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www.ivantage.co.uk	
  www.ivantage.co.uk	
  
Google	
  AdWords	
  201	
  
Building	
  Profitable	
  Paid	
  Search	
  Campa...
www.ivantage.co.uk	
  
Ivantage	
  training	
  courses	
  
Google	
  AdWords	
  Training	
  
§  AdWords	
  101:	
  Introd...
www.ivantage.co.uk	
  
Today’s	
  Timing	
  
§  Start	
   	
   	
  9:30	
  	
  
§  Morning	
  Break 	
  11:15	
  –	
  11...
www.ivantage.co.uk	
  
Session	
  1	
  –	
  Developing	
  keyword	
  ideas,	
  quality	
  score,	
  common	
  problems	
  ...
www.ivantage.co.uk	
  
Session	
  2	
  –	
  How	
  to	
  use	
  the	
  Google	
  Display	
  network	
  
§  The	
  Google	...
www.ivantage.co.uk	
  
Session	
  3	
  –	
  Saving	
  you	
  Hme	
  with	
  the	
  AdWords	
  Editor	
  
§  Installing	
 ...
www.ivantage.co.uk	
  
Session	
  4	
  –	
  Dynamic	
  keyword	
  inserHon,	
  ROI,	
  budgets	
  &	
  compeHtors	
  
§  ...
www.ivantage.co.uk	
  
IntroducHons	
  
§  First	
  
§  Me	
  (Sharron	
  Lonsdale)	
  &	
  ivantage	
  overview	
  
§ ...
www.ivantage.co.uk	
  
Me	
  –	
  Sharron	
  Lonsdale	
  
9	
  
§  Principal	
  Paid	
  Search	
  Consultant	
  at	
  Red...
www.ivantage.co.uk	
  
IntroducHons	
  –	
  your	
  turn	
  
§  You	
  
§  Your	
  role	
  
§  Your	
  business	
  &	
 ...
www.ivantage.co.uk	
  
Understanding	
  how	
  people	
  search	
  
§  We	
  all	
  think	
  differently	
  
§  We	
  all...
www.ivantage.co.uk	
  
Understanding	
  how	
  people	
  search	
  
§  Search	
  queries	
  tend	
  to	
  fall	
  into	
 ...
www.ivantage.co.uk	
  
Understanding	
  how	
  people	
  search	
  
§  However	
  people	
  search,	
  they	
  have	
  an...
www.ivantage.co.uk	
  
Searcher	
  –	
  adverHser	
  –	
  Google	
  relaHonship	
  
This	
  is	
  why	
  
“Relevance	
  is...
www.ivantage.co.uk	
  
Refining	
  and	
  opHmising	
  your	
  keyword	
  lists	
  
§  Keyword	
  research	
  is	
  a	
  c...
www.ivantage.co.uk	
  
Google	
  suggesHve	
  text	
  
§  Start	
  to	
  type	
  your	
  keyword	
  into	
  Google	
  
16...
www.ivantage.co.uk	
  
Google	
  Trends	
  
§  Compares	
  search	
  volume	
  pa@erns	
  across	
  specific	
  regions	
 ...
www.ivantage.co.uk	
  
Google	
  Trends	
  -­‐	
  example	
  
18	
  
www.ivantage.co.uk	
  
Google	
  Trends	
  -­‐	
  exercise	
  
§  Search	
  for	
  “google	
  trends”	
  
§  Enter	
  yo...
www.ivantage.co.uk	
  
Search	
  query	
  reports	
  
§  These	
  provides	
  a	
  goldmine	
  of	
  informaHon	
  
§  I...
www.ivantage.co.uk	
  
Search	
  query	
  reports	
  
§  You	
  can	
  add	
  keywords	
  directly	
  into	
  your	
  acc...
www.ivantage.co.uk	
  
Search	
  query	
  reports	
  -­‐	
  example	
  
22	
  
§  SQR	
  report	
  for	
  the	
  keyword	...
www.ivantage.co.uk	
  
Search	
  query	
  reports	
  -­‐	
  exercise	
  
§  Change	
  your	
  Hme	
  frame	
  to	
  all	
...
www.ivantage.co.uk	
  
Understanding	
  quality	
  score	
  
§  Quality	
  score	
  is	
  an	
  important	
  factor	
  in...
www.ivantage.co.uk	
  
Why	
  is	
  quality	
  score	
  important?	
  
§  Quality	
  score	
  affects	
  the	
  following:...
www.ivantage.co.uk	
  
What	
  influences	
  quality	
  score?	
  
