Oct. 08, 2012
Use AdWords to Help Your Local Business
Google Confidential and Proprietary
Agenda
2
1 Introduction & Overview
2 Google AdWords 101
3 5 Steps to Setting Up an AdWords Campaign
4 Free Google Tools to Help You Go Even Farther
Google Confidential and Proprietary
Today’s Digital Consumer
3 3
The Digital Consumer
Google Confidential and Proprietary
2 billion searches per day. 22 hours of video are uploaded to YouTube per hour.
Mobile accounts for 10% of Google's overall queries. 40% of all mobile searches are local.
Search Video Mobile
Online as a Barometer
Google Confidential and Proprietary
Search: One of the Most Popular Online Activities
5
192MOnline searchers in the US
Almost half of all US Internet users search online on a typical day – up from one-third in 2002 – rivaling email in popularity.
1. comScore qsearch, June 2008, (divided over 30 days for daily value)2. PEW Internet & Search Engine Life, Search Engine Use Study, August 2008.
Google Confidential and Proprietary 6
Know Your Clients Objectives
•Engage audience with impactful brand message
•Attract new customer segment
•Launch new product or service
•Improve customer loyalty / retention
•Capture demand and online call/conversions
•Drive traffic to stores
Google Confidential and Proprietary
Agenda
7
1 Introduction & Overview
2 Google AdWords 101
3 5 Steps to Setting Up an AdWords Campaign
4 Free Google Tools to Help You Go Even Farther
Google Confidential and Proprietary 8
How Can Local Businesses Take Advantage?
Google Confidential and Proprietary 9
Anatomy of a Search Page
Ads (sold via keyword auction)
Natural search results (ranked by algorithm)
Google Confidential and Proprietary
Be InformedRobust Reporting Lets You Know What’s Working
Key Benefits of Online Advertising
10
Be Cost EfficientPay Only for Clicks Delivered
Be FlexibleChange Your Message Whenever You Need To
1
2
3
Google Confidential and Proprietary
Target Based on Geography
• Location targeting lets you target your ads to specific locations
• Target a specific area around your business
11
Google Confidential and Proprietary
Agenda
12
1 Introduction & Overview
2 Google AdWords 101
3 5 Steps to Setting Up an Desktop Search AdWords Campaign
4 Free Google Tools to Help You Go Even Farther
Google Confidential and Proprietary
Step 0: Establish Your Success Metrics
• Do you care about traffic to your site?
• Do you care about specific pageviews?
• Do you care about newsletter sign-ups?
• Do you care about completed transactions?
13
Google Confidential and Proprietary 14
step 1: select keywordsstep 1: select keywords
Google Confidential and Proprietary
Overview: Google Keyword Advertising
1. You select relevant keywords & Match Types
– Broad, Phrase, Exact, BMM, Negative
2. Users search on those keywords
3. Google ranks ads (ad auction)
4. Winning ads appears
5. You only pay when ad is clicked
15
What terms could Neto’s Market & Grill target?
Santa Clara Deli
Santa Clara Market
Catering
Market
Local Restaurant
Narrow Broader/generic
Google Confidential and Proprietary
www.google.com/adwords
Building Keywords: Keyword Tool
Leverage the Google Keyword Tool within your AdWords account to build & expand keyword lists and review search volume.
Google Confidential and Proprietary 17
step 2: account structure
Google Confidential and Proprietary
The Difference Between Campaigns & Ad Groups
AdWords Account
Campaign Campaign
Ad group Ad group Ad group
One set of keywordsand placements
&
One or more ads
Ad group
Campaigns
• Daily budgets
• Adapted to country and language
• Different settings (content, search)
• Start and end dates
Ad groups:
• To advertise different productsor services
• To set different CPC limits
• Make ad texts keyword-consistent
Google Confidential and Proprietary 19
Online CampaignsCampaign: MarketParty Trays
MeatsProduce
Campaign: RestaurantLunch
BBQDinner
Food Network
Campaign: Events
KaraokeHappy Hour
Private Events
Mirror Your Website Structure Closely
Neto’s Lunch BBQCome Try Neto’s Famous BBQ. As Seen on the Food Network.www.netosmaketandgrill.com
AdWords AccountNeto’s Account Structure
Ad Group: BBQKeywordsNeto’s BBQSausage BBQNeto’s Sausages
Google Confidential and Proprietary 20
step 3: target effectively
Google Confidential and Proprietary
Country, Regional, and City-level Targeting
• Reach customers searching for results in geographic areas you choose
Customized Targeting
• Reach customers searching for results in an area you define
Language Targeting
• Reach users searching in a specific language, wherever they are*
21*Marketer is responsible for translating ads into selected languages.
Region City Radius Set borders
Regional & Local Targeting: Sharpen Your Focus
Google Confidential and Proprietary 22
step 4: write ad text
Google Confidential and Proprietary
Writing relevant Ad Text
• Catch your target audience’s eye by making sure your headlines match the keywords.
I think I’ll search for a
“BBQ” place
Neto’s Daily BBQGrilled to Order Meats. ComeTry Our Famous BBQ.www.netosmarketandgrill.com
Neto’s MarketFind Weekly Specials & WideSelection of Meats.www.netosmarketandgrill.com
Google Confidential and Proprietary
Make Display Ads in Minutes at Scale with Display Ad Builder
24
Scalable
Copy your Display Ad Builder ads in AdWords Editor to scale your creative to hundreds of campaigns
Flexible
Customize your ad with hundreds of fonts, every color, and the ability to move images and text boxes
Easy
Create a display ad in minutes using one of our 180 ad templates
Google Confidential and Proprietary 25
step 5: landing page
Google Confidential and Proprietary
Avoid General Landing Pages
Avoid driving specific queries to a general portion of your website, such as the homepage.
26
Example Keywords
Neto’s BBQNeto’s Lunch SpecialsNeto’s Lunch Menu
Example Landing Page: Homepage
Google Confidential and Proprietary
Select Relevant Landing Pages
Select specific landing pages relevant to a user’s query to maximize the user’s experience on your website
27
Example Keywords
Neto’s BBQNeto’s Lunch SpecialsNeto’s Lunch Menu
Example Landing Page: Speeches & Remarks
Google Confidential and Proprietary
Agenda
28
1 Introduction & Overview
2 Google AdWords 101
3 5 Steps to Setting Up an AdWords Campaign
4 Free Google Tools / Prodcuts to Help You Go Even Farther
Google Confidential and Proprietary
Create a Google+ pageYour identity on Google, a single home for your +1’s and follows
Create a page from your personal profile
Add your websiteto your page in the About section
Ask your Googleteam to verify your Google+ page
Google Confidential and Proprietary 30
Evaluate Your Campaign Success
Google Analytics: analytics and reporting for websites
www.google.com/analytics
What are consumers doing on my website? And why?
How are users engaging with my site?
How can I make my marketing campaigns accountable?
Am I spending money to create effective content?
How do I improve the user experience?
Thank You!
31
Google Confidential and Proprietary
APPENDIX
32
Google Confidential and Proprietary
Additional Resources
Google Places Case Study
AdWords Small Business Success Story
Intro to AdWords Video
Beginning Analytics: Interpreting and Acting on Your Data
AdWords Ad Extension
My Business Story (Partnership w/AMEX)
http://www.google.com/ads/learn/
33
Top Related