google adwords training 101
DESCRIPTION
AdWords 101 lays the groundwork for a successful campaign. If you are just getting started with AdWords, this is the course for you. Attendees leave with a better understanding of how the AdWords system works, how to structure campaigns, and how good keyword lists and ads are developed. We also introduce Google Analytics and conversion tracking, provide an overview of your advertising options, and explain the billing cycle. AdWords 101 is our most basic course. It is helpful if you have already created an AdWords account and have familiarized yourself with the user interface. However, if you are completely new, we do start from the beginning with opening an account. AdWords 101 and AdWords 201 are always offered on consecutive days so that you can continue and build on your learning. Taking both classes together is useful because one day is not enough to cover all of the tools and features of the system. AdWords 101 focuses on how the system works and how to set it up properly. The second day, AdWords 201, allows you to learn about fine-tuning campaigns, using additional tools and more advanced techniques.TRANSCRIPT
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Google AdWords 101 Introduc3on to Paid Search Management
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Sharron Lonsdale Principal Paid Search Consultant & Account Manager
Slides: h>p://www.slideshare.net/ivantage
WIFI (for your own laptops):
ITTRH
welcome1
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Ivantage training courses
Google AdWords Training § AdWords 101: Introduc7on to Paid Search Management § AdWords 201: Building Profitable Paid Search Campaigns § AdWords 301: Advanced Op3misa3on Techniques § AdWords 302: Advanced Conversion Op3misa3on
Google Analy3cs Training § Analy3cs 101: Introduc3on & User Training § Analy3cs 201: Advanced Analysis & Measurement – 1 § Analy3cs 201: Advanced Analysis & Measurement – 2 § Analy3cs 301: Advanced Tracking & Technical Implementa3ons
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Today’s Timing
§ Start 9:30 § Morning Break 11:15 – 11:30 § Lunch 12:45 – 13:45 § AUernoon Break 15:15 – 15:30 § Q&A 16:30 § Finish 17:00
§ Drinks § Lunch § Fire Exit
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Session 1 – Crea3ng your first campaign
§ Introduc3on to online adver3sing § Understanding where Google ads can appear § Google accounts versus AdWords accounts
§ Crea3ng your account § How to structure your account § When to create new campaigns § The importance of focussed adgroups
§ Crea3ng your first campaign, adgroup, and adverts – step-‐by-‐step
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Session 2 – The importance of keywords and match types
§ Naviga3ng through the AdWords user interface § Loca3on targe3ng § Developing quality keyword lists
§ What are keywords? § Understanding all the keyword match types § Using the AdWords keyword planner § Managing your keywords § Edi3ng your keyword bids § Adding nega3ve keywords § Using nega3ve keyword lists
§ Common problems with keywords
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Session 3 – Developing effec3ve ads, conversions & repor3ng
§ The structure of an advert § Wri3ng compelling ad copy § Developing ad varia3ons § Google editorial policy § Understanding campaign, ad group and keyword sta3s3cs § Tracking performance
§ How to setup AdWords conversion tracking
§ Introduc3on to Google Analy3cs § Integra3ng AdWords with Analy3cs
§ Crea3ng ad-‐hoc and scheduled reports § Segmen3ng data
§ By day, by hour, desktop vs. mobile
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Session 4 – Op3misa3on, access, introducing Google Display & billing
§ Introduc3on to op3misa3on techniques § Op3mising for conversions § Op3mising for traffic § Op3mising for quality score
§ Crea3ng filters § Controlling user access § Understanding the billing process § Ad extensions (sitelinks and call extensions) § Review ac3on plan § Open Q&A § Feedback and wrap-‐up
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Introduc3ons
§ First § Me (Sharron Lonsdale)
§ In a moment § You
§ Your role § Your business & website § Your experience of AdWords to date § Your objec3ves for a>ending today § Any par3cular ques3ons/issues you hope to resolve today § One search term that you would like your ads to appear for
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Me – Sharron Lonsdale
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§ Principal Paid Search Consultant at Red Apple Services § Too many years IT technical experience, 15 years Internet § Fully qualified Google AdWords Professional § An AdWords prac33oner
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Introduc3ons – your turn
§ You § Your role § Your business & website § Your experience of AdWords to date § Your objec3ves for a>ending today § Any par3cular ques3ons/issues you hope to resolve today § One search term that you would like your ads to appear for
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What is Google AdWords?
