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Google Adwords Essentials Training
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Google Adwords Essential WorkshopGoogle Adwords Essential Workshop
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Google Adwords Essentials WorkshopGoogle Adwords Essentials Workshop
Google Adwords Essentials Workshop Google Adwords Essentials 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 setmanagers who need to set--up, manage and optimise Google up, manage and optimise Google Adwords paid search campaigns .Adwords 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.the duration of the course.
ObjectivesObjectives Upon successful completion of this course, students will be able to plan, setUpon successful completion of this course, students will be able to plan, set--
up, manage and optimise, according to industry best practice, Google up, manage and optimise, according to industry best practice, Google Adwords campaigns for themselves and, if desired, on behalf of clients .Adwords campaigns for themselves and, if desired, on behalf of clients .
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Today�s TimingsToday�s Timings
Start Start �� 09:3009:30
Morning break Morning break �� 11:15 11:15 --11:3011:30
Lunch Lunch �� 12:45 12:45 �� 13:4513:45
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 AgendaCourse Agenda
Session 1Session 1 Google Adwords OverviewGoogle Adwords Overview Where are Google ads displayedWhere are Google ads displayed Accessing Google AdwordsAccessing Google Adwords The Google Adwords interfaceThe Google Adwords interface Billing Details & Account PreferencesBilling Details & Account Preferences
Session 2Session 2 Adwords Account StructureAdwords Account Structure Initial Planning for your Paid Search campaignInitial Planning for your Paid Search campaign Detailed PlanningDetailed Planning Keyword Research & Estimating Search Traffic VolumesKeyword Research & Estimating Search Traffic Volumes
Adwords Keyword ToolAdwords Keyword Tool
Advert structureAdvert structure Google Editorial PolicyGoogle Editorial Policy
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Course AgendaCourse Agenda
Session 3Session 3 How to Setup a Campaign How to Setup a Campaign
Creating and editing a campaignCreating and editing a campaign
Editing Adgroups and KeywordsEditing Adgroups and Keywords
Writing compelling ad copyWriting compelling ad copy
Ad SchedulingAd Scheduling
Monitoring resultsMonitoring results
Session 4Session 4 Adwords quality scoreAdwords quality score
Google Adwords reports interfaceGoogle Adwords reports interface
Running & Scheduling reportsRunning & Scheduling reports
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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 and and video adverts video adverts on the webon 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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What can Google Adwords do for you?What can Google Adwords do for you?
Quick and easy way to attract relevant trafficQuick and easy way to attract relevant traffic
Your adverts have the potential to reach a vast audienceYour adverts have the potential to reach a vast audience
You can target your audience in many waysYou can target your audience in many ways
GeographicallyGeographically
Using keywords relevant to your product/serviceUsing keywords relevant to your product/service
Selecting relevant sites where your ads can appearSelecting relevant sites where your ads can appear
DemographicallyDemographically
Through the wording of your advertsThrough the wording of your adverts
You only pay when someone clicks on your advertYou only pay when someone clicks on your advert
You are in control of the budgetYou are in control of the budget
Activation feeActivation fee
No minimum spendNo minimum spend
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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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Google Adwords InterfaceGoogle Adwords Interface
Navigation is controlled using 6 tabsNavigation is controlled using 6 tabs HomeHome
CampaignsCampaigns
Create and edit your campaignsCreate and edit your campaigns
Manage and monitor performanceManage and monitor performance
OpportunitiesOpportunities
Previously called Campaign OptimiserPreviously called Campaign Optimiser
ReportingReporting
ReportsReports
Google AnalyticsGoogle Analytics
Website OptimiserWebsite Optimiser
BillingBilling
My AccountMy Account
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My Account TabMy Account Tab
Account PreferencesAccount Preferences
Account login detailsAccount login details
LanguageLanguage
Access levelAccess level
Time zone (can only be changed once by Google)Time zone (can only be changed once by Google)
AutoAuto--tagging (for tracking Adwords data to Google Analytics)tagging (for tracking Adwords data to Google Analytics)
Account AccessAccount Access
Invite other usersInvite other users
They receive an email with a linkThey receive an email with a link
Notification SettingsNotification Settings
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Exercise Exercise
Check your Account Access details are up to dateCheck your Account Access details are up to date
Remove any users who should no longer have accessRemove any users who should no longer have access
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Billing TabBilling Tab
Billing SummaryBilling Summary
Recent activity and PaymentsRecent activity and Payments
Billing PreferencesBilling Preferences
Payment Method Payment Method
Post or Pre PayPost or Pre Pay
Payment DetailsPayment Details
Backup Payment DetailsBackup Payment Details
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Exercise Exercise
Check your Billing Preferences are up to dateCheck your Billing Preferences are up to date
Check if you have backup payment detailsCheck if you have backup payment details
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How is an Adwords Account Structured?How is an Adwords Account Structured?
