Advertising with Adwords Presented by Katherine Chalmers

Agenda

• This week – high level overview – What is Google AdWords? – What you need to get started – What basic features you need to know – How to analyze your campaigns

• Next week –campaign setup walkthrough

Global reach

Source: Pingdom.com

They serve 66.5% of all US web searches 85% of global searches

Massive revenue

Source: Pingdom.com

$6.5 billion profits on $23 billion revenues (97% ads) 47% revenue from US, 13% UK, 40% rest of world

Unimaginable data

Source: Pingdom.com

Google processes 20pb of data per day

What are Google ads?

1.  Search ads on Google.com 2.  Ads on the content network (AdSense)

3.  Ads on other Google properties (YouTube, Gmail, etc.)

4.  Mobile ads

5.  DoubleClick network

The basic process

Source: http://SearchEngineServices.com

What you need to get started

1.  Relevant keywords 2.  A compelling offer

3.  Noticeable advertisements

4.  A well-crafted landing page

5.  A way to capture leads

6.  Analytics to measure results

Keywords

•  Relevant to the search or content

•  Specific, not general

•  Filter with negative keywords

Source: Hubspot

Google Keyword Tool/Traffic Estimator

Source: Hubspot

Key word suggestions

Source: Hubspot

Traffic Estimator

Source: Hubspot

Keywords & campaigns

Source: Hubspot

Compelling ads

• AIDA – Attention, Interest, Desire, Action • Appeal to what the user is most likely looking for

• Consider where they are in the decision cycle/sales funnel

• Plan follow up actions for close or nurturing

Text Ads

• Headline – 25 characters • Line 1 – 35 characters

• Line 2 – 35 characters

• URL – 35 characters

Google ad extensions

• Location • Call

• Site links

• Google+

• Ratings

• Offers

Source: Google

Display ads

• 300x250 • 336x280

• 728x90

• 160x600

Source: Google

Landing Pages

Source: Unbounce.com

Lead capture

Campaign analysis

• Keyword relevance • Ad effectiveness

• Conversions

• Sales/opportunities

• ROI

Analytics: AdWords reports

Source: WordStream

Linking Google Analytics

Source: SiteProSpecialties

Questions for next week?

• Now that we’ve covered the basics, what else do you want to know?

Contact

• Katherine Chalmers linkedin.com/in/katherinechalmers @kathchalmers kath@katherinechalmers.com 703.740.0178 Handouts: slideshare.net/katchal