Attracting the Right Customer with Google Adwords: An Overview of Search, Display, Retargeting and...
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Transcript of Attracting the Right Customer with Google Adwords: An Overview of Search, Display, Retargeting and...
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Attracting the Right Customer
with Google AdwordsAdina Zaiontz | Sept. 30, 2015
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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!
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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
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Connecting with
Mobile Customers
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Canadians are online…
CIRA 2015 Fact Book
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And on their smartphone…
Catalyst and Group M Next 2015
Canadian smartphone penetration rates, 2014-2015
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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
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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
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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?
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Take advantage of the Google ecosystem
Google Marketing Ecosystem
Display Ads
Remarketing
Video
Organic Search
Google+ and Maps
Youtube
Search AdsPaid Media
“Earned”
Media
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Start with a Mobile Site
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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
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Is Your Site Mobile Friendly?
Google Mobile Responsive Test:
https://www.google.ca/webmasters/tools/mobile-friendly/
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Set Up ‘Google My Business”
Google + | maps
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Google Marketing Ecosystem
Display Ads
Remarketing
Video
Organic Search
Google+ and Maps
Youtube
Search Ads
Setting up Your Foundation
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Step 1: Google My Business
Claim your business on Google Search, Maps and Google+, on all devices -
https://www.google.ca/business
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Increased Profile when Someone Searches Your Name
Organic Results
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Deeper Dive: Search Adwords
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We All Know Adwords is Search Ads
Google Marketing Ecosystem
Display Ads
Remarketing
Video
Organic Search
Google+ and Maps
Youtube
Search Ads
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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
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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?
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• 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
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Targeting Your Ad
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Targeting Your Ad
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Our Account Planning Process: Keyword Selection
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Our Account Planning Process
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Setting Up Your Ad Groups
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Writing Your Ads
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Create Relevant Landing Pages
Keywords:
“art classes for kids”
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Test Different Offers and Forms
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Measure Your Results
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Cool Tools
• Adwords Keyword Planner - Keyword suggestion Tool
• SEMrush.com – Look up your competitors keywords
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Deeper Dive:
Display Ads
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Display Advertising
Google Marketing Ecosystem
Display Ads
Remarketing
Video
Organic Search
Google+ and Maps
Youtube
Search Ads
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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
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Key Success Factors
• Targeting
• Geography
• Topic
• Interest
• Keyword
• Placements
• Creative
• Bidding
• Measurement
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Targeting: Placement
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Targeting: Interest
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Creative
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Track and Analyze
• Google Analytics
• Display Planner - Placement suggestion Tool
• Ad Gallery Tool
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Cool Tools
• Display Planner - Placement suggestion Tool
• Ad Gallery Tool
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Deeper Dive: Remarketing
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Remarketing
Google Marketing Ecosystem
Display Ads
Remarketing
Video
Organic Search
Google+ and Maps
Youtube
Search Ads
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Reach Your Customers While They Browse
Remarketing helps you reconnect with people who previously visited your
website with more tailored ads
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Reach Your Customers While They Browse
Target people based on their actions/ behaviour/ pages they visited on your site.
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Reach Your Customers While They Browse
Target people based on their actions/ behaviour/ pages they visited on your site.
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Reach Your Customers While They Browse
Target people based on their actions/ behaviour/ pages they visited on your site.
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Reach Your Customers While They Browse
Target people based on their actions/ behaviour/ pages they visited on your site.
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Deeper Dive: Video
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Video/ Youtube Advertising
Google Marketing Ecosystem
Display Ads
Remarketing
Video
Organic Search
Google+ and Maps
Youtube
Search Ads
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Video Targeting
• Pre-Video
• Post Video
• Youtube Search Results Page
• Target Specific Videos
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Want This All
Done For You?
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CopywritingNewslettersDirect MailEmail Print AdsWeb CopyBlogsPress ReleasesSocial Media Copywriting
Web DesignBanner AdsWebsitesEmailsLanding Pages
Print DesignAdsBrochuresDirect MailPoint Of Sale(pos)
> Social Media Management Facebook Fan PagesTwitter Profiles And UpdatesLinkedin Groups And Pages
Search Marketing
Pay Per Click (PPC) ManagementSeo
More MarketingLogo DesignVideo ProductionConsulting
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Our Services
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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:
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Thank You