Google AdWords Training 302
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Google AdWords Training 302



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 302 focuses on both advanced measurement and building on your success through conversion tracking, ROI analysis, and advanced bidding strategies. It also explores the benefits of testing various elements of your online advertising and gives you actionable tips on how to implement strategic tests.



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Google AdWords Training 302 Google AdWords Training 302 Presentation Transcript

  •   Google  AdWords  302   Advanced  Conversion  Optimisation   Sharron  Lonsdale    Principal  Paid  Search  Consultant  &  Account  Manager   Slides: WIFI  (for  your  own  laptops):   ivantage $ecurity! 1
  •  Ivantage  training  courses  Google  AdWords  Training  §  AdWords  101:  Introduction  to  Paid  Search  Management  §  AdWords  201:  Building  Profitable  Paid  Search  Campaigns  §  AdWords  301:  Advanced  Optimisation  Techniques  §  AdWords  302:  Advanced  Conversion  Optimisation  Google  Analytics  Training  §  Analytics  101:  Introduction  &  User  Training  §  Analytics  201:  Advanced  Analysis  &  Measurement  –  1  §  Analytics  201:  Advanced  Analysis  &  Measurement  –  2  §  Analytics  301:  Advanced  Tracking  &  Technical  Implementations   2  
  •  Today’s  Timing  §  Start    9:30    §  Morning  Break  11:15  –  11:30    §  Lunch    12:45  –  13:45  §  Afternoon  Break  15:15  –  15:30      §  Q&A      16:30  §  Finish    17:00  §  Drinks  §  Toilets  §  Lunch  §  Fire  Exit   3  
  •  Session  1  –  Setting  profitable  goals,  budget  &  ad  delivery,  bidding  methods  §  Defining  profitable  business  goals  §  Learn  how  to  track  conversions   §  Implementing  AdWords  conversion  tracking   §  Google  Analytics   §  Differences  between  the  two  tools  §  Tracking  URLs  for  dynamic  links  §  Putting  your  ad  budget  to  work   §  Ad  delivery   §  Bidding  Methods   §  Max  CPC   §  Budget  optimiser   §  Enhanced  CPC   §  Conversion  optimiser   §  Shared  budgets   4  
  •  Session  2  –  ROI,  scheduling  &  successful  account  structure  §  Exploring  ROI  and  profit   §  Calculating  bids  based  on  ROI  §  Ad  scheduling   §  Scheduling  by  hour  of  day,  day  of  week   §  Bidding  by  hour  of  day,  day  of  week   §  Time  sensitive  ads  –  exploring  all  the  factors  §  Managing  multiple  accounts   §  Managed  client  centre  accounts  §  Google  certification  programme   5  
  •  Session  2  –  ROI,  scheduling  &  successful  account  structure  §  Successful  account  organisation   §  When  to  create  campaigns   §  Search  vs.  display   §  Budget   §  Geography  or  language   §  Ad  scheduling   §  Mobile  vs.  desktop   §  When  to  create  adgroups  §  Organising  ads  and  keywords   §  Controlling  which  ad  is  displayed   §  Making  best  use  of  negative  keywords   6  
  •  Session  3  –  Testing,  testing,  testing  §  Testing  what  works  best  for  you  §  Ad  copy  testing   §  What  to  test   §  Spit  testing  ad  copy  §  Landing  page  testing   §  Where  to  send  traffic  for  testing   §  How  to  test  alternative  page  layouts  –  Google  content  experiments  §  AdWords  campaign  experiments  tool  –  ACE   §  How  does  it  work?   §  Testing  bid  changes   §  Testing  additional  match  types   §  Testing  alternative  ad  copy  §  Labels  for  customised  grouping   7  
  •  Session  4  –  Automated  rules,  scripts  and  key  Google  Analytics  reports  §  Automated  rules   §  Budget  changes   §  Pausing  ads,  adgroups  or  campaigns   §  Pausing  poor  performing  keywords  §  Automated  scripts  §  Google  Analytics  reporting   §  AdWords  suite  of  reports   §  Measuring  other  paid  search  advertising   §  Creating  paid  search  dashboard  reports   §  Conversion  goals  and  funnels   §  Multi  channel  funnels  and  assisted  conversions  §  Open  Q&A  §  Feedback  and  wrap-­‐up   8  
  •  Defining  profitable  business  goals  §  What  are  you  trying  to  achieve?  §  Examples  of  business  goals  are:   §  N%  ROI  on  products  sold   §  N  orders  per  month   §  $N  revenue  per  month   §  N  phone  calls  per  month   §  N  leads  per  month  (form  completions)   §  $N  cost  per  acquisition  for  a  new  customer   §  $N  cost  per  lead   §  N  visitors  per  day  §  To  know  how  well  you  are  doing  you  need  to  be  able  to  measure  it   9  
  •  Measuring  goals  §  How  many  goals  are  you   completing?  §  Which  of  your  traffic  sources  are   generating  your  conversions?   10  
  •  Tracking  Conversions  §  You  choose  between   §  Defining  conversions  with  AdWords  conversion  tracking   §  Importing  your  goals  from  Google  Analytics   11  
  •  Viewing  results  of  your  conversions  §  You  can  now  see  conversion  data  in  all  your  reports   §  Campaign   §  Adgroup   §  Keyword   §  Ad  copy   §  Placement   §  Landing  page   §  Hour  of  day   12  
