Download - 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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Q&A158