Google search is used by 94% of Australians and is a very powerful tool in getting your business found by your prospective customers. Working your way up the Google rankings can take months and sometimes years but there is a quicker way – Google Adwords. Pay per click advertising in Google using Google Adwords can get your business found in a matter of minutes. In this session you will find out how you can use Google Adwords to your advantage, learn how to create an account and launch your first campaign. Hear from a Google Adwords qualified individual about the tips and tricks to get ahead of the competition, make the most of your advertising budget and get the cash register ringing! This session was designed for Adwords intenders, beginners and Adwords DIY’ers who want to get more bang for their buck from their advertising. This session is part of the Capital Region Digital Enterprise program. For more information visit www.crde.com.au This workshop was presented by Threesides Marketing www.threesides.com.au

1. Capital Region
Google Adwords: Stand Out
From the Crowd in 2014
Presented by Threesides Marketing

2. Housekeeping

3. OurMission
To provide energised leadership, share
innovative solutions, broker positive
relationships and deliver valued projects to
the region.
Regional Priorities
• Regional Development Planning
• Education, Employment & Investment
• Transport – Infrastructure & Services
• Regional Food
• Digital Economy Transition
• Living & Working Sustainably

4. Key Initiatives
• South East Region of Renewable Energy Excellence
• Regional Sponsored Migration Scheme
• Southern NSW Harvest Association
• Capital Region Digital Enterprise Program
How We CanHelp You
• Access to government programs
• Advice and training
• Sourcing skilled labour
• Grants - support and data
• Networks and contacts

5. Findout More
Richard Everson
Project Officer
Mob. 0427 27 27 54
richard@rdasi.org.au
www.rdasi.org.au

6. www.threesides.com.au
www.Facebook.com/threesides
www.Twitter.com/threesides
www.slideshare.net/threesides

7. What can we achieve today?
Inspire
Direct
Inform

8. Overview
1. START:
DIGITAL
MARKETING
AND SEM
2. HOW
ADWORDS
WORKS
3. DIY
ACCOUNT
SETUP
4. CAMPAIGNS
+ GOOD ADS
5. IMPROVING
YOUR WEBSITE
6. EVALUATION
7. GET
STARTED: tips
and next steps

9. Your digital
marketing plan

10. Where does
AdWords fit
within your
digital
marketing
tactics? Digital
Tactics
WEBSITE &
Content
LOCAL
Listings +
directories
LINKS
connections
ADVERTISING:
AdWords +
Facebook
SEARCH
SEO / Content
EVALUATION:
Analytics +
Webmaster tools
SALES &
Distribution:
e-conmerce
DIRECT:
Email marketing
SOCIAL Media +
Review Sites

11. Spending on Digital
The average global spend
on digital marketing is
between 25 – 35 per cent
of total marketing budgets
http://www.arnnet.com.au/article/532078/australia_leads_apac_digital_marketing_/

12. Global digital ad spend breakdown
IAB Stats - http://searchengineland.com/first-half-online-ad-revs-20-billion-search-biggest-mobile-fastest-
growing-173927

13. What is Search
Engine Marketing?

14. Australian search engine use
92%
8%

15. ads
ads

16. Cost Per Click Advertising (CPC)
1. Pay for individual keywords and appear in the
paid/sponsored listings
2. Each word has a different cost from $0.15 -
$10.00+
3. The more competition for a word the higher the
cost (generally speaking)
4. You set your budget and billing preferences
5. Pay for clicks (search) or impressions (display)

17. What is
Google AdWords and
why should I use it?

18. What is AdWords?
http://www.youtube.com/watch?v=05we2g3Edgs

19. Google ad formats
Search
- text ads on Google Search & partner
search websites
Display
- text and graphic ads on the Display
Network, targeted by

20. Google ad formats
Video ads
- You Tube & Display Network,
pay per view
Product listing ads
- linked to your Google Shopping inventory

21. Google ad formats
Mobile app ads
- Ads within mobile aps & ads that promote mobile apps
(in app, search & display networks)

22. CPC advertising questions
• Won’t my competitors click my ad and send
me broke?
• How much should I spend?
• Why are my competitors higher up than
me?
• Will paid ads affect my
organic rankings?

23. Get Started on
AdWords

24. How do I get started on AdWords?
Create or use a Google account
(this should be the same login
you will use for Google
Analytics, My Business, Google+
& Webmaster Tools)
https://accounts.google.com/

25. Create an AdWords account
1. Use your Google account to create a new
AdWords account.
http://www.google.com/ads/new/
(take care when setting up your account as some settings cannot be
changed later)
2. Link your AdWords account with your Analytics &
Webmaster Tools accounts

26. Campaign Dashboard

27. Create and Manage
Advertising
Campaigns

28. Establish Your Goals
Establish your campaign goals
before you set up your campaign
as this effects what type of
campaign you choose.