§ Google AdWords is a Pay-‐Per-‐Click adver3sing service § Adver3sers specify
§ the words that should trigger their ads (keywords) § the maximum they are willing to pay per click
§ Google search engines then display the winning ads § The sequence or ranking depends on
§ other adver3sers bids § the “quality score” of the keywords and adverts
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Google AdWords – A brief history
§ Google AdWords was launched in 2002 § AdWords offers pay per click (PPC) adver3sing for text, image and
video adverts on the web § Other auc3on models allowed adver3sers to buy their way to the
top of the lis3ngs § Google introduced the click through rate (CTR) to measure adverts
relevance. § Relevant ads generate clicks § Clicks generate revenue for Google
§ AdWords generated $59 billion revenue for Google in 2014 § Now, Google AdWords is the dominant paid search plamorm
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What can Google AdWords do for you?
§ Quick and easy way to a>ract relevant traffic § Your adverts have the poten3al to reach a vast audience § You can target your audience in many ways, including
§ Geographically § Using keywords relevant to your product/service § Through the wording of your adverts § Selec3ng relevant sites where your ads can appear § By ac3ons a visitor has previously completed on your website
§ You pay when someone clicks on your advert § You are in control of the budget
§ No minimum spend
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Google Search Results
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Paid advertising
PfP, PPC, CPC
Organic results, natural, crawled Influenced by SEO
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Where are Google Ads displayed?
§ Search Engine Results Pages (SERPS) § Google search, Google maps, Google shopping etc.
§ Search Network Partners § Ask, Aol, Amazon
§ Mobile Devices § Google Display Network
Ads appear within the content of other websites (large and small) Ads are placed based on the content of the site or page, using keywords or topics, or placements can be hand-‐picked
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Exercise -‐ Where ads appear
§ Search on Google for lawn mowers § Search on Google maps for pizza delivery § Search on Google shopping for bedroom furniture
§ Search on Amazon for coffee mugs § Visit www.telegraph.co.uk § Visit www.youtube.com
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Ads on Mobile Devices
§ Tradi3onal search ads are displayed on high-‐end mobile devices
§ Advert can include a clickable call bu>on
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Google accounts versus AdWords accounts
§ A Google account consists of an email address and password § This allows access to mul3ple Google products such as:
§ Google AdWords § Google Analy3cs § Google calendars § Google mail § Google+ § ……
§ A Google account cannot be linked to mul3ple AdWords accounts (unless the AdWords account is a My Client Center account)
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How to Create an AdWords Account
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Set your 3me zone and currency
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Verify the account
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How is an AdWords account structured?
§ Hierarchical Structure § An account contains 100 campaigns
(this can be increased to 10,000 on request)
§ A campaign can contain up to 20,000 adgroups
§ An adgroup can contain up to 10,000 keywords and 300 adverts
§ Campaigns give structure to the products or services you adver3se
§ Adgroups focus on a specific product or service
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Account structure
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AdWords Account
Campaign
Adgroup
Keywords
Ad text Ad text
Adgroup
Keywords
Ad text Ad text
Campaign
Adgroup
Keywords
Ad text Ad text
Adgroup
Keywords
Ad text Ad text
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Possible campaign structure
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Account
Coats Campaign
Jackets Campaign
Shirts Campaign
Dresses Campaign
Trousers Campaign
Shoes Campaign
Accessories Campaign
§ For a clothing website which sells various categories of products
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Campaign and adgroup structure
§ For every campaign you create § Choose a daily budget § Select where ads appear geographically § Select the language of your target audience § Select where your ads appear on-‐line
(search or display network)
§ Every adgroup you create § Must contains a focussed set of keywords (this is very important) § All keywords will share the same set of adverts § The adverts define the landing page
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Adgroups in a coats campaign
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Coats Campaign
Rain coats
• ladies raincoats • raincoats for women
• womens red raincoats
Trench coats
• trench coats • brown trench coats
• trench coats for men
Winter coats
• winter coats • warm coats • long winter coats
Wool Coats
• wool coats • woollen coats • luxury wool coats
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Adgroups in a jackets campaign
