1. GOOGLE ADWORDS FOOTPRINT BUSINESS SOLUTIONS

2. GOOGLE ADWORDS AGENDA Intro History and Power of Adwords What are Adwords? How Adwords Work Adwords Nuts and Bolts Beyond just Text Ads Do Adwords Make Sense for my Business? Pros and Cons to your Franchise Budgets & Campaigns Questions

3. WEBINAR GOALS Cover how Adwords work Will not cover how to set up, manage, maintain Help you evaluate whether you should consider Adwords If you are using Adwords, can you do more?

4. HISTORY AND POWER OF ADWORDS

5. WHAT ARE GOOGLE ADWORDS? Types of Ads: Search Network Display Network / Content Network

6. WHAT ARE GOOGLE ADWORDS?

7. WHY ADWORDS? TARGETED ADVERTISING WHAT DO PEOPLE DO ONLINE

8. WHERE DO USERS SEARCH?

9. POWER AND GROWTH OF ADWORDS History 1994 – Birth of the banner ad (pop up ads) 1996 – First paid search ad on Yahoo 2000 – Birth of Google Adwords

10. HERE TO STAY

11. WHERE TO SPEND ADVERTISING/MARKETING $$ TV or Radio commercials Random ad about something you don’t want or need at that moment Not targeted except channel/program Cost prohibitive Newspaper In the body of paper, random ad May be relevant if looking in the Careers Section ads Magazine Possibly more relevant Reading a magazine for a particular industry Expensive Billboard – random Calling – Cold Call, Call Down May or may not be cost effective depending on quality of lead (or sales person) Email Campaigns Cost Effective Campaign effectiveness based on multi-factors All Have in Common You’re looking for the customer

12. WHERE TO SPEND ADVERTISING/MARKETING $$ Search Engine / Adwords Captive audience Customer is looking for something specific Pre-Qualified Lead They are Looking for You – You’re not looking for them “Excel Training Memphis”

13. WHY ADVERTISE ONLINE? Relatively low cost Dynamic - Can make immediate changes to plan, budget, results Are your competitors advertising? Inbound marketing, generating new leads Incremental growth? 87% of our Adwords clicks are ‘New Visitors’ as opposed to ‘Returning Visitors’ Side Benefits Name prominent on first page of Google Does Google organically reward paid advertisers? (Officially, no – would reduce organic relevance) Organic vs. PPC? “Why pay for PPC when SEO is Free?” Organic is a long-term war – and really isn’t free PPC is immediate visibility for your Business when a User is Searching for Your Product

14. BUT DO PEOPLE CLICK THE ADS? Depends on who you ask and if the survey explores intent of user Varies across industry UK study of 1 billion clicks: 94% Organic 6% Paid But if the Intent is to Buy: Reality is likely somewhere in between Source: Wordstream.com

15. BUT DO PEOPLE CLICK THE ADS? The trend for clicking ads vs. organic is expected to rise Size of Organic Results shrinking Average 10+ organic results per page 3 years ago Average is now 6-7 Only 3-5 organic listings above the page fold People tend not to scroll down or go to the next page Of the people that click organic, 53% click on the first result 2013 Study Source receptional.com

16. SUMMARY Adwords target the user when they are searching for you Cost effective Dynamic

17. HOW ADWORDS WORK

18. Bid on a keyword phrase to make my Ad show Display the Ad (impression) Landing Page Click Through Convert Complete Form Call Purchase Online View Outline 18

19. HOW ADWORDS WORK Bid to show ad when a user searches a term ‘Microsoft training in Denver’ Ad may or may not appear depending on auction results, competition, budget, quality Ad appearing is free If user clicks the ad, you pay based on the auction system Directed to landing page Once on landing page, goal is to convert Google Brilliance is the Auction System rewards RELEVANCE, not just deep pockets

