Google 101
Fi d b G l ‘ dFind out more about Google‘s products at: www.google.com/services/smallbusiness
Google drives business growthGoogle’s search and advertising tools generated $64 billion of economic activity in 2010.
http://www.google.com/economicimpact
Customers are online – can they find you?
97%97%of consumers research products online before buying
Source: BIA/Kelsey Group, User View Wave VII, May 2010
Google as part of your strategyGet FoundHelping customers find your shop or office with Google Places – for free.
Attract CustomersHelping promote your business with ads on Google search and the Google Network.
Market IntelligenceHelping you analyze website traffic to identify why people are coming to your site.
Office ProductivityHelping you reduce costs and become more productive at the office.
www.google.com/services/smallbusiness
Your Website on Google
In this section we’ll cover...
• The anatomy of a search engine results page
• An introduction to search engine optimization
• Tips for promoting your website
• An introduction to Webmaster Central
The anatomy of a search results page
Query (Keyword)
Organic results on a search results page
Organic ResultsResults
6
The anatomy of a search results page
Ads (Google AdWords)Ads (Google AdWords)
The anatomy of a search results page
Local Results(Places Pages)( g )
Search engine optimization - SEOHelping Google find your website
• Use keywords in text.
Helping Google find your website
• Keep content fresh. Blogs are great!
• Earn links from other sites, treat them like gold.
• Drive traffic to your site, make content linkable.
• Use a Google Sitemap - ask your webmaster for help!
D 't b k h G l h t h• Don't be sneaky: show Google what humans see.
• Don’t rush it. SEO takes a long time!
More tips for promoting your website
1. Use email for efficient, inexpensive communication.
2 Use social media to develop relationships with fans2. Use social media to develop relationships with fans.
3. Promote your website on receipts and other print materials.
4. Have special offers available on your website.
5. Invite happy customers to write reviews.ppy
Webmaster Central
What you can get out of it:• Sitemap submission
• Actionable info on how Google and humans see your site
• Early warning on problems (such as accidentally blocking Google)
Helpful Resources• New tools, best practices and
webmaster info• Webmaster Policies and SEO Starter
Guide• Answers from other webmasters
www.google.com/webmasters
Google Places
In this section we’ll cover...
• An introduction to Google Places
• The anatomy of a Places page
• Creating coupons in Places
• Tips for setting up and optimizing your page
Product overview: Google PlacesLocal Listings on Google Search Results 20% of searches on Google
are related to location
How does it work?• People search Google.com and
Google Maps to find local businessesg p
• Business listings and enhanced data are gathered from multiple sources including:Local Listings on Google Maps
• Websites
• Yellow pages data
Di t f d d b i i• Direct feed and submissions
• Businesses can add or edit their business listings using Google Places
A tAnatomy of a Place Page
Map and Street View
Accurate address & phone number
Details
Images
Ads
R ti
R i
Ratings Related Content
Reviews
Demand for coupons
Increase in searches for coupons since 2004
* Source: Google Insights for Searchg g
Guess what you can make within Google Places?
Businesses can add coupons to their listing for free
Measure impact
Metrics Dashboard
• Monitor your listing using theGoogle Places dashboard.
• How many people saw your Places listing?
• What search terms sent traffic to your business listing?Make ad ertising or b siness• Make advertising or business expansion decisions with data you can’t get anywhere else!
Getting started with Google PlacesStep 1:
Go to www.google.com/services/smallbusiness and select Google PlacesStep 2:
Enter your country and business phone number
Step 3: Enter/edit your business details
Step 4: Verify your listing
www.google.com/services/smallbusiness
Attract Customers
In this section we’ll cover...
• An introduction to Google AdWords. We’ll address questions like:
How much does it cost to use it? How do I control where my ads show and what they say? What’s my commitment? Can I track it?
A paradigm shift
Traditional Advertising Advertising Through Google
Customers
You pay only for clicks
www.AdvancedPlumbingPro.comPays for the visitor to their site
You’re in control of who sees your ads
You’re in control...
AdWords gives you the flexibility to meet goals and be successful.
