Google Adwords Advanced Training
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Google Adwords Advanced WorkshopGoogle Adwords Advanced Workshop
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Google Adwords Advanced WorkshopGoogle Adwords Advanced Workshop
Google Adwords Advanced Workshop Google Adwords Advanced Workshop -- is a one day practical, is a one day practical, handshands--on course aimed at online marketers, web executives, on course aimed at online marketers, web executives, webmasters, agency account managers and campaign webmasters, agency account managers and campaign managers who need to manage and optimise Google Adwords managers who need to manage and optimise Google Adwords paid search campaigns .paid search campaigns .
PrePre--requisitesrequisites Administration access to an active Google Adwords account is required for Administration access to an active Google Adwords account is required for
the duration of the course. You should have completed the Google the duration of the course. You should have completed the Google Essentials Workshop or have equivalent knowledge before attending the Essentials Workshop or have equivalent knowledge before attending the Advanced Workshop. Advanced Workshop.
ObjectivesObjectives Upon successful completion of this course, students will be able to manage Upon successful completion of this course, students will be able to manage
and optimise sophisticated Google Adwords campaigns for themselves or and optimise sophisticated Google Adwords campaigns for themselves or on behalf of clients. on behalf of clients.
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Today�s timingsToday�s timings
Start Start �� 09:3009:30
Morning break Morning break �� 11:00 11:00 --11:1511:15
Lunch Lunch �� 12:30 12:30 �� 13:3013:30
Afternoon break Afternoon break �� 15:1515:15--15:3015:30
WrapWrap--up up �� 16:3016:30
DrinksDrinks
ToiletsToilets
LunchLunch
Fire exitsFire exits
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Course OverviewCourse Overview
Session 1Session 1 Where are Google ads displayedWhere are Google ads displayed My Client CentreMy Client Centre
Enabling and disabling accessEnabling and disabling access Manager Defined Spend & BudgetsManager Defined Spend & Budgets
Content Network AdvertisingContent Network Advertising Controlling where on the content networkControlling where on the content network Ad formats availableAd formats available
Create a content network campaignCreate a content network campaign Identifying placement sitesIdentifying placement sites
Session 2Session 2 Creating Image & Video AdsCreating Image & Video Ads Writing Compelling Ad CopyWriting Compelling Ad Copy
Advanced techniquesAdvanced techniques Using dynamic keyword insertionUsing dynamic keyword insertion
Keyword Based Landing PagesKeyword Based Landing Pages
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Course OverviewCourse Overview
Session 3Session 3 Detailed keyword research techniquesDetailed keyword research techniques
A/B testing ad copyA/B testing ad copy Planning your testsPlanning your tests
What to testWhat to test
Local Business AdsLocal Business Ads
Mobile AdsMobile Ads
Google Adwords Quality ScoreGoogle Adwords Quality Score
Google Conversion TrackerGoogle Conversion Tracker
Integrating Adwords with Google AnalyticsIntegrating Adwords with Google Analytics Understanding autoUnderstanding auto--taggingtagging
Session 4Session 4 Adwords EditorAdwords Editor
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IntroductionsIntroductions
Sharron Lonsdale & ivantage overviewSharron Lonsdale & ivantage overview
YouYou
Your roleYour role
Your companyYour company
Your objectives for attendingYour objectives for attending
Any particular question/issue you hope to resolveAny particular question/issue you hope to resolve
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About ivantageAbout ivantage
Founded in 2002 by Matt TrimmerFounded in 2002 by Matt Trimmer
