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All right guys, apparently I'm already live.
I had no idea that it worked this way.
It's my first Hangout.
Actually, it's my my first Hangout Hangout.
What we will be discussing today is AdWords.
So I made a very basic AdWords presentation for you guys, so
you can understand how you can set up an AdWords account, and
you can understand why AdWords is a great tool
to advertise online.
I'll get off my face on the screen now, because I'm going
to show you the presentation.
And hopefully, if you can follow me, then I'll present
to you how AdWords works and you can learn from it and
apply it in your own life or businesses.
So let me see.
I'm going to Screenshare this with you now.
So we'll start the presentation now.
So as I called it, it's an introduction to AdWords, a
very basic introduction.
I will discuss the following points-- ways to market your
business online, what is Google AdWords, and how to set
up a campaign in three steps, and I'll provide you with some
resources that you can use afterwards as well.
So starting with what ways to market your business online.
For those of you that are already experienced, you
probably know what these ways are, but let me just recap
them for you again.
So you have organic search, which is everything that
happens on Google with any extension--
whether it is .nl, .com, .ae.
All the results that are naturally indexed by Google
and provided to the users that are searching.
So it's really important that you basically set up your
website in such a way that it comes out really well in the
organic search.
There are many tips that are out there, just Google for
webmasters tools and you'll find very great ways to
actually ensure that your organic search
strategies set out well.
There's also online advertising, which is the
second point.
With organic search you don't have as much influence is you
have in online advertising.
With online advertising there's a lot that you can do
yourself to make sure that you are visible on the first page
of the search results.
You can try to get the best positions as well, while
competing with other advertisers.
So our main focus in this presentation, obviously, will
be around online advertising.
The third thing that you can do to market your business
online is go local.
Basically, Google offers you the chance to register your
business if you have a physical business as well.
You can use Google+ Local for that.
It allows you to have a Google+ Local page where your
business is registered.
People can leave comments.
You can upload pictures of your business, as well.
So it's a great way to show yourself out there.
And obviously you will show up in Google Maps as well, which
is great for people that are searching for nearby
businesses.
There are two more things.
So you also have social media.
You obviously all know what social media is, so think of
Google+, Facebook, Twitter, et cetera.
So all these things can help you really set up a good
online strategy and complement all the other
things that you do online.
And the last one is email marketing.
So if you have anything to promote or if you want inform
your advertisers about something that you just set
up, email marketing is great for that.
Just make sure that you get the email addresses from your
clients or from your users in a fair way.
So don't just email everyone that you think would be
interested, just the ones that actually indicated that they
would be interested.
So as I said, our focus here will be on point two, online
advertising, especially Google AdWords.
So what is Google AdWords?
So most of you probably will know already, Google AdWords
is a tool that is created by Google and that allows you to
create ads--
whether these are text ads, video ads, banner ads.
All these you can create and advertise
through different networks.
You have the search networks--
such as Google itself--
where you can have your ads shown, and you also have a
display network, where your ads can be shown on different
websites that are registered through AdSense.
So what are the benefits of using Google AdWords?
So you have the very flexible marketing
costs with full control.
So the great thing about Google AdWords is that it's
really amazing if you only have a small budget, because
you can set up your budgets yourself.
You can decide what you wish to bid.
So at the end of the day, even if you're a very small
business, you can really benefit from Google AdWords.
It is much less cost-intense as what they call traditional
forms of advertising.
Whether it is through Google search or through the display
network, you'll generally be better off cost-wise as long
as you know how to set up your budgets and
your bits right, obviously.
It's also a great way of gaining insight into your
marketing results.
So one of the big issues back in the day was that marketing
results were not always easy to quantify.
So you wouldn't be able to come up with very strong data
to support a marketing result, whereas with AdWords, this is
really possible.
You can actually see now how many visits you've received,
how many clicks of those visits generated--
sorry, impressions, not visits.
So you can see how many impressions you've received
and how many clicks those have generated.
And if you want extended, you can also add conversion
tracking, which allows you to see how many people actually
performed an action on your website.
So whether it is buying something, or actually signing
up for a newsletter, anything that you think can be a
conversion and has value.
And all of that you can track with your AdWords account.
So it gives you all the data you need to make good
decisions, and to see whether AdWords is actually working
well for you, as well.
So at the end of the day you can see whether your
investment in AdWords has also worked out for you.
It is also a great way to attract more
customers to your website.
So obviously, you have organic search results, and if you're
in good position, then that is absolutely great.
