intro to google adwords | logicclassroom by boston logic
DESCRIPTION
Basic introduction to Google AdWords and pay-per-click advertising. In this LogicClassroom we discussed what ppc ads are and how they work, we went over the elements of the Google AdWords interface, and gave tips on how to build, optimize, and grow your Google PPC campaign.TRANSCRIPT
![Page 1: Intro to Google AdWords | LogicClassroom by Boston Logic](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e2007b4c9056b798b4cb8/html5/thumbnails/1.jpg)
INTRO TO GOOGLE ADWORDSPay Per Click (PPC) Online Advertising
Presented by: Boston Logic
Ashley Osgood, Marketing Associate
Angela Davis, Marketing Associate
T: 617.266.9166www.bostonlogic.com
![Page 2: Intro to Google AdWords | LogicClassroom by Boston Logic](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e2007b4c9056b798b4cb8/html5/thumbnails/2.jpg)
CLASSROOM OVERVIEW
About PPC Advertising
Adwords User Interface
How To Succeed with Adwords
Google AdwordsBasic Definitions
Questions
T: 617.266.9166www.bostonlogic.com
![Page 3: Intro to Google AdWords | LogicClassroom by Boston Logic](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e2007b4c9056b798b4cb8/html5/thumbnails/3.jpg)
WHAT IS PPC?
T: 617.266.9166www.bostonlogic.com
![Page 4: Intro to Google AdWords | LogicClassroom by Boston Logic](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e2007b4c9056b798b4cb8/html5/thumbnails/4.jpg)
WHAT IS GOOGLE PPC ADVERTISING?
Google Adwords places Ads to right of & above search results Also in Google Partner Sites with Adsense
Ads triggered by the user query: “keyword advertising”
T: 617.266.9166www.bostonlogic.com
Query
Adwords Ads
Adwords Ads
![Page 5: Intro to Google AdWords | LogicClassroom by Boston Logic](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e2007b4c9056b798b4cb8/html5/thumbnails/5.jpg)
HOW SEARCH KEYWORD ADVERTISING WORKS
When user types in query
(or keyword), shows in BOLD
• Targeted advertising
• Better advertising ROI
• Also appears on Google Partner sites
• Improved user experience• Users find what they are interested in
T: 617.266.9166www.bostonlogic.com
![Page 6: Intro to Google AdWords | LogicClassroom by Boston Logic](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e2007b4c9056b798b4cb8/html5/thumbnails/6.jpg)
ADWORDS BENEFITS• Reach
Access to worldwide internet users
• Cost Low costs for high ROI Pay Google when users click on your ads
• Timing Ads are seen by users looking to purchase Reach your audience at the right time, with the
right message
• Flexibility Start advertising quickly Unlimited changes, whenever you want You can target ads to the specific location & language
of your customers
T: 617.266.9166www.bostonlogic.com
![Page 7: Intro to Google AdWords | LogicClassroom by Boston Logic](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e2007b4c9056b798b4cb8/html5/thumbnails/7.jpg)
USING GOOGLE ADWORDS:BASIC DEFINITIONS
T: 617.266.9166www.bostonlogic.com
![Page 8: Intro to Google AdWords | LogicClassroom by Boston Logic](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e2007b4c9056b798b4cb8/html5/thumbnails/8.jpg)
COST PER CLICK: CPC
• Click: The action a user takes to select your ad and be taken to your website.
• Google charges you when a user clicks on your ad
Your PPC Text AdDestination
WebsiteUser Clicks
Your Customer Search
![Page 9: Intro to Google AdWords | LogicClassroom by Boston Logic](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e2007b4c9056b798b4cb8/html5/thumbnails/9.jpg)
IMPRESSIONS & CLICK-THROUGH RATE (CTR)
Impression: The appearance of your ad on Google or one of their partner sites
Clicks Impressions
CTR reflects how your ads are performing. More relevant ads = more frequent clicks = high
CTR
T: 617.266.9166www.bostonlogic.com
= CTR, Expressed as %
![Page 10: Intro to Google AdWords | LogicClassroom by Boston Logic](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e2007b4c9056b798b4cb8/html5/thumbnails/10.jpg)
HOW ADS ARE RANKED: QUALITY SCORE
Quality Score is calculated every time your keyword matches a search query.
T: 617.266.9166www.bostonlogic.com
Measures relevancy
High Quality Score = ads will be in
higher position at lower CPC
![Page 11: Intro to Google AdWords | LogicClassroom by Boston Logic](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e2007b4c9056b798b4cb8/html5/thumbnails/11.jpg)
OTHER IMPORTANT TERMS Budget – The total amount you are willing to pay per day on your campaigns
Max CPC – Most you are willing to pay per click
Keywords:
Broad Match – ads could appear in broad versions of search “Phrase Match” – Ads show when users type phrase [Exact Match] – Ads show for exact phrase exclusively
Conversion: When a user completes a desired action on your site. i.e., completes the “Contact Us” form.
