Introduction to AdWords

1. 1 Introduction to AdWords Frederick Vallaeys, Google AdWords Evangelist Blue Slides are temporary and for separating sections ONLYBlue Slides are temporary and for separating sections ONLY

2. 2 Agenda 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

3. 3 Where Are We Today…and Where Are We Going? MEDIA * We are still in the early stages of the digitization of the world…..but things are changing quickly * As measured by users: - Only 1 Billion people in world are online… 6+ Billion people total - Today, 5x more mobile phones than computers (from Eric’s Davos notes) - Today, 20% of kids in Korea addicted to the Internet (from Eric’s Davos notes) - In 2008, Internet access via mobile phones will be more common than Internet access via computer MEDIA * We are still in the early stages of the digitization of the world…..but things are changing quickly * As measured by users: - Only 1 Billion people in world are online… 6+ Billion people total - Today, 5x more mobile phones than computers (from Eric’s Davos notes) - Today, 20% of kids in Korea addicted to the Internet (from Eric’s Davos notes) - In 2008, Internet access via mobile phones will be more common than Internet access via computer

4. 4 As a Marketer, Your Objectives Are Manifold

5. 5 Search is the Most Efficient Channel

6. 6 The Right Lead at the Right Time

7. 7 Agenda 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

8. 8 Google AdWords Reaches Global Markets

9. 9 The Google Network

10. 10 Reach customers via three advertising touch points: Reaching Customers Online Here are our four advertising solutions. We will cover each in greater detail during the examples and illustrations portion of this presentation, but at a high level, they are: Search Content Site Targeting Web UtilitiesHere are our four advertising solutions. We will cover each in greater detail during the examples and illustrations portion of this presentation, but at a high level, they are: Search Content Site Targeting Web Utilities

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12. 12 Imagine Your Business on Google Imagine your business on the results page How do I get my business up there? How do I get my business up on Google? Imagine your business on the results page How do I get my business up there? How do I get my business up on Google?

13. 13 Google Search Results Here you can see a page of Google Search results for a user searching on the keyword ‘flowers’. [Animation] The term the user types into the search field is called the search query, and appears that the top of the page. [Animation] The search results appear on the left side of the screen, with news results at the top. These search results are free. Google does not accept money for placement of websites in the search results. Here you can see a page of Google Search results for a user searching on the keyword ‘flowers’. [Animation] The term the user types into the search field is called the search query, and appears that the top of the page. [Animation] The search results appear on the left side of the screen, with news results at the top. These search results are free. Google does not accept money for placement of websites in the search results.

14. 14 Google AdWords Ads Next to the search results, ads can appear both on the right hand side of the page and occasionally above the search results. These are put there by Google’s online advertising product, called AdWords. Ads are triggered by the user query - this is called keyword advertising. Next to the search results, ads can appear both on the right hand side of the page and occasionally above the search results. These are put there by Google’s online advertising product, called AdWords. Ads are triggered by the user query - this is called keyword advertising.

15. 15 Keyword Advertising Keywords are terms that advertisers chose that trigger their ads on Google. As in the case you just saw, the advertisers chose the keyword ‘flowers’. When a user of Google.com types a search query into the search field, as shown here, [Animation] the appropriate ads are triggered along with the search results. These ads are relevant to the keyword ‘flowers’, and could appear on the Google search results page. These advertisers are hoping that users will click on their ads, and be taken to the advertiser’s website to conduct business. [Animation] Keyword advertising has many distinct benefits. It allows you to target your ads specifically to users who are looking for your product or service, and avoid those users who are not likely to become your customers. As a result, you can get a better return on investment, also known as ROI, for your advertising budget. Targeted advertising also helps Google users find what they’re looking for, ensuring that they will continue using Google and providing a valuable source of potential customers for our advertisers. Next you’ll take a closer look at a typical AdWords ad. Keywords are terms that advertisers chose that trigger their ads on Google. As in the case you just saw, the advertisers chose the keyword ‘flowers’. When a user of Google.com types a search query into the search field, as shown here, [Animation] the appropriate ads are triggered along with the search results. These ads are relevant to the keyword ‘flowers’, and could appear on the Google search results page. These advertisers are hoping that users will click on their ads, and be taken to the advertiser’s website to conduct business. [Animation] Keyword advertising has many distinct benefits. It allows you to target your ads specifically to users who are looking for your product or service, and avoid those users who are not likely to become your customers. As a result, you can get a better return on investment, also known as ROI, for your advertising budget. Targeted advertising also helps Google users find what they’re looking for, ensuring that they will continue using Google and providing a valuable source of potential customers for our advertisers. Next you’ll take a closer look at a typical AdWords ad.

