In this section we’re going to set up an ad campaign, using the five keywords you selected using the keyword tool. You’re going to learn how to structure a campaign, how to write effective ad copy, and some of the things to watch out for when setting up, monitoring, and optimising your campaign.
What is Google Adwords
These are Adwords ads, placed by advertisers who said they wanted their ads on Google Search. Advertisers pay when someone clicks on the adThe ad takes a visitor to the advertiser’s websiteThat’s what we’re talking about.
Nobody is going to spend anything – we won’t be activating adsAdwords is huge can only cover a little today.Also, I realise that for every person here it’s going to be very different; so we can’t possibly cover all ground. We’re going to move pretty quick here so blahblabla
Google has made it very, very easy to get set up on Adwords. Almost too easy. We’re going to have to pretty much stick with its “ground floor” entry level stuff because you need to open a XXXXXXXXXXX
So, first up, click on the Button top left, and let’s get started.
So here we are, campaign settings. We’ll go through each of these in turn. MAKE CLEAR PEOPLE WILL BE DOING IT AS I DONot that complexInfo available laterCan change settings later from Adwords
So first up, naming the campaign. Choose something descriptive – if you’re selling different product lines then you’re going to want to have different campaigns at the top level. That’s a Pro tip for you, something I often see is a load of unrelated keywords and ads all under one campaign. Segmentation is really crucial. It saves a lot of time, energy and headache further down the track. What I’d say is, from your five keywords, choose the “chief” and use that for the name of your campaign. You can change campaign names later, so it’s not like your campaign is going to be stuck with one name for life, but get it right at the outset and save yourself hassle.
Locations and languages. Now the location stuff is really impressive, and really important. Note how the default is Australia, but we can get more specific to just Victoria, or to just Melbourne. We’re keeping things simple today so we’ll just stick to Australia. THIS WILL ALL NEED CHANGING FOR SYDNEY YALL NEW SCREENSHOTS TOO
Networks and devices, all set to All AvailableChange each to Let Me Choose…
Important to have control over where your ads are displayingNote Google’s default options are widest possibleThis ensures maximum spendMost of the time you’ll want to narrow the focus
So first, there’s this option for Google Search and Google Search Partners. What does this mean.
Here’s a Google search for running shoes and
These are Adwords ads, placed by advertisers who said they wanted their ads on Google Search. 82% click on them at least some of the time65% click on them most of the timeThis is different from the Search Partners. This is something that Google used to do more than it does now – it used to serve ads on Ask.com, AOL.com, a few other smaller search engines too, plus I think I Australia if you happened to do a web search using Virgin Media’s site – for whatever reason – it would trigger ads. Today, Google is quite vague about who exactly is still a member of their search partners, but it does tell us that it includes Google Maps and Google Groups as part of this.
So here’s a Maps search, again for Running Shoes and you’ll see
These ads, very similar to the regular Adwords ads, on Google Maps. Now I think these are very useful, very good positions to be in especially as someone searching on Google Maps is actually looking for something close to them and if you can reach out to them and tell them you can provide what they’re looking for, that’s some awesome use of internet advertising right there.
So, in general, I think it’s a good idea to include Search Partners by default. You generally don’t leak a lot of budget, since most searches are happening on Google directly, but it’s worth some additional exposure without much of an additional outlay.
I don’t, however, recommend you launch out into the display network. The display network is Google’s word for “any website that wants to make a slice of money by serving our ads”.
This is classic example (from Google) of how these ads work
This is what it’s more like. Here’s Hotfrog, an Australian business directory.
And these are the ads – served by Google, from the display network. See how Hot Frog has them *above* the regular listings. Hotfrog is all about monetizing, and it does that via embedded contextual ads. I guarantee you that if you opt-in to the Display Network, you’re going to see a lot of clicks and a lot of money being spent on visits from Hotfrog. It might be different for you, but in general Hotfrog people aren't’ all that directly interested in making a purchase right now and they never convert as well as people from Google Search.
