Post on 21-Jan-2017
Adwords & Analytics for Start-upsOur strategies have a long track record of delivery for our clientsWe implement strategies with no contracts so that we continue deliver
About mePhillip Parisis Co Founder – Head of Growth
15 years’ experience in strategising, creating, developing web solutions, lead funnels and optimizing conversions for ASX200 listed companies, large and small online retailers and small businesses.
Lectured in web design principles and digital marketing strategy, as well as workplace experience from both client side and agency perspective.
Twitter: @phillipparisis
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Overview
• What is Adwords and Analytics• What Adwords can do for your business• Creating an Adwords strategy• Setting up Adwords• Using Google Analytics• Measuring Results
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What is Adwords
Google AdWords is an online advertising service that places advertising copy above, below, or beside the list of search results Google displays for a particular search query, or it displays it on their partner websites.
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What is Google Analytics
Google Analytics lets you measure your website traffic and advertising ROI as well as track your video, and social networking sites and applications
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Adwords – What do they look like?
Reach customers when they need your products or services using:• Search Ads in Google Search• Video inside Youtube• Display Advertising• Remarketing - Stalking
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ADWORDS – SEARCH ADS
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ADWORDS – SEARCH ADS
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Adwords - VIDEO
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Adwords - DISPLAY
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Adwords - REMARKETING
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What can it do for my business or startup?Google Adwords is a traffic channel that can:
• Bring you targeted traffic to your website• Create In-store visits• Drive online sales (products and services)• Drive online leads
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WHY ADWORDS?97% of all Google revenue comes from Adwords
Adwords spends globally have increased 12% year on year
• It’s targeted traffic• Measurable - ROI• Pay only for results
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CREATING AN ADWORDS STRATEGY
Questions to ask yourself• What are my goals• Who will manage Adwords• How much do I want to spend• What types of ads• How will it be measured
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What are your goals?
Will you..• Generate New Business• Increase Repeat Business• Improve Brand Recognition/Perception
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Who will manage Adwords?
• What resources do you have?
- Can you actually stay on top of Adwords? It’s an everyday job
• Should you outsource?- Can you afford to outsource – better return
on investment and dedicated teams.
Costs between $650 - $1000 for a media spend of up to $500017
How much do you want to spend?
COST PER AQUSITION
Average Lifetime Customer ValueAverage sale x Average Number of Sales – Costs
Average Customer Acquisition CostTotal marketing spend Number of customers
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What time of Ads?
• Search Ads in Google Search
• Video inside Youtube• Display Advertising• Remarketing - Stalking
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How to measure it all?
Google Analytics of course
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SETTING UP ADWORDS
1. Sign up with Adwords2. Planning3. Campaigns4. Ad groups5. Discover keywords
SEARCH CAMPAIGN SETUP
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PLANNING YOUR CAMPAIGN
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PLANNING YOUR CAMPAIGN
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CAMPAIGNS
Start a New CampaignClick on the "+Campaign" Button.
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CAMPAIGNS
Name your Campaign Something Relevant
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CAMPAIGNS
Uncheck "Include Search Partners" on the "Networks" Section.
Google automatically checks this for you, so make sure that it is not checked. This will keep your ad impressions only showing within Google's paid search results.
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CAMPAIGNS
Target Your Geographical Area.
You can leave it on Australia if you want to target people nationally
Or fine tune your targeting to NSW only
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CAMPAIGNS
Choose to Manually Set Your Own Bids for Clicks
On your "Bid Strategy", choose "Focus on Clicks" and then choose "I'll manually set my bids for clicks."
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CAMPAIGNS
Set Your Default Bid for Clicks & Daily Budget for Your Ads.
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CAMPAIGNS
Choose save and continue
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AD GROUPS
Name your "Ad Group" with a relevant title.
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AD GROUPS
Choose "Text Ad" and start creating your ad.
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AD GROUPS
Enter Your Keywords
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AD GROUPS
Check out the estimated traffic
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AD GROUPS
Click on "Save Ad Group"
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ADVANCED - KEYWORDS
Use the KEYWORD PLANNER TOOL. This will give you more ideas about keywords and ad groups to use for your campaign.
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ADVANCED - KEYWORDS
Select target location and press GET IDEAS
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ADVANCED - KEYWORDS
Select target location and press GET IDEAS
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ADVANCED - KEYWORDS
Select target location and press GET IDEAS
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SETTING UP GOOGLE ANALYTICS
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SETTING UP GOOGLE ANALYTICS
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SETTING UP GOOGLE ANALYTICS
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SETTING UP GOOGLE ANALYTICS
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SETTING UP GOOGLE ANALYTICS
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USING GOOGLE ANALYTICS
The most important statistics provided for small businesses on GA are:
1. Audience Overview2. Acquisitions3. Goals
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AUDIENCE OVERVIEW GOOGLE ANALYTICS
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AQUISITION GOOGLE ANALYTICS
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AQUISITION GOOGLE ANALYTICS
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GOALS GOOGLE ANALYTICSTO SETUP GOALS YOU WILL NEED TO CLICK ON THE ADMIN TAB at the top of Google Analytics then CLICK on Goals under the VIEW tab
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GOALS GOOGLE ANALYTICS
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GOALS GOOGLE ANALYTICSGO BACK TO THE REPORT TAB AT THE TOP OF YOUR GOOGLE ANALYTICS THEN PRESS CONVERSIONS > GOALS > OVERVIEW
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GOOGLE ANALYTICS
Google has a great help section that will assist you in navigating Google Analytics
https://support.google.com/analytics/
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SUMMARY
• What and how to use Google Adwords and Analytics • What Adwords and GA can do for small business• Creating an Adwords strategy• Setting, installing and using Google Analytics
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You want more?Visit our blog at
www.inflowliveapp.com
Join us on Twitter: @inflowlive
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