AdWords: How to Make Advertising on Google Work for Your Brand - - PowerPoint PPT Presentation

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AdWords: How to Make Advertising on Google Work for Your Brand - - PowerPoint PPT Presentation

Apr 08, 2024 239 likes •388 views

AdWords: How to Make Advertising on Google Work for Your Brand Amelia Burke-Garcia, MA | Director, Center for Digital Strategy & Research, Westat Julie Yegen | Senior Digital Media Associate, Westat December 10, 2015 Case Studies Whats

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AdWords: How to Make Advertising on Google Work for Your Brand

Amelia Burke-Garcia, MA | Director, Center for Digital Strategy & Research, Westat Julie Yegen | Senior Digital Media Associate, Westat December 10, 2015

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Case Studies

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What’s your goal?

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Tie keywords back into your ad creatives Write simple and compelling copy that includes a call to action Optimize your ads and adapt your campaign based on performance

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Feature people’s faces Choose high contrast color schemes Try animation

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A new call to action A new set of keywords A new campaign landing page Try…

Google Analytics

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Key Takeaways

  • Know what you want to accomplish

– Search:

  • Targets an active searcher
  • Best for driving traffic to your website

– Display:

  • Targets audiences where they are
  • Best to promote awareness

– YouTube:

  • Targets audiences where they are
  • Best if you have good video content
  • Have compelling content
  • Optimize based on real time data
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Amelia Burke-Garcia ameliaburke-garcia@westat.com @socialibriumm Julie Yegen julieyegen@westat.com @julieyegen