Paid Google AdWords Training Presentation


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Paid Google AdWords Training Presentation

  1. 1. GOOGLE ADWORDS 101+ Presented by: Zaid Ammari Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101
  2. 2. Keyword Research Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101 Choosing effective keywords for reaching the right people at the right time. The more relevant keywords are to ads, the higher the ads’ quality score will be. This increases the chances of your ads achieving a higher ranking on Google Search.
  3. 3. Keyword Research Mentality Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101 Put yourself in the shoes of someone doing a web search and think about the words or phrases they’d type into Google to find your business. Use your knowledge of your business and its target market to build a list of relevant keywords. FACT: Google ignores full stops (.) and dashes (-) in keywords. So, for example, you don’t need to bid on both “t-shirt” and “t shirt”, as Google will treat them both as duplicates. Upper case characters are also ignored by Google.
  4. 4. AdWords Keyword Categories Negative Keywords Email: | Phone: (310) 736-9597 Positive Keywords GOOGLE ADWORDS 101
  5. 5. Keyword Strategy & Structure Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101 Once you have developed a list of keywords for your client’s campaigns, they’ll need to be organized. This is best done by creating an ad group for each specific topic your ads relate to.
  6. 6. Keyword Matchtypes Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101 Keyword match options allow you to narrow down the searches that will actually trigger your ads. The more precise the keyword matches are, the more likely it is that the keyword and ad will be relevant to the user searching for what you have to offer. There are FOUR keyword match options. 1. BROAD MATCH 2. BROAD MATCH MODIFIER 3. PHRASE MATCH 4. EXACT MATCH
  7. 7. Broad Match Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101 Broad match is the default keyword match option in AdWords. With broad match, your ads will be triggered if the user’s search query contains at least one of the keyword terms. The ad will also be displayed if the search contains synonyms, plural or singular forms, variants derived from the same root, other relevant variants, or possible misspellings.
  8. 8. Broad Match Modifier Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101 To specify a broad match modifier, put a “+” in front of the keyword e.g. +coffee +beans. Broad match modifier allows your ads to be displayed when a user searches for close variants on the keyword with the modifier, i.e. misspellings, plural and singular forms, abbreviations, acronyms and more, including words that use the same root. The ads will not be shown if users search for synonyms or similar words, or if one of the modified keywords is missing. For example, the ad will show if a user searches for cofee beans, coffee bean or koffee beans.
  9. 9. Phrase Match Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101 To create a phrase match keyword, enclose it in quotation marks, e.g. “organic coffee”. With phrase match, your ad will appear to users who searched for the keyword, but users can add words in front of and after the keyword (e.g. buy organic coffee online). The ad can also be triggered by close variants of the keyword such as misspellings, plural or singular forms, acronyms, words derived from the same root or abbreviations.
  10. 10. Exact Match Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101 Use square brackets to specify an exact keyword match, e.g. [fine blend coffee]. Exact match means your ad will show only to people whose search term precisely matches the keyword used. If a user adds an extra word to their search term the ad will not appear. However, AdWords still takes close variants into account; including misspellings, plural and singular forms, acronyms, variants derived from the same root, abbreviations and accents.
  11. 11. Google Display Network Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101
  12. 12. Google Display Network Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101 Why does Google Display Matter? • The Google Display Network (GDN) is a network of websites with advertising space where you can place your ads • The Google Display Network uses precise targeting to reach engaged audiences - to deliver the best possible results to both users and advertisers
  13. 13. GDN - Targeting Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101 Google allows you to reach relevant customers by: • Contextual Targeting Target your audience based on their keyword search, topic search or placement search (sites they visit) • Audience Targeting Target your audience based on their interests, demographics or through remarketing. You can also use Google’s look-a-like technology to find consumers with similar browsing habits to people on your remarketing list
  14. 14. GDN - Benefits Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101 There are five phases to a customer’s buying cycle: 1. Awareness 2. Interest 3. Consideration 4. Purchase 5. Loyalty Display advertising can help build awareness, increase campaign reach, drive conversions and ultimately speed up the buying cycle Awareness Interest Consideration Purchase Customer Buying Cycle Loyalty
  15. 15. Campaign Settings & Setup Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101
  16. 16. Campaign Settings – Networks & Devices Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101 Choosing a network Use campaign settings to select which networks your ads will run on. Ads can show to potential customers on the Google Search and Display Networks. • The Google Search Network is a group of search-related websites where your ads can appear, including Google search and search partner sites. • The Google Display Network is a collection of partner websites and specific Google websites that show AdWords ads. FACT: Keep your Search and Display campaigns separate by creating specific campaigns for each network. Since the advertising strategy will be different for Search and Display, campaign settings should be different too.
