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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 ...

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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    Google AdWords Training 301 Google AdWords Training 301 Presentation Transcript

    • 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  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  
    • 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  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  
    • 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  newsle^er   §  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  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  
    • 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  
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