Successfully Drive Traffic to Your Agency
Website
Thalia Nierenberg, Account Executive, Google
Eric Obenzinger, Account Manager, Google
Agenda
1
Introduction & Overview
2
Google AdWords 101
3
5 Steps to Setting Up an AdWords Campaign
Google Confidential and Proprietary 3
Today’s Digital Consumer
3
1 billion+ searches per day.
22 hours of video are
uploaded to YouTube
per hour.
130 million plus blogs created
world wide since 2002.
Bloggers are creating 1 million
new blog posts every day.
Search
Video
Blog
Google Confidential and Proprietary 5
Search:
Seeking – and finding –
relevant and useful information.
Google’s Mission:
Organize the
world's information and make it
universally accessible and useful.
192M
Online searchers in the US
Almost
half of all US Internet users search
online
on a typical day – up from one-third in 2002 –
rivaling email in popularity.
1. comScore qsearch, June 2008, (divided over 30 days for daily value) 2. PEW Internet & Search Engine Life, Search Engine Use Study, August 2008.
Google Confidential and Proprietary 7
Search Spikes When People Want to
Learn More
Geographic Distribution of Queries for
Search Drives Users to Relevant Information
Google Confidential and Proprietary 9
Agenda
1
Introduction & Overview
2
Google AdWords 101
3
5 Steps to Setting Up an AdWords Campaign
Anatomy of a Search Page
Ads (sold via keyword auction)
Google Confidential and Proprietary 11
Google’s Paid Search Offering: AdWords
Top sponsored ads: Up to
3
listings
Side sponsored ads: Up to
8
listings
Sponsored “Paid” Advertising
Google Confidential and Proprietary Google Confidential and Proprietary 13 13
Be Informed
Robust Reporting Lets You Know What’s Working
Key Benefits of Online Advertising
Be Cost Efficient
Pay Only for Clicks Delivered
Be Flexible
Change Your Message Whenever You Need To
1
2
Google Confidential and Proprietary 15
Reach Users Searching for Specific Issues
ONDCP:
Educated At-Risk Teens through Search
A teen searches
for information
about a drug
The teen views content
from a respected
government
information source
Media Campaign
achieves strong
results
Target Based on Geography
•
Location targeting lets you target your ads to specific locations
•
FEMA’s flood insurance education campaign targeted at-risk regions achieving 1
Google Confidential and Proprietary 17
Agenda
1
Introduction & Overview
2
Google AdWords 101
3
5 Steps to Setting Up an AdWords Campaign
Step 0: Establish Your Success Metrics
•
Do you care about traffic to your
site?
•
Do you care about specific
pageviews?
•
Do you care about newsletter
sign-ups?
•
Do you care about completed
Google Confidential and Proprietary 19
What terms could
the DMV
target?
obile auto glass repair
auto windshield
windshield repair
DMV
DMV locations
DMV California
Narrow
Broader/generic
Overview: Google Keyword Advertising
1.
You select relevant keywords
2.
Users search on those keywords
3.
Google ranks ads (ad auction)
4.
Winning ads appears
Google Confidential and Proprietary
www.google.com/adwords
Building Keywords: Keyword Tool
Leverage the Google Keyword Tool within your AdWords account to
build & expand keyword lists and review search volume.
www.google.com/insights/search
Building Keywords: Google Insights
for Search
Compare search volume patterns for multiple search terms
across
specific regions, categories, and time frames
.
Google Confidential and Proprietary 23
The Difference Between Campaigns & Ad Groups
AdWords Account
Campaign
Campaign
Ad group
Ad group
Ad group
One set of keywords
and placements
&
One or more ads
Ad group
Campaigns
•
Daily budgets
•
Adapted to country and language
•
Different settings (content, search)
•
Start and end dates
Ad groups:
•
To advertise different products
or services
•
To set different CPC limits
Google Confidential and Proprietary 25
Online Campaigns
Campaign: Retirement
Retirement/Medicare
Disability Benefits
Social Security Card
Campaign: Disability
Disability Benefits
Apply for Disability
Current Beneficiaries
Disability Claim
Employment Support
Campaign: Medicare
Extra Help with Medicare
Prescription Drug Plan
Replace Medicare Card
Medicare Benefits
Spotlights
Mirror Your Website Structure Closely
Disability Application
Apply for
Social Security
Disability
Online for Free
www.ssa.gov/disability
AdWords Account
Ad Group: Apply for Disability
Keywords
Apply for disability online
Apply for disability benefits
Social security disability
Disability living allowance
Disability insurance
SSI Disability
Social Security Administration
Website Structure
Create a tightly themed list for each ad group; mirror website structure.