IndependentIndependent Not compromised by being part of an allNot compromised by being part of an all--purpose agencypurpose agency
The only UK agency to have 3 Google certificationsThe only UK agency to have 3 Google certifications AdwordsAdwords
Analytics Analytics (Google Analytics)(Google Analytics)
Urchin Urchin (Urchin Software from Google)(Urchin Software from Google)
London basedLondon based
Ranked 33Ranked 33rdrd UK Agency according to New Media Age criteriaUK Agency according to New Media Age criteria
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Client projects Client projects �� multimulti--channel retailchannel retail
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Client projects Client projects -- business to businessbusiness to business
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What we doWhat we do
We specialise in growing online We specialise in growing online businesses bybusinesses by
Generating website trafficGenerating website traffic
Using Paid Search (PPC), Natural Search Using Paid Search (PPC), Natural Search (SEO), Display Advertising and E(SEO), Display Advertising and E--mail mail marketing marketing
Analysing website trafficAnalysing website traffic
Using Web Analytics to accurately analyse Using Web Analytics to accurately analyse how visitors find and interact with how visitors find and interact with websiteswebsites
Converting website trafficConverting website traffic
Using Conversion Rate Optimisation to Using Conversion Rate Optimisation to convert visitors into customers or clients convert visitors into customers or clients
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Introductions Introductions �� Your TurnYour Turn
Sharron Lonsdale & ivantage overviewSharron Lonsdale & ivantage overview
YouYou
Your roleYour role
Your companyYour company
Your objectives for attendingYour objectives for attending
Any particular question/issue you hope to resolveAny particular question/issue you hope to resolve
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Paid, PfP,
PPC, CPC,
Advertising
PPC Management
Organic,
natural,
crawled,
Editorial
Influenced by SEO
Google Search ResultsGoogle Search Results
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Google Adwords Google Adwords �� A brief historyA brief history
Google Adwords was launched in 2000Google Adwords was launched in 2000
Adwords offers pay per click (PPC) advertising for text, image Adwords offers pay per click (PPC) advertising for text, image video and gadget adverts on the webvideo and gadget adverts on the web
Other auction models allowed advertisers to buy their way to the Other auction models allowed advertisers to buy their way to the top of the listingstop of the listings
Google introduced the click through rate (CTR) to measure adverts Google introduced the click through rate (CTR) to measure adverts relevance.relevance. Relevant ads generate clicksRelevant ads generate clicks
Clicks generate revenue for GoogleClicks generate revenue for Google
Adwords generated $21.8 billion revenue for Google in 2008Adwords generated $21.8 billion revenue for Google in 2008
Now, the dominate paid search platformNow, the dominate paid search platform
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What is Google Adwords?What is Google Adwords?
Google Adwords is a PayGoogle Adwords is a Pay--PerPer--Click advertising serviceClick advertising service
Advertisers specify Advertisers specify
the words that should trigger their ads (keywords)the words that should trigger their ads (keywords)
the maximum they are willing to pay per clickthe maximum they are willing to pay per click
Google search engines then display the ads as sponsored linksGoogle search engines then display the ads as sponsored links
The sequence or ranking depends onThe sequence or ranking depends on
other advertisers bidsother advertisers bids
the �quality score� of the keywords and advertsthe �quality score� of the keywords and adverts
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Where are Google Ads Displayed?Where are Google Ads Displayed?
