Promote your business with ad words express
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Brian Childers will cover three topics, starting with a brief overview about advertising on Google and an introduction to AdWords Express. Then we'll cover how to get the most out of your advertising campaign, including ad text, audiences, search phrases, and budget. Finally, we’ll talk about ways to evaluate campaign performance and measure success. https://foxxr.com/workshops/
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Promote your business with ad words express
- 1. PROMOTE YOUR BUSINESS WITH ADWORDS EXPRESS Wifi Access Foxxr Guest - getfound1
- 4. OVERVIEW OF TODAY’S SESSION ADVERTISING ON GOOGLE An overview of Google advertising and intro to AdWords Express. YOUR AD CAMPAIGN Learn about ad text, audiences, search phrases, and budget. MEASURING SUCCESS How to measure the effectiveness of your advertising campaign. RESOURCES Want to learn more? These resources can help you get started?
- 6. IN THIS SECTION, WE DISCUSS: 1. How ads work on Google 2. Advertising options 3. How to sign up 4. How to create your first ad
- 7. HOW ADS WORK ON GOOGLE 1 2 3 4 ?
- 9. ADS APPEAR ON GOOGLE These are ads This is an ad
- 11. Pay only for clicks ✔ ✔ Campaign management Advertiser managed Automated Website required ✔ Ads on Google Search ✔ ✔ Ads on related websites ✔ Limited Mobile ads ✔ ✔ Advanced ad formats ✔ Geographically targeted Anywhere Anywhere ADWORDS VS. ADWORDS EXPRESS
- 12. SIGNING UP FOR ADWORDS EXPRESS Click here to get started. www.gybo.com/awexpress
- 13. YOU NEED A GOOGLE ACCOUNT Sign into the Google Account you use for your business If you don’t have a Google Account, click “Create account” to get started google.com/accounts
- 14. DURING SIGN UP YOU WILL: 1. Enter business details 2. Choose a category for your products and services 3. Write an ad 4. Decide where ads can be displayed 5. Set a budget
- 15. YOUR AD CAMPAIGN
- 16. IN THIS SECTION, WE DISCUSS: 1. Ad text specifications 2. How search phrases work 3. Select your audience 4. Set your budget
- 18. ● Two headlines ○ 30 characters max, each ● One description line ○ 80 characters max ● One display URL (web page address) ○ You can choose a page within the website WHAT’S IN AN AD? Fabulous Specialty Cakes - Call Us, We Can Make It www.stasiasbakery.com Family-owned bakery creating fine confections since 1974. Call or visit today!
- 19. Headline #1 Description Web page address Headline #2 PREVIEW YOUR AD
- 20. GYBO.COM/BUSINESS Click “View my listing” to see if your business appears on Google Search and Maps
- 22. A great ad: • Is relevant to the searcher’s query special event cake vs. bakery • Includes a call to action Call now! - Order today! - View our gallery. • Passes a spell check and grammar check. TIPS FOR WRITING GREAT ADS
- 23. What do you have to offer? THREE HELPFUL QUESTIONS Ask yourself 3 questions to help write great ads! ● Product details ● Services overview ● Key selling points ● Why choose you
- 24. What do you want to accomplish? THREE HELPFUL QUESTIONS Ask yourself 3 questions to help write great ads! ● What should happen ● Include call to action ● Outline next steps
- 25. Who are your customers? THREE HELPFUL QUESTIONS Ask yourself 3 questions to help write great ads! ● Identify groups of customers ● What do they want ● What do they need
- 26. SEARCH PHRASES
- 27. • Choose an accurate category to generate the right search phrases. SEARCH PHRASES TRIGGER ADS
- 28. YOUR AUDIENCE
- 29. CONTROL WHO SEES YOUR ADS See an estimate of how many people can see your ad. Choose your target audience.
- 30. Ads are targeted to show ads to the right customers. SHOW ADS ON OTHER WEBSITES
- 31. COST AND BUDGET
- 32. HOW MUCH DOES ADWORDS EXPRESS COST?
- 34. IN THIS SECTION, WE DISCUSS: 1. Views, clicks, and calls 2. Connecting to Google Analytics
- 35. AD VIEWS Once your new ad starts running you will see how many views it received.