20. ADWORDS NUTS & BOLTS

21. HOW ADWORDS WORK - TERMS Impression – occurs when ad displays, no cost Click – User clicks your ad CTR – Click Through Rate, Percentage of impressions that are clicked CPC – Cost per click MAX CPC – Maximum amount willing to pay for a click, budget cap Position – Order your ad appears compared to competition Quality Score (QS) Google Internal Report Card Ranking 1-10 on Keyword Phrase – all about RELEVANCE QS determines Cost and Auction Rank Multiple factors Click Through Rate (CTR) Relevance of Ad to keyword phrase Relevance of Keyword to Ad and Landing Page Campaign/Account Quality Conversion Rate Bounce Rate As Quality Score Increases, Cost Decreases

22. HOW ADWORDS WORK Bid: $4.18 Bid: $6.24 Bid: $5.25 Bid: $9.50 Bid: $14.25 Bid: $6.24 Bid: $6.99 Bid: $5.22 Bid: $4.15 Bid: $6.24

23. HOW ADWORDS WORK Google Calculates an Ad Rank based on Quality Score (relevance) and Max CPC Highest Ad Rank ‘wins’ auction and receives top position

24. WHAT ARE YOU CHARGED? Max CPC is Rarely what you Pay

25. AD POSITION AND CLICK DISTRIBUTION Goal is to Optimize spend Position Goal: Top 3 if cost effective Source receptional.com

26. HOW ADWORDS WORK Google Brilliance Everyone can compete Small budget, high quality (RELEVANCE) will pay less than deep pockets Google rewards relevance, not money But willing to take more of your money if lower relevance Always striving for High Quality Score How to Increase QS? Keyword Phrases—Ads—Landing pages have matching relevance

27. KEYWORD BIDDING – MATCH TYPES Broad Match Broad Match with Modifiers Phrase Match Exact Match Negative Keywords

28. BROAD MATCH Casting a large net Includes misspellings, synonyms, all ‘relevant’ variations Can cause some irrelevant clicks Keyword Phrase: “Excel Training” Ad May Show if user types: Excel training Microsoft Excel classes Microsoft Office training videos Pivot table courses in Denver Xcel training XL training

29. BROAD MATCH WITH MODIFIERS Identical to broad match but can control which of the individual words must appear to be a match +Excel +Training Denver Excel and Training (or synonyms) must appear in user’s search Denver does not have to appear

30. PHRASE MATCH Contains the phrase in this order ‘Excel Training’ Ad Will Appear: Excel Training Denver find excel training about pivot tables purchase excel training Ad Will Not Appear: Find excel classes Excel 2010 level 1

31. EXACT MATCH Phrase must match Keyword phrase: Excel Training Ad Will Appear: Excel Training Ad Will not Appear Find Excel Training Denver Excel Training

32. MATCH TYPES Broad Cheaper, more impressions Phrase Exact More expensive, likely much more valuable click Can use all three in a campaign

33. NEGATIVE KEYWORDS Exclusionary Used to prevent ad from appearing Paired with other keywords Can be broad, phrase, match Cisco Training Negatives: Free Video professor Test King Exam questions Book Exam sign up

34. ORGANIZING ACCOUNT STRUCTURE Account Campaigns AdGroups Each Adgroup has Handful of Keywords, Ads, All pointing one landing Page Tight Focus – higher Quality

35. AD STRUCTURE Should Contain Keyword – (preferably in the headline) Balance Hype vs. Yawn - Compelling Call to Action Strict Editorial guidelines exclamation points, abbrev, competitor name, etc. Tight focus Unique proposition / offer All affect Quality Score

36. AD SPLIT TESTING Start with a minimum of two ads Measure Quality Score and CTR over time Delete the loser, add a new test Ad

37. ADWORDS CONTROL – WHO SEES THE ADS Geographic Targeting Control down to Zip Code Not 100% Precise due to ISP locations

38. AD TARGETING - MICRO CONTROL Day of week Time of day Space impressions evenly vs. all at once until budget exhausted Mobile vs. Desktop (less control in the future) Search vs. Display Network

