Google AdWords @GoogleExpertsUK StormchasersDigital
GoogleAdWords
@GoogleExpertsUK StormchasersDigital
WordPressCare
WordPressPublishing
GoogleMyBusiness
GoogleAnalyticsServices
@GoogleExpertsUK StormchasersDigital
GoogleAds
@GoogleExpertsUK StormchasersDigital
ReachmoreofyourcustomersacrossGoogleSearch,
Maps,YouTube,andbeyond.
Don’tStartHere
@GoogleExpertsUK StormchasersDigital
PlanningTime
@GoogleExpertsUK StormchasersDigital
PlanningTime
@GoogleExpertsUK StormchasersDigital
• WhyareyouusingGoogleAdWords?
• Whatwillsuccesslooklike?
• HowWillYouMeasureIt?
• DoyouknowyourAvatar?
• Doyouhaveabudget?
YouneedaGoogleaccounttouseGoogle’sTools
@GoogleExpertsUK StormchasersDigital
Makeitbusinesscentric!
WhyUseIt?
@GoogleExpertsUK StormchasersDigital
• AccesstoGoogle’smassivereach(approx
40,000searchqueriespersecond)
• QuickerresultsthanwithSEO
• On/Off
• Greatforshortsalescampaigns
GetProspectsTo
• Makeapurchase
• Downloadsomething
• Contactyou(clicktocall)
• Rememberyourbusiness–brand
awareness
@GoogleExpertsUK StormchasersDigital
WhereCanYouAdvertise?
• TheSearchNetwork
• TheDisplayNetwork
• TheShoppingNetwork
• TheVideoNetwork
@GoogleExpertsUK StormchasersDigital
@GoogleExpertsUK StormchasersDigital
SearchNetwork
@GoogleExpertsUK StormchasersDigital
AdsatTopofPage
@GoogleExpertsUK StormchasersDigital
AdsatBottomofPage
@GoogleExpertsUK StormchasersDigital
AdsontheMap?
@GoogleExpertsUK StormchasersDigital
AdsontheMap?
TheDisplayNetwork
@GoogleExpertsUK StormchasersDigital
• YourAdsononeofover2million
websitesintheDisplayNetwork
• Text,Images,Richmedia(videoorimages
withaudienceinvolvement)
• “Interruptionmarketing”
TheDisplayNetwork
@GoogleExpertsUK StormchasersDigital
ShoppingAds
@GoogleExpertsUK StormchasersDigital
• Forretailers
• MorethanaTextAd
• Includespictureofproduct
ShoppingAds
@GoogleExpertsUK StormchasersDigital
VideoAds
@GoogleExpertsUK StormchasersDigital
VideoAds
@GoogleExpertsUK StormchasersDigital
Startedat10seconds
HowItWorks
@GoogleExpertsUK StormchasersDigital
TheAdAuction
@GoogleExpertsUK StormchasersDigital
TheAdAuction
@GoogleExpertsUK StormchasersDigital
• Someonesearchesusingakeyword
• ThesystemfindsalltheAdsthatmatch
• Thenignoresallthatareillegible
• OnlyAdswithahighscoremayshow
AdScore(Rank)
@GoogleExpertsUK StormchasersDigital
• YourBid
• Thecontextofpersonssearch(time,
location,device)
• QualityofAdandlandingpage
• AdRankThreshold(Toappearabove
searchresults)
• Expectedimpactfromanyadextensions
AdQualityScore
@GoogleExpertsUK StormchasersDigital
• Yourclick-throughrate
• Keywordrelevancetoadgroup
• Landingpagequalityandrelevance
• RelevanceofAdtext
• Historicalperformanceofaccount
CostPerClick(CPC)
@GoogleExpertsUK StormchasersDigital
• ActualCPCiswhatyoupay
• CanbefarlowerthanmaxCPC
• Mostyoupayiswhatisminimallyrequiredto
holdAdposition
AdComponents
@GoogleExpertsUK StormchasersDigital
• Headline(x3)-30characters
• DisplayURL(mywebsite.co.uk)+textinpath
fields(x2)–15characters
• Description(x2)–90characters
AdComponents
@GoogleExpertsUK StormchasersDigital
• Campaign–asmanyas10,000
• AdGroups–20,000percampaign
• TextAds–50peradGroup
• KeywordsperAdGroup–nomorethan20
• Adsperkeyword–atleast3
BeforeYouStart
@GoogleExpertsUK StormchasersDigital
YouWillNeed
@GoogleExpertsUK StormchasersDigital
• ToAddPaymentDetails
• ToCreateACampaign
• Youneedtotest
• Youneedtimeforcampaigntogather
data
AdWordsDashboard
@GoogleExpertsUK StormchasersDigital
UsefulAdditionalTools
@GoogleExpertsUK StormchasersDigital
• KeywordPlanner
• AdPreviewandDiagnostics
KeywordPlanner
@GoogleExpertsUK StormchasersDigital
AdPreviewandDiagnostics
@GoogleExpertsUK StormchasersDigital
@GoogleExpertsUK StormchasersDigital
• BuyerIntent?