Search Engine Results Pages (SERPS)Search Engine Results Pages (SERPS)
Search Network PartnersSearch Network PartnersAsk, AolAsk, Aol
Content NetworkContent Network
Ads appear within the content of other websitesAds appear within the content of other websites
Ads are placed based on the content of the site or page, using keywords Ads are placed based on the content of the site or page, using keywords and placement targetingand placement targeting
Google MapsGoogle Maps
Mobile NetworkMobile Network
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Google Content Network Text AdsGoogle Content Network Text Ads
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Joint ExerciseJoint Exercise
Example of Content network partnerExample of Content network partner
www.about.comwww.about.com
Search for flowersSearch for flowers
Select a search result listingSelect a search result listing
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Image and Video Ad FormatsImage and Video Ad Formats
Choice of 8 sizesChoice of 8 sizes
Online image ad Online image ad builder tool with builder tool with 100+ templates100+ templates
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Google Content Network Image AdsGoogle Content Network Image Ads
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How to Access Google AdwordsHow to Access Google Adwords
Google Adwords LoginGoogle Adwords Login
http://adwords.google.com/select/Loginhttp://adwords.google.com/select/Login
Login to you Google Account and then select AdwordsLogin to you Google Account and then select Adwords
Everyone login to their Adwords accountEveryone login to their Adwords account
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My Client CentreMy Client Centre
Handles multiple Handles multiple AdWordsAdWords accountsaccounts
Designed for client managers and agenciesDesigned for client managers and agencies
Need to join the Google Advertising professionals programme Need to join the Google Advertising professionals programme https://adwords.google.co.uk/select/professionalwelcomehttps://adwords.google.co.uk/select/professionalwelcome
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Manger Defined SpendManger Defined Spend
Allows budget control for the accounts you manageAllows budget control for the accounts you manage
MCC account needs to be approved for MDSMCC account needs to be approved for MDS
A monthly credit limit is agreed with GoogleA monthly credit limit is agreed with Google
A service agreement needs to be signed per currency usedA service agreement needs to be signed per currency used
A Manager Defined Order (MDO) is created for each currencyA Manager Defined Order (MDO) is created for each currency
Monthly invoices are received from Google with 30 day payment Monthly invoices are received from Google with 30 day payment termsterms
You are responsible for reclaiming costs from your clients.You are responsible for reclaiming costs from your clients.
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Manger Defined Spend BudgetsManger Defined Spend Budgets
Budgets are setup per managed accountBudgets are setup per managed account
Budgets can be any date ranges (e.g. weekend, weekly, monthly, Budgets can be any date ranges (e.g. weekend, weekly, monthly, quarterly)quarterly)
Click costs will not exceed your budgetClick costs will not exceed your budget
Budgets can be setup in advanceBudgets can be setup in advance
Accounts using a range of currencies can be managed in the same wayAccounts using a range of currencies can be managed in the same way
https://adwords.google.com/support/bin/topic.py?topic=10947https://adwords.google.com/support/bin/topic.py?topic=10947
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Content Network AdvertisingContent Network Advertising
Content advertising can be a cheaper way to appear on 1Content advertising can be a cheaper way to appear on 1stst pagepage
Bids can be CPC or CPMBids can be CPC or CPM
CTRs are much lower on the content networkCTRs are much lower on the content network
Content CTRs do not affect campaign quality scoresContent CTRs do not affect campaign quality scores
Recommend separate search and content campaigns for Recommend separate search and content campaigns for controlling budgets and analysiscontrolling budgets and analysis
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Controlling Where on the Content NetworkControlling Where on the Content Network
Content Network Campaign SettingsContent Network Campaign Settings Edit campaign setting > networks & biddingEdit campaign setting > networks & bidding
Select the content network (defaults to on)Select the content network (defaults to on)
Relevant pages across entire networkRelevant pages across entire network With no keywords Google decides based on ad contentWith no keywords Google decides based on ad content
Keyword matches determine if ad is displayedKeyword matches determine if ad is displayed
Relevant pages on placements I targetRelevant pages on placements I target Only on selected sitesOnly on selected sites
With keywords only on pages on selected sites that match keywordsWith keywords only on pages on selected sites that match keywords
Site exclusion tool to remove specific sitesSite exclusion tool to remove specific sites
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Ad FormatsAd Formats
Text AdsText Ads Image AdsImage Ads Video AdsVideo Ads
CPC when userCPC when uservisits site, not whenvisits site, not whenthey play the videothey play the video
https://adwords.google.com/select/imagesamples.htmlhttps://adwords.google.com/select/imagesamples.html http://adwords.blogspot.com/2006/05/clickhttp://adwords.blogspot.com/2006/05/click--toto--playplay--videovideo--adsads--forfor--adwords.htmladwords.html
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Creating a Content CampaignCreating a Content Campaign
Joint ExerciseJoint Exercise
Create a placement targeted campaignCreate a placement targeted campaign
Setup a text advertSetup a text advert
Add placementsAdd placements Placement toolPlacement tool
By categoryBy category
By topics/phraseBy topics/phrase
By By urlurl
Make a note of ad formats allowed!Make a note of ad formats allowed!