- 36. AD CLICKS Once your new ad starts running you will see how many clicks it received.
- 37. CALL REPORTING This optional feature shows how many phone calls came from ads.
- 38. BONUS! CONNECT TO GOOGLE ANALYTICS You can setup Google Analytics and add goals from AdWords Express.
- 39. RESOURCES
- 40. ADWORDS EXPRESS HELP CENTER support.google.com/adwords/express
- 43. GOOGLE SMALL BUSINESS COMMUNITY g.co/GSBC
- 44. THANK YOU Call (855) 607-0426, Mon.-Fri. 9 a.m.-9 p.m. EST.
Hinweis der Redaktion
- Hi everyone, I’m Stasia from Google’s “Get Your Business Online” team. I’m here to introduce you to advertising on Google and show you how to promote your business online. Studies show that 97% of consumers research products online before purchasing, and 89% of consumers use Internet search engines to make purchasing decisions. So, it’s important that your business appears on the search results page when potential customers are looking for you.
- First I’d like to give you a little background about Foxxr. We started in 2008 and have 10 full time employees specializing in web development, social media, paid search management, seo, link acquisition, copy writing, email marketing and business listings management. We have an 11th employee – Scooby. Here job is to charm people as the walk by.
- Take Pics
- I’ll cover three topics in today’s session, starting with a brief overview about advertising on Google and an introduction to AdWords Express. Next, I’ll talk about getting the most out of your advertising campaign, including ad text, audiences, search phrases, and budget. And third, I’ll talk about ways to evaluate campaign performance and measure success. To close the presentation, I’ll recommend a few resources to help you learn more.
- Every day there are billions of searches on Google. Each search generates a results page, which includes two types of results: the natural or “organic” listings and the advertisements. The organic listings are determined by Google’s algorithm. They appear in the center area of the web page. Advertisements may appear above and below the organic results; they’re filled by businesses like yours who want to showcase their products and services when people search. This session focuses on promoting your business with these ads, using an automated advertising product called AdWords Express.
- Let’s start with an explanation of how ads work on Google. Then, I’ll talk about your advertising options, and show you how to sign up and create your first ad.
- It all starts in the moments when someone wants to know something, go somewhere, buy something, or do something Let’s imagine someone is planning a big party for her parents, to celebrate their 50th wedding anniversary. It’s a big deal, and she’s trying to find the perfect cake. She grabs whatever device is handy — computer, laptop, tablet, or smartphone — and visits Google.com to search for an answer. She types in a word or phrase that describes what she’s looking for, like “wedding anniversary cake” — that’s called the search query – and sees what turns up. Google shows a search results page - a list of websites and information related to what that person is looking for, including relevant ads. If she sees something in the results that looks like a good fit, she clicks on it to learn more. If she clicks an ad, she’s directed to a page on the advertiser’s website or Google My Business listing. And, if she searches from a smartphone, she can click the phone number associated with the ad, initiating a call that connects her directly to the advertiser’s business.
- Let’s review the search engine results page again. Advertisements can appear at the top and the bottom of the page, above and below the organic results. The images at the top are shopping ads, promoting products sold by online retailers. Text ads can appear below. Ads are paid placements. Advertisers compete against each other -- bidding in a real-time auction -- for the opportunity to show their ads on the search results page. Let’s think back on my example micro-moment, the time I needed to find a replacement birthday cake, and fast. A local bakery could display an ad when I did my search. That’s one reason online advertising is so effective; ads are not randomly broadcasted, they are shown to potential customers who are looking for you already! It’s important to note that advertisers are NOT charged when ads appear. They pay only if searchers CLICK an ad. That’s why this advertising model is called “pay per click” or “cost per click.”
- Let’s take a closer look at the search results page. You can differentiate ads from organic results by the “Ad” label. It’s important to note that like the organic results, the ads Google displays are relevant to the searcher’s query. You can think of them as answers to the searcher’s question: in this case, who can design, create and deliver the perfect cake for her parents’ party. Advertising with AdWords Express uses a model called “Pay-Per-Click.” With Pay-per-click —or PPC— you’re not charged to show an ad, you pay when a searcher clicks. You may also hear this model referred to as CPC, which stands for cost-per-click. When an ad is displayed it’s called an impression, or a view. An ad can show 100 times -- 100 impressions -- but advertisers only pay if searchers take the next step and click an ad. Think of pay-per-click advertising as paying for sales leads. It’s important that your website looks professional, loads quickly, and makes it easy for the visitor to take the next step no matter what device they’re using.
