Introduction to AdWords

1. Introduction to AdWords Elyse Guilfoyle AdWords Account Strategist December 6, 2010 1

2. Agenda 1 Why Search is Exciting 2 Digital Advertising 3 Google AdWords 4 Showing Value from Digital Advertising

3. Some History…

4. In the Beginning…

5. Old Paradigms for Organizing Information… Card Catalogs Business Directories

6. Search Was New… Search allowed users to define their queries rather than rely on predetermined categories… Suddenly queries could be unique and infinitely specific. Octopi Jujitsu Nihilistic Agorophobia Vigilantes Jerkiness Funicular Swizzle

7. The Search Advertising Revelation

8. The Search Advertising Revolution • Search Advertising Meant: • Inbound/Pull Marketing:Direct Access to The EasiestClient Targets • Trackability:Accurate Statistics on Reach & Impact • Accessibility: A Self-Service Platform Without Financial Barriers to Entry • Immediate Responsiveness: Immediate Results

9. The Inflection Point Google’s primary innovation in the Search advertising space was the Performance Incentivized Auction This new model allowed Google to increase revenue while improving efficiency for advertisers…

10. Search: Where We Are Today 74.2B Internet searches conducted worldwide in June 08; that’s 11.1 searches for every person on Earth, inone month. If every search were a mile, we’d go to the sun and back nearly 5 times every year. Sources: comScore qsearch, June 2008, (divided over 30 days for per day value); world population as of July 2008, distance to the sun, Wikipedia.org.

11. Agenda 1 Why Search is Exciting 2 Digital Advertising 3 Google AdWords 4 Showing Value from Digital Advertising

12. Marketers Are Shifting Spend Online While total ad spend is expected to increase 25% in the next five years, the Internet’s share of ad spend will increase by more than 50% Source: Jupiter, “U.S. Online Advertising Forecast, 2008 to 2013,” June 2008.

13. Consumers Increasingly Turn to Digital 3% Consumers spend 36% of time online – More than with any other media format 36% Source: Yankee Group, "2009 Advertising Forecast Update: Less TV, More Internet," provided to eMarketer, April 14, 2010

14. Agenda 1 Why Search is Exciting 2 Digital Advertising 3 • Google AdWords • AdWords Overview • Building a Campaign 4 Showing Value from Digital Advertising

15. Google Search Makes Finding Information Simple car insurance

16. Google’s Paid Search Offering: AdWords • Sponsored “Paid” Advertising • Advertisers can bid on these positions Top sponsored ads: Up to 3 listings Side sponsored ads: Up to 8 listings

17. Commercials Pull Marketing: On-Demand at the Moment of Relevance Push Marketing works for some things… Pull Marketing …but there is value inreaching consumers who seek your message Yellow Pages has known this sincethe 1800s!

18. What terms should a car insurance providertarget? cheap Geico car insurance cars SUV insurance good finances car insurance great rate insurance driving safety Narrow Broader/generic Enter Google: Keyword Advertising • Advertisers select relevant keywords • Users search on those keywords • Google ranks ads (ad auction) • Winning ads appears • Marketer only pays when ad is clicked

19. City Set borders Radius Region Regional and Local Targeting: Sharpen Your Focus • 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* *Marketer is responsible for translating ads into selected languages.

20. Google’s Paid Search Offering: AdWords • Sponsored “Paid” Advertising • Advertisers can bid on these positions Top sponsored ads: Up to 3 listings You can’t pay for a specific placement… so how is ad rank determined? Side sponsored ads: Up to 8 listings

21. Relevance Willingness to pay Ad rank… which denotes ad position X = Quality Score Max CPC • Quality Score is determined by a combination of factors, including: • Click-through-rate on Google.com (clicks divided by impressions) • Keyword and ad text relevance • Landing page quality Max CPC is the highest $ amount an advertiser is willing to pay for one click on their ad A Closer Look at the Ad Auction Ad Position is determined by... …but what do advertisers actually pay?

22. X = QualityScore MaxCPC AdRank AdPosition 1.8 $0.40 0.72 …Position 1 = = X …Position 2 1.0 $0.65 0.65 = = X ACME wins position 1:Google rewards relevance in combination with the bid, not the bid alone ACME is more relevant for users But John Doe is willing to pay more For Example: Bidding and Paying for Ad Position 1 Improving Quality Score is an effective way to raise ad position, while controlling costs.