  •   How  does  AdWords  Conversion  Tracking  work?   The  user  sees  a  relevant  ad  and  clicks   Initiated  by  the  ad  click,   on  it.  Google  counts  the  click,  and  the   Google  adds  a  cookie  to  the   user  lands  on  the  website   user’s  browser,  and  in  this   way,  remembers  this  ad  A  user  searches  on   click  for  next  30  days.  for  ‘caxton  furniture’   The  user  browses,   Google  records  1  conversion,   Google  finds  cookie   purchases  an  item  &  lands   reflected  on  the  date  of  the   ID  of  the  user’s  most   on  ‘thank-­‐you’  page  after   user’s  most  recent  ad  click.   recent  ad  click.   completing  purchase.   Shopping    page   Check-­‐out  Page   Thank  You  Page   13  
  •  Setting  Up  AdWords  Conversion  Tracking  §  Define  a  conversion  in  AdWords   14  
  •  Setting  Up  AdWords  Conversion  Tracking  §  Select  add  a  conversion  §  Name  the  conversion   15  
  •  Setting  Up  AdWords  Conversion  Tracking  §  Enter  a  conversion  value  if  known  (or  e-­‐commerce  variable)   16  
  •  Setting  Up  AdWords  Conversion  Tracking   17  
  •  Setting  Up  AdWords  Conversion  Tracking   Your  web  developers  may   be  able  to  supply  the  actual   order  value  here   18  
  •  Conversion  metrics  §  Conversions  (1-­‐per-­‐click)  will  count  at  most  one   conversion  per  click  §  Conversions  (many-­‐per-­‐click)  will  counted   repeated  conversions  from  a  click   §  Useful  where  repeat  conversions  have  a  value   e.g.  e-­‐commerce   19  
  •  Conversion  metrics  §  Conversions  §  Cost  /  conversion  §  Conversion  rate  §  Total  conversion  value  §  Conversion  value  /  cost  §  Conversion  value  /  click  §  View  through  conversions   20  
  •   Differences  in  measurement  of  goals   AdWords  conversion  tracking   Importing  goals  from  analytics   §  Uses  a  30  day  cookie   §  Uses  a  6  month  cookie   §  Any  subsequent  conversions  are   §  Works  on  a  last  click  attribution   attributed  to  the  last  click   model   §  Direct  visits  do  not  overwrite   previous  campaign  settings  Day  1,  someone  clicks  on  an  ad,  visits  the  site  and  does  not  convert  Day  3,  they  return  organically  and  convert    AdWords  conversion  tracking  records  this  as  an  AdWords    conversion  on  day  1  Analytics  records  this  as  an  organic  conversion  on  day  3   21  
  •  Tracking  URLs  for  dynamic  links  §  Additional  tracking  may  be  needed  for  internal/back  office  systems  §  Product  listing  ads,  product  extensions  and  dynamic  search  ads  will   require  dynamic  tracking  §  AdWords  supports  ValueTrack  URL  parameters   22  
  •  Putting  your  ad  budget  to  work   §  Ad  delivery   §  Bidding  types     §  Shared  budgets   23  
  •  Ad  delivery  -­‐  budget  §  AdWords  provides  2  budget  delivery  options  for  a  campaign  §  These  are  important  if  your  campaign  regularly  runs  out  of  budget  §  Standard  delivery  distributes  your  budget  throughout  the  day.  Ads   will  stop/start  throughout  the  day.  §  Accelerated  delivery  displays  your  ads  as  soon  as  reasonably   possible.  Once  the  budget  is  depleted  ads  stop  running.     24  
  •  Ad  Rotation  §  When  there  are  multiple  ads  in  an  adgroup  they  can  be  rotated  in  several   ways  §  This  is  controlled  on  the  campaign  settings   25  
  •  Ad  delivery  -­‐  rotation  §  Optimised  for  clicks  (default)   §  The  ad  with  the  highest  CTR  is  given  preference    §  Optimise  for  conversions   §  Ads  expected  to  provide  more  conversions  are  delivered  more  often   §  If  there  are  insufficient  conversions  it  will  optimise  for  clicks  §  Rotate  evenly  (indefinitely)   §  Each  of  your  ads  will  enter  the  ad  auction  approximately  equal  number   of  times   §  Ads  with  lower  CTRs  and  conversion  rates  will  show  more  often   §  Could  result  in  a  lower  average  position  or  fewer  clicks  and  conversions  §  Rotate  evenly  (for  90  days)   §  As  rotate  evenly  above  and  after  90  days  it  will  optimise  for  clicks   26  
  •  Putting  your  ad  budget  to  work  §  Initial  match  type  bids  §  AdWords  provides  5  different  bidding  methods   §  Focus  on  clicks   §  Manual  bidding   §  Automatic  bidding   §  Enhanced  bidding   §  Focus  on  conversions   §  Focus  on  impressions   27  
  •  Bidding  strategy  –  initial  match  type  bids  §  Do  not  set  all  the  bids  the  same   §  Exact  match  highest   §  Phrase  match  lower   §  Modified  broad  lower  still   §  Broad  lowest  §  If  multiple  keywords  are  eligible  Google  will  use  the  one  with   highest  ad  rank   §  Ad  rank  =  quality  score  x  max.  CPC  §  With  exact  match  –  you  know  the  keyword  and  therefore  have  an   understanding  of  their  intent  §  With  phrase  and  broad,  less  so   28  
  •  Bidding  strategy  §  Exact  match  should  convert  best  §  If  phrase  or  broad  is  converting  better   §  What  search  queries  are  triggering  this?  (use  search  query  reports)   §  Add  them  as  exact  match  §  Phrase  and  broad  give  you  reach,  which  is  limited  with  exact   matching   29  
  •  Focus  on  clicks  -­‐  max  CPC  bidding  §  Focus  on  clicks  using  maximum  CPC  §  This  is  the  default  bidding  option  §  You  manage  all  your  bids  for   §  Adgroups   §  Keywords   §  Placements   §  Audiences   §  Topics   30  
