Oct. 08, 2012 Use AdWords to Help Your Local Business.

Oct. 08, 2012

Use AdWords to Help Your Local Business

Google Confidential and Proprietary

Agenda

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1 Introduction & Overview

2 Google AdWords 101

3 5 Steps to Setting Up an AdWords Campaign

4 Free Google Tools to Help You Go Even Farther


Today’s Digital Consumer

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The Digital Consumer


2 billion searches per day. 22 hours of video are uploaded to YouTube per hour.

Mobile accounts for 10% of Google's overall queries. 40% of all mobile searches are local.

Search Video Mobile

Online as a Barometer


Search: One of the Most Popular Online Activities

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192MOnline searchers in the US

Almost half of all US Internet users search online on a typical day – up from one-third in 2002 – rivaling email in popularity.

1. comScore qsearch, June 2008, (divided over 30 days for daily value)2. PEW Internet & Search Engine Life, Search Engine Use Study, August 2008.

Google Confidential and Proprietary 6

Know Your Clients Objectives

•Engage audience with impactful brand message

•Attract new customer segment

•Launch new product or service

•Improve customer loyalty / retention

•Capture demand and online call/conversions

•Drive traffic to stores


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How Can Local Businesses Take Advantage?


Anatomy of a Search Page

Ads (sold via keyword auction)

Natural search results (ranked by algorithm)


Be InformedRobust Reporting Lets You Know What’s Working

Key Benefits of Online Advertising

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Be Cost EfficientPay Only for Clicks Delivered

Be FlexibleChange Your Message Whenever You Need To

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Target Based on Geography

• Location targeting lets you target your ads to specific locations

• Target a specific area around your business

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Agenda

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3 5 Steps to Setting Up an Desktop Search AdWords Campaign



Step 0: Establish Your Success Metrics

• Do you care about traffic to your site?

• Do you care about specific pageviews?

• Do you care about newsletter sign-ups?

• Do you care about completed transactions?

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step 1: select keywordsstep 1: select keywords


Overview: Google Keyword Advertising

1. You select relevant keywords & Match Types

– Broad, Phrase, Exact, BMM, Negative

2. Users search on those keywords

3. Google ranks ads (ad auction)

4. Winning ads appears

5. You only pay when ad is clicked

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What terms could Neto’s Market & Grill target?

Santa Clara Deli

Santa Clara Market

Catering

Market

Local Restaurant

Narrow Broader/generic


www.google.com/adwords

Building Keywords: Keyword Tool

Leverage the Google Keyword Tool within your AdWords account to build & expand keyword lists and review search volume.


step 2: account structure


The Difference Between Campaigns & Ad Groups

AdWords Account

Campaign Campaign

Ad group Ad group Ad group

One set of keywordsand placements

&

One or more ads

Ad group

Campaigns

• Daily budgets

• Adapted to country and language

• Different settings (content, search)

• Start and end dates

Ad groups:

• To advertise different productsor services

• To set different CPC limits

• Make ad texts keyword-consistent


Online CampaignsCampaign: MarketParty Trays

MeatsProduce

Campaign: RestaurantLunch

BBQDinner

Food Network

Campaign: Events

KaraokeHappy Hour

Private Events

Mirror Your Website Structure Closely

Neto’s Lunch BBQCome Try Neto’s Famous BBQ. As Seen on the Food Network.www.netosmaketandgrill.com

AdWords AccountNeto’s Account Structure

Ad Group: BBQKeywordsNeto’s BBQSausage BBQNeto’s Sausages


step 3: target effectively


Country, Regional, and City-level Targeting

• Reach customers searching for results in geographic areas you choose

Customized Targeting

• Reach customers searching for results in an area you define

Language Targeting

• Reach users searching in a specific language, wherever they are*

21*Marketer is responsible for translating ads into selected languages.

Region City Radius Set borders

Regional & Local Targeting: Sharpen Your Focus


step 4: write ad text


Writing relevant Ad Text

• Catch your target audience’s eye by making sure your headlines match the keywords.

I think I’ll search for a

“BBQ” place

Neto’s Daily BBQGrilled to Order Meats. ComeTry Our Famous BBQ.www.netosmarketandgrill.com

Neto’s MarketFind Weekly Specials & WideSelection of Meats.www.netosmarketandgrill.com


Make Display Ads in Minutes at Scale with Display Ad Builder

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Scalable

Copy your Display Ad Builder ads in AdWords Editor to scale your creative to hundreds of campaigns

Flexible

Customize your ad with hundreds of fonts, every color, and the ability to move images and text boxes

Easy

Create a display ad in minutes using one of our 180 ad templates


step 5: landing page


Avoid General Landing Pages

Avoid driving specific queries to a general portion of your website, such as the homepage.

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Example Keywords

Neto’s BBQNeto’s Lunch SpecialsNeto’s Lunch Menu

Example Landing Page: Homepage


Select Relevant Landing Pages

Select specific landing pages relevant to a user’s query to maximize the user’s experience on your website

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Example Keywords

Neto’s BBQNeto’s Lunch SpecialsNeto’s Lunch Menu

Example Landing Page: Speeches & Remarks


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4 Free Google Tools / Prodcuts to Help You Go Even Farther


Create a Google+ pageYour identity on Google, a single home for your +1’s and follows

Create a page from your personal profile

Add your websiteto your page in the About section

Ask your Googleteam to verify your Google+ page


Evaluate Your Campaign Success

Google Analytics: analytics and reporting for websites

www.google.com/analytics

What are consumers doing on my website? And why?

How are users engaging with my site?

How can I make my marketing campaigns accountable?

Am I spending money to create effective content?

How do I improve the user experience?

Thank You!

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APPENDIX

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Additional Resources

Google Places Case Study

AdWords Small Business Success Story

Intro to AdWords Video

Beginning Analytics: Interpreting and Acting on Your Data

AdWords Ad Extension

My Business Story (Partnership w/AMEX)

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

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Oct. 08, 2012 Use AdWords to Help Your Local Business.

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