google adwords seminar handout

AdWords™ Seminar For Success

AdWords 201

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Housekeeping

• Your Materials

• The Schedule

• The AdWords Credit

• I Have Questions!!!

• Cell phones to Vibrate, Please

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Assumptions

• You are familiar with the AdWords advertising platform, and/or you took yesterday’s class

• You know how to create an AdWords campaign

• You know the basics of creating a keyword list and ad creative

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GeographicTargeting

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Narrowing Your Focus

Source: Advertising Age’s Search Marketing Fact Pack

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Narrowing Your Focus

Source: Advertising Age’s Search Marketing Fact Pack

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Why This Is Important

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Why This Is Important

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Why This Is Important

Ability to figure out where people are and target ads there makes AdWords a

powerful tool.

You do not have to cast the widest net to communicate with potential customers.

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Google Domain

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Google Domain

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Google Domain

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Google Domain

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Google Domain

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Google Preferences

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Search Terms

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Internet Protocol (IP) Address

Unique identifier for computers on Internet

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Roadblocks

• The searcher's ISP prevents Google from identifying an IP address.

• The IP address doesn't match the location of the searcher.

• If Google does not recognize a city or town, you won't be able to target an ad there.

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What Campaign Is Best?

• Determine where your customers are.

• Where are your products and services sold?

• You may benefit from local, national and international campaigns.

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How You Can Use It

• Test marketing messages in small areas before rollout

• Test marketing messages for specific areas

• Advertise where you are certified to do business/sell products

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Campaign Organization Options

• Geotargeted campaign, omitting location identifiers in keywords

• Non-geotargeted campaign, using location-specific keywords

• Combination: higher bids for geotargeted campaigns

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Common Geographic Identifiers

• State (Tennessee, Tenn. , TN)

• Counties

• Cities

• ZIP Codes

• Neighborhoods & Local Lingo

• Area Codes

• Airport Codes

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Tips

• Use location in title/ad text when geotargeting

• Consider geography for marketing messages

• Consider time zones

• Track CTR, conversions, etc. at geographic level

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Windy Acres German Shepherds

They sell:

• Puppies, marketed locally

• Dog training DVDs

They could benefit from:

• Local campaign for pups

• National campaign for training DVDs

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Creating a Geotargeted Campaign

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Ad Preview Tool

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Ad Preview Tool

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Ad Preview Tool

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DemographicBidding

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Overview

• Choose Audience by Age and Gender

• Available for Content Network Only

• Use Demographic Bidding Report

• Adjust Bids and Preferences Accordingly

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Placement-TargetedCampaigns

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Placement-Targeted Campaigns

• Choose individual sites in content network

• Choose by category, topic, URL or demographics

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Networks Tab

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Networks Tab

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Site and Category Exclusion

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IP Exclusion

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PositionPreference

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Ad Scheduling

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Keyword ListOptimization

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Wordtracker

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KeywordDiscovery.com

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KeywordSpy.com

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SpyFu.com

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Search-Based Keyword Tool

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Search-Based Keyword Tool

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Insights for Search

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Keyword List Generator

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Dynamic Keyword Insertion

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Dynamic Keyword Insertion

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Dynamic Keyword Insertion

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Formatting Guidelines

{keyword:default text}

• Braces { }: Braces & enclosed text are body of tag. Replaced by keyword that triggers ad.

• Colon (:): Use one colon, no spacing.

• Default Text: Text after colon appears if system cannot insert appropriate trigger keyword.

This is wrong>

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Capitalization

• keyword = wii fit

• Keyword = Wii fit (first letter of first word)

• KeyWord = Wii Fit (first letter of each word)

• KEYword = WII fit (all letters of first word)

• KeyWORD = Wii FIT (first letter of first word, all of others)

• KEYWORD = WII FIT (all letters of all words)

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Example

Ad Text Would Read:

{KeyWord:Cheap Video Games}

Huge selection for Wii & PS3.

{Keyword:All games} in stock. Free shipping!

Your-Site.com

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Ad Would Say:

Quantum Of Solace

Huge selection for Wii & PS3.All games in stock. Free shipping!Your-Site.com

Keyword: [Quantum of Solace]

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Keyword: [James Bond 007: Quantum of Solace]

Ad Would Say:Cheap Video GamesHuge selection for Wii & PS3.All games in stock. Free shipping!Your-Site.com

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How to Self-Diagnose

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Diagnosing a Tanking Keyword

1. Check Keyword Analysis

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Diagnosing a Tanking Keyword

1. Check Keyword Analysis

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2. Look For Account Changes

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2. Look For Account Changes

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2. Look For Account Changes

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3. Look For Website Changes

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Why Can’t I See My Ad?

