getting started with google adwords

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presents Getting Started With Google AdWords ANDREW KREBS-SMITH @AndrewKS

Post on 18-Oct-2014

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Can you really call yourself a digital marketer if you don't know the basics of one of the most widely used and effective digital marketing channels out there? No matter your marketing goal, Google Adwords is the quickest and easiest way to grow your business. Period. This course will help you get over the steep learning curve and empower you with the tools and skills necessary to correctly set up a Google Adwords account that optimally minimizes your cost per acquisition (CPA) and maximizes your return on investment. After this class, you'll be on your way to generating more leads for your company in no time, in addition to walking away with a template to measure your performance. Instructor Andrew Krebs-Smith will even personally walk you through how to create the most effective ad for your business. What You'll Learn: Best practices for implementing AdWords campaigns Step-by-step directions on how to set up an AdWords account How to craft an ad to generate the most leads

TRANSCRIPT

Page 1: Getting Started With Google AdWords

presents

Getting Started With Google AdWords

ANDREW KREBS-SMITH @AndrewKS

Page 2: Getting Started With Google AdWords

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.

Page 3: Getting Started With Google AdWords

Getting Started with Google Adwords

Andrew Krebs-Smith

Page 4: Getting Started With Google AdWords

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)

Page 5: Getting Started With Google AdWords

Reasons to Use Adwords

Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Page 6: Getting Started With Google AdWords

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

Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Page 7: Getting Started With Google AdWords

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

your funnelFeel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Page 8: Getting Started With Google AdWords

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

Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Page 9: Getting Started With Google AdWords

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

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

Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Page 10: Getting Started With Google AdWords

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

Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Page 11: Getting Started With Google AdWords

Process• Research • Test • Analyze • Refine • Repeat

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Page 12: Getting Started With Google AdWords

Login

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Page 13: Getting Started With Google AdWords

Do This First!

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Page 14: Getting Started With Google AdWords

When in doubt, do both

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Page 15: Getting Started With Google AdWords

Settings…

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Location

Page 17: Getting Started With Google AdWords

Location

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Page 18: Getting Started With Google AdWords

Location

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Page 19: Getting Started With Google AdWords

Basic Bidding

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Page 20: Getting Started With Google AdWords

Better Bidding

Page 21: Getting Started With Google AdWords

Delivery Method

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Page 22: Getting Started With Google AdWords

Ad Extensions

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Scheduling

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Ad Rotation

Step Length

2 30  days

3 Forever

1 15-­‐30  days

Never

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Page 25: Getting Started With Google AdWords

Matching Options

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Page 26: Getting Started With Google AdWords

Don’t setup keywords/ad groups yet!

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Page 27: Getting Started With Google AdWords

Now you should see this

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Page 28: Getting Started With Google AdWords

Time to structure your account• What does Google want?

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Page 29: Getting Started With Google AdWords

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

Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Page 30: Getting Started With Google AdWords

To make Google happy…

Page 31: Getting Started With Google AdWords

To make Google happy…

Page 32: Getting Started With Google AdWords

How to structure your account

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Page 33: Getting Started With Google AdWords

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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Page 34: Getting Started With Google AdWords

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

Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Page 35: Getting Started With Google AdWords

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

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Page 36: Getting Started With Google AdWords

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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Page 37: Getting Started With Google AdWords

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

Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Page 38: Getting Started With Google AdWords

Remainder of Class• Setup a Google Adwords campaign for your

brand • I’ll walk around and answer questions

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Page 39: Getting Started With Google AdWords

Course Title  Course Title

INSTRUCTOR NAME