Knowledge Series - 2
Workshop on Google AdWords
Jan 11th 2014
What’s GBG?

Visit gbgmumbai.org to know more
SEO VS SEM

SEO
•  Organic
•  Long overhaul
•  Content is a key driver
•  Limited optimisation for
competition and categor...
Why AdWords Workshop?

We want you to know how to make most out of AdWords and less of a bad experiments
Why AdWords Workshop?

With AdWords, you target brand, category, industry and competitive keywords
Why Google AdWords?

•  Reach people at the precise moment they’re searching for what you
offer
•  You can choose where yo...
Why Google AdWords?
Whatever is your Business Goal, AdWords will help you achieve it
and, Measure it!

•  Online sales
•  ...
Knowledge Series

Google AdWords
Presented by :
Sandiip Porwal
Vibhas Sen
Agenda - Morning
• Introduction
• Intro to PPC – AdWords

• Beginning Optimization
• Optimizing to:

• Creating Your AdWor...
Adwords
aka PPC
aka SEM
What is PPC?

Pay per click (PPC) is an Internet advertising model
in which advertisers pay / get charged only when
their ...
PPC History
• October 2000 – Google introduces Adwords to the WORLD ! – Cost Per
Impression Model
• February 2002 – Google...
Xcited!!!
Lets Begin
Where does it all begin?

The consumer
A product / service need

A product / service need
Options calling for research
And...
Google Search Results
Search Query: ‘buy
flowers online’

THIS IS WHY WE ARE HERE
Google Adwords
*	
  

Google
Search Resu...
Be found on Google search

Control and convey your brand message
the instant users are looking for you on
Google or our se...
Setting PPC Objectives
•  Critical to decide clear cut-off points before starting
•  Objective
•  Min / max conversion afo...
PPC Overview

•  Unique Bid Platform
•  Greater competition = greater cost
•  No charge if user sees your ad
•  Only pay i...
Opening an Adwords Account
Creating Your AdWords Account
Creating Your Campaign

• Complete Keyword Research
• Decide on your campaign structure
• Does your campaign reflect your ...
Keyword Research

• Foundation of your online marketing campaign (for both SEO and
PPC)
• Example “buy digital camera” vs ...
Google Keyword Tool
Choosing the Right Keywords
Selling Dogfood

buy	
  cheap	
  dog	
  food	
  online	
  now	
  
pets	
  

pedigree	
  dog	
 ...
Keyword Types
Structuring
Google AdWords Account Structure

• Account Level
• Campaign Level
• Adgroup Level
• Keywords
• Adverts
• Structure your c...
Google AdWords Account Structure (Example)

• Account Level
• Travel Company ( India )
• Campaign Level
• Flight
• Train
•...
Create Compelling Ad Text

• Be Concise, To the Point

• Support claims on landing page

• Relevant, accurate text

• No s...
Include Multiple Ads

Titl
e
Benefi
t
Featur
e

*	
  
Include a Call to Action

Examples: get info, research here, download free white paper, order
	
  
our catalog, buy now, s...
Differentiate Products or Services

Send	
  Chocolate	
  Gi:s	
  
Save	
  10%	
  on	
  all	
  chocolate	
  orders.	
  
Fre...
Keywords in Ad Text
Catch	
  your	
  customer’s	
  eye	
  by	
  making	
  sure	
  your	
  headlines	
  
match	
  the	
  ke...
That’s it! You are almost there
Lets go live with your campaign.
Regional and Local Targeting

• You	
  can	
  target	
  ads	
  so	
  they	
  appear	
  only	
  in	
  locaIons	
  of	
  
in...
Ad Scheduling

• Campaign/Se_ngs/Advanced	
  

Slide	
  ▪	
  *	
  

Slide	
  !	
  *	
  
AdWords is Accountable
Monitor Your AdWords Performance
The AdWords interface lets you monitor the performance of each ad ...
Conversion Tracking
Quality Score
Why Quality Score
• Advertisers want to show relevant
ads so that users will click on their

