Google 201

498
-1

Published on

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
498
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
22
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Google 201

  1. 1. AdWords™ Seminar For Success AdWords 201 1
  2. 2. Housekeeping• The Schedule• Your Materials• The AdWords Credit• I Have Questions!!!• Cellphones to Vibrate, Please 2
  3. 3. Assumptions• You are familiar with the AdWords advertising platform, and/or you took yesterday’s class• You know how to create an AdWords campaign• You know the basics of creating a keyword list and ad creative 3
  4. 4. Geographic Targeting 4
  5. 5. Narrowing Your FocusSource: Advertising Age’s Search Marketing Fact Pack 5
  6. 6. Narrowing Your FocusSource: Advertising Age’s Search Marketing Fact Pack 6
  7. 7. Why This Is ImportantAbility to figure out where people are and target ads there makes AdWords a powerful tool.You do not have to cast the widest net to communicate with potential customers. 7
  8. 8. Google Domain 8
  9. 9. Google Domain 8
  10. 10. Google Domain 8
  11. 11. Google Domain 8
  12. 12. Google Domain 8
  13. 13. Google Domain 8
  14. 14. Google Preferences 9
  15. 15. Search Terms 10
  16. 16. Internet Protocol (IP) Address Unique identifier for computers on Internet 11
  17. 17. Roadblocks• The searchers ISP prevents Google from identifying an IP address.• The IP address doesnt match the location of the searcher.• If Google does not recognize a city or town, you wont be able to target an ad there. 12
  18. 18. What Campaign Is Best?• Determine where your customers are.• Where are your products and services sold?• You may benefit from local, national and international campaigns. 13
  19. 19. How You Can Use It• Test marketing messages in small areas before rollout• Use marketing messages targeted to specific places• Advertise where you are certified to do business/ sell products 14
  20. 20. Campaign Organization Options• Geotargeted campaign, omitting location identifiers in keywords• Non-geotargeted campaign, using location-specific keywords• Combination: higher bids for geotargeted campaigns 15
  21. 21. Common Geographic Identifiers• State and Provinces• Counties• Cities• ZIP Codes• Neighborhoods & Local Lingo• Area Codes• Airport Codes 16
  22. 22. Tips• For local ads: use location in title/ad text• Consider geography for marketing messages• Consider time zones• Track CTR, conversions, etc. at geographic level 17
  23. 23. Windy Acres German ShepherdsThey sell: • Puppies, marketed locally • Dog training DVDsThey could benefit from: • Local campaign for pups • National campaign for training DVDs 18
  24. 24. Creating a Geotargeted Campaign 19
  25. 25. 20
  26. 26. 21
  27. 27. 22
  28. 28. 23
  29. 29. 24
  30. 30. 25
  31. 31. 26
  32. 32. Ad Preview Tool 27
  33. 33. Ad Preview Tool 28
  34. 34. Demographic Bidding 29
  35. 35. Overview• Choose audience by age and gender• Available for Google Display Network only• Use Demographic Bidding Report• Adjust bids and preferences accordingly 30
  36. 36. 31
  37. 37. 31
  38. 38. 32
  39. 39. 32
  40. 40. 32
  41. 41. Placement-Targeted Campaigns 33
  42. 42. Placement-Targeted Campaigns• Choose individual sites in Google Display Network• Choose by category, topic, URL or demographics 34
  43. 43. How to Create a PT Campaign 35
  44. 44. 36
  45. 45. 37
  46. 46. 38
  47. 47. 39
  48. 48. 40
  49. 49. 41
  50. 50. 42
  51. 51. 42
  52. 52. 43
  53. 53. 44
  54. 54. 44
  55. 55. 45
  56. 56. 46
  57. 57. 47
  58. 58. 48
  59. 59. 49
  60. 60. 50
  61. 61. Site and Category Exclusion 51
  62. 62. 52
  63. 63. 53
  64. 64. 54
  65. 65. 55
  66. 66. 56
  67. 67. 57
  68. 68. 58
  69. 69. 59
  70. 70. 60
  71. 71. 60
  72. 72. 60
  73. 73. 60
  74. 74. 60
  75. 75. From the Networks Tab 61
  76. 76. 62
  77. 77. 63
  78. 78. 64
  79. 79. IP Exclusion 65
  80. 80. 66
  81. 81. 67
  82. 82. 68
  83. 83. PositionPreference 69
  84. 84. 70
  85. 85. 71
  86. 86. 72
  87. 87. 73
  88. 88. 74
  89. 89. 75
  90. 90. 76
  91. 91. Ad Scheduling 77
  92. 92. 78
  93. 93. 79
  94. 94. 80
  95. 95. 81
  96. 96. 82
  97. 97. 83
  98. 98. 84
