practical guide to google adwords (for brisbane web design meetup group)
DESCRIPTION
TRANSCRIPT
Prepared by Ben Maden MEng MBA [email protected] © 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 [email protected] © 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 [email protected] © 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 [email protected] © 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 [email protected] © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
The adverts (2)
Prepared by Ben Maden MEng MBA [email protected] © 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 [email protected] © 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 [email protected] © 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 [email protected] © 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 [email protected] © 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 [email protected] © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
Keyword Tool
Prepared by Ben Maden MEng MBA [email protected] © 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 [email protected] © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
Keyword Tool (iterate) 182 more
Prepared by Ben Maden MEng MBA [email protected] © 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 [email protected] © 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 [email protected] © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
Set your daily spend
Use traffic estimator
Prepared by Ben Maden MEng MBA [email protected] © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
Traffic Estimator
Prepared by Ben Maden MEng MBA [email protected] © 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 [email protected] © 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 [email protected] © 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 [email protected] © 2008, Matter Solutions Pty Ltd www.mattersolutions.com.au
Thank you, questions?
Any further questions? Ask now!
Prepared by Ben Maden MEng MBA [email protected] © 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 [email protected] © 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 [email protected] © 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…”