USER

ads and land on their s...
Quality Score
Google WANT you to have high QS and will tell you when you do not
have this
Google Network

• Text Ads
• Images Ads
• Mobile Ads
• Video Ads
Reports
Billing & Invoicing

Options
Post Pay (CC or Invoicing)
Pre Pay (Top up option)
Google Display Network
Google Worldwide
• #1 global Internet property with 1 billion
searches every day
• 1B unique visito...
Google Display Ads

Engage with Internet users through millions of
sites using text, rich media, image and video
advertisi...
Best in Class Targeting
where they are

who they are

contextual targeting
by keywords | by categories
by keywords on YouT...
Remarketing
WHY REMARKETING
Re-engage with visitors after they’ve left your
website
Bring back unconverted visitors and im...
More about Remarketing…
Ads Preview Tool
AdWords Editor

http://www.google.com/intl/en/adwordseditor/
Good Landing Pages
Best Practices

• Organise by Theme/Product/Service
• Keywords Research
• Include Keywords in Advert
• Use Correct Landing...
Best AdWords Help Page!

https://support.google.com/adwords/?hl=en#topic=3119071
Google Certification

https://www.google.com/partners/#h_p
Join Us

Join GBG Mumbai (Free)

Connect with us
GBG Mumbai | Twitter | Facebook | Google+
Google AdWords Workshop by GBG Mumbai
Google AdWords Workshop by GBG Mumbai
Google AdWords Workshop by GBG Mumbai
Google AdWords Workshop by GBG Mumbai
Upcoming SlideShare
Loading in...5
×

Google AdWords Workshop by GBG Mumbai

552

Published on

Presentation from Google AdWords Workshop conducted by GBG Mumbai on January 11th at Mumbai.

Speakers:
Sreeraman Thiagarajan, Chapter Manager, Google Business Group, Mumbai

Sandiip Porwal, CEO, Virtual Snipers

Vibhas Sen, Head of Search, Virtual Snipers

Visit gbgmumbai.org for more information

Published in: Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
552
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
34
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Google AdWords Workshop by GBG Mumbai

