Webwings Digital Marketing 37/13 Norval Court Maroochydore QLD 4558 Phone: (07)

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1 Webwings Digital Marketing 37/13 Norval Court Maroochydore QLD 4558 Phone: (07) Version 1.0 August 2017

2 WHY ADVERTISE WITH GOOGLE Google is the number one search engine in Australia with around 92% of internet users searching on Google.com.au. That means by far the majority of people who search online for your products and services use Google. If your web site is not displaying on the first page of Google search results for relevant keywords, then you re not visible to potential customers and you re certainly missing out on sales. Advertising in Google Adwords will enable you to be visible on page 1 of search results for as many keywords as makes sense for your product or service. We can have your ads showing to your prospective customers in just days! Imagine how much new business this could mean for you? Google Adwords is the worlds leading search engine marketing platform. The key benefits of using Google Adwords are: 1. Reach 24 x 7 x 365 delivery to more than 80% of the world markets, including Australia. 2. Relevance Adwords enables you to target user intent. That means your ads only appear to people looking for your product or service. Targeting can be further refined by location, device, age and other factors. For example, you could be advertising fishing lures to men aged 30 to 40 in Bundaberg Monday to Friday between 8am and 5pm and Saturday mornings from 7am to 12pm. 3. ROI Adwords is highly measurable in near real time. No other advertising medium offers the same level of measurability. This means you can measure the performance of keyword, advert and landing page combinations to find what works best for your business. In short, when you advertise effectively on Google Adwords, you ll be attracting people to your web site who are in the market for your products and services. DIFFERENT TYPES OF ADVERTISING CAMPAIGNS SUMMARISED There are many different ways to reach your customers. The right campaigns for you will depend on your business objectives. The following summarises four main options Search Campaigns Search ad campaigns show your ads in Google search results. When a prospective customer in your target area uses a keyword that is relevant to your business, you can display a relevant ad. When the visitor clicks your ad, they are directed to a page on your website. Display Advertising Display advertising has a 90% worldwide reach. You can display your ads on 3 rd party websites. For example if your business is selling camping gear, you could place ads on websites related to the outdoors. Remarketing Remarketing targets people who have already visited your website. It works like the display network. An example might be someone visits your website and looks at two man tents. When they later visit their favourite fishing website, you could display an ad for your popular 2 man tent on that page. Page 2 Search Engine Advertising White Paper. Copyright Webwings Digital Marketing 2017

3 Video Advertising This works much like display advertising. You can create video ads and display them on Google partner sites that offer video placements. When someone clicks on your video ad, they can be directed to a relevant page on your website. WHY WEBWINGS? Webwings Digital Marketing is a Certified Google Adwords Partner. This means that Google will refer clients to us as they have confidence in our capabilities. It s important to understand that designing and managing a Google Adwords campaign is: Complex Adwords is a comprehensive advertising environment and is constantly changing. Scientific Requires good working knowledge of statistics and statistical analysis. Time consuming researching keywords, designing highly optimized campaign strictures and optimizing campaign on going is labour intensive and time-consuming. Competitive Demand for high profile advertising positions can be fierce. It s easy to spend more than is necessary if campaigns are not well designed and optimized. At Webwings, we have invested many years in developing an extensive understanding of how to get the most out of Adwords for our customers. This is what differentiates our service: We re Certified Google Adwords Partners We make you stand out from the crowd We believe in measurability and accountability We understand the Google platform We ve done this successfully before many times! WHAT TO EXPECT When you engage Webwings to help you grow your business online, here s what happens: Conversation - We ll arrange a discussion with you to learn about your business, target market, client persona, products and services and experiences with advertising so far. Then we ll work out what measures are important for monitoring performance. Research we ll research how people find the products and services you offer and collect a set of keywords to use for your campaign. We ll confirm these keywords with you before we start, because you know your business better than we do. Campaign Design At this stage, we ll discuss your targeting options (geography, demographics, budget, bidding strategy etc.). Then we ll construct your new campaign and load it to the Google Adwords platform. Performance Monitoring during the first month we ll put in place a system for you to monitor performance. The reporting is tailored to your specific situation. Campaign optimization this is the on-going component of managing and improving performance of your campaign. Once we have valid statistical data, we can begin to see what s working and continuously refine your campaign to be highly competitive. Page 3 Search Engine Advertising White Paper. Copyright Webwings Digital Marketing 2017

