Google AdWords Training 301

www.ivantage.co.uk Google AdWords 301 Advanced Optimisation Techniques Sharron Lonsdale Principal Paid Search Consultant & Account Manager Slides: http://www.slideshare.net/ivantage WIFI (for your own laptops): ivantage $ecurity! 1

www.ivantage.co.uk Ivantage training courses Google AdWords Training §  AdWords 101: Introduc7on to Paid Search Management §  AdWords 201: Building Proﬁtable Paid Search Campaigns §  AdWords 301: Advanced Op3misa3on Techniques §  AdWords 302: Advanced Conversion Op7misa7on Google Analy7cs Training §  Analy7cs 101: Introduc7on & User Training §  Analy7cs 201: Advanced Analysis & Measurement – 1 §  Analy7cs 201: Advanced Analysis & Measurement – 2 §  Analy7cs 301: Advanced Tracking & Technical Implementa7ons 2

www.ivantage.co.uk Today’s Timing §  Start 9:30 §  Morning Break 11:15 – 11:30 §  Lunch 12:45 – 13:45 §  AOernoon Break 15:15 – 15:30 §  Q&A 16:30 §  Finish 17:00 §  Drinks §  Toilets §  Lunch §  Fire Exit 3

www.ivantage.co.uk Session 1 – Connecting with the searcher §  Psychology of search §  Best Prac7ces for PPC success §  Understanding keywords §  How people search §  Best use of match types and nega7ve keywords §  Campaign keyword matching op7ons §  Search query reports §  Discovering effec7ve keywords §  AdWords keyword tool §  Spidering websites §  Compe77ve research §  Wri7ng effec7ve ad copy §  Connec7ng with the searcher §  Unique selling proposi7ons §  Benefits vs. features §  Ideas to test what works best for you 4

www.ivantage.co.uk Session 1 – Connecting with the searcher §  Landing pages that convert §  Showcasing the answer §  Where to send traﬃc §  Checking for usability issues §  Advanced op7misa7on techniques §  Boos7ng your PPC traﬃc §  Dynamic keyword inser7on §  Maximising impression share §  Increasing page views §  Increasing conversion rates §  A^rac7ng the right kind of visitor §  Choosing your landing pages 5

www.ivantage.co.uk Session 2 – Boosting your quality score and extending your ads §  Quality score demys7ﬁed §  What is quality score and why is it important? §  How actual CPC is calculated §  Quality score factors §  How to increase your quality score §  Exploring ad extensions §  Sitelinks §  Call extensions §  Seller reviews §  Product extensions §  Social extensions §  App extensions §  Oﬀer extensions 6

www.ivantage.co.uk Session 2 – Boosting your quality score and extending your ads §  Beyond text ads §  Image ads §  Video ads §  Mobile ads §  Product lis7ng ads 7

www.ivantage.co.uk Session 3 – The display network and remarketing campaigns §  Display network deep dive §  Overview of the display network §  Controlling the reach of your campaigns §  Contextually targeted campaigns §  Placement targeted campaigns §  Demographic targe7ng §  Exclusion op7ons §  Ad Planner Tool §  Display ad builder §  Eﬀec7ve remarke7ng campaigns §  Tagging your audiences using a site wide tag or Google Analy7cs §  Crea7ng your audiences §  Crea7ng highly targeted combina7ons 8

www.ivantage.co.uk Session 4 – Dynamic search ads, geo targeting, AdWords Editor & GA integration §  Crea7ng and op7mising dynamic search ads §  Geographic targe7ng §  The technology §  Eﬀec7vely reaching local audiences §  Loca7on extensions and Google Places §  Geographic performance reports §  AdWords Editor: Quick and easy account changes §  Demo of AdWords Editor §  Making large scale changes in minutes 9

www.ivantage.co.uk Session 4 – Dynamic search ads, geo targeting, AdWords Editor & GA integration §  Google Analy7cs Implementa7on §  Integra7ng AdWords and Analy7cs §  AdWords reports in Google Analy7cs §  Google Analy7cs data in AdWords §  Review ac7on plan §  Open Q&A §  Feedback and wrap-‐up 10

www.ivantage.co.uk Introductions §  First §  Me (Sharron Lonsdale) & ivantage overview §  In a moment §  You §  Your role §  Your business & website §  Your experience of AdWords to date §  Your objec7ves for a^ending today §  Any par7cular ques7ons/issues you hope to resolve today 11

www.ivantage.co.uk Me – Sharron Lonsdale §  Principal Paid Search Consultant & Account Manager at ivantage §  Too many years IT technical experience, 14 years Internet §  Fully qualiﬁed Google AdWords Professional in §  Search §  Display §  Reporting and Analysis §  An AdWords practitioner 12

www.ivantage.co.uk Me – Sharron Lonsdale §  One of 15 Google Accredited Seminar Leaders Globally 13

www.ivantage.co.uk About ivantage §  Established in 2002 §  Independent §  Only agency in UK with these Google certiﬁcations 14

www.ivantage.co.uk Ivantage -‐ What we do §  We help grow online businesses by §  Generating web site traffic through §  Paid Search (PPC) §  Natural Search (SEO) §  Local & Mobile search §  Social media §  Display & video §  E-‐mail §  Analyzing web site traffic using §  Web Analytics to accurately analyse how visitors find and interact with websites §  Converting web site traffic using §  Conversion Rate Optimisation to convert visitors into customers or clients 15

www.ivantage.co.uk Introductions – your turn §  You §  Your role §  Your business & website §  Your experience of AdWords to date §  Your objec7ves for a^ending today §  Any par7cular ques7ons/issues you hope to resolve today 16

www.ivantage.co.uk Psychology of search – browsers and buyers §  Understanding how people search §  Generally searchers can be divided into browsers and buyers §  Browsers tend to use broader search queries §  Tes7ng the water §  Seeing if anything exists to meet their need §  You may convert a browser into a buyer – but the odds are low §  You need to create a good impression so that they come back to you once they have made up their mind §  Buyers have more targeted search queries §  More targeted searches deserve more relevant results §  You need to match your landing page closely with their need 17

www.ivantage.co.uk Psychology of search – align your goals §  What are your website goals? §  Awareness of your products and services §  Target general terms and a^ract browsers §  To generate leads and sales §  Use highly targeted niche keywords §  You can have separate campaigns which target these areas. 18

