www.ivantage.co.uk	              Google	  AdWords	  302	        Advanced	  Conversion	  Optimisation	                     ...
www.ivantage.co.uk	  Ivantage	  training	  courses	  Google	  AdWords	  Training	  §  AdWords	  101:	  Introduction	  to	...
www.ivantage.co.uk	  Today’s	  Timing	  §    Start         	     	  9:30	  	  §    Morning	  Break     	  11:15	  –	  11...
www.ivantage.co.uk	  Session	  1	  –	  Setting	  profitable	  goals,	  budget	  &	  ad	  delivery,	  bidding	  methods	  §...
www.ivantage.co.uk	  Session	  2	  –	  ROI,	  scheduling	  &	  successful	  account	  structure	  §  Exploring	  ROI	  an...
www.ivantage.co.uk	  Session	  2	  –	  ROI,	  scheduling	  &	  successful	  account	  structure	  §  Successful	  account...
www.ivantage.co.uk	  Session	  3	  –	  Testing,	  testing,	  testing	  §  Testing	  what	  works	  best	  for	  you	  § ...
www.ivantage.co.uk	  Session	  4	  –	  Automated	  rules,	  scripts	  and	  key	  Google	  Analytics	  reports	  §  Autom...
www.ivantage.co.uk	  Defining	  profitable	  business	  goals	  §  What	  are	  you	  trying	  to	  achieve?	  §  Examples...
www.ivantage.co.uk	  Measuring	  goals	  §  How	  many	  goals	  are	  you	      completing?	  §  Which	  of	  your	  tr...
www.ivantage.co.uk	  Tracking	  Conversions	  §  You	  choose	  between	       §  Defining	  conversions	  with	  AdWords...
www.ivantage.co.uk	  Viewing	  results	  of	  your	  conversions	  §  You	  can	  now	  see	  conversion	  data	  in	  al...
www.ivantage.co.uk	    How	  does	  AdWords	  Conversion	  Tracking	  work?	                                              ...
www.ivantage.co.uk	  Setting	  Up	  AdWords	  Conversion	  Tracking	  §    Define	  a	  conversion	  in	  AdWords	        ...
www.ivantage.co.uk	  Setting	  Up	  AdWords	  Conversion	  Tracking	  §    Select	  add	  a	  conversion	  §    Name	  t...
www.ivantage.co.uk	  Setting	  Up	  AdWords	  Conversion	  Tracking	  §    Enter	  a	  conversion	  value	  if	  known	  ...
www.ivantage.co.uk	  Setting	  Up	  AdWords	  Conversion	  Tracking	                                                      ...
www.ivantage.co.uk	  Setting	  Up	  AdWords	  Conversion	  Tracking	                                                      ...
www.ivantage.co.uk	  Conversion	  metrics	  §  Conversions	  (1-­‐per-­‐click)	  will	  count	  at	  most	  one	      con...
www.ivantage.co.uk	  Conversion	  metrics	  §  Conversions	  §  Cost	  /	  conversion	  §  Conversion	  rate	  §  Tota...
www.ivantage.co.uk	         Differences	  in	  measurement	  of	  goals	    AdWords	  conversion	  tracking	               ...
www.ivantage.co.uk	  Tracking	  URLs	  for	  dynamic	  links	  §  Additional	  tracking	  may	  be	  needed	  for	  inter...
www.ivantage.co.uk	  Putting	  your	  ad	  budget	  to	  work	                   §  Ad	  delivery	                   §  ...
www.ivantage.co.uk	  Ad	  delivery	  -­‐	  budget	  §  AdWords	  provides	  2	  budget	  delivery	  options	  for	  a	  c...
www.ivantage.co.uk	  Ad	  Rotation	  §  When	  there	  are	  multiple	  ads	  in	  an	  adgroup	  they	  can	  be	  rotat...
www.ivantage.co.uk	  Ad	  delivery	  -­‐	  rotation	  §  Optimised	  for	  clicks	  (default)	        §  The	  ad	  with...
www.ivantage.co.uk	  Putting	  your	  ad	  budget	  to	  work	  §  Initial	  match	  type	  bids	  §  AdWords	  provides...
