How to use Google AdWords to drive traffic to your business

1. Hannah Thilthorpe, Account Director, twogether
Jon Busby, Digital Director, twogether
How to use Google AdWords
to Drive traffic to your business
WiFi: QBConnect No password required#QBConnect

2. Twogether is the only B2B
agency within Google’s Partner
Accelerator Scheme, meaning
that we’re the only agency in
EMEA who can bring Google’s
new technologies to market.
Why are we talking about Google AdWords?

3. 3
So you’ve built your website but you’re not seeing any
leads. Potential failure factors:
• Difficult for customers to find what they want
• You haven’t included contact details
• What you offer isn’t clear
Where’s all my leads?

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#1 factor is that they probably didn’t find you in the first place
If you build it, they may not come….

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How do I drive traffic?

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Search engine results page
What is Google AdWords?

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Organic search results
What is NOT Google AdWords

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Impression = how many times the ad is served on a page
CPC (Cost per Click) = Total spend/Total clicks
CPM (Cost per Thousand Impressions) =
Total Spend/Total Impressions x 1000
CTR (Click Through Rate) = Total Clicks/Total Impressions
CPA (Cost per Acquisition) = Total Spend/Conversion
CR (Conversion Rate) = Total Conversion/Total Clicks x 100
ROI (Return On Investment) = Revenue-Cost/Investment Cost x 100
A bit of terminology

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• Deliver quality traffic
• Take the guesswork out of your advertising
• Allows you to control your marketing budget
• You can select when and where your ads get shown
• Full performance visibility and ability to improve
• Reach people on any device
What can AdWords do for my business?
?

10. 10
Find new
customers
In a nutshell…
Grow sales

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Minimum £6 per day
“I’ve heard it’s really expensive”
Can be expensive depending
on what you’re bidding on
You only pay for results
i.e. clicks to your site
No visit, no fee
£

12. Getting started

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To get your Google account set up you need:
1. A business email address
2. A business website address
3. To sign up, visit this link
First things first

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What are you looking to advertise?

15. What are your
AdWords goals?

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Think about what you want to achieve
Buy on your website Visit website Take an action on your website
(for example, fill out a form)
Call your business See your ad Visit your business

17. Decide on your
budget

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• Only spend what you’re comfortable with
• Once you’ve reached that threshold your ads stop appearing
• Review and revise based on the ROI
Decide your budget

19. Choose who sees
your ads

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Choose who sees your ads - location

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• Select which ad network you want to appear on
• Google Search network is this:
Choose who sees your ads

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• Select which ad network you want to appear on
• Google Display Network is this:
Choose who sees your ads
Display
network ads
Regular blog
or article content

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Top tip
• Google’s default setting is Search Network with
Display Select, deselect this!
Choose who sees your ads
ü

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Why deselect this?
Ross Kaplan-Winn paidinsights.com
Google Search Network Google Display Network
Your ads appear in Google search results
based on the keywords you’re targeting
Your ads appear within articles that Google
decides are relevant based on your keywords
Your ads appear in front of people who are
actively searching on your keywords
Your ads appear when people may just be reading
related content rather than actively searching
You do pay more for your ad to show here,
but the quality of the traffic to your website
is way higher
You pay less per click which is good for clicks,
but quality of traffic is lower
This network has a higher conversion rate This network has a lower conversion rate

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Keywords top tips
Between 5 and 20
keywords (or phrases)
Each phrase should
be 2-3 words
You can edit these
phrases anytime
5-20 2-3

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Golden rule:
30
30
80
Writing your ad copy

27. Once you’ve got
them, convert them

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Pay attention to your landing pages
• Clean and uncluttered
• Less is more
• Clear signposting and navigation
• Relevant to the ad they relate to
• Personable but to the point messaging
Conversion

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If your site doesn’t look
great on mobile don’t spend
your budget on mobile ads!
A word about mobile

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https://blog.kissmetrics.com/5-awful-landing-pages/
Even the big brands get it wrong sometimes!

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https://blog.kissmetrics.com/5-awful-landing-pages/
Even the big brands get it wrong sometimes!

32. Performance
monitoring

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Monitor and optimise

34. Common mistakes

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Mistake #1:
Not Using Negative Keywords
• Education
• Research
https://blog.kissmetrics.com/10-commons-adwords-mistakes/
Common mistakes

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Mistake #2:
Not Trusting what the Data tells you
https://blog.kissmetrics.com/10-commons-adwords-mistakes/
Common mistakes

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Mistake #3:
Not Testing the Optimal Ad Position
https://blog.kissmetrics.com/10-commons-adwords-mistakes/
Common mistakes

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Mistake #4:
Not Knowing What the Competition is Doing
https://blog.kissmetrics.com/10-commons-adwords-mistakes/
Common mistakes

39. Quiz time

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What does SERP stand for?
When you set up your first campaign, which Google
Network should you DESELECT?
What is the best number of words in each of your keyword
phrases?
What is the golden rule for writing your ad copy?
What does CTR monitor?
Quiz questions (all multiple choice and run via audience’s mobile
devices directly to the presentation screen)

41. Thank you

42. Access the presentation materials via:
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or
Slideshare at: http://www.slideshare.com/tag/QBCUK17