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Google AdWords Lab
12/28/2013 CS190: Web Science and Technology, 2010
Today's Plan
Quiz!
Search Advertising (more details)
Start Project: Google advertising challenge
CS190: Web Science and Technology, 2010
Anatomy of a Search Ad
3
Ad Generation
• Headline:
• Ad Text:
• Landing URL
Well Written(describing product)
Poorly Written (vague, generic, dull){
{ Static
“Search keyword insertion”
What matters?
“Landing Page”
5Spring 2009Eugene Agichtein CS 190: The Web:
Concepts and Technology, Emory University
Ad Quality Score + Landing Page Quality
• Search engine needs repeat customers
• Needs to improve user experience for long term
• Bid transformation:– (Bid $ amount) x (Ad Quality Score)
~ (Bid $ amount) x (CTR rate + relevance)
In other words, rank by expected revenue for Google
• High quality ads → Lower bid amount(incentive compatibility)
Details for quality score: https://adwords.google.com/support/bin/answer.py?answer=10215
Main difference between Yahoo and Google until 2007
Improving PPC ROILanding Pages
• Targeted pages that are part of the website often outperform the home page as a landing page (Clovis)
Website Home Page
Average Conversion Rate: 1.17%
Targeted Website Page
Average Conversion Rate: 2.40%
Improving PPC ROILanding Pages
• Specially-created landing pages often outperform website pages, even targeted ones, as the landing page
• Use A/B testing (Clovis Group) or multivariate testing (Dale and Thomas)
Website Home Page
Average Conversion Rate: 1.17%
Targeted Website Page
Average Conversion Rate: 2.40%
Special Landing Page
Average Conversion Rate: 12.5%
OK
BETTER
BEST
Keyword Selection: What keywords to bid on?
• Match by topic/relevance:
– Keyword Tool (Opportunities → Tools Keyword tool)
– WordTracker
• Analyze keyword demographics
– (See earlier discussion)
• Negative Keywords– E.g., “Dove” (soap) vs. Dove chocolates vs. Lonesome Dove (book) vs. Rita Dove
(poet)
• Association with desirable (sponsored) events, people– Coca-Cola and “American Idol” / “Simon Cowell” / “Carrie Underwood”
Keyword Selection: How much?Tools > Traffic Estimator
Demographic Targeting: Honda Element
• Target Demographic: Young, single males• http://www.youtube.com/watch?v=fxPg7CwtG2w
• http://www.youtube.com/watch?v=lhkAGfS__mk
• http://www.youtube.com/watch?v=5k50lKeXeTI
Competition Waits Though…
• For every Honda Element, there is a GM Pontiac
• TV Campaign from GM: “Google Pontiac”
• Mazda bids on keyword “Pontiac”
– 69% of Pontiac traffic goes to GM
– 2.43% goes to Mazda according to HitWise– http://weblogs.hitwise.com/bill-tancer/2006/01/google_pontiac.html
Campaign Settings
“Roadblock”
Geo-targetingDaypart
TargetingRank Targeting
Geo-Targetting
Meet hot young singles in your mom's basement today'? .... *&$% GeoIP.
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Starting project 2
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Today: Setup Google AdWords account; Create and use dedicated gmail address shared by whole
team.
http://adwords.google.com/
MUST be set up in US dollars (USD)- SHOULD NOT have any billing information- any campaign created must be PAUSED, so the credit does not run once it is applied.
Register your adwords account:http://www.google.com/onlinechallenge/discover/index.html
Use Professor's real e-mail address [email protected]
Project 2 cont'd
• Once verified, students will be notified through email.
• Log in to this dashboard again; enter the Customer ID number of the AdWords account and Google will credit your account with USD $250 to participate in the Challenge (allow few days for this to occur)
• Your 10 digit customer ID (CID) is at the top right corner of your AdWords account. Enter the correct CID as once entered, it can not be edited again.
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Project 2: Google Ad Campaign
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NOW: – Pick your teams: 2 or 3people each. Preferably, not same as Project 1– Pick a small business (or non-profit or student organization) with a website that has not
used google AdWords in previous 6 months– Sign up for Google advertising challenge
• Today/tonight: Setup Google AdWords account; send your CID to me• Monday 3/4, send professor your campaign strategy (1 page, including website of
business you want to promote). I will give you feedback in class on Tue. • Thursday (3/6) Your Advertising campaign starts and continues at least through
spring break.• Thursday 3/21 each group does a short presentation about campaign results.• Wednesday, 3/27, submit a short (1-2 page) report about your ad campaign.
Note: If you want to be considered in the Google competition for fame, fortune, and extra credit, there are additional requirements, discuss with the instructor.
Example: Emory CS PhD Program
• https://adwords.google.com/select/snapshot
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Another Example
• Site: Atlanta Mission ( http://atlantamission.org/ )
• Campaign goal: increase # of donations
– (could be raise awareness, etc)
• Think of the keywords
• Think of the demographics/targetting
• Think of your budget (plan using keyword traffic estimation tool)…
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"Homework": plan your Ad campaign
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• Pick a “business” – preferably, non-profit/student org, but real small business OK
• Follow the multimedia lessons in Google Adwords:http://www.google.com/adwords/learningcenter/index.html
Especially:
– 1(a, c)
– 2 (a, b, c, d)
Further Reading: Student Guide to the Challenge
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http://www.google.com/onlinechallenge/student_guide.pdf
Note that it contains additional requirement only needed to participate in Google’s competition. Not required for the class project.