![Keyword Match Types
Match Type
How keyword
appears in AdWords:
The ad will
show when:
The ad will show when
a searcher types:
Broad Caribbean Cruise
All words containing this
word or combination of
words in any order is used
as the query.
Caribbean holiday Cruises
Cruise holiday in Caribbean
Cruise in Carribean
“Phrase” “Caribbean Cruise”
Keywords are typed in the
exact order specified. Can
have other words before
and/or after.
Cheap Caribbean Cruise
Caribbean Cruise deals
Luxury Caribbean Cruise
[Exact] [Caribbean Cruise]
Keywords must be only &
exactly what the user
types in
Caribbean Cruise
-Negative - Tom
Ads will not appear when
this search term is entered
in the query
Add will not show if
someone types:
Tom Cruise](https://image.slidesharecdn.com/intro-to-adwords-presentation-140331132256-phpapp02/85/MHVDM-presents-An-Introduction-to-Google-AdWords-Andy-Groller-and-Paolo-Vidali-of-DragonSearch-30-320.jpg)
MHVDM presents An Introduction to Google AdWords | Andy Groller and Paolo Vidali of DragonSearch
- 1. An Introduction to Google AdWords
- 2. About DragonSearch • Founded 2007 • Office Locations: – New York, NY – Kingston, NY • Presenters – Andy Groller – Paolo Vidali
- 3. Digital Advertising Expertise • Google AdWords • Bing Ads • Display Advertising • Retargeting • Gmail Advertising • Social Advertising – Facebook – LinkedIn – Twitter
- 4. What You’ll Leave Today With 1. An understanding of what Google AdWords is 2. Understanding how AdWords can help your business grow 3. What it takes to setup a successful AdWords account
- 5. The Basics
- 6. So What is AdWords? • AdWords is Google’s advertising program – Advertisers select keywords; ads appear next to the search results on Google.com • Advertisers can also show ads on hundreds of thousands of websites
- 7. Why Advertise with AdWords? • Branding • Direct Sales • Drive New Leads • New Product Launch • Drive More In-Store Traffic • Increase Closing Rates of Lead to Sale • Increase Customer Loyalty and Repeat Purchases
- 9. Advertising that YOU Control • Daily Spend • Geographic Targeting • Time of Day • Device • Messaging • Maximum Cost per Click (CPC)
- 12. Search Network
- 13. Search Network You Select and Bid on Keyword and Craft Ad User Searches on Keyword and Sees Ad User Clicks on Ad and is taken to Your Website
- 14. Search Network
- 15. Search Network
- 17. Google Display Network Websites Interests Location Age and Gender
- 19. Retargeting
- 20. Retargeting
- 21. Structuring Your Account for Success
- 22. Account Structure AdWords Account Unique email address & password Billing information Campaign Daily budget Location/language targeting Distribution preference End date Campaign Daily budget Location/language targeting Distribution preference End date Ad Group Keywords Ads Ad Group Keywords Ads Ad Group Keywords Ads Ad Group Keywords Ads Ad Group Keywords Ads Ad Group Keywords Ads
- 23. The WRONG Way to Structure an AdWords Account “Furniture” Campaign Furniture Ad Group The Best Furniture Great Selection, Made in USA Free Shipping, 5 Year Warranty. PlantationDesign.com leather sectional rugs dining room table kitchen table brass bed leather headboard dresser leather couch leather loveseat patio furniture table lamp floor lamp kids furniture living room furniture bedroom furniture desk leather chair leather sofa coffee table end table lamp ottoman dining room table media console AdWords Account
- 24. A BETTER Way to Structure “Leather Sectionals” Ad Group “Leather Chairs” Ad Group “Leather Loveseats” Ad Group Leather Sectionals Leather Sectionals Made in USA From $1,999 With 5 Year Warranty plantationdesign.com/sectionals Leather Loveseats Free Delivery When You Buy Before Christmas. Order Yours Today! plantationdesign.com/loveseat Leather Chairs Handcrafted Leather Chairs Make a Statement. View Catalog! plantationdesign.com/chairs buy leather sectional suite buy leather sectional suites leather sectional suites leather sectional suite buy leather sectional buy leather sectional leather sectional leather sectionals buy leather love seats buy leather loveseats buy leather love seat buy leather loveseat leather loveseats leather love seats leather love seat leather loveseat buy handmade leather chair buy handmade leather chairs handmade leather chairs handmade leather chair buy leather chairs buy leather chair leather chair leather chairs AdWords Account “Furniture” Campaign