  17. 17. Campaign Settings – Geography Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101 The Targeted locations setting determines the geographic locations in which your ads will run. You can choose to target ads by Country, Region or City. It’s also possible to set up customized targets, in which the campaign reaches users within a specified radius of your business. This customization is very useful for location specific campaigns.
  18. 18. Campaign Settings – Bids & Budget Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101 It’s sometimes tough to decide on a campaign’s budget. The Keyword tool, found under the Tools & Analysis section of AdWords can help. It uses the keyword list to estimate the daily budget that should be invested in a campaign. When setting a daily budget for each campaign, it will apply to all ad groups in that campaign. You can set bids manually, or let AdWords handle them automatically. If you select the automatic bidding option, AdWords will bid to maximize clicks within the target budget.
  19. 19. Campaign Settings – Scheduling Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101 With campaigns, timing is everything. Potential customers need to be awake and online to see your client’s ads. By default, campaigns are set to Show ads all days and hours, which means AdWords will automatically try to spread the daily budget across each calendar day that ads are active. With ad scheduling your campaigns can reach customers during a set time period. Just specify certain hours or days of the week when your client’s AdWords ads will show. Ad scheduling won’t change the overall daily budget - AdWords will try to spread the budget evenly across any segments scheduled in a calendar day.
  20. 20. Campaign Settings – Other Settings Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101 Language: Set this to the language that your ads are created in. If you are targeting different locations and using multiple languages, then its best practice to separate your campaigns by the language your are targeting. Technology & Device: This will determine on which devices your ads will show. For example: If your website is NOT mobile friendly, then you should decrease the mobile bids by 100%. Frequency Capping (Only for display campaigns) With frequency capping you can limit the number of times your client’s ad is seen by a user, as identified by their cookies. Keep in mind that the frequency capping option you select will be applied at the campaign level, and therefore to all ad groups in your client’s campaign. FACT: When using frequency capping option, we recommend setting the cap at 5 – 7 views per day as not to overwhelm the user
  21. 21. Creative Notes Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101
  22. 22. Text Ads Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101 Headline: (25 characters) The ad headline can contain a maximum of 25 characters. It should be eye-catching and intriguing. Visually, the headline is highlighted in blue and underlined so it stands out. Description: (35 characters per line) 2 Lines. The description part of the ad should include the relevant selling points of your client’s business and should prompt users to visit and then take action on their website. Display URL (35 characters) The display URL should tell the user which site they’ll be redirected to. The URL is displayed in green within the ad and must contain no more than 35 characters. Destination URL The more relevant the destination page is to the content of the ad, the more satisfied the user, and the more inclined they’ll be to take the desired action. Display URL TIP: Optimize the display URL space and add in a keyword. It will be bolded if the user searches for it and will therefore add relevancy for your ad. Headline TIP: Another way to make ads stand out is to use keyword insertion. This will automatically replace the ad’s headline with the keyword the user searched for, making the ad more relevant to them.
