Arron Edwards, owner of marketing agency Totali for 10 years, will discuss how to use Google AdWords and landing pages effectively. He will cover setting up campaigns and keywords, optimizing landing pages for conversions, and using Google Analytics goals to improve ads. The purpose is to help businesses understand and save money with AdWords while creating landing pages that drive results. Questions are welcome to make the discussion fun and useful.

1. Google AdWords
Small Business Tauranga
Fully Charged in 90
Understanding
Google Adwords
+ Landing Pages

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Who am I?
• Arron Edwards
• Owner of Totali for 10 years
• Built successful ecommerce websites for 15 years
– 10x increase of online sales within three months for traditional
business; 3x sales increase in following 12 months
– 3x increase of online sales over 12 months for online-only
business
– 10% annual increase across a franchise group
• Team of experienced marketers and designers
• Results focused!
– If it’s not good for you, we don’t do it.

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Purpose of this session
• Help you understand the benefits of Google
AdWords
• Show you how to save money with Google AdWords
• Show you what good landing pages look like
• Briefly discuss:
– Conversion tracking
– Common pitfalls
• Have some fun doing it

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Google Analytics

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What is Google Analytics?
• Website statistics
• Measures a number of metrics
• Insight into who your customers are
– Demographics
– Interests
• Where your customers come from
• What they came to see

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Google Analytics

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What is a Goal?
• Helps track some kind of interaction
• Measurable
• Helps us identify the types of customer and their
actions that lead to that goal being completed

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How Goals affect AdWords
• Conversion tracking
• Better placement of ads to maximise conversion
– Google works harder for you!
• Lower CPC (cost-per-click)

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Google Adwords

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What is Google AdWords?
• Buy keywords or ad space online
– Search Network
– Display Network
• Get to Page #1/Top of Search Results
• Keyword Auction
• Paid advertising
– Pay by view (CPM)
– Pay by click (CPC)

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Ad Groups

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Text Ads

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Keywords

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Landing Pages

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What is a landing page?
• Your homepage is a landing page
• A page your customer lands on from AdWords
– Targeted
– Special Offer
– Useful information to drive conversion
– Clear CALL TO ACTION

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What works?
• Visitor/Solution Focus
• Show them the pain you solve
• Simple and clear offer
• Clear call to action
– Get started today!
– Get instant access now!
– Get started with PRODUCT
– See plans and pricing

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Results of a Great Landing Page
Landing page 1
Landing page 2
Landing page 3
Landing page 4
Landing page 5
Landing page 6
Landing page 7

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Q+A