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Adwords training social media forum 2010

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Adwords training social media forum 2010 Presentation Transcript

  • 1. WorkshopNovember 28, 2010
    Elias Dabbas
    1
  • 2. A bit about me…
    2
  • 3. Search and Search Partners
    Content (Display Network)
    3
  • 4. Search and Search Partners
    4
  • 5. Search Partners
    Search engines using Google technology
    Sites having a custom search powered by Google
    5
  • 6. Content (Display) Network
    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…
    6
  • 7. Content (Display) Network
    7
  • 8. 8
  • 9. 9
  • 10. Types of Ads
    • Text
    • 11. Image
    • 12. Display Ad Builder
    • 13. Video
    • 14. Mobile (web)
    • 15. Mobile (call)
    10
  • 16. 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
  • 17. 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
  • 18. Display Ad Builder
    Customize your own ad online
    13
  • 19. 14
  • 20. Automatic resizing for all available sizes
    15
  • 21. Video Ads (Click to Play)
    16
  • 22. 17
  • 23. Mobile Ads – Smart Phones
    18
  • 24. Wap Text Ads
    19
  • 25. WAP Image Ads
    20
  • 26. Account Structure
    • Campaigns
    • 27. Ad groups
    • 28. Ads
    • 29. Keywords
    • 30. Destination URLs
    • 31. Bids
    21
  • 32. AdWords Account Structure
    22
  • 33. Account
    One Google account
    Accessible / manageable by several accounts
    Different access levels
    Admin
    Standard
    Read Only
    Email Only
    23
  • 34. Campaign (Settings)
    Parameters under which ads/keywords/ad groups function
    Language
    Network(s)
    Geography
    Daily Budget
    Device
    Scheduling
    24
  • 35. 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
  • 36. Geographical Targeting
    26
  • 37. Time of the Day / Day of the Week
    27
  • 38. 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
  • 39. 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
  • 40. 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
  • 41. Ads
    Ads relevant to
    specific keywords
    Each ad group should be focused on a topic
    Ads should communicate messages specifically according to keywords
    31
  • 42. AdWords Account Structure
    32
  • 43. Keyword Research
    • Keyword Tool
    • 44. Insights for Search
    • 45. Competition (Organic)
    • 46. Competition (AdWords)
    33
  • 47. Keyword Tool
    34
  • 48. Market Shares
    Quizz:
    Which is the most searched car on Google?
    BMW, Mercedes, Toyota, Ferrari, Porsche
    35
  • 49. Enter each keyword and analyze results
    36
  • 50. Car Brand Market Shares
    37
  • 51. 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
  • 52. 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
  • 53. 40
  • 54. Shows relative popularity in countries and cities
    41
  • 55. Competition – Organic (Natural)
    42
  • 56. Competition – Paid(AdWords)
    43
  • 57. 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
  • 58. AdWords Preview Tool
    45
  • 59. Conversion Tracking and
    The Campaign Life Cycle
    46
  • 60. What do I want my users to
    DO?
    47
  • 61. Conversion
    Any task (action) you want users to complete when they come to your website
    Upload a video
    Purchase
    Submit Form
    Upload a photo
    Refer a friend
    Request a quote
    Submit question
    Register
    48
  • 62. Step 1
    Step 2
    Step 3
    Ad  Landing Page + Funnel  Thankyou Page
    49
  • 63. How Conversion Tracking Works
    Click ID includes information about campaign, keyword, ad group, ad text, etc…
    50
  • 64. 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
  • 65. 20,000
    clicks
    400
    conversions
    1,000,000
    impressions
    Total Spend: $10,000
    52
  • 66. 20,000
    clicks
    400
    conversions
    1,000,000
    impressions
    Total Spend: $10,000
    CTR
    Conversion Rate
    CPM
    CPC
    CPA
    53
  • 67. 20,000
    clicks
    400
    conversions
    1,000,000
    impressions
    Total Spend: $10,000
    CTR: 20,000 / 1,000,000 = 2%
    Conversion Rate
    CPM
    CPC
    CPA
    54
  • 68. 20,000
    clicks
    400
    conversions
    1,000,000
    impressions
    Total Spend: $10,000
    CTR: 20,000 / 1,000,000 = 2%
    Conversion Rate
    CPM
    CPC
    CPA
    55
  • 69. 20,000
    clicks
    400
    conversions
    1,000,000
    impressions
    Total Spend: $10,000
    CTR: 20,000 / 1,000,000 = 2%
    Conversion Rate: 400 / 20,000 = 2%
    CPM
    CPC
    CPA
    56
  • 70. 20,000
    clicks
    400
    conversions
    1,000,000
    impressions
    Total Spend: $10,000
    CTR: 20,000 / 1,000,000 = 2%
    Conversion Rate: 400 / 20,000 = 2%
    CPM
    CPC
    CPA
    57
  • 71. 20,000
    clicks
    400
    conversions
    1,000,000
    impressions
    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
    58
  • 72. 20,000
    clicks
    400
    conversions
    1,000,000
    impressions
    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
    59
  • 73. 20,000
    clicks
    400
    conversions
    1,000,000
    impressions
    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
    60
  • 74. 20,000
    clicks
    400
    conversions
    1,000,000
    impressions
    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
    61
  • 75. 20,000
    clicks
    400
    conversions
    1,000,000
    impressions
    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
    62
  • 76. 20,000
    clicks
    400
    conversions
    1,000,000
    impressions
    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
    63
  • 77. Other Tools
    AdWords Editor
    Google Analytics
    Google Website Optimizer
    64
  • 78. AdWords Editor
    65
  • 79. 66
  • 80. 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
  • 81. 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
  • 82. 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
  • 83. 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
  • 84. 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
  • 85. 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
  • 86. 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?
    • 87. How many days does it take a user to buy?
    • 88. Which keywords are more likely to generate bigger orders?
    73
  • 89. Summary
    Search and Search Partners
    Content (Display Network)
    74
  • 90. Types of Ads
    • Text
    • 91. Image
    • 92. Display Ad Builder
    • 93. Video
    • 94. Mobile (web)
    • 95. Mobile (call)
    75
  • 96. AdWords Account Structure
    76
  • 97. Keyword Tool
    77
  • 98. Step 1
    Step 2
    Step 3
    Ad  Langing Page + Funnel  Thankyou Page
    78
  • 99. Tools
    79
  • 100. Thank you
    Elias Dabbas
    elias@media-supermarket.com
    eliasdabbas@gmail.com
    +971 55 953 18 26
    80