  •  Focus  on  clicks  -­‐  budget  optimiser  §  Focus  on  maximum  clicks  within  your  budget  –  cheapest  traffic  §  You  can  set  a  maximum  bid  §  Good  if  you  want  to  increase  website  traffic  §  Good  for  branding  and  awareness    on  keywords  early  in  the  buying   funnel   31  
  •  Focus  on  clicks  -­‐  enhanced  CPC  §  Works  with  your  current  campaign  settings  §  Uses  your  max.  CPC  bids  §  Dynamically  raises  and  lowers  your  max.  CPC  bids  to  acquire  more   conversions  §  Your  max.  CPC  may  be  increased  by  up  to  30%  §  Uses  historical  data  to  estimate  the  conversion  rate  for  each   auction  §  Build  up  sufficient  conversion  data  before  using  this  feature   32  
  •  Focus  on  conversions  -­‐  conversion  optimiser  §  Requires  at  least  15  conversions  in  the  last  30  days  §  You  specify  a  maximum  or  target  cost  per  acquisition  (CPA)  for   each  adgroup  §  Using  historical  data  the  optimiser  finds  the  optimal  equivalent   CPC  bid  for  each  auction  §  You  still  pay  per  click  but  do  not  need  to  manage  bids  §  The  optimiser  factors  in:   §  Previous  conversion  rates   §  Keyword  match  type   §  Users  location   §  Conversion  rate  of  Google  search,  partner  and  display  networks   33  
  •  Focus  on  conversions  -­‐  conversion  optimiser  §  You  can  define  different  CPAs  for  each  adgroup  §  You  cannot  enter  different  CPAs  for  different  conversions  §  You  may  find  that  you  meet  your  target  but  total  conversions  drop   34  
  •  Focus  on  conversions  -­‐  conversion  optimiser  §  Testing  CPA  bidding   §  Duplicate  your  campaign   §  Turn  on  CPA  bidding  in  your  original  campaign   §  Split  your  budget  across  the  2  campaigns   §  Monitor  which  performs  best   35  
  •  Focus  on  impressions  §  Only  available  for  campaigns  opted  in  to  the  display  network  §  Uses  CPM  bidding  –  cost  per  mille  §  You  bid  per  1,000  impressions  §  Good  for  branding  and  awareness    on  keywords  early  in  the  buying  funnel   36  
  •  Shared  budgets  §  Individual  campaign  budgets  can  be  replaced  with  one  larger  shared   budget  §  These  are  setup  in  the  shared  library  area  §  Can  help  if  you  have  granular  campaigns   37  
  •  Break  time   §  15  Mins   38  
  •  Exploring  ROI  and  profit  §  ROI  =  profit  /  cost  §  Clicks  cost  =  £50  §  Revenue  =  £250  §  ROI  =  (250  –  50)  /  50  =  400%  §  Higher  ROI  does  not  mean  greater  profit  §  This  depends  on  your  costs  and  margins   39  
  •  Exploring  ROI  and  profit  §  Where  are  you  losing  money?   §  Create  a  filter  to  show  data  where  Conv.  value  /  cost  <  1   §  Sort  results  by  cost  §  Keywords  which  cannot  be  profitable  on  page  1   §  First  page  bid  estimate  >  revenue  per  click   §  Look  at  ways  to  improve  quality  score  to  reduce  CPC   40  
  •  Exploring  ROI  and  profit  §  Keywords  which  are  profitable   §  Conv.  value  /  cost  >1   §  Bid  higher  to  try  and  increase  exposure   §  Improve  quality  score  to  reduce  CPC   §  If  conv.  value  /  click  is  greater  than  top  of  1st  page  bid  estimate  you   could  bid  to  top  of  page  for  maximum  traffic   41  
  •  Calculating  bids  –  target  ROI  §  Calculating  bids  for  target  ROI   Max.  CPC  =  (profit  per  conversion  /  target  ROI)  x  conv.  rate   (£100  /  300%)  x  5%  =  £1.66   (£100  /  400%)  x  5%  =  £1.25   Max.  CPC  =  (revenue  per  click/  target  ROI)   (£3.25  /  300%)  =  £1.08   (£3.25  /  400%)  =  £0.81    §  Bulk  bid  changes  can  be  easily  imported  into  AdWords  Editor   42  
  •  Bid  simulator  –  keyword  level  §  This  can  be  found  next  to  a  keyword  max.  CPC  §  Shows  a  projection  of  impressions  for  various  bids   43  
  •  Bid  simulator  –  campaign  level  §  This  can  be  found  on  the  opportunities  tab   44  
  •  Bid  simulator  –  campaign  level   §  Create  a  spreadsheet  with  this  bid  data   §  Include  conversion  rates  and  order  value  to  calculate  revenue   §  Identifies  bid  which  generates  maximum  profit  Bid  change    Clicks      Cost     Conv.  Rate   No.  of  sales    Revenue  (£18)     Profit   ROI   300%   731    £614.00     6%   44    £789.48      £175.48     29%   200%   715    £556.00     6%   43    £772.20      £216.20     39%   100%   665    £438.00     6%   40    £718.20      £280.20     64%   50%   601    £334.00     6%   36    £649.08      £315.08     94%   25%   520    £254.00     6%   31    £561.60      £307.60     121%   10%   475    £215.00     6%   29    £513.00      £298.00     139%   current   454    £195.00     6%   27    £490.32      £295.32     151%   -­‐10%   397    £152.00     6%   24    £428.76      £276.76     182%   -­‐25%   325    £108.00     6%   20    £351.00      £243.00     225%   -­‐50%   209    £51.00     6%   13    £225.72      £174.72     343%   45  
  •  Effective  bidding  strategies  §  Ad  scheduling   §  Basic  scheduling   §  Advanced  scheduling   §  Time  sensitive  ads   46  
  •  Enhanced  campaigns  bidding  §  Lets  you  adjust  bids  by     §  Location   §  Time  of  day   §  Device   47  