Hierarchical StructureHierarchical Structure
An account can contain 25 campaignsAn account can contain 25 campaigns
A campaign can contain 2000 A campaign can contain 2000 adgroupsadgroups
An adgroup can contain 2000 An adgroup can contain 2000 keywords and 50 advertskeywords and 50 adverts
Campaigns give structure to the Campaigns give structure to the products or services you advertiseproducts or services you advertise
AdroupsAdroups focus on a specific product focus on a specific product or serviceor service
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Starting to use Google Adwords Starting to use Google Adwords �� Initial PlanningInitial Planning
Plan your campaigns around your business needsPlan your campaigns around your business needs TrafficTraffic Return On Investment (ROI) Return On Investment (ROI) �� revenue vs. costsrevenue vs. costs ConversionsConversions Brand awarenessBrand awareness
What does your business have to offer?What does your business have to offer? Ensure you are familiar with the site content and offeringsEnsure you are familiar with the site content and offerings
Preliminary keyword researchPreliminary keyword research Who is your target audience?Who is your target audience? Is there a sufficient volume of traffic for a successful campaign?Is there a sufficient volume of traffic for a successful campaign? Is there enough relevant traffic?Is there enough relevant traffic?
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Starting to use Google Adwords Starting to use Google Adwords �� Initial PlanningInitial Planning
What is your measure of success?What is your measure of success? TrafficTraffic Returning visitorsReturning visitors ROIROI ConversionsConversions
How are you going to measure your success?How are you going to measure your success? Web analytics Web analytics Adwords conversion trackerAdwords conversion tracker
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Starting to use Google Adwords Starting to use Google Adwords �� Detailed PlanningDetailed Planning
Detailed keyword researchDetailed keyword research Adwords Keyword ToolAdwords Keyword Tool
Word TrackerWord Tracker
Keyword DiscoveryKeyword Discovery
Group keywords into concise groupingsGroup keywords into concise groupings All keywords in an adgroup need to be closely relatedAll keywords in an adgroup need to be closely related
All keywords in the same adgroup will display the same advertAll keywords in the same adgroup will display the same advert
Identify your landing pagesIdentify your landing pages Find the best page for each product or serviceFind the best page for each product or service
A well configured site search can produce good landing pagesA well configured site search can produce good landing pages
Plan your campaigns and adgroupsPlan your campaigns and adgroups
Write creative advertsWrite creative adverts
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Possible Campaign StructurePossible Campaign Structure
JacketsJackets
LeatherLeather
DenimDenim
CapesCapesWoolWool
LadiesLadies
WinterWinter
CoatsCoatsCampaignCampaign
JacketsJacketsCampaignCampaign
-wool coats-woollen coats-luxury wool coats-warm wool coats
-ladies coats-womens coats-women�s coats-cheap ladies coats
-winter coats-warm coats-ladies winter coats-designer winter coats
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Campaign and Adgroup StructureCampaign and Adgroup Structure
For every campaign you createFor every campaign you create Choose a daily budgetChoose a daily budget
Select where ads appear geographicallySelect where ads appear geographically
Select the language of your target audienceSelect the language of your target audience
Select where you ads appear onSelect where you ads appear on--line (search, content or both)line (search, content or both)
Define the days and times your ads are displayedDefine the days and times your ads are displayed
For every adgroup you createFor every adgroup you create Contains a focussed set of keywordsContains a focussed set of keywords
All keywords will share the same set of advertsAll keywords will share the same set of adverts
The adverts define the landing pageThe adverts define the landing page
Set your maximum cost per click (CPC) bidSet your maximum cost per click (CPC) bid
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Keyword ResearchKeyword Research
Generate the core list of keywordsGenerate the core list of keywords Some are obvious, many are notSome are obvious, many are not
MisMis--spellingsspellings Language differencesLanguage differences Think like your user Think like your user Ask othersAsk others
Keyword research toolsKeyword research tools WordTracker WordTracker freekeywords.wordtracker.com/freekeywords.wordtracker.com/ Keyword Discovery Keyword Discovery www.keyworddiscovery.com/www.keyworddiscovery.com/
Adwords Keyword Tool Adwords Keyword Tool adwords.google.com/select/KeywordToolExternaladwords.google.com/select/KeywordToolExternal
Search for adwords keyword toolSearch for adwords keyword tool Also Available when editing an adgroupAlso Available when editing an adgroup
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Joint Exercise Joint Exercise �� Using the Adwords Keyword ToolUsing the Adwords Keyword Tool