4 You ll be allocated a specialist to manage your campaign and you ll be able to contact him or her at any time with questions you might have. FREQUENTLY ASKED QUESTIONS If you re new to Adwords, you ll have many questions as we progress with your campaign. Here are some of the most common with answers: Q: I don t have a Google account. How do I get one? If you don t have a Google account, opening one is easy. Just follow the following steps: - Go to and click the Advertising link at the bottom-left of the page. - Select the Advertise Now button. - Follow the instructions to create your account. - When asked whether to prepay or post pay for advertising, we strongly recommend post pay because you pay for your advertising AFTER you have received the benefits. Also, you won t have to constantly top-up your account. Don t worry; we can set daily budgets to limit your spending. - Skip all instructions to create a campaign. - Send us your Customer ID (located at the top-right of the page). We ll use your customer ID to request access to your account via our Master account. - That s it! Q: Why are my ads not showing up when I search in Google? There can be many reasons for this and the two most common are: - Your advertising budget is not sufficient to service all the demand for your keywords in a day. In this case, Google works out how often to display your ads. Sometimes your ads won t be displayed when you search and at other times they will. This can be overcome by increasing your daily budget. - You are not located in your target market area. If you have elected to display ads in say Sydney but you are not located in Sydney then when you search with your keywords, they won t be displayed to you. This makes sense because you only want people in Sydney to see your ads. - There are other reasons why your ads might not show but they are a little more complicated and occur less often. We ll discuss these with you if relevant to your situation. Q: Why has my daily advertising budget been exceeded? Even though you stipulate a daily advertising budget, Google calculates your advertising budget over a month. You will never spend more than your daily budget x the number of days in the month. However, sometimes Google will exceed your budget on a particular day. Here s why Let s say your daily budget is $50. You may notice on Tuesday that your campaign has consumed $55 in clicks. This is likely to be because Google knows that Tuesdays are the days most people search for your keywords and so they adjust to meet the demand. Perhaps Friday s are quiet and you ll only spend $45 on that day. Page 4 Search Engine Advertising White Paper. Copyright Webwings Digital Marketing 2017

5 Q: Why have my ads stopped running? The most common reason for this is the amount you pre-paid has been used up. When you open a Google Adwords account, you ll be asked to choose between pre-paid and post-paid. Once you choose, there s no way to change it in future. So it s important to choose wisely. Generally speaking, we advise to use a post pay option. With this option, you ll benefit from your advertising before you have to pay Google. It s better for cash flow. The main reason people choose the prepaid option is to control spend. There s no need to worry about this though because you can set daily campaign budgets to suit your situation with a post pay option. Q: Why are my ads not in position #1? Typically, the higher your ads display in search results the more you pay per click and the more clicks you get. However, a click is not valuable to you unless it results in an action you desire (like a sale or a lead). Being in position #1 does not always deliver the best return on investment. We don t often recommend that new customers target position 1, as it can be expensive. However, after some time and with testing, it may well be the place for your ads and we ll help you get there. Q: How is the ranking of Ads determined? Generally speaking, the higher you bid, the higher your ad is placed; a bit like an auction. However, this is not always true. Google assigns a quality score to every keyword and uses this to determine what you pay per click. A poor quality score will lead to a higher cost per click. It is therefore conceivable that an ad in position #3 pays less than an ad in position #4. We pay close attention to quality scores and work hard to get yours up to an acceptable level. Q: I ve received a call from Google to say that my ads are not running efficiently. What should I do? Google will never call you to discuss your advertising (unless you ask them to). There are many dubious marketing practices out there and this is one. Our competitors call existing Adwords customers and tell them that something is wrong with their campaign and offer to fix it for them. Of course they can t really see what s going on with your campaign without being given access. So they re not being truthful. Do you really want to place your trust in a company that is not truthful right from the start? Page 5 Search Engine Advertising White Paper. Copyright Webwings Digital Marketing 2017

6 SUMMARY If you want to succeed online, you need to have a strong presence in Google. That s where most people are looking for your products and services. Google Adwords is complex and time consuming to manage. It makes sense to employ an expert to manage your campaigns so that you can concentrate on your business. Webwings is a Certified Google Adwords partner and differentiates by focusing on business results. We look forward to working with you to make your business successful online. For more information, please visit our web site at or call us on (07) Page 6 Search Engine Advertising White Paper. Copyright Webwings Digital Marketing 2017