Intro to Google AdWords | LogicClassroom by Boston Logic
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Basic introduction to Google AdWords and pay-per-click advertising. In this LogicClassroom we discussed what ppc ads are and how they work, we went over the elements of the Google AdWords interface, and gave tips on how to build, optimize, and grow your Google PPC campaign.
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Intro to Google AdWords | LogicClassroom by Boston Logic
- 1. T: 617.266.9166 www.bostonlogic.com Intro To Google Adwords Pay Per Click (PPC) Online Advertising Presented by: Boston Logic Ashley Osgood, Marketing Associate Angela Davis, Marketing Associate
- 2. Classroom Overview T: 617.266.9166 www.bostonlogic.com
- 3. WHAT IS PPC? T: 617.266.9166 www.bostonlogic.com
- 4. What is Google PPC Advertising? Google Adwords places Ads to right of & above search results Also in Google Partner Sites with Adsense Ads triggered by the user query: “keyword advertising” Query Adwords Ads Adwords Ads T: 617.266.9166 www.bostonlogic.com
- 7. Also appears on Google Partner sites
- 9. Users find what they are interested inT: 617.266.9166 www.bostonlogic.com
- 11. Using Google Adwords:Basic Definitions T: 617.266.9166 www.bostonlogic.com
- 13. Google charges you when a user clicks on your adYour Customer Search Destination Website Your PPC Text Ad User Clicks
- 14. Impressions & Click-through Rate (CTR) Impression:The appearance of your ad on Google or one of their partner sites Clicks Impressions CTR reflects how your ads are performing. More relevant ads = more frequent clicks = high CTR = CTR, Expressed as % T: 617.266.9166 www.bostonlogic.com
- 15. How Ads are Ranked: Quality Score Quality Score is calculated every time your keyword matches a search query. High Quality Score = ads will be in higher position at lower CPC Measures relevancy T: 617.266.9166 www.bostonlogic.com
- 16. Other Important Terms Budget – The total amount you are willing to pay per day on your campaigns Max CPC – Most you are willing to pay per click Keywords: Broad Match – ads could appear in broad versions of search “Phrase Match” – Ads show when users type phrase [Exact Match] – Ads show for exact phrase exclusively Conversion: When a user completes a desired action on your site. i.e., completes the “Contact Us” form. T: 617.266.9166 www.bostonlogic.com
- 17. Understanding Ads and Adwords Interface T: 617.266.9166 www.bostonlogic.com
- 18. Understanding Ad Campaign Structure T: 617.266.9166 www.bostonlogic.com
- 19. Understanding Ad Campaign Structure T: 617.266.9166 www.bostonlogic.com
- 20. Navigating The System T: 617.266.9166 www.bostonlogic.com
- 21. Choosing Your PPC Keywords Keyword Tool URL: https://adwords.google.com/select/KeywordToolExternal Type keyword here Keyword Suggestions
- 22. Writing A Text PPC Ad 25 Character Limit 35 Character limit 35 Character Limit T: 617.266.9166 www.bostonlogic.com
- 24. How To Succeed With Adwords T: 617.266.9166 www.bostonlogic.com
- 25. Key Concepts to PPC Management Continuous Cycle of PPC Management Very Active Tracking Reporting Testing ads Refining text T: 617.266.9166 www.bostonlogic.com
- 26. Tips For Adwords Success Stick To One Goal i.e., more lead sign-ups Create multiple campaigns for multiple goals Keep your audience in mind Target only in areas you service & languages Split Campaigns into Ad Groups Each ad group should have a theme i.e., one ad group for sales, one for rentals Pick the right keywords for your ad goals T: 617.266.9166 www.bostonlogic.com
- 27. Creating Successful Ads Create simple, enticing ads Highlight was makes you stand out Include pricing and promotions More info user can gain from your ad, the better Strong call-to-action At end of ad, use “Browse”, “Call Today”, etc. Include one of your keywords in your ad text Use best-performing keyword: will show in bold Choose the best destination URL If users don’t find what’s promised, will bounce Test multiple ads in each ad group Experiment with different ad versions to find most successful Adwords auto-rotates successful ads T: 617.266.9166 www.bostonlogic.com
- 28. Long-Term Adwords Success Strategy Adwords Keywords Create monthly Keyword Reports See high / low converting keywords Eliminate those that aren’t working Visit the Keyword Tool in Adwords for new ideas Don’t overlap keywords in multiple campaigns! Work on Your Website Keep your website up-to-date Make sure ads have relevant Landing Pages When users land on your site, they find EXACTLY what they were looking for in your ad T: 617.266.9166 www.bostonlogic.com
- 29. @BostonLogic Questions? For future (and past) webinars by Boston Logic: www.bostonlogic.com/blog/category/logicclassroom/ Read SEO Tips on our Real Estate SEO Blog: www.realestateseo1.com For more information, contact: Ashley Osgood, aosgood@bostonlogic.com Angela Davis, adavis@bostonlogic.com Phone: 617.266.9166 T: 617.266.9166 www.bostonlogic.com