Matt Harlow Pbi Adwords Talk V11

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Matt HarlowDirector of Account Service - Perry Ballard Inc

PDF of all of slides available by request!

How can Google Adwords help my business grow?

Search Matthew Todd Harlowwww.PerryBallard.com – work www.AllPointsBranding.com - speaking

http://twitter.com/MattHarlow

http://www.linkedin.com/in/mattharlow574-274-2066269-983-0611

[email protected]

Global - Getman• Spanish• English• Portuguese• French• Polish• Simplified Chinese• Russian• German• Coal US

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Global - Getman

$7,587.88 $ 0.14 54,904.0080,112,192.00

$5.32 $0.20 27.0022,664.00Coal US

$39.15 $0.17 228.00530,942.00German

$41.90 $0.18 237.00765,460.00Russian

$139.79 $0.17 816.002,019,139.00Simplified Chinese

$157.63 $0.17 949.002,651,463.00Polish

$375.89 $0.16 2,424.004,481,948.00French

$421.64 $0.17 2,447.001,511,905.00Portuguese

$1,335.56 $0.14 9,456.0015,860,229.00English

$5,071.00 $0.13 38,320.0052,268,442.00Spanish

CostAvg CPCClicksImpressionsCampaign

Local – Attorney (50 Days)

$275.34 $0.13 2,533,5852,201

$45.80 $0.10 1,162,645450Probate Law

$45.95 $0.13 281,534343Social Security Disability

$45.91 $0.13 316,261357Traffic

$45.67 $0.12 288,395368Criminal

$45.99 $0.13 219,775344General

$46.02 $0.14 264,860339Family

$0.00 $0.00 1150Civil

CostAvg CPCImpressionsClicksCampaign

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Google Help Center

Sources of Web Traffic• Direct – Typed in your URL

• Promote your URL on ads, cards, letterhead, signage, etc

• Links• Paid links (ads on web sites)• Reciprocal Links

• Organic Search• Search Engine Optimization

• Paid Search• Google Adwords (and others)

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Web Conversion• Conversion is YOUR goal for your site• Media Site

• Expose visitors to an ad• Ecommerce

• Sell a product• Retail

• Generate store traffic (maybe via coupon)• Service

• Generate appointments• Big Ticket Items

• Generate/Collect Leads• Relationship Sales

• Sign you up for a newsletter

Web Conversion Funnel• Engagers – Catch

visitor’s attention• Routers – Steer

visitor towards content

• Informers –Provide information

• Closers – Make the “sale”

Marketing Tip

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Google Analytics

Search Engine Optimization

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Search Engine Optimization• Accessibility

• Broken links • Valid code• Functionality of forms and applications • File size - pages greater than 150K can be a problem• Downtime & server speed

• URL should be descriptive and brief• Title tags • Use keywords prominently• Brand the site• Clear and concise• Search-friendly text

• Text that cannot be indexed by search engines include:• Text embedded in a Java Application or Flash file • Text in an image• Text accessible only via a form submit or other on-page action

• Basic rules for optimizing on-page text:• Primary term/phrase prominent in the document • Text on-topic and high quality • Flow from broad to narrow. • Make sure that text sections (content, ads, navigation, etc.) flow together

• Information Architecture• Use a sitemap• Category structure that flows from broad > narrow• Avoid duplicate content


Search Terms Page Entire Site

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Understanding Google Adwords

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What is Search Advertising?Adwords

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Paid Search vs.Traditional Advertising

• Editorial attracts you• Advertising “interrupts” you• Target users based on average media usage• Hope they notice your ad

• Expensive• Inefficient

Irrelevant audience

Target audienceSuccess!

Ad Exposures

Paid Search vs.Traditional Advertising

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Target audience

Hand pick your customers and send them customized messages

People are making relevant searches right now!