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Jackets Campaign
Leather jackets
• leather jackets • nappa leather jackets
• ladies leather jackets
Quilted jackets
• quilted jackets • quilted down jackets
Fleece jackets
• fleece jackets • zipped fleece jackets
• hooded fleece jackets
Blazers
• ladies blazers • designer blazers • navy blue blazers
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cashmere clothes cashmere for women cashmere for men 100% cashmere cashmere coats men’s cashmere coats cashmere coats for men ladies cashmere coats red cashmere coats brown cashmere coats black cashmere coats long cashmere coats stylish cashmere coats cashmere sweaters men’s cashmere sweaters
cashmere sweaters for men ladies cashmere sweaters red cashmere sweaters brown cashmere sweaters black cashmere sweaters long cashmere sweaters stylish cashmere sweaters cashmere socks men’s cashmere socks cashmere socks for men ladies cashmere socks red cashmere socks brown cashmere socks black cashmere socks long cashmere socks stylish cashmere socks
cashmere cardigans men’s cashmere cardigans cashmere cardigans for men ladies cashmere cardigans red cashmere cardigans brown cashmere cardigans black cashmere cardigans long cashmere cardigans stylish cashmere cardigans cashmere wraps men’s cashmere wraps ladies cashmere wraps red cashmere wraps brown cashmere wraps black cashmere wraps
Collect & consider your keywords
Cashmere Clothing Great range of cashmere fashion for men & women. Shop Online. www.abccashmere.co.uk
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Exercise -‐ Plan your first campaign
§ What is the first product or service you are going to adver3se? § What words might your audience use to search for this? § What ad text do you want displayed when they search for this?
§ Where do you want them to land on your website? § How much are you prepared to spend per day? § How much are you prepared to pay for each visitor?
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Create your first campaign – step-‐by-‐step
§ Click Create Your First campaign § Select Search Network only § Provide a meaningful campaign name
§ Select All features
§ Enter a default bid § Enter a daily budget
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Create your first campaign – step-‐by-‐step
§ Provide a meaningful name for your first adgroup § Enter your ad text
§ Enter your keywords
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Break 3me
§ 15 Mins
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Google AdWords naviga3on
§ Home § Campaigns
§ Create and edit your campaigns § Manage and monitor performance
§ Opportuni3es § Customised sugges3ons for your account
§ Tools § Keyword tool § Placement tool § Google Analy3cs
§ Sevngs (cog wheel) § Billing § Account Access
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Campaigns tab
§ LeU hand naviga3on panel (tree structure) § All online campaigns § Individual campaigns and adgroups § Shared libraries, reports, rules and automa3on
§ The leU panel can be collapsed and expanded
§ Date range selec3on § Many predefined date ranges § Custom date ranges
§ Date comparisons
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Campaigns tab – sub tabs
Campaign Management tabs Campaigns -‐ overview of all your campaigns Adgroups -‐ displays adgroups in a campaign or all adgroups Sevngs -‐ used to edit the campaign sevngs
Ads -‐ for crea3ng and edi3ng ad text Keywords -‐ view keywords for a campaign or adgroup. Add, edit and pause keywords
Audiences – for remarke3ng in search ads Ad extensions – addi3onal advert informa3on Dimensions – allows you to slice and dice your data (e.g. by hour, month, region)
Display Network – allows you to change the targe3ng op3ons for display campaigns and monitor performance
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Loca3on targe3ng
§ Used to choose where your ads will be displayed § Allows you to limit your adver3sing to your relevant geographic area § Allows you to show different messages in different loca3ons (e.g.
ivantage training ads) § Allows you to vary your bid by loca3on § Targe3ng op3ons include:
§ En3re countries § Coun3es, states, ci3es or metropolitan areas § A radius around a specific loca3on
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Loca3on targe3ng -‐ example
§ Select Campaign sevngs § Edit loca3ons
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Loca3on bid adjustment -‐ example
§ You can adjust bids based on the loca3on of the user § Bid higher for certain states/coun3es § Bid higher for searchers within 5 miles of your store
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Exercise -‐ Loca3on targe3ng
§ Update your campaign to target a specific state or county § Update your campaign to target neighbouring states/coun3es § Update your campaign to target a 25 mile radius of your home/
office § Set separate bids for these loca3ons
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Developing quality keyword lists
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§ What are keywords? § Understanding all the keyword match types § Using the AdWords keyword tool § Managing your keywords § Edi3ng your keyword bids § Adding nega3ve keywords § Using nega3ve keyword lists
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What are keywords?