Search for Google Adwords keyword toolSearch for Google Adwords keyword tool Search by keywordSearch by keyword
Coats Coats -->get keyword ideas>get keyword ideas Last month search volumeLast month search volume Average search volume over last 12 monthAverage search volume over last 12 month Advertiser competitionAdvertiser competition
Select to show all columnsSelect to show all columns Estimated cost per clickEstimated cost per click Volume trendsVolume trends
Search by web content (any web site)Search by web content (any web site) Select keywordsSelect keywords Export to Export to csvcsv filefile
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Collect & Consider KeywordsCollect & Consider Keywords
Generic TermsGeneric Terms cashmere clothescashmere clothes cashmere for womencashmere for women cashmere for mencashmere for men 100% cashmere100% cashmere
Product Specific TermsProduct Specific Terms cashmere coatscashmere coats men�s cashmere coatsmen�s cashmere coats cashmere coats for mencashmere coats for men ladies cashmere coatsladies cashmere coats
Descriptive FeaturesDescriptive Features red cashmere coatsred cashmere coats long cashmere coatslong cashmere coats stylish cashmere coatsstylish cashmere coats
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cashmere clothescashmere clothescashmere for womencashmere for womencashmere for mencashmere for men100% cashmere100% cashmerecashmere coatscashmere coatsmen�s cashmere coatsmen�s cashmere coatscashmere coats for mencashmere coats for menladies cashmere coatsladies cashmere coatsred cashmere coatsred cashmere coatsbrown cashmere coatsbrown cashmere coatsblack cashmere coatsblack cashmere coatslong cashmere coatslong cashmere coatsstylish cashmere coatsstylish cashmere coatscashmere sweaterscashmere sweatersmen�s cashmere sweatersmen�s cashmere sweaters
cashmere sweaters for mencashmere sweaters for menladies cashmere sweatersladies cashmere sweatersred cashmere sweatersred cashmere sweatersbrown cashmere sweatersbrown cashmere sweatersblack cashmere sweatersblack cashmere sweaterslong cashmere sweaterslong cashmere sweatersstylish cashmere sweatersstylish cashmere sweaterscashmere sockscashmere socksmen�s cashmere socksmen�s cashmere sockscashmere socks for mencashmere socks for menladies cashmere socksladies cashmere socksred cashmere socksred cashmere socksbrown cashmere socksbrown cashmere socksblack cashmere socksblack cashmere sockslong cashmere sockslong cashmere socksstylish cashmere socksstylish cashmere socks
cashmere cardiganscashmere cardigansmen�s cashmere cardigansmen�s cashmere cardiganscashmere cardigans for mencashmere cardigans for menladies cashmere cardigansladies cashmere cardigansred cashmere cardigansred cashmere cardigansbrown cashmere cardigansbrown cashmere cardigansblack cashmere cardigansblack cashmere cardiganslong cashmere cardiganslong cashmere cardigansstylish cashmere cardigansstylish cashmere cardiganscashmere wrapscashmere wrapsmen�s cashmere wrapsmen�s cashmere wrapscashmere wraps for mencashmere wraps for menladies cashmere wrapsladies cashmere wrapsred cashmere wrapsred cashmere wrapsbrown cashmere wrapsbrown cashmere wrapsblack cashmere wrapsblack cashmere wraps
Collect & Consider KeywordsCollect & Consider Keywords
Cashmere ClothingGreat range of cashmere fashionGreat range of cashmere fashionfor men & women. Shop Online.for men & women. Shop Online.www.abccashmere.co.ukwww.abccashmere.co.uk
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The Four Keyword Matching TypesThe Four Keyword Matching Types
If �womens coats� is your keywordIf �womens coats� is your keyword Broad Matching (default)Broad Matching (default)
Allows your ad to show for searches on similar phrases and relevant variations Allows your ad to show for searches on similar phrases and relevant variations Womens coatWomens coat Coats for womenCoats for women Ladies coatsLadies coats
Phrase MatchingPhrase MatchingAllows your ad to show for searches that match the exact phrase Allows your ad to show for searches that match the exact phrase Red womens coatsRed womens coats Womens coatWomens coat
Exact MatchingExact MatchingAllows your ad to show for searches that match the exact phrase exclusively Allows your ad to show for searches that match the exact phrase exclusively Womens coatsWomens coats
Negative MatchingNegative MatchingEnsures your ad doesn't show for any search that includes that term Ensures your ad doesn't show for any search that includes that term
Keyword matching is not case sensitiveKeyword matching is not case sensitive
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The Four Keyword Matching TypesThe Four Keyword Matching Types
How to enter the different match typesHow to enter the different match types
Broad matchingBroad matching womenswomens coatscoats
Phrase matchingPhrase matching ��womenswomens coats�coats�
Exact matchingExact matching [[womenswomens coats]coats]
Negative matchingNegative matching --womenswomens coatscoats
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Negative MatchingNegative Matching
Imagine you are a party suppliersImagine you are a party suppliers
If your If your adgroupadgroup includes the broad match keywordincludes the broad match keyword
BalloonsBalloons
What negative keywords may you need?What negative keywords may you need?
