Microsoft PowerPoint Google AdWords Intro For Google Grants ...
Introduction to AdWords &
Google Grants
Frederick Vallaeys, Google AdWords Evangelist
AnnMarie Hill, Google Grants Strategist
1
Agenda
The Changing Marketing Landscape
Reaching Google’s Audience with Your Message
How to Get Started with Google AdWords
How to Run a Successful AdWords Campaign
The Google Grants Program
2
Where Are We Today…and Where Are We Going?
Today
$
Digital Media
Non-Digital Media
1995
2007
2050?
3
As a Marketer, Your Objectives Are Manifold
Awareness
Education
Create awareness
Create interest through
information
Radio
Print
Search
Outdoor
Marketing
Direct mail
& response
Television
Image
Direct response
Maintain brand
Cycle of trial, purchase, and repeat
4
Search is the Most Efficient Channel
Approximate Customer Acquisition Cost Across Various Channels
$80
$70
$60
$60
$50
$40
$20
$20
$8.5
$0
Direct mail
Email
Online display ads
Yellow Pages
Search
Source: Piper Jaffray: “The New eCommerce Decade: The Age of Micro Targeting,” Oct 2006
5
The Right Lead at the Right Time
“charity”
Contextually relevant ad
“Sponsor a Child”
Decision
on website
and
Purchase
Cycle
“Sponsor a Child in India”
“Annual Giving”
6
Agenda
The Changing Marketing Landscape
Reaching Google’s Audience with Your Message
How to Get Started with Google AdWords
How to Run a Successful AdWords Campaign
The Google Grants Program
7
Google AdWords Reaches Global Markets
People use
Google in over 100
languages
The Google Network reaches
more than 80% of worldwide
Internet users.
8
Sources: Measured by Media Metrix and NetRatings (September 2004); “2005 Web Globalization Report Card,” Byte Level Research (November 2004)
8
Reaching Customers Online
Reach customers via three advertising touch points:
Connect with
Connect with
Connect with
Consumers
Consumers
Consumers
When They
When They
When They
Search
Research
Pursue Interests
with Google’s
with Google’s
with Google’s
Search Solutions
Content Network
Site Targeting
9
10
Imagine Your Nonprofit on Google
Your Nonprofit
Imagine your nonprofit here right when a
user is searching for your cause.
www.YourNonprofit.org
11
Google Search Results
Search Query:
‘wildlife
conservation’
Google
Search Results
12
Google AdWords Ads
AdWords Ads
13
Keyword Advertising
• Targeted advertising
• Better advertiser ROI than
untargeted ads
• Improved user experience
14
AdWords for Content - AdSense
Reaches millions of users as they read content online
Google scans a page,
interprets its content and
serves relevant ads
Relevant ads
Targeted in real-time
Recipe for Roasted
Garlic Pasta Sauce
15
Agenda
The Changing Marketing Landscape
Reaching Google’s Audience with Your Message
How to Get Started with Google AdWords
How to Run a Successful AdWords Campaign
The Google Grants Program
16
AdWords Start Page
Step 1: Go to
Step 1: Go to
www.google.com/adwords
www.google.com/adwords
When you reach the G
When you reach the G oogle AdWords
oogle AdWords
page, si
page, si mply click the button t
mply click the button t o
o begi
begi n
n
The sign-up proce
The sign-up proce s
s s us
s us ually tak
ually tak es
es
about 15 minutes
about 15 minutes
You can read more about the benefits
You can read more about the benefits
of AdWords and how it works on this
of AdWords and how it works on this
page as well
page as well
17
Choose Your Edition
Step 2: Choose Your Edition
Step 2: Choose Your Edition
For this pres
For this pres entation we will
entation we will
walk you through the Sta
walk you through the Sta r
r te
te r
r
Editi
Editi o
o n sign-
n sign- up process
up process
Sta
Sta r
r te
te r Edition has a simplified
r Edition has a simplified
sign-
sign- up and set-up process for
up and set-up process for
new AdWords advertisers
new AdWords advertisers
You will have simplified
You will have simplified
keyword selection, ad copy
keyword selection, ad copy
writing, and campaign/local
writing, and campaign/local
targeting
targeting
You can always graduate to the
You can always graduate to the
Standard Edition at any time
Standard Edition at any time
18
What if I Don’t Have a Web Page?
Hosted business pages are inform
Hosted business pages are inform ational si
ational si tes that new AdWords
tes that new AdWords
advertisers may create when setting up advertisi
advertisers may create when setting up advertisi ng campai
ng campai gns.
gns.
If you have a small business and w
If you have a small business and w oul
oul d like to advertise with Google
d like to advertise with Google
AdWords, but you don't have a we
AdWords, but you don't have a we bsite, you can create a hosted
bsite, you can create a hosted
page to showcase your business.
page to showcase your business. It usual
It usual ly takes only 15 minutes
ly takes only 15 minutes tto
o
set up.
set up.