23. Campaign Creation: Keywords • The importance of synonyms and plurals • book ≠ books • novel ≠ book • Not case-sensitive • James Balch = james balch • Misspellings • perscription • The only symbols our system acknowledges • Ampersands (&) • Underscores (_) • Apostrophes (’) • Example: click-through = click through

24. Coming up with Keywords • Research your product • Study the landing page: • Authors: james balch, mark stengler • Book title: prescription for drug alternatives • Topics: alternative medicine, nutrition guidance, natural cures

25. Coming up with Keywords • Research industry-specific terms, products & brand names • Multiple terms to define or describe products • Colloquialisms • Nicknames complimentary and alternative medicine, or CAM mind-body homeopathy herbal remedies

26. Using the Keyword Tool • The Keyword Tool is within the Opportunities Tab of every account. Use the Keyword Tool to: • Build your initial keyword list by typing in a word, phrase, or URL • Refine your existing keyword list • Expand upon your existing keyword list • Develop negative keywords • Anticipate traffic and competition on certain terms

27. Keyword Relevancy Irrelevant tom clancy Too general books, health General alternative medicine natural remedies More relevant james balch book drug alternatives book Extremely specific the prescription for drug alternatives

28. Creating Ad Groups • Once you create a campaign in your account, you’ll use ad groups to house the keywords you’ve chosen. Ad groups should be broken out by themes. In this case, you’d have ad groups for: • author name(s) • book title • genre(s) of book • related subjects of book

29. Example Ad Groups Authors Book Title PFDA James Balch Mark Stengler james balch books james balch book books by james balch book by james balch mark stengler book mark stengler books books by mark stengler book by mark stengler the prescription for drug alternatives prescription for drug alternatives prescription for alternatives drug alternatives book PFDA Relevant Topic Book Genre Alternative Medicine Books Natural Remedies alternative medicine book alternative medicine books book of alternative medicine book on alternative medicine book about alternative health natural herbal remedies natural home remedies natural health remedies natural healing remedies

30. Ad text is important because it is the only part of the account that is visible to the user Inform the user Persuade the user Compel and entice the user Writing Ad Text Relevant, Clear Ad Text Users Click on Ad Achieve Desired Action

31. Writing Ad Text: Best Practices • Test multiple ad texts • Put keywords in headline • Describe the product • Use promotional language • Discounts • Award-winning • Bestseller • Use call-to-action phrases • Buy • Order • Get • Use intercapitalization

32. Writing Ad Text: Example ‘James Balch’ Ad Group ‘PFDA’ Ad Group New James Balch Book The Prescription for Drug Alternatives. Order the Must-Read Health Guide. www.Wiley.com/JamesBalch Drug Alternatives Book Check out Dr. James Balch’s NewestBook on Natural Remedies. Buy Today! www.Wiley.com/DrugAlternativesBook prescription for drug alternatives prescriptions for drug alternatives drug alternatives book drug alternatives books prescription book james balch prescription books james balch books by james balch book by james balch james balch book james balch books james f balch book new james balch book

33. Choosing the Right Landing Page • The landing page is essential to the user completing the action you want them to take once they get to your site. The landing page should be: • Specific to the product • Contain lots of information • Depict a clear, easy next step Now, let’s look at some examples…

34. First cut: Dropping the user off at a home page

35. Better: Take user to search results for ‘james balch’

36. Even better: Go to the specific product page

37. Best: Show users what to do when they get there Buy Now

38. The one-page cheat sheet Consider which terms users will search for. Keep keywords to 2-4 words. Don’t use too many; 10-15 per ad is about right. Keywords Invite the user to do something; be compelling! Be specific. Be transparent about what the user will get. Ad Text Follow through on your ad text’s message. Specific is better than general. Don’t make users work. Landing page

39. Agenda 1 Why Search is Exciting 2 Digital Advertising 3 Google AdWords 4 Showing Value from Digital Advertising

40. What do we value? E-Commerce: Sales Revenue Lead-Gen: Leads Publisher: Advertising Revenue Nonprofit:Donations/Awareness

41. Leading Indicators Clicks Map Views Video Views Time On Site Downloads Newsletter Sign Ups

42. Questions? 42