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Google 101

Fi d b G l ‘ dFind out more about Google‘s products at: www.google.com/services/smallbusiness

Google drives business growthGoogle’s search and advertising tools generated $64 billion of economic activity in 2010.

http://www.google.com/economicimpact

Customers are online – can they find you?

97%97%of consumers research products online before buying

Source: BIA/Kelsey Group, User View Wave VII, May 2010

Google as part of your strategyGet FoundHelping customers find your shop or office with Google Places – for free.

Attract CustomersHelping promote your business with ads on Google search and the Google Network.

Market IntelligenceHelping you analyze website traffic to identify why people are coming to your site.

Office ProductivityHelping you reduce costs and become more productive at the office.

www.google.com/services/smallbusiness

Your Website on Google

In this section we’ll cover...

• The anatomy of a search engine results page

• An introduction to search engine optimization

• Tips for promoting your website

• An introduction to Webmaster Central

The anatomy of a search results page

Query (Keyword)

Organic results on a search results page

Organic ResultsResults

6

The anatomy of a search results page

Ads (Google AdWords)Ads (Google AdWords)

The anatomy of a search results page

Local Results(Places Pages)( g )

Search engine optimization - SEOHelping Google find your website

• Use keywords in text.

Helping Google find your website

• Keep content fresh. Blogs are great!

• Earn links from other sites, treat them like gold.

• Drive traffic to your site, make content linkable.

• Use a Google Sitemap - ask your webmaster for help!

D 't b k h G l h t h• Don't be sneaky: show Google what humans see.

• Don’t rush it. SEO takes a long time!

More tips for promoting your website

1. Use email for efficient, inexpensive communication.

2 Use social media to develop relationships with fans2. Use social media to develop relationships with fans.

3. Promote your website on receipts and other print materials.

4. Have special offers available on your website.

5. Invite happy customers to write reviews.ppy

Webmaster Central

What you can get out of it:• Sitemap submission

• Actionable info on how Google and humans see your site

• Early warning on problems (such as accidentally blocking Google)

Helpful Resources• New tools, best practices and

webmaster info• Webmaster Policies and SEO Starter

Guide• Answers from other webmasters

www.google.com/webmasters

Google Places

In this section we’ll cover...

• An introduction to Google Places

• The anatomy of a Places page

• Creating coupons in Places

• Tips for setting up and optimizing your page

Product overview: Google PlacesLocal Listings on Google Search Results 20% of searches on Google

are related to location

How does it work?• People search Google.com and

Google Maps to find local businessesg p

• Business listings and enhanced data are gathered from multiple sources including:Local Listings on Google Maps

• Websites

• Yellow pages data

Di t f d d b i i• Direct feed and submissions

• Businesses can add or edit their business listings using Google Places

A tAnatomy of a Place Page

Map and Street View

Accurate address & phone number

Details

Images

Ads

R ti

R i

Ratings Related Content

Reviews

Demand for coupons

Increase in searches for coupons since 2004

* Source: Google Insights for Searchg g

Guess what you can make within Google Places?

Businesses can add coupons to their listing for free

Measure impact

Metrics Dashboard

• Monitor your listing using theGoogle Places dashboard.

• How many people saw your Places listing?

• What search terms sent traffic to your business listing?Make ad ertising or b siness• Make advertising or business expansion decisions with data you can’t get anywhere else!

Getting started with Google PlacesStep 1:

Go to www.google.com/services/smallbusiness and select Google PlacesStep 2:

Enter your country and business phone number

Step 3: Enter/edit your business details

Step 4: Verify your listing

www.google.com/services/smallbusiness

Attract Customers

In this section we’ll cover...

• An introduction to Google AdWords. We’ll address questions like:

How much does it cost to use it? How do I control where my ads show and what they say? What’s my commitment? Can I track it?

A paradigm shift

Traditional Advertising Advertising Through Google

Customers

You pay only for clicks

www.AdvancedPlumbingPro.comPays for the visitor to their site

You’re in control of who sees your ads

You’re in control...

AdWords gives you the flexibility to meet goals and be successful.