29. Establish Your Goals
What is important to your business?
• Clicks to website
• Phone call enquiries or contact form
submission
• Purchases
• Newsletter subscriptions
• Brand awareness

30. Campaign settings
• Type (Search, Display, Remarketing etc)
• Location targeting
• Bid Strategy – use auto bidding if new user
• Budget
• Campaign Dates

31. Structure – organise your AdWords account
Campaign
(chocolate)
Ad group
(dark chocolate)
Keyword List
Ad 1
Ad 2
Ad group
(milk chocolate) Keyword List
Ad 1
Ad 2
Ad group
(white chocolate)
Keyword List
Ad 1
Ad 2

32. Defining campaigns & ad groups
Use the basic structure of your website as an
outline.

33. Find relevant
keywords

34. Generating good keywords
1. Google Analytics & Webmaster Tools data to
see how people find you organically.
2. Terms your customers commonly use.
3. Terms you use on your website.
4. Review your search terms and test, test, test!
5. Don’t forget negative keywords.
6. Use the Keyword Planner.

35. Keyword Planner (within AdWords)

36. 7 tips for
Writing Great
Search Ads

37. How to write good ads
1. In the headline: Use the keyword phrase/s
with the most impressions.
2. Provide offers and pricing
> save 36% / Free shipping / 2 for 1 / From $30
3. Use a call to action
> Book Now / Get a Quote / Order Online

38. How to write good ads
4. Follow the ad copy guidelines in AdWords
(character limits, repetition, caps and special
characters)
5. Look at it on screen and try in sentence case.
6. Full stop at the end of Line 1 = longer
headline

39. How to write good ads

40. How to write good ads
7. Don’t forget ad extensions
> Phone numbers, Sitelinks, Location, Reviews

41. Settings and Billing

42. Billing – how does it work?
• New accounts allow automated credit card
billing only
• Account reaches a time (30 days) or
amount threshold (e.g. $1000) and
automatically bills your card.
• Campaign end dates are vital!

43. Settings – where do I find them?
• Billing summary
• Billing preferences
• Account settings
– Account access (manage account users)
– Linked accounts (Analytics & Webmaster Tools)
– Notification settings (billing, reports, offers etc)

44. Measuring Success
and Reporting

45. Reporting – automate it!
• Get your reports emailed to you with the
information you want, when you want it.
• Use the report data and the AdWords
dashboard to help you optimise your
campaign.

46. Ad performance indicators
• Clicks, Impressions & Click Through Rate
• Avg. Cost per Click
• Avg. Position
• % ads served
• Conversions and Conversion Rate
• Bounce rate &
other analytics data

47. Keyword performance indicators
• Impressions & CTR
• CPC
• Conversions & Cost/conversion
• Search terms analysis
• Quality Score

48. Optimising
Your Website

49. AdWords Golden Rule
Adwords will get them there but
your website has to convert
them.

50. How do I generate conversions?
1. Landing pages
2. Clear call to action
3. Contact forms
4. Trackable phone numbers
5. Easy navigation & design
6. Use Google Analytics to set up goals and
provide insights

51. http://www.australiangourmetgifts.com.au/hampers/gift-baskets/wine-gift-baskets/

52. Get Help and
Get Started!

53. Get more help
AdWords help and AdWords training online
https://support.google.com/adwords/
http://www.youtube.com/user/learnwithgoogle
AdWords Certified Professional / AdWords
Partner
https://www.google.com.au/partners/

54. Get Started Now
1. Top Tips to AdWords Awesomeness
handout
2. Set up Google accounts (email, Analytics,
Webmaster Tools & AdWords)
3. Make sure your website is up to date
4. Develop your campaign goals
5. Create your first campaign!

56. Workshops and Consultations
Workshops
 Series of 17 workshop topics over the next 12 months
 Free sessions – subsidised by federal government – in
Queanbeyan and across the region
Digital Consultations
 Develop and digital business plan
 Identify 3 get started now actions
 Help you start in the right digital direction

58. Workshop feedback
https://forms.communications.gov.au/
enterprisegroupfeedback
Verification word: dog

59. Stay in touch
Website:
www.crde.com.au
Call the office:
62970933
Stay on our email list
Tell a friend!