• Daily budget too low

• Keyword deleted or inactive

• Ad is disapproved

• IP unknown or outside target area

• Ad not on first page

• Browser page not refreshing

• The max CPC higher than daily budget

• Missing ad text or keywords

• Ad is on Content Network

• Campaign has ended

• Campaign/Ad Group paused or deleted

• Missing credit card information

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Disapproved Ads Tool

Find out if your ads have been disapproved.

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Disapproved Ads Tool

Find out if your ads have been disapproved.

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Ads Diagnostic Tool

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Ads Diagnostic Tool

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AdWords Editor

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Why I Like AdWords Editor

• Free

• Platform Agnostic: Mac or PC

• Work Offline (Fast)

• Ability to Make Bulk Changes

• Save Account Backups

• Collaboration

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Get Recent Changes

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Manage Campaigns

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Manage Ad Groups

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Manage Ads

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Manage Ads

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Manage Ads

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Manage Ads

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Manage Keywords

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Manage Negative Keywords

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Manage Placements

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Advanced Search

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Collaboration

• Edit Account in AdWords Editor. (Don't Post)

• Export changes using File > Export for Sharing. (Draft campaigns aren't included ; change to 'Active' to include)

• Email AdWords Editor Share (AES) file to collaborator.

• Collaborator imports AES file into AdWords Editor and reviews .

• Collaborator can post changes, export and share with others or return file to you.

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This Economy Sucks.

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Advertising in a Down Economy

• Focus ads on low prices and savings

• Use value-related keywords

• Make sure ad groups are targeted and relevant

• Don't waste money on irrelevant clicks

• Make it easy for customers to buy

• Focus money on high-performers

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Holidays and Your CPC

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Understanding ROI

ROI = Profit/AdWords Spend

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What’s a Keyword Worth?

#1: Calculate Profit Before Advertising Costs

• Determine profit per sale from knowledge of your business.

• Find number of AdWords sales from Google Analytics and Conversion Tracking.

• Take profit per sale, multiply by number of sales to calculate gross profit before advertising costs.

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Example:

• $1,000 Profit Per Sale

• x 1,000 Sales

• = $1,000,000 Gross Profit (before advertising costs)

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How Do I Know What to Bid?

#2: Calculate Value - Per Click

• Value Per Click = Profit, Before Advertising Costs, Divided by Number of Clicks.

• Ensure Max CPC Bid < Value Per Click!

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Example:

• $100 gross profit

• Divided by 5 clicks

• Equals $20 per click

So don’t bid more than $20 per click!

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How Do I Know What to Bid?

• #3: As You Work With Max CPC Bids:

• If profit increases, increase bid.

• If profit decreases, decrease bid.

• Trial and error until maximum profitability.

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Keyword Impressions Clicks CTR Cost Average CPC

buy eggs 10,000 250 2.5% $250 $1

buy organic eggs 10,000 500 5% $250 $0.50

No Conversion Data

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Keyword Conversions Conversion Rate

Cost Per Conversion

Profit Per Conversion ROI

buy eggs 10 4% $25 $50 200%

buy organic eggs 50 10% $5 $5 100%

With Conversion Data

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Bid Simulator

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Bid Simulator

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Other Bidding Options

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Automatic Bidding

• Formerly known as Budget Optimizer™

• No individual bids for ad groups, keywords, or placements

• Automatically adjusts keyword CPC to help campaign get the most clicks possible within budget over 30 days

• Goal is to receive most traffic possible within budget, not achieve specific ad position or conversion rate

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Another Pricing Model: CPM

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Cost per thousand impressions

Available for placement-targeted campaigns

Set the maximum bid for 1,000 ad impressions. An impression is counted when a Web page

serves an ad, clicked on or not.

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How Does Google Compare?

• Effective CPM (eCPM) for keyword-targeted ads

• Considers CPC, CTR, and other relevance factors across 1,000 impressions

• Result = eCPM

• eCPMs compared to each other and max CPM of competing placement-targeted ads

• Highest ranking ad wins

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ConversionOptimizer

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Who Should Use It?

• 15+ conversions in last 30 days

• Tracking CPA

• Steady conversion rate

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How Does it Work?

