Presented By:Ahmad Ragab Ezz

AdWords Insider

Sep 3, 4 - 2014

• Head of Digital Marketing – OneCard• Direct Response Advertising Analyst – Yahoo! UK,

MENA, & Expansion Markets• Managing Director & Co-Founder – iWebalize• SEM Manager & Coach - Denver PPC• Google AdWords Certified Professional 2008• Microsoft Ad Center First certified member in

MENA 2010• Google Analytics certifed professional 2010• Coach of GUC online marketing competition team

2010• Conducted courses & seminars at: ITI, GUC, Carat

media, Yahoo!, Rotary Metropolitan Giza

Bio

• Google AdWords – The Divine PPC Platform

• Ad Distribution• Targeting• Account Structure• Pricing• Ad Rank• Search Campaign Set Up• Display Campaign Set Up• Ad Writing Tips• Management Optimization Tips• Case Study

Agenda

Why The Divine PPC Platform?

• Reach• Targeting • Tracking & Reporting• Cost effectiveness

• Google AdWords – The Divine PPC Platform

• Ad Distribution• Targeting• Account Structure• Pricing• Ad Rank• Search Campaign Set Up• Display Campaign Set Up• Ad Writing Tips• Management Optimization Tips• Case Study

Agenda

Google Search Ads

Google Search Network

GDN & YouTube Placements

• Google AdWords – The Divine PPC Platform

• Ad Distribution

• Targeting• Account Structure• Pricing• Ad Rank• Search Campaign Set Up• Display Campaign Set Up• Ad Writing Tips• Management Optimization Tips• Case Study

Agenda

Targeting Solutions

• Keyword based (Search)• Device & Operating systems (Search & GDN)• Location & Language (Search & GDN)• Demographics (GDN)• Placements (GDN)• Contextual targeting (GDN)• Topics (GDN)• Interests (GDN)• Remarketing lists (GDN)

• Google AdWords – The Divine PPC Platform• Ad Distribution• Targeting

• Account Structure• Pricing• Ad Rank• Search Campaign Set Up• Display Campaign Set Up• Ad Writing Tips• Management Optimization Tips• Case Study

Agenda

Account Structure

• Google AdWords – The Divine PPC Platform• Ad Distribution• Targeting• Account Structure

• Pricing• Ad Rank• Search Campaign Set Up• Display Campaign Set Up• Ad Writing Tips• Management Optimization Tips• Case Study

Agenda

Pricing

• CPC: Cost Per Click

• CPM: Cost Per Millennium Impressions

• CPA: Cost Per Action

• Google AdWords – The Divine PPC Platform• Ad Distribution• Targeting• Account Structure• Pricing

• Ad Rank• Search Campaign Set Up• Display Campaign Set Up• Ad Writing Tips• Management Optimization Tips• Case Study

Agenda

AdRank

Ad Rank= Maximum Bid x Quality Score

Quality Score Factors

• Your click-through rate (CTR).

• The relevance of each keyword to its ad group.

• Landing page quality and relevance.

• The relevance of your ad text.

• Your historical AdWords account performance.

• Google AdWords – The Divine PPC Platform• Ad Distribution• Targeting• Account Structure• Pricing• Ad Rank

• Search Campaign Set Up• Display Campaign Set Up• Ad Writing Tips• Management Optimization Tips• Case Study

Agenda

Search Campaign Setup

• Define your goals (Branding, Traffic, Leads, Sales,..etc.) • Define your target audience (User Profiling)• Determine your landing pages• List keywords users might use to find you• Use KeyWord Planner to get keyword ideas• Filter the suggestions & list negative keywords• Break down your keyword list into close themes• Write compelling text ads• Use match types (Broad, Phrase, Exact)• Set the appropriate bids• Adjust campaign settings • Launch & monitor

Snapshot

• Google AdWords – The Divine PPC Platform• Ad Distribution• Targeting• Account Structure• Pricing• Ad Rank• Search Campaign Set Up

• Display Campaign Set Up• Ad Writing Tips• Management Optimization Tips• Case Study

