1 Introduction to AdWords Principles of Corporate Advertising

Agenda: The Changing Marketing Landscape Reaching Google’s Audience with the Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign 2

3 Where Are We Today…and Where Are We Going? ? Digital Media $ Non-Digital Media Today

4 As a Marketer, Your Objectives Are Manifold Print Awareness Create awareness Education Create interest through information Image Maintain brand Direct response Cycle of trial, purchase, and repeat Television Radio Direct mail & response Outdoor Search Marketing

5 Search is the Most Efficient Channel $50 $20 $8.5 $0 $20 $40 $60 $80 Direct mail Online display adsYellow PagesSearch Source: Piper Jaffray: “The New eCommerce Decade: The Age of Micro Targeting,” Oct 2009 Approximate Customer Acquisition Cost Across Various Channels $70 $60

6 The Right Lead at the Right Time Decision and Purchase Cycle Contextually relevant ad on website “charity” “Sponsor a Child” “Sponsor a Child in India” “Annual Giving”

7 Agenda The Changing Marketing Landscape Reaching Google’s Audience with the Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign

8 8 Google AdWords Reaches Global Markets Sources: Measured by Media Metrix and NetRatings (September 2004); “2005 Web Globalization Report Card,” Byte Level Research (November 2004) People use Google in over 100 languages The Google Network reaches more than 80% of worldwide Internet users.

9 The Google Network Google: #1 U.S. search engine: Search partners: Thousands of Content partners:

10 Connect with Consumers When They Search with Google’s Search Solutions Connect with Consumers When They Research with Google’s Content Network Connect with Consumers When They Pursue Interests with Google’s Site Targeting Reach customers via three advertising touch points: Reaching Customers Online

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12 Imagine Your Business on Google Your Business Imagine your business here right when a user is searching for what you offer

13 Google Search Results Search Query: ‘flowers’ Google Search Results

14 Google AdWords Ads AdWords Ads

15 Keyword Advertising Targeted advertising Better advertiser ROI than untargeted ads Improved user experience

16 AdWords for Content - AdSense Reaches millions of users as they read content online Google scans a page, interprets its content and serves relevant ads Recipe for Roasted Garlic Pasta Sauce Relevant ads Targeted in real-time

17 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

18 AdWords Start Page Step 1: Go to When you reach the Google AdWords page, simply click the button to begin The sign-up process usually takes about 15 minutes You can read more about the benefits of AdWords and how it works on this page as well Step 1: Go to When you reach the Google AdWords page, simply click the button to begin The sign-up process usually takes about 15 minutes You can read more about the benefits of AdWords and how it works on this page as well

19 Choose Your Edition

20 What if I Don’t Have a Web Page? Hosted business pages are informational sites that new AdWords advertisers may create when setting up advertising campaigns. If you have a small business and would like to advertise with Google AdWords, but you don't have a website, you can create a hosted page to showcase your business. It usually takes only 15 minutes to set up. With AdWords and hosted business pages, you'll be able to reach potential customers with a few quick and easy steps. Hosted business pages are informational sites that new AdWords advertisers may create when setting up advertising campaigns. If you have a small business and would like to advertise with Google AdWords, but you don't have a website, you can create a hosted page to showcase your business. It usually takes only 15 minutes to set up. With AdWords and hosted business pages, you'll be able to reach potential customers with a few quick and easy steps.

21 Select Your Ad Location and Language

22 Write Your Ad Step 4: Write your ad In this step, you enter the website address where you want potential customers to go when they click on your ad If you don’t have a webpage, you can still take advantage of AdWords. We have a tool that allows you to create a simple page hosted by Google Then, follow the instructions and write your ad. Your ad title and copy should be relevant and understandable to your customers If you are having a case of writer’s block, there’s a tool that can provide you with ad copy ideas; simply click the “Give me ideas” tab and follow the simple instructions Step 4: Write your ad In this step, you enter the website address where you want potential customers to go when they click on your ad If you don’t have a webpage, you can still take advantage of AdWords. We have a tool that allows you to create a simple page hosted by Google Then, follow the instructions and write your ad. Your ad title and copy should be relevant and understandable to your customers If you are having a case of writer’s block, there’s a tool that can provide you with ad copy ideas; simply click the “Give me ideas” tab and follow the simple instructions

