Post on 16-Apr-2017
Attracting the Right Customer
with Google AdwordsAdina Zaiontz | Sept. 30, 2015
About Me
• 16 years in Digital Marketing, SEO/ SEM
• Google Adwords Certified Partner
• Mailchimp Specialist
• Director, napkin marketing
• Client/ Brand Experience: Rogers Publishing, Yahoo!
Canada, Seneca College, Centennial College, BMO
Mortgages, and lots of awesome small businesses too!
Agenda
• Connecting with Mobile Customers
• Google Adwords Overview
• Search
• Display
• Retargeting
• Getting Started with Search Ads
• 3 Keys: Keywords, Ad Copy, Landing Pages
• Keyword Research & Keyword Planner – Avi Gazit
• Display Ad Planner
• Choosing Placements
• Creative – Ad Gallery
• Remarketing
• Adwords Management Services
• Q&A
Connecting with
Mobile Customers
Canadians are online…
CIRA 2015 Fact Book
And on their smartphone…
Catalyst and Group M Next 2015
Canadian smartphone penetration rates, 2014-2015
Part of the Fabric of Day to Day Life…
Catalyst and Group M Next 2015
Out of respondents who use smartphones as their primary device, % who use it at home
Part of the Fabric of Day to Day Life…
Catalyst and Group M Next 2015
Out of respondents who use smartphones as their primary device, % who use it on the go
Source: Google Canada Nielsen Mobile Search Moments 2015. Base:
Source: Google Canada Nielsen Mobile Search Moments 2015. Base: Outcome
survey completes n=973. QT3A: What specifically did you proceed to do after your
initial search using your smartphone?
Take advantage of the Google ecosystem
Google Marketing Ecosystem
Display Ads
Remarketing
Video
Organic Search
Google+ and Maps
Youtube
Search AdsPaid Media
“Earned”
Media
Start with a Mobile Site
Design For Mobile
Google Marketing Ecosystem
Display Ads
Remarketing
Video
Organic Search
Google+ and Maps
Youtube
Search Ads
Some of our Responsive Work
Before and After
Shangrilabanquet.com
http://napkinmarketing.com/dev/shangrila/wp/
4646dufferin.com
Rothbart.com
Is Your Site Mobile Friendly?
Google Mobile Responsive Test:
https://www.google.ca/webmasters/tools/mobile-friendly/
Set Up ‘Google My Business”
Google + | maps
Google Marketing Ecosystem
Display Ads
Remarketing
Video
Organic Search
Google+ and Maps
Youtube
Search Ads
Setting up Your Foundation
Step 1: Google My Business
Claim your business on Google Search, Maps and Google+, on all devices -
https://www.google.ca/business
Increased Profile when Someone Searches Your Name
Organic Results
Deeper Dive: Search Adwords
We All Know Adwords is Search Ads
Google Marketing Ecosystem
Display Ads
Remarketing
Video
Organic Search
Google+ and Maps
Youtube
Search Ads
Campaign Set Up: Search
What are your marketing
goals?
How are your services/ products
organized?
What are your Keywords >
Budget
Maximum Cost Per Click> What Can You afford
per Day?
Write Your Ads
Start With Your Marketing/ Communication Goals
• What am I trying to sell? What’s the Benefit?
• Who do I want to target/ reach?
• What are their needs?
• How are they searching for?
• Consumer language and terminology:
• Advertiser thinks: “I am a disability lawyer”
• Consumer thinks: “I need to plan an estate for my special needs child” or “I need to set aside
money for my autistic child”.
• What can we say about ourselves to help address this?
• Brainstorm your market knowledge
• Analyze your website: navigation and content
• Use Google Search Suggestions
• Review Competitors' sites (and metatags code if accessible)
• Offline marketing material
• Google Analytics or other (search queries used to find your site)
• Internal site search logs
• Online tools (semrush.com, spyfu.com, keywordspy.com)
• Adwords Keyword Planner
Develop Your Ad Groups and Keywords
Targeting Your Ad
Targeting Your Ad
Our Account Planning Process: Keyword Selection
Our Account Planning Process
Setting Up Your Ad Groups
Writing Your Ads
Create Relevant Landing Pages
Keywords:
“art classes for kids”
Test Different Offers and Forms
Measure Your Results
Cool Tools
• Adwords Keyword Planner - Keyword suggestion Tool
• SEMrush.com – Look up your competitors keywords
Deeper Dive:
Display Ads
Display Advertising
Google Marketing Ecosystem
Display Ads
Remarketing
Video
Organic Search
Google+ and Maps
Youtube
Search Ads
Why Run a Display Campaign?
• Increase sales: Place your ad in high traffic, relevant context websites.
• Generate Awareness. Let them discover you, when they wouldn’t have thought to search.
• Engagement: Get them to your website
• Keep ‘em coming back: Start a remarketing cycle once people initially visit your site
Key Success Factors
• Targeting
• Geography
• Topic
• Interest
• Keyword
• Placements
• Creative
• Bidding
• Measurement
Targeting: Placement
Targeting: Interest
Creative
Track and Analyze
• Google Analytics
• Display Planner - Placement suggestion Tool
• Ad Gallery Tool
Cool Tools
• Display Planner - Placement suggestion Tool
• Ad Gallery Tool
Deeper Dive: Remarketing
Remarketing
Google Marketing Ecosystem
Display Ads
Remarketing
Video
Organic Search
Google+ and Maps
Youtube
Search Ads
Reach Your Customers While They Browse
Remarketing helps you reconnect with people who previously visited your
website with more tailored ads
Reach Your Customers While They Browse
Target people based on their actions/ behaviour/ pages they visited on your site.
Reach Your Customers While They Browse
Target people based on their actions/ behaviour/ pages they visited on your site.
Reach Your Customers While They Browse
Target people based on their actions/ behaviour/ pages they visited on your site.
Reach Your Customers While They Browse
Target people based on their actions/ behaviour/ pages they visited on your site.
Deeper Dive: Video
Video/ Youtube Advertising
Google Marketing Ecosystem
Display Ads
Remarketing
Video
Organic Search
Google+ and Maps
Youtube
Search Ads
Video Targeting
• Pre-Video
• Post Video
• Youtube Search Results Page
• Target Specific Videos
Want This All
Done For You?
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Pay Per Click (PPC) ManagementSeo
More MarketingLogo DesignVideo ProductionConsulting
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Our Services
goal driven strategy and plan
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Terri KevanyPR Advisor
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Cris AgafiteiWeb Developer
Adina ZaiontzDirector
our team
Jam HassanSEO Specialist
Kerry BrownellArt Director
Wilfrido ReyesProjects Coordinator
Ronnie LebowSenior Designer
Lwini MataCopywriter
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napkin marketing is a proud:
Thank You
Questions?
adina@napkinmarketing.com
tel: 289.842.7180 x700
twitter: @napkin_mktg