webinar advertising with ad words

Master Seller Webinar:Advertising with AdWords

Key Resource: apps.gepportal.com

Agenda

Campaign Creation Tips

AdWords Basics

Conversion Tracking

Account Structure

Account

Campaign

Ad Group Ad Group

Campaign

Ad Group Ad Group

Account Structure

Account

Email address, password, billing info, and user prefs

Campaign

Ad Group Ad Group

Campaign

Ad Group Ad Group

Account Structure

Account

Campaign

Start/end dates, daily budget, distribution prefs,

location targeting

Ad Group Ad Group

Campaign

Ad Group Ad Group

Account Structure

Account

Campaign

Ad Group

Ad text, keywords/placemen

tsAd Group

Campaign

Ad Group Ad Group

Keywordsapps servicesapps migration

apps deployment

Ad TextGoogle Apps from AcmeWe offer migration servicesto help deploy Google Appswww.Acme.com/Google

Where Ads Show

The Google Network is split into two parts:o The Search Networko The Content Network

Campaign Types


Campaign Types


Campaign targeting options:

Contextual Targeting – the AdWords System targets the ads for you

Placement Targeting – you choose your own sites and ad placements

Learn more: www.google.com/adwords/contentnetwork

Agenda


AdWords Basics

Conversion Tracking

Trademark Policy Changes

Trademark policies recently changed for ads in the US. Policy now permits use of trademark terms in ad text in specific circumstances.

REVIEW OUR TRADEMARK POLICY FOR MORE DETAILS

The Big Picture

Apps Support from AcmeWe offer implementation & migrationservices to help deploy Google Appswww.Acme.com/Google

Keyword: google apps support

Ad Text

Landing Page

Qualified Lead

Ad Text

How do I write an effective ad?

1. Ad text distinguishes you from the competition----------------------------------------------------------------------------2. Communication, appearance and style are important----------------------------------------------------------------------------3. Be persuasive and informative. Entice users to click

Ad Text Creation

Ads should clearly state the product or service being promote, and include the company name and additional services offered

Does not include the partner’s name

Is unclear what product is being offered

Get More for Your CompanyWe can help your businessgrow. Contact us today.www.LTech.com/Google

NOT GOOD BECAUSENOT GOOD

Includes the partner’s name

Clearly states the product being offered

Highlights deployment services to distinguish the ad

Google Apps from LTechWe offer services to help youdeploy Google Apps. Contact us.www.LTech.com/Google

GOOD BECAUSE,GOOD

Ad Text Creation

Ads accurately represent the relationship you have with Google

Claim ‘most trusted reseller’ has not been substantiated by Google

Google Apps from LTechGet it today from Google’smost trusted resellerwww.LTech.com/Google

NOT GOOD BECAUSENOT GOOD

‘Google Apps Authorized Reseller’ is approved by Google

Google Apps from LTechGet started today with help froma Google Apps Authorized Resellerwww.LTech.com/Google

GOOD BECAUSE,GOOD

Ad Text Creation

Include your keyword in ad text to catch your customer’s eye

IT solutionsTechnology HelpGet solutions from Acme Inc.Contact us online or by phone.www.Acme.com/Google

IT Solutions from LTechWe offer superior solutions forbusinesses nationwide. Contact us.www.LTech.com/Google

Matching terms show up in bold text on Google search results pages

Ad Text Creation

Include a call to action, examples: contact us, download a free whitepaper, get info, get support, get started, learn more

Google Apps from LTechWe’ll help you evaluate & deployApps. Download a free. whitepaper.www.LTech.com/Google

Click Here Visit Us

Avoid meaningless slogans and gimmicky language

Inter-capitalize the Display URL

Ad Text Creation


Google Apps from LTechGet started today with help froma Google Apps Authorized Resellerwww.ltech.com/google

This will help your ad and your company name stand out

Use multiple ads to test different messages

Ad Text Testing

Google Apps from LTechWe’ll help you evaluate & deployApps. Download a free whitepaper.www.LTech.com/Google


Google Apps from LTechGet help with deployment andmigration. Contact us today.www.LTech.com/Google

Ad Text Testing

The AdWords system will automatically optimize your ads

Keywords

How do I choose good keywords?

