Introduction To Google Adwords, things you should know for managing your campaigns effectively, tools & resources.

1. 8 October, 2009 Introduction to Google Adwordsby Rik Helsen

2. Agenda 2 Introduction to Google Adwords, by Rik Helsen 8 October, 2009 1. Introduction to Google adwords 2. Demo: Creating a simplecampaign 3. Thingsyoushouldknowfor managing yourcampaignseffectively 4. Tools & Resources 5. Q&A

3. 8 October, 2009 Introduction to Google Adwords, by Rik Helsen 3 History Google publically launched Adwords in 2000, on a “cost per 1000 impressions” basis. There was no keyword bidding involved. Banner ads where standard at the time. Google was the first to use unobtrusive text ads based on search terms, displayed next to the search results. Only in 2002 the cost-per-click model was introduced combined with a unique “relevance” score to avoid advertisers with large budgets but irrelevant ads to hijack all attention. “Google’s decision to factor clickthrough-rate into an advertiser’s ranking forced an economy of relevance and profit into the pay-per-click model.”

4. 8 October, 2009 Introduction to Google Adwords, by Rik Helsen 4 Online advertisingtoday Worldwidebetween 63% and 72% of all searches are performedon Google (depeningon the source) Source: Hitwise and comScore In Belgium 96% of all searches are performedon Google Source: comScore In the United Kingdom online ad spending has overtaken TV advertising (£ 1.75 billion – 60% of this was spenton Google adwords = 1.05 billion £) Source: Internet Advertising Bureau (IAB) and PricewaterhouseCoopers (PWC) Google Leads U.S. Search Advertising Market With 76% Market Share, While Yahoo Gains 3% Market Share Annually According to Efficient Frontier Report

6. Increaseyour brand awareness

7. Sell more products and services

8. Increaseyour profits

9. Your ad shouldbehelping the internet public to achievetheir goalsGoals whenusingAdwords

10. Google Search network Google Partners Google Content Network Devices Desktop and laptop computers Iphones and other mobile deviceswith full internet browsers. Googles different advertisingchannels Introduction to Google Adwords, by Rik Helsen 8 October, 2009 6

11. 8 October, 2009 Introduction to Google Adwords, by Rik Helsen 7 Ads in the search network To the right of the organic search results (Cost per click advertising) Above the search results (Cost per click advertisting) If the relevance is high Whenyoupay more thanyourcompetitors

12. 8 October, 2009 Introduction to Google Adwords, by Rik Helsen 8 Ads in the content network Adscanbeembedded in websites Targettingkeywords OR TargettingspecificURL’s

13. Cost-Per-Click Targets the search results pages Youonlypaywhenanadvert is clicked Cost-Per-Mille (1000 page impressions) Targets the content network (embedded in pages) Youpayeverytimean ad is shown Payment models Introduction to Google Adwords, by Rik Helsen 8 October, 2009 9

14. User enters a search term Advertiserdetermines a number of keywords and associatesanadvertisment Google matches the search termswith the keywords and displays the ads. When a user clicks the ad, the advertiserpays a certainamountbasedontheir bid Howitworks Introduction to Google Adwords, by Rik Helsen 8 October, 2009 10

15. 2. Demo: Creating a simplecampaign 11 Introduction to Google Adwords, by Rik Helsen 8 October, 2009

16. 12 Introduction to Google Adwords, by Rik Helsen 8 October, 2009 Demonstration

17. 3. Thingsyoushouldknowfor managing yourcampaignseffectively 13 Introduction to Google Adwords, by Rik Helsen 8 October, 2009

18. 8 October, 2009 Introduction to Google Adwords, by Rik Helsen 14 Structure of a Google Adwords Account Account Users & payment details Campaign Hereyoudefine a geographicaltarget area and (browser) language Ad Group An ad group contains one or more ads which target a set of keywords,placements, or both. Keywords Keywords (exact, board, Negativekeywords