• You control the cost

• You control the daily spending limit• You control the daily spending limit

• You decide where ads appear

• You control marketing messagesYou control marketing messages

• No minimum term length

• Track the total number of conversions

• Determine your exact ROI

Signing up for AdWords

www google com/services/smallbusinesswww.google.com/services/smallbusiness

Market IntelligenceGoogle AnalyticsGoogle Analytics

In this section we’ll cover...

• An introduction to Google Analytics. We’ll address questions like: Why does tracking matter? How can GA help my business or organization? What kinds of reports can I see?

• Plus: Google Insights for Search

G l Al t Google Alerts

Why analytics and website optimization matter

Missed OpportunitiesWebsite Visitors Who Did Not Become CustomersWebsite Visitors Who Did Not Become Customers

Product overview: Google Analytics

Where are my visitors

Providing Answers to Difficult Questions

What keywords did they se to get there?

Where are my visitors coming from?

Am I creating effective content?

use to get there?

Where are visitors abandoning my shopping

cart? Why?

How can I improve site interaction?

cart? Why?

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www.google.com/services/smallbusiness

Visitors overview

Search engines and keywords

Analytics Intelligence

Product overview: Google Insights for Search

Gain insights into what the world is searching for

www.google.com/insights/search

Use Google Insights to craft an ad message

Use Google Insights to predict product sales

Product overview: Google Alerts

www.google.com/alerts

Office Productivity

In this section we’ll cover...

• An introduction to Google Apps

• A comparison of the versions

• Gmail

• Google Docs, including:W d i Word processing

Spreadsheets Presentations

• Google Calendar

Product overview: Google Apps

www.google.com/a

Product overview: Gmail

Product overview: Google Docs and Spreadsheets

Product overview: Calendar

A Quick Recap

After this session, you should know aboutGoogle PlacesGoogle Places helps customers find your shop or office – for free.

Google AdWordsGoogle AdWords helps promote your business with ads on search results pages and websites.

Google Analytics, Alerts, InsightsGoogle Analytics helps you analyze your website traffic – for free.

Google AppsGoogle Apps helps you reduce costs and become more productive at the office.

www.google.com/services/smallbusiness

You will need a Google account

Thank you!

Fi d t b t G l ‘ d t tFind out more about Google‘s products at: www.google.com/services/smallbusiness

AdWords Online Classroom: www.google.com/adwords/onlineclassroom

AdWords Help Center & Forum: adwords.google.com/support

Google Analytics Help Center: www.google.com/support/analytics

Google Analytics Tutorials: www.google.com/support/conversionuniversity

MSBDC Google 101 Presentation: www.msbdc.org/semass/google

AdWords 101Find out more about Google‘s products at:Find out more about Google s products at: www.google.com/services/smallbusiness

Agenda

• Introduction to AdWords

• How Google ranks ads

• The importance of structure

• How to choose the right keywords

• How to write great adsHow to write great ads

• Q&A

Introduction to AdWords

In this section we’ll cover...

• An introduction to Google AdWords

• Common questions from new advertisers

• The importance of setting goals

• Where your ads can show: An explanation of the Google Ad Network

• How to sign up

What is Google AdWords?

• AdWords is Google’s online advertising program Advertisers select keywords; ads appear next to the search results

on Google.com

• Advertisers can also show ads on hundreds of thousands of websites Ads are matched to Web pages relevant to advertisers’ keywords

The questions people ask

Is AdWords appropriate for my small business?

Which keywords should I use?

How will I be How do I get my adcharged?

How do I get my ad in the #1 position?

Where will my ads appear?How do I write a great ad?

What questions do you have?

Before we begin... what are your goals?

I want to open my email every morning and see at least 3 new orders.

I want five quality leads a day for my sales team to call.I’d like to get as many clicks as I can for

less than $0.80 per click.

I’d like to increase sales by 15 percent

I want to double my customer base.

ess a $0 80 pe c c

I d like to increase sales by 15 percent.

I want at least 40 visits to my ebsite e er dawebsite every day.

