We invite you to join Agency Manager David Gscheidle, a Certified Google Trainer, as he teaches you how to advertise your product or service on the Google Search and Display networks. With this presentation, you will learn Google AdWords Strategies like: What is Google AdWords? Organic search results VS paid listings AdWords Do's and Dont's How does Google rank advertisements? Setting up and structuring your AdWords Account Choosing the right keywords Writing powerful, results-oriented great ads Much, much more!

2. AdWords 101
• Introduction to AdWords
• Setting Goals
• How Google Ranks Ads
• The Importance of Structure
• Choosing the Right Keywords
• How to Write Great Ads

3. Introduction to AdWords

4. What is Google AdWords?
AdWords is Google’s online advertising program
• Advertisers select keywords; ads appear next
to the search results on Google.com
• Ads can also show on hundreds of thousands
of other websites
• AdWords is a live auction for keywords

5. What are your goals?
Make a list of goals BEFORE you start advertising so you
can evaluate your progress.
Marketing is about TESTING!
• I want 3 new orders everyday
• I’d like as many clicks as possible for less than $.80
per click
• I want at least 40 visits to my website everyday
• I want five quality leads for my sales team everyday
Worksheet #1

6. Where do my ads appear?

7. Google’s Search Partners

8. Google Display Network

9. Remarketing Ads
• Follows visitors who have been to your site
• Brings customers back to your page to complete an action
• Out of sight, out of mind
• Can target different ads for users who searched different products
Worksheet #2

10. How Google Ranks Ads

11. The Ad Ranking Forumla
Ad Rank
Maximum
Cost-Per-Click Bid
(Max. CPC)
Quality Score
= x

12. What is your Max CPC?
CPC stands for Cost Per Click
• Maximum you are willing to bid for a keyword
in an AdWords auction

13. What is Quality Score?
Quality Score is a measure of the relevance of your ads. Google’s
goal is to provide a great user experience so these score help
ranking for the user.
POOR
OK
GREAT

14. How Google Calculates Quality Score
+
Click-Through-Rate (CTR)
Of the people who saw your ad, how many clicked on it?
Relevancy
Do your keywords match your ads?
Does the search query match your keyword?
Does your landing page provide a good user experience?
Landing Page Quality
+

15. How Can I Check My Quality Scores?

16. = x$1.00 8
Alison
= x$1.00 10Scott
= x$2.35 3Jon
8
10
7
1st
2nd
3rd
Ad Rank Max CPC Quality Score
The Ad Ranking Formula
Alison, Scott, and Jon are all bidding on the same keywords.
Based on their Max CPC and Quality Score, where will they rank?

17. The Importance of Structure

18. AdWords Account
Unique email address & password
Billing information
Campaign
Daily budget
Location/language targeting
Distribution preference
End date
Campaign
Daily budget
Location/language targeting
Distribution preference
End date
Ad Group
Keywords
Ads
Ad Group
Keywords
Ads
Ad Group
Keywords
Ads
Ad Group
Keywords
Ads
Ad Group
Keywords
Ads
Ad Group
Keywords
Ads
Typical AdWords Account Structure

19. “Furniture” Campaign
Furniture Ad Group
The Best Furniture
Great Selection, Made in USA
Free Shipping, 5 Year Warranty.
PlantationDesign.com
leather sectional
rugs
dining room table
kitchen table
brass bed
leather headboard
dresser
leather couch
leather loveseat
patio furniture
table lamp
floor lamp
kids furniture
living room furniture
bedroom furniture
desk
leather chair
leather sofa
coffee table
end table
lamp
ottoman
dining room table
media console
AdWords Account
Poorly Setup Structure

20. “Leather Sectionals”
Ad Group
“Leather Chairs”
Ad Group
“Leather Loveseats”
Ad Group
Leather Sectionals
Leather Sectionals Made in USA
From $1,999 With 5 Year Warranty
plantationdesign.com/sectionals
Leather Loveseats
Free Delivery When You Buy Before
Christmas. Order Yours Today!
plantationdesign.com/loveseat
Leather Chairs
Handcrafted Leather Chairs
Make a Statement. View Catalog!
plantationdesign.com/chairs
buy leather sectional suite
buy leather sectional suites
leather sectional suites
leather sectional suite
buy leather sectional
buy leather sectional
leather sectional
leather sectionals
buy leather love seats
buy leather loveseats
buy leather love seat
buy leather loveseat
leather loveseats
leather love seats
leather love seat
leather loveseat
buy handmade leather chair
buy handmade leather chairs
handmade leather chairs
handmade leather chair
buy leather chairs
buy leather chair
leather chair
leather chairs
AdWords Account
“Furniture” Campaign
The Right Way to Structure Your Account
Worksheet #3

21. How to Choose the
Right Keywords

22. Building Your Keyword List
• Brainstorm Business
• Review Your Website
• Think Like a Customer
• Focus on Your Unique Selling Points
• Include Plural and Singular Versions
• Include Spelling Mistakes & Variations
• Include Product Numbers & Codes
Worksheet #4