§ The keywords you choose will determine when your ads are displayed
§ When a user searches with a word/phrase that matches your keyword, your ad is eligible to be displayed
§ Some keywords are obvious § If you sell oak dining tables you would want your advert to appear when a user searches for ‘oak dining tables’
§ If you are a charity you may target users searching for ‘marathon fundraising ideas’
§ Others are less obvious § Mis-‐spellings § Language differences (country, genera3on, technical etc.) § Think like your user (celebrity photographs) § Ask others (pink shoes)
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Keyword rules and limita3ons
§ Keywords are limited to 80 characters § Keywords cannot be more than 10 words § They are not case sensi3ve § AdWords does not recognise most symbols
§ Ampersand (&) and accent marks (café) are allowed § Apostrophes that indicate possession are allowed
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The four keyword match types
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Broad match
Broad match modifier
Phrase match
Exact match
Nega3ve
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Broad match keywords
§ Matches with the largest number of searches § This is the default AdWords keyword match type § Word order does not ma>er § Will match with all relevant varia3ons of your keyword (expanded
matching technology) § Synonyms § Related phrases § Singulars & plurals § Obvious misspellings e.g. black tea will match with:
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black tea black tea leaves loose black tea tea black loose decaf white tea black coffee white coffee
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Broad match keywords
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Advantages: § Shows ads on many related terms with li>le effort and research § You don’t need to think of all the varia3ons § Can find quality words you have not thought of § Poten3al for maximum traffic
Disadvantages: § Ads will show for many related terms which may be irrelevant § You will pay for irrelevant clicks § Higher maintenance is required § Not recommended when you words have mul3ple meanings
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Modified broad match keywords
Restricts the expanded matching op3ons Tag the words you want to restrict with a plus (+) Tagged words must match or be a close match Word order does not ma>er S3ll matches to plurals and obvious misspellings
e.g. +black +tea will match to: will not match to:
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black tea black tea leaves loose black tea tea black decaf
white tea black coffee white coffee
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Modified broad match keywords
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Advantages: § Shows ads on closely related expanded terms § You don’t need to think of all the varia3ons § You s3ll target longer tail searches
Disadvantages: § Non +words can s3ll match expanded § Your ads could s3ll show on irrelevant searches § You will pay for irrelevant clicks § Maintenance is required to prevent irrelevant clicks
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Phrase match keywords
Phrase – Matches with a reduced number of searches Ad does not appear for varia3ons It will appear if the keyword is typed in, in correct order, with words either side. Matches singular and plurals
e.g. “black tea” Will match to: Will not match to:
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black tea black tea leaves loose black tea
tea black decaf white tea black coffee white coffee
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Phrase match keywords
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Advantages: § More likely of only appearing on relevant searches § Improved quality score and ROI § You have much more control over your ads Disadvantages: § Eliminates poten3ally profitable impressions § Reduced impressions and traffic § You have to do more research to iden3fy keywords
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Exact match keywords
Exact – Matches only most relevant searches Most targeted matching op3on Matches singular and plurals
e.g. [black tea] Will match to: Will not match to:
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black tea black teas
black tea leaves loose black tea tea black decaf white tea black coffee white coffee
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Exact match keywords
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Advantages: § Gives full control over what triggers an ad § You will only appear for relevant searches § Strongest poten3al click through rate and quality score § Much improved margins for each click
Disadvantages: § Greatly reduced traffic and exposure § While margins may improve, actual sales volume may decrease § Extensive keyword research is required
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Nega3ve keywords
Nega3ves -‐ Help eliminate irrelevant searches Controls who will NOT see your ad
e.g. – towel, -‐shrub, -‐light, -‐eye cream and black tea Will match to: Will not match to:
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black tea leaves loose black tea tea black decaf black coffee
black tea towel black tea lights black tea shrub black tea eye cream
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Nega3ve keywords
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Advantages: § Filters out irrelevant impressions and clicks § Protects quality score and ROI § All the benefits of control and exposure
Disadvantages: § You have to think of the negative keywords you need
§ If you have any phrase or broad match keywords you will need negative keywords – lots of them!
