Transcript Lesson_04_ist402_google_adwords

$500! for course!
$500! for course!
$1,000! for Prizes
Howie Jacobson
Guest Speaker!
AdWords – the Big Picture and
the Details! and Dealing with the
Client
Jim Jansen
College of Information Sciences and Technology
The Pennsylvania State University
[email protected]
What is Keyword Advertising?
What is Keyword Advertising?
• Keyword Advertising is an advertising medium, typically driven
from Search Engines and/or directories.
– The model typically follows a CPC (cost per click) model, only charging a fee for
visitors that reach your website.
– Sponsored Search ads appear two ways: search placement and content
placement.
•
•
Ads within search placement appear when searchers search for a particular term that you have elected
to purchase.
Ads appear within the content placement model when relevant content is served from the search
engine partner (news sites, industry sites, etc.)
– Pay Per Click (also known as Pay Per Ranking, Pay Per Placement, Pay Per
Position or Cost Per Click) enables you to list your site at the top of search
engine results by advertising on keywords that best describe your product or
service.
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What is Keyword Advertising?
How Does PPC Work?
1. Advertiser creates account.
2. Advertiser chooses keywords that he/she
believes searchers will use to try to find
his/her type of product/service.
3. Ad will be displayed on the search engine
when one of the keywords is searched by a
user.
4. Pricing is based on each keyword.
Advertisers bid to have higher ad placement
based on a keyword.
5. Advertisers only pay the search engine when
an ad is clicked on.
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What is sponsored search?
Who Offers Sponsored Search?
1.
Google AdWords
https://adwords.google.com/select/
– Easy to manage
– High cost per click
2.
Yahoo Sponsored Search
http://searchmarketing.yahoo.com/
– Can be a little more taxing to manage.
– High cost per click
Paid
(PPC,
Sponsored)
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What is sponsored search?
3. MSN Search Advertising
http://advertising.microsoft.com/search-advertising
• Don’t count them out!
• Tends to have low cost per click
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Great Readings for Getting
Started with Paid Search
• Google AdWords Tips for Beginners
(short, good articles)
– http://www.squidoo.com/google_adwords_guide_beginners_ti
ps
• Google Adwords Setup Guide for Beginners
– http://www.youtube.com/watch?v=4EvusC9MDnw (9.min)
• Bruceclay.com provides an excellent PPC
Methodology (not just limited to Google) available at
http://www.bruceclay.com/web_ppc.htm
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Creating a Google
AdWords Account
https://adwords.google.com/

The first step in creating a new AdWords account is to choose
between Starter Edition and Standard Edition.
Creating a Google
AdWords Account

Next, select your target market(s).

With AdWords targeting your audience by location is
easily available
Pennsylvania
State College PA Area
State College
Creating a Google
AdWords Account
• You will then be assisted with writing your
advertisement
Creating a Google
AdWords Account

Next choose the keywords that you’d like Google to use as a
trigger to display your advertisements
 For example if you had a web site selling luxury cruises to
Mars, Google gives some examples that might be a good
choice
Creating a Google
AdWords Account

The next important step is setting the budget
 AdWords offers preset limits, but you may also input any value
you’d like
 It may warn you about your budget not being sufficient, but even
$5 will get you started
 Google will not charge you more than you have allocated
Creating a Google
AdWords Account

