1. Intro to
Adwords Campaigns
9/17/08

2. Why Use Google?
(Whips)

3. Why Use Google?
• Google is the search engine of choice for 65% of all
Internet users. Following is Yahoo with 21%,
MSN with 8.5%, and AOL at 4%. Other search
engines are yesterday’s news...
(Whips)

4. Why Use Google?
• Google is the search engine of choice for 65% of all
Internet users. Following is Yahoo with 21%,
MSN with 8.5%, and AOL at 4%. Other search
engines are yesterday’s news...
• Google knows its users. Google records user’s IP
address, search history, email, shopping habits,
and social contacts.
(Whips)

5. Why Use Google
Adwords?
• Drive Traffic to Websites
• Increase Online Sales
• Brand Awareness
• Product Launches
• New Initiates

6. Major Elements of a
Google Adword Campaign

7. Major Elements of a
Google Adword Campaign
• Ads

8. Major Elements of a
Google Adword Campaign
• Ads
• Keywords

9. Major Elements of a
Google Adword Campaign
• Ads
• Keywords
• Landing Pages

10. Major Elements of a
Google Adword Campaign
• Ads
• Keywords
• Landing Pages
• Tracking

11. Google Text Ads

12. Google Text Ads
• These appear on the right side of the page after
a Google search

13. Google Text Ads
• These appear on the right side of the page after
a Google search
• The must be short, relevant, and compelling

14. Google Text Ads
• These appear on the right side of the page after
a Google search
• The must be short, relevant, and compelling
• Rules
• Title = 25 characters (inc. spaces)
• Description = 35 character (inc. spaces)
• Display URL - has to link correctly
• No copyrighted words
• No exclamation point in the title

15. Ad Helpful Hints
• Always include a Call to Action (Buy.
Compare. Join. Read. Find Out. Solve. Learn. Meet.
Sell.)
• Forget that you are an expert, think like a
consumer
• Provide a solution, not a product
• Include the keyword in the ad if possible
• Include Sale price if avail.

16. Keywords
-Devise a list of relevant search
words that will connect the Internet
user with your ad.
-Usually over 500 key words

17. Keywords Development
• Helpful Hints:
• Avoid single words unless specific
• More specific the keyword, the less traffic and
more targeted
• Start with 500 divided into relevant categories
• Include misspellings and variations
• Include competitors or competitive products
• Google recommends a list to you as well (don’t
recommend till your list has been developed)

18. Keyword Types
• Broad - a lot of traffic. A lot of
irrelevant traffic. (i.e. Milk)
• Phrase - Quotes around word or phrase
in that order. (i.e. “Milk cow”)
• Exact - Brackets around word or
phrase. (i.e. Organic Milk Cow)
• Negative - Minus before word or
phrase. This is used as a filter. (i.e. -
Organic)

19. Keyword Bidding
• Min Bid determined by the Quality Score
(Keywords CTR, Historical Keyword
Performance)
• Min bid is usually $0.05
• You are Bidding against your competition,
so find out what they are bidding and the
quality of their keywords and ads
• Position 3 or 4 is best
• Test, test, test

20. Sample Keywords

21. Landing Pages
• What makes landing pages successful:
• Make sure it sells your product or
service. The call to action should be
immediately obvious
• Direct the ad to the most relevant
page of the site

22. Sample Landing Page

23. Sample Landing Page

24. Sample Landing Page

25. Sample Landing Page

26. Sample Landing Page

27. Sample Landing Page

28. Landing Page

29. Benefit of
Landing Pages

30. Benefit of
Landing Pages
• Converts clicks to INCREASED SALES (targeted
consumer)

31. Benefit of
Landing Pages
• Converts clicks to INCREASED SALES (targeted
consumer)
• Shows effectiveness of ADs

32. Benefit of
Landing Pages
• Converts clicks to INCREASED SALES (targeted
consumer)
• Shows effectiveness of ADs
• Creates a dialogue with your visitors

33. Benefit of
Landing Pages
• Converts clicks to INCREASED SALES (targeted
consumer)
• Shows effectiveness of ADs
• Creates a dialogue with your visitors
• Links to promotional ads

34. Benefit of
Landing Pages
• Converts clicks to INCREASED SALES (targeted
consumer)
• Shows effectiveness of ADs
• Creates a dialogue with your visitors
• Links to promotional ads
• Create an added value. Users develop a trust in the
positive experience provided after clicking on
AdWords ads