  •  Enhanced  campaigns  bidding  -­‐  location  §  Defined  on  the  setting  sub-­‐tab  §  Location  targeting  –  the  most  specific  bid  will  be  used   48  
  •  Enhanced  campaigns  bidding  -­‐  device  §  Defined  on  the  setting  sub-­‐tab  §  Computers  and  tablets  are  enabled  §  Mobile  bid  adjustments  can  be  applied  §  A  mobile  bid  of  -­‐100%  will  prevent  ads  from  displaying  on  mobiles   49  
  •  Enhanced  campaigns  bidding  –  ad  scheduling  §  Defined  on  the  setting  sub-­‐tab  §  Ad  schedule  –  define  the  different  times  of  day  you  want  ads  to  run  §  Uses  the  time  zone  in  your  account  preferences   50  
  •  Ad  scheduling  §  If  your  aim  is  to  generate  calls  you  may  only  want  your  campaign  to   run  during  office  hours  §  Alternatively  set  call  extensions  to  only  display  during  office  hours   51  
  •  Ad  scheduling  –  bid  adjustment  §  Reports  can  be  segmented  by  day  of  week  or   hour  of  day  §  View  a  statistically  large  enough  time  range  §  This  campaign  converts  better  on  Friday  and   Sunday   52  
  •  Ad  scheduling  –  bid  adjustment  §  This  campaign  converts  better  between  9  am  –  10  am,  3  pm  –  4  pm   and  6  pm  –  9  pm   53  
  •  Time  sensitive  ads  §  In  Google  Analytics  you  can  view  goal  conversions  by  hour,  day,   week  and  month  §  This  website  has  a  regular  dip  in  conversion  rates  each  Saturday   54  
  •  Time  sensitive  ads  §  You  can  view  conversion  rates  by  hour  for  just  mobile  traffic  §  The  key  is  to  make  sure  you  have  all  the  information  before  making   a  decision   55  
  •  Time  sensitive  ads  §  For  a  b2b  company  you  may  find  that  weekdays  follow  the   expected  pattern  of  working  hours  §  But  looking  at  Sunday  shows  a  very  different  pattern   56  
  •  Time  sensitive  ads  §  A  very  useful  GA  custom  report  is  to  view  by  day  of  week  and  hour   of  day  and  vice  versa   57  
  •  Time  sensitive  ads  –  multiple  touch  points  §  Also  need  to  consider  that  there  are  often  multiple  touch  points  in   the  conversion  process  §  View  multi  channel  funnel  reports  in  Google  Analytics  §  This  report  shows  that  paid  search  was  directly  attributable  for   7,026  conversions  §  It  also  had  a  part  to  play  in  another  3,391  conversions   58  
  •  Time  sensitive  ads  –  multiple  touch  points  §  You  can  also  view  the  marketing  channel  of  the  touch  points  on  the   conversion  path   59  
  •  Time  sensitive  ads  –  be  creative  §  Make  good  use  of  sitelink  scheduling  for  time  sensitive  ads   §  Free  next  day  delivery  before  5pm   §  10%  off  Friday  pm  orders   §  2  for  1  on  Tuesdays   §  Call  an  adviser  now   60  
  •  Managing  multiple  AdWords  accounts  §  My  Client  Center  (MCC)  handles  multiple  AdWords  accounts  from   one  login  §  Originally  designed  for  client  managers  and  agencies  §  Like  an  “umbrella”  account  with  multiple  AdWords  accounts  linked   into  it  §  Initial  dashboard  view  of  all  account  §  Owners  of  the  original  account  have  to  grant  access  §  You  cannot  use  a  login  that  is  already  associated  with  an  AdWords   account  §  An  MCC  account  is  not  an  upgrade  of  an  existing  account  §  Create  a  new  Google  account  and  sign  up  for  an  MCC  account   61  
  •  My  Client  Centre  dashboard  §  Click  on  an  account  name  to  select  it  §  You  need  the  client  id  of  any  accounts  you  want  to  link  to   62  
  •  My  Client  Centre  hierarchy  §  MCC  accounts  can  be  linked  so  that   they  can  be  tiered  §  Allows  consolidated  invoicing   Top  level  §  Allows  monthly  budgets  §  An  AdWords  account  can  be  in  up  to  5   MCC  accounts   Team   Team   Leader  A   Leader  B  §  But  only  in  1  MCC  in  the  hierarchy   PPC   PPC   PPC   Manager  1   Manager  2   Manager  3   63  
  •  Google  certification  programme  §  Becoming  a  Google  advertising  professional  §  Initial  fundamentals  exam  is  a  pre-­‐requisite  (expires  after  2  years)  §  3  further  exams  in  search,  display,  reporting  &  analysis  (expires   after  12  months)   64  
  •  Successful  account  organisation   §  When  to  create  campaigns   §  When  to  create  adgroups   §  Organising  ads  and  keywords   65  
  •  How  is  an  AdWords  account  structured?  §  Hierarchical  Structure  §  An  account  contains  100  campaigns   (this  can  be  increased  to  10,000  on   request)  §  A  campaign  can  contain  up  to  20,000   adgroups  §  An  adgroup  can  contain  up  to  10,000   keywords  and  300  adverts  §  Campaigns  give  structure  to  the   products  or  services  you  advertise  §  Adgroups  focus  on  a  specific  product  or   service   66  
  •  When  to  create  campaigns  §  Reasons  for  creating  a  new  campaign   §  Daily  budgets  –  to  control  the  marketing  spend  by  business  area   §  Location  and  language  targeting  –  if  different  ads  are  required   §  Network  targeting  –  search  vs.  display   §  Bidding  Type    -­‐  max.  CPC,  enhanced  CPC,  conversion  optimiser   §  Start  and  end  dates  –  seasonal  campaigns   §  Frequency  capping  –  display  network  only   §  Audience  targeting  –  remarketing,  interest  categories  or  topics   §  Product  listing  campaigns   §  Dynamic  search  campaigns     67  
