AdWords
Pay Per Click Workshop

www.searchscientist.co.uk
Hi, it’s nice to meet you all
- Louise McCartan
- Director of Search Scientist Ltd
- Former Google employee
- AdWords Cert...
Introduce Yourselves
What we’re going to do today
1
2
3
4
5
6
7

AdWords Account Structure
Get Sales, not just Traffic

Group Exercise
Tips to ...
Show me the AdWords Ads
Which Ads get Most Traffic?
Let’s look at …

ACCOUNT STRUCTURE FOR TOP AD
POSITIONS & LOWER COST PER CLICK
You Control the User Journey
You decide:
• which search terms trigger your ads to show
(by selecting Keywords and creating...
Structure - Tight Ad Group Themes
To be in the top positions & pay less per click:
Control the user journey - provide what...
Make Ads Relevant to Searches
- Match general searches to general ads & pages
- Match category searches to category specif...
What not to do:
Keywords:
Women’s shoes
Men’s shoes
Children’s shoes
Buy shoes online
Buy trainers online
Nike shoes onlin...
Think not just about getting Traffic, but also about…

GETTING SALES FROM ADWORDS
Considerations before Using AdWords
• AdWords will drive instant traffic to your site
• Will that traffic lead to sales?
T...
AdWords Needs Strategy & Management
- Choose products with good profit margin
- Offer something more than your competitors...
Group Exercise
• Decide - Advertise products in Example 1 or 2?
• Choose Keywords from Keyword Planner
• Create an AdWords...
Before setting the campaign live, consider these…

TIPS TO PREVENT WASTING MONEY
Be Careful of Default Settings
• Don’t use Broad Match Keywords*
Be Careful of Default Settings
•
•
•
•
•
•

Don’t use Broad Match Keywords*
“Phrase”, *Exact+ & +Broad +Match +Modifier*
A...
Review Search Terms that
Keywords Expand to
Google shows your ads on search queries ‘similar’ to your keywords

**TIP: Vie...
‘See Search Terms’ Report Example
Example: You’re a storage company, renting out storage space
‘See Search Terms’ Report m...
Ads, Keywords & Landing Page Relevance
Keywords:
+used +Rolex +watch
“used Rolex watch”
[used Rolex watch]
+buy +used +Rol...
Let’s have a look at…

OTHER FEATURES TO CONSIDER
Features to Consider
• Ad Extensions

• Product Listing Ads (PLAs)
Location Extensions

Links through to that location on Google Maps
Call Extensions

- Your own number

- Call forwarding number
Sitelink Extensions
Social Extensions
App Extensions
Link under ad to download your app
Review Extensions

• Review quote from reputable 3rd party source
• Linked to 3rd party’s site, showing quote
Product Listing Ads
Not an Ad Extension. Link Google Merchant Centre to AdWords & Create New PLA campaign.
Also needs sorted before the campaign goes live:

ADWORDS TRACKING
Essential Tracking
•
•
•
•

Link AdWords & Analytics Accounts
Conversion Tracking Code on Thank You Pages
Set up Goals in ...
After activation, start…

OPTIMISING PERFORMANCE
After Activation, You’ll See Stats
Especially look out for:
• Keywords with a Click Through Rate under 1%
• Keywords with ...
An Example of Stats you’ll See
Note: Target CPA £20

Plenty of clicks, good CTR, no conversions.
Landing page not suitable...
Let’s sum up the main points covered today

SUMMARY
Summary of Today’s Training
- Tightly Themed Ad Groups (matching keywords, ads and pages)
- Google Rewards Relevance (lowe...
Resources
• I’ll provide this presentation through Invest NI
• For many of today’s tips and more:
www.searchscientist.co.u...
Any Questions?
AdWords PPC Training Dec 2013 - Invest NI, Northern Ireland - Search Scientist Ltd
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AdWords PPC Training Dec 2013 - Invest NI, Northern Ireland - Search Scientist Ltd

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Google AdWords Pay Per Click training session delivered by Louise McCartan from Search Scientist Ltd on the 10th Dec 2013 in Templeton Hotel (Templepatrick), 11th Dec in Armagh City Hotel and on 12th Dec in Silver Birch Hotel in Omagh.

