Ad Words/Partners free Webinar about AdWords/Partners Click here: https://goo.gl/A4LkHm
Learn Ad Words/Partners from the Product Expert program’s +Spencer Wade
We will cover some basic things and some very useful functional things.
Wednesday Nov 16th at 8:15pm Eastern / 5:15pm Pacific)
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Thanks all for attending. Here is the event notes.
Partners Community HOA with Michael Daniels
“Discussing Google AdWords, the Google Partner Program & the Help Forums”
Wednesday, November 16th | 8:00pm EST to 9:00pm EST
Who I Am: Live in Chicago, Illinois Google Mentor
What does that mean?
- Product Expert: Search, Google+ & AdWords
- What does that mean?
- Where is it located?
- Platforms are different. How?
- Search is a GPF
- What does that mean?
- Google+ is a Community – Moderator
- What does that mean?
- AdWords uses the Lithium Platform
- What does that mean?
Founder & Principal Strategist – Lift Conversions
- Full-service digital marketing agency
- What does that mean?
- Official City Partner
- What does that mean?
- Instant Verifier Status
- What does that mean?
- Google Partner & Google Partners North American Ambassador
- What does that mean?
Why I’m Here:
- Discuss Google AdWords – What it is, how it’s used, and where to get help. (Overview – keep it short and sweet)
- Discuss Google Partners – What a Partner is, how to become one, and where to get help. (Overview – keep it short and sweet)
- Give an overview of the platforms each use. (Short and sweet)
- What Is Google AdWords?
- Webopedia Definition: AdWordsis an advertising service offered by Google for businesses wanting to display ads on Google and its advertising network. The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords.
- Google’s Revenue Stream: One of the reasons the other products and forums exist is due to the existence of AdWords. The profits Google collects from the sale of ads provide the revenue streams necessary to keep the forums going.
- The Benefit of Google AdWords – Grow Your Business
- Reach Your Marketing Goals: Take advantage of different ad formats and features to customize your ads to your different business goals, like adding a clickable “Call” button to your ads to get more phone calls, or using video ads to showcase your brand.
Here are some common marketing goals that could work for you:
- Take Action On Your Website.
- Visit Your Store.
- Call Your Business.
- Install Your App.
- Target Your Ads With Keywords: When you advertise alongside search results on the Google Search Network, you select keywords to help target your ads to people searching for related terms. You can also choose to show your ads at certain times of day, and specify a location and language.
- Get Specific About Your Target Audience: When you advertise on websites and mobile apps that show Google ads (called the Google Display Network) and YouTube, you can get even more specific by choosing the age of the people you want to reach, the types of sites they visit, and their areas of interest.
- Only Pay For Results: You decide how much you want to spend, and pay only when someone interacts with your ad, like clicking your text ad or watching your video ad. You base your bids on whatever is best for your business.
- Measure Your Ad’s Performance: Quickly track your ad’s effectiveness and easily make changes to improve results.
- Advertise Across Platforms: Connect with customers no matter where they are—on their computers, tablets, mobile phones, even in apps.
- How Does AdWords Work?
- Where Your Ads Will Appear: Before you take advantage of all that online marketing can do for your business, make sure you understand the difference between paid advertising and organic search results. Let’s say someone conducts a Google search for products or services related to your business while you’re advertising with AdWords, Google’s online advertising platform. Section 1 can contain AdWords ads.Ads can appear on the top or bottom of the Google search results page next to or under an “Ads” label. Ads are ranked primarily based on how relevant and useful they are to what the person searched for, your bid, and a few other factors. Section 2 is made up of “organic” search results. These are unpaid links to websites with content related directly to what the person searched for. The more relevant the site is to the search term, the higher the link will appear in the list. Your related website could appear here, but your ad won’t.
- Control Your AdWords Budget: Withcost-per-click (CPC) bidding, you’re charged only when someone is interested enough to click your ad. You tell AdWords the most you’re willing to pay for a click on your ad (called the maximum cost-per-click bid), but you could be charged less. You have control over your AdWords budget. You decide the average amount you want to spend each day. On the days when your ad is more popular, AdWords will allow up to 20% more of your average daily budget so you won’t miss out on those valuable clicks. But don’t worry, we’ll lower your maximum budget on other days so that, over the course of a month, your overall spend will average out to the limit you’ve set, assuming your campaign runs for the full month.
- Improve Your Results – Choose the Right Keywords: Keywords are words or phrases you choose when you set up your AdWords campaign. These are terms you think your potential customers are likely to use when searching for products or services like yours. By matching your keywords with the ads you create, you make it possible for your ad to show when someone searches for similar terms, or visits a website with related content. For example, if you deliver fresh flowers, you could use fresh flower delivery as one keyword paired with an ad promoting fresh flower delivery. When someone searches Google using the phrasefresh flower delivery or a similar term, your ad might appear above or below Google search results, or on other websites related to fresh flower delivery.
- Bid on Keywords in the AdWords Auction: AdWords determines which ads should show with a lightning-fast ad auction, which takes place every time someone searches on Google or visits a site that shows AdWords ads. AdWords determines which ads should show with a lightning-fast ad auction, which takes place every time someone searches on Google or visits a site that shows AdWords ads.
