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The
Beginners Guide:
Google Adwords
By Jackie Key, Managing Director, Key Principles
Jackie Key is the Managing Director of Key Principles. She has over 20
years‟ experience in Marketing and over 10 years‟ experience implementing online marketing, PPC and SEO. She is a Google Adwords
Advanced Search Certified Consultant.
She works with businesses of all sizes from FTSE100 companies to
medium size businesses, as well as small owner managed businesses and
start-ups.
Through creative, integrated marketing, she has helped companies grow
with a primary focus on generating more leads and sales.
(Jackie is a Fellow of the Chartered Institute of Marketing and has an
MBA from Warwick University.)
About the Author
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Contents
What is Google Adwords
Search Network Vs Display Network
Why You Would Use Google Adwords
How Google Adwords is Different to SEO
Who Does Google Adwords Work For?
How Your Advert Appears
Key Elements To Consider
The Benefits of Using Key Principles
Glossary
Conclusion
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What Is Google Adwords
All businesses seek to gain more customers. You may have used direct mail, email
marketing, social media campaigns, word or mouth or print advertising to gain the
customers that you have now.
Google Adwords allows you to extend your reach even further. With 97% of consumers
researching products online*, it is vital to use search engines to your advantage. When
your potential customer is searching for your product online you want your company to
be the website that they find and convert to a lead or sale.
Google Adwords is part of the online advertising strategy of pay-per-click, also known
as PPC. This literally means that you pay for every click on your advert. Costs can vary
from as low as £0.01p per click to as high as £70 and more for extremely competitive
keywords.
Google‟s definition of Google Adwords: “A powerful online advertising tool can help
you reach new customers who are searching for products or services like yours. Grow
sales and maximize return on investment by targeting your ads to a relevant audience
on search engines, websites and mobile devices.”
In short, Google Adwords allows you to reach a wider potential audience and promote
your business to potential clients currently searching for your product or service. There
are two main types of advertising on Google, via the Search Network or the Display
Network.
*Geddes, B. 2012
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Search Network Vs Display Network
Google allows you to target your ideal customer via two methods. When starting a new
campaign, Google will ask you to specify which method you would like to use and
therefore it is important to understand the differences between them.
The Search Network
This is the search sites owned by Google that will show your ad. For example, if a
consumer types in your product on a Google Search site such as www.Google.co.uk, you ad
will appear on the search results page. You may only use text ads on the Search Network.
Within the Search Network you have the option of selection „Search Partners‟. These are other Google owned search networks such as Google Shopping, Maps, Images, Groups and
search partner site AOL.
The Display Network
This is a group of over a million websites that have partnered with Google to show/display
your ad. Your ad will be automatically matched to websites and where your keyword is
relevant to the sites content. You may want to target specific sites and pages that will be
seen by your ideal customer.
Within the Display Network, you may use text ads or image ads. There are 12 suitable
image sizes for the Display Network and this will ensure that you ad will be seen in the
correct placement on the page of your choice.
Remarketing is created and implemented through the Display Network and this helps you
appear to those customers that have visited your website but haven‟t converted.
Never pick both Search &
Display Network
together. This is an
option available;
however we would never
recommend it as it
makes optimisation more
difficult.
Tip:
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Why You Would Use Google Adwords
We believe that PPC is the best way to reach your target audience in the mostly cost
effective manner. Google has created a search engine network that generates over 100
billion searched per month* and is therefore the ideal advertising platform for
businesses of all sizes. (* searchengineland.com, 2012.)
If you are a small business, Google Adwords allows you to compete with your biggest
competitor in equal measure. With a complex algorithm that means that it‟s not simply the case of the highest bid wins; Google actually rewards relevance. This means that small
businesses can be seen by their ideal customer instead of being lost in the organic search
results (where space is becoming more and more limited).
Google Adwords lets you appear at the very start of the results page, ensuring that you are
one of the first seen. You can get your promotional offer across to them straight away and
use a compelling advert to persuade them to visit your website.
Whether you a local plumber, a national press agency, flower boutique, restaurant chain or
regional accountancy firm, Google Adwords can become your ideal online advertising tool.
The great benefits of Google Adwords:
Appear to those currently searching for your product or service
Set daily budgets to ensure you stay within your advertising budget
Compete in equal measure with your competitors
Gain more sales and leads
“Key Principles helped us reduce our cost by 80%” – Butler Evans
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How Google Adwords Is Different From SEO
There has been some confusion between PPC/Google Adwords and SEO and we would like
to clear up the issue. The only similarity between the two is that they both help your
position on the search engines. Everything else about them is different.
