Slides from Matt Harlow's presentation to the AAF Northern Illinois, Friday, November 20, 2009. "How Google Can Help Your Small Business Grow." Discusses how to utilize various Google business products, including Google AdWords, Search, and Google Business Listings.
Pre Engineered Building Manufacturers Hyderabad.pptx
Matt Harlow Pbi Adwords Talk V11
1. How can Google Adwords
help my business grow?
Matt Harlow
Director of Account Service - Perry Ballard Inc
MHarlow@PerryBallard.com
269-983-0611
574-274-2066
http://www.linkedin.com/in/mattharlow
http://twitter.com/MattHarlow
Search Matthew Todd Harlow
www.PerryBallard.com – work
www.AllPointsBranding.com - speaking
PDF of all of slides available by request!
Global - Getman
• Spanish
• English
• Portuguese
• French
• Polish
• Simplified Chinese
• Russian
• German
• Coal US
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3. Google Help Center
Sources of Web Traffic
• Direct – Typed in your URL
• Promote your URL on ads,
cards, letterhead, signage, etc
• Links
• Paid links (ads on web sites)
• Reciprocal Links
• Organic Search
• Search Engine Optimization
• Paid Search
• Google Adwords (and others)
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4. Web Conversion
• Conversion is YOUR goal for your site
• Media Site
• Expose visitors to an ad
• Ecommerce
• Sell a product
• Retail
• Generate store traffic (maybe via coupon)
• Service
• Generate appointments
• Big Ticket Items
• Generate/Collect Leads
• Relationship Sales
• Sign you up for a newsletter
Web Conversion Funnel Marketing Tip
• Engagers – Catch
visitor’s attention
• Routers – Steer
visitor towards
content
• Informers –
Provide
information
• Closers – Make
the “sale”
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6. Search Engine Optimization
• Accessibility
• Broken links
• Valid code
• Functionality of forms and applications
• File size - pages greater than 150K can be a problem
• Downtime & server speed
• URL should be descriptive and brief
• Title tags
• Use keywords prominently
• Brand the site
• Clear and concise
• Search-friendly text
• Text that cannot be indexed by search engines include:
• Text embedded in a Java Application or Flash file
• Text in an image
• Text accessible only via a form submit or other on-page action
• Basic rules for optimizing on-page text:
• Primary term/phrase prominent in the document
• Text on-topic and high quality
• Flow from broad to narrow.
• Make sure that text sections (content, ads, navigation, etc.) flow together
• Information Architecture
• Use a sitemap
• Category structure that flows from broad > narrow
• Avoid duplicate content
Search Engine Optimization
Search Terms Page Entire Site
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8. Paid Search vs.
Traditional Advertising
• Editorial attracts you
• Advertising “interrupts” you
• Target users based on average media usage
• Hope they notice your ad
Paid Search vs.
Traditional Advertising
• Expensive Irrelevant audience
• Inefficient
Target audience Ad Exposures
Success!
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9. Google AdWords Search
People are making relevant searches right now!
Hand pick your
customers and
send them
customized
messages
Target audience
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Contextual Advertising Adwords
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10. Content/Contextual Targeting Adwords
Content/Contextual Targeting Adwords
• Keywords
• Frequency of Keywords
• Font-sizes
• Word placement
• More
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11. Ad Placement Adwords
Largest Global Ad Network Adwords
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12. Placement Adwords
• Places your ads on certain sites
• REGARDLESS of content
Placement Adwords
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23. Budgeting with Google Adwords
• You are in control
• Daily Campaign Budget
• Maximum Ad Bid
• CPC – cost per click
• Search
• Contextual
• Placement
• CPM – cost per thousand
• Only placement
Bidding Math Adwords
Cost Per Click Cost Per Thousand
Your bid = $1.00 CPC Your bid = $10.00 CPM
Next lowest = $.50 CPC Next lowest = $5.00 CPM
You pay = $.51 CPC You pay = $5.01 CPM
You get 100 clicks Your daily budget = $50
You pay $51.00 Your ad is exposed 9980 X
You spend $50.00
Your daily budget = $50
Your ad stops at 98 clicks
You spend $49.98
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24. Bidding Strategy
• Daily Budget
• An amount you can comfortably afford
• Note the TOTAL of all campaigns!