www.ivantage.co.uk	  Bidding	  strategy	  –	  initial	  match	  type	  bids	  §  Do	  not	  set	  all	  the	  bids	  the	...
www.ivantage.co.uk	  Bidding	  strategy	  §  Exact	  match	  should	  convert	  best	  §  If	  phrase	  or	  broad	  is	...
www.ivantage.co.uk	  Focus	  on	  clicks	  -­‐	  max	  CPC	  bidding	  §  Focus	  on	  clicks	  using	  maximum	  CPC	  §...
www.ivantage.co.uk	  Focus	  on	  clicks	  -­‐	  budget	  optimiser	  §  Focus	  on	  maximum	  clicks	  within	  your	  ...
www.ivantage.co.uk	  Focus	  on	  clicks	  -­‐	  enhanced	  CPC	  §  Works	  with	  your	  current	  campaign	  settings	...
www.ivantage.co.uk	  Focus	  on	  conversions	  -­‐	  conversion	  optimiser	  §  Requires	  at	  least	  15	  conversion...
www.ivantage.co.uk	  Focus	  on	  conversions	  -­‐	  conversion	  optimiser	  §  You	  can	  define	  different	  CPAs	  f...
www.ivantage.co.uk	  Focus	  on	  conversions	  -­‐	  conversion	  optimiser	  §  Testing	  CPA	  bidding	       §  Dupl...
www.ivantage.co.uk	  Focus	  on	  impressions	  §  Only	  available	  for	  campaigns	  opted	  in	  to	  the	  display	 ...
www.ivantage.co.uk	  Shared	  budgets	  §  Individual	  campaign	  budgets	  can	  be	  replaced	  with	  one	  larger	  ...
www.ivantage.co.uk	  Break	  time	       §  15	  Mins	                                              38	  
www.ivantage.co.uk	  Exploring	  ROI	  and	  profit	  §  ROI	  =	  profit	  /	  cost	  §  Clicks	  cost	  =	  £50	  §  Re...
www.ivantage.co.uk	  Exploring	  ROI	  and	  profit	  §  Where	  are	  you	  losing	  money?	       §  Create	  a	  filter...
www.ivantage.co.uk	  Exploring	  ROI	  and	  profit	  §  Keywords	  which	  are	  profitable	       §  Conv.	  value	  /	 ...
www.ivantage.co.uk	  Calculating	  bids	  –	  target	  ROI	  §  Calculating	  bids	  for	  target	  ROI	        Max.	  CP...
www.ivantage.co.uk	  Bid	  simulator	  –	  keyword	  level	  §  This	  can	  be	  found	  next	  to	  a	  keyword	  max.	...
www.ivantage.co.uk	  Bid	  simulator	  –	  campaign	  level	  §  This	  can	  be	  found	  on	  the	  opportunities	  tab...
www.ivantage.co.uk	  Bid	  simulator	  –	  campaign	  level	   §  Create	  a	  spreadsheet	  with	  this	  bid	  data	   ...
www.ivantage.co.uk	  Effective	  bidding	  strategies	  §  Ad	  scheduling	       §  Basic	  scheduling	       §  Advanc...
www.ivantage.co.uk	  Enhanced	  campaigns	  bidding	  §  Lets	  you	  adjust	  bids	  by	  	         §  Location	       ...
www.ivantage.co.uk	  Enhanced	  campaigns	  bidding	  -­‐	  location	  §  Defined	  on	  the	  setting	  sub-­‐tab	  §  L...
www.ivantage.co.uk	  Enhanced	  campaigns	  bidding	  -­‐	  device	  §  Defined	  on	  the	  setting	  sub-­‐tab	  §  Com...
www.ivantage.co.uk	  Enhanced	  campaigns	  bidding	  –	  ad	  scheduling	  §  Defined	  on	  the	  setting	  sub-­‐tab	  ...
www.ivantage.co.uk	  Ad	  scheduling	  §  If	  your	  aim	  is	  to	  generate	  calls	  you	  may	  only	  want	  your	 ...
