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GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS

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Page 1: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

GOOGLE ADWORDS

FOOTPRINT BUSINESS SOLUTIONS

Page 2: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

GOOGLE ADWORDS AGENDA

• Intro

• History and Power of Adwords

• What are Adwords?

• How Adwords Work

• Adwords Nuts and Bolts

• Beyond just Text Ads

• Do Adwords Make Sense for my Business?

• Pros and Cons to your Franchise• Budgets & Campaigns

Questions

Page 3: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

WEBINAR GOALS

• Cover how Adwords work• Will not cover how to set up, manage, maintain• Help you evaluate whether you should consider Adwords• If you are using Adwords, can you do more?

Page 4: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

HISTORY AND POWER OF ADWORDS

Page 5: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

WHAT ARE GOOGLE ADWORDS?

Types of Ads:

Search Network

Display Network / Content Network

Page 6: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

WHAT ARE GOOGLE ADWORDS?

Page 7: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

WHY ADWORDS? TARGETED ADVERTISINGWHAT DO PEOPLE DO ONLINE

Page 8: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

WHERE DO USERS SEARCH?

Page 9: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

POWER AND GROWTH OF ADWORDS

History

1994 – Birth of the banner ad (pop up ads)

1996 – First paid search ad on Yahoo

2000 – Birth of Google Adwords

Page 10: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

HERE TO STAY

Page 11: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

WHERE TO SPEND ADVERTISING/MARKETING $$

TV or Radio commercials

• Random ad about something you don’t want or need at that moment

• Not targeted except channel/program

• Cost prohibitive

Newspaper

• In the body of paper, random ad

• May be relevant if looking in the Careers Section ads

Magazine

• Possibly more relevant

• Reading a magazine for a particular industry

• Expensive

Billboard – random

Calling – Cold Call, Call Down

• May or may not be cost effective depending on quality of lead (or sales person)

Email Campaigns

• Cost Effective

• Campaign effectiveness based on multi-factors

All Have in Common

• You’re looking for the customer

Page 12: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

WHERE TO SPEND ADVERTISING/MARKETING $$

Search Engine / Adwords

• Captive audience

• Customer is looking for something specific

• Pre-Qualified Lead

• They are Looking for You – You’re not looking for them

• “Excel Training Memphis”

Page 13: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

WHY ADVERTISE ONLINE?

• Relatively low cost

• Dynamic - Can make immediate changes to plan, budget, results

• Are your competitors advertising?

• Inbound marketing, generating new leads

• Incremental growth? 87% of our Adwords clicks are ‘New Visitors’ as opposed to ‘Returning Visitors’

• Side BenefitsName prominent on first page of GoogleDoes Google organically reward paid advertisers?(Officially, no – would reduce organic relevance)

• Organic vs. PPC?“Why pay for PPC when SEO is Free?”Organic is a long-term war – and really isn’t free

PPC is immediate visibility for your Business when a User is Searching for Your Product

Page 14: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

BUT DO PEOPLE CLICK THE ADS?

Depends on who you ask and if the survey explores intent of userVaries across industry

UK study of 1 billion clicks:

• 94% Organic

• 6% Paid

But if the Intent is to Buy:

Reality is likely somewhere in between

Source: Wordstream.com

Page 15: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

BUT DO PEOPLE CLICK THE ADS?

The trend for clicking ads vs. organic is expected to rise

Size of Organic Results shrinking

• Average 10+ organic results per page 3 years ago• Average is now 6-7• Only 3-5 organic listings above the page fold• People tend not to scroll down or go to the next page

Of the people that click organic, 53% click on the first result

2013 Study

Source receptional.com

Page 16: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

SUMMARY

• Adwords target the user when they are searching for you

• Cost effective

• Dynamic

Page 17: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

HOW ADWORDS WORK

Page 18: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

18

HOW ADWORDS WORK

Bid on a keyword phrase to make my Ad show

Display the Ad (impression)

Landing Page Click Through Convert

• Complete Form• Call• Purchase Online• View Outline

Page 19: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

HOW ADWORDS WORK

• Bid to show ad when a user searches a term• ‘Microsoft training in Denver’

• Ad may or may not appear depending on auction results, competition, budget, quality

• Ad appearing is free • If user clicks the ad, you pay based on the auction system• Directed to landing page• Once on landing page, goal is to convert

Google Brilliance is the Auction System

rewards RELEVANCE, not just deep pockets

Page 20: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

ADWORDS NUTS & BOLTS

Page 21: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

HOW ADWORDS WORK - TERMS

Impression – occurs when ad displays, no cost

Click – User clicks your ad

CTR – Click Through Rate, Percentage of impressions that are clicked

CPC – Cost per click

MAX CPC – Maximum amount willing to pay for a click, budget cap

Position – Order your ad appears compared to competition

Quality Score (QS)

