Search advertising and Google AdWords


Uploaded by GoogleBusiness on 13.06.2008

Transcript:
>> As a business owner, you know how difficult it can be to get the word out about the products
and services you offer. Thanks in large part of the Internet, these days consumers have
much more power than they used to over what kinds of marketing messages they receive and
when they receive them. If you want to succeed in business, you've got to reach out to them
in new ways. Just ask the founder of Happy Hound, a San Francisco Bay Area dog daycare
and boarding business. She used Google AdWords, Google's Search advertising solution to reach
people searching for dog daycare in the Bay Area.
>> GOLTER: Hi, I'm Suzanne Golter, and this is my company, Happy Hound. For the first
day or two, I walked into my warehouse at 7 o'clock in the morning and I realized I
was alone. And I would really wait for clients to come in. I figured if I build it, they
would come. >> When it first started, I came down here
and returned her dogs after dog walks and she had all this space and there were, like,
five dogs in this big warehouse. I'm going, "Oh, I don't know if this going to work out."
>> GOLTER: So at the moment when I was standing in the warehouse with no dogs, I realized
that I needed to find ways to market myself. So I sat on my computer and I found Google
AdWords. The keyword process was relatively easy even for a non-techie like me. I knew
that I just had to do dog-related keywords. So dog boarding, dog, dog walking, anything
related to dog or the dog business was going to be my--the keywords that I would enter
in. When I first started advertising through Google AdWords, I did a very broad advertising
campaign, and I just wanted to pull in clients and I wanted to see where they would come
from. We were pulling in so many clients from areas outside of the East Bay that I had to
bring down my search. So what I did through Google AdWords is I just went in and targeted
the East Bay. I'm an animal lover. My passion is dogs. I never, in my wildest dreams, ever
imagined myself owning a business with 30-plus employees, with 120-plus dogs a day, and thinking
of opening more facilities. The doors are packed with dog noses waiting to get in and
out of Happy Hound. AdWords helped me grow so quickly here. I know that when I expand,
I know this with confidence that AdWords will also help me fill my next facilities. Life
is great. Life is awesome. Am I turning red? >> As Happy Hound is discovered, these days,
search advertising, advertising to web users as they search online for content, products
or services like yours is a great way to find new customers. Why is that? For one thing,
web search is increasingly popular among consumers. Today, 79% of web sessions include the use
of a search engine, making search the number two application on the web right behind email.
And 80% of consumers say that search is the most useful tool available when they're trying
to make a buying decision, more useful than even merchant's websites. And search advertising
works whether you do business online or, like Happy Hound, offline. For example, 96% of
consumers use search to research professional services offerings, 93% use search to research
health services, and 78% use search to learn more about real estate offerings. And as Happy
Hound learned when it was deciding on how to connect with potential customers, search
advertising is extremely cost effective. On a cost per lead basis, it's significantly
less expensive than other advertising methods such as email, yellow pages, and direct mail.
Why is search advertising so effective? Because it allows you to target potential customers
more precisely than other forms of advertising. To better understand how it works, let's take
a look at Google AdWords, Google's search advertising solution. Let's say you own an
Italian restaurant in Chicago. Using AdWords, you can show your message to potential customers
at the exact moment they're searching online for what you have to offer. No other advertising
medium gives you this kind of control over whom you reach and when you reach them. And
once your account has been set up with cost per click pricing, you only pay when prospects
click through your ad to connect with your business. Your ad dollars are never wasted
when you use AdWords. If you're looking to reach customers online, there's no better
choice than Google. Why? Google is the most popular search engine on the Internet, accounting
for 57% of searches in the United States and 61% of searches worldwide. And Google is very
popular among consumers researching products and services whether they plan to buy them
online or off. For example, 76% of consumers use Google to research or purchase financial
products and services, 54% use Google to research general products and 84% use Google to research
professional services. In other words, people use Google to search for the products and
services you offer, whatever your business. Want more proof? Consider the story of Carolina
Rustica, a furniture and lighting retailer based in North Carolina.
