Google AdWords - stormchasersdigital.com · The Display Network @GoogleExpertsUK...

transcript

GoogleAdWords

@GoogleExpertsUK StormchasersDigital

WordPressCare

WordPressPublishing

GoogleMyBusiness

GoogleAnalyticsServices

GoogleAds

ReachmoreofyourcustomersacrossGoogleSearch,

Maps,YouTube,andbeyond.

Don’tStartHere

PlanningTime

•  WhyareyouusingGoogleAdWords?

•  Whatwillsuccesslooklike?

•  HowWillYouMeasureIt?

•  DoyouknowyourAvatar?

•  Doyouhaveabudget?

YouneedaGoogleaccounttouseGoogle’sTools

Makeitbusinesscentric!

Stormchasers.management@gmail.com

WhyUseIt?

•  AccesstoGoogle’smassivereach(approx

40,000searchqueriespersecond)

•  QuickerresultsthanwithSEO

•  On/Off

•  Greatforshortsalescampaigns

GetProspectsTo

•  Makeapurchase

•  Downloadsomething

•  Contactyou(clicktocall)

•  Rememberyourbusiness–brand

awareness

WhereCanYouAdvertise?

•  TheSearchNetwork

•  TheDisplayNetwork

•  TheShoppingNetwork

•  TheVideoNetwork

SearchNetwork

AdsatTopofPage

AdsatBottomofPage

AdsontheMap?

TheDisplayNetwork

•  YourAdsononeofover2million

websitesintheDisplayNetwork

•  Text,Images,Richmedia(videoorimages

withaudienceinvolvement)

•  “Interruptionmarketing”

TheDisplayNetwork

ShoppingAds

•  Forretailers

•  MorethanaTextAd

•  Includespictureofproduct

ShoppingAds

VideoAds

Startedat10seconds

HowItWorks

TheAdAuction

•  Someonesearchesusingakeyword

•  ThesystemfindsalltheAdsthatmatch

•  Thenignoresallthatareillegible

•  OnlyAdswithahighscoremayshow

AdScore(Rank)

•  YourBid

•  Thecontextofpersonssearch(time,

location,device)

•  QualityofAdandlandingpage

•  AdRankThreshold(Toappearabove

searchresults)

•  Expectedimpactfromanyadextensions

AdQualityScore

•  Yourclick-throughrate

•  Keywordrelevancetoadgroup

•  Landingpagequalityandrelevance

•  RelevanceofAdtext

•  Historicalperformanceofaccount

CostPerClick(CPC)

•  ActualCPCiswhatyoupay

•  CanbefarlowerthanmaxCPC

•  Mostyoupayiswhatisminimallyrequiredto

holdAdposition

AdComponents

•  Headline(x3)-30characters

•  DisplayURL(mywebsite.co.uk)+textinpath

fields(x2)–15characters

•  Description(x2)–90characters

AdComponents

•  Campaign–asmanyas10,000

•  AdGroups–20,000percampaign

•  TextAds–50peradGroup

•  KeywordsperAdGroup–nomorethan20

•  Adsperkeyword–atleast3

BeforeYouStart

YouWillNeed

•  ToAddPaymentDetails

•  ToCreateACampaign

•  Youneedtotest

•  Youneedtimeforcampaigntogather

AdWordsDashboard

UsefulAdditionalTools

•  KeywordPlanner

•  AdPreviewandDiagnostics

KeywordPlanner

AdPreviewandDiagnostics

•  BuyerIntent?

•  MonthlySearches?

•  Competition?

•  TopofPageBid?

KeywordResearch

PlumberMaidstone

HowManyIndexedPages?

SignUp

GoalForTheAd

WhereareYourCustomers?

LocalBusiness

YourProduct

CreateAnAd

PhoneNumber

Budget

Confirm

PaymentInfo

Dashboard

Monitoring

CollectData

AllowTime

Questions

https://marketingplatform.google.com/about/small-business/

Getbetterinsightstodriveyourbusiness

Analytics

Understandyourcustomerssoyoucandeliverbetter

experiences.

YourCustomers

•  Audience=Demographics,Interests,

Geographic,Technology

•  Acquisition=Source,GoogleAds,Search

Console,Social

•  Behaviour=SiteContent,SiteContent,Site

Search,Events

•  Conversions=Goals,Ecommerce,Multi-

ChannelFunnels

DataStudio

Unlockthepowerofyourdatawithinteractive

dashboardsandengagingreportsthatinspiresmarter

businessdecisions

Uniteyourdatainoneplace

•  Easilyconnectyourdatafromspreadsheets,

Analytics,GoogleAds,GoogleBigQueryand

•  Transformyourrawdataintothemetricsand

dimensionsneededtocreateeasy-to-

understandreportsanddashboards—no

codeorqueriesrequired.

Reports

TagManager

Manageallyourtagswithouteditingcode.GoogleTag

Managerdeliverssimple,reliable,easilyintegratedtag

management

Increaseyouragility

•  Efficientlyaddandupdateyourowntagsto

betterunderstandconversions,siteanalytics,

andmore

•  TagManagersupportsandintegrateswithall

Googleandthird-partytags.

•  GoogleAdsConversionTracking

•  GoogleAdsRemarketing

•  LinkedinInsights

•  FacebookPixel

•  BingAdsUniversalEventTracking

•  CustomHTML

Optimize

Makeagreatimpressiononeachandeveryvisitor.Easily

runtestsonyourwebsite

Letyourdataguideyou

•  OptimizeisnativelyintegratedwithGoogle

Analytics,soyoucanquicklyunderstandhow

yourwebsitecanbeimproved.

•  Easilyruntestsonyourwebsite’scontentto

learnwhatworksbestforyourvisitors,

includingA/B,multivariate,andredirecttests.

Surveys

GoogleSurveysgiveyouaquick,cost-effectivewaytogetvaluable

insightsintothemindsofyourtargetaudience.

HowGoogleSurveysworks

•  GoogleSurveysisamarketresearchplatform

thatsurveysinternetusers.

•  Anonlinepaneloftensofmillionsofusers

andamobilepanelwithfourmillionusers

helptomakethispossible.

•  Designyoursurveyandtellthemaboutyour

audience.

HowGoogleSurveysworks

GoogleMarketingPlatform

Google AdWords - stormchasersdigital.com · The Display Network @GoogleExpertsUK...

Documents