19. Almostnever the homepage of a website Content pages that are relevant to the search term (=keyword) Product information Service description Pages thatincludemeasurable goals: A registrationformfor a free white paper Subscribtionformfor a newsletter “Purchase” buttons (checkout) Eachindividualkeywordcan have it’sown target urlassociatedwithit! Veryusefullwithe-commerce websites What pages should I target? Introduction to Google Adwords, by Rik Helsen 8 October, 2009 15

20. 8 October, 2009 Introduction to Google Adwords, by Rik Helsen 16 How to write a goodadvertisement 25 character headline 2 x 35 characterdescriptionlines Display link URL Tips: Answer the usersquestions Usedynamickeywordswheresuitable Useurlrewritingfor relevant url & display link Include a “call-to-action” Include as much detail as possible (e.g. price – model nr - …)

21. 8 October, 2009 Introduction to Google Adwords, by Rik Helsen 17 Quality score The quality score directlyinfluences the ranking and price of youradvertisingcampaigns. Click-throughrate Landing page Historical performance Ad copyrelevancy Keywordrelevancy More relevancy factors. RELEVANCE : The greater the relevance of your ads keywords and landingpages, the higher /cheaper clickthrough rate you will achieve.

22. Work offline on your Mac or PC. Upload changes to AdWords any time. Store and navigate one or more accounts. Add, edit, and delete campaigns, ad groups, ads, keywords, and placements. Make large-scale changes quickly. Perform advanced searches and edits. Add comments for your changes. Sort and view performance statistics. Copy or move items between campaigns, ad groups, and accounts. Export a snapshot of your account for archiving or sharing. Import an archive or share file and review proposed changes. 8 October, 2009 Introduction to Google Adwords, by Rik Helsen 18 Benefits of AdWordseditor

23. 19 Introduction to Google Adwords, by Rik Helsen 8 October, 2009 Up to 30 daysafter a user clicks your ad, this user is associatedwith the adwordcampaign and keyword (using a tracing cookie). Thisallows: E-commercetracking up to individualsales, product categories, … Tracking of customevents/goals such as newslettersubscriptionsor user registration. Funnelsallowyou to seewhereduring a processusers “drop out”. Research of additional search queriesperfomendusingyourwebsite’s search interface. Google Analytics

24. 20 Introduction to Google Adwords, by Rik Helsen 8 October, 2009 Having a non converting landing page Notbeingable to accurartlymeasureresults Track the right metrics (profitinstead of sales in conversiontracking) Fail to optimize ad serving (decideforyourselfwhichads to serve most) Usingbroad match only Prayingyourquality score willgetbetter Activating the content network without modifyingbids Always goingfor the #1 spot Notlooking at all statistics: test by time of day Too many Keywords in Adgroups Not tracking CTR of your indivdual keywords Commonmistakes

25. 4. Tools & resources 21 Introduction to Google Adwords, by Rik Helsen 8 October, 2009

26. 22 Introduction to Google Adwords, by Rik Helsen 8 October, 2009 Google AdwordsEditor - http://www.google.com/intl/en/adwordseditor KeywordDensity/ProminenceAnalyzer - http://www.ranks.nl/tools/spider.html Google keyword tools https://adwords.google.com/select/KeywordToolExternal http://www.google.com/sktool/ Traffic estimator - https://adwords.google.com/select/TrafficEstimatorSandbox Tools

27. 23 Introduction to Google Adwords, by Rik Helsen 8 October, 2009 Adwords Help center - https://adwords.google.com/support/ Google Business Channel (recommended) - http://www.youtube.com/user/GoogleBusiness Google Adwords help - http://www.youtube.com/user/GoogleAdWordsHelp Digitalpoint forum - http://forums.digitalpoint.com/ Google Advertising Professional exam - http://www.google.com/adwords/learningcenter/ Resources

28. 5. Q&A 24 Introduction to Google Adwords, by Rik Helsen 8 October, 2009

29. 25 Introduction to Google Adwords, by Rik Helsen 8 October, 2009