google adwords presentation

Google Adwords

Fundamentals

Benefits of Adwords

1. Targeting.

2. Control your costs.

3. Measure your success.

4. Manage your campaigns.

Google Advertising Networks

• Search Network:

(Google search, Other Google sites; Maps ,Shopping) where you can search customers actively searching for specific products.

The Search Network can help advertisers do the following:• Show their text ads next to Google search results• Reach customers actively searching for their specific product or service

Google Advertising Networks• 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.

The Display Network can help advertisers to do the following:• Use appealing ad formats to reach a wide range of customers with broad

interests.• Build brand awareness and customer loyalty.• Increase engagement with customers.• Choose more specifically where their ads can appear, and to what type of

audience.

Search Ad Formats

• Text Ads:

Headline

Display URL

Description

• Ads With Extensions:

Display information about your business (phone number, location , links to other pieces of relevant content).

Display Ad Formats

• Text Ads.

• Image Ads.

• Rich media Ads.

• Video Ads.

Quality Of Your Ads

• To know how to optimize the quality of your ads, You should understand the Quality score and the Ad rank.

Quality score : is an estimate of the quality of your ads & landing pages triggered by that keywords in auctions throughout the day.

Ad rank : determines the order in which your ad shows up on the page (ad position).

Components Of Quality Score1. Expected CTR.

2. Ad Relevance.

3. Landing Page Experience.

Notes :

• Each keyword gets a quality score on a scale from (1 to 10).

• The more relevance between your ad and the landing page, the higher quality score you will have and the higher ad position and the lower CPC you will get. So, even if the competitor bids higher than you ,you can win higher ad position at a lower price.

• Quality score is one factor that affects the ad rank , the other factors are (bid amount & the expected imapct of extensions and other ad formats).

What You Pay?

Ad words gives you control over your costs, You can choose how you will spend your money according to your advertising goals.

The bidding strategies:• Cost per click (CPC): if you want to focus clicks on your ads & to

drive traffic to your website.

• Cost per thousand impressions (CPM): if you want to focus on the number of times your ad shows and increase awareness of your brand ,(it is available only for display network campaigns).

• Cost per acquisition (CPA): if you want to focus on people when they take specific action on your website after clicking on your Ad

What You Pay?Notes :• when using CPA bidding the actual amount you’ll be charged

might exceed your specific bid due to factors outside Google's

control (changes to website or ads, increased competitions in an

ad auction).

• To use CPA bidding, you will need to either set up (conversion tracking, cross-account tracking or be importing data from Google analytics) but in order to use conversion tracking you should make at least 15 conversions in the last 30 days.

• You will need to use conversion optimizer to know historical info about your campaign and automatically finds the optimal CPC bid for your ad each time it is eligible to appear.

Types Of Campaigns

• Search network only :this campaign works by linking your keywords to the words or phrases someone uses to search, this type is useful to connect with customers when they are searching for products & services.

• Display network only: this type works by matching your ads to websites and other placements with content related to your targeting.

• Search network with display select: allows you to show your ads on Google search network & relevant placements within the display network.

Campaigns Sub Types

• Standard : using basic options (location, language , targeting , bidding ,the budget settings & common ad extensions).

• All features: using more advanced options (social & experimental settings , ad scheduling , ad delivery ,advanced location options).

• Remarketing: show your ads to people who already visited your website when they browse other sites on the display network.

• Ads in mobile apps: showing your ads in apps your ads will get matched to apps through out the display network.

Structuring Adwords Account

Ad words is organized into three layers:

• Account : your account is associated with a unique email address and billing information.

• Campaigns : each campaign has its own budget ,settings that determine where your ad appear.

• Ad groups : each ad group within a campaign contains a set of similar ads & keywords that you want to trigger your ads to show.

Example

Account

www.electrostore.com

Campaign 1

TV

Ad group 1

3D TV

Keywords

Ad group 2

HD TVs

Keywords

Campaign 2

cameras

Ad group 1

SLR cameras

Targeting Your AudienceKeyword match types

Display Network Targeting

You can use different targeting methods to match your ad to places or audiences on the display network.