www.ivantage.co.uk Understanding how people search §  We all think differently §  We all ask ques7ons differently §  This is reflected in the way we search §  People search because they need something §  Imagine that a large tree has come down in your garden aOer some strong gales. How would you search to sort this out tree surgeon tree surgeon near [area] landscape gardener someone to cut up a tree odd job man emergency tree removal chainsaw reviews 19

www.ivantage.co.uk Meet their expectations §  However people search, they have an expecta7on §  They want an answer to their ques7on or need §  The adverts that connect with that need are more likely to be clicked §  You need to catch their a^en7on §  Say why you have the answer they are looking for §  Whilst being honest and truthful §  Clicking on your ad is like a customer walking through your shop door §  The bonus is that you have an understanding of what they are looking for so you can take them straight to the best department 20

www.ivantage.co.uk Address their need §  Align your keywords, ad copy and landing pages with this concept §  “sat nav features” 21

www.ivantage.co.uk Keep your promise §  Once people have clicked on your ad, you need to follow through §  Your landing page must meet their expecta7on §  It should answer their ques7on §  It should be easy for them to know what to do next §  They should not want to hit the dreaded back bu^on! 22

www.ivantage.co.uk Searcher – advertiser – Google relationship This is why The searcher relevance is King! wants to ﬁnd what they are looking for as easily as possible Google wants Advertisers the searcher to want to display return and use relevant ads Google for their when someone is next search looking for their products/service 23

www.ivantage.co.uk Best Practices for PPC Success §  Understanding keywords §  Discovering eﬀec7ve keywords §  Wri7ng eﬀec7ve ad copy §  Landing pages that convert 24

www.ivantage.co.uk Understanding how people search §  Search queries tend to fall into one of several categories §  The product or service needed §  Dining table §  Den7st §  The problem that needs to be solved §  Toothache §  Slow computer §  Informa7on needed (how, when, where, what, why) §  Causes of 7redness §  Bathroom ideas §  A product name or product part §  MFC-‐620CN ink cartridge §  Nike air max trainers 25

www.ivantage.co.uk Understand your audience §  Who is your target audience? §  Who searches for a par7cular word/phrase? §  Could there be another meaning for your keyword? 26

www.ivantage.co.uk Keyword research §  How do I research new ideas? §  Look at your site naviga7on to iden7fy themes and topics §  Review your compe7tors sites §  Look at organic results §  Look at your internal site search results §  Get the structure right -‐ campaigns and adgroups §  Each adgroup needs to have a theme of very closely related keywords §  Research the keywords for that adgroup §  Consider long tailing §  Longer, less used search queries that are highly relevant 27

www.ivantage.co.uk Search queries are getting longer Source: Keyword Discovery Dec 2011 28

www.ivantage.co.uk Deep vs. wide keywords §  Deep keywords are like reﬁned searches §  Dining tables §  Oak dining tables §  Dining tables for six §  Dark oak dining tables §  Solid oak dining tables §  Wide keywords (think laterally) §  Dining furniture §  Oak furniture §  Dining room furniture §  Dining sets §  Kitchen tables 29

www.ivantage.co.uk Best use of match types and negative keywords §  Make best use of match types §  broad §  +modiﬁed +broad §  “phrase” §  [exact] §  You can use all match types for the same keyword §  Consider budget and reach §  Start small and grow -‐ unless you have deep pockets 30

www.ivantage.co.uk Keyword match type summary §  Which of the following search queries would trigger an ad Black tea Black tea leaves Loose black tea Tea black loose decaf White tea Black coﬀee White coﬀee §  With this keyword Black tea 31

www.ivantage.co.uk Keyword match type summary §  Which of the following search queries would trigger an ad Black tea Black tea leaves Loose black tea Tea black loose decaf White tea Black coﬀee White coﬀee §  With this keyword +Black +tea 32

www.ivantage.co.uk Keyword match type summary §  Which of the following search queries would trigger an ad Black tea Black tea leaves Loose black tea Tea black loose decaf White tea Black coﬀee White coﬀee §  With this keyword “Black tea” 33

www.ivantage.co.uk Keyword match type summary §  Which of the following search queries would trigger an ad Black tea Black tea leaves Loose black tea Tea black loose decaf White tea Black coﬀee White coﬀee §  With this keyword [Black tea] 34

www.ivantage.co.uk Negative keywords Nega7ves are just as important as posi7ve keywords They control when your ad will not be shown They control which compe7ng keywords will trigger an ad Imagine you have the following adgroups §  Generic dining tables (contains “dining tables”) -‐ extending §  Extending dining tables -‐ round §  Round dining tables -‐ oval -‐ bench §  Oval dining tables §  Dining tables with benches 35

www.ivantage.co.uk Organising negative keywords §  Nega7ves are vital to Dining Tables ensure the correct ad copy Campaign is displayed Generic Extending Round tables dining tables dining tables “dining Extending Round tables” keywords keywords -‐extending -‐round 36

www.ivantage.co.uk Organising negative keywords Dining Tables Campaign Generic Extending Round tables Round tables Round tables dining tables dining tables for 4 for 6 4 seater 6 seater “dining Extending Round round round tables” keywords keywords keywords keywords -‐extending -‐4 -‐round -‐6 37

www.ivantage.co.uk Negative keywords match types Nega7ves can be broad, phrase or exact Expanding matching does not apply for nega7ves If you have the keyword “dining tables” the following keywords would trigger your ads as shown Search term -‐round -‐round oak -‐”round oak” -‐[dining tables] round dining tables X ü ü ü round oak dining tables X X X ü oak dining tables round X X ü ü dining tables ü ü ü X 38

www.ivantage.co.uk Sharing negative keywords §  Keyword lists allow you share nega7ve keywords across mul7ple campaigns §  These can be accessed from the “shared library” §  New campaigns will need to be linked to this list to use it 39

www.ivantage.co.uk Negative keywords -‐ exercise §  Create an account wide nega7ve keyword list §  Add some campaign nega7ve keywords §  Apply this nega7ve keyword list to your campaigns §  Avoid careers Avoid Bargain hunters Avoid DIY 40

