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www.ivantage.co.uk	              Google	  AdWords	  301	        Advanced	  Optimisation	  Techniques	                    S...
www.ivantage.co.uk	  Ivantage	  training	  courses	  Google	  AdWords	  Training	  §  AdWords	  101:	  Introduc7on	  to	 ...
www.ivantage.co.uk	  Today’s	  Timing	  §    Start	       	     	  9:30	  	  §    Morning	  Break     	  11:15	  –	  11:...
www.ivantage.co.uk	  Session	  1	  –	  Connecting	  with	  the	  searcher	  §  Psychology	  of	  search	  §  Best	  Prac...
www.ivantage.co.uk	  Session	  1	  –	  Connecting	  with	  the	  searcher	       §  Landing	  pages	  that	  convert	    ...
www.ivantage.co.uk	  Session	  2	  –	  Boosting	  your	  quality	  score	  and	  extending	  your	  ads	  §  Quality	  sc...
www.ivantage.co.uk	  Session	  2	  –	  Boosting	  your	  quality	  score	  and	  extending	  your	  ads	  §  Beyond	  tex...
www.ivantage.co.uk	  Session	  3	  –	  The	  display	  network	  and	  remarketing	  campaigns	  §  Display	  network	  d...
www.ivantage.co.uk	  Session	  4	  –	  Dynamic	  search	  ads,	  geo	  targeting,	  AdWords	  Editor	  &	  GA	  integratio...
www.ivantage.co.uk	  Session	  4	  –	  Dynamic	  search	  ads,	  geo	  targeting,	  AdWords	  Editor	  &	  GA	  integratio...
www.ivantage.co.uk	  Introductions	  §      First	        §  Me	  (Sharron	  Lonsdale)	  &	  ivantage	  overview	  §   ...
www.ivantage.co.uk	  Me	  –	  Sharron	  Lonsdale	  §          Principal	  Paid	  Search	  Consultant	  &	  Account	  Mana...
www.ivantage.co.uk	  Me	  –	  Sharron	  Lonsdale	  §     One	  of	  15	  Google	  Accredited	  Seminar	  Leaders	  Global...
www.ivantage.co.uk	  About	  ivantage	  §  Established	  in	  2002	  §  Independent	  §  Only	  agency	  in	  UK	  with...
www.ivantage.co.uk	  Ivantage	  -­‐	  What	  we	  do	  §  We	  help	  grow	  online	  businesses	  by	       §  Generati...
www.ivantage.co.uk	  Introductions	  –	  your	  turn	  §  You	        §  Your	  role	        §  Your	  business	  &	  w...
www.ivantage.co.uk	  Psychology	  of	  search	  –	  browsers	  and	  buyers	  §  Understanding	  how	  people	  search	  ...
www.ivantage.co.uk	  Psychology	  of	  search	  –	  align	  your	  goals	  §  What	  are	  your	  website	  goals?	      ...
www.ivantage.co.uk	  Understanding	  how	  people	  search	  §  We	  all	  think	  differently	  §  We	  all	  ask	  ques...
www.ivantage.co.uk	  Meet	  their	  expectations	  §  However	  people	  search,	  they	  have	  an	  expecta7on	  §  Th...
www.ivantage.co.uk	  Address	  their	  need	  §  Align	  your	  keywords,	  ad	  copy	  and	  landing	  pages	  with	  th...
www.ivantage.co.uk	  Keep	  your	  promise	  §  Once	  people	  have	  clicked	  on	  your	  ad,	  you	  need	  to	  foll...
www.ivantage.co.uk	  Searcher	  –	  advertiser	  –	  Google	  relationship	       This	  is	  why	                        ...
www.ivantage.co.uk	  Best	  Practices	  for	  PPC	  Success	               §  Understanding	  keywords	               § ...
www.ivantage.co.uk	  Understanding	  how	  people	  search	  §  Search	  queries	  tend	  to	  fall	  into	  one	  of	  s...
www.ivantage.co.uk	  Understand	  your	  audience	  §  Who	  is	  your	  target	  audience?	  §  Who	  searches	  for	  ...
www.ivantage.co.uk	  Keyword	  research	  §  How	  do	  I	  research	  new	  ideas?	        §  Look	  at	  your	  site	 ...
www.ivantage.co.uk	  Search	  queries	  are	  getting	  longer	                                                      	    ...