Group Keywords by Theme
How to Manage Retirement
Need help with your retirement?
View our online resources!
www.AdWordsExample.com
Retirement resources
Managing your retirement
Online retirement applications
Medicare Benefits
Learn more about Medicare
resources available to you.
www.AdWordsExample.com
Medicare resources
Medicare benefits
What can I get from Medicare?
Info on Disability Benefits
Learn about the disability benefits
that are available to you here.
www.AdWordsExample.com
Need disability benefits
What am I entitled to for disability
Information on disability benefits
Social Security Card
Lost your social security card?
Apply for a replacement today
www.AdWordsExample.com
New social security card
Lost social security card
Replace social security card
Info on Disability Claims
If you have a disability, you can
place a claim today to get benefits.
www.AdWordsExample.com
Disability claim
Place disability claim
File disability claim
New disability claim
Prescription Drug Plan
Sign up for the Medicare
prescription with our online form.
www.AdWordsExample.com
Medicare prescription drug plan
Medicare drug plan form
Google Confidential and Proprietary 27
Target Ads By Language & Location
countries
cities
regions
territories
custom
Language
Location
Google Confidential and Proprietary
How Language Targeting Works
Target by Language
Region
City
Radius
Set borders
Country, Regional, and City-level Targeting
•
Reach customers searching for results in geographic areas you choose
Customized Targeting
•
Reach customers searching for results in an area you define
Language Targeting
•
Reach users searching in a specific language, wherever they are*
Google Confidential and Proprietary
How Location Targeting Works:
IP & Domain
Target by
Location
Based On:
google.fr
google.de
174.32.20.135
www.google.com/adwords
Troubleshoot: Ads Diagnostic Tool
Use the Ads Diagnostic Tool within your account to find more
about why the ad is not appearing.
Google Confidential and Proprietary 33
Write Relevant & Useful Text Ads
•
Text ads are the first place users will interact with your
agency on the search engine results page.
•
Ensure that your message is relevant & targeted.
Disability Application
Apply for
Social Security
Disability
Online for Free
www.ssa.gov/disability
Google Confidential and Proprietary
Reference Keywords in Ad Text
•
Catch your target audience’s eye by making sure your
headlines match the keywords.
I think I’ll search
for a
“
Disability
Application
”
Disability Application
Apply for Social Security
Disability Online for Free
www.ssa.gov/disability
How to Apply for Benefits
Social Security Disability Benefits
Online Application for Free
Tell Your Audience What to Do
•
Avoid meaningless slogans and gimmicky language such
as “click here” or “visit us.”
Disability Application
Social Security Disability
Apply Online for Free
www.ssa.gov/disability
Google Confidential and Proprietary
•
Use multiple ads for the same campaign
•
Test which messages resonate with your audience
Include Multiple Ad Creatives
Disability Application
Social Security Disability
Apply Online for Free
www.ssa.gov/disability
Disability Application
Do you need social security
disability? Apply today for free!
www.ssa.gov/disability
Disability Application
Social Security Disability
Application and Resources
www.ssa.gov/disability
Google Confidential and Proprietary
Avoid General Landing Pages
Avoid driving specific queries to a general portion of your
website, such as the homepage.
39
Example Keywords
Presidential speeches
Presidential remarks
Obama speeches
President speech transcripts
Latest presidential speeches
Select Relevant Landing Pages
Select specific landing pages relevant to a user’s query to
maximize the user’s experience on your website
Example Keywords
Presidential speeches
Presidential remarks
Obama speeches
President speech transcripts
Latest presidential speeches
Google Confidential and Proprietary 41
Agenda
1
Introduction & Overview
2
Google AdWords 101
3
5 Steps to Setting Up an AdWords Campaign
Identify Consumer Trends
Insights for Search analyzes a portion
of Google web searches to show
patterns and trends of
what the world
is searching for
.
With Insights for Search, you can compare
search volume
patterns of multiple search
terms across specific regions, categories,
and time frames
.
Google Insights for Search: patterns & trends
in search queries
Google Confidential and Proprietary
www.google.com/insights/search
43
Find Your Audience Online
DoubleClick AdPlanner: research and media planning
•
Define
your audience by geography,
demographics, the websites they visit,
and the keywords they search for
•
Discover
individual site
details
•
Save
sites to a media plan
Google Confidential and Proprietary 45
AdPlanner in Action
Google Confidential and Proprietary 47