www.ivantage.co.uk	  Ad	  scheduling	  –	  bid	  adjustment	  §  Reports	  can	  be	  segmented	  by	  day	  of	  week	  ...
www.ivantage.co.uk	  Ad	  scheduling	  –	  bid	  adjustment	  §  This	  campaign	  converts	  better	  between	  9	  am	 ...
www.ivantage.co.uk	  Time	  sensitive	  ads	  §  In	  Google	  Analytics	  you	  can	  view	  goal	  conversions	  by	  h...
www.ivantage.co.uk	  Time	  sensitive	  ads	  §  You	  can	  view	  conversion	  rates	  by	  hour	  for	  just	  mobile	...
www.ivantage.co.uk	  Time	  sensitive	  ads	  §  For	  a	  b2b	  company	  you	  may	  find	  that	  weekdays	  follow	  t...
www.ivantage.co.uk	  Time	  sensitive	  ads	  §  A	  very	  useful	  GA	  custom	  report	  is	  to	  view	  by	  day	  o...
www.ivantage.co.uk	  Time	  sensitive	  ads	  –	  multiple	  touch	  points	  §  Also	  need	  to	  consider	  that	  the...
www.ivantage.co.uk	  Time	  sensitive	  ads	  –	  multiple	  touch	  points	  §  You	  can	  also	  view	  the	  marketin...
www.ivantage.co.uk	  Time	  sensitive	  ads	  –	  be	  creative	  §  Make	  good	  use	  of	  sitelink	  scheduling	  for...
www.ivantage.co.uk	  Managing	  multiple	  AdWords	  accounts	  §  My	  Client	  Center	  (MCC)	  handles	  multiple	  Ad...
www.ivantage.co.uk	  My	  Client	  Centre	  dashboard	  §  Click	  on	  an	  account	  name	  to	  select	  it	  §  You	...
www.ivantage.co.uk	  My	  Client	  Centre	  hierarchy	  §  MCC	  accounts	  can	  be	  linked	  so	  that	       they	  c...
www.ivantage.co.uk	  Google	  certification	  programme	  §  Becoming	  a	  Google	  advertising	  professional	  §  Init...
www.ivantage.co.uk	  Successful	  account	  organisation	               §  When	  to	  create	  campaigns	               ...
www.ivantage.co.uk	  How	  is	  an	  AdWords	  account	  structured?	  §  Hierarchical	  Structure	  §  An	  account	  c...
www.ivantage.co.uk	  When	  to	  create	  campaigns	  §  Reasons	  for	  creating	  a	  new	  campaign	       §  Daily	 ...
www.ivantage.co.uk	  When	  to	  create	  campaigns	  §  Recommended	  approach	       §  Start	  with	  search	  campai...
www.ivantage.co.uk	  Mobile	  vs.	  desktop	  §  Searching	  from	  a	  mobile	  versus	  desktop	  can	  indicate	  a	  ...
www.ivantage.co.uk	  When	  to	  create	  adgroups	  §  Ask	  yourself,	  are	  these	  keywords	  all	  so	  closely	  r...
www.ivantage.co.uk	  Organising	  ads	  and	  keywords	  §  Negatives	  are	  vital	  to	                                ...
www.ivantage.co.uk	  Organising	  ads	  and	  keywords	                                                                   ...
www.ivantage.co.uk	  Lunch	                                73	  
www.ivantage.co.uk	  Testing,	  testing,	  testing	               §  Overview	  of	  testing	               §  Testing	 ...
www.ivantage.co.uk	  Overview	  of	  testing	  §  Testing	  is	  essential	  to	  optimise	  campaigns	  §  Helps	  keep...
www.ivantage.co.uk	  Ad	  copy	  testing	  §  Write	  several	  versions	  of	  ad	  copy	  §  Set	  them	  all	  up	  i...
www.ivantage.co.uk	  Ad	  copy	  testing	  –	  what	  to	  test	                                                         	...
www.ivantage.co.uk	  Ad	  copy	  testing	  –	  for	  how	  long?	  §  Search	  behaviour	  differs	  by	  	        §  Hou...