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  • Among my midst I have all of you, and many more…Ask one or two what you’d like to get out of today and what their business doesWho see’s their logo on this screen? Hands up – g o round a couple asking their reason for being here, experience with adwords, what hope to learn..
  • First things first, let’s make sure we’re all on the same page. Can I’ve a volunteer, to show me where the AdWords ads are? (give sweet) - Ads in cream box and ads down right hand side
  • Cream box - Why? Pay more? No, not necessarily. - Google will only let the best ads into the cream box. What makes them best? – relevant to the user query, high click through rate and ample bid. - Often the ads down the right hand side are paying more per click than those in the cream box. Today we’ll start off by looking at how you can structure and optimise your AdWords campaigns so that your ads are in the top positions, possibly paying less per click than an advertiser beneath you. Sound good?
  • ~(Reflect site structure - A typical site has an AdWords campaign for a Site Category. Within that, have an Ad Group for each product/service.)
  • It’s a matter of thinking how tightly themed you can go where there’s traffic on several v similar, interchangeable keywords that cud use the same ads
  • - No point paying £1 per click on a product that retails at £4 (unless customer of that product is likely to come back and spend lots more) - Search on Google – what’s in your competitors ads. Compare prices, delivery costs, any other advantages / disadvantages - Keyword Planner and Google predictive search* - Account structure – all relevantWhether you manage your AdWords account in house or outsource it is up to you.& demo keyword planner and google search – predicted
  • Example product not to advertise – something with set price – sold by big brands all offering free gifts and free delivery and they’re well known and trusted. E.g. perfume – very competitive. Or general christmas gift terms? – too general – unless site only sells christmas gifts, with massive range and perks and budget – prob not worth while. Instead focus on terms that reflect your niche – how you stand out. Take about 10 mins – walk round – check in all ok – work as group. Then discuss with them – see how they got on…prepare example of how it shud be done – even just for my own notes
  • Most default settings in adwords will leave you wasting money - AdWords allows you to be very targeted and tighten up where you spend your money – use thise.g. these advertisers likely have tax advisor belfast as a keyword in broad match – it’s expanded to taxi office belfast – their ads are irrelevant
  • Most default settings in adwords will leave you wasting money - AdWords allows you to be very targeted and tighten up where you spend your money – use thisBroad match keywords – give example of how it expands (prev slide) Explain keyword match types (flipchart) – with examples – If they’d have added taxi as a negative keyword and added their keywords in exact, phrase and bmm, would be more targeted, less wastage. Show how add in the accountLocation – likely default to uk or all countriesLanguage – all languages – still restricted to ppl in the target country searching on those keywords (e.g. in english). Setting just english can restrict by their browser settings too – e.g. people moved to uk from other countries, may search in english, but have browser set to home country. Devices – opt out of mobile? / mobile bids – demoMatch order of points above to settings page order mentioned in
  • e.g. AerobedPump? – for aerobeds – block PumpPeople searching for ‘single aerobeds’ or childrens ‘aerobeds’ – create separate ad group, separate ads and landing page
  • Use test account to show how add them.
  • Use test account to show how add them.
  • Use test account to show how add them.
  • Not exactly extensions – but similar tactic – separate campaign, or at least ad groupPoint to extensions on ads ins creenshot – ask what type of extensions also showing (sitelinks and social extensions). Note that JD sports has social, sitelink extensions and product listing ads – upping chance of getting clicks.
  • Goals can have up to a 2 day delay in reporting when imported to AdWordsGoals over 30 day periodConversion tracking can cover up to a 90 day period
  • V low ctr – see search terms report - next page
  • Have quick look at columns for ads and keywords - what each meansShow in test account – columns you can have?comment on sqretc on next slide.
  • Create new ad group within campaign – choose theme – choose keywords, ad and landing page... Save. Pause. Then create more ads. And add negative keywords.
  • Bring voucher cards
  • AdWords PPC Training Dec 2013 - Invest NI, Northern Ireland - Search Scientist Ltd

