8. Your customers see your ad when they surf Google Network properties Google technology places your ad on the most relevant content pages Google AdWords
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15. What influences my position ? Key phrase (RESEARCH) Quality (WORDING OF ADVERT & LANDING PAGE) Price (AMOUNT PER CLICK) Budget (AMOUNT WILLING TO SPEND PER DAY)
16. Key phrase research List target audience Brainstorm words Use Google’s Keyword Tool
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23. Keyword Matching Negatives: remove words that you don’t want to be found for EXAMPLE: Accountants in Lincoln with negative keywords -cheap -free -discount Accountants in Lincoln would show up Your advert would NOT show up if someone entered cheap accountants in lincoln Be careful of conflicting negatives that prevent your Ad running You can use broad, phrase and exact negatives too!
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25. QUALITY: Writing Ads to attract clicks Sell your benefits: Examples – Crystal Clear viewing, Latest HD Technology, 3D Ready Include attention grabbing words: Examples – Free, Sale, 50% off, Available Now Use a “call to action” – provoke emotion or enthusiasm Examples – Offer ends tomorrow, Download a free trial now, Buy today 50% Saving, Free shipping Include USP’s Examples – Award Winning, Preferred Supplier, Recognised body member Include price – this deters freebie hunters
26. QUALITY: LANDING PAGE DO: Ensure you have the landing page that is relevant to your advert DON’T: Send people to your home page
27. TOP 10 GOOGLE ADWORDS TIPS 1. Target the right audience – geographically, by language, by product / service. 2. Research (and the research some more) 3. Refine your keywords – Broad, Phrase, Exact & NEGATIVE 4. Track your return on investment (where possible) 5. Write attention grabbing Adwords 6. Ensure your Adwords are representative of your website 7. Ensure your landing page matches your Adwords. 8. Include price (where possible) 9. Include multiple Adwords for each campaign (split test) 10. Test, Refine, Test, Refine, Test, Refine, Test, Refine
Who uses google when searching for something using the internet?
Ads also show on Google Network properties. Google’s technology places AdWords ads on the most relevant content pages within the Google Network. The Google Network consists of Web properties, including Google properties, partner search sites, and content properties. They include major Web portals and sites that are enrolled in the Google AdSense program. Details on the Google Network are included further along in this presentation.
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