Attracting Your Ideal Client: AdWords and the Google EcoSystem
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Attracting Your Ideal Client: AdWords and the Google EcoSystem
- 4. • • • •
- 6. • •
- 13. CIRA 2015 Fact Book
- 14. Catalyst and Group M Next 2015 24% YOY Growth
- 15. Catalyst and Group M Next 2015 ~ 80% shop for products via mobile device
- 16. Catalyst and Group M Next 2015 ~ Over 20% buy products via mobile device
- 18. Source: Google Canada Nielsen Mobile Search Moments 2015. Base: Source: Google Canada Nielsen Mobile Search Moments 2015. Base: Outcome survey completes n=973. QT3A: What specifically did you proceed to do after your initial search using your smartphone?
- 21. Is Your Site Mobile Friendly? Google Mobile Responsive Test: https://www.google.ca/webmasters/tools/mobile-friendly/ Try this at your office!
- 24. • • • •
- 28. • • •
- 31. • • • • • • •
- 32. Google Maps/ Google My Business Google Marketing Ecosystem Display Ads Remarketing Video Organic Search Google+ and Maps Youtube Search Ads
- 33. Claim your business on Google Search, Maps and Google+, on all devices - https://www.google.ca/business
- 34. Organic Results
- 37. • • • • •
- 38. Google Marketing Ecosystem Search Ads Google Marketing Ecosystem Display Ads Remarketing Video Organic Search Google+ and Maps Youtube Search Ads
- 39. We All Know AdWords is Search Ads Google Ads are ads that appear next to Google’s search results
- 40. • • • • • •
- 41. What are your marketing goals? How are your services/ products organized? What are your Keywords > Budget Maximum Cost Per Click> What Can You afford per Day? Write Your Ads
- 42. Start With Your Marketing/Communication Goals • • • • • • • • •
- 45. What are your marketing goals? How are your services/ products organized? What are your Keywords > Budget Maximum Cost Per Click> What Can You afford per Day? Write Your Ads
- 46. Setting Up Your Ad Groups
- 47. What are your marketing goals? How are your services/ products organized? What are your Keywords > Budget Maximum Cost Per Click> What Can You afford per Day? Write Your Ads
- 48. Advertiser thinks: “I am a family law lawyer” KW: - Divorce lawyer, Toronto - Family Law Lawyer, Markham Potential Client thinks: “I need a Divorce Lawyer” KW: - Divorce Lawer - Child Custody - Full custody or Joint? - Legal Aid Divorce
- 49. • Brainstorm your market knowledge • Analyze your website: navigation and content • Use Google Search Suggestions • Review Competitors' sites (and metatags code if accessible) • Offline marketing material • Google Analytics or other (search queries used to find your site) • Internal site search logs • Online tools (semrush.com, spyfu.com, keywordspy.com) • AdWords Keyword Planner
- 51. What are your marketing goals? How are your services/ products organized? What are your Keywords > Budget Maximum Cost Per Click> What Can You afford per Day? Write Your Ads
- 53. What are your marketing goals? How are your services/ products organized? What are your Keywords > Budget Maximum Cost Per Click> What Can You afford per Day? Write Your Ads
- 55. Keywords: “art classes for kids”
- 59. Google Display Ad Network is the largest contextual advertising network available on the Internet
- 60. • • • •
- 61. • • • • • •
- 65. Track and Analyze • Google Analytics • Display Planner - Placement suggestion Tool • Ad Gallery Tool
- 67. Reach Your Customers While They Browse Remarketing helps you reconnect with people who previously visited your website with more tailored ads
- 68. Remarketing Previous visitors or users can see your ads as they browse websites that are part of the Google Display Network, or as they search for terms related to your products or services on Google.
- 70. Reach Your Customers While They Browse Target people based on their actions/ behaviour/ pages they visited on your site.
- 71. Video Ads Google Marketing Ecosystem Display Ads Remarketing Video Organic Search Google+ and Maps Youtube Search Ads
- 73. • • • •
- 74. napkin marketing are experts Google Marketing Ecosystem Display Ads Remarketing Video Organic Search Google+ and Maps Youtube Search Ads
- 75. 75 About napkin marketing • Over 15 years of web design and marketing experience • Experience with small, medium, and enterprise level customers • Services include: • Web design & development • SEO (Search Engine Optomization) • Email marketing & copywriting • Marketing videos • Search marketing & PPC management • Social media marketing • Marketing strategy & consulting • Branding & corporate identity
- 76. 76 napkin marketing is a proud:
- 77. Thank You
- 78. Questions? adina@napkinmarketing.com tel: 289.842.7180 x700 twitter: @napkin_mktg