    1. 1. AdWords Pay Per Click Workshop www.searchscientist.co.uk
    2. 2. Hi, it’s nice to meet you all - Louise McCartan - Director of Search Scientist Ltd - Former Google employee - AdWords Certified since 2006 Email: louise@searchscientist.co.uk Or call: 07526404106
    3. 3. Introduce Yourselves
    4. 4. What we’re going to do today 1 2 3 4 5 6 7 AdWords Account Structure Get Sales, not just Traffic Group Exercise Tips to Prevent Wasting Money Features to Consider AdWords Tracking How to Optimise Performance
    5. 5. Show me the AdWords Ads
    6. 6. Which Ads get Most Traffic?
    7. 7. Let’s look at … ACCOUNT STRUCTURE FOR TOP AD POSITIONS & LOWER COST PER CLICK
    8. 8. You Control the User Journey You decide: • which search terms trigger your ads to show (by selecting Keywords and creating Ads) • which page of your site the user is brought to (when they click on your ads)
    9. 9. Structure - Tight Ad Group Themes To be in the top positions & pay less per click: Control the user journey - provide what they search for Keywords: Buy shoes online Buy shoes online UK Where to buy shoes online Shoes online UK Landing Page A landing page that matches the search query and ad. E.g. making it clear that the site sells shoes online to people in the UK
    10. 10. Make Ads Relevant to Searches - Match general searches to general ads & pages - Match category searches to category specific ads & pages - Match product searches to product specific ads & pages Google will consider this relevant, you’ll get high Click Through Rate, and be in the top positions for a lower Cost Per Click.
    11. 11. What not to do: Keywords: Women’s shoes Men’s shoes Children’s shoes Buy shoes online Buy trainers online Nike shoes online This approach will likely give you: Low Click Through Rates (CTR), Low Conversion Rates and High Cost Per Clicks.
    12. 12. Think not just about getting Traffic, but also about… GETTING SALES FROM ADWORDS
    13. 13. Considerations before Using AdWords • AdWords will drive instant traffic to your site • Will that traffic lead to sales? Think about: - which products / services to advertise - how do you compare to your competitors? - is it easy to convert on your site?
    14. 14. AdWords Needs Strategy & Management - Choose products with good profit margin - Offer something more than your competitors - Make your Selling Points clear in your ads - Good user experience on site. Easy to convert - Use Keyword Planner* to find Keywords - Keywords, Ads & Page Relevant to search term - Review Stats (enhance what’s working, cut back on what’s not)
    15. 15. Group Exercise • Decide - Advertise products in Example 1 or 2? • Choose Keywords from Keyword Planner • Create an AdWords ad (see character limits)
    16. 16. Before setting the campaign live, consider these… TIPS TO PREVENT WASTING MONEY
    17. 17. Be Careful of Default Settings • Don’t use Broad Match Keywords*
    18. 18. Be Careful of Default Settings • • • • • • Don’t use Broad Match Keywords* “Phrase”, *Exact+ & +Broad +Match +Modifier* Add Negative Keywords* Either Search or Display, not both together* Devices* Ad Scheduling 24/7*
    19. 19. Review Search Terms that Keywords Expand to Google shows your ads on search queries ‘similar’ to your keywords **TIP: View all actual search terms – ‘See Search Terms’**
    20. 20. ‘See Search Terms’ Report Example Example: You’re a storage company, renting out storage space ‘See Search Terms’ Report may show you’re getting clicks for searches like: bathroom storage units towel storage units overbed storage units pine storage units Add Negative Keywords! –bathroom, -towel, -overbed, -pine ‘See Search Terms’ Report can also give you ideas for keywords, like: Student self storage Furniture storage company Self Storage BT9 Self storage company Dunmurry Add valuable keywords you don’t already have.
    21. 21. Ads, Keywords & Landing Page Relevance Keywords: +used +Rolex +watch “used Rolex watch” [used Rolex watch] +buy +used +Rolex +watch “buy used Rolex watch” [buy used Rolex watch] +buy +used +Rolex +watch Negative Keywords: Replica Fake Parts Free Spares Insurance Landing Page A landing page that matches the search query & ad. E.g. Lead to the Used Rolex Watches page.
    22. 22. Let’s have a look at… OTHER FEATURES TO CONSIDER
    23. 23. Features to Consider • Ad Extensions • Product Listing Ads (PLAs)
    24. 24. Location Extensions Links through to that location on Google Maps
    25. 25. Call Extensions - Your own number - Call forwarding number
    26. 26. Sitelink Extensions
    27. 27. Social Extensions
    28. 28. App Extensions Link under ad to download your app
    29. 29. Review Extensions • Review quote from reputable 3rd party source • Linked to 3rd party’s site, showing quote
    30. 30. Product Listing Ads Not an Ad Extension. Link Google Merchant Centre to AdWords & Create New PLA campaign.
    31. 31. Also needs sorted before the campaign goes live: ADWORDS TRACKING
    32. 32. Essential Tracking • • • • Link AdWords & Analytics Accounts Conversion Tracking Code on Thank You Pages Set up Goals in Analytics (track all sources) Set up E-commerce Tracking if sell online
    33. 33. After activation, start… OPTIMISING PERFORMANCE
    34. 34. After Activation, You’ll See Stats Especially look out for: • Keywords with a Click Through Rate under 1% • Keywords with very high Cost Per Acquisition (CPA) Expand from what’s working well. Cut back on what’s not
    35. 35. An Example of Stats you’ll See Note: Target CPA £20 Plenty of clicks, good CTR, no conversions. Landing page not suitable for keyword? Low CTR. Under 1%. Maybe keyword not relevant enough to ad or needs more negative keywords?
    36. 36. Let’s sum up the main points covered today SUMMARY
    37. 37. Summary of Today’s Training - Tightly Themed Ad Groups (matching keywords, ads and pages) - Google Rewards Relevance (lower cost per click, higher ad rank) - Keyword Tips (Keyword Planner, match types, negative keywords) - Ad Tips (stand out from competitors, ad extensions, product listing ads, USPs) - Tracking (Conversion Tracking, Analytics, E-commerce) - Optimise by Stats (look out for CTR under 1% & CPA too high) - Think of User Experience on Site (make easy to convert)
    38. 38. Resources • I’ll provide this presentation through Invest NI • For many of today’s tips and more: www.searchscientist.co.uk/adwords-tips • Could you make use of a £100 AdWords voucher (in a new account) by 31st Dec 2013? • Follow for the Latest: www.facebook.com/searchscientist www.twitter.com/searchscientist plus.google.com/u/0/+SearchscientistCoUk www.searchscientist.co.uk
    39. 39. Any Questions?
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