So I don’t recommend that you go all over the Display Network.For a beginner, it’s actually pretty rotten that Google has this as a default setting, it’s a money grab and a good one. It takes a while to get to grips with how the display network works, so I think Google should really let businesses learn about advertising on Google Search first, then pop up and say “hey, you’re going good with that, want to try something else?” – which is exactly what I’m going to make you do! ;)
This next option, devices. This lets you specify mobile phones, ipads, iphones, old-school phones, that sort of thing. There is a catch here in that if *any* element of the pages on your website where you’re sending Adwords traffic can’t be displayed on phones, your whole campaign suffers. Google pretty much penalise all your campaign and there’s nothing you can do about it. So, unless you’re absolutely, 100% sure that all phones can display your site correctly, stick to desktop and laptop computers. About 92% of all Adwords clicks are on desktop and laptop computers anyway, so you’re still getting good exposure. And, of course, a user is more likely to be sat at their main computer researching a purchase than idly tapping on their phone as they sit on a tram. So, uncheck that box for iPhones and other mobile devices.
Okay, next up is bidding and budget. Now, we’re going to keep things as simple as possible here, we’re talking proof-of-concept today.Select Automatic Bidding, with a CPC bid limit of $1.00
Set daily budget for $10.00Important to remember, no ads will run today – credit card info won’t go thruWhat does this mean?
Slow down here, mention ebay similarity
Sometimes, you might spend more than your daily budget. This is a side-effect of Google making those bid changes and bid enhancements. So while you might see maybe 5%, 15% more on any given day, when it rolls out over the month, it’ll be on-budget.
This final part, Ad Extensions, is a recent addition to the Adwords setup options. In general, most advertisers won’t need these and I have to admit it’s a little weird that Google has brought this into an early setup stage. In general, I’ll say that these can be safely ignored. As with all this, you can change the settings later on. Adwords is set in motion, not set in stone.
Again these Advanced Settings we can skip out on too, so let’s Save and Continue and move to the next stage.
Okay, so here’s where we create an ad. Let’s start by adding the keywords in this bottom section
So in here, one per line, let’s put our keywords from earlier this morning
There we go, nice and easy
Now let’s move up to the top ad area. We need to make an ad that’s really relevant to these keywords.Watch how I go first of all, then DIY
Note how in these ads, the words running shoes are in bold type. That’s because that’s the search query; Google always places the keyword you’ve searched in BOLD typeface. It even does it in the organic search results there on the left hand side. Now, in the old days when you’d advertise by ringing up the newspaper and asking to put in a classified ad for your garage sale or litter of kittens, you’d have to pay extra to have the ad in bold type. It made sense; the eye is drawn to bold type, it’s bigger and… well… bold. Google knows this – it bolds your keyword so your eyes can instantly dart around what’s relevant, and find the information you need more quickly.
So, we want to make sure the headline has the main keyword in there. I’ve gone for Running Shoes On Sale.( next slide Capitalise the first letter of every word)
Tests show that Title Case Capitalisation converts best, looks most professionalLimited space in the adsProgress bar tells you how much you have
Next, the main text of the ad. Most of the keywords I’ve gone for include a brand, which is super-important. If someone searches for Newton, they’re telling us they want Newton. Implicitly, they’re also telling us they’ve done some research and have decided on this brand above others.
So it’s important that we let them know we stock their brand, and we can also use Google’s bold type feature. So you can see there, line 1 I’ve included brands. It’s a good idea to use the a& symbol as it uses up less space than the word “and”. Adwords ad copy you’re always up against these limitations.
Description Line 2 is where you really get the click coming through. Top Brands, Top Prices, Top Service is perfect as it uses all 35 available characters. Another good idea is to repeat your main headline keyword in Line 2, get some more bold type action. You can always come back to this at a later point and add an alternative.So that’s my ad. Headline: Who I amLine 1: What I haveLine 2: How I amBefore you DIY
There are some rules to be aware ofAll this is documented well on the Adwords siteAs long as you’re not deliberately misleading you should be okayWorth bearing a few things in mind as it can affect ad display, penalise whole account, etc.
People are very tetchy about thisOnly mention brands you stock or own
Adwords will ban any ad that makes a claim that isn’t directly confirmed and backed-up by reference to an independent source. So “best product 2010 as awarded by this survey” with a link out to the surveyNeeds to be very clear on the landing page, suggest putting it there although officially Google is okay with it being one click away
Don’t mess aboutKeep things grammatically correctSentence Case In Ad Lines – with a full stop at the end of each sentence.
