This document provides an overview of setting up and optimizing a successful Google AdWords campaign in 3 sentences or less: It discusses how AdWords works by allowing advertisers to bid on search keywords and pay per click, and highlights both the advantages of AdWords such as its ability to target specific audiences on a budget, as well as the disadvantages like its learning curve and competitive nature. The document then walks through how to set up an effective AdWords campaign, covering topics like choosing relevant keywords, writing compelling ads, optimizing ads and landing pages, and monitoring campaign performance to continuously improve results.

1. Google AdWordsStrategyIntroduction

2. AgendaQuickoverviewSetting up a campaignOutperforming the competitionMonitoringyourAdwordsAgency

4. “I don’t click on the ads, no-one I know does…”

5. Google made$21.000.000.000on AdWords in ‘08

6. Itfuelsanentireindustry

7. How does itwork?

8. You bid to beshownon a search query

9. “Ifyou show my ad whensomeonesearchesfor ‘cell-phones’ I’llpayyou €0.20 foreach click onmy ad”

10. Targettedcampaigns Full control Suits all budgets Advantages

11. Learning curve Easy to lose money Competitivemarkets Disadvantages

12. A well run AdWords campaignmakesyour business blossom

14. Let’s set one up…… butfirstsometerminology

16. Accountmanaging yourpayments

17. Campaignstargettingyouraudiences

18. Ad Groupssplitting up youraudiences

19. Keywordsreachingyouraudience

20. Example:

22. Keywords power yourcampaignsbuthow do youfindthem?

23. Start with a question:Whatproblem do I fix?

24. I help peoplebuycellphones

25. Nowfindsynonyms

26. Mobile phones Smart phones Cellularphones cellphones

27. Feedthis list to the AdWords Keyword Tool

29. This returns popularkeywords

31. buycellphones cellphone cellphone providers cellphoneradiation cellphone shop cellphone store cellphones cellphones deals cellphones plans cellularphone store cellularphones cheapcellphone plans cheapcellphones cheapcellularphones disposablecellphones mobile cellphones prepaid cellphones prepaid mobile phones refurbishedcellphones unlockedcellphones wirelesscellphones Carefully select yourkeywords

32. Holdon to thoseunrelatedwordswe’ll talk aboutthose later!

33. Sometimes I help peoplebuyspecificcellphones

34. BlackberryBold Blackberry Storm Blackberry Curve … iPhone 3GiPhone 3GSApple iPhone…

35. Divide the list intologicalgroupsFocus onyourvisitorsquestion

36. You’llseethisappear:Smaller groups in biggerpatterns

37. Big patterns (brands, synonyms,…)These willformyourcampaigns

38. SmallgroupsThese willformyourAdGroups

39. 3 Keyword match types

40. Broad:Anythingpossiblyrelated

41. Cellphone Cellularphones Satelitephones Telephone Broad Matchexample:cellphone

42. Phrase:Anythingusingthisphrase

43. Cellphone Cheapcellphone Cellphone plans Cellphone shop Phrase matchexample:“cellphone”

44. Cellphones Cellularphones Mobile phones GSM Phrase matchexample:“cellphone”

45. Exact:Exactly these words

46. Cellphone Exact matchexample:[cellphone]

47. Cheapcellphone Cellphones Exact matchexample:[cellphone]

48. When to usewhich match type

49. BroadPhraseExact Findnewkeywords Match specificqueries Key search queries

51. Nowfor the hard part…

52. Ad Writing

53. Title (25) Line 1 (35) Line 2 (35) 95 Characters

54. Ad structure

55. CompellingheadineWhyshouldtheynoticeyou?

56. What are yourbenefits?Whyshouldthey care?

57. What are your features?What do you have to offer?

58. Compelling headline (25)Benefits (35)Features (35)

59. Example

60. AmazingiPhone dealsUnlockediPhones. Wholesale prices.Free & insured shipping. Order now!www.phonesRus.com/iPhone

61. Pre-Assembled HangarsPersonalizedforyour business.Built in 48 hours. Guaranteed.www.frisomat.com/hangars

62. What’s the competition up to?

63. Industrial BuildingsSolutions for Your Small Business.Business Begins Here.www.business.com

64. Industrial BuildingsIndustrial/commercial constructionspecialists. Design & build www.c21construction.co.uk

65. Quality Steel Buildings Agricultural Residential Industrialbarn storage garages business use www.pembs-steelbuildings.co.uk

66. Industrial BuildingsAll Kinds of Metal BuildingsGet an Unbeatable Quote Now!www.atlanticsteelbuildings.co.uk

67. Steel Buildings UK All types of steel buildingsNationwide Service - Instant Quote www.GarageQuotes.com/SteelBuildings

68. Sowhatmakes a winning ad?

69. I don’tknow.Neither does youragency, nor anyoneelse.

70. ButGoogle’susers do.Always test twocompetingads.

72. Gettingyourcosts down.AdWords Auction 101.

73. Shocking fact:The highest bidder doesn’talways end up on top.

74. Keyword, Ad & Query Landing page CTR Other factors Quality Score

76. Ad Rank

77. €4,00 x 4 = 16 €3,00 x 7 = 21 €2,00 x 10 = 20 Advertiser 1:Advertiser 2:Advertiser 3:

78. CostCalculationCPC = Ad Rank P-1 / Own QS

79. AdRank Advertiser 3 OwnQualityScore Advertiser 2:

80. 20 = €2,86 7 Advertiser 2:

81. 20 / 7 = €2.86 16 / 10 = €1.60 Ad Rank P4 / Own QS Advertiser 2:Advertiser 3:Advertiser 1:

82. Don’toutbid the competition.Outmanoeuvrethem.

83. Negativekeywords

84. cellphoneproviders cellphoneradiation cellphonesplans disposablecellphones prepaidcellphones refurbishedcellphones Disableunrelatedsearches

85. Providers Radiation Plans Disposable Prepaid Refurbished Negativekeywords

86. Increasesyour CTRDecreaseswasted clicks

87. Landing pages

88. Google lovesrelevanceVisitorsloverelevance

89. The homepage:Is itreally the most relevant page?

90. Probablynot.

91. Findorbuildrelevant landing pages

92. Again: What’s the competitiondoing?

97. Landing page:±10% of QS

98. Relevant ads

99. Continually test your ad copy

100. Found a betterperforming ad?Delete the otherone, write a newone.

101. What to test?Headlines, benefits, features, display-urls

102. Drive up yourads CTR

103. CTR:+50% of QS

104. Wage a war of attrition

105. Optimizeyourkeywords

106. Optimizeyourads

107. Optimizeyour Ad Groups

108. OptimizeyourCampaigns

109. Never stop.Neversurrender.

111. Monitoringyouragency

112. Whyhireanagency?

113. Keepinganeyeontheirwork:

114. Different match types Use of negatives Keywords

115. Focussedadswith USP Cobwebs Landing pages Ads

116. Themed Clear focus Creation of newgroups Ad Groups

117. Location / Language Timing Ad Extentions ImpressionShare Campaigns

118. Bouncerates Conversionrate Non brandedtraffic Web Analytics

119. Transparency Communication Excludingbrandedconversions Other factors

120. Talk is cheap.

121. Badly run campaignsexpensive.

122. Thankyou!