0
Workshop
November 28, 2010
Elias Dabbas
1
A bit about me…
2
• Search and Search Partners
• Content (Display Network)
3
Search and Search Partners
4
Search Partners
• Search engines using Google technology
• Sites having a custom search powered by
Google 5
• Automated way for publishers to “sell”
advertising on their site
• Publishers place a piece of code on pages and
Google ...
Content (Display) Network
7
8
9
Types of Ads
Text
Image
Display Ad Builder
Video
Mobile (web)
Mobile (call)
10
Text Ads
• Headline: 25 characters
• Description Line 1 & 2: 35 characters
• Display URL: 35 characters
• Destination URL:...
Image Ads
Formats: gif, jpg, png, swf
Sizes:
468 x 60 Banner
728 x 90 Leaderboard
250 x 250 Square
200 x 200 Small square
...
Display Ad Builder
• Customize your own ad online
13
14
• Automatic resizing for all available sizes
15
Video Ads (Click to Play)
16
17
Mobile Ads – Smart Phones
18
Wap Text Ads
19
WAP Image Ads
20
Account Structure
Campaigns
Ad groups
Ads
Keywords
Destination URLs
Bids
21
AdWords Account Structure
Ads &
Keywords
Ad Groups
Campaigns
Account Website1.com
Restaurants
Order Online
Great Deals fro...
Account
• One Google account
• Accessible / manageable by several accounts
• Different access levels
– Admin
– Standard
– ...
Campaign (Settings)
• Parameters under which ads/keywords/ad
groups function
– Language
– Network(s)
– Geography
– Daily B...
Language Targeting
Make sure you only target people who will be able to read your content, watch out
for languages that us...
Geographical Targeting
26
Time of the Day / Day of the Week
27
Campaign Best Practices
• Use a consistent naming convention
– Make sure campaign name includes as many
useful parameters ...
Ad Groups
• Groups of ads that appear to any of a group of
keywords
Keywords:
used cars
buy used cars
used cars for sale
u...
Ad Group Best Practices
• Keywords as closely related to each other as
possible
• Always test more than one ad
• Make sure...
Ads
Ads relevant to
specific keywords
Each ad group should be focused on a topic
Ads should communicate messages
specifica...
AdWords Account Structure
Ads &
Keywords
Ad Groups
Campaigns
Account Website1.com
Restaurants
Order Online
Great Deals fro...
Keyword Research
Keyword Tool
Insights for Search
Competition (Organic)
Competition (AdWords)
33
Keyword Tool
34
Market Shares
Quizz:
Which is the most searched car on Google?
BMW, Mercedes, Toyota, Ferrari, Porsche
35
Enter each keyword and analyze results
36
Car Brand Market Shares
Car Brand Queries / Month Market Share
BMW 9,140,000 40.7%
Toyota 5,000,000 22.3%
Mercedes 3,350,0...
Keyword Match Types
Broad match: coffee beans
Similar keywords, plurals, variations, synonyms
Coffee bean, great coffee be...
Keyword Match Types
Exact: [coffee beans]
Will only show ads if and only if the exact string
of characters is searched for...
40
• Shows relative popularity in countries and
cities
41
Competition – Organic (Natural)
42
Competition – Paid(AdWords)
43
Sponsored Links
Who am I competing with?
How many competitors are there?
How tough is the competition?
Will I need to revi...
AdWords Preview Tool
45
Conversion Tracking and
The Campaign Life Cycle
46
What do I want my users to
DO?
47
Conversion
Any task (action) you want users to complete
when they come to your website
Purchase Upload a video
Upload a ph...
Ad  Landing Page + Funnel  Thankyou Page
Step 1
Step 2
Step 3
49
How Conversion Tracking Works
• Click ID includes information about campaign,
keyword, ad group, ad text, etc…
50
Conversion Code on Thankyou Page
• Users can only access the
thankyou page if and only if
they complete a specific
action
...
• Total Spend: $10,000
1,000,000
impressions
20,000
clicks
400
conversions
52
• Total Spend: $10,000
• CTR
• Conversion Rate
• CPM
• CPC
• CPA
1,000,000
impressions
20,000
clicks
400
conversions
53
• Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate
• CPM
• CPC
• CPA
1,000,000
impressions
20,000
cli...
• Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate
• CPM
• CPC
• CPA
1,000,000
impressions
20,000
cli...
• Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM
• CPC
• CPA
1,000,000
imp...
• Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM
• CPC
• CPA
1,000,000
imp...
• Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM: $10,000 / 1,000,000 / 1,...
• Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM: $10,000 / 1,000,000 / 1,...
• Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM: $10,000 / 1,000,000 / 1,...
• Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM: $10,000 / 1,000,000 / 1,...
• Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM: $10,000 / 1,000,000 / 1,...
• Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM: $10,000 / 1,000,000 / 1,...
Other Tools
• AdWords Editor
• Google Analytics
• Google Website Optimizer
64
AdWords Editor
65
66
Dashboard
• Compilation of the site-wide traffic
data
• Highly customizable
• Should include the 6-8 main KPIs
you are tra...
Visitors
• Who came to my site?
• Which countries did they come from?
• How many times do they visit me per month?
• How l...
Traffic Sources
• What medium is my traffic coming from?
Search engines, direct, referring sites, etc…
• What specific med...
Content
• Which pages did they view?
• Which content is the most popular?
• Which sections are working well?
• Are people ...
Tracking Goals
• Actions that you want people to complete on your site (conversions)
• Tracking goals indicates how good y...
Intelligence
• New feature showing abnormal changes in numbers
• Guides you to hidden changes
• Alerts you to potential pr...
eCommerce Tracking
• Special setup, helps give context to your sales figures, products, revenue,
conversion rate, etc…
• H...
Summary
• Search and Search Partners
• Content (Display Network)
74
Types of Ads
Text
Image
Display Ad Builder
Video
Mobile (web)
Mobile (call)
75
AdWords Account Structure
Ads &
Keywords
Ad Groups
Campaigns
Account Website1.com
Restaurants
Order Online
Great Deals fro...
Keyword Tool
77
Ad  Langing Page + Funnel  Thankyou Page
Step 1
Step 2
Step 3
78
Tools
79
Thank you
Elias Dabbas
elias@media-supermarket.com
eliasdabbas@gmail.com
+971 55 953 18 26
80
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Transcript of "Adwords training social media forum 2010"

  1. 1. Workshop November 28, 2010 Elias Dabbas 1
  2. 2. A bit about me… 2
  3. 3. • Search and Search Partners • Content (Display Network) 3
  4. 4. Search and Search Partners 4
  5. 5. Search Partners • Search engines using Google technology • Sites having a custom search powered by Google 5
  6. 6. • Automated way for publishers to “sell” advertising on their site • Publishers place a piece of code on pages and Google automates the process of bidding, placement, pricing, payments, etc… Content (Display) Network 6
  7. 7. Content (Display) Network 7
  8. 8. 8
  9. 9. 9
  10. 10. Types of Ads Text Image Display Ad Builder Video Mobile (web) Mobile (call) 10
  11. 11. Text Ads • Headline: 25 characters • Description Line 1 & 2: 35 characters • Display URL: 35 characters • Destination URL: 1,024 characters – Destination and display URLs can be different, but the domain has to be the same 11
  12. 12. Image Ads Formats: gif, jpg, png, swf Sizes: 468 x 60 Banner 728 x 90 Leaderboard 250 x 250 Square 200 x 200 Small square 336 x 280 Large rectangle 300 x 250 Inline rectangle 120 x 600 Skyscraper 160 x 600 Wide skyscraper 12
  13. 13. Display Ad Builder • Customize your own ad online 13
  14. 14. 14
  15. 15. • Automatic resizing for all available sizes 15
  16. 16. Video Ads (Click to Play) 16
  17. 17. 17
  18. 18. Mobile Ads – Smart Phones 18
  19. 19. Wap Text Ads 19
  20. 20. WAP Image Ads 20
  21. 21. Account Structure Campaigns Ad groups Ads Keywords Destination URLs Bids 21
  22. 22. AdWords Account Structure Ads & Keywords Ad Groups Campaigns Account Website1.com Restaurants Order Online Great Deals from great restaurants. Order now Website.com/orders Unbeatable Prices from great restaurants. Order now Website.com/orders Order food Food online Order pizza Bids Destination URLs Information Concerts Rock Concerts 22
  23. 23. Account • One Google account • Accessible / manageable by several accounts • Different access levels – Admin – Standard – Read Only – Email Only 23
  24. 24. Campaign (Settings) • Parameters under which ads/keywords/ad groups function – Language – Network(s) – Geography – Daily Budget – Device – Scheduling 24