• MonthlySearches?
• Competition?
• TopofPageBid?
KeywordResearch
@GoogleExpertsUK StormchasersDigital
KeywordResearch
PlumberMaidstone
@GoogleExpertsUK StormchasersDigital
HowManyIndexedPages?
@GoogleExpertsUK StormchasersDigital
HowManyIndexedPages?
@GoogleExpertsUK StormchasersDigital
SignUp
@GoogleExpertsUK StormchasersDigital
GoalForTheAd
@GoogleExpertsUK StormchasersDigital
GoalForTheAd
@GoogleExpertsUK StormchasersDigital
WhereareYourCustomers?
@GoogleExpertsUK StormchasersDigital
LocalBusiness
@GoogleExpertsUK StormchasersDigital
YourProduct
@GoogleExpertsUK StormchasersDigital
CreateAnAd
@GoogleExpertsUK StormchasersDigital
PhoneNumber
@GoogleExpertsUK StormchasersDigital
Budget
@GoogleExpertsUK StormchasersDigital
Confirm
@GoogleExpertsUK StormchasersDigital
PaymentInfo
@GoogleExpertsUK StormchasersDigital
Dashboard
@GoogleExpertsUK StormchasersDigital
Monitoring
@GoogleExpertsUK StormchasersDigital
CollectData
@GoogleExpertsUK StormchasersDigital
AllowTime
@GoogleExpertsUK StormchasersDigital
Questions
https://marketingplatform.google.com/about/small-business/
@GoogleExpertsUK StormchasersDigital
Getbetterinsightstodriveyourbusiness
Analytics
@GoogleExpertsUK StormchasersDigital
Understandyourcustomerssoyoucandeliverbetter
experiences.
YourCustomers
@GoogleExpertsUK StormchasersDigital
• Audience=Demographics,Interests,
Geographic,Technology
• Acquisition=Source,GoogleAds,Search
Console,Social
• Behaviour=SiteContent,SiteContent,Site
Search,Events
• Conversions=Goals,Ecommerce,Multi-
ChannelFunnels
DataStudio
@GoogleExpertsUK StormchasersDigital
Unlockthepowerofyourdatawithinteractive
dashboardsandengagingreportsthatinspiresmarter
businessdecisions
Uniteyourdatainoneplace
@GoogleExpertsUK StormchasersDigital
• Easilyconnectyourdatafromspreadsheets,
Analytics,GoogleAds,GoogleBigQueryand
more.
• Transformyourrawdataintothemetricsand
dimensionsneededtocreateeasy-to-
understandreportsanddashboards—no
codeorqueriesrequired.
Reports
@GoogleExpertsUK StormchasersDigital
TagManager
@GoogleExpertsUK StormchasersDigital
Manageallyourtagswithouteditingcode.GoogleTag
Managerdeliverssimple,reliable,easilyintegratedtag
management
Increaseyouragility
@GoogleExpertsUK StormchasersDigital
• Efficientlyaddandupdateyourowntagsto
betterunderstandconversions,siteanalytics,
andmore
• TagManagersupportsandintegrateswithall
Googleandthird-partytags.
Tags
@GoogleExpertsUK StormchasersDigital
• GoogleAdsConversionTracking
• GoogleAdsRemarketing
• LinkedinInsights
• FacebookPixel
• BingAdsUniversalEventTracking
• CustomHTML
Optimize
@GoogleExpertsUK StormchasersDigital
Makeagreatimpressiononeachandeveryvisitor.Easily
runtestsonyourwebsite
Letyourdataguideyou
@GoogleExpertsUK StormchasersDigital
• OptimizeisnativelyintegratedwithGoogle
Analytics,soyoucanquicklyunderstandhow
yourwebsitecanbeimproved.
• Easilyruntestsonyourwebsite’scontentto
learnwhatworksbestforyourvisitors,
includingA/B,multivariate,andredirecttests.
Surveys
@GoogleExpertsUK StormchasersDigital
GoogleSurveysgiveyouaquick,cost-effectivewaytogetvaluable
insightsintothemindsofyourtargetaudience.
HowGoogleSurveysworks
@GoogleExpertsUK StormchasersDigital
• GoogleSurveysisamarketresearchplatform
thatsurveysinternetusers.
• Anonlinepaneloftensofmillionsofusers
andamobilepanelwithfourmillionusers
helptomakethispossible.
• Designyoursurveyandtellthemaboutyour
audience.
HowGoogleSurveysworks
@GoogleExpertsUK StormchasersDigital
GoogleMarketingPlatform
@GoogleExpertsUK StormchasersDigital