Download - 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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