§  Factors	
  affecHng	
  quality	
  score	
  
§  Keywo...
www.ivantage.co.uk	
  
How	
  to	
  self	
  diagnose	
  problems	
  
§  Why	
  can’t	
  I	
  see	
  my	
  ad?	
  
§  Why...
www.ivantage.co.uk	
  
Why	
  can’t	
  I	
  see	
  my	
  ads?	
  
§  Several	
  reasons	
  why	
  this	
  might	
  happen...
www.ivantage.co.uk	
  
Why	
  is	
  my	
  quality	
  score	
  low	
  &	
  how	
  to	
  improve	
  it	
  
§  You	
  may	
 ...
www.ivantage.co.uk	
  
Disapproved	
  ads	
  
§  Alerts	
  and	
  emails	
  are	
  sent	
  for	
  disapproved	
  ads	
  
...
www.ivantage.co.uk	
  
Ads	
  diagnosHc	
  tool	
  
§  Check	
  on	
  your	
  ad	
  without	
  affecHng	
  its	
  performa...
www.ivantage.co.uk	
  
Ads	
  diagnosHc	
  tool	
  
§  Preview	
  the	
  results	
  with	
  your	
  sesngs	
  
32	
  
www.ivantage.co.uk	
  
Ad	
  scheduling	
  
§  This	
  is	
  found	
  in	
  the	
  campaign	
  sesngs	
  –	
  ad	
  sched...
www.ivantage.co.uk	
  
Ad	
  scheduling	
  
§  Edit	
  ad	
  schedule	
  to	
  choose	
  different	
  Hme	
  ranges	
  
§...
www.ivantage.co.uk	
  
Ad	
  scheduling	
  –	
  bid	
  adjustments	
  
§  Adjust	
  bids	
  for	
  different	
  Hmes	
  of...
www.ivantage.co.uk	
  
Ad	
  scheduling	
  -­‐	
  exercise	
  
§  Schedule	
  your	
  ads	
  to	
  run	
  8:00	
  am	
  t...
www.ivantage.co.uk	
  
Break	
  Hme	
  
§  15	
  Mins	
  
37	
  
www.ivantage.co.uk	
  
The	
  Google	
  Display	
  Network	
  
§  The	
  Google	
  Display	
  network	
  is	
  made	
  of...
www.ivantage.co.uk	
  
The	
  Google	
  Display	
  Network	
  
§  Relevant	
  sites	
  are	
  found	
  based	
  on	
  the...
www.ivantage.co.uk	
  
Display	
  Network	
  -­‐	
  Text	
  Ads	
  
40	
  
www.ivantage.co.uk	
  
Display	
  Network	
  -­‐	
  Image	
  and	
  Video	
  Ad	
  Formats	
  
§  Choice	
  of	
  ad	
  s...
www.ivantage.co.uk	
  
Display	
  Network	
  -­‐	
  Image	
  and	
  Video	
  Ad	
  Formats	
  
42	
  
www.ivantage.co.uk	
  
Google	
  Display	
  Network	
  Image	
  Ads	
  
43	
  
www.ivantage.co.uk	
  
Controlling	
  Where	
  on	
  the	
  Display	
  Network	
  
§  Recommend	
  having	
  separate	
  ...
www.ivantage.co.uk	
  
Controlling	
  Where	
  on	
  the	
  Display	
  Network	
  
§  Keywords	
  are	
  always	
  used	
...
www.ivantage.co.uk	
  
SelecHng	
  keywords	
  for	
  the	
  Google	
  Display	
  Network	
  
§  Create	
  themed	
  adgr...
www.ivantage.co.uk	
  
Contextually	
  targeted	
  campaigns	
  
§  Create	
  adgroups	
  combining	
  keyword	
  themes	...
www.ivantage.co.uk	
  
Placement	
  targeted	
  campaigns	
  
§  Select	
  specific	
  placements	
  where	
  you	
  want	...
www.ivantage.co.uk	
  
Create	
  a	
  display	
  network	
  campaign	
  -­‐	
  exercise	
  
§  Create	
  a	
  display	
  ...
www.ivantage.co.uk	
  
Placement	
  performance	
  
§  You	
  can	
  see	
  the	
  actual	
  pages	
  where	
  ads	
  wer...
www.ivantage.co.uk	
  
Find	
  placements	
  with	
  the	
  Display	
  Planner	
  
51	
  
§  Use	
  words	
  or	
  phrase...
www.ivantage.co.uk	
  
Find	
  placements	
  with	
  the	
  Display	
  Planner	
  
§  Provides	
  a	
  list	
  of	
  poss...
www.ivantage.co.uk	
  
Create	
  a	
  display	
  network	
  campaign	
  -­‐	
  exercise	
  
§  Use	
  the	
  placement	
 ...
www.ivantage.co.uk	
  
Demographic	
  targeHng	
  
§  Allows	
  you	
  to	
  reach	
  people	
  of	
  a	
  certain	
  age...
www.ivantage.co.uk	
  
