Google AdWords Training 302

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Google AdWords 302 Advanced Conversion Optimisation

Sharron Lonsdale Principal Paid Search Consultant & Account Manager

Slides:

http://www.slideshare.net/ivantage WIFI (for your own laptops):

ivantage $ecurity!

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Ivantage training courses

Google AdWords Training §  AdWords 101: Introduction to Paid Search Management §  AdWords 201: Building Profitable Paid Search Campaigns §  AdWords 301: Advanced Optimisation Techniques §  AdWords 302: Advanced Conversion Optimisation

Google Analytics Training §  Analytics 101: Introduction & User Training §  Analytics 201: Advanced Analysis & Measurement – 1 §  Analytics 201: Advanced Analysis & Measurement – 2 §  Analytics 301: Advanced Tracking & Technical Implementations

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Today’s Timing

§  Start 9:30 §  Morning Break 11:15 – 11:30 §  Lunch 12:45 – 13:45 §  Afternoon Break 15:15 – 15:30 §  Q&A 16:30 §  Finish 17:00

§  Drinks §  Toilets §  Lunch §  Fire Exit

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Session 1 – Setting profitable goals, budget & ad delivery, bidding methods

§  Defining profitable business goals

§  Learn how to track conversions §  Implementing AdWords conversion tracking

§  Google Analytics

§  Differences between the two tools

§  Tracking URLs for dynamic links

§  Putting your ad budget to work §  Ad delivery

§  Bidding Methods §  Max CPC §  Budget optimiser §  Enhanced CPC §  Conversion optimiser

§  Shared budgets

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Session 2 – ROI, scheduling & successful account structure

§  Exploring ROI and profit

§  Calculating bids based on ROI

§  Ad scheduling

§  Scheduling by hour of day, day of week

§  Bidding by hour of day, day of week

§  Time sensitive ads – exploring all the factors

§  Managing multiple accounts

§  Managed client centre accounts

§  Google certification programme

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Session 2 – ROI, scheduling & successful account structure

§  Successful account organisation §  When to create campaigns

§  Search vs. display §  Budget §  Geography or language §  Ad scheduling §  Mobile vs. desktop

§  When to create adgroups

§  Organising ads and keywords §  Controlling which ad is displayed

§  Making best use of negative keywords

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Session 3 – Testing, testing, testing

§  Testing what works best for you §  Ad copy testing

§  What to test §  Spit testing ad copy

§  Landing page testing §  Where to send traffic for testing §  How to test alternative page layouts – Google content experiments

§  AdWords campaign experiments tool – ACE §  How does it work? §  Testing bid changes §  Testing additional match types §  Testing alternative ad copy

§  Labels for customised grouping

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Session 4 – Automated rules, scripts and key Google Analytics reports

§  Automated rules §  Budget changes §  Pausing ads, adgroups or campaigns §  Pausing poor performing keywords

§  Automated scripts

§  Google Analytics reporting

§  AdWords suite of reports

§  Measuring other paid search advertising

§  Creating paid search dashboard reports §  Conversion goals and funnels §  Multi channel funnels and assisted conversions

§  Open Q&A

§  Feedback and wrap-‐up

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Defining profitable business goals

§  What are you trying to achieve?

§  Examples of business goals are: §  N% ROI on products sold

§  N orders per month

§  $N revenue per month

§  N phone calls per month

§  N leads per month (form completions)

§  $N cost per acquisition for a new customer

§  $N cost per lead

§  N visitors per day

§  To know how well you are doing you need to be able to measure it

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Measuring goals

§  How many goals are you completing?

§  Which of your traffic sources are generating your conversions?

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Tracking Conversions

§  You choose between §  Defining conversions with AdWords conversion tracking §  Importing your goals from Google Analytics

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Viewing results of your conversions

§  You can now see conversion data in all your reports §  Campaign

§  Adgroup §  Keyword

§  Ad copy §  Placement

§  Landing page §  Hour of day

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Thank You Page

Check-‐out Page

Shopping page

How does AdWords Conversion Tracking work?

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A user searches on Google.co.uk for ‘caxton furniture’

The user sees a relevant ad and clicks on it. Google counts the click, and the user lands on the website

The user browses, purchases an item & lands on ‘thank-‐you’ page after completing purchase.

