practical guide to google adwords (for brisbane web design meetup group)

Prepared by Ben Maden MEng MBA ben@mattersolutions.comCopyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au

Presentation

Google Adwords - Getting started (properly)

Brisbane Web Design Meetup, 11-Dec-08

Prepared by Ben Maden MEng MBA ben@mattersolutions.comCopyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au

Assumptions• Advertising is good• Online advertising is better• High internet use (in target consumers)• Increasing spend online• High % of ‘media consumption’ spent

online• ‘Online shopping’ is mainstream

Prepared by Ben Maden MEng MBA ben@mattersolutions.comCopyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au

Advertising’s “Holy Grail”

• Prospects display need

• You choose how relevant

• Direct. Lead straight to ‘transaction’

Prepared by Ben Maden MEng MBA ben@mattersolutions.comCopyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au

The adverts

Shown on…

• Google sites (incl Gmail)

• Search partners (not in Australia)

• Content Network

Prepared by Ben Maden MEng MBA ben@mattersolutions.comCopyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au

The adverts (2)

Prepared by Ben Maden MEng MBA ben@mattersolutions.comCopyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au

How to get an Adwords Account

www.google.com/adwords

“Start Now”

“Standard Edition”

Create Google Account or use existing

Choose currency, e.g. AUD

Wait…. Check email, click link

“Create first campaign”

Prepared by Ben Maden MEng MBA ben@mattersolutions.comCopyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au

Create a campaign?

NO, STOP!

WAIT… let’s think about the “offering”

Prepared by Ben Maden MEng MBA ben@mattersolutions.comCopyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au

First things first…

1. What’s the objective?– Branding. Impressions (passive)– Leads. Phone or email action– Sign-up. Email-marketing subscription– Sales. Place an order online

Prepared by Ben Maden MEng MBA ben@mattersolutions.comCopyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au

First things first

2. Who to target?– Who wants our product or service?– Where are these prospective customers?– Niche offering? Higher ROI– What Google searches would they use?

Prepared by Ben Maden MEng MBA ben@mattersolutions.comCopyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au

First things first

3. Keyword Selection– Think about synonyms and misspellings– Use the keyword tool– Remove ambiguity with key-phrases

• Broad (by default)• Negative (minus)

– Split keywords into groups relating to your “offerings”

Prepared by Ben Maden MEng MBA ben@mattersolutions.comCopyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au

Keyword Tool

Prepared by Ben Maden MEng MBA ben@mattersolutions.comCopyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au

Keyword List

Start “brisbane web design”, one analysis

brisbane web design

brisbane web designer

brisbane web designers

brisbane web site design

brisbane website design

web design in brisbane

web page design brisbane

web site design brisbane

Prepared by Ben Maden MEng MBA ben@mattersolutions.comCopyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au

Keyword Tool (iterate) 182 more

Prepared by Ben Maden MEng MBA ben@mattersolutions.comCopyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au

Create a campaign?

Now we are ready, we have…

• Keywords relate to “offerings”

• An idea of who will click the ads

• Where (geographical) to show ads

Prepared by Ben Maden MEng MBA ben@mattersolutions.comCopyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au

Example Advert

Use keywords from only one keyword group in the ad

Prepared by Ben Maden MEng MBA ben@mattersolutions.comCopyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au

Set your daily spend

Use traffic estimator

Prepared by Ben Maden MEng MBA ben@mattersolutions.comCopyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au

Traffic Estimator

Prepared by Ben Maden MEng MBA ben@mattersolutions.comCopyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au

When happy, finalise…

• “Continue”

• Go to billing– Credit Card (after clicks)– Bank transfer/BPAY (pre-clicks)– Credit card (pre-clicks)

• Terms & Conditions

• ALL DONE!

Prepared by Ben Maden MEng MBA ben@mattersolutions.comCopyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au

Organise the campaign..Account, has…• Dashboard• Tools (keyword and traffic estimator)• Website optimiser • Conversion Tracking

Account also has many…• Campaigns, has many…

– Ad groups, has many…• Advert (text, maps)• Advert

Use the grouped keywords in ad-groups, use the keywords in the adverts – try variations

Prepared by Ben Maden MEng MBA ben@mattersolutions.comCopyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au

And there’s even more…

• Ad types (map, image, video)

• Keyword match types

• Content Network, ad placements

• Conversion tracking and linking into Google Analytics

• Adwords professional exam (and MCC)

Prepared by Ben Maden MEng MBA ben@mattersolutions.comCopyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au

Thank you, questions?

Any further questions? Ask now!

Prepared by Ben Maden MEng MBA ben@mattersolutions.comCopyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au

Want to help with……freelance or employment

Adwords: Search Engine Marketing (guru or novice)

I can provide training

Web Design: Creative designs or PSD-to-HTML

Flash: Animated elements for landing pages

Web Dev: PHP/MySQL coder needed (junior is okay)

Prepared by Ben Maden MEng MBA ben@mattersolutions.comCopyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au

Background: Ben Maden1998: Engineering Graduate (Master of Engineering)

1999: Investment Banking: Operations and IT

2000: Independent Web Designer (HTML, Perl, CSS)

2000: Found Linux/Apache/PHP/MySQL (LAMP*)

2001: Established Web Development Firm

2002/3: Various projects: Gigs, Events, Property Sites, E-Commerce

2003/4: Year out for Master of Business Administration (MBA)

2005/6: Evolving Matter Solutions (in UK)

2006: Moved to Brisbane, create Matter Solutions (in Australia)

2007/8: Working on Projects for UK and Australian clients

Prepared by Ben Maden MEng MBA ben@mattersolutions.comCopyright © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au

Future topics for BWD…?• How to project manage• Creative thinking• Our website• BrisbaneDesigners.com.au directory• “I’m working on…”• “I need help with…”