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Google AdWords Intro - Frederick Vallaeys, Google AdWords Evangelist

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introduction to adwords

Introduction to AdWords

Frederick Vallaeys, Google AdWords Evangelist


The Changing Marketing Landscape

Reaching Google’s Audience with Your Message

How to Get Started with Google AdWords

How to Run a Successful AdWords Campaign

where are we today and where are we going
Where Are We Today…and Where Are We Going?


Digital Media


Non-Digital Media




as a marketer your objectives are manifold


Create interest through



Create awareness




Direct mail

& response



Maintain brand

Direct response

Cycle of trial, purchase, and repeat

As a Marketer, Your Objectives Are Manifold



search is the most efficient channel
Search is the Most Efficient Channel

Approximate Customer Acquisition Cost Across Various Channels











Direct mail


Online display ads

Yellow Pages


Source: Piper Jaffray: “The New eCommerce Decade: The Age of Micro Targeting,” Oct 2006

the right lead at the right time
The Right Lead at the Right Time


“Sponsor a Child”

Contextually relevant ad on website


and Purchase Cycle

“Sponsor a Child in India”

“Annual Giving”


The Changing Marketing Landscape

Reaching Google’s Audience with Your Message

How to Get Started with Google AdWords

How to Run a Successful AdWords Campaign

google adwords reaches global markets
Google AdWords Reaches Global Markets

People use Google in over 100languages

The Google Network reaches more than 80% of worldwide Internet users.

Sources: Measured by Media Metrix and NetRatings (September 2004); “2005 Web Globalization Report Card,” Byte Level Research (November 2004)


the google network

Search partners:

Thousands ofContent partners:

The Google Network

Google: #1 U.S. search engine:

reaching customers online
Reaching Customers Online

Reach customers via three advertising touch points:

Connect with Consumers

When They Pursue Interests


Site Targeting

Connect with Consumers

When They Search


Search Solutions

Connect with Consumers

When They Research


Content Network

imagine your business on google
Imagine Your Business on Google

Your Business

Imagine your business here right when a user is searching for what you offer

keyword advertising
Keyword Advertising
  • Targeted advertising
  • Better advertiser ROI than untargeted ads
  • Improved user experience
adwords for content adsense
AdWords for Content - AdSense

Reaches millions of users as they read contentonline

Google scans a page, interprets its content and serves relevant ads

Relevant ads

Targeted in real-time

Recipe for Roasted

Garlic Pasta Sauce


The Changing Marketing Landscape

Reaching Google’s Audience with Your Message

How to Get Started with Google AdWords

How to Run a Successful AdWords Campaign

adwords start page
AdWords Start Page

Step 1: Go to

When you reach the Google AdWords page, simply click the button to begin

The sign-up process usually takes about 15 minutes

You can read more about the benefits of AdWords and how it works on this page as well

choose your edition
Choose Your Edition

Step 2: Choose Your Edition

For this presentation we will walk you through the Starter Edition sign-up process

Starter Edition has a simplified sign-up and set-up process for new AdWords advertisers

You will have simplified keyword selection, ad copy writing, and campaign/local targeting

You can always graduate to the Standard Edition at any time

what if i don t have a web page
What if I Don’t Have a Web Page?

Hosted business pages are informational sites that new AdWords advertisers may create when setting up advertising campaigns.

If you have a small business and would like to advertise with Google AdWords, but you don't have a website, you can create a hosted page to showcase your business. It usually takes only 15 minutes to set up.

With AdWords and hosted business pages, you'll be able to reach potential customers with a few quick and easy steps.

select your ad location and language
Select Your Ad Location and Language

Step 3: Select the language and location where you want your ad to show

You can target a specific area within your selected country, territory, and

even state if you so wish

write your ad
Write Your Ad

Step 4: Write your ad

In this step, you enter the website address where you want potential customers to go when they click on your ad

If you don’t have a webpage, you can still take advantage of AdWords. We have a tool that allows you to create a simple page hosted by Google

Then, follow the instructions and write your ad. Your ad title and copy should be relevant and understandable to your customers

If you are having a case of writer’s block, there’s a tool that can provide you with ad copy ideas; simply click the “Give me ideas” tab and follow the simple instructions

choose your keywords
Choose Your Keywords

Step 5: Choose Your Keywords

Keywords are what your prospective customers are typing into the search bar to find your products and services, such as

“real estate, 91311”

In this step, you can enter as many keywords and key phrases as you’d like into the box

Your ad will be more effective if your keywords are directly related to your ad. More specific key phrases and keywords will lead to better leads

set your budget and choose a currency
Set Your Budget and Choose a Currency

Step 6: Choose your budget

Select the currency in which you will be paying for your ad

AdWords will show your ad as often as possible within the budget guidelines you set

You can select one of the preset budget amounts or input your own monthly budget amount in the box

create an account
Create an Account

Step 7: Set Up Your Account

If you already have an account with any of Google’s properties, you can choose to use that email address and password to log into AdWords

If you want to create a new account, simply select the second option and enter the requested information

Then, click “create account”

enter your billing information
Enter Your Billing Information

Select a form of payment

You can use direct debit or credit card


The Changing Marketing Landscape

Reaching Google’s Audience with Your Message

How to Get Started with Google AdWords

How to Run a Successful AdWords Campaign

how do i create an effective adwords campaign
How do I create an effective AdWords campaign?

