Google Adwords & Analytics for Startups
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This document provides an overview of using Google Adwords and Analytics for startups and small businesses. It discusses creating an Adwords strategy including determining goals, budget, and keyword research. It then covers setting up Adwords campaigns and ad groups. The document also reviews setting up and using Google Analytics to measure key metrics like audience, acquisitions, and goals conversion rates.
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Google Adwords & Analytics for Startups
- 1. Adwords & Analytics for Start-ups Our strategies have a long track record of delivery for our clients We implement strategies with no contracts so that we continue deliver
- 2. About me Phillip Parisis Co Founder – Head of Growth 15 years’ experience in strategising, creating, developing web solutions, lead funnels and optimizing conversions for ASX200 listed companies, large and small online retailers and small businesses. Lectured in web design principles and digital marketing strategy, as well as workplace experience from both client side and agency perspective. Twitter: @phillipparisis 2
- 3. Never miss a form conversion again! Use inflowlive to send targeted emails to leads who failed to complete your form. Don’t lose customers though form failure. Optimise and automate job applications, design briefs, event registrations, order forms, surveys, contact forms, and more. Be part of the beta rollout @ inflowliveapp.com 3
- 4. Overview • What is Adwords and Analytics • What Adwords can do for your business • Creating an Adwords strategy • Setting up Adwords • Using Google Analytics • Measuring Results 4
- 5. What is Adwords Google AdWords is an online advertising service that places advertising copy above, below, or beside the list of search results Google displays for a particular search query, or it displays it on their partner websites. 5
- 6. What is Google Analytics Google Analytics lets you measure your website traffic and advertising ROI as well as track your video, and social networking sites and applications 6
- 7. Adwords – What do they look like? Reach customers when they need your products or services using: • Search Ads in Google Search • Video inside Youtube • Display Advertising • Remarketing - Stalking 7
- 8. ADWORDS – SEARCH ADS 8
- 9. ADWORDS – SEARCH ADS 9
- 13. What can it do for my business or startup? Google Adwords is a traffic channel that can: • Bring you targeted traffic to your website • Create In-store visits • Drive online sales (products and services) • Drive online leads 13
- 14. WHY ADWORDS? 97% of all Google revenue comes from Adwords Adwords spends globally have increased 12% year on year • It’s targeted traffic • Measurable - ROI • Pay only for results 14
- 15. CREATING AN ADWORDS STRATEGY Questions to ask yourself • What are my goals • Who will manage Adwords • How much do I want to spend • What types of ads • How will it be measured 15
- 16. What are your goals? Will you.. • Generate New Business • Increase Repeat Business • Improve Brand Recognition/Perception 16
- 17. Who will manage Adwords? • What resources do you have? - Can you actually stay on top of Adwords? It’s an everyday job • Should you outsource? - Can you afford to outsource – better return on investment and dedicated teams. Costs between $650 - $1000 for a media spend of up to $5000 17
- 18. How much do you want to spend? COST PER AQUSITION Average Lifetime Customer Value Average sale x Average Number of Sales – Costs Average Customer Acquisition Cost Total marketing spend Number of customers 18
- 19. What time of Ads? • Search Ads in Google Search • Video inside Youtube • Display Advertising • Remarketing - Stalking 19
- 20. How to measure it all? Google Analytics of course 20
- 21. SETTING UP ADWORDS 1. Sign up with Adwords 2. Planning 3. Campaigns 4. Ad groups 5. Discover keywords SEARCH CAMPAIGN SETUP 21
- 25. CAMPAIGNS Start a New Campaign Click on the "+Campaign" Button. 25
- 26. CAMPAIGNS Name your Campaign Something Relevant 26
- 27. CAMPAIGNS Uncheck "Include Search Partners" on the "Networks" Section. Google automatically checks this for you, so make sure that it is not checked. This will keep your ad impressions only showing within Google's paid search results. 27
- 28. CAMPAIGNS Target Your Geographical Area. You can leave it on Australia if you want to target people nationally Or fine tune your targeting to NSW only 28
- 29. CAMPAIGNS Choose to Manually Set Your Own Bids for Clicks On your "Bid Strategy", choose "Focus on Clicks" and then choose "I'll manually set my bids for clicks." 29
- 30. CAMPAIGNS Set Your Default Bid for Clicks & Daily Budget for Your Ads. 30
- 31. CAMPAIGNS Choose save and continue 31
- 32. AD GROUPS Name your "Ad Group" with a relevant title. 32
- 33. AD GROUPS Choose "Text Ad" and start creating your ad. 33
- 34. AD GROUPS Enter Your Keywords 34
- 35. AD GROUPS Check out the estimated traffic 35
- 36. AD GROUPS Click on "Save Ad Group" 36
- 37. ADVANCED - KEYWORDS Use the KEYWORD PLANNER TOOL. This will give you more ideas about keywords and ad groups to use for your campaign. 37
- 38. ADVANCED - KEYWORDS Select target location and press GET IDEAS 38
- 39. ADVANCED - KEYWORDS Select target location and press GET IDEAS 39
- 40. ADVANCED - KEYWORDS Select target location and press GET IDEAS 40
- 41. SETTING UP GOOGLE ANALYTICS www.google.com/analytics 41
- 42. SETTING UP GOOGLE ANALYTICS 42
- 43. SETTING UP GOOGLE ANALYTICS 43
- 44. SETTING UP GOOGLE ANALYTICS 44
- 45. SETTING UP GOOGLE ANALYTICS 45
- 46. SETTING UP GOOGLE ANALYTICS 46
- 47. USING GOOGLE ANALYTICS The most important statistics provided for small businesses on GA are: 1. Audience Overview 2. Acquisitions 3. Goals 47
- 48. AUDIENCE OVERVIEW GOOGLE ANALYTICS 48
- 51. GOALS GOOGLE ANALYTICS TO SETUP GOALS YOU WILL NEED TO CLICK ON THE ADMIN TAB at the top of Google Analytics then CLICK on Goals under the VIEW tab 51
- 53. GOALS GOOGLE ANALYTICS GO BACK TO THE REPORT TAB AT THE TOP OF YOUR GOOGLE ANALYTICS THEN PRESS CONVERSIONS > GOALS > OVERVIEW 53
- 54. GOOGLE ANALYTICS Google has a great help section that will assist you in navigating Google Analytics https://support.google.com/analytics/ 54
- 55. SUMMARY • What and how to use Google Adwords and Analytics • What Adwords and GA can do for small business • Creating an Adwords strategy • Setting, installing and using Google Analytics 55
- 56. You want more? Visit our blog at www.inflowliveapp.com Join us on Twitter: @inflowlive 56
Notas del editor
- Google Adwords is broken up into three tiers At the top – is your adwords accoutns. Under that is your campaigns. The campaigns can be broken up into what courses, or products groups or services you are trying to sell. E,g if you are selling a Web design course for example that would be one campaign and on the other campaign will be say a Graphic design course. At the lowest point of the tiers are the AD GROUPS – Inside the adgroups live the Keywords and the Text ads that will fire when a keyword is searched for.
