Take advantage of the Google Adwords ecosystem to promote your business and increase exposure to your target customer. An overview of Google Adwords, Google My Business, Google Display Ad Network (GDN), Google Retargeting and More.
3. About Me
• 16 years in Digital Marketing, SEO/ SEM
• Google Adwords Certified Partner
• Mailchimp Specialist
• Director, napkin marketing
• Client/ Brand Experience: Rogers Publishing, Yahoo!
Canada, Seneca College, Centennial College, BMO
Mortgages, and lots of awesome small businesses too!
4. Agenda
• Connecting with Mobile Customers
• Google Adwords Overview
• Search
• Display
• Retargeting
• Getting Started with Search Ads
• 3 Keys: Keywords, Ad Copy, Landing Pages
• Keyword Research & Keyword Planner – Avi Gazit
• Display Ad Planner
• Choosing Placements
• Creative – Ad Gallery
• Remarketing
• Adwords Management Services
• Q&A
7. And on their smartphone…
Catalyst and Group M Next 2015
Canadian smartphone penetration rates, 2014-2015
8. Part of the Fabric of Day to Day Life…
Catalyst and Group M Next 2015
Out of respondents who use smartphones as their primary device, % who use it at home
9. Part of the Fabric of Day to Day Life…
Catalyst and Group M Next 2015
Out of respondents who use smartphones as their primary device, % who use it on the go
10.
11.
12. Source: Google Canada Nielsen Mobile Search Moments 2015. Base:
Source: Google Canada Nielsen Mobile Search Moments 2015. Base: Outcome
survey completes n=973. QT3A: What specifically did you proceed to do after your
initial search using your smartphone?
13. Take advantage of the Google ecosystem
Google
Marketing
Ecosystem
Display Ads
Remarketing
Video
Organic
Search
Google+ and
Maps
Youtube
Search Ads
Paid Media
“Earned”
Media
15. Design For Mobile
Google
Marketing
Ecosystem
Display Ads
Remarketing
Video
Organic
Search
Google+ and
Maps
Youtube
Search Ads
Some of our Responsive Work
Before and After
Shangrilabanquet.com
http://napkinmarketing.com/dev/shangrila/wp/
4646dufferin.com
Rothbart.com
16. Is Your Site Mobile Friendly?
Google Mobile Responsive Test:
https://www.google.ca/webmasters/tools/mobile-friendly/
23. We All Know Adwords is Search Ads
Google
Marketing
Ecosystem
Display Ads
Remarketing
Video
Organic
Search
Google+ and
Maps
Youtube
Search Ads
24. Campaign Set Up: Search
What are your
marketing
goals?
How are your
services/
products
organized?
What are your
Keywords >
Budget
Maximum Cost
Per Click> What
Can You afford
per Day?
Write Your Ads
25. Start With Your Marketing/ Communication
Goals
• What am I trying to sell? What’s the Benefit?
• Who do I want to target/ reach?
• What are their needs?
• How are they searching for?
• Consumer language and terminology:
• Advertiser thinks: “I am a disability lawyer”
• Consumer thinks: “I need to plan an estate for my special needs child” or “I need to set aside
money for my autistic child”.
• What can we say about ourselves to help address this?
26. • Brainstorm your market knowledge
• Analyze your website: navigation and content
• Use Google Search Suggestions
• Review Competitors' sites (and metatags code if accessible)
• Offline marketing material
• Google Analytics or other (search queries used to find your site)
• Internal site search logs
• Online tools (semrush.com, spyfu.com, keywordspy.com)
• Adwords Keyword Planner
Develop Your Ad Groups and Keywords
39. Why Run a Display Campaign?
• Increase sales: Place your ad in high traffic, relevant context websites.
• Generate Awareness. Let them discover you, when they wouldn’t have thought to search.
• Engagement: Get them to your website
• Keep ‘em coming back: Start a remarketing cycle once people initially visit your site
60. Copywriting
Newsletters
Direct Mail
Email
Print Ads
Web Copy
Blogs
Press Releases
Social Media
Copywriting
Web Design
Banner Ads
Websites
Emails
Landing Pages
Print Design
Ads
Brochures
Direct Mail
Point Of Sale(pos)
> Social Media
Management
Facebook Fan Pages
Twitter Profiles And
Updates
Linkedin Groups And
Pages
Search Marketing
Pay Per Click (PPC)
Management
Seo
More Marketing
Logo Design
Video Production
Consulting
60
Our Services
62. Terri Kevany
PR Advisor
Cris Agafitei
Web Developer
Adina Zaiontz
Director
our team
Jam Hassan
SEO Specialist
Kerry Brownell
Art Director
Wilfrido Reyes
Projects
Coordinator
Ronnie Lebow
Senior Designer
Lwini Mata
Copywriter