35. Terms of Measurement

36. Terms of Measurement
• Bids – The amount assigned to each key word to raise
your ad position
• Clicks- The number of times your ads are clicked on
• Impressions- The number of times your ad has been seen
through a search
• CTR – Impressions divided by clicks (Click Through Rate)
• Avg CPC - Average Cost per Click
• Total Cost

37. ROI
• Conversion Rate
• Call to Action has been done (i.e. sales
through the landing)
• Tracking traffic via keywords (Google
Analytics)
• Increased sales

38. Campaign Summary

39. Ad Groups

40. Keywords and Ads

41. Previous JWG Campaign

42. Previous JWG Campaign
• Timeframe: May 2006 - April 2007

43. Previous JWG Campaign
• Timeframe: May 2006 - April 2007
• 48, 076 qualified unique visitors to the website

44. Previous JWG Campaign
• Timeframe: May 2006 - April 2007
• 48, 076 qualified unique visitors to the website
• Of that 46,195 were first time visitors

45. Previous JWG Campaign
• Timeframe: May 2006 - April 2007
• 48, 076 qualified unique visitors to the website
• Of that 46,195 were first time visitors
• Approx. 5,000 unique visitors / month

46. Previous JWG Campaign
• Timeframe: May 2006 - April 2007
• 48, 076 qualified unique visitors to the website
• Of that 46,195 were first time visitors
• Approx. 5,000 unique visitors / month
• Searches: 81% Google, 11.5% Yahoo, 3.5% AOL and MSN

47. Previous JWG Campaign
• Timeframe: May 2006 - April 2007
• 48, 076 qualified unique visitors to the website
• Of that 46,195 were first time visitors
• Approx. 5,000 unique visitors / month
• Searches: 81% Google, 11.5% Yahoo, 3.5% AOL and MSN
• Impressions - 1,260,960

48. Previous JWG Campaign
• Timeframe: May 2006 - April 2007
• 48, 076 qualified unique visitors to the website
• Of that 46,195 were first time visitors
• Approx. 5,000 unique visitors / month
• Searches: 81% Google, 11.5% Yahoo, 3.5% AOL and MSN
• Impressions - 1,260,960
• CTR - 1%

49. Previous JWG Campaign
• Timeframe: May 2006 - April 2007
• 48, 076 qualified unique visitors to the website
• Of that 46,195 were first time visitors
• Approx. 5,000 unique visitors / month
• Searches: 81% Google, 11.5% Yahoo, 3.5% AOL and MSN
• Impressions - 1,260,960
• CTR - 1%
• Avg CPC - $0.18

50. Previous JWG Campaign
• Timeframe: May 2006 - April 2007
• 48, 076 qualified unique visitors to the website
• Of that 46,195 were first time visitors
• Approx. 5,000 unique visitors / month
• Searches: 81% Google, 11.5% Yahoo, 3.5% AOL and MSN
• Impressions - 1,260,960
• CTR - 1%
• Avg CPC - $0.18
• Total Cost: $2,234.35

51. What Makes the Google
Adwords Campaign
Effective?

52. What Makes the Google
Adwords Campaign
Effective?

53. What Makes the Google
Adwords Campaign
Effective?
• Placement

54. What Makes the Google
Adwords Campaign
Effective?
• Placement
• “Tweaking”

55. What Makes the Google
Adwords Campaign
Effective?
• Placement
• “Tweaking”
• Keeping Ads updated

56. What Makes the Google
Adwords Campaign
Effective?
• Placement
• “Tweaking”
• Keeping Ads updated
• Bidding

57. What Makes the Google
Adwords Campaign
Effective?
• Placement
• “Tweaking”
• Keeping Ads updated
• Bidding
• Tracking Search Words

58. What Makes the Google
Adwords Campaign
Effective?
• Placement
• “Tweaking”
• Keeping Ads updated
• Bidding
• Tracking Search Words
• Using the Budget Wisely

59. What Makes the Google
Adwords Campaign
Effective?
• Placement
• “Tweaking”
• Keeping Ads updated
• Bidding
• Tracking Search Words
• Using the Budget Wisely
• Relevant and Engaging Landing Page

60. Thank you for your
Excellent Attention
Today!