www.ivantage.co.uk Campaign keyword match types §  Advanced campaign serng §  By default all match types handle singulars, plurals and close variants 41

www.ivantage.co.uk Search query reports §  These provides a goldmine of informa7on §  Iden7ﬁes the actual search query that resulted in an ad click §  It does not iden7fy queries that triggered an ad which did not result in a click §  Broad and phrase match keywords will have triggered your ad for many search queries §  Run the report for all keywords or a speciﬁc keyword §  Add relevant search queries to your keyword list §  Add irrelevant keywords as nega7ves §  Make sure you also look at conversions 42

www.ivantage.co.uk Search query reports §  You can add keywords directly to the adgroup §  Keywords default to broad match §  Nega7ve keywords default to exact match §  If the search query is more than 10 words or 80 characters, shorten it and add as phrase match §  Long search queries oOen originate from other websites e.g. Amazon §  Schedule these as weekly/monthly reports and go through them to add more keywords 43

www.ivantage.co.uk Search query report -‐ exercise §  Sort keywords by impressions or clicks §  Run the search query report for your main broad/phrase match keywords §  Share some examples of broad matching 44

www.ivantage.co.uk Discovering eﬀective keywords §  AdWords keyword tool §  Spidering websites §  Compe77ve research 45

www.ivantage.co.uk AdWords keyword tool §  Use words or phrases to generate ideas §  Enter any website to find ideas based on the content of the page §  Used predefined categories to find keyword ideas 46

www.ivantage.co.uk AdWords keyword tool §  Deep versus wide research 47

www.ivantage.co.uk AdWords keyword tool §  Addi7onal metrics available 48

www.ivantage.co.uk AdWords keyword tool Compe77on -‐ indica7on of how compe77ve Global monthly searches -‐ average over last 12 months Local monthly searches -‐ for your language/loca7on serngs Ad share -‐ % of 7me your ad was triggered Google search network -‐ same as local monthly for exact matches only Search share -‐ % of 7me your site on 1st page of organic results Approx. CPC -‐ averaged over all ad posi7ons Local search trends -‐ allows you to iden7fy seasonal peaks Extracted from -‐ the page this keyword was extracted from 49

www.ivantage.co.uk Spidering websites §  Look at website content §  Enter page URLs from §  Your website §  Your compe7tors website §  Industry websites §  Wikipedia §  DMOZ category §  Thesaurus and dic7onary sites §  Relevant blogs §  Search results page 50

www.ivantage.co.uk Competitive research §  Auc7on insights (on keywords tab) §  Allows comparison of individual keyword performance with your compe7tors 51

www.ivantage.co.uk Writing effective ad copy §  Granular adgroups with 7ghtly themed keywords are essen7al §  Allows ad copy to be very relevant to this group of keywords §  Work in your main adgroup keywords to improve click through rates (search terms are displayed in bold) §  Includes prices, promo7ons and exclusives §  If you have an offer, make sure customers see it §  Only use jargon if it will be understood §  Pre-‐qualify your visitors where possible §  price, product specifics, availability, loca7on etc. 52

www.ivantage.co.uk Ad copy structure §  Ads are displayed diﬀerently above organic search results §  Descrip7on line 1 will join the headline if it is a complete sentence §  Otherwise your domain appears as part of the headline with capitalisa7on from your display URL 53

www.ivantage.co.uk Connecting with the searcher §  Are your ads relevant to the search query? §  Are you showing that you have what they are looking for? §  Searching for “cashmere socks” §  Understand where they are in the buying cycle §  Searching for “sat nav features” 54

www.ivantage.co.uk Unique selling propositions §  What makes you special? §  What makes your business, product or service unique? §  lowest price §  large selec7on §  high quality §  informa7ve content §  local personal service §  Test alterna7ve messages. §  Run several ads in parallel and see what people connect with 55

www.ivantage.co.uk Benefits vs. features §  A features is a physical component of your product/service §  A benefit is what this does for the customer – why this will make their life beêr? §  Features tell, benefits sell Feature Benefit Our coffee is made with fresh beans Every cup will have a great fresh taste and aroma The laptop comes configured with a 9-‐cell Ideal for frequent flyer business travellers battery These wellington boots last twice as long You will save money in the longer term by as similar brands purchasing these even though they are more expensive 56

www.ivantage.co.uk Understanding keywords – the buying process Benefits awareness Tell them why this will help research & Benefits familiarity Avoid jargon learn & Features & benefits short list Features decision Comparing products Introduce jargon buy Benefits Deal clinchers 57

www.ivantage.co.uk Developing ad copy variations •  Searching for oak dining tables •  Searching for car insurance •  Searching for employee motivation ideas

www.ivantage.co.uk Ad copy ideas §  Make use of numbers – people focus on these §  Price (from £55) §  % saving (save 25%) §  Discount (£50 Oﬀ) §  Precise number (I save 13 hours with this app) §  Relate to their question §  Suﬀering from dry eyes? Find out ..... §  Use testimonials and reviews §  As featured on BBC2 Working Lunch §  As used by Mark Foster §  Negative ads §  Do not book your holiday until you have read our ....

www.ivantage.co.uk Ad copy ideas §  Make good use of the display URL §  www. is not required §  The part after the domain name can be made up §  Capitalisation is only used for ads above the organic results §  Never stop testing §  One ad as your control ad §  Create variations §  Turn oﬀ the worst performing

www.ivantage.co.uk Landing pages that convert §  Showcasing the answer §  Where to send traﬃc §  Checking for usability issues 61

www.ivantage.co.uk Showcasing the answer §  Is your landing page what the visitor expected to ﬁnd? §  Does it answer their ques7on? §  Is it clear what they should do next? §  Do they trust the site? §  You are probably not the best judge of this, ask real people §  Whatusersdo.co.uk §  Usertes7ng.com §  You have a few seconds to engage with your visitor §  If not, they might hit the dreaded back bu^on! 62

www.ivantage.co.uk Showcasing the answer §  Does your landing page reflect the ad copy Take them to the specific product/service they were looking for §  Home pages seldom make good landing pages (except own brand) §  Any offer or promo7on in the ad copy should be evident on the landing page §  You need to do the work of finding the best page, not your visitor §  The more steps you make you visitor go through, the more likely you are to lose them along the way 63