But maybe you're not on the first position or you're on a
second or third page, or even further down.
So then Google AdWords is amazing, because it allows you
to actually show yourself to people that might have not
seen you in the organic search.
So it is a great way to attract more visitors to your
website as well.
As a last point, you can gain more customers in a specific
geographic area.
So this depends on the country you are advertising in.
So let's say, because you guys are mostly based in the Middle
East and North Africa, there are some countries that have
very limited geographic targeting.
So in some countries, you would be able to target the
full country only, whereas in others, you would be able to
target cities, and in some others you would be able to
target regions as well.
I'm not sure exactly in which countries you can do what.
I think in Saudi Arabia, it is possible to target cities, and
in the Emirates, it's probably cities or the region as well.
So that's something you'll probably have to look up first
before you decide on how you wish to target.
But let's take another market, for example, that is not in
EMEA region, which you can also target if you feel that
you need to target markets outside of your own country.
Let's say, for example, the United Kingdom.
You would find that you can really have
very specific targeting.
So you can choose, for example, whether you want to
target a city, or you can even choose to target a city and
its neighboring two kilometers, for example.
So you can be very specific on how you decide to target.
So those are great tools to really make sure that your
budget is spent well, and that you don't get
any irrelevant traffic.
So I have a few examples for you guys to show you what
these ads look like.
So let's say that you're on the Saudi Arabian Google, and
you search for [FOREIGN LANGUAGE].
Then you'll find these ads, for example.
So the ones that I've highlighted with the red box,
those are ads that show up, and those have been created
using Google AdWords.
So also on the left hand side--
I didn't highlight that-- those are also ads that came
through through Google AdWords.
And you can recognize them by the fact that on top of them
you see [INAUDIBLE].
So it shows you that they're actually ads from Google.
Another example--
All right, so I'm just getting a message that the screen is
not shared.
One second, guys.
Let me see.
Let me try this again.
So it seems to be working now again.
So I'm just going to go full screen again.
And I've asked [INAUDIBLE]
to tell me if you guys can see anything.
So I'll just go back to where--
OK, it's working, brilliant.
So I'll just go back to where I left, and we'll continue
from there.
The presentation will be shared with you guys, so--
oh.
It's gone again.
So what I'll do, I won't go into full screen.
So let's see if this continues to work.
If not, then [INAUDIBLE]
will tell me again.
So as I said, I'll go back to where I left.
The presentation will be shared with you guys, so don't
worry about it.
You'll be able to read through it yourself as well.
So we left at the second point, what is Google AdWords?
And I wanted to show you some examples.
So here you can see some examples.
And you probably know this already, so it's just a
repetition of what you probably already knew.
But now I'm showing this.
So you can add to text, and you always need to add your
display URL, which is visible here.
And you need to add a destination URL, which will
take you to be exact website.
Let me try and zoom in for you guys.
This is a little bit too far.
OK, is this better?
I'm waiting for [INAUDIBLE] to tell me.
OK, perfect.
All right, so moving on.
Another thing that we have is display ads.
And so you can see them here.
These are ads that come in different forms.
So advertisers--
or websites that have space on their website and that wish to
use the space to have ads placed on them--
can basically sign up for Google AdSense.
And then advertisers that are using Google AdWords will be
able to place their ads on those websites.
It's not as easy as I explain it, but they basically create
banner ads or text ads and if they are eligible to show on
those websites, they will show.
And these are just a few examples of how it would look
like in case they've created text ads.
So you'll have different text ads from different, for
example, websites or advertisers put into the space
such as these ones that you see here.
So those appear on websites.
These do not appear on Google search.
So these are the examples that I wanted to show you guys, and
then I have the video here that I want to share with you
guys as well.
So let me see if it might be better to do this through the
Hangout itself.
So give me one second.
What is Google AdWords?
All right guys, so I'm not sure if that video showed.
Let me try something else for you.
Sorry guys.
I'm trying to show you this video.
One second please.
All right guys, so I can't make it work.
So what I'll do, I'll put the link of the video in the chat
and you can all grab it.
I'm not sure if you can grab this, but if not then I'll
share it later on with you guys.
So what we'll do is we'll move on.
And we'll go to the next topic, which is basically to
show you guys how you can set up an actual campaign in
Google AdWords.
So I'll go into my Google AdWords account, and I'll show
you how you can set up a campaign very quickly.
So I'll share screen with you guys and please let me know
[INAUDIBLE] if it doesn't work.
All right, so you guys should be seeing some data here now.
And this is just a mock AdWords account that I created
myself, so please don't look at the performance.