• Cost Per Click
• Use default bid
• Bid comfortably low
• Cost Per Thousand (CPM)
• Bid roughly 10x higher than CPC
• Look at bid indicator and adjust
• Wait 48 hours
Bidding Strategy in 2 Days
• See first page bid notes
• Look at conversion rates
• Adjust bids
• Pause underperforming words
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25. Monitoring Your Bids
• Frequency
• First 2 weeks – every day or two
• Move toward weekly
• Never less than monthly
• Looking for
• Click thrus
• Conversions
• Adjustments
• Increase bids
• Pause words
• Consider your offer (on the site)
Setting Your Daily Budget Adwords
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26. Search Bidding Adwords
Control your spending easily with a daily budget
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Search vs. Content Adwords
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27. Placement Bidding Adwords
Adwords
Contact
Company Billing
Conversion
Geography
Campaign
Language
Timing
Budget
Keywords
Adgroup Placements
Bids
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28. Google Advertising Auction Adwords
Instant Auction
A live auction is run for every single query –
every user, everywhere around the world
Rank = Quality x “CPC”
In addition to “price,” there’s a consumer
component – critical for usefulness
Quality Factors:
Keyword Click-through rate, keyword
relevance, ad relevance, historical performance
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Search Engine Optimization
Search Terms Page Entire Site
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29. AdWords “Optimization”
Search Terms AdWords Ad Landing Page Entire Site
(Keywords)
Adgroup and Keywords Adwords
Spiderman Toys
Movie Toys Star Wars Toys Matrix Toys
MovieVideo on Star Wars
Movie Products
Games Movie Gear
Bad
Great Prices on Spiderman
Great Prices on Movie
Toys – Shop Now!
Great Prices on Movie
GreatPrices Now! Movie
Great Prices on
Toys – Shop
Great Prices on Matrix
Great Prices on Movie
Toys – Shop Now!
Toys – Shop Now! Video Games – Shop Now! Clothing and Gear – Shop Now!
www.AdWordsExample.com Merchandise – Shop Now!
www.AdWordsExample.com www.AdWordsExample.com
www.AdWordsExample.com www.AdWordsExample.com www.AdWordsExample.com
www.AdWordsExample.com Matrix toys
Spiderman toys Star Wars toys
Spiderman figure Star Wars figure Matrix figure
Spiderman toys
Spiderman action figures Spiderman video games Spiderman t-shirts
Matrix action figures
Star Wars action figures
Spiderman toys toys
Lord of the Rings Spiderman clothes
Lord of the Rings video games Spiderman Gamecube
Lord of the Rings t-shirts
Matrix toys
Lord of the Rings toys Matrix video games clothes
Lord of the Rings Matrixof the Rings Gamecube
Lord t-shirts
Matrix WarsVideo Games
Spiderman toys
Star toys BEST
Star Warsclothes
Matrix video Games
Star Wars Video games Matrix Gamecube
Star WarsVideo Games
Matrix t-shirts
Spiderman action figures Spiderman games Spiderman pajamas
Star Wars toys Spiderman
Great Prices on Star Wars clothes
Great Prices on Star Wars Video Star Wars Gamecube
Great Prices on Matrix
Video GamesRings figures
Lord of the – Shop Now!
Spiderman action figures Lord of the Rings games
Games – Shop gear
Spiderman Now! Lord of the Rings – Shop Now!
