Google adwords advance program in details e briks infotech

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  • 1. Google AdWords Advanced TacticsSlide  1
  • 2. Agenda - Morning Introduction to online advertising &  Managing Your Account Google AdWords - 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 - Editing Campaign Settings - AdWords vs FB vs Linked In, etc - Editing CPCs - Basics of pay-per-click advertising - Introduction to AdWords  Developing Quality Keyword Lists - Features - How to Develop a List - Benefits - Using the Keyword Tool - Basic terminology - Creating Compelling Ad Text Creating Your AdWords Account - Developing ad variations - Ad writing workshop - Starter vs. Standard edition - How to create an account - Proper account structure - Account organization optionsSlide  2
  • 3. Agenda - Afternoon Tracking ad performance  Beginning Optimization - Conversion Tracking - Using the Report Center - Google Analytics - Campaign Optimizer - Location targeting Optimizing to: - Demographic bidding - Increase conversions - Increase traffic  Best Practices - Increase Quality Score - Organise by Theme/Product/Service - Improve landing page quality - Keywords Research - Include Keywords in Advert Using the Google Network - Use Correct Landing Pages - Ad types (Image Ads, Local Business Ads, Mobile Ad, - Enable Tracking/Conversion Click-to-Play Video Ads) - Placement targeted campaigns  Quality Score - CPM bidding  Billing & Reports - Understanding Billing - Billing Cycle  Open Q&ASlide  3
  • 4. Who am I Who are you?Slide  4
  • 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. Free/Organic/Natural Vs Paid Ads Natural / Organic / FREE Website ListingsSlide  6
  • 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. 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. PPC Overview • Reason Google worth $170BSlide  9
  • 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 ROISlide  10
  • 11. Main PPC PlayersSlide  11
  • 12. MSN AdCenter https://adcenter.microsoft.comSlide  12
  • 13. MSN AdCenter – Ads appear on Bing.comSlide  13
  • 14. Yahoo Search Marketing http://searchmarketing.yahoo.com/Slide  14
  • 15. Yahoo Search Marketing http://searchmarketing.yahoo.com/Slide  15
  • 16. Adwords ExampleSlide  16
  • 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. 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. Terminology PPC CPC CTR Impression Conversion Quality Score Adgroup http://adwords.google.com/support/aw/bin/topic.py?hl=en- uk&topic=15464Slide  19
  • 20. Creating Your AdWords Account Starter versus Standard Editions Creating an AccountSlide  20
  • 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 campaignSlide  21
  • 22. Google AdWords Account Structure (Example) Account Level - Travel Company Campaign Level - France - Spain - Portugal Adgroup Level (Spain) - Malaga - Costa del Sol Keywords AdvertsSlide  22
  • 23. AdWords StructureSlide  23
  • 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 AdWordsSlide  24
  • 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 TOOLSlide  25
  • 26. Google Keyword ToolSlide  26
  • 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  No superlatives/hyperbole allowed Working destination URL  No inappropriate language Use Proper Grammar  Use direct calls to action Capitalise First letter of words  No pop-ups on landing page Follow the Searchers’ Thought Process!Slide  27
  • 28. Ad Variations – A/B or Split TestingSlide  28
  • 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. Conversion TrackingSlide  30
  • 31. Google AnalyticsSlide  31
  • 32. Optimising Your Adverts Title Benefit Feature Localise
  • 33. Make Changes! Test Various Adverts - This one “rolls off the tongue”! - It has RYTHM
  • 34. Reverse the Order of theFeatures and Benefits Feature / Benefit Order Reversal
  • 35. ` Always Use Capitalisation
  • 36. Example Tennis Shoes
  • 37. Quality ScoreSlide  37
  • 38. Quality Score  Advertisers want to show relevant ads USER 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 theyre looking for in the shortest amount of time.  Google wants the best experience for both advertisers and users so that advertisers continue to use the ADVERTISER GOOGLE AdWords program and so users continue to use GoogleSlide  38
  • 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 CTRSlide  39
  • 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. Quality Score Google WANT you to have high QS and will tell you when you do not have thisSlide  41
  • 42. Quality ScoreSlide  42
  • 43. Quality ScoreSlide  43
  • 44. How QS Affects AdsAd Rank AD RANK = MAX BID X QUALITY SCORE Example BID QS AD Rank Position €4 1 4 4 €3 3 9 2 €2 6 12 1 €1 8 8 3Slide  44
  • 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. Google Network Text Ads Images Ads Mobile Ads Video AdsExt
  • 47. Text AdsSlide  47
  • 48. Image AdsSlide  48
  • 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 Traffic EstimatorSlide  49 Keyword Ideas
  • 50. Report CentreSlide  50
  • 51. Demographic Bidding Only operates with Content Network Campaign/Settings/Demographic Bidding Only a small range of Google partner sites have demographics availableSlide  51
  • 52. Geo Targeting Countries/Counties. Postcodes, etc Campaign/Settings/Location & LanguagesSlide  52
  • 53. Billing & Invoicing Options - Post Pay (CC or Invoicing) - Pre Pay (Top up option)Slide  53
  • 54. Placement Targeting Campaigns/Networks/Manage Placements Use the Placement Tool/Advanced OptionsSlide  54
  • 55. Site & Category Exclusions Opportunities/More Tools/Site & Category ExclusionsSlide  55
  • 56. IP Exclusion Opportunities/Tools/IP ExclusionSlide  56
  • 57. Position Preference Campaign/Settings/Bidding & Budget Note: Enable Position Preference - THEN return to keyword to trigger Position PreferenceSlide  57
  • 58. Ad Scheduling Campaign/Settings/AdvancedSlide  58
  • 59. Insights for Search Google Insights for SearchSlide  59
  • 60. Dynamic Keyword Insertion http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=74996Slide  60
  • 61. Traffic Estimator Opportunities/Traffic EstimatorSlide  61
  • 62. Keyword Ideas/Suggestions Opportunities/IdeasSlide  62
  • 63. Diagnostics Ads Diagnostics Tool Search Based Keyword Tool Ads Preview Tool Disapproved AdsSlide  63
  • 64. Ads Diagnostics Tool Tools/Ads Diagnostic ToolsSlide  64
  • 65. Search Based Keyword Tool Tools MenuSlide  65
  • 66. Ads Preview ToolSlide  66
  • 67. Disapproved AdsSlide  67
  • 68. AdWords EditorSlide  68
  • 69. Best AdWords Help Page!Slide  69
  • 70. Best PracticeBest Practices - Organise by Theme/Product/Service - Keywords Research - Include Keywords in Advert - Use Correct Landing Pages - Enable Tracking/ConversionSlide  70
  • 71. Google CertificationSlide  71
  • 72. Q?Slide  72