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Google AdWords Advanced Tactics
Agenda - Morning
Introduction to online advertising &
Google AdWords - Who are we all?
- Types of online advertising
- Intro to PPC – AdWords, Bing, YSM
- AdWords vs FB vs Linked In, etc
- Basics of pay-per-click advertising
- Introduction to AdWords
- Features
- Benefits
- Basic terminology
Creating Your AdWords Account- Starter vs. Standard edition
- How to create an account
- Proper account structure
- Account organization options
Managing Your Account - Creating an account
- Creating a campaign, step-by-step
- Understanding campaign, ad group, and keyword
statistics
- Editing Campaign Settings
- Editing CPCs
Developing Quality Keyword Lists - How to Develop a List
- Using the Keyword Tool
- Creating Compelling Ad Text
- Developing ad variations
- Ad writing workshop
Slide 2
Agenda - Afternoon
Tracking ad performance - Conversion Tracking
- Google Analytics
Optimizing to:- Increase conversions
- Increase traffic
- Increase Quality Score
- Improve landing page quality
Using the Google Network- Ad types (Image Ads, Local Business Ads, Mobile Ad,
Click-to-Play Video Ads)
- Placement targeted campaigns
- CPM bidding
Beginning Optimization- Using the Report Center
- Campaign Optimizer
- Location targeting
- Demographic bidding
Best Practices - Organise by Theme/Product/Service
- Keywords Research
- Include Keywords in Advert
- Use Correct Landing Pages
- Enable Tracking/Conversion
Quality Score
Billing & Reports- Understanding Billing
- Billing Cycle
Open Q&A
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Slide 4
Who am IWho are you?
Types of Online Advertising
Banners/Display
CPL
CPA
Affiliate
CPC/PPC
Sponsorships
Pop-ups
Text Ads
Video
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What is Online Advertising?
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Free/Organic/Natural Vs Paid Ads
Natural / Organic /
FREE Website
Listings
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What is PPC?
Pay per click (PPC) is an Internet
advertising model used on
websites in which advertisers pay
their host only when their advert
is clicked.
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Setting PPC Objectives
• Critical to decide clear cut-off points before starting
• What is your objective in numbers?
• How much can you afford to pay for a sale / lead
• What’s your current conversion rate on enquiries?
• Are you willing to pay €10 for a lead? €50? €108?
• What countries are you geo-targeting?
• Eg - Can you handle Spanish-language enquiries?
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PPC Overview
• Reason Google worth $170B
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PPC Overview
• Bid for your position against the competition
• Higher your bid, higher your position. (1st not always
best)
• Greater competition = greater cost
• No charge if user sees your ad
• Only pay if user visits your website
• Clicks charged direct to credit card
• Simple way to test if your website can work for you
• Requires lots of testing to maximise ROI
Main PPC Players
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MSN AdCenter
https://adcenter.microsoft.com
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MSN AdCenter – Ads appear on Bing.com
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Yahoo Search Marketing
http://searchmarketing.yahoo.com/
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Yahoo Search Marketing
http://searchmarketing.yahoo.com/
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Adwords Example
Why AdWords?
Targeted Results
You have Total Control – You set the Budget
Campaigns are Measurable
Pay only for results (ie when your advert is
clicked)
Criteria for Success with Adverts
Solid and Expansive Keyword Research
Deliver Compelling Adverts that Cause Click-Through (CTR)
Creating Effective Landing Pages (that initiate a “conversion”)
Terminology
PPC
CPC
CTR
Impression
Conversion
Quality Score
Adgroup
http://adwords.google.com/support/aw/bin/topic.py?hl=en-
uk&topic=15464
Slide 19
Creating Your AdWords Account
Starter versus Standard Editions
Creating an Account
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Google AdWords Account Structure
Account Level
Campaign Level
Adgroup Level
Keywords
Adverts
Structure your campaign to mirror your website
Manage multiple accounts with My Client Center
Create separate campaigns for multi-region advertising
Use AdWords Editor to manage your campaign
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Google AdWords Account Structure (Example)
Account Level
- Travel Company
Campaign Level
- France
- Spain
- Portugal
Adgroup Level (Spain)
- Malaga
- Costa del Sol
Keywords
Adverts
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AdWords Structure
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Creating Your Campaign
Plan, plan and plan some more!
Complete Keyword Research
Decide on your campaign structure
- Does your campaign reflect your business/website?
Develop your campaign BEFORE going to
AdWords
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Keyword Research
Foundation of your online marketing campaign (for both SEO and PPC)
Example “Global Warming” vs “Climate Change”
Draw up your Keyword List - Study your web stats program
- Brainstorm
- Competitors web sites
- Use Online Tools to check frequency of use
- www.wordtracker.com
- www.goodkeywords.com
- GOOGLE KEYWORD TOOL
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Create Compelling Ad Text
Be Concise, To the Point
Relevant, accurate text
Targets specific keywords
Clear & Accurate display URL
Working destination URL
Use Proper Grammar
Capitalise First letter of words
Support claims on landing page
Repeated punctuation allowed
No double-serving from multiple
accounts
No superlatives/hyperbole allowed
No inappropriate language
Use direct calls to action
No pop-ups on landing page
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Follow the Searchers’ Thought Process!