With AdWords and hosted business
With AdWords and hosted business pages, you'll be able to reach
pages, you'll be able to reach
potenti
potenti a
a l customers with a
l customers with a few quick and easy steps.
few quick and easy steps.
19
Select Your Ad Location and Language
Step 3: Select the language and l
Step 3: Select the language and l o
o cation w
cation w h
h ere you w
ere you w a
a nt your ad to show
nt your ad to show
You can target a specific area within yo
You can target a specific area within yo ur selected country, territory, and
ur selected country, territory, and
even state if you so wish
even state if you so wish
20
Write Your Ad
Step 4: Write your ad
Step 4: Write your ad
In this step, yo
In this step, yo u enter th
u enter th e
e
website address where you
website address where you
want potenti
want potenti a
a l customers to go
l customers to go
when t
when t hey click on your ad
hey click on your ad
If you don’t have a webpage,
If you don’t have a webpage,
you can still take advantage of
you can still take advantage of
AdWord
AdWord s. We have a to
s. We have a to ol th
ol th at
at
all
all o
o ws y
ws y ou to cre
ou to cre a
a te a si
te a si mple
mple
page hosted by Google
page hosted by Google
Then, fol
Then, folllow the i
ow the i n
n structi
structi o
o ns
ns
and write your ad. Your ad title
and write your ad. Your ad title
and copy should be relevant
and copy should be relevant
and underst
and underst a
a ndable to your
ndable to your
customers
customers
If you are having a case of
If you are having a case of
write
write r
r ’s b
’s bllock, the
ock, the r
r e’s a to
e’s a to ol
ol that
that
can provi
can provi de you w
de you wiith ad copy
th ad copy
ideas; si
ideas; si mply click the “Gi
mply click the “Gi v
v e me
e me
ide
ide a
a s”
s” ta
ta b a
b a n
n d fol
d folllo
o w th
w th e si
e si mpl
mpl e
e
instructions
instructions
21
Choose Your Keywords
Step 5: Choose Your Keywords
Step 5: Choose Your Keywords
Keywords are w
Keywords are w h
h at your prospective customers are typing
at your prospective customers are typing
into th
into th e s
e s e
e a
a r
r ch b
ch b a
a r
r to find you
to find you r
r pro
pro ducts a
ducts a n
n d
d serv
serv ice
ice s
s ,
,
such as
such as
“real estat
“real estat e
e ,, 91311”
91311”
In this step, you can enter
In this step, you can enter as many keywords and key
as many keywords and key
phrases as you’d like i
phrases as you’d like i n
n to the box
to the box
Your ad will be more effective if
Your ad will be more effective if your keywords are directly
your keywords are directly
rel
rel a
a ted to your ad. More specific key phrases and
ted to your ad. More specific key phrases and
22
keywords will lead to better leads
keywords will lead to better leads
Set Your Budget and Choose a Currency
Step 6: Choose your budget
Select the currency in which you will be paying for
your ad
AdWords will show your ad as often as possible
within the budget guidelines you set
You can select one of the preset budget amounts or
input your own monthly budget amount in the box
23
Create an Account
Step 7: Set Up Your Account
Step 7: Set Up Your Account
I
I ff you already have an account
you already have an account wit
wit h
h
any of Googl
any of Go
e’s properti
ogle’s properti es, you can
es, you can
choose to use that
choose to use that email address and
email address and
passw
passw ord to log i
ord to log i n
n to AdWords
to AdWords
If you wa
If you wa nt to cre
nt to cre a
a te a ne
te a ne w acco
w acco u
u n
n t,
t,
simply select the second option and
simply select the second option and
enter the requested i
enter t
nformati
he requested informat on
ion
Then, cli
Then, cli ck “create account”
ck “create account”
24
Enter Your Billing Information
Select a form of payment
You can us
an us e direct debit or credit card
25
Agenda
The Changing Marketing Landscape
Reaching Google’s Audience with Your Message
How to Get Started with Google AdWords
How to Run a Successful AdWords Campaign
The Google Grants Program
26
How do I create an effective AdWords campaign?
Relevance is the key to a successful AdWords campaign
Targeted
Higher
Ad
Clickthrough
Better
Rates
Conversions
More Qualified
Good User
Leads
Experience
27
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
28
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
29
Broad Match Example
For the broad-matched keyword art museum
- local art museum
- find local art
Ad can appear
- museum tours
for any of these
- art exhibits
queries
- history museum
30
What are Negative Keywords?
