introduction to ad words
DESCRIPTION
A brief introduction to Google AdWordsTRANSCRIPT
Google AdWords: Why and What ?
WHY ?
Today 1BILLION+ urls
targeted / not interrupt
It is where the audience is build awareness/drive an action
WHAT IS IT ?
shown ONLY when your keywords are entered.
You only `pay` for clicks
Google Grants for registered charities. (up to £60k pa!)
Organic/ sponsored
Top positions are not always best value !
Search Engine Marketing
Sponsored/PPC,CPC
• Faster Response (days)• Changeable• £££ !• Short term• Tactical
Organic/Natural
• Slower (3/6 months)• More credible (Editorial)• Better Quality response• Longer lasting• Strategic
BUT….SEM is not an exact science – the rules are not published and they change.
3. Landing PageRibbon walkCancer walkpink ribboncharity walks
1. Ad
2. Keywords
3 key elements
Identify your audience(s)
`Find50` per segment
How to Identify your audience(s)
Audience Research
• Talk to `contact` staff
• Create Venn diagrams
• Map: Opinions/ Beliefs/ Attitudes
• Review yr Web Site
• Check the competition
•Follow the decision process:- Awareness- Interest- Action (sign up/donate)
Keywords list
• Review Landing Page(s)
• Check yr current Keywords with GA
• 2/3 word terms
• Check the Competition
• Review via Keyword Tool – low cost/high impressions
• Look out for Negatives
• Include/plurals/ possible misspellings
• 5/10 per AdGroup
Check weekly and change as necessary
Keyword Tool
Keyword Tool
Good for;
1. Primary research
2. Check Landing Page
3. Finding new terms
Great Landing Pages
• What- Page Objectives
- Relevance
- Quality Score
- Results- Effectiveness
• How- Awareness/Interest/Action
- Keywords/Original Content/ Vanity URls
- Page Load time/Bounce rate
- Measure them for each page- Conversions > by source.
A page created to get results for a marketing campaign
Ad Headline & Text to include top Keyword
Why click ?/ Who Cares ?
Campaign/AdGroup Layout
In the Pink
Pink
Awareness
Fundraising
Party
Night in/out
Campaign Level:
-Daily Budget
-Geo/Language settings
-End dates
AdGroup Level:
-create ads(2/3)
-Choose keywords(5/10)
-Set bid group/keyword
High Quality Score reduces ad costs
Cost + Quality Score = Ad Position.
• Keyword Quality Score is based on:
-CTR for the Keyword/Ad
- Landing page relevance
- Overall Account performance
- Keyword/Ad relevance.
- Landing Page Loading Time
Lower CPC = more per £
Better CTR with offline PR + Optimisation
Results you should measure1. Impressions - awareness2. CTR – standard measure/response3. Clicks – compared to ?/ up or down ?4. CPC – cost effective ?
• Time on site/ Bounce Rate• How many go to the next page ?
Goals • Newsletter sign up• Registration• Donate
Offline marketing
`In the Pink` Profile
Results by Medium
AdWords Performance – by AdWords, Keyword and Campaign
Performance - by ad
Conversions - by ad
Ads deliver high quality results !
Thanks:To Bertie and the New Media team at Breast Cancer Care, London.
Comments,suggestions welcome……[email protected]
Get a copy of this presentation at:
www.find50-marketing.co.uk