Topics we will discuss tonight: 1.Introduction to Google Adwords platform 2.Understanding how to...
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By: Rafael Chemtob
Transcript of Topics we will discuss tonight: 1.Introduction to Google Adwords platform 2.Understanding how to...
By: Rafael Chemtob
Topics we will discuss tonight:
1. Introduction to Google Adwords platform
2. Understanding how to text ads are used. Display advertising will not be discussed in this class.
3. Review of campaign / adgroup / keyword structures
4. Review match type definitions and examples
5. Review the Google Adwords auction process
6. Review Campaign / Adgroup / Keyword targetting
7. Review measurement tool
8. Q&A
Acronyms:
1. CPC = Cost-per-Click
2. CTR = Click Thru Rate
3. QS = Quality Score
4. IS = Impression Share
5. LP = Landing Page
Stats on Paid Search vs. Other Marketing Channels
1. Google.com is the most visited search engine in the world.
2. Paid search attributes about 40% of overall revenue.
3. Search Market Share Breakdown:
1. Google (65.09%)2. Yahoo (15.89%)3. Bing (13.10%)4. Others (5.92%)
Google; 65.09%
Yahoo; 15.89%
Bing; 13.10%
Others; 5.92%
Yahoo
Bing
Others
Here’s how your ad can look on Google:
Understanding Campaign Structure
Campaign 1
Adgroup 1 Adgroup 2
Keyword 1Keyword 2Keyword 3Keyword 4
Ad 1Ad 2
Keyword 1Keyword 2Keyword 3Keyword 4
Ad 1Ad 2
• Campaign hold many adgroups
• Adgroups hold many keywords and ads
• Campaign, Adgroups and Keywords all have different control attributes.
Top Level
Middle Level
Lowest Level
Keyword AttributesKeywords
Keyword attributed allow you to control the following
1. Match Type (Broad, Exact, Phrase, etc.)2. Bid3. Destination URL4. Display Status (on, off)
Adgroup AttributesAdgroup
Keyword attributed allow you to control the following
1. Bid (Default bid provided that keyword bid isn’t set)2. Display Status (on, off)
Understanding Campaign Structure
Ad AttributesAds
• Headline – 25 Character Limit
• 2 Description Lines – 35 Characters per line
• Display URL – URL that is displayed to the user
• Destination URL – The URL that the user will be directed to once the ad is clicked
Ad Rules & Policies:
1. Ads are measured by CTR 2. Relevance, Clarity, and Accuracy - Ads and keywords must directly and
clearly relate to the product or service being advertised.3. Google AdWords doesn't allow ads that make inaccurate claims.
Inaccurate claims include competitive claims, superlatives, and unverified offers.
Understanding Campaign Structure
Keywords AttributesKeyword
Match Type:1. Broad: keyword = Allows your ad to show on similar phrases and
relevant variations.
2. Exact: [keyword] = allows your ad to show for searches that match the exact phrase exclusively.
3. Phrase: “keyword” = allows your ad to show for searches that match the exact phrase
4. Negative Match: -keyword = Ensures your ad is not shown for any search term that includes that term
Understanding Campaign Structure
Match Type Examples:
Broad Search Term:Tennis Shoes
Ad may show on searches for:TennisShoesBuy tennis shoesTennis shoe photoRunning shoesTennis sneakers
Phrase Search Term:“Tennis Shoes”
Ad may show on:Red Tennis ShoesBuy Tennis ShoesTennis Shoes Photos
Ad may NOT show on:Shoes for tennisTennis ShoeTennis Sneakers
Understanding Campaign Structure
Match Type Examples:
Exact Search Term:[Tennis Shoes]
Ad may show on:Tennis Shoes
Ad may NOT show on:Red Tennis ShoesTennis ShoeBuy Tennis Shoes
Negative Search Term:Tennis Shoes-used
Ad may show on:Tennis ShoesBuy tennis shoestennis
Ad may NOT show on:Used Tennis ShoesShoes used for tennis
Understanding Campaign Structure
Understanding Campaign Structure
Understanding the ‘Auction’ Process
When someone searches for something on Google, Google looks at the Adwords advertisers pool and determines whether there will be an auction. If one or more advertisers are bidding on keywords that Google deems relevant to the search query, an auction is triggered.
Advertisers identify keywords they want to bid on, how much they want to spend, and create groupings of these keywords that are paired into ads.
Google then enters the keyword from your account it deems most relevant into the auction with the maximum bid you’ve specified as well as the associated ad.
Understanding the ‘Auction’ Process
Once you are entered into the auction, Google looks at two factor where your ad ranks: your Maximum Bid and your Quality Score
Understanding the ‘Auction’ Process
You pay the minimum amount you can pay for the position you win if your ad is clicked on.
16 (AR) / 10 + $0.01 = $1.61
Understanding the ‘Auction’ Process
Understanding Campaigns
Campaign AttributesCampaign
Campaign attributed allow you to control the following
1. Language (English, Spanish, etc.)
2. Locations (Country, State, County, City, Street)
3. Networks (Search vs. Content)
4. Devices (PC/MAC, Mobile, Tablets)
5. Budget (eg.$50 per day)
6. Delivery Method (Standard, Accelerated)
7. Advanced Options (Scheduling, Social Settings, etc.)
Understanding Campaigns
ROI Tracker
The Google ROI tracker is a snippet of code that should be installed on the page that loads when the goal (or sale) is complete. The Google interface will show that a conversion occurred.
Conversions (1 Per Click): conversions will count at most one conversion per click.
Conversions (Many per Click): count of a conversion every time a conversion is made within 30 days following an AdWords ad click. Conversions (many-per-click) will count multiple conversions per click.
Understanding Campaigns
Quick Start Guide
1. Identify your customers (location, language, devices)
2. Find relevant keywords associated with your product or service line
3. Create an attractive ad
4. Select a specific page on your website that is relevant to the user’s search term and the ad shown
5. Set your bids and budget
6. Enter your billing information
7. Measure …… Optimize ……. Repeat….
