Getting Started with Google Adwords

Katherine Chalmers

Agenda• This week

– What is Google Adwords?– What you need to get started– Planning your campaign

• Selecting keywords• Creating ads

• Next week– Setting up your campaign– Reporting

The search engine market

Google’s scope

Unimaginable data

Massive revenue

What are Adwords ads?• Search ads on Google.com• Ads on the content network (AdSense)• Ads on other Google properties

(YouTube, Gmail, etc.)• Mobile ads• DoubleClick network

Understanding the SERPs

The organic search challenge

The basic process

What you need to get started• Relevant keywords• A compelling offer• Noticeable advertisements• A well-crafted landing page• A way to capture leads• Analytics to measure results

Keyword research

Selecting keywords

Source: Hubspot

• Relevanttothesearchorcontent• Specific,notgeneral• Filterwithnegativekeywords• Seesynonymswith~

The long tail

Source:BlogMutt.com

Searcher intent is important• Brand queries• Navigational queries• Information queries• Commercial research queries• Ready-to-buy queries

Navigational pages

Informational pages

Commercial information pages

Ready to purchase pages

Tie keywords to funnel position

NO#Budget#

NO#Fit#

NO#Interest#

NO#Authority#Unqualified#Qualified#

Shows#Interest#

Demo#Complete#

Agreement#Sent#

Closed#Lost#

Closed#Won#

Cold#Prospect#

Warm#Prospect#

Open#Lead#

ProspecDng#

Funnel position intent1. General research2. Problem identification/research3. Solution alternatives4. Features/benefits5. Brands/competitive research6. Buy signals (pricing, venue, etc.)7. Post sale (accessories, service, etc.)

Moz KeywordExplorerhttps://moz.com/explorer

GoogleKeywordPlannerhttp://adwords.google.com/keywordplanner

GoogleTrendshttps://www.google.com/trends/

Wordtrackerhttps://www.wordtracker.com

Negative keywords

Keyword Exercise1. Write down 10-20 relevant keywords

for your business2. Identify at least 5 top of the funnel

and 5 bottom of the funnel options3. Identify at least 3 negative keywords

Creating ads

Adwords text ads• Headline - 25 characters• Display URL - 35 characters• Description line 1 - 35 characters• Description line 2 - 35 characters

Manual ad extensions• Sitelink extensions

Additional landing page links

• Call extensionsClick to call phone number

• Location extensionsAddress links

• Offer extensionsClickable special offer CTA

• App extensionLink to app store page

• ReviewsInclude star ratings

Automatic ad extensions• Consumer ratings• Previous visits• Seller ratings• Google+• Dynamic sitelinks• Structured snippets

Tips for writing Adwords copy• Mirror search intent• Keywords in headline• Be specific;

use numbers• Customer focus:

“you” not “us”• No fluff or filler• Keep ads current

• Target locally• Differentiate and/or

highlight benefits• Include call to action• Use URL as copy• Match landing page

content and message• Test, refine, test again

Advanced tips• Automated keyword insertion• Count down timer

Popular banner ad formats

Source:99designs

Banner ad design tips• Message hierarchy

– Logo, value proposition, call to action– One message per ad

• Simple, uncluttered design• Readable text; clean, strong images• Consistent branding• Use buttons to focus action• Include a frame

Additional tips• Correct file formats: GIF, JPG, PNG• Keep size under 150kb• Consider animation• Flash: just say no!• Use professional design

– Fiverr.com, 99designs.com

Exercise• Create at least three ad concepts for

your campaign: copy, imagery, CTA• Sketch mockups of the ads in at least

two standard ad sizes