WeatherWeather
Hot airHot air
MeteorologicalMeteorological
TripsTrips
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ExerciseExercise
Use the keyword tool with keywords relevant to Use the keyword tool with keywords relevant to your campaignyour campaign
Export the results to a Export the results to a csvcsv filefile
Find keywords using a page from your siteFind keywords using a page from your site
Find keywords using a page from a competitors Find keywords using a page from a competitors sitesite
Find keywords using a page from Find keywords using a page from wikipediawikipedia
Use the keywords found to plan a campaign, Use the keywords found to plan a campaign, adgroups and keywords. These will be used in adgroups and keywords. These will be used in this afternoons session.this afternoons session.
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Ad FormatsAd Formats
Currently 5 formats of advertsCurrently 5 formats of adverts
Text AdsText Ads
Image AdsImage Ads
Video AdsVideo Ads
Mobile AdsMobile Ads
Local Business AdsLocal Business Ads
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Text AdvertsText Adverts
Headline (25)Headline (25)
Description 1 (35)Description 1 (35)
Description 2 (35)Description 2 (35)
Display url (35)Display url (35)
Destination url (1,024)Destination url (1,024)
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Google Editorial PolicyGoogle Editorial Policy
Must be accurateMust be accurate Grammar & spelling must be correctGrammar & spelling must be correct No excessive capitalisationNo excessive capitalisation Use standard punctuation & symbolsUse standard punctuation & symbols
Want *fast* results @ low cost??Want *fast* results @ low cost??
No exclamation mark in headlineNo exclamation mark in headline Prices, discounts & free offers must be supported on your sitePrices, discounts & free offers must be supported on your site
20% off, free P&P20% off, free P&P
Competitive claims must be supportedCompetitive claims must be supported Better than, recommended byBetter than, recommended by
Avoid generic superlativesAvoid generic superlatives Top, Best, no.1Top, Best, no.1
Cannot use trademark termsCannot use trademark terms adwords.google.com/support/bin/static.py?page=guidelines.cs&topic=9271&hl=eadwords.google.com/support/bin/static.py?page=guidelines.cs&topic=9271&hl=e
n_GBn_GB
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ExerciseExercise
What is wrong with these ads?What is wrong with these ads?
