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Introduction to ad words
The Changing Marketing Landscape
 Reaching Google’s Audience with Your
  Message
 How to Get Started with Google AdWords
 How to Run a Successful AdWords
  Campaign
Today
$                    Digital Media

      Non-Digital Media
    1995      2007             2050?
Awareness                                                   Education
                               Radio                 Create interest through
 Create awareness
                                                                 information



                                             Print
Outdoor                    Search
                          Marketing
                                                 Direct mail
                                                 & response
                  Television


   Image                                          Direct response
 Maintain brand                        Cycle of trial, purchase, and repeat
Approximate Customer Acquisition Cost Across Various Channels


$80
             $70
                         $60
$60
                                         $50

$40



                                                           $20
$20
                                                                      $8.5

$0

          Direct mail   Email     Online display ads   Yellow Pages   Search
“charity”



Contextually relevant ad                “Sponsor a Child”
                            Decision
              on website
                              and
                            Purchase
                             Cycle

          “Annual Giving”               “Sponsor a Child in India”
 The Changing Marketing Landscape
 Reaching Google’s Audience with Your Message
 How to Get Started with Google AdWords
 How to Run a Successful AdWords Campaign
The Google Network
                                            reaches more than 80% of
                                             worldwide Internet users.




Sources: Measured by Media Matrix and NetRatings (September 2004); ―2005 Web Globalization Report Card,‖ Byte Level Research (November 2004)
Google: #1 U.S.
  search engine:



 Search partners:




    Thousands of
Content partners:
Connect with      Connect with       Connect with
  Consumers         Consumers          Consumers
  When They         When They          When They
    Search           Research        Pursue Interests
 with Google’s      with Google’s     with Google’s
Search Solutions   Content Network    Site Targeting
Introduction to ad words
Your Business
Imagine your business here right when a
  user is searching for what you offer
  www.YourBusiness.com
Search Query:
  ‘flowers’



            Google
         Search Results
AdWords Ads
• Targeted advertising
• Better advertiser ROI than
       untargeted ads
• Improved user experience
Google scans a
page, interprets its
content and serves
   relevant ads                      Relevant ads
                                 Targeted in real-time



            Recipe for Roasted
            Garlic Pasta Sauce
• The Changing Marketing Landscape
• Reaching Google’s Audience with Your
  Message
How to Get Started with Google AdWords
• How to Run a Successful AdWords
  Campaign
Step 1: Go to
     www.google.com/adwords

When you reach the Google AdWords
page, simply click the button to begin

 The sign-up process usually takes
         about 15 minutes

You can read more about the benefits
of AdWords and how it works on this
            page as well
Step 2: Choose Your Edition

 For this presentation we will
 walk you through the Starter
   Edition sign-up process

Starter Edition has a simplified
sign-up and set-up process for
   new AdWords advertisers

   You will have simplified
 keyword selection, ad copy
 writing, and campaign/local
           targeting

You can always graduate to the
 Standard Edition at any time
Hosted business pages are informational sites that new AdWords
  advertisers may create when setting up advertising campaigns.

If you have a small business and would like to advertise with Google
   AdWords, but you don't have a website, you can create a hosted
page to showcase your business. It usually takes only 15 minutes to
                              set up.

 With AdWords and hosted business pages, you'll be able to reach
       potential customers with a few quick and easy steps.
Step 3: Select the language and location where you want your ad to show

You can target a specific area within your selected country, territory, and
                        even state if you so wish
Step 4: Write your ad

In this step, you enter the website
address where you want potential
customers to go when they click on
your ad

If you don’t have a webpage, you can
still take advantage of AdWords. We
have a tool that allows you to create a
simple page hosted by Google

Then, follow the instructions and write
your ad. Your ad title and copy should
be relevant and understandable to your
customers

If you are having a case of writer’s
block, there’s a tool that can provide
you with ad copy ideas; simply click the
―Give me ideas‖ tab and follow the
simple instructions
Step 5: Choose Your Keywords

Keywords are what your prospective customers are
typing into the search bar to find your products and
services, such as
―real estate, 91311‖

In this step, you can enter as many keywords and key
phrases as you’d like into the box

Your ad will be more effective if your keywords are
directly related to your ad. More specific key phrases
and keywords will lead to better leads
Step 6: Choose your budget

Select the currency in which you will be paying for
                      your ad

 AdWords will show your ad as often as possible
     within the budget guidelines you set

You can select one of the preset budget amounts or
 input your own monthly budget amount in the box
Step 7: Set Up Your Account

