1. Oct. 08, 2012 Use AdWords to Help Your Local Business

2. Google Confidential and Proprietary Agenda 2 1 Introduction & Overview 2 Google AdWords 101 3 5 Steps to Setting Up an AdWords Campaign 4 Free Google Tools to Help You Go Even Farther

3. Google Confidential and Proprietary Today’s Digital Consumer 3 3 The Digital Consumer

4. Google Confidential and Proprietary 2 billion searches per day.22 hours of video are uploaded to YouTube per hour. Mobile accounts for 10% of Google's overall queries. 40% of all mobile searches are local. SearchVideoMobile Online as a Barometer

5. Google Confidential and Proprietary Search: One of the Most Popular Online Activities 5 192M Online searchers in the US Almost half of all US Internet users search online on a typical day – up from one-third in 2002 – rivaling email in popularity. 1. comScore qsearch, June 2008, (divided over 30 days for daily value) 2. PEW Internet & Search Engine Life, Search Engine Use Study, August 2008.

6. Google Confidential and Proprietary6 Know Your Clients Objectives Engage audience with impactful brand message Attract new customer segment Launch new product or service Improve customer loyalty / retention Capture demand and online call/conversions Drive traffic to stores

7. Google Confidential and Proprietary Agenda 7 1 Introduction & Overview 2 Google AdWords 101 3 5 Steps to Setting Up an AdWords Campaign 4 Free Google Tools to Help You Go Even Farther

8. Google Confidential and Proprietary8 How Can Local Businesses Take Advantage?

9. Google Confidential and Proprietary9 Anatomy of a Search Page Ads (sold via keyword auction) Natural search results (ranked by algorithm)

10. Google Confidential and Proprietary Be Informed Robust Reporting Lets You Know What’s Working Key Benefits of Online Advertising 10 Be Cost Efficient Pay Only for Clicks Delivered Be Flexible Change Your Message Whenever You Need To 1 2 3

11. Google Confidential and Proprietary Target Based on Geography Location targeting lets you target your ads to specific locations Target a specific area around your business 11

12. Google Confidential and Proprietary Agenda 12 1 Introduction & Overview 2 Google AdWords 101 3 5 Steps to Setting Up an Desktop Search AdWords Campaign 4 Free Google Tools to Help You Go Even Farther

13. Google Confidential and Proprietary Step 0: Establish Your Success Metrics Do you care about traffic to your site? Do you care about specific pageviews? Do you care about newsletter sign- ups? Do you care about completed transactions? 13

14. Google Confidential and Proprietary14 step 1: select keywords

15. Google Confidential and Proprietary Overview: Google Keyword Advertising 1. You select relevant keywords & Match Types – Broad, Phrase, Exact, BMM, Negative 2. Users search on those keywords 3. Google ranks ads (ad auction) 4. Winning ads appears 5. You only pay when ad is clicked 15 What terms could Neto’s Market & Grill target? Santa Clara Deli Santa Clara Market Catering Market Local Restaurant Narrow Broader/generic

16. Google Confidential and Proprietary www.google.com/adwords Building Keywords: Keyword Tool Leverage the Google Keyword Tool within your AdWords account to build & expand keyword lists and review search volume.

17. Google Confidential and Proprietary17 step 2: account structure

18. Google Confidential and Proprietary The Difference Between Campaigns & Ad Groups AdWords Account Campaign Ad group One set of keywords and placements & One or more ads Ad group Campaigns Daily budgets Adapted to country and language Different settings (content, search) Start and end dates Ad groups: To advertise different products or services To set different CPC limits Make ad texts keyword-consistent

19. Google Confidential and Proprietary 19 Online Campaigns Campaign: Market Party Trays Meats Produce Campaign: Restaurant Lunch BBQ Dinner Food Network Campaign: Events Karaoke Happy Hour Private Events Mirror Your Website Structure Closely Neto’s Lunch BBQ Come Try Neto’s Famous BBQ. As Seen on the Food Network. www.netosmaketandgrill.com AdWords Account Neto’s Account Structure Ad Group: BBQ Keywords Neto’s BBQ Sausage BBQ Neto’s Sausages

20. Google Confidential and Proprietary20 step 3: target effectively

21. Google Confidential and Proprietary Country, Regional, and City-level Targeting Reach customers searching for results in geographic areas you choose Customized Targeting Reach customers searching for results in an area you define Language Targeting Reach users searching in a specific language, wherever they are* 21 *Marketer is responsible for translating ads into selected languages. Region City Radius Set borders Regional & Local Targeting: Sharpen Your Focus

22. Google Confidential and Proprietary22 step 4: write ad text

23. Google Confidential and Proprietary Writing relevant Ad Text Catch your target audience’s eye by making sure your headlines match the keywords. I think I’ll search for a “BBQ” place Neto’s Daily BBQ Grilled to Order Meats. Come Try Our Famous BBQ. www.netosmarketandgrill.com Neto’s Market Find Weekly Specials & Wide Selection of Meats. www.netosmarketandgrill.com

24. Google Confidential and Proprietary Make Display Ads in Minutes at Scale with Display Ad Builder 24 Scalable Copy your Display Ad Builder ads in AdWords Editor to scale your creative to hundreds of campaigns Flexible Customize your ad with hundreds of fonts, every color, and the ability to move images and text boxes Easy Create a display ad in minutes using one of our 180 ad templates

25. Google Confidential and Proprietary25 step 5: landing page

26. Google Confidential and Proprietary Avoid General Landing Pages Avoid driving specific queries to a general portion of your website, such as the homepage. 26 Example Keywords Neto’s BBQ Neto’s Lunch Specials Neto’s Lunch Menu Example Landing Page: Homepage

27. Google Confidential and Proprietary Select Relevant Landing Pages Select specific landing pages relevant to a user’s query to maximize the user’s experience on your website 27 Example Keywords Neto’s BBQ Neto’s Lunch Specials Neto’s Lunch Menu Example Landing Page: Speeches & Remarks

28. Google Confidential and Proprietary Agenda 28 1 Introduction & Overview 2 Google AdWords 101 3 5 Steps to Setting Up an AdWords Campaign 4 Free Google Tools / Prodcuts to Help You Go Even Farther

29. Google Confidential and Proprietary Create a Google+ page Your identity on Google, a single home for your +1’s and follows Create a page from your personal profile Add your website to your page in the About section Ask your Google team to verify your Google+ page

30. Google Confidential and Proprietary30 Evaluate Your Campaign Success Google Analytics: analytics and reporting for websites www.google.com/analytics What are consumers doing on my website? And why? How are users engaging with my site? How can I make my marketing campaigns accountable? Am I spending money to create effective content? How do I improve the user experience?

31. Thank You! 31

32. Google Confidential and Proprietary APPENDIX 32

33. Google Confidential and Proprietary Additional Resources Google Places Case Study AdWords Small Business Success Story Intro to AdWords Video Beginning Analytics: Interpreting and Acting on Your Data AdWords Ad Extension My Business Story (Partnership w/AMEX) http://www.google.com/ads/learn/ 33