www.ivantage.co.uk	  Deep	  vs.	  wide	  keywords	  §  Deep	  keywords	  are	  like	  refined	  searches	       §  Dining...
www.ivantage.co.uk	  Best	  use	  of	  match	  types	  and	  negative	  keywords	  §  Make	  best	  use	  of	  match	  ty...
www.ivantage.co.uk	  Keyword	  match	  type	  summary	  §  Which	  of	  the	  following	  search	  queries	  would	  trig...
www.ivantage.co.uk	  Keyword	  match	  type	  summary	  §  Which	  of	  the	  following	  search	  queries	  would	  trig...
www.ivantage.co.uk	  Keyword	  match	  type	  summary	  §  Which	  of	  the	  following	  search	  queries	  would	  trig...
www.ivantage.co.uk	  Keyword	  match	  type	  summary	  §  Which	  of	  the	  following	  search	  queries	  would	  trig...
www.ivantage.co.uk	  Negative	  keywords	  	   Nega7ves	  are	  just	  as	  important	  as	  posi7ve	  keywords	   They	  ...
www.ivantage.co.uk	  Organising	  negative	  keywords	  §  Nega7ves	  are	  vital	  to	                                  ...
www.ivantage.co.uk	  Organising	  negative	  keywords	                                                                Dini...
www.ivantage.co.uk	    Negative	  keywords	  match	  types	    Nega7ves	  can	  be	  broad,	  phrase	  or	  exact	    Expa...
www.ivantage.co.uk	  Sharing	  negative	  keywords	  §  Keyword	  lists	  allow	  you	  share	  nega7ve	  keywords	  acro...
www.ivantage.co.uk	  Negative	  keywords	  -­‐	  exercise	  §  Create	  an	  account	  wide	  nega7ve	  keyword	  list	  ...
www.ivantage.co.uk	  Campaign	  keyword	  match	  types	  §  Advanced	  campaign	  serng	  §  By	  default	  all	  match...
www.ivantage.co.uk	  Search	  query	  reports	  §  These	  provides	  a	  goldmine	  of	  informa7on	  §  Iden7fies	  the...
www.ivantage.co.uk	  Search	  query	  reports	  §  You	  can	  add	  keywords	  directly	  to	  the	  adgroup	        § ...
www.ivantage.co.uk	  Search	  query	  report	  -­‐	  exercise	  §  Sort	  keywords	  by	  impressions	  or	  clicks	  § ...
www.ivantage.co.uk	  Discovering	  effective	  keywords	                       §  AdWords	  keyword	  tool	               ...
www.ivantage.co.uk	   AdWords	  keyword	  tool	  §  Use	  words	  or	  phrases	  to	  generate	  ideas	  §  Enter	  any	...
www.ivantage.co.uk	  AdWords	  keyword	  tool	  §  Deep	  versus	  wide	  research	                                      ...
www.ivantage.co.uk	   AdWords	  keyword	  tool	  §  Addi7onal	  metrics	  available	                                     ...
www.ivantage.co.uk	     AdWords	  keyword	  tool	  Compe77on                             	  -­‐	  indica7on	  of	  how	  c...
www.ivantage.co.uk	  Spidering	  websites	  §  Look	  at	  website	  content	  §  Enter	  page	  URLs	  from	       §  ...
www.ivantage.co.uk	   Competitive	  research	  §  Auc7on	  insights	  (on	  keywords	  tab)	  §  Allows	  comparison	  o...
www.ivantage.co.uk	  Writing	  effective	  ad	  copy	  §  Granular	  adgroups	  with	  7ghtly	  themed	  keywords	  are	  ...
www.ivantage.co.uk	  Ad	  copy	  structure	  §  Ads	  are	  displayed	  differently	  above	  organic	  search	  results	 ...
www.ivantage.co.uk	  Connecting	  with	  the	  searcher	  §  Are	  your	  ads	  relevant	  to	  the	  search	  query?	  §...
www.ivantage.co.uk	  Unique	  selling	  propositions	  §  What	  makes	  you	  special?	  §  What	  makes	  your	  busin...
www.ivantage.co.uk	   Benefits	  vs.	  features	    §  A	  features	  is	  a	  physical	  component	  of	  your	  product/...
www.ivantage.co.uk	  Understanding	  keywords	  –	  the	  buying	  process	                                               ...
www.ivantage.co.uk	  Developing	  ad	  copy	  variations	  •  Searching	  for	  oak	  dining	  tables	  •  Searching	  for...