Okay, so now DIY timeHere’s my ad, maybe let’s take a couple of mins to sort these out
So now, the display URL and the destination URL. Display URL is what’s contained in the ad – so it wants to be snappy. Get your brand awareness out there – lose the www if you like, the only rule is that the domain listed must be the same as the destination (so you don’t say someone’s going to be taken to telstra.com and you actually take them to optus.com.)
With the destination URL, you need to think a little differently. This is the landing page – where people will arrive when they click on your ad. Never, never, never make this your site’s homepage. Send someone to your homepage and you’re telling them, “here you go, find the information you were looking for. Good luck!”When someone uses a search engine to find a site, they make a decision on whether to stay on that site within three or four seconds. If it’s an Adwords click, people tend to decide even sooner – within two to three seconds. You’re paying for the click whether or not they stay and hang out, so you need to do whatever you can to give them the right information, immediately. I’ve chosen the our-shoes page as that’s the page on my site (which doesn’t exist) where my full range of shoes is available for people to browse. Pause here see if everyone is clear
Adwords ads won’t run until you have payment completeSeeing as I guess some or most of you will need to get permission to use the company credit card, all we need do now is click “set up billing later”…
And you should see this screen. There’s a fair bit we can talk about here…
Make quick changes to keywords, enabled or paused
Status tells you whether there’s any problems with your individual keywords
Check the max Cost-per-click, at the moment Google manages this for us
The total number of clicks for each keyword, and across the whole campaign
Total number of impressions, which is the number of times your ad has been displayed online
Click through rate, very important, the higher the percentage the more often your ad is clicked. A well-written ad with good keyword selection should have a higher CTR. In general, the average for any ad is 2-3%, it takes time to get up even as far as 6 or 7%
Average CPC, you can tell here how much each keyword click is costing you. This is a great way of working out which keywords are giving you best bang for buck
The most important of all, the total cost of the keyword and the total cost of the whole campaign. Don’t mention Vampire Keywords yet!When you’re looking at this info, it’s
always for the date range you specify up here in top-right. Sometimes you’ll think you’ve spend $400 in a day, then you realise you’re looking at a month’s data, and you can breathe again
Finally, this is average position which is how high up on the sponsored links your ad is appearing. Moneygrab, wants business owners to think they’re missing out and increase their CPC bid.
There’s one thing we need to do right now for our keywords, and that’s to switch them to Phrase Match. Running Shoes on broad match will, remember, trigger my ad when someone searches “running a shop that sells shoes”. My ad appears, they click on it, it costs me money, and they weren’t looking for running shoes. So, we want to change these match types to Phrase. The easiest way of doing this is to click anywhere on the keyword… you’ll see a box saying that when you change a keyword like this, it’s starting up as a brand new keyword, and you’ll lose your stats from the old one. That doesn’t matter to us here, as we have no stats. Click “yes I understand”
And you’ll see these options. Change each one to Phrase Match (everybody do this now!)You’ll see that when you’ve changed them to Phrase Match, quotation marks appear either side. As we said in the last segment, this is the conventional way of expressing phrase match. Get into the habit of it, especially when adding new keywords.
And if we move away from the keywords tab to the ads tab, there’s similar information. Eventually, you’ll ad more ads to your campaign and you can rate the effectiveness of ads just as you rate the effectiveness of keywords.
% Served Frequency of how often the ad has appeared
Now, as you’ll probably have seen, Google wants us to add a credit card. And you’ll have to add a credit card before your ads start to appear. I guess some of you will need to get the CFO’s approval on this, while others will be the CFO, so you won’t need approval so much as to reach into your pocket! Either way, we’ll push you toward setting this up as soon as possible because for most businesses, it’s awesome. It really is. When you’re up and running, you want to be looking an awful lot at this screen:
Be on the look out for vampire keywords. They’re the ones stealing most budget. You often find that 90% of the budget is taken up by 10% of the keywords (maybe OFYOFM wardrobe and accessories example?)34 mins to here
Couple of things to do when you’re back later this week…
Finally, I’m Google Certified which means I’m allowed to give out some Adwords vouchers to new advertisers, who’ve not advertised before, and while the account is less than two weeks old.If you’d like me to send you one, drop me an email at this address, grab a card if you’d like. One final thing – keep Adwords open in a tab. When we return, we’ll be needing it again!BREAK
Transcript of "02 Google Adwords"
Google Adwords<br />Pay-Per-Click Advertising<br />