Download pptx - Getting Started with Google Adwords

www.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing – We Build, You Sell Call for a Free Consultation 702-917-0755

Getting Started with Google

AdWords

http://www.LoriBallen.com/

http://www.TheBallenMethod.com/

http://www.BallenMarketing.com/

www.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com

Ballen Marketing – We Build, You Sell Call for a Free Consultation 702-917-0755






Why Google AdWords?

With Google AdWords you can create TARGETED messages to specific audiences you choose by location, keyword use, device, language, actions etc. so you can best reach your customer where they are.

You can test, measure and adjust. The smaller your target, the better your aim!





AdGroup

Ad Group

Ad Group

CampaignCampaign

Account

AdGroup

Ad Ad Ad Ad Ad Ad





When you are getting started, Most of your time will be spent in these tabs.

Campaigns, Ad Groups and Ads






From here, you will be able to:

• View your spend from costs to clicks

• Sort out your campaigns by budget set, total clicks, and more.

• Click on the top of the column to sort the way you like.

• Change your campaigns and ads by simply clicking the pencil to edit

• By selecting the Edit Drop Down, you can edit multiple campaigns or ads




Step 1 – Set up Campaign



Where will my Ads Be Displayed?

Google Network – Thousands of Display and Search Network websites and Google search engine results.

Google Search Network – Google SERP’s – Search Engine Result Pages as well as other Google products such as Google Maps, and even other search engines such as AOL and Earthlink (Text Only)

Google Display Network (GDN) – A wide variety of sites spanning over millions of domains such as About.com, New York Times, HTV, Youtube, Google Finance, Gmail, even Apps! Most experienced will tell you the display network converts higher, yet costs more. (Text and Rich Media Ads)




Uncheck to not include in search partner sites. Start with Search Network only



CHOOSE THE LOCATION TO RUN YOUR AD






CHOOSE THE LOCATION TO RUN YOUR AD




Uncheck to keep your CPC manual. Otherwise Google will move UP your bid. Remember, your bid is a maximum.

Advanced Users Only. Don’t start with these

Create Your Ad



Ad Types:You’ll find the drop

down from ads in

campaigns






Ad Types: Image Ads

Watch Tutorial: https://youtu.be/RibcMLchHDwv




https://youtu.be/RibcMLchHDwv

https://youtu.be/RibcMLchHDwv



Ad Types: Text Ad

Includes a Headline, 2 description lines, a display URL and the URL you want the visitor taken to once they click.

SAMPLE

Las Vegas Homes For Sale www.BallenVegas.comThousands of New Listings

Photos, Maps, Details – Browse Now






Ad Types: Dynamic Search Ads

Includes a Headline created dynamically, 2 description lines, a display URL and the URL you want the visitor taken to once they click.

SAMPLE

{Dynamically Created Headline} www.BallenVegas.comThousands of New Listings

Photos, Maps, Details – Browse Now






Mistakes to Avoid When Creating your Text Ad

1.) Don’t use any words with all Caps or random capitalization

2.) Don’t use excessive punctuation or symbols

3.) Don’t use extra spaces

4.) Don’t include phone numbers in text ads (Otherwise, you’ll need a Call Only Ad type)

5.) Make sure your Display URL is the same that is in your actual URL you want to send your visitors to. You can have a /XX after the domain name, but the display domain MUST be part of the URL you are sending your audience to.

6.) Don’t include http or https in the display URL






The quality score is one of the most important parts of your online advertising. The advertising system examines every keyword in your account. It then assigns each keyword a quality score, normally between 1 and 10; higher is better






1.) Relevance to the ads in the ad group – How closely related is the keyword to the ads in its ad group?

For example, if someone searches for “water filter,” is that keyword in an ad group with ads that specifically advertise water filters?






2.) How likely people are to click on the ad?

If the ad gets shown to someone, are they likely to click on it? This is often decided by the wording of the ad, and the Call To Action (CTA).






2.) How likely people are to click on the ad?

If the ad gets shown to someone, are they likely to click on it? This is often decided by the wording of the ad, and the Call To Action (CTA).






3.) The quality of your landing page

If a person visits your landing page, will they find what they’re searching for quickly and easily?






When you state how much you’re willing to pay for a click on a specific keyword, you’re bidding on that keyword. Your bid is combined with your quality score and compared with all of the other advertisers bidding on the same keyword. The higher your quality score, the higher your ad will rank, and the more likely it will appear next to the search results.

This means raising your quality score is one of the best ways to control your costs and get your ads seen by more people.






When you state how much you’re willing to pay for a click on a specific keyword, you’re bidding on that keyword. Your bid is combined with your quality score and compared with all of the other advertisers bidding on the same keyword. The higher your quality score, the higher your ad will rank, and the more likely it will appear next to the search results.

This means raising your quality score is one of the best ways to control your costs and get your ads seen by more people.






Begin with Google Keyword Planner






Let’s Say We Want To Bid on Keyword on “San Diego Real Estate”






Great Search Volume






Now, you can Estimate your Daily Spend:Most bids will be $2-3






The Math

Simple Averages

1% Click through Rate1% of Clicks to Sale

You obtain 1% of 9,900 Clicks

99 Per month = 11881% lead to a sale = 1 closing






Real Estate Ad Sample

You have a 2% Click Through Rate

Each ‘Exact Match’ click costs you $1.76 @2.14 Clicks per day2.14 X 365 =781.11 Clicks per year and $1374.73

Out of 781.11 = 5% become a lead.39 leads (Cost per lead $35.24)

You convert 3% of these leadsYou close 1 homes

Your Cost of Sale is $1,374.73Your Commission is $12,000

72% ROI






Match types decide if your ad shows up in a particular search, They come in four types:

Exact – Your ads will show only if your specific keyword is typed into the search engine.






Phrase – Your ads will show if your specific keyword is part of the search query.






Negative Keywords: You use negative keywords to stop your ads showing when you don’t want them to.

Example: You have a phrase match:San Diego Real Estate

You don’t do rentals and don’t want to appear for rentals, so you would add the negative keyword:RENTALS to avoid that being added to your phrase match.






Best Practices.

• Use specific Numbers in your ad like “71” houses

• Use a Call to action – Tell the user what to do “browse MLS now”

• Tie in Benefit (sale, special, exclusive) – Get in Faster, Sell Faster, Sell for more

• Use Address Extensions




Test, Measure, Improve

Test, Measure, Improve

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