Initiated by the ad click, Google adds a cookie to the user’s browser, and in this way, remembers this ad click for next 30 days.

Google finds cookie ID of the user’s most recent ad click.

Google records 1 conversion, reflected on the date of the user’s most recent ad click.

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Setting Up AdWords Conversion Tracking

§  Define a conversion in AdWords

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§  Select add a conversion

§  Name the conversion

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§  Enter a conversion value if known (or e-‐commerce variable)

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Your web developers may be able to supply the actual order value here

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Conversion metrics

§  Conversions (1-‐per-‐click) will count at most one conversion per click

§  Conversions (many-‐per-‐click) will counted repeated conversions from a click §  Useful where repeat conversions have a value

e.g. e-‐commerce

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Conversion metrics

§  Conversions

§  Cost / conversion

§  Conversion rate

§  Total conversion value

§  Conversion value / cost

§  Conversion value / click

§  View through conversions

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Differences in measurement of goals

AdWords conversion tracking §  Uses a 30 day cookie

§  Any subsequent conversions are attributed to the last click

Importing goals from analytics §  Uses a 6 month cookie

§  Works on a last click attribution model

§  Direct visits do not overwrite previous campaign settings

Day 1, someone clicks on an ad, visits the site and does not convert

Day 3, they return organically and convert

AdWords conversion tracking records this as an AdWords conversion on day 1

Analytics records this as an organic conversion on day 3

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Tracking URLs for dynamic links

§  Additional tracking may be needed for internal/back office systems

§  Product listing ads, product extensions and dynamic search ads will require dynamic tracking

§  AdWords supports ValueTrack URL parameters

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Putting your ad budget to work

§  Ad delivery

§  Bidding types

§  Shared budgets

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Ad delivery -‐ budget

§  AdWords provides 2 budget delivery options for a campaign

§  These are important if your campaign regularly runs out of budget

§  Standard delivery distributes your budget throughout the day. Ads will stop/start throughout the day.

§  Accelerated delivery displays your ads as soon as reasonably possible. Once the budget is depleted ads stop running.

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Ad Rotation

§  When there are multiple ads in an adgroup they can be rotated in several ways

§  This is controlled on the campaign settings

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Ad delivery -‐ rotation

§  Optimised for clicks (default) §  The ad with the highest CTR is given preference

§  Optimise for conversions §  Ads expected to provide more conversions are delivered more often

§  If there are insufficient conversions it will optimise for clicks

§  Rotate evenly (indefinitely) §  Each of your ads will enter the ad auction approximately equal number

of times

§  Ads with lower CTRs and conversion rates will show more often

§  Could result in a lower average position or fewer clicks and conversions

§  Rotate evenly (for 90 days) §  As rotate evenly above and after 90 days it will optimise for clicks

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Putting your ad budget to work

§  Initial match type bids

§  AdWords provides 5 different bidding methods §  Focus on clicks

§  Manual bidding

§  Automatic bidding

§  Enhanced bidding

§  Focus on conversions §  Focus on impressions

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Bidding strategy – initial match type bids

§  Do not set all the bids the same §  Exact match highest

§  Phrase match lower

§  Modified broad lower still

§  Broad lowest

§  If multiple keywords are eligible Google will use the one with highest ad rank §  Ad rank = quality score x max. CPC

§  With exact match – you know the keyword and therefore have an understanding of their intent

§  With phrase and broad, less so

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Bidding strategy

§  Exact match should convert best

§  If phrase or broad is converting better §  What search queries are triggering this? (use search query reports)

§  Add them as exact match

§  Phrase and broad give you reach, which is limited with exact matching

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Focus on clicks -‐ max CPC bidding

§  Focus on clicks using maximum CPC

§  This is the default bidding option

§  You manage all your bids for §  Adgroups §  Keywords

§  Placements

§  Audiences §  Topics

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Focus on clicks -‐ budget optimiser

§  Focus on maximum clicks within your budget – cheapest traffic

§  You can set a maximum bid

§  Good if you want to increase website traffic

§  Good for branding and awareness on keywords early in the buying funnel

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Focus on clicks -‐ enhanced CPC