• You control the cost
• You control the daily spending limit• You control the daily spending limit
• You decide where ads appear
• You control marketing messagesYou control marketing messages
• No minimum term length
• Track the total number of conversions
• Determine your exact ROI
Signing up for AdWords
www google com/services/smallbusinesswww.google.com/services/smallbusiness
Market IntelligenceGoogle AnalyticsGoogle Analytics
In this section we’ll cover...
• An introduction to Google Analytics. We’ll address questions like: Why does tracking matter? How can GA help my business or organization? What kinds of reports can I see?
• Plus: Google Insights for Search
G l Al t Google Alerts
Why analytics and website optimization matter
Missed OpportunitiesWebsite Visitors Who Did Not Become CustomersWebsite Visitors Who Did Not Become Customers
Product overview: Google Analytics
Where are my visitors
Providing Answers to Difficult Questions
What keywords did they se to get there?
Where are my visitors coming from?
Am I creating effective content?
use to get there?
Where are visitors abandoning my shopping
cart? Why?
How can I improve site interaction?
cart? Why?
26
www.google.com/services/smallbusiness
Visitors overview
Search engines and keywords
Analytics Intelligence
Product overview: Google Insights for Search
Gain insights into what the world is searching for
www.google.com/insights/search
Use Google Insights to craft an ad message
Use Google Insights to predict product sales
Product overview: Google Alerts
www.google.com/alerts
Office Productivity
In this section we’ll cover...
• An introduction to Google Apps
• A comparison of the versions
• Gmail
• Google Docs, including:W d i Word processing
Spreadsheets Presentations
• Google Calendar
Product overview: Google Apps
www.google.com/a
Product overview: Gmail
Product overview: Google Docs and Spreadsheets
Product overview: Calendar
A Quick Recap
After this session, you should know aboutGoogle PlacesGoogle Places helps customers find your shop or office – for free.
Google AdWordsGoogle AdWords helps promote your business with ads on search results pages and websites.
Google Analytics, Alerts, InsightsGoogle Analytics helps you analyze your website traffic – for free.
Google AppsGoogle Apps helps you reduce costs and become more productive at the office.
www.google.com/services/smallbusiness
You will need a Google account
Thank you!
Fi d t b t G l ‘ d t tFind out more about Google‘s products at: www.google.com/services/smallbusiness
AdWords Online Classroom: www.google.com/adwords/onlineclassroom
AdWords Help Center & Forum: adwords.google.com/support
Google Analytics Help Center: www.google.com/support/analytics
Google Analytics Tutorials: www.google.com/support/conversionuniversity
MSBDC Google 101 Presentation: www.msbdc.org/semass/google
AdWords 101Find out more about Google‘s products at:Find out more about Google s products at: www.google.com/services/smallbusiness
Agenda
• Introduction to AdWords
• How Google ranks ads
• The importance of structure
• How to choose the right keywords
• How to write great adsHow to write great ads
• Q&A
Introduction to AdWords
In this section we’ll cover...
• An introduction to Google AdWords
• Common questions from new advertisers
• The importance of setting goals
• Where your ads can show: An explanation of the Google Ad Network
• How to sign up
What is Google AdWords?
• AdWords is Google’s online advertising program Advertisers select keywords; ads appear next to the search results
on Google.com
• Advertisers can also show ads on hundreds of thousands of websites Ads are matched to Web pages relevant to advertisers’ keywords
The questions people ask
Is AdWords appropriate for my small business?
Which keywords should I use?
How will I be How do I get my adcharged?
How do I get my ad in the #1 position?
Where will my ads appear?How do I write a great ad?
What questions do you have?
Before we begin... what are your goals?
I want to open my email every morning and see at least 3 new orders.
I want five quality leads a day for my sales team to call.I’d like to get as many clicks as I can for
less than $0.80 per click.
I’d like to increase sales by 15 percent
I want to double my customer base.
ess a $0 80 pe c c
I d like to increase sales by 15 percent.
I want at least 40 visits to my ebsite e er dawebsite every day.
