Google AdWords Seminar Handout

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  • 1. AdWords™ Seminar For Success AdWords 201 1
  • 2. Housekeeping • Your Materials • The Schedule • The AdWords Credit • I Have Questions!!! • Cell phones to Vibrate, Please 2
  • 3. Assumptions • You are familiar with the AdWords advertising platform, and/or you took yesterday’s class • You know how to create an AdWords campaign • You know the basics of creating a keyword list and ad creative 3
  • 4. Geographic Targeting 4
  • 5. Narrowing Your Focus Source: Advertising Age’s Search Marketing Fact Pack 5
  • 6. Narrowing Your Focus Source: Advertising Age’s Search Marketing Fact Pack 5
  • 7. Why This Is Important 6
  • 8. Why This Is Important 6
  • 9. Why This Is Important Ability to figure out where people are and target ads there makes AdWords a powerful tool. You do not have to cast the widest net to communicate with potential customers. 6
  • 10. Google Domain 7
  • 11. Google Domain 7
  • 12. Google Domain 7
  • 13. Google Domain 7
  • 14. Google Domain 7
  • 15. Google Preferences 8
  • 16. Search Terms 9
  • 17. Internet Protocol (IP) Address Unique identifier for computers on Internet 10
  • 18. Roadblocks • The searcher's ISP prevents Google from identifying an IP address. • The IP address doesn't match the location of the searcher. • If Google does not recognize a city or town, you won't be able to target an ad there. 11
  • 19. What Campaign Is Best? • Determine where your customers are. • Where are your products and services sold? • You may benefit from local, national and international campaigns. 12
  • 20. How You Can Use It • Test marketing messages in small areas before rollout • Test marketing messages for specific areas • Advertise where you are certified to do business/ sell products 13
  • 21. Campaign Organization Options • Geotargeted campaign, omitting location identifiers in keywords • Non-geotargeted campaign, using location-specific keywords • Combination: higher bids for geotargeted campaigns 14
  • 22. Common Geographic Identifiers • State (Tennessee, Tenn. , TN) • Counties • Cities • ZIP Codes • Neighborhoods & Local Lingo • Area Codes • Airport Codes 15
  • 23. Tips • Use location in title/ad text when geotargeting • Consider geography for marketing messages • Consider time zones • Track CTR, conversions, etc. at geographic level 16
  • 24. Windy Acres German Shepherds They sell: • Puppies, marketed locally • Dog training DVDs They could benefit from: • Local campaign for pups • National campaign for training DVDs 17
  • 25. Creating a Geotargeted Campaign 18
  • 26. 19
  • 27. 19
  • 28. 19
  • 29. 19
  • 30. 19
  • 31. 19
  • 32. 19
  • 33. 19
  • 34. 19
  • 35. 19
  • 36. 19
  • 37. Ad Preview Tool 20
  • 38. Ad Preview Tool 20
  • 39. Ad Preview Tool 20
  • 40. Demographic Bidding 21
  • 41. Overview • Choose Audience by Age and Gender • Available for Content Network Only • Use Demographic Bidding Report • Adjust Bids and Preferences Accordingly 22
  • 42. 23
  • 43. 23
  • 44. 24
  • 45. 24
  • 46. 24
  • 47. Placement-Targeted Campaigns 25
  • 48. Placement-Targeted Campaigns • Choose individual sites in content network • Choose by category, topic, URL or demographics 26
  • 49. 27
  • 50. 28
  • 51. 29
  • 52. 30
  • 53. 31
  • 54. 32
  • 55. 33
  • 56. 33
  • 57. 33
  • 58. 34
  • 59. 35
  • 60. 36
  • 61. 36
  • 62. 37
  • 63. 38
  • 64. 39
  • 65. Networks Tab 40
  • 66. Networks Tab 40
  • 67. Site and Category Exclusion 41
  • 68. 42
  • 69. 42
  • 70. 42
  • 71. 42
  • 72. 42
  • 73. 42
  • 74. 43
  • 75. 43
  • 76. 43
  • 77. 43
  • 78. 43
  • 79. IP Exclusion 44
  • 80. 45
  • 81. Position Preference 46
  • 82. 47
  • 83. 48
  • 84. 48
  • 85. 49
  • 86. Ad Scheduling 50
  • 87. 51
  • 88. 52
  • 89. 52