§  Works with your current campaign settings

§  Uses your max. CPC bids

§  Dynamically raises and lowers your max. CPC bids to acquire more conversions

§  Your max. CPC may be increased by up to 30%

§  Uses historical data to estimate the conversion rate for each auction

§  Build up sufficient conversion data before using this feature

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Focus on conversions -‐ conversion optimiser

§  Requires at least 15 conversions in the last 30 days

§  You specify a maximum or target cost per acquisition (CPA) for each adgroup

§  Using historical data the optimiser finds the optimal equivalent CPC bid for each auction

§  You still pay per click but do not need to manage bids

§  The optimiser factors in: §  Previous conversion rates §  Keyword match type

§  Users location §  Conversion rate of Google search, partner and display networks

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§  You can define different CPAs for each adgroup

§  You cannot enter different CPAs for different conversions

§  You may find that you meet your target but total conversions drop

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§  Testing CPA bidding §  Duplicate your campaign

§  Turn on CPA bidding in your original campaign

§  Split your budget across the 2 campaigns

§  Monitor which performs best

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Focus on impressions

§  Only available for campaigns opted in to the display network

§  Uses CPM bidding – cost per mille

§  You bid per 1,000 impressions

§  Good for branding and awareness on keywords early in the buying funnel

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Shared budgets

§  Individual campaign budgets can be replaced with one larger shared budget

§  These are setup in the shared library area

§  Can help if you have granular campaigns

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Break time

§  15 Mins

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Exploring ROI and profit

§  ROI = profit / cost

§  Clicks cost = £50

§  Revenue = £250

§  ROI = (250 – 50) / 50 = 400%

§  Higher ROI does not mean greater profit

§  This depends on your costs and margins

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§  Where are you losing money? §  Create a filter to show data where Conv. value / cost < 1

§  Sort results by cost

§  Keywords which cannot be profitable on page 1 §  First page bid estimate > revenue per click

§  Look at ways to improve quality score to reduce CPC

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§  Keywords which are profitable §  Conv. value / cost >1 §  Bid higher to try and increase exposure §  Improve quality score to reduce CPC

§  If conv. value / click is greater than top of 1st page bid estimate you could bid to top of page for maximum traffic

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Calculating bids – target ROI

§  Calculating bids for target ROI

Max. CPC = (profit per conversion / target ROI) x conv. rate

(£100 / 300%) x 5% = £1.66

(£100 / 400%) x 5% = £1.25

Max. CPC = (revenue per click/ target ROI)

(£3.25 / 300%) = £1.08

(£3.25 / 400%) = £0.81

§  Bulk bid changes can be easily imported into AdWords Editor

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Bid simulator – keyword level

§  This can be found next to a keyword max. CPC

§  Shows a projection of impressions for various bids

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Bid simulator – campaign level

§  This can be found on the opportunities tab

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Bid simulator – campaign level

§  Create a spreadsheet with this bid data

§  Include conversion rates and order value to calculate revenue

§  Identifies bid which generates maximum profit

Bid change Clicks Cost Conv. Rate No. of sales Revenue (£18) Profit ROI

300% 731 £614.00 6% 44 £789.48 £175.48 29%

200% 715 £556.00 6% 43 £772.20 £216.20 39%

100% 665 £438.00 6% 40 £718.20 £280.20 64%

50% 601 £334.00 6% 36 £649.08 £315.08 94%

25% 520 £254.00 6% 31 £561.60 £307.60 121%

10% 475 £215.00 6% 29 £513.00 £298.00 139%

current 454 £195.00 6% 27 £490.32 £295.32 151%

-‐10% 397 £152.00 6% 24 £428.76 £276.76 182%

-‐25% 325 £108.00 6% 20 £351.00 £243.00 225%

-‐50% 209 £51.00 6% 13 £225.72 £174.72 343%

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Effective bidding strategies

§  Ad scheduling §  Basic scheduling §  Advanced scheduling §  Time sensitive ads

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Enhanced campaigns bidding

§  Lets you adjust bids by §  Location

§  Time of day

§  Device

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Enhanced campaigns bidding -‐ location

