EBOOK google adwords 3

Chapter 1 Introduction to Google AdWords: Why does my Small Business need Them?... If you’re using Google adWords directly, be sure to research through suggested keywords for every ad

GooGle

AdWords

for Small BuSineSS

The ulTimaTe Guide:

Chapter 1

Introduction

to Google AdWords:

Why does my Small Business need

Them?

When a customer is looking for a product, service, promotion, or anything from anywhere in the world, they’re likely going

to search for it on Google That customer is looking for you

If you’re in business these day, you’re marketing online It’s the way to reach your customer, drive traffic to your store, and ultimately increase sales

for a small business, adWords can be a hugely successful method of driving traffic, marketing your product and ultimately getting increased sales

Is your business doing it, yet?

Here’s the top 12 reasons why your business can benefit from AdWords.

1 reAch Your customer When theY WAnt Your stuff

any business, regardless of size, wants to be found on the first page of Google as a small business, you’re competing with

experienced, motivated seo experts to get those coveted organic top ten search results

With Google adWords you have an edge in getting your message viewed by your market, exactly when they’re searching

2 reAch Your locAl customer

adWords gives you location targeting options so, if

you’re a locally based business, (such as a neighborhood

restaurant), a regional company (such as a state bank),

or even an e-commerce site (with, say, country shipping

restrictions), you can geo-target to get seen by your

consumer - and you’re not wasting ad dollars on those

who aren’t

adWords enables you to easily target countries, areas

within a country, and radius targeting (to show your ads

to people within a certain distance to your business)

You can exclude locations, too, even in your proximity

targeting

excluding locations brings your RoI up, by lowering costs

and targeting more precisely

Here’s an example of radius targeting around the “Statue of Liberty”, excluding the 229,000 reach of New Jersey

You can target by geo-based demographics, such as income level so, if you’re selling luxury goods, for example, you can target the top 10% income earners in your specified area

3 shoW Your locAtIon

by using Google Places, in conjunction with adWords, you can show a map of your bricks and mortar shop with your ads

The easier you make it for customers to find you, the more likely they’ll walk in, or click through to your website

4 shoW Your contAct InformAtIon

You’ve probably seen these on a few ads: ad extensions

ad extensions let businesses enhance ads with phone numbers, an address, app downloads, site landing page links,

reviews, previous page visits and lots more They generally show up in blue, just below your ad description

by including more contact information in your ads, you make it way easier for your potential customer to connect with you

ad extensions don’t cost anything more to include in

your ad but you are still charged for clicks on your ad

and other interactions with your extensions for example,

if someone clicks on your phone number to call you

directly from your ad extension, you’ll be billed for this

paid conversion (Yup, Google can track clicked phone

calls on mobile, tablets and desktops.)

If you’re a restaurant, for example, you can show your

local address, and include links to specific menu pages,

offers and other specific landing pages on your website

Here’s how a coffee chain uses them:

5 hIGhlY tArGeted seArches

Keywords, keywords, keywords This is what Google adWords is known for

as a small business, use the right keywords, that are optimized for high quality scores, and target your customers, products, offers, location and more

The more targeted your keywords (and keyword phrases) are, the better Google will rank your ad You’ll also reach

a lot more consumers, who want exactly what you have right now

If you’re using Google adWords directly, be sure to research through suggested keywords for every ad group you create some Google ad providers, like

Wishpond, offer to do the hard work for you - by choosing the most optimized, targeted keywords for your ad group campaigns

Tim Hortons adds their nearest address They link to

their “nutrition” “coffee” “Tim Card offers” and “location”

pages on their website, so people can click directly

through for more information

Here’s an example of suggested keywords from an online shoe store ad:

Use the opportunity to think like your customer, and choose words they’re searching for You can set up different keywords

for each of your ad group campaigns, too and, you can change your words at any time to keep optimizing your reach

6 folloW Your customer WIth retArGetInG

You’ve seen it, I’m sure You visit a site, stay on it for a while, and then leave but then you keep seeing ads for the

company, or even the product page you were on That’s retargeting

With Google adwords, if an interested customer has visited your website, they get a cookie from a code you’ve put on the

backend of your site When they leave your site, you can target your ads to follow them on the Google Display networks, or

You pay extra for it, but it can really work to increase sales Think about it - those people were interested enough to come

visit your site You can get seen by them again - and then again and again - while you’re still on their mind

for example, say you have a baby products store an interested parent-to-be clicked on your ad, and visited your landing

page for strollers They picked up your Google adWords cookie When they visit, say, a popular parent blog site (who are

part of the Google Display network), they can see your ad for strollers again and so on

