Google adwords presentation


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Learn Google adwords

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Google adwords presentation

  1. 1. Google Adwords Basics  Google's Advertising Product  Create Ads - Text, Image, Video  Ads Appear on Google Search Engine and Google Partner Sites  Pay for Ads when someone "clicks" on them, (ie. Pay-Per-Click or PPC) but there are other alternative bidding options in some cases.
  2. 2. What is Targeted Advertising? Your customers see your ad when they search Your ad reaches users at the moment they demonstrate interest
  3. 3. A Typical Search Network Ad • Ad Title (25 character limit) • Ad Text (35 character limit) • Display URL (35 character limit)
  4. 4. The Language of PPC  SPONSORED SEARCH: Pay-per-click distribution tactic that displays your ads in the sponsored search results at the top, along the side, and across the bottom of search results pages for searches that relate to your keywords.  AD TEXT: The marketing message displayed to prospective customers. An ad contains a title, description, and URL.
  5. 5. The Language of PPC  LANDING PAGE: The page on a web site where one is taken after clicking on a advertisement. While this can be any page, it is often a page designed to expand on the service or product mentioned in the initial advertisement.  CAMPAIGN: A campaign contains one or more ad groups sharing the same budget, schedule and geo-targeting criteria. A campaign is typically created to support a particular marketing goal.  KEYWORD: A word or phrase that relates to the products or services you wish to advertise. When prospective customers are looking for information related to what you sell, and they type your keywords into a search box, your ads may be displayed.
  6. 6. The Language of PPC  CONVERSIONS: The completion of an action that you value, such as a purchase, registration, or sign-up.  IMPRESSIONS: The number of times an ad is displayed in search results or on sites.  CLICK-THROUGH RATE (CTR): The number of clicks received divided by the number of impressions generated. Example: An ad that is displayed 100 times and receives 10 clicks has a click-through rate of 10%. (I consider a good CTR is anywhere in 10% to 12%)  AVE CPC: Average cost per click. The average price you paid each time your ad was clicked.
  7. 7. Create Relevant Keywords & AdGroups Refine Campaign & Keep What Works PPC Management Process Use Reporting Tools to Measure Results Test Ads & Keywords
  8. 8. Understanding Campaign Structure Keywords Attributes Keyword 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
  9. 9. Understanding Campaign Structure Match Type Examples: Broad Search Term: Tennis Shoes Phrase Search Term: “Tennis Shoes” Ad may show on searches for: Tennis Shoes Buy tennis shoes Tennis shoe photo Running shoes Tennis sneakers Ad may show on: Red Tennis Shoes Buy Tennis Shoes Tennis Shoes Photos Ad may NOT show on: Shoes for tennis Tennis Shoe Tennis Sneakers
  10. 10. Understanding Campaign Structure Match Type Examples: Exact Search Term: [Tennis Shoes] Ad may show on: Tennis Shoes Ad may NOT show on: Red Tennis Shoes Tennis Shoe Buy Tennis Shoes Negative Search Term: Tennis Shoes -used Ad may show on: Tennis Shoes Buy tennis shoes tennis Ad may NOT show on: Used Tennis Shoes Shoes used for tennis
  11. 11. The Tale of Campaigns
  12. 12. 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
  13. 13. 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
  14. 14. Example: How Online Ads Can Pay for Themselves $1,000 initial investment • Increase revenue by reinvesting profit $1.00 CPC ≥ 1,000 clicks 10% conversion rate = 100 sales Average sale = $100 $1K investment returns $10K in sales Reinvest profits, increase budget
  15. 15. Basic Definition: CPC CPC: cost-per-click • Click: The action a user takes to select your ad and be taken to your website. • Google charges the advertiser when a user clicks on your ad A sample ad The Destination Website
  16. 16. Basic Definition: CTR CTR: clickthrough rate •Impression: The appearance of your ad on a search engine or one of their partner sites Clicks Impressions = CTR (expressed as %)
  17. 17. What Else Can You Do With Paid Search?
  18. 18. Adwords Product Extensions • New feature that can highlight your products directly in your search ads. • Your Google Merchant Center account must contain a product that is relevant to the searcher's query. • Shows the images, titles, and prices of your closest matching products with your ad. • When the user clicks a product image, they will be taken to the destination page listed for that product.
  19. 19. Adwords Product Extensions Example Image from
  20. 20. Benefits of online marketing – Location & Language Targeting Targeting options: you can target ads by location and language •Regional/Local, Country, Global & Customized Targeting •Roughly 40 different language targeting options to choose from
  21. 21. When should you use regional targeting? Region/City Targeting Examples • Example: you have local flower shops in the San Francisco Bay Area • Example: you run a restaurant in Chicago
  22. 22. Country Targeting • When should you use country targeting? • Use if you have national or global customers • Example: you ship to the U.S. only. Target your campaign to the U.S.
  23. 23. Global Targeting • If you have a global business, give your campaigns global exposure •Example: If you sell DVDs and have worldwide distribution, you should target your campaign to all countries
  24. 24. Customized Targeting • Use Customized Targeting to target highly specific areas • For example, to reach customers located in an area that cannot be targeted accurately using region or city targeting •Example: pizza delivery service