§  Defined on the setting sub-‐tab

§  Location targeting – the most specific bid will be used

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Enhanced campaigns bidding -‐ device


§  Computers and tablets are enabled

§  Mobile bid adjustments can be applied

§  A mobile bid of -‐100% will prevent ads from displaying on mobiles

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Enhanced campaigns bidding – ad scheduling


§  Ad schedule – define the different times of day you want ads to run

§  Uses the time zone in your account preferences

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Ad scheduling

§  If your aim is to generate calls you may only want your campaign to run during office hours

§  Alternatively set call extensions to only display during office hours

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Ad scheduling – bid adjustment

§  Reports can be segmented by day of week or hour of day

§  View a statistically large enough time range

§  This campaign converts better on Friday and Sunday

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Ad scheduling – bid adjustment

§  This campaign converts better between 9 am – 10 am, 3 pm – 4 pm and 6 pm – 9 pm

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Time sensitive ads

§  In Google Analytics you can view goal conversions by hour, day, week and month

§  This website has a regular dip in conversion rates each Saturday

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Time sensitive ads

§  You can view conversion rates by hour for just mobile traffic

§  The key is to make sure you have all the information before making a decision

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Time sensitive ads

§  For a b2b company you may find that weekdays follow the expected pattern of working hours

§  But looking at Sunday shows a very different pattern

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Time sensitive ads

§  A very useful GA custom report is to view by day of week and hour of day and vice versa

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Time sensitive ads – multiple touch points

§  Also need to consider that there are often multiple touch points in the conversion process

§  View multi channel funnel reports in Google Analytics

§  This report shows that paid search was directly attributable for 7,026 conversions

§  It also had a part to play in another 3,391 conversions

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Time sensitive ads – multiple touch points

§  You can also view the marketing channel of the touch points on the conversion path

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Time sensitive ads – be creative

§  Make good use of sitelink scheduling for time sensitive ads §  Free next day delivery before 5pm

§  10% off Friday pm orders

§  2 for 1 on Tuesdays §  Call an adviser now

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Managing multiple AdWords accounts

§  My Client Center (MCC) handles multiple AdWords accounts from one login

§  Originally designed for client managers and agencies

§  Like an “umbrella” account with multiple AdWords accounts linked into it

§  Initial dashboard view of all account

§  Owners of the original account have to grant access

§  You cannot use a login that is already associated with an AdWords account

§  An MCC account is not an upgrade of an existing account

§  Create a new Google account and sign up for an MCC account

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My Client Centre dashboard

§  Click on an account name to select it

§  You need the client id of any accounts you want to link to

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My Client Centre hierarchy

§  MCC accounts can be linked so that they can be tiered

§  Allows consolidated invoicing

§  Allows monthly budgets

§  An AdWords account can be in up to 5 MCC accounts

§  But only in 1 MCC in the hierarchy

Top level

Team Leader A

PPC Manager 1

PPC Manager 2

Team Leader B

PPC Manager 3

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Google certification programme

§  Becoming a Google advertising professional

§  Initial fundamentals exam is a pre-‐requisite (expires after 2 years)

§  3 further exams in search, display, reporting & analysis (expires after 12 months)

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Successful account organisation

§  When to create campaigns

§  When to create adgroups

§  Organising ads and keywords

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How is an AdWords account structured?

§  Hierarchical Structure

§  An account contains 100 campaigns (this can be increased to 10,000 on request)

§  A campaign can contain up to 20,000 adgroups

§  An adgroup can contain up to 10,000 keywords and 300 adverts

§  Campaigns give structure to the products or services you advertise

§  Adgroups focus on a specific product or service

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When to create campaigns

§  Reasons for creating a new campaign §  Daily budgets – to control the marketing spend by business area §  Location and language targeting – if different ads are required §  Network targeting – search vs. display §  Bidding Type -‐ max. CPC, enhanced CPC, conversion optimiser §  Start and end dates – seasonal campaigns §  Frequency capping – display network only §  Audience targeting – remarketing, interest categories or topics §  Product listing campaigns §  Dynamic search campaigns

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When to create campaigns

§  Recommended approach §  Start with search campaigns §  Product listing campaign (if e-‐commerce site) §  Remarketing campaign §  Dynamic search campaigns §  Contextual targeted display campaign §  Placement campaign (budget will grow as placements are added)

§  Replicate these campaigns for reasons given previously

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Mobile vs. desktop

§  Searching from a mobile versus desktop can indicate a different intent/need?