www.ivantage.co.uk	  Ad	  copy	  testing	  –	  finding	  the	  winning	  combination	  §  Deciding	  which	  work	  best	 ...
www.ivantage.co.uk	  Ad	  copy	  testing	  –	  finding	  the	  winning	  combination	  §  Ad	  1	  has	  a	  20%	  better	...
www.ivantage.co.uk	  Landing	  page	  testing	  §  Where	  to	  send	  traffic	  for	  testing	        §  Test	  different	...
www.ivantage.co.uk	  Where	  to	  send	  traffic	  for	  testing	  –	  new	  features	  or	  products	  §  Brand	  traffic	  ...
www.ivantage.co.uk	  Where	  to	  send	  traffic	  for	  testing	  –	  different	  segmentations	  §  Try	  different	  segme...
www.ivantage.co.uk	  Where	  to	  send	  traffic	  for	  testing	  –	  different	  list	  of	  products	  §  Test	  a	  prod...
www.ivantage.co.uk	  Form	  landing	  pages	  §  Ensure	  that	  they	  are	  ready	  for	  this	                        ...
www.ivantage.co.uk	  Increasing	  form	  completion	  rates	  §  Only	  ask	  for	  what	  you	  need	  §  Be	  clear	  ...
www.ivantage.co.uk	  Segmentation	  landing	  pages	  §  Consider	  segmentation	  pages	  for	  generic	  terms	  §  Th...
www.ivantage.co.uk	  Informational	  landing	  pages	  §  If	  the	  search	  query	  was	  informational	  it	  can	  st...
www.ivantage.co.uk	  Technical	  usability	  -­‐	  browsers	  §  Are	  there	  any	  browser	  or	  operating	  system	  ...
www.ivantage.co.uk	  Technical	  usability	  –	  screen	  size	  §  Are	  your	  key	  points	  above	  the	  fold?	  § ...
www.ivantage.co.uk	  How	  to	  test	  page	  layouts	  –	  content	  experiments	  §  Compares	  how	  different	  pages	...
www.ivantage.co.uk	  How	  to	  test	  page	  layouts	  –	  content	  experiments	  §  Content	  experiments	  are	  setu...
www.ivantage.co.uk	  How	  to	  test	  page	  layouts	  –	  content	  experiments	  §  Performance	  stats	  build	  up	 ...
www.ivantage.co.uk	  AdWords	  campaigns	  experiment	  tool	  -­‐	  ACE	  §  Allows	  you	  to	  test	  changes	  to	  b...
www.ivantage.co.uk	  AdWords	  campaigns	  experiment	  tool	  –	  How	  does	  it	  work?	  §  If	  you	  set	  80%	  co...
www.ivantage.co.uk	  AdWords	  experiment	  tool	  –	  testing	  bid	  changes	  §  Campaign	  settings	                 ...
www.ivantage.co.uk	  AdWords	  experiment	  tool	  –	  increase	  bids	  by	  20%	  §  Segment	  keywords	  by	  experime...
www.ivantage.co.uk	  AdWords	  experiment	  tool	  –	  increase	  bids	  by	  20%	  §  Once	  experiment	  is	  turned	  ...
www.ivantage.co.uk	  AdWords	  experiment	  tool	  –	  monitor	  results	  §  Select	  segment	  by	  experiment	  to	  s...
www.ivantage.co.uk	  AdWords	  experiment	  tool	  –	  testing	  additional	  match	  types	  §  Select	  your	  adgroup	...
www.ivantage.co.uk	  AdWords	  experiment	  tool	  –	  testing	  additional	  	  ad	  copy	  §  Select	  your	  adgroup	 ...
www.ivantage.co.uk	  AdWords	  experiment	  tool	  –	  testing	  new	  adgroups	  §  Select	  your	  campaign	  and	  go	...
www.ivantage.co.uk	  Labels	  for	  customised	  groupings	  §  Labels	  allow	  you	  to	  organise	  data	  into	  cust...
www.ivantage.co.uk	  Examples	  for	  using	  labels	  §  Identify	  brand	  vs.	  non	  brand	  data	  §  Identify	  to...