- 26. Building Your Keyword List • Brainstorm business • Review website • Think like a customer • Focus on what differentiates • Include plural & singular versions • Include spelling mistakes & variations • Include product numbers & codes
- 28. Choosing the Right Keywords • Add relevant keyword variations: singular/plural and synonyms • Keyword combinations, accent marks (á, é, í, ó, ú, ñ, ü, etc.) • Make keywords specific to your product or service Too General Just Right Too Specific vacation Tax bags accounting florida vacation rental tax preparation nashville handmade leather bags cheap accounting software 3 br vacation rental grayton beach tax preparation service nolensville rd handmade black croc leather handbags accounting software for petsitting biz
- 29. Avoid General Keywords • Example keyword ‘vacation’ -- your ad might show for: vacation rental vacation deals vacation ideas vacations for kids vacations for singles vacations for veterans National lampoon’s european vacation permanent vacation lyrics The go-go’s vacation disney vacation club pictures from our vacation by lynne rae perkins vacation auctions vacation accrual policy Vacation agent magazine vacation air conditioning vacation anxiety General Keywords = Low Click Through Rate = Low Quality Score
- 30. Keyword Match Types Match Type How keyword appears in AdWords: The ad will show when: The ad will show when a searcher types: Broad Caribbean Cruise All words containing this word or combination of words in any order is used as the query. Caribbean holiday Cruises Cruise holiday in Caribbean Cruise in Carribean “Phrase” “Caribbean Cruise” Keywords are typed in the exact order specified. Can have other words before and/or after. Cheap Caribbean Cruise Caribbean Cruise deals Luxury Caribbean Cruise [Exact] [Caribbean Cruise] Keywords must be only & exactly what the user types in Caribbean Cruise -Negative - Tom Ads will not appear when this search term is entered in the query Add will not show if someone types: Tom Cruise
- 31. What is Quality Score? • A measure of how relevant and useful your ads are. • Do your ads & keywords provide a good user experience? Okay Poor Great
- 32. Quality Score = User Experience
- 33. The Components of Quality Score + Clickthrough-Rate (CTR) Of the people who saw your ad, how many clicked on it? Relevancy Do your keywords match your ads? Does the search query match your keyword? Does your landing page provide a good user experience? Landing Page Quality +
- 35. Ad Text Character Limits Ad title (25 characters max, including spaces) Two description lines (35 characters max each, including spaces) Display URL (35 characters max, including spaces) Destination URL (1024 characters max, including spaces)
- 36. Good Copy, Bad Copy Good Copy • Is relevant to the keywords in the ad group • Gets a high click through rate (CTR) • Effectively sells your product or service • Stands out from your competitors • Includes a call to action Bad Copy • Vague • Irrelevant • Mismatched • Unclear • No useful information
- 37. 3 Questions that Lead to Great Copy 1. What sets your business apart? – Why would someone choose your business over a competitor? 2. Can you describe your products or services? – Describe specific or technical details of your products or services 3. What is your call to action? – After someone clicks on your ad and visits your website, what is it you want them to do next?
- 38. Bring it All Together for Great Copy Bad Copy Good Copy
- 39. Quick Recap
- 40. Recap of this Evening • Reach Users throughout the Buying Cycle • YOU are in Control • Structure Granularly for Success • Choose Keywords that are ‘Just Right’ and Avoid the General Ones • Create Great Copy that Focuses on YOUR Business and Advantages
- 41. Thank You! DragonSearch: @dragonsearch Andy Groller: @andygroller Paolo Vidali: @paolorobot