Attracting the Right Customer with Google Adwords: An Overview of Search, Display, Retargeting and...

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Attracting the Right Customer

with Google AdwordsAdina Zaiontz | Sept. 30, 2015

About Me

• 16 years in Digital Marketing, SEO/ SEM

• Google Adwords Certified Partner

• Mailchimp Specialist

• Director, napkin marketing

• Client/ Brand Experience: Rogers Publishing, Yahoo!

Canada, Seneca College, Centennial College, BMO

Mortgages, and lots of awesome small businesses too!

Agenda

• Connecting with Mobile Customers

• Google Adwords Overview

• Search

• Display

• Retargeting

• Getting Started with Search Ads

• 3 Keys: Keywords, Ad Copy, Landing Pages

• Keyword Research & Keyword Planner – Avi Gazit

• Display Ad Planner

• Choosing Placements

• Creative – Ad Gallery

• Remarketing

• Adwords Management Services

• Q&A

Connecting with

Mobile Customers

Canadians are online…

CIRA 2015 Fact Book

And on their smartphone…

Catalyst and Group M Next 2015

Canadian smartphone penetration rates, 2014-2015

Part of the Fabric of Day to Day Life…

Out of respondents who use smartphones as their primary device, % who use it at home

Part of the Fabric of Day to Day Life…

Out of respondents who use smartphones as their primary device, % who use it on the go

Source: Google Canada Nielsen Mobile Search Moments 2015. Base:

Source: Google Canada Nielsen Mobile Search Moments 2015. Base: Outcome

survey completes n=973. QT3A: What specifically did you proceed to do after your

initial search using your smartphone?

Take advantage of the Google ecosystem

Google Marketing Ecosystem

Display Ads

Remarketing

Organic Search

Google+ and Maps

Youtube

Search AdsPaid Media

“Earned”

Start with a Mobile Site

Design For Mobile

Display Ads

Remarketing

Organic Search

Google+ and Maps

Youtube

Search Ads

Some of our Responsive Work

Before and After

Shangrilabanquet.com

http://napkinmarketing.com/dev/shangrila/wp/

4646dufferin.com

Rothbart.com

Is Your Site Mobile Friendly?

Google Mobile Responsive Test:

https://www.google.ca/webmasters/tools/mobile-friendly/

Set Up ‘Google My Business”

Google + | maps

Display Ads

Remarketing

Organic Search

Google+ and Maps

Youtube

Search Ads

Setting up Your Foundation

Step 1: Google My Business

Claim your business on Google Search, Maps and Google+, on all devices -

https://www.google.ca/business

Increased Profile when Someone Searches Your Name

Organic Results

Deeper Dive: Search Adwords

We All Know Adwords is Search Ads

Display Ads

Remarketing

Organic Search

Google+ and Maps

Youtube

Search Ads

Campaign Set Up: Search

What are your marketing

goals?

How are your services/ products

organized?

What are your Keywords >

Budget

Maximum Cost Per Click> What Can You afford

per Day?

Write Your Ads

Start With Your Marketing/ Communication Goals

• What am I trying to sell? What’s the Benefit?

• Who do I want to target/ reach?

• What are their needs?

• How are they searching for?

• Consumer language and terminology:

• Advertiser thinks: “I am a disability lawyer”

• Consumer thinks: “I need to plan an estate for my special needs child” or “I need to set aside

money for my autistic child”.

• What can we say about ourselves to help address this?

• Brainstorm your market knowledge

• Analyze your website: navigation and content

• Use Google Search Suggestions

• Review Competitors' sites (and metatags code if accessible)

• Offline marketing material

• Google Analytics or other (search queries used to find your site)

• Internal site search logs

• Online tools (semrush.com, spyfu.com, keywordspy.com)

• Adwords Keyword Planner

Develop Your Ad Groups and Keywords

Targeting Your Ad

Our Account Planning Process: Keyword Selection

Our Account Planning Process

Setting Up Your Ad Groups

Writing Your Ads

Create Relevant Landing Pages

Keywords:

“art classes for kids”

Test Different Offers and Forms

Measure Your Results

Cool Tools

• Adwords Keyword Planner - Keyword suggestion Tool

• SEMrush.com – Look up your competitors keywords

Deeper Dive:

Display Ads

Display Advertising

Display Ads

Remarketing

Organic Search

Google+ and Maps

Youtube

Search Ads

Why Run a Display Campaign?

• Increase sales: Place your ad in high traffic, relevant context websites.

• Generate Awareness. Let them discover you, when they wouldn’t have thought to search.

• Engagement: Get them to your website

• Keep ‘em coming back: Start a remarketing cycle once people initially visit your site

Key Success Factors

• Targeting

• Geography

• Topic

• Interest

• Keyword

• Placements

• Creative

• Bidding

• Measurement

Targeting: Placement

Targeting: Interest

Creative

Track and Analyze

• Google Analytics

• Display Planner - Placement suggestion Tool

• Ad Gallery Tool

Cool Tools

• Display Planner - Placement suggestion Tool

• Ad Gallery Tool

Deeper Dive: Remarketing

Remarketing

Display Ads

Remarketing

Organic Search

Google+ and Maps

Youtube

Search Ads

Reach Your Customers While They Browse

Remarketing helps you reconnect with people who previously visited your

website with more tailored ads

Target people based on their actions/ behaviour/ pages they visited on your site.

Deeper Dive: Video

Video/ Youtube Advertising

Display Ads

Remarketing

Organic Search

Google+ and Maps

Youtube

Search Ads

Video Targeting

• Pre-Video

• Post Video

• Youtube Search Results Page

• Target Specific Videos

Want This All

Done For You?

CopywritingNewslettersDirect MailEmail Print AdsWeb CopyBlogsPress ReleasesSocial Media Copywriting

Web DesignBanner AdsWebsitesEmailsLanding Pages

Print DesignAdsBrochuresDirect MailPoint Of Sale(pos)

> Social Media Management Facebook Fan PagesTwitter Profiles And UpdatesLinkedin Groups And Pages

Search Marketing

Pay Per Click (PPC) ManagementSeo

More MarketingLogo DesignVideo ProductionConsulting

Our Services

goal driven strategy and plan

Terri KevanyPR Advisor

Cris AgafiteiWeb Developer

Adina ZaiontzDirector

our team

Jam HassanSEO Specialist

Kerry BrownellArt Director

Wilfrido ReyesProjects Coordinator

Ronnie LebowSenior Designer

Lwini MataCopywriter

napkin marketing is a proud:

Thank You

Questions?

adina@napkinmarketing.com

tel: 289.842.7180 x700

twitter: @napkin_mktg