There's not a lot of good performance there, or not a
good example to show you guys.
But what I want to show you is how you can actually create a
Google AdWords campaign.
So I'm not sure if you're able to see the full screen.
I hope so.
If you log in to Google AdWords and you create an
account, obviously it works with payment, so you normally
need to set up a payment account as well, but you don't
have to do that yet.
So you can go ahead and create campaigns, and you can play
with it, and you can try different things without
actually putting in a form of payment.
So what we'll do now is create a new campaign.
In the green top of the page, you'll find different tabs
that you can click, and we'll click on campaigns here.
And we're already in campaigns, so what you'll see
here is a green button that says, new campaign.
So we'll click on that, and then it
gives you a few options.
You can create a search and display network campaign, a
search network only campaign, or a display network only
campaign, or you can create a TV campaign and
online video campaign.
So our focus today will be on how you create a search
network campaign.
So as we discussed in the presentation, you have the
search network and a display network.
And search network is all that appears on Google and all the
search partners as well.
So let's say, for example, Al Jazeera has a Google search
option on their website, and you search on that Google
search option, your ads would appear there as well, and so
would they appear in Gmail and other Google products that
have a search option.
You can turn this off as well, as we'll see in a minute.
And display network, it's best to set up a different campaign
for that so you can target your customers that are
visiting websites on a much different way.
So let's call this campaign MENA GSA Students.
So we selected search network only, and instead of standard,
we want to see all features so we know what other things we
can use to target.
So we want to have all the features.
And we don't need the product listing ads, and we don't need
the dynamic search ads for the moment.
So this is all just basic things that
we want to go through.
And another great option is that if you have campaigns
already set up perfectly and you just want to copy them and
maybe make a few edits, you can always at those campaigns
using this option.
But we won't do that now, because I want to show you how
to create a campaign.
And then you select the networks.
So as I said, you can have Google search network and the
search partners included.
You can also deselect the search partners, so they won't
show up in a Gmail or on other websites where there is a
search option with Google.
And then you can select the device that you
want to target on.
If you're just starting, it might be wise to start with
all available devices, unless you already know on which
devices your customers will most likely search for your
products or services.
Otherwise, if you already know that, you can best create
different campaigns for different
devices that you have.
So for desktop and laptop computers you would create a
different campaign.
For your mobile targeting, you create a different campaign.
If you want to target people that are using tablets only,
you can create different campaign, and you
can select them here.
You can even go further by actually selecting which
operating systems you want to use.
So Android, BlackBerry, Apple iOS.
You can select the device models
that you want to target.
So here you can see all the different ones--
they have an Android.
And you can select whether you want--
in this case, we have Canada and United States-- whether
you want certain operators to be targeted only.
I'm not sure if all these options are available in your
markets, but they are in markets where you're allowed
to target as well.
So let's say the United States or United Kingdom.
But this is something that you can look up yourself, as well,
in the account.
So we chose to go for all available devices.
In terms of location, so let's choose.
I don't want to advertise in the US or Canada.
So I want to select where I want to advertise.
So let's say, for example, I don't know, Saudi Arabia, and
Morocco, and Egypt.
So this is just an example.
So it doesn't mean that you actually will
target all these countries.
The best thing to do is actually create different
campaigns that would target your specific location as
specific as possible.
So the more specific you are, the more successful you can be
with your campaigns.
But this is just to show you that you have different
options to target.
And you can also see what your possible reach can be.
And you can obviously remove them from your list as well.
So let's say we'll only target Egypt, in this case.
So it gives you some advice on which languages to use.
You can always edit it here.
Obviously, want to add Arabic as well, and we'll keep
English, because we assume that our target audience in
Egypt will be able to understand English as well.
So these two options, and then we have to select what bidding
option we want.
You can choose to manually bid, so that means that you
select which bids you want to provide every time you go to,
let's say, an option.
Or you could say the system can decide for
me what I can bid.
And then you choose the second option.
But we'll go for I'll manually set my bids for clicks.
And you'll say 1 euro, in my case.
So you'll have a different currency if you open an
account in Egypt or in Morocco, for example.
As a budget, we'll say 1 euro as well, just as an example.
And here you have more advanced options.
So delivery method, ad extensions, advanced settings.
And with ad extensions, it's very interesting.
You can add locations to your ads.
You can add products extensions.
You can add site links which appear beneath your ads.
You can also add your phone number, for example.
So customers that are looking you up inside, let's say--
when they're looking for you on a phone, they'll be able to
find you as well and call you up if
that's much more preferred.
