Adwords training social media forum 2010

WorkshopNovember 28, 2010

Elias Dabbas

1

A bit about me…

2

• Search and Search Partners• Content (Display Network)

3

Search and Search Partners

4

Search Partners

• Search engines using Google technology• Sites having a custom search powered by

Google5

• Automated way for publishers to “sell” advertising on their site

• Publishers place a piece of code on pages and Google automates the process of bidding, placement, pricing, payments, etc…

Content (Display) Network

6

Content (Display) Network

7

Types of Ads

TextImageDisplay Ad BuilderVideoMobile (web)Mobile (call)

10

Text Ads

• Headline: 25 characters• Description Line 1 & 2: 35 characters• Display URL: 35 characters• Destination URL: 1,024 characters

– Destination and display URLs can be different, but the domain has to be the same

11

Image Ads

Formats: gif, jpg, png, swf Sizes: 468 x 60 Banner 728 x 90 Leaderboard 250 x 250 Square 200 x 200 Small square 336 x 280 Large rectangle 300 x 250 Inline rectangle 120 x 600 Skyscraper 160 x 600 Wide skyscraper

12

Display Ad Builder

• Customize your own ad online13

• Automatic resizing for all available sizes15

Video Ads (Click to Play)

16

Mobile Ads – Smart Phones

18

Wap Text Ads

19

WAP Image Ads

20

Account Structure

CampaignsAd groupsAds Keywords Destination URLsBids

21

AdWords Account StructureWebsite1.com

Restaurants

Order Online

Great Deals from

great restaurants. Order nowWebsite.com/orders

Unbeatable Prices from


Order foodFood onlineOrder pizza

Bids

Destination URLs

Information

Concerts

Rock Concerts

Account

Campaigns

Ad Groups

Ads & Keywords

22

Account

• One Google account• Accessible / manageable by several accounts• Different access levels

– Admin– Standard– Read Only – Email Only

23

Campaign (Settings)

• Parameters under which ads/keywords/ad groups function– Language– Network(s)– Geography– Daily Budget– Device– Scheduling

24

Language Targeting

Make sure you only target people who will be able to read your content, watch out for languages that use similar scriptsKeywords may have different meanings (e.g. British vs. American English)Ad text can produce different responses

25

Geographical Targeting

26

Time of the Day / Day of the Week

27

Campaign Best Practices

• Use a consistent naming convention– Make sure campaign name includes as many

useful parameters as possibleE.g. AR-Mob-GCC-Used Cars Search EN-Mob-GCC-Used Cars Search EN-Mob-GCC-Used Cars Display

• Separate search and content (display) • Separate PCs and mobiles

28

Ad Groups

• Groups of ads that appear to any of a group of keywords

Keywords: used carsbuy used carsused cars for sale used car dealers

29

Ad Group Best Practices

• Keywords as closely related to each other as possible

• Always test more than one ad• Make sure you have a good relevant landing

page(s) for each ad group

30

Ads

Ads relevant to specific keywords

Each ad group should be focused on a topic

Ads should communicate messages specifically according to keywords

31


Restaurants

Order Online

Great Deals from





Bids

Destination URLs

Information

Concerts

Rock Concerts

Account

Campaigns

Ad Groups

Ads & Keywords

32

Keyword Research

Keyword Tool Insights for SearchCompetition (Organic)Competition (AdWords)

33

Keyword Tool

34

Market Shares

Quizz:

Which is the most searched car on Google?

BMW, Mercedes, Toyota, Ferrari, Porsche

35

Enter each keyword and analyze results

36

Car Brand Market Shares

Car Brand Queries / Month Market ShareBMW 9,140,000 40.7%Toyota 5,000,000 22.3%Mercedes 3,350,000 14.9%Ferrari 2,740,000 12.2%Porsche 2,240,000 10.0% 22,470,000 100.0%

41%

22%

15%

12%10%

BMW

Toyota

Mercedes

Ferrari

Porsche

37

Keyword Match Types

Broad match: coffee beansSimilar keywords, plurals, variations, synonymsCoffee bean, great coffee bean shop,

Phrase match: ‘coffee beans’Exact string with other keywords before or after Coffee beans shop, buy coffee beans, get coffee

beans

38

Keyword Match Types

Exact: [coffee beans]Will only show ads if and only if the exact string

of characters is searched for

Negative: -capuccino Helps make sure you are eliminating content you

don’t have

39

• Shows relative popularity in countries and cities

41

http://www.google.com/insights/search/#q=youtube&date=1%2F2007%2047m&cmpt=q

Competition – Organic (Natural)

42

Competition – Paid(AdWords)

43

Sponsored Links

Who am I competing with?How many competitors are there? How tough is the competition? Will I need to revise my targeting strategy? Use the preview tool

44

AdWords Preview Tool

45

Conversion Tracking and The Campaign Life Cycle

46

What do I want my users to

DO?

