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Google AdWords Training Workshop

Date post: 08-May-2015
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Google AdWords: Stand out from the crowd in 2014. Google AdWords explained: what it is, how it works for business and best practice for setting up and managing campaigns.
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Google Adwords: Stand Out From the Crowd in 2014
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Page 1: Google AdWords Training Workshop

Google Adwords: Stand Out From the Crowd in 2014

Page 2: Google AdWords Training Workshop

www.threesides.com.au

www.Facebook.com/threesides

www.Twitter.com/threesides

www.slideshare.net/threesides

Page 3: Google AdWords Training Workshop

We help these businesses with their AdWords:

Campus Living VillagesYass Valley Council - Tourism

DDCS Family LawyersCapital Region Farmers Market

Hellenic Club CanberraYoung Shire Tourism

ALLBIDSRoyal Canberra Golf Club

The RUC Club(and more…)

Page 4: Google AdWords Training Workshop

Housekeeping

Page 5: Google AdWords Training Workshop

What can we achieve today?

Inspire

Direct

Inform

Page 6: Google AdWords Training Workshop

Overview

1. START: DIGITAL

MARKETING AND

SEM

2. HOW ADWORDS

WORKS

3. DIY ACCOUNT

SETUP4.

CAMPAIGNS +

GOOD ADS

5. IMPROVING YOUR WEBSITE

6. EVALUATIO

N

7. GET STARTED: tips and

next steps

Page 7: Google AdWords Training Workshop

Your digital marketing plan

Page 8: Google AdWords Training Workshop

Where does AdWords fit within your digital marketing tactics?

Digital Tactics

WEBSITE & Content

LOCALListings +

directories

LINKSconnections

ADVERTISING: AdWords + FacebookSEARCH

SEO / Content

EVALUATION:Analytics +

Webmaster tools

SALES & Distribution: e-conmerce

DIRECT: Email marketing

SOCIAL Media + Review Sites

Page 9: Google AdWords Training Workshop

Spending on Digital

The average global spend on digital marketing is between 25 – 35 per cent of total marketing budgets

http://www.arnnet.com.au/article/532078/australia_leads_apac_digital_marketing_/

Page 11: Google AdWords Training Workshop

What is Search Engine Marketing?

Page 12: Google AdWords Training Workshop

Australian search engine use

92%

8%

Page 13: Google AdWords Training Workshop

ads

ads

Page 14: Google AdWords Training Workshop

Cost Per Click Advertising (CPC)

1. Pay for individual keywords and appear in the paid/sponsored listings

2. Each word has a different cost from $0.15 - $10.00+

3. The more competition for a word the higher the cost (generally speaking)

4. You set your budget and billing preferences

5. Pay for clicks (search) or impressions (display)

Page 15: Google AdWords Training Workshop

What is Google AdWords and why should I use it?

Page 17: Google AdWords Training Workshop

Google ad formats

Search- text ads on Google Search & partner search websites

Display - text and graphic ads on the Display Network, targeted by

Page 18: Google AdWords Training Workshop

Google ad formats

Video ads- You Tube & Display Network, pay per view

Product listing ads- linked to your Google Shopping inventory

Page 19: Google AdWords Training Workshop

Google ad formats

Mobile app ads- Ads within mobile aps & ads that promote mobile apps (in app, search & display networks)

Page 20: Google AdWords Training Workshop

CPC advertising questions

1. Won’t my competitors click my ad and send me broke?

2. How much should I spend?

3. Why are my competitors higher up than me?

4. Will paid ads affect my organic rankings?

Page 21: Google AdWords Training Workshop

Get Started on AdWords

Page 22: Google AdWords Training Workshop

How do I get started on AdWords?

Create or use a Google account – this should be the same login you will use for Google Places, Google+ & Webmaster Tools

https://accounts.google.com/

Page 23: Google AdWords Training Workshop

Create an AdWords account

http://www.google.com/ads/new/

(take care when setting up your account as some settings cannot be changed later)

Page 24: Google AdWords Training Workshop

Campaign Dashboard

Page 25: Google AdWords Training Workshop

Create & manage advertising campaigns

Page 26: Google AdWords Training Workshop

Establish Your Goals

Establish your campaign goals before you set up your

campaign as this effects what type of campaign you choose.

Page 27: Google AdWords Training Workshop

Establish Your Goals

What is important to your business?• Clicks to website• Phone call enquiries or contact form submission• Purchases• Newsletter subscriptions• Page views or time on site.