I want an ROI of 250 percent on all sales coming from AdWords.

OK, now you know what you want

Where do adsWhere do ads appear?appear?

Google.com

The Search Partners

The Google Display Network

Create an account

www.google.com/services/smallbusiness

How Google Ranks Ads

In this section we’ll cover...

• How the AdWords auction works

• How Google calculates your place in the auction

• What’s Max CPC?

• How Quality Score is calculated

• How all this affects what you pay for a click

How does AdWords work?

Instant AuctionA live auction is run for every search

Ad Position = Quality x Your Bid

Quality Factors:Clickthrough rate, keyword relevance, ad

relevance and historical performance

Everyone wants to be in position #1

The position of each ad is determined using a ranking formula.

The ad ranking formula

Ad RankMaximum

Cost-Per-Click Bid (Max. CPC)

Quality Score= x

The Bottom Line: If you have a great Quality Score, you can still show in a y g y , y

high position with a low bid

What is your Max CPC?

• The maximum price you are prepared to pay for a click

Y ‘bid’ i th AdW d ti• Your ‘bid’ in the AdWords auction

What is Quality Score?

• A measure of how relevant and useful your ads are.

• Do your ads & keywords provide a good user experience?• Do your ads & keywords provide a good user experience?

POOROO

OK

GREAT

Note: The above example is for demonstration purposes only. It is not meant to indicate the actual quality score of the ads.

Quality Score measures user experience

How Google calculates Quality Score

Clickthrough-Rate (CTR)

+Of the people who saw your ad, how many clicked on it?

+Relevancy

Do your keywords match your ads? Does the search query match your keyword?

Landing Page Quality+

Does your landing page provide a good user experience?

You can see your Quality Score for each keyword

The ranking formula - example

Alison, Scott and Jon are all bidding on the keyword ‘zipline kits.’

Based on their Max CPC and Quality Score, whose ad will show in first position?

Ad Rank Max CPC Quality Score

= x$1.00 8Alison 8 2nd

= x$1.00 10Scott 10 1st

= x$2.35 3Jon 7 3rd

How much do I actually pay?

Your actual CPC is the Ad Rank of the advertiser below, divided by your Quality Score.

= x$1 00 10Scott 10 $ 80

Ad Rank Max CPC Quality Score Actual CPC

(8/10)== x$1.00 10Scott 10 $.80(8/10)=

= x$1.00 8Alison 8 $.88(7/8)=

= x$2.35 3Jon 7 $minminimum=

So you’ll show in a higher position if...

• Your Quality Score is at least 7/10 for each keyword

• Your bids are competitive• Your bids are competitive

• Both!

The Importance of Structure

In this section we’ll cover...

• The structure and limits of a typical AdWords account

• Best practices for organizing your account

AdWords account structure

AdWords Account

Unique email address & passwordBilling information

Campaign

Daily budgetLocation/language targeting

Campaign

Daily budgetLocation/language targetingg g g g

Distribution preferenceEnd date

g g g gDistribution preference

End date

Ad Group

KeywordsAds

Ad Group

KeywordsAds

Ad Group

KeywordsAds

Ad Group

KeywordsAds

Ad Group

KeywordsAds

Ad Group

KeywordsAds

The WRONG way to structure an AdWords account

“Furniture” Campaign

AdWords Account

Furniture Campaign

Furniture Ad Group

The Best FurnitureGreat Selection, Made in USA Free Shipping, 5 Year Warranty.PlantationDesign.com

leather sectionalrugsdining room table

leather loveseatpatio furnituretable lampfl l

leather chairleather sofacoffee table

d t blkitchen tablebrass bedleather headboarddresser

floor lampkids furnitureliving room furniturebedroom furnitured k

end tablelampottomandining room table

di l

25

leather couch desk media console

A BETTER way to structure an account

AdWords Account

“Furniture” Campaign

“Leather Sectionals” Ad Group

“Leather Chairs” Ad Group

“Leather Loveseats” Ad Group

Furniture Campaign

Leather SectionalsLeather Sectionals Made in USA From $1,999 With 5 Year Warrantyplantationdesign com/sectionals

