Basics of Adwords by Google - From Digital Marketing Paathshala
Search Basics & Adwords - Foster Tech Club
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Transcript of Search Basics & Adwords - Foster Tech Club
ADWORDS AND SEARCH BASICS(WITH ROOT BEER FLOATS)PETER KAZARIAN AND FOSTER TECH
AGENDA/TODAY’S TOPICS
Basic Search Google – The basics Search Algorithms SEO/SEM as a Professional Discipline
Advertising w/Google Bidding System Adwords Anatomy & Metrics Adwords Campaign Monitoring and Improving
GOOGLE AND SEARCH OVERVIEW#BASICS OF SEARCH
GOOGLE: SEARCH ENGINES – THE VERY BASICS
Webcrawlers and indexing of cached sites
Indexing and presentation of search results by keyword (organic) along with paid links (sponsored)
GOOGLE: WHAT MAKES THEM SO SPECIAL?
Sophistication/first mover in backlinked search Scope (other products like Adsense, Youtube, Android, Chrome, Waze) Volume/scale
Internetlivestats.org
http://www.searchenginejournal.com/googles-desktop-search-share-drops-lowest-point-6-years/124942/
SEARCH ALGORITHMS: UPDATES
Frequent changes to improve product
Some announced, some quiet
Constant quiet testing to optimize
Refined through input of constant feedback, testing,use of other services
https://moz.com/google-algorithm-change
SEARCH ENGINE OPTIMIZATION/SEO Hundreds of factors
Kept proprietary by Google, MSFT, etc
Studies done to analyze “secret sauce” of algorithm
Public changes announced and followed as Googlekeeps channel partners happy when possible, other onespushed through or guessed at
High-paid firms engaging in SEO as specialization, or in-house teams.
Highly technical, highly lucrative (or dangerous) for companies – incentivized by the money that follows search
http://www.searchmetrics.com/wp-content/uploads/seo-ranking-factors-2014.png
ADVERTISING WITH GOOGLEBIGGEST PUBLISHER/MEDIA COMPANY EVER
ADWORDS – ADSENSE Adwords / $22.54 bn
Presented alongside search results Growing every year (22% in
FY2013) Platform includes all Google.com
searches and Youtube (World’s #1 & #3 websites)
http://southernweb.com/2013/07/google-revenue/http://www.zdnet.com/article/analysis-whats-the-future-for-googles-plunging-12-7bn-adsense-business/
Adsense / $9.66 bn Text ads appearing alongside paid Google
content partners (people “monetizing” their blog or site)
More diverse, less deep set of inventory (breadth vs numbers)
Shrinking each year with decreasing effectiveness and national spend on display ads
ADWORDS – HOW IT WORKS
Cost per click advertising Competitive bidding program tied
to certain keywords Combination of max bid cost per
click and “quality” of link/landing page contribute to ranking
Adwords account filled with money, credits deducted on a per-click basis according to amount spent on ad
Max bid indicated, minimum spent to come out “on top”
http://www.smartinsights.com/paid-search-marketing-ppc/paid-search-analytics/clickthrough-rate-per-advert-position-in-adwords/
Position 1: Avg click through rate: 7.11%
Position 2: Avg click through rate: 3.01%
Position 3: Avg click through rate: 2.19%
Position 4: Avg click through rate: 2.15%
ADWORDS – HOW IT WORKS (CON’T: BID DETAIL)
IMPROVING YOUR ADWORDSPULL ALL THE LEVERS/WHAT ARE THE LEVERS
ADWORDS – IS IT WORKING?A B C D E F G H I J K L M
Clickthrough Rate (CTR):Clicks (A) ÷ Impressions (B)
Cost Per Conversion:Cost (E) ÷ Conversions (K)
Nonfinancial website metrics – requires Google AnalyticsCost Per Click AVG
(CPC):Cost (E) ÷ Clicks (A)
Conversion Rate:Conversions (K) ÷ Clicks (A)
Sales, emails acquired, leads generated – E.G. a “success” event
Adgroup 1
Adgroup 3
Adgroup 4
Adgroup 2
ADWORDS – TESTING Control for one factor
Differences in adtext, display URL, landing page, presence of dynamic text in ad, etc Test over time, diverting traffic Google optimizes test results to minimize revenue loss and find a “winner”
ADWORDS – WHAT TO CHANGE My campaign sucks! What do I do?
Too few impressions? Add more related keywords to access more of Google’s search “inventory” (e.g. come up in more searches) Raise your bids to move up the display ranking and make the first page or higher ad positions, so people see you more Add more keyword related content to boost your Adwords Quality Score
Too few clicks or a low click-through rate? Run a test between two different adtexts, and spread the winner out among your other keywords Raise your bids to move your average position higher to occupy those prime #1 & #2 spots
High cost per conversion: Too many expensive clicks, not enough conversions? (most common problem) Test a new landing page format against the existing one. The #1 problem is always your landing page.
Test it. Seriously, it’s probably your page.
Cut low performing (high click, low conversion) keywords to trim the fat on expensive words that generate expensive clicks but not conversions at a reasonable rate
Exclude certain hitchhiking keywords that are not your core audience (Exclude “–Day” from a boxing apparel site to keep out Boxing Day traffic that sees things, clicks and doesn’t convert
Refine your geographic ad area to something more relevant (i.e. within delivery area, or likely restaurant visit area, etc) to stop dead weight clickers from spending all your money.
Look at ad timing/day of the week to see if certain time periods or events are causing spikes or dead zones. Adjust timing windows of ads as needed.
You can always call the Google Adwords Helpdesk hotline, in Ann Arbor, Michigan (staffed almost exclusively by Ivy League & Stanford grads because Google.)
THANKS!ANY QUESTIONS?