Placement report shows where campaign is running in content Placement report shows where campaign is running in content networknetwork
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Exercise Exercise
Use the placement tool to find potential content Use the placement tool to find potential content network sites for your campaignsnetwork sites for your campaigns
Check some of these sites to see where the ads are Check some of these sites to see where the ads are displayeddisplayed
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Creating Image & Video AdsCreating Image & Video Ads
Create your ad in standard size & formatCreate your ad in standard size & format
Gif, jpg, pngGif, jpg, png
Upload the image fileUpload the image file
Upload the video fileUpload the video file
Name the imageName the image
Display urlDisplay url
Destination urlDestination url
DemonstrationDemonstration
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Display Ad BuilderDisplay Ad Builder
Allows you to create ads using a range of templatesAllows you to create ads using a range of templates FinancialFinancial
TravelTravel
SeasonalSeasonal
The range is continually increasingThe range is continually increasing
Some templates showcase a selection of productsSome templates showcase a selection of products
Allows you to easily create ads in all standard sizesAllows you to easily create ads in all standard sizes
DemonstrationDemonstration
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Display Ad BuilderDisplay Ad Builder
Create a display ad for your campaignCreate a display ad for your campaign
Find a suitable templateFind a suitable template
Download a logo or product image from your Download a logo or product image from your websitewebsite
Save in all available sizesSave in all available sizes
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Be Your Own Best CopywriterBe Your Own Best Copywriter
Include a strong call to actionInclude a strong call to action
Include special offers or pricesInclude special offers or prices
Include location or where you ship to/ serviceInclude location or where you ship to/ service
Be realistic Be realistic �� set expectationsset expectations
Compare and contrast Compare and contrast �� would you click on your ad?would you click on your ad?
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Writing Compelling Ad Copy Writing Compelling Ad Copy -- AdvancedAdvanced
Advanced TechniquesAdvanced Techniques Split adgroups further (initial structure not usually the best)Split adgroups further (initial structure not usually the best)
Split out individual high traffic keywordsSplit out individual high traffic keywords
Include main keyword in the display urlInclude main keyword in the display url
Make good use of emphasis (Sales ends soon!)Make good use of emphasis (Sales ends soon!)
Highlight that you are the brand ownerHighlight that you are the brand owner Official SiteOfficial Site
® ®
�� Make use of dynamic keyword insertionMake use of dynamic keyword insertion
Test what works for you!Test what works for you!
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Dynamic Keyword InsertionDynamic Keyword Insertion
Allows Adwords to insert the keyword that triggered your ad into the ad Allows Adwords to insert the keyword that triggered your ad into the ad texttext
Makes the ad appear more relevantMakes the ad appear more relevant
Search terms are displayed in boldSearch terms are displayed in bold
Often improves the CTR of your ad, which can reduce your CPCOften improves the CTR of your ad, which can reduce your CPC
If the triggered keyword cannot be inserted, the default text is displayedIf the triggered keyword cannot be inserted, the default text is displayed
More than allowed number of charactersMore than allowed number of characters
Misspelled keywordsMisspelled keywords
Trademarked termTrademarked term
Can be used in any part of the ad textCan be used in any part of the ad text
Check how each keyword would look!!Check how each keyword would look!!