- Here is a look at the Adwords interface – It is laid out the same way as the previous diagram
- Ad impressions are how many times your ads are shown. Search partners show your ads away from Google search page e.g on the SMH.com.au or NEWS.com.au where the chances of an ad been clicked is low.
- Ad impressions are how many times your ads are shown. Search partners show your ads away from Google search page e.g on the SMH.com.au or NEWS.com.au where the chances of an ad been clicked is low.
- Here is a look at the Adwords interface – It is laid out the same way as the previous diagram
- This is where you will need to focus your efforts over time to get your keywords and ad text optimized to it's highest and best potential. Your Headline is the large print at the top. Try to use your most important keywords here. You have two lines for the description to help sell your ad to the consumer. Try to find sentences that have your main keywords in them, while still promoting your advertisement well. Don't go too keyword heavy. The "Display URL" is the URL that you want shown under your Headline. I usually use my domain name here. The "Destination URL" is the URL for the webpage that you want the consumer to land on once they click on your ad.
- These are the results from GET IDEAS when I used the iphone 6 cases keyword These are the AD GROUP ideas being show. You can get an idea of how much traffic can be generated from each selected Adgroup E.G 6 TOUGH - Adgroup has 250 average monthly searches. Pressing the ADD TO PLAN will – THE BLUE ARROR pointing right >> Will show YOUR PLAN on the right column. REVIEW FORECASTS will give you you better ideas on what the ADGROUPS/Keywords can do for you
- At the top you can set the BID you want to have per click – CPC This is the maximum cost per click you want to pay. You can also set the Daily budget so you can get an idea of expected click, impressions and CPA – Cost per Acquisition. Pressing the top right button SAVE TO ACCOUNT will add the Adgroup to any campaign you choose.
- Go to google.com/analytics/ Press create account if you don’t have one already or sign in if you already have a GA account.
- If you’re not signed in to any other account you will get this screen
- Once you’ve signed up for a new account (if you need it), click the “Sign Up” button on the next screen:
- On the NEW account you will need to fill in the ACCOUNT NAME ( Your website Title) WEBSITE NAME what you want to call your website – Your url > What industry your business represents. Change your time zone and location.
- Now SELECT australia for terms and conditions then press I ACCEPT
- The tracking ID is unique to your Google Analytics account. If you are using wordpress you would need this number to add into your GOOGLE ANALYTICS PLUGIN. If you are not sure how to add google analytics its best to send the code <SCRIPT> </SCRIPT> over to your developer. And they can get it installed for you.
- On the AUDIENCE OVERVIEW (which is usually the default view of GA) shows you Sessions, Users Pageviews and much more. Sessiosn means how many visits your website has had. Users how many UNIQUE visitors and Pageviews how many pages have been visited. There is other important data like how long people have spent on the site etc.
- Looking at AQUISTION tab on CHANNELS will tell you exactly where the traffic has come from. DIRECT means someone has put in your domain directly into the search browser. Paid is from GOOGLE adwords Referral is from another site ORGANIC is organic SEO traffic, EMAIL is from EDM’s and Social from social media Lets have a closer look at Social in this case. CLICKING any of the CHANNELS it will give you more information.
- On social channels you can see FACEBOOK is the keychannel for this particular website with over 67 visits.
- Here is an example of setting up a goal for a thank you page You enter the NAME of your GOAL description first. Make sure you name it something that makes sense – E>G contact form completed Goal Type is DESTINATION > Which means that the visitors needs to be directed to a URL in order for the goal to register. So in this example the URL for the thank- you page is added. (You can check what your url is by completeing your contact form and seeing where it takes you on your website) You don’t need to add your whole website just the /thank-you/ You can give it a value in $ if you wish. The FUNNEL settings allows you to set the goal ONLY if the visitors started from a SPECIFIC page e.g the contact page. So for the GOAL to register in this case the Visitors must have come form the CONTACT page first then completed the form that pushed them to the thank you page. Clicking in VERIFY GOAL will give you an indication if the goal has been setup correctly. Once done press CREATE GOAL
- This will give you a good idea on how many people converted through certain sections of your website.