www.ivantage.co.uk Where to send traffic §  Ask yourself what is the most relevant page for this keyword §  This should be the same for all keywords in the adgroup §  Specific product or service page §  A category page §  A well configured site search can work well for large e-‐commerce sites §  Take them to the furthest relevant page down the buying funnel §  If there is not an ideal page, this shows site content is missing 64

www.ivantage.co.uk Check for usability issues §  Do users engage with the landing page? §  Look at bounce rates in Google AdWords (imported from analy7cs) §  Need to share date with other Google products to allow this §  A bounce is a single page visit §  Higher bounce rates show visitors are not engaging with the site 65

www.ivantage.co.uk Advanced optimisation techniques §  Boos7ng your PPC traﬃc §  Dynamic keyword inser7on §  Maximising impression share §  Increasing page views §  Increasing conversion rates §  A^rac7ng the right kind of visitor §  Choosing your landing pages 66

www.ivantage.co.uk Dynamic keyword insertion §  Allows Adwords to insert the keyword that triggered your ad into the ad text §  Can make the ad appear more relevant §  Search terms are displayed in bold §  Works best with exact match keywords §  OOen improves the CTR of your ad, which can reduce your CPC §  If the triggered keyword cannot be inserted, the default text is displayed §  More than allowed number of characters §  Misspelled keywords §  Trademarked term §  Can be used in any part of the ad text §  Check how each keyword would look!! 67

www.ivantage.co.uk Example of dynamic keyword insertion Keyword: kids vitamins Keyword: vitamins for kids Keyword: vitamins for children 68

www.ivantage.co.uk Using the Keyword Insertion Tag §  {KeyWord:Default Text} keyword -‐ no capitalisa7on, all inserted word(s) are in lower case Keyword -‐ The first leêr of the first word is capitalised KeyWord -‐ The First Leêr Of Every Word Is Capitalised KEYWord -‐ EVERY Leêr In The First Word Is Capitalised And The First Leêr Of Every Other Word KeyWORD -‐The FIRST LETTER OF THE FIRST WORD AND EVERY OTHER WORD KEYWORD -‐ The First Leêr Of Every Word Is Capitalised 69

www.ivantage.co.uk When to use dynamic keyword insertion §  Recommend using this in a second ad in an adgroup and measure performance §  If a lot of adver7sers use this in their headline the ads all tend to look the same §  Keyword word order is important with broad keywords §  +digital +cameras Buy (KeyWord:Cameras} Buy digital cameras §  +cameras +digital Buy (KeyWord:Cameras} Buy cameras digital §  Works well with exact matching §  Works well with part numbers §  What is important is does it lead to more conversions? 70

www.ivantage.co.uk How to get more traffic §  Display your ads more oOen §  Add addi7onal keywords to extend your reach §  Are you spending your budget each day? §  Increase your budget §  Lower your bids (to get more clicks within budget) §  Effec7veness depends on where your ads appear §  How much traffic are you missing? §  How much could your campaigns spend? 71

www.ivantage.co.uk Maximising impression share §  Run an impression share report §  This is available at the campaign and adgroup level §  You will need to select columns from the compe77ve metrics set §  Shows results based on your campaign targe7ng serngs 72

www.ivantage.co.uk Using impression share and ROI to reallocate budgets §  Impression Share (IS) 30% §  Cost £100 §  Lost IS (Budget) 60% §  Addi7onal budget required for adverts to be displayed to the 60% lost traﬃc is £200 §  Exact IS shows the percentage of impressions you exactly matched with, out of all the exact match impressions you were eligible for §  High exact IS indicates you could extend your reach by adding more phrase and broad matching §  Low exact IS may indicate broad and phrase are matching with many expanded terms – use search query reports to ﬁnd these 73

www.ivantage.co.uk Increasing page views §  Increasing page views can increase your site visibility §  This could be a KPI if §  Your website contains AdSense ads §  Your conversions are based on clicks on links §  Create content visitors will want to consume §  Consider the visitors op7ons – or lack of them §  Product pages can include related or suppor7ng products §  Content pages can contain related ar7cles §  Recommended other products and ar7cles §  Send to a friend §  Print this page 74

www.ivantage.co.uk Increasing conversion rates §  A^rac7ng the right kind of visitor §  Choosing your landing pages 75

www.ivantage.co.uk Attracting the right type of visitor -‐ calls to action §  Your ads need to a^ract visitors who are most likely to convert §  Through the wording you can filter visitors to those who fit your criteria §  Set their expecta7on with a call to ac7on §  buy now §  order today §  browse online §  call today to schedule a mee7ng §  download free whitepaper §  compare prices §  sign up for our newsleêr §  get a quote 76

www.ivantage.co.uk Choice of landing pages §  Use an exis7ng page on your website §  Allows naviga7on to other areas §  Create a speciﬁc landing page §  Landing page criteria – these aﬀect your quality score §  Relevance §  Naviga7on §  Transparency §  Is the relevant informa7on above the fold? §  What about mobile users? 77

www.ivantage.co.uk Relevance for the visitor §  Ensure visitors can relate to the landing page 78

www.ivantage.co.uk Increasing e-‐commerce conversion rates §  Add to basket bu^ons need to be clear and easy to ﬁnd §  Product details within one click §  Reviews within one click §  FAQs within one click §  S7ck with accepted conven7ons – checkout top right §  Checkout naviga7on op7ons oOen change to focus on comple7ng the sale §  Avoid unnecessary registra7on – give users the op7on 79

www.ivantage.co.uk Break time §  15 Mins 80

www.ivantage.co.uk Quality score demystiﬁed §  What is quality score and why is it so important? 81

www.ivantage.co.uk Understanding quality score §  Quality score is one of the most important factors in your account §  It is Google’s measurement of relevance §  There is no historical quality score data §  It is dynamically reﬁned each 7me a search matches with one of your keywords §  You can see your quality scores on the keywords tab §  It is not displayed by default so enable this column §  It is displayed as a whole number 1 – 10 1 – 4 disappoin7ng, ac7on is required 5 – 7 OK, room for improvement 8 – 10 great, this is your target 82