So we won't do anything with that now, because that will
get us into different topics.
So I will hit Save and Continue.
And then it's time to create your ad groups.
So under each campaign--
here you see all the different campaigns that we have.
Under each campaign you create, you can create
multiple ad groups.
And those ad groups present different themes.
So let's say I want to split up my ad groups into different
themes, and those themes are different countries.
So let's say I want to create my first ad group for Morocco.
And I choose Morocco because I know more about Morocco than
the other countries.
And then let's say as a text ad, I'm just
coming up with something.
MENA students GSAs, or MENA GSAs.
Find out more about our great GSA students--
or Google Student Ambassadors, actually, that's one word.
Bright, smart and talented.
We're selling you guys now.
So let's say the website is menagsas.com, and the display
URL always needs to be the same as just the first part of
the destination URL.
So the domain names need to be exactly the same, but whatever
comes after the display URL could be different than the
destination URL.
So you can, again, say menagsas here, for example.
And that's fine, that's not going to cause you a problem
as long as this is exactly the same as what you see here.
On the right side, you'll see what the ads would look like.
So if it's an ad that is on the left side-- or right side,
depending on which country you're targeting--
it will look like this one here.
And if it's a top ad, it will look like the one that's here.
So that's where the ad.
We can also select keywords here.
So let's say GSA, MENA, students, students in Morocco,
Moroccan talent, for example.
So we can use all these things like
everything you want to target.
For every keyword that you want to add,
you can add it here.
What is really important is that you add keywords that you
think are really important.
So don't just add as many keywords as you think.
Try to have a maximum of 20 keywords per ad group, and be
as specific as you can be.
So this is just a general example, so we don't go into
very specific details.
But when you're selling shoes, don't create one ad for all
your shoes that you're selling.
Just create different campaigns, different ad
groups, explaining in each ad what type
of shoe you're selling.
So if you're selling female shoes, explain which females
shoes you're selling.
If you're selling male shoes, children's shoes, et cetera,
et cetera, explain exactly what you're selling.
And make sure that it comes back in the ad, and in your
keywords as well.
So that's what you need to focus on.
So now we've chosen our keywords here, and we go all
the way down to select our ad group bid.
So the default bid is set to one euro.
I'm not sure if I can change it here, but let's try $0.20.
Because I don't want to spend one euro on the whole click.
I want to go with $0.20.
So I chose 20, and then I'll click on--
well, normally I would have to click on save and continue to
billing, but we're not going to set up billing, so I can
select set up billing later.
OK, so I made a mistake here.
It says, this ad does not meet our editorial guidelines.
Please correct these problems.
OK, so I'm not allowed to capitalize in the headlines.
That is a very stupid mistake of me, because I know that.
So that's also something you need to make sure you know--
there are certain things that you cannot advertise for.
So, for example, you cannot advertise for medication that
comes with prescriptions.
You can't add a lot of gimmicky things into your ad--
so you can't have more than one, let's
say, exclamation mark.
And you can't have capitalized letters all over.
So that's why it's flagging this.
So we'll try again, set up billing later.
So what you'll see now is that my campaign is live.
You can see it here, it's campaign number two.
We actually had named it, but the name disappeared.
But I can change it here as well.
And then you'll see that my ad is here, and that I can
actually see that it's now eligible to show.
It still has to be reviewed, which can
take up to three days.
And then I'll probably be able to see that my ad is showing
on Google, and people can actually click on it.
And I can see how much traffic I'm generating from it and
much, much more.
So what I'll do now is just disable it for the moment and
pause it, because I don't want this to accrue any costs.
So I know this is a very quick and brief introduction to what
AdWords is.
So what I've done is I've added some resources to this
presentation that I've shared with you guys.
Let me show you that again.
So I'll share this with you.
So I've added some resources that you can check out to know
more about Google AdWords and all the things that
you can do with it.
And obviously, if you have any questions or follow ups, do
let me know, and I'll be happy to answer your question with
regards to this.
I'm sorry for wrapping it up this quickly.
I've gone, I think, over my 30 minutes.
And I'm in a room that is reserved as well, so I'll have
to end this now.
If you have any questions, again, please let me know.
I think you guys know where you can post your questions
and [INAUDIBLE]
or any of the other guys will make sure that I get back to
you with answers.
So again, thank you guys very much for attending this
Hangout, and I'm sorry for all the glitches in between.
I hope you still managed to learn something, and I wish
you a great day.
Thank you very much, and bye-bye.