  99. 99. 85
  100. 100. Ad Extensions 86
  101. 101. 87
  102. 102. Locations 88
  103. 103. Products 89
  104. 104. Products 90
  105. 105. Sitelinks 91
  106. 106. 92
  107. 107. 93
  108. 108. NEW - Seller Rating Extensions 94
  109. 109. NEW - Seller Rating Extensions 95
  110. 110. Keyword ListOptimization 96
  111. 111. buy rubber duckies 97
  112. 112. Identifying Purchase Intentions Browse Shop BuyInformational Navigational 98
  113. 113. Google Autocomplete 99
  114. 114. Google Instant 100
  115. 115. Note How Ads Change 101
  116. 116. Wonder Wheel 102
  117. 117. Wonder Wheel 103
  118. 118. Related Searches 104
  119. 119. Wordtracker 105
  120. 120. KeywordDiscovery.com 106
  121. 121. KeywordSpy.com 107
  122. 122. SpyFu.com 108
  123. 123. Compete.com 109
  124. 124. Insights for Search 110
  125. 125. Insights for Search 111
  126. 126. AdWords Editor 112
  127. 127. Why I Like AdWords Editor• Free• Platform Agnostic: Mac or PC• Work Offline (Fast)• Ability to Make Bulk Changes• Save Account Backups• Collaboration 113
  128. 128. 114
  129. 129. Editor Tour 115
  130. 130. Keyword List Generator 116
  131. 131. Dynamic Keyword Insertion 117
  132. 132. Dynamic Keyword Insertion 117
  133. 133. Dynamic Keyword Insertion 117
  134. 134. Example 118
  135. 135. Formatting Guidelines{keyword:default text}• Braces { }: Braces & enclosed text are body of tag. Replaced by keyword that triggers ad.• Colon (:): Use one colon, no spacing.• Default Text: Text after colon appears if system cannot insert appropriate trigger keyword. This is wrong> 119
  136. 136. Capitalization Options• keyword = wii fit• Keyword = Wii fit (first letter of first word)• KeyWord = Wii Fit (first letter of each word)• KEYword = WII fit (all letters of first word)• KeyWORD = Wii FIT (first letter of first word, all of others)• KEYWORD = WII FIT (all letters of all words) 120
  137. 137. ExampleYouʼd Write This Ad Text:{KeyWord:Cheap Video Games}Huge selection for PS3, PSP & PS2.{Keyword:All games} in stock. Free shipping!Your-Site.com 121
  138. 138. Search Query/Keyword:The Beatles Rock BandYour Ad Would Read:The Beatles Rock BandHuge selection for PS3, PSP & PS2.All games in stock. Free shipping!Your-Site.com 122
  139. 139. Search Query/Keyword: Beatles Rock Band Video Game for PS3Your Ad Would Read:Cheap Video GamesHuge selection for PS3, PSP & PS2.All games in stock. Free shipping!Your-Site.com 123
  140. 140. How to Self- Diagnose 124
  141. 141. Diagnosing a Tanking Keyword 1. Check Keyword Analysis 125
  142. 142. Diagnosing a Tanking Keyword 1. Check Keyword Analysis 125
  143. 143. 2. Look For Account Changes 126
  144. 144. 2. Look For Account Changes 127
  145. 145. 2. Look For Account Changes 128
  146. 146. 2. Look For Account Changes 128
  147. 147. 2. Look For Account Changes 128
  148. 148. 3. Look For Website Changes 129
  149. 149. Why Can’t I See My Ad?• Daily budget too low • The max CPC higher than daily budget• Keyword deleted or inactive • Missing ad text or keywords• Ad is disapproved • Ad is on Google Display Network• IP unknown or outside target area • Campaign has ended• Ad not on first page • Campaign/Ad Group paused or deleted• Browser page not • Missing credit card refreshing information 130
  150. 150. Disapproved Ads Tool 131
  151. 151. Disapproved Ads Tool 132
  152. 152. Disapproved Ads Tool 133
  153. 153. Disapproved Ads Tool 133
  154. 154. Ads Diagnostic Tool 134
  155. 155. Ads Diagnostic Tool 135
  156. 156. Ads Diagnostic Tool 136
  157. 157. Ads Diagnostic Tool 137
  158. 158. Option #2: Copy SERP URL 138
  159. 159. 139
  160. 160. 140
  161. 161. Understanding ROIROI = Profit/AdWords Spend 141
  162. 162. What’s a Keyword Worth?#1: Calculate Profit Before Advertising Costs • Determine profit per sale from knowledge of your business. • Find number of AdWords sales from Google Analytics and Conversion Tracking. • Take profit per sale, multiply by number of sales to calculate gross profit before advertising costs. 142
  163. 163. Example:• $1,000 Profit Per Sale• x 1,000 Sales• = $1,000,000 Gross Profit (before advertising costs) 143