16. 16 AdWords for Content - AdSense Using the same technology to determine a site’s relevancy to keywords in natural search, our engine matches AdWords ads to the content on a site delivering an extremely targeted message and positive experience.Using the same technology to determine a site’s relevancy to keywords in natural search, our engine matches AdWords ads to the content on a site delivering an extremely targeted message and positive experience.

17. 17 Agenda 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

18. 18 AdWords Start Page AnimateAnimate

19. 19 Choose Your Edition AnimateAnimate

20. 20 What if I Don’t Have a Web Page?

21. 21 Select Your Ad Location and Language AnimateAnimate

22. 22 Write Your Ad AnimateAnimate

23. 23 Choose Your Keywords

24. 24 Set Your Budget and Choose a Currency Step six, simply select if you would like to receive special AdWords offers and tips from Google…Step six, simply select if you would like to receive special AdWords offers and tips from Google…

25. 25 Create an Account

26. 26 Enter Your Billing Information

27. 27 Agenda 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

28. 28 How do I create an effective AdWords campaign? AdWords is designed to reward relevance Creating a relevant, high quality account from the start is vital AdWords is designed to reward relevance Creating a relevant, high quality account from the start is vital

29. 29 How do I Choose Good Keywords? Choosing the right keywords is crucial for creating a successful campaign.• Think about what potential customers will be searching on to find your product or service and will your ad be relevant. Here are some best practices for creating successful keyword lists• Keywords should accurately reflect the products/services being offered on your site and should match what the user is looking for.• For local advertisers especially it’s important to find the right balance between keywords being broad enough to capture a large enough audience without being too general or irrelevant• Put yourself in the shoes of the customer when you are deciding if a keyword is relevant or not. Would a customer who is looking for this business’ product search on this word? Also if a user is searching on this word, and the business’ ad appeared, would they find it relevant? Choosing the right keywords is crucial for creating a successful campaign.• Think about what potential customers will be searching on to find your product or service and will your ad be relevant. Here are some best practices for creating successful keyword lists• Keywords should accurately reflect the products/services being offered on your site and should match what the user is looking for.• For local advertisers especially it’s important to find the right balance between keywords being broad enough to capture a large enough audience without being too general or irrelevant• Put yourself in the shoes of the customer when you are deciding if a keyword is relevant or not. Would a customer who is looking for this business’ product search on this word? Also if a user is searching on this word, and the business’ ad appeared, would they find it relevant?

30. 30 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 Another benefit to advertisers is the timing of AdWords. ANIMATION In internet advertising, timing is very important. Google AdWords ads connect you with new customers by being in the right place, and, more importantly, by engaging them at precisely the right moment. Ads are continuously matched to internet users’ interests. ANIMATION The fact that they're on the Web, actively reading pages and searching terms related to your product, means they're likely to be interested in what you have to offer. It also means they're likely to act by clicking on your ad to visit your site for more information or, even better, to convert into a customer of yours. Add data about search behavior (keyword length)Another benefit to advertisers is the timing of AdWords. ANIMATION In internet advertising, timing is very important. Google AdWords ads connect you with new customers by being in the right place, and, more importantly, by engaging them at precisely the right moment. Ads are continuously matched to internet users’ interests. ANIMATION The fact that they're on the Web, actively reading pages and searching terms related to your product, means they're likely to be interested in what you have to offer. It also means they're likely to act by clicking on your ad to visit your site for more information or, even better, to convert into a customer of yours. Add data about search behavior (keyword length)