 If you already have an account with
 any of Google’s properties, you can
choose to use that email address and
     password to log into AdWords

    If you want to create a new
 account, simply select the second
  option and enter the requested
            information

    Then, click ―create account‖
Select a form of payment

You can use direct debit or credit card
• The Changing Marketing Landscape
• Reaching Google’s Audience with Your
  Message
• How to Get Started with Google AdWords
How to Run a Successful AdWords Campaign
Relevance is the key to a successful AdWords campaign


Targeted            Higher
   Ad            Clickthrough                Better
                     Rates                 Conversions


      Good User                 More Qualified
      Experience                   Leads
Relevant Keywords:
  • Accurately reflect products/services being
    offered

  • Match what your audience is looking for

  • Target the audience without being too general
Ads are continuously matched to Internet users’ interests based
 on your keywords
Use keyword match types to your advantage
      Broad Match
      Phrase Match
      Exact Match
      Negative keyword
Ads are placed as buying decisions are made


         The Result: Businesses reach their audience at the
                 right time, with the right message
For the broad-matched keyword used book

    used book dealer
    buy used book
    used and rare book   Ad can appear for any of
                               these queries
    used book for sale
    Cheap used book
 Prevent ads from appearing on irrelevant search queries
 Eliminate unwanted impressions


                Keyword: used book
              Negative Match: -cheap
buy cheap dog food online now

  pets                            Purina dog chow


buy dog food

                                dog food recipes
  dogs



         vet                canned dog meals
Average US Search Phrase Length

2 word phrases                                           29%

3 word phrases                                    22%

4 word phrases                                20%

5 word phrases                        12%

1 word phrases             6%

6 word phrases             6%

7 word phrases        3%

                 0%             10%         20%         30%



        94% of people in the US search with multi-word phrases
 Ad text distinguishes you from the competition

 Communication, appearance, and style are
  important

 Be persuasive and informative

 First thing the user sees
Catch your customer’s eye by making sure your headlines match the
                           keywords.
                                     Collector Dolls 40% Off
         figurines                      The Anastasia Collection -
                                    Porcelain Dolls, Doll Stands, & More
                                       www.AdWordsExample.com



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



                                    Matching terms show up in bold
                                    text on the Google results page.
Examples: get info, research here, download free white paper, order
                our catalog, buy now, save money




    Avoid meaningless slogans and gimmicky language


               Click Here                  Visit Us
Send Chocolate Gifts
      Save 10% on all chocolate orders.
          Free shipping over $50.




Save 50%                  Free Shipping
$10 Off                   Free White Paper
Seasonal Sales
Location in ad text can increase performance
       Attracts attention of local users
     Non-local users will not click on ad


            New York Advertising
Inter-capitalizing your display URL may make your ad
 stand out more and lead to better clickthrough rates
Use multiple ads to test messages and see which on works best
   No minimum spend
   You choose your own maximum daily spending limit (daily budget)
   Choose how much you want to spend per click for every keyword
   Pay Google for users who click on your ad
   Conversion tracking = real-time return-on-investment data
With AdWords, you can set your advertising budget to
whatever you desire. Simply enter a monthly budget
     amount into the box in the ―Budget‖ section

For more control, you can even decide how much each
customer lead (click) is worth to you. You can set your
maximum cost-per-click to any amount you desire, such
                        as $0.10

   If you’re unsure, Google could help optimize your
  budget based on the keywords you choose; simply
       check the ―Google should set my bids…‖ box
The ad rank depends on the relevance of
  the ad and your maximum bid
   – Rank = Quality Score * Maximum CPC
It is possible for the higher ranked ad to
    have a lower cost per click than its
    competitors
If your ad is more relevant, you can still
    compete against someone with more
    money
94043



   AdWords gives you the option to target the
location where your ad will be visible to potential
                  customers

 If you want your ad to be shown to all relevant
searches in a particular country, you can simply
                select a country

 If you would like to target a local area within a
country, simply enter a city name or postal code
to search and select the area where you would
             like your ads to show
You can target ads so they appear only in locations of interest to you –
your neighborhood, your service areas, your city or your state.