Leather LoveseatsFree Delivery When You Buy BeforeChristmas. Order Yours Today!plantationdesign com/loveseat

Leather ChairsHandcrafted Leather ChairsMake a Statement. View Catalog!plantationdesign com/chairsplantationdesign.com/sectionals plantationdesign.com/loveseat plantationdesign.com/chairs

buy leather sectional suitebuy leather sectional suitesleather sectional suites

buy leather love seatsbuy leather loveseatsbuy leather love seat

buy handmade leather chairbuy handmade leather chairs handmade leather chairsleather sectional suites

leather sectional suitebuy leather sectionalbuy leather sectional leather sectional

buy leather love seatbuy leather loveseatleather loveseatsleather love seatsleather love seat

handmade leather chairshandmade leather chairbuy leather chairsbuy leather chairleather chair

26

leather sectionalleather sectionals

leather love seatleather loveseat

leather chairleather chairs

Structuring your own AdWords account for success

• Create one Ad Group for each product or service

• Create one Ad Group with your brand/business name as keywordsp y y

• Create additional Ad Groups for variations “B&B” vs. “Bed and Breakfast”

For a Plumber

emergency plumbing

hot water repairs

For a Sports Equipment Store

Tents

For a B&B

bed & breakfast nashville

b&b nashvillehot water repairs

hot water installation

Dishwasher installation

sleeping bags

portable stoves

Backpacks

b&b nashville

cheap nashville hotel

luxury bed & breakfast

bathroom renovations

drain clearing

Plumber nashville

Backpacks

hiking boots

lanterns

luxury b&b

nashville inns

swiss amy knives

How to Choose the Right Keywords

In this section we’ll cover...

• How to begin building your keyword list

• How to apply the “Goldilocks” principle

• Keywords match types

• The Google Keyword Tool

Building a keyword list

• Brainstorm business

• Review website

• Think like a customer

• Focus on what differentiates

• Include plural & singular versions

• Include spelling mistakes & variations

• Include product numbers & codes• Include product numbers & codes

Use the ‘Goldilocks principle’ to pick keywords

• Add all relevant keyword variations: singular/plural and synonyms

• Keyword combinations, accent marks (á, é, í, ó, ú, ñ, ü, etc.)

ti fl id ti t l 3 b ti t l t b h

• Make keywords specific to your product or service

vacation

tax

store

florida vacation rental

tax preparation nashville

dvd storage

3 br vacation rental grayton beach

tax preparation service nolensville rd

faux leather storage for dvd box setsstore

bags

accounting

dvd storage

handmade leather bags

cheap accounting software

faux leather storage for dvd box sets

handmade black croc leather handbags

accounting software for petsitting biz

Too General Just Right Too Specific

accounting cheap accounting software accounting software for petsitting biz

g p

What happens if my keyword is too general?

Example keyword ‘vacation’ -- your ad might show for:

vacation rental

vacation deals

ti id

The go-go’s vacation

disney vacation club

i t f ti bvacation ideas

vacations for kids

vacations for singles

pictures from our vacation by lynne rae perkins

vacation auctionsg

vacations for veterans

National lampoon’s european vacation

vacation accrual policy

Vacation agent magazine

vacation air conditioningpermanent vacation lyrics

vacation air conditioning

vacation anxiety

General keywords = low clickthrough-rate = low Quality Score

Keyword matching options

Match Type How keyword appears in AdWords:

The ad will show when:

The ad will show when a searcher types:

Broad Caribbean Cruise

All words containing this word or combination of words in any order is used as the query.