www.ivantage.co.uk Why is quality score important? §  Quality score aﬀects the following: §  It determines if your keyword is eligible to enter the auc7on §  Keywords with a low quality score will oOen not enter the auc7on even though eligible §  It is used to determine the ad ranking (posi7on on the page) §  It aﬀects the actual amount you pay for a click §  First page bid and top of page bid es7mates §  Ad rank = (maximum bid) x (quality score) 83

www.ivantage.co.uk How is actual CPC calculated? §  Ad rank = (maximum bid) x (quality score) §  Higher quality scores means you can pay less for a higher posi7on Max CPC Quality Score Ad Rank Advertiser A £0.40 7 2.8 Advertiser B £0.75 3.5 2.625 Advertiser C £0.83 3.4 2.822 Advertiser D £0.30 9.5 2.85 §  Adver7sers ads will be displayed in the sequence C, D, A, B 84

www.ivantage.co.uk How is actual CPC calculated? §  Adver7sers ads will be displayed in the sequence D, C, A, B Quality Max CPC Ad Rank Position Score Advertiser D £0.30 9.5 2.85 1 Advertiser C £0.83 3.4 2.82 2 Advertiser A £0.40 7 2.8 3 Advertiser B £0.75 3.5 2.625 4 85

www.ivantage.co.uk How is actual CPC calculated? §  Google’s bid technology means you pay the lowest amount required for your ad rank Actual CPC = (ad rank to beat) + £0.01 (your quality score) Adver7ser A pays 2.625 + £0.01 = £0.385 7 §  Adver7ser B pays £min §  Adver7ser C pays £0.848 §  Adver7ser D pays £0.305 86

www.ivantage.co.uk How is actual CPC calculated? Max Quality Ad Rank Position CPC CPC Score Advertiser D £0.30 9.5 2.85 1 £0.31 Advertiser C £0.83 3.4 2.82 2 £0.83 Advertiser A £0.40 7 2.8 3 £0.39 Advertiser B £0.75 3.5 2.625 4 £min §  Adver7ser D pays a much lower price for a be^er posi7on on the page due to the higher quality score. 87

www.ivantage.co.uk What influences quality score? §  Factors affec7ng quality score §  Keywords CTR, the higher the beêr (this is normalised by posi7on) §  How relevant your keyword is to your ad §  How relevant your keyword is to the search term §  CTR of display URLs in the adgroup §  Historical CTR of all ads and keywords in the account §  Landing page relevance §  Landing page load 7mes §  Geographic performance §  Device performance §  Other relevance factors 88

www.ivantage.co.uk Quality score on the display network §  This quality score is not displayed §  All keywords in an adgroup are considered together §  Adgroup theme is more important than individual keywords §  The relevance of the ad and the keywords in the ad group to a display network page §  The ads CTR history on the page and similar pages §  The quality of your ads landing page 89

www.ivantage.co.uk How to increase your quality score §  Check the keyword diagnosis for obvious problems 90

www.ivantage.co.uk How to increase your quality score §  Are all the keywords in the adgroup closely related? §  Good adgroup structure is key -‐ split the keywords into more adgroups §  Iden7fy keywords with a poor quality score §  Create a ﬁlter §  Sort results by cost §  Is the ad text relevant to the keyword? §  Is the ad text compelling? §  Is the ad being triggered by irrelevant searches? §  Run search query reports §  Add nega7ve keywords to prevent this §  Add addi7onal relevant keywords to best adgroup 91

www.ivantage.co.uk How to increase your quality score §  Schedule regular reports for low quality keywords and ac7on them §  Any sudden changes may indicate poor landing page relevance §  Quality score is recalculated approx. once per week §  When restructuring §  Do not move be^er performing keywords §  Move poorer performing keywords §  Moved keywords needs to build up new history within the adgroup 92

www.ivantage.co.uk Exploring ad extensions §  Site links §  Call extensions §  Seller reviews §  Product extensions §  Social extensions §  App extensions 93

www.ivantage.co.uk Ad extensions §  Ad extensions allows addi7onal informa7on to be displayed with your ads §  No extra charge, normal clicks apply §  Extensions can be shared across campaigns §  When crea7ng campaigns you can select an exis7ng extension §  Ad extensions are created on the extensions tab 94

www.ivantage.co.uk Ad extensions – site links §  Allows ads with an excep7onal quality score that have achieved top placement to display 6 addi7onal links underneath the advert. §  This gives the advert more ‘real estate’ at the top of Google’s search results page §  The brand campaigns are most likely to be eligible for 6 links §  A quick way to promote current oﬀers 95

www.ivantage.co.uk Ad extensions – site links §  Deﬁne the link text (25 characters) and des7na7on URL §  Longer links means fewer links poten7ally displayed 96

www.ivantage.co.uk Ad extensions – site links §  Select the extensions for the campaign §  You can override these at an adgroup level 97

www.ivantage.co.uk Ad extensions – enhanced site links §  If you have sitelinks for your pizza restaurant campaign as shown here: §  Now, lets say your account also includes the following text ads 98

www.ivantage.co.uk Ad extensions – enhanced site links §  Enhanced sitelinks like this could show 99

www.ivantage.co.uk Ad extensions – call extensions §  Tradi7onal search ads are displayed on high-‐end mobile devices §  Advert can include a clickable call bu^on §  On a desktop the number is displayed 100

www.ivantage.co.uk Ad extensions – call extensions §  Display number on mobile only or all devices §  Display a Google call forwarding number §  Schedule when phone numbers are displayed §  Ability to record a conversion for calls which last a speciﬁc length of 7me 101

www.ivantage.co.uk Ad extensions – call extensions metrics §  Customers who see the ad on a desktop will manually dial the Google forwarding number §  Addi7onal call metric columns are available for this Google call forwarding 102

www.ivantage.co.uk Ad extensions – call extensions metrics §  Google call forwarding details can be viewed on the dimensions tab §  You can also see click metrics by applying a segment of call type 103

www.ivantage.co.uk Ad extension – seller reviews §  This is not something you can setup or stop §  30 unique reviews of 4* or above in the last 12 months 104

www.ivantage.co.uk Ad extensions – product extensions §  Product Extensions §  Show products by Google beneath the ad §  Products are from Google product feed (Merchant Centre) 105

www.ivantage.co.uk Ad extensions – product extensions §  Matches with the closest products from your Merchant Account §  You can reﬁne this through ﬁlters 106

