How to harness the power of Google Adwords

Harness the power of Google AdWords

Wednesday September 7th, 2016

About me

1999 – beginning of my professional career in e-business

2003 – launch of www.repro-tableaux.com

More : http://www.linkedin.com/in/jeangerardanfossi

Please send me a LinkedIn friend request!

About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning

Repro-tableaux.com

World’s largest catalog of painting images !


Repro-tableaux.com

French version

Italian version

Spanish version

Czech version

North American version

From scratch to over 1 million € online sales in 2012. How?Because my websites are visible on Google !


Search engine market share

World : Google 90,35% - Bing 3,7% - Yahoo 2,9%Europe : Google 93,64% - Bing 2,5% - Yandex 1,1%France : Google 95,46% - Bing 2,2% - Yahoo 1,0%

Source : StatCounter 2015

Visible on GoogleAbout me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning

Google Adwords(paid)

Google Maps (free)

SEO (free)


Google results page:

Text messages (Google Search)Banners (Google Display)

Call-in messages (Google Search) Google Videos (In-Stream & In-Display)

Google Shopping

Visible on GoogleAbout me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning

Various Google ad formats

Why Google Adwords?About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning

From Google Adwords textbook

You only pay for resultsAbout me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning

From Google Adwords textbook

Google Adwords’ biggest pitfallAbout me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning

Follow all of Google’s keyword suggestions

If you don’t carefully analyse your Adwords campaign performances

ROI

Keyword Search Audience Planning

How do you reach your customers?About me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning

Place your text ads (or product ads) when people are actively looking for something specific on Google Search Engine

Display your text, image or video ads when your targeted audience is casually browsing websites, blogs, forums...

Campaign (network, devices, locations, budget, bid strategy, schedule)

Ad groups (groups of keywords by narrow theme)

Ads (various messages with related keywords)

Keyword SearchAbout me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning

Need for a very careful organization of your keywords and account settings

Keyword : « reproductions de tableaux »


It is important to stand out, perform well to achieve a high Quality Score

Ad extensions: phone number, address, opening hours, site links, reviews...

Keyword : « copie de peinture »

Keyword : « business center monaco »


The targeted keywords must be inserted in the ad titles and descriptions.

Millions of pages available: reach 90% of all internet users!

Audience PlanningAbout me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning

Increase your brand awareness


Increase your brand awareness!


Display Ad formats

Contextual targetingTarget your audience by keywords, topics (1,700 categories) and websites, among other factors.

Audience targetingTarget your audience by :

– interests – demographic datas– remarketing– customer match (list of your own customers)– visitors of your Youtube channel


How to choose the websites?

What is remarketing?


Google generated Remarketing list = list of the visitors of your website

« Similar-to » list = shared interested and characteristics from your visitors

Audience PlanningExample of a remarketing ad (Repro-tableaux.com banner)


Keyword Search & Audience PlanningAbout me I Repro-tableaux I Google Adwords I Keyword Search I Audience Planning

RLSA = Remarketing List for Search Ads

CTR (click through rate)

CPC (cost per clic)

CPA (cost per aquisition)

1) Set properly your account and campaigns

2) Regularly learn about the available options & evolutions

3) Implement a precise targeting (keywords & audience)

4) Analyse the ROI: impressions, CTR, CPC, CPA...

How to harness Google Adwords?

Virtuous circle: test / analyse / fine-tune / test again ...

WEBMARKETING TRAINING & COACHING

⦁ Authorization number as a certified coach (conformément à article R. 6351-6 du code du travail)⦁ Number: 93.06.07588.06

CERTIFIED GOOGLE ADWORDS & BING ADS AGENCY

⦁ Advanced Google Adwords Certification (since 2015, renewed in 2016)⦁ Bing Ads Accredited Professional

How to harness the power of Google Adwords

Presentations & Public Speaking

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