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

GoogleAdWords

@GoogleExpertsUK StormchasersDigital

WordPressCare

WordPressPublishing

GoogleMyBusiness

GoogleAnalyticsServices


GoogleAds


ReachmoreofyourcustomersacrossGoogleSearch,

Maps,YouTube,andbeyond.

Don’tStartHere


PlanningTime


PlanningTime


•  WhyareyouusingGoogleAdWords?

•  Whatwillsuccesslooklike?

•  HowWillYouMeasureIt?

•  DoyouknowyourAvatar?

•  Doyouhaveabudget?

YouneedaGoogleaccounttouseGoogle’sTools


Makeitbusinesscentric!

[email protected]

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?


AdsontheMap?

TheDisplayNetwork


•  YourAdsononeofover2million

websitesintheDisplayNetwork

•  Text,Images,Richmedia(videoorimages

withaudienceinvolvement)

•  “Interruptionmarketing”

TheDisplayNetwork


ShoppingAds


•  Forretailers

•  MorethanaTextAd

•  Includespictureofproduct

ShoppingAds


VideoAds


VideoAds


Startedat10seconds

HowItWorks


TheAdAuction


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

data

AdWordsDashboard


UsefulAdditionalTools


•  KeywordPlanner

•  AdPreviewandDiagnostics

KeywordPlanner


AdPreviewandDiagnostics



•  BuyerIntent?

•  MonthlySearches?

•  Competition?

•  TopofPageBid?

KeywordResearch


KeywordResearch

PlumberMaidstone


HowManyIndexedPages?


HowManyIndexedPages?


SignUp


GoalForTheAd


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

more.

•  Transformyourrawdataintothemetricsand

dimensionsneededtocreateeasy-to-

understandreportsanddashboards—no

codeorqueriesrequired.

Reports


TagManager


Manageallyourtagswithouteditingcode.GoogleTag

Managerdeliverssimple,reliable,easilyintegratedtag

management

Increaseyouragility


•  Efficientlyaddandupdateyourowntagsto

betterunderstandconversions,siteanalytics,

andmore

•  TagManagersupportsandintegrateswithall

Googleandthird-partytags.

Tags


•  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


Date post:	22-May-2020
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