I want an ROI of 250 percent on all sales coming from AdWords.
OK, now you know what you want
Where do adsWhere do ads appear?appear?
Google.com
The Search Partners
The Google Display Network
Create an account
www.google.com/services/smallbusiness
How Google Ranks Ads
In this section we’ll cover...
• How the AdWords auction works
• How Google calculates your place in the auction
• What’s Max CPC?
• How Quality Score is calculated
• How all this affects what you pay for a click
How does AdWords work?
Instant AuctionA live auction is run for every search
Ad Position = Quality x Your Bid
Quality Factors:Clickthrough rate, keyword relevance, ad
relevance and historical performance
Everyone wants to be in position #1
The position of each ad is determined using a ranking formula.
The ad ranking formula
Ad RankMaximum
Cost-Per-Click Bid (Max. CPC)
Quality Score= x
The Bottom Line: If you have a great Quality Score, you can still show in a y g y , y
high position with a low bid
What is your Max CPC?
• The maximum price you are prepared to pay for a click
Y ‘bid’ i th AdW d ti• Your ‘bid’ in the AdWords auction
What is Quality Score?
• A measure of how relevant and useful your ads are.
• Do your ads & keywords provide a good user experience?• Do your ads & keywords provide a good user experience?
POOROO
OK
GREAT
Note: The above example is for demonstration purposes only. It is not meant to indicate the actual quality score of the ads.
Quality Score measures user experience
How Google calculates Quality Score
Clickthrough-Rate (CTR)
+Of the people who saw your ad, how many clicked on it?
+Relevancy
Do your keywords match your ads? Does the search query match your keyword?
Landing Page Quality+
Does your landing page provide a good user experience?
You can see your Quality Score for each keyword
The ranking formula - example
Alison, Scott and Jon are all bidding on the keyword ‘zipline kits.’
Based on their Max CPC and Quality Score, whose ad will show in first position?
Ad Rank Max CPC Quality Score
= x$1.00 8Alison 8 2nd
= x$1.00 10Scott 10 1st
= x$2.35 3Jon 7 3rd
How much do I actually pay?
Your actual CPC is the Ad Rank of the advertiser below, divided by your Quality Score.
= x$1 00 10Scott 10 $ 80
Ad Rank Max CPC Quality Score Actual CPC
(8/10)== x$1.00 10Scott 10 $.80(8/10)=
= x$1.00 8Alison 8 $.88(7/8)=
= x$2.35 3Jon 7 $minminimum=
So you’ll show in a higher position if...
• Your Quality Score is at least 7/10 for each keyword
• Your bids are competitive• Your bids are competitive
• Both!
The Importance of Structure
In this section we’ll cover...
• The structure and limits of a typical AdWords account
• Best practices for organizing your account
AdWords account structure
AdWords Account
Unique email address & passwordBilling information
Campaign
Daily budgetLocation/language targeting
Campaign
Daily budgetLocation/language targetingg g g g
Distribution preferenceEnd date
g g g gDistribution preference
End date
Ad Group
KeywordsAds
Ad Group
KeywordsAds
Ad Group
KeywordsAds
Ad Group
KeywordsAds
Ad Group
KeywordsAds
Ad Group
KeywordsAds
The WRONG way to structure an AdWords account
“Furniture” Campaign
AdWords Account
Furniture Campaign
Furniture Ad Group
The Best FurnitureGreat Selection, Made in USA Free Shipping, 5 Year Warranty.PlantationDesign.com
leather sectionalrugsdining room table
leather loveseatpatio furnituretable lampfl l
leather chairleather sofacoffee table
d t blkitchen tablebrass bedleather headboarddresser
floor lampkids furnitureliving room furniturebedroom furnitured k
end tablelampottomandining room table
di l
25
leather couch desk media console
A BETTER way to structure an account
AdWords Account
“Furniture” Campaign
“Leather Sectionals” Ad Group
“Leather Chairs” Ad Group
“Leather Loveseats” Ad Group
