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Successfully Drive Traffic to Your Agency Website. Thalia Nierenberg, Account Executive, Google Eric Obenzinger, Account Manager, Google

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(1)

Successfully Drive Traffic to Your Agency

Website

Thalia Nierenberg, Account Executive, Google

Eric Obenzinger, Account Manager, Google

(2)

Agenda

1

Introduction & Overview

2

Google AdWords 101

3

5 Steps to Setting Up an AdWords Campaign

(3)

Google Confidential and Proprietary 3

Today’s Digital Consumer

3

(4)

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

(5)

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.

(6)

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.

(7)

Google Confidential and Proprietary 7

Search Spikes When People Want to

Learn More

Geographic Distribution of Queries for

(8)

Search Drives Users to Relevant Information

(9)

Google Confidential and Proprietary 9

Agenda

1

Introduction & Overview

2

Google AdWords 101

3

5 Steps to Setting Up an AdWords Campaign

(10)

Anatomy of a Search Page

Ads (sold via keyword auction)

(11)

Google Confidential and Proprietary 11

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Google’s Paid Search Offering: AdWords

Top sponsored ads: Up to

3

listings

Side sponsored ads: Up to

8

listings

Sponsored “Paid” Advertising

(13)

Google Confidential and Proprietary Google Confidential and Proprietary 13 13

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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

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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

(16)

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

(17)

Google Confidential and Proprietary 17

Agenda

1

Introduction & Overview

2

Google AdWords 101

3

5 Steps to Setting Up an AdWords Campaign

(18)

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

(19)

Google Confidential and Proprietary 19

(20)

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

(21)

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.

(22)

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

.

(23)

Google Confidential and Proprietary 23

(24)

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

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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

(26)

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

(27)

Google Confidential and Proprietary 27

(28)

Target Ads By Language & Location

countries

cities

regions

territories

custom

Language

Location

(29)

Google Confidential and Proprietary

How Language Targeting Works

Target by Language

(30)

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*

(31)

Google Confidential and Proprietary

How Location Targeting Works:

IP & Domain

Target by

Location

Based On:

google.fr

google.de

174.32.20.135

(32)

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.

(33)

Google Confidential and Proprietary 33

(34)

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

(35)

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

(36)

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

(37)

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

(38)
(39)

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

(40)

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

(41)

Google Confidential and Proprietary 41

Agenda

1

Introduction & Overview

2

Google AdWords 101

3

5 Steps to Setting Up an AdWords Campaign

(42)

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

(43)

Google Confidential and Proprietary

www.google.com/insights/search

43

(44)

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

(45)

Google Confidential and Proprietary 45

AdPlanner in Action

(46)
(47)

Google Confidential and Proprietary 47

www.google.com/analytics

Evaluate Your Campaign Success

Google Analytics:

analytics and reporting for websites

What are consumers

doing

on my website? And

why

?

How are users

engaging

with my site?

How can I

make

my

marketing campaigns

accountable?

Am I

spending

money to

create effective content?

How do I

improve

the user

experience?

(48)

Agenda

1

Introduction & Overview

2

Google AdWords 101

3

5 Steps to Setting Up an AdWords Campaign

(49)

Thank you!

Thalia Nierenberg, Account Executive, Google

Eric Obenzinger, Account Manager, Google

References

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