Relevance is the key to a successful AdWords campaign


Clickthrough Rates





More Qualified


Good User Experience

how do i choose good keywords
How do I Choose Good Keywords?
  • Relevant Keywords:
    • Accurately reflect products/services being offered
    • Match what your audience is looking for
    • Target the audience without being too general
keyword match types
Keyword Match Types

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

Use keyword match types to your advantage

  • Broad Match
  • Phrase Match
  • Exact Match
  • Negative keyword

Ads are placed as buying decisions are made

The Result:Businesses reach their audience at the right time, with the right message

broad match example
Broad Match Example

For the broad-matched keyword used book

  • used book dealer
  • buy used books
  • used and rare book
  • second hand book
  • cheap used book

Ad can appear for any of these queries

what are negative keywords
What are Negative Keywords?
  • Prevent ads from appearing on irrelevant search queries
  • Eliminate unwanted impressions

Keyword:used book

Negative Match:-cheap

choosing the right keywords selling dogfood
Choosing the Right Keywords – Selling Dogfood

buy cheap dog food online now


Purina dog chow

buy dog food

dog food recipes



canned dog meals

choosing the right keywords
Choosing the Right Keywords

94% of people in the US search with multi-word phrases

Source: – July 2006

how do i write an effective ad
How do I write an effective ad?
  • Ad text distinguishes you from the competition
  • Communication, appearance, and style are important
  • Be persuasive and informative
  • First thing the user sees
keywords in ad text
Keywords in Ad Text

Catch your customer’s eye by making sure your headlines match the keywords.

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The Anastasia Collection -

Porcelain Dolls, Doll Stands, & More


Discount Figurines

Unique Collectibles, Gift Ideas,

Figurines & Miniatures. Buy Online!

Matching terms show up in bold text on the Google results page.

include a call to action

Click Here

Visit Us

Include a Call to Action

Examples: get info, research here, download free white paper, order our catalog, buy now, save money

Avoid meaningless slogans and gimmicky language

differentiate products or services
Save 50%

$10 Off

Seasonal Sales

Free Shipping

Free White Paper

Send Chocolate Gifts

Save 10% on all chocolate orders.

Free shipping over $50.

Differentiate Products or Services
advertise by location

New York Advertising

Advertise by Location
  • Locationin ad text can increase performance
  • Attracts attention of local users
  • Non-local users will not click on ad
inter capitalize display url
Inter-capitalize Display URL

Inter-capitalizing your display URL may make your ad stand out more and lead to better clickthrough rates

including multiple ads
Including Multiple Ads

Use multiple ads to test messages and see which on works best

controlling costs
Controlling Costs
  • No minimum spend
  • You choose your own maximum daily spending limit (daily budget)
  • Choose how much you want to spend per click for every keyword
  • Pay Google for users who click on your ad
  • Conversion tracking = real-time return-on-investment data
relevancy decreases your cost
Relevancy Decreases Your Cost

The ad rank depends on the relevance of the ad and your maximum bid

  • Rank = Quality Score * Maximum CPC

It is possible for the higher ranked ad to have a lower cost per click than its competitors

If your ad is more relevant, you can still compete against someone with more money

and targeting is easy


And Targeting Is Easy…

AdWords gives you the option to target the location where your ad will be visible to potential customers

If you want your ad to be shown to all relevant searches in a particular country, you can simply select a country

If you would like to target a local area within a country, simply enter a city name or postal code to search and select the area where you would like your ads to show

regional and local targeting

Within a defined radius

Within defined borders

Regional and Local Targeting

You can target ads so they appear only in locations of interest to you – your neighborhood, your service areas, your city or your state.

Define the area, customize the targeting

Select from pre-defined geographies





adwords is accountable
AdWords is Accountable

Monitor Your AdWords Performance

The AdWords interface lets you monitor the performance of each ad that you are running, as well as your overall performance

With AdWords, you always know how your ads—and marketing budget—are performing

google grants beta
Google Grants Beta

Grantees use Google Grants ads to increase awareness, solicit donations, recruit volunteers, promote events, etc.


more about google grants
More About Google Grants

Visit for eligibility criteria, grant details, application and more



Frederick Vallaeys, Google AdWords Evangelist

Email your questions to