• Google Internal Report Card• Ranking 1-10 on Keyword Phrase – all about RELEVANCE• QS determines Cost and Auction Rank• Multiple factors

• Click Through Rate (CTR)• Relevance of Ad to keyword phrase• Relevance of Keyword to Ad and Landing Page • Campaign/Account Quality• Conversion Rate• Bounce Rate

As Quality Score Increases, Cost Decreases

Page 22: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

HOW ADWORDS WORK

Bid: $4.18

Bid: $6.24

Bid: $5.25

Bid: $9.50

Bid: $14.25

Bid: $6.24

Bid: $6.99

Bid: $5.22

Bid: $4.15

Bid: $6.24

Page 23: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

HOW ADWORDS WORK

Google Calculates an Ad Rank based on Quality Score (relevance) and Max CPC

Highest Ad Rank ‘wins’ auction and receives top position

Page 24: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

WHAT ARE YOU CHARGED?

Max CPC is Rarely what you Pay

Page 25: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

AD POSITION AND CLICK DISTRIBUTION

Goal is to Optimize spend

Position Goal: Top 3 if cost effective

Source receptional.com

Page 26: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

HOW ADWORDS WORK

Google Brilliance

• Everyone can compete

• Small budget, high quality (RELEVANCE) will pay less than deep pockets

• Google rewards relevance, not money

• But willing to take more of your money if lower relevance

• Always striving for High Quality Score

• How to Increase QS? Keyword Phrases—Ads—Landing pages have matching relevance

Page 27: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

KEYWORD BIDDING – MATCH TYPES

Broad Match

Broad Match with Modifiers

Phrase Match

Exact Match

Negative Keywords

Page 28: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

BROAD MATCH

• Casting a large net

• Includes misspellings, synonyms, all ‘relevant’ variations

• Can cause some irrelevant clicks

Keyword Phrase: “Excel Training”

Ad May Show if user types:

• Excel training• Microsoft Excel classes• Microsoft Office training videos• Pivot table courses in Denver• Xcel training• XL training

Page 29: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

BROAD MATCH WITH MODIFIERS

• Identical to broad match but can control which of the individual words must appear to be a match

• +Excel +Training Denver

• Excel and Training (or synonyms) must appear in user’s search

• Denver does not have to appear

Page 30: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

PHRASE MATCH

Contains the phrase in this order

‘Excel Training’

Ad Will Appear:

• Excel Training Denver• find excel training about pivot tables• purchase excel training

Ad Will Not Appear:

• Find excel classes• Excel 2010 level 1

Page 31: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

EXACT MATCH

Phrase must match

Keyword phrase: Excel Training

Ad Will Appear:

• Excel Training

Ad Will not Appear

• Find Excel Training• Denver Excel Training

Page 32: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

MATCH TYPES

Broad

• Cheaper, more impressions

Phrase

Exact

• More expensive, likely much more valuable click

Can use all three in a campaign

Page 33: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

NEGATIVE KEYWORDS

Exclusionary

• Used to prevent ad from appearing• Paired with other keywords• Can be broad, phrase, match

Cisco Training

Negatives:

• Free• Video professor• Test King• Exam questions• Book• Exam sign up

Page 34: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

ORGANIZING ACCOUNT STRUCTURE

Account

Campaigns

AdGroups

Each Adgroup has

Handful of Keywords, Ads,

All pointing one landing

Page

Tight Focus – higher Quality

Page 35: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

AD STRUCTURE

Should Contain Keyword – (preferably in the headline)

Balance Hype vs. Yawn - Compelling

Call to Action

Strict Editorial guidelines exclamation points, abbrev, competitor name, etc.

Tight focus

Unique proposition / offer

All affect Quality Score

Page 36: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

AD SPLIT TESTING

Start with a minimum of two ads

Measure Quality Score and CTR over time

Delete the loser, add a new test Ad

Page 37: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

ADWORDS CONTROL – WHO SEES THE ADS

Geographic Targeting

• Control down to Zip Code• Not 100% Precise due to ISP locations

Page 38: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

AD TARGETING - MICRO CONTROL

• Day of week• Time of day • Space impressions evenly vs. all at once until budget exhausted• Mobile vs. Desktop (less control in the future)• Search vs. Display Network

