What you can get with Google Adwords?

1. Demystifying…..

2. Introduction My name is Conor O’Kane In 2006 I started a business selling own label maternity clothes online at wondermummy.com Sell retail online through our website and wholesale to Independent retailers Used Google AdWords and here to share some of that experience

3. AdWords from Google Piece of technology innovation Don’t take my word for it: *Google 2010 Income Statement shows out of total revenue of $29.3 billion, $28.2 billion (97%) came from advertising revenues **2009 Google approx. 30% of all online advertising Income from AdWords subsidises all other products, Google Maps, Chrome products etc *Source: http://investor.google.com/financial/tables.html **Source http://digital.venturebeat.com/2009/06/29/google-share-of-ad-spending-266-percent/

4. Build it and they will come…… Traditional marketing, PR and advertising channels. Takes time. Specific skill sets. Expensive Organic Search through SEO. This takes time (indexing, link building, keyword research, keyword content etc). Specific skill sets. AdWords: In almost an instant you can advertise online through Google search and content network using Google AdWords – genius!

5. Google AdWords: Keyword Search You pay to have your Ads appear when people search using specific keywords Each time someone clicks on your Ad, you pay a fee to Google (pay-per-click)

6. Google AdWords: Content Network Your Ads appear on partners websites. There are different ways to pay for this but you can pay per 1,000 times the Ad is shown (impressions) rather that per-click

7. AdWords: Getting Started Simple and complex – caters for all audiences Create an account Add your credit card details Set up a campaign (including keywords) You are up and running……

8. Creating A Campaign (Basic Overview)

9. Cont’d….Creating A Campaign

10. Cont’d….Adding Keywords

11. Cont’d…..Placements

12. 4 Options for choosing keywords Broad Match: Default option Phrase Match: Keyword in “quotation marks”

13. …options for choosing keywords Exact Match: Keyword in [square brackets] Negative keywords: A –keyword

14. Google Analytics Sophisticated tracking tool (‘Free’ from Google) – linked to AdWords Metrics separate it from traditional advertising methods (magazines etc) Rich data set: (visitors, geo location, time, exit points, conversions, ROI data (i.e. for a given time period you received 52 paid clicks costing £24.96 generating Revenue of £198.50)….etc Use information from Analytics to adjust your AdWords and SEO settings/keywords

16. Things to watch out for….. AdWords will eat money. ‘Paralysis by analysis’ Think about your Cost of Customer Acquisition Requires constant revision to max. ROI – time? Don’t abandon traditional advertising/marketing React to trends not individual conversions

17. That’s all folks….. Questions