It is a more advanced marketing tactic from Google You can also retarget with software like adroll, or Google ads with

integrated retargeting software - like Wishpond

7 reAch Your mobIle customer - Where theY

Are

Your customer might be right outside your door, when

they’re searching for your products or service

Google adWords gives you loads of mobile optimization

options You can target both text ads and image ads

so, for example, if you market for a local coffee shop,

mobile ads are a perfect fit Your customer might be

looking for their caffeine fix, while they are walking

through your neighborhood They search for places

nearby Your mobile optimized ad shows up first You get

a new customer in your door

In your campaign settings, you can leave your Devices on

the default of “all” This targets all types of devices If you

want to target more heavily on mobile users, you have

this option too Here’s a screenshot of the device choices

you have if you want to show your ad more on mobile

devices:

8 choose Where Your Ad Is seen

Google has tons and tons of ad partners You’ve probably

read a blog in your niche, and they have ads More than

likely, they are part of the Google Display network

What does that mean for you? Well, it makes it easy for

you to advertise on popular niche blogs - where your

customers are

You can track your results and even exclude sites that

aren’t performing as well as you’d like

I’d suggest that if you’re just starting out on Google adWords, you use the search and Display option - you get a broader reach as you get used to how adWords work, and you’re seeing an increased result in your click throughs, then narrow an ad campaign to the Display network only Monitor your results, and improve your ads

as you go

9 Get meAsured results

Hey, you’re getting the power behind Google analytics

to track your results

Google adWords gives you tons of customizable options

to track and measure all of your campaigns, in one dashboard

You can, for example, set and track your own goals for:

• Return on Investment (RoI)

• Traffic to your Website

• brand awareness

• sales and Conversions

You can also measure the results of each of your ads within your ad groups You get find out metrics like:

• What keywords are performing the best

• What headlines get the best click-through rate

• The times your ads are best performing

• and so on and so on

You can connect your website Google analytics too.

Yeah, you get great metrics from Google and, you can

make your results reports as simple or or complex as

you want so, for people who don’t want to spend all day

sorting through ad data - that’s ok too!

10 control Your oWn budGet

If you’re a small, local business, you may be more familiar

with offline advertising methods If so, you’re likely paying

a set fee for each ad you publish or run and, you’ve likely

used to signing a contract too, to run x number of ads for

x amount of money

With Google adWords, you can set your budget for each

ad you run - and you can change it whenever you want

If an ad is performing really well, you can increase your

results by increasing your ad spend

You get to set your daily budget, which is what you’re

willing to spend per day per ad

note: Your daily cost is based on a daily average per month, so don’t be alarmed if yours varies from day to day

I’d recommend starting out with a budget of $20-40 per day When your ad is live, track it to measure your results

adjust your budget based on your ads’ RoI - or whatever your particular objectives are for your campaign

11 run multIple cAmpAIGns for Your mArketInG needs

a really cool thing about Google ads is that your can run

a whole bunch of different ad campaigns, for a whole bunch of your marketing objectives

let’s say you have an event planning business You want

to market your services for:

• Wedding planning

• Corporate events

• fundraisersYou could set up 3 different marketing campaigns - one for each of your targeted services

You can then set up multiple ad groups for each

campaign In your ad groups, you can target with different

keywords

for example, in your “Wedding planning” campaign,

set-up 3 ad groset-ups to target:

• Wedding dresses - and related keywords

• Honeymoon destinations - and related keywords

• Pre-nuptial lawyers - and related keywords

Then you can make 2 ads for each ad group, so that you

can a/b test to find which ad performs best

okay, this may seem a bit complicated at first but, once

you get the hang of it, it’s actually quite cool and it gets

you results

12 contInuouslY Improve Your results

Unlike any offline advertising you’re doing, it’s very

simple to monitor your real RoI on Google adWords It’s

also pretty simple to tweak your ad copy to get better

results, and improve your profits

convinced yet? Google AdWords needs to be a part of your online marketing plan

In the next chapter, we’ll take a look at terms you need to know - so you can sound like a Google advertising wiz

Chapter 2

Glossary of terms You need to

know

The vernacular of Google advertising can be pretty daunting

If you’re like most small business marketers, you’ve got a lot of stuff on your to-do list - and figuring out this maze of PPC,

