Google adwords advance program in details e briks infotech

472 views
365 views

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
472
On SlideShare
0
From Embeds
0
Number of Embeds
14
Actions
Shares
0
Downloads
7
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Google adwords advance program in details e briks infotech

  1. 1. Google AdWords Advanced Tactics Slide  1
  2. 2. Agenda - Morning  Introduction to online advertising & Google AdWords  Managing Your Account - Creating an account - Who are we all? - Creating a campaign, step-by-step - Types of online advertising - Understanding campaign, ad group, and keyword statistics - Intro to PPC – AdWords, Bing, YSM - AdWords vs FB vs Linked In, etc - Basics of pay-per-click advertising - Introduction to AdWords - Features - Benefits - Basic terminology  Creating Your AdWords Account - Starter vs. Standard edition - How to create an account - Proper account structure - Account organization options Slide  2 - Editing Campaign Settings - Editing CPCs  Developing Quality Keyword Lists - How to Develop a List - Using the Keyword Tool - Creating Compelling Ad Text - Developing ad variations - Ad writing workshop
  3. 3. Agenda - Afternoon  Tracking ad performance  Beginning Optimization - Conversion Tracking - Using the Report Center - Google Analytics - Campaign Optimizer  Optimizing to: - Increase conversions - Increase traffic - Location targeting - Demographic bidding  Best Practices - Increase Quality Score - Organise by Theme/Product/Service - Improve landing page quality - Keywords Research  Using the Google Network - Ad types (Image Ads, Local Business Ads, Mobile Ad, Click-to-Play Video Ads) - Placement targeted campaigns - Include Keywords in Advert - Use Correct Landing Pages - Enable Tracking/Conversion  Quality Score - CPM bidding  Billing & Reports - Understanding Billing - Billing Cycle  Open Q&A Slide  3
  4. 4. Who am I Who are you? Slide  4
  5. 5. Types of Online Advertising Banners/Display CPC/PPC CPL Sponsorships CPA Pop-ups Affiliate Text Ads Video What is Online Advertising? Slide  5
  6. 6. Free/Organic/Natural Vs Paid Ads Natural / Organic / FREE Website Listings Slide  6
  7. 7. What is PPC? Pay per click (PPC) is an Internet advertising model used on websites in which advertisers pay their host only when their advert is clicked. Slide  7
  8. 8. Setting PPC Objectives • Critical to decide clear cut-off points before starting • • • What is your objective in numbers? How much can you afford to pay for a sale / lead What’s your current conversion rate on enquiries? • Are you willing to pay €10 for a lead? €50? €108? • • What countries are you geo-targeting? Eg - Can you handle Spanish-language enquiries? Slide  8
  9. 9. PPC Overview • Slide  9 Reason Google worth $170B
  10. 10. PPC Overview • Bid for your position against the competition • Higher your bid, higher your position. (1st not always best) • Greater competition = greater cost • No charge if user sees your ad • Only pay if user visits your website • Clicks charged direct to credit card • Simple way to test if your website can work for you • Requires lots of testing to maximise ROI Slide  10
  11. 11. Main PPC Players Slide  11
  12. 12. MSN AdCenter https://adcenter.microsoft.com Slide  12
  13. 13. MSN AdCenter – Ads appear on Bing.com Slide  13
  14. 14. Yahoo Search Marketing http://searchmarketing.yahoo.com/ Slide  14
  15. 15. Yahoo Search Marketing http://searchmarketing.yahoo.com/ Slide  15
  16. 16. Adwords Example Slide  16
  17. 17. Why AdWords? Targeted Results You have Total Control – You set the Budget Campaigns are Measurable Pay only for results (ie when your advert is clicked)
  18. 18. Criteria for Success with Adverts  Solid and Expansive Keyword Research  Deliver Compelling Adverts that Cause Click-Through (CTR)  Creating Effective Landing Pages (that initiate a “conversion”)
  19. 19. Terminology  PPC  CPC  CTR  Impression  Conversion  Quality Score  Adgroup  http://adwords.google.com/support/aw/bin/topic.py?hl=enuk&topic=15464 Slide  19
  20. 20. Creating Your AdWords Account  Starter versus Standard Editions  Creating an Account Slide  20
  21. 21. Google AdWords Account Structure  Account Level  Campaign Level  Adgroup Level  Keywords  Adverts  Structure your campaign to mirror your website  Manage multiple accounts with My Client Center  Create separate campaigns for multi-region advertising  Use AdWords Editor to manage your campaign Slide  21
  22. 22. Google AdWords Account Structure (Example)  Account Level - Travel Company  Campaign Level - France - Spain - Portugal  Adgroup Level (Spain) - Malaga - Costa del Sol  Keywords  Adverts Slide  22
  23. 23. AdWords Structure Slide  23
  24. 24. Creating Your Campaign Plan, plan and plan some more! Complete Keyword Research Decide on your campaign structure - Does your campaign reflect your business/website? Develop your campaign BEFORE going to AdWords Slide  24
  25. 25. Keyword Research  Foundation of your online marketing campaign (for both SEO and PPC)  Example “Global Warming” vs “Climate Change”  Draw up your Keyword List - Study your web stats program Brainstorm Competitors web sites Use Online Tools to check frequency of use - www.wordtracker.com - www.goodkeywords.com - GOOGLE KEYWORD TOOL Slide  25
  26. 26. Google Keyword Tool Slide  26