www.ivantage.co.uk	  Break	  time	       §  15	  Mins	                                             105	  
www.ivantage.co.uk	  Automated	  rules	      §  Automated	  rules	           §  Budget	  changes	           §  Pausing	...
www.ivantage.co.uk	  Automated	  rules	  §  Allows	  you	  to	  define	  changes	  in	  your	  account	  and	  schedule	  ...
www.ivantage.co.uk	  Automated	  rules	  §  Select	  the	  automate	  option	                                            ...
www.ivantage.co.uk	  Automated	  rules	  –	  change	  campaign	  budgets	  §  Increase	  the	  campaign	  daily	  budgets...
www.ivantage.co.uk	  Automated	  rules	  –	  turn	  ads	  on/off	  §  You	  may	  have	  a	  promotional	  event	  with	  ...
www.ivantage.co.uk	  Automated	  rules	  –	  change	  keyword	  bids	  §  You	  find	  that	  keywords	  containing	  the	...
www.ivantage.co.uk	  Automated	  rules	  –	  change	  keyword	  bids	  §  Increase	  bids	  for	  keywords	  that	  are	 ...
www.ivantage.co.uk	  Automated	  rules	  –	  pause	  low	  quality	  keywords	  §  You	  may	  want	  a	  rule	  to	  pau...
www.ivantage.co.uk	  Automated	  rules	  –	  email	  when	  expensive	  keywords	  have	  not	  converted	  §  Receive	  ...
www.ivantage.co.uk	  Automated	  rules	  –	  undo	  changes	  §  Bulk	  operations	  shows	  scheduled	  rules	  and	  a	...
www.ivantage.co.uk	  Automated	  scripts	  §  Scripts	  let	  you	  automate	  actions	  in	  your	  account	  using	  Ja...
www.ivantage.co.uk	  Automated	  scripts	  §  Many	  example	  scripts	  are	  available	                                ...
www.ivantage.co.uk	  Google	  analytics	  reporting	              §  AdWords	  suite	  of	  reports	              §  Mea...
www.ivantage.co.uk	  AdWords	  reporting	  §  Prebuilt	  suite	  of	  reports	  for	  AdWords	  §  The	  AdWords	  repor...
www.ivantage.co.uk	   AdWords	  campaign	  report	  §  You	  can	  easily	  monitor	  performance	  at	  a	  campaign,	  ...
www.ivantage.co.uk	  AdWords	  keyword	  report	  §  View	  keyword	  data	  by	  matched	  search	  query	  or	  match	 ...
www.ivantage.co.uk	  AdWords	  ad	  position	  report	  §  View	  by	  keyword	  the	  ad	  positions	  that	  generated	...
www.ivantage.co.uk	  AdWords	  placement	  reports	  §  View	  results	  by	  managed	  placements	                      ...
www.ivantage.co.uk	   Compare	  performance	  across	  marketing	  channels	  §  View	  all	  traffic	  by	  medium	  §  D...
www.ivantage.co.uk	  Measuring	  other	  paid	  search	  advertising	  §  AdWords	  and	  analytics	  integrate	  togethe...
www.ivantage.co.uk	  Measuring	  other	  paid	  search	  advertising	  §  The	  required	  tags	  are:	        §  Source...
www.ivantage.co.uk	  Measuring	  other	  paid	  search	  advertising	  §  The	  tags	  are	        §  utm_source	       ...
www.ivantage.co.uk	   URL	  builder	  example	  www.ivantage.co.uk/training?utm_source=bing&utm_medium=cpc&utm_term=%7Bkey...