www.ivantage.co.uk Social extensions §  Requires a Google+ page §  All +1’s on your page are eligible to serve as annota7ons on your ads §  All +1’s on your ads can serve as annota7ons on your page §  Helps you build a larger collec7on of social recommenda7ons that can help your business reach and inﬂuence new customers 107

www.ivantage.co.uk Mobile App extensions §  Allows you to promote your mobile app 108

www.ivantage.co.uk Mobile App extensions 109

www.ivantage.co.uk Offer extensions §  Applies to ads which appear above organic results §  Helps drive foot fall to your store or local business §  View offer takes people to a Google hosted landing page §  Visitors then save it to their “My Offers” page 110

www.ivantage.co.uk Oﬀer extensions §  Deﬁned at a campaign and adgroup level 111

www.ivantage.co.uk Beyond text ads – multimedia ads §  Image ads §  Video ads §  Mobile ads §  Product lis7ng ads 112

www.ivantage.co.uk Image ads §  Image ads appear on the display network §  Ads should convey a consistent message with other marke7ng channels §  Image ads should stand out so they are not ‘tuned out’ §  Don’t include too many words §  Include a beneﬁt §  Include a clear call to ac7on 113

www.ivantage.co.uk Image ads – technical requirements §  Image ads can be sta7c or animated §  Must meet editorial guidelines §  50K ﬁle size limit §  Image ads take 1-‐3 days to be reviewed 114

www.ivantage.co.uk Video ads §  Provides visual and audio communica7on §  Ad impressions §  Clicks and click-‐through rate §  Play rate (or interac7on rate) of inset video and subsequent clicks (and click-‐through rate) to adver7sers website §  Quar7le repor7ng (25%, 50%, 75%, and 100% of video watched) 115

www.ivantage.co.uk Video ads -‐ types §  In-‐Stream video ad (non skippable 15 or 20 secs within publisher content) §  Click to play video §  Expandable video §  InVideo sta7c image (with companion ad on YouTube and Google video network) §  TrueView in-‐display (promotes YouTube videos on YouTube content and Google Display network) §  TrueView in-‐search ad (promotes YouTube videoson YouTube search) 116

www.ivantage.co.uk Video ads 117

www.ivantage.co.uk Ads on mobile devices §  Smart phones display tradi7onal text ads §  Allows diﬀerent messaging §  Allows diﬀerent landing pages 118

www.ivantage.co.uk Viewing mobile performance in AdWords §  Segment reports by device 119

www.ivantage.co.uk Viewing mobile performance in Analytics §  AdWords reports can be segmented by mobile traﬃc 120

www.ivantage.co.uk Mobile ads -‐ WAP §  For phones without full internet browsers §  Links to a mobile site §  Connect via phone 121

www.ivantage.co.uk Product listing ads §  Recommend a separate campaign for product lis7ng ads §  Uses product informa7on from your Merchant Account §  No keywords are required §  Google matches users search term with product details §  Promo7onal text can be included §  Appear at the top of right hand column 122

www.ivantage.co.uk Product listing ads §  Targe7ng defined using the auto targets tab §  Matches with the closest products from your Merchant Account §  You can refine this through filters 123

www.ivantage.co.uk Product listing ads §  Product lis7ng ad then deﬁnes op7onal promo7onal text §  Results shown for each advert 124

www.ivantage.co.uk Product listing ads – product level granularity §  Using ‘All Products’ very easy -‐ only allows one bid for all products §  Create a separate adgroup for each product – now you can bid at the individual product level §  Create one adgroup in AdWords Editor §  Open your product feed as a spreadsheet §  Copy and paste your product target into spreadsheet §  Add formulas to populate each column and copy to all rows §  Import into AdWords Editor using add/update mul7ple product targets (check ‘My product targets includes columns for campaigns and adgroup names’) §  Each row will be imported as a new adgroup 125

www.ivantage.co.uk Lunch 126

www.ivantage.co.uk Display network deep dive §  What is the display network? §  Controlling the reach of your campaigns §  Display ad builder §  Eﬀec7ve remarke7ng campaigns 127

www.ivantage.co.uk The Google Display Network §  The Google Display network is made of millions of “placements” §  Allows you to reach poten7al customers at diﬀerent points of the buying cycle §  Its all about displaying your advert to your poten7al customer §  e.g. If someone is reading an ar7cle about growing your own vegetables §  Placements can be §  Websites §  Online games §  Web feeds §  Online video sites (e.g. youtube.com) 128

www.ivantage.co.uk The Google Display Network §  Adverts can be contextually targeted using keywords or topics (automa7c) §  Speciﬁc placements can also be hand picked (managed) §  Placements can be accessed from the Display Network tab §  More ad formats are available than for search campaigns §  Text §  Image §  Flash §  Video 129

www.ivantage.co.uk Controlling Where on the Display Network §  Recommend having separate search and display campaigns §  When crea7ng a new campaign select the Display network 130

www.ivantage.co.uk Controlling Where on the Display Network §  Keywords are always used for targe7ng (if supplied) §  Each adgroup then deﬁnes its own reach 131

www.ivantage.co.uk Selecting keywords for the Google Display Network §  Create themed adgroups §  Select keywords to describe the theme – no long tailing §  All keywords are considered as broad match §  Google will match your ads to pages and websites about this theme §  You will see where ads appear in the automa7c placements sec7on §  Think outside the box – be crea7ve §  Selling nightwear you can target ‘hospital packing lists’ §  Selling music fes7val 7ckets you can target ‘rock music’, ’urban music’ §  An adult educa7on establishment can target ‘redundancy’ 132

www.ivantage.co.uk Contextually targeted campaigns §  Create adgroups combining keyword themes and topics §  If you sell a healthy snack bar School lunch box adgroup Keywords ‘healthy snacks’ Topic ‘paren7ng’ Walkers adgroup Keywords ‘healthy snacks’ Topic ‘hiking and camping’ 133

www.ivantage.co.uk Placement targeted campaigns §  Select speciﬁc placements where you want ads to appear §  These placements are listed as managed placements 134

www.ivantage.co.uk Create a display network campaign -‐ exercise §  Create a display network campaign §  Create an adgroup which uses keywords and topics 135