  164. 164. How Do I Know What to Bid?#2: Calculate Value - Per Click • Value Per Click = Profit, Before Advertising Costs, Divided by Number of Clicks. • Ensure Max CPC Bid < Value Per Click! 144
  165. 165. Example:• $100 gross profit• Divided by 5 clicks• Equals $20 per click So don’t bid more than $20 per click! 145
  166. 166. How Do I Know What to Bid?• #3: As You Work With Max CPC Bids: • If profit increases, increase bid. • If profit decreases, decrease bid. • Trial and error until maximum profitability. 146
  167. 167. No Conversion Data Average Keyword Impressions Clicks CTR Cost CPC buy eggs 10,000 250 2.5% $250 $1buy organic 10,000 500 5% $250 $0.50 eggs 147
  168. 168. With Conversion Data Conversions Conversion Conversion Conversion Cost Per Profit Per Keyword ROI Rate buy eggs 10 4% $25 $50 200%buy organic 50 10% $5 $5 100% eggs 148
  169. 169. Bid Simulator 149
  170. 170. Bid Simulator 149
  171. 171. Holidays & Your CPC 150
  172. 172. Other Bidding Options 151
  173. 173. Automatic Bidding• Formerly known as Budget Optimizer™• No individual bids for ad groups, keywords, or placements• Automatically adjusts keyword CPC to help campaign get the most clicks possible within budget over 30 days• Goal is to receive most traffic possible within budget, not achieve specific ad position or conversion rate 152
  174. 174. 153
  175. 175. CPM Bidding Cost per thousand impressions Available for placement-targeted campaignsSet the maximum bid for 1,000 ad impressions. An impression is counted when a Web page serves an ad, clicked on or not. 154
  176. 176. How Does Google Compare?• Effective CPM (eCPM) for keyword-targeted ads• Considers CPC, CTR, and other relevance factors across 1,000 impressions• Result = eCPM• eCPMs compared to each other and max CPM of competing placement-targeted ads• Highest ranking ad wins 155
  177. 177. 156
  178. 178. 156
  179. 179. 156
  180. 180. NEW! Enhanced CPC• Automatically adjusts your bids if conversion is likely (or not)• Works with all campaign settings• Requires conversion tracking, but not a minimum # of conversions.• Can bid up to 30% above Max CPC 157
  181. 181. 158
  182. 182. Conversion Optimizer 159
  183. 183. How Does it Work?• Conversion predictions• Generates unique CPC bids based on predicted conversion rate• Works toward a CPA goal 160
  184. 184. How Are Conversions Predicted?• Search query• Searcher’s location• Type of site on Google Display Network 161
  185. 185. Caveats• Must have 15 conversions in last 30 days• No seasonality• Does not support: • Placement targeting • Setting separate content bids • Position Preference • Advanced Ad Scheduling 162
  186. 186. How To Increase Conversions• Increase budget• Raise CPC bids• Advertise on Google Display Network• Add more keywords• Combine similar campaigns• Track more frequent events 163
  187. 187. Keeping Your Conversion Rate • “Safe” Changes: • Edit CPA bid • Create Ad Groups • Add/delete keywords • “Risky” Changes: • Move conversion tracking code  • Change site structure or layout • Large ad text changes • Move Ad Groups to new campaign 164
  188. 188. 165
  189. 189. 166
  190. 190. ManagingAccounts 167
  191. 191. MCC Dashboard 168
  192. 192. 169
  193. 193. AdWords APIAllows two systems to talk with each another 170
  194. 194. 171
  195. 195. What’s It For?Automation: • Custom Reports • Bid Management Processes • Complex Inventory Control • Generate & Expand Keyword Lists • Custom Text Ads 172
  196. 196. How It’s Billed• Quota-Based• Each Operation Consumes API Units• Some Operations Consume One Unit; Others Consume More• Billed .25 Cents Per Thousand API Units Consumed• Some Advertisers Eligible for Limited Free Quota Allocations 173
  197. 197. Television Ads 174
  198. 198. How Do Television Ads Work?• USA Only• Partnership with Dish Network & DIRECTV• No bundling or contracts• Good for smaller advertisers, shorter tests 175
  199. 199. 176
  200. 200. Ad Creation Marketplace 177
  201. 201. Ad Creation Marketplace 177
  202. 202. Ad Creation Marketplace 177
  203. 203. Website Optimizer Seminar Here On Friday!Register: WebShareDesign.com 178