CTR and Impressions doesn’t rank high on your priorities

but you know you need to get your message to your market where they are - online

Here’s 25 Google adWords terms you need to know, to get you started and increase your conversion rates with your paid

campaigns

settInG up GooGle AdWords terms

1 campaign - an ad campaign on Google adWords is

made up of your ad groups, and has the same budget,

campaign type and your other ad settings It’s generally

what you first set-up when you advertize, and it helps

you organize your different paid advertising efforts You

can run multiple campaigns at any time from your Google

account

2 Ad groups - an ad group is your set of keywords, budgets and targeting methods for a particular objective, within the

same campaign for example, if you are running an ad campaign for a shoe sale, you could set up ad groups to target for

online sales, women’s shoes and men’s shoes You can have multiple ads in each ad group

3 campaign type - Your campaign type is where you want your ads to be seen Google has:

• “search network only” (which means Google search only)

• “Display network only” (which means your ad shows up in Google’s Display network of websites, videos, YouTube,

blogger and more This is also known as adsense)

• “search network with Display select” (which is a combo of search and display)

If you have a Google Merchant Center account and want to use Product listing ads, you can also choose “shopping” as a

campaign type

4 keywords - Keywords are very important in your Google ads They are the words or word phrases you choose for

your ads, and will help to determine where and when your ad will appear When choosing your keywords, think like your

customer and what they would be searching for when they want your product, service or offer Though you can include as

many as you like, I suggest a maximum of twenty keywords

5 Quality score - a quality score is the measurement from Google based on the relevancy of your ad headline,

description, keywords and destination URl to your potential customer seeing your ad a higher Quality score can get you

better ad placement and lower costs

Here’s Google’s explanation on how to build the best keyword list:

6 Impressions - an impression is the measurement of how many times your ad is shown

7 Ad rank - Your ad Rank is the value that’s used to determine where your ad shows up on a page It’s based on your

Quality score and your bid amount

8 mobile ad - Mobile ads are what your mobile searchers see on their devices Google adWords has WaP mobile ads and

“ads for high-end mobile devices”

9 Ad extensions - ad extensions are extra information about your business, such as your local address, phone number,

and even coupons or additional websites They’re what shows up in blue below your ad descriptions

GenerAl Ad relAted terms

10 call to Action (ctA) - a CTa is literally the action you want your searcher to take Good CTas in your ads are short,

action oriented words such as “buy”, “Get”, “act now”, etc

11 click through rate (ctr) - Your CTR is an important metric in your account settings It measures how many people who

have seen your ad click through to your link destination

12 landing page - Your landing page is the page on your website to which you’re driving traffic from your ad

13 optimization - optimization in Google adWords is like optimization elsewhere in marketing It means making the

changes in your ad that get you higher results for your objectives

14 split testing - split testing includes a/b and multivariate testing It’s a method of controlled marketing experiments with

cost relAted terms

15 bid strategy - Your bid strategy is basically how you set your bid type to pay for viewer interaction with your ads

16 daily budget - Your daily budget is what you’re willing to spend per day per ad Your daily cost is based on a daily

average per month, so don’t be alarmed if yours varies from day to day

17 cpc - Cost-Per-Click is the most common bid type on Google adWords It means you pay every time a person actually

clicks on your ad You set your “maximum CPC” in the bidding process, which means that dollar amount is the most you’ll

pay for a click on your ad

18 ppc - Pay-Per-Click is the same as CPC.

19 cpm - Cost-Per-thousand impressions is a bidding method that bases your costs on how many times your ads are

shown (impressions)

20 billing threshold - Your billing threshold is the level of spending that triggers a charge to you for the ad costs It applies

to automatic payments, and the threshold level starts at $50 It you reach that within 30 days, you’ll be billed, and your

threshold then raises to $100 and so on

learn more about Google adWords billing

Ad creAtIve terms

21 headline - Your ad headline is the header of your ad copy It generally shows up in blue when your ad is live

22 destination url - Your destination URl is the landing page your ad is directed to when it’s clicked Your destination

site can be a specific page You can change it for differing ads within ad groups Your audience does not see it in the ad

23 display url - Your display URl is what shows up in your ad copy You can keep this simple and clean to increase your

brand recognition, trust, and conversions

24 side ad - a side ad is the ad that show up on the right hand side of a search engine results page (seRP)

25 top ad - a top ad is the ad that shows up in a shaded box above the organic search results note: Your ad will likely

show up as both a side ad and a top ad - so write your ad copy to optimize for both

there you have it - all the basic terms you need to get started with Google AdWords You can talk like a pro! It wasn’t

that hard, right?