  •  When  to  create  campaigns  §  Recommended  approach   §  Start  with  search  campaigns   §  Product  listing  campaign  (if  e-­‐commerce  site)   §  Remarketing  campaign   §  Dynamic  search  campaigns   §  Contextual  targeted  display  campaign   §  Placement  campaign  (budget  will  grow  as  placements  are  added)  §  Replicate  these  campaigns  for  reasons  given  previously     68  
  •  Mobile  vs.  desktop  §  Searching  from  a  mobile  versus  desktop  can  indicate  a  different   intent/need?  §  You  would  want  to  show  different  ad  copy  §  Ideally  use  a  landing  page  optimised  for  mobile   69  
  •  When  to  create  adgroups  §  Ask  yourself,  are  these  keywords  all  so  closely  related  that  the   searcher  could  only  be  looking  for  one  thing  §  Does  the  landing  page  relate  to  all  these  keywords  §  Could  the  ad  copy  be  more  specific  §  Are  search  query  reports  showing  that  the  ads  are  matching  with   more  keywords  than  are  relevant?  §  Need  to  consider  splitting  adgroups  to  a  more  granular  level   70  
  •  Organising  ads  and  keywords  §  Negatives  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   71  
  •  Organising  ads  and  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   72  
  •  Lunch   73  
  •  Testing,  testing,  testing   §  Overview  of  testing   §  Testing  ad  copy   §  Testing  landing  pages   §  AdWords  experiment  tool   74  
  •  Overview  of  testing  §  Testing  is  essential  to  optimise  campaigns  §  Helps  keep  your  campaigns  current  and  fresh  §  There  is  no  best  ad  copy,  just  the  best  ad  copy  for  you  and  your   goals  §  You  need  to  be  able  to  measure  results  §  Results  need  to  be  statistically  significant  before  decisions  are   made  §  Need  to  reduce  the  impact  of  ‘other’  variables  that  can  impact   results   75  
  •  Ad  copy  testing  §  Write  several  versions  of  ad  copy  §  Set  them  all  up  in  an  adgroup  §  Ensure  campaign  settings  are  set  to  rotate  ads  evenly  §  See  what  happens  §  Need  to  see  effect  on  CTR  and  therefore  quality  score  and  CPC  §  Also  need  to  measure  the  affect  on  conversions   76  
  •  Ad  copy  testing  –  what  to  test       §  Use  of  numbers,  prices  and   §  P&P  or  shipping  information   discounts   §  Product    or  service  features   §  Different  calls  to  action   §  Customer  benefits   §  Different  unique  selling  points   §  Trademark  ownership  ®  ™  ©   §  Question  style  adverts   §  Casing,  title  vs.  sentence   §  Informational  style  ads   §  Guarantees   §  Negative  messages   §  Ad  copy  written  for  the  top  vs.   §  Display  URLs   side   §  Dynamic  keyword  insertion   77  
  •  Ad  copy  testing  –  for  how  long?  §  Search  behaviour  differs  by     §  Hour  of  day     §  Day  of  week   §  Day  of  month  §  What  is  your  typical  time  lag   for  a  conversion?  §  Run  for  a  month  §  500+  clicks   78  
  •  Ad  copy  testing  –  finding  the  winning  combination  §  Deciding  which  work  best  §  Is  there  a  better  combination?  §  Ad  1  has  a  higher  conversion  rate  §  Ad  2  has  a  better  CTR   79  
  •  Ad  copy  testing  –  finding  the  winning  combination  §  Ad  1  has  a  20%  better  CTR  and  a  13%  higher  conversion  rate   80  
  •  Landing  page  testing  §  Where  to  send  traffic  for  testing   §  Test  different  pages  already  on  your  site   §  Create  specific  landing  pages  for  segments  of  visitor   §  Test  variations  of  a  page  (A/B  testing)  §  When  testing  alternative  landing  pages   §  Create  identical  ad  copy  which  uses  the  different  pages  as  destination   URLs  (easiest)   §  Have  one  ad  copy  and  use  Content  Experiments  to  control  which   version  users  see  (will  test  all  traffic  not  just  AdWords)   81  
  •  Where  to  send  traffic  for  testing  –  new  features  or  products  §  Brand  traffic  often  goes  to  a  home  page  §  You  could  test  taking  them  to  a  new  arrivals  or  best  sellers  page   82  
  •  Where  to  send  traffic  for  testing  –  different  segmentations  §  Try  different  segmentations  of  your  products   83  
  •  Where  to  send  traffic  for  testing  –  different  list  of  products  §  Test  a  product  category  versus  a  site  search   84  
  •  Form  landing  pages  §  Ensure  that  they  are  ready  for  this   85  
  •  Increasing  form  completion  rates  §  Only  ask  for  what  you  need  §  Be  clear  about  what  is  optional  and  say  why  this  would  help  you  to   help  them  (e.g.  preferred  time  for  a  return  call)  §  Make  use  of  postcode/zipcode  lookups  §  Some  values  can  be  determined  from  others  e.g.  gender  §  Clean  up  data  rather  than  reject  it  §  Allow  easy  editing  §  Say  what  you  are  going  to  do  with  the  information  §  Say  what  information  you  need  (if  detailed)  §  Be  clear  about  time  required  (step  1  of  4)  §  What  is  the  longest  form  you  have  ever  seen?   86  