  • 90. 52
  • 91. 52
  • 92. 52
  • 93. 53
  • 94. Keyword List Optimization 54
  • 95. 55
  • 96. Wordtracker 56
  • 97. KeywordDiscovery.com 57
  • 98. KeywordSpy.com 58
  • 99. SpyFu.com 59
  • 100. Search-Based Keyword Tool 60
  • 101. Search-Based Keyword Tool 60
  • 102. Insights for Search 61
  • 103. Keyword List Generator 62
  • 104. Dynamic Keyword Insertion 63
  • 105. Dynamic Keyword Insertion 63
  • 106. Dynamic Keyword Insertion 63
  • 107. Formatting Guidelines {keyword:default text} • Braces { }: Braces & enclosed text are body of tag. Replaced by keyword that triggers ad. • Colon (:): Use one colon, no spacing. • Default Text: Text after colon appears if system cannot insert appropriate trigger keyword. This is wrong> 64
  • 108. Capitalization • keyword = wii fit • Keyword = Wii fit (first letter of first word) • KeyWord = Wii Fit (first letter of each word) • KEYword = WII fit (all letters of first word) • KeyWORD = Wii FIT (first letter of first word, all of others) • KEYWORD = WII FIT (all letters of all words) 65
  • 109. Example Ad Text Would Read: {KeyWord:Cheap Video Games} Huge selection for Wii & PS3. {Keyword:All games} in stock. Free shipping! Your-Site.com 66
  • 110. Keyword: [Quantum of Solace] Ad Would Say: Quantum Of Solace Huge selection for Wii & PS3. All games in stock. Free shipping! Your-Site.com 67
  • 111. Keyword: [James Bond 007: Quantum of Solace] Ad Would Say: Cheap Video Games Huge selection for Wii & PS3. All games in stock. Free shipping! Your-Site.com 68
  • 112. How to Self- Diagnose 69
  • 113. Diagnosing a Tanking Keyword 1. Check Keyword Analysis 70
  • 114. Diagnosing a Tanking Keyword 1. Check Keyword Analysis 70
  • 115. 2. Look For Account Changes 71
  • 116. 2. Look For Account Changes 71
  • 117. 2. Look For Account Changes 71
  • 118. 3. Look For Website Changes 72
  • 119. Why Can’t I See My Ad? • Daily budget too low • The max CPC higher than daily budget • Keyword deleted or inactive • Missing ad text or keywords • Ad is disapproved • Ad is on Content Network • IP unknown or outside target area • Campaign has ended • Ad not on first page • Campaign/Ad Group paused or deleted • Browser page not • Missing credit card refreshing information 73
  • 120. Disapproved Ads Tool Find out if your ads have been disapproved. 74
  • 121. Disapproved Ads Tool Find out if your ads have been disapproved. 74
  • 122. Ads Diagnostic Tool 75
  • 123. Ads Diagnostic Tool 75
  • 124. 76
  • 125. 76
  • 126. 76
  • 127. AdWords Editor 77
  • 128. Why I Like AdWords Editor • Free • Platform Agnostic: Mac or PC • Work Offline (Fast) • Ability to Make Bulk Changes • Save Account Backups • Collaboration 78
  • 129. 79
  • 130. Get Recent Changes 80
  • 131. Manage Campaigns 81
  • 132. Manage Ad Groups 82
  • 133. Manage Ads 83
  • 134. Manage Ads 83
  • 135. Manage Ads 83
  • 136. Manage Ads 83
  • 137. Manage Keywords 84
  • 138. Manage Negative Keywords 85
  • 139. Manage Placements 86
  • 140. Advanced Search 87
  • 141. Collaboration • Edit Account in AdWords Editor. (Don't Post) • Export changes using File > Export for Sharing. (Draft campaigns aren't included ; change to 'Active' to include) • Email AdWords Editor Share (AES) file to collaborator. • Collaborator imports AES file into AdWords Editor and reviews . • Collaborator can post changes, export and share with others or return file to you. 88
  • 142. This Economy Sucks. 89
  • 143. Advertising in a Down Economy • Focus ads on low prices and savings • Use value-related keywords • Make sure ad groups are targeted and relevant • Don't waste money on irrelevant clicks • Make it easy for customers to buy • Focus money on high-performers 90
  • 144. Holidays and Your CPC 91
  • 145. Understanding ROI ROI = Profit/AdWords Spend 92
