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Media Planning & Brand Management

Stella RomagnoliMarketing & Digital Communication

LUMSA 2019-2020

Stella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 2

Lesson 8Google Ads

Agenda

• SEO and SEM (or SEA)

• Google Search ads– Google Ads ad types

– Quality score and the auction– Google ads planning process

– Keywords and matching options– How to create a Google search ad

– Monitoring the campaigns



SEO & SEM (SEA)

The most effective way of doingadvertising on line…


Is when people are looking for you


SEO and SEM

• SEO stands for Search Engine Optimization, which is the practice of increasing the quantity and quality of traffic to your website through organic search engine results*

• SEO’s objective is to increase a website’s traffic, by ranking high in the results of searches for the keywordsin the search query

• There are not secret shortcut to SEO, but there are some rules to follow regarding the structure and the content of the website


*https://moz.com/learn/seo/what-is-seo

SEO

Online Marketing Fundamentals - Brad Batesole


2’08’’

Google Search Engine Optimization starter guide


Keyword pizzeria: organic listings


Keywords «treno roma milano»: paid listings



SEM or SEA

SEM or SEA

• Search Engine Marketing or Search Engine Advertising• It’s a form of internet marketing that involves the

promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.*


*Wikipedia

The most used search engineis…


Google Ads is the Googleonline advertising platform


Where ads appear in Google Ads network


2’53’’

Google Network

Search engines and websites that reach over 80% of internet users in more than 100 Countries.

Google Maps and Google Shopping

+ Search partner as AOL

Banner ads in websites with content related to targeting (notkeywords)


Google network


Paid Search ad key features

• Gaining an advantage over organic listings

• Reaching customers actively searching for our specificproduct

• Write our Ad as we want


Reaching customer that are activelysearching for a solution that we offer is

surely the most effective way to advertise!

Display network features

• Reaching a wider range of customers• Specific placement targeting


I personally do not believe in building brand awareness and customer loyalty

with banner ads…

Google Ads types 2’28’’


Text Ads

• The most common type of search ad

• Easy to set up• Typically include: headline, URL, descriptive text

• Show up on the search and/or display network• One of the best performing pay-per-click (PPC o CPC)

ads


Ad Extensions

• Text ads with some extras

• Allow you provide additional information (address, phonenumber, press quotes…)

• Show up on the search and/or display network


Shopping Ads

• Contain product and pricing information

• Require a lot of effort to set up• Important element of any eCommerce strategy


Image Ads

• Appear in the Display Network


Video Ads

• A video ad that appears as a stand-alone or within anothervideo (preroll)


Call-only ads

• Allow customers to call your business directly from an ad• Useful for driving business via mobile devices• mobile-only ads



Google seach ads


With Google Search you buykeywords


And you pay ONLY if people click on the ad (PPC)


And the price is set by an auction


8’14’’

Google auction

Here's how the auction works:

• When someone searches, the Google Ads system finds all ads whose keywords match that search.

• From those ads, the system ignores the ones that aren't eligible, like ads that target a different country or are disapproved (based on a policy violation).

• Of the remaining ads, only those with a Ad Rank high enough may show. Ad Rank is a combination of the bid, the ad quality, the expected CTR, the context of the person's search, and so on.

https://support.google.com/google-ads/answer/142918?hl=enStella RomagnoliMedia Planning & Brand Management - LUMSA 2019/20 36

There is a different auction for EVERY search

Since the auction process is repeated for every search on Google, each auction can have potentially different results depending on the competition at that moment. Therefore it's normal to see different ad's position on the page, and sometimes the ad is not showed at all.


Quality score matters

The most important thing to remember is that even if your competition bids higher than you, you can still win a higher position -- at a lower price -- with high quality ads, landing pages and website.



Let’s do a searchadvertising campaign

Google search campaign steps:

1. Preliminary phase– Defining our business goals– Defining our product

– Definining our customers2. Planning keywords

– Looking for keywords and evaluating keywords searchvolume

– Choosing the keywords’ matching options

3. Creating the campaign


1. Preliminary phase


1.a. Defining our business goals


Defining campaign goals:

What do we hope to gain from our efforts (paid advertising business goals)?• Increase traffic?