Google AdWords Training 302
Google AdWords Training 302
Google AdWords Training 302
Google AdWords Training 302
Google AdWords Training 302
Google AdWords Training 302
Google AdWords Training 302
Google AdWords Training 302
Google AdWords Training 302
Google AdWords Training 302
Google AdWords Training 302
Google AdWords Training 302
Google AdWords Training 302
Google AdWords Training 302
Google AdWords Training 302
Google AdWords Training 302
Google AdWords Training 302
Google AdWords Training 302
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Google AdWords Training 302

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

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

AdWords 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

  1. 1. www.ivantage.co.uk   Google  AdWords  302   Advanced  Conversion  Optimisation   Sharron  Lonsdale    Principal  Paid  Search  Consultant  &  Account  Manager   Slides:   http://www.slideshare.net/ivantage WIFI  (for  your  own  laptops):   ivantage $ecurity! 1
  2. 2. www.ivantage.co.uk  Ivantage  training  courses  Google  AdWords  Training  §  AdWords  101:  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  
  3. 3. www.ivantage.co.uk  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  
  4. 4. www.ivantage.co.uk  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  
  5. 5. www.ivantage.co.uk  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  
  6. 6. www.ivantage.co.uk  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  
  7. 7. www.ivantage.co.uk  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  
  8. 8. www.ivantage.co.uk  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  
  9. 9. www.ivantage.co.uk  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  
  10. 10. www.ivantage.co.uk  Measuring  goals  §  How  many  goals  are  you   completing?  §  Which  of  your  traffic  sources  are   generating  your  conversions?   10  
  11. 11. www.ivantage.co.uk  Tracking  Conversions  §  You  choose  between   §  Defining  conversions  with  AdWords  conversion  tracking   §  Importing  your  goals  from  Google  Analytics   11  
  12. 12. www.ivantage.co.uk  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  
  13. 13. www.ivantage.co.uk   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.  Google.co.uk  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  
  14. 14. www.ivantage.co.uk  Setting  Up  AdWords  Conversion  Tracking  §  Define  a  conversion  in  AdWords   14  
  15. 15. www.ivantage.co.uk  Setting  Up  AdWords  Conversion  Tracking  §  Select  add  a  conversion  §  Name  the  conversion   15  
  16. 16. www.ivantage.co.uk  Setting  Up  AdWords  Conversion  Tracking  §  Enter  a  conversion  value  if  known  (or  e-­‐commerce  variable)   16  
  17. 17. www.ivantage.co.uk  Setting  Up  AdWords  Conversion  Tracking   17  
  18. 18. www.ivantage.co.uk  Setting  Up  AdWords  Conversion  Tracking   Your  web  developers  may   be  able  to  supply  the  actual   order  value  here   18  
  19. 19. www.ivantage.co.uk  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  
  20. 20. www.ivantage.co.uk  Conversion  metrics  §  Conversions  §  Cost  /  conversion  §  Conversion  rate  §  Total  conversion  value  §  Conversion  value  /  cost  §  Conversion  value  /  click  §  View  through  conversions   20  
  21. 21. www.ivantage.co.uk   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  
  22. 22. www.ivantage.co.uk  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  
  23. 23. www.ivantage.co.uk  Putting  your  ad  budget  to  work   §  Ad  delivery   §  Bidding  types     §  Shared  budgets   23  
  24. 24. www.ivantage.co.uk  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  
  25. 25. www.ivantage.co.uk  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  
  26. 26. www.ivantage.co.uk  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  
  27. 27. www.ivantage.co.uk  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  
  28. 28. www.ivantage.co.uk  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  
  29. 29. www.ivantage.co.uk  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  
  30. 30. www.ivantage.co.uk  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  
  31. 31. www.ivantage.co.uk  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  
  32. 32. www.ivantage.co.uk  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  
  33. 33. www.ivantage.co.uk  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  
  34. 34. www.ivantage.co.uk  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  
  35. 35. www.ivantage.co.uk  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  
  36. 36. www.ivantage.co.uk  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  
  37. 37. www.ivantage.co.uk  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  
  38. 38. www.ivantage.co.uk  Break  time   §  15  Mins   38  