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Thinking of your nega3ve keywords
§ Imagine you sell only men’s and women’s nightwear All keywords are exact & then you include the phrase match keyword
“pyjamas”
What nega3ve keywords will you need? § childrens § kids § girls § boys § bananas § disney princess § sponge bob square pants § etc. etc.....
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The AdWords Keyword Planner
§ The AdWords keyword planner helps you find new keyword ideas § You can add the keywords directly into your adgroup § You can export the results § Available in Tools and Analysis
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The AdWords keyword planner
§ Use words or phrases to generate ideas § Enter any website to find ideas based on the content of the page § Used predefined categories to find keywords
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The AdWords keywords planner
§ Review the list of suggested keywords § Keyword ideas provides a list of keywords § Adgroup ideas provides a suggested grouping of keywords § You can select keywords or groups and save as ideas § Saved ideas can be added directly into the campaigns § Alterna3vely export to a spreadsheet
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The AdWords keywords planner– advanced filtering
§ Country and language § Exclude keywords – Apple products -‐ recipes § Filter based on volume § Filter based on suggested bid § Broad or specific ideas
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AdWords keywords planner-‐ exercise
§ Enter your main keywords and review the sugges3ons § Save some keywords into a plan § Enter the landing page for your adgroup into the tool § Export any relevant keywords into a spreadsheet § Add your saved plan as an adgroup
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Managing keywords
§ Navigate to the keyword tab for your campaign and adgroup § Select add keywords § Manually type or paste keywords § You can add keyword sugges3ons from the sugges3ons column
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Managing keywords -‐ exercise
§ Add several new keywords into your adgroup you just created § Enter some keywords as
§ broad § modified broad § phrase § exact
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Edi3ng your keywords
§ You may want to change the match type of a keyword § Changing keyword text or match type causes the original to be
deleted and a new keyword created § History is kept against the original keyword and new sta3s3cs are
generated for the new keyword § A warning message is displayed for this § You can turn this message off
§ You may want to increase bids for a keyword that performs well to get a be>er posi3on on the page
§ Your ini3al keywords bids may be too low for the keywords to appear on the first page
§ Keyword bids can be edited in the table or in bulk 62
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Edit keyword bids in table -‐ demo
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Edit keyword bids in bulk -‐ demo
§ Select the keywords to update and then choose edit max cpc bids
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§ Select the type of bid change
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Edi3ng keyword bid -‐ exercise
§ Edit an individual keyword bid to £0.25 § Select several keywords and increase their bids by 25% § Select several keywords and decrease their bids by £0.15
§ Use the bulk update to duplicate all your broad match keywords as exact match keywords
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Edi3ng your keyword status
§ Keywords can have a status of § Enabled § Paused § Removed
§ Toggle between paused and enabled with the green dot
§ To removea keyword you must select it and edit status to removed
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Managing nega3ve keywords
§ Nega3ve keywords can be set for a campaign or just an adgroup § You need to navigate to the keyword tab for your campaign or adgroup § Scroll down to nega3ve keywords
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Adding nega3ve keywords -‐ exercise
§ Search for nega3ve keyword list ideas § Add some campaign nega3ve keywords § Avoid careers Avoid Bargain hunters Avoid DIY
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Sharing nega3ve keywords
§ Keyword lists allow you share nega3ve keywords across mul3ple campaigns
§ These can be accessed from the “shared library”
§ New campaigns will need to be linked to this list to use it
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Nega3ve keywords exercise
§ Create an account wide nega3ve keyword list § Add any global nega3ve keywords that you have found while using the
keyword tool § Apply this nega3ve keyword list to your campaign
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Common problems with keywords
§ Duplicate keywords § Iden3cal keywords compete with each other § Only one keyword will go into the auc3on § You lose control over which keyword will trigger an ad § You lose control over which ad will be displayed § AdWords Editor lets you iden3fy duplicates
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Common problems with keywords
§ Compe3ng non duplicate keywords § A search for ‘round dining tables’ could be triggered by
§ +dining +tables in a generic adgroup § [round dining tables] in a round tables adgroup
§ Use nega3ve keywords at an adgroup level to control this
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Organising nega3ve keywords
§ Nega3ves are vital to ensure the correct ad copy is displayed
Dining Tables Campaign
Generic dining tables
“dining tables”
-‐extending
-‐round
Extending dining tables
Extending keywords
Round tables
Round keywords
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Create a second adgroup -‐ exercise
§ Create a second adgroup in your campaign § Make this a more specific topic than your first adgroup § Enter adgroup nega3ve keywords to ensure that the specific
adgroup will match when relevant
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Lunch
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Text Adverts Format
§ Headline (25) § Display url (35) § Descrip3on 1 (35) § Descrip3on 2 (35) § Des3na3on url (1,024)
§ Ads are displayed differently above organic search results
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Wri3ng compelling ad copy
§ Work in your main adgroup keywords to make your ad appear relevant
§ This will improve click through rates (search terms are displayed in bold)
§ What makes your business, product or service unique? § lowest price, large selec3on, high quality, informa3ve content, free delivery, environmentally friendly
§ Include prices, promo3ons and exclusives § If you have an offer, make sure customers see it
§ Pre-‐qualify your visitors where possible § price, product specifics, availability, loca3on etc.