Google Adwords SEO
Google Adwords is also known as PPC.
Google Adwords relates to your adverts on the search results page.
The ads appear above and to the right of the natural/organic searches.
You pay if your ad only if your ad is clicked on.
Google Adwords is a process of creating an advert, targeting keyword, selecting location and bid strategy for your adverts to appear.
Google Adwords is a proactive online advertising.
Allows you to compete with major competitors who may have taken the top organic search positions.
Allows you to make the first move to reach your ideal customer.
SEO is also known as Search Engine Optimisation.
SEO affects your natural/organic search listing on the search results page.
The natural/organic search listings appear below the Google Adwords Ads.
You do not pay to appear as an organic search result.
SEO is a process of researching keywords and updating pages to target keywords, as well as creating positive signals about your content.
SEO is an on-going website development strategy.
This can help you increase your natural/organic Google search position.
We would recommend implementing both Google Adwords and SEO to ensure that your
customers and prospects find you. However you can decide to only implement one and not
the other. This absolutely possible and will not affect the other.
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Who Does Google Adwords Work For?
Google Adwords can work for any business or organisation whose customers use
computers. I’m sure you are now saying, well that’s everyone then, and you are right.
When used correctly, Google Adwords can be used by any business, whether you are
selling a service or a product. It doesn’t matter where you are in the world, Google
Adwords can work for you.
That‟s not to say it‟s easy for everyone. Some sectors will see high levels of competition, such as Insurance, but when managed correctly even the most competitive sectors can
develop highly profitable returns.
Depending on what sector you are in, you may find different aspects of Google Adwords
more beneficial and fitting with your business needs. For example if you are a fashion
retailer, you may find that Google Product Listing ads are best. If you want to generate
more visitors to your site, Adwords may be your most favourable solution. But on the
flipside, if you find that you have many visitors but they do not convert, you may want to
use Remarketing and Dynamic Remarketing to persuade visitors to come back to you.
If you are an international company and sell some products and services abroad, you too
can benefit from Google Adwords. The multi lingual platform will allow for multiple
languages per account, therefore you can advertise and promote your product or service
through the one platform; creating an easy to manage and update online advertising
campaign on a worldwide scale.
There will always be a Google service that will help generate more leads and sales for your
business. Simply define your marketing objectives and find the best Google Adwords
service for you.
Sectors that we have
worked with using
Google Adwords include:
Insurance
Letting Agents
Estate Agents
IT Systems Integrator
Phone Repairs
Industrial Products
Waste Management
Agencies
Professional
Services
Renewable Heating
Hospitality
Home Appliances
IT Reseller
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Key Elements To Consider Google Adwords is made up of accounts, campaigns, ad groups, adverts, keywords and
targeting options. When all of these factors are implemented correctly you will have a
successful Adwords campaign and will start generating leads and sales.
Campaign
A Google Adwords account will be set up with separate campaigns. The number of
campaigns depends on how many products and services you offer. We generally recommend
one product or service per campaign in a similar fashion as your products and services are
displayed on your website.
Ad Groups
Within your campaign, you will have a range of Ad Groups. Once again, the number of Ad
Groups depends on the variables of your product or service and how you wish to promote
and target them. Ad Groups are used to filter down your product/service into more niches
which your keywords can help target to your relevant customers.
Keywords
You will set a range of keywords per Ad Group. These keywords will be used by Google to
target your advert to your ideal customer.
Tip: The more specific the keyword the more likely
your ad will appear to your ideal customer. This
leads to better conversion rates and sales.
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Ads
Each Ad Group requires an advert. This ad is made up of a headline, two lines of
descriptive text and a URL. Your keyword should appear at least once in the ad as well as
your USP e.g. price, offer, free delivery, 20% off, certified, etc… You want the advert to be compelling to entice your potential customer to visit you site and become a sale.
Negative Phrases
Negative phrases or keywords are used so that your ad doesn‟t appear when these words are included in the search term. This can be an endless list, with thousands of different
variations of keywords.
Tip: If you want to concentrate on only sales and you do not want people clicking on your
ad who are comparison shopping, you may want to ad “review” or “compare prices” as part of your negative phrases.