T: 617.266.9166www.bostonlogic.com
![Page 12: Intro to Google AdWords | LogicClassroom by Boston Logic](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e2007b4c9056b798b4cb8/html5/thumbnails/12.jpg)
UNDERSTANDING ADS AND ADWORDS INTERFACE
T: 617.266.9166www.bostonlogic.com
![Page 13: Intro to Google AdWords | LogicClassroom by Boston Logic](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e2007b4c9056b798b4cb8/html5/thumbnails/13.jpg)
UNDERSTANDING AD CAMPAIGN STRUCTURE
T: 617.266.9166www.bostonlogic.com
Campaign
Ad Group
Ad
Keyword
Ad
Keyword Keyword
Ad Group
Ad
Keyword
![Page 14: Intro to Google AdWords | LogicClassroom by Boston Logic](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e2007b4c9056b798b4cb8/html5/thumbnails/14.jpg)
UNDERSTANDING AD CAMPAIGN STRUCTURE
T: 617.266.9166www.bostonlogic.com
Boston Real Estate
Boston Sales
Boston sales
Homes for sale
Houses Boston MA
Boston Rentals
Apartments for rent Boston
![Page 15: Intro to Google AdWords | LogicClassroom by Boston Logic](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e2007b4c9056b798b4cb8/html5/thumbnails/15.jpg)
NAVIGATING THE SYSTEM
T: 617.266.9166www.bostonlogic.com
![Page 16: Intro to Google AdWords | LogicClassroom by Boston Logic](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e2007b4c9056b798b4cb8/html5/thumbnails/16.jpg)
CHOOSING YOUR PPC KEYWORDS
Type keyword here
Keyword Suggestion
s
Keyword Tool URL: https://adwords.google.com/select/KeywordToolExter
nal
![Page 17: Intro to Google AdWords | LogicClassroom by Boston Logic](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e2007b4c9056b798b4cb8/html5/thumbnails/17.jpg)
WRITING A TEXT PPC AD
T: 617.266.9166www.bostonlogic.com
25 Character Limit
35 Characte
r limit
35 Character Limit
![Page 18: Intro to Google AdWords | LogicClassroom by Boston Logic](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e2007b4c9056b798b4cb8/html5/thumbnails/18.jpg)
MONITORING KEYWORD PERFORMANCE
![Page 19: Intro to Google AdWords | LogicClassroom by Boston Logic](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e2007b4c9056b798b4cb8/html5/thumbnails/19.jpg)
HOW TO SUCCEED WITH ADWORDS
T: 617.266.9166www.bostonlogic.com
![Page 20: Intro to Google AdWords | LogicClassroom by Boston Logic](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e2007b4c9056b798b4cb8/html5/thumbnails/20.jpg)
KEY CONCEPTS TO PPC MANAGEMENT
T: 617.266.9166www.bostonlogic.com
Continuous Cycle of PPC Management Very Active Tracking Reporting Testing ads Refining text
![Page 21: Intro to Google AdWords | LogicClassroom by Boston Logic](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e2007b4c9056b798b4cb8/html5/thumbnails/21.jpg)
TIPS FOR ADWORDS SUCCESS Stick To One Goal
i.e., more lead sign-ups Create multiple campaigns for multiple goals
Keep your audience in mind Target only in areas you service & languages
Split Campaigns into Ad GroupsEach ad group should have a themei.e., one ad group for sales, one for rentals
Pick the right keywords for your ad goals
T: 617.266.9166www.bostonlogic.com
![Page 22: Intro to Google AdWords | LogicClassroom by Boston Logic](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e2007b4c9056b798b4cb8/html5/thumbnails/22.jpg)
CREATING SUCCESSFUL ADS Create simple, enticing ads
Highlight was makes you stand out
Include pricing and promotions More info user can gain from your ad, the better
Strong call-to-action At end of ad, use “Browse”, “Call Today”, etc.
Include one of your keywords in your ad text Use best-performing keyword: will show in bold
Choose the best destination URL If users don’t find what’s promised, will bounce
Test multiple ads in each ad group Experiment with different ad versions to find most successful Adwords auto-rotates successful ads
T: 617.266.9166www.bostonlogic.com
![Page 23: Intro to Google AdWords | LogicClassroom by Boston Logic](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e2007b4c9056b798b4cb8/html5/thumbnails/23.jpg)
LONG-TERM ADWORDS SUCCESS STRATEGY
Adwords KeywordsCreate monthly Keyword Reports
See high / low converting keywords Eliminate those that aren’t working
Visit the Keyword Tool in Adwords for new ideasDon’t overlap keywords in multiple campaigns!
Work on Your Website Keep your website up-to-date Make sure ads have relevant Landing Pages
When users land on your site, they find EXACTLY what they were looking for in your ad
T: 617.266.9166www.bostonlogic.com
![Page 24: Intro to Google AdWords | LogicClassroom by Boston Logic](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e2007b4c9056b798b4cb8/html5/thumbnails/24.jpg)
QUESTIONS? For future (and past) webinars by Boston Logic:
www.bostonlogic.com/blog/category/logicclassroom/
Read SEO Tips on our Real Estate SEO Blog: www.realestateseo1.com
For more information, contact: Ashley Osgood, [email protected] Angela Davis, [email protected] Phone: 617.266.9166
T: 617.266.9166www.bostonlogic.com
@BostonLogic