  39. 39. www.ivantage.co.uk  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  
  40. 40. www.ivantage.co.uk  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  
  41. 41. www.ivantage.co.uk  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  
  42. 42. www.ivantage.co.uk  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  
  43. 43. www.ivantage.co.uk  Bid  simulator  –  keyword  level  §  This  can  be  found  next  to  a  keyword  max.  CPC  §  Shows  a  projection  of  impressions  for  various  bids   43  
  44. 44. www.ivantage.co.uk  Bid  simulator  –  campaign  level  §  This  can  be  found  on  the  opportunities  tab   44  
  45. 45. www.ivantage.co.uk  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  
  46. 46. www.ivantage.co.uk  Effective  bidding  strategies  §  Ad  scheduling   §  Basic  scheduling   §  Advanced  scheduling   §  Time  sensitive  ads   46  
  47. 47. www.ivantage.co.uk  Enhanced  campaigns  bidding  §  Lets  you  adjust  bids  by     §  Location   §  Time  of  day   §  Device   47  
  48. 48. www.ivantage.co.uk  Enhanced  campaigns  bidding  -­‐  location  §  Defined  on  the  setting  sub-­‐tab  §  Location  targeting  –  the  most  specific  bid  will  be  used   48  
  49. 49. www.ivantage.co.uk  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  
  50. 50. www.ivantage.co.uk  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  
  51. 51. www.ivantage.co.uk  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  
  52. 52. www.ivantage.co.uk  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  
  53. 53. www.ivantage.co.uk  Ad  scheduling  –  bid  adjustment  §  This  campaign  converts  better  between  9  am  –  10  am,  3  pm  –  4  pm   and  6  pm  –  9  pm   53  
  54. 54. www.ivantage.co.uk  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  
  55. 55. www.ivantage.co.uk  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  
  56. 56. www.ivantage.co.uk  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  
  57. 57. www.ivantage.co.uk  Time  sensitive  ads  §  A  very  useful  GA  custom  report  is  to  view  by  day  of  week  and  hour   of  day  and  vice  versa   57  
  58. 58. www.ivantage.co.uk  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  
  59. 59. www.ivantage.co.uk  Time  sensitive  ads  –  multiple  touch  points  §  You  can  also  view  the  marketing  channel  of  the  touch  points  on  the   conversion  path   59  
  60. 60. www.ivantage.co.uk  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  
  61. 61. www.ivantage.co.uk  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  
  62. 62. www.ivantage.co.uk  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  
  63. 63. www.ivantage.co.uk  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  
  64. 64. www.ivantage.co.uk  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  
  65. 65. www.ivantage.co.uk  Successful  account  organisation   §  When  to  create  campaigns   §  When  to  create  adgroups   §  Organising  ads  and  keywords   65  
  66. 66. www.ivantage.co.uk  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  
  67. 67. www.ivantage.co.uk  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  
  68. 68. www.ivantage.co.uk  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  
  69. 69. www.ivantage.co.uk  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  
  70. 70. www.ivantage.co.uk  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  
  71. 71. www.ivantage.co.uk  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  
  72. 72. www.ivantage.co.uk  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  
  73. 73. www.ivantage.co.uk  Lunch   73  
  74. 74. www.ivantage.co.uk  Testing,  testing,  testing   §  Overview  of  testing   §  Testing  ad  copy   §  Testing  landing  pages   §  AdWords  experiment  tool   74  
  75. 75. www.ivantage.co.uk  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  
  76. 76. www.ivantage.co.uk  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  
  77. 77. www.ivantage.co.uk  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  
  78. 78. www.ivantage.co.uk  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  
  79. 79. www.ivantage.co.uk  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  
  80. 80. www.ivantage.co.uk  Ad  copy  testing  –  finding  the  winning  combination  §  Ad  1  has  a  20%  better  CTR  and  a  13%  higher  conversion  rate   80  
  81. 81. www.ivantage.co.uk  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  
  82. 82. www.ivantage.co.uk  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  
  83. 83. www.ivantage.co.uk  Where  to  send  traffic  for  testing  –  different  segmentations  §  Try  different  segmentations  of  your  products   83  
  84. 84. www.ivantage.co.uk  Where  to  send  traffic  for  testing  –  different  list  of  products  §  Test  a  product  category  versus  a  site  search   84  
