1.
Making Your Business
Visible to Online Shoppers

2.
Agenda
• Napkin Team – Introductions
• Participant Introduction
• Google Adwords Overview
• Search
• Display
• Retargeting
• Video
• Shopping
• Adwords Management Services
• Q&A

3.
Marketing Goals Overview

4.
The Problem: Your Business Needs Customers
• We need new leads for our business
• How do I get more visitors to my website?
• I’m launching a new business. How do I get the word out?
• Our website is getting traffic. How do I convert them into leads?
• My business is established. How do I attract more customers?
• Where should I advertise to reach my ideal customers?
• How do I reach people specifically searching for my products?

5.
The Solution: Google Adwords – Many Way to Connect
with New Customers
Search Ads
Display AdsVideo Ads
Shopping
Ads
Remarketing

6.
Google Adwords |Search Ads
Search Ads
Display AdsVideo Ads
Shopping
Ads
Remarketing

7.
We All Know Adwords is Search Ads

8.
Search Ads Overview
• Where do your ads show?
Google Home Page Search Results
• Audience:
People searching on keywords you
bid on.
• i.e. clients search on “pest control”,
“exterminator”, “getting rid of black
ants”, “black ant removal Vaughan”
• Costs: CPC: You pay only when
someone clicks your ad
• Vary depending on competition

9.
Why should I advertise with search ads?
• Leverage Buying intent: Be there
in the moment of a consumers
consideration/ decision.
• Showcase your specialty
• Target by geography: down to
postal code.
• Pay Per Click: Pay only when
someone clicks
• Set monthly or daily budgets
• Your competition is already there.
• Track ROI: In-depth tracking and
analytics (versus traditional print/
radio/ TV)

10.
Suggested keyword CPC $4.87
Average monthly searches: 50 in
GTA
Bid $7
Bid $3 Bid $4

11.
Average CPC Prices for Estate Lawyers in Toronto
Keyword Currency Avg. Monthly Searches (exact match only) Competition Suggested bid
divorce law firm CAD 10 0.29 0.71
writing a will CAD 50 0.5 1.26
scarborough community legal services CAD 140 0.12 1.49
attorney CAD 720 0.02 1.95
legal aid clinic CAD 90 0.13 2.08
legal aid lawyers toronto CAD 110 0.57 2.21
lawyers in toronto CAD 480 0.47 2.86
wills and estate planning CAD 10 0.32 3.29
business lawyer CAD 170 0.51 4.29
residential real estate lawyers CAD 10 0.71 4.53
toronto law firms CAD 390 0.39 5.08
lawyers for wills and estate CAD 10 0.82 6.87
divorce attorney CAD 20 0.88 9.06
wills lawyer CAD 10 0.96 9.58
family lawyer toronto CAD 1000 0.7 15.75
prenup lawyer CAD 10 0.13 15.82
lawyer for will writing CAD 10 0.96 19.16
family court lawyer CAD 10 0.91 20.56
divorce lawyers for men CAD 10 1 30.68
lawyer divorce CAD 10 1 51.31
personal injury lawyer CAD 720 0.88 86.88
personal injury lawyers CAD 320 0.81 97.56
Keyword/ CPC Price
Depends on:
- Local competition
- Value of customer
- Quality score: Is
your ad copy
relevant to the
search query?
- Quality Score: Is
your landing page
relevant?

12.
Start With Your Marketing/ Communication
Goals
• What am I trying to sell? What’s the Benefit?
• Who do I want to target/ reach?
• What are their needs?
• How are they searching for?
• Consumer language and terminology:
• Advertiser thinks: “I am a disability lawyer”
• Consumer thinks: “I need to plan an estate for my special needs child” or “I
need to set aside money for my autistic child”.
• What can we say about ourselves to help address this?
• What is the competition doing?
• What is the expected value of my conversion. Lawyer avg billing of $1000 can
spend more on adwords than retailer whose average item costs $10.

13.
Targeting Your Ad
13

14.
Our Account Planning Process: Keyword
Selection
14

15.
Our Account Planning Process
15

16.
Setting Up Your Ad Groups
16

17.
Writing Your Ads
17

18.
Create Relevant Landing Pages
Keywords:
“art classes for kids”
18

19.
Test Different Offers and Forms
19

20.
Measure Your Results
20

21.
Google Adwords |Display Ads
Search Ads
Display
Ads
Video Ads
Shopping
Ads
Remarketing

22.
Display Advertising

23.
Display Ads Overview
• Where do your ads show?
Google Publisher Network, Youtube,
top local and global sites
• Audience:
People on interested in something
related to your product.
• i.e. mom blog shows ads for kids
clothing, home medication.
• Costs: CPC or CPM
• Cost vary depending on
competition, level of targeting,
placement.