1. Accurately reflect the products/services offered----------------------------------------------------------------------------2. Match what your audience is looking for----------------------------------------------------------------------------3. Capture a large audience without being too general

Keyword Selection

Apps Features Services• IT consulting• Training• Deployment• Set up and support

Email

Video Sharing

Docs

Sites

Consider the types of keywords that are relevant for your business…

Keyword Length

94% of people in the US search with multi-word phrases

Source: 2006 data from OneStat

Keyword Funnel

Research/Engagement

Consideration/Comparison

Purchase

business email

compare business email

buy google apps email

Keyword Selection

Search-based Keyword Tool: www.google.com/sktool

Keyword Match Types

• Broad match: allows your ads to show on similar phrases and relevant variations

• Phrase match: allows your ads to show on searches that match the exact word order

• Exact match: allows your ads to show on searches that match the exact keyword

• Negative match: ensures your ad doesn’t show for any searches that include that term

Keywords Groups

Bad Ad Group

IT solutionsbusiness emailapps support

Too many themes

Good Ad Group

migrate to appsgoogle apps migrationapps migration

Unified theme

Email SupportWe provide email support for businesses. Contact us.www.LTech.com/Google

Google Apps MigrationLTech’s expertise ensures a smoothtransition to Apps. Contact us now.www.LTech.com/Google

More generic ad More specific ad

CTR will increase

Landing Page

How do I create a good landing page?

1. Provide relevant and substantial content----------------------------------------------------------------------------2. Make your call to action clear----------------------------------------------------------------------------3. Develop an easily navigable site

Landing Page

We offer assets in the ‘Branding & Collateral’ section of apps.gepportal.comto help you build out a landing page…

Landing Page

Landing Page

• Google logos, icons and Authorized Reseller badges

• Customizable datasheets• 3rd party reports• Savings calculator• Case studies• Videos

We offer assets in the ‘Branding & Collateral’ section of apps.gepportal.comto help you build out a landing page…

Landing Page

Five top elements to test1. Title2. Image3. Layout4. Selling proposition

quality vs convenience1. features vs services

5. Conversion incentives list all incentives vs none telephone number vs

online form

Google Website Optimizer can help you optimize your landing page…

Google Website Optimizer: www.google.com/websiteoptimizerWebsite Optimization Articles: www.google.com/intl/en/websiteoptimizer/articles.html

Landing Page Exercise

What would be a good landing page for the keyword ‘google apps’?

Option #1: Display a list of all services & solutions you offer----------------------------------------------------------------------------Option #2: Display your Single Sign-On product for Apps-------------------------------------------------------------------------Option #3: Display Apps products & services you offer



Option #1: Display a list of all services & solutions you offerNot ideal for ‘google apps,’ good keywords for thislanding page:

----------------------------------------------------------------------------Option #2: Display your Single Sign-On product for Apps---------------------------------------------------------------------------Option #3: Display Apps products & services you offer

IT solutionstech solutionsIT consulting



Option #1: Display a list of all services & solutions you offer----------------------------------------------------------------------------Option #2: Display your Single Sign-On product for AppsNot ideal for ‘google apps,’ good keywords for thislanding page:

---------------------------------------------------------------------------Option #3: Display Apps products & services you offer

apps sign onsign on solutionsingle sign-on



Option #1: Display a list of all services & solutions you offer----------------------------------------------------------------------------Option #2: Display your Single Sign-On product for Apps------------------------------------------------------------------------Option #3: Display Apps products & services you offerIdeal for ‘google apps,’ user has identified whichproduct they are interested in

apps servicesapps productsapps support

Local Targeting

There are two ways to target users in a specific area

1. Use region specific keywordsCreate a nationally targeted campaign

with region specific keywords (i.e. ‘new jersey IT services’)

2. Only show ads in your regionCreate a regionally targeted campaign

with general, non-region specific keywords (i.e. ‘IT services’)

Local Targeting

There are two ways to target users in a specific area

2. Only show ads in your regionCreate a regionally targeted campaign

with general, non-region specific keywords (i.e. ‘IT services’)

Highlights that this is a local partner and the regional description automatically added below the ad provides specifics

Google Apps from LTechGet started today with a local Google Apps Authorized Resellerwww.LTech.com/GoogleNew Jersey

GOOD BECAUSEGOOD

Agenda


AdWords Basics

Conversion Tracking

Conversion Tracking

By tracking conversions you can identify how effective your ads and keywords are for you

Conversion Tracking

IT solutions

business solutions

IT Solutions for BusinessLTech offers superior technologysolutions nationwide. Contact us.www.LTech.com

Conversion Tracking

$982%46$45002,300business solutions

$204%26$520650IT solutions

CPAConversion Rate

LeadsCostsClicks

The Big Picture

Apps Support from AcmeWe offer implementation & migrationservices to help deploy Google Appswww.Acme.com/Google

Keyword: google apps support

Ad Text

Landing Page

Qualified Lead

What do I do again?

Create relevant keywords, ad text and landing pages1. Test, test, test2.

Refine campaigns & keep what’s working4. Use reporting tools to

measure results3.

Keep Learning

This is just a big tip of the iceberg…

AdWords Resources

AdWords Learning Center: www.google.com/adwords/learningcenterAdWords Help Center: adwords.google.com/support/ AdWords Help Forum: www.google.com/support/forum/p/AdWords?hl=enAdWords Email Support: adwords.google.com/support/bin/request.py?display=categories

Thank you!

webinar advertising with ad words

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