- Google offers two advertising platforms: AdWords and AdWords Express. Both show ads in the same places on Google.com. But, there are a few key differences. AdWords is better suited for experienced marketers that need advanced controls, tools, and reporting to manage their ads. To get strong results in AdWords, you need to manage ads on a daily basis. AdWords Express is an easy-to-use advertising product that automatically fine-tunes your ads so you can get the most clicks for your budget. Advertisers select a category for their business, write an ad, choose an audience, and set a monthly budget. AdWords Express handles the rest. Businesses with limited resources to manage or outsource an advertising program can use AdWords Express as an easy way to promote their products and services on Google. There are no activation fees, cancellation fees, contracts, or minimum commitments. Advertisers can turn ads on or off, at any time, without penalty. And you only pay if a person clicks your ad.
- You can sign up for AdWords Express by visiting www.gybo.com/awexpress and following the steps. As with all of Google’s products and services, you need a Google or Gmail account. During the signup, you are asked to enter details about your business, choose a category for your products and services, write at least one text ad, define the geographic area where your ads can be displayed, and set a budget. After you do that, the system handles the rest.
- Before using many of Google’s products and services, you need to create, or sign into a free Google account. A Google Account is a username and password that lets you sign in once to access connected Google products, like Gmail, Google Docs, and Google My Business. You can use a Gmail address, or register another email address if you prefer.
- Before launching your AdWords Express ads, it’s helpful to learn about writing effective ads and setting your preferences. Let’s take a look, so you can get the most out of your advertising campaign.
- I’ll start with the basics of writing an ad, including character limits and Google’s advertising policies. Next, I’ll explain how search phrases work. Third, I’ll cover the audience —that is, who is eligible to see your ads. Finally, I’ll close with an explanation of budget and billing.
- Let’s start with what potential customers see: your ads. With AdWords Express you can write a single ad, or different ads for your products and services.
- A text ad on Google typically has four visible lines: Two headlines One description line And a display URL, the web page address that appears with the ad.
- As you write your ad in AdWords Express, it will show you how many characters remain in each line. You can use the ad preview feature on the right side to see how the ad will appear on Google. The web page address is the Display URL. AdWords Express will show the just the website’s main address; but, you can choose to send a visitor to a particular page within that website.
- If you do not have a website, you can choose to send visitors to your Google My Business listing instead. If you don't have a Google My Business listing—or if you're not sure—visit gybo.com/business and type in your business name. You’ll see if— or how—your business appears on Google Search and Maps. If you don’t have a business listing, it will take you through the process of creating one. It’s fast, easy and free to do.
- Google has a comprehensive online advertising policy center. It spells out what you can and cannot do in the presentation and the content of your ads. I’ll cover just a few. First, the website URL has to point to a real website. It can’t be an email address. You can’t write ad text in all capital letters, and you can only use one exclamation point in each ad. Some products and services that are restricted, including fireworks, firearms and miracle cures. You can review all the guidelines at Google’s AdWords Policy Center, available at support.google.com/adwordspolicy.
- Here are a few basic tips to help you get the most out of your text ads. First: effective ads are related to the searcher’s query. If a searcher is looking for a specialty cake, she would probably choose an ad that focuses on cakes rather than a generic ad for a bakery. Help your ad stand out by highlighting the features and benefits that make your products or services unique. You might include information about your prices, special deals, and exclusive offers. Another tip? Encourage searchers to take the next step after clicking your ad. That’s called a “call to action. ” Your call to action could be as simple as “Learn more ” or as specific as “Order your cake.” The ad text is important, but equally important is where the ad takes them. Make sure searchers can find the information they’re looking for on your website or Google My Business listing after clicking your ad. If a searcher sees an ad for your bakery’s fantastic cakes, but she can’t figure out how to place an order from your website, she will probably move on. Last but not least: always do a spell check and grammar check. Typos look unprofessional and can hurt an otherwise compelling ad campaign. You can edit your ads anytime in your AdWords Express account.
