Getting Started With Google AdWords

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Information about Getting Started With Google AdWords
Business & Mgmt

Published on February 28, 2014

Author: Intelligent_ly



Can you really call yourself a digital marketer if you don't know the basics of one of the most widely used and effective digital marketing channels out there?
No matter your marketing goal, Google Adwords is the quickest and easiest way to grow your business. Period. This course will help you get over the steep learning curve and empower you with the tools and skills necessary to correctly set up a Google Adwords account that optimally minimizes your cost per acquisition (CPA) and maximizes your return on investment.
After this class, you'll be on your way to generating more leads for your company in no time, in addition to walking away with a template to measure your performance. Instructor Andrew Krebs-Smith will even personally walk you through how to create the most effective ad for your business.

What You'll Learn:
Best practices for implementing AdWords campaigns
Step-by-step directions on how to set up an AdWords account
How to craft an ad to generate the most leads

presents Getting Started With Google AdWords ANDREW KREBS-SMITH @AndrewKS

Andrew Krebs- Smith Andrew Krebs-Smith is the President/Founder of Social Fulcrum, a digital marketing agency in NYC and Boston. Before founding Social Fulcrum, he developed and managed marketing campaigns for accounts including Pfizer, Ocean City MD, The National Aquarium, and Strayer University. Andrew loves food, travel, music, exercise, and tea.

Getting Started with Google Adwords Andrew Krebs-Smith

Agenda • • • • • • • Why adwords? (5-10 min.) Setup (5-10 min.) Walkthrough (40 min.) Account Setup (10 min.) Workshop (10 min.) Tips (10 min.) Set up your accounts! (remainder)

Reasons to Use Adwords Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Reasons to Use Adwords/FB • • • • • Variable Cost Testing Measureable State of mind Targeting Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Scenarios • • • • • • • Selling stuff online Content marketing Getting a job Getting a date Growing your audience Leads Anything where you want to get people into your funnel Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Adwords Vs. Facebook • Harder to set up a basic campaign • Easier to set up an advanced campaign • Mindset: “I need this now” Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Things you need • Conversion Funnel • Keyword data – – – – Keyword tool Adwords data Analytics data Spyfu • Landing Page • Customer segments (can be broad) • Budget Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Setup Best Practices • • • • Start these at least 1 week before launch Install Google Analytics Verify Google Webmaster Tools Install Google Tag Manager – – – – – FB Retargeting Tag Google “Remarketing” Tag FB Conversion Cookies Adwords Conversion Cookies Google Analytics Tag • Check Tags with Tag Assistant • Setup Billing Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Process • • • • • Research Test Analyze Refine Repeat Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Login Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Do This First! Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

When in doubt, do both Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing



Location Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Location Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Basic Bidding Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Better Bidding

Delivery Method Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Ad Extensions


Ad Rotation Step Length 2 30  days 3 Forever 1 15-­‐30  days Never Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Matching Options Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Don’t setup keywords/ad groups yet! Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Now you should see this Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Time to structure your account • What does Google want? Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Time to structure your account • What does Google want? – Ads that make sense and help people – Advertisers that are happy (i.e. get sales) Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

To make Google happy…

To make Google happy…

How to structure your account Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Workshop (10 Minutes) • Create – 2 Campaigns – 2 Ad groups for each campaign – 3 Keywords for each ad group • You can do this for – Kenneth Cole – Quickbooks – Your product or service Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

How I do it • • • • Create small keyword list Notice emerging groups Segment by group Flesh out groups Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

A way to think about adwords • Google rewards you for playing by the rules Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Tips • One step at a time – Ad = Attention – Lander = Benefits/Features • Sometimes you want to prevent clicks – Pre-qualify with price in ad • Use a call to action Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

What metrics indicate success? • The king: Cost per acquisition (CPA) • The queen: Cost per lead (CPL) • The prince: Cost per click (CPC) Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Remainder of Class • Setup a Google Adwords campaign for your brand • I’ll walk around and answer questions Feel  free  to  tweet  pics/video  of  this  class:@andrewks  #marketing

Course Title   Course Title INSTRUCTOR NAME

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