Download - Google Webmaster Tools. The Tools Google Adwords Google Analytics Google Website Optimizer
Google Webmaster Tools
The Tools
• Google Adwords• Google Analytics• Google Website Optimizer
Basic Terminology
• Cost-Per-Mille (CPM)(thousand impressions) mille is Latin for 1000Cost for every 1,000 times the ad is shownUseful for Brand recognition, gaining visibility
• Cost-Per-Click (CPC)Cost each time your ad is clickedDirect response
Benefits of Google AdWords
• Increase reach• Show relevant ads to target audience• Measure your return on investment• Google captures 80% of search traffic –
globally• Can target users based on demographics –
location, age, language and show ads based on interests
Supported Ad Types
• Text ads (most common) Headline 2 description lines Display and destination URL Levels playing field
• Image ads Images, common banner ads Found as you browse general web content Increase visibility and brand awareness
• Video ads Video or video clips, youtube
More Ad Types
• Rich Media Ads Include text and video, sometimes Flash Clickable, informative, interactive ads Engaging
• Mobile Ads Specifically for mobile devices
More Google Terms
• Keywords Terms or phrases people type in to search engines What will trigger your Google ad to appear when
someone searches• Placements
You can specify other specific websites where you want your ads to appear.
More Google Terms
• Campaign Can have multiple campaigns Can have different campaigns for different
offerings• Ad Groups
Each campaign consists of one or more ad groups Ad group are groups of keywords or placements
• Impression Occurs when an ad is displayed
Even More Terms
• Clickthrough Rate (CTR) Used to measure ad performance Total # of clicks/# of times ad displayed
Auctions
• AdWords works like an auction Advertisers bid different amounts on different
keywords• Bid
The amount of money willing to pay for a click on your ad in the CPC model
Or amount of money willing to pay for 1,000 impressions on a CPM model
Playing the Game
• Maximum Cost Per Click Most you are willing to pay per click on your ad
• Cost Per Thousand Impressions Most you are willing to pay per 1000 impressions
• Quality Score Foundation for measuring quality of campaign Google rewards you with lower prices and better placements
the better your quality score• factors include: click-through-rate, relevance, historical account
performance• your ad can appear higher than your competitor and pay less than
they do• https://adwords.google.com/support/aw/bin/answer.py?hl=en&answ
er=140351
Average Position
• Average of where your ad appears
Ad Rank
• Ad position is determined by Ad Rank• Calculated by max CPC * Quality Score• Ad with highest ad rank will be in the first
position
First Page Bid Estimates
• Estimated bid you'll have to pay to have your ad show up on the first page of search results
Conversion
• Getting users to do what you want: Buy/donate Login to account Get directions Download a file Sign up for more info Join mailing list Call
Advertiser Requirements
• Editorial and Format Style and content
• Content• Link
Editorial and Format
• Any specials or discounts must be found within 1-2 clicks of the landing page.
• Ensure what is advertised is available.
headline: 25description lines: 35display URL: 35
Content
• Guidelines for what you can and cannot advertise.
• All ads are reviewed. Nothing illegal No gambling, cigarettes, alcohol No violation of Google's values or policies Nothing that might contribute to a negative user
experience
Link Policies
• Rules about the ad urls and website user is taken to.
• Have to use the same domain in display and actual url (destination url)myrocks.com >> mytrees.com
• Landing page should not have pop-up or other annoying features
Ad Approval
• Once an ad is approved they are placed into categories and assigned an ad status.
• Categories: family safe non-family safe adult
Ad Status
• disapproved• under review• eligible (waiting for full clearance/ok for
Google.com but not other sites yet)• approved• approved non-family• approved adult
Where Ads Show Up
• Google Search Network(only text ads)
– Google Product Search– AOL– Earthlink– Virgin Media– Amazon.com– Google Maps– Google Product Search
• Google Display Network– About.com– New York Times– HGTV– AdSense– You Tube– Gmail
• Over 1 million partners
Google Network
Understanding the Structure
http://www.youtube.com/watch?v=Q_AFC9sBqhQ
Starting an Account
• www.adwords.com• Get a Google account, or use your existing
Google login
Account Setup
Keywords
• Speak the language of your customer pre-owned vehicles (3600 searches) vs
used cars (4,000,000 searches) low fares (6,000 searches) vs
cheap flights (1,500,000 searches
Keyword Match Types
• Broad Match no quotes in search contains similar words add + in front of keywords to specify exact
wording. Ex. +athletic shoe• discount athletic shoe• athletic kids shoe• athletic shoe store• sport tennis shoe• athletes foot
Keyword Match Types
• Phrase Match More restrictive Put keyword in quotes "athletic shoe"• discount athletic shoes• athletic shoe store• athletic kids shoe• athletic running shoe
Keyword Match Types
• Exact Match Place keywords in square brackets [] [athletic shoe]• athletic shoe not athletic shoes
Negative Match
• Filter out irrelevant traffic• Where we don't want ad showing• Using a – before keyword
Dynamic Keyword Insertion
• DKI{Keyword: Big Rocks} In Stock
• Will substitute {} with the search words used if there is enough space
Ad Tracking
• AdWords reports• Integrate Google Analytics with AdWords