Demographic	
  targeHng	
  -­‐	
  exercise	
  
§  Update	
  your	
  adgroup	
  to	
  target	
  men...
www.ivantage.co.uk	
  
Exclusions	
  
§  NegaHves	
  are	
  just	
  as	
  important	
  for	
  display	
  campaigns	
  as	...
www.ivantage.co.uk	
  
Display	
  campaign	
  exclusions	
  -­‐	
  exercise	
  
§  Add	
  some	
  negaHve	
  keywords	
  ...
www.ivantage.co.uk	
  
Display	
  Ad	
  Builder	
  
§  This	
  tool	
  allows	
  you	
  to	
  easily	
  create	
  an	
  i...
www.ivantage.co.uk	
  
Display	
  ad	
  builder	
  -­‐	
  exercise	
  
§  Create	
  a	
  display	
  ad	
  from	
  a	
  te...
www.ivantage.co.uk	
  
Lunch	
  
60	
  
www.ivantage.co.uk	
  
Installing	
  AdWords	
  editor	
  
§  Download	
  and	
  Install	
  the	
  Adwords	
  Editor	
  
...
www.ivantage.co.uk	
  
What	
  is	
  the	
  AdWords	
  Editor	
  
§  Free	
  downloadable	
  applicaHon	
  for	
  managin...
www.ivantage.co.uk	
  
AdWords	
  Editor	
  synchronising	
  the	
  data	
  
§  First	
  Hme	
  you	
  need	
  to	
  asso...
www.ivantage.co.uk	
  
AdWords	
  Editor	
  view	
  
64	
  
www.ivantage.co.uk	
  
AdWords	
  Editor	
  navigaHon	
  
§  Tree	
  view	
  navigaHon	
  for	
  campaigns	
  and	
  	
  ...
www.ivantage.co.uk	
  
AdWords	
  Editor	
  navigaHon	
  
§  Columns	
  can	
  be	
  customised	
  on	
  each	
  view	
  ...
www.ivantage.co.uk	
  
Add	
  new	
  keywords	
  
§  You	
  can	
  add	
  an	
  individual	
  keyword	
  
§  You	
  can	...
www.ivantage.co.uk	
  
AdWords	
  Editor	
  add	
  new	
  keywords	
  -­‐	
  exercise	
  
§  Add	
  an	
  individual	
  k...
www.ivantage.co.uk	
  
Appending	
  text	
  to	
  keywords	
  
§  You	
  can	
  append	
  text	
  to	
  keywords	
  	
  
...
www.ivantage.co.uk	
  
Appending	
  text	
  to	
  desHnaHon	
  urls	
  
§  You	
  can	
  append	
  text	
  to	
  desHnaHo...
www.ivantage.co.uk	
  
AdWords	
  Editor	
  append	
  funcHon	
  -­‐	
  exercise	
  
§  Add	
  new	
  keywords	
  with	
 ...
www.ivantage.co.uk	
  
Create	
  new	
  ads	
  
§  You	
  can	
  add	
  an	
  individual	
  advert	
  
§  You	
  can	
  ...
www.ivantage.co.uk	
  
AdWords	
  Editor	
  add	
  new	
  ads	
  -­‐	
  exercise	
  
§  Create	
  a	
  new	
  advert	
  i...
www.ivantage.co.uk	
  
Bulk	
  update	
  ad	
  text	
  
§  Image	
  you	
  have	
  100’s	
  of	
  adverts	
  promoHng	
  ...
www.ivantage.co.uk	
  
Create	
  new	
  adgroups	
  based	
  on	
  exisHng	
  adgroup	
  
§  You	
  can	
  copy	
  an	
  ...
www.ivantage.co.uk	
  
AdWords	
  Editor	
  copy	
  adgroups	
  -­‐	
  exercise	
  
§  Copy	
  an	
  exisHng	
  adgroup	
...
www.ivantage.co.uk	
  
Download	
  performance	
  staHsHcs	
  
§  All	
  online	
  performance	
  metrics	
  can	
  be	
 ...
www.ivantage.co.uk	
  
Advanced	
  bid	
  changes	
  
§  You	
  may	
  want	
  to	
  increase	
  the	
  bid	
  of	
  all	...
www.ivantage.co.uk	
  