  • 146. What’s a Keyword Worth? #1: Calculate Profit Before Advertising Costs • Determine profit per sale from knowledge of your business. • Find number of AdWords sales from Google Analytics and Conversion Tracking. • Take profit per sale, multiply by number of sales to calculate gross profit before advertising costs. 93
  • 147. Example: • $1,000 Profit Per Sale • x 1,000 Sales • = $1,000,000 Gross Profit (before advertising costs) 94
  • 148. How Do I Know What to Bid? #2: Calculate Value - Per Click • Value Per Click = Profit, Before Advertising Costs, Divided by Number of Clicks. • Ensure Max CPC Bid < Value Per Click! 95
  • 149. Example: • $100 gross profit • Divided by 5 clicks • Equals $20 per click So don’t bid more than $20 per click! 96
  • 150. How Do I Know What to Bid? • #3: As You Work With Max CPC Bids: • If profit increases, increase bid. • If profit decreases, decrease bid. • Trial and error until maximum profitability. 97
  • 151. No Conversion Data Average Keyword Impressions Clicks CTR Cost CPC buy eggs 10,000 250 2.5% $250 $1 buy organic 10,000 500 5% $250 $0.50 eggs 98
  • 152. With Conversion Data Conversions Conversion Conversion Conversion Cost Per Profit Per Keyword ROI Rate buy eggs 10 4% $25 $50 200% buy organic 50 10% $5 $5 100% eggs 99
  • 153. Bid Simulator 100
  • 154. Bid Simulator 100
  • 155. 101
  • 156. Other Bidding Options 102
  • 157. Automatic Bidding • Formerly known as Budget Optimizer™ • No individual bids for ad groups, keywords, or placements • Automatically adjusts keyword CPC to help campaign get the most clicks possible within budget over 30 days • Goal is to receive most traffic possible within budget, not achieve specific ad position or conversion rate 103
  • 158. 104
  • 159. Another Pricing Model: CPM 105
  • 160. Cost per thousand impressions Available for placement-targeted campaigns Set the maximum bid for 1,000 ad impressions. An impression is counted when a Web page serves an ad, clicked on or not. 106
  • 161. How Does Google Compare? • Effective CPM (eCPM) for keyword-targeted ads • Considers CPC, CTR, and other relevance factors across 1,000 impressions • Result = eCPM • eCPMs compared to each other and max CPM of competing placement-targeted ads • Highest ranking ad wins 107
  • 162. Conversion Optimizer 108
  • 163. 109
  • 164. Who Should Use It? • 15+ conversions in last 30 days • Tracking CPA • Steady conversion rate 110
  • 165. How Does it Work? • Conversion predictions • Generates unique CPC bids based on predicted conversion rate • Works toward a CPA goal 111
  • 166. How Are Conversions Predicted? • Search query • Searcher’s location • Type of site on content network 112
  • 167. Caveats • Must have 15 conversions in last 30 days • No seasonality • Does not support: • Placement targeting • Setting separate content bids • Position Preference • Advanced Ad Scheduling 113
  • 168. How To Increase Conversions • Increase budget • Raise CPC bids • Advertise on Content Network • Add more keywords • Combine similar campaigns • Track more frequent events 114
  • 169. Keeping Your Conversion Rate • “Safe” Changes: • Edit CPA bid • Create Ad Groups • Add/delete keywords • “Risky” Changes: • Move conversion tracking code  • Change site structure or layout • Large ad text changes • Move Ad Groups to new campaign 115
  • 170. 116
  • 171. 116
  • 172. Website Optimizer Website Optimizer Seminar for Success: google.com/awseminars 117
  • 173. Website Optimizer • Free tool to understand and improve website • Allows simultaneous testing of Web page sections • No direct effect; you must manage the testing and changes • Optimizing landing page for conversions should improve ROI 118