  Select from pre-defined                           Define the
         geographies      OR
                                                 area, customize the
                                                      targeting
             Countries                   Within a defined radius   Within defined borders



                Regions

                      Cities
Monitor Your AdWords Performance

The AdWords interface lets you monitor the performance of each ad
     that you are running, as well as your overall performance

  With AdWords, you always know how your ads—and marketing
                    budget—are performing
THANK U




Join us
Add: WZ-30-a,Bhagwan Das Nagar
East Punjabi Bagh, Delhi-110026
Tel.: 011 28316148, 3203571, 30538061
Mobile; +91-8010 298 388, 8010 198 388
E-mail: info@seocertification.org.in

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Introduction to ad words

  • 2. The Changing Marketing Landscape  Reaching Google’s Audience with Your Message  How to Get Started with Google AdWords  How to Run a Successful AdWords Campaign
  • 3. Today $ Digital Media Non-Digital Media 1995 2007 2050?
  • 4. Awareness Education Radio Create interest through Create awareness information Print Outdoor Search Marketing Direct mail & response Television Image Direct response Maintain brand Cycle of trial, purchase, and repeat
  • 5. Approximate Customer Acquisition Cost Across Various Channels $80 $70 $60 $60 $50 $40 $20 $20 $8.5 $0 Direct mail Email Online display ads Yellow Pages Search
  • 6. “charity” Contextually relevant ad “Sponsor a Child” Decision on website and Purchase Cycle “Annual Giving” “Sponsor a Child in India”
  • 7.  The Changing Marketing Landscape  Reaching Google’s Audience with Your Message  How to Get Started with Google AdWords  How to Run a Successful AdWords Campaign
  • 8. The Google Network reaches more than 80% of worldwide Internet users. Sources: Measured by Media Matrix and NetRatings (September 2004); ―2005 Web Globalization Report Card,‖ Byte Level Research (November 2004)
  • 9. Google: #1 U.S. search engine: Search partners: Thousands of Content partners:
  • 10. Connect with Connect with Connect with Consumers Consumers Consumers When They When They When They Search Research Pursue Interests with Google’s with Google’s with Google’s Search Solutions Content Network Site Targeting
  • 12. Your Business Imagine your business here right when a user is searching for what you offer www.YourBusiness.com
  • 13. Search Query: ‘flowers’ Google Search Results
  • 15. • Targeted advertising • Better advertiser ROI than untargeted ads • Improved user experience
  • 16. Google scans a page, interprets its content and serves relevant ads Relevant ads Targeted in real-time Recipe for Roasted Garlic Pasta Sauce
  • 17. • The Changing Marketing Landscape • Reaching Google’s Audience with Your Message How to Get Started with Google AdWords • How to Run a Successful AdWords Campaign
  • 18. Step 1: Go to www.google.com/adwords When you reach the Google AdWords page, simply click the button to begin The sign-up process usually takes about 15 minutes You can read more about the benefits of AdWords and how it works on this page as well
  • 19. Step 2: Choose Your Edition For this presentation we will walk you through the Starter Edition sign-up process Starter Edition has a simplified sign-up and set-up process for new AdWords advertisers You will have simplified keyword selection, ad copy writing, and campaign/local targeting You can always graduate to the Standard Edition at any time
  • 20. Hosted business pages are informational sites that new AdWords advertisers may create when setting up advertising campaigns. If you have a small business and would like to advertise with Google AdWords, but you don't have a website, you can create a hosted page to showcase your business. It usually takes only 15 minutes to set up. With AdWords and hosted business pages, you'll be able to reach potential customers with a few quick and easy steps.
  • 21. Step 3: Select the language and location where you want your ad to show You can target a specific area within your selected country, territory, and even state if you so wish
  • 22. Step 4: Write your ad In this step, you enter the website address where you want potential customers to go when they click on your ad If you don’t have a webpage, you can still take advantage of AdWords. We have a tool that allows you to create a simple page hosted by Google Then, follow the instructions and write your ad. Your ad title and copy should be relevant and understandable to your customers If you are having a case of writer’s block, there’s a tool that can provide you with ad copy ideas; simply click the ―Give me ideas‖ tab and follow the simple instructions
  • 23. Step 5: Choose Your Keywords Keywords are what your prospective customers are typing into the search bar to find your products and services, such as ―real estate, 91311‖ In this step, you can enter as many keywords and key phrases as you’d like into the box Your ad will be more effective if your keywords are directly related to your ad. More specific key phrases and keywords will lead to better leads
  • 24. Step 6: Choose your budget Select the currency in which you will be paying for your ad AdWords will show your ad as often as possible within the budget guidelines you set You can select one of the preset budget amounts or input your own monthly budget amount in the box