- If you need more structure, to help you write an ad, use these questions as a framework. Your ad text might address one or more of these suggestions; but probably not all of them. Focus on your most compelling selling points. First, what do you have to offer? This can include your products and services, key selling points, and reasons why potential customers should choose your business over another. Write an ad that supports your case. Second, What do you want to accomplish? Ask yourself, what should potential customers do next? Remember the call to action. Visitors are more likely take the next step if you encourage them. And third, who are your customers? Identify different groups of customers, so you can craft ads that address their specific wants and needs.
- If you need more structure, to help you write an ad, use these questions as a framework. Your ad text might address one or more of these suggestions; but probably not all of them. Focus on your most compelling selling points. First, what do you have to offer? This can include your products and services, key selling points, and reasons why potential customers should choose your business over another. Write an ad that supports your case. Second, What do you want to accomplish? Ask yourself, what should potential customers do next? Remember the call to action. Visitors are more likely take the next step if you encourage them. And third, who are your customers? Identify different groups of customers, so you can craft ads that address their specific wants and needs.
- If you need more structure, to help you write an ad, use these questions as a framework. Your ad text might address one or more of these suggestions; but probably not all of them. Focus on your most compelling selling points. First, what do you have to offer? This can include your products and services, key selling points, and reasons why potential customers should choose your business over another. Write an ad that supports your case. Second, What do you want to accomplish? Ask yourself, what should potential customers do next? Remember the call to action. Visitors are more likely take the next step if you encourage them. And third, who are your customers? Identify different groups of customers, so you can craft ads that address their specific wants and needs.
- Let’s move on to the next topic, “search phrases.”
- In AdWords, advertisers typically spend a good amount of time researching and managing lists of keywords that can show their ads. AdWords Express works a bit differently, and it’s automated. AdWords Express also uses keywords, called “search phrases” to determine when ads should appear. But, these search phrases are automatically generated based on the category chosen to describe the product or service being advertised. That’s why it’s so important to choose an accurate category, so that your ads can appear for the right customers. AdWords Express determines how precisely search phrases need to match the searcher’s query (that’s called the match type). It also determines how much of your budget should be allocated to an individual click (that’s called the bid; it’s the maximum amount you will pay for a click on an ad, within your budget). You can't add additional search phrases, but you can remove them if they aren’t a good fit for your business. Let’s say you own the bakery, and you’re using AdWords Express to promote it. If you see the search phrase “custom cupcake bakery” in your account, but you don’t sell cupcakes, you can deselect that phrase so it won’t be used to trigger your ads. You can also change your category to refine your search phrases. AdWords Express regularly analyzes search phrase performance to make improvements. You can review and refine your search phrases anytime in your AdWords Express account.
- Let’s move on to the next topic: your audience.
- The audience you specify determines where your ads can appear and helps you reach potential customers. Let’s start with geographic targeting. You can target a radius around your business, up to 40 miles. Or, you can target cities, states, or countries. AdWords Express can display ads to people physically located within the geographic area that you target. So, if you target ads to Capitola, Ca, people searching within the city might see your ads. AdWords Express can also show ads to people OUTSIDE your targeted area, if their search includes information relevant to the location, like the name of your city or town, or ZIP code. For example, people who are physically located in San Jose might see ads targeting Capitola if they include Capitola or 95010 in their search query So what audience should you choose? It depends on your business. If you’re advertising for a bakery with a local clientele you might choose a radius when selecting your audience. On the other hand, if you’re advertising for a bakery that ships products across the state or the country, you might decide to expand the audience. Choose the audience that makes the most sense for your business. You can edit your audience settings anytime via your AdWords Express account.
- Your audience is also defined by where ads can appear online. AdWords Express shows ads on Google.com and Google Maps, to name a few. Your ads can also appear on sites that have content related to your business. This gives the ads increased exposure, beyond search, when potential customers consume content. For example, ads for special occasion cakes might appear on web pages related to event planning and catering. Like ads on Google, you pay only when someone clicks your ad and you won't be charged more than your total monthly budget.
- Now let’s talk about advertising costs and budget.