  1. 1. Knowledge Series - 2 Workshop on Google AdWords Jan 11th 2014
  2. 2. What’s GBG? Visit gbgmumbai.org to know more
  3. 3. SEO VS SEM SEO •  Organic •  Long overhaul •  Content is a key driver •  Limited optimisation for competition and category search •  Have limited control over what can be optimised SEM •  Paid •  Instant Results •  Content independent •  Bid for brand, category, context, misspellings competition and industry, etc., •  Complete control over budgets, LP, goals. etc But What’s common? Both are triggered by a Search Query
  4. 4. Why AdWords Workshop? We want you to know how to make most out of AdWords and less of a bad experiments
  5. 5. Why AdWords Workshop? With AdWords, you target brand, category, industry and competitive keywords
  6. 6. Why Google AdWords? •  Reach people at the precise moment they’re searching for what you offer •  You can choose where your ad appears •  Control your budget •  See exactly what's working in your ad, and build on it •  Measure Value
  7. 7. Why Google AdWords? Whatever is your Business Goal, AdWords will help you achieve it and, Measure it! •  Online sales •  Phone calls •  Website visits •  In-store visits •  Online leads
  8. 8. Knowledge Series Google AdWords Presented by : Sandiip Porwal Vibhas Sen
  9. 9. Agenda - Morning • Introduction • Intro to PPC – AdWords • Beginning Optimization • Optimizing to: • Creating Your AdWords Account • Increase conversions • Adwords Account structure • Increase traffic • Managing Your Account • Developing Quality Keyword Lists • Improving Quality Score • Tracking ad performance • Using the Keyword Tool • Quality Score • Creating Compelling Ad Text • Google Display Network • Using the Google Network • Remarketing • Ad types (Image Ads, Local • Billing & Reports Business Ads, Mobile Ad, Click- • Best Practices to-Play Video Ads • Open Q&A
  10. 10. Adwords aka PPC aka SEM
  11. 11. What is PPC? Pay per click (PPC) is an Internet advertising model in which advertisers pay / get charged only when their advert is clicked.
  12. 12. PPC History • October 2000 – Google introduces Adwords to the WORLD ! – Cost Per Impression Model • February 2002 – Google introduces Pay Per Click Model • January 2005 - Google Advertising Professional (GAP) launched to certify individuals & companies • August 2005 – Quality score is introduced • November 2005 – Content Network bidding launched • March 2006 – Local Business Ads introduced • June 2006 – Ad Scheduling introduced • November 2009 - Google acquires Admob ( market leader in mobile display & advertising ) • October 2011 – Google+ launched with Adwords integration • 2013 – Enhanced campaign migration
  13. 13. Xcited!!! Lets Begin
  14. 14. Where does it all begin? The consumer A product / service need A product / service need Options calling for research And a search engine called…..
  15. 15. Google Search Results Search Query: ‘buy flowers online’ THIS IS WHY WE ARE HERE Google Adwords *   Google Search Results
  16. 16. Be found on Google search Control and convey your brand message the instant users are looking for you on Google or our search partners. benefits • control your budget • innovative ad units • time & place targeting • pay for performance • adjust on the fly pricing • pay per click (cpc) • smart pricing format customizable • ad title, text and url • coupon ads • product extensions • local extensions placement • Google search result pages • millions of partner sites
  17. 17. Setting PPC Objectives •  Critical to decide clear cut-off points before starting •  Objective •  Min / max conversion afordability •  Geo-targeting •  Language targeting
  18. 18. PPC Overview •  Unique Bid Platform •  Greater competition = greater cost •  No charge if user sees your ad •  Only pay if user clicks on your ad •  Simple way to test if your website can work for you •  Requires lots of OPTIMISATION to maximise ROI
  19. 19. Opening an Adwords Account
  20. 20. Creating Your AdWords Account
  21. 21. Creating Your Campaign • Complete Keyword Research • Decide on your campaign structure • Does your campaign reflect your business/website? • Develop your campaign BEFORE going to AdWords
  22. 22. Keyword Research • Foundation of your online marketing campaign (for both SEO and PPC) • Example “buy digital camera” vs “digital camera review” • 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 • Google Keyword Tool
  23. 23. Google Keyword Tool
  24. 24. Choosing the Right Keywords Selling Dogfood buy  cheap  dog  food  online  now   pets   pedigree  dog   food   buy  dog  food   dog  food  recipes   dogs   vet   *   canned  dog  meals  
  25. 25. Keyword Types
  26. 26. Structuring
  27. 27. Google AdWords Account Structure • Account Level • Campaign Level • Adgroup Level • Keywords • Adverts • Structure your campaign to mirror your website • Create separate campaigns for multi-region advertising • Use AdWords Editor to manage your campaign