www.ivantage.co.uk	  Ad	  copy	  ideas	  §  Make	  use	  of	  numbers	  –	  people	  focus	  on	  these	        §  Price...
www.ivantage.co.uk	  Ad	  copy	  ideas	  §  Make	  good	  use	  of	  the	  display	  URL	        §  www.	  is	  not	  re...
www.ivantage.co.uk	  Landing	  pages	  that	  convert	                         §  Showcasing	  the	  answer	             ...
www.ivantage.co.uk	  Showcasing	  the	  answer	  §  Is	  your	  landing	  page	  what	  the	  visitor	  expected	  to	  fi...
www.ivantage.co.uk	  Showcasing	  the	  answer	  §  Does	  your	  landing	  page	  reflect	  the	  ad	  copy	        Take	...
www.ivantage.co.uk	  Where	  to	  send	  traffic	  §  Ask	  yourself	  what	  is	  the	  most	  relevant	  page	  for	  thi...
www.ivantage.co.uk	  Check	  for	  usability	  issues	  §  Do	  users	  engage	  with	  the	  landing	  page?	  §  Look	...
www.ivantage.co.uk	  Advanced	  optimisation	  techniques	               §  Boos7ng	  your	  PPC	  traffic	                ...
www.ivantage.co.uk	  Dynamic	  keyword	  insertion	  §  Allows	  Adwords	  to	  insert	  the	  keyword	  that	  triggered...
www.ivantage.co.uk	  Example	  of	  dynamic	  keyword	  insertion	   Keyword:	  kids	  vitamins	   	   	   Keyword:	  vita...
www.ivantage.co.uk	  Using	  the	  Keyword	  Insertion	  Tag	  §  {KeyWord:Default	  Text}	  keyword	   	  -­‐	  no	  cap...
www.ivantage.co.uk	  When	  to	  use	  dynamic	  keyword	  insertion	  §  Recommend	  using	  this	  in	  a	  second	  ad...
www.ivantage.co.uk	  How	  to	  get	  more	  traffic	  §  Display	  your	  ads	  more	  oOen	  §  Add	  addi7onal	  keywor...
www.ivantage.co.uk	  Maximising	  impression	  share	  §  Run	  an	  impression	  share	  report	  §  This	  is	  availa...
www.ivantage.co.uk	  Using	  impression	  share	  and	  ROI	  to	  reallocate	  budgets	  §  Impression	  Share	  (IS)   ...
www.ivantage.co.uk	  Increasing	  page	  views	  §  Increasing	  page	  views	  can	  increase	  your	  site	  visibility...
www.ivantage.co.uk	  Increasing	  conversion	  rates	                   §  A^rac7ng	  the	  right	  kind	  of	  visitor	 ...
www.ivantage.co.uk	  Attracting	  the	  right	  type	  of	  visitor	  -­‐	  calls	  to	  action	   §  Your	  ads	  need	 ...
www.ivantage.co.uk	  Choice	  of	  landing	  pages	  §  Use	  an	  exis7ng	  page	  on	  your	  website	        §  Allow...
www.ivantage.co.uk	  Relevance	  for	  the	  visitor	  §  Ensure	  visitors	  can	  relate	  to	  the	  landing	  page	  ...
www.ivantage.co.uk	  Increasing	  e-­‐commerce	  conversion	  rates	  §  Add	  to	  basket	  bu^ons	  need	  to	  be	  cl...
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...
www.ivantage.co.uk	  Understanding	  quality	  score	  §  Quality	  score	  is	  one	  of	  the	  most	  important	  fact...
www.ivantage.co.uk	  Why	  is	  quality	  score	  important?	  §  Quality	  score	  affects	  the	  following:	        § ...
www.ivantage.co.uk	  How	  is	  actual	  CPC	  calculated?	  §  Ad	  rank	  =	  (maximum	  bid)	  x	  (quality	  score)	 ...
www.ivantage.co.uk	  How	  is	  actual	  CPC	  calculated?	  §  Adver7sers	  ads	  will	  be	  displayed	  in	  the	  seq...
www.ivantage.co.uk	  How	  is	  actual	  CPC	  calculated?	  §  Google’s	  bid	  technology	  means	  you	  pay	  the	  l...
www.ivantage.co.uk	  How	  is	  actual	  CPC	  calculated?	                                Max	       Quality	            ...