• Prevent ads from appearing on irrelevant search queries
• Eliminate unwanted impressions
Keyword:
art museum
Negative Match: -free
31
Choosing the Right Keywords – Animal Shelters
animal shelters near San Francisco
pets
local animal shelters
adopting a dog
san francisco
dogs
animal rescue san francisco
shelters
32
Choosing the Right Keywords
Average US Search Phrase Length
2 word phrases
29%
3 word phrases
22%
4 word phrases
20%
5 word phrases
12%
1 word phrases
6%
6 word phrases
6%
7 word phrases
3%
0%
10%
20%
30%
94% of people in the US search with multi-word phrases
Source: OneStat.com – July 2006
33
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
34
Keywords in Ad Text
Catch your customer’s eye by making sure your
headlines match the keywords.
Help the Cause
Specializing in Teen Treatment
Cancer research
Volunteer Opportunities Available!
CancerTreatment.org
Cancer Research
Treatment and Research Facility
Support the Fight for a Cure!
CancerTreatment.org
Matching terms show up in bold
text on the Google results page.
35
Include a Call to Action
Examples: get info, research here, signup for our newsletter, donate
now
Cancer Research
Treatment and Research Facility
Support the Fight for a Cure!
CancerTreatment.org
Avoid meaningless slogans and gimmicky language
Click Here
Visit Us
36
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
37
Inter-capitalize Display URL
Inter-capitalizing your display URL may make your ad
stand out more and lead to better clickthrough rates
38
Including Multiple Ads
Use multiple ads to test messages and see which on works best
39
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
40
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
41
And Targeting Is Easy…
94043
AdWord
AdWord s gives y
s gives y ou th
ou th e o
e o p
p tio
tio n
n to target th
to target th e
e
locati
locati on where your ad wil
on where your ad willl be visi
be visi bl
bl e to potential
e to potential
customers
customers
If you want your ad to be show
If you want your ad to be show n to all rel
n to all rel e
e vant
vant
searches in a particul
searches in a particul ar country, you can si
ar country, you can si mply
mply
select a country
select a country
If you would l
If you would liike to target a local area withi
ke to target a local area withi n a
n a
country, simply enter a city name or postal
country, simply enter a city name or postal code
code
to search and sel
to search and sel e
e ct the area where you would
ct the area where you would
like your ads to show
like your ads to show
42
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
Define the area,
geographies
customize the targeting
OR
Countries
Within a defined radius
Within defined borders
Regions
Cities
43
AdWords is Accountable
Monitor Y
Monitor Y our AdW
our AdW o
o rds Pe
rds Pe rfor
rfor mance
mance
The AdW
The AdW o
o rds interface lets you monitor the performance of each ad
rds interface lets you monitor the performance of each ad
that you are running, as well
that you are running, as well as your overall performance
as your overall performance
With A
With A d
d W
W o
o rds, you alwa
rds, you alwa ys kn
ys kn ow ho
ow
w your ads—and marketing
how your ads—and marketing
budget—are performing
budget—are performing
44
Agenda
The Changing Marketing Landscape
Reaching Google’s Audience with Your Message
How to Get Started with Google AdWords
How to Run a Successful AdWords Campaign
The Google Grants Program
45
What is Google Grants?
• Google Grants is a
unique in-kind advertising
program for non-profits
• Offers free AdWords ads
on Google.com for select
501(c)(3) non-profit
organizations
46
Grant Details
•
Account is self-managed by your organization
•
Duration is a minimum of three months
•
Monthly cap of $10,000 in free advertising
•
Maximum bid or cost-per-click is $1.00
•
Ads only show on Google.com, and not on our partner networks
47
Eligible Organizations
•
Google Grants supports organizations sharing Google’s
philosophy of community service
•
501(c)(3) status is required
- International equivalency required in other countries
- Applying organization must have 501(c)(3) status, not be
fiscally sponsored
48
Eligible Organizations
Eligible organizations include, but are not limited, to:
• Science and technology organizations
• Education organizations
• Global public health organizations
• Environmental organizations
• Youth advocacy organizations
• Arts organizations
49
Ineligible Organizations
Ineligible organizations include, but are not limited to:
• Organizations that are predominantly religious or political
• Organizations that are focused primarily on lobbying for political or
policy change
• Commercial non-profits
*Organizations participating in Google AdSense must cancel their
AdSense account before becoming eligible
50
Is My Organization Eligible?
Grants
BETA
• Review the Google Grants program guidelines at
www.google.com/grants
- If you feel that your organization is a fit after reviewing our
guidelines, we encourage you to apply
- Note that we are unable to provide individual feedback on
eligibility due to the high volume of interest in the program
51
More About Google Grants
Visit www.google.com/grants for eligibility criteria, grant
details, application and more
52
Questions
Frederick Vallaeys, Google AdWords Evangelist
AnnMarie Hill, Google Grants Strategist
Email your questions to
googlegrants-support@google.com
53
