adwords 101 final

7/29/2019 Adwords 101 Final

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Google AdWords Advanced

Training

Day 1


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Agenda - Afternoon

Tracking ad performance- Conversion Tracking

- Google Analytics

Optimizing to:- Increase conversions

- Increase traffic

- Increase Quality Score

- Improve landing page quality

Using the Google Network- Ad types (Image Ads, Local Business Ads, Mobile Ad,

Click-to-Play Video Ads)

- Placement targeted campaigns- CPM bidding

Beginning Optimization- Using the Report Center

- Campaign Optimizer

- Location targeting

- Demographic bidding

Best Practices- Organise by Theme/Product/Service

- Keywords Research

- Include Keywords in Advert

- Use Correct Landing Pages

- Enable Tracking/Conversion

Quality Score

Billing & Reports- Understanding Billing

- Billing Cycle

Open Q&A

Slide 3


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Slide 4

Who am I

Who are you?


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Types of Online Advertising

Banners/Display

CPL

CPA

Affiliate

CPC/PPC

Sponsorships

Pop-ups

Text Ads

Video

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What is Online Advertising?
http://en.wikipedia.org/wiki/Online_advertisinghttp://en.wikipedia.org/wiki/Online_advertising


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Slide 6

Free/Organic/Natural Vs Paid Ads

Natural / Organic /

FREE WebsiteListings


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Slide 7

What is PPC?

Pay per click (PPC) is an Internet

advertising model used on

websites in which advertisers paytheir host only when theiradvert

is clicked.


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Slide 8

Setting PPC Objectives

Critical to decide clear cut-off points before starting

What is your objective in numbers? How much can you afford to pay for a sale / lead Whats your current conversion rate on enquiries?

Are you willing to pay10 for a lead?50?108?

What countries are you geo-targeting? Eg - Can you handle Spanish-language enquiries?


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Slide 9

PPC Overview

Reason Google worth $170B


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Slide 10

PPC Overview

Bid for your position against the competition Higher your bid, higher your position. (1st not always

best)

Greater competition = greater cost

No charge if user sees your ad Only pay if user visits your website Clicks charged direct to credit card

Simple way to test if your website can work for you Requires lots of testing to maximise ROI


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Main PPC Players

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Slide 12

MSN AdCenter

https://adcenter.microsoft.com


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Slide 13

MSN AdCenter Ads appear on Bing.com


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Slide 14

Yahoo Search Marketing

http://searchmarketing.yahoo.com/


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Slide 15

Yahoo Search Marketing

http://searchmarketing.yahoo.com/


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Slide 16

Adwords Example


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Why AdWords?

Targeted Results

You have Total Control You set the Budget

Campaigns are Measurable

Pay only for results (ie when your advert is

clicked)


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Criteria for Success with Adverts

Solid and Expansive Keyword Research

Deliver Compelling Adverts that Cause Click-Through (CTR)

Creating Effective Landing Pages (that initiate a conversion)
http://www.youtube.com/watch?v=_GI7tsbwnVk&feature=player_embedded


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Terminology

PPC

CPC

CTR

Impression

Conversion

Quality Score

Adgroup http://adwords.google.com/support/aw/bin/topic.py?hl=en-

uk&topic=15464

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http://adwords.google.com/support/aw/bin/topic.py?hl=en-uk&topic=15464http://adwords.google.com/support/aw/bin/topic.py?hl=en-uk&topic=15464http://adwords.google.com/support/aw/bin/topic.py?hl=en-uk&topic=15464http://adwords.google.com/support/aw/bin/topic.py?hl=en-uk&topic=15464http://adwords.google.com/support/aw/bin/topic.py?hl=en-uk&topic=15464


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Creating Your AdWords Account

Starter versus Standard Editions

Creating an Account

Slide 20


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Google AdWords Account Structure

Account Level

Campaign Level

Adgroup Level

Keywords

Adverts

Structure your campaign to mirror your website

Manage multiple accounts with My Client Center Create separate campaigns for multi-region advertising

Use AdWords Editor to manage your campaign

Slide 21


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Google AdWords Account Structure (Example)

Account Level

- Travel Company

Campaign Level

- France

- Spain

- Portugal

Adgroup Level (Spain)

- Malaga

- Costa del Sol

Keywords

Adverts

Slide 22


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AdWords Structure

Slide 23


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Creating Your Campaign

Plan, plan and plan some more!Complete Keyword Research

Decide on your campaign structure

- Does your campaign reflect your business/website?

Develop your campaign BEFORE going to

AdWords

Slide 24


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Keyword Research

Foundation of your online marketing campaign (for bothSEO and PPC)

Example Global Warming vs Climate Change

Draw up your Keyword List- Study your web stats program- Brainstorm

- Competitors web sites

- Use Online Tools to check frequency of use

- www.wordtracker.com- www.goodkeywords.com

- GOOGLE KEYWORD TOOL

Slide 25
http://www.wordtracker.com/http://www.goodkeywords.com/http://www.goodkeywords.com/http://www.wordtracker.com/


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Google Keyword Tool

Slide 26
https://adwords.google.com/select/KeywordToolExternal


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Create Compelling Ad Text

Be Concise, To the Point

Relevant, accurate text

Targets specific keywords

Clear & Accurate display URL

Working destination URL

Use Proper Grammar

Capitalise First letter of words

Support claims on landing page

Repeated punctuation allowed

No double-serving from multiple

accounts

No superlatives/hyperbole allowed

No inappropriate language

Use direct calls to action

No pop-ups on landing page

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Follow the Searchers Thought Process!


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Workshop

Example

(Someone in the class?)

OR

- Cahernane House Hotel- Create (short) Keyword list

- Develop campaign

- Create Advert copy

- Landing Pages?

