google adwords seminar handout

AdWords™ Seminar For Success

AdWords 201

1

Housekeeping

• Your Materials

• The Schedule

• The AdWords Credit

• I Have Questions!!!

• Cell phones to Vibrate, Please

2

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

3

GeographicTargeting

4

Narrowing Your Focus

Source: Advertising Age’s Search Marketing Fact Pack

5

Why This Is Important

6

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.

6

Google Domain

7

Google Preferences

8

Search Terms

9

Internet Protocol (IP) Address

Unique identifier for computers on Internet

10

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.

11

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.

12

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

13

Campaign Organization Options

• Geotargeted campaign, omitting location identifiers in keywords

• Non-geotargeted campaign, using location-specific keywords

• Combination: higher bids for geotargeted campaigns

14

Common Geographic Identifiers

• State (Tennessee, Tenn. , TN)

• Counties

• Cities

• ZIP Codes

• Neighborhoods & Local Lingo

• Area Codes

• Airport Codes

15

Tips

• Use location in title/ad text when geotargeting

• Consider geography for marketing messages

• Consider time zones

• Track CTR, conversions, etc. at geographic level

16

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

17

Creating a Geotargeted Campaign

18

Ad Preview Tool

20

DemographicBidding

21

Overview

• Choose Audience by Age and Gender

• Available for Content Network Only

• Use Demographic Bidding Report

• Adjust Bids and Preferences Accordingly

22

Placement-TargetedCampaigns

25

Placement-Targeted Campaigns

• Choose individual sites in content network

• Choose by category, topic, URL or demographics

26

Networks Tab

40

Site and Category Exclusion

41

IP Exclusion

44

PositionPreference

46

Ad Scheduling

50

Keyword ListOptimization

54

Wordtracker

56

KeywordDiscovery.com

57

KeywordSpy.com

58

SpyFu.com

59

Search-Based Keyword Tool

60

Insights for Search

61

Keyword List Generator

62

Dynamic Keyword Insertion

63

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>

64

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)

65

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]

67

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

68

How to Self-Diagnose

69

Diagnosing a Tanking Keyword

1. Check Keyword Analysis

70

2. Look For Account Changes

71

3. Look For Website Changes

72

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

73

Disapproved Ads Tool

Find out if your ads have been disapproved.

74

Ads Diagnostic Tool

75

AdWords Editor

77

Why I Like AdWords Editor

• Free

• Platform Agnostic: Mac or PC

• Work Offline (Fast)

• Ability to Make Bulk Changes

• Save Account Backups

• Collaboration

78

Get Recent Changes

80

Manage Campaigns

81

Manage Ad Groups

82

Manage Ads

83

Manage Keywords

84

Manage Negative Keywords

85

Manage Placements

86

Advanced Search

87

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.

89

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

90

Holidays and Your CPC

91

Understanding ROI

ROI = Profit/AdWords Spend

92

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.

93

Example:

• $1,000 Profit Per Sale

• x 1,000 Sales

• = $1,000,000 Gross Profit (before advertising costs)

94

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!

95

Example:

• $100 gross profit

• Divided by 5 clicks

• Equals $20 per click

So don’t bid more than $20 per click!

96

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.

97

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

98

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

99

Bid Simulator

100

Other Bidding Options

102

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

103

Another Pricing Model: CPM

105

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.

106

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

107

ConversionOptimizer

108

Who Should Use It?

• 15+ conversions in last 30 days

• Tracking CPA

• Steady conversion rate

110

How Does it Work?

• Conversion predictions

• Generates unique CPC bids based on predicted conversion rate

• Works toward a CPA goal

111

How Are Conversions Predicted?

• Search query

• Searcher’s location

• Type of site on content network

112

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

113

How To Increase Conversions

• Increase budget

• Raise CPC bids

• Advertise on Content Network

• Add more keywords

• Combine similar campaigns

• Track more frequent events

114

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

115

Website Optimizer

Website Optimizer Seminar for Success: google.com/awseminars

117

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

118

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

119

Before

120

After

121

What Should You Test?

• Titles

• Images

• Layout

• Selling Proposition

• Conversion Incentives

Or:

122

Testing Tips

• Test Small Number of Variations

• Test Big Changes

• Consider Early Indicators If Not Enough Conversions

• Don’t Jump to Conclusions

123

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

124

Study Other Landing Pages

126

ManagingAccounts

133

MCC Dashboard

134

Template Center

135

AdWords APIAllows two systems to talk with

each another

137

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.

138

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

140

Who Is It For?

• Developers

• Advertisers with thousands or millions of products

• MCC account holders

141

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

142

Television Ads

143

How Do Television Ads Work?

• Partnership with Dish Network

• No bundling or contracts

• Good for smaller advertisers, shorter tests

144

How Do Television Ads Work?

• Ad variations: 15, 30, 45, 60, 90 & 120 seconds

• Recommended minimum pricing $150/day

• Ads Diagnostic Tool ties in

145

Ad Creation Marketplace

147

Search Engine Optimization

148

Search Engine Optimization

• Original, Keyword-Rich Content

• Website Coding/ Semantic Structure

• Backlinks

• Search Engine Friendly URLs

• Unique Meta Descriptions

• Smart Page Titles

149

Link Bait

150

No Nos

151

Examples

152

YouTube

153

To-Dos & Resources

154

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

155

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

156

Thank You!

Stasia HoldrenPPC-Boot-Camp.com

[email protected]

157

Q&A158

google adwords seminar handout

Technology

word keyword

tanking keyword

wii fit keyword

capitalization keyword

dynamic keyword insertion

keyword list optimization54

keyword list generator62

searchbased keyword