This originally-developed, one-hour webinar was designed to answer some of your burning questions about Google AdWords and Analytics, such as: - How to develop AdWords campaigns that generate results; - How to define target audiences and budgets to reach the people you want; and - How to read and understand the story Google Analytics is telling you about your website. For the full recording, visit http://www.netcomlearning.com/webinars/999991/Free-Webinar-Solve-The-Mysteries-of-Google-AdWords-and-Analytics-training.html?WebinarID=301.

1. Solve
The
Mysteries
of
Google
AdWords
and
Analytics
Becky
Livingston
President
&
CEO
Penheel
Marke:ng
August
2014

2. Presenter
Bio
• Owner
Penheel
Marke:ng
• 25+
years
of
marke:ng
and
technology
experience
• Social
Media
&
Digital
marke:ng
professional
• Public
speaker
and
trainer
• Frequent
guest
blogger
• Marke:ng
corporate
trainer
and
college
adjunct
professor

3. Agenda
• AdWords
– Finding
keywords
in
unlikely
places
– Recon
– Quality
Score,
Phrase/Exact
Match
– Ad
Placement
feature
• Analy,cs
• Reports
• Channels
• Filters
• Goals
• Event
Tracking

4. Developing
AdWords
It’s
more
than
keywords
and
budgets,
it’s
ü
Strategy
ü
Maintenance
ü
Setup
ü
Quality
score
U
A
G
A
=
Audience
U
=
Users
G
=
Google

5. It’s
An
Auction
-­‐
Example
Adver,ser
Order
Bid
$
Paid
Price
Ad
Loca,on
1
$4.00
$3.00
1st
2
$3.00
$2.00
2nd
3
$2.00
$1.00
3rd
4
$1.00
$0.00
-­‐-­‐-­‐-­‐-­‐
Note:
The
adver:ser
does
not
have
to
pay
their
bid
price.
They
pay
the
price
of
the
bid
below
them.
Rather
than
the
max
they
are
willing
to
pay.
This
does
not
take
into
considera:on
the
Ad
Quality.

6. Quality
Score
1. Click-­‐thru
rate
2. Relevancy
3. Landing
page
quality
CTR
Relevance
Landing
Page

7. How
Quality
Score
Impacts
Bid
Adver,ser
Max
Bid
x
Quality
Score
=
Ad
Rank
Posi,on
1
$4.00
1
4
n/a
2
$3.00
3
9
2
3
$2.00
6
12
1
4
$1.00
8
8
3
You
pay
the
minimum
amount
you
need
to
retain
your
posi:on.
Price
=
Bidder2
x
Quality
Score2
/
Quality
Score1
$1.50
=
($3
x
3)
/
6

8. Unlikely
Places

9. Same
Search
…
Almost

10. How
It
Works
1. Keywords
that
match
the
query
exactly
2. Exact
match
keyword
when
the
keywords
are
the
same
3. Keyword
with
the
highest
Ad
Rank,
which
is
based
on
quality
score.

11. Recon
• Use
tools
like
iSpionage
or
AdGooroo
to
“spy”
on
the
compe::on

12. Recon
• Use
tools
like
iSpionage
or
AdGooroo
to
“spy”
on
the
compe::on

13. Recon,
cont.

14. Phrase
&
Exact
Match
Changes
Close
Variant
Match
The
replacement
for
Exact
and
Phrase
match.
Effec:ve
late
September.

15. What
It
Means
[cardiology]
=>
[cardio]
Query:
“cardio
preven:on
program”
Keyword:
“cardiology”
[fire]
=>
[firefighter]
Query:
“german
fire
helmet
”Keyword:
german
firefighter
helmet”
[surgery]
=>
[surgeon]
Query:
“cosme:c
plas:c
surgery
anaheim”
Keyword:
cosme:c
plas:c
surgeon
anaheim

16. AdWords
Matching
Steps
1. Prepare
for
added
/
decreased
volume
2. Stop
building
variants
into
the
keyword
list
1. Look
for
prominent,
high-­‐volume
versions
2. Nega:ve
keywords
don’t
expand
to
cover
close
variants
3. Account
for
traffic
redirec:on
Benefit:
Provides
more
coverage
without
the
need
to
build
exhaus:ve
keyword
lists.

17. Ad
Placements
• Ads
have
to
use
the
“Display
Network”
or
“Search
and
Display
Networks
–
All
Features”
• Ability
to
place
ads
on
specific
websites
and
mobile
apps,
as
well
exclude
them
from
websites
and
mobile
apps.
• Use
the
manage
Placements
feature.
• You
will
want
to
use
the
graphical
ad
tool
to
help
you
design
the
ads.
Landing
pages
are
very
important
for
this
ad
op:on
to
work
well.

18. Analytics
Reports

19. Analytics
Report
-­‐
Channels

20. Exclusions
&
Poor-­‐Preforming
Pages

21. Applying
Filters
• Good
to
exclude
content
from
a
domain,
IP
address,
or
subdomain
• Keep
an
unfiltered
profile;
create
a
child
profile
with
filters
• Filters
cannot
be
undone
once
set
• Senng
more
than
one
filter
per
profile
may
cause
data
to
not
appear
• Executed
sequen:ally

22. Creating
Goals
• Des:na:on
goals
–
great
for
landing
pages,
contact
us
pages,
registra:on
pages,
etc.
• Time
on
site
–
measures
the
“s:ckiness”
of
the
page
and
helps
define
it’s
engagement
threshold.
• Pages/Visits
–
verifies
the
depth
of
the
site,
which
is
great
for
content-­‐heavy
sites.

23. Determining
ROI
-­‐
Event
Tracking

24. Just
the
tip
of
the
iceberg!