Read on for tips on how to plan your next PPC Campaign and ad Group

Chapter 3

how to plan

a successful Google adWords

Campaign in 10 Questions

as I’ve said before, Google advertising can be pretty

daunting You have so many other tasks you’re

working on, that to learn the whole new world can be

1 Who’s mY tArGet mArket?

It kind of goes without saying, but if you’re running highly

targeted ad campaigns you need to know the customers

you’re trying to reach

list out a few demographics of your customers such as:

• are they a local market?

• are they businesses, individuals or families?

• Would they be searching for you on mobile, or from

a laptop?

• What level of knowledge do they have about your

products?

2 WhAt’s mY offer?

like any good marketing campaign, you need to create

or solve a problem You also need to show why your business is the best at getting the desired results for your customer

answer these questions about your campaign:

• What makes your business unique, and different than your competitors?

• What do they want right now, when they are searching for you?

For example, let’s say you’re a family-run Italian restaurant:

• What are your key unique selling points (UsP)?

• What are you offering right now to get your

customer to click your ad?

For example, for the family-run Italian

restaurant:

of course, you can run multiple campaigns to market

different offers and selling features

3 WhAt Are mY customers seArchInG for?

Google adWords is intent marketing You are getting

seen by potential customers exactly when they are

searching for your offer, product or service

Think like your customer list out what you think they would be typing into Google when they want what you’ve got

For the Italian restaurant, a few of your keywords and phrases might be:

• pizza deals

• lunch catering in [location]

• pizza near meYour keywords are one of the most important parts of your adWords campaigns They’re what gets your ads sorted through Google’s algorithms Use the adWord Keyword Planner to get keyword statistics, or if you’re stuck for ideas

There’s a number of adWords Tools, like Wishpond, that can optimize your keyword selections for you

4 WhAt do I WAnt out of mY Ad cAmpAIGns?

Think about the results you need to achieve from your campaigns list out your campaign objectives

Do you want:

• Increased foot traffic

• Increased website traffic

• online sales conversions

• lead generation

• More coupon participants

The better you know what you want you need from your

paid ads, the better results you’re going to get You can

fine tune your targeting, ad copy, and ad groups

5 WhAt do I WAnt mY customer to do?

Determine what it is you want your potential buyer to

do when they see your ad This will be based on what

your business objectives are for your campaigns, but

specifically what actions you want your customer to take

when they see your ad

Do you want interested consumers to:

• Click through to your coupon landing page

• Phone you

• Make a reservation online

• like your facebook Page

• buy a specific product

6 hoW WIll I Get mY customer to tAke ActIon?

so, how are your going to motivate your customer to take the action that you want? before you write your ad copy, list out a number of results-oriented Call-to-actions (CTa’s)

a good CTa is short, actionable, and simple The clearer your ask, the higher your conversions will be

In this example, Panago uses two CTA’s:

“Order Online” and “Give Us A Call”

You can also motivate action by making time limited offers, exclusive discounts or other key UsP’s with a sense of scarcity

7 WhAt Are mY competItors doInG?

It’s always wise to keep attuned to the choices your

customers have Check out what your competition is

doing with Google ads, or other advertising strategies

too

Research your competition by searching for the keywords

you’ve chosen, or search for your competitors names

by checking out your rivals, you gain a better understanding of what your business is up against - and you can act to optimize your campaigns

8 WhAt’s mY budGet?

Money, money, money You need your PPC ads to give your business profits Plan out your Google ad budget, before you dive right in

Google adWords are costed on a per day basis If you’ve never run online advertising, this could be something new

to you, so make sure you understand how the pricing system works

Google has a number of costing structures The three

main ones are (briefly):

• ppc/ cpc (pay per click/ cost per click) is what

most small business marketers use This allows you to set your ad spend based on the number of clicks your ad It’s also the default costing you see when you make an ad You can choose manual or automatic bidding

• cpm (cost per impression) is best for branding, as

you pay based on every one thousand views - not the actions taken

• cpA (cost per acquisition) requires you to have

conversion tracking The cost is based on how many conversions you actually get on your website

The bottom line is: you need to know your budget limits

base your ad spend on the returns you need

9 WhAt’s mY tIme frAme?

How long are your ads going to run? The answer to this question may vary from one of your campaigns to the next but you need to plan this out before your start your ads

for example, you might be hosting a short term

sweepstakes on your site You need to get the word out,

so you promote it through adWords Your ad campaign should stop when your sweepstakes ends

You might be running a longer ad campaign for brand awareness, or ongoing traffic to your site

be sure to plan out your ad campaign duration, so that you’re not accidently paying for ads for eternity!

