Google AdWords 101

Workshop

Presented By David

Gscheidle

Find out more about Ajax Union: www.ajaxunion.com

Call Ajax Union: 718-569-1020 x420

AdWords 101• Introduction to AdWords• Setting Goals• How Google Ranks Ads• The Importance of

Structure• Choosing the Right

Keywords• How to Write Great Ads

Introduction to AdWords

What is Google AdWords?

AdWords is Google’s online advertising program

• Advertisers select keywords; ads appear next to the search results on Google.com

• Ads can also show on hundreds of thousands of other websites

• AdWords is a live auction for keywords

What are your goals?Make a list of goals BEFORE you start advertising so you can evaluate your progress.

Marketing is about TESTING!

• I want 3 new orders everyday• I’d like as many clicks as possible for less

than $.80 per click• I want at least 40 visits to my website

everyday• I want five quality leads for my sales team

everyday

Worksheet #1

Where do my ads appear?

Google’s Search Partners

Google Display Network

Remarketing Ads• Follows visitors who have been to your site• Brings customers back to your page to complete an action• Out of sight, out of mind• Can target different ads for users who searched different products

Worksheet #2

How Google Ranks Ads

The Ad Ranking Forumla

Ad RankMaximum

Cost-Per-Click Bid

(Max. CPC)

Quality Score= x

What is your Max CPC?CPC stands for Cost Per Click

• Maximum you are willing to bid for a keyword in an AdWords auction

What is Quality Score?Quality Score is a measure of the relevance of your ads. Google’s goal is to provide a great user experience so these score help ranking for the user.

POOR

OK

GREAT

How Google Calculates Quality Score

+

Click-Through-Rate (CTR)Of the people who saw your ad, how many clicked on it?

RelevancyDo your keywords match your ads?

Does the search query match your keyword?

Does your landing page provide a good user experience?

Landing Page Quality+

How Can I Check My Quality Scores?

= x$1.00

8Alison

= x$1.00

10Scott

= x$2.35

3Jon

8

10

7

1st

2nd

3rd

Ad Rank Max CPC Quality Score

The Ad Ranking FormulaAlison, Scott, and Jon are all bidding on the same keywords.Based on their Max CPC and Quality Score, where will they rank?

The Importance of Structure

AdWords Account

Unique email address & passwordBilling information

Campaign

Daily budgetLocation/language targeting

Distribution preferenceEnd date

Campaign

Daily budgetLocation/language targeting

Distribution preferenceEnd date

Ad GroupKeywords

Ads

Ad GroupKeywords

Ads

Ad GroupKeywords

Ads

Ad GroupKeywords

Ads

Ad GroupKeywords

Ads

Ad GroupKeywords

Ads

Typical AdWords Account Structure

“Furniture” Campaign

Furniture Ad Group

The Best FurnitureGreat Selection, Made in USA Free Shipping, 5 Year Warranty.PlantationDesign.com

leather sectionalrugsdining room tablekitchen tablebrass bedleather headboarddresserleather couch

leather loveseatpatio furnituretable lampfloor lampkids furnitureliving room furniturebedroom furnituredesk

leather chairleather sofacoffee tableend tablelampottomandining room tablemedia console

AdWords Account

Poorly Setup Structure

“Leather Sectionals” Ad Group

“Leather Chairs” Ad Group

“Leather Loveseats” Ad Group

Leather SectionalsLeather Sectionals Made in USA From $1,999 With 5 Year Warrantyplantationdesign.com/sectionals

Leather LoveseatsFree Delivery When You Buy BeforeChristmas. Order Yours Today!plantationdesign.com/loveseat

Leather ChairsHandcrafted Leather ChairsMake a Statement. View Catalog!plantationdesign.com/chairs

buy leather sectional suitebuy leather sectional suitesleather sectional suitesleather sectional suitebuy leather sectionalbuy leather sectional leather sectionalleather sectionals

buy leather love seatsbuy leather loveseatsbuy leather love seatbuy leather loveseatleather loveseatsleather love seatsleather love seatleather loveseat

buy handmade leather chairbuy handmade leather chairs handmade leather chairshandmade leather chairbuy leather chairsbuy leather chairleather chairleather chairs

