Maximizing Results: Google AdWords' Reach, Relevance, and ROI, Lecture notes of Business

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Why Use Google AdWords?

The three key benefits of

Google AdWords are

Reach, Relevance and ROI

Reach

Number 116% of all queries every day are new website in the UK: 89.9% of the market

Only pay when a potential customer clicks on your ad

and consults your website

Control how much to invest

based on your specific goals or monthly budget

Control the maximum investment per day

Return on Investment

Return on Investment

2

Generate Leads and Identify Prospects

Branding Build Awareness & Educate Prospects

Advertiser objectives

• Targeted impressions
• Qualified visits to your site
  • Event registrations
  • Newsletter registrations

Generate Sales & Acquire New Customers

• Sales Conversions
• Site Registrations
• Catalog Requests

Success measurements

2

Generic Keywords

Low (^) Return on Investment High

Volume

High

Low

“photo camera”

“canon camera”

“canon EOS 1200d”

Branded Keywords

Highest ROI, but low volume. Aimed at current customer base

Lower ROI, but aimed at creating awareness, expanding customer base , and increasing sales volumes Brand + Generic Keywords

Keyword types

Get customers to notice your ads Ad extensions add value to potential customers just by being present. Giving users more information translates to a higher clickthrough rate.

Combine extensions to maximize your ad space Enable whatever makes sense for your customers, and ad extensions are auto- optimized to show the best possible combination.

Give users useful and relevant information beyond a regular text ad

The Power of Ad Extensions

Bring customers into your physical store

Location extensions provide an extra line in

your ad highlighting your business location.

They allow customers to instantly get

directions , and make it easy for them to visit

your physical store.

Location extensions improve performance. Ads leveraging location

extensions see an average click-through rate (CTR) uplift of over 10%.

Location Extension

Encourage calls to your business

Call extensions allow you to connect directly with

your customers via phone. They allow customers to

easily find your phone number, and on mobile

devices, call you directly from your ad.

Ads leveraging call extensions see an average click-

through rate (CTR) uplift of 6-8%.

Call Extension

Strengthen your message Add callout extensions at the account, campaign, or ad group level to customize the level of detail you want to include.

Callout extensions show valuable information to potential customers before they click on your ad. Use them to draw attention to important product details and benefits, or highlight what makes your business different from competitors.

Use additional text to include detailed information about your business

Attract and inform users Keep potential customers focused on the main message, while highlighting valuable details (e. g. free shipping) to help them make informed browsing and purchasing decisions.

Callout Extension

Adwords

Objections Handling

1. I can’t afford that many clicks

AdWords is too expensive

Did you know?

Only 30% of SMEs have an advertising budget. Two-thirds (67%) of

SMEs that do not advertise believe that

advertising is ‘too expensive’. Additionally, 66% believe it is

‘financially risky’.

Source: Advertising Pays 2: How advertising can unlock UK growth potential, Advertising Association, January 2014