adwords fundamentals event presentation

7/31/2019 AdWords Fundamentals Event Presentation

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Google Confidential and ProprietaryGoogle Confidential and Proprietary

Engage@Google Event Series

AdWords Fundamentals

1


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Agenda

1

2

5

6

3

Recap: The beginning

Where Ads Show & How Ads Rank

Better Bidding

Optimising and Troubleshooting

Managing Multiple Accounts

4 Keywords & Ad Text


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1. Recap: the beginning

3


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Google Confidential and ProprietaryGoogle Confidential and Proprietary 4

Google Search Makes Finding Information Simple


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Googles Paid Search Offering: AdWords

Side sponsored ads: Up to eight listings

Sponsored Advertising LinksTop sponsored ads: Up to three listings


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Google Value PropositionThe 3 Rs of Google AdWords

Reach Real-time distribution at massive scale

RelevanceYour ad is seen only by prospects who arelooking for what you have to offer

ROIPay per click model ensure that you are payingfor qualified leads


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REACH: Google Is in the ConnectionsBusiness

Connect consumersto ALL the information

they care about

Connect marketersto ALL the customers

they care about


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RELEVANCE through Targeted Ads

Targeted AdGood UserExperience

HigherClickthrough

Rate

MoreQualified

Leads

IncreasedConversions


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Region City Radius Set borders

RELEVANCE: Sharpen Your Focus

Country, Regional, and City-level Targeting

Reach customers searching for results in geographic areas you choose

Customised Targeting Reach customers searching for results in an area you defineLanguage Targeting

Reach users searching in a specific language, wherever they are


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ROI in Metrics and Reporting

Return on Investment (ROI) is the value received from

advertising in relation to the cost of advertising


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2. Where Ads Show & How Ads Rank

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Everyone Wants to be in Position 1

The position of each ad is determined using a ranking formula


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Auction Basics (Rank = Max CPC x Quality Score)

AdWords ads

MAX

CPC

QualityScoreX

Ad Rank is determined by an auctionof the ads relevance and the amount

advertisers are willing to pay


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Maximum CPC:

e.g. If your Max CPC = $1.20, you will never

pay more than $1.20 per click

Max

CPC

YourMax CPCis the most you are willing to pay for aclick on your ad.


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Quality Score: Made up of several factors

The Auction Rewards Relevant and Targeted Ads byRelying on A Quality Score

CTR:How many searchers are clicking on your ad?

Quality

Score

Ad Text Relevance:How Relevant is your ad to the actual search keyword?

Landing Page QualityDoes your landing page provide a good user experience?

Relevant, Original, Transparent & Easy to navigate

The higher your Quality Score,the lower the price you will pay per click.


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Google Confidential and Proprietary

An Auction Example

Advertiser Quality Score Max CPC RankAd

Position

6 $2 12 1

4 $2 8 2

2 $3 6 3

TheAdWords Discounteradjusts your actual CPC to the minimumamount needed to exceed the rank of the ad immediately below it.

Step 1:

Calculate

Rank

Step 2:

Position

Ads

Joey

Vinny

Sam

Notes: Actual CPC is always less than your Max CPCAn advertiser may appear above a competitor and pay less


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Google Confidential and Proprietary 17

Why do we have Quality Score?

Google

Users

Advertisers

A

U

G

Quality Score is our way ofbalancing the interests of all parties in theonline advertising ecosystem.


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1 Organize your account for maximum effectiveness

2 Choose relevant keywords

3 Create straightforward, targeted ads

4 Point users to a landing page with relevant, original contentwith quick load times

The best way to improve your Quality Score is tofocus on your key metrics

How to Improve your Quality Score


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Can I See Quality Score?

Visible at the keyword level, mouse over Eligible


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To Get to Position 1

There is no guaranteed way to get your ad in position one for akeyword, because you are in a live auction

Your ad is more likely to show in top positions if you have:

A high Maximum CPC bid andA Great Quality Score


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3. Better bidding


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Bidding Tools: Ad Scheduling

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Control days and times AdWords campaigns appear.Set different bid multipliers for different times of the day and the week upto 6 time periods.


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Bidding Tools: Position Preference

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Specify in which positions you'd like ads to appear


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Bidding Tools: Conversion Optimizer

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Uses your AdWords Conversion Tracking data to get you moreconversions at a lower cost.


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Bidding Best Practices

Many bidding options and tools are available, so keep in mindthe following best practices:

Choose bidding strategy that fits your advertising goals New advertisers should consider using automatic CPC

bidding for a few weeks

Only use bidding tools if you have enough campaignperformance statistics

Implement Conversion Tracking and measure your profitability Focus on keywords and placements with best results

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4. Keywords & Ad Text


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Brainstorming keywords

Keywords are the searches on Google you wish to have triggeryour ads.

Start any new account by brainstorming as many keyword ideasas possible

Use product spec sheets, marketing materials,different view points and theGoogle Keyword Tool to help you think.