  25. 25. Language Targeting Make sure you only target people who will be able to read your content, watch out for languages that use similar scripts Keywords may have different meanings (e.g. British vs. American English) Ad text can produce different responses 25
  26. 26. Geographical Targeting 26
  27. 27. Time of the Day / Day of the Week 27
  28. 28. Campaign Best Practices • Use a consistent naming convention – Make sure campaign name includes as many useful parameters as possible E.g. AR-Mob-GCC-Used Cars Search EN-Mob-GCC-Used Cars Search EN-Mob-GCC-Used Cars Display • Separate search and content (display) • Separate PCs and mobiles 28
  29. 29. Ad Groups • Groups of ads that appear to any of a group of keywords Keywords: used cars buy used cars used cars for sale used car dealers 29
  30. 30. Ad Group Best Practices • Keywords as closely related to each other as possible • Always test more than one ad • Make sure you have a good relevant landing page(s) for each ad group 30
  31. 31. Ads Ads relevant to specific keywords Each ad group should be focused on a topic Ads should communicate messages specifically according to keywords 31
  32. 32. AdWords Account Structure Ads & Keywords Ad Groups Campaigns Account Website1.com Restaurants Order Online Great Deals from great restaurants. Order now Website.com/orders Unbeatable Prices from great restaurants. Order now Website.com/orders Order food Food online Order pizza Bids Destination URLs Information Concerts Rock Concerts 32
  33. 33. Keyword Research Keyword Tool Insights for Search Competition (Organic) Competition (AdWords) 33
  34. 34. Keyword Tool 34
  35. 35. Market Shares Quizz: Which is the most searched car on Google? BMW, Mercedes, Toyota, Ferrari, Porsche 35
  36. 36. Enter each keyword and analyze results 36
  37. 37. Car Brand Market Shares Car Brand Queries / Month Market Share BMW 9,140,000 40.7% Toyota 5,000,000 22.3% Mercedes 3,350,000 14.9% Ferrari 2,740,000 12.2% Porsche 2,240,000 10.0% 22,470,000 100.0% 41% 22% 15% 12% 10% BMW Toyota Mercedes Ferrari Porsche 37
  38. 38. Keyword Match Types Broad match: coffee beans Similar keywords, plurals, variations, synonyms Coffee bean, great coffee bean shop, Phrase match: ‘coffee beans’ Exact string with other keywords before or after Coffee beans shop, buy coffee beans, get coffee beans 38
  39. 39. Keyword Match Types Exact: [coffee beans] Will only show ads if and only if the exact string of characters is searched for Negative: -capuccino Helps make sure you are eliminating content you don’t have 39
  40. 40. 40
  41. 41. • Shows relative popularity in countries and cities 41
  42. 42. Competition – Organic (Natural) 42
  43. 43. Competition – Paid(AdWords) 43
  44. 44. Sponsored Links Who am I competing with? How many competitors are there? How tough is the competition? Will I need to revise my targeting strategy? Use the preview tool 44
  45. 45. AdWords Preview Tool 45
  46. 46. Conversion Tracking and The Campaign Life Cycle 46
  47. 47. What do I want my users to DO? 47
  48. 48. Conversion Any task (action) you want users to complete when they come to your website Purchase Upload a video Upload a photo Request a quote Submit question Refer a friend Register Submit Form 48
  49. 49. Ad  Landing Page + Funnel  Thankyou Page Step 1 Step 2 Step 3 49
  50. 50. How Conversion Tracking Works • Click ID includes information about campaign, keyword, ad group, ad text, etc… 50
  51. 51. Conversion Code on Thankyou Page • Users can only access the thankyou page if and only if they complete a specific action • Number of visits to that page are considered conversions 51
  52. 52. • Total Spend: $10,000 1,000,000 impressions 20,000 clicks 400 conversions 52
  53. 53. • Total Spend: $10,000 • CTR • Conversion Rate • CPM • CPC • CPA 1,000,000 impressions 20,000 clicks 400 conversions 53
  54. 54. • Total Spend: $10,000 • CTR: 20,000 / 1,000,000 = 2% • Conversion Rate • CPM • CPC • CPA 1,000,000 impressions 20,000 clicks 400 conversions 54
  55. 55. • Total Spend: $10,000 • CTR: 20,000 / 1,000,000 = 2% • Conversion Rate • CPM • CPC • CPA 1,000,000 impressions 20,000 clicks 400 conversions 55