Furniture Campaign
Leather SectionalsLeather Sectionals Made in USA From $1,999 With 5 Year Warrantyplantationdesign com/sectionals
Leather LoveseatsFree Delivery When You Buy BeforeChristmas. Order Yours Today!plantationdesign com/loveseat
Leather ChairsHandcrafted Leather ChairsMake a Statement. View Catalog!plantationdesign com/chairsplantationdesign.com/sectionals plantationdesign.com/loveseat plantationdesign.com/chairs
buy leather sectional suitebuy leather sectional suitesleather sectional suites
buy leather love seatsbuy leather loveseatsbuy leather love seat
buy handmade leather chairbuy handmade leather chairs handmade leather chairsleather sectional suites
leather sectional suitebuy leather sectionalbuy leather sectional leather sectional
buy leather love seatbuy leather loveseatleather loveseatsleather love seatsleather love seat
handmade leather chairshandmade leather chairbuy leather chairsbuy leather chairleather chair
26
leather sectionalleather sectionals
leather love seatleather loveseat
leather chairleather chairs
Structuring your own AdWords account for success
• Create one Ad Group for each product or service
• Create one Ad Group with your brand/business name as keywordsp y y
• Create additional Ad Groups for variations “B&B” vs. “Bed and Breakfast”
For a Plumber
emergency plumbing
hot water repairs
For a Sports Equipment Store
Tents
For a B&B
bed & breakfast nashville
b&b nashvillehot water repairs
hot water installation
Dishwasher installation
sleeping bags
portable stoves
Backpacks
b&b nashville
cheap nashville hotel
luxury bed & breakfast
bathroom renovations
drain clearing
Plumber nashville
Backpacks
hiking boots
lanterns
luxury b&b
nashville inns
swiss amy knives
How to Choose the Right Keywords
In this section we’ll cover...
• How to begin building your keyword list
• How to apply the “Goldilocks” principle
• Keywords match types
• The Google Keyword Tool
Building a keyword list
• Brainstorm business
• Review website
• Think like a customer
• Focus on what differentiates
• Include plural & singular versions
• Include spelling mistakes & variations
• Include product numbers & codes• Include product numbers & codes
Use the ‘Goldilocks principle’ to pick keywords
• Add all relevant keyword variations: singular/plural and synonyms
• Keyword combinations, accent marks (á, é, í, ó, ú, ñ, ü, etc.)
ti fl id ti t l 3 b ti t l t b h
• Make keywords specific to your product or service
vacation
tax
store
florida vacation rental
tax preparation nashville
dvd storage
3 br vacation rental grayton beach
tax preparation service nolensville rd
faux leather storage for dvd box setsstore
bags
accounting
dvd storage
handmade leather bags
cheap accounting software
faux leather storage for dvd box sets
handmade black croc leather handbags
accounting software for petsitting biz
Too General Just Right Too Specific
accounting cheap accounting software accounting software for petsitting biz
g p
What happens if my keyword is too general?
Example keyword ‘vacation’ -- your ad might show for:
vacation rental
vacation deals
ti id
The go-go’s vacation
disney vacation club
i t f ti bvacation ideas
vacations for kids
vacations for singles
pictures from our vacation by lynne rae perkins
vacation auctionsg
vacations for veterans
National lampoon’s european vacation
vacation accrual policy
Vacation agent magazine
vacation air conditioningpermanent vacation lyrics
vacation air conditioning
vacation anxiety
General keywords = low clickthrough-rate = low Quality Score
Keyword matching options
Match Type How keyword appears in AdWords:
The ad will show when:
The ad will show when a searcher types:
Broad Caribbean Cruise
All words containing this word or combination of words in any order is used as the query.