www.ivantage.co.uk	  What	  influences	  quality	  score?	  §  Factors	  affec7ng	  quality	  score	       §  Keywords	  C...
www.ivantage.co.uk	  Quality	  score	  on	  the	  display	  network	  §  This	  quality	  score	  is	  not	  displayed	  ...
www.ivantage.co.uk	  How	  to	  increase	  your	  quality	  score	   §  Check	  the	  keyword	  diagnosis	  for	  obvious...
www.ivantage.co.uk	  How	  to	  increase	  your	  quality	  score	  §  Are	  all	  the	  keywords	  in	  the	  adgroup	  ...
www.ivantage.co.uk	  How	  to	  increase	  your	  quality	  score	  §  Schedule	  regular	  reports	  for	  low	  quality...
www.ivantage.co.uk	  Exploring	  ad	  extensions	                       §  Site	  links	                       §  Call	 ...
www.ivantage.co.uk	  Ad	  extensions	  §  Ad	  extensions	  allows	  addi7onal	  informa7on	  to	  be	  displayed	  with	...
www.ivantage.co.uk	  Ad	  extensions	  –	  site	  links	  §    Allows	  ads	  with	  an	  excep7onal	  quality	  score	  ...
www.ivantage.co.uk	  Ad	  extensions	  –	  site	  links	  §     Define	  the	  link	  text	  (25	  characters)	  and	  des...
www.ivantage.co.uk	  Ad	  extensions	  –	  site	  links	  §     Select	  the	  extensions	  for	  the	  campaign	  §    ...
www.ivantage.co.uk	  Ad	  extensions	  –	  enhanced	  site	  links	  §  If	  you	  have	  sitelinks	  for	  your	  pizza	...
www.ivantage.co.uk	  Ad	  extensions	  –	  enhanced	  site	  links	  §  Enhanced	  sitelinks	  like	  this	  could	  show...
www.ivantage.co.uk	  Ad	  extensions	  –	  call	  extensions	  §  Tradi7onal	  search	  ads	  are	  displayed	  	      on...
www.ivantage.co.uk	   Ad	  extensions	  –	  call	  extensions	  §  Display	  number	  on	  mobile	       only	  or	  all	...
www.ivantage.co.uk	  Ad	  extensions	  –	  call	  extensions	  metrics	  §  Customers	  who	  see	  the	  ad	  on	  a	  d...
www.ivantage.co.uk	  Ad	  extensions	  –	  call	  extensions	  metrics	  §  Google	  call	  forwarding	  details	  can	  ...
www.ivantage.co.uk	  Ad	  extension	  –	  seller	  reviews	  §  This	  is	  not	  something	  you	  can	  setup	  or	  st...
www.ivantage.co.uk	  Ad	  extensions	  –	  product	  extensions	  §  Product	  Extensions	       §  Show	  products	  by...
www.ivantage.co.uk	  Ad	  extensions	  –	  product	  extensions	  §  Matches	  with	  the	  closest	  products	  from	  y...
www.ivantage.co.uk	  Social	  extensions	  §  Requires	  a	  Google+	  page	  §  All	  +1’s	  on	  your	  page	  are	  e...
www.ivantage.co.uk	  Mobile	  App	  extensions	  §  Allows	  you	  to	  promote	  your	  mobile	  app	  	  	             ...
www.ivantage.co.uk	  Mobile	  App	  extensions	                                                     109	  
www.ivantage.co.uk	  Offer	  extensions	  §  Applies	  to	  ads	  which	  appear	  above	  organic	  results	  §  Helps	 ...
www.ivantage.co.uk	  Offer	  extensions	  §  Defined	  at	  a	  campaign	  and	  adgroup	  level	                          ...
www.ivantage.co.uk	  Beyond	  text	  ads	  –	  multimedia	  ads	                         §  Image	  ads	                 ...
www.ivantage.co.uk	  Image	  ads	  §  Image	  ads	  appear	  on	  the	  display	  network	  §  Ads	  should	  convey	  a...
www.ivantage.co.uk	  Image	  ads	  –	  technical	  requirements	  §  Image	  ads	  can	  be	  sta7c	  or	  animated	  § ...
www.ivantage.co.uk	  Video	  ads	  §  Provides	  visual	  and	  audio	  communica7on	  §  Ad	  impressions	  §  Clicks	...
www.ivantage.co.uk	  Video	  ads	  -­‐	  types	  §  In-­‐Stream	  video	  ad	  (non	  skippable	  15	  or	  20	  secs	  w...