24.
The Google Display Network reaches 92% of all Internet
users

25.
Why Run a Display Campaign?
• A Picture Says a 1000 words
• Increase sales: Place your ad in
high traffic, relevant context
websites.
• Generate Brand Awareness. Let
them discover you, when they
wouldn’t have thought to search.
• Engagement: Get them to your
website
• Keep ‘em coming back: Start a
remarketing cycle once people
initially visit your site

26.
Many Targeting Options
• Targeting
• Geography
• Language
• Topic
• Interest
• Keyword
• Placements

27.
Targeting: Placement

28.
Targeting: Interest

29.
Measure Your Results

30.
Search Vs Display Ads: Which Should I Invest In?
Benefits • Generate leads
• Higher ROI
• Great for local businesses
• Build awareness for new companies
• Brand recall for older companies
• Retargeting
Cost Per Click • Generally higher than display,
depending on keywords.
• 30% lower than search ads
Types of • Products/ Services are time sensitive
• Hotels
• Plumbers
• Lawyers
• Pest control
• Services need to be discovered
• Fashion brands
• Retail
Click Thru Rate
(CTR)
• high • low
Conversion Rates • high • low

31.
Remarketing ad costs are very low on a per-click basis

32.
Google Adwords |Remarketing
Search Ads
Display AdsVideo Ads
Shopping
Ads
Remarketin
g

33.
Remarketing

34.
Retargeting Ads Overview
• Where do your ads show?
Google Publisher Network, top local
and global sites
• Audience:
People who have already visited
your website.
• Costs: CPC or CPM
• Costs generally lower than regular
search ads

35.
Reach Your Customers While They Browse
Remarketing helps you reconnect with people who previously visited your
website with more tailored ads

36.
Why Run a ReMarketing Campaign?
• Keep ‘em coming back
• Low CPC
• Repetition: increase brand
exposure to an audience who
already proved they are
interested.
• Engagement: Higher CTRs and
conversions than regular search
and display ads.

37.
Reach Your Customers While They Browse
Target people based on their actions/ behaviour/ pages they visited on your site.

38.
Reach Your Customers While They Browse
Target people based on their actions/ behaviour/ pages they visited on your site.

39.
Google Adwords |Video Ads
Search Ads
Display AdsVideo Ads
Shopping
Ads
Remarketing

40.
Video Ads Overview
• Where do your ads show?
Youtube, before, during and after
• Audience:
Retargeting: People who have
already visited your website.
Regular: People interested in similar
topics.
• Costs: CPC or CPM
• Typical video ad $0.10- $0.30 per
view
• Video production costs
• Quality of video matters.

41.
Video/ Youtube Advertising

42.
Why Run a Video Campaign?
• 1.3 billion users on Youtube
• Every top 100 brand around the world
(McDonalds, Fedex, amazon, apple)
advertised on youtube.
• We’re a society of watchers, not
readers.

43.
Google Adwords |Remarketing
Search Ads
Display AdsVideo Ads
Shopping
Ads
Remarketing

44.
Shopping Ads Overview
• Where do your ads show?
Google Search Page, Google Display
Network
• Audience:
• People searching for specific retail
products
• Requires an inventory list of
product catalog to populate a
product feed.
• Requires extensive set up, with
Google Merchant Center
• Best for ecommerce retailers
• Other costs: good product photos

45.
Sample Product Feed

46.
Putting it All Together
Search Ads
Display AdsVideo Ads
Shopping
Ads
Remarketing

47.
What We Do: Google Ads Strategy and
Management
• Advise you on which ad campaigns are right
for your business, goals and budget
• Suggest target budgets and tell you what
similar competitors are spending
• Develop keyword lists
• Write ad copy
• Set up campaigns
• Design the Display Ads
• Produce Video Ads
• Report on it all!
• Optimize and continuously improve/

48.
>Copywriting
Newsletters
Direct Mail
Email
Print Ads
Web Copy
Blogs
Press Releases
Social Media
Copywriting
>Web Design
Banner Ads
Websites
Emails
Landing Pages
>Print Design
Ads
Brochures
Direct Mail
Point Of Sale(pos)
> Social Media
Management
Facebook Fan Pages
Twitter Profiles And
Updates
Linkedin Groups And
Pages
> Search Marketing
Pay Per Click (PPC)
Management
Seo
> More Marketing
Logo Design
Video Production
Consulting
53
Our Services

49.
our team
Adina Zaiontz
Director
Jason Somai
Project Manage/
Web Developer
Cris Agefitei
Web Developer
Michael Gray
Director of
Business
Development
Kerry Brownell
Art Director
Terri Kevany
PR Advisor
Lisa Goller
Content Strategist
Maria Dianes
Web Developer
Diana Velarde
Graphic Designer
Josh Rachlis
Copywriter
Summer Gullage
Marketing
Coordinator

50.
let’s make
this work
We look forward to working with you to
make the most effective marketing
campaign.
napkinmarketing.com
info@napkinmarketing.com
T. 289.842.7180