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Wri3ng compelling ad copy
§ Tell people what to expect with a strong call to ac3on § Buy now, order, browse online, call today, download free whitepaper, compare prices, sign up, get a quote
§ Match your landing page with your advert § Make sure the visitors get what they expect.
§ Test what works for you! § Create 2 or 3 ads per adgroup § Monitor click through rates and conversion rates § Try out different messaging
§ See which performs best for you
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Ad copy relevance
• Searching for dressing table mirror
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Google editorial policy
§ Adverts must be accurate § Grammar & spelling must be correct § No excessive capitalisa3on § Use standard punctua3on & symbols
§ Want *fast* results @ low cost?? § No exclama3on mark in headline § Prices, discounts & free offers must be supported on your site
§ 20% off, free P&P § Compe33ve claims must be supported
§ Be>er than, recommended by § Avoid generic superla3ves
§ Top, Best, no.1 § Trademark policy is country specific
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Create addi3onal text ads -‐ exercise
§ Plan an addi3onal text advert with a different message § Add this ad into an adgroup
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Understanding campaign, adgroup and keyword sta3s3cs
§ Clicks – occurs when someone sees and clicks on your advert § Impressions – occurs when your advert is displayed § Click through rate (CTR) – clicks divided by impressions
§ Average cost per click (Avg. CPC) – the average amount you paid each 3me someone clicked on your advert
§ Cost – The total amount paid for the clicks § Avg. Pos. – the average posi3on on the page where your advert appeared
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Campaign, adgroup and keyword sta3s3cs – customise columns
§ Many other metrics are available as columns § Select the columns then drag and drop to reorder § You can save a set of columns to easily return to them later
§ Click on any column to sort by this column
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Metrics graphs
§ You select which metrics to graph § A single metric or a comparison of two metrics § Or remove the graph altogether
§ You can select different metrics for campaigns, adgroups, keywords and ads
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Tracking performance – beyond the click
§ Look beyond AdWords to see what converts
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Tracking Conversions
Clicks CPC
Measures return from your campaign and keywords Allows you to make informed bidding and editing decisions
Conversion metrics
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Tracking Conversions
Clicks CPC
Measures return from your campaign and keywords Allows you to make informed bidding and editing decisions
Conversion metrics
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Tracking Conversions
§ You choose between § Defining conversions with AdWords conversion tracking § Impor3ng your goals from Google Analy3cs § Available in Tools
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Thank You Page
Check-‐out Page
Shopping page
How does AdWords Conversion Tracking work?
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A user searches on Google.co.uk for ‘caxton furniture’
The user sees a relevant ad and clicks on it. Google counts the click, and the user lands on the website
The user browses, purchases an item & lands on ‘thank-‐you’ page after completing purchase.
Initiated by the ad click, Google adds a cookie to the user’s browser, and in this way, remembers this ad click for next 30 days.
Google finds cookie ID of the user’s most recent ad click.
Google records 1 conversion, reflected on the date of the user’s most recent ad click.