Google AdWords Search

Contextual Advertising Adwords

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Content/Contextual Targeting Adwords

Content/Contextual Targeting

• Keywords• Frequency of Keywords• Font-sizes• Word placement• More

Adwords

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Ad Placement Adwords

Largest Global Ad Network Adwords

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Placement• Places your ads on certain sites• REGARDLESS of content

Adwords

Placement Adwords

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Placement & Context Adwords

Advertising on Google Maps Adwords

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Getting Started Adwords

Company

Campaign

Adgroup

Ad

ContactBillingConversion

GeographyLanguageTimingBudget

KeywordsPlacementsBids

MessageLanding Page

Adwords

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Company


Adwords


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Contact Info…Web Site…Billing…Etc…

Conversion

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Conversion tracking Adwords


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Company

Campaign



Adwords

Location & Language Adwords

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Location Targeting Adwords


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Budgeting with Google• You are in control• Daily Campaign Budget• Maximum Ad Bid

• CPC – cost per click• Search• Contextual• Placement

• CPM – cost per thousand• Only placement

Adwords

Bidding MathCost Per Click

Your bid = $1.00 CPCNext lowest = $.50 CPCYou pay = $.51 CPC

You get 100 clicksYou pay $51.00

Your daily budget = $50Your ad stops at 98 clicksYou spend $49.98

Cost Per Thousand

Your bid = $10.00 CPMNext lowest = $5.00 CPMYou pay = $5.01 CPM

Your daily budget = $50Your ad is exposed 9980 XYou spend $50.00

Adwords

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Bidding Strategy • Daily Budget

• An amount you can comfortably afford• Note the TOTAL of all campaigns!

• Cost Per Click• Use default bid• Bid comfortably low

• Cost Per Thousand (CPM)• Bid roughly 10x higher than CPC • Look at bid indicator and adjust

• Wait 48 hours

Bidding Strategy in 2 Days

• See first page bid notes• Look at conversion rates• Adjust bids• Pause underperforming words

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Monitoring Your Bids• Frequency

• First 2 weeks – every day or two• Move toward weekly• Never less than monthly

• Looking for• Click thrus• Conversions

• Adjustments• Increase bids• Pause words• Consider your offer (on the site)

Setting Your Daily Budget Adwords

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Search Bidding

Control your spending easily with a daily budget

Adwords

Search vs. Content Adwords

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Placement Bidding Adwords

Company

Campaign

Adgroup




Adwords

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Google Advertising Auction

Instant AuctionA live auction is run for every single query –every user, everywhere around the world

Rank = Quality x “CPC”In addition to “price,” there’s a consumer component – critical for usefulness

Quality Factors:Keyword Click-through rate, keyword relevance, ad relevance, historical performance

Adwords


Search Terms Page Entire Site

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AdWords “Optimization”

Search Terms(Keywords)

Landing Page Entire SiteAdWords Ad

Spiderman toysLord of the Rings toysMatrix toysStar Wars toysSpiderman action figuresLord of the Rings figuresMatrix figuresStar Wars figuresSpiderman video gamesLord of the Rings video gamesMatrix video gamesStar Wars video gamesSpiderman games

Spiderman GamecubeLord of the Rings GamecubeMatrix GamecubeStar Wars GamecubeSpiderman XboxLord of the Rings XboxMatrix XboxStar Wars XboxSpiderman t-shirtsLord of the Rings t-shirtsMatrix t-shirtsStar Wars t-shirtsSpiderman pajamas

Spiderman clothesLord of the Rings clothesMatrix clothesStar Wars clothesSpiderman gearLord of the Rings gearMatrix gearStar Wars gearSpiderman videoLord of the Rings videoMatrix videoStar Wars videoSpiderman DVD

Movie ProductsGreat Prices on MovieMerchandise – Shop Now!www.AdWordsExample.com

Bad

Spiderman toysLord of the Rings toysMatrix toysStar Wars toysSpiderman action figuresLord of the Rings figuresMatrix figuresStar Wars figures

Spiderman video gamesLord of the Rings video gamesMatrix video gamesStar Wars video gamesSpiderman gamesLord of the Rings gamesMatrix gamesStar Wars gamesSpiderman PlaystationLord of the Rings PlaystationMatrix PlaystationStar Wars PlaystationSpiderman GamecubeLord of the Rings GamecubeMatrix GamecubeStar Wars GamecubeBetter

Movie ToysGreat Prices on MovieToys – Shop Now!www.AdWordsExample.com

Movie Video GamesGreat Prices on MovieVideo Games – Shop Now!www.AdWordsExample.com

Spiderman t-shirtsLord of the Rings t-shirtsMatrix t-shirtsStar Wars t-shirtsSpiderman pajamasLord of the Rings pajamasMatrix pajamasStar Wars pajamasSpiderman costumesLord of the Rings costumesMatrix costumesStar Wars costumesSpiderman clothesLord of the Rings clothesMatrix clothesStar Wars clothes

Movie GearGreat Prices on MovieClothing and Gear – Shop Now!www.AdWordsExample.com

