Rachel Yeomans of Astek and Lora Templeton of Wiley Publishing speak on how Google AdWords and Google Analytics can help achieve your business goals. As presented to the Specialized Information Publishers Association (SIPA), they walk through best practices, tools, platforms and an in-depth case study that truly showcases a process to follow and build upon for your own advertising process.

1. Presents
How to Speak Google:
Using AdWords and Analytics to Grow Your Publishing Business
Thursday, October 25, 2012, 1-2:30 p.m. EDT
Speakers
Rachel Yeomans
Lora Templeton
-
Leslie Davidson (Moderator)
t
SPECIALIZED INFORMATION PUBLISHERS ASSOCIATION
-992-

2. Thank you for participating in “How to Speak Google: Using AdWords and Analytics to Grow Your Publishing Business.”
The manual contains important information you will need for this conference.
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INCLUDES:
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We at SIPA are excited about this session with two experts who will show you the ins and outs of AdWords and Analytics. You’ll
come away with strategies to help you create successful AdWords campaign—and analyze the results—without breaking the
bank. If you have questions about this webinar, please call us at 703-992-9339.
SPECIALIZED INFORMATION PUBLISHERS ASSOCIATION
-992-

3. How to Speak Google:
Using AdWords and Analytics to Grow Your
Publishing Business

4. The Process…
What is Google AdWords
From a Campaign Perspective
What is Google Analytics
Google Analytics and AdWords
Now Back to the Campaign
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 2

5. What is Google AdWords?
Google’s main advertising product
and main source of revenue
Pay-Per-Click, Cost-Per-Click, Cost-
Per-Thousand-Impressions, Site-
Targeted Advertising
IP Address Exclusion & Frequency
Capping
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 3

6. What are the Benefits?
Time
Maintainability
Guaranteed Placement
Control
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 4

7. Keywords, Keywords, Keywords
What are people looking for on Google?
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 5

8. Keywords, Keywords, Keywords
Google AdWords Preview
Web SEO Analytics
AdWords Editor
SEM Rush
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 6

9. Finding Your Keywords
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 7

10. Finding Your Keywords
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 8

11. Our Campaign…
Our award-winning quarterly journal
Frances Hesselbein, Editor in Chief
Bruce Rosenstein, Managing Editor
Main marketing channel: Direct Mail
2009 – 243K pieces mailed
2010 – 215K pieces mailed
2011 – 207K pieces mailed
2012 – 143K pieces mailed
2013 – ???
Marketing microsite launched July 2011
– Email campaigns average $3K
iPad mobile app scheduled for launch
December 2012
Time to go digital!
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 9

12. leadertoleaderjournal.com
Marke�ng
site
with
new
content
monthly
Average
of
140
visitors
a
month
Two
email
campaign
promo�ons
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 10

13. Our Campaign Goals
§ Build site traffic
§ Raise brand awareness
§ Improve site discoverability
§ Grow e-alert list – Conversion Goal
§ Attract new subscribers – Conversion Goal
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 11

14. Setting up the Campaign
§ Campaign – Leader to Leader
§ Ad Groups
§ Leader to Leader – general branding
§ Leadership Journals – content
§ Leadership Gurus – our contributors
§ Insights You Need to Lead – customer-centric
§ Management – “How To” and guidance
§ Settings – US/Canada and $50 a day
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 12

15. Conversion Goals
§ Thank You Page for E-Alert Sign-Up
§ Subscribe Page
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 13

16. Conversion Goal Codes
§ Code can be emailed to web-designer
§ Or cut and pasted and inserted into page
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 14

17. Setting up the Ad Groups
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 15

18. Setting up the Ads
I
call
it
Google
Haiku:
Insights
For
Leaders
25
characters
The
Journal
by
Leaders,
For
Leaders
35
characters
From
the
Hesselbein
Ins�tute
35
characters
www.leadertoleaderjournal.com
35
characters
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 16

19. Picking the Keywords
Think
like
a
customer
when
you
create
your
ini�al
list.
Going
for
the
Obvious
Journal
�tle
Editors
Main
contributors
Associated
history
with
Peter
Drucker
Ge�ng
Intui�ve
Recent
ar�cle
subjects
Marke�ng
copy
our
own
website
metadata
Team
Brainstorming
and
finally
Google
AdWords
Keyword
Tool
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 17

20. How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 18

21. It’s
hard
to
resist
the
tempta�on
to
have
fun!
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 19

22. Drilling Down
— Keyword clusters provide more terms
— Competitive ranking: High to Low
— Exclude terms to refine search
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 20

23. Remember:
Competition: The number of
advertisers worldwide bidding
on each keyword relative to all
keywords across Google. The
shaded bar represents a
general low-to-high guide to
help you determine how
competitive ad placement is for
a particular keyword.
Even a most ordinary
phrase can suddenly
become competitive
overnight! Keep an
eye on your budget!
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 21

24. — Different
Keywords for
Different
— AdWord Groups
— Set my daily
budget and my
campaign is
ready to go!
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 22

25. Results within 24 Hours!
188 clicks! More than our monthly average of visits. SUCCESS!
Or was it? What would Google Analytics say?
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 23

26. What is Google Analytics?
Service offered by Google that generates
detailed statistics about the visits to a website.
The most widely used website statistics
service.
Google Analytics can track visitors from:
Referrers
Display advertising
Pay-Per-Click networks
Email Marketing
Digital Collateral
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 24