>> RICHARD SEXTON: My name is Richard Sexton. I'm the president and founder of Carolina
Rustica. And this is my wife, Cheryl and my daughter, Claire and Magoo the parrot. This
is our warehouse and call center. I had an overseas position for about two years, and
it was very exciting, I mean, you know, flying over all different capitals and, you know,
feeling like you're a hotshot executive. Two or three years into it, you know, I was just
kind of sitting there looking out my window, looking at the traffic go by, saying this
is--this is not going to be my future and I don't care if what I try to do doesn't work,
I just have to try and do it. >> CHERYL SEXTON: I was in medical school
at that time, so it was kind of a big deal to take a year off, but he convinced me kind
of it was worthwhile and the opportunity we'd never have again.
>> RICHARD SEXTON: We were in Nepal and we were at the Tibetan refugee camps looking
at the handicrafts there, I thought, "This would be a great thing to sell in the States."
It was really kind of one of those mountaintop moments. I started importing these Tibetan
handicrafts directly from the Refugee camps. We open our AdWords account in 2002. It was
really just an explosion of our business growing on average about 50% a year. And as we brought
in new suppliers and focused on new keywords that we wanted to manage, we just grew the
campaigns. >> CHERYL SEXTON: It's been exciting. It has
just happened so quickly. And, you know, to go from basically out of our house when it
started. >> So, the other day I shipped a total of
186 packages in one day. A lot. >> RICHARD SEXTON: We use the entire suite
of Google products both internally and externally. AdWords and Analytics and Google Checkout
Analytics has got a lot of different options and a lot of tools to sort of track each individual
visitor to the site and lets you manipulate not only your webpages but also your AdWords
campaigns and kind of work the two together. Life is too short to spend doing something
that you don't like. You need to leave yourself on home every once in a while.
>> Whether you do business online, offline like Happy Hound, or both like Carolina Rustica,
Google AdWords can help you connect with new customers and grow your business. AdWords
only displays ads that are relevant to the user's search terms, so your marketing message
appears only to potential customers at the very moment they're searching for information
related to your products and services. AdWords ads appear alongside the search results either
on the right-hand side or at the top of the page. It's easy to create your ads and they
start running right away, so you can begin connecting with new customers pretty much
as soon as you sign up for AdWords. >> GOLTER: The keyword process was relatively
easy even for a non-techie like me. >> You choose keywords, words and phrases
that relate to your business, and your ads appear when people conduct searches that include
those keywords. You can use AdWords even if your business doesn't already have a webpage.
AdWords makes it easier to create a simple page to help potential customers learn more
about your business. Unlike traditional advertising like print, radio, or yellow pages, AdWords
features costs per click pricing, meaning you pay only when potential customers click
through your ad to connect with your business. In other words, you pay only when your advertising
actually works. So you're always in control of your marketing budget. You decide how much
each customer lead, each click, is worth to you and you can spend as much or as little
as you'd like, in some cases, as little as five cents per click.
>> GOLTER: We were pulling in so many clients from areas outside of the East Bay that I
had to bring down my search. So what I did through Google AdWords is just I went in and
targeted the East Bay. >> Looking for customers from a particular
geographic area? AdWords lets you target your ads so they appear in just the geographic
areas you want to reach. You can select an area as small and focused as your zip code
or as vast as the whole country or you can target the entire world. Best of all, AdWords
is really easy to use. Even the sign up process is simple. AdWords provides tools to help
you create keyword lists that make sense for your business as well as professional-looking
hardworking ads. And now matter how your business evolves or the business landscape changes
overtime, AdWords will continue to help make your business as successful as possible. Just
ask the folks at Twiddy & Company, a realtor operating on North Carolina's Outer Banks.
>> ROSS TWIDDY: I'm Ross Twiddy. I work at Twiddy & Company on the Outer Banks, North
Carolina, property manager for vacation rentals. Right now, we're looking at the ocean fronts
in Whalehead at Corolla Outer Banks. Everybody comes to the beach. It's pretty and it allows
you to slow down. You have a chance to come and relax and enjoy it. Twiddy & Company started
in 1978. My dad came down the Outer Banks and open up a shop on Duck.
