Ed Tankersley, principal of Eight Trails LLC online marketing and a Google AdWords Qualified Individual, shows how to set up your AdWords account the right way the first time, and how to get the most out of AdWords. The special focus for this presentation is on Bed and Breakfasts, but the information is applicable to all businesses.

1. AdWords forBed and BreakfastsAugust 29, 2011

3. Principal of Eight Trails

4. Smarter websites and online marketing

5. 20+ years advertising and marketing

6. Interactive director

7. Creative director

9. What is AdWords? AdWords is Google’s paid search advertising program Paid search is also known as pay-per-click or PPC PPC is one component of SEM

10. What is SEM?

12. Connect with potentialcustomers while they’reactively searching foryour service!

13. Natural search vs paid search (SEO vs PPC)

15. NATURAL SEARCH RESULTS

16. PAID SEARCH ADS

17. PAID SEARCH HERE, TOO PAID SEARCH ADS

18. SEO vs PPC SEO helps you with your organic search rankings PPC is a way to pay for position on the search results pages (and other websites, too) PPC is not affected by what you do with SEO SEO is not affected by what you do with PPC

19. AdWords Nitty Gritty Benefits of AdWords Reach Targeting Flexibility Measurability

20. AdWords Nitty Gritty AdWords is an auction The higher you bid, the higher your ads appear (generally)

21. AdWords Nitty Gritty You pay only when someone clicks on your ad Hence, pay-per-click There is no minimum budget requirement Spend as much or as little as works for you

22. AdWords Nitty Gritty Your bid price for a given position is determined by competition AND your Quality Score With a good Quality Score, you could rank higher than a competitor for a lower bid price

23. AdWords Nitty Gritty Your Quality Score is determined by The relevance of your ad The relevance of your landing page Your clickthrough rate Other mysterious factors

24. AdWords Nitty Gritty AdWords comprises: Search Network Google search Search partners (AOL, Earthlink) Display Network Hundreds of thousands of websites

25. Set Up Your First AdWords Campaign, Step by Step Create an Account the Right Way the First Time Your Secret Advantage – Irresistible Ads The Lowdown on Keywords Organize Your Ad Groups for Success 3 Defaults That Can Bite You Bonus Tips for Insiders Only

26. Create an Account the Right Way the First Time Start at adwords.google.com

28. Create an Account the Right Way the First Time Use an existing email tied to your Google accounts or create a new one Set your time zone – can’t be changed Set your currency – can’t be changed Confirm your email

30. Create an Account the Right Way the First Time Use an existing email tied to your Google accounts or create a new one Set your time zone – can’t be changed Set your currency – can’t be changed Confirm your email

32. Create an Account the Right Way the First Time Use an existing email tied to your Google accounts or create a new one Set your time zone – can’t be changed Set your currency – can’t be changed Confirm your email

35. Create an Account the Right Way the First Time That’s it! You have an AdWords account (sort of…)

44. Create an Account the Right Way the First Time Use the Load Settings option to choose Search Network Only Name your campaign Set your Locations Set your Languages Leave the Networks and Devices as it is Leave Bidding Options set to Basic Choose Manual Bidding Set Daily Budget Leave Delivery Method set to Standard Ad Extensions

47. Create an Account the Right Way the First Time Use the Load Settings option to choose Search Network Only Name your campaign Set your Locations Set your Languages Leave the Networks and Devices as it is Leave Bidding Options set to Basic Choose Manual Bidding Set Daily Budget Leave Delivery Method set to Standard Ad Extensions

49. Create an Account the Right Way the First Time Use the Load Settings option to choose Search Network Only Name your campaign Set your Locations Set your Languages Leave the Networks and Devices as it is Leave Bidding Options set to Basic Choose Manual Bidding Set Daily Budget Leave Delivery Method set to Standard Ad Extensions

51. Create an Account the Right Way the First Time Use the Load Settings option to choose Search Network Only Name your campaign Set your Locations Set your Languages Leave the Networks and Devices as it is Leave Bidding Options set to Basic Choose Manual Bidding Set Daily Budget Leave Delivery Method set to Standard Ad Extensions

53. Create an Account the Right Way the First Time Use the Load Settings option to choose Search Network Only Name your campaign Set your Locations Set your Languages Leave the Networks and Devices as it is Leave Bidding Options set to Basic Choose Manual Bidding Set Daily Budget Leave Delivery Method set to Standard Ad Extensions

55. Create an Account the Right Way the First Time Use the Load Settings option to choose Search Network Only Name your campaign Set your Locations Set your Languages Leave the Networks and Devices as it is Leave Bidding Options set to Basic Choose Manual Bidding Set Daily Budget Leave Delivery Method set to Standard Ad Extensions

57. Create an Account the Right Way the First Time Use the Load Settings option to choose Search Network Only Name your campaign Set your Locations Set your Languages Leave the Networks and Devices as it is Leave Bidding Options set to Basic Choose Manual Bidding Set Daily Budget Leave Delivery Method set to Standard Ad Extensions