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ExerciseExercise
Plan a couple of different adverts for your Plan a couple of different adverts for your adgroupsadgroups
Share ideasShare ideas
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Campaign PlanCampaign Plan
Completed campaign planning stepsCompleted campaign planning steps Adwords Account StructureAdwords Account Structure
Initial Planning for a campaign, Initial Planning for a campaign, adgroupadgroup and keyword structureand keyword structure
Keyword Research using Adwords keyword ToolKeyword Research using Adwords keyword Tool
Written an Ad CopyWritten an Ad Copy
Now create the campaignNow create the campaign
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NavigationNavigation
Main window tabs depends on left hand selectionMain window tabs depends on left hand selection
Change graph optionsChange graph options
Display Display �� all / all enabled / all but deletedall / all enabled / all but deleted
Columns can be customisedColumns can be customised
Filter campaignsFilter campaigns
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Setting up a CampaignSetting up a Campaign
DemonstrationDemonstration Campaign nameCampaign name Daily budgetDaily budget LanguagesLanguages LocationsLocations
Adgroup nameAdgroup name Maximum cost per clickMaximum cost per click KeywordsKeywords AdsAds
Pause the camapignPause the camapign
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ExerciseExercise
Create a keyword targeted campaignCreate a keyword targeted campaign
Target English speaking customersTarget English speaking customers
Target UK & USTarget UK & US
Create an adgroupCreate an adgroup
Create your own advertCreate your own advert
Add at least one keywordAdd at least one keyword
Set a daily budget of £1.00Set a daily budget of £1.00
Maximum cost per click £0.15Maximum cost per click £0.15
Once saved PAUSE YOUR CAMPAIGNOnce saved PAUSE YOUR CAMPAIGN
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Editing Adgroups and KeywordsEditing Adgroups and Keywords
Adgroups and Keywords can be edited in bulkAdgroups and Keywords can be edited in bulk
Keyword editing in tableKeyword editing in table
Keyword editing in spreadsheetKeyword editing in spreadsheet
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ExerciseExercise
Update your campaignUpdate your campaign
Shows ads evenly rotatedShows ads evenly rotated
Update your keywords to be exact match Update your keywords to be exact match
Note: deletes original keywordNote: deletes original keyword
Change the default bid to £0.10Change the default bid to £0.10
Set some of your keywords to a £0.20 maximum CPCSet some of your keywords to a £0.20 maximum CPC
Create a second ad variationCreate a second ad variation
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Writing Compelling Ad CopyWriting Compelling Ad Copy
Work in your keywords to improve click through Work in your keywords to improve click through ratesrates
Search terms are displayed in boldSearch terms are displayed in bold
Know your unique selling point Know your unique selling point -- USPUSP
lowest price, best range, high quality, informative lowest price, best range, high quality, informative contentcontent
Qualify your visitorsQualify your visitors
price, product specifics, availability, location etc.price, product specifics, availability, location etc.
If possible use a call to actionIf possible use a call to action
Test what works for you!Test what works for you!
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Ad Copy Relevance Ad Copy Relevance
�� Searching for cashmere socksSearching for cashmere socks
�� Which advert would you click on?Which advert would you click on?
Buy Luxury Cashmere Socks100% grade �A� 100% grade �A� Cashmere SocksCashmere Socks FromFrom£26 per pair at The £26 per pair at The CashmereCashmere Outlet.Outlet.www.abcwww.abccashmerecashmere.co.uk.co.uk
Great Prices on CashmereScarf, Shawls, Sweaters, Robes,Scarf, Shawls, Sweaters, Robes,Overcoats, Throws, Blankets & MoreOvercoats, Throws, Blankets & Morewww.abcwww.abccashmerecashmere.co.uk.co.uk
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Ad SchedulingAd Scheduling
Campaign setting allows the scheduling of adsCampaign setting allows the scheduling of ads
Controls the days and times ads can runControls the days and times ads can run
Defaults to 24 hours, 7 days a weekDefaults to 24 hours, 7 days a week
Hourly campaign report shows when ads Hourly campaign report shows when ads receive most trafficreceive most traffic
Remember users may browse at lunch & Remember users may browse at lunch & purchase in eveningpurchase in evening
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ExerciseExercise
Edit campaign settingsEdit campaign settings
Turn on ad schedulingTurn on ad scheduling
Update one of your campaign to runUpdate one of your campaign to run
Weekdays onlyWeekdays only
MonMon--Thurs 9:00 Thurs 9:00 �� 15:00 & 18:00 15:00 & 18:00 �� 20:0020:00
Fri Fri 9:00 9:00 �� 23:0023:00
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Position Preference BiddingPosition Preference Bidding
Allows you to target specific ad positionsAllows you to target specific ad positions Higher than a given position (such as above 5)Higher than a given position (such as above 5) Lower than a given position (such as below 3)Lower than a given position (such as below 3) Within a range of positions (such as from 3 to 8)Within a range of positions (such as from 3 to 8) In a specific position (such as position 2)In a specific position (such as position 2)
Positioning is not guaranteedPositioning is not guaranteed Ad position is calculated as usualAd position is calculated as usual If this meets your position preferences then will be shown in preferred positionIf this meets your position preferences then will be shown in preferred position If your ad does not qualify for position 1, then setting a preference of 1 will not If your ad does not qualify for position 1, then setting a preference of 1 will not
move it there, it will prevent it from being displayed!move it there, it will prevent it from being displayed!