www.ivantage.co.uk	  Video	  ads	                                      117	  
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Google AdWords Training 301
Google AdWords Training 301
Google AdWords Training 301
Google AdWords Training 301
Google AdWords Training 301
Google AdWords Training 301
Google AdWords Training 301
Google AdWords Training 301
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Google AdWords Training 301

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AdWords 301 and 302 are our advanced AdWords courses, designed for seasoned advertisers who are seeking the up-to-date, in-depth techniques the professionals use to achieve their advertising goals with Google AdWords. AdWords 301 and 302 take you beyond the basics into strategies for long-term online advertising success. Among other topics, the seminars dive in-depth into how to test your ads to determine your ideal ad, assess buyer intent to choose the most effective keywords, implement landing page tests to maximize your conversions, and best utilize your Analytics’ data.

This course requires that an attendee already understands AdWords terminology, account navigation, search engine marketing concepts and AdWords tool usage. Marketers who have previously attended the AdWords 101 and/or AdWords 201 courses will learn how to use the skills gained from them so as to create successful long-term strategies for their campaigns.

AdWords 301 focuses on advanced optimizations that you can use to drive more profit from your campaigns. It also dives into some of the more advanced tools and features that AdWords has to offer.

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Transcript of "Google AdWords Training 301"

  1. 1. 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  
  2. 2. 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  
  3. 3. 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  
  4. 4. 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  
  5. 5. 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  
  6. 6. 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  
  7. 7. 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  
  8. 8. 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  
  9. 9. 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  
  10. 10. 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  
  11. 11. 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  
  12. 12. 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  
  13. 13. www.ivantage.co.uk  Me  –  Sharron  Lonsdale  §  One  of  15  Google  Accredited  Seminar  Leaders  Globally   13  
  14. 14. www.ivantage.co.uk  About  ivantage  §  Established  in  2002  §  Independent  §  Only  agency  in  UK  with  these  Google  certifications   14  
  15. 15. 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  
  16. 16. 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  
  17. 17. 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  
  18. 18. 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  
  19. 19. 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  
  20. 20. 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  
  21. 21. www.ivantage.co.uk  Address  their  need  §  Align  your  keywords,  ad  copy  and  landing  pages  with  this  concept  §  “sat  nav  features”     21  
  22. 22. 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  
  23. 23. 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  
  24. 24. www.ivantage.co.uk  Best  Practices  for  PPC  Success   §  Understanding  keywords   §  Discovering  effec7ve  keywords   §  Wri7ng  effec7ve  ad  copy   §  Landing  pages  that  convert   24  
  25. 25. 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  
  26. 26. 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  
  27. 27. 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  
  28. 28. www.ivantage.co.uk  Search  queries  are  getting  longer     Source:  Keyword  Discovery  Dec  2011   28  
  29. 29. 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  
  30. 30. 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  
  31. 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   31  
  32. 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   32  
  33. 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”   33  
  34. 34. 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  
  35. 35. 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  
  36. 36. 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  
  37. 37. 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  
  38. 38. 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  
  39. 39. 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  
  40. 40. 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  
  41. 41. www.ivantage.co.uk  Campaign  keyword  match  types  §  Advanced  campaign  serng  §  By  default  all  match  types  handle  singulars,  plurals  and  close   variants     41  
  42. 42. 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  
  43. 43. 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  
  44. 44. 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  
  45. 45. www.ivantage.co.uk  Discovering  effective  keywords   §  AdWords  keyword  tool   §  Spidering  websites   §  Compe77ve  research   45  
  46. 46. 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  
  47. 47. www.ivantage.co.uk  AdWords  keyword  tool  §  Deep  versus  wide  research   47  
  48. 48. www.ivantage.co.uk   AdWords  keyword  tool  §  Addi7onal  metrics  available   48  
  49. 49. 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  
  50. 50. 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  
  51. 51. www.ivantage.co.uk   Competitive  research  §  Auc7on  insights  (on  keywords  tab)  §  Allows  comparison  of  individual  keyword  performance  with  your  compe7tors   51  
  52. 52. 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  
  53. 53. 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  
  54. 54. 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  
  55. 55. 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  
  56. 56. 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  be^er?   §  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  
  57. 57. 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  
  58. 58. www.ivantage.co.uk  Developing  ad  copy  variations  •  Searching  for  oak  dining  tables  •  Searching  for  car  insurance  •  Searching  for  employee  motivation  ideas  
  59. 59. 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  ....  
