08NTC: Day 2, Intro to Google AdWords

Frederick Vallaeys, Google

  • Many ways to search: Banner ads, search marketing
  • Search Marketing reaches users at the exact right time. Best use of your time to achieve your goals.
  • Efficient in terms of cost.
    • Direct mail - $70
    • $8.5 for a direct search
    • 10x less expensive than most other mediums
  • Measurable
  • Concept is getting in front of the right customer, at the right time, with the right message
    1. Decision and purchase cycle
    2. “Sponsor a child in India” is likely to reach someone on the verge of spending money
    3. Retention is key “annual giving”

The changing landscape of marketing

Google network reaches more than 80% of the global market

The Google network - go after customer when they type something in the search box AND can reach people through Google content.

Reach customers through advertising

  1. Connect with consumers when they search: Search solutions
  2. Connect with consumers when they do research - Google’s content network
  3. Connect with customers when they pursue interests - Google’s site targeting

Google and searching: Reaching Google’s audience with your message

  • Organic results based on algorithms. Looks at page rank (high quality sites that link back to yours) . Description is automatically generated based on what people searched on. Fresh, useful content (blog, newsfeed) that updates frequently. Helps your site be more fresh, encourages linking, and thus increases page rank.
  • Ads on right - ranked off a combination of relevance and how much you’re willing to pay. You only pay when someone clicks on the ad. Google makes 98% of it’s revenue by this. No way in Google system that people can move you down the page with more money. Relevance is key and KING.
  • Ads are marked as “sponsored links”. Ads are small, 95 characters of ad text. Can get started in about 15 minutes.
  • Keyword is directly linked to ad text, so it’s better targeted and creates better ROI.
  • Organic results a completely different system than the adwords side.
  • Have to make sure you buy singular and plural sometimes: flower, flowers - Google has a system to do this automatically, but if you’re sure you need to have the plural, you should also buy it.
  • Balance between adwords and organic results. Top ad might get a 25% click-through rate, but on organic, you might have 1-2%. Probably 50% of people click on organic results.
  • People click on multiple ads often, to comparison shop
  • Very few people go to the 2nd and 3rd pages of organic results on google
  • Puts user experience as high on search relevance

AdSense - another way to raise revenue

  • Google scans a page. Based on what they understand of the page. If keywords are relevant they will post them on other sites: e.g. Food Network. Gives you additional exposure. On the other hand you can show ads on your site to raise revenues.

You can tell Google negative keywords or URLs that will keep them from posting your ads there. E.g. don’t want to be posted on your competitors sites and vice-versa.

How to get on Google Adwords

  • Videos that explain
  • Give it consideration and determine how you want to move forward. If you mess up in the beginning (build a negative history of relevance) makes it hard to do well in the future
  • Choose your edition
  • Add location and language - who are you targeting? If you are targeting all over the world, some of the drawbacks, certain types of credit cards are not available to make donations. Better to make specific campaigns for different markets. Would want to change language for different campaigns, etc. Can change budget allocations: $1000 for US, $100 for another country. To reach multiple languages in one country, create separate campaigns and can even segment down to the states that you want to reach in your campaign.
  • 95 characters for your ad
  • Choose the keywords that you want to bid on. Make it a tight grouping of keywords. Focus on one position in your organization first and choose all relevant keywords. E.g. Pick one department, then all keywords related to “roses”. It’s these keywords that reaches the specific ad text. Much more likely someone will click on the ad. Don’t want to have Roses and hyacinths in the same ad. You are more general, less relevance.
  • Budget: Choose how much per day you want to spend.
  • Create username and password, enter billing information. Billed every 30 days or when you reach different thresholds.
  • When you reach your budget threshold, your ads disappear. Spread it out across the day, and the month via algorithms. Based on setting, Google will meet your requirements (you won’t pay more than you ask).
  • Can view reports on clicks and costs of words as you go.