  28. 28. Google AdWords Account Structure (Example) • Account Level • Travel Company ( India ) • Campaign Level • Flight • Train • Bus • Adgroup Level (North India) • J & K • Keywords • Adverts
  29. 29. Create Compelling Ad Text • Be Concise, To the Point • Support claims on landing page • Relevant, accurate text • No superlatives/hyperbole allowed • Targets specific keywords • No inappropriate language • Clear & Accurate display URL • Use direct calls to action • Working destination URL • No pop-ups on landing page • Use Proper Grammar • Capitalise First letter of words Follow  the  Search  User’s  Thought  Process!  
  30. 30. Include Multiple Ads Titl e Benefi t Featur e *  
  31. 31. Include a Call to Action Examples: get info, research here, download free white paper, order   our catalog, buy now, save money       Avoid meaningless slogans and gimmicky language Click  Here   *   Visit  Us  
  32. 32. Differentiate Products or Services Send  Chocolate  Gi:s   Save  10%  on  all  chocolate  orders.   Free  shipping  over  $50.   • Save 50% • $10 Off • Seasonal Sales *   • Free Shipping • Free White Paper
  33. 33. Keywords in Ad Text Catch  your  customer’s  eye  by  making  sure  your  headlines   match  the  keywords.   figurines   Collector  Dolls  40%  Off   The  Anastasia  CollecIon  -­‐   Porcelain  Dolls,  Doll  Stands,  &  More   www.AdWordsExample.com   Discount  Figurines   Unique  CollecIbles,  Gi:  Ideas,   Figurines  &  Miniatures.  Buy  Online!   www.AdWordsExample.com   Matching  terms  show  up  in  bold   text  on  the  Google  results  page.   *  
  34. 34. That’s it! You are almost there Lets go live with your campaign.
  35. 35. Regional and Local Targeting • You  can  target  ads  so  they  appear  only  in  locaIons  of   interest  to  you  –  your  neighborhood,  your  service  areas,   your  city  or  your  state.   Select  from  pre-­‐defined   geographies   OR   Countries         Within  a  defined  radius   Regions   CiIes   *   Define  the  area,  customize   the  targeIng   Within  defined  borders  
  36. 36. Ad Scheduling • Campaign/Se_ngs/Advanced   Slide  ▪  *   Slide  !  *  
  37. 37. AdWords is Accountable Monitor Your AdWords Performance The AdWords interface lets you monitor the performance of each ad that you are running, as well as your overall performance With AdWords, you always know how your ads—and marketing budget—are performing *  
  38. 38. Conversion Tracking
  39. 39. Quality Score
  40. 40. Why Quality Score • Advertisers want to show relevant ads so that users will click on their USER 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. ADVERTISER GOOGL E • 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
  41. 41. Quality Score Google WANT you to have high QS and will tell you when you do not have this
  42. 42. Google Network • Text Ads • Images Ads • Mobile Ads • Video Ads
  43. 43. Reports
  44. 44. Billing & Invoicing Options Post Pay (CC or Invoicing) Pre Pay (Top up option)
  45. 45. Google Display Network Google Worldwide • #1 global Internet property with 1 billion searches every day • 1B unique visitors globally per month to Google Sites • #1 in search globally •  955M unique visitors a month on the Google Ad Network and 76.8% reach worldwide • #1 video site YouTube with 2 billion views a day • The largest global ad network, thousands of sites across a diverse set of inventory
  46. 46. Google Display Ads Engage with Internet users through millions of sites using text, rich media, image and video advertising. benefits pricing format placement • millions of sites • pay per click (cpc) • text • you choose sites • placement targeting • pay per impressions (cpm) •  image • google chooses sites: • flash (contextual targeting) • contextual targeting • remarketing • multiplier effect on search • video
  47. 47. Best in Class Targeting where they are who they are contextual targeting by keywords | by categories by keywords on YouTube interest and demographiccategory marketing placement targeting remarketing filters to focus your brand presence above the fold targeting, AdPlanner 1000 add: demographic bids, geographic and time filtering exclude: undesired sites, keywords, categories
  48. 48. Remarketing WHY REMARKETING Re-engage with visitors after they’ve left your website Bring back unconverted visitors and improve ROI
  49. 49. More about Remarketing…
  50. 50. Ads Preview Tool
  51. 51. AdWords Editor http://www.google.com/intl/en/adwordseditor/
  52. 52. Good Landing Pages
  53. 53. Best Practices • Organise by Theme/Product/Service • Keywords Research • Include Keywords in Advert • Use Correct Landing Pages • Enable Tracking/Conversion
  54. 54. Best AdWords Help Page! https://support.google.com/adwords/?hl=en#topic=3119071
  55. 55. Google Certification https://www.google.com/partners/#h_p
  56. 56. Join Us Join GBG Mumbai (Free) Connect with us GBG Mumbai | Twitter | Facebook | Google+
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×