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24 Choose Your Keywords Step 5: Choose Your Keywords Keywords are what your prospective customers are typing into the search bar to find your products and services, such as “real estate, 91311” In this step, you can enter as many keywords and key phrases as you’d like into the box Your ad will be more effective if your keywords are directly related to your ad. More specific key phrases and keywords will lead to better leads Step 5: Choose Your Keywords Keywords are what your prospective customers are typing into the search bar to find your products and services, such as “real estate, 91311” In this step, you can enter as many keywords and key phrases as you’d like into the box Your ad will be more effective if your keywords are directly related to your ad. More specific key phrases and keywords will lead to better leads

25 Enter Your Billing Information Select a form of payment You can use direct debit or credit card Select a form of payment You can use direct debit or credit card

26 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

27 Targeted Ad Higher Clickthrough Rates More Qualified Leads Better Conversions Good User Experience How do I create an effective AdWords campaign? Relevance is the key to a successful AdWords campaign

28 Relevant Keywords: Accurately reflect products/services being offered Match what your audience is looking for Target the audience without being too general How do I Choose Good Keywords?

29 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

30 Broad Match Example For the broad-matched keyword used book -used book dealer -buy used book -used and rare book -used book for sale -Cheap used book Ad can appear for any of these queries

31 What are Negative Keywords? Negative Match: -cheap Keyword: used book Prevent ads from appearing on irrelevant search queries Eliminate unwanted impressions

32 pets buy dog food buy cheap dog food online now Purina dog chow vet dogs canned dog meals dog food recipes Choosing the Right Keywords – Selling Dogfood

33 Source: OneStat.com – July 2006 Choosing the Right Keywords 94% of people in the US search with multi-word phrases

34 Ad text distinguishes you from the competition Communication, appearance, and style are important Be persuasive and informative First thing the user sees How do I write an effective ad?

35 Keywords in Ad Text figurines Collector Dolls 40% Off The Anastasia Collection - Porcelain Dolls, Doll Stands, & More Discount Figurines Unique Collectibles, Gift Ideas, Figurines & Miniatures. Buy Online! Catch your customer’s eye by making sure your headlines match the keywords. Matching terms show up in bold text on the Google results page.

36 Include a Call to Action Click Here Visit Us Examples: get info, research here, download free white paper, order our catalog, buy now, save money Avoid meaningless slogans and gimmicky language

37 Send Chocolate Gifts Save 10% on all chocolate orders. Free shipping over $50. Differentiate Products or Services Save 50% $10 Off Seasonal Sales Free Shipping Free White Paper

38 New York Advertising Location in ad text can increase performance Attracts attention of local users Non-local users will not click on ad Advertise by Location

39 Inter-capitalize Display URL Inter-capitalizing your display URL may make your ad stand out more and lead to better clickthrough rates

40 Use multiple ads to test messages and see which on works best Including Multiple Ads

41 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

42 Using Budgets With AdWords, you can set your advertising budget to whatever you desire. Simply enter a monthly budget amount into the box in the “Budget” section For more control, you can even decide how much each customer lead (click) is worth to you. You can set your maximum cost-per-click to any amount you desire, such as $0.10 If you’re unsure, Google could help optimize your budget based on the keywords you choose; simply check the “Google should set my bids…” box With AdWords, you can set your advertising budget to whatever you desire. Simply enter a monthly budget amount into the box in the “Budget” section For more control, you can even decide how much each customer lead (click) is worth to you. You can set your maximum cost-per-click to any amount you desire, such as $0.10 If you’re unsure, Google could help optimize your budget based on the keywords you choose; simply check the “Google should set my bids…” box

43 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

44 And Targeting Is Easy… AdWords gives you the option to target the location where your ad will be visible to potential customers If you want your ad to be shown to all relevant searches in a particular country, you can simply select a country If you would like to target a local area within a country, simply enter a city name or postal code to search and select the area where you would like your ads to show AdWords gives you the option to target the location where your ad will be visible to potential customers If you want your ad to be shown to all relevant searches in a particular country, you can simply select a country If you would like to target a local area within a country, simply enter a city name or postal code to search and select the area where you would like your ads to show

45 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 Countries Regions Cities Define the area, customize the targeting Within a defined radius Within defined borders OR

46 AdWords is Accountable Monitor Your AdWords Performance The AdWords interface lets you monitor the performance of each ad that you are running, as well as your overall performance With AdWords, you always know how your ads—and marketing budget—are performing Monitor Your AdWords Performance The AdWords interface lets you monitor the performance of each ad that you are running, as well as your overall performance With AdWords, you always know how your ads—and marketing budget—are performing

47 Questions