Caribbean holiday CruisesCruise holiday in CaribbeanCruise in Carribean

“Phrase” “Caribbean Cruise”

Keywords are typed in the exact order specified. Can have other words before

Cheap Caribbean CruiseCaribbean Cruise dealshave other words before

and/or after. Luxury Caribbean Cruise

Keywords must be only & [Exact] [Caribbean Cruise]

y yexactly what the user types in

Caribbean Cruise

Ads will not appear when Add will not show if

32

-Negative - Tompp

this search term is entered in the query

someone types:Tom Cruise

Examples of negative keywords

Service provider Vacation destination Frequently used

-become

-study

-class

-library

-doctor

-vet

-free

-lyrics

-second hand

-classes

-course

-license

-hospital

-schools

-coffee

-used

-parts

-repairs

-training

-jobs

-employment

-cards

-history

-jobs in

i t

-wholesale

-pics

-pictures

d fi iti f-supplies

-tools

-price

-pictures

-news

-weather

-definition of

-history

-diy

The Google Keyword Tool: help finding keywords

Enter yourEnter your keyword

Get additional keyword suggestions

How to Write Great Ads

35

In this section we’ll cover...

• Ad text specifications

• Tips for writing better ads

Ad text specifications

Ad title (25 characters max, i l di )including spaces)

Two description lines (35 characters max each(35 characters max each, including spaces)

Display URLDisplay URL (35 characters max, including spaces)

Destination URL(1024 characters max, including spaces)

What is a good AdWords ad?

A good ad:

I l t t th k d i th d• Is relevant to the keywords in the ad group

• Gets a high clickthrough-rate (CTR)

• Effectively sells your product or service

• Stands out from your competitorsy p

• Includes a call to action

What doesn’t work

Vague, irrelevant, unclear ads without useful information.

Ask yourself just 3 questions to help you write great ads!

1. What sets your business apart?

Why would someone choose your business over a competitor?

“We won an award in 2009”

Examples:

“We only sell products made in the USA”

“All our products are custom made”

“We always show up on time”

“We’re open 7 days a week”

“We have a money back guarantee”

“We have 30 years experience”

“Free shipping if you buy two” We re open 7 days a week

Thi h l

Free shipping if you buy two

“We have lower prices”

“We offer free quotes”This helps you write

useful ads

q

“We’re having a sale”

2. Can you describe your products or services?

Describe specific or technical details of your products or services.

E lExamples:

“Made from recycled materials” “Evening classes available”

“Battery lasts up to 8 hours”

“From $16 per square foot”

“Suitable for diabetics”

“18 day all-inclusive tour”

“10 Nashville locations”

“24/7 onsite support”“Suitable for diabetics”

“Dishwasher safe”

“Collectors item”

24/7 onsite support

“On time or it’s free”

“First class is free”

“Sizes 8-16” “HIPPA compliant”This helps you

write useful ads

3. What is your call to action?

After someone clicks on your ad and visits your website, what is it you want them to do next?

Examples:

“Call us to request a free quote” “Learn more about osteoporosis” q q

“Browse through all of our toys”

“Book your rental home online”

p

“Order a copy of our brochure”

“Call us and order a pizza”

“Download a 30-day free trial”

“Sign up for our mailing list”

“Request a call back”

Thi h lThis helps you write a call to

action

Put it all together for better ads

Link to the best landing page

Always direct traffic to the most useful page on the site.

How to get to your goals – step by step

Experiment! Try new ads and keywords to get the best to see which perform best.

Track your results

Measure – have you achieved your goals?

Repeat

A Quick Recap

After this session, you should know

Where Ads ShowShow ads on Google.com, the Search Partners, the Google Display Network.

How to Structure an AccountStructure your account for success with campaigns, Ad Groups and keywords.g p y p g p y

How to Select KeywordsKeyword match types, the “Goldilocks” principle, using the Google Keyword Tool.

How To Write AdsAd text specifications, tips for writing more effective ads, calls to action.

You will need a Google account

10

Thank you!

Find out more about Google‘s products at: www.google.com/services/smallbusiness

AdWords Online Classroom:www.google.com/adwords/onlineclassroomg g

AdWords Small Business Center: www.google.com/adwords/smallbusinesscenter

Consultantshttps://adwords.google.com/professionals/search

Y T b G l B i Ch lYouTube Google Business Channelhttp://www.youtube.com/user/GoogleBusiness

MSBDC Google Presentation:MSBDC Google Presentation: https://www.msbdc.org/semass/google