  • 174. Features Overview • No Limit on Incoming Traffic • Works With All Analytics Solutions • Tests All Traffic, Not Just AdWords • Up to 10,000 Combinations Per Test • Run “Follow-Up” Experiments Between Winner and Original • Tests Can Have Non-Page-Based Conversion Events 119
  • 175. Before 120
  • 176. After 121
  • 177. What Should You Test? • Titles • Images • Layout Or: • Selling Proposition • Conversion Incentives 122
  • 178. Testing Tips • Test Small Number of Variations • Test Big Changes • Consider Early Indicators If Not Enough Conversions • Don’t Jump to Conclusions 123
  • 179. Two Types of Experiments A/B • Simpler Setup • Better for Low-Traffic Sites • Allows Testing of Page Layout/Design Multivariate • More Flexible Setup Process • Test Combinations of Page Elements 124
  • 180. 125
  • 181. 125
  • 182. 125
  • 183. 125
  • 184. 125
  • 185. 125
  • 186. 125
  • 187. 125
  • 188. 125
  • 189. 125
  • 190. 125
  • 191. Study Other Landing Pages 126
  • 192. 127
  • 193. 128
  • 194. 129
  • 195. 130
  • 196. 131
  • 197. 132
  • 198. Managing Accounts 133
  • 199. MCC Dashboard 134
  • 200. Template Center 135
  • 201. 136
  • 202. 136
  • 203. AdWords API Allows two systems to talk with each another 137
  • 204. What’s a Web Service? A standardized way of integrating Web-based applications. Web services allow organizations to communicate data without intimate knowledge of IT systems behind the firewall. 138
  • 205. 139
  • 206. What’s It For? Automation: • Generation & Retrieval of Custom Reports • Bid Management Processes • Complex Inventory Control Processes That May Pause or Resume Campaigns • Generation & Expansion of Keyword Lists • Customization of Text Ad Creative 140
  • 207. Who Is It For? • Developers • Advertisers with thousands or millions of products • MCC account holders 141
  • 208. How It’s Billed • Quota-Based • Each Operation Consumes API Units • Some Operations Consume One Unit; Others Consume More • Billed .25 Cents Per Thousand API Units Consumed • Some Advertisers Eligible for Limited Free Quota Allocations 142
  • 209. Television Ads 143
  • 210. How Do Television Ads Work? • Partnership with Dish Network • No bundling or contracts • Good for smaller advertisers, shorter tests 144
  • 211. How Do Television Ads Work? • Ad variations: 15, 30, 45, 60, 90 & 120 seconds • Recommended minimum pricing $150/day • Ads Diagnostic Tool ties in 145
  • 212. 146
  • 213. 146
  • 214. 146
  • 215. 146
  • 216. 146
  • 217. 146
  • 218. 146
  • 219. 146
  • 220. 146
  • 221. Ad Creation Marketplace 147
  • 222. Search Engine Optimization 148
  • 223. Search Engine Optimization • Original, Keyword-Rich Content • Website Coding/ Semantic Structure • Backlinks • Search Engine Friendly URLs • Unique Meta Descriptions • Smart Page Titles 149
  • 224. Link Bait 150
  • 225. Link Bait 150
  • 226. No Nos 151
  • 227. No Nos 151
  • 228. No Nos 151
  • 229. No Nos 151
  • 230. Examples 152
  • 231. Examples 152
  • 232. Examples 152
  • 233. Examples 152
  • 234. Examples 152
  • 235. Examples 152
  • 236. Examples 152
  • 237. Examples 152
  • 238. Examples 152
  • 239. Examples 152
  • 240. Examples 152
  • 241. Examples 152
  • 242. Examples 152
  • 243. Examples 152
  • 244. Examples 152
  • 245. YouTube 153
  • 246. To-Dos & Resources 154
  • 247. To-Dos • Build your keyword list using third party tools • Download AdWords Editor • Sign up for My Client Center • Evaluate ROI; adjust bids and campaign structure accordingly • Optimize website for search engine visibility 155
  • 248. Resources • AdWords Help Center: http://adwords.google.com/support/ • Google Insights for Search: http://www.google.com/insights/search/# • Inside AdWords (official blog): http://adwords.blogspot.com/ • See full list on your USB 156
  • 249. Thank You! Stasia Holdren PPC-Boot-Camp.com stasia@ppc-boot-camp.com 157
  • 250. Q&A 158