47

Conversion

Any task (action) you want users to complete when they come to your website

Purchase Upload a video

Upload a photo

Request a quote

Submit question

Refer a friend

Register

Submit Form

48

Ad Landing Page + Funnel Thankyou Page

Step 1

Step 2

Step 3

49

How Conversion Tracking Works

• Click ID includes information about campaign, keyword, ad group, ad text, etc…

50

Conversion Code on Thankyou Page

• Users can only access the thankyou page if and only if they complete a specific action

• Number of visits to that page are considered conversions

51

• Total Spend: $10,000

1,000,000 impressions

20,000 clicks

400conversions

52

• Total Spend: $10,000• CTR• Conversion Rate• CPM • CPC• CPA


20,000 clicks

400conversions

53

• Total Spend: $10,000• CTR: 20,000 / 1,000,000 = 2%• Conversion Rate• CPM• CPC• CPA


20,000 clicks

400conversions

54

• Total Spend: $10,000• CTR: 20,000 / 1,000,000 = 2%• Conversion Rate• CPM• CPC• CPA


20,000 clicks

400conversions

55

• Total Spend: $10,000• CTR: 20,000 / 1,000,000 = 2%• Conversion Rate: 400 / 20,000 = 2%• CPM• CPC• CPA


20,000 clicks

400conversions

56

• Total Spend: $10,000• CTR: 20,000 / 1,000,000 = 2%• Conversion Rate: 400 / 20,000 = 2%• CPM• CPC• CPA


20,000 clicks

400conversions

57

• Total Spend: $10,000• CTR: 20,000 / 1,000,000 = 2%• Conversion Rate: 400 / 20,000 = 2%• CPM: $10,000 / 1,000,000 / 1,000 = $10 • CPC• CPA


20,000 clicks

400conversions

58

• Total Spend: $10,000• CTR: 20,000 / 1,000,000 = 2%• Conversion Rate: 400 / 20,000 = 2%• CPM: $10,000 / 1,000,000 / 1,000 = $10 • CPC• CPA


20,000 clicks

400conversions

59

• Total Spend: $10,000• CTR: 20,000 / 1,000,000 = 2%• Conversion Rate: 400 / 20,000 = 2%• CPM: $10,000 / 1,000,000 / 1,000 = $10 • CPC: $10,000 / 20,000 = $0.5• CPA


20,000 clicks

400conversions

60

• Total Spend: $10,000• CTR: 20,000 / 1,000,000 = 2%• Conversion Rate: 400 / 20,000 = 2%• CPM: $10,000 / 1,000,000 / 1,000 = $10 • CPC: $10,000 / 20,000 = $0.5• CPA


20,000 clicks

400conversions

61

• Total Spend: $10,000• CTR: 20,000 / 1,000,000 = 2%• Conversion Rate: 400 / 20,000 = 2%• CPM: $10,000 / 1,000,000 / 1,000 = $10 • CPC: $10,000 / 20,000 = $0.5• CPA: $10,000 / 400 = $25


20,000 clicks

400conversions

62

• Total Spend: $10,000• CTR: 20,000 / 1,000,000 = 2%• Conversion Rate: 400 / 20,000 = 2%• CPM: $10,000 / 1,000,000 / 1,000 = $10 • CPC: $10,000 / 20,000 = $0.5• CPA: $10,000 / 400 = $25


20,000 clicks

400conversions

63

Other Tools

• AdWords Editor• Google Analytics• Google Website Optimizer

64

AdWords Editor

65

Dashboard• Compilation of the site-wide traffic

data• Highly customizable• Should include the 6-8 main KPIs

you are tracking on a daily basis

67

Visitors• Who came to my site? • Which countries did they come from? • How many times do they visit me per month? • How long do they stay on the site? • How many are unique? • What kinds of computers do they have?

68

Traffic Sources• What medium is my traffic coming from?

Search engines, direct, referring sites, etc…

• What specific medium is my traffic coming from?Search engines: keywords, search enginesReferring site: exact URLs

• How effective is each source in achieving my goals?

69

Content• Which pages did they view?

• Which content is the most popular?

• Which sections are working well?

• Are people searching on my site?

• Example: How popular is article #456245?

70

Tracking Goals• Actions that you want people to complete on your site (conversions)

• Tracking goals indicates how good you are at satisfying customers, and how interesting they find your site

71

Intelligence• New feature showing abnormal changes in numbers

• Guides you to hidden changes

• Alerts you to potential problems before they explode

• Alerts you to good news so you can build on it

72

eCommerce Tracking• Special setup, helps give context to your sales figures, products, revenue,

conversion rate, etc…

• Helps you answer important questions Which traffic source is more likely to generate sales? How many days does it take a user to buy? Which keywords are more likely to generate bigger orders?

73

Summary

• Search and Search Partners• Content (Display Network)

74

Types of Ads

TextImageDisplay Ad BuilderVideoMobile (web)Mobile (call)

75


Restaurants

Order Online

Great Deals from





Bids

Destination URLs

Information

Concerts

Rock Concerts

Account

Campaigns

Ad Groups

Ads & Keywords

76

Keyword Tool

77

Ad Langing Page + Funnel Thankyou Page

Step 1

Step 2

Step 3

78

Tools

79

Thank you

Elias [email protected] [email protected] +971 55 953 18 26

80

mailto:[email protected]

mailto:[email protected]

Adwords training social media forum 2010

Technology

Transcript of Adwords training social media forum 2010