39. AD EXTENSIONS - CONTROL DISPLAY Sitelinks Control the marketing message

40. OTHER AD EXTENSIONS Google continually experimenting Location Call Offer Social

41. AD EXTENSIONS

42. BEYOND TEXT ADS

43. Display Network/Content Network Display Ads Remarketing

44. WHERE DO ADS SHOW

45. DISPLAY NETWORK

46. GMAIL

47. DISPLAY NETWORK Video Ads

48. DISPLAY NETWORK – BROAD OR TARGETED

49. DISPLAY NETWORK Text, Graphic or Video ads Site allocates space for ad placement Display Campaigns managed with same concepts Adwords campaign can be broad – show anywhere and everywhere or tightly focused: Target by Industry, Demographic, Geographic, etc. Target specific sites Negative – exclude sites or groups of sites Impressions are usually higher Lower CTR Lower Cost

50. REMARKETING aka ‘Retargeting’ More Effective for Long Buying Cycle Careful not to overdo Currently building Remarketing lists

51. DO ADWORDS MAKE SENSE TO MY BUSINESS?

52. PROS AND CONS / CHALLENGES OF ADWORDS How to calculate true ROI? What We Can Do: Track clicks, impressions, cost Install Analytics Conversion tracking Track Form completions via Wufoo What You Should Do: Have a Separate Phone Number for Website Have a Separate Phone Number for Landing page Track Adwords leads through sale What We Still Don’t Know: How many of those form completions converted to sales How many phone calls converted to sales Visitors that converted a month later Conversion tracking Conversions aren’t always just sales Macro conversions: Purchase, Phone call, Form Completion Micro Conversions: Outline View, Time on Site > 3:00, Visited 3+ pages

53. IS THE ROI ON ADWORDS WORTH IT? We believe absolutely yes What we do know: Minimum Visitor value to website is approximately $4.83 Actual unique visits divided by eRev purchases 100 Visitors = $483 minimum revenue Real number is likely much higher due to calls, direct purchase, return visits New Horizons Numbers for Adwords May 2013 Average Cost of all Adwords Clicks: $3.87 Range of cost of an Adwords click between: $0.67 - $10+ Chances of purchase are higher for someone clicking an ad, filling out a form or calling than average visitor Hidden Benefits / Value Immediately on first page Brand is prominent

54. “BUT I CAN’T AFFORD TO ADVERTISE” What percent of your sales do you spend on marketing? From Business Week – averages Retail Giants 0.5% to 5% Auto 2.5% to 3.5% Service Industries 5% Recommended Goal: 7-10% New Horizons Franchise Average, 1% or less of sales Are your Competitors Advertising? Arsenal of Tools to Increase Traffic/Sales SEO, Improving Content Quality Link Building Adwords Social Media

55. BUDGET AND CAMPAIGN CHOICES Campaign choices Tight Focus = cheaper = better lead CompTIA vs. A+ IT Careers vs. Cisco CCNA training Rely on our experience What’s working What doesn’t work (yet) Poor Results: Post 9/11 Project Management ($$$) Career Training Consistent Results Excel Cisco Room Rentals Branding Campaigns Improve visibility Increase Account QS average Decrease overall cost

56. SAMPLE MONTHLY BUDGETS AND MARKET SIZE Large Metro $2,000 plus, higher CPC due to competition Limit products advertised Medium Metro $700-$1,000 3-7 Campaigns/products Small Market $300-500 5+ products Wide variance depending on local competition, product

57. WHO SHOULD MANAGE YOUR ADWORDS? Internal vs. External Cost – external agency 10-30% of Adwords spend Time Knowledge and Learning Curve Ongoing learning curve Purchase external tools What’s most cost effective? Footprint vs. Ad Agency Cost Knowledge We can leverage multiple franchise campaigns Different Goals – max budget vs. best value Adwords Express

58. FOOTPRINT ADWORDS MANAGEMENT Initial Campaign Set Up Research keywords Create Adwords campaign structure Create text ads Create and optimize landing pages Ongoing Monitor budget Adjust bids Control spend Optimize Quality Score – weed out or improve low performers Revise landing pages Split testing (ads directly, landing pages indirectly) Monthly Report Future? Remarketing Display Network

59. QUESTIONS Send us feedback support@footprintllc.com