Getting Started with Google Adwords

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PowerPoint Presentationwww.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755Getting Started with Google AdWordswww.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755www.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755Why Google AdWords?With Google AdWords you can create TARGETED messages to specific audiences you choose by location, keyword use, device, language, actions etc. so you can best reach your customer where they are. You can test, measure and adjust. The smaller your target, the better your aim!www.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755AdGroupAd GroupAd GroupCampaignCampaignAccountAdGroupAdAdAdAdAdAdwww.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755When you are getting started, Most of your time will be spent in these tabs. Campaigns, Ad Groups and Adswww.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755From here, you will be able to:View your spend from costs to clicksSort out your campaigns by budget set, total clicks, and more. Click on the top of the column to sort the way you like.Change your campaigns and ads by simply clicking the pencil to editBy selecting the Edit Drop Down, you can edit multiple campaigns or adsStep 1 Set up Campaignwww.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755Where will my Ads Be Displayed?Google Network Thousands of Display and Search Network websites and Google search engine results.Google Search Network Google SERPs Search Engine Result Pages as well as other Google products such as Google Maps, and even other search engines such as AOL and Earthlink (Text Only)Google Display Network (GDN) A wide variety of sites spanning over millions of domains such as About.com, New York Times, HTV, Youtube, Google Finance, Gmail, even Apps! Most experienced will tell you the display network converts higher, yet costs more. (Text and Rich Media Ads)Uncheck to not include in search partner sites. Start with Search Network onlywww.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755CHOOSE THE LOCATION TO RUN YOUR ADwww.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755CHOOSE THE LOCATION TO RUN YOUR ADUncheck to keep your CPC manual. Otherwise Google will move UP your bid. Remember, your bid is a maximum.Advanced Users Only. Dont start with theseCreate Your Adwww.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755Ad Types:Youll find the drop down from ads in campaignswww.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755Ad Types: Image AdsWatch Tutorial: https://youtu.be/RibcMLchHDwv www.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755Ad Types: Text AdIncludes a Headline, 2 description lines, a display URL and the URL you want the visitor taken to once they click. SAMPLELas Vegas Homes For Sale www.BallenVegas.comThousands of New Listings Photos, Maps, Details Browse Now www.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755Ad Types: Dynamic Search AdsIncludes a Headline created dynamically, 2 description lines, a display URL and the URL you want the visitor taken to once they click. SAMPLE{Dynamically Created Headline} www.BallenVegas.comThousands of New Listings Photos, Maps, Details Browse Now www.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755Mistakes to Avoid When Creating your Text Ad1.) Dont use any words with all Caps or random capitalization2.) Dont use excessive punctuation or symbols3.) Dont use extra spaces4.) Dont include phone numbers in text ads (Otherwise, youll need a Call Only Ad type)5.) Make sure your Display URL is the same that is in your actual URL you want to send your visitors to. You can have a /XX after the domain name, but the display domain MUST be part of the URL you are sending your audience to.6.) Dont include http or https in the display URLwww.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755The quality score is one of the most important parts of your online advertising. The advertising system examines every keyword in your account. It then assigns each keyword a quality score, normally between 1 and 10; higher is better www.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-07551.) Relevance to the ads in the ad group How closely related is the keyword to the ads in its ad group? For example, if someone searches for water filter, is that keyword in an ad group with ads that specifically advertise water filters? www.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-07552.) How likely people are to click on the ad?If the ad gets shown to someone, are they likely to click on it? This is often decided by the wording of the ad, and the Call To Action (CTA).www.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-07552.) How likely people are to click on the ad?If the ad gets shown to someone, are they likely to click on it? This is often decided by the wording of the ad, and the Call To Action (CTA).www.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-07553.) The quality of your landing page If a person visits your landing page, will they find what theyre searching for quickly and easily?www.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755When you state how much youre willing to pay for a click on a specific keyword, youre bidding on that keyword. Your bid is combined with your quality score and compared with all of the other advertisers bidding on the same keyword. The higher your quality score, the higher your ad will rank, and the more likely it will appear next to the search results.This means raising your quality score is one of the best ways to control your costs and get your ads seen by more people. www.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755When you state how much youre willing to pay for a click on a specific keyword, youre bidding on that keyword. Your bid is combined with your quality score and compared with all of the other advertisers bidding on the same keyword. The higher your quality score, the higher your ad will rank, and the more likely it will appear next to the search results.This means raising your quality score is one of the best ways to control your costs and get your ads seen by more people. www.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755Begin with Google Keyword Plannerwww.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755Lets Say We Want To Bid on Keyword on San Diego Real Estatewww.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755Great Search Volumewww.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755Now, you can Estimate your Daily Spend:Most bids will be $2-3www.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755The MathSimple Averages1% Click through Rate1% of Clicks to SaleYou obtain 1% of 9,900 Clicks99 Per month = 11881% lead to a sale = 1 closingwww.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755Real Estate Ad SampleYou have a 2% Click Through RateEach Exact Match click costs you $1.76 @2.14 Clicks per day2.14 X 365 =781.11 Clicks per year and $1374.73Out of 781.11 = 5% become a lead.39 leads (Cost per lead $35.24) You convert 3% of these leadsYou close 1 homesYour Cost of Sale is $1,374.73Your Commission is $12,00072% ROIwww.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755Match types decide if your ad shows up in a particular search, They come in four types:Exact Your ads will show only if your specific keyword is typed into the search engine. www.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755Phrase Your ads will show if your specific keyword is part of the search query.www.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755Negative Keywords: You use negative keywords to stop your ads showing when you dont want them to.Example: You have a phrase match:San Diego Real EstateYou dont do rentals and dont want to appear for rentals, so you would add the negative keyword:RENTALS to avoid that being added to your phrase match.www.LoriBallen.com | www.TheBallenMethod.com | www.BallenMarketing.com Ballen Marketing We Build, You Sell Call for a Free Consultation 702-917-0755Best Practices. Use specific Numbers in your ad like 71 houses Use a Call to action Tell the user what to do browse MLS nowTie in Benefit (sale, special, exclusive) Get in Faster, Sell Faster, Sell for moreUse Address ExtensionsTest, Measure, ImproveTest, Measure, ImproveBallen Marketing 702-917-0755Website Design (WordPress)ContentBlogsReal Estate MarketingDatabase ManagementSEM (PPC)Social MarketingSEO