59. Create an Account the Right Way the First Time Advanced Settings Schedule Start date End date Ad Scheduling Ad Delivery: Set Ad Rotation to Rotate

60. Aug 31, 2011

61. Create an Account the Right Way the First Time Advanced Settings Schedule Start date End date Ad Scheduling Ad Delivery: Set Ad Rotation to Rotate

64. Create an Account the Right Way the First Time Create an ad Select keywords Set your maximum bid Save and continue to billing

66. Create an Account the Right Way the First Time Create an ad Select keywords Set your maximum bid Save and continue to billing

68. Create an Account the Right Way the First Time Create an ad Select keywords Set your maximum bid Save and continue to billing

70. Create an Account the Right Way the First Time Create an ad Select keywords Set your maximum bid Save and continue to billing

71. Create an Account the Right Way the First Time Enter your billing information Select automatic payments or manual payments Pay a one-time AdWords activation fee of $5

72. Create an Account the Right Way the First Time NOW you have an AdWords account

73. CAUTION! Unless you chose a start date in the future, your ads will now start displaying and you’ll be spending money!

74. Your Secret Advantage – Irresistible Ads

75. Your Secret Advantage – Irresistible Ads The purpose of your ad is to get people to click on your ad!

76. Your Secret Advantage – Irresistible Ads People don’t need a drill… …they need a hole. Sell your benefits!

77. Your Secret Advantage – Irresistible Ads < Benefits < Features

78. Hands-On -Explore Your Benefits Create a list of features Extend those to benefits Add emotional promise if you can

79. Your Secret Advantage – Irresistible Ads Include a call to action and make it specific Bad: Click here. Better: Learn about our inn. Best: Book online. Buy now. Reserve your spot. Get yours today.

80. Your Secret Advantage – Irresistible Ads Include a call to action and make it specific

81. Your Secret Advantage – Irresistible Ads Put your price in your ad

82. Your Secret Advantage – Irresistible Ads Spy on your competitors, then differentiate

84. Your Secret Advantage – Irresistible Ads Write two ads and let them battle

85. Hands-On –What Can You Test? Headlines Offers Features Benefits Appeal/Promise URLs Capitalization

86. Your Secret Advantage – Irresistible Ads Use your top keyword in your ad headline

87. The Lowdown on Keywords

88. Keyword Research Keyword – A word or series of words that a search engine user types into the search box

89. Keyword Research Generate a seed list Ask your customers Ask your front-line employees Look at analytics or server logs

90. Sample Seed List Bed and breakfast Hotel Lodging Cabins B&B Accommodations Reviews Ratings

91. Expand Your Keyword List Google Keyword Tool adwords.google.com/select/KeywordToolExternal

93. Evaluate Relevance The more precise the search, the closer they are to buying: Hotel Boutique hotel Bed and breakfast Bed and breakfast Flagstaff Bed and breakfast fireplace Flagstaff Bed and breakfast near Pine Mountain Amphitheater

94. Evaluate Relevance Are the people who search for a keyword likely to be buyers? Not likely: Flagstaff hotel with pool, cheap Flagstaff hotel, review Flagstaff Inns More likely: Flagstaff b&b, hotel near Flagstaff bluegrass festival

95. The Lowdown on Keywords Choose long tail keywords

96. Select Your Keywords Arrange keywords into closely related groups Location Room amenities Promotions Nearby attractions

97. Hands-OnCreate a Keyword List Write a seed list across the top Write similar keywords below each seed word to create groups

98. The Lowdown on Keywords Use negative keywords to tell AdWords what searches are not relevant to your business

99. The Lowdown on Keywords Put your most popular keywords in their own group Put lots of keywords in your campaign Add new keywords regularly

100. Optimize Your Ad Groups for Success

101. Organize Your Ad Groups for Success Create tightly focused ad groups One feature or promotion per ad group, for example

102. Hands-OnWrite an Ad Choose a keyword Write a headline that includes the keyword – 25 characters max Write ad text 70 characters total divided into two lines Try to include the keyword Benefits, price, promotion Include a call to action

103. Bonus Tipsfor Insiders Only

104. Bonus Tips for Insiders Only Create a separate campaign for your branded keywords Company name Website Variations Keeps these top performers from skewing your other metrics

105. Bonus Tips for Insiders Only Test Ad Scheduling to run your ads during those hours when you want to answer the phone Don’t make changes too frequently Don’t delete ads; pause and replace

106. Bookmark These EightTrails.com adwords.google.com google.com/intl/en/ads/faq – step-by-step sign up instructions google.com/adwords/learningcenter – advanced tutorials adwords.google.com/select/KeywordToolExternal – keyword tool

107. Questions? Effusive Praise? Ed Tankersley EightTrails.com ed@eighttrails.com 602-361-2001