google adwords for small business - dec 2015
TRANSCRIPT
• Richard Clement, Senior Online Marketing Analyst
GOOGLE ADWORDS FOR SMALL BUSINESS
MAKING THE MOST OF GOOGLE’S MONEY (AND YOURS)
WHAT IS GOOGLE ADWORDS?
WHAT IS GOOGLE ADWORDS?
WHAT IS GOOGLE ADWORDS?
• Access the largest search engine and display network in the world
• Don’t have to wait for organic search rankings• Turn it on/off as required• Can take as little as 1 hour to setup• Easy to calculate ROI• Can be highly profitable• Get to the top of the search results• Many advertising options e.g. search, display,
video, shopping
WHY USE ADWORDS?
AT THE TOP
• Google account• Fully functioning Google Analytics on
website• Budget & credit card• Average order value• Customer lifetime value• Close rate from lead to sale
PRE-REQUISITES
• Search• Search and Display Select• Display• Shopping• Video• Universal App
CAMPAIGN TYPES
SEARCH CAMPAIGNS
STEP 1 – INITIAL KEYWORD RESEARCH
ADWORDS KEYWORD PLANNER
ADWORDS KEYWORD PLANNER
ADWORDS KEYWORD PLANNER
ADWORDS KEYWORD PLANNER
ADWORDS KEYWORD PLANNER
ADWORDS KEYWORD PLANNER
COMPETITOR / BRAND BIDDING
ADWORDS KEYWORD PLANNER
ADWORDS KEYWORD PLANNER
• Broad match e.g. Plumber Victoria
• Modified broad match e.g. +plumber +Victoria
• Phrase match e.g. “plumber Victoria”
• Exact match e.g. [plumber Victoria]
• Negative keywords e.g. -cheapest
KEYWORD TYPES EXPLAINED
• Ad is eligible for ANY WORD, IN ANY ORDER
• E.g. keyword is plumber Victoria• Plumber jobs – YES• Jobs Victoria – YES• Victorias Secret – YES (!)• Best plumber in Victoria BC – YES• Cheapest plumber in Victoria BC -
YES
BROAD MATCH
• Allows you to lock individual words using the ‘+’ parameter
• E.g. keyword is +plumber Victoria• Plumber – YES• Plumber jobs – YES• Victoria jobs – NO
• E.g. keyword is +plumber +Victoria• Plumber – NO• Plumber jobs – NO• Best plumber in Victoria BC – YES• Best plumber to fix my broken toilet in
Victoria BC - YES
MODIFIED BROAD MATCH
• Ads only triggered by keywords in the EXACT order
• E.g. “plumber Victoria”• Plumber jobs Victoria – NO• Plumber Victoria - YES• Best plumber Victoria BC – YES• Plumbers Victoria BC – YES (close
variant)• Best plumber to fix my broken toilet in
Victoria BC - NO
PHRASE MATCH
• Ads only triggered by the exact keywords
• E.g. [plumber Victoria]• Plumber in Victoria BC – NO• Plumber jobs Victoria – NO• Victoria plumber – NO• Plumber Victoria – YES• Plumbers Victoria – YES (close variant)
• Good keyword tutorial - https://support.google.com/adwords/answer/2497836?hl=en
EXACT MATCH
ADWORDS KEYWORD PLANNER
• Assigned at Campaign Level
• Per Day• Get estimates in keyword
planner• Don’t under-estimate!
BUDGET
• Adwords uses an auction system
• Highest bidder doesn’t always win
• Use the keyword planner & bid simulator
• Set per ad group or keyword
• Adjust for mobile, audience, location, schedule
BIDS
• Ad structure• Campaigns• Ad groups• Ads• Keywords• Extensions
• Suggested Approach• Keywords• Group keywords together by landing page -
> Ad Groups• Compose Ads• Group Ad Groups by topic, business area,
campaign type
STEP 2 - SETTING UP ADS
Max length (most lang.)
Max length (double-width)
Headline 25 characters 12 charactersDisplay URL 35 characters 17 charactersDescription Line 1 35 characters 17 charactersDescription Line 2 35 characters 17 characters
ADS
AD CREATION TIPS
• Sitelinks *• Call• Location (needs Google+)• Call Outs *• Structured Snippets• Review• App
AD EXTENSIONS - TYPES
DISPLAY CAMPAIGN
REMARKETING
• If people know your brand much more likely to convert
• Display advertising cheaper than search
• Wide range of remarketing audience options
• Can now remarket on Google (good for high funnel keywords)
• Very effective for ecommerce sites• Good for brand awareness
WHY REMARKETING?
‘What gets measured gets managed’ – Peter Drucker
• Spending money to get people to your website
• Good to know if it’s working (!)• Spend more/less money• Only track worthwhile conversions
e.g. sign ups, transactions• Setup in Google Analytics and
import – or via Adwords
CONVERSIONS
CONVERSIONS - SETUP
CONVERSIONS - EXAMPLE
• Import goals into Adwords• Get detailed Adwords data in
Google Analytics• Import remarketing
audiences into Adwords• No need for web developers• Must use same Google
account for both Adwords and Google Analytics
LINKING ADWORDS & ANALYTICS
• Usually $100 when you spend $25
• Only for new advertisers• Must apply the coupon
within 14 days• Available from Google and
Google Partners (e.g. Metamend)
USING GOOGLE’S MONEY
• Underestimate budget• Poor choice of keywords
(seduced by big numbers!)• Poor keyword match types• No conversions setup• Poor landing pages• No use of extensions
BIGGEST ADWORDS MISTAKES