  85. 85. www.ivantage.co.uk  Form  landing  pages  §  Ensure  that  they  are  ready  for  this   85  
  86. 86. www.ivantage.co.uk  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  
  87. 87. www.ivantage.co.uk  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  
  88. 88. www.ivantage.co.uk  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  
  89. 89. www.ivantage.co.uk  Technical  usability  -­‐  browsers  §  Are  there  any  browser  or  operating  system  usability  issues?  §  View  your  conversions  by  browser/operating  system  in  Google   Analytics   89  
  90. 90. www.ivantage.co.uk  Technical  usability  –  screen  size  §  Are  your  key  points  above  the  fold?  §  View  your  conversion  rates  by  screen  resolution  in  Google   Analytics   90  
  91. 91. www.ivantage.co.uk  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  
  92. 92. www.ivantage.co.uk  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  
  93. 93. www.ivantage.co.uk  How  to  test  page  layouts  –  content  experiments  §  Performance  stats  build  up  for  each  variation  §  You  will  be  notified  when  there  is  a  winner   93  
  94. 94. www.ivantage.co.uk  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  
  95. 95. www.ivantage.co.uk  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  
  96. 96. www.ivantage.co.uk  AdWords  experiment  tool  –  testing  bid  changes  §  Campaign  settings   96  
  97. 97. www.ivantage.co.uk  AdWords  experiment  tool  –  increase  bids  by  20%  §  Segment  keywords  by  experiment  §  Edit  individual  keyword  bid  by  %  change   97  
  98. 98. www.ivantage.co.uk  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  
  99. 99. www.ivantage.co.uk  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  
  100. 100. www.ivantage.co.uk  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  
  101. 101. www.ivantage.co.uk  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  
  102. 102. www.ivantage.co.uk  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  
  103. 103. www.ivantage.co.uk  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  
  104. 104. www.ivantage.co.uk  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  
  105. 105. www.ivantage.co.uk  Break  time   §  15  Mins   105  
  106. 106. www.ivantage.co.uk  Automated  rules   §  Automated  rules   §  Budget  changes   §  Pausing  ads,  adgroups  or  campaigns   §  Adjust  keyword  bids   §  Pausing  poor  performing  keywords   106  
  107. 107. www.ivantage.co.uk  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  
  108. 108. www.ivantage.co.uk  Automated  rules  §  Select  the  automate  option   108  
  109. 109. www.ivantage.co.uk  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  
  110. 110. www.ivantage.co.uk  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  
  111. 111. www.ivantage.co.uk  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  
  112. 112. www.ivantage.co.uk  Automated  rules  –  change  keyword  bids  §  Increase  bids  for  keywords  that  are  converting  well  at  a  good  CPA   which  are  below  position  3   112  
  113. 113. www.ivantage.co.uk  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  
  114. 114. www.ivantage.co.uk  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  
  115. 115. www.ivantage.co.uk  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  
  116. 116. www.ivantage.co.uk  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  
  117. 117. www.ivantage.co.uk  Automated  scripts  §  Many  example  scripts  are  available   117  
  118. 118. www.ivantage.co.uk  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  
  119. 119. www.ivantage.co.uk  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  
  120. 120. www.ivantage.co.uk   AdWords  campaign  report  §  You  can  easily  monitor  performance  at  a  campaign,  ad  group,   keyword  or  placement  level   120  
  121. 121. www.ivantage.co.uk  AdWords  keyword  report  §  View  keyword  data  by  matched  search  query  or  match  type   121  
  122. 122. www.ivantage.co.uk  AdWords  ad  position  report  §  View  by  keyword  the  ad  positions  that  generated  traffic/revenue   122  
  123. 123. www.ivantage.co.uk  AdWords  placement  reports  §  View  results  by  managed  placements   123  
  124. 124. www.ivantage.co.uk   Compare  performance  across  marketing  channels  §  View  all  traffic  by  medium  §  Direct  traffic  is  a  good  baseline   124  
  125. 125. www.ivantage.co.uk  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  
  126. 126. www.ivantage.co.uk  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  
  127. 127. www.ivantage.co.uk  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  
  128. 128. www.ivantage.co.uk   URL  builder  example  www.ivantage.co.uk/training?utm_source=bing&utm_medium=cpc&utm_term=%7Bkeyword%7D&utm_campaign=adwords_training   128  
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