• Generate more phone calls?• Drive in-store visitors?

• Educate consumers about a product?


Composition of a goal:

Our campaign goals will be composed of 4 elements:

1. The objective (e.g. online sales)2. The motivation (consumer mindset: e.g. I want to buy)

3. The effort (e.g. sell coffee filters) 4. The KPI (key performance) indicator: e.g. 100 filter sold

by july.


2. Motivation: consumer mindset online

For Google there are 4 reasons why people look for somethingonline:1. I want to know2. I want to go 3. I want to do4. I want to buy

When we plan a search campaign we need to put ourselves in ourcustomers’s mind and think about their motivation


Defining advertising campaign’s goals


Another example


…And for Capalbio?

OBJECTIVE ONLINE VISITS TO THE CAPALBIO’S WEBSITE

MOTIVATION I WANT TO GO

EFFORT DOWNLOADS BROCHURE

KPI 30 DOWNLOADS IN 15 DAYS



1.b. Defining our product

Defining our product

Advertised products must be defined

The best advertisements are focused, and that focus requires we to really define what our product is at a granular level.


List of benefits and products features

What can we offer to our customers?

• We start by listing all our offer’s products, benefits and characteristics to identify what we want to advertise

• We want to target to specific product (it’s not good to promote our business broadly).

• Each product will need its own campaing


A different campaign for each product

• Each product should have:

– A specific campaign– Unique goals– A focused landing page (for when the advertisement is

clicked)


Each business should have different campaigns, and every campaign different AD Groups



1.c. Defining our customers

Creating descriptive personas

• When we start any advertising campaign we must definethe types of customer we’re targeting

We do that by creating descriptive buyer personas


Persona exercise


3’30’’

2. Planning Keywords


How keywords work


5’15’’

Keywords

Keywords are words or phrases that are used to match ourads with the terms people are searching for


Choose the right keywords

• To choose the best keywords we need to use the common language of our target audience.

• Synonyms do not have the same value.

• And keywords must be specific


Keywords tips

• Think like a customer– Imagine what customers are searching for, use your persona exercises

– Think of specific words of each category

• Organize keywords by themes– Group keywords by themes– Men’s boots -> men’s rain boots -> men’s work’s boots-> etc.

• Be specific– General keywords will yield irrelevant matches

– More is better with specific words

– 5-20 keywords per Ad Group

• Use Google keywords planner or keywordtool.io, Ubersuggest, Kwfinder e Semrush


Brainstorming keywords idea


5’49’’

Keyword planner

• We start by looking at the most searched for keywords(beware that Google is influenced by your own previousresearch and the place you live in)

• Google show them in order of importance

Most searched for keywords


Competitors’ check

Who are ourcompetitors, if they bidon our keywords and how their ads are written


Google keywords planner


3’37’’

