3. Why Use Google?
• Google is the search engine of choice for 65% of all
Internet users. Following is Yahoo with 21%,
MSN with 8.5%, and AOL at 4%. Other search
engines are yesterday’s news...
(Whips)
4. Why Use Google?
• Google is the search engine of choice for 65% of all
Internet users. Following is Yahoo with 21%,
MSN with 8.5%, and AOL at 4%. Other search
engines are yesterday’s news...
• Google knows its users. Google records user’s IP
address, search history, email, shopping habits,
and social contacts.
(Whips)
5. Why Use Google
Adwords?
• Drive Traffic to Websites
• Increase Online Sales
• Brand Awareness
• Product Launches
• New Initiates
12. Google Text Ads
• These appear on the right side of the page after
a Google search
13. Google Text Ads
• These appear on the right side of the page after
a Google search
• The must be short, relevant, and compelling
14. Google Text Ads
• These appear on the right side of the page after
a Google search
• The must be short, relevant, and compelling
• Rules
• Title = 25 characters (inc. spaces)
• Description = 35 character (inc. spaces)
• Display URL - has to link correctly
• No copyrighted words
• No exclamation point in the title
15. Ad Helpful Hints
• Always include a Call to Action (Buy.
Compare. Join. Read. Find Out. Solve. Learn. Meet.
Sell.)
• Forget that you are an expert, think like a
consumer
• Provide a solution, not a product
• Include the keyword in the ad if possible
• Include Sale price if avail.
16. Keywords
-Devise a list of relevant search
words that will connect the Internet
user with your ad.
-Usually over 500 key words
17. Keywords Development
• Helpful Hints:
• Avoid single words unless specific
• More specific the keyword, the less traffic and
more targeted
• Start with 500 divided into relevant categories
• Include misspellings and variations
• Include competitors or competitive products
• Google recommends a list to you as well (don’t
recommend till your list has been developed)
18. Keyword Types
• Broad - a lot of traffic. A lot of
irrelevant traffic. (i.e. Milk)
• Phrase - Quotes around word or phrase
in that order. (i.e. “Milk cow”)
• Exact - Brackets around word or
phrase. (i.e. Organic Milk Cow)
• Negative - Minus before word or
phrase. This is used as a filter. (i.e. -
Organic)
19. Keyword Bidding
• Min Bid determined by the Quality Score
(Keywords CTR, Historical Keyword
Performance)
• Min bid is usually $0.05
• You are Bidding against your competition,
so find out what they are bidding and the
quality of their keywords and ads
• Position 3 or 4 is best
• Test, test, test
21. Landing Pages
• What makes landing pages successful:
• Make sure it sells your product or
service. The call to action should be
immediately obvious
• Direct the ad to the most relevant
page of the site
30. Benefit of
Landing Pages
• Converts clicks to INCREASED SALES (targeted
consumer)
31. Benefit of
Landing Pages
• Converts clicks to INCREASED SALES (targeted
consumer)
• Shows effectiveness of ADs
32. Benefit of
Landing Pages
• Converts clicks to INCREASED SALES (targeted
consumer)
• Shows effectiveness of ADs
• Creates a dialogue with your visitors
33. Benefit of
Landing Pages
• Converts clicks to INCREASED SALES (targeted
consumer)
• Shows effectiveness of ADs
• Creates a dialogue with your visitors
• Links to promotional ads
34. Benefit of
Landing Pages
• Converts clicks to INCREASED SALES (targeted
consumer)
• Shows effectiveness of ADs
• Creates a dialogue with your visitors
• Links to promotional ads
• Create an added value. Users develop a trust in the
positive experience provided after clicking on
AdWords ads
36. Terms of Measurement
• Bids – The amount assigned to each key word to raise
your ad position
• Clicks- The number of times your ads are clicked on
• Impressions- The number of times your ad has been seen
through a search
• CTR – Impressions divided by clicks (Click Through Rate)
• Avg CPC - Average Cost per Click
• Total Cost
37. ROI
• Conversion Rate
• Call to Action has been done (i.e. sales
through the landing)
• Tracking traffic via keywords (Google
Analytics)
• Increased sales
43. Previous JWG Campaign
• Timeframe: May 2006 - April 2007
• 48, 076 qualified unique visitors to the website
44. Previous JWG Campaign
• Timeframe: May 2006 - April 2007
• 48, 076 qualified unique visitors to the website
• Of that 46,195 were first time visitors
45. Previous JWG Campaign
• Timeframe: May 2006 - April 2007
• 48, 076 qualified unique visitors to the website
• Of that 46,195 were first time visitors
• Approx. 5,000 unique visitors / month
46. Previous JWG Campaign
• Timeframe: May 2006 - April 2007
• 48, 076 qualified unique visitors to the website
• Of that 46,195 were first time visitors
• Approx. 5,000 unique visitors / month
• Searches: 81% Google, 11.5% Yahoo, 3.5% AOL and MSN
47. Previous JWG Campaign
• Timeframe: May 2006 - April 2007
• 48, 076 qualified unique visitors to the website
• Of that 46,195 were first time visitors
• Approx. 5,000 unique visitors / month
• Searches: 81% Google, 11.5% Yahoo, 3.5% AOL and MSN
• Impressions - 1,260,960
48. Previous JWG Campaign
• Timeframe: May 2006 - April 2007
• 48, 076 qualified unique visitors to the website
• Of that 46,195 were first time visitors
• Approx. 5,000 unique visitors / month
• Searches: 81% Google, 11.5% Yahoo, 3.5% AOL and MSN
• Impressions - 1,260,960
• CTR - 1%
49. Previous JWG Campaign
• Timeframe: May 2006 - April 2007
• 48, 076 qualified unique visitors to the website
• Of that 46,195 were first time visitors
• Approx. 5,000 unique visitors / month
• Searches: 81% Google, 11.5% Yahoo, 3.5% AOL and MSN
• Impressions - 1,260,960
• CTR - 1%
• Avg CPC - $0.18
50. Previous JWG Campaign
• Timeframe: May 2006 - April 2007
• 48, 076 qualified unique visitors to the website
• Of that 46,195 were first time visitors
• Approx. 5,000 unique visitors / month
• Searches: 81% Google, 11.5% Yahoo, 3.5% AOL and MSN
• Impressions - 1,260,960
• CTR - 1%
• Avg CPC - $0.18
• Total Cost: $2,234.35
53. What Makes the Google
Adwords Campaign
Effective?
• Placement
54. What Makes the Google
Adwords Campaign
Effective?
• Placement
• “Tweaking”
55. What Makes the Google
Adwords Campaign
Effective?
• Placement
• “Tweaking”
• Keeping Ads updated
56. What Makes the Google
Adwords Campaign
Effective?
• Placement
• “Tweaking”
• Keeping Ads updated
• Bidding
57. What Makes the Google
Adwords Campaign
Effective?
• Placement
• “Tweaking”
• Keeping Ads updated
• Bidding
• Tracking Search Words
58. What Makes the Google
Adwords Campaign
Effective?
• Placement
• “Tweaking”
• Keeping Ads updated
• Bidding
• Tracking Search Words
• Using the Budget Wisely
59. What Makes the Google
Adwords Campaign
Effective?
• Placement
• “Tweaking”
• Keeping Ads updated
• Bidding
• Tracking Search Words
• Using the Budget Wisely
• Relevant and Engaging Landing Page