Google AdWords

Instructor: Noah Boswellof Look To The Right Internet Marketing

Presentation Link :

www.SlideShare.net/LookToTheRight

Basic Terminology

• Ad Position 1-10• Click Through Rate – CTR %• Conversion Rate • Impression • Keyword • Landing Page • Quality Score – Great, Good, Okay, Poor

adwords.google.com

Google Options

Welcome, Language, Location

Specific Location, GeoTargeting

GeoTargeting

• By City• Metro Area• Miles From Location• Custom Shape

Ad Creative

Ad Creative

Keyword Selection

Recipe (Broad Match)“Free Recipe” (Phrase Match)[Kids Food Recipe] (Exact Match)-Free (Negative Keyword Match)

Bidding

Checking Your Landing Page

Keyword Tool

Traffic Estimator

Review

Confirm, Questions, Continue to Sign Up, Pay $5

Editing Campaign

Editing Campaign

Keywords

Ad’s / Creatives

Structuring Your Campaign

Account Tools

www.SpyFU.com

How To Think of New Keywords

• Brainstorm• Review Your website and Competitors• Think like your customer!!!!!• Focus on what is different• Include plural and singular versions• Include spelling mistakes and variations• Product/Model numbers, codes, SKU’s,

How to make good Ad’s

• Include Keywords• Dynamic Insertion {KeyWord: Recipe}• Define benefits or features• Good display URL• Include call to action!!- (What do YOU want them to do?)

• Speak to your intended audience• Put your pricing up front

Good Ad writing

• Only 95 total characters. • Focus on what makes you better.• Special offers, % off, low price, promotion• Superior Product Feature• Compelling ads-Controversial for some Niche’s• NO BRAND NAMES! Unless you are Authorized

Why Cant I See My Ad

• Daily budget too low• Keyword not targeted• Ad is disapproved• IP out side of GeoTarget• Ad not on first page• Max CPC higher than daily budget• Ad is on content network• Missing Billing info or not charging

Quality Score & Placement

• The Higher your Quality Score, the lower your

minimum bid and price you will pay, and the

higher your placement will be

Quality Score Comes From

• CTR % (click through rate) • Relevance of ad text (keywords)• Historical Performance• Content and Layout of Landing Page• Other relevancy Factors (secrets)

To Increase Quality Score

• Review Keywords- Are they working? -Make inactive -Add Negitives and more relevant Keywords• Review and Improve Ad Text• Create new focused ad groups (proper structure)• New landing Pages

Landing Pages

• Good Density of Keywords• Keywords that go along with subject• Remove all speed bumps• Contact form!!!• Phone Number• Maybe not attached to the rest of site?

Google Analytics

Google Analytics

Google Analytics

• Put on EVERY page of site• 24 hour delay in reporting• Go through Google AdWords to set up• Make sure your AdWords and Analytics are

linked!• Make sure auto tagging for cost data is on

HELPBest place for help: www.google.com/adwords/learningcenter/