google ad-words fundamentals
TRANSCRIPT
AdWords Fundamentals
What you'll learn in this module:
Introduction to AdWords
Getting Started with AdWords
Targeting
Costs and Billing
Tracking Ad Performance
Optimizing Ad Performance
Account Performance Tools
Google Analytics
Managing Client Accounts
What is AdWords?
Google's powerful online advertising tool can help you reach new customers and grow sales.
Important numbers:
- Initial release October 23, 2000
- $43.7 billion in 2012
Google and Google AdWords Basics
Google uses keyword based advertising to target your ads to users searching for
your product or service
The CTR helps determine whether your ad is effective
Google ads can be targeted to any language or location available worldwide.
There is no minimum spending limit with Google AdWords
AdWords allows an unlimited amount of changes to an account per month
AdWords PoliciesLink Policy:
A Destination URL must:
Link to a working website
NOT link to website under construction
NOT require users to download software
Sites can not have pop-ups on the landing page
An example of an appropriate URL would be www.gmail.com
AdWords PoliciesEditorial Policy:
only one exclamation point in ad text
If you can find the word in an online dictionary, it is probably ok
AdWords PoliciesImage Ads Policy:
Text in image ads must adhere to editorial policy guidelines
A display URL is NOT necessary to include in an uploaded image
Image ads are NOT allowed to be rotated or inverted
Image ads must be rated family-safe only
Images must be clear and readable
No mock animated features may be included in an image ad
AdWords PoliciesGoogle Invalid Clicks Policy:
Repeated manual clicking, use of click robots, or automated clicking agents or tools are prohibited
Google's advertising networks
Google Search Network -
The Search Network includes Google Search, other Google sites such as Maps and Shopping, and hundreds of non-Google search partner websites (like AOL) that show AdWords ads matched to search results.
Google's advertising networks
Google Display Network -
The Display Network includes a collection of Google websites (like Google Finance, Gmail, Blogger, and YouTube), partner sites, and mobile sites and apps that show AdWords ads matched to the content on a given page.
Getting Started with AdWords
AdWords is organized into three layers: account, campaigns, ad groups.
Account:
Your account is associated with a unique email address, password, and billing information.
Getting Started with AdWordsCampaigns: Each campaign in your account has its own budget and settings that determine where your ads appear.
Types of campaigns
Search Network only,
Display Network only,
Search Network with Display Select.
Campaign sub-types:
● Standard● All features
Specialized campaign sub-type:
● Remarketing● Ads in mobile apps
Getting Started with AdWordsAd groups: Each ad group within a campaign contains a set of similar ads and keywords that you want to trigger your ads to show.
Structuring your campaign
Ads
Different types of ads formats and ad extensions will be available for you to use
Approval process
Types of ad formats
Types of ad extensions (Manual)
App extensions
Call extensions
Location extensions
Review extensions
Sitelink extensions
Callout extensions
Keywords
Keywords also help determine how much you pay. Each of your keywords has a maximum cost-per-click bid amount (or "max. CPC"), which specifies the maximum amount you're willing to pay each time someone clicks your ad.
Selecting Keywords
2 – 3 word phrases
keyword tool
list plural variations, synonyms, and spelling variations
Keep lists small and manageable
Use negative keywords
Keyword Planner
Research keywords
Get historical statistics and traffic estimates
Display Planner
Research targeting methods
Get impression estimates and historical costs
Search ad formats
Text ads:
headline,
URL
description
Search ad formats
Ads with extensions:
phone number,
location,
links to other pieces of relevant content
Placements
Sites across the Internet where your ads can appear.
Display ad formats
Text ads
Image ads
Rich media ads
Video ads
Targeting your audience
Keyword targeting
Keyword match types
Negative keywords and keyword exclusions
Contextual targeting: Match relevant site content:
- Keywords
- Topics
Audiences:
- affinity audiences
- in-market audiences
Interest categories
Remarketing
Demographics
Targeting your audience
Managed placement targeting: Select specific websites and apps
Location and language targeting
Device targeting
Quality Score reported in your account is an estimate of the quality of your ads and landing pages triggered by that keyword in auctions throughout the day.
Ad Rank determines the order in which your ad shows up on the page (also known as ad position).
QS and Ad Rank
Quality Score - expected clickthrough rate (CTR)
- ad relevance
- landing page experience
Each keyword gets a Quality Score on a scale from 1 to 10, where 1 is the lowest score and 10 is the highest.
Ad Rank- bid amount,
- the components of Quality Score
- the expected impact of extensions and other ad formats.
video: https://youtu.be/PjOHTFRaBWA
Costs and Billing
New AdWords advertisers might want to start small — between $5 and $50
Calculate average amount you might budget per day by dividing your monthly
budget by 30.4 (the average number of days per month)
AdWords can allow up to 20% more clicks in a day than your budget specifies
Pricing and Ranking
Cost-per-click (CPC): If you want to focus on clicks on your ads and drive traffic to your website
- automatic CPC
- manual CPC
Cost-per-thousand impressions (CPM): If you want to focus on impressions
Cost-per-acquisition (CPA): If you want to focus on conversions
Different types of strategies
Maximize clicks
Target search page location
Target cost-per-acquisition (CPA)
Enhanced cost-per-click (ECPC)
Target return on ad spend (ROAS)
Target outranking share
Tracking Ad PerformanceQuality and Performance Basics
Reports
Basic ROI and Conversion Tracking
Conversion Tracking
Google Analytics
Import Analytics goals and Ecommerce transactions directly into your AdWords account.
Import valuable Analytics metrics — such as bounce rate, percentage of new sessions, and pages/session — into your AdWords account.
● Take advantage of enhanced remarketing capabilities.
● Get richer data in the Analytics multi-channel funnels reports.
● Use your Analytics data to enhance your AdWords experience.
Optimizing Ad Performance
Preparing to Optimize
Choosing Landing Pages
Account Optimization
Advanced Optimization Features
Optimizing Ad Position, Position Preference
Specific Optimization Strategies
- Increasing Traffic/ Clicks
- Increasing Conversions
- Adjusting CPCs to Maximize ROI
Managing Client Accounts
My Client Center
Centralize and manage all your AdWords accounts
Useful for advertising agencies, search engine marketers, and automated bid managers