCBR #CBRfree WiFiDigitalcanberra.com.au

Google Adwords Smart Digital Advertising

Kathryn Scobie

@digitalCBR #CBRfree WiFiDigitalcanberra.com.au

What is Google AdWords?

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WHAT IS GOOGLE ADWORDS?

1. Targeted and measurable online advertising that drives visits to your website.

2. Mostly Cost Per Click – CPC.

3. The CPC varies significantly.

4. You control your campaigns (budget, targeting, device, scheduling, exclusions, account access).

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GOOGLE AD FORMATS

Search- text ads on Google Search & partner search websites- targeted by keywords

Display - text, image and animated ads on the Google Display Network

- targeted by placement, keywords, topics, interest & demographics

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GOOGLE AD FORMATS

Video ads- YouTube & Google Display Network, pay per view, in-stream & in-display-targeted by topics, interests, demographics, placement, keywords, remarketing

Shopping ads- linked to your Google Merchant Centre account- targeted by inventory keywords

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GOOGLE AD FORMATS

Mobile ads (full browser devices)-Text, image & app promotion ads-Targeted depending on campaign type

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Why choose Google?

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AUSTRALIAN SEARCH ENGINE USE

http://www.criticone.com.au/

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How much should I spend?

WHERE DOES ADWORDS FIT WITHIN YOUR DIGITAL MARKETING TACTICS?

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How do I get started?

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HOW DO I GET STARTED ON ADWORDS?

• Create an AdWords account www.google.com/ads/new/

• Use the same Google Account you use for Google My Business, Google+ & Webmaster Tools

• Take care (some settings cannot be changed)

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ESTABLISH YOUR GOALS

• Establish your goals before you set up campaigns.

• What is important to your business?• Website traffic• Phone call enquiries or email leads• Purchases• Re-engaging existing customers• Brand awareness

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GENERATE GOOD KEYWORDS

• Terms you use on your website• Terms your customers commonly use• Use the Google AdWords Keyword Planner• Current organic search terms (Webmaster

Tools)• Don’t forget negative keywords

WRITE GOOD ADS

1. Write compelling, relevant headlines2. Provide offers and pricing (Save $35/25%)3. Use a call to action (Book Now/Get a Quote)5. Look at it on screen and test, test, test!

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ADWORDS GOLDEN RULE

Adwords will get them there but your website has to convert them.

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GENERATING CONVERSIONS – THE BASICS

1. Relevant landing pages2. Clear call to action

a) Phone numberb) Contact Formsc) Shopping Cartd) Booking Buttonse) Good navigation

3. Set up conversion tracking

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REPORTING & MEASURING SUCCESS

• Check in on your campaigns regularly and automate your reports.

• Match your performance against your goals.

• Test different approaches.

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GET HELP

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

•AdWords Certified Professional / AdWords Partner•https://www.google.com.au/partners/

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