an introduction to google adwords fundamentals at google european hq, dublin

Google confidential

An Introduction to AdwordsAislinn Connolly

25th of April

#googlebb

Google confidential Google confidential

This Morning, You Will Learn….

1 Where to start

2 What is Adwords & how it works

3 Live Demo: how to build a Search Campaign


Before You Start

● Know your business objectives

● Know what success looks like


Two distinct types of search results

search query

paid results

organicresults


Why Adwords?


Paid gives you control over message


Paid gives you control over landing page


Paid lets you take the fight to your competitors

VW Example


Paid & Organic Work Better Together

Source: Search Ads Pause Study, July 2011, Google.


How Adwords Works


The Auction

...Is How Paid Results are Determined


A Closer Look at the Ad AuctionAd Position is determined by...

Ad rank… which denotes ad position

=

Relevance

Quality Score is determined by a combination of factors, including:

• Click-through-rate on Google.com

• Keyword and ad text relevance

• Landing page quality

• Ad Extensions

Quality Score X

Willingness to pay

Max CPC is the highest € amount an advertiser is willing to pay for one click on their ad

Max CPC


Understanding Ad Rank?

Source: http://www.youtube.com/watch?v=MBmPtduElkM

http://youtube.com/v/MBmPtduElkM


What Keywords Should I Use?


Keywords are critical

Source: http://www.youtube.com/watch?v=6TqVPoLg3sE

http://youtube.com/v/6TqVPoLg3sE

Google confidential *

Include appropriate negative keywords to limit irrelevant traffic: -"cheap" -[antique wardrobes], -"used wardrobes"

Broad: wardrobesAlso matches*: sliding wardrobes, wardrobes, bedroom furntiure,..

Modified Broad: +sliding +wardrobe Also matches*: sliding wardrobe, mirrored sliding wardrobe, large sliding wardrobes.

Phrase: "sliding wardrobe doors"Also matches*: brown sliding wardrobe doors

Exact: [sliding wardrobes]Matches: sliding wardrobes

*In each ring, the keyword shown also matches the searches inside the smaller rings. Illustrative - figure not drawn for scale

Keyword match types explained


Keyword Best Practice

1. Add synonyms of existing keywords

2. Add plural and singular variations of keywords

3. Remove duplicate keywords to prevent them from competing with one another

4. Create a negative keyword list to filter out irrelevant traffic

5. Consider using different keyword match types


How To Make Your Ads Stand Out?


Better Ad Text, Better Performance

Source: http://www.youtube.com/watch?v=EboW3RZmRao

http://youtube.com/v/_GI7tsbwnVk


Top shelf space on Google gets 10x the volume

top shelf

side

Source: Google Think Insights.


Ad Text Deep-Dive

I think I’ll search for

“Running Gear ”

Catch your customer’s eye by making sure your headlines match your keywords


Drive Increased Performance:

• 2-line sitelinks raise CTR +20%

• 3-line sitelinks raise CTR +30%

Make Your Ad Stand Out with Ad Sitelinks


Make Your Ad Stand Out with Call Extensions


Make Your Ad Stand Out with Location Extensions

Drive Increased Performance:

• CTR increase of +10%


Be found, be favorable

Better ad

call extensions

Great ad

location extensions

Good ad ad copy with a call to action

sitelink extensions

“Sitelinks help us engage users faster with more

options, and reduce wasted clicks”


Best Practice when writing ads

1. Make sure adtext matches your keyword list.

2. Stands out from your competition.

3. Includes a call to action and USP

4. Inter capitalisation of adtext

5. Enable all applicable Ad Extensions.

6. Make sure ads link to relevant Landing Page


Why All This Matters To You


Four Reasons why this matters.

1. Maximum coverage generates sales

People who can’t see you, don’t buy from you

2. Together is better

Ads alongside organic results boost brand perception…

3. Take the fight to your competitors

The more visible you are, the less visible they are

4. You can’t tell intent from the search term…Typing ‘Shoes’ could be related to formal, dress or casual

Be there for them in every case.


Live Demo


Account Structure Best Practice


The wrong way to structure an account


A better way to structure an account


Resources To Learn More

Google confidential

1. Help Centre

2. Adwords Channel

Resources to learn more


Thank you.


Appendix


What does quality score influence?

eligibility position

top slotprice

determines whether your ad is eligible to enter the auction for that query

determines the relative position of your ad in relation to the other ads on that result

rage

a better quality score reduces the price you need to bid to maintain a given position

only high quality ads are eligible to appear above the

natural search results


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 content with quick load times

the best way to improve your quality score is to focus on your key metrics

how to improve your quality score


Match Type When to use it Pros Cons

BroadCapture huge amounts

of trafficTrafficReach

High TrafficLess Relevant

Require Negative Keywords

Broad Match Modifier

Capture high amounts of traffic

TrafficReach Control

High TrafficLess Relevant

PhraseTarget specific phrases you want to appear on

ControlSpecific

Lower TrafficLess Reach

ExactTarget exact terms you

want to appear on

ControlRelevancy

Quality Score

Lower TrafficLess Reach

Keyword match types: when to use them

an introduction to google adwords fundamentals at google european hq, dublin

Business

likegooglle conffiidenttiiall

favorablegood ad ad

better ad text

ad auctionad position

applicable ad extensions

ad text deepdivecatch

keyword best practice1

negative keyword list