How-To Guide: Online Advertising And Google AdWords

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How-To Guide: Online Advertisingand Google AdWordsContent Provided by

Google Online AdvertisingAgenda Trends in the InternetWhat is AdWords?What is an AdWords Ad?Effective KeywordsTips for Creating Good AdsThe AdWords AccountAdditional Resources

Google Online AdvertisingTrends in the Internet

Google Online AdvertisingMission: Organize the world’s information and make it universally accessible and useful

Google Online Advertising 4.6Bmobile subscribers(67% population) 1.7Bpeople worldwidehave Internetaccess(25% population) 50%of all newhandsets soldworldwide aresmart phones 1B 3.6Bworldwide searchesper day 50% 800Mpeople visitsocialnetworkingsitesvideos streamed onYouTube everyday

Google Online AdvertisingInternet Advertising Strongest growth sector in advertisingGrowing 10% year over yearOutperforming traditional mediaProprietary andConfidential

Google Online AdvertisingWhat is AdWords?

Google Online AdvertisingA Way to Reach Your AudienceWhen users search .AdWords ads are displayed along with thesearch resultsAdsSearchresults

Google Online AdvertisingHow Does it Work? Advertisers create adso Target keywords, create budget for bids Google runs an auction when a user searcheso For every single query – every user, everywhere aroundthe worldo Happens almost instantaneously "Winner" gets an ad on Search Results page Ad's position (called ad rank) is calculated based on acombination of bid and quality

Google Online AdvertisingWhat is an AdWords Ad?

Google Online AdvertisingAdWords AdsAds have both visible and non-visible componentsAd Title Display URL Budget TargetingTwo lines of descriptionKeywordsBid Quality Score DestinationURL

Google Online AdvertisingEntering the Auction1. Target customers2. Input the ad3. Choose keywords4. Create budget for bids

Google Online AdvertisingWhat is Bidding?For each ad . Maximum Cost Per Click (Max CPC)o The most that you are willing to pay for a single click onyour ad Daily budgeto Controls how much you pay per day

Google Online AdvertisingWhat is a Keyword?A keyword . A word or phrase that you identify as being relevant to your adCan be part of ad text or notCan trigger an adAre not case-sensitive

Google Online AdvertisingWhat is a Quality Score?An estimate of how Google expects the keyword to performQuality ScoreClickthrough rateRelevancyLanding Page

Google Online AdvertisingEffective Keywords

Google Online AdvertisingThe Goldilocks Principle for KeywordsNot too hot or too cold - Make them just rightvacationtaxflorida vacation rentaltax preparation nycstoredvd storagebagshandmade leather bagsaccountingaccounting software3br vacation rental south beachtax preparation 14th Streetfaux leather dvd storagehandmade black croc bagsaccounting software for petsitters

Google Online AdvertisingRelevant KeywordsFor a user searching for "animal shelter“Effective keywords: animal shelter adopt dog rescue kittensIneffective keywords:petsanimalssheltercat careadopt rescued dog from New York City shelter

Google Online AdvertisingSpecific KeywordsChoose enough words – 94% of people use multi-word phrases

Google Online AdvertisingInclude Keywords in Ad TextTerms that match are displayed in bold text on the Google resultspageRecycling cardboardCardboarding RecyclingWe Make Recycling Fast & Convenient.Drop Off Cardboard and More Today!www.EarthDayNorthIowa.orgTip: Inter-capitalize yourwebsite name!

Google Online AdvertisingHow Keywords Match Search QueriesMatch TypeBroadDefinitionExampleQueries include thekeyword, synonyms, orCaribbean Cruisecombinations with thekeyword in any orderYour ad shows whensomeone searches for Caribbean holiday CruisesCruise holiday inCaribbeanCruise in CarribeanCheap Caribbean CruiseCaribbean Cruise dealsLuxury Caribbean CruiseCaribbean Cruise “Phrase”Queries must be typedin the exact order youspecified in quotes.Can have other wordsbefore and/or after“Caribbean Cruise” [Exact]Queries must matchexactly what youspecified as a keyword[Caribbean Cruise] -NegativeQueries with thiskeyword do not displaythe ad- TomWill not show on search for: Tom Cruise

Google Online AdvertisingUse the Keyword Tools for IdeasEnter theproduct orservice youprovideGet keywordsuggestions

Google Online AdvertisingTips for Creating Good Ads

Google Online AdvertisingWhat is a Good AdWords Ad?A good ad . Is relevant to the keywords in the query Gets a high clickthrough rate (CTR) Stands out from your competitors Includes a call to action Achieves a high quality score

Google Online AdvertisingAsk Yourself Three Questions to Help Write Great AdsWhat sets your organization apart? “We offer free quotes” “We’re having a sale” “All products are custom made”How can you describe your products or services? “Collectors item” “Sizes 8-16” “Evening classes available”What is your call to action? “Sign up for our mailing list” “Order a copy of our brochure” “Request a call back”Send visitors to the most useful page on your website!

Google Online AdvertisingCreating Good Ads

Google Online AdvertisingThe AdWords Account

Google Online AdvertisingCampaign Best PracticesBefore starting, think about your goals: Structure your campaign to mirror your website Create separate campaigns per theme or type of serviceo Easy account managemento Better control of budget allocationo Execute changes quickly Use language and location targeting if relevanto Create separate campaigns for multi-location advertising

Google Online AdvertisingStructure Your Account for SuccessWhat should your account look like?

Google Online AdvertisingTrack Your Ad’s Performance AdsKeywordsDetailed reportsConversionsGoogle Analytics

Google Online AdvertisingUsing Google AnalyticsWhere and why are visitorsabandoning my shoppingcart?Is my website designdriving people away?Which marketinginitiativesare the most effective?Where are myvisitorscoming from?What do people dowhile on my site?What keywordsresonatewith prospects andhave thepower to convertthem?

Google Online AdvertisingAdditional ResourcesGoogle Optimizer ToolsGoogle Website OptimizerGoogle Insights for SearchGoogle AdWords EditorAdWordsHelp Center: www.adwords.google.com/support/awAdWords Application: www.google.com/adwordsLearn With Googlewww.google.com/ads/learn/Small Business Centerwww.google.com/adwords/smallbusinesscenter/

Google Online AdvertisingWelcome!NYC Business Solutions is a set of services offered by theDepartment of Small Business Services to help businesses start,operate, and expand in New York City.Our services are provided at no cost, regardless of the size or stageof the business. For more, go to: www.nyc.gov/nycbusiness.

-Tom Will not show on search for: Tom Cruise. Google Online Advertising Use the Keyword Tools for Ideas Enter the product or service you provide Get keyword suggestions. Google Online Advertising Tips for Creating Good Ads. Google Online Advertising What is a Good AdWordsAd?

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