  •  Segmentation  landing  pages  §  Consider  segmentation  pages  for  generic  terms  §  They  are  easy  to  engage  with  and  not  a  barrier  §  Shows  you  are  thoughtfully  engaging  with  visitors  to  understand   what  they  are  looking  for   87  
  •  Informational  landing  pages  §  If  the  search  query  was  informational  it  can  still  be  monetised   §  Searches  for  side  affects  for  a  vitamin  brand  should  take  people  to  a   FAQ  page  which  answers  these  questions   §  A  link  to  the  product  page  or  buy  now  button  will  help  make  the   conversion  if  the  question  was  addressed   88  
  •  Technical  usability  -­‐  browsers  §  Are  there  any  browser  or  operating  system  usability  issues?  §  View  your  conversions  by  browser/operating  system  in  Google   Analytics   89  
  •  Technical  usability  –  screen  size  §  Are  your  key  points  above  the  fold?  §  View  your  conversion  rates  by  screen  resolution  in  Google   Analytics   90  
  •  How  to  test  page  layouts  –  content  experiments  §  Compares  how  different  pages  perform  using  a  random  sample  of   visitors  §  Which  pages  to  test?  §  Check  which  landing  pages  have  the  highest  bounce  rate  §  Check  that  you  are  bringing  relevant  visitors  to  these  pages  §  Choose  landing  pages  that  have  sufficient  traffic  §  Choose  landing  pages  that  further  business  objectives   91  
  •  How  to  test  page  layouts  –  content  experiments  §  Content  experiments  are  setup  in  Google  Analytics  §  Define  your  original  page  and  your  variations  §  Define  the  %  of  visitors  that  will  be  exposed  to  the  experiment  §  Define  the  objective  (outcome  you  are  trying  to  achieve)  §  Add  the  experiment  code  §  Launch  and  monitor  results   92  
  •  How  to  test  page  layouts  –  content  experiments  §  Performance  stats  build  up  for  each  variation  §  You  will  be  notified  when  there  is  a  winner   93  
  •  AdWords  campaigns  experiment  tool  -­‐  ACE  §  Allows  you  to  test  changes  to  bids,  match  types,  ad  copy,  landing  pages  §  Controlled  at  a  campaign  level  §  Name,  %  of  traffic,  optional  start  and  end  dates  §  Define  the  changes   §  New  keywords  or  ads   §  Bid  changes  §  Launch  the  experiment  §  Review  results  §  Apply  or  delete  the  changes  to  the  campaign  §  You  are  limited  to  one  experiment  per  campaign   94  
  •  AdWords  campaigns  experiment  tool  –  How  does  it  work?  §  If  you  set  80%  control/20%  experiment   80%  of  the  time  Google  will  use  only  the  control  data   20%  of  the  time  Google  will  treat  all  data  as  being  active  §  All  data  elements  have  additional  statuses   95  
  •  AdWords  experiment  tool  –  testing  bid  changes  §  Campaign  settings   96  
  •  AdWords  experiment  tool  –  increase  bids  by  20%  §  Segment  keywords  by  experiment  §  Edit  individual  keyword  bid  by  %  change   97  
  •  AdWords  experiment  tool  –  increase  bids  by  20%  §  Once  experiment  is  turned  on  statistics  build  up  §  Split  by  control  and  experiment  §  Statistical  significance  is  also  shown  with  colour  coding   98  
  •  AdWords  experiment  tool  –  monitor  results  §  Select  segment  by  experiment  to  see  results  §  Arrows  show  the  statistical  significance   §  One  arrow  (up  or  down)  represents  a  5%  probability  the  change  is  due   to  chance   §  Two  arrows  1%  probability   §  Three  arrows  0.1%  probability   §  The  more  arrows  there  are,  the  more  confident  you  can  be  in  the  results  §  Statistical  significance  does  not  mean  it  is  important   99  
  •  AdWords  experiment  tool  –  testing  additional  match  types  §  Select  your  adgroup  and  go  to  keywords  tab  §  Select  add  keywords  §  Enter  your  additional  keywords  §  You  could  test  adding  all  your  exact  match  keywords  as  phrase   §  Add  your  keywords  as   experiment  only  keywords   100  
  •  AdWords  experiment  tool  –  testing  additional    ad  copy  §  Select  your  adgroup  and  go  to  ads  tab  §  Select  add  ads  §  Enter  your  additional  ad  text  §  Allows  you  to  expose  a  small  sample  of  visitors  to  a  new  ad  in  an   important  adgroup   §  Add  your  ad  as  experiment   only  ad   101  
  •  AdWords  experiment  tool  –  testing  new  adgroups  §  Select  your  campaign  and  go  to  adgroups  tab  §  Select  add  adgroup  §  Enter  your  ad  text  §  Enter  your  keywords  §  Add  your  adgroup  as  experiment  only  ad  §  Can  be  used  to  test  the  effectiveness  of  splitting  an  existing   adgroup  into  multiple  more  granular  adgroup  §  Set  your  original  adgroup  as  control  only  §  Set  your  new  adgroups  as  experiment  only   102  
  •  Labels  for  customised  groupings  §  Labels  allow  you  to  organise  data  into  custom  groupings  §  They  can  be  used  for  campaigns,  adgroups,  ad  copy  and  keywords  §  Labels  are  not  inherited  §  Labels  are  not  yet  available  in  AdWords  Editor       103  