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The Google Keyword Tool

Choose

Country

Enter yourkeyword

ideas

Get

additional

related

keyword

suggestions


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Build Keywords Based on Goals

Dreaming

Planning

Purchasing

Purchase Funnel

celebritymobile

phones

newmobile

phoneshottestphone

mobile phone comparisons

iphone features

iphone user reviews

locate iphone dealer

buy iphone

order iphone


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Buy Google gearGreat prices on GoogleMerchandise Shop now!

www.googlestore.com

Beach towelGoogle towelsGolf umbrella

Google umbrellaGoogle golf kit

Golf accessoriesBlue umbrella

Travel mugFlask

Google flaskAlarm clockAlarm clocks

Google clockGoogle beach towelsBlue travel flask

Lava lampGoogle lava lampsTravel alarm clock

Red clockGolf umbrellas

Usb stickUsb drive

Google backpacksLaptop backpacks

Laptop bag

Google rucksacksLaptop caseGoogle pens

Google pencilsMouse padMini mouse

Usb extender

Pen setsGoogle speakerVase speaker

Small computer mouseGoogle mouseMemory stick

Google office equipmentModem cord

Cycling jerseyCycling top

Google hoodyGoogle hoodie

Grey hooded top

Google hooded jumperHooded tops

Cycling clothingGoogle clothingArm warmerGoogle tshirtGoogle t shirt

Tracksuit bottomsJogging topBaseball capGoogle hatFleece vestWhite t shirtPolo shirts

Next: Group Keywords but not like this


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Group Keywords - Best

Google Beach TowelGreat prices on GoogleBeach Towels Shop now!www.googlestore.com

Beach towelGoogle towels

Google Bike JerseyGreat prices on GoogleBike Shorts Shop now!www.googlestore.com

Cycling jerseyCycling top

Google USB StickGreat prices on GoogleUSB Sticks Shop now!www.googlestore.com

Usb driveUsb sticks

Google Golf UmbrellasGreat prices on GoogleGolf Umbrellas Shop now!www.googlestore.com

Golf umbrella

Google umbrellaGoogle golf kitGolf accessoriesBlue umbrella

Google Laptop BackpacksGreat prices on GoogleLaptop Backpacks Shop now!www.googlestore.com

Google backpacks

Laptop backpacksLaptop bagGoogle rucksacksLaptop case

Google HoodieGreat prices on StylishGoogle Hoodies Shop now!www.googlestore.com

Google hoody

Google hoodieGrey hooded topGoogle hooded jumperHooded tops


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Which Keywords would you Add/Exclude?

Product: Seller of Photo albums

1. photo album2. free photo album3. online photo album4. buy photo album

Add: 1, & 4Exclude: 2 & 3

1. apartment london2. apartment london for sale3. london apartment hotels4. apartments for rent london

Add: 1 & 2Exclude: 3 & 4

Service:Apartments for sale in London


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Keyword Matching Options

MatchType

How it must beentered in

AdWords

The ad willshow when

The ad will show whena user types the

following

Broad Caribbean Cruise

All words containing thisword or combination ofwords in any order is usedas the query

Caribbean holiday Cruises

Cruise holiday in theCaribbean

Phrase Caribbean Cruise

Keywords are typed in theexact order specified. Buthave other words beforeor after

Cheap Caribbean Cruise

Caribbean Cruise deals

Luxury Caribbean Cruise

[Exact] [Caribbean Cruise] Keywords must be only &exactly what the usertypes in

Caribbean Cruise

-Negative

- Tom Ads will not appear whenthis search term is enteredin the query

Ad will not show ifsomeone types:

Tom Cruise


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Which match type should I use?

Broad use in 99% of cases

Phrase use where the meaning of the word changes depending

on the word order, e.g. share market and marketshare

[Exact] use to limit traffic on very popular keywords if your budget issmall, e.g. [ringtones], or for ROI reasons

There is no need to enter keywords on all 3 match types!


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General Rules on Keyword Selection

What you dont need to consider What you need to bear in mind

Keywords case (upper/lower)Upper and lower case variations are not

counted as separate keywords

hyphens (e.g. T-shirts) are just treatedas spaces

Plurals may not be included inmatch types

Replication of keywords will lead toself-competition

Misspellings not included


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ZEN & the Art of Writing AdWords Creative

Good ads are vital to asuccessful campaignDont leave writing ads until thelast minute!

The more information you getfrom the client, the better your

ads will be


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AdWords Text Ad Specs

If you see a fifth line, this means this ad

has been targeted to your local city orregion

Headline: 25 characters Description line 1: 35 characters Description line 2: 35 characters Display URL: 35 characters Destination URL: 1024 characters.


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5 tips for writing great ads

A good ad creative:

Is relevant to the keywords in that ad group

Contains useful information about the business such as:- specific product or service information

- benefits of the product or service- prices and promotions

Has a call to action and complies with Google policies

Tests multiple messages

Links to the best possible landing page


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1) Keywords in Ad Text

Catch your customers eye by making sure your headlines

match the keywords.

Beauty Salon

Posh Beauty Salon

www.AcmeHair.com

Highlighting, Extensions & MoreGet A Free Consultation Today!

