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Google AdWords: Stand out from the crowd in 2014. Google AdWords explained: what it is, how it works for business and best practice for setting up and managing campaigns.
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Google Adwords: Stand Out From the Crowd in 2014
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We help these businesses with their AdWords:
Campus Living VillagesYass Valley Council - Tourism
DDCS Family LawyersCapital Region Farmers Market
Hellenic Club CanberraYoung Shire Tourism
ALLBIDSRoyal Canberra Golf Club
The RUC Club(and more…)
Housekeeping
What can we achieve today?
Inspire
Direct
Inform
Overview
1. START: DIGITAL
MARKETING AND
SEM
2. HOW ADWORDS
WORKS
3. DIY ACCOUNT
SETUP4.
CAMPAIGNS +
GOOD ADS
5. IMPROVING YOUR WEBSITE
6. EVALUATIO
N
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 +
directories
LINKSconnections
ADVERTISING: AdWords + FacebookSEARCH
SEO / Content
EVALUATION:Analytics +
Webmaster tools
SALES & Distribution: 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 formats
Search- text ads on Google Search & partner search websites
Display - text and graphic ads on the Display Network, targeted by
Google ad formats
Video 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
1. Won’t my competitors click my ad and send me broke?
2. How much should I spend?
3. Why are my competitors higher up than me?
4. 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 Places, Google+ & Webmaster Tools
https://accounts.google.com/
Create an AdWords account
http://www.google.com/ads/new/
(take care when setting up your account as some settings cannot be changed later)
Campaign Dashboard
Create & 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• Page views or time on site.
Campaign settings
• Type (Search, Display, Remarketing etc)• Location targeting• Bid Strategy – use auto bidding if new user• Budget• Campaign Dates
Structure – organise your AdWords account
http://youtu.be/-7CZLDSTaic
Defining campaigns & ad groups
Use 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.
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
7. Don’t forget ad extensions
> Phone numbers, Sitelinks, Location, Google Places link, 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 & 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 & 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 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 online• https://support.google.com/adwords/• http://www.youtube.com/user/learnwithgoogle
• AdWords Certified Professional / AdWords Partner
• https://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!
Stay In Touch
www.actdigitalenterprise.com.au
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