§  You would want to show different ad copy

§  Ideally use a landing page optimised for mobile

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When to create adgroups

§  Ask yourself, are these keywords all so closely related that the searcher could only be looking for one thing

§  Does the landing page relate to all these keywords

§  Could the ad copy be more specific

§  Are search query reports showing that the ads are matching with more keywords than are relevant?

§  Need to consider splitting adgroups to a more granular level

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Organising ads and keywords

§  Negatives are vital to ensure the correct ad copy is displayed

Dining Tables Campaign

Generic dining tables

“dining tables”

-‐extending

-‐round

Extending dining tables

Extending keywords

Round tables

Round keywords

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Organising ads and keywords

Dining Tables Campaign

Generic dining tables

“dining tables”

-‐extending

-‐round

Extending dining tables

Extending keywords

Round tables

Round keywords

-‐4

-‐6

Round tables for 4

4 seater round

keywords

Round tables for 6

6 seater round

keywords

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Lunch

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Testing, testing, testing

§  Overview of testing

§  Testing ad copy

§  Testing landing pages

§  AdWords experiment tool

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Overview of testing

§  Testing is essential to optimise campaigns

§  Helps keep your campaigns current and fresh

§  There is no best ad copy, just the best ad copy for you and your goals

§  You need to be able to measure results

§  Results need to be statistically significant before decisions are made

§  Need to reduce the impact of ‘other’ variables that can impact results

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Ad copy testing

§  Write several versions of ad copy

§  Set them all up in an adgroup

§  Ensure campaign settings are set to rotate ads evenly

§  See what happens

§  Need to see effect on CTR and therefore quality score and CPC

§  Also need to measure the affect on conversions

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Ad copy testing – what to test

§  Use of numbers, prices and discounts

§  Different calls to action §  Different unique selling points §  Question style adverts

§  Informational style ads

§  Negative messages

§  Display URLs §  Dynamic keyword insertion

§  P&P or shipping information

§  Product or service features §  Customer benefits

§  Trademark ownership ® ™ © §  Casing, title vs. sentence §  Guarantees §  Ad copy written for the top vs.

side

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Ad copy testing – for how long?

§  Search behaviour differs by §  Hour of day §  Day of week

§  Day of month

§  What is your typical time lag for a conversion?

§  Run for a month

§  500+ clicks

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Ad copy testing – finding the winning combination

§  Deciding which work best

§  Is there a better combination?

§  Ad 1 has a higher conversion rate

§  Ad 2 has a better CTR

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Ad copy testing – finding the winning combination

§  Ad 1 has a 20% better CTR and a 13% higher conversion rate

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Landing page testing

§  Where to send traffic for testing §  Test different pages already on your site §  Create specific landing pages for segments of visitor

§  Test variations of a page (A/B testing)

§  When testing alternative landing pages §  Create identical ad copy which uses the different pages as destination

URLs (easiest)

§  Have one ad copy and use Content Experiments to control which version users see (will test all traffic not just AdWords)

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Where to send traffic for testing – new features or products

§  Brand traffic often goes to a home page

§  You could test taking them to a new arrivals or best sellers page

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Where to send traffic for testing – different segmentations

§  Try different segmentations of your products

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Where to send traffic for testing – different list of products

§  Test a product category versus a site search

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Form landing pages

§  Ensure that they are ready for this

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Increasing form completion rates

§  Only ask for what you need

§  Be clear about what is optional and say why this would help you to help them (e.g. preferred time for a return call)

§  Make use of postcode/zipcode lookups

§  Some values can be determined from others e.g. gender

§  Clean up data rather than reject it

§  Allow easy editing

§  Say what you are going to do with the information

§  Say what information you need (if detailed)

§  Be clear about time required (step 1 of 4)

§  What is the longest form you have ever seen?