Caribbean holiday CruisesCruise holiday in CaribbeanCruise in Carribean
“Phrase” “Caribbean Cruise”
Keywords are typed in the exact order specified. Can have other words before
Cheap Caribbean CruiseCaribbean Cruise dealshave other words before
and/or after. Luxury Caribbean Cruise
Keywords must be only & [Exact] [Caribbean Cruise]
y yexactly what the user types in
Caribbean Cruise
Ads will not appear when Add will not show if
32
-Negative - Tompp
this search term is entered in the query
someone types:Tom Cruise
Examples of negative keywords
Service provider Vacation destination Frequently used
-become
-study
-class
-library
-doctor
-vet
-free
-lyrics
-second hand
-classes
-course
-license
-hospital
-schools
-coffee
-used
-parts
-repairs
-training
-jobs
-employment
-cards
-history
-jobs in
i t
-wholesale
-pics
-pictures
d fi iti f-supplies
-tools
-price
-pictures
-news
-weather
-definition of
-history
-diy
The Google Keyword Tool: help finding keywords
Enter yourEnter your keyword
Get additional keyword suggestions
How to Write Great Ads
35
In this section we’ll cover...
• Ad text specifications
• Tips for writing better ads
Ad text specifications
Ad title (25 characters max, i l di )including spaces)
Two description lines (35 characters max each(35 characters max each, including spaces)
Display URLDisplay URL (35 characters max, including spaces)
Destination URL(1024 characters max, including spaces)
What is a good AdWords ad?
A good ad:
I l t t th k d i th d• Is relevant to the keywords in the ad group
• Gets a high clickthrough-rate (CTR)
• Effectively sells your product or service
• Stands out from your competitorsy p
• Includes a call to action
What doesn’t work
Vague, irrelevant, unclear ads without useful information.
Ask yourself just 3 questions to help you write great ads!
1. What sets your business apart?
Why would someone choose your business over a competitor?
“We won an award in 2009”
Examples:
“We only sell products made in the USA”
“All our products are custom made”
“We always show up on time”
“We’re open 7 days a week”
“We have a money back guarantee”
“We have 30 years experience”
“Free shipping if you buy two” We re open 7 days a week
Thi h l
Free shipping if you buy two
“We have lower prices”
“We offer free quotes”This helps you write
useful ads
q
“We’re having a sale”
2. Can you describe your products or services?
Describe specific or technical details of your products or services.
E lExamples:
“Made from recycled materials” “Evening classes available”
“Battery lasts up to 8 hours”
“From $16 per square foot”
“Suitable for diabetics”
“18 day all-inclusive tour”
“10 Nashville locations”
“24/7 onsite support”“Suitable for diabetics”
“Dishwasher safe”
“Collectors item”
24/7 onsite support
“On time or it’s free”
“First class is free”
“Sizes 8-16” “HIPPA compliant”This helps you
write useful ads
3. What is your call to action?
After someone clicks on your ad and visits your website, what is it you want them to do next?
Examples:
“Call us to request a free quote” “Learn more about osteoporosis” q q
“Browse through all of our toys”
“Book your rental home online”
p
“Order a copy of our brochure”
“Call us and order a pizza”
“Download a 30-day free trial”
“Sign up for our mailing list”
“Request a call back”
Thi h lThis helps you write a call to
action
Put it all together for better ads
Link to the best landing page
Always direct traffic to the most useful page on the site.
How to get to your goals – step by step
Experiment! Try new ads and keywords to get the best to see which perform best.
Track your results
Measure – have you achieved your goals?
Repeat
A Quick Recap
After this session, you should know
Where Ads ShowShow ads on Google.com, the Search Partners, the Google Display Network.
How to Structure an AccountStructure your account for success with campaigns, Ad Groups and keywords.g p y p g p y
How to Select KeywordsKeyword match types, the “Goldilocks” principle, using the Google Keyword Tool.
How To Write AdsAd text specifications, tips for writing more effective ads, calls to action.
You will need a Google account
10
Thank you!
Find out more about Google‘s products at: www.google.com/services/smallbusiness
AdWords Online Classroom:www.google.com/adwords/onlineclassroomg g
AdWords Small Business Center: www.google.com/adwords/smallbusinesscenter
Consultantshttps://adwords.google.com/professionals/search
Y T b G l B i Ch lYouTube Google Business Channelhttp://www.youtube.com/user/GoogleBusiness
MSBDC Google Presentation:MSBDC Google Presentation: https://www.msbdc.org/semass/google
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