Demystifying…..

Introduction

My name is Conor O’Kane

In 2006 I started a business selling own label maternity clothes online at wondermummy.com

Sell retail online through our website and wholesale to Independent retailers

Used Google AdWords and here to share some of that experience

AdWords from Google

Piece of technology innovation

Don’t take my word for it:

*Google 2010 Income Statement shows out of total revenue of $29.3 billion, $28.2 billion (97%) came from advertising revenues

**2009 Google approx. 30% of all online advertising

Income from AdWords subsidises all other products, Google Maps, Chrome products etc

*Source: http://investor.google.com/financial/tables.html

**Source http://digital.venturebeat.com/2009/06/29/google-share-of-ad-spending-266-percent/

Build it and they will come…… Traditional marketing, PR and advertising

channels. Takes time. Specific skill sets. Expensive

Organic Search through SEO. This takes time (indexing, link building, keyword research, keyword content etc). Specific skill sets.

AdWords: In almost an instant you can advertise online through Google search and content network using Google AdWords – genius!

Google AdWords: Keyword Search

You pay to have your Ads appear when people search using specific keywordsEach time someone clicks on your Ad, you pay a fee to Google (pay-per-click)

Google AdWords: Content Network

Your Ads appear on partners websites. There are different ways to pay for this but you can pay per 1,000 times the Ad is shown (impressions) rather that per-click

AdWords: Getting Started

Simple and complex – caters for all audiences

Create an account

Add your credit card details

Set up a campaign (including keywords)

You are up and running……

Creating A Campaign (Basic Overview)

Cont’d….Creating A Campaign

Cont’d….Adding Keywords

Cont’d…..Placements

4 Options for choosing keywords Broad Match: Default option

Phrase Match: Keyword in “quotation marks”

…options for choosing keywords Exact Match: Keyword in [square

brackets]

Negative keywords: A –keyword

Google Analytics

Sophisticated tracking tool (‘Free’ from Google) – linked to AdWords

Metrics separate it from traditional advertising methods (magazines etc)

Rich data set: (visitors, geo location, time, exit points, conversions, ROI data (i.e. for a given time period you received 52 paid clicks costing £24.96 generating Revenue of £198.50)….etc

Use information from Analytics to adjust your AdWords and SEO settings/keywords

Why use AdWords?

Immediate: up and running straight away

Real time: brings searchers and sellers together

Control: keywords, budget, time of day etc

Metrics, metrics, metrics…using Google Analytics- tracking code on homepage (track visitors)*- on payment confirmation page (track ROI)*

• Small bit of technical knowledge required

Campaigns for specific products/geography/season/event etc

Help functions very good – as are discussion boards

Things to watch out for…..

AdWords will eat money.

‘Paralysis by analysis’

Think about your Cost of Customer Acquisition

Requires constant revision to max. ROI – time?

Don’t abandon traditional advertising/marketing

React to trends not individual conversions

That’s all folks…..

Questions