Google Webmaster Tools

The Tools

• Google Adwords• Google Analytics• Google Website Optimizer

Basic Terminology

• Cost-Per-Mille (CPM)(thousand impressions) mille is Latin for 1000Cost for every 1,000 times the ad is shownUseful for Brand recognition, gaining visibility

• Cost-Per-Click (CPC)Cost each time your ad is clickedDirect response

Benefits of Google AdWords

• Increase reach• Show relevant ads to target audience• Measure your return on investment• Google captures 80% of search traffic –

globally• Can target users based on demographics –

location, age, language and show ads based on interests

Supported Ad Types

• Text ads (most common) Headline 2 description lines Display and destination URL Levels playing field

• Image ads Images, common banner ads Found as you browse general web content Increase visibility and brand awareness

• Video ads Video or video clips, youtube

More Ad Types

• Rich Media Ads Include text and video, sometimes Flash Clickable, informative, interactive ads Engaging

• Mobile Ads Specifically for mobile devices

More Google Terms

• Keywords Terms or phrases people type in to search engines What will trigger your Google ad to appear when

someone searches• Placements

You can specify other specific websites where you want your ads to appear.

More Google Terms

• Campaign Can have multiple campaigns Can have different campaigns for different

offerings• Ad Groups

Each campaign consists of one or more ad groups Ad group are groups of keywords or placements

• Impression Occurs when an ad is displayed

Even More Terms

• Clickthrough Rate (CTR) Used to measure ad performance Total # of clicks/# of times ad displayed

Auctions

• AdWords works like an auction Advertisers bid different amounts on different

keywords• Bid

The amount of money willing to pay for a click on your ad in the CPC model

Or amount of money willing to pay for 1,000 impressions on a CPM model

Playing the Game

• Maximum Cost Per Click Most you are willing to pay per click on your ad

• Cost Per Thousand Impressions Most you are willing to pay per 1000 impressions

• Quality Score Foundation for measuring quality of campaign Google rewards you with lower prices and better placements

the better your quality score• factors include: click-through-rate, relevance, historical account

performance• your ad can appear higher than your competitor and pay less than

they do• https://adwords.google.com/support/aw/bin/answer.py?hl=en&answ

er=140351

Average Position

• Average of where your ad appears

Ad Rank

• Ad position is determined by Ad Rank• Calculated by max CPC * Quality Score• Ad with highest ad rank will be in the first

position

First Page Bid Estimates

• Estimated bid you'll have to pay to have your ad show up on the first page of search results

Conversion

• Getting users to do what you want: Buy/donate Login to account Get directions Download a file Sign up for more info Join mailing list Call

Advertiser Requirements

• Editorial and Format Style and content

• Content• Link

Editorial and Format

• Any specials or discounts must be found within 1-2 clicks of the landing page.

• Ensure what is advertised is available.

headline: 25description lines: 35display URL: 35

Content

• Guidelines for what you can and cannot advertise.

• All ads are reviewed. Nothing illegal No gambling, cigarettes, alcohol No violation of Google's values or policies Nothing that might contribute to a negative user

experience

Link Policies

• Rules about the ad urls and website user is taken to.

• Have to use the same domain in display and actual url (destination url)myrocks.com >> mytrees.com

• Landing page should not have pop-up or other annoying features

Ad Approval

• Once an ad is approved they are placed into categories and assigned an ad status.

• Categories: family safe non-family safe adult

Ad Status

• disapproved• under review• eligible (waiting for full clearance/ok for

Google.com but not other sites yet)• approved• approved non-family• approved adult

Where Ads Show Up

• Google Search Network(only text ads)

– Google Product Search– AOL– Earthlink– Virgin Media– Amazon.com– Google Maps– Google Product Search

• Google Display Network– About.com– New York Times– HGTV– AdSense– You Tube– Gmail

• Over 1 million partners

Google Network

Understanding the Structure

http://www.youtube.com/watch?v=Q_AFC9sBqhQ

Starting an Account

• www.adwords.com• Get a Google account, or use your existing

Google login

Account Setup

Keywords

• Speak the language of your customer pre-owned vehicles (3600 searches) vs

used cars (4,000,000 searches) low fares (6,000 searches) vs

cheap flights (1,500,000 searches

Keyword Match Types

• Broad Match no quotes in search contains similar words add + in front of keywords to specify exact

wording. Ex. +athletic shoe• discount athletic shoe• athletic kids shoe• athletic shoe store• sport tennis shoe• athletes foot

Keyword Match Types

• Phrase Match More restrictive Put keyword in quotes "athletic shoe"• discount athletic shoes• athletic shoe store• athletic kids shoe• athletic running shoe

Keyword Match Types

• Exact Match Place keywords in square brackets [] [athletic shoe]• athletic shoe not athletic shoes

Negative Match

• Filter out irrelevant traffic• Where we don't want ad showing• Using a – before keyword

Dynamic Keyword Insertion

• DKI{Keyword: Big Rocks} In Stock

• Will substitute {} with the search words used if there is enough space

Ad Tracking

• AdWords reports• Integrate Google Analytics with AdWords

Resources

• http://adwords.blogspot.com