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Sevng Up AdWords Conversion Tracking
§ Select add a conversion
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Sevng Up AdWords Conversion Tracking
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Sevng Up AdWords Conversion Tracking
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Google Analy3cs
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Measure how all visitors use your site What factors drive customer choices What content they consume Where do they exit the site
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Google Analy3cs
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§ Requires tracking code to be implemented on every page of your website § Integrates with your AdWords account § Allows comparison of costs and revenue to calculate ROI § Includes a pre-‐built suite of AdWords reports
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Google Analy3cs AdWords Reports
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Integra3ng AdWords with Google Analy3cs
§ An AdWords account can only be linked to one Analy3cs account § You need to create your analy3cs account first § From AdWords select Google Analy3cs
§ This must be done by an administrator in AdWords and Analy3cs § Select the analy3cs admin tab § Navigate to the account you want to link to § Click AdWords Linking § Select the AdWords account you want to link to Analy3cs § Click Next Step § Select the analy3cs proper3es where you want the data to be available § Click the Link Accounts bu>on
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Integra3ng AdWords with Google Analy3cs
§ By default auto-‐tagging is turned on § This allows Google to append a parameter onto your des3na3on URLs § ?gclid=nci47tyhcniu4ytccgei
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Change History Report
§ Change History Report provides a full audit of all changes § Tools > Change History § Also available in the main window next to the graph
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Change history report -‐ exercise
§ Run the change history report for your account § See how everything you have done today is included § Look back to see what changes have been made over the last month
in your live account
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Performance reports
§ Select the tab containing the data you want reported § Ensure the columns you want reported are displayed § Select the report icon
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Repor3ng -‐ exercise
§ Run a campaign performance report – output to csv § Run a keyword performance report, and schedule to run weekly
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Scheduled reports list
§ Scheduled reports are listed in the reports sec3on § Reports can be re-‐run from here § Scheduled reports can be deleted
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Segmen3ng reports
§ Many predefined segments are available when viewing date
§ Segments can be included in reports
§ Campaign report by day of week reports all 7 days separately
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Repor3ng segment -‐ exercise
§ Run a campaign performance report and segment by day § Run a campaign performance report and segment by day of week § Run a campaign performance report and segment by hour of day
§ Run a campaign report and segment by device § Run a campaign report and segment by network (with search
partners)
§ Run a campaign report and segment by top vs. other
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Break 3me
§ 15 Mins
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Introduc3on to op3misa3on techniques
§ Once you start to see some results you will want to op3mise your account
§ There are several bid strategies available § Focus on clicks § Focus on conversions
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Focus on clicks
§ Manual bids – you are in total control § AdWords sets your bids – budget op3miser § This is on the campaign sevngs – Bid Strategy
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Focus on clicks -‐ Enhanced CPC bidding
§ Works with your current campaign sevngs § Uses your max. CPC bids § Dynamically raises and lowers your max. CPC bids to acquire more
conversions § Your max. CPC may be increased by up to 30% § Uses historical data to es3mate the likely conversion rate for each
auc3on § Only turn this on when you have built up good conversion data
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Focus on Conversions -‐ Conversion Op3miser
§ Requires at least 15 conversions in the last 30 days § You specify a target cost per acquisi3on (CPA) for each adgroup § Using historical data the op3miser finds the op3mal equivalent CPC
bid for each auc3on § You s3ll pay per click but do not need to manage bids § The op3miser factors in:
§ Previous conversion rates § Keyword match type § Users loca3on § Time of day § Device
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Focus on Conversions -‐ Conversion Op3miser
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Ad Rota3on
§ When there are mul3ple ads in an adgroup they can be rotated in several ways
§ This is controlled on the campaign sevngs
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Create a custom filter -‐ demo
§ Allows you to limit the data displayed § Create a filter to show all keywords appearing below posi3on 2.5
§ Create a filter to show all keywords with a click through rate less than 1%
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Create custom filter-‐ exercise
§ Create a filter to display all adgroupss with at least 500 impressions but no clicks
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Controlling user access
§ 3 step process § Invite another user § They accept via an email link § Access then needs to be confirmed
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Understanding the billing process
§ Payment op3ons available § Post-‐pay § Pre-‐pay § Invoice terms
§ Once selected you cannot change this § Payment methods include
§ Credit and debit card § Direct debit
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Billing Tab
§ Billing Summary § Recent payments and ac3vity
§ Billing Preferences § Payment Method
§ Post or Pre Pay
§ Payment Details § Backup Payment Details
§ Promo3onal credits are available for new accounts (created within
last 14 days)
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Ad extensions
§ Ad extensions allows addi3onal informa3on to be displayed with your ads
§ No extra charge, normal clicks apply
§ Extensions can be shared across campaigns § When crea3ng campaigns you can select an exis3ng extension § Ad extensions are created on the extensions tab
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Ad extensions – site links
§ Allows ads with an excep3onal quality score that have achieved top placement to display 6 addi3onal links underneath the advert.