  23. 23. GDN – Best Ad Dimensions Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101 Best Practices: Dimensions: - Less than 40kb For Gifs: - 3 Loops max - 15 seconds total animation Mobile leaderboard 320x50px
  24. 24. Ad Extensions Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101
  25. 25. Ad Extensions Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101 Ad extensions allow you to show additional information in an ad. Extensions improve your client’s visibility and increase click through rates on average by 10 to 15%. Most ad extensions are set up at campaign level in a few easy steps. Below are the top used ad extensions: 1. Location Extensions: (Uses Google+ local pages) All you to add a phone number and map to your ads. You can also add one or more business addresses using the Location Extensions settings section in the ‘Campaigns’ tab. Google will show the most relevant address by making a connection between the ad, the user’s geographic location and the nearest address in Location Extensions. 2. Site links Extensions: Allow you to show additional links relating to standard ads. These links allow you to promote additional pages on your client’s website as well as the ad’s main destination page. Sitelinks appear only in ads at the top of Google search results, and the cost of a click on a link is the same as the cost of a click on an ad. 3. Call Extensions: all Extensions allow you to include a phone number in a standard text ad, so customers can call directly from the ad. You can also see detailed reports on the calls received from ads. Call Extensions work differently depending on what type of device they’re being viewed on: On smartphones: Call Extensions will be shown as a click-to-call button. With one press of the button, customers can call your client’s business straight from the ad. On desktops or laptops: The ad will display a phone number.
  26. 26. Intro into Remarketing (Retargeting) Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101
  27. 27. What is Remarketing? Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101 • Remarketing allows you to reach people who previously visited your website, providing a powerful way to match the right people with the right message. E.g targeting customers who added items to the online checkout on your website but didn't complete the purchase. • You can show them these messages as they browse related sites across the Google Display Network.
  28. 28. Conversion KPI’s & Tracking Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101
  29. 29. Conversion Tracking Setup Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101 A conversion is an action that takes place on your website which you consider to be of value. It could be the completion of a form, the downloading of a file or a sale in the case of an ecommerce site. You can set up several instances of Conversion Tracking to track several types of action on your site. To Setup: Go to Tools & Analysis > Conversions Follow the steps outlined. You will then obtain a conversion code. Get the webmaster to paste this snippet of code into the overall code on the page you want to track.
  30. 30. Link your Google Analytics Account Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101 The more tracking you have installed the better you will understand your account’s performance. Adwords conversion tracking will track conversion and report on them in Adwords Only. This means that you are limited to the KPI’s that were presented above. To better understand your audience and account performance, we recommend linking your Adwords account with your Google Analytics account. This can be done by following the below steps: 1. Go to Account Settings >> Preferences >> Auto- Tagging should be enabled. 2. Go to Account Settings >> Linked Accounts >> Google Analytics >> View Details >> Link the account
  31. 31. Performance KPI’s Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101 The following indicators allow you to analyse the performance of campaigns, ad groups and keywords. Clicks: Number of clicks on the ad leading users to the website. Impressions: How often the ad is shown on a search results page. Clickthrough rate (CTR): Number of clicks the ad receives divided by number of times the ad is shown (impressions). The clickthrough rate depends on the ad’s position, as well as the overall effectiveness of the ad. The more relevant the ad is to a user’s search, the higher the ad’s clickthrough rate will be.
  32. 32. Performance KPI’s (continued) Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101 Average cost-per-click (CPC): Total cost of clicks divided by total number of clicks. This indicates the average amount that’s been charged for a click on the ad. The average CPC cannot exceed the Max CPC. Max CPC: The maximum amount your client is prepared to pay for a click on their ad. Cost: Total of all actual CPCs. Average Position: Average rank achieved by your client’s ad on the Google search results pages. For example, a position of 2.3 means that on average the ad is displayed either in the second or third positions. To improve an ad’s position, increase either the Max CPC bid or clickthrough rate by improving the relevance of the ad.
  33. 33. Profitability Indicators (Conversions) Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101 Once Conversion Tracking has been set up, new statistical indicators will be available in the AdWords account. They add a profitability dimension to reporting and allow you to optimize campaigns even further. Conversion: The number of conversions achieved on your client’s website following a click on the ad. Conversion rate: Number of conversions divided by number of clicks on the ad. Cost per conversion: Number of conversions achieved divided by the cost of the campaign. This tells you how much it costs to achieve a conversion with this campaign.
  34. 34. THANK YOU! Email: | Phone: (310) 736-9597 GOOGLE ADWORDS 101