Attracting the Right Customer with Google Adwords: An Overview of Search, Display, Retargeting and More
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Take advantage of the Google Adwords ecosystem to promote your business and increase exposure to your target customer. An overview of Google Adwords, Google My Business, Google Display Ad Network (GDN), Google Retargeting and More.
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Attracting the Right Customer with Google Adwords: An Overview of Search, Display, Retargeting and More
- 2. Attracting the Right Customer with Google Adwords Adina Zaiontz | Sept. 30, 2015
- 3. About Me • 16 years in Digital Marketing, SEO/ SEM • Google Adwords Certified Partner • Mailchimp Specialist • Director, napkin marketing • Client/ Brand Experience: Rogers Publishing, Yahoo! Canada, Seneca College, Centennial College, BMO Mortgages, and lots of awesome small businesses too!
- 4. Agenda • Connecting with Mobile Customers • Google Adwords Overview • Search • Display • Retargeting • Getting Started with Search Ads • 3 Keys: Keywords, Ad Copy, Landing Pages • Keyword Research & Keyword Planner – Avi Gazit • Display Ad Planner • Choosing Placements • Creative – Ad Gallery • Remarketing • Adwords Management Services • Q&A
- 6. Canadians are online… CIRA 2015 Fact Book
- 7. And on their smartphone… Catalyst and Group M Next 2015 Canadian smartphone penetration rates, 2014-2015
- 8. Part of the Fabric of Day to Day Life… Catalyst and Group M Next 2015 Out of respondents who use smartphones as their primary device, % who use it at home
- 9. Part of the Fabric of Day to Day Life… Catalyst and Group M Next 2015 Out of respondents who use smartphones as their primary device, % who use it on the go
- 12. Source: Google Canada Nielsen Mobile Search Moments 2015. Base: Source: Google Canada Nielsen Mobile Search Moments 2015. Base: Outcome survey completes n=973. QT3A: What specifically did you proceed to do after your initial search using your smartphone?
- 13. Take advantage of the Google ecosystem Google Marketing Ecosystem Display Ads Remarketing Video Organic Search Google+ and Maps Youtube Search Ads Paid Media “Earned” Media
- 14. Start with a Mobile Site
- 15. Design For Mobile Google Marketing Ecosystem Display Ads Remarketing Video Organic Search Google+ and Maps Youtube Search Ads Some of our Responsive Work Before and After Shangrilabanquet.com http://napkinmarketing.com/dev/shangrila/wp/ 4646dufferin.com Rothbart.com
- 16. Is Your Site Mobile Friendly? Google Mobile Responsive Test: https://www.google.ca/webmasters/tools/mobile-friendly/
- 17. Set Up ‘Google My Business” Google + | maps
- 18. Google Marketing Ecosystem Display Ads Remarketing Video Organic Search Google+ and Maps Youtube Search Ads Setting up Your Foundation
- 19. Step 1: Google My Business Claim your business on Google Search, Maps and Google+, on all devices - https://www.google.ca/business
- 20. Increased Profile when Someone Searches Your Name Organic Results
- 22. Deeper Dive: Search Adwords
- 23. We All Know Adwords is Search Ads Google Marketing Ecosystem Display Ads Remarketing Video Organic Search Google+ and Maps Youtube Search Ads
- 24. Campaign Set Up: Search What are your marketing goals? How are your services/ products organized? What are your Keywords > Budget Maximum Cost Per Click> What Can You afford per Day? Write Your Ads
- 25. Start With Your Marketing/ Communication Goals • What am I trying to sell? What’s the Benefit? • Who do I want to target/ reach? • What are their needs? • How are they searching for? • Consumer language and terminology: • Advertiser thinks: “I am a disability lawyer” • Consumer thinks: “I need to plan an estate for my special needs child” or “I need to set aside money for my autistic child”. • What can we say about ourselves to help address this?
- 26. • Brainstorm your market knowledge • Analyze your website: navigation and content • Use Google Search Suggestions • Review Competitors' sites (and metatags code if accessible) • Offline marketing material • Google Analytics or other (search queries used to find your site) • Internal site search logs • Online tools (semrush.com, spyfu.com, keywordspy.com) • Adwords Keyword Planner Develop Your Ad Groups and Keywords
- 29. Our Account Planning Process: Keyword Selection
- 30. Our Account Planning Process
- 31. Setting Up Your Ad Groups
- 32. Writing Your Ads
- 33. Create Relevant Landing Pages Keywords: “art classes for kids”
- 34. Test Different Offers and Forms
- 36. Cool Tools • Adwords Keyword Planner - Keyword suggestion Tool • SEMrush.com – Look up your competitors keywords
- 38. Display Advertising Google Marketing Ecosystem Display Ads Remarketing Video Organic Search Google+ and Maps Youtube Search Ads
- 39. Why Run a Display Campaign? • Increase sales: Place your ad in high traffic, relevant context websites. • Generate Awareness. Let them discover you, when they wouldn’t have thought to search. • Engagement: Get them to your website • Keep ‘em coming back: Start a remarketing cycle once people initially visit your site
- 40. Key Success Factors • Targeting • Geography • Topic • Interest • Keyword • Placements • Creative • Bidding • Measurement
- 45. Creative
- 46. Track and Analyze • Google Analytics • Display Planner - Placement suggestion Tool • Ad Gallery Tool
- 47. Cool Tools • Display Planner - Placement suggestion Tool • Ad Gallery Tool
- 50. Reach Your Customers While They Browse Remarketing helps you reconnect with people who previously visited your website with more tailored ads
- 51. Reach Your Customers While They Browse Target people based on their actions/ behaviour/ pages they visited on your site.
- 52. Reach Your Customers While They Browse Target people based on their actions/ behaviour/ pages they visited on your site.
- 53. Reach Your Customers While They Browse Target people based on their actions/ behaviour/ pages they visited on your site.
- 54. Reach Your Customers While They Browse Target people based on their actions/ behaviour/ pages they visited on your site.
- 56. Video/ Youtube Advertising Google Marketing Ecosystem Display Ads Remarketing Video Organic Search Google+ and Maps Youtube Search Ads
- 57. Video Targeting • Pre-Video • Post Video • Youtube Search Results Page • Target Specific Videos
- 58. Want This All Done For You?
- 60. Copywriting Newsletters Direct Mail Email Print Ads Web Copy Blogs Press Releases Social Media Copywriting Web Design Banner Ads Websites Emails Landing Pages Print Design Ads Brochures Direct Mail Point Of Sale(pos) > Social Media Management Facebook Fan Pages Twitter Profiles And Updates Linkedin Groups And Pages Search Marketing Pay Per Click (PPC) Management Seo More Marketing Logo Design Video Production Consulting 60 Our Services
- 61. goal driven strategy and plan
- 62. Terri Kevany PR Advisor Cris Agafitei Web Developer Adina Zaiontz Director our team Jam Hassan SEO Specialist Kerry Brownell Art Director Wilfrido Reyes Projects Coordinator Ronnie Lebow Senior Designer Lwini Mata Copywriter
- 63. 63 napkin marketing is a proud:
- 64. Thank You
- 65. Questions? adina@napkinmarketing.com tel: 289.842.7180 x700 twitter: @napkin_mktg