Thru

SEM

AdWords

As a Marketer, Your Objectives are Manifold

Awareness
Create awareness

Education
Radio
Create interest through information

Print

Outdoor

Search Marketing
Television

Direct mail & response

Image
Maintain brand

Direct response
Cycle of trial, purchase, and repeat
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Google AdWords Reaches Global Markets

People use Google in over 100 languages

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) 3

The Google Network

Google: #1 U.S. search engine:

Search partners:

Thousands of Content partners:

Reaching Customers Online

Reach customers via three advertising touch points:
Connect with Consumers When They Search with Googles Search Solutions Connect with Consumers When They Research with Googles Content Network Connect with Consumers When They Pursue Interests with Googles Site Targeting

Why Search Engine Marketing?

85% of all traffic on the internet is referred from a search engine. 90% of all users dont look past the first 30 results (most only view top 10)

Many websites arent even indexed, most are poorly optimized and get very little traffic from the search engines. Cost-effective advertising.
Clear and measurable ROI. Operates under this assumption:

Imagine Your Business on Google

Your Business
Imagine your business here right when a user is searching for what you offer

www.YourBusiness.com

Google Search Results

Search Query: flowers

Google Search Results

Google AdWords Ads

AdWords Ads

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Keyword Advertising

Targeted advertising
Better advertiser ROI than untargeted ads Improved user experience

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AdWords for Content - AdSense

Reaches millions of users as they read content online

Google scans a page, interprets its content and serves relevant ads

Relevant ads Targeted in real-time

Recipe for Roasted Garlic Pasta Sauce

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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
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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

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What if I Dont 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.
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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
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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 dont 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 writers block, theres a tool that can provide you with ad copy ideas; simply click the Give me ideas tab and follow the simple instructions

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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 youd 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

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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
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Create an Account

Step 7: Set Up Your Account If you already have an account with any of Googles 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
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Enter Your Billing Information

Select a form of payment You can use direct debit or credit card

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How do I create an effective AdWords campaign?

Relevance is the key to a successful AdWords campaign

Targeted Ad

Higher Clickthrough Rates

Better Conversions More Qualified Leads

Good User Experience

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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

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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
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Broad Match Example For the broad-matched keyword used book

- used book dealer - buy used book - used and rare book - used book for sale

Ad can appear for any of these queries

- Cheap used book

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What are Negative Keywords?

Prevent ads from appearing on irrelevant search queries Eliminate unwanted impressions

Keyword: used book Negative Match: -cheap

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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

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Choosing the Right Keywords

Average US Search Phrase Length

2 word phrases 3 word phrases 4 word phrases 5 word phrases 1 word phrases 6 word phrases 7 word phrases
0% 3% 10% 20% 30% 6% 6% 12% 22% 20% 29%

94% of people in the US search with multi-word phrases

Source: OneStat.com July 2006

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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

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Keywords in Ad Text
Catch your customers eye by making sure your headlines match the keywords.
figurines

Collector Dolls 40% Off

The Anastasia Collection Porcelain Dolls, Doll Stands, & More www.AdWordsExample.com

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.

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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

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Differentiate Products or Services

Send Chocolate Gifts

Save 10% on all chocolate orders. Free shipping over $50.

Save 50% Free Shipping $10 Off Free White Paper

Seasonal Sales

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Advertise by Location
Location in ad text can increase performance Attracts attention of local users

Non-local users will not click on ad

New York Advertising

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Inter-capitalize Display URL

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

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Including Multiple Ads

Use multiple ads to test messages and see which on works best

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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

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Using Budgets

With AdWords, you can set your advertising budget to whatever you desire. Simply enter a monthly budget amount into the box in the Budget section

For more control, you can even decide how much each customer lead (click) is worth to you. You can set your maximum cost-per-click to any amount you desire, such as $0.10
If youre unsure, Google could help optimize your budget based on the keywords you choose; simply check the Google should set my bids box

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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

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And Targeting Is Easy

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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
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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. Select from pre-defined geographies OR
Countries Regions

Define the area, customize the targeting

Within a defined radius Within defined borders

Cities

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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 adsand marketing budgetare performing

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SEM Implementation

1. Search Engine Optimization (SEO) 2. Search Engine Marketing (SEM)

Search Engine Optimization

Search engine optimization (SEO) is the art and science of publishing and marketing information that ranks well for valuable keywords in search engines.

Search Engine Optimization

Keyword Analysis/Reporting Link Building Site Optimization Content Writing Sitemap Submission

2.Single 4.Fresh new most website important articles factor will to help get any your website website ranked expand higher and appear on the search onwhole more 3.Optimize 1.First and the target last website stage of so our the SEO search cycle. engines can easily traverse your 5.Submit the new pages to keywords Google & should the other Search engines. search We website will phrases. analyze and establish target which website, its competitor's rank websites highlyEngines and for. the leading Inbound New informative links will relevant help thearticles Searchwill Engines also encourage determineother how popular websites your to link to target websites in its industry. website is.

What Does a (good) SEO Do?

Researches desirable keywords and search phrases (Wordtracker, Overture, Google AdWords) Identifies search phrases to target (should be relevant to business/market, obtainable and profitable) Cleans and optimizes a websites HTML code for appropriate keyword density, title tag optimization, internal linking structure, headings and subheadings, etc. Helps in writing copy to appeal to both search engines and actual website visitors Studies competitors (competing websites) and search engines Implements a quality link building campaign Pushes for more content! Monitors rankings for targeted search terms

STEPS in Pay Per Click SEM

Bid on relevant keywords Advertising engine displays your text ad on their results page or network of web sites You only pay when people click

Pay Per Click SEM

PPC ads appear as sponsored listings

Companies bid on price they are willing to pay per click

Typically have very good tracking tools and statistics

Ability to control ad text

PPC vs. Organic SEO

Organic SEO
results take 2 weeks to 4 months requires ongoing learning and experience to reap results very difficult to control flow of traffic generally more cost-effective, doesnt penalize for more traffic SERPs are more popular than sponsored ads very difficult to compete in highly competitive market space more difficult to target local markets better for long-term and lower margin campaigns

Pay-Per-Click
results in 1-2 days easier for a novice or one without much knowledge of SEO ability to turn on and off at any moment generally more costly per visitor and per conversion fewer impressions and exposure easy to compete in highly competitive market space (but it will cost you) ability to target local markets better for short-term and high-margin campaigns