There are 3 main factors in the ad auction that determine which ads appear, and in what order:
- Your bid– When you set your bid, you’re telling AdWords the maximum amount you’re willing to pay for a click on your ad. How much you actually end up paying is often less, and you can change your bid at any time.
- The quality of your ads– AdWords also looks at how relevant and useful your ad and the website it links to are to the person who’ll see it. Our assessment of the quality of your ad is summarized in your Quality Score, which you can monitor—and work to improve—in your AdWords account.
- The expected impact from your ad extensions and other ad formats– When you create your ad, you have the option to add additional information to your ad, such as a phone number, or more links to specific pages on your site. These are called ad extensions. AdWords estimates how extensions and other ad formats you use will impact your ad’s performance. So even if your competition has higher bids than yours, you can still win a higher position at a lower price by using highly relevant keywords, ads, and extensions.
Together, these 3 factors determine when and if your ad will appear to potential customers.
- Help Your Website Get Results: Online marketing with AdWords helps get people to your website, but for the best results you need a website designed to encourage people to do business with you. An easy-to-navigate website is essential if you want to convert potential customers to paying ones. Here are a few tips for creating a high-performing website.
- Designing Your Site
- Put Important Information Towards the Top of the Page: Make it easy for your site visitors to find your most important content. Make sure it’s immediately visible when they arrive on the page so they don’t have to scroll down to see it.
- Consider How Your Website Features Images and Video: Eye-catching media like photos, video, or graphics are appealing to customers and an effective way to engage them with your business. But don’t overdo it. Too much media can cause your site to load slowly. You don’t want people leaving your site before they see the most important information.
- Think about smaller screens: It’s not just about the desktop computer anymore. Your customers use different digital devices, like mobile phones and tablets, throughout their day. The smaller the screen, the harder it can be for people to find what they want. Creating a website that automatically adjusts to a user’s device is the best way to make sure everyone who gets to your site finds what they’re looking for—no matter what device they’re using.
See how your site scores on mobile-friendliness and speed, and find out how to improve it. Use this tool – testmysite.thinkwithgoogle.com
- Make Navigation Simple: Keep your site clean, clear, and simple by:
- Limiting the number of navigation links.
- Avoiding the use of pop-ups or other features that could interfere with navigation on your site.
- Making sure your site loads quickly so people don’t hit “back” before they even get there.
- Writing Copy
- Use Clear, Eye-Catching Headlines: Having a distinct headline on your site is essential to helping customers quickly know that they’re in the right place. This will encourage them to stay on your site longer and ultimately take an action that’s valuable to you.
- Clearly List Benefits Customer Get From Your Products and Services: When people come to your site, you want to make sure they know right away why they should stay. Make sure the benefits are quickly and easily read; bullet points are a great way to do this.
- Provide Links to More Info: Make it easy for customers to find links to additional information about the advertised product they might want. For example, you could use a prominent “Learn More” link.
- Include A Clear Call To Action: When you’re clear about the action you want people to take on your site, visitors are much more likely to actually take that action and bring you the business you’re looking for.
- Building Customer Relationships
- Build Trust With Customers: Making it easy for people to reach you is a great way to build trust and increase transparency with potential customers. It’s a good idea to openly share information about your business and clearly state what it does. And if you request personal information from customers, make it clear why you’re asking for it and what you’ll do with it.
- Boost Your Customers’ Confidence In You: You can build even more trust with your customers by including customer testimonials or 3rd party verifications about your business. And if you run ads on your site, make sure you distinguish these ads and sponsored links from the rest of your site content.
- What To Expect From AdWords
- Managing Time & AdWords Accounts: When you advertise with AdWords, you’re making a financial investment in your business. But it takes more than just money to see success. Depending on your time and your budget, the following three options can help you create an effective campaign.
- Managing AdWords On Your Own: It’s vital that you invest time to regularly check in on your AdWords account and make adjustments until you’re satisfied with your return on investment. Plan on signing in to your AdWords account often.
- AdWords Express: Managing a business is already a full-time job, and AdWords Express gives you the time to do just that by managing your online ads automatically to help you get the most value from your budget. Just tell us what type of product or service you offer, write your ad, and set a budget—then let us take care of the rest.
- Professional Management From Agencies Like Lift Conversions: If you don’t have the time to make sure your investment pays off, consider hiring a Google Partner to manage your AdWords account for you. Google Partners are agencies, marketing professionals, and online experts who’ve been certified by Google to manage AdWords accounts. There are thousands of Google Partners worldwide. You can search for a Partner by name, or search based on your location, advertising budget, or the type of service you want help with.
- What Is A Google Partner? Google Partners is Google’s program for advertising agencies, digital marketing professionals, and other online consultants who manage AdWords accounts.
- Benefits For Individuals
- Become An Expert: Take free exams and certifications — which you can prepare for using our free study materials — that assess your knowledge of Google AdWords and Google Analytics.
Once you become certified in AdWords or Analytics, you can demonstrate your expertise with a personalized, printable certificate and a Google Partners public profile page.
