AdWords Academy: Search Campaign Optimization/搜尋廣告優化

Confidential & ProprietaryConfidential & Proprietary

AdWords Workshop


Today’s Agenda

1) The BIG Trends2) Marketing Strategy3) Search Campaign Optimization

a) Structureb) Performance Evaluationc) Ad Extensionsd) Settings

4) Useful Tools

Confidential & Proprietary

3 Trends in Today’s Media Landscape

1) The future is mobile6 out of 10 are using search engines via smartphones at least weekly. 66% of them experience issues, and 16% would find another website that works better on smartphone

2) Today’s shopper is an online shopper68% of the consumers research online

3) Tomorrow’s TV is Online7 out of 10 consumers watch online video weekly. When watching short videos, people prefer to use a smartphone and are usually focused while doing so.

Go Mobile, Be Mobile Friendly

Online Presence

YouTube is the New TV


How Mobile Friendly are you?https://www.google.com/webmasters/tools/mobile-friendly/

https://www.google.com/webmasters/tools/mobile-friendly/



Today’s Agenda



4) Useful Tools


Be Top of Mind

Google Confidential and Proprietary

“The real challenge of marketingis all about availability—available in the mind and in the store.” From “How Brands Grow” by Professor Byron SharpVoted Best Marketing Read of Summer (2013) by Advertising Age readers

Be Your CustomersRemember You

See YouKnow Your Brand

Awareness Consideration Conversion Retention


Be Top of Mind

3:00pmBrowsethe web

6:00pmLook up recipe on tablet

10:00pmWatch video

from a friend

8:00pmListen to anew song

8:00amCheck mailon phone


be there when they are looking to be educated, entertained, and inspired


The Google AdWords solution


Pre-launch:seed awareness 1 At launch:

build fast awareness2 Maintain awareness & increase consideration 3

Lightbox adsFocus on influencers

Display ads

Search ads

Mastheads

Lightbox adsDisplay ads

TrueView ads


Search Campaign



4) Useful Tools


Campaign Structure

Campaign

Ad Group

Keyword

Ad

Account


Ad

** You can make longer text ads if you're targeting people in Azerbaijan, Belarus, China, Hong Kong, Japan, Kazakhstan, Kyrgyzstan, Russian Federation, South Korea, Taiwan, Tajikistan, Turkmenistan, Ukraine, or Uzbekistan.

Max length

(most languages)

Max length

(double-width* languages)

Headline: 25 characters 12 characters

Display URL: 35 characters 17 characters

Description line 1: 35 characters 17 characters

Description line 2**: 35 characters 17 characters

Advertise with Google

adwords.google.com

Want jaw-dropping results?

Create your ad campaign today

Headline

Display URL

Description

https://support.google.com/adwords/answer/1704389#

https://support.google.com/adwords/answer/1704389#


Keyword - Match Type


1. Different countries - different campaigns2. Different businesses - different campaigns3. Different product categories - different ad

groups4. No overlapping of keywords across ad

groups5. Best practice (per ad group)

a. 4 Ad Textsb. 20 Keywords




4) Useful Tools


1

2

3

4

5

6

7

8

9


Max CPC（最高單次點擊出價）

x Ad Rank（廣告排名）= Quality Score（品質分數）

x Ad Extension（廣告額外資訊）

Expected CTR（預計點擊率）

x Quality Score（品質分數） = Ad Relevance（相聯性）

x Landing Page Experience（著陸頁體驗）

Ad Performance


Optimization #1 - Bid- Estimated first page bid- Bid strategies - enhanced CPC- Search impression share- Search loss IS (rank)








Ad Performance


Optimization #2 - CTR - Maintain good CTR (click/impression ratio)- Beware of “low search volume” keywords- Keyword match types- Search term report- Keyword Planner








Ad Performance


Optimization #3 - Ad


1. Highlight what makes you unique


2. Include prices, promotions, and exclusives


3. Empower customers to take action


4. Include at least one of your keywords


KeyWord InsertionPerson searches for: Your ad could look like:

dark chocolate bar Buy Dark Chocolate

www.example.com

Artisan candy from San

Francisco

Free shipping orders $50 more

sugar free chocolate Buy Sugar Free Chocolate

www.example.com


Francisco


gourmet chocolate

truffles

Buy Chocolate

www.example.com


Francisco



5. Match your ad to your landing page

URL Migration


6. Appeal to customers on mobile


7. Ad Testing

Ad Rotation


8. Check for common ad text mistakes


Optimization #4



4) Useful Tools








Ad Performance


網站連結額外資訊 Sitelink Extension


摘要額外資訊 Callout Extension


評論額外資訊 Review Extension


社交額外資訊 Social Extension


位置額外資訊 Location Extension

應用程式額外資訊 App Extension

來電額外資訊 Call Extension


Optimization #5



4) Useful Tools


Optimization #5 - Settings● Location Bid Adjustment● Custom Ad Schedule● Mobile Bid Adjustment


Optimization #6 -


Search Campaign Optimization4 Ad Texts & 20 Keywords

#1 - Bid Adjustment -> first page#2 - Maintain healthy CTR (match type/ search term report)#3 - Ad relevance & testing#4 - Ad Extension#5 - Settings (ad schedule/ mobile bid adjustment)#6 - Regular review


Be There

Be Relevant

Be Optimised


Useful Tools● Keyword Planner● Mobile Friendly Test (https://www.google.com/webmasters/tools/mobile-

friendly/)● Google Trends (https://www.google.com.hk/trends/ )● Consumer Barometer (https://www.consumerbarometer.com/ )● Think with Google (https://www.thinkwithgoogle.com/)




https://www.google.com.hk/trends/

https://www.consumerbarometer.com/

https://www.thinkwithgoogle.com/

AdWords Academy: Search Campaign Optimization/搜尋廣告優化

Marketing

Transcript of AdWords Academy: Search Campaign Optimization/搜尋廣告優化