How to use Google AdWords to drive traffic to your business

Hannah Thilthorpe, Account Director, twogether

Jon Busby, Digital Director, twogether

How to use Google AdWordsto Drive traffic to your business

WiFi: QBConnect No password required#QBConnect

Twogether is the only B2B agency within Google’s Partner Accelerator Scheme, meaning that we’re the only agency in EMEA who can bring Google’s new technologies to market.

Why are we talking about Google AdWords?

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So you’ve built your website but you’re not seeing any leads. Potential failure factors:

• Difficult for customers to find what they want

• You haven’t included contact details

• What you offer isn’t clear

Where’s all my leads?

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#1 factor is that they probably didn’t find you in the first place

If you build it, they may not come….

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How do I drive traffic?

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Search engine results page

What is Google AdWords?

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Organic search results

What is NOT Google AdWords

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Impression = how many times the ad is served on a page

CPC (Cost per Click) = Total spend/Total clicks

CPM (Cost per Thousand Impressions) = Total Spend/Total Impressions x 1000

CTR (Click Through Rate) = Total Clicks/Total Impressions

CPA (Cost per Acquisition) = Total Spend/Conversion

CR (Conversion Rate) = Total Conversion/Total Clicks x 100

ROI (Return On Investment) = Revenue-Cost/Investment Cost x 100

A bit of terminology

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• Deliver quality traffic

• Take the guesswork out of your advertising

• Allows you to control your marketing budget

• You can select when and where your ads get shown

• Full performance visibility and ability to improve

• Reach people on any device

What can AdWords do for my business?

?

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Find new customers

In a nutshell…

Grow sales

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Minimum £6 per day

“I’ve heard it’s really expensive”

Can be expensive depending on what you’re bidding on

You only pay for results i.e. clicks to your site

No visit, no fee

£

Getting started

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To get your Google account set up you need:

1. A business email address

2. A business website address

3. To sign up, visit this link

First things first

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What are you looking to advertise?

What are your AdWords goals?

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Think about what you want to achieve

Buy on your website Visit website Take an action on your website(for example, fill out a form)

Call your business See your ad Visit your business

Decide on your budget

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• Only spend what you’re comfortable with

• Once you’ve reached that threshold your ads stop appearing

• Review and revise based on the ROI

Decide your budget

Choose who sees your ads

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Choose who sees your ads - location

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• Select which ad network you want to appear on

• Google Search network is this:

Choose who sees your ads

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• Select which ad network you want to appear on

• Google Display Network is this:

Choose who sees your ads

Display network ads

Regular blog or article content

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Top tip

• Google’s default setting is Search Network with Display Select, deselect this!

Choose who sees your ads

ü

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Why deselect this?

Ross Kaplan-Winn paidinsights.com

Google Search Network Google Display NetworkYour ads appear in Google search results based on the keywords you’re targeting

Your ads appear within articles that Google decides are relevant based on your keywords

Your ads appear in front of people who are actively searching on your keywords

Your ads appear when people may just be reading related content rather than actively searching

You do pay more for your ad to show here, but the quality of the traffic to your website is way higher

You pay less per click which is good for clicks, but quality of traffic is lower

This network has a higher conversion rate This network has a lower conversion rate

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Keywords top tips

Between 5 and 20 keywords (or phrases)

Each phrase should be 2-3 words

You can edit these phrases anytime

5-20 2-3

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Golden rule:

303080

Writing your ad copy

Once you’ve got them, convert them

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Pay attention to your landing pages

• Clean and uncluttered

• Less is more

• Clear signposting and navigation

• Relevant to the ad they relate to

• Personable but to the point messaging

Conversion

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If your site doesn’t look great on mobile don’t spend your budget on mobile ads!

A word about mobile

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https://blog.kissmetrics.com/5-awful-landing-pages/

Even the big brands get it wrong sometimes!

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https://blog.kissmetrics.com/5-awful-landing-pages/

Even the big brands get it wrong sometimes!

Performance monitoring

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Monitor and optimise

Common mistakes

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Mistake#1: Not Using Negative Keywords

• Education

• Research

https://blog.kissmetrics.com/10-commons-adwords-mistakes/

Common mistakes

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Mistake #2: Not Trusting what the Data tells you

https://blog.kissmetrics.com/10-commons-adwords-mistakes/

Common mistakes

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Mistake #3: Not Testing the Optimal Ad Position

https://blog.kissmetrics.com/10-commons-adwords-mistakes/

Common mistakes

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Mistake #4: Not Knowing What the Competition is Doing

https://blog.kissmetrics.com/10-commons-adwords-mistakes/

Common mistakes

Quiz time

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What does SERP stand for? When you set up your first campaign, which Google Network should you DESELECT?What is the best number of words in each of your keyword phrases?What is the golden rule for writing your ad copy?What does CTR monitor?

Quiz questions (all multiple choice and run via audience’s mobile devices directly to the presentation screen)

Thank you

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