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Examples of Keyword InsertionExamples of Keyword Insertion
Keyword: Cashmere pulloverKeyword: Cashmere pullover
Keyword: Cashmere v neck sweaterKeyword: Cashmere v neck sweater
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Using the Keyword Insertion TagUsing the Keyword Insertion Tag
{KeyWord:Default Text}{KeyWord:Default Text}
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ExerciseExercise
Create a new ad in one of your Create a new ad in one of your adgroupadgroup using using dynamic keyword insertiondynamic keyword insertion
Search on a keyword that triggers the ad and Search on a keyword that triggers the ad and check resultscheck results
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Keyword Based Landing PagesKeyword Based Landing Pages
Destination url on the advert is the default landing pageDestination url on the advert is the default landing page All keywords use the same landing pageAll keywords use the same landing page
Keywords can specify their own landing page which takes priority Keywords can specify their own landing page which takes priority over the advert landing pageover the advert landing page If using a bid tool and need to pass information about the keyword If using a bid tool and need to pass information about the keyword
matchedmatched www.mydomain.co.uk?kw=bananaswww.mydomain.co.uk?kw=bananas
www.mydomain.co.uk?kw=appleswww.mydomain.co.uk?kw=apples
If there is a specific variation based on the keywordIf there is a specific variation based on the keyword Red coat, green coat, could have different landing pagesRed coat, green coat, could have different landing pages
Can be used for testing a new landing pageCan be used for testing a new landing page Allows you to test the page for specific keywords rather than the whole Allows you to test the page for specific keywords rather than the whole
adgroupadgroup
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Joint ExerciseJoint Exercise
Go to keywords tabGo to keywords tab
Select several keywords & edit in tableSelect several keywords & edit in table
Enter a destination page Enter a destination page urlurl & apply to all & apply to all keywordskeywords
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Detailed Keyword ResearchDetailed Keyword Research
Keyword research is a continuous process and your keyword list should evolveKeyword research is a continuous process and your keyword list should evolve
Enter your keywords back into keyword tools and see what new keywords are foundEnter your keywords back into keyword tools and see what new keywords are found
Temporarily set high traffic or high converting keywords to phrase/broad matchTemporarily set high traffic or high converting keywords to phrase/broad match Run a search query report to find actual search terms usedRun a search query report to find actual search terms used
Expand keyword list using the longer search phrases used less often Expand keyword list using the longer search phrases used less often -- �long�long--tail�tail� Shopping related termsShopping related terms
buy, online, buy, online, ukuk, purchase,, purchase,
cheap, low cost, bargaincheap, low cost, bargain
premium, high quality, expensivepremium, high quality, expensive
Consider questions Consider questions how to, where can Ihow to, where can I
Use Google predictive textUse Google predictive text
Use product specificsUse product specifics Model numbersModel numbers
ColoursColours
sizessizes
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Detailed Keyword ResearchDetailed Keyword Research
Ensure your keywords are topicalEnsure your keywords are topical
Google TrendsGoogle Trends
Find the keywords customers are using to find youFind the keywords customers are using to find you
Search engines by keyword in Google AnalyticsSearch engines by keyword in Google Analytics
You may rank well for a keyword in Yahoo but not GoogleYou may rank well for a keyword in Yahoo but not Google
Find the keywords users are using in your site searchFind the keywords users are using in your site search
Site search reports in Google AnalyticsSite search reports in Google Analytics
Target local marketsTarget local markets
Consider seasonal variationsConsider seasonal variations
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Ad Copy A/B TestingAd Copy A/B Testing
What is your objective?What is your objective? Increased brand awarenessIncreased brand awareness
Improved click through rates CTRs Improved click through rates CTRs --> lower average costs per click (CPC)> lower average costs per click (CPC)
Increased ROIIncreased ROI
More conversions on the siteMore conversions on the site Download of documentsDownload of documents
Newsletter subscriptionsNewsletter subscriptions
How are you going to measure results?How are you going to measure results? Adwords statisticsAdwords statistics
Web analyticsWeb analytics
Don�t jump to conclusions Don�t jump to conclusions �� better qualified ads may have a lower CTR but improved better qualified ads may have a lower CTR but improved ROIROI
Adwords allows several adverts to run in parallelAdwords allows several adverts to run in parallel Create multiple advertsCreate multiple adverts
Ads are displayed in rotationAds are displayed in rotation
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What Ad Variables to TestWhat Ad Variables to Test
Calls to ActionCalls to Action
OffersOffers
SyntaxSyntax
Differentiate your ad from the othersDifferentiate your ad from the others
Flair Flair vsvs PlainPlain
Try relating to the problem rather than productTry relating to the problem rather than product
Brand ImpactBrand Impact
Display Display urlurl
Landing pageLanding page
Don�t jump to conclusions!Don�t jump to conclusions!
