AdWords Fundamentals

What you'll learn in this module:

Introduction to AdWords

Getting Started with AdWords

Targeting

Costs and Billing

Tracking Ad Performance

Optimizing Ad Performance

Account Performance Tools

Google Analytics

Managing Client Accounts

What is AdWords?

Google's powerful online advertising tool can help you reach new customers and grow sales.

Important numbers:

- Initial release October 23, 2000

- $43.7 billion in 2012

Google and Google AdWords Basics

Google uses keyword based advertising to target your ads to users searching for

your product or service

The CTR helps determine whether your ad is effective

Google ads can be targeted to any language or location available worldwide.

There is no minimum spending limit with Google AdWords

AdWords allows an unlimited amount of changes to an account per month

AdWords PoliciesLink Policy:

A Destination URL must:

Link to a working website

NOT link to website under construction

NOT require users to download software

Sites can not have pop-ups on the landing page

An example of an appropriate URL would be www.gmail.com

AdWords PoliciesEditorial Policy:

only one exclamation point in ad text

If you can find the word in an online dictionary, it is probably ok

AdWords PoliciesImage Ads Policy:

Text in image ads must adhere to editorial policy guidelines

A display URL is NOT necessary to include in an uploaded image

Image ads are NOT allowed to be rotated or inverted

Image ads must be rated family-safe only

Images must be clear and readable

No mock animated features may be included in an image ad

AdWords PoliciesGoogle Invalid Clicks Policy:

Repeated manual clicking, use of click robots, or automated clicking agents or tools are prohibited

Google's advertising networks

Google Search Network -

The Search Network includes Google Search, other Google sites such as Maps and Shopping, and hundreds of non-Google search partner websites (like AOL) that show AdWords ads matched to search results.

Google's advertising networks

Google Display Network -

The Display Network includes a collection of Google websites (like Google Finance, Gmail, Blogger, and YouTube), partner sites, and mobile sites and apps that show AdWords ads matched to the content on a given page.

Getting Started with AdWords

AdWords is organized into three layers: account, campaigns, ad groups.

Account:

Your account is associated with a unique email address, password, and billing information.

Getting Started with AdWordsCampaigns: Each campaign in your account has its own budget and settings that determine where your ads appear.

Types of campaigns

Search Network only,

Display Network only,

Search Network with Display Select.

Campaign sub-types:

● Standard● All features

Specialized campaign sub-type:

● Remarketing● Ads in mobile apps

Getting Started with AdWordsAd groups: Each ad group within a campaign contains a set of similar ads and keywords that you want to trigger your ads to show.

Structuring your campaign

Ads

Different types of ads formats and ad extensions will be available for you to use

Approval process

Types of ad formats

Types of ad extensions (Manual)

App extensions

Call extensions

Location extensions

Review extensions

Sitelink extensions

Callout extensions

Keywords

Keywords also help determine how much you pay. Each of your keywords has a maximum cost-per-click bid amount (or "max. CPC"), which specifies the maximum amount you're willing to pay each time someone clicks your ad.

Selecting Keywords

2 – 3 word phrases

keyword tool

list plural variations, synonyms, and spelling variations

Keep lists small and manageable

Use negative keywords

Keyword Planner

Research keywords

Get historical statistics and traffic estimates

Display Planner

Research targeting methods

Get impression estimates and historical costs

Search ad formats

Text ads:

headline,

URL

description

Search ad formats

Ads with extensions:

phone number,

location,

links to other pieces of relevant content

Placements

Sites across the Internet where your ads can appear.

Display ad formats

Text ads

Image ads

Rich media ads

Video ads

Targeting your audience

Keyword targeting

Keyword match types

Negative keywords and keyword exclusions

Contextual targeting: Match relevant site content:

- Keywords

- Topics

Audiences:

- affinity audiences

- in-market audiences

Interest categories

Remarketing

Demographics

Targeting your audience

Managed placement targeting: Select specific websites and apps

Location and language targeting

Device targeting

Quality Score reported in your account is an estimate of the quality of your ads and landing pages triggered by that keyword in auctions throughout the day.

Ad Rank determines the order in which your ad shows up on the page (also known as ad position).

QS and Ad Rank

Quality Score - expected clickthrough rate (CTR)

- ad relevance

- landing page experience

Each keyword gets a Quality Score on a scale from 1 to 10, where 1 is the lowest score and 10 is the highest.

Ad Rank- bid amount,

- the components of Quality Score

- the expected impact of extensions and other ad formats.

video: https://youtu.be/PjOHTFRaBWA

Costs and Billing

New AdWords advertisers might want to start small — between $5 and $50

Calculate average amount you might budget per day by dividing your monthly

budget by 30.4 (the average number of days per month)

AdWords can allow up to 20% more clicks in a day than your budget specifies

Pricing and Ranking

Cost-per-click (CPC): If you want to focus on clicks on your ads and drive traffic to your website

- automatic CPC

- manual CPC

Cost-per-thousand impressions (CPM): If you want to focus on impressions

Cost-per-acquisition (CPA): If you want to focus on conversions

Different types of strategies

Maximize clicks

Target search page location

Target cost-per-acquisition (CPA)

Enhanced cost-per-click (ECPC)

Target return on ad spend (ROAS)

Target outranking share

Tracking Ad PerformanceQuality and Performance Basics

Reports

Basic ROI and Conversion Tracking

Conversion Tracking

Google Analytics

Import Analytics goals and Ecommerce transactions directly into your AdWords account.

Import valuable Analytics metrics — such as bounce rate, percentage of new sessions, and pages/session — into your AdWords account.

● Take advantage of enhanced remarketing capabilities.

● Get richer data in the Analytics multi-channel funnels reports.

● Use your Analytics data to enhance your AdWords experience.

Optimizing Ad Performance

Preparing to Optimize

Choosing Landing Pages

Account Optimization

Advanced Optimization Features

Optimizing Ad Position, Position Preference

Specific Optimization Strategies

- Increasing Traffic/ Clicks

- Increasing Conversions

- Adjusting CPCs to Maximize ROI

Managing Client Accounts

My Client Center

Centralize and manage all your AdWords accounts

Useful for advertising agencies, search engine marketers, and automated bid managers