- With AdWords Express, you pay only for the actual clicks and calls that your ad receives, within an average daily or monthly budget that you set. If you choose an average daily budget, the system displays ads as evenly as it can to meet that goal. The actual amount spent per day can fluctuate. But, no matter which budget option you choose, the total monthly cost won’t exceed the maximum monthly budget, and you only pay for clicks received. If your maximum monthly budget is $75, but you only receive $30 in clicks, you'll be charged $30. The budget automatically resets after 30 days. You can track how much you’ve spent for the month and adjust your budget anytime in your AdWords Express account.
- Now that we’ve discussed different aspects of your AdWords Express account, let’s close with an important topic: measuring success.
- I’ll start with an overview of some metrics in AdWords Express: views, clicks and calls. Then, I’ll talk about connecting your advertising account to Google Analytics, so you can learn what visitors did on your website after clicking an ad.
- In AdWords Express, you can see reporting on three types of interactions with your ads: views, clicks and calls. Views tells you how many times your ad was displayed, whether someone clicked it or not. You don’t pay if they didn’t click. Clicks is just as it sounds: how often the ad was clicked. And calls tells you the number of phone calls you received through your ads. This reporting is available if you enable an optional feature called “call reporting.” Call reporting shows the number of calls received as a direct result of your AdWords Express ads. It works like this: Google assigns a unique, temporary phone number to display with your ad. Then, calls to this number are forwarded to your actual business phone number. You can turn call reporting on and off in your AdWords Express account.
- In AdWords Express, you can see reporting on three types of interactions with your ads: views, clicks and calls. Views tells you how many times your ad was displayed, whether someone clicked it or not. You don’t pay if they didn’t click. Clicks is just as it sounds: how often the ad was clicked. And calls tells you the number of phone calls you received through your ads. This reporting is available if you enable an optional feature called “call reporting.” Call reporting shows the number of calls received as a direct result of your AdWords Express ads. It works like this: Google assigns a unique, temporary phone number to display with your ad. Then, calls to this number are forwarded to your actual business phone number. You can turn call reporting on and off in your AdWords Express account.
- In AdWords Express, you can see reporting on three types of interactions with your ads: views, clicks and calls. Views tells you how many times your ad was displayed, whether someone clicked it or not. You don’t pay if they didn’t click. Clicks is just as it sounds: how often the ad was clicked. And calls tells you the number of phone calls you received through your ads. This reporting is available if you enable an optional feature called “call reporting.” Call reporting shows the number of calls received as a direct result of your AdWords Express ads. It works like this: Google assigns a unique, temporary phone number to display with your ad. Then, calls to this number are forwarded to your actual business phone number. You can turn call reporting on and off in your AdWords Express account.
- From your AdWords Express account, you see the option to link to an existing Analytics account or create a new one. Once linked, you can learn more about your ads' performance, including goals. A goal represents a completed activity, called a conversion. Examples include viewing a minimum number of web pages, completing an online purchase, or signing up for an email newsletter. Setting up goals can help you see the impact AdWords Express is making on your business. If you’re setting up Google Analytics for the first time, you need to add a "tracking tag” to your website. If you’re comfortable doing this yourself, add the tag to every webpage you want to track (preferably every page on the site). You can learn more in AdWords Express Help Center, or if someone else manages your site, ask them for help.
- Ok, I threw a lot of information at you today, and you probably have questions. Here are just a few resources to help you get started, and keep you up-to-date.
- First: the AdWords Express Help Center. It can answer many, if not all, of your questions. You can also contact support from the Help Center. You need to be signed in to Google, and depending on the time and day you’ll see different options, including phone, chat and email support.
- You can also access the AdWords Express Forum to communicate with other advertisers NICK GETTING SHORT URL: https://www.en.advertisercommunity.com/t5/Google-AdWords/ct-p/Google_AdWords
- YouTube has an AdWords Channel with information about AdWords and AdWords Express
- And, the Google Small Business Community connects experts with small businesses, to answer questions.
- If you’re interested in using AdWords Express but would prefer that someone help, Google offers free setup support for advertisers who commit to a minimum of $10/day for 3 months. This minimum allows adequate time and budget to see how advertising on Google can help your business. Give them a call to learn more. Thank you very much for listening! I hope the information helps you get started with AdWords Express, so you can connect with potential customers across Google.com and beyond.