www.ivantage.co.uk Placement performance §  You can see the actual sites and pages where ads were displayed §  Add relevant URLs to your managed placement list §  Exclude irrelevant placements 136

www.ivantage.co.uk Demographic targeting §  Allows you to reach people of a certain age or gender §  Uses informa7on from the web or mobile app §  Will greatly cut down your ad exposure 137

www.ivantage.co.uk Demographic targeting -‐ exercise §  Update your adgroup to target men age 25-‐54 138

www.ivantage.co.uk Display campaign organisation §  Use contextually targeted campaigns to find placements §  Poor performing placements §  Block by excluding them (nega7ves) §  Placements that perform well §  Block by excluding them (nega7ves) §  Add them as specific placements in a placement targeted campaign §  Use contextual campaigns to find good sites §  Target them in placement campaigns and bid accordingly 139

www.ivantage.co.uk Display campaign optimisation §  Campaign serng allows display campaign op7misa7on §  Uses CPA bidding §  Requires at least 15 conversions to use this feature 140

www.ivantage.co.uk Exclusions §  Nega7ves are just as important for display campaigns as they are for search campaigns §  However there are more to think about §  Nega7ve keywords §  Excluded placements §  Excluded topics §  If you do not want your ads to appear on mobile apps you need to add the following nega7ve placement §  adsenseformobileapps.com 141

www.ivantage.co.uk Site exclusion §  Sites can be excluded at the adgroup or campaign level. §  Exclusion lists allows excluded sites to be shared across campaigns §  You can also exclude speciﬁc IP addresses from seeing ads §  Exclusions can be set for keywords, sites, topics, interests and categories 142

www.ivantage.co.uk Category exclusions 143

www.ivantage.co.uk Ad planner §  Media planning tool §  Finds websites your target customers are likely to visit §  Deﬁne audiences by demographics and interests §  Search for websites relevant to your audience §  Create lists and store in a media plan 144

www.ivantage.co.uk Ad planner – research for placement targeted campaigns §  Deﬁne the audience you want to reach 145

www.ivantage.co.uk Ad planner – research for placement targeted campaigns §  Search for placements used by your audience §  Select topics to ﬁlter sites for a par7cular subject §  Save audience and placements in your media plan 146

www.ivantage.co.uk Display ad builder §  Allows you to create ads using a range of templates §  Financial §  Travel §  Seasonal §  The range is con7nually changing §  Some templates showcase a selec7on of products §  Allows you to easily create ads in all standard sizes §  Demonstra7on 147

www.ivantage.co.uk Remarketing campaigns §  Controlled through the Interests & Remarke7ng tab §  Remarke7ng allow you to display ads to previous visitors of your site §  How it works: §  A person visits your website and is tagged with remarke7ng code §  They can have arrived at your site through any route §  Adverts can then be displayed to tagged visitors (audiences) §  It’s like a ‘reminder’ as people visit other websites §  A key thing is not to stalk people and freak them out or annoy them! 148

www.ivantage.co.uk Creating your audiences §  An audience is any group of visitors you want to remarket to §  All visitors to the site §  Visitors to a speciﬁc area of category §  Visitors who added an item into their basket §  Visitors who purchased a par7cular product §  Visitors who started but did not complete a form §  Visitors who viewed more than 2 pages §  Visitors who spent more than 1 minute on the site §  Visitors who came from an email campaign §  Audiences can be created in 2 ways §  Using an addi7onal site wide tag §  Upda7ng your exis7ng Google Analy7cs tag (uses 3rd party cookies) 149

www.ivantage.co.uk Creating your audiences – site wide tag §  Firstly you need to add a remarke7ng tag to your site §  Create a new remarke7ng list §  Choose new tag 150

www.ivantage.co.uk Creating your audiences §  Visitors are tagged for 30 days by default 151

www.ivantage.co.uk Creating your audiences – site wide tag §  The code needs to be added to all pages on your site 152

www.ivantage.co.uk Creating your audiences – site wide tag §  Deﬁne addi7onal audiences based on urls §  Visitors who added an item to their basket 153

www.ivantage.co.uk Creating your audiences – site wide tag §  Visitors to a speciﬁc category/sec7on of your site 154

www.ivantage.co.uk Creating your audiences – using Google Analytics §  Firstly you need to update your standard Google Analy7cs tracking code 155

www.ivantage.co.uk Creating your audiences – using Google Analytics §  Remarke7ng lists tab in the admin sec7on of your account §  Once created they are visible in your AdWords account 156

www.ivantage.co.uk Creating your audiences – using Google Analytics §  Remarke7ng types §  All visitors §  Visitors to a sec7on of the site §  Visitors who completed a speciﬁc ac7on §  Visitors based on a custom segmenta7on 157

www.ivantage.co.uk Creating your audiences – using Google Analytics §  Using custom segmenta7ons 158

www.ivantage.co.uk Target your audiences §  Create an adgroup which uses your audience §  An audience has to be greater than 100 in size before it will be used §  You can control how many 7mes people see a remarke7ng advert §  This is controlled on the campaign serngs – use it! 159

www.ivantage.co.uk Remarketing -‐ exercise §  Create a set of audiences using the method you prefer §  Create a remarketing campaign §  Create an adgroup which targets one of your audiences §  Set your frequency capping values 160

www.ivantage.co.uk Remarketing -‐ combining audiences §  Audiences can be combined to make more relevant targeting §  Visitors who added the item to their basket but did not checkout §  Visitors who started to checkout but did not complete the process §  Your adgroup then targets this combination 161

www.ivantage.co.uk Remarketing -‐ exercise §  Create a combination of existing audiences §  Create an adgroup to target this 162

www.ivantage.co.uk Remarketing list duration §  By default, visitors are in a remarke7ng list for 30 days §  This can be increased to 540 days §  This gives the ﬂexibility to remarket over a longer period of 7me §  When running a weekend promo7on remarket to all previous customers §  You can then create another remarke7ng list has a shorter dura7on §  You can create combina7on using diﬀerent 7me frames 163

www.ivantage.co.uk Remarketing to recent visitors §  Create combinations of your recent audiences for ‘hot leads’ Remarketing audiences All added to All visitors All customers basket (540 days) (540 days) (540 days) Recent added Recent Recent visitors to basket customer (7 days) (7 days) (7 days) 164