More helpful tips and responses to audience questions

  • Look at products you’re offering. If someone was looking for your product, what words would they search on.
  • If your ads aren’t clicked on: keywords might not be relevant OR you’re in a very competitive space
  • Google analytics helps you choose keywords. You can see how people found you. Use those words as a base set
  • Keyword tool shows you related words you might want to look at, how competitive it is, how expensive, etc.
  • Can set a start and end date for your campaign.
  • You can schedule ads for specific days to run: Monday at 6:15 am and end at 5:30 pm. Based on your time zone.
  • If you have a keyword that consists of more than one keyword, e.g. Content Management System - it’s still considered a “keyword”. You can force the order of these words too.
  • No more than 10 words per keyword phrase. Not a good idea to do 10 words. Most people search between 2-5 words.
  • Actual cost is based on how you can beat the person below you combined with the relevance factor.
  • Reports will tell you when you have “impressions” of your ad even if it wasn’t clicked.
  • Category Targeting - can choose the categories of website you want to be featured on.

How to run a successful Adwords Campaign

Targeted ad - good user experience - higher clickthrough rates, more qualified leads - better conversations.

*Keywords need to be accurate and specific because you want your users to pay for something on your site so you make up advertising costs

Relevant keywords

  • Accurately reflect products/services being offered
  • Match what your audience is looking for
  • Target the audience without being too general

Ads are continuously matched to Internet users’ interests based on your keywords

Use keyword match types to your advantage

  • Broad match - order doesn’t matter
  • Exact match
  • Phrase match
  • Negative keyword

Ads are placed as buying decisions are made

*Want to have fairly specific. 2-3 keyword terms (”video camera”. Use broad match, and monitor the reports. Based on this report, go back and add additional keywords. Results are “JVC camera” “Sony camera” - may want to choose more specific ones over time. If “free camera” comes up and that doesn’t fit you, you make that a negative keyword.

Bounce rates and keywords - bounce rates reduce your relevance . If people come to your site and don’t find what they’re looking for, reduces your ranking

If you choose a bad keyword, your CPC (cost per click) will be higher because your relevance is poor.

If you have a great click-through rating more likely to show up with the adwords.

Good keywords for “dog food”

  • Buy dog food
  • buy cheap dog food online now (too long)
  • purina dog chow
  • canned dog meals
  • (don’t choose pets, dogs, vet, dog food recipes)

Very few people search with one-word phrases - too general and its hard to tell who they are targeting in their search.

You should consider words that are mispelled keywords. Google will likely show your ad anyway, but nice to be safe.

Writing an effective ad:

  1. Ad text distinguishes you from the competition
  2. Communication, appearance and style are important
  3. Use keywords in the title and at least once in the ad text
  4. Dynamic keyword insertion - can automatically insert keyword (don’t do this with all words - mispellings, etc.)
  5. Include a call to action
  6. Avoid being too general: don’t use “click here”, “Come visit us”
  7. Make a compelling offer that differentiates yourself
  8. Advertise by location - this could work well with dynamic keyword insertion
  9. Make your add look pretty - use a combination of upper and lowercase in your URL to make it easier to read.
  10. Can use 3 different ad texts and Google will rotate through them, then choose the most effective one, and display that more. Can view this in reports. Can test it with Google multi-variant testing.
  11. The more relevant your ad is, the most cost efficient it will be
  12. Max CPC is a good level to start with per day
  13. Conversion tracking - real-time return-on-investment date - can add code to your checkout. Can turn off ads where you weren’t making money. Can up the value of the words that are working.
  14. Rank = quality score * maximum CPC - it is possible for the highest ranked add to have a lower cost per click than the competitor below it. If you ad is more relevant, you can still compete against someone with more money.

Google grants

  • Given budget for free.
  • Google.com/grants - explains who is eligible to do this. Any member of the NTEN organization gets priority processing.
  • grants-nten@google.com for questions

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