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Segmentation landing pages

§  Consider segmentation pages for generic terms

§  They are easy to engage with and not a barrier

§  Shows you are thoughtfully engaging with visitors to understand what they are looking for

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Informational landing pages

§  If the search query was informational it can still be monetised §  Searches for side affects for a vitamin brand should take people to a

FAQ page which answers these questions

§  A link to the product page or buy now button will help make the conversion if the question was addressed

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Technical usability -‐ browsers

§  Are there any browser or operating system usability issues?

§  View your conversions by browser/operating system in Google Analytics

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Technical usability – screen size

§  Are your key points above the fold?

§  View your conversion rates by screen resolution in Google Analytics

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How to test page layouts – content experiments

§  Compares how different pages perform using a random sample of visitors

§  Which pages to test?

§  Check which landing pages have the highest bounce rate

§  Check that you are bringing relevant visitors to these pages

§  Choose landing pages that have sufficient traffic

§  Choose landing pages that further business objectives

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§  Content experiments are setup in Google Analytics

§  Define your original page and your variations

§  Define the % of visitors that will be exposed to the experiment

§  Define the objective (outcome you are trying to achieve)

§  Add the experiment code

§  Launch and monitor results

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§  Performance stats build up for each variation

§  You will be notified when there is a winner

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AdWords campaigns experiment tool -‐ ACE

§  Allows you to test changes to bids, match types, ad copy, landing pages

§  Controlled at a campaign level

§  Name, % of traffic, optional start and end dates

§  Define the changes §  New keywords or ads

§  Bid changes

§  Launch the experiment

§  Review results

§  Apply or delete the changes to the campaign

§  You are limited to one experiment per campaign

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AdWords campaigns experiment tool – How does it work?

§  If you set 80% control/20% experiment 80% of the time Google will use only the control data

20% of the time Google will treat all data as being active

§  All data elements have additional statuses

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AdWords experiment tool – testing bid changes

§  Campaign settings

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AdWords experiment tool – increase bids by 20%

§  Segment keywords by experiment

§  Edit individual keyword bid by % change

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AdWords experiment tool – increase bids by 20%

§  Once experiment is turned on statistics build up

§  Split by control and experiment

§  Statistical significance is also shown with colour coding

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AdWords experiment tool – monitor results

§  Select segment by experiment to see results

§  Arrows show the statistical significance §  One arrow (up or down) represents a 5% probability the change is due

to chance

§  Two arrows 1% probability

§  Three arrows 0.1% probability

§  The more arrows there are, the more confident you can be in the results

§  Statistical significance does not mean it is important

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AdWords experiment tool – testing additional match types

§  Select your adgroup and go to keywords tab

§  Select add keywords

§  Enter your additional keywords

§  You could test adding all your exact match keywords as phrase

§  Add your keywords as experiment only keywords

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AdWords experiment tool – testing additional ad copy

§  Select your adgroup and go to ads tab

§  Select add ads

§  Enter your additional ad text

§  Allows you to expose a small sample of visitors to a new ad in an important adgroup

§  Add your ad as experiment only ad

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AdWords experiment tool – testing new adgroups

§  Select your campaign and go to adgroups tab

§  Select add adgroup

§  Enter your ad text

§  Enter your keywords

§  Add your adgroup as experiment only ad

§  Can be used to test the effectiveness of splitting an existing adgroup into multiple more granular adgroup

§  Set your original adgroup as control only

§  Set your new adgroups as experiment only

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Labels for customised groupings

§  Labels allow you to organise data into custom groupings

§  They can be used for campaigns, adgroups, ad copy and keywords

§  Labels are not inherited

§  Labels are not yet available in AdWords Editor

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Examples for using labels

§  Identify brand vs. non brand data

§  Identify top performing keywords so you can report on these separately

§  Labelling promotional ads

§  Simplify ad testing by labelling themes of ads

§  You can easily filter by label

§  Labels can be used to control automated rules

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Break time

§  15 Mins

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Automated rules

§  Automated rules §  Budget changes §  Pausing ads, adgroups or campaigns

§  Adjust keyword bids

§  Pausing poor performing keywords

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Automated rules

§  Allows you to define changes in your account and schedule them §  Scheduling ads for special campaigns

§  Changing keyword bids to control your average position

§  Pausing low performing keywords or ads

§  Adjusting budgets for days of the week

§  Raising keyword bids to ensure they are on the first page

§  The rules can have several frequencies §  Once

§  Daily

§  Weekly

§  Monthly

§  When selecting the hour a rule can run, it could run anytime within that hour

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Automated rules

§  Select the automate option

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Automated rules – change campaign budgets

§  Increase the campaign daily budgets by 25% at weekends

§  Campaign selection (manual selection, campaign name contains ...)

