Philosophy of Education and Educational Philosophy
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
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
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
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
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