31. 31 Broad Match Example For the broad-matched keyword used book used book dealer buy used book used and rare book used book for sale Cheap used book For this example, assume that you have entered the broad-matched keyword “used book”. This keyword could display your ad when Google.com users enter queries like [Animation] used book dealer, [Animation] buy used book, [Animation] used and rare book, [Animation] used book for sale, [Animation] or used book finder. [Animation] As you can see, broad matching is an effective way to target your ads to a wide audience. Our next matching option, called phrase matching is more precise. For this example, assume that you have entered the broad-matched keyword “used book”. This keyword could display your ad when Google.com users enter queries like [Animation] used book dealer, [Animation] buy used book, [Animation] used and rare book, [Animation] used book for sale, [Animation] or used book finder. [Animation] As you can see, broad matching is an effective way to target your ads to a wide audience. Our next matching option, called phrase matching is more precise.

32. 32 What are Negative Keywords? Negative keywords give you control over your advertising by allowing you to even further select your audience. They help eliminate unwanted impressions and prevent your ads from showing on irrelevant searches. In this example, assume that you have included the broad-matched keyword phrase “used book,” and the negative keyword “college” in an Ad Group. These keywords will display the ad on searches such as [Animation] “used book,” or [Animation] “used and rare books.” [Animation] But the ad will not appear for the search “used college books,” since that query includes your negative keyword “college.”Negative keywords give you control over your advertising by allowing you to even further select your audience. They help eliminate unwanted impressions and prevent your ads from showing on irrelevant searches. In this example, assume that you have included the broad-matched keyword phrase “used book,” and the negative keyword “college” in an Ad Group. These keywords will display the ad on searches such as [Animation] “used book,” or [Animation] “used and rare books.” [Animation] But the ad will not appear for the search “used college books,” since that query includes your negative keyword “college.”

33. 33 Choosing the Right Keywords – Selling Dogfood Keywords can range from irrelevant, to general, relevant, and extremely specific Here we are looking for dog food. Out of the following keywords that users might enter to search for our product, which keywords are too general or irrelevant? [animation] Pets, dogs, and vet are all too general. Users searching on those terms might be looking for products other than food. Dog food recipes on the other hand would bring you irrelevant traffic, as those users are looking to make dog food themselves rather than purchase it. [animation] Buy cheap dog food online now is an example of a keyword that is too specific. Few users are likely to search using this whole phrase. On the other hand, though, [animation] Buy dog food, Purina dog chow and canned dog meals would all be potentially good keywords that would bring relevant traffic to your site.Keywords can range from irrelevant, to general, relevant, and extremely specific Here we are looking for dog food. Out of the following keywords that users might enter to search for our product, which keywords are too general or irrelevant? [animation] Pets, dogs, and vet are all too general. Users searching on those terms might be looking for products other than food. Dog food recipes on the other hand would bring you irrelevant traffic, as those users are looking to make dog food themselves rather than purchase it. [animation] Buy cheap dog food online now is an example of a keyword that is too specific. Few users are likely to search using this whole phrase. On the other hand, though, [animation] Buy dog food, Purina dog chow and canned dog meals would all be potentially good keywords that would bring relevant traffic to your site.

34. 34 Choosing the Right Keywords Fill-ins: Slide title ** Please change takeaway at bottom if this does not match your intention with this slide! --If you want to fill in global percentages or percentages for other countries, go to http://www.onestat.com/html/aboutus_pressbox45-search-phrases.html. Make sure you change the graph title.Fill-ins: Slide title ** Please change takeaway at bottom if this does not match your intention with this slide! --If you want to fill in global percentages or percentages for other countries, go to http://www.onestat.com/html/aboutus_pressbox45-search-phrases.html. Make sure you change the graph title.

35. 35 How do I write an effective ad? It’s important to write targeted ad text for several reasons. Ad text is your opportunity to make your ad stand out from your competition. It is also the only part of your account that is visible to users. So, be persuasive, informative, really entice users to click on your ad. This will ultimately increase your return on investment. Let’s talk about some ad text best practices.It’s important to write targeted ad text for several reasons. Ad text is your opportunity to make your ad stand out from your competition. It is also the only part of your account that is visible to users. So, be persuasive, informative, really entice users to click on your ad. This will ultimately increase your return on investment. Let’s talk about some ad text best practices.