One of the settings you can change is Google’s default Bidding Setting
using the Budget Optimizer
 Google will automatically charge the cost-per-click (CPC) that is
necessary to optimize your ranking
 If you’re not willing to gamble on what that cost may be, you
should set the maximum CPC using the Budget Setting
Creating a Google
AdWords Account
•
After you have
completed the
creation of the
advertisement, and
you have set the
budget, you can
complete the sign
up for an account
– Contact information
– Method of payment
•
From there Google
offers many options
to help manage your
advertising
campaign
Creating a Google
AdWords Account
For more optional information visit AdWords Demos and Guides
https://adwords.google.com/select/library/index.html
Google Overview
AdWords Versus AdSense
Google Overview
Take a quick (10 screen) AdSense Tour at
http://www.google.com/services/adsense_tour/index.html
Google Overview
Reasons to Use Google
AdWords for Sponsored Search
1. TARGETING/REACH – Strong ability to reach people who may be looking for your product or
service. Engage potential customers at precisely the right moment — when users are actively
searching for information (keywords or content) related to your business.
– Expanded network - AdWords not only displays on the main Google.com home page but also on partner
networks such as Aol.com and Ask.com
– Local and regional targeting - Set your ads to appear only to people searching in a particular state, city, or
region. It is easy to target online customers within 25 miles of your front door.
– Local business ads - Get noticed on Google Maps. People searching for information related to your business
will see your location, contact information, and an image of your choosing highlighted on a map of your area.
2. BUDGETING - Fully control your ad budget
– You can choose to pay for ad clicks (CPC) or for impressions (CPM).
– Because you can choose your own CPC or CPM amounts, you decide how much to pay each time someone
clicks or views your ad.
– There's no minimum spending limit. In addition, you can set a maximum daily spend (daily budget) that the
AdWords system won't exceed.
– You can edit your budget settings at any time.
3. FLEXIBILITY/CONTROL:
– You can edit an existing ad, then see your updates within 15 minutes.
– You can edit your account at any time, as often as you like. AdWords is available 24 hours a day, 7 days a
week.
– Ads start running for the first time almost immediately after you activate your account with your credit card or
direct debit information.
Google Overview
Where do
Appear?
• As a Google AdWords Customer, you can choose for your
keyword-targeted ads to appear on:
a) Google Search Network (alongside or above the search results), and/or
b) Google Content Network (content sites and on other products and
blogs)
– The Google Network is the largest ad network available online, reaching nearly
80% of US Internet users.
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Google Overview
Google’s Network
Google’s Search Network Partners
Google’s
Content
Network
Partners
Google’s
Gmail
AdWords Strategy
Two Types of Campaigns
• Keyword-Targeted
– Advertisers run ads on
Google .com and
across the entire
• Site Targeted
Google Network
– Advertisers choose
individual sites in the
Google content network
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AdWords Structure
It is at the
campaign
level
where you
determine
whether or
not to
show ads
on the
Google
Network
AdWords Structure
There are several layers to an AdWords
account, each with its own components:
• Account: An AdWords account can
contain up to 25 campaigns
– Campaign: Each campaign can have up to
100 ad groups
• Ad Group: Each ad group combines keywords
with the ads that will show when those keywords
are searched on Google.
• Therefore, you can have a max of 2,500 ad
groups within one account.
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AdWords Structure
Account
Campaign A
Ad Group 1
Ad Group 2
You will need to develop
strategy at both the
CAMPAIGN level and the AD
GROUP level
Campaign B
Ad Group 3
Ad Group 4
Ad Group 5
Getting things going with the client?
Finishing Up with the Client?
• The sooner you lock in a client the better!
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–
–
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You can tailor in-class exercises to specifically your client
Your ‘mind’ can be working out of class on client relationships (serendipity)
Have more time to understand your client’s business and vertical
There is just no downside
• Things to consider about a client (big things)
– Market size (what is the demand? What is the competitor?)
• Check search volume using Google Insights http://www.google.com/insights/
• Do some keywords searches on Google; how many ads appear?
– Average spend
– Total dollar volume (market size demand x average spend)
• Keyword Tool https://adwords.google.com/select/TrafficEstimatorSandbox
– Market Stability (Campaign from 30 Mar – 19 Apr. Is your client competitive
during this time?)
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Getting things going with the client?
Finishing Up with the Client?
• Things to consider about a client (the details things)
– Selecting a Business: Pages 8, 13 -15 of Student Guide
– Need to have them sign ‘Letter to Business’ (once signed, get to Dr. Jansen)
– Team – Client Relationship
• Client Access (to owner?, to Web Master?, to CMO?) and Involvement (are
they enthusiastic about your marketing effort?)
• Understanding your Client
– What are they after? (i.e., What is goal of the campaign? What is a
convert for them?)
– How long is it going to take you to understand your client’s business?
– Do you believe in the client, their business, and service/product?
– Appoint someone on your team who’s primary role is *client relations*!
(keeping client updated with reports, being the face of your team,
keeping the client involved)
• Challenge Strategy – how can (or can) I win with this client? (market
size, average spend, dollar volume, and market stability)
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Getting things going with the client?
To Do
• Lock in a client (consider the factors we just discussed, what you
know about AdWords, your budget, your interests, your team’s
expertise)
• Pick a client relations manager (note: everyone is involved in
client relations and AdWords, but one person primary)
• Get a Work Breakdown Structure (WBS), times, and
responsibilities (i.e., GANNT chart). Some things to do:
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Initial client contact
Explain the campaign (actually sell the campaign!) to client
Letter to Business signed and to Dr. Jansen
Understand the client’s business, service/product, and expectations
Set-up correspondence schedule (some clients may like a lot; other
might not want to hear from you much)
– Determining Campaign tools (Google Analytics, client Web data,
Website access)
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Thank you!
(reminder to do your daily logs)
Jim Jansen
College of Information Sciences and Technology
The Pennsylvania State University
[email protected]