A presentation I gave to members of the Vista, CA Chamber of Commerce on April 24, 2015. "How to Grow Your Local Business with Google AdWords."

1. How to Grow Your Local
Business with Google
AdWords
April 24, 2015
www.quesoandcheese.com

3. Who is Gary Sanchez?

4. MY GOALS
1. Make you
smarter;
2. Gain your trust
that I’m
somebody you
would turn to
or would
recommend to
give marketing
advice;

6. PLEASE HOLD QUESTIONS UNTIL THE END

8. If you HAD to generate new high quality
leads QUICKLY, what would you do?

9. Traditional Advertising
Is Increasingly Ineffective
• Newspaper?
• Radio?
• Television?
• Billboard?
• Direct Mail?

12. Google Adwords is hands down the
fastest way to generate clicks & traffic.

13. What is AdWords?

14. SOURCE: www.wordstream.com

15. SOURCE: www.wordstream.com

17. How Familiar Are You with
Google AdWords?
A. You’ve run ads in the past
B. You know somebody who has run ads
C. You’ve clicked on Google ads before
D. You’ve heard about it but are confused by it
E. You’ve never heard of it before
POLL #1

18. What Are the Reasons You Don’t
Use Adwords?
A. Tried it but didn’t get results immediately
B. Think it’s too complicated
C. Don’t have enough time to invest
POLL #2

19. What is Adwords?

20. What is Adwords?
GOOGLE SEARCH
AD CLICK
LANDING PAGE
EMAIL CONTACT
PHONE CONTACT

21. What is Adwords?
EMAIL CONTACT
PHONE CONTACT MEETING
SALES

22. Why does AdWords Work So Well?
SOURCE: www.hubspot.com

23. BUYERS’ INTENT
Which person is more likely to have high buying
intent?

24. Advantages of Adwords
• Local focus – only show ads around business;
• Measurable – Click rates & conversion rates;
• Improvable – Split testing ads to find what
works best;
• Low risk – Low upfront investment – stop
spending if it isn’t working;
• Scalable – Can start out small, and only invest
when you find a winning formula.

25. What makes a SOLID AdWords
Process?
AD
LANDING
PAGE
CAMPAIGN
SET UP
1. Select campaign type and
name;
2. Choose the geographic
location where you’d like
ads to show;
3. Choose your “bid strategy,”
and set your daily budget;
4. Create your first ad group,
and write your first ad;
5. Insert your keywords;
6. Set your maximum cost-per-
click;
7. Review everything;
8. Enter your billing
information
25 characters for the headline
70 characters of ad text
35 characters for display URL
1. Use Numbers;
2. Use ASCII Characters;
3. Focus on benefits;
4. Offer proof or credibility;
5. Use quotes;
6. Ask a question;
7. Make a strong offer;
8. Use a call-to-action;
9. Use Ad Extensions!
1. Relevant to your ad;
2. Focused on single action;
3. Powerful headline;
4. Squeeze page, long form
sales letter or video sales
letter?;
5. Integrate with email
service;

26. Adwords Extensions
• Sitelink Extensions
• Call Extensions
• Location Extensions
• Offer Extensions

27. Good Ad vs. Bad Ad
vs.

28. Good Landing Page vs. Bad Landing
Page
vs.

29. • How much is a new customer worth to
you? Immediately? Lifetime?
• How much would you be willing to pay to
acquire a new customer?
• ROI = (Gains – Cost)/Cost
• You should apply this test to all
marketing spending
• Example => ROI = ($10,000-
$1,000)/$1,000 = 900%
POLL #3

30. GOOGLE+ BUSINESS PAGES

31. QUESTIONS?

32. AdWords Mistakes to Avoid
1. Don’t accept Google’s default campaign settings;
2. Don’t use “Broad match” keywords;
3. Don’t mix all of your keywords together;
4. Don’t send all the ad groups to the same landing
page;
5. DO have a single, clear call-to-action on each
landing page;
6. ALWAYS split test alternative versions of your ads,
and of your landing pages.