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Joint ExerciseJoint Exercise
Turn off ad optimisationTurn off ad optimisation
Ad serving Ad serving --> Rotate (Edit campaign settings)> Rotate (Edit campaign settings)
Create a second advert for one of your Create a second advert for one of your adgroupsadgroups
Check the results tomorrowCheck the results tomorrow
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Which Ads Appear at the Top of the Listings?Which Ads Appear at the Top of the Listings?
Google Adwords uses a quality scoreGoogle Adwords uses a quality score
Influences your adverts positionInfluences your adverts position
Ensures the most relevant ads are displayedEnsures the most relevant ads are displayed
Ad Ranking = Cost Per Click x Quality ScoreAd Ranking = Cost Per Click x Quality Score
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What Influences Quality Score?What Influences Quality Score?
What influences the quality score?What influences the quality score? Click through rate of keyword and advertClick through rate of keyword and advert
Relevance of keyword to search termRelevance of keyword to search term
Landing page relevanceLanding page relevance
Landing page load timesLanding page load times
Other relevance factorsOther relevance factors
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Local Business AdsLocal Business Ads
Requires a Google Maps ListingRequires a Google Maps Listing http://adwords.google.com/support/bin/answer.py?hl=en&answer=34063http://adwords.google.com/support/bin/answer.py?hl=en&answer=34063 Create business adCreate business ad Enter business name & locationEnter business name & location Business matches are automatically foundBusiness matches are automatically found
Enter description line 1 & 2Enter description line 1 & 2 Destination Destination urlurl Upload a business imageUpload a business image
ExampleExample Search pizza delivery Search pizza delivery londonlondon
Business ad with extra location lineBusiness ad with extra location line Google maps listing at top of pageGoogle maps listing at top of page Business ads appear at bottom of maps pageBusiness ads appear at bottom of maps page Click charge only when user visits your siteClick charge only when user visits your site
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Mobile AdsMobile Ads
Text ads 2 lines of 18 charactersText ads 2 lines of 18 characters
Image adsImage ads
Ads can link directly to a phone numberAds can link directly to a phone number
Ads links to a mobile web pageAds links to a mobile web page
Existing mobile web pageExisting mobile web page
Google can create and host a page for youGoogle can create and host a page for you
Can target specific operatorsCan target specific operators
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Other Ad VariationsOther Ad Variations
Google Checkout imageGoogle Checkout image
Product Plus (beta)Product Plus (beta) + to display a range of products+ to display a range of products
Products are from Google product feed (Merchant Centre)Products are from Google product feed (Merchant Centre)
Click cost incurred when someone clicks through to the siteClick cost incurred when someone clicks through to the site
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Free Conversion TrackingFree Conversion Tracking
Per KeywordPer Keyword
Clicks CPC Cost/Clicks CPC Cost/ConvConv
Measure return from your campaign and keywordsMake informed bidding and editing decisions
Buy Luxury Cashmere Socks100% grade �A� Cashmere Socks From£26 per pair at The Cashmere Outlet.www.abccashmere.co.uk
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How does Conversion Tracking work?How does Conversion Tracking work?