Video Games pajamas
Spiderman Xbox
Matrix figures
www.AdWordsExample.com Matrix games Matrix pajamas
www.AdWordsExample.com
Lord ofWars Rings figures www.AdWordsExample.com
Star the figures Lord of the Rings gear
Star Wars games
Lord of the Rings Xbox
Star Wars pajamas
Matrix figures games
Spiderman video
Matrix gear
Spiderman Playstation Matrix Xbox games
Spiderman costumes
Matrix video
Star Wars video games
Star Wars figures
Spiderman games Lord of Wars gear
Star the Rings
Star Wars games Playstation
Star Wars Xbox
Lord of the Rings costumes
Matrix games
SpidermanPlaystation
Spiderman video games Spiderman video
Matrix Playstation
Star Wars Playstation Spiderman t-shirts
Matrix costumes
Matrix Playstation
Lord of the Gamecube games
Spiderman Rings video Star Wars Playstation
Star Wars Gamecube video
Lord of the Rings Star WarsGamecubet-shirts
Matrix costumes
Lord of the Rings
Spiderman Xbox
Matrix video games Spiderman Gamecube
Star Warsvideo
Matrix Xbox Spiderman clothes
Matrix Xbox
Matrix t-shirts
Lord of the Rings Gamecube Lord of the Rings clothes
Star Wars video games Star Wars video Star Wars t-shirts
Matrix Gamecube Matrix clothes
Spiderman games Spiderman DVD Spiderman pajamas
Better Star Wars Gamecube Star Wars clothes
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30. Adwords Trick! Marketing Tip
• Search engine requests get more specific
as purchase approaches
• DVD Player
• Blu-Ray DVD Player
• Sony Blu-Ray DVD Player
• Using Google Adwords to purchase search
terms
more specific terms are more likely to
generate sales
Short Phrases Adwords
94% of people in the US search with multi-word phrases
Average US Search Phrase Length
2 word phrases 29%
3 word phrases 22%
4 word phrases 20%
5 word phrases 12%
1 word phrases 6%
6 word phrases 6%
7 word phrases 3%
0% 10% 20% 30%
Source: OneStat.com – July 2006 60
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38. Adwords
Contact
Company Billing
Conversion
Geography
Campaign
Language
Timing
Budget
Keywords
Adgroup Placements
Bids
Message
Ad Landing Page
AdWords “Optimization”
Search Terms AdWords Ad Landing Page Entire Site
(Keywords)
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39. Write Effective Ad Text Adwords
•Separate yourself from the competition
•Persuade and inform
•Focus on communication, style & appearance
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Include Keywords in Ad Adwords
Collector Dolls 40% Off
The Anastasia Collection -
figurines Porcelain Dolls, Doll Stands, & More
www.AdWordsExample.com
Discount Figurines
Unique Collectibles, Gift Ideas,
Figurines & Miniatures. Buy Online!
www.AdWordsExample.com
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40. Include a Call to Action Adwords
Examples: donate now, get info, research here, sign up today,
order our catalog, volunteer this weekend …
Avoid meaningless slogans and gimmicky language
Click Here Visit Us
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Inter-Capitalize Display
URL in Ad Text Adwords
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41. Creating a Text Ad Adwords
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Types of Ads
• Text
• Image
• Click and Play
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42. Ad Variations Adwords
Most Relevant Landing Page Adwords
• Ad group: HP Printers
• Keywords: hp printer, hp printers
• Landing page:
• Multiple printer brands
• Too general
• Specific HP printer
• Too specific
• HP printers category
• Just right!
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43. AdWords “Optimization”
Search Terms AdWords Ad Landing Page Entire Site
(Keywords)
Adwords
Contact
Company Billing
Conversion
Geography
Campaign
Language
Timing
Budget
Keywords
Adgroup Placements
Bids
Message
Ad Landing Page
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47. Insights for Search Adwords
Adwords Resources Adwords
• Adwords.Google.com
• Get started
• Log in
• https://adwords.google.com/support
• Learn more
• YouTube.com
• Playlist: Google Conversion University
• Ad Network Resources
• http://adwords.google.com/support/bin/topic.py?topic=
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• Questions?
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48. Google Maps Maps
Find a Local Business Maps
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49. Add Yourself to Google Maps Local Business Center
Add Yourself to Google Maps Local Business Center
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50. Add Yourself to Google Maps Local Business Center
Add Yourself to Google Maps Local Business Center
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54. Local Business Ads
How can Google Adwords
help my business grow?
Matt Harlow
Director of Account Service - Perry Ballard Inc
MHarlow@PerryBallard.com
269-983-0611
574-274-2066
http://www.linkedin.com/in/mattharlow
http://twitter.com/MattHarlow
Search Matthew Todd Harlow
www.PerryBallard.com – work
www.AllPointsBranding.com - speaking
PDF of all of slides available by request!
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