10 hoW Am I GoInG to meAsure mY results?

With Google adWords, there’s almost a limitless number of ways to track and measure your campaign metrics

What you measure will depend largely on what you want out of your campaigns list out the metrics you need to watch

such as:

• number of clicks to your contest landing page

• number of email leads

• number of sales

• Value of sales

• Return on Investment (RoI)

Then set up your results tracking system before your campaign starts You might link up your Google adWords account to

your Google analytics or you might use an adWord Tool provider’s analytics to get real-time metric reporting

by measuring your results, you can test variations of your ad and optimize them in real time You also get to track (in detail)

the most important business metric: your bottom line

once you’ve gone through the questions, you’re ready to make a better Google adWords campaign Draft out your ads

Make a few of them start small, and test as you go

In the next chapter, I’ll walk you through the technicals of how to make an adWords campaign

Chapter 4

the Anatomy

of a Google adWords Campaign [With

a Secret Tip to make it Simple]

Your customers are online They’re searching for your products, services and offers right now They want to find you They

want to buy from you

Why are you missing out?

Google adWords is one of the most effective online advertising methods to reach those consumers but, if you’re a

busy small business owner, an ‘always on’ social media marketer, or even a seasoned offline marketer, running a Google

adWords campaign can seem pretty overwhelming

I get you That’s why I’ve written a series of articles on Google adWords, including how to plan your adwords

In this article, I’ll give you the basics of setting up your ads directly on Google Then I’ll show you a simple 3-step

alternative

GooGle AdWords: set up An Ad cAmpAIGn

so, you’ve set up your Google adWords account, and you’re getting ready to make your first ad Congrats It’s an exciting

time You get to join the online advertising move, promoting your business to the world - or simply to your local niche

Then you see a page like this:

and all your enthusiasm drains Panic strikes There’s so

many tabs and buttons, you don’t know what to do next

Relax I’m going to walk you through the technicals of

how to set up an adWords campaign on Google (Then I’ll

show you a simple 3 step alternative.)

1 set up a campaign The first thing you need to do is

click on the red button called “+Campaign”

You will get a drop down menu with ad Type choices like

“search network with Display select”, “search network

only”, “Display network only” and “shopping” These

options determine where your ad is shown

for your first few ads, choose the “search network with

Display select” This will show your ad on Google search and a few select websites It’s the most commonly used option by Google advertisers (and, no stress, you can change this ad Type down the road.)

Note: if you have a Google Merchant Account and are specifically advertising your products in a Product Listing

Ad, use “Shopping”

select cAmpAIGn settInGs

You’ll now be on page two of your adWords campaign

You’ll see “select campaign settings” highlighted at the top tabs of the site, like this:

In this section, you are making your settings for your ad Campaign

next, you will set up your ad Groups, and then make your ads Here’s a diagram of how adWords is structured:

2 name your campaign - You can give a name to your ad campaign, or simply keep the default “campaign #1” name If

you’re sharing your adWords with a team, or plan to run multiple campaigns right away, be sure to use a name that you’ll

be able to easily identify

3 devices: You can target your campaigns to drive more traffic from particular devices - such as computers, mobile

devices, or tablets

To start, choose the “all devices” option This gives you the most comprehensive ad coverage for all viewers

You can always change your device targeting after you’ve created your campaign (For example, check your metrics to

determine where your best ROI is from and put more Ad spend in your higher returning devices, or if you goals are to drive

in-store traffic via mobile, etc )

Note: You can change your Ad Type again here

4 location - Choose your location(s) that you want your ad to target, or even to exclude Your location choices will narrow

down who sees your ad in what region The more specific you are, the lower your costs will be (Your costs will be lower

because the number of people you reach will be lower.)

Creating a really targeted location is particularly useful if you have a physical location for your business and you rely on foot

traffic to sell your goods and services

5 language - Choose the language for your ads.

6 bid strategy - This is the section that’s all about the money and how you’re going to use your budget

You are given two choices about how you want to structure your bids You can select “I’ll manually set my bids for clicks” or

“adWords will set my bids to help maximize clicks within my target budget”

basically this is asking if you want to use your own strategies to optimize how much you’ll pay for a click per keyword (and

lots more), or if you want Google to do the optimizing for you

You can use advanced settings to narrow your location further: