RIGHT PLACE + RIGHT TIME MARKETING WITH ADS

MATT O’GORMAN VICE PRESIDENT, UNANIMOUS BeUNANIMOUS.com WHAT IS is Google’s system where advertisers pay to place their ads on Google GOOGLE ADS? and its advertising network. Also known as Pay-Per-Click (PPC) advertising.

DISPLAY YOUTUBE APP SEARCH

Place ads on a huge Place ads in listings or Promote your app to Place text ads in network of sites across on specific types of increase downloads Google search the internet. YouTube videos. and interactions. engine results.

BeUNANIMOUS.com DISPLAY ADS

TARGET USERS BY THEIR INTERESTS

Place Google display ads on specifically targeted websites and apps in Google’s ad network.

BeUNANIMOUS.com YOUTUBE ADS

TARGET USERS BY VIDEO INTERESTS

Advertise on YouTube video listings and/or place a video advertisements before targeted videos to engage your audience. APP ADS

TARGET USERS BY APP INTERESTS

Promote your app across the Google network to get more installs and interactions.

BeUNANIMOUS.com SEARCH ADS

TARGET USERS BY KEYWORD SEARCH

Place text ads in the search engine results and only pay when clicked. SOME RECENT STATISTICS

ALONG WITH THE STATISTICS BELOW WE HAVE NOTICED ADVERTISERS’ ORGANIC RANKING TENDS TO IMPROVE AS A RESULT OF PPC ADVERTISING

70% 41%

GOOGLE SEARCH RESULTS 70% of all online searches 41% of clicks go to the top 3 paid are through Google ads of the search results 86% 80% 65%

LOCAL BUSINESS BRAND AWARENESS SEARCH ADS 86% of consumers use the Search ads can increase brand Search ads receive 65% of the internet to find a local business awareness by 80% search engine results clicks WHY INVEST IN

SEARCH PPC?

MORE BANG FOR YOUR BUCK!

Depending on your business category, search results can be congested, lengthy, and organic results might not even appear without scrolling.

Advertisers’ organic ranking tends to improve as a result of PPC advertising.

Like it or not, a paid ad can be validating and be associated with business credibility.

BeUNANIMOUS.com MORE REASONS TO USE PPC...

THERE ARE PLENTY OF ADVANTAGES

COST TARGETING BUDGET MEASURE QUICK &

EFFECTIVE OPTIONS CONTROL & METRICS FLEXIBLE

You only pay when Keywords, locations, Set a daily spend limit for Impressions, clicks, Adjust on the fly and someone clicks. devices, demographics, each campaign and conversions, calls, and make immediate interests, and timing. monitor daily usage. many more. changes.

BeUNANIMOUS.com GOOGLE ADS AUCTION

HOW GOOGLE DETERMINES WHICH ADS SHOULD SHOW AND HOW THEY ARE RANKED

MAXIMUM BID QUALITY SCORE AD EXTENSIONS

How much you are willing to pay for a click Rating of relevance of your keywords, Google estimates how these will ads, and landing page impact ad performance

BeUNANIMOUS.com GETTING STARTED

● ACCOUNT STRUCTURE ● KEYWORD RESEARCH ● KEYWORD MATCH TYPES ● NEGATIVE KEYWORDS ● AD CREATION ● AD EXTENSIONS ● LANDING PAGE PREPARATION ● CONVERSION TRACKING

BeUNANIMOUS.com ACCOUNT MAIN ACCOUNT STRUCTURE CAMPAIGN 1 CAMPAIGN 2 (BUDGET & LOCATION) (BUDGET & LOCATION) DETERMINE WHAT YOU WANT TO PROMOTE &

WHO YOU WANT TO TARGET AD GROUP 1 AD GROUP 2 AD GROUP 1 AD GROUP 2 Consider running multiple campaigns so that you can pinpoint specific audiences and focus ADS KEYWORDS ADS KEYWORDS ADS KEYWORDS ADS KEYWORDS on particular keywords and keyword phrases.

BeUNANIMOUS.com HEALTHCARE EXAMPLE

ACCOUNT

SERVICES RECRUITING ($50/DAY & ZIP CODES) ($30/DAY & RADIUS)

ONCOLOGY CARDIOLOGY NURSES LAB TECHS

AD 1 ONCOLOGY AD 1 CARDIOLOGY AD 1 RN JOBS AD 1 LAB TECH JOBS AD 2 CANCER DETECTION AD 2 HEART DOCTOR AD 2 NURSING JOBS AD 2 LAB JOBS AD 3 CANCER CARE AD 3 CARDIAC CARE AD 3 LPN JOBS AD 3 MLT JOBS CANCER TREATMENT CHEST PAIN NURSING CAREERS MEDICAL LAB JOBS CHEMOTHERAPY HEART DISEASE

BeUNANIMOUS.com RESEARCH KEYWORDS

GOOGLE’S KEYWORD PLANNER WILL PROVIDE INSIGHTS ON SEARCH DATA, COMPETITION, AND ESTIMATED COSTS KEYWORD MATCH TYPES

PARAMETERS THAT CAN BE SET ON YOUR KEYWORDS TO

CONTROL WHICH SEARCHES TRIGGER YOUR ADS TO APPEAR

BROAD: FORMAL SHOES INCLUDES MISSPELLINGS, SYNONYMS, RELATED SEARCHES AND OTHER VARIATIONS Also matches: formal footwear, evening footwear, men’s dress wingtips...

MODIFIED: FORMAL + SHOES CONTAIN THE MODIFIED TERM OR VARIATIONS (NOT SYNONYMS) IN ANY ORDER Also matches: evening shoes, black dress shoes….

MODIFIED BROAD: + FORMAL +SHOES CONTAIN THE MODIFIED TERM OR VARIATIONS (NOT SYNONYMS) IN ANY ORDER Also matches: men’s formal shoes, formal evening shoes….

PHRASE: “FORMAL SHOES” A PHRASE AND CLOSE VARIATIONS OF THAT PHRASE Also matches: black formal shoes, formal shoes for men….

EXACT: [FORMAL SHOES] THE EXACT TERM AND CLOSE VARIATIONS OF THAT EXACT TERM Matches: formal shoes NEGATIVE KEYWORDS

SPECIFIC KEYWORDS THAT WILL NOT TRIGGER YOUR AD. DON’T PAY FOR UNWANTED TRAFFIC! CREATE UP TO 3 ADS

THREE IS THE MAGIC NUMBER

FINAL URL The URL of your landing page

HEADLINE 1, 2, AND 3 Up to 30 characters each

DESCRIPTION 1 AND 2 Up to 90 characters each

BeUNANIMOUS.com AD EXTENSIONS

Snippets of relevant information about your organization that can be added to your search ads.

SITELINKS • CALLOUTS • STRUCTURED SNIPPETS • CALLS • MESSAGES • LOCATION • PRICE • APP • PROMOTION

BeUNANIMOUS.com PREPARE LANDING PAGES FOR EACH AD

GROUP

LANDING PAGES ALLOW YOU TO FOCUS EFFORTS

AND BOOST YOUR KEYWORD SCORE

Landing pages serve many purposes including an opportunity to be very focused when it comes to your target audience, service offering, and your call to action.

BeUNANIMOUS.com TRACK CONVERSIONS

A CONVERSION OCCURS WHEN A WEBSITE VISITOR COMPLETES A DESIRED GOAL

AD CLICK + WEBSITE VISIT = CONVERSION

● LEAD FORM ● SIGN-UP / REGISTRATION ● PURCHASE ● VIEW A KEY PAGE ● PHONE CALLS

BeUNANIMOUS.com SOME VALUABLE

METRICS

HOW TO TELL IF YOUR HARD WORK IS PAYING OFF

● Impressions: How many times your ad was shown. ● Clicks: How many times your ad was clicked. ● CTR: The percentage of people that clicked your ad. ● Cost-Per-Click: The average cost for a click. ● Conversions: Form submission, order, video view, download, etc. ● Cost-Per-Conversion: How much you pay to achieve a conversion. ● Quality Score: Rating of quality and relevance of your keywords. ● Search Terms: The actual search phrases that triggered your ad. ● Devices: Activity segmented by mobile, desktop, and tablet. ● Hourly Report: Understand when your daily budget is used. ● Auction Insights: See who you are competing with and where you stack up.

BeUNANIMOUS.com WHAT I’VE LEARNED LET’S REVIEW SHALL WE...

SET EXPECTATIONS WORK IT ADAPT

Set realistic expectations such as Don’t set it and forget it. Monitor Drop what doesn’t work. Capitalize performance, cost, and search terms, negative on what does. Make budget outcomes. keywords, competition, and test changes, bid adjustments, or create different ad copy. additional groups. GET USED TO THIS

I WAS AN EXPERT YESTERDAY

Google is in a constant state of flux and you never know when or what changes they will make. There are always new feature enhancements, new terminology, ad policy changes, new competition, etc. to consider.

BeUNANIMOUS.com QUESTIONS?

MATT O’GORMAN Vice President, UNANIMOUS www.beunanimous.com/TechSummit [email protected]

BeUNANIMOUS.com