§  Setup a rule to decrease campaign budget by 20% at midnight Sunday

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Automated rules – turn ads on/off

§  You may have a promotional event with special ad copy

§  Setup a rule to enable ads at a certain date & time

§  Setup a corresponding rule to pause ads when the offer is finished

§  A similar rule could run at weekends for regular weekly offers

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Automated rules – change keyword bids

§  You find that keywords containing the word luxury convert particularly well

§  You want to maintain these keywords at the top of page

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Automated rules – change keyword bids

§  Increase bids for keywords that are converting well at a good CPA which are below position 3

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Automated rules – pause low quality keywords

§  You may want a rule to pause keywords with a low quality score

§  Someone can then review the keywords paused and take remedial action

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Automated rules – email when expensive keywords have not converted

§  Receive an email when a keyword has spent more than X and has not converted

§  Use data from all time

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Automated rules – undo changes

§  Bulk operations shows scheduled rules and a log of rules that have run

§  You can undo the changes made by the most recent run of the rule

§  View the rule logs

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Automated scripts

§  Scripts let you automate actions in your account using JavaScript code

§  Can help the management of large accounts §  Use external conversion data to make bid changes

§  Use inventory data pause/enable keywords or adgroups

§  Scripts changes can be scheduled

§  Script changes cannot be undone

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Automated scripts

§  Many example scripts are available

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Google analytics reporting

§  AdWords suite of reports

§  Measuring other paid search advertising

§  Creating paid search dashboards

§  Conversion goals and funnels

§  Multi channel funnels and assisted conversions

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AdWords reporting

§  Prebuilt suite of reports for AdWords

§  The AdWords reports include tabs for usage, goals, e-‐commerce and click data

§  You can also display the data in many different layouts

§  Email reports

§  Schedule

§  Create dashboards

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AdWords campaign report

§  You can easily monitor performance at a campaign, ad group, keyword or placement level

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AdWords keyword report

§  View keyword data by matched search query or match type

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AdWords ad position report

§  View by keyword the ad positions that generated traffic/revenue

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AdWords placement reports

§  View results by managed placements

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Compare performance across marketing channels

§  View all traffic by medium

§  Direct traffic is a good baseline

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Measuring other paid search advertising

§  AdWords and analytics integrate together using auto-‐tagging

§  Other paid search marketing will require campaign tracking tags

§  Without a tag all traffic will come through as ‘organic’, ‘referral’ or ‘direct’

§  You need to add these tags to your destination pages

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§  The required tags are: §  Source – where the visitor was sent from

§  Medium – the marketing channel (cpc, cpm, display etc.)

§  Campaign – the campaign name of the marketing effort

§  The optional tags are: §  Keyword– the search term that you bid on

§  Ad Content – information that identifies the ad copy that was clicked

§  You must use tags that GA will recognise

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§  The tags are §  utm_source

§  utm_medium

§  utm_campaign

§  utm_term (keyword)

§  utm_content (ad content)

§  URL builder helps you create these tags

§  Search for URL builder

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URL builder example

www.ivantage.co.uk/training?utm_source=bing&utm_medium=cpc&utm_term=%7Bkeyword%7D&utm_campaign=adwords_training

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Campaign tracking suggested tags for paid search

Dimension URL tag Recommendation Tips

Medium &utm_medium= cpc Always use lowercase

Source &utm_source= google bing yahoo

Always use lowercase Exclude http://www. and .com

Campaign &utm_campaign= campaign-‐name campaign-‐name-‐ad-‐group

Keyword &utm_term= actual term {keyword} for Bing {YSKEY} for Yahoo

The brackets will dynamically insert the keyword

Ad Content &utm_content= ad-‐headline internal-‐ad-‐identifier

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Campaign tracking suggested tags for placements