23. The Google Keyword Tool
https://adwords.google.com/select/KeywordToolExternal

24. Get Creative Looking For Keywords
• Instant Search On
• Related Searches

25. Too General Just Right Too Specific
vacation
tax
store
bags
accounting
florida vacation rental
tax preparation nashville
dvd storage
handmade leather bags
cheap accounting software
3 br vacation rental grayton beach
tax preparation service nolensville rd
faux leather storage for dvd box sets
handmade black croc leather handbags
accounting software for petsitting biz
The Goldilocks Principle

26. Match Type
How keyword
appears in
AdWords:
The ad will
show when:
The ad will show when
a searcher types:
Broad Caribbean Cruise
Any word combination
related to part of or all of
the keyword or related
terms in any order
Caribbean Cruise Ships
Tropical Cruise
+Broad +Modifier +Caribbean +Cruise
Words related to every
word with a + sign in front
of it in any order
Caribbean holiday Cruises
Cruise holiday in Caribbean
Cruise in Carribean
“Phrase” “Caribbean Cruise”
Keywords are typed in the
exact order specified. Can
have other words before
and/or after.
Cheap Caribbean Cruise
Caribbean Cruise deals
Luxury Caribbean Cruise
[Exact] [Caribbean Cruise]
Keywords must be only &
exactly what the user
types in
Caribbean Cruise
-Negative - Tom
Ads will not appear when
this search term is entered
in the query
Add will not show if
someone types:
Tom Cruise
Keyword Match Types

27. Service provider
-become
-study
-class
-classes
-course
-license
-training
-jobs
-employment
-supplies
-tools
-price
Vacation destination
-library
-doctor
-vet
-hospital
-schools
-coffee
-cards
-history
-jobs in
-pictures
-news
-weather
Frequently used
-free
-lyrics
-second hand
-used
-parts
-repairs
-wholesale
-pics
-pictures
-definition of
-history
-diy
Some Common Negative Keywords
Worksheet #5

28. How to Write Great Ads

29. Ad title
(25 characters max,
including spaces)
Two description lines
(35 characters max each,
including spaces)
Display URL
(35 characters max,
including spaces)
Destination URL
(1024 characters max,
including spaces)
Ad Text Specifications

30. What is a Good AdWords Ad?
A good ad:
• Is relevant to the keywords in the ad group
• Gets a high Click-Through-Rate (CTR)
• Effectively Sells your Product or Service
• Stands out from your competitors
• Includes a call to action

31. Bad AdWords Ads:
Vague, Irrelevant, Unclear Ads
Ask yourself just 3 questions to help you write great ads!

32. 1. What Sets Your Business Apart?
“We won an award in 2009”
“All our products are custom made”
“We always show up on time”
“We’re open 7 days a week”
Why would someone choose your business over a
competitor?
Examples:
“We only sell products made in the USA”
“We have a money back guarantee”
“We have 30 years experience”
“Free shipping if you buy two”
“We have lower prices”
“We offer free quotes”
“We’re having a sale”
This helps you
write useful ads

33. 2. Can You Describe Your Products or Services?
Describe specific or technical details of your
products or services.
Examples:
“Made from recycled materials”
“Battery lasts up to 8 hours”
“From $16 per square foot”
“Suitable for diabetics”
“Dishwasher safe”
“Collectors item”
“Sizes 8-16”
“Evening classes available”
“18 day all-inclusive tour”
“10 Nashville locations”
“24/7 onsite support”
“On time or it’s free”
“First class is free”
“HIPPA compliant”

34. What is your call to action?
After someone clicks on your ad and visits your
website, what is it you want them to do next?
Examples:
“Call us to request a free quote”
“Browse through all of our toys”
“Book your rental home online”
“Download a 30-day free trial”
“Sign up for our mailing list”
“Learn more about osteoporosis”
“Order a copy of our brochure”
“Call us and order a pizza”
“Request a call back”
This helps you
write a call to
action

35. Great Ad Example:
Worksheet #6

36. A Quick Recap

37. Where Ads Show
Show ads on Google.com, the Search
Partners, the Google Display Network.
How to Structure an Account
Structure your account for success with
campaigns, Ad Groups and keywords.
How to Select Keywords
Keyword match types, the “Goldilocks”
principle, using the Google Keyword Tool.
How To Write Ads
Ad text specifications, tips for writing
more effective ads, calls to action.
You should now know:

38. Sign Up Now!
adwords.google.com

39. Online Marketing Company
Find out more about Ajax Union: www.ajaxunion.com
Follow Us On Twitter:
twitter.com/ajaxunion
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Connect On Likedin:
http://www.linkedin.com/company/ajax-union
Call Ajax Union:
718-569-1020 x420

40. Online Marketing Company
Special Thank You!
SEO 2.0 Panel
7/18 at 7:30 p.m.
http://seopanel718.eventbrite.com/
One-Year-Anniversary Networking Mixer
7/30 at 6:00 p.m.
http://www.meetup.com/BusinessEventsNY/
Questions? Email Us! Events@ajaxunion.com