Introduction to AdWords

1. Introduction to AdWords Frederick Vallaeys, Google AdWords Evangelist

2. Agenda The Changing Marketing Landscape Reaching Google’s Audience with Your Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign

3. Where Are We Today…and Where Are We Going? Today Digital Media $ Non-Digital Media 1995 2007 2050?

4. Education Create interest through information Awareness Create awareness Radio Print Outdoor Direct mail & response Television Image Maintain brand Direct response Cycle of trial, purchase, and repeat As a Marketer, Your Objectives Are Manifold Search Marketing

5. Search is the Most Efficient Channel Approximate Customer Acquisition Cost Across Various Channels $80 $70 $60 $60 $50 $40 $20 $20 $8.5 $0 Direct mail Email Online display ads Yellow Pages Search Source: Piper Jaffray: “The New eCommerce Decade: The Age of Micro Targeting,” Oct 2006

6. The Right Lead at the Right Time “charity” “Sponsor a Child” Contextually relevant ad on website Decision and Purchase Cycle “Sponsor a Child in India” “Annual Giving”

7. Agenda The Changing Marketing Landscape Reaching Google’s Audience with Your Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign

8. Google AdWords Reaches Global Markets People use Google in over 100languages The Google Network reaches more than 80% of worldwide Internet users. Sources: Measured by Media Metrix and NetRatings (September 2004); “2005 Web Globalization Report Card,” Byte Level Research (November 2004) 8

9. Search partners: Thousands ofContent partners: The Google Network Google: #1 U.S. search engine:

10. Reaching Customers Online Reach customers via three advertising touch points: Connect with Consumers When They Pursue Interests withGoogle’s Site Targeting Connect with Consumers When They Search withGoogle’s Search Solutions Connect with Consumers When They Research withGoogle’s Content Network

12. Imagine Your Business on Google Your Business Imagine your business here right when a user is searching for what you offer www.YourBusiness.com

13. Search Query: ‘flowers’ Google Search Results Google Search Results

14. AdWords Ads Google AdWords Ads

15. Keyword Advertising • Targeted advertising • Better advertiser ROI than untargeted ads • Improved user experience

16. AdWords for Content - AdSense Reaches millions of users as they read contentonline Google scans a page, interprets its content and serves relevant ads Relevant ads Targeted in real-time Recipe for Roasted Garlic Pasta Sauce

17. Agenda The Changing Marketing Landscape Reaching Google’s Audience with Your Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign

18. AdWords Start Page Step 1: Go to www.google.com/adwords When you reach the Google AdWords page, simply click the button to begin The sign-up process usually takes about 15 minutes You can read more about the benefits of AdWords and how it works on this page as well

19. Choose Your Edition Step 2: Choose Your Edition For this presentation we will walk you through the Starter Edition sign-up process Starter Edition has a simplified sign-up and set-up process for new AdWords advertisers You will have simplified keyword selection, ad copy writing, and campaign/local targeting You can always graduate to the Standard Edition at any time

20. What if I Don’t Have a Web Page? Hosted business pages are informational sites that new AdWords advertisers may create when setting up advertising campaigns. If you have a small business and would like to advertise with Google AdWords, but you don't have a website, you can create a hosted page to showcase your business. It usually takes only 15 minutes to set up. With AdWords and hosted business pages, you'll be able to reach potential customers with a few quick and easy steps.

21. Select Your Ad Location and Language Step 3: Select the language and location where you want your ad to show You can target a specific area within your selected country, territory, and even state if you so wish

22. Write Your Ad Step 4: Write your ad In this step, you enter the website address where you want potential customers to go when they click on your ad If you don’t have a webpage, you can still take advantage of AdWords. We have a tool that allows you to create a simple page hosted by Google Then, follow the instructions and write your ad. Your ad title and copy should be relevant and understandable to your customers If you are having a case of writer’s block, there’s a tool that can provide you with ad copy ideas; simply click the “Give me ideas” tab and follow the simple instructions

23. Choose Your Keywords Step 5: Choose Your Keywords Keywords are what your prospective customers are typing into the search bar to find your products and services, such as “real estate, 91311” In this step, you can enter as many keywords and key phrases as you’d like into the box Your ad will be more effective if your keywords are directly related to your ad. More specific key phrases and keywords will lead to better leads

24. Set Your Budget and Choose a Currency Step 6: Choose your budget Select the currency in which you will be paying for your ad AdWords will show your ad as often as possible within the budget guidelines you set You can select one of the preset budget amounts or input your own monthly budget amount in the box

