Date post: | 09-May-2015 |
Category: |
Marketing |
Upload: | threesides-marketing |
View: | 156 times |
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@digitalCBR #CBRfree WiFiDigitalcanberra.com.au
@digitalCBR #CBRfree WiFiDigitalcanberra.com.au
Google Adwords Smart Digital Advertising
Kathryn Scobie
@digitalCBR #CBRfree WiFiDigitalcanberra.com.au
What is Google AdWords?
@digitalCBR #CBRfree WiFiDigitalcanberra.com.au
WHAT IS GOOGLE ADWORDS?
1. Targeted and measurable online advertising that drives visits to your website.
2. Mostly Cost Per Click – CPC.
3. The CPC varies significantly.
4. You control your campaigns (budget, targeting, device, scheduling, exclusions, account access).
@digitalCBR #CBRfree WiFiDigitalcanberra.com.au
GOOGLE AD FORMATS
Search- text ads on Google Search & partner search websites- targeted by keywords
Display - text, image and animated ads on the Google Display Network
- targeted by placement, keywords, topics, interest & demographics
@digitalCBR #CBRfree WiFiDigitalcanberra.com.au
GOOGLE AD FORMATS
Video ads- YouTube & Google Display Network, pay per view, in-stream & in-display-targeted by topics, interests, demographics, placement, keywords, remarketing
Shopping ads- linked to your Google Merchant Centre account- targeted by inventory keywords
@digitalCBR #CBRfree WiFiDigitalcanberra.com.au
GOOGLE AD FORMATS
Mobile ads (full browser devices)-Text, image & app promotion ads-Targeted depending on campaign type
@digitalCBR #CBRfree WiFiDigitalcanberra.com.au
Why choose Google?
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AUSTRALIAN SEARCH ENGINE USE
http://www.criticone.com.au/
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How much should I spend?
WHERE DOES ADWORDS FIT WITHIN YOUR DIGITAL MARKETING TACTICS?
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How do I get started?
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HOW DO I GET STARTED ON ADWORDS?
• Create an AdWords account www.google.com/ads/new/
• Use the same Google Account you use for Google My Business, Google+ & Webmaster Tools
• Take care (some settings cannot be changed)
@digitalCBR #CBRfree WiFiDigitalcanberra.com.au
ESTABLISH YOUR GOALS
• Establish your goals before you set up campaigns.
• What is important to your business?• Website traffic• Phone call enquiries or email leads• Purchases• Re-engaging existing customers• Brand awareness
@digitalCBR #CBRfree WiFiDigitalcanberra.com.au
GENERATE GOOD KEYWORDS
• Terms you use on your website• Terms your customers commonly use• Use the Google AdWords Keyword Planner• Current organic search terms (Webmaster
Tools)• Don’t forget negative keywords
WRITE GOOD ADS
1. Write compelling, relevant headlines2. Provide offers and pricing (Save $35/25%)3. Use a call to action (Book Now/Get a Quote)5. Look at it on screen and test, test, test!
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ADWORDS GOLDEN RULE
Adwords will get them there but your website has to convert them.
@digitalCBR #CBRfree WiFiDigitalcanberra.com.au
GENERATING CONVERSIONS – THE BASICS
1. Relevant landing pages2. Clear call to action
a) Phone numberb) Contact Formsc) Shopping Cartd) Booking Buttonse) Good navigation
3. Set up conversion tracking
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REPORTING & MEASURING SUCCESS
• Check in on your campaigns regularly and automate your reports.
• Match your performance against your goals.
• Test different approaches.
@digitalCBR #CBRfree WiFiDigitalcanberra.com.au
GET HELP
• AdWords help and AdWords training onlinehttps://support.google.com/adwords/http://www.youtube.com/user/learnwithgoogle
•AdWords Certified Professional / AdWords Partner•https://www.google.com.au/partners/
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