  27. 27. Create Compelling Ad Text  Be Concise, To the Point  Support claims on landing page  Relevant, accurate text  Repeated punctuation allowed  Targets specific keywords  No double-serving from multiple accounts  Clear & Accurate display URL  Working destination URL  Use Proper Grammar  Capitalise First letter of words  No superlatives/hyperbole allowed  No inappropriate language  Use direct calls to action  No pop-ups on landing page Follow the Searchers’ Thought Process! Slide  27
  28. 28. Ad Variations – A/B or Split Testing Slide  28
  29. 29. Workshop  Example  (Someone in the class?)  OR - Cahernane House Hotel - Create (short) Keyword list - Develop campaign - Create Advert copy - Landing Pages? Slide  29
  30. 30. Conversion Tracking Slide  30
  31. 31. Google Analytics Slide  31
  32. 32. Optimising Your Adverts Title Benefit Feature Localise
  33. 33. Make Changes!  Test Various Adverts - This one “rolls off the tongue”! - It has RYTHM
  34. 34. Reverse the Order of the Features and Benefits  Feature / Benefit Order Reversal
  35. 35. `  Always Use Capitalisation
  36. 36. Example  Tennis Shoes
  37. 37. Quality Score Slide  37
  38. 38. Quality Score USER  Advertisers want to show relevant ads so that users will click on their ads and land on their site  Users want to see relevant ads so they can easily find what they're looking for in the shortest amount of time. ADVERTISER Slide  38  Google wants the best experience for both advertisers and users so that advertisers continue to use the AdWords program and so users GOOGLE continue to use Google
  39. 39. Quality Score  CTR is the biggest component in Quality Score.  According to Google “the biggest one by far is CTR”.  By allowing searchers to vote with their clicks, Google gets help from millions of people in determining which ads are best for each search query  Work to increase CTR - Diligently split test ad copy. Often the more profitable ad has a better CTR. - Theme out ad groups logically, and write ad copy relevant to the keywords bid on. - Choose keywords carefully. Often words that are only vaguely relevant work in content themes, but have poor search Quality Score because of low CTR Slide  39
  40. 40. Quality Score  Google’s business is built on relevancy, and that’s increasingly reflected in landing page Quality Score.  Google rewards sites it considers relevant, honest, and authoritative – not just on the organic side, but with landing page Quality Score  Landing Page quality is essentially pass/fail option.  With a poor landing page quality score, keyword Quality Scores often stick in the 1 to 2 range and top out at about 4. Slide  40
  41. 41. Quality Score  Google WANT you to have high QS and will tell you when you do not have this Slide  41
  42. 42. Quality Score Slide  42
  43. 43. Quality Score Slide  43
  44. 44. How QS Affects Ads Ad Rank  AD RANK = MAX BID X QUALITY SCORE  Example BID AD Rank Position €4 1 4 4 €3 3 9 2 €2 6 12 1 €1 Slide  44 QS 8 8 3
  45. 45. Cost of Your Ad  Pay the minimum amount necessary to retain your position.  Price (1) x QS (1) > Bid (2) x QS (2)  => Price (1) = (Bid (2) x QS(2)) / QS (1) BID QS AD Rank CPC Cost €4 8 32 (24/8) €3 €4 6 24 (12/6) €2 €4 3 12 Min Min  If QS increases then cost descreases. Slide  45
  46. 46. Google Network  Text Ads  Images Ads  Mobile Ads  Video Ads Ext
  47. 47. Text Ads Slide  47
  48. 48. Image Ads Slide  48
  49. 49. Reports Centre IP Exclusion Demographic Bidding Position Preference Geo-Targeting Ad Scheduling Billing/Invoicing Insights forSearch Placement Targeting Dynamic Keyword Insertion Site & Category Exclusion Slide  49 Traffic Estimator Keyword Ideas
  50. 50. Report Centre Slide  50
  51. 51. Demographic Bidding  Only operates with Content Network  Campaign/Settings/Demographic Bidding  Only a small range of Google partner sites have demographics available Slide  51
  52. 52. Geo Targeting  Countries/Counties. Postcodes, etc  Campaign/Settings/Location & Languages Slide  52
  53. 53. Billing & Invoicing  Options - Post Pay (CC or Invoicing) - Pre Pay (Top up option) Slide  53
  54. 54. Placement Targeting  Campaigns/Networks/Manage Placements  Use the Placement Tool/Advanced Options Slide  54
  55. 55. Site & Category Exclusions  Opportunities/More Tools/Site & Category Exclusions Slide  55
  56. 56. IP Exclusion  Opportunities/Tools/IP Exclusion Slide  56
  57. 57. Position Preference  Campaign/Settings/Bidding & Budget  Note: Enable Position Preference - THEN return to keyword to trigger Position Preference Slide  57
  58. 58. Ad Scheduling  Campaign/Settings/Advanced Slide  58
  59. 59. Insights for Search  Google Insights for Search Slide  59
  60. 60. Dynamic Keyword Insertion http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=74996 Slide  60
  61. 61. Traffic Estimator  Opportunities/Traffic Estimator Slide  61
  62. 62. Keyword Ideas/Suggestions  Opportunities/Ideas Slide  62
  63. 63. Diagnostics  Ads Diagnostics Tool  Search Based Keyword Tool  Ads Preview Tool  Disapproved Ads Slide  63
  64. 64. Ads Diagnostics Tool  Tools/Ads Diagnostic Tools Slide  64
  65. 65. Search Based Keyword Tool  Tools Menu Slide  65
  66. 66. Ads Preview Tool Slide  66
  67. 67. Disapproved Ads Slide  67
  68. 68. AdWords Editor Slide  68
  69. 69. Best AdWords Help Page! Slide  69
  70. 70. Best Practice Best Practices - Organise by Theme/Product/Service - Keywords Research - Include Keywords in Advert - Use Correct Landing Pages - Enable Tracking/Conversion Slide  70
  71. 71. Google Certification Slide  71
  72. 72. Q? Slide  72

×