Introduction to Google Adwords

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Prepared for account managers as an introductory educational session on the hows, whys and whats of Google Adwords.

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Introduction to Google Adwords

  1. 1. Introduction toThursday, 13 December 2012
  2. 2. What is it? Adwords is Google’s online advertising platform, it allows advertisers to place ads on Google Search Engine Results Pages (and other sites) to drive traffic to their websites.Thursday, 13 December 2012
  3. 3. Search Partners You can also place ads on Google ‘Search Partner’ Sites including: And there are multiple more options for where you can place ads, including the following…Thursday, 13 December 2012
  4. 4. The Display Network Other people’s websites that have opted to display Google ads on their site in exchange for a piece of the pie:Thursday, 13 December 2012
  5. 5. YouTube Before, beside, below, after videos.Thursday, 13 December 2012
  6. 6. Google MapsThursday, 13 December 2012
  7. 7. Shopping AdsThursday, 13 December 2012
  8. 8. Mobile Devices And you can specifically target users on mobile devices like phones or tablets: Which includes the ability to have click to call ads or to direct users to download an app.Thursday, 13 December 2012
  9. 9. What is it Good For? (Absolutely Somethin’!) • Immediate Visibility (reach over 80% of users) • Direct Marketing • Awareness / Branding • Increase search audience share / SERPs real estate • Target people at all stages of the decision and purchase cycle • Location specific advertising • The most accountable form of advertisingThursday, 13 December 2012
  10. 10. Decision / Purchase Cycle With smart use of ad groups and keywords you can target people a different stages of the decision and purchase cycle.Thursday, 13 December 2012
  11. 11. How Does Adwords Work? Very basically: 1. An advertiser defines keywords they want their ads to display for 2. A user searches Google for one of those keywords 3. If the advertiser’s ad meets certain conditions it is displayed, typically along with a number of competing ads. 4. The advertiser only pays if the user clicks on their ad.Thursday, 13 December 2012
  12. 12. What Determines Which Ads are Displayed and in Which Positions? Every time an ad is eligible to appear for a search, Adwords considers each advertiser’s Ad Rank for the keyword that triggered the ad. Ad Rank = max bid x quality score. Quality score = A numerical value (1-10) made up of a number of factors including ad copy, keyword relevance and landing page, but is heavily weighted on click- through rate. What this means: • The highest bidder does not automatically get the top ad position. • It is possible for the higher ranked ad to have a lower cost per click than its competitors.Thursday, 13 December 2012
  13. 13. Typical Account Layout Campaign: Budget, location targeting, languages, bid type, ad scheduling, device and network targeting. Ad Group: Each core category, service or product should have it’s own ad group, that way you can tightly target theme keywords, ad creatives and landing pages.Thursday, 13 December 2012
  14. 14. Example Account Layout Campaigns: A Campaign Targeting Each State Ad Groups: Forklift Hire, New Forklifts, Used Forklifts Keywords (forklift hire ad group): forklift hire, forklift rental, forklift hire (state), hire a forklift Ad: Landing Page: Forklift Hire landing pageThursday, 13 December 2012
  15. 15. Ad Group Battle Vs. Winner: Ad Group 2 • Tightly themed Hawaii flights keywords • Relevant ads speak to flights only • Display URL (possibly flights landing page)Thursday, 13 December 2012
  16. 16. The 5 Pillars of Adwords Success 1. Account Structure 2. Keywords 3. Creatives 4. Landing Pages 5. Conversion TrackingThursday, 13 December 2012
  17. 17. 1. Account Structure • Tightly themed campaigns, ad groups and keywords. • Optimal settings configured at the campaign level (budget, targeting, ad scheduling, bid type etc) • Makes optimising an easier task if campaigns and ad groups are laid out in a sensible fashion.Thursday, 13 December 2012
  18. 18. 2. Keywords • Closely related to your products or services • Match what your audience is looking for • Target the audience without being too general • Typically 2-3 words long (e.g. ‘Engineering Consultant’ instead of ‘consultant’) • Monitor conversion rate / cost, quality score, click-through rate, average cost per click, average positionThursday, 13 December 2012
  19. 19. 3. Creatives • Engaging, unique, call to action, relevant, benefits, specific, locations, discounts, offers • Try to stand out from competitors • Test Ad Extensions • Always test multiple ads • Identify a winner, pause the loser and create a new challengerThursday, 13 December 2012
  20. 20. 4. Landing Pages • Always send paid traffic to a landing page, even if that is simply the most relevant page on the website. • Implement conversion optimisation • Implement landing page testsThursday, 13 December 2012
  21. 21. 5. Conversion Tracking • A ‘conversion’ can be any goal the advertiser specifies: a lead, sale, sign-up or even a view of an important page. • Track highest converting keywords, ad creatives, display placements – this is critical in determining which are most effective. • Without conversion tracking advertisers are flying blindThursday, 13 December 2012
  22. 22. Live Account Demo • To Adwords! 22Thursday, 13 December 2012
  23. 23. The Holy Grail An account that is tightly structured, with themed ad groups, laser targeted keywords, engaging ads and landing pages that convert like a mother…Thursday, 13 December 2012
  24. 24. Further Optimisation Techniques • Device targeting options • Bidding types: Enhanced CPC, Conversion Optimiser, CPC, CPM • Keyword match types: Broad, Exact, Phrase, Broad+ • Negative keyword lists • Dynamic keyword insertion • Automation options • Quality Score analysis and optimisation • Ad Extensions: Location, Call, Site Links, Products, Social, Mobile App • Display Network: Keywords, Placements, Topics, Interests, Gender, Age • Retargeting • Keyword status review • Auction insights review • Actual search terms review • Keyword opportunities review • Impression share: budget / rankThursday, 13 December 2012
  25. 25. The Job is NEVER ‘Done’ Adwords is an iterative process, there are always new keywords, creatives and placement options to test and refine! To add to the challenge the Adwords interface and functionality change quite frequently. That’s why…Thursday, 13 December 2012
  26. 26. Every Day I’m Optimising!Thursday, 13 December 2012
  27. 27. The Last Slide (Hold for applause, admiration, flowers) Thank you, thank you! You’re far too kind!Thursday, 13 December 2012

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