HFP AdWords Presentation

Introduction to Google AdWords and some basic tips. 23rd February 2012, Portsmouth, Hampshire.

Transcript

1. …Havant Fareham Portsmouth… HFP BUSINESS CONTACTS CLUB Adrian Bold 23rd February 2012 www.boldinternet.co.uk 1
2. Google AdWords Overview, Tips & Common Mistakes www.boldinternet.co.uk 2
3. Agenda  Overview  Introduction to Google AdWords  Tips  Best Practice  Common Mistakes www.boldinternet.co.uk 3
4. www.boldinternet.co.uk 4 …but first
5. www.boldinternet.co.uk 5
6. There’s more to it than meets the eye… www.boldinternet.co.uk 6
7. Agenda  Overview  Introduction to Google AdWords  Tips  Best Practice  Common Mistakes www.boldinternet.co.uk 7
8. Overview of Google AdWords  Started in 2000  Pay per Click (PPC) Advertising  Responsible for majority of Google’s revenue*  *$28 Billion in 2010  You set budget  You control maximum prepared to pay for click  Totally trackable www.boldinternet.co.uk 8
9. Overview of Google AdWords www.boldinternet.co.uk 9
10. Overview of Google AdWords www.boldinternet.co.uk 10
11. Overview of Google AdWords www.boldinternet.co.uk 11
12. Overview of Google AdWords www.boldinternet.co.uk 12
13. Overview of Google AdWords  Some basic terminology:  Account  Your AdWords account, associated with billing  Campaign  An advertising campaign  Sets budget, scheduling and geo-targeting  Ad groups  Targets a specific topic, e.g. product or service  Contains adverts and keywords www.boldinternet.co.uk 13
14. Overview of Google AdWords  Some basic terminology, cont:  Keywords  Words or phrases you are bidding on  Need to understand keyword match types  Impressions  The number of time your advert is seen  Click through Rate  CTR – Expressed as a percentage  Clicks achieved on your advert www.boldinternet.co.uk 14
15. Overview of Google AdWords  Some basic terminology, cont:  Cost per Click  CPC – The amount you pay  Default and Actual can differ  Conversions  The number of occurrences for your desired action, e.g. sale or enquiry  Not turned on by default  Not using is like shooting with a blindfold on… www.boldinternet.co.uk 15
16. Agenda  Overview  Introduction to Google AdWords  Tips  Best Practice  Common Mistakes www.boldinternet.co.uk 16
17. Google AdWords Tips If you are planning to manage your own AdWords campaign… www.boldinternet.co.uk 17
18. Google AdWords Tips Don’t… www.boldinternet.co.uk 18
19. Google AdWords Tips  Unless you are follow these tips:  Understand Keyword Match Types  Broad  Modified Broad  Phrase  Exact  Negative www.boldinternet.co.uk 19
20. Broad Match  Default option  Keywords added without brackets, quotes or any other symbols  Greatest reach but also a budget killer if not properly managed  Keywords can appear in any order as well as alternatives such as misspellings and synonyms www.boldinternet.co.uk 20
21. Broad Match Example Keyword Bidding On Adverts Could Also Be Shown For Football boots football boot football shoes football shirts leather boots Sunday league football club in {random town}… www.boldinternet.co.uk 21
22. Negative Match Examples www.boldinternet.co.uk 22
23. Modified Broad Match  Most recent addition having been launched in 2010  Google giving advertisers greater control whilst still encouraging less restriction, increase spend  Pre-fix keywords with a plus sign (+)  Synonyms not used but stemming, singular/plural, misspellings still possible www.boldinternet.co.uk 23
24. Modified Broad Match Examples Keyword Bidding On Adverts Could Also Be Shown For +football +boot football boot football boots second-hand football boots on eBay fotball boots +football boot football boot football shoes football shirts Sunday league football club in {random town}… www.boldinternet.co.uk 24
25. Phrase Match  Created by putting keywords in quotes (“”)  Keywords must appear in order but can also be part of a longer search string  Much tighter control than Broad Match but still requires keyword research and vigilance to avoid wasted impressions and clicks www.boldinternet.co.uk 25
26. Phrase Match Example Keyword Bidding On Adverts Could Also Be Shown For “golf club” golf club new golf club used golf club golf club for sale free golf club golf club in {some random town} www.boldinternet.co.uk 26
27. Exact Match  Created by putting keywords in square brackets – [keyword]  It works just as the name suggests, i.e. only the keyword you are bidding on will trigger adverts  Very tight control but will miss out on many alternative opportunities as a consequence www.boldinternet.co.uk 27
28. Exact Match Example Keyword Bidding On Adverts Could Be Shown For [golf club] golf club www.boldinternet.co.uk 28
29. Negative Match  Added to campaign in a separate negative keywords section or ad group level  Pre-fixed with a dash, e.g. –keyword  Often under used but powerful way to prevent waste and improve account performance  Keyword research good way to spot negatives  Account search queries report also useful www.boldinternet.co.uk 29
30. Negative Match Examples Keyword Bidding On Negatives To Consider Adding golf club -free -used -ebay -lesson -secondhand -affiliate -etiquette www.boldinternet.co.uk 30
31. Negative Match Examples www.boldinternet.co.uk 31
32. Google AdWords Tips Relevancy Wins www.boldinternet.co.uk 32
33. Google AdWords Tips www.boldinternet.co.uk 33
34. Google AdWords Tips Relevancy Wins www.boldinternet.co.uk 34
35. Agenda  Overview  Introduction to Google AdWords  Tips  Best Practice  Common Mistakes www.boldinternet.co.uk 35
36. Common Mistakes  Not understanding match types  Using broad match, uncontrolled clicks  Not setting goals  What do you want to achieve?  Use conversion tracking and/or Google Analytics goals  Not relevant enough  Generic keywords, generic adverts, generic landing pages  Fingers crossed… www.boldinternet.co.uk 36
37. Adrian Bold adrian@boldinternet.co.uk 01489 578084 www.boldinternet.co.uk www.boldinternet.co.uk 37