Agenda

Display Campaign Setup

• Define your goals (Branding, Traffic, Leads, Sales,..etc.) • Define your target audience (User Profiling)• Determine your landing pages• Use Display Planner to get targeting ideas• Filter the suggestions & list negative targets• Break down the targets into close themes• Use The ad builder to create compelling rich media ads in

addition to text ads• Don’t use match types, they are useless here!• Set the appropriate bids• Amend the campaign settings • Launch & monitor

• Google AdWords – The Divine PPC Platform• Ad Distribution• Targeting• Account Structure• Pricing• Ad Rank• Search Campaign Set Up• Display Campaign Set Up

• Ad Writing Tips• Management Optimization Tips• Case Study

Agenda

Ad Writing Tips

#1: Differentiate the Company

#2: Highlight the benefits instead of features

#3: Think About Listing Examples

#3: Use prices to filter out unqualified visits

#5: Vary the Ads & use at least 3 ads per ad group

#6: Use call to actions

#7: Offers & benefits like “free delivery, doorstep delivery, warranty,..)

#8: Eliminate WWW. From Display URLs, use “Official Site” instead

#9: Capitalize properly & pay attention to adequate punctuation

#10: Urge the users to act instantly. Use Hurry, limited offer,…etc.

Bonus: Use Dynamic Keyword Insertions (DKI) Ads for higher CTR

• Google AdWords – The Divine PPC Platform• Ad Distribution• Targeting• Account Structure• Pricing• Ad Rank• Search Campaign Set Up• Display Campaign Set Up• Ad Writing Tips

• Management Optimization Tips• Case Study

Agenda

Management & Optimization

#1: Benchmark against your (account, campaign, ad group, ad set, keyword set) averages

#2: Validate data significance in terms of time & volumes

#3: Don’t make several drastic changes at a time for better testing

#3: Apply A/B testing

#5: Use AdWords filters & Data sort feature to spot best & poor performers

#6: Seize Ad schedules to minimize costs & to maximize ROI

#7: Run search query reports to update your negative list for better CTR & ROI

#8: Test different ad formats & messages for better reach & ROI on GDN

#9: Implement Google Analytics for deeper insights in ad performance V.S. website content

#10: Combine targeting solutions for laser targeted audience

Bonus: Implement Google Analytics e-Commerce tracking for ROI reports

• Google AdWords – The Divine PPC Platform• Ad Distribution• Targeting• Account Structure• Pricing• Ad Rank• Search Campaign Set Up• Display Campaign Set Up• Ad Writing Tips• Management Optimization Tips

• Case Study

Agenda

Case Study: Nefsak.com

The companyNefsak.com is a website created and launched by Web Technology Co. in

December 2008. Since its inception, the founder’s objective was to create the first bilingual e-commerce website in Egypt. Today, Nefsak.com has quickly become one of Egypt’s most successful websites.

The early challengesSince their start, Nefsak was focused on increasing awareness of their site

and generate simultaneously sales revenue. Despite online shopping wasn’t an adopted behavior by the majority of the Egyptian internet users.

Case Study: Nefsak.com

Solution: GDN campaigns were deployed to increase awareness highlighting the ease,

security, savings, & wide selection that online shopping offers Search campaigns were built gradually starting with the most profitable products

with search volumes to the least. To ensure the highest spending efficiency possible

Thanks to the client knowledge & orientation, ROI insights were provided properly for better optimization to fill the gap of the unavailability of GA ecommerce back then.

Optimization was focused on enhancing the overall quality score, CTR, Conversion rate, & targeting for less costs & higher ROI

The initial monthly budget was $256 which increased gradually to become hundreds of times the $256 while maintaining positive ROI

Spending Efficiency

Landing Page Relevancy

Quality Score Impact

Testimonial

Client’s Testimonial: (As published on Google AdWords Success stories - 2010)

“Google AdWords gives nearly 60% of our business return and about 85% of new acquisitions” says Nassar. Now that Google advertising is a key part of Nefsak.com marketing strategy and after trying other online advertising

programs, Nassar says: “Certainly AdWords will remain as our major advertising tool. We will stop using it if we stop doing business.”

Mr. Sherif Nassar

Founder, Managing Director

Conclusion

Summary

Let’s connect

ahmed@iwebalize.com

ahmad.r.ezz

Ahmed Ragab Ezz

@ahmedrezz