  •  Examples  for  using  labels  §  Identify  brand  vs.  non  brand  data  §  Identify  top  performing  keywords  so  you  can  report  on  these   separately  §  Labelling  promotional  ads  §  Simplify  ad  testing  by  labelling  themes  of  ads  §  You  can  easily  filter  by  label  §  Labels  can  be  used  to  control  automated  rules   104  
  •  Break  time   §  15  Mins   105  
  •  Automated  rules   §  Automated  rules   §  Budget  changes   §  Pausing  ads,  adgroups  or  campaigns   §  Adjust  keyword  bids   §  Pausing  poor  performing  keywords   106  
  •  Automated  rules  §  Allows  you  to  define  changes  in  your  account  and  schedule  them   §  Scheduling  ads  for  special  campaigns   §  Changing  keyword  bids  to  control  your  average  position   §  Pausing  low  performing  keywords  or  ads   §  Adjusting  budgets  for  days  of  the  week   §  Raising  keyword  bids  to  ensure  they  are  on  the  first  page  §  The  rules  can  have  several  frequencies   §  Once   §  Daily   §  Weekly   §  Monthly  §  When  selecting  the  hour  a  rule  can  run,  it  could  run  anytime  within   that  hour   107  
  •  Automated  rules  §  Select  the  automate  option   108  
  •  Automated  rules  –  change  campaign  budgets  §  Increase  the  campaign  daily  budgets  by  25%  at  weekends  §  Campaign  selection  (manual  selection,  campaign  name  contains  ...)  §  Setup  a  rule  to  decrease  campaign  budget  by  20%  at  midnight   Sunday   109  
  •  Automated  rules  –  turn  ads  on/off  §  You  may  have  a  promotional  event  with  special  ad  copy  §  Setup  a  rule  to  enable  ads  at  a  certain  date  &  time  §  Setup  a  corresponding  rule  to  pause  ads  when  the  offer  is  finished  §  A  similar  rule  could  run  at  weekends  for  regular  weekly  offers   110  
  •  Automated  rules  –  change  keyword  bids  §  You  find  that  keywords  containing  the  word  luxury  convert   particularly  well  §  You  want  to  maintain  these  keywords  at  the  top  of  page   111  
  •  Automated  rules  –  change  keyword  bids  §  Increase  bids  for  keywords  that  are  converting  well  at  a  good  CPA   which  are  below  position  3   112  
  •  Automated  rules  –  pause  low  quality  keywords  §  You  may  want  a  rule  to  pause  keywords  with  a  low  quality  score  §  Someone  can  then  review  the  keywords  paused  and  take  remedial   action   113  
  •  Automated  rules  –  email  when  expensive  keywords  have  not  converted  §  Receive  an  email  when  a  keyword  has  spent  more  than  X  and  has  not   converted  §  Use  data  from  all  time   114  
  •  Automated  rules  –  undo  changes  §  Bulk  operations  shows  scheduled  rules  and  a  log  of  rules  that  have   run  §  You  can  undo  the  changes  made  by  the  most  recent  run  of  the  rule  §  View  the  rule  logs   115  
  •  Automated  scripts  §  Scripts  let  you  automate  actions  in  your  account  using  JavaScript   code  §  Can  help  the  management  of  large  accounts   §  Use  external  conversion  data  to  make  bid  changes   §  Use  inventory  data  pause/enable  keywords  or  adgroups  §  Scripts  changes  can  be  scheduled  §  Script  changes  cannot  be  undone   116  
  •  Automated  scripts  §  Many  example  scripts  are  available   117  
  •  Google  analytics  reporting   §  AdWords  suite  of  reports   §  Measuring  other  paid  search  advertising   §  Creating  paid  search  dashboards   §  Conversion  goals  and  funnels   §  Multi  channel  funnels  and  assisted  conversions   118  
  •  AdWords  reporting  §  Prebuilt  suite  of  reports  for  AdWords  §  The  AdWords  reports  include  tabs  for  usage,   goals,  e-­‐commerce  and  click  data  §  You  can  also  display  the  data  in  many  different   layouts  §  Email  reports  §  Schedule  §  Create  dashboards   119  
  •   AdWords  campaign  report  §  You  can  easily  monitor  performance  at  a  campaign,  ad  group,   keyword  or  placement  level   120  
  •  AdWords  keyword  report  §  View  keyword  data  by  matched  search  query  or  match  type   121  
  •  AdWords  ad  position  report  §  View  by  keyword  the  ad  positions  that  generated  traffic/revenue   122  
  •  AdWords  placement  reports  §  View  results  by  managed  placements   123  
  •   Compare  performance  across  marketing  channels  §  View  all  traffic  by  medium  §  Direct  traffic  is  a  good  baseline   124  
  •  Measuring  other  paid  search  advertising  §  AdWords  and  analytics  integrate  together  using  auto-­‐tagging  §  Other  paid  search  marketing  will  require  campaign  tracking  tags  §  Without  a  tag  all  traffic  will  come  through  as  ‘organic’,  ‘referral’  or   ‘direct’  §  You  need  to  add  these  tags  to  your  destination  pages   125  
  •  Measuring  other  paid  search  advertising  §  The  required  tags  are:   §  Source  –  where  the  visitor  was  sent  from   §  Medium  –  the  marketing  channel  (cpc,  cpm,  display  etc.)   §  Campaign  –  the  campaign  name  of  the  marketing  effort  §  The  optional  tags  are:   §  Keyword–  the  search  term  that  you  bid  on   §  Ad  Content  –  information  that  identifies  the  ad  copy  that  was  clicked  §  You  must  use  tags  that  GA  will  recognise   126  