36. 36 Keywords in Ad Text One of the most important elements of writing effective ads is including your keywords in the ad title or somewhere in your ad text. Think like a customer. If you type in figurines in Google and you see these two ads, which one would you be more likely to click on?Most Google users prefer the bottom one with Discount figurines in the ad title.In looking at the top ad, “collector dolls” might encompass “figurines,” [animation] but the visual match makes a big difference in establishing relevancy. Another reason this works well for advertisers is that keywords are bolded in ad text, making the ad stand out even more.One of the most important elements of writing effective ads is including your keywords in the ad title or somewhere in your ad text. Think like a customer. If you type in figurines in Google and you see these two ads, which one would you be more likely to click on?Most Google users prefer the bottom one with Discount figurines in the ad title.

37. 37 Include a Call to Action We recommend using a strong call to action, relating specifically to your conversion, such as a sale or sign up. What do you think is a call to action in this ad text? [animation] If you guessed Find New and Used Books, and/or Order Online Today, you were right! Both of these phrases invite users to interact with the site. Make sure to avoid using meaningless slogans such as 'Click Here' and 'Visit Us'.Ideally, your call to action will inform the customer what it is you want them to do on your site, tying back to what your conversion is We recommend using a strong call to action, relating specifically to your conversion, such as a sale or sign up. What do you think is a call to action in this ad text? [animation] If you guessed Find New and Used Books, and/or Order Online Today, you were right! Both of these phrases invite users to interact with the site. Make sure to avoid using meaningless slogans such as 'Click Here' and 'Visit Us'.

38. 38 Differentiate Products or Services Save 50% $10 Off Seasonal Sales Free Shipping Free White Paper Remember that these are ads and you are only given a few lines and characters to work with so you really should try and make your ad stand out among your competition. Whatever makes you different from your competition or gives you an edge, try to highlight that in your ad. Use your special offers, sales, etc to your advantage. If your sale offers are changing though, don’t forget to go in to your account and update your ad text. Remember that these are ads and you are only given a few lines and characters to work with so you really should try and make your ad stand out among your competition. Whatever makes you different from your competition or gives you an edge, try to highlight that in your ad. Use your special offers, sales, etc to your advantage. If your sale offers are changing though, don’t forget to go in to your account and update your ad text.

39. 39 Advertise by Location If the location of your business is important to your customers, you should include that location in your ad text to increase your ad performance. [animation] For example, if your business only offers service in New York, you should state that clearly in your ad text. Potential customers who see an ad targeted to their location are more likely to click on that ad. If the location of your business is important to your customers, you should include that location in your ad text to increase your ad performance. [animation] For example, if your business only offers service in New York, you should state that clearly in your ad text. Potential customers who see an ad targeted to their location are more likely to click on that ad.

40. 40 Inter-capitalize Display URL Another important piece to writing effective ad text is to make your display URL stand out. You can do this easily by capitalizing the first letter of each word within the URL. A lot of our advertisers have found that this has helped them get better clickthrough rates as it made their ads stand out more. We recommend testing both versions of your display URL before deciding what works best for your campaign.Another important piece to writing effective ad text is to make your display URL stand out. You can do this easily by capitalizing the first letter of each word within the URL. A lot of our advertisers have found that this has helped them get better clickthrough rates as it made their ads stand out more. We recommend testing both versions of your display URL before deciding what works best for your campaign.

41. 41 Including Multiple Ads Having multiple ads in one Ad Group is advantageous because you can test a variety of ad messages, but another ad might lead to more conversions. [Animation] Let’s look at an example of multiple ads that could be included in one Ad Group. All the ads shown here contain a strong call to action. The first ad is the original ad. The ad on the bottom left removes the company name from the title, and contains a different offer and a different call to action. The bottom right ad experiments with yet another title and a different characteristic of the product being offered. Having multiple ads in one Ad Group is advantageous because you can test a variety of ad messages, but another ad might lead to more conversions. [Animation] Let’s look at an example of multiple ads that could be included in one Ad Group. All the ads shown here contain a strong call to action. The first ad is the original ad. The ad on the bottom left removes the company name from the title, and contains a different offer and a different call to action. The bottom right ad experiments with yet another title and a different characteristic of the product being offered.