A user searches on A user searches on Google.com for Google.com for �cashmere socks��cashmere socks�
The user sees a relevant ad and The user sees a relevant ad and clicks on it. Google counts the clicks on it. Google counts the click, and the user lands on click, and the user lands on www.abcCashmere.co.ukwww.abcCashmere.co.uk
The user browses, The user browses, purchases a pair of purchases a pair of socks & lands on socks & lands on �thank�thank--you� page after you� page after completing purchase.completing purchase.
Thank You PageThank You Page
CheckCheck--out Pageout Page
Shopping for YarnShopping for Yarn
Initiated by the ad click, Initiated by the ad click, Google adds a cookie to Google adds a cookie to the user�s browser, and the user�s browser, and in this way, remembers in this way, remembers this ad click for next 30 this ad click for next 30 days.days.
Google finds Google finds cookie ID of the cookie ID of the user�s most user�s most recent ad click.recent ad click.
Google records 1 Google records 1 conversion, conversion, reflected on the reflected on the date of the user�s date of the user�s most recent ad click.most recent ad click.
Buy Luxury Cashmere Socks100% grade �A� Cashmere Socks From£26 per pair at The Cashmere Outlet.www.abccashmere.co.uk
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Free Google AnalyticsFree Google Analytics
Measure how all visitors use your site Measure how all visitors use your site Find out what factors drive customer choicesFind out what factors drive customer choices
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Integrating Adwords with Google AnalyticsIntegrating Adwords with Google Analytics
Tracking users after the clickTracking users after the click Essential for successful paid search campaignsEssential for successful paid search campaigns
ROI, downloads, request forms, any actionROI, downloads, request forms, any action
One to one relationship between Adwords & AnalyticsOne to one relationship between Adwords & Analytics Analytics TabAnalytics Tab
Create new GA accountCreate new GA account Or link to existing accountOr link to existing account
Turn on autoTurn on auto--taggingtagging My Account > Acount PreferencesMy Account > Acount Preferences Automatically tags your adwords linksAutomatically tags your adwords links Provides detailed campaign trackingProvides detailed campaign tracking
Turn on import cost dataTurn on import cost data Google account settingsGoogle account settings
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Adwords EditorAdwords Editor
Download and Install the Adwords EditorDownload and Install the Adwords Editor
Search for Adwords EditorSearch for Adwords Editor
Select first search resultSelect first search result
Follow instructionsFollow instructions
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Adwords EditorAdwords Editor
Free downloadable application for managing your accountsFree downloadable application for managing your accounts
Edit offline & uploadEdit offline & upload
Make largeMake large--scale changes easilyscale changes easily
Make changes in draftMake changes in draft
Advanced searches & editsAdvanced searches & edits
View & sort performance statisticsView & sort performance statistics
Export & import account detailsExport & import account details
http://www.google.com/intl/en/adwordseditor/http://www.google.com/intl/en/adwordseditor/
http://www.google.com/support/adwordseditor/?hl=en_GBhttp://www.google.com/support/adwordseditor/?hl=en_GB
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Account Management and NavigationAccount Management and Navigation
Linking accounts into Adwords editorLinking accounts into Adwords editor
File > Open > Add accountFile > Open > Add account
Exporting accountsExporting accounts
csvcsv
Html (ideal for reviewing)Html (ideal for reviewing)
Sharing & archivingSharing & archiving
NavigationNavigation
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ExerciseExercise
Download your Adwords account into Adwords Download your Adwords account into Adwords EditorEditor
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Google Adwords Editor InterfaceGoogle Adwords Editor Interface
Navigation is controlled using 3 windowsNavigation is controlled using 3 windows Left hand campaign structureLeft hand campaign structure
Main window with tabs (Data View)Main window with tabs (Data View)
KeywordsKeywords
PlacementsPlacements
NegativesNegatives