- Connect With Google: Get access to events and trainings, industry research, product updates, and the Google Partners Community.
- Benefits For Agencies
- Earn Partner Status: Passing exams and earning certifications helps your company qualify for Partner status. Companies who qualify for Partner status earn the Partner or Premier Partner badge. The badge shows that you’ve demonstrated AdWords skill and expertise, met AdWords spend requirements, delivered agency and client revenue growth, and sustained and grown your client base.
- Earn Company Specializations:Companies that have Partner status and meet the requirements can earn specializations. Company specializations display your specific product expertise to help win business and differentiate yourself in the market.
- About Company Specializations: Company specializations are a way to recognize and differentiate agencies with specific product expertise in certain areas. This article explains how companies can earn specializations and how specializations are displayed.
- Benefits of Company Specializations: Specializations recognize companies that earn Partner status and demonstrate increased performance and product expertise in AdWords products. These specializations are displayed on the company profiles in Google Partner Search results and on the Partner badges. You can use specializations to help win business and differentiate yourself in the market based on your company’s specific skills.
- How Companies Earn Specializations: Specializations are given based on the following criteria:
- Your company has at least one certified affiliated user in an AdWords product area.
- Your company is demonstrating product expertise in the specialization area.
- Your company has at least US$10,000 (or local currency equivalent) 90-day AdWords spend in that area.
We look at a number of things to determine your company’s level of product expertise, including how you’re implementing the AdWords product for your clients, if you’re growing your usage in the product area, if you’re retaining your clients in that product area, and other related factors.
When assessing a company’s overall performance, Partners requires at least 12 months of spend activity in your AdWords manager account. We check the client accounts linked to your AdWords manager account and evaluate their spend during a 12-month period. This means that if an account is linked and unlinked during this 12-month period, we’ll only count the spend that occurred when the account was linked.
- Company Specialization Icons: If you qualify for a specialization in one of the product areas, you’ll notice the icons in your Partner or Premier Partner badge.
- How Company Specializations Show on the Partner Badges: On online properties (like your website), your company specializations appear as an animated pop-up when a user hovers over the top right of the badge. Each specialization has its own icon. In printed marketing materials (like business cards), the specializations will be listed below the badge in text, without an icon.
- See Progress on Earning Specializations: If you’re an admin for your company’s Partners profile, you can see its progress toward earning a specialization.
- Sign in to your Partners account and click the Partner status link, then scroll down to the Specializations section.
- If your company has earned a product specialization, you’ll see a green button next to the product icon.
- To see additional details on your progress, click the See your performance button.
- Common Questions About Specialization
- When Your Company Could Be At Risk of Losing A Specialization: Your company could be at risk of losing a specialization if it stops meeting one or more of the specialization requirements. You’ll get a reasonable amount of time to meet the requirements and re-qualify for the specialization.
To learn more about the requirements that you’re not meeting and what you need to do, sign in to your Partners account and click the AdWords page in the “Partners status” section. Note that only admins of your company profile can access the “Partner status” section.
Keep in mind that we may periodically update specialization qualifications, so you’ll want to take note of any notifications about your specialization status that appear in your account.
- Losing A Specialization: If your company isn’t able to meet the specialization requirements, it will lose the following benefits:
- Rights to advertise specializations.
- Listing of specialization on Google Partner Search.
- Listing of specialization on the Partner badge.
Losing a specialization doesn’t mean that your company is no longer a member of the Partners program.
Your company can continue to participate in the program and access other benefits of being a member, such as AdWords promotional offers, access to the “Insights” section, and access to Partners communities.
- Find New Clients:Companies that earn the Partner or Premier Partner badge can get listed on Google Partner Search, our search engine for Partners. Advertisers use Google Partner Search to find companies that can help them with their online advertising and website needs.
- Connect With Google:Companies who have earned Partner status may have access to additional events, trainings, and more. You’ll also be able to access AdWords promotional offers for prospective and existing clients.
- Signing Up: When you sign up for Partners, you’ll create an account for yourself (your “individual profile”). You’ll also have the option to create a Partners profile for your company.
- Lithium – Google Advertisers Community: https://www.en.advertisercommunity.com/
- Google Small Business: Learn how your small business can succeed online by connecting with experts and each other.
- Google My Business: People like you are finding answers, learning about new features, getting inspired, and helping others. Whether you are new to Google My Business or an expert, your voice matters.
- AdWords Express: People like you are finding answers, learning about new features, getting inspired, and helping others. Whether you are new to AdWords Express or an expert, your voice matters.
- Google AdWords: People like you are finding answers, learning about new features, getting inspired, and helping others. Whether you are new to AdWords or an expert, your voice matters.
- Google Analytics: People like you are finding answers, learning about new features, getting inspired, and helping others. Whether you are new to Analytics or an expert, your voice matters.
- Google Partners: This is the new Google Partners community. Join the conversation on the latest Partners Program updates, prepare for your AdWords certifications and learn from other agency experts.
- Google Product Forums (GPF): https://productforums.google.com/forum/#!forum/websearch
- Google Plus: https://plus.google.com/u/0/communities/115758385206378551362
Question & Answer