1. Contextual targeting

• Keywords: ad words looks for sites with content related to your keywords.

• Topics: it lets you place your ads on website pages about the topics that you choose.


2- Audiences ,you can target your ads based on audiences.

• Audiences : (Affinity audiences-custom affinity audiences-in market audiences).

• Interest categories: people who have interest in your product.

• Remarketing

• Demographics: (age , gender & so on ..)

3-Managed placement targeting: it allows you to pick individual sites or mobile apps where you want to show your ads.


4- location& language targeting:

• Location: you can target geographic areas to show your ad, you can select entire countries, regions, cities or certain distances around your business location.

• Language: show your ads to customers who speak particular language.

5- Device targeting: targeting people who are searching or visiting display network sites using (IPhone, Android or smart phones).

Setting bids &Budget• Ad words system will aim to show your ads as much as

possible until your daily budget is met & due to the fluctuation in traffic ,ad words can allow up to 20% more clicks in a day than your budget specifies.

• There are two ad delivery methods which determine how quickly your ads are shown& how long your budget lasts during a given day.

1-Accelerated delivery method :Uses your budget more quickly

2- Standard delivery method: it burns the budget slowly throughout the day.

Bid Adjustments &Flexible Bid Strategies

Bid adjustments: allow you to increase ,decrease every bid in your campaign to bid more or less competitively for searches across devices ,locations & time of day. for campaigns that target Google display network , bid adjustments set for specific targeting methods like topics, placements to show your ads to the most relevant audience.

Flexible Bid StrategiesFlexible bid strategy When to use it or not Where it can be applied

Maximize clicks: set bids to get the most clicks for a target spend amount.

Use when your goal is to get traffic to your website. Don’t use when you have strict ROI & CPA goal.

Campaigns, ad groups & keywords

Target search pagelocation: Google set your bids in accordance to the first page or top of page bid estimate

Use when you want to be on the first page or top of page and cost is not an issue.Don't use if you have a small budget or strict ROI.

Campaigns ,ad groups & keywords.

Target cost per acquisition: sets bids in accordance to reach your target CPA goal.Google will set bids to get as many conversions as possible within an average CPA.

Use when you want to get the most conversions for atarget CPA.Don’t use when you want control over bids and ad scheduling.

Campaigns & ad groups.

Flexible Bid Strategies

Flexible bid strategy When to use it or not Where it can be applied

Enhanced cost per click: adjusts the bids you manually set up or down based on a click likelihood to convert.

Use when you want to get more conversions but still want control over your bids.Don’t use when you are limited by budget.

Campaigns & ad groups

Target return on Ad spend (ROAS): sets bids to maximize conversion value while aiming to reach an average return on ad spend.

Use when conversions have different values and you want them to meet a target return.Don’t use when you don’t know the different values of your conversions.

Campaigns ,ad groups & keywords.

Creating Ad Groups

Researching new keywords :

• Use Keyword Planner(Display planner): is a free ad words tool that helps you build Search network campaigns by finding keyword ideas ,estimating how they may perform based on historical statistics and traffic estimates and organizing keywords into ad groups based on your product , service and landing page.

• Review Search Term Report :a list of search terms that people have used before seeing your ad & clicking it. use this report to refine your keywords so that only the right searches cause your ad to show.

Optimizing your keywords: use keyword match types, use negative keywords.

Types Of Ad Formats

1. Ad extensions.

2. Image.

3. Wap mobile.

4. App promotion Ads.

5. Video.

6. Product listing Ads.

7. Call only Ads.

How To Create An Effective Ad?

1. Connect your ads & keywords .

2. Highlight what makes you unique.

3. Include a call to action.

4. Match your ad to your landing page.

5. Tailor your ads for mobile.

6. Use ad extensions.

7. Experiment .

Google Ad words Reports

• Search term report : it allows you to see the terms people were searching for when your ad was shown .