27. Now Back to the Campaign…
Leadership Gurus Ad Group emerges as immediate hit
§ Most impressions
§ Most clicks
§ Average CPC is lowest in the group
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 25

28. Day One in Google Analytics
First Lesson: Increased Visits is not equal to Increased Engagement
§ Eight seconds on the average spent on site
§ Less than two pages viewed
§ Bounce Rate higher than site average
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 26

29. Campaign Test One
Leadership Guru Ad Group Paused
§ Allowing budget to concentrate on higher-cost campaigns
§ May discover the optimum campaign for my target audience
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 27

30. Day Two in Google Analytics
Second Lesson: Most Clicked Ad Group Deserves Closer Look
§ Other campaigns didn’t increase performance
§ But Average Visit Duration Did
§ Bounce Rate Decreased
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 28

31. Campaign Test Two
Landing Page Analysis
§ AdWord Campaign is the Sales Pitch
§ Should Landing Page be more representative of the CONTENT?
§ If our audience wants Leadership Gurus – maybe we should deliver.
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 29

32. AdWords Editor
§ AdWords Editor is a free Google application for managing
your AdWords campaigns. Use it to download your account,
update your campaigns with powerful editing tools, then
upload your changes to AdWords.
§ Work offline, then upload your changes at any time.
§ Make bulk changes (such as updating bids or adding
keywords) in just a few steps.
§ Copy or move items between ad groups and campaigns.
§ Navigate through your account quickly and easily.
§ Circulate proposed changes and get feedback from other
users.
Allows editing of active campaigns without losing stats
Free Download at http://www.google.com/intl/en/adwordseditor/
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 30

33. AdWords Editor
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 31

34. But is this going to be Cool with Google?
Understanding
display
URL
and
des�na�on
URL
The
display
URL
is
the
website
address
that's
shown
in
your
ad.
In
standard
text
ads,
the
display
URL
appears
in
green.
Google
can
only
show
up
to
35
characters
of
your
display
URL
(or
20
characters
for
WAP
mobile
ads).
If
your
display
URL
is
longer,
a
shortened
version
will
appear
with
your
ad.
Display
URLs
should
give
customers
a
clear
idea
of
what
page
they'll
arrive
at
when
they
click
an
ad.
For
this
reason,
Google's
policy
is
that
both
display
and
des�na�on
URLs
be
within
the
same
website.
This
means
the
display
URL
in
your
ad
must
match
the
domain
that
visitors
will
land
on
when
they
click
on
your
ad.
For
example,
if
the
website
you're
adver�sing
is
using
the
domain
example.com,
your
ad's
display
URL
must
also
contain
example.com.
Example
An
ad
could
use
a
clean
display
URL
like
example.com,
while
using
a
more
specific
des�na�on
URL
like
example.com/camera_purchase_page.html
to
link
customers
to
the
most
relevant
page.
The
des�na�on
URL
is
the
address
for
the
landing
page
in
your
website
where
you'd
like
send
people
a�er
they
click
your
ad.
Your
des�na�on
URL
isn't
visible
in
the
ad,
so
you
can
use
it
to
direct
people
to
a
specific
page
within
your
site
without
clu�ering
your
ad.
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 32

35. Okay, Cool
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 33

36. Day Three in Google Analytics
Third Lesson: Hey! That worked!
§ Overall click-rate improves from first day
§ Average Visit Duration improves from first day
§ Bounce Rate improves from first day
§ Page / Visit closer to pre-campaign average
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 34

37. Campaign Test Three
New Destination Page for “Leader to Leader” Ad Group
AdWords and keywords focus on Frances Hesselbein
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 35

38. New Destination Page for “Leadership Journals” Ad Group
AdWords and keywords focus on journal as product
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 36

39. New Destination Page for “Management” Ad Group: More Content
Guy Kawasaki of Apple is one of the emerging thought-leaders
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 37

40. All edits loaded into Google AdWords Editor
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 38

41. Day Four in Google Analytics
§ Average Visit Duration at all-time high for campaign
§ Visit count stays steady
§ Bounce Rate up again
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 39

42. Campaign Test Four?
§ Google is suggesting that I look at my keywords
§ I’m also reviewing ads with high cost per click rates & may pause these
§ Campaign-specific landing page with incentive to sign-up for e-Alerts
§ And more…
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 40

43. Conclusion
Google AdWords vs Email
§ Email budget of $3K that’s spent in one shot can
sustain a longer AdWord campaign
§ Ongoing results can be analyzed to adapt the
active campaign
§ Greater insights into what audience will respond
to – in both marketing AND content
§ And finally…it’s really fun!
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 41

44. Thank You
Lora Templeton
Wiley
One Montgomery, St 1200
San Francisco, CA 94104
ltemplet@wiley.com
twitter.com/leetempleton
linkedin.com/in/loratempleton
Rachel Yeomans
Astek
3580 W Belden, Ste 3
Chicago, IL 60647
Rachel.yeomans@astekweb.com
Twitter.com/rachelyeomans
Linkedin.com/in/rachelyeomans
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 42

45. Speaker Bios and Contact Information
Rachel Yeomans
- TheWorkingWardrobe,
Forbes and Crain's New York
CONTACT
-486-6666
SPECIALIZED INFORMATION PUBLISHERS ASSOCIATION
-992-

46. Lora Templeton -
-
CONTACT
-
- -
SPECIALIZED INFORMATION PUBLISHERS ASSOCIATION
-992-

47. Leslie Davidson (moderator)
CONTACT
650- -
SPECIALIZED INFORMATION PUBLISHERS ASSOCIATION
-992-