  56. 56. • Total Spend: $10,000 • CTR: 20,000 / 1,000,000 = 2% • Conversion Rate: 400 / 20,000 = 2% • CPM • CPC • CPA 1,000,000 impressions 20,000 clicks 400 conversions 56
  57. 57. • Total Spend: $10,000 • CTR: 20,000 / 1,000,000 = 2% • Conversion Rate: 400 / 20,000 = 2% • CPM • CPC • CPA 1,000,000 impressions 20,000 clicks 400 conversions 57
  58. 58. • Total Spend: $10,000 • CTR: 20,000 / 1,000,000 = 2% • Conversion Rate: 400 / 20,000 = 2% • CPM: $10,000 / 1,000,000 / 1,000 = $10 • CPC • CPA 1,000,000 impressions 20,000 clicks 400 conversions 58
  59. 59. • Total Spend: $10,000 • CTR: 20,000 / 1,000,000 = 2% • Conversion Rate: 400 / 20,000 = 2% • CPM: $10,000 / 1,000,000 / 1,000 = $10 • CPC • CPA 1,000,000 impressions 20,000 clicks 400 conversions 59
  60. 60. • Total Spend: $10,000 • CTR: 20,000 / 1,000,000 = 2% • Conversion Rate: 400 / 20,000 = 2% • CPM: $10,000 / 1,000,000 / 1,000 = $10 • CPC: $10,000 / 20,000 = $0.5 • CPA 1,000,000 impressions 20,000 clicks 400 conversions 60
  61. 61. • Total Spend: $10,000 • CTR: 20,000 / 1,000,000 = 2% • Conversion Rate: 400 / 20,000 = 2% • CPM: $10,000 / 1,000,000 / 1,000 = $10 • CPC: $10,000 / 20,000 = $0.5 • CPA 1,000,000 impressions 20,000 clicks 400 conversions 61
  62. 62. • Total Spend: $10,000 • CTR: 20,000 / 1,000,000 = 2% • Conversion Rate: 400 / 20,000 = 2% • CPM: $10,000 / 1,000,000 / 1,000 = $10 • CPC: $10,000 / 20,000 = $0.5 • CPA: $10,000 / 400 = $25 1,000,000 impressions 20,000 clicks 400 conversions 62
  63. 63. • Total Spend: $10,000 • CTR: 20,000 / 1,000,000 = 2% • Conversion Rate: 400 / 20,000 = 2% • CPM: $10,000 / 1,000,000 / 1,000 = $10 • CPC: $10,000 / 20,000 = $0.5 • CPA: $10,000 / 400 = $25 1,000,000 impressions 20,000 clicks 400 conversions 63
  64. 64. Other Tools • AdWords Editor • Google Analytics • Google Website Optimizer 64
  65. 65. AdWords Editor 65
  66. 66. 66
  67. 67. Dashboard • Compilation of the site-wide traffic data • Highly customizable • Should include the 6-8 main KPIs you are tracking on a daily basis 67
  68. 68. Visitors • Who came to my site? • Which countries did they come from? • How many times do they visit me per month? • How long do they stay on the site? • How many are unique? • What kinds of computers do they have? 68
  69. 69. Traffic Sources • What medium is my traffic coming from? Search engines, direct, referring sites, etc… • What specific medium is my traffic coming from? Search engines: keywords, search engines Referring site: exact URLs • How effective is each source in achieving my goals? 69
  70. 70. Content • Which pages did they view? • Which content is the most popular? • Which sections are working well? • Are people searching on my site? • Example: How popular is article #456245? 70
  71. 71. Tracking Goals • Actions that you want people to complete on your site (conversions) • Tracking goals indicates how good you are at satisfying customers, and how interesting they find your site 71
  72. 72. Intelligence • New feature showing abnormal changes in numbers • Guides you to hidden changes • Alerts you to potential problems before they explode • Alerts you to good news so you can build on it 72
  73. 73. eCommerce Tracking • Special setup, helps give context to your sales figures, products, revenue, conversion rate, etc… • Helps you answer important questions  Which traffic source is more likely to generate sales?  How many days does it take a user to buy?  Which keywords are more likely to generate bigger orders? 73
  74. 74. Summary • Search and Search Partners • Content (Display Network) 74
  75. 75. Types of Ads Text Image Display Ad Builder Video Mobile (web) Mobile (call) 75
  76. 76. AdWords Account Structure Ads & Keywords Ad Groups Campaigns Account Website1.com Restaurants Order Online Great Deals from great restaurants. Order now Website.com/orders Unbeatable Prices from great restaurants. Order now Website.com/orders Order food Food online Order pizza Bids Destination URLs Information Concerts Rock Concerts 76
  77. 77. Keyword Tool 77
  78. 78. Ad  Langing Page + Funnel  Thankyou Page Step 1 Step 2 Step 3 78
  79. 79. Tools 79
  80. 80. Thank you Elias Dabbas elias@media-supermarket.com eliasdabbas@gmail.com +971 55 953 18 26 80
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