• Top movers report: it lets you see which campaigns have the biggest changes (increases, decreases) in clicks ,costs ,conversions and show you some possible causes for those changes ,if your costs go up or clicks go down you can know why.

• Paid & organic report: you can see how often pages from your website are shown in Google search results , and which keywords are triggering those impressions. This information helps you better understand how paid text ad and organic search results work together to help you reach people searching online, use the organic results to identify new, potentially valuable keywords, and gain a holistic view of how your online presence is performing overall in terms of attracting views and clicks.

• Auction insights report: you can use it to compare your performance to other advertisers participating in the same auction .you can see how often your ads rank higher in search results than those of other advertisers.

Tools To Measure your performance

• Conversion tracking : is a free tool to measure what happens after a customer clicks on your ads whether they purchased your product or filled out a contact form & so on.

How it works: you will need to put a small (HTML)or (Java script) code on the page your customer see after they have completed a conversion on your site .when a customer clicks your ad and reach the page with your conversion code ,it is recorded as a successful conversion for you.


• Google analytics: is a free Google product that provides in-depth reporting on how people use your website ,you can link Google analytics and your ad words account to get an entire view of your customer’s behavior . This info helps you know how much of your website traffic or sales comes from Ad words.


• Campaign experiment : allows you to test changes to your account (keywords, bids ad groups , placements ) on a portion of the auction.

How it works : when you set experiment , you decide what sort of change you want to test (adding new keywords , raising a bid , using different placements ), you decide what percentage of your auctions should have this experimental change.

How To Optimize Your Campaign?

• How to improve your return on investment:

If you find a large percentage of visitors have clicked your ad but haven't made a purchase or performed an action , follow the following steps;

1. Use a landing page that is more relevant to your ad, use highly relevant keywords and ad text.

2. Adjust your bids , increase the bid for keywords that show a profit to increase the exposure and generate more traffic and decrease the bid for keywords that aren't profitable.

How To Optimize Your Campaign?

3. For campaigns running in the display network, you can use placements tab to see all of the WebPages , apps , videos where your ad appeared, if you find your ad performs well on a given website , try adding that websites as a managed placement .

Tips For A Successful Campaign

• Use keyword diagnoses to give you detailed view of each keyword’s quality score along with tips for improvement such as (use negative keywords, remove duplicate keywords & so on).

• Enhance your ad with extensions (site links extensions, call extensions , location extensions )because it tends to improve the click through rate of your ads.

• Experiment different bids & budgets to see what work well in accordance to your advertising goal.

Tips For A Successful Campaign

• Use ad scheduling ,it is an advanced setting to let you adjust the budget for your budget during certain time periods for example increase CPC bids by a certain percentage on days or times of day that are most profitable and vice versa.

• Increase your brand awareness on the display network with a brand engagement campaign , you can use rich media ad formats (flash, animation & video ) to reach customers and encourage them to interact with your ads.

Important Metrics & Tools In Adwords

• Converted Clicks : the number of Ad clicks resulting in one or more conversions within your chosen conversion window.

• Conversion Rate: the average number of conversions per ad click shown as a percentage.

• Cost Per Conversion: is a metric that measures how much your business pays in order to attain a conversion.

• Adwords Editor : is a free app that allows you to make changes to your account info , edit your campaigns & then upload changes to your adwords.

Important Metrics & Tools In Adwords

API : application programming interface that allows advertisers to automate adwords reporting and campaign management.

The Actual CPC: is the final amount you are charged for a click , it is less than the maximum CPC.

Ad words search funnels : are set of reports describing the ad click & imps behavior on google.com that leads up to a conversion ( the series of steps a customer takes before making a conversion).

Ad preview tool : it enables you to view your ads as they would appear on a regular Google search results page, without accruing extra impressions for your ad . It also allows users to test their ads and see them in various geo-graphic locations without actually being in those areas.

Presented By Riham ElDemery

google adwords presentation

Social Media