How to Run a Successful AdWords Campaign

Apex TG India Pvt Ltd

Agenda
The Changing Marketing Landscape
Reaching Googles Audience with Your Message
How to Get Started with Google AdWords
How to Run a Successful AdWords Campaign

How do I create an effective AdWords campaign?

Relevance is the key to a successful AdWords campaign

Targeted
Ad

Higher
Clickthrough
Rates

Good User
Experience

Better
Conversions
More Qualified
Leads

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

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
5

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

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

7

Choosing the Right Keywords

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

Source: OneStat.com July 2006

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

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.

10

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

Click Here

Visit Us
11

Differentiate Products or Services

Send Chocolate Gifts

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

Save 50%
$10 Off

Free Shipping
Free White Paper

Seasonal Sales

12

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

13

Inter-capitalize Display URL

Inter-capitalizing your display URL may make your ad

stand out more and lead to better clickthrough rates

14

Including Multiple Ads

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

15

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

16

Using Budgets

With
WithAdWords,
AdWords,you
youcan
canset
setyour
youradvertising
advertisingbudget
budgetto
to
whatever
you
desire.
Simply
enter
a
monthly
whatever you desire. Simply enter a monthlybudget
budget
amount
amountinto
intothe
thebox
boxininthe
theBudget
Budgetsection
section
For
Formore
morecontrol,
control,you
youcan
caneven
evendecide
decidehow
howmuch
mucheach
each
customer
lead
(click)
is
worth
to
you.
You
can
customer lead (click) is worth to you. You canset
setyour
your
maximum
cost-per-click
to
any
amount
you
desire,
such
maximum cost-per-click to any amount you desire, such
as
as$0.10
$0.10
IfIfyoure
youreunsure,
unsure,Google
Googlecould
couldhelp
helpoptimize
optimizeyour
your
budget
based
on
the
keywords
you
choose;
simply
budget based on the keywords you choose; simply
check
checkthe
theGoogle
Googleshould
shouldset
setmy
mybids
bidsbox
box

17

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

18

And Targeting Is Easy

94043

AdWords
AdWordsgives
givesyou
youthe
theoption
optionto
totarget
targetthe
the
location
where
your
ad
will
be
visible
to
potential
location where your ad will be visible to potential
customers
customers
IfIfyou
youwant
wantyour
yourad
adto
tobe
beshown
shownto
toall
allrelevant
relevant
searches
in
a
particular
country,
you
can
searches in a particular country, you cansimply
simply
select
a
country
select a country
IfIfyou
youwould
wouldlike
liketo
totarget
targetaalocal
localarea
areawithin
withinaa
country,
country,simply
simplyenter
enteraacity
cityname
nameor
orpostal
postalcode
code
to
search
and
select
the
area
where
you
would
to search and select the area where you would
like
likeyour
yourads
adsto
toshow
show

19

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

Define the area,

customize the targeting
Within a defined radius

Within defined borders

Regions
Cities

20

AdWords is Accountable

Monitor
MonitorYour
YourAdWords
AdWordsPerformance
Performance
The
TheAdWords
AdWordsinterface
interfacelets
letsyou
youmonitor
monitorthe
theperformance
performanceof
ofeach
eachad
ad
that
you
are
running,
as
well
as
your
overall
performance
that you are running, as well as your overall performance
With
WithAdWords,
AdWords,you
youalways
alwaysknow
knowhow
howyour
youradsand
adsandmarketing
marketing
budgetare
performing
budgetare performing

21

Thanks
Apex TG India Pvt Ltd

@Facebook
@Twitter
@Google+
22