  •  Measuring  other  paid  search  advertising  §  The  tags  are   §  utm_source   §  utm_medium   §  utm_campaign   §  utm_term    (keyword)   §  utm_content  (ad  content)  §  URL  builder  helps  you  create  these  tags  §  Search  for  URL  builder   127  
  •   URL  builder  example   128  
  •   Campaign  tracking  suggested  tags  for  paid  search  Dimension   URL  tag   Recommendation   Tips  Medium   &utm_medium=   cpc   Always  use  lowercase  Source   &utm_source=   google   Always  use  lowercase   bing   Exclude  http://www.   yahoo   and  .com  Campaign   &utm_campaign=   campaign-­‐name   campaign-­‐name-­‐ad-­‐group  Keyword   &utm_term=   actual  term   The  brackets  will   {keyword}  for  Bing   dynamically  insert  the   {YSKEY}  for  Yahoo   keyword  Ad  Content   &utm_content=   ad-­‐headline   internal-­‐ad-­‐identifier   129  
  •   Campaign  tracking  suggested  tags  for  placements  Dimension   URL  tag   Recommendation   Tips  Medium   &utm_medium=   display   Always  use  lowercase   content-­‐text  (non-­‐search  ads)  Source   &utm_source=   Actual  placement  name   Always  use  lowercase   “category”  if  category   Exclude  http://www.   targeting   and  .com  Campaign   &utm_campaign=   campaign-­‐name   campaign-­‐name-­‐ad-­‐group  Keyword   &utm_term=   do  not  use  Ad  Content   &utm_content=   ad-­‐copy-­‐ad-­‐format-­‐size   Include  good   internal-­‐ad-­‐identifier   identification  clues,   ad-­‐copy-­‐target-­‐audience   image  ads  do  not  appear   in  reports   130  
  •  AdWords  dashboard  report  §  Example  paid  search  summary  dashboard   131  
  •  AdWords  dashboard  report  §  Example  paid  search  detail  dashboard   132  
  •  AdWords  dashboard  report  §  Dashboards  can  contain  all  paid  search  channels   133  
  •  Importing  other  cost  data  §  Cost  data  from  other  sources  can  now  be  imported  into  Analytics  §  Use  the  Google  Analytics  API   §­‐data-­‐import  §  Service  providers  have  an  easy  to  use  application   134  
  •  Conversion  goals  and  funnels  §  Define  a  funnel  that  leads  to  your  conversion  §  Allows  you  to  visitor  progress  towards  you  goal  §  You  can  identify  common  exit  points   135  
  •  Goals  and  funnels  §  You  can  use  Regular  Expressions  (RegEx)  to  gain  insight  into  the  funnel  path:  §  User  exhibits  behavior:   §  Page  1  =  /index.html   §  Page  2  =  /category-­‐footwear.html   §  Page  3  =  /category-­‐clothing.html   §  Page  4  =  /category-­‐headwear.html         §  Page  5  =  /products/kangol-­‐tropic-­‐player-­‐trilby.html   §  Page  6=  /cart/basketview.html   §  Page  7=  /cart/registration.html       §  Page  8  =  /cart/paymentoptions.html       §  Goal  =  /cart/salesorderconfirmation.html    §  Need  to  know  conversion  rate  of  categories  to  products  to  purchase:   §  Step  1:  index.html   §  Step  2-­‐4:  ^/category.*/   §  Step  5:  ^/products.*/   §  Step  6:  ^/cart/basketview.html   §  Step  7:  ^/cart/registration.html       §  Step  8  :  ^/cart/paymentoptions.html       §  Goal:  ^/cart/salesorderconfirmation.html   136  
  •  Zoom  into  important  behaviour  to  identify  problems   6.77% funnel conversion rate 137  
  •  Multi  channel  funnels  and  assisted  conversions  §  Multi  channel  funnel  (MCF)  report  show  how  customers  arrive  at   your  site  during  the  30  days  prior  to  a  conversion  §  Helps  understand  the  role  different  marketing  channels  play  in   influencing  a  conversion  §  Top  conversions  paths  report   138  
  •  Multi  channel  funnels  and  assisted  conversions  §  Conversions  are  usually  attributed  to  the  last  channel  that  the   customer  interacted  with  §  This  discounts  the  contribution  made  by  preceding  channels  that   brought  visitors  to  the  site  §  Assisted  conversion  report  brings  insight  to  this   §  Last  interaction  conversions  (this  was  the  last  channel  used  prior  to   the  conversion)   §  First  interaction  conversions  (this  was  the  first  channel  used  prior  to   the  conversion)   §  Assisted  interaction  conversions  (this  contributed  towards  a   conversion  but  was  not  the  last  channel)   139  
  •  Assisted  and  first  click  conversions  §  Conversions  are  usually  attributed  to  the  last  channel  that  the   customer  interacted  with  §  Allows  you  to  see  the  total  affect  of  paid  search  activity   140  
  •  Assisted  and  first  click  conversions   §  Allows  you  to  drill  down  to  see  the  contribution  made  by     §  Brand  campaigns   §  Non  brand  campaigns   §  Display  campaigns   §  Many  pre-­‐defined  segments  to  help  in  the  analysis   141  
  •  Open  Q&A   142  
  •   Help  §  AdWords  Help  Centre  §  Learn  with  Google  §  Group  and  Blogs  §  Books   §  Google  AdWords:  Managing  your  advertising  program  by  Anastasia  Holdren   §  Advanced  Google  AdWords  by  Brad  Geddes  §  Ivantage   143  
  •  Ivantage  Services  §  Google  AdWords  Account  Audit   §  A  report  detailing  status  of  account  and  prioritised  recommendations   §  Telephone  conference  call  to  go  through  the  report   §­‐management/ppc-­‐adwords-­‐ audit.htm  §  Google  AdWords  Account  Management   §­‐management/ppc-­‐management-­‐ services.htm     144  
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  •           End  of  Presentation   146