§ This gives the advert more ‘real estate’ at the top of Google’s search results page
§ The brand campaigns are most likely to be eligible for 6 links § A quick way to promote current offers
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Ad extensions – site links
§ Define the link text (25 characters) and des3na3on URL § Longer links means fewer links poten3ally displayed
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Ad extensions – site links
§ Select the extensions for the campaign § You can override these at an adgroup level
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Sitelink extensions -‐ exercise
§ Add sitelink extensions to your search campaign
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Ad extensions – call extensions
§ Tradi3onal search ads are displayed on high-‐end mobile devices
§ Advert can include a clickable call bu>on
§ On a desktop the number is displayed
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Ad extensions – call extensions
§ Display number on mobile only or all devices
§ Display a Google call forwarding number
§ Schedule when phone numbers are displayed
§ Ability to record a conversion for calls which last a specific length of 3me
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Ad extensions – call extensions metrics
§ Customers who see the ad on a desktop will manually dial the Google forwarding number
§ Addi3onal call metric columns are available for this Google call forwarding
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Ad extensions – call extensions metrics
§ Google call forwarding details can be viewed on the dimensions tab
§ You can also see click metrics by applying a segment of click type
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Call extensions -‐ exercise
§ Add a call extensions to your search campaign
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Ac3on Plan – Define your goals
§ Define your goals/conversions (ROI, leads, pages viewed etc.) § Determine your budgets § Plan your account organisa3on § Plan out your campaign structure and geographic targe3ng § Priori3se the setup of your campaigns
§ search, display § best selling, highest margin
§ loca3on, device
§ Setup conversion tracking or Google Analy3cs
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Ac3on Plan – Account organisa3on
§ Create your search campaigns – use meaningful names § Plan out the main adgroups (high level keyword research) § Each adgroup should have one main keyword that describes the group § Use the keyword planner to research keywords for this adgroup
§ Do not start with long tail or deep keywords
§ Choose your match types (may be dependent on budgets) § Iden3fy any nega3ve keywords needed to prevent irrelevant traffic § Select the best landing page on the website § Write a couple of ads that are highly relevant for these keywords § Ini3ally set your bids higher than suggested by the keyword tool if budgets allow
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Ac3on Plan – Monitoring performance
§ Monitor Performance § Check which areas are conver3ng best § Review ad posi3on for these keywords and evaluate if higher bids to generate more clicks are viable
§ Pause costly keywords which are not conver3ng § Carry out addi3onal keyword research for successful keywords to trigger your ads for more varia3ons (long tailing)
§ Review which ads have be>er click through rates and pause poorer ads § Con3nue to test alterna3ve ad copy
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Open Q&A
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Help
§ AdWords Help Centre h>ps://support.google.com/adwords
§ Learn with Google h>p://www.google.com/ads/learn/
§ Group and Blogs h>p://adwords.blogspot.com
§ Books § Google AdWords: Managing your adver3sing program by Anastasia Holdren
§ Advanced Google AdWords by Brad Geddes
§ ivantage [email protected]
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Red Apple Services
§ Google AdWords Account Audit § A report detailing status of account and priori3sed recommenda3ons § Telephone conference call to go through the report
§ Google AdWords Account Management
www.redappleservices.co.uk
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Please help us to improve -‐ feedback
§ www.ivantage.co.uk/feedback § Course comple3on cer3ficates will be sent to you § Write an honest, considered and fair review to receive for each day
a>ended:
§ [email protected] 133
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End of Presentation