Edit campaign and select position preferencesEdit campaign and select position preferences Edit keyword settingsEdit keyword settings
Position preference fields will be availablePosition preference fields will be available
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ExerciseExercise
Turn on position preference bidding on a Turn on position preference bidding on a campaigncampaign
Update a keyword to display in position 4 onlyUpdate a keyword to display in position 4 only
Update a keyword to display in any position Update a keyword to display in any position lower then 5lower then 5
Update a keyword to display I positions 1Update a keyword to display I positions 1--33
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Monitoring ResultsMonitoring Results
For any selected time rangeFor any selected time range Impressions Impressions �� the number of times an advert is displayedthe number of times an advert is displayed Clicks Clicks �� the number of times an advert is clicked onthe number of times an advert is clicked on Click through rate (CTR)Click through rate (CTR) Avg cost per click (CPC)Avg cost per click (CPC) CostCost Avg PositionAvg Position Look beyond AdwordsLook beyond Adwords
Google AnalyticsGoogle Analytics Revenue & ROIRevenue & ROI How many newsletter sign upsHow many newsletter sign ups How many Contact us requestsHow many Contact us requests How many documents have been downloadedHow many documents have been downloaded Time on siteTime on site Number of pages viewedNumber of pages viewed
Adwords Conversion TrackerAdwords Conversion Tracker
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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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ExerciseExercise
View the quality score of some keywordsView the quality score of some keywords
Also check if your ads are being displayed Also check if your ads are being displayed and if not, find out whyand if not, find out why
Look at the details and recommendations Look at the details and recommendations for a keywordfor a keyword
Run the keyword diagnostic tool for a poor Run the keyword diagnostic tool for a poor performing keywordperforming keyword
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Change History ReportChange History Report
Recommend making a note of all changes to your campaignRecommend making a note of all changes to your campaign
Change History Report records all changesChange History Report records all changes
Tools > Change HistoryTools > Change History
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ExerciseExercise
Run the change history report for your accountRun the change history report for your account
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Adwords ReportingAdwords Reporting
Performance reports forPerformance reports for
CampaignCampaign
AdgroupAdgroup
KeywordKeyword
AdvertsAdverts
Options available vary by reportOptions available vary by report
Summary to hourly levelSummary to hourly level
Configurable columnsConfigurable columns
Filter data to be included/excludedFilter data to be included/excluded
Scheduled reports can be emailed (csv, xml, html)Scheduled reports can be emailed (csv, xml, html)
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ExerciseExercise
Q. How does campaign performance vary through the day?Q. How does campaign performance vary through the day?
Select Campaign PerformanceSelect Campaign Performance
Unit of Time Unit of Time
Hourly (by date, regardless of date)Hourly (by date, regardless of date)
Date rangeDate range
Name your report (run similar)Name your report (run similar)
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ExerciseExercise
Q. What searches are matching with phrase & Q. What searches are matching with phrase & broad match keywords?broad match keywords?
Select Search Query PerformanceSelect Search Query Performance
Summary ViewSummary View
Ensure search query & match type Ensure search query & match type selectedselected
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ExerciseExercise
Q. What percentage of available traffic am I Q. What percentage of available traffic am I receiving? Are my budgets restricting my receiving? Are my budgets restricting my traffic?traffic?
Select Campaign Performance ReportSelect Campaign Performance Report
Summary ViewSummary View
Select a date rangeSelect a date range
Select the following columnsSelect the following columns
Impression share (IS)Impression share (IS)
Lost IS (Rank)Lost IS (Rank)
Lost IS (Budget)Lost IS (Budget)
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Wrap UpWrap Up
Google Adwords OverviewGoogle Adwords Overview Where are Google ads displayedWhere are Google ads displayed
Accessing Google AdwordsAccessing Google Adwords
The Google Adwords interfaceThe Google Adwords interface
Billing Details & Account PreferencesBilling Details & Account Preferences
Adwords Account StructureAdwords Account Structure
Planning for your Paid Search campaignPlanning for your Paid Search campaign
Keyword Research & Estimating Search Traffic VolumesKeyword Research & Estimating Search Traffic Volumes Adwords Keyword ToolAdwords Keyword Tool
Advert structureAdvert structure
Google Editorial PolicyGoogle Editorial Policy
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Wrap UpWrap Up
How to Setup a Campaign How to Setup a Campaign
Editing Adgroups and KeywordsEditing Adgroups and Keywords
Writing compelling ad copyWriting compelling ad copy
Ad SchedulingAd Scheduling
Position Preference BiddingPosition Preference Bidding
Monitoring resultsMonitoring results
Adwords quality scoreAdwords quality score
Google Adwords reports interfaceGoogle Adwords reports interface
Running & Scheduling reportsRunning & Scheduling reports
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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