Ad Variations – A/B or Split Testing
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Workshop
Example
(Someone in the class?)
OR
- Cahernane House Hotel
- Create (short) Keyword list
- Develop campaign
- Create Advert copy
- Landing Pages?
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Conversion Tracking
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Google Analytics
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Optimising Your Adverts
TitleBenefit
Feature
Localise
Make Changes!
Test Various Adverts
- This one “rolls off the tongue”!
- It has RYTHM
Reverse the Order of the Features and Benefits
Feature / Benefit Order Reversal
`
Always Use Capitalisation
Example
Tennis Shoes
Quality Score
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Quality Score
Advertisers want to show relevant ads
so that users will click on their ads and
land on their site
Users want to see relevant ads so they
can easily find what they're looking for
in the shortest amount of time.
Google wants the best experience for
both advertisers and users so that
advertisers continue to use the
AdWords program and so users
continue to use Google
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USER
GOOGLEADVERTISER
Quality Score
CTR is the biggest component in Quality Score.
According to Google “the biggest one by far is CTR”.
By allowing searchers to vote with their clicks, Google gets help
from millions of people in determining which ads are best for each
search query
Work to increase CTR
- Diligently split test ad copy. Often the more profitable ad has a better CTR.
- Theme out ad groups logically, and write ad copy relevant to the keywords bid
on.
- Choose keywords carefully. Often words that are only vaguely relevant work in
content themes, but have poor search Quality Score because of low CTR
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Quality Score
Google’s business is built on relevancy, and that’s increasingly
reflected in landing page Quality Score.
Google rewards sites it considers relevant, honest, and authoritative
– not just on the organic side, but with landing page Quality Score
Landing Page quality is essentially pass/fail option.
With a poor landing page quality score, keyword Quality Scores
often stick in the 1 to 2 range and top out at about 4.
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Quality Score
Google WANT you to have high QS and will tell you when you do not
have this
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Quality Score
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Quality Score
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How QS Affects Ads
Ad Rank
AD RANK = MAX BID X QUALITY SCORE
Example
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BID QS AD Rank Position
€4 1 4 4
€3 3 9 2
€2 6 12 1
€1 8 8 3
Cost of Your Ad
Pay the minimum amount necessary to retain your position.
Price (1) x QS (1) > Bid (2) x QS (2)
=> Price (1) = (Bid (2) x QS(2)) / QS (1)
If QS increases then cost descreases.
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BID QS AD Rank CPC Cost
€4 8 32 (24/8) €3
€4 6 24 (12/6) €2
€4 3 12 Min Min
Google Network
Text Ads
Images Ads
Mobile Ads
Video Ads
Ext
Text Ads
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Image Ads
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Reports Centre
Demographic Bidding
Geo-Targeting
Billing/Invoicing
Placement Targeting
Site & Category
Exclusion
IP Exclusion
Position Preference
Ad Scheduling
Insights forSearch
Dynamic Keyword
Insertion
Traffic Estimator
Keyword IdeasSlide 49
Report Centre
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Demographic Bidding
Only operates with Content Network
Campaign/Settings/Demographic Bidding
Only a small range of Google partner sites have demographics
available
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Geo Targeting
Countries/Counties. Postcodes, etc
Campaign/Settings/Location & Languages
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Billing & Invoicing
Options
- Post Pay (CC or Invoicing)
- Pre Pay (Top up option)
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Placement Targeting
Campaigns/Networks/Manage Placements
Use the Placement Tool/Advanced Options
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Site & Category Exclusions
Opportunities/More Tools/Site & Category Exclusions
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IP Exclusion
Opportunities/Tools/IP Exclusion
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Position Preference
Campaign/Settings/Bidding & Budget
Note: Enable Position Preference - THEN return to keyword to trigger
Position Preference
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Ad Scheduling
Campaign/Settings/Advanced
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Insights for Search
Google Insights for Search
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Dynamic Keyword Insertion
http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=74996
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Traffic Estimator
Opportunities/Traffic Estimator
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Keyword Ideas/Suggestions
Opportunities/Ideas
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Diagnostics
Ads Diagnostics Tool
Search Based Keyword Tool
Ads Preview Tool
Disapproved Ads
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Ads Diagnostics Tool
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Tools/Ads Diagnostic Tools
Search Based Keyword Tool
Tools Menu
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Ads Preview Tool
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Disapproved Ads
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AdWords Editor
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Best AdWords Help Page!
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Best Practice
Best Practices
-Organise by Theme/Product/Service
-Keywords Research
- Include Keywords in Advert
-Use Correct Landing Pages
-Enable Tracking/Conversion
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Q?
Slide 72
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