  • 25. Step 7: Set Up Your Account If you already have an account with any of Google’s properties, you can choose to use that email address and password to log into AdWords If you want to create a new account, simply select the second option and enter the requested information Then, click ―create account‖
  • 26. Select a form of payment You can use direct debit or credit card
  • 27. • The Changing Marketing Landscape • Reaching Google’s Audience with Your Message • How to Get Started with Google AdWords How to Run a Successful AdWords Campaign
  • 28. Relevance is the key to a successful AdWords campaign Targeted Higher Ad Clickthrough Better Rates Conversions Good User More Qualified Experience Leads
  • 29. Relevant Keywords: • Accurately reflect products/services being offered • Match what your audience is looking for • Target the audience without being too general
  • 30. Ads are continuously matched to Internet users’ interests based on your keywords Use keyword match types to your advantage  Broad Match  Phrase Match  Exact Match  Negative keyword Ads are placed as buying decisions are made The Result: Businesses reach their audience at the right time, with the right message
  • 31. For the broad-matched keyword used book  used book dealer  buy used book  used and rare book Ad can appear for any of these queries  used book for sale  Cheap used book
  • 32.  Prevent ads from appearing on irrelevant search queries  Eliminate unwanted impressions Keyword: used book Negative Match: -cheap
  • 33. buy cheap dog food online now pets Purina dog chow buy dog food dog food recipes dogs vet canned dog meals
  • 34. Average US Search Phrase Length 2 word phrases 29% 3 word phrases 22% 4 word phrases 20% 5 word phrases 12% 1 word phrases 6% 6 word phrases 6% 7 word phrases 3% 0% 10% 20% 30% 94% of people in the US search with multi-word phrases
  • 35.  Ad text distinguishes you from the competition  Communication, appearance, and style are important  Be persuasive and informative  First thing the user sees
  • 36. Catch your customer’s eye by making sure your headlines match the keywords. Collector Dolls 40% Off figurines The Anastasia Collection - Porcelain Dolls, Doll Stands, & More www.AdWordsExample.com Discount Figurines Unique Collectibles, Gift Ideas, Figurines & Miniatures. Buy Online! www.AdWordsExample.com Matching terms show up in bold text on the Google results page.
  • 37. Examples: get info, research here, download free white paper, order our catalog, buy now, save money Avoid meaningless slogans and gimmicky language Click Here Visit Us
  • 38. Send Chocolate Gifts Save 10% on all chocolate orders. Free shipping over $50. Save 50% Free Shipping $10 Off Free White Paper Seasonal Sales
  • 39. Location in ad text can increase performance  Attracts attention of local users  Non-local users will not click on ad New York Advertising
  • 40. Inter-capitalizing your display URL may make your ad stand out more and lead to better clickthrough rates
  • 41. Use multiple ads to test messages and see which on works best
  • 42. No minimum spend  You choose your own maximum daily spending limit (daily budget)  Choose how much you want to spend per click for every keyword  Pay Google for users who click on your ad  Conversion tracking = real-time return-on-investment data
  • 43. With AdWords, you can set your advertising budget to whatever you desire. Simply enter a monthly budget amount into the box in the ―Budget‖ section For more control, you can even decide how much each customer lead (click) is worth to you. You can set your maximum cost-per-click to any amount you desire, such as $0.10 If you’re unsure, Google could help optimize your budget based on the keywords you choose; simply check the ―Google should set my bids…‖ box
  • 44. The ad rank depends on the relevance of the ad and your maximum bid – Rank = Quality Score * Maximum CPC It is possible for the higher ranked ad to have a lower cost per click than its competitors If your ad is more relevant, you can still compete against someone with more money
  • 45. 94043 AdWords gives you the option to target the location where your ad will be visible to potential customers If you want your ad to be shown to all relevant searches in a particular country, you can simply select a country If you would like to target a local area within a country, simply enter a city name or postal code to search and select the area where you would like your ads to show
  • 46. You can target ads so they appear only in locations of interest to you – your neighborhood, your service areas, your city or your state. Select from pre-defined Define the geographies OR area, customize the targeting Countries Within a defined radius Within defined borders Regions Cities
  • 47. Monitor Your AdWords Performance The AdWords interface lets you monitor the performance of each ad that you are running, as well as your overall performance With AdWords, you always know how your ads—and marketing budget—are performing
  • 48. THANK U Join us Add: WZ-30-a,Bhagwan Das Nagar East Punjabi Bagh, Delhi-110026 Tel.: 011 28316148, 3203571, 30538061 Mobile; +91-8010 298 388, 8010 198 388 E-mail: info@seocertification.org.in