AdWords Account

“Furniture” Campaign

The Right Way to Structure Your Account

Worksheet #3

How to Choose the Right Keywords

Building Your Keyword List

• Brainstorm Business• Review Your Website• Think Like a Customer• Focus on Your Unique Selling Points• Include Plural and Singular Versions• Include Spelling Mistakes & Variations• Include Product Numbers & Codes

Worksheet #4

The Google Keyword Toolhttps://adwords.google.com/select/KeywordToolExternal

Get Creative Looking For Keywords• Instant Search On• Related Searches

Too General Just Right Too Specific

vacation

tax

store

bags

accounting

florida vacation rental

tax preparation nashville

dvd storage

handmade leather bags

cheap accounting software

3 br vacation rental grayton beach

tax preparation service nolensville rd

faux leather storage for dvd box sets

handmade black croc leather handbags

accounting software for petsitting biz

The Goldilocks Principle

Match TypeHow keyword appears in AdWords:

The ad will show when:

The ad will show when a searcher types:

Broad Caribbean Cruise

Any word combination related to part of or all of the keyword or related terms in any order

Caribbean Cruise ShipsTropical Cruise

+Broad +Modifier +Caribbean +CruiseWords related to every word with a + sign in front of it in any order

Caribbean holiday CruisesCruise holiday in CaribbeanCruise in Carribean

“Phrase” “Caribbean Cruise”

Keywords are typed in the exact order specified. Can have other words before and/or after.

Cheap Caribbean CruiseCaribbean Cruise dealsLuxury Caribbean Cruise

[Exact] [Caribbean Cruise]Keywords must be only & exactly what the user types in

Caribbean Cruise

-Negative - TomAds will not appear when this search term is entered in the query

Add will not show if someone types:Tom Cruise

Keyword Match Types

Service provider

-become-study-class-classes-course-license-training-jobs-employment-supplies-tools-price

Vacation destination

-library-doctor-vet-hospital-schools-coffee-cards-history-jobs in-pictures-news-weather

Frequently used

-free-lyrics-second hand-used-parts-repairs-wholesale-pics-pictures-definition of-history-diy

Some Common Negative Keywords

Worksheet #5

How to Write Great Ads

Ad title (25 characters max, including spaces)

Two description lines (35 characters max each, including spaces)

Display URL (35 characters max, including spaces)

Destination URL(1024 characters max, including spaces)

Ad Text Specifications

What is a Good AdWords Ad?

A good ad:

• Is relevant to the keywords in the ad group• Gets a high Click-Through-Rate (CTR)• Effectively Sells your Product or Service• Stands out from your competitors• Includes a call to action

Bad AdWords Ads:Vague, Irrelevant, Unclear Ads

Ask yourself just 3 questions to help you write great ads!

1. What Sets Your Business Apart?

“We won an award in 2009”“All our products are custom made”“We always show up on time” “We’re open 7 days a week”

Why would someone choose your business over a competitor?Examples:

“We only sell products made in the USA”“We have a money back guarantee” “We have 30 years experience”“Free shipping if you buy two” “We have lower prices”“We offer free quotes”“We’re having a sale”

This helps you write useful ads

2. Can You Describe Your Products or Services?

Describe specific or technical details of your products or services.Examples:“Made from recycled materials”“Battery lasts up to 8 hours” “From $16 per square foot”“Suitable for diabetics” “Dishwasher safe”“Collectors item”“Sizes 8-16”

“Evening classes available”“18 day all-inclusive tour”“10 Nashville locations”“24/7 onsite support”“On time or it’s free”“First class is free”“HIPPA compliant”

What is your call to action?After someone clicks on your ad and visits your website, what is it you want them to do next?Examples:“Call us to request a free quote”“Browse through all of our toys”“Book your rental home online”“Download a 30-day free trial”“Sign up for our mailing list”

“Learn more about osteoporosis” “Order a copy of our brochure”“Call us and order a pizza”“Request a call back”

This helps you write a call to

action

Great Ad Example:

Worksheet #6

A Quick Recap

Where Ads ShowShow ads on Google.com, the Search Partners, the Google Display Network.

How to Structure an AccountStructure your account for success with campaigns, Ad Groups and keywords.

How to Select KeywordsKeyword match types, the “Goldilocks” principle, using the Google Keyword Tool.

How To Write AdsAd text specifications, tips for writing more effective ads, calls to action.

You should now know:

Sign Up Now!adwords.google.com

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