Dimension URL tag Recommendation Tips

Medium &utm_medium= display content-‐text (non-‐search ads)

Always use lowercase

Source &utm_source= Actual placement name “category” if category targeting

Always use lowercase Exclude http://www. and .com

Campaign &utm_campaign= campaign-‐name campaign-‐name-‐ad-‐group

Keyword &utm_term= do not use

Ad Content &utm_content= ad-‐copy-‐ad-‐format-‐size internal-‐ad-‐identifier ad-‐copy-‐target-‐audience

Include good identification clues, image ads do not appear in reports

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AdWords dashboard report

§  Example paid search summary dashboard

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§  Example paid search detail dashboard

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§  Dashboards can contain all paid search channels

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Importing other cost data

§  Cost data from other sources can now be imported into Analytics

§  Use the Google Analytics API §  https://developers.google.com/analytics/devguides/platform/features/cost-‐data-‐import

§  Service providers have an easy to use application

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Conversion goals and funnels

§  Define a funnel that leads to your conversion

§  Allows you to visitor progress towards you goal

§  You can identify common exit points

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§  You can use Regular Expressions (RegEx) to gain insight into the funnel path:

§  User exhibits behavior: §  Page 1 = /index.html §  Page 2 = /category-‐footwear.html §  Page 3 = /category-‐clothing.html §  Page 4 = /category-‐headwear.html §  Page 5 = /products/kangol-‐tropic-‐player-‐trilby.html §  Page 6= /cart/basketview.html §  Page 7= /cart/registration.html §  Page 8 = /cart/paymentoptions.html §  Goal = /cart/salesorderconfirmation.html

§  Need to know conversion rate of categories to products to purchase: §  Step 1: index\.html §  Step 2-‐4: ^/category.*/ §  Step 5: ^/products.*/ §  Step 6: ^/cart/basketview.html §  Step 7: ^/cart/registration.html §  Step 8 : ^/cart/paymentoptions.html §  Goal: ^/cart/salesorderconfirmation.html

Goals and funnels

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Zoom into important behaviour to identify problems

6.77% funnel conversion rate

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Multi channel funnels and assisted conversions

§  Multi channel funnel (MCF) report show how customers arrive at your site during the 30 days prior to a conversion

§  Helps understand the role different marketing channels play in influencing a conversion

§  Top conversions paths report

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Multi channel funnels and assisted conversions

§  Conversions are usually attributed to the last channel that the customer interacted with

§  This discounts the contribution made by preceding channels that brought visitors to the site

§  Assisted conversion report brings insight to this §  Last interaction conversions (this was the last channel used prior to

the conversion)

§  First interaction conversions (this was the first channel used prior to the conversion)

§  Assisted interaction conversions (this contributed towards a conversion but was not the last channel)

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Assisted and first click conversions

§  Conversions are usually attributed to the last channel that the customer interacted with

§  Allows you to see the total affect of paid search activity

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Assisted and first click conversions

§  Allows you to drill down to see the contribution made by §  Brand campaigns

§  Non brand campaigns

§  Display campaigns

§  Many pre-‐defined segments to help in the analysis

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Open Q&A

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Help

§  AdWords Help Centre https://support.google.com/adwords

§  Learn with Google http://www.google.com/ads/learn/

§  Group and Blogs http://adwords.blogspot.com

§  Books §  Google AdWords: Managing your advertising program by Anastasia Holdren

§  Advanced Google AdWords by Brad Geddes

§  Ivantage [email protected]

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Ivantage Services

§  Google AdWords Account Audit §  A report detailing status of account and prioritised recommendations

§  Telephone conference call to go through the report §  http://www.ivantage.co.uk/ppc-‐management/ppc-‐adwords-‐

audit.htm

§  Google AdWords Account Management §  http://www.ivantage.co.uk/ppc-‐management/ppc-‐management-‐

services.htm

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Please help us to improve -‐ feedback §  www.ivantage.co.uk/feedback

§  Course completion certificates will be sent to you

§  Write an honest, considered and fair review to receive for each day attended:

§  [email protected]

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End of Presentation

Google AdWords Training 302

Business

Transcript of Google AdWords Training 302