>> TWIDDY: I was in real estate before that too. One day I walked home, my wife was there
and I said, you know, "Why are we doing this?" So we said, "Let's do something different."
We both love the beach and we came to the beach. Ross and what he has done with Google
has been instrumental in helping the company go forward.
>> ROSS TWIDDY: So we started with Google AdWords because it had more exposure and it
was very easy to use. So I said, "Hey, pops, let's try this."
>> TWIDDY: "What is that?" you know. >> FLANNERY: I'm Linda Flannery. I'm the rental
manager here at Twiddy & Company. And we manage approximately 757 properties here on the Outer
Banks. >> ROSS TWIDDY: When guests check in, there's
a check-in packet with keys, directions to the house. And my first job was stuffing those
packets. >> TWIDDY: He was probably seven and he'd
be out there, and it'd be 100 degrees in the summer.
>> ROSS TWIDDY: I didn't know any better. It seemed like a good thing to do at the time.
Hundred degrees? Sure. The pay was great, $5.
>> TWIDDY: We used to send out little postcards; we didn't have a rental book.
>> ROSS TWIDDY: And send out as many brochures as you can to as many people as you can. The
bad part about that was as soon as you print it, the information is old. But with Google
AdWords, you type in a certain keyword and you get to see the impact immediately. We
can only rent a vacation week once and once that week is filled, then we need to move
on to the next available week. So Google AdWords allows us to tailor our availability with
the marketplaceā€™s demands. We used to have guests come on our site and we never knew
what they were looking for. And so Google Analytics breaks that down. It takes this
huge amount of data and gives us the information on a per-home or a per-project basis. So it
really lets us tell homeowners how many people are looking at their individual home. Twiddy
& Company started out with one employee and now it's grown to over 80. Do right. Fear
no man. Keep it real. I don't know, man, the philosophy of Twiddy and Company?
>> As Twiddy and Company found out, a big part of what makes AdWords so great is how
quick and easy it makes tracking the performance of your ads. When you log in to your AdWords
account, you can see precisely which keywords are driving the most traffic to your business,
making it simple to concentrate your efforts on the highest performing keywords. You can
also keep track of the amount you're paying for clicks associated with each keyword, so
it's easy to fine-tune how much you're spending on your campaign.
>> ROSS TWIDDY: And send out as many brochures as you can to as many people as you can. The
bad part about that was as soon as you print it, the information is old. But with Google
AdWords, you type in a certain keyword and you get to see the impact immediately. We
can only rent a vacation week once. And once that week is filled, then we need to move
on to the next available week. So Google AdWords allows us to tailor our availability with
the marketplace's demands. >> And with AdWords, you're never stuck having
to run out-of-date or underperforming ads. AdWords makes it easy to change your ads whenever
you want; opening a new location, offering a new product or service. When your business
changes; it's simple to change your ads along with it.
>> RICHARD SEXTON: Analytics has gotten a lot of different options and a lot of tools
to sort of track each individual visitor to the site and lets you manipulate not only
your webpages but also your AdWords campaigns and kind of work the two together.
>> And as Twiddy and Carolina Rustica know, you can make your AdWords advertising even
more effective by using Google Analytics, our free web analytics tool. Google Analytics
integrates seamlessly with AdWords and can help you get a detailed understanding of who's
clicking on your ads and what they really want from your website as well as which of
your ads and keywords are resulting in the most additional revenue for your business.
Across the country, thousands of businesses are benefiting from how Google AdWords makes
search advertising easy, effective and affordable. >> RICHARD SEXTON: We opened our AdWords account
in 2002. It was really just an explosion of our business, growing on average about 50%
a year. >> Ready to get started with Google AdWords?
Simply visit http://adwords.google.com to create your first AdWords campaign and start
reaching new customers today.