  60. 60. 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  
  61. 61. www.ivantage.co.uk  Landing  pages  that  convert   §  Showcasing  the  answer   §  Where  to  send  traffic   §  Checking  for  usability  issues   61  
  62. 62. 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  
  63. 63. 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  
  64. 64. 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  
  65. 65. 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  
  66. 66. 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  
  67. 67. 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  
  68. 68. www.ivantage.co.uk  Example  of  dynamic  keyword  insertion   Keyword:  kids  vitamins       Keyword:  vitamins  for  kids       Keyword:  vitamins  for  children         68  
  69. 69. 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  le^er  of  the  first  word  is  capitalised  KeyWord  -­‐  The  First  Le^er  Of  Every  Word  Is  Capitalised  KEYWord  -­‐  EVERY  Le^er  In  The  First  Word  Is  Capitalised  And  The   First  Le^er  Of  Every  Other  Word  KeyWORD  -­‐The  FIRST  LETTER  OF  THE  FIRST  WORD  AND  EVERY   OTHER  WORD  KEYWORD  -­‐  The  First  Le^er  Of  Every  Word  Is  Capitalised   69  
  70. 70. 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  
  71. 71. 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  
  72. 72. 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  
  73. 73. 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  
  74. 74. 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  
  75. 75. www.ivantage.co.uk  Increasing  conversion  rates   §  A^rac7ng  the  right  kind  of  visitor   §  Choosing  your  landing  pages   75  
  76. 76. 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  newsle^er   §  get  a  quote   76  
  77. 77. 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  
  78. 78. www.ivantage.co.uk  Relevance  for  the  visitor  §  Ensure  visitors  can  relate  to  the  landing  page   78  
  79. 79. 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  
  80. 80. www.ivantage.co.uk  Break  time   §  15  Mins   80  
  81. 81. www.ivantage.co.uk  Quality  score  demystified  §  What  is  quality  score  and  why  is  it  so  important?   81  
  82. 82. 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  
  83. 83. 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  
  84. 84. 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  
  85. 85. 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  
  86. 86. 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  
  87. 87. 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  
  88. 88. www.ivantage.co.uk  What  influences  quality  score?  §  Factors  affec7ng  quality  score   §  Keywords  CTR,  the  higher  the  be^er  (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  
  89. 89. 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  
  90. 90. www.ivantage.co.uk  How  to  increase  your  quality  score   §  Check  the  keyword  diagnosis  for  obvious  problems   90  
  91. 91. 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  
  92. 92. 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  
  93. 93. www.ivantage.co.uk  Exploring  ad  extensions   §  Site  links   §  Call  extensions   §  Seller  reviews   §  Product  extensions   §  Social  extensions   §  App  extensions   93  
  94. 94. 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  
  95. 95. 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  
  96. 96. 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  
  97. 97. www.ivantage.co.uk  Ad  extensions  –  site  links  §  Select  the  extensions  for  the  campaign  §  You  can  override  these  at  an  adgroup  level     97  
  98. 98. 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  
  99. 99. www.ivantage.co.uk  Ad  extensions  –  enhanced  site  links  §  Enhanced  sitelinks  like  this  could  show   99  
  100. 100. 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  
  101. 101. 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  
  102. 102. 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  
  103. 103. 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  
  104. 104. 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  
  105. 105. 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  
  106. 106. www.ivantage.co.uk  Ad  extensions  –  product  extensions  §  Matches  with  the  closest  products  from  your  Merchant  Account  §  You  can  refine  this  through  filters   106  
  107. 107. 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  
  108. 108. www.ivantage.co.uk  Mobile  App  extensions  §  Allows  you  to  promote  your  mobile  app       108  
  109. 109. www.ivantage.co.uk  Mobile  App  extensions   109  
  110. 110. 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  
  111. 111. www.ivantage.co.uk  Offer  extensions  §  Defined  at  a  campaign  and  adgroup  level   111  
  112. 112. www.ivantage.co.uk  Beyond  text  ads  –  multimedia  ads   §  Image  ads   §  Video  ads   §  Mobile  ads   §  Product  lis7ng  ads   112  
  113. 113. 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  
  114. 114. 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  
  115. 115. 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  
  116. 116. 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  
  117. 117. www.ivantage.co.uk  Video  ads   117  
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