42. 42 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 The minimal cost of AdWords is a real benefit to advertisers. ANIMATION First, there is no minimum spending limit. You can spend a small amount at first…to test new keywords and ads…and then increase spending when you become comfortable with the success of your advertising. Google welcomes all advertisers, regardless of budget constraints. ANIMATION Secondly, you can choose your daily spending limit. Google display your ads so that the number of clicks you receive does not exceed your daily budget. ANIMATION You choose the maximum amount you are willing to spend for each click on your ads. Google never charges you more than this maximum amount. In fact, Google’s automated auction system often charges you less than the maximum you are willing to pay. For more details on this, please see the module on Pricing and Ranking. ANIMATIONYou pay for clicks on your ads. You are charged only when users are interested enough in your product or service to go to your website, and possibly become your customer. Google charges for advertising on a cost-per-click basis. Advertisers pay when a consumer clicks on their ad. This is called a pay-for-performance, or pay-per-click model. Contrast this with the majority of online advertising, where pricing is based ad impressions; this is usually a fee per thousand impressions. There are no guarantees that a consumer will actually click through to the advertiser’s website with that model. NEXT ANIMATION With AdWords free conversion tracking and online reporting, advertisers get customizable reports that continuously track their sales conversions and return on investemnt. These reports can also be emailed automatically on a regular basis. These capabilities give the advertiser full control over their campaign spend and clear insight into performance. See the training modules on Reports and ‘ROI & Conversions’ for more information on this subject. The minimal cost of AdWords is a real benefit to advertisers. ANIMATION First, there is no minimum spending limit. You can spend a small amount at first…to test new keywords and ads…and then increase spending when you become comfortable with the success of your advertising. Google welcomes all advertisers, regardless of budget constraints. ANIMATION Secondly, you can choose your daily spending limit. Google display your ads so that the number of clicks you receive does not exceed your daily budget. ANIMATION You choose the maximum amount you are willing to spend for each click on your ads. Google never charges you more than this maximum amount. In fact, Google’s automated auction system often charges you less than the maximum you are willing to pay. For more details on this, please see the module on Pricing and Ranking. ANIMATIONYou pay for clicks on your ads. You are charged only when users are interested enough in your product or service to go to your website, and possibly become your customer. Google charges for advertising on a cost-per-click basis. Advertisers pay when a consumer clicks on their ad. This is called a pay-for-performance, or pay-per-click model. Contrast this with the majority of online advertising, where pricing is based ad impressions; this is usually a fee per thousand impressions. There are no guarantees that a consumer will actually click through to the advertiser’s website with that model. NEXT ANIMATION With AdWords free conversion tracking and online reporting, advertisers get customizable reports that continuously track their sales conversions and return on investemnt. These reports can also be emailed automatically on a regular basis. These capabilities give the advertiser full control over their campaign spend and clear insight into performance. See the training modules on Reports and ‘ROI & Conversions’ for more information on this subject.

43. 43 Using Budgets

44. 44 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

45. 45 And Targeting Is Easy… So, if the opportunity exists, how can local advertisers take advantage of it? One of the things that Google has done to reach out to local advertisers is provide the ability for a local advertiser to specify the local market in which they actually operate A business shown here wants to market it services or products only in the atlanta area So, if the opportunity exists, how can local advertisers take advantage of it? One of the things that Google has done to reach out to local advertisers is provide the ability for a local advertiser to specify the local market in which they actually operate A business shown here wants to market it services or products only in the atlanta area

46. 46 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.

47. 47 AdWords is Accountable Replace with a “My Ad Campaign” page with actual statisticsReplace with a “My Ad Campaign” page with actual statistics

48. 48 Questions Frederick Vallaeys, Google AdWords Evangelist Blue Slides are temporary and for separating sections ONLYBlue Slides are temporary and for separating sections ONLY

49. 49 Appendix