Page 28: Google AdWords Training Workshop

Campaign settings

• Type (Search, Display, Remarketing etc)• Location targeting• Bid Strategy – use auto bidding if new user• Budget• Campaign Dates

Page 29: Google AdWords Training Workshop

Structure – organise your AdWords account

http://youtu.be/-7CZLDSTaic

Page 30: Google AdWords Training Workshop

Defining campaigns & ad groups

Use the basic structure of your website as an outline.

Page 31: Google AdWords Training Workshop

Find relevant keywords

Page 32: Google AdWords Training Workshop

Generating good keywords

1. Google Analytics & Webmaster Tools data to see how people find you organically.

2. Terms your customers commonly use.

3. Terms you use on your website.

4. Review your search terms and test, test, test!

5. Don’t forget negative keywords.

6. Use the Keyword Planner.

Page 33: Google AdWords Training Workshop

http://adwords.google.com.au

Keyword Planner

Page 34: Google AdWords Training Workshop

7 tips for Writing Great

Search Ads

Page 35: Google AdWords Training Workshop

How to write good ads

1. In the headline: Use the keyword phrase/s with the most impressions.

2. Provide offers and pricing

> save 36% / Free shipping / 2 for 1 / From $30

3. Use a call to action

> Book Now / Get a Quote / Order Online

Page 36: Google AdWords Training Workshop

How to write good ads

4. Follow the ad copy guidelines in AdWords (character limits, repetition, caps and special characters)

5. Look at it on screen and try in sentence case.

6. Full stop at the end of Line 1 = longer headline

Page 37: Google AdWords Training Workshop
Page 38: Google AdWords Training Workshop

How to write good ads

7. Don’t forget ad extensions

> Phone numbers, Sitelinks, Location, Google Places link, Reviews

Page 39: Google AdWords Training Workshop

Settings and Billing

Page 40: Google AdWords Training Workshop

Billing – how does it work?

• New accounts allow automated credit card billing only

• Account reaches a time (30 days) or amount threshold (e.g. $1000) and automatically bills your card.

• Campaign end dates are vital!

Page 41: Google AdWords Training Workshop

Settings – where do I find them?

> Billing summary

> Billing preferences

> Account settings

- Account access (manage account users)

- Linked accounts (Analytics & Webmaster Tools)

- Notification settings (billing, reports, offers etc)

Page 42: Google AdWords Training Workshop

Measuring Success & Reporting

Page 43: Google AdWords Training Workshop

Reporting – automate it!

• Get your reports emailed to you with the information you want, when you want it.

• Use the report data and the AdWords dashboard to help you optimise your campaign.

Page 44: Google AdWords Training Workshop

Ad performance indicators

• Clicks, Impressions & Click Through Rate• Avg. Cost per Click• Avg. Position• % ads served• Conversions & Conversion rate• Bounce rate &

other analytics data

Page 45: Google AdWords Training Workshop

Keyword performance indicators

• Impressions & CTR• CPC• Conversions & Cost/conversion• Search terms analysis• Quality Score

Page 46: Google AdWords Training Workshop

Optimising your website

Page 47: Google AdWords Training Workshop

AdWords Golden Rule

Adwords will get them there but your website has to convert them.

Page 48: Google AdWords Training Workshop

How do I generate conversions?

1. Landing pages

2. Clear call to action

3. Contact forms

4. Trackable phone numbers

5. Easy navigation & design

6. Use Google Analytics to provide insights

Page 49: Google AdWords Training Workshop

http://www.australiangourmetgifts.com.au/hampers/gift-baskets/wine-gift-baskets/

Page 50: Google AdWords Training Workshop

Get Help and Get Started!

Page 51: Google AdWords Training Workshop

Get more help

• AdWords help and AdWords training online• https://support.google.com/adwords/• http://www.youtube.com/user/learnwithgoogle

• AdWords Certified Professional / AdWords Partner

• https://www.google.com.au/partners/

Page 52: Google AdWords Training Workshop

Get Started Now

1. Top Tips to AdWords Awesomeness handout

2. Set up Google accounts (email, Analytics, Webmaster Tools & AdWords)

3. Make sure your website is up to date

4. Develop your campaign goals

5. Create your first campaign!

Page 53: Google AdWords Training Workshop
Page 54: Google AdWords Training Workshop

Stay In Touch

www.actdigitalenterprise.com.au

www.threesides.com.auwww.facebook.com/threesides

www.linkedin.com/company/threesideswww.slideshare.net/threesides


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