Page 39: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

AD EXTENSIONS - CONTROL DISPLAY

Sitelinks

• Control the marketing message

Page 40: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

OTHER AD EXTENSIONS

Google continually experimenting

Location

Call

Offer

Social

Page 41: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

AD EXTENSIONS

Page 42: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

BEYOND TEXT ADS

Page 43: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

BEYOND TEXT ADS

• Display Network/Content Network

• Display Ads

• Remarketing

Page 44: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

WHERE DO ADS SHOW

Page 45: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

DISPLAY NETWORK

Page 46: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

GMAIL

Page 47: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

DISPLAY NETWORK

Video Ads

Page 48: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

DISPLAY NETWORK – BROAD OR TARGETED

Page 49: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

DISPLAY NETWORK

• Text, Graphic or Video ads

• Site allocates space for ad placement

• Display Campaigns managed with same concepts

• Adwords campaign can be broad – show anywhere and everywhere or tightly focused:

• Target by Industry, Demographic, Geographic, etc.• Target specific sites• Negative – exclude sites or groups of sites

• Impressions are usually higher

• Lower CTR

• Lower Cost

Page 50: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

REMARKETING

• aka ‘Retargeting’

• More Effective for Long Buying Cycle

• Careful not to overdo

• Currently building Remarketing lists

Page 51: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

DO ADWORDS MAKE SENSE TO MY BUSINESS?

Page 52: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

PROS AND CONS / CHALLENGES OF ADWORDS

How to calculate true ROI?

What We Can Do:

• Track clicks, impressions, cost• Install Analytics Conversion tracking• Track Form completions via Wufoo

What You Should Do:

• Have a Separate Phone Number for Website• Have a Separate Phone Number for Landing page• Track Adwords leads through sale

What We Still Don’t Know:

• How many of those form completions converted to sales• How many phone calls converted to sales• Visitors that converted a month later

Conversion tracking

• Conversions aren’t always just sales• Macro conversions: Purchase, Phone call, Form Completion• Micro Conversions: Outline View, Time on Site > 3:00, Visited 3+ pages

Page 53: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

IS THE ROI ON ADWORDS WORTH IT?

We believe absolutely yes

What we do know:

• Minimum Visitor value to website is approximately $4.83• Actual unique visits divided by eRev purchases• 100 Visitors = $483 minimum revenue• Real number is likely much higher due to calls, direct purchase, return visits

New Horizons Numbers for Adwords May 2013

• Average Cost of all Adwords Clicks: $3.87• Range of cost of an Adwords click between: $0 .67 - $10+• Chances of purchase are higher for someone clicking an ad, filling out a form or

calling than average visitor

Hidden Benefits / Value

• Immediately on first page• Brand is prominent

Page 54: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

“BUT I CAN’T AFFORD TO ADVERTISE”

What percent of your sales do you spend on marketing?

From Business Week – averages

• Retail Giants 0.5% to 5%• Auto 2.5% to 3.5%• Service Industries 5%• Recommended Goal: 7-10%• New Horizons Franchise Average, 1% or less of sales

Are your Competitors Advertising?

Arsenal of Tools to Increase Traffic/Sales

• SEO, Improving Content • Quality Link Building• Adwords• Social Media

Page 55: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

BUDGET AND CAMPAIGN CHOICES

Campaign choices

• Tight Focus = cheaper = better lead• CompTIA vs. A+• IT Careers vs. Cisco CCNA training

Rely on our experience

• What’s working • What doesn’t work (yet)

Poor Results:

• Post 9/11• Project Management ($$$)• Career Training

Consistent Results

• Excel• Cisco• Room Rentals

Branding Campaigns

• Improve visibility• Increase Account QS average• Decrease overall cost

Page 56: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

SAMPLE MONTHLY BUDGETS AND MARKET SIZE

Large Metro• $2,000 plus, higher CPC due to competition• Limit products advertised

Medium Metro• $700-$1,000• 3-7 Campaigns/products

Small Market• $300-500• 5+ products

Wide variance depending on local competition, product

Page 57: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

WHO SHOULD MANAGE YOUR ADWORDS?

Internal vs. External

• Cost – external agency 10-30% of Adwords spend• Time• Knowledge and Learning Curve• Ongoing learning curve• Purchase external tools• What’s most cost effective?

Footprint vs. Ad Agency

• Cost• Knowledge• We can leverage multiple franchise campaigns• Different Goals – max budget vs. best value

Adwords Express

Page 58: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

FOOTPRINT ADWORDS MANAGEMENT

Initial Campaign Set Up

• Research keywords• Create Adwords campaign structure• Create text ads• Create and optimize landing pages

Ongoing

• Monitor budget• Adjust bids • Control spend• Optimize Quality Score – weed out or improve low performers• Revise landing pages• Split testing (ads directly, landing pages indirectly)• Monthly Report

Future?

• Remarketing• Display Network

Page 59: GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts

QUESTIONS

• Send us feedback

[email protected]