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AdWords Implementation Strategies Everything you need to know before you begin your campaigns

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AdWords Implementation Strategies

Everything you need to know before you begin your campaigns

Presentation Goals

● Outline all of the services procedures that are needed for a successful AdWords implementation

● Define key terms● Provide account configuration strategies and

best practices

I need an AdWords campaign and

Before you ever open AdWords...

There are multiple services and configurations you want to make sure are in place in order to run a strategic, data-driven campaign

Implementing AdWords without these services and configurations is like serving peanut butter without jelly.

Pre AdWords: Services Checklist

● Google Tag Manager● Google Webmaster Tools● Google Analytics● Google Tag Assistant● Google Trends (Alerts!!!)

● Google Places (for brick & mortar clients) ● Google Customer Surveys (paid, deployed through Tag

Manager)● Crazyegg (paid, deployed through Tag Manager)● www.thinkwithgoogle.com

Required!

Recommended!

Required: Google Tag Manager

Google Tag Manager is a service that makes it easy for marketers to add and update website tags -- including conversion tracking, site analytics, remarketing, and more—with just a few clicks, and without needing to edit your website code.

Using Tag Manager you can rapidly test & deploy (in minutes):

- Outbound Link and Mailto (email link) tracking - Demographic Tracking Code- Heatmapping tool (Crazy egg) code- Display advertising tracking beacons (including non-google services)- Custom Variables

Previously each of these deployments could have taken between 5-10 business days

Required: Google Tag Manager

Why:● Easy to implement● Centralizes and simplifies tag management● Test & deploy marketing & analytics without

the involvement of Client’s IT team● Increase site performance● Works across all platforms (even updates

realtime to a downloaded application)

Tag Manager: Terms

ContainerTagMacroRuleDataLayer

If you understand these five key terms, you can have a productive conversation about tag manager.

Required: Google Webmaster Tools

Why:● Import Search Impression data into Google Analytics

(link tools, data is only for 90 days)● Index new content quickly (through Fetch)● Manage “Site Links”● Identify errors

Webmaster Tool Interface Google “Site Links”

Mega Required: Google Analytics

If you are running an AdWords campaign you really, really need Google Analytics.

It’s free.

Google Analytics: Check List

❏ Is Adwords connected?❏ Is Webmaster Tools connected?❏ Is Demographic & Interests reporting enabled?❏ Is Internal Site Search implemented?❏ Are Campaign codes being used on other

marketing initiatives? (if so, is there a taxonomy in place?)

❏ Are your data views structured correctly?❏ Are you goals in place (in the correct views?)❏ Is the privacy policy up to date?❏ Setup content groupings (optional)

Required: Google Tag Assistant

Recommend using Chrome Browser for all of these tools

Find Tag Assistant in Chrome Store

Set it up to “auto detect”

Required: Google Trends

Used to inform search strategy

Helps you generate supporting data

Set up alerts!

Optional: Google Places

Why:● Helps with geo-targeting in both organic and

paid search results● Can be tied to AdWords as an ad extension● Free!!! (and helps you dominate the screen)

AdWord with Location Extension Organic Results

Optional: Google Customer Surveys

Deploy via Tag managerPaid ProductCan be run on your site or an audience network

Optional: CrazyEggA heatmap is an easy way to understand what users want, care about and do on your site by visually representing their clicks - which are the strongest indicators of visitor motivation and desire.A heatmap lets you collect more than 88% of the data you would using a traditional eye-tracking process.

You can:● Track visitor clicks● Pinpoint hotspots● See where visitors stop scrolling● Connect clicks with traffic types

(including paid search!!!)

You can provide heatmap analysis across multiple platforms (desktop, tablet, mobile)

CrazyEgg

Deploy through Tag Manager on every page (it’s asynchronous so it will not affect performance)

Best to preemptively run on landing pages and pages where conversions take place

Optional: ThinkWithGoogle.com

Why:● Third party research to support your

approach● Supporting documentation for proposals● Client education

And now about AdWords...

Penn State Regional Campaigns Case Study

Personal Learnings: ie. cautionary tales...

The only thing constant is change

Expect feature and interface changes often and without notice (in all applications)

AdWords Account Ownership

NEVER “own” a client account (even if they beg you to)

Set up invoicing with a google rep (and get to know them well)

Length account ownership affects your “quality score” (which impacts your visibility)

Low Conversion

… can be just as much the fault of the client’s site as it can be the campaign

This is why heatmapping is good to have in place

Agree on Market Size and length of campaign

and adjust budget accordingly

Clients often start with budget instead of market

Often budget may be too large or small for target market

AdWords will supply you with potential reach data as well as an estimated performance metric

Design your campaigns to show your value

Start with your budgets and work backwards…

Approach your spend by prioritizing region/audience/product based on success metrics

The shared budget view is a powerful tool...

Shared Library

Think about everything you want to be shared across campaigns before configuration:● Budgets● Exclusions● Negative Keywords● Ads

SEO and SEM

The 10 million dollar question: Should you buy your own brand name if you are already top of the organic results.

Be as specific as possible in your campaign names

That is what you will see in Google Analytics…

Indicate intent: exposure/conversion

Review Campaign Metrics with Client (non-negotiable)

Need 2 weeks to get enough data to make informed decisions

Agree on changes

Then review every 2 to 3 weeks with weekly updates

In App/Game advertising

Meet Hank. He (and several of his 5 year old friends) may account for 5% of google’s inApp display advertising revenue last year...

Avoid in app/game advertising at all costs (unless your client is in the gaming space).

Now You Know...

Questions?