• Conversion predictions

• Generates unique CPC bids based on predicted conversion rate

• Works toward a CPA goal

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How Are Conversions Predicted?

• Search query

• Searcher’s location

• Type of site on content network

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Caveats

• Must have 15 conversions in last 30 days

• No seasonality

• Does not support:

• Placement targeting

• Setting separate content bids

• Position Preference

• Advanced Ad Scheduling

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How To Increase Conversions

• Increase budget

• Raise CPC bids

• Advertise on Content Network

• Add more keywords

• Combine similar campaigns

• Track more frequent events

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Keeping Your Conversion Rate• “Safe” Changes:

• Edit CPA bid

• Create Ad Groups

• Add/delete keywords

• “Risky” Changes:

• Move conversion tracking code 

• Change site structure or layout

• Large ad text changes

• Move Ad Groups to new campaign

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Website Optimizer

Website Optimizer Seminar for Success: google.com/awseminars

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Website Optimizer

• Free tool to understand and improve website

• Allows simultaneous testing of Web page sections

• No direct effect; you must manage the testing and changes

• Optimizing landing page for conversions should improve ROI

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Features Overview

• No Limit on Incoming Traffic

• Works With All Analytics Solutions

• Tests All Traffic, Not Just AdWords

• Up to 10,000 Combinations Per Test

• Run “Follow-Up” Experiments Between Winner and Original

• Tests Can Have Non-Page-Based Conversion Events

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Before

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After

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What Should You Test?

• Titles

• Images

• Layout

• Selling Proposition

• Conversion Incentives

Or:

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Testing Tips

• Test Small Number of Variations

• Test Big Changes

• Consider Early Indicators If Not Enough Conversions

• Don’t Jump to Conclusions

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Two Types of ExperimentsA/B

• Simpler Setup

• Better for Low-Traffic Sites

• Allows Testing of Page Layout/Design

Multivariate

• More Flexible Setup Process

• Test Combinations of Page Elements

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Study Other Landing Pages

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ManagingAccounts

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MCC Dashboard

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Template Center

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AdWords APIAllows two systems to talk with

each another

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What’s a Web Service?

A standardized way of integrating Web-based applications. Web services allow organizations to

communicate data without intimate knowledge of IT systems behind the firewall.

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What’s It For?

Automation:

• Generation & Retrieval of Custom Reports

• Bid Management Processes

• Complex Inventory Control Processes That May Pause or Resume Campaigns

• Generation & Expansion of Keyword Lists

• Customization of Text Ad Creative

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Who Is It For?

• Developers

• Advertisers with thousands or millions of products

• MCC account holders

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How It’s Billed

• Quota-Based

• Each Operation Consumes API Units

• Some Operations Consume One Unit; Others Consume More

• Billed .25 Cents Per Thousand API Units Consumed

• Some Advertisers Eligible for Limited Free Quota Allocations

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Television Ads

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How Do Television Ads Work?

• Partnership with Dish Network

• No bundling or contracts

• Good for smaller advertisers, shorter tests

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How Do Television Ads Work?

• Ad variations: 15, 30, 45, 60, 90 & 120 seconds

• Recommended minimum pricing $150/day

• Ads Diagnostic Tool ties in

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Ad Creation Marketplace

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Search Engine Optimization

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Search Engine Optimization

• Original, Keyword-Rich Content

• Website Coding/ Semantic Structure

• Backlinks

• Search Engine Friendly URLs

• Unique Meta Descriptions

• Smart Page Titles

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Link Bait

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Link Bait

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No Nos

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No Nos

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No Nos

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No Nos

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Examples

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Examples

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Examples

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Examples

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Examples

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Examples

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Examples

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Examples

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Examples

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Examples

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Examples

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Examples

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Examples

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Examples

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Examples

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YouTube

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To-Dos & Resources

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To-Dos

• Build your keyword list using third party tools

• Download AdWords Editor

• Sign up for My Client Center

• Evaluate ROI; adjust bids and campaign structure accordingly

• Optimize website for search engine visibility

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Resources

• AdWords Help Center: http://adwords.google.com/support/

• Google Insights for Search: http://www.google.com/insights/search/#

• Inside AdWords (official blog): http://adwords.blogspot.com/

• See full list on your USB

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Thank You!

Stasia HoldrenPPC-Boot-Camp.com

stasia@ppc-boot-camp.com

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Q&A158