Budget & Bids
Decided what budget you are ready to invest with Google per day. We can recommend a
set amount to spend based on Google‟s recommendation, but a limit can be set to suit your
business needs.
The second step is setting up bid prices, also known as Cost-Per-Click (CPC). This is the
maximum amount you are preapred to pay per single click on your Google Ad.
Tip: The Keyword Planner Tool in Google Adwords can provide
you with estimates of how much your CPC should be in order
to gain maximum leads.
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The Benefits Of Using Key Principles
As Google Partners, and with all of our consultants, Google Adwords Advanced Search
Certified, we provide the very best service that Google has to offer. We strongly believe
that online advertising is the most effective way to generate leads and sales for your
business. We have worked with businesses across the UK helping them grow using Google
Adwords and we can do the same for you.
8 Reasons To Use Key Principles
More leads guaranteed! – We‟ve helped out clients reach more customers and gain more leads and sales, we can do the same for you. “Key Principles has helped grow our leads by 20%”.
Potential savings of 80% - if you‟ve been managing your own Google Adwords account, we can help cut your costs
Dedicated account management – to ensure that your Google Adwords account is in safe hands.
Comprehensive optimisation and management – our proven process for optimisation will ensure that your online marketing campaign is running at its most optimal level.
Tailored reporting – we provide tailored monthly reports so that you are always aware of how your account in progressing.
You maintain ownership – unlike some agencies, we do not claim ownership of your account. Therefore providing you with peace of mind that you are in control of the future of your Adwords account.
Proven track record – with Google Partner status, all our consultants Google Adwords certified and over eight years‟ experience you can rest assured your Adwords account is in trusted hands.
Fixed Fees – we don‟t base our fees on your Google spend, therefore we will be aiming to reduce your daily spend with Google, not looking to increase it!
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Glossary
Clicks
This is the number of people that have clicked
on your Google Adwords Adverts.
Conversion This is the amount of times your goal has been completed. For example: requested a quote, downloaded a white paper or got in contact.
Impressions
This is the number of people that have seen
your Google Adword Adverts after having
completed a search query.
Cost per Conversion This is how much it has cost you per conversion. The lower the cost the better.
CTR
Also known as Click-Through-Rate. This is
shown as a percentage of how many people
clicked your Advert compared with how many
people have seen it.
Cost This is how much you have spent on the set period with Google. It is an accumulation of the CPC and Clicks.
CPC
Also known as Cost-Per-Click. This is an
average cost you are paying for a click.
Search Terms These are terms added to your campaigns which are used to attract search queries.
Position
This is a scoring system between 1-10, where 1
is the best and 10 is the worst. The lower the
score, the higher your advert appears on the
Google Adwords ranking system.
Negatives These are terms added to your campaign which you do not want to be found for. This is used so that your advert isn‟t directed to the wrong audience, and only those who are interested in what you are offering see your advert.
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Conclusion
The
Beginners Guide:
Google Adwords
Google Adwords is a great way of generating more
leads and sales instantly. However it is not an easy
thing to do and many people (even professional
marketers) become confused in the Google world.
It is for this reason that we decided to create this
ebook to give you a brief insight into the Google
Adwords world and what it can offer your business. I
would like to note that Google Adwords is not the
only platform for online advertising. There are many
other networks available, such as Bing and Yahoo
search engines as well as social media advertising on
Facebook and Twitter. However we have found that
Google provides the best results for all businesses,
no matter the industry or sector.
It‟s important to remember why you want to advertise, what your sales and marketing goals are
and who you want to reach before starting your
campaign. This will ensure that you are using the
right Google service and have some clear objectives
around to judge your success.
This is an introduction to Adwords. There is plenty
more functionality with Google Adwords system that
needs considering to ensure that your campaign is
accurate, targeted and generating a high ROI.
There are also plenty of other services within the
Adwords system, like YouTube advertising which can
be taken advantage of with the right Google Partner.
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Want to generate
more leads and sales
with Google Adwords?
Want to grow your
business using
Key Principles?
Yes, of course you do and Key Principles is
here to help.
Our services focus on lead generation
through online advertising and PPC such
as Google Adwords, Bing Ads, Facebook
Advertising and Twitter Advertising and
more.
T: 0845 8800 0202 [email protected]
Connect with us for regular
marketing and Adwords tips
KeyPrinciplesMarketing
@KeyPrinciples
www.linkedin.com/in/jackiekey
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