AdsAds
AdgroupsAdgroups
CCampaignsampaigns
Lower Window for selected detail (Edit Panel)Lower Window for selected detail (Edit Panel)
Dependent on tab selected in main windowDependent on tab selected in main window
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Adding, Editing & DeletingAdding, Editing & Deleting
Edit in data view or edit panelEdit in data view or edit panel
Add/update multiple toolsAdd/update multiple tools
Copy and pasteCopy and paste
Select & replaceSelect & replace
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ExerciseExercise
Copy an existing Copy an existing adgroupadgroup
Use the replace function to update all the Use the replace function to update all the keywords for the new keywords for the new adgroupadgroup topictopic
Update the advert textUpdate the advert text
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Advanced ChangesAdvanced Changes
Advanced bid changesAdvanced bid changes
Advanced url changesAdvanced url changes
Advanced searchAdvanced search
Find duplicatesFind duplicates
Keyword grouperKeyword grouper
Check & post changesCheck & post changes
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ExerciseExercise
Increase all Increase all adgroupadgroup bids by 5%bids by 5%
Update a selected list of keywords to create Update a selected list of keywords to create additional keywords with �buy� appended on the additional keywords with �buy� appended on the frontfront
Check if you have any duplicate keywordsCheck if you have any duplicate keywords
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View StatisticsView Statistics
Get recent changesGet recent changes
Download statisticsDownload statistics
Show/hide columnsShow/hide columns
Sort by any metricSort by any metric
Search on statisticsSearch on statistics
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ExerciseExercise
Download statistics for your campaignsDownload statistics for your campaigns
Increase all bids for keywords that are position Increase all bids for keywords that are position 5 or below by 10%5 or below by 10%
Find all adgroups with a CTR of less than 3%Find all adgroups with a CTR of less than 3%
Consider splitting this group or writing new adsConsider splitting this group or writing new ads
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Wrap UpWrap Up
Where are Google ads displayedWhere are Google ads displayed My Client CentreMy Client Centre
Enabling and disabling accessEnabling and disabling access Manager Defined Spend & BudgetsManager Defined Spend & Budgets
Content Network AdvertisingContent Network Advertising Controlling where on the content networkControlling where on the content network Ad formats availableAd formats available
Create a content network campaignCreate a content network campaign Identifying placement sitesIdentifying placement sites Creating Image & Video AdsCreating Image & Video Ads Writing Compelling Ad CopyWriting Compelling Ad Copy
Advanced techniquesAdvanced techniques Using dynamic keyword insertionUsing dynamic keyword insertion
Keyword Based Landing PagesKeyword Based Landing Pages
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Wrap UpWrap Up
Detailed keyword research techniquesDetailed keyword research techniques
A/B testing ad copyA/B testing ad copy
Planning your testsPlanning your tests
What to testWhat to test
Local Business AdsLocal Business Ads
Mobile AdsMobile Ads
Google Adwords Quality ScoreGoogle Adwords Quality Score
Google Conversion TrackerGoogle Conversion Tracker
Integrating Adwords with Google AnalyticsIntegrating Adwords with Google Analytics
Understanding autoUnderstanding auto--taggingtagging
Adwords EditorAdwords Editor
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HelpHelp
Adwords Help CentreAdwords Help Centre
https://adwords.google.com/support/https://adwords.google.com/support/
Adwords Learning CentreAdwords Learning Centre
http://www.google.com/intl/en_uk/adwords/learningcenter/http://www.google.com/intl/en_uk/adwords/learningcenter/
Group and BlogsGroup and Blogs
http://adwords.blogspot.com/http://adwords.blogspot.com/
BooksBooks
Winning Results with Google Adwords by Andrew GoodmanWinning Results with Google Adwords by Andrew Goodman
Ultimate Guide to Google Adwords by Perry MarshallUltimate Guide to Google Adwords by Perry Marshall
ivantageivantage
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FeedbackFeedback
www.ivantage.co.uk/feedbackwww.ivantage.co.uk/feedback