  204. 204. Website Optimizer• Free tool to understand and improve website• Allows simultaneous testing of Web page sections• No direct effect; you must manage the testing and changes• Optimizing landing page for conversions should improve ROI 179
  205. 205. Features Overview• No Limit on Incoming Traffic• Works With All Analytics Solutions• Tests All Traffic, Not Just AdWords• Up to 10,000 Combinations Per Test• Run “Follow-Up” Experiments Between Winner and Original• Tests Can Have Non-Page-Based Conversion Events 180
  206. 206. Before 181
  207. 207. After 182
  208. 208. What Should You Test?• Titles• Images• Layout Or:• Selling Proposition• Conversion Incentives 183
  209. 209. Testing Tips• Test Small Number of Variations• Test Big Changes• Consider Early Indicators If Not Enough Conversions• Don’t Jump to Conclusions 184
  210. 210. Two Types of ExperimentsA/B • Simpler Setup • Better for Low-Traffic Sites • Allows Testing of Page Layout/DesignMultivariate • More Flexible Setup Process • Test Combinations of Page Elements 185
  211. 211. 186
  212. 212. 187
  213. 213. 188
  214. 214. 189
  215. 215. 190
  216. 216. 191
  217. 217. 192
  218. 218. 193
  219. 219. 194
  220. 220. 195
  221. 221. 196
  222. 222. 197
  223. 223. 198
  224. 224. 199
  225. 225. 200
  226. 226. 201
  227. 227. 202
  228. 228. 203
  229. 229. 204
  230. 230. 205
  231. 231. 206
  232. 232. 207
  233. 233. 208
  234. 234. 209
  235. 235. 210
  236. 236. 211
  237. 237. Search Engine Optimization 212
  238. 238. Keys to Good SEO• Original, Keyword-Rich Content• Website Coding/ Semantic Structure• Backlinks• Search Engine Friendly URLs• Unique Meta Descriptions• Smart Page Titles 213
  239. 239. Link Bait 214
  240. 240. Link Bait 214
  241. 241. No Nos 215
  242. 242. No Nos 215
  243. 243. No Nos 215
  244. 244. No Nos 215
  245. 245. Does Your Site Look Like This? 216
  246. 246. Does Your Site Look Like This? 216
  247. 247. Does Your Site Look Like This? 216
  248. 248. Does Your Site Look Like This? 216
  249. 249. Does Your Site Look Like This? 216
  250. 250. Does Your Site Look Like This? 216
  251. 251. Does Your Site Look Like This? 216
  252. 252. YouTube 217
  253. 253. To-Dos &Resources 218
  254. 254. To-Dos• Build your keyword list using third party tools• Download AdWords Editor• Sign up for My Client Center• Evaluate ROI; adjust bids and campaign structure accordingly• Optimize website for search engine visibility 219
  255. 255. Resources• AdWords Help Center: http://adwords.google.com/support/• Google Insights for Search: http://www.google.com/insights/search/#• Inside AdWords (official blog): http://adwords.blogspot.com/• See full list on your USB 220
  256. 256. Speaker BiographyStasia became a Google Advertising Professional Qualified Individual in January2005, and an authorized AdWords Seminar Leader in 2006. Since then she hastrained thousands of people to build and optimize AdWords campaigns. Stasiahas fourteen years experience managing Web technology projects and onlinemarketing programs. Prior to leading the seminars she was senior vicepresident for Sitening, a Nashville-based information technology companyfocused on Raven Internet Marketing Tools for search engine optimization(SEO) and search engine marketing (SEM). Before joining Sitening, shemanaged the Web departments for two Nashville-based custom publishingcompanies.Stasias career began in the Boston area. Before moving to Nashville, sheworked for The Boston Globes website Boston.com and a Boston-area Webconsulting agency. Stasia has worked for a wide range of clients, includingOsram Sylvania, Harvard Business School Executive Education,eMarketer.com, NashvillePost.com, Cannondale, Air Jamaica, the National Stasia HoldrenFederation of Independent Business, Psychiatric Services and TravelCenters of PPC-Boot-Camp.com stasia@ppc-boot-camp.comAmerica.Stasia earned degrees in English Literature and Journalism from the Universityof Massachusetts, Amherst. She lives in Nashville, Tennessee with her family.When she is not online, she finds balance by running, gardening and trainingher German Shepherd, (Princess) Jasmine. 221
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×