getting started with google adwords

presents

Getting Started With Google AdWords

ANDREW KREBS-SMITH @AndrewKS

Andrew Krebs- Smith

Andrew Krebs-Smith is the President/Founder of Social Fulcrum, a digital marketing agency in NYC and Boston. Before founding Social Fulcrum, he developed and managed marketing campaigns for accounts including Pfizer, Ocean City MD, The National Aquarium, and Strayer University. Andrew loves food, travel, music, exercise, and tea.

Getting Started with Google Adwords

Andrew Krebs-Smith

Agenda• Why adwords? (5-10 min.) • Setup (5-10 min.) • Walkthrough (40 min.) • Account Setup (10 min.) • Workshop (10 min.) • Tips (10 min.) • Set up your accounts! (remainder)

Reasons to Use Adwords

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Reasons to Use Adwords/FB• Variable Cost • Testing • Measureable • State of mind • Targeting

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Scenarios• Selling stuff online • Content marketing • Getting a job • Getting a date • Growing your audience • Leads • Anything where you want to get people into

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Adwords Vs. Facebook• Harder to set up a basic campaign • Easier to set up an advanced campaign • Mindset: “I need this now”

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Things you need• Conversion Funnel • Keyword data – Keyword tool – Adwords data – Analytics data – Spyfu

• Landing Page • Customer segments (can be broad) • Budget

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Setup Best Practices• Start these at least 1 week before launch • Install Google Analytics • Verify Google Webmaster Tools • Install Google Tag Manager

– FB Retargeting Tag – Google “Remarketing” Tag – FB Conversion Cookies – Adwords Conversion Cookies – Google Analytics Tag

• Check Tags with Tag Assistant • Setup Billing

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Process• Research • Test • Analyze • Refine • Repeat

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Login

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Do This First!

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When in doubt, do both

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Settings…

Location

Location

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Location

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Basic Bidding

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Better Bidding

Delivery Method

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Ad Extensions

Scheduling

Ad Rotation

Step Length

2 30  days

3 Forever

1 15-­‐30  days

Never

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Matching Options

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Don’t setup keywords/ad groups yet!

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Now you should see this

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Time to structure your account• What does Google want?

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Time to structure your account• What does Google want? – Ads that make sense and help people – Advertisers that are happy (i.e. get sales)

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To make Google happy…

To make Google happy…

How to structure your account

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Workshop (10 Minutes)• Create – 2 Campaigns – 2 Ad groups for each campaign – 3 Keywords for each ad group

• You can do this for – Kenneth Cole – Quickbooks – Your product or service

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How I do it• Create small keyword list • Notice emerging groups • Segment by group • Flesh out groups

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A way to think about adwords• Google rewards you for playing by the rules

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Tips• One step at a time – Ad = Attention – Lander = Benefits/Features

• Sometimes you want to prevent clicks – Pre-qualify with price in ad

• Use a call to action

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What metrics indicate success?• The king: Cost per acquisition (CPA) • The queen: Cost per lead (CPL) • The prince: Cost per click (CPC)

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Remainder of Class• Setup a Google Adwords campaign for your

brand • I’ll walk around and answer questions

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Course Title  Course Title

INSTRUCTOR NAME