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Google AdWords Seminar Handout
 

Google AdWords Seminar Handout

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    Google AdWords Seminar Handout Google AdWords Seminar Handout Presentation Transcript

    • AdWords™ Seminar For Success AdWords 201 1
    • Housekeeping • Your Materials • The Schedule • The AdWords Credit • I Have Questions!!! • Cell phones to Vibrate, Please 2
    • 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
    • Geographic Targeting 4
    • Narrowing Your Focus Source: Advertising Age’s Search Marketing Fact Pack 5
    • Narrowing Your Focus Source: Advertising Age’s Search Marketing Fact Pack 5
    • Why This Is Important 6
    • Why This Is Important 6
    • 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
    • Google Domain 7
    • Google Domain 7
    • Google Domain 7
    • Google Domain 7
    • Google Domain 7
    • Google Preferences 8
    • Search Terms 9
    • Internet Protocol (IP) Address Unique identifier for computers on Internet 10
    • 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
    • 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
    • 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
    • Campaign Organization Options • Geotargeted campaign, omitting location identifiers in keywords • Non-geotargeted campaign, using location-specific keywords • Combination: higher bids for geotargeted campaigns 14
    • Common Geographic Identifiers • State (Tennessee, Tenn. , TN) • Counties • Cities • ZIP Codes • Neighborhoods & Local Lingo • Area Codes • Airport Codes 15
    • 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
    • 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
    • Creating a Geotargeted Campaign 18
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    • Ad Preview Tool 20
    • Ad Preview Tool 20
    • Ad Preview Tool 20
    • Demographic Bidding 21
    • Overview • Choose Audience by Age and Gender • Available for Content Network Only • Use Demographic Bidding Report • Adjust Bids and Preferences Accordingly 22
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    • Placement-Targeted Campaigns 25
    • Placement-Targeted Campaigns • Choose individual sites in content network • Choose by category, topic, URL or demographics 26
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    • Networks Tab 40
    • Networks Tab 40
    • Site and Category Exclusion 41
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    • IP Exclusion 44
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    • Position Preference 46
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    • Ad Scheduling 50
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    • Keyword List Optimization 54
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    • Wordtracker 56
    • KeywordDiscovery.com 57
    • KeywordSpy.com 58
    • SpyFu.com 59
    • Search-Based Keyword Tool 60
    • Search-Based Keyword Tool 60
    • Insights for Search 61
    • Keyword List Generator 62
    • Dynamic Keyword Insertion 63
    • Dynamic Keyword Insertion 63
    • Dynamic Keyword Insertion 63
    • 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
    • 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
    • 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
    • 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
    • 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
    • How to Self- Diagnose 69
    • Diagnosing a Tanking Keyword 1. Check Keyword Analysis 70
    • Diagnosing a Tanking Keyword 1. Check Keyword Analysis 70
    • 2. Look For Account Changes 71
    • 2. Look For Account Changes 71
    • 2. Look For Account Changes 71
    • 3. Look For Website Changes 72
    • 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
    • Disapproved Ads Tool Find out if your ads have been disapproved. 74
    • Disapproved Ads Tool Find out if your ads have been disapproved. 74
    • Ads Diagnostic Tool 75
    • Ads Diagnostic Tool 75
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    • AdWords Editor 77
    • Why I Like AdWords Editor • Free • Platform Agnostic: Mac or PC • Work Offline (Fast) • Ability to Make Bulk Changes • Save Account Backups • Collaboration 78
    • 79
    • Get Recent Changes 80
    • Manage Campaigns 81
    • Manage Ad Groups 82
    • Manage Ads 83
    • Manage Ads 83
    • Manage Ads 83
    • Manage Ads 83
    • Manage Keywords 84
    • Manage Negative Keywords 85
    • Manage Placements 86
    • Advanced Search 87
    • 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
    • This Economy Sucks. 89
    • 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
    • Holidays and Your CPC 91
    • Understanding ROI ROI = Profit/AdWords Spend 92
    • 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
    • Example: • $1,000 Profit Per Sale • x 1,000 Sales • = $1,000,000 Gross Profit (before advertising costs) 94
    • 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
    • Example: • $100 gross profit • Divided by 5 clicks • Equals $20 per click So don’t bid more than $20 per click! 96
    • 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
    • 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
    • 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
    • Bid Simulator 100
    • Bid Simulator 100
    • 101
    • Other Bidding Options 102
    • 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
    • 104
    • Another Pricing Model: CPM 105
    • 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
    • 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
    • Conversion Optimizer 108
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    • Who Should Use It? • 15+ conversions in last 30 days • Tracking CPA • Steady conversion rate 110
    • How Does it Work? • Conversion predictions • Generates unique CPC bids based on predicted conversion rate • Works toward a CPA goal 111
    • How Are Conversions Predicted? • Search query • Searcher’s location • Type of site on content network 112
    • 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
    • How To Increase Conversions • Increase budget • Raise CPC bids • Advertise on Content Network • Add more keywords • Combine similar campaigns • Track more frequent events 114
    • 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
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    • Website Optimizer Website Optimizer Seminar for Success: google.com/awseminars 117
    • 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
    • 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
    • Before 120
    • After 121
    • What Should You Test? • Titles • Images • Layout Or: • Selling Proposition • Conversion Incentives 122
    • Testing Tips • Test Small Number of Variations • Test Big Changes • Consider Early Indicators If Not Enough Conversions • Don’t Jump to Conclusions 123
    • 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
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    • Study Other Landing Pages 126
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    • Managing Accounts 133
    • MCC Dashboard 134
    • Template Center 135
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    • AdWords API Allows two systems to talk with each another 137
    • 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
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    • 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
    • Who Is It For? • Developers • Advertisers with thousands or millions of products • MCC account holders 141
    • 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
    • Television Ads 143
    • How Do Television Ads Work? • Partnership with Dish Network • No bundling or contracts • Good for smaller advertisers, shorter tests 144
    • 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
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    • Ad Creation Marketplace 147
    • Search Engine Optimization 148
    • Search Engine Optimization • Original, Keyword-Rich Content • Website Coding/ Semantic Structure • Backlinks • Search Engine Friendly URLs • Unique Meta Descriptions • Smart Page Titles 149
    • Link Bait 150
    • Link Bait 150
    • No Nos 151
    • No Nos 151
    • No Nos 151
    • No Nos 151
    • Examples 152
    • Examples 152
    • Examples 152
    • Examples 152
    • Examples 152
    • Examples 152
    • Examples 152
    • Examples 152
    • Examples 152
    • Examples 152
    • Examples 152
    • Examples 152
    • Examples 152
    • Examples 152
    • Examples 152
    • YouTube 153
    • To-Dos & Resources 154
    • 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
    • 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
    • Thank You! Stasia Holdren PPC-Boot-Camp.com stasia@ppc-boot-camp.com 157
    • Q&A 158