Using the Google keyword planner


Type the keywords, but also our website (or the competior’s one) URL


Choose WHERE these keywords will be searched for

Average monthly search

Keywords idea


We can download the list of keywords


Example of a downloaded excel file


KeywordStats2019-04-03at17_40_071marzo2018-28febbraio2019Keyword Currency Avg.monthlysearchesMinsearchvolumeMaxsearchvolumeCompetition Competition(indexedvalue)Topofpagebid(lowrange)Topofpagebid(highrange)tuscanywinetours EUR N/D 100 1.000 Media 62 0,95 1,76tuscanywinetoursfromflorence EUR N/D 100 1.000 Alta 76 1,1 2,55florencewinetours EUR N/D 100 1.000 Media 65 1,04 3,6winetastingflorence EUR N/D 100 1.000 Alta 67 0,84 2,9chiantiwinetourfromflorence EUR N/D 100 1.000 Alta 77 1,01 2,45winetastingtuscany EUR N/D 100 1.000 Media 60 0,63 2,71chiantiwinetour EUR N/D 100 1.000 Alta 67 1,05 1,89florencewinery EUR N/D 100 1.000 Bassa 25 0,49 1,34brunellodimontalcino EUR N/D 100 1.000 Alta 91 0,06 0,41rossodimontalcino EUR N/D 100 1.000 Alta 88 0,06 0,22chiantiwine EUR N/D 100 1.000 Media 34 0,48 1,4bestwineriesintuscany EUR N/D 100 1.000 Bassa 24 0,36 1,81chiantiregion EUR N/D 100 1.000 Bassa 7 1,01 1,32tuscanytours EUR N/D 100 1.000 Media 62 0,58 2,17tuscanytoursfromflorence EUR N/D 100 1.000 Alta 82 0,99 2,43chiantiitaly EUR N/D 100 1.000 Bassa 9 0,36 1,33tuscantourtime EUR N/D 10 100 Bassa 24 0,52 1,58privatetuscanywinetours EUR N/D 10 100 Media 52privatewinetourflorence EUR N/D 10 100 Media 55 0,48 2,53privatechiantiwinetour EUR N/D 10 100 Media 50privatetuscanywinetoursfromflorence EUR N/D 10 100 Sconosciutabrunellowinetourfromflorence EUR N/D 10 100 Alta 100 1,21 1,9supertuscanwinetoursfromflorence EUR N/D 10 100 Media 62privatewinetourtuscany EUR N/D 10 100 Media 57tuscanywinetastingtours EUR N/D 10 100 Alta 71 0,61 1,92winetoursnearflorence EUR N/D 10 100 Media 64 1,07 2,48florencewinetastingtour EUR N/D 10 100 Alta 68 1,29 3,14winetoursoutofflorence EUR N/D 10 100 Media 57winetoursfromflorencetotuscany EUR N/D 10 100 Media 57winerytoursnearflorenceitaly EUR N/D 10 100 Alta 71

We can choose a specific geographical area to target our search


Once clicked, we can add the keywords thatwe prefer directly to the media plan


We can create AD Groups


And we can choose the matching type



What are these matching types?

5 keywords matching options


7’13’’

1. Broad Match

• Default for all keywords• Matches words that are closely related, such as synonims• Captures the largest volume

• Will often yeld irrelevant clicks


2. Broad match modifier +

• Uses the plus (+) symbol to apply the modifier (+women’s+hats)

• Contains close modifications, but not synonims• Can still be in any order• Will often yeld irrelevant clicks


3. Phrase match “ ”

• Uses the quote symbol to apply the modifier (‘’women’shat’’)

• The phrase must be in the specific order• Can still contains terms before or after the phrase• Must contain the exact phrase


4. Exact match [ ]

• Uses the bracket symbol to apply the modifier [women’shat]

• The search cannot contain any other terms• Still displays for very close variations


5. Negative match -

• Uses the minus symbol to apply the modifier (-free)

• Prevents ad from displaying when search contains thatterm

• Excellent way of filtering out irrelevant traffic


3. Creating the campaign


Clicking on Google Ads we arrive at the campaign section


To start a new campaign+


We need to select a goal


…or not

The we select a campaign type


Creating the campaign


3’48’’

Choose a descriptive campaign name

If we don’t want Google partners, we need to deflag this option


Geographic targeting


With advanced search we can select different locations



We select the geographical area and all the people who are looking for it(or live in Iit)


Then we select the language(1 language per ad: Google DOESN’T TRANSLATE)

And then the CPC max thatwe want to spend

After selecting the geographicalarea and the language we enter the daily budget


I can plan my ad in specific hours or days of the weeks


And we create the ad…


But first we need to create the Ad Group


Writing the text ad


4’12’’

No. of characters allowed

We can see the preview of our ad



Monitoring the campaign

Reporting


10’53’’

Example: overview (all campaigns )


One campaign details


The Ads


The keywords


ThanksSources:

Media planning & buying in the 21st century – Ronald Geskey – 2017

Online Marketing Foundations – Ted Batesole – Lynda.com

Google Ads essential training – Ted Batesole – Lynda.com


media planning & brand management - stella romagnoli › mpbm_2019_20 › ... · seo and sem...

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