Get a short intro into what Google AdWords and CPC advertising is all about.

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@digitalCBR
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Google Adwords
Smart Digital Advertising
Kathryn Scobie

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What is Google AdWords?

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WHAT IS GOOGLE ADWORDS?
1. Targeted and measurable online advertising
that drives visits to your website.
2. Mostly Cost Per Click – CPC.
3. The CPC varies significantly.
4. You control your campaigns (budget,
targeting, device, scheduling, exclusions,
account access).

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GOOGLE AD FORMATS
Search
- text ads on Google Search &
partner search websites
- targeted by keywords
Display
- text, image and animated ads on the
Google Display Network
- targeted by placement, keywords,
topics, interest & demographics

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GOOGLE AD FORMATS
Video ads
- YouTube & Google Display Network,
pay per view, in-stream & in-display
-targeted by topics, interests,
demographics, placement, keywords,
remarketing
Shopping ads
- linked to your Google Merchant Centre
account
- targeted by inventory keywords

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GOOGLE AD FORMATS
Mobile ads (full browser devices)
-Text, image & app promotion ads
-Targeted depending on campaign type

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Why choose Google?

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AUSTRALIAN SEARCH ENGINE USE
http://www.criticone.com.au/

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How much should I spend?

10. WHERE DOES ADWORDS FIT WITHIN
YOUR DIGITAL MARKETING TACTICS?

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How do I get started?

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HOW DO I GET STARTED ON ADWORDS?
• Create an AdWords account
www.google.com/ads/new/
• Use the same Google Account you use for
Google My Business, Google+ & Webmaster
Tools
• Take care (some settings cannot be changed)

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ESTABLISH YOUR GOALS
• Establish your goals before you set up
campaigns.
• What is important to your business?
• Website traffic
• Phone call enquiries or email leads
• Purchases
• Re-engaging existing customers
• Brand awareness

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GENERATE GOOD KEYWORDS
• Terms you use on your website
• Terms your customers commonly use
• Use the Google AdWords Keyword Planner
• Current organic search terms (Webmaster
Tools)
• Don’t forget negative keywords

15. WRITE GOOD ADS
1. Write compelling, relevant headlines
2. Provide offers and pricing (Save $35/25%)
3. Use a call to action (Book Now/Get a Quote)
5. Look at it on screen and test, test, test!

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ADWORDS GOLDEN RULE
Adwords will get them there but
your website has to convert them.

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GENERATING CONVERSIONS –
THE BASICS
1. Relevant landing pages
2. Clear call to action
a) Phone number
b) Contact Forms
c) Shopping Cart
d) Booking Buttons
e) Good navigation
3. Set up conversion tracking

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REPORTING & MEASURING SUCCESS
• Check in on your campaigns
regularly and automate
your reports.
• Match your performance
against your goals.
• Test different approaches.

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GET HELP
• AdWords help and AdWords training online
https://support.google.com/adwords/
http://www.youtube.com/user/learnwithgoogle
•AdWords Certified Professional / AdWords
Partner
•https://www.google.com.au/partners/

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