Google AdWordsan Introduction

General Best Practices

Best Practices

- Have a goal - AdWords Conversion- Be data driven - Look at Conversion ratio- Don’t look at vanity metrics of high pageviews, low bounce rate- Let go of ego - do not worry about competition- Analyze, Improve, Repeat- Have a sizable budget even for experimentation

Typical Account Structure

- Campaigns - locations & budget are defined. Search or Display- Ad Groups - bids are decided

- Targeting Criterions - keywords, products, placements, Interests- Bids can be overridden

- Ads - Text, Image, Video

Why AdWords?

Why should you use AdWords?

- Search Traffic is highly converting- 90% of Internet Users- Your competitors are already taking away your users

Search Basics

Where will my ads show?

- Google- Includes all country specific sites.

- Search Partners- AOL- Sites where users can search for but not owned by google

- Google play, Maps- Google Play is exclusively for mobile app install campaigns- Search ads are also shown on maps

What are the type of ads supported

- Only Text Ads- Exception is product listing ads

Text Ad Example

Play Ads Example - 2nd & Last

PLA Example

Targeting Options

- Keywords- Products

- E Commerce companies- Google Merchant Center

Keywords vs Search Terms

- Keywords are what advertisers use- Search Terms are what users search for- One Keyword may be mapped to thousands of searchterms

Keyword Match Types

- Cases do not matter- Special characters are ignored- Exact- Phrase- Broad

- Broad Match Modifier

Exact

- One Keyword targets one Search Term- Denoted by square bracket [ ] eg : [hotel]- Ad will only trigger when user searches for hotel

Phrase

- One Keyword can target multiple search terms- Denoted by double quotes - “ “. eg “london hotel”- Ad will trigger when the search term contains keyword- Eg : london hotel, best london hotel

Broad

- One Keyword can target multiple search terms- Denoted as it is. eg london hotel- Ad will trigger when the search term is related to keyword- Eg : london hotel, best london hotel, london motels

Broad Match Modifier

- One Keyword can target multiple search terms- Denoted by +. eg +london hotel, london +hotel- The word with + sign in front has to be in the search term- Eg : london +hotel will trigger for london hotel, best london hotel, hotels in

london but not for london motel

Negative keywords

- Exact- Phrase- Broad- Can be added at campaign or ad group level- Eg [london hotel song]

Search Best Practices

Identify right keywords

- Targeting right keywords is difference between success and failure- Be very specific at start- Add related keywords as you scale- Do not add “london sightseeing” as a keyword if you are a hotel

Write Great Ads

- Headline - 25 Chars - Book Hotel in London- Description line 1 & 2 - 35 Chars - What makes you different- Luxury Rooms with a Great View- Easily Accessible from Heathrow- Display URL - 35 Chars - LuxuryHotels.com/Hotel_In_London

Use more match types

- Avoid broad keywords - only use if you want to get more keyword ideas- Use BMM instead of Broad- Use Exact & Phrase Extensively- Can measure conversion more precisely

Create at least 4 ads

- Will help adwords identify which is working better- Always experiment with new variations in description lines & headline- Change one thing at a time

Use Extensions

- Ad Extensions makes your ad look more prominent- Must have Extensions

- Sitelinks - Links to subpages - Polo Tees, Round Tees- Callouts - 25 chars - features like Free Delivery, Cash on delivery- Structured Snippet Extensions - Service catalog, destinations, Brands

- Call Extensions if you have an inbound number

Display Basics

Where will my ads show?

- Everywhere else- Google AdSense publisher sites, including AdSense for Domains and

AdSense for Errors - Blogs, news websites- DoubleClick Ad Exchange publisher sites- Google sites such as Google Finance, Blogger, Google Maps, and YouTube

What are the type of ads supported?

- Everything- Text- Image- Video- Rich Media Ads- Google Sponsored Promotions

Targeting Options

- Keywords- Topics- Placements- Interests

Keywords

- Only broad- Target to the content of the page- Does not mean the word has to be in the page- The content of the page will be related to the keyword- Example - “cricket” can show ads on any website which is related to cricket

Topics

- Predefined list of topics- Ads will be shown on all websites in a topic. List is updated by google- Autos & Vehicles might have 1000s of websites and ads will be shown in

all

Placements

- Precisely target a website or a page- Not all websites are available- Only websites who are in google display network

Interests

- Affinity & In Market- Affinity is more broad- Reach is higher, Intent is lower- In Market is more targeted- Reach is lower, Intent is higher

Display best practices

Layer targeting

- Use multiple targeting options in same ad group- Ads will only be shown to users satisfying all criteria- More targeted users

Separate ad groups for text & others

- Some sites only allow text ads- Performance of users vary greatly with text & other ads

Have Ads in all sizes

- Some placements only allow a specific size of ads- You might miss on potential impressions and clicks if you do not have ads

in all sizes

Bonus Slides

Remarketing

- Target user drop outs at each segment of funnel- Visit - > Step 1 -> Step 2 -> Conversions- 3 remarketing strategies- Users Who visited the page but did not complete Step 1- Users Who completed Step 1 but not Step 2- Users Who completed Step 2 but did not convert

When should you change the bids

- Increase bids when conversion ratio is high- Not when impressions are high, not when clicks are high and not even

when conversions are high- Increase only when conversion ratio can be measured to be high.- Even for day wise bidding

My Competitor’s Ad is on Top

- So?- Ads are never guaranteed a position- Your competitor’s ad may show on top of you, regardless of your bid- Auctions are highly dynamic- Always remember your goal- Pay only what a click is worth

Mobile Users don’t convert

- Have you tested it?- No such thing as not converting- Mobile users can convert higher or lower- All users convert- World is fast moving towards mobile search- Can no longer afford to ignore

Build Brand from Search

- Search Ads are too expensive to build brand- If reach is the main target, display is much cheaper

Thank you

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@salilpa

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