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Conversion Tracking

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Optimising Your Adverts

TitleBenefit

Feature

Localise


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Make Changes!

Test Various Adverts

- This one rolls off the tongue!

- It has RYTHM

Reverse the Order of the


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Reverse the Order of theFeatures and Benefits

Feature / Benefit Order Reversal


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Example

Tennis Shoes


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Quality Score

Slide 37


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Quality Score

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http://www.youtube.com/watch?v=K7l0a2PVhPQ


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Quality Score

Advertisers want to show relevant adsso that users will click on their ads andland on their site

Users want to see relevant ads so theycan easily find what they're looking for

in the shortest amount of time.

Google wants the best experience forboth advertisers and users so thatadvertisers continue to use theAdWords program and so users

continue to use Google

Slide 39

USER

GOOGLEADVERTISER


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Quality Score

CTR is the biggest component in Quality Score.

According to Google the biggest one by far is CTR.

By allowing searchers to vote with their clicks, Google gets help

from millions of people in determining which ads are best for each

search query

Work to increase CTR

- Diligently split test ad copy. Often the more profitable ad has a better CTR.

- Theme out ad groups logically, and write ad copy relevant to the keywords bid

on.- Choose keywords carefully. Often words that are only vaguely relevant work in

content themes, but have poor search Quality Score because of low CTR

Slide 40


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Quality Score

Googles business is built on relevancy, and thats increasingly

reflected in landing page Quality Score.

Google rewards sites it considers relevant, honest, and authoritative

not just on the organic side, but with landing page Quality Score

Landing Page quality is essentially pass/fail option.

With a poor landing page quality score, keyword Quality Scores

often stick in the 1 to 2 range and top out at about 4.

Slide 41


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Quality Score

Google WANT you to have high QS and will tell you when you do not

have this

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Quality Score

Slide 43


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Quality Score

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H QS Aff t Ad


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How QS Affects Ads

Ad Rank

AD RANK = MAX BID X QUALITY SCORE

Example

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BID QS AD Rank Position

4 1 4 4

3 3 9 2

2 6 12 1

1 8 8 3


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Cost of Your Ad

Pay the minimum amount necessary to retain your position.

Price (1) x QS (1) > Bid (2) x QS (2)

=> Price (1) = (Bid (2) x QS(2)) / QS (1)

If QS increases then cost descreases.

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BID QS AD Rank CPC Cost

4 8 32 (24/8) 3

4 6 24 (12/6) 2

4 3 12 Min Min


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Google Network

Text Ads

Images Ads

Mobile Ads

Video Ads

Ext


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Text Ads

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Image Ads

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Reports Centre

Demographic Bidding

Geo-Targeting

Billing/Invoicing

Placement Targeting

Site & Category

Exclusion

IP Exclusion

Position Preference

Ad Scheduling

Insights forSearch

Dynamic Keyword

Insertion

Traffic Estimator

Keyword IdeasSlide 50


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Report Centre

Slide 51


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Demographic Bidding

Only operates with Content Network

Campaign/Settings/Demographic Bidding

Only a small range of Google partner sites have demographics

available

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http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=88168http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=88168http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=88168http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=88168


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Geo Targeting

Countries/Counties. Postcodes, etc

Campaign/Settings/Location & Languages

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Billing & Invoicing

Options

- Post Pay (CC or Invoicing)

- Pre Pay (Top up option)

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Placement Targeting

Campaigns/Networks/Manage Placements

Use the Placement Tool/Advanced Options

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Site & Category Exclusions

Opportunities/More Tools/Site & Category Exclusions

Slide 56


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IP Exclusion

Opportunities/Tools/IP Exclusion

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Ad S h d li


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Ad Scheduling

Campaign/Settings/Advanced

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I i ht f S h


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Insights for Search

Google Insights for Search

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D i K d I ti
http://www.google.com/insights/search/http://www.youtube.com/watch?v=siD8uTIP5CQ&feature=player_embeddedhttp://www.google.com/insights/search/


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Dynamic Keyword Insertion

http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=74996

Slide 61

T ffi E ti t


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Traffic Estimator

Opportunities/Traffic Estimator

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K d Id /S ti


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Keyword Ideas/Suggestions

Opportunities/Ideas

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Di ti


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Diagnostics

Ads Diagnostics Tool

Search Based Keyword Tool

Ads Preview Tool

Disapproved Ads

Slide 64

Ad Di ti T l


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Ads Diagnostics Tool

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Tools/Ads Diagnostic Tools



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Tools Menu

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Ads Preview Tool
http://www.youtube.com/watch?v=4WnoF0WcMcM&feature=player_embedded


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Ads Preview Tool

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Disapproved Ads


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Disapproved Ads

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Best AdWords Help Page!


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Best AdWords Help Page!

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Best Practice
http://adwords.google.com/support/aw/bin/static.py?hl=en&topic=21806&guide=21804&page=guide.cs


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Best Practice

Best Practices

-Organise by Theme/Product/Service

-Keywords Research- Include Keywords in Advert

-Use Correct Landing Pages

-Enable Tracking/Conversion

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AdWords Bidding Tutorial


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AdWords Bidding Tutorial

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Resources
http://www.youtube.com/watch?v=jRx7AMb6rZ0&feature=related


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Resources

Google UK YouTube Channel

- http://www.youtube.com/user/GoogleChannelUK

Google Business YouTube Channel

- http://www.youtube.com/user/GoogleBusiness

Perry Marshal

- http://www.perrymarshall.com/

Howie Jacobson

- http://askhowie.com/

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Google Certification


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Google Certification

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http://www.google.com/intl/en/adwords/professionals/


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Q?

adwords 101 final

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