get started with google adwords

Getting Started with Google Adwords

2.27.14 ClassAndrew Krebs-Smith

Agenda

• Why Adwords? (5-10 min.)• Setup (5-10 min.)• Walkthrough (40 min.)• Account Setup (10 min.)• Workshop (10 min.)• Tips (10 min.)• Set up your accounts! (remainder)

Reasons to Use Adwords/FB

• Variable Cost• Testing• Measureable• State of mind• Targeting

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Scenarios

• Selling stuff online• Content marketing• Getting a job• Getting a date• Growing your audience• Leads• Anything where you want to get

people into your funnel

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Adwords Vs. Facebook

• Harder to set up a basic campaign• Easier to set up an advanced

campaign• Mindset: “I need this now”

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Things you need

• Conversion Funnel• Keyword data– Keyword tool– Adwords data– Analytics data– Spyfu

• Landing Page• Customer segments (can be broad)• Budget

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Setup Best Practices

• Start these at least 1 week before launch• Install Google Analytics• Verify Google Webmaster Tools• Install Google Tag Manager

– FB Retargeting Tag– Google “Remarketing” Tag– FB Conversion Cookies– Adwords Conversion Cookies– Google Analytics Tag

• Check Tags with Tag Assistant • Setup Billing

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Process

• Research• Test• Analyze• Refine• Repeat

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Login

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Do This First!

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When in doubt, do both

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Settings…

Location

Location

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Location

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Basic Bidding

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Better Bidding

Delivery Method

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Ad Extensions

Scheduling

Ad Rotation

Step Length

2 30 days

3 Forever

1 15-30 days

Never

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Matching Options

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Don’t setup keywords/ad groups yet!

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Now you should see this

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Time to structure your account

• What does Google want?

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Time to structure your account

• What does Google want? – Ads that make sense and help people– Advertisers that are happy (i.e. get

sales)

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To make Google happy…

To make Google happy…

How to structure your account

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Workshop (10 Minutes)

• Create– 2 Campaigns– 2 Ad groups for each campaign– 3 Keywords for each ad group

• You can do this for – Kenneth Cole– Quickbooks– Your product or service

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How I do it

• Create small keyword list• Notice emerging groups• Segment by group• Flesh out groups

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A way to think about Adwords

• Google rewards you for playing by the rules

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Tips

• One step at a time– Ad = Attention– Lander = Benefits/Features

• Sometimes you want to prevent clicks– Pre-qualify with price in ad

• Use a call to action

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What metrics indicate success?

• The king: Cost per acquisition (CPA)• The queen: Cost per lead (CPL)• The prince: Cost per click (CPC)

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Remainder of Class

• Setup a Google Adwords campaign for your brand

• I’ll walk around and answer questions

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