google adwords - wondermummy
Post on 21-Aug-2015
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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
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/
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!
Google AdWords: Keyword Search
You pay to have your Ads appear when people search using specific keywordsEach time someone clicks on your Ad, you pay a fee to Google (pay-per-click)
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
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……
4 Options for choosing keywords Broad Match: Default option
Phrase Match: Keyword in “quotation marks”
…options for choosing keywords Exact Match: Keyword in [square
brackets]
Negative keywords: A –keyword
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
Why use AdWords?
Immediate: up and running straight away
Real time: brings searchers and sellers together
Control: keywords, budget, time of day etc
Metrics, metrics, metrics…using Google Analytics- tracking code on homepage (track visitors)*- on payment confirmation page (track ROI)*
• Small bit of technical knowledge required
Campaigns for specific products/geography/season/event etc
Help functions very good – as are discussion boards
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
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