egenie making google adwords work
TRANSCRIPT
Making Google AdWords Work
Agenda
• Introductions
• What are Google AdWords?
• Why use AdWords?
• What is the process?
• How do I avoid wasting money?
• Where next?
What is our message?
Who are eGenie?
eGenie – “3 wishes – more customers, more sales, more profit”
Working with local SMEsBing & Google certifiedDelivering increased profit
How does it work?
We fix two problems that all website owners face:
Visitors do not come to my site…
Visitors do not convert into Customers…
What are AdWords?
And how can your business benefit from them?
What are AdWords?
What are AdWords?
Product Listing Ads
Display Ads
Display Ads
Call Only Ads
Hotel Ads
Video Ads
Why use AdWords?
• People search on Google
• They see your ad
• You get more customers
Why Use AdWords?
AdWords On AdWords Off AdWords On
AdWords work………..
Why Use AdWords?
Targeted ads bring customers who are looking to make a purchase
What do AdWords cost?
You Decide!
•Pay for results•Auction basis • Set a maximum • Set daily budget• Flexible
Getting started with AdWords
Setting up a new AdWords campaign
Getting started with AdWords
1a) Create an AdWords account
• N.B. You don’t need a gmail account – any will do!
Getting started with AdWords
1b) Create an AdWords account
Getting started with AdWords
1c) Create an AdWords account
Getting started with AdWords
An AdWords account has a hierarchical structure:
What are Keywords?
Ads are displayed when a search matches your keywords
Need to research 100’s of words to trigger your ads
Getting started with AdWords
2a) Keyword Research
• Search for new keyword ideas• Get search volumes• Get traffic forecasts• Repeat all the above…
Use “Keyword Planner” within Google AdWords
Getting started with AdWords
2b) Keyword Research
Getting started with AdWords
2c) Keyword Research – pick match types
•Broad match
•Broad match modifier
•Phrase match
• Exact match
Match Type Examples
Match type Example keyword Example searches
Broad match women's hats buy ladies hats
Broad match modifier +women's +hats hats for women
Phrase match "women's hats" buy women's hats
Exact match [women's hats] women's hats
Negative match -women baseball hats
Getting started with AdWords
3) Write Ads
Three parts:
• Headline (25 characters)• Display URL (35 Characters)• Description (35 characters per line)
Ad Extensions - Site Links
Ad Extensions - Reviews
Ad Extensions – Call Outs
Ad Extension - Call
Add Extension - Call
Ad Extensions - Locations
Ad Extensions - App
How to optimise your campaign…
… and not waste money!
Tracking Conversions
Keywords & Match Types
•Use “Long Tail” keywords
•Avoid Broad-Match
•Review actual search queries
•Keyword: Hedge Fund IT
•Query: Buy Hedge Trimmer
Negative keywords (-)
•Negative keywords enable you to prevent your ad from showing for certain terms
•Make sure your Ad doesn’t accumulate unwanted clicks and impressions
•Can be used in conjunction with other match types
Negative Keywords - Removals
Tattoo Waste Jobs Stain
Negative keywords stop your ad from showing for irrelevant searches.
Don’t waste money!
Decide where you want your ads shown
Don’t waste money!
Decide where you want your ads shown
Quality Score
•CTR: Appealing & Relevant Ads
• Landing Page: Relevant landing page
•Ad Relevance: Ad contains keywords
Bid Adjustments - Device
Bid Adjustments - Location
Bid Adjustments – Day / Time
Ad Rotation
Top Tips - Weekly
1. Review queries & add negative keywords
2. Review queries & add positive keywords
3. Optimise Underperforming Ads & keywords
4. Review costly keywords
5. Split AdGroups
6. Optimise bids
Recap
•Ads take a variety of forms
•Ads can generate significant ROI
•Keyword research is extremely important
•Measure what matters to you
•Review account weekly
What Next?
•Review Your Existing AdWords Account
• Free Advice
•Create & Manage AdWords Account