AdWords	
  Editor	
  advanced	
  bid	
  changes	
  -­‐	
  exercise	
  
§  Select	
  some	
  keywor...
www.ivantage.co.uk	
  
Checking	
  for	
  duplicate	
  keywords	
  
§  AdWords	
  Editor	
  lets	
  you	
  check	
  for	
...
www.ivantage.co.uk	
  
AdWords	
  Editor	
  duplicate	
  keywords	
  -­‐	
  exercise	
  
§  Run	
  the	
  duplicate	
  ke...
www.ivantage.co.uk	
  
Break	
  Hme	
  
§  15	
  Mins	
  
82	
  
www.ivantage.co.uk	
  
Dynamic	
  keyword	
  inserHon	
  
§  Allows	
  Adwords	
  to	
  insert	
  the	
  keyword	
  that	...
www.ivantage.co.uk	
  
Dynamic	
  keyword	
  inserHon	
  -­‐	
  syntax	
  
	
  
	
   	
  {KeyWord:The	
  Default	
  Text}	...
www.ivantage.co.uk	
  
Examples	
  of	
  keyword	
  inserHon	
  
If	
  the	
  keyword	
  that	
  triggers	
  the	
  ad	
  ...
www.ivantage.co.uk	
  
Using	
  the	
  Keyword	
  InserHon	
  Tag	
  
§  {KeyWord:Default	
  Text}	
  
keyword	
   	
  -­...
www.ivantage.co.uk	
  
Dynamic	
  keyword	
  inserHon	
  -­‐	
  exercise	
  
§  Create	
  a	
  new	
  ad	
  in	
  one	
  ...
www.ivantage.co.uk	
  
Understanding	
  ROAS	
  
§  Return	
  on	
  Ad	
  Spend-­‐	
  ROAS	
  
§  ROAS	
  is	
  the	
  r...
www.ivantage.co.uk	
  
Measuring	
  ROAS	
  in	
  AdWords	
  
§  In	
  AdWords	
  if	
  tracking	
  conversions	
  we	
  ...
www.ivantage.co.uk	
  
Measuring	
  ROAS	
  in	
  AnalyHcs	
  
§  In	
  Google	
  AnalyHcs	
  we	
  can	
  also	
  see	
 ...
www.ivantage.co.uk	
  
Making	
  the	
  most	
  of	
  your	
  available	
  budget	
  
§  Now	
  we	
  know	
  which	
  ca...
www.ivantage.co.uk	
  
Using	
  impression	
  share	
  and	
  ROI	
  to	
  reallocate	
  budgets	
  
§  In	
  AdWords	
  ...
www.ivantage.co.uk	
  
The	
  opportuniHes	
  tab	
  for	
  more	
  ideas	
  
§  Google	
  suggesHons	
  on	
  addiHonal	...
www.ivantage.co.uk	
  
The	
  opportuniHes	
  tab	
  
§  Check	
  suggesHons	
  carefully	
  
§  You	
  can	
  view	
  t...
www.ivantage.co.uk	
  
Keeping	
  an	
  eye	
  on	
  the	
  compeHHon	
  
§  AucHon	
  insights	
  (on	
  keywords	
  tab...
www.ivantage.co.uk	
  
Managing	
  mulHple	
  AdWords	
  accounts	
  
§  My	
  Client	
  Center	
  (MCC)	
  handles	
  mu...
www.ivantage.co.uk	
  
My	
  Client	
  Centre	
  dashboard	
  
§  Click	
  on	
  an	
  account	
  name	
  to	
  select	
 ...
www.ivantage.co.uk	
  
AcHon	
  Plan	
  –	
  Extending	
  your	
  search	
  campaigns	
  
§  Explore	
  new	
  keyword	
 ...
www.ivantage.co.uk	
  
AcHon	
  Plan	
  –	
  Build	
  display	
  network	
  campaigns	
  
§  Brain	
  storm	
  ideas	
  f...
www.ivantage.co.uk	
  
AcHon	
  Plan	
  –	
  Monitoring	
  performance	
  
§  Download	
  the	
  AdWords	
  Editor	
  
§...
www.ivantage.co.uk	
  
Open	
  Q&A	
  
101	
  
www.ivantage.co.uk	
  
Help	
  
§  AdWords	
  Help	
  Centre	
  
h@ps://support.google.com/adwords	
  
§  Learn	
  with	...
www.ivantage.co.uk	
  
Red	
  Apple	
  Services	
  
§  Google	
  AdWords	
  Account	
  Audit	
  
§  A	
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Google AdWords Training 201

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The AdWords 201 course expands on the basics introduced in AdWords 101. Now that you know how AdWords works, we move on to how to develop your campaign for maximum performance.

