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Adwords & Analytics for Start-ups Our strategies have a long track record of delivery for our clients We implement strategies with no contracts so that we continue deliver

Google Adwords & Analytics for Startups

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Page 1: Google Adwords & Analytics for Startups

Adwords & Analytics for Start-upsOur strategies have a long track record of delivery for our clientsWe implement strategies with no contracts so that we continue deliver

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About mePhillip Parisis Co Founder – Head of Growth

15 years’ experience in strategising, creating, developing web solutions, lead funnels and optimizing conversions for ASX200 listed companies, large and small online retailers and small businesses.

Lectured in web design principles and digital marketing strategy, as well as workplace experience from both client side and agency perspective.

Twitter: @phillipparisis

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Page 3: Google Adwords & Analytics for Startups

Never miss a form conversion again!Use inflowlive to send targeted emails to leads who failed to complete your form.

Don’t lose customers though form failure. Optimise and automate job applications, design briefs, event registrations, order forms, surveys, contact forms, and more.

Be part of the beta rollout @ inflowliveapp.com

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Page 4: Google Adwords & Analytics for Startups

Overview

• What is Adwords and Analytics• What Adwords can do for your business• Creating an Adwords strategy• Setting up Adwords• Using Google Analytics• Measuring Results

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Page 5: Google Adwords & Analytics for Startups

What is Adwords

Google AdWords is an online advertising service that places advertising copy above, below, or beside the list of search results Google displays for a particular search query, or it displays it on their partner websites.

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Page 6: Google Adwords & Analytics for Startups

What is Google Analytics

Google Analytics lets you measure your website traffic and advertising ROI as well as track your video, and social networking sites and applications

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Page 7: Google Adwords & Analytics for Startups

Adwords – What do they look like?

Reach customers when they need your products or services using:• Search Ads in Google Search• Video inside Youtube• Display Advertising• Remarketing - Stalking

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Page 8: Google Adwords & Analytics for Startups

ADWORDS – SEARCH ADS

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ADWORDS – SEARCH ADS

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Adwords - VIDEO

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Adwords - DISPLAY

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Adwords - REMARKETING

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What can it do for my business or startup?Google Adwords is a traffic channel that can:

• Bring you targeted traffic to your website• Create In-store visits• Drive online sales (products and services)• Drive online leads

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WHY ADWORDS?97% of all Google revenue comes from Adwords

Adwords spends globally have increased 12% year on year

• It’s targeted traffic• Measurable - ROI• Pay only for results

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CREATING AN ADWORDS STRATEGY

Questions to ask yourself• What are my goals• Who will manage Adwords• How much do I want to spend• What types of ads• How will it be measured

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What are your goals?

Will you..• Generate New Business• Increase Repeat Business• Improve Brand Recognition/Perception

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Who will manage Adwords?

• What resources do you have?

- Can you actually stay on top of Adwords? It’s an everyday job

• Should you outsource?- Can you afford to outsource – better return

on investment and dedicated teams.

Costs between $650 - $1000 for a media spend of up to $500017

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How much do you want to spend?

COST PER AQUSITION

Average Lifetime Customer ValueAverage sale x Average Number of Sales – Costs

Average Customer Acquisition CostTotal marketing spend Number of customers

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What time of Ads?

• Search Ads in Google Search

• Video inside Youtube• Display Advertising• Remarketing - Stalking

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How to measure it all?

Google Analytics of course

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SETTING UP ADWORDS

1. Sign up with Adwords2. Planning3. Campaigns4. Ad groups5. Discover keywords

SEARCH CAMPAIGN SETUP

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Setting up Adwords

www.google.com/adwords/

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PLANNING YOUR CAMPAIGN

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PLANNING YOUR CAMPAIGN

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CAMPAIGNS

Start a New CampaignClick on the "+Campaign" Button.

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CAMPAIGNS

Name your Campaign Something Relevant

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CAMPAIGNS

Uncheck "Include Search Partners" on the "Networks" Section.

Google automatically checks this for you, so make sure that it is not checked. This will keep your ad impressions only showing within Google's paid search results.

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CAMPAIGNS

Target Your Geographical Area.

You can leave it on Australia if you want to target people nationally

Or fine tune your targeting to NSW only

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CAMPAIGNS

Choose to Manually Set Your Own Bids for Clicks

On your "Bid Strategy", choose "Focus on Clicks" and then choose "I'll manually set my bids for clicks."

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CAMPAIGNS

Set Your Default Bid for Clicks & Daily Budget for Your Ads.

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CAMPAIGNS

Choose save and continue

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AD GROUPS

Name your "Ad Group" with a relevant title.

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AD GROUPS

Choose "Text Ad" and start creating your ad.

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AD GROUPS

Enter Your Keywords

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AD GROUPS

Check out the estimated traffic

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AD GROUPS

Click on "Save Ad Group"

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ADVANCED - KEYWORDS

Use the KEYWORD PLANNER TOOL. This will give you more ideas about keywords and ad groups to use for your campaign.

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ADVANCED - KEYWORDS

Select target location and press GET IDEAS

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ADVANCED - KEYWORDS

Select target location and press GET IDEAS

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ADVANCED - KEYWORDS

Select target location and press GET IDEAS

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SETTING UP GOOGLE ANALYTICS

www.google.com/analytics41

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SETTING UP GOOGLE ANALYTICS

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SETTING UP GOOGLE ANALYTICS

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SETTING UP GOOGLE ANALYTICS

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SETTING UP GOOGLE ANALYTICS

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SETTING UP GOOGLE ANALYTICS

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USING GOOGLE ANALYTICS

The most important statistics provided for small businesses on GA are:

1. Audience Overview2. Acquisitions3. Goals

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AUDIENCE OVERVIEW GOOGLE ANALYTICS

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AQUISITION GOOGLE ANALYTICS

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AQUISITION GOOGLE ANALYTICS

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GOALS GOOGLE ANALYTICSTO SETUP GOALS YOU WILL NEED TO CLICK ON THE ADMIN TAB at the top of Google Analytics then CLICK on Goals under the VIEW tab

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GOALS GOOGLE ANALYTICS

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GOALS GOOGLE ANALYTICSGO BACK TO THE REPORT TAB AT THE TOP OF YOUR GOOGLE ANALYTICS THEN PRESS CONVERSIONS > GOALS > OVERVIEW

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GOOGLE ANALYTICS

Google has a great help section that will assist you in navigating Google Analytics

https://support.google.com/analytics/

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SUMMARY

• What and how to use Google Adwords and Analytics • What Adwords and GA can do for small business• Creating an Adwords strategy• Setting, installing and using Google Analytics

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You want more?Visit our blog at

www.inflowliveapp.com

Join us on Twitter: @inflowlive

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