www.ivantage.co.uk Remarketing to customers on an annual basis §  Create combinations of visitors within the last 12 months and exclude visitors with the last 11 months §  This gives a list of visitors who purchased 11-‐12 months ago §  Remarket for annual renewals Remarketing audiences Visitor in last Visitor in last 12 months 11 months (365 days) (330 days) 165

www.ivantage.co.uk Break time §  15 Mins 166

www.ivantage.co.uk Dynamic search campaigns §  Campaigns without keywords §  Instead ads are shown based on your website content §  Can be useful §  If products change frequently §  For seasonal oﬀerings §  To iden7fy areas not covered by your exis7ng keywords §  Recommend having a separate campaign to control reach and budget 167

www.ivantage.co.uk Dynamic search campaigns §  For each adgroup you create an auto target – dynamic ad target §  You deﬁne a page or group of pages based on URL structure §  You write a dynamic search ad 168

www.ivantage.co.uk Dynamic search campaigns §  Dynamic search ads will not show when you have the exact search term as a keyword in another keyword campaign §  To see what triggered an ad run a search query report §  Add nega7ve keywords as usual §  Useful to iden7fy new areas to target in your keyword campaigns 169

www.ivantage.co.uk Advanced geographic targeting §  The technology §  Reaching local audiences §  Loca7on extensions and Google Places §  Geographic performance reports 170

www.ivantage.co.uk The technology §  You deﬁne the loca7ons where your campaign will run §  User loca7on is iden7ﬁed using §  Google search property used (e.g. Google.fr) §  Search query intent (for this query or previous searches) §  IP address (GPS or WiFi informa7on for smart phones) §  Google search personalisa7on informa7on §  Search intent only works within the same country §  If a campaign has the keyword ‘new york hotel’ and targets New York state only §  I would see the ad searching for ‘new york hotel’ from Texas §  I would not see the ad searching for ‘new york hotel’ from the UK 171

www.ivantage.co.uk Eﬀectively reaching local audiences §  Campaign serngs allow you to control how user intent is used §  By default your ads are displayed to users in your physical loca7on and those who are interested in your geographic region 172

www.ivantage.co.uk Eﬀectively reaching local audiences §  Imagine you have a campaign targe7ng Dallas §  Includes the keyword ‘live music’ §  Use ad preview tool to check your ads are displayed Target method Search query User location User sees your ad? Targeted location Live music Dallas Yes Houston No Search about my Live music Dallas Yes location Houston No Search about my Live music Dallas Dallas Yes location Houston Yes 173

www.ivantage.co.uk Ad extensions – location extensions §  Link your AdWords account to a Google Places account §  Business loca7ons are dynamically matched with user search §  Addresses can also be manually added 174

www.ivantage.co.uk Ad extensions – location extensions §  Filter to select an address from Google Places §  Add addresses manually 175

www.ivantage.co.uk Geographic performance reports §  Allows you to see the loca7on of your users §  Shows if matching used physical loca7on or search intent §  Available on the dimensions tab 176

www.ivantage.co.uk What is the AdWords Editor §  Free downloadable applica7on for managing your accounts §  Allows you to edit oﬄine & upload changes later §  Makes large-‐scale changes quickly §  Perform advanced searches & edits §  Copy and move items between campaigns and adgroups §  View & sort performance sta7s7cs §  Export & import account details 177

www.ivantage.co.uk AdWords Editor synchronising the data §  First 7me you need to associate your AdWords account with AdWords Editor §  File > Open > Add account §  Enter creden7als and download all campaigns §  As you make changes they are automa7cally saved locally §  They will not go live un7l you post them §  Each 7me you work in Editor, get the latest changes 178

www.ivantage.co.uk AdWords Editor view 179

www.ivantage.co.uk Demo of AdWords Editor §  Add keywords in bulk §  Change ad copy in bulk §  Replicate ad groups for long tailing §  Duplicate keyword checker 180

www.ivantage.co.uk Google Analytics Measure how all visitors use your site What factors drive customer choices What content they consume Where do they exit the site 18

www.ivantage.co.uk Google Analytics §  Requires tracking code to be implemented on every page of your website §  Integrates with your AdWords account §  Allows comparison of costs and revenue to calculate ROI §  Includes a pre-‐built suite of AdWords reports 182

www.ivantage.co.uk Integrating AdWords with Google Analytics §  An AdWords account can only be linked to one Analy7cs account §  You need to create your analy7cs account ﬁrst §  From AdWords select Google Analy7cs §  This must be done by an administrator in AdWords and Analy7cs §  Select the analy7cs admin tab §  Navigate to the account you want to link to §  Click the data sources tab §  Click the AdWords tab and select link accounts 183

www.ivantage.co.uk Integrating AdWords with Google Analytics §  Select auto-‐tag my links §  Select your analy7cs proﬁle §  You’re done! 184

www.ivantage.co.uk Google Analytics AdWords Reports – by campaign 185

www.ivantage.co.uk Google Analytics AdWords Reports – by keyword 186

www.ivantage.co.uk Open Q&A 187

www.ivantage.co.uk Help §  AdWords Help Centre h^ps://support.google.com/adwords §  Learn with Google h^p://www.google.com/ads/learn/ §  Group and Blogs h^p://adwords.blogspot.com §  Books §  Google AdWords: Managing your adver7sing program by Anastasia Holdren §  Advanced Google AdWords by Brad Geddes §  Ivantage support@ivantage.co.uk 188

www.ivantage.co.uk Ivantage Services §  Google AdWords Account Audit §  A report detailing status of account and priori7sed recommenda7ons §  Telephone conference call to go through the report §  h^p://www.ivantage.co.uk/ppc-‐management/ppc-‐adwords-‐audit.htm §  Google AdWords Account Management §  h^p://www.ivantage.co.uk/ppc-‐management/ppc-‐management-‐ services.htm 189

www.ivantage.co.uk Please help us to improve -‐ feedback §  www.ivantage.co.uk/feedback §  Course comple7on cer7ﬁcates will be sent to you §  Write an honest, considered and fair review to receive for each day a^ended: §  support@ivantage.co.uk 190

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Google AdWords Training 301

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