25. Create an Account Step 7: Set Up Your Account If you already have an account with any of Google’s properties, you can choose to use that email address and password to log into AdWords If you want to create a new account, simply select the second option and enter the requested information Then, click “create account”

26. Enter Your Billing Information Select a form of payment You can use direct debit or credit card

27. Agenda The Changing Marketing Landscape Reaching Google’s Audience with Your Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign

28. How do I create an effective AdWords campaign? Relevance is the key to a successful AdWords campaign Higher Clickthrough Rates Targeted Ad Better Conversions More Qualified Leads Good User Experience

29. How do I Choose Good Keywords? • Relevant Keywords: • Accurately reflect products/services being offered • Match what your audience is looking for • Target the audience without being too general

30. Keyword Match Types Ads are continuously matched to Internet users’ interests based on your keywords Use keyword match types to your advantage • Broad Match • Phrase Match • Exact Match • Negative keyword Ads are placed as buying decisions are made The Result:Businesses reach their audience at the right time, with the right message

31. Broad Match Example For the broad-matched keyword used book • used book dealer • buy used books • used and rare book • second hand book • cheap used book Ad can appear for any of these queries

32. What are Negative Keywords? • Prevent ads from appearing on irrelevant search queries • Eliminate unwanted impressions Keyword:used book Negative Match:-cheap

33. Choosing the Right Keywords – Selling Dogfood buy cheap dog food online now pets Purina dog chow buy dog food dog food recipes dogs vet canned dog meals

34. Choosing the Right Keywords 94% of people in the US search with multi-word phrases Source: OneStat.com – July 2006

35. How do I write an effective ad? • Ad text distinguishes you from the competition • Communication, appearance, and style are important • Be persuasive and informative • First thing the user sees

36. Keywords in Ad Text Catch your customer’s eye by making sure your headlines match the keywords. Collector Dolls 40% Off The Anastasia Collection - Porcelain Dolls, Doll Stands, & More www.AdWordsExample.com figurines Discount Figurines Unique Collectibles, Gift Ideas, Figurines & Miniatures. Buy Online! www.AdWordsExample.com Matching terms show up in bold text on the Google results page.

37. Click Here Visit Us Include a Call to Action Examples: get info, research here, download free white paper, order our catalog, buy now, save money Avoid meaningless slogans and gimmicky language

38. Save 50% $10 Off Seasonal Sales Free Shipping Free White Paper Send Chocolate Gifts Save 10% on all chocolate orders. Free shipping over $50. Differentiate Products or Services

39. New York Advertising Advertise by Location • Locationin ad text can increase performance • Attracts attention of local users • Non-local users will not click on ad

40. Inter-capitalize Display URL Inter-capitalizing your display URL may make your ad stand out more and lead to better clickthrough rates

41. Including Multiple Ads Use multiple ads to test messages and see which on works best

42. Controlling Costs • No minimum spend • You choose your own maximum daily spending limit (daily budget) • Choose how much you want to spend per click for every keyword • Pay Google for users who click on your ad • Conversion tracking = real-time return-on-investment data

43. Relevancy Decreases Your Cost The ad rank depends on the relevance of the ad and your maximum bid • Rank = Quality Score * Maximum CPC It is possible for the higher ranked ad to have a lower cost per click than its competitors If your ad is more relevant, you can still compete against someone with more money

44. 94043 And Targeting Is Easy… AdWords gives you the option to target the location where your ad will be visible to potential customers If you want your ad to be shown to all relevant searches in a particular country, you can simply select a country If you would like to target a local area within a country, simply enter a city name or postal code to search and select the area where you would like your ads to show

45. Within a defined radius Within defined borders Regional and Local Targeting You can target ads so they appear only in locations of interest to you – your neighborhood, your service areas, your city or your state. Define the area, customize the targeting Select from pre-defined geographies OR Countries Regions Cities

46. AdWords is Accountable Monitor Your AdWords Performance The AdWords interface lets you monitor the performance of each ad that you are running, as well as your overall performance With AdWords, you always know how your ads—and marketing budget—are performing

47. Google Grants Beta Grantees use Google Grants ads to increase awareness, solicit donations, recruit volunteers, promote events, etc. Questions: grants-nten@google.com

48. More About Google Grants Visit www.google.com/grants for eligibility criteria, grant details, application and more

49. Questions Frederick Vallaeys, Google AdWords Evangelist Email your questions to grants-nten@google.com