Relaxing Beauty Spa

www.AcmeHair.com

Hair Coloring, Conditioning With

Experienced Stylists. Call Now!


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Dynamic Keyword Insertion

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Improve the CTR of your ads by making the ad text more relevant to

the keyword.

Keyword:flower delivery new york

Ad Text:{keyword:flowers} flower delivery new york{Keyword:flowers} Flower delivery new york{KeyWord:flowers} FlowerDelivery NewYork

{KeyWord: Buy Flowers}

www.AcmeFlowers.com

Valentines Day Roses & More.24/7 Speedy Delivery Available!


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2) Differentiate Your Clients From Others

Save 50% $10 Off Seasonal Sales

Free Consultation Free Sample

Posh Beauty Salon

www.AcmeHair.com

Highlighting, Extensions & More.Call & Get Free Beauty Guide!


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3) Include a Call to Action

Click Here Visit Us

Avoid meaningless slogans and gimmicky language

Posh Beauty Salon

www.AcmeHair.com

Highlighting, Extensions & MoreGet A Free Consultation Today!


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Use multiple ads to test messages

4) Include Multiple Ads

Corporate Notebooks

www.AcmeTech.com

Find Selection of Quality

Laptops. Free Consultation!

Corporate Notebooks

www.AcmeTech.com

Reliable Technology Customized

and Delivered to Your Door!

Corporate Notebooks

www.AcmeTech.com

24/7 Corporate CustomerSupport. Free Shipping!


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Optimise ad text for best performance

Always have at least 3 ads to test different messages

Select Optimise so that our systemwill show the ads that have a higherclick-through rate more often than theother ads in your Ad Group.


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5) Drive Users to the Most Relevant Page

Which landing page is being used? Does all traffic lead to the homepage?Are there specific pages that offer more information on the product/

service?

Test different ad text variations with different landing pages

Search query: black suit


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5. Optimising and Troubleshooting

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Cant See Your Ad?

Some campaign-related reasons why your ad may not show:

Regional Targeting Language Targeting Daily Budget Met Daily Budget Low

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Use the Ads Diagnostic Tool within your account to find more aboutwhy the ad is not appearing.

Cant See Ad: Ads Diagnostic Tool


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What is AdWords Optimisation?

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Optimisation means taking steps to get the results you want by improving the qualityand performance of your AdWords account.

Clear AdvertisingGoals

EffectiveAccountStructure

Relevant,TargetedKeywords

Clear &Compelling Ads

Conversions


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Optimise account performance ongoing

Delete or modify anything that is not performing:ads, keywords or even entire ad groups

Expand on what is doing well:add more keywords and ads similar to the bestperformers

Add new ad groups if the client has new products/services or seasonal events (e.g. Christmas)

Raise CPC bids for keywords that need to be in highpositions

If your Click through rate (CTR) is low, review yournegative keywords to ensure your ads are showing tothe most relevant audience possible


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Tools for Optimizing Keywords

Search-based Keyword Tool

"Search terms" ReportTraffic Estimator

Keyword Analysis Field

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Tracking AdWords performance

Customers who use performance tracking are happier and see

more benefit in using AdWords

Tracking means they can monitor their ROI and make changesto improve it

Google has two free performance tracking tools:

AdWords Conversion Tracking Google Analytics


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Track ROI and make smarter decisions, for free

Learn more about Conversion Tracking: https://adwords.google.com/support/

Easily set up tracking for sales,sign-ups, leads, page-views &more

Identify the keywords that bringyou business

Learn which keywords you wantto:

Invest in (i.e. allocatebudget to)

Bid more competitivelyon

Delete/pause

Conversion Tracking


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Automatic Bidding

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Automatic bidding:

Dynamically adjustsbids on your behalfTries to get you themost possible clicks foryour budget


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Ad Preview Tool

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Approximate a Google search page without accruing statistics for your ads.


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Ads Diagnostic Tool

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Reports whether an ad is appearing on the first page of Google search results Identifies why a particular ad or group of ads may not be showing Determines why a particular keyword may not be triggering ads to appear Provides recommendations for increasing ad rank or ad display


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6. Managing Multiple Accounts

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U MCC f M lti l A t M t


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Use an MCC for Multiple Account Management

MCCs are like umbrella accounts. You can use them to track all of

your advertisers activity, and use just one login.

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MCC

Acc 1 Acc 2 Acc 3

MCCs allow you to:

Track your advertisers activityAccess all accounts with onelogin

Set access permission forother users

Li ki d U li ki A t i MCC


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Linking and Unlinking Accounts in MCC

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Link existing account to MCC using account's customer ID

Unlink account from MCC on "Access" section of My Account tab

A t S tti A t Al t &


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Account Settings: Account Alerts &Notifications

Account alerts help you stay on top of your account

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Receive account alerts and notifications about:

Billing issues Disapproved ads Customised help and performance suggestionsSet up custom alerts in your Campaigns tab to monitor additional metrics like:

Daily spend

Increase in impressions Decrease in clickthrough rate

MCC Al t O i


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MCC Alerts Overview

MCC alerts notify you of issues with accounts you manage.

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