Spiderman ToysGreat Prices on SpidermanToys – Shop Now!www.AdWordsExample.com

Spiderman toysSpiderman figureSpiderman action figures

Matrix ToysGreat Prices on MatrixToys – Shop Now!www.AdWordsExample.com

Matrix toysMatrix figureMatrix action figures

Star Wars ToysGreat Prices on Star WarsToys – Shop Now!www.AdWordsExample.com

Star Wars toysStar Wars figureStar Wars action figures

Spiderman Video GamesGreat Prices on Spiderman Video Games – Shop Now!www.AdWordsExample.com

Spiderman video gamesSpiderman gamesSpiderman PlaystationSpiderman GamecubeSpiderman Xbox

Star Wars Video GamesGreat Prices on Star Wars Video Games – Shop Now!www.AdWordsExample.com

Star Wars video gamesStar Wars gamesStar Wars PlaystationStar Wars GamecubeStar Wars Xbox

Matrix Video GamesGreat Prices on Matrix Video Games – Shop Now!www.AdWordsExample.com

Matrix video gamesMatrix gamesMatrix PlaystationMatrix GamecubeMatrix Xbox

BEST

Adgroup and Keywords Adwords

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Adwords Trick!• Search engine requests get more specific

as purchase approaches• DVD Player• Blu-Ray DVD Player• Sony Blu-Ray DVD Player

• Using Google Adwords to purchase search termsmore specific terms are more likely to generate sales

Marketing Tip

60Source: OneStat.com – July 2006

Short Phrases

Average US Search Phrase Length

6%

6%

12%

20%

22%

29%

3%

0% 10% 20% 30%

7 word phrases

6 word phrases

1 word phrases

5 word phrases

4 word phrases

3 word phrases

2 word phrases

94% of people in the US search with multi-word phrases

Adwords

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Choosing Keywords Adwords

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Choose Your Keywords Adwords

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Choosing Keywords Adwords

Keyword Tool Adwords

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Placement Adwords

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Selecting Target Sites Adwords


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Company

Campaign

Adgroup

Ad




MessageLanding Page

Adwords




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Write Effective Ad Text

•Separate yourself from the competition•Persuade and inform•Focus on communication, style & appearance

Adwords

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Include Keywords in Ad

figurinesCollector Dolls 40% OffThe Anastasia Collection -Porcelain Dolls, Doll Stands, & Morewww.AdWordsExample.com

Discount FigurinesUnique Collectibles, Gift Ideas,Figurines & Miniatures. Buy Online!www.AdWordsExample.com

Adwords

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Click Here Visit Us

Examples: donate now, get info, research here, sign up today, order our catalog, volunteer this weekend …

Avoid meaningless slogans and gimmicky language

Include a Call to Action Adwords

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Inter-Capitalize Display URL in Ad Text Adwords

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Creating a Text Ad Adwords

Types of Ads• Text• Image• Click and Play

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Ad Variations Adwords

Most Relevant Landing Page

• Ad group: HP Printers• Keywords: hp printer, hp printers• Landing page:

• Multiple printer brands• Too general

• Specific HP printer• Too specific

• HP printers category• Just right!

Adwords

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Company

Campaign

Adgroup

Ad




MessageLanding Page

Adwords

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Adwords Tools Adwords

Adwords Tools Adwords

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Site Exclusion Adwords

IP Address Exclusion Adwords

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Insights for Search Adwords


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Adwords Resources

• Adwords.Google.com• Get started• Log in

• https://adwords.google.com/support• Learn more

• YouTube.com• Playlist: Google Conversion University

• Ad Network Resources• http://adwords.google.com/support/bin/topic.py?topic=

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•Questions?

Adwords

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Google Maps Maps

Find a Local Business Maps

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Add Yourself to Google MapsLocal Business Center


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Verifying Your Listing Local Business Center

Adding Coupons Local Business Center

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Adding Coupons Local Business Center

Advertising on Google Maps

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Local Business Ads

Local Business Ads

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Local Business Ads

Matt HarlowDirector of Account Service - Perry Ballard Inc

PDF of all of slides available by request!

How can Google Adwords help my business grow?

Search Matthew Todd Harlowwww.PerryBallard.com – work www.AllPointsBranding.com - speaking

http://twitter.com/MattHarlow

http://www.linkedin.com/in/mattharlow574-274-2066269-983-0611

[email protected]

Matt Harlow Pbi Adwords Talk V11

Business

Transcript of Matt Harlow Pbi Adwords Talk V11