We spend more time on keyword list optimization and introduce additional tools, including the AdWords Editor. Attendees also learn how to diagnose the health of their campaigns, determine return on investment (ROI), and adjust bids. We then look at the possibilities available on the display network with contextual, placement and demographic targeting options.

AdWords 201 attendees should have either attended AdWords 101, or have an equivalent level of knowledge. To get the most out of the course, it is important that you are already familiar with the basics of campaign creation, keyword match types, and creating ads.

AdWords 101 and AdWords 201 are always offered on consecutive days so that you can continue and build on your learning. Taking both classes together is useful because one day is not enough to cover all of the tools and features of the system. AdWords 101 focuses on how the system works and how to set it up properly. The second day, AdWords 201, allows you to learn about fine-tuning campaigns, using additional tools and more advanced techniques.

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Transcript of "Google AdWords Training 201"

  1. 1. www.ivantage.co.uk  www.ivantage.co.uk   Google  AdWords  201   Building  Profitable  Paid  Search  Campaigns   1 Sharron  Lonsdale   Principal  Paid  Search  Consultant  &  Account  Manager   Slides:   h@p://www.slideshare.net/ivantage     WIFI  (for  your  own  laptops):   ITTRH   welcome1    
  2. 2. www.ivantage.co.uk   Ivantage  training  courses   Google  AdWords  Training   §  AdWords  101:  IntroducHon  to  Paid  Search  Management   §  AdWords  201:  Building  Profitable  Paid  Search  Campaigns   §  AdWords  301:  Advanced  OpHmisaHon  Techniques   §  AdWords  302:  Advanced  Conversion  OpHmisaHon   Google  AnalyHcs  Training   §  AnalyHcs  101:  IntroducHon  &  User  Training   §  AnalyHcs  201:  Advanced  Analysis  &  Measurement  –  1   §  AnalyHcs  201:  Advanced  Analysis  &  Measurement  –  2   §  AnalyHcs  301:  Advanced  Tracking  &  Technical  ImplementaHons   2  
  3. 3. www.ivantage.co.uk   Today’s  Timing   §  Start      9:30     §  Morning  Break  11:15  –  11:30     §  Lunch    12:45  –  13:45   §  AUernoon  Break  15:15  –  15:30       §  Q&A      16:30   §  Finish    17:00   §  Drinks   §  Lunch   §  Fire  Exit   3  
  4. 4. www.ivantage.co.uk   Session  1  –  Developing  keyword  ideas,  quality  score,  common  problems   §  Understanding  how  people  search   §  Refining  and  opHmising  your  keyword  lists   §  Google  suggesHve  text   §  Google  Trends   §  Search  query  reports   §  Understanding  quality  score  and  why  it  is  important   §  Discover  what  influences  quality  score   §  How  to  self  diagnose  problems   §  Why  can’t  I  see  my  ad?   §  Why  is  my  quality  score  low?   §  Disapproved  ads   §  Ads  diagnosHc  tool   §  Ad  scheduling  by  Hme  of  day  (day  parHng)   4  
  5. 5. www.ivantage.co.uk   Session  2  –  How  to  use  the  Google  Display  network   §  The  Google  Display  Network   §  Controlling  the  reach  of  your  campaigns   §  Contextually  targeted  campaigns   §  Placement  targeted  campaigns   §  Using  the  AdWords  Display  Planner   §  Demographic  targeHng   §  Exclusion  opHons   §  Display  ad  builder   5  
  6. 6. www.ivantage.co.uk   Session  3  –  Saving  you  Hme  with  the  AdWords  Editor   §  Installing  AdWords  Editor   §  How  to  use  AdWords  Editor  effecHvely   §  Maintaining  your  keywords   §  Bulk  updated  to  ad  copy   §  CreaHng  new  adgroups   §  Advanced  bid  changes   §  Checking  for  duplicate  keywords   6  
  7. 7. www.ivantage.co.uk   Session  4  –  Dynamic  keyword  inserHon,  ROI,  budgets  &  compeHtors   §  Dynamic  keyword  inserHon   §  Understanding  ROAS   §  Making  the  most  of  your  available  budget   §  Impression  share  reports   §  The  OpportuniHes  tab   §  Keeping  an  eye  on  the  compeHHon   §  Managing  mulHple  accounts   §  CreaHng  a  managed  client  center  account   §  Review  acHon  plan   §  Open  Q&A   §  Feedback  and  wrap-­‐up   7  
  8. 8. www.ivantage.co.uk   IntroducHons   §  First   §  Me  (Sharron  Lonsdale)  &  ivantage  overview   §  In  a  moment   §  You   §  Your  role   §  Your  business  &  website   §  Your  experience  of  AdWords  to  date   §  Your  objecHves  for  a@ending  today   §  Any  parHcular  quesHons/issues  you  hope  to  resolve  today   §  One  search  term  that  you  would  like  your  ads  to  appear  for   8  
  9. 9. www.ivantage.co.uk   Me  –  Sharron  Lonsdale   9   §  Principal  Paid  Search  Consultant  at  Red  Apple  Services   §  Too  many  years  IT  technical  experience,  15  years  Internet     §  Fully  qualified  Google  AdWords  Professional   §  An  AdWords  pracHHoner  
  10. 10. www.ivantage.co.uk   IntroducHons  –  your  turn   §  You   §  Your  role   §  Your  business  &  website   §  Your  experience  of  AdWords  to  date   §  Your  objecHves  for  a@ending  today   §  Any  parHcular  quesHons/issues  you  hope  to  resolve  today   §  One  search  term  that  you  would  like  your  ads  to  appear  for     10  
  11. 11. www.ivantage.co.uk   Understanding  how  people  search   §  We  all  think  differently   §  We  all  ask  quesHons  differently   §  This  is  reflected  in  the  way  we  search   §  Imagine  it  is  Mother’s  Day    and  you  want  to  send  some  flowers  to   your  mother  in  Manchester   Manchester  florist   Flower  delivery  in  Manchester   Flower  delivery  service  Manchester   Interflora  Manchester   Flowers  for  mothers  day   Where  do  I  find  a  Manchester  florist   NaHonwide  flower  delivery   11  
  12. 12. www.ivantage.co.uk   Understanding  how  people  search   §  Search  queries  tend  to  fall  into  one  of  several  categories   §  The  product  or  service  needed     §  Dining  table   §  DenHst  in  …   §  The  problem  that  needs  to  be  solved   §  Slow  computer   §  Burst  water  pipes   §  InformaHon  needed  (how,  when,  where,  what,  why)   §  What  causes  Hredness   §  Ideas  for  a  dinner  party   §  A  product  name  or  product  part   §  MFC-­‐620CN  ink  cartridge   §  Nike  air  max  trainers   12  
  13. 13. www.ivantage.co.uk   Understanding  how  people  search   §  However  people  search,  they  have  an  expectaHon   §  They  want  an  answer  to  their  quesHon  or  to  find  the  product   §  Your  advert  needs  to  be  relevant  to  their  current  need   §  Catch  their  a@enHon   §  Say  why  you  have  the  answer  they  are  looking  for   §  Whilst  being  honest  and  truthful   §  Clicking  on  your  ad  is  like  a  customer  walking  through  your  shop   door   §  The  bonus  is  that  you  have  an  understanding  of  what  they  are   looking  for  so  you  can  take  them  straight  to  the  best  department   13  
  14. 14. www.ivantage.co.uk   Searcher  –  adverHser  –  Google  relaHonship   This  is  why   “Relevance  is  King!”   14   The  searcher   wants  to  find   what  they  are   looking  for  as   easily  as  possible   AdverAsers  want   to  display     relevant  ads  when   someone  is   looking  for  their   products/service   Google  wants  the   searcher  to  return   and  use  Google   for  their  next   search  
  15. 15. www.ivantage.co.uk   Refining  and  opHmising  your  keyword  lists   §  Keyword  research  is  a  conHnuous  process   §  There  are  limitless  combinaHons  of  search  queries   §  Approx  20%  of  searches  each  day  are  new  in  last  3  months   §  Other  Google  tools  available  to  help  you   §  Google  suggesHve  text   §  Google  Trends   §  Search  query  reports   15  
  16. 16. www.ivantage.co.uk   Google  suggesHve  text   §  Start  to  type  your  keyword  into  Google   16  
  17. 17. www.ivantage.co.uk   Google  Trends   §  Compares  search  volume  pa@erns  across  specific  regions  ,   categories,  Hme  frames  and  properHes   §  IdenHfy  seasonal  fluctuaHons  to  ensure  campaigns  have  sufficient   budgets  during  peak  Hmes   §  Data  from  2004  as  well  as  a  12  month  forecast   §  All  data  is  relaHve  not  absolute  values   §  A  list  of  “rising  searches”,  idenHfies  terms  with  significant  growth     17  
  18. 18. www.ivantage.co.uk   Google  Trends  -­‐  example   18  
  19. 19. www.ivantage.co.uk   Google  Trends  -­‐  exercise   §  Search  for  “google  trends”   §  Enter  your  main  keywords  for  your  target  locaHon   §  See  what  underlying  trends  there  are  in  traffic   §  Any  rising  keywords  you  need  to  consider  adding  to  your   campaigns?   §  Compare  your  brand  name  with  your  compeHtors   §  If  you  sell  branded  products  compare  the  popularity  of  these  brands   §  If  you  target  mulHple  countries  compare  your  main  keyword  across   regions     19  
  20. 20. www.ivantage.co.uk   Search  query  reports   §  These  provides  a  goldmine  of  informaHon   §  IdenHfies  the  actual  search  query  that  resulted  in  an  ad  click   §  Broad  and  phrase  match  keywords  will  have  triggered  your  ad  for   many  search  queries   §  Run  the  report  for  all  keywords  or  a  specific  keyword   §  Add  relevant  search  queries  to  your  keyword  list   §  Add  irrelevant  keywords  as  negaHves   §  Make  sure  you  also  look  at  conversions   20  
  21. 21. www.ivantage.co.uk   Search  query  reports   §  You  can  add  keywords  directly  into  your  account   §  Keywords  default  to  broad  match   §  NegaHve  keywords  default  to  exact  match   §  If  the  search  query  is  more  than  10  words  or  80  characters,  shorten   it  and  add  as  phrase  match   §  You  can  add  negaHves  to  the  adgroup  or  campaign   §  Found  on  the  keywords  tab  under  keyword  details   21  
  22. 22. www.ivantage.co.uk   Search  query  reports  -­‐  example   22   §  SQR  report  for  the  keyword  +leather  +wallets  
  23. 23. www.ivantage.co.uk   Search  query  reports  -­‐  exercise   §  Change  your  Hme  frame  to  all  Hme   §  Sort  keywords  by  impressions  or  clicks   §  Run  the  search  query  report  for  your  main  broad/phrase  match   keywords   §  Add  relevant  keywords  to  your  adgroup   §  Add  irrelevant  keywords  as  negaHves   §  Share  some  examples  of  broad  matching   23  
  24. 24. www.ivantage.co.uk   Understanding  quality  score   §  Quality  score  is  an  important  factor  in  your  account   §  It  is  Google’s  measurement  of  relevance   §  It  is  dynamically  refined  each  Hme  a  search  matches  with  one  of   your  keywords   §  You  can  see  your  quality  scores  on  the  keywords  tab   §  It  is  not  displayed  by  default  so  enable  this  column   §  It  is  displayed  as  a  whole  number  1  –  10   1  –  4  disappoinHng,  acHon  is  required   5  –  7  OK,  room  for  improvement   8  –  10  great,  this  is  your  target   24  
  25. 25. www.ivantage.co.uk   Why  is  quality  score  important?   §  Quality  score  affects  the  following:   §  It  determines  if  your  keyword  is  eligible  to  enter  the  aucHon   §  Keywords  with  a  low  quality  score  will  oUen  not  enter  the  aucHon   even  though  eligible   §  It  is  used  to  determine  the  ad  ranking  (posiHon  on  the  page)   §  It  affects  the  actual  amount  you  pay  for  a  click   §  First  page  bid  and  top  of  page  bid  esHmates  are  also  affected  by   quality  score   25  
  26. 26. www.ivantage.co.uk   What  influences  quality  score?   §  Factors  affecHng  quality  score   §  Keywords  CTR,  the  higher  the  be@er  (this  is  normalised  by  posiHon)   §  How  relevant  your  keyword  is  to  your  ad  copy   §  How  relevant  your  keyword  is  to  the  search  term   §  Historical  CTR  of  all  ads  and  keywords  in  the  account   §  Landing  page  relevance   §  Landing  page  load  Hmes   §  Geographic  performance   §  Device  performance   §  Other  relevance  factors   26  
  27. 27. www.ivantage.co.uk   How  to  self  diagnose  problems   §  Why  can’t  I  see  my  ad?   §  Why  is  my  quality  score  low?   §  Disapproved  ads   §  Ads  diagnosHc  tool   27  
  28. 28. www.ivantage.co.uk   Why  can’t  I  see  my  ads?   §  Several  reasons  why  this  might  happen   §  A  new  ad  may  sHll  be  under  review   §  Your  campaign  may  have  reached  the  daily  budget   §  Hover  over  the  speech  bubble  next  to  a  keyword  for  this  ad  to  find   out  more   28  
  29. 29. www.ivantage.co.uk   Why  is  my  quality  score  low  &  how  to  improve  it   §  You  may  find  it  useful  to  create  a  filter  to  display  all  keywords   with  a  quality  score  of  4  or  less   §  IdenHfy  those  that  have  a  poor  CTR   §  Is  the  ad  text  relevant  to  the  keyword?   §  Is  the  ad  text  compelling?   §  Write  new  ad  copy   §  Is  the  ad  being  triggered  by  irrelevant  searches?   §  Run  search  query  reports  and  add  negaHve  keywords  to  prevent  this   §  Are  all  the  keywords  in  the  adgroup  closely  related?   §  Split  the  keywords  into  2  or  more  adgroups   §  If  all  else  fails   §  Pause  them   29  
  30. 30. www.ivantage.co.uk   Disapproved  ads   §  Alerts  and  emails  are  sent  for  disapproved  ads   §  You  can  create  a  filter  to  see  disapproved  ads   §  Hover  over  the  speech  bubble  to  see  why   §  Edit  your  ad  and  it  will  be  reviewed  again   30  
  31. 31. www.ivantage.co.uk   Ads  diagnosHc  tool   §  Check  on  your  ad  without  affecHng  its  performance   §  Searching  will  increase  impressions  without  clicks   §  To  check  an  ad  use  the  ad  diagnosHc  tool   §  Allows  you  to  simulate  a  search  in  another  locaHon   §  Allows  you  to  simulate  results  on  a  mobile  device   §  Available  from  Tools  or   §  Select  keyword  speech  bubble   31  
  32. 32. www.ivantage.co.uk   Ads  diagnosHc  tool   §  Preview  the  results  with  your  sesngs   32  
  33. 33. www.ivantage.co.uk   Ad  scheduling   §  This  is  found  in  the  campaign  sesngs  –  ad  schedule   §  Ad  scheduling  defaults  to  24/7   §  May  want  to  only  run  ads  during  office  hours  or  weekends  only   §  You  may  want  to  adjust  bids  at  different  Hmes  of  the  day   §  Use  the  dimension  tab  to  run  a  report  by   §  day  of  week   §  hour  of  day   33  
  34. 34. www.ivantage.co.uk   Ad  scheduling   §  Edit  ad  schedule  to  choose  different  Hme  ranges   §  Select  the  days  and  hours  for  your  campaign  to  run  (or  when  you   want  to  adjust  bids   34  
  35. 35. www.ivantage.co.uk   Ad  scheduling  –  bid  adjustments   §  Adjust  bids  for  different  Hmes  of  the  day   35  
  36. 36. www.ivantage.co.uk   Ad  scheduling  -­‐  exercise   §  Schedule  your  ads  to  run  8:00  am  to  midnight  all  days   §  Adjust  bids  +20%  in  the  evenings  and  at  weekends   36  
  37. 37. www.ivantage.co.uk   Break  Hme   §  15  Mins   37  
  38. 38. www.ivantage.co.uk   The  Google  Display  Network   §  The  Google  Display  network  is  made  of  millions  of  “placements”   §  Allows  you  to  reach  potenHal  customers  at  different  points  of  the   buying  cycle   §  Its  all  about  displaying  your  advert    to  your  potenHal  customer   §  e.g.  If  someone  is  reading  an  arHcle  about  eye  health   §  Placements  can  be   §  Websites   §  Online  games   §  Web  feeds   §  Online  video  sites  (e.g.  youtube.com)   38  
  39. 39. www.ivantage.co.uk   The  Google  Display  Network   §  Relevant  sites  are  found  based  on  the  themes  in  your  keyword  list   §  Placements  can  be  used  to  target  specific  website   §  Audiences  can  be  used  to  idenHfy  users  based  on  their  interests   §  Start  with  search  campaigns  and  then  try  display  campaigns  later   §  More  ad  formats  are  available  than  for  search  campaigns   §  Text   §  Image   §  Flash   §  Video   39  
  40. 40. www.ivantage.co.uk   Display  Network  -­‐  Text  Ads   40  
  41. 41. www.ivantage.co.uk   Display  Network  -­‐  Image  and  Video  Ad  Formats   §  Choice  of  ad  sizes   §  Online  display  ad  builder  tool  with  200+  templates   41  
  42. 42. www.ivantage.co.uk   Display  Network  -­‐  Image  and  Video  Ad  Formats   42  
  43. 43. www.ivantage.co.uk   Google  Display  Network  Image  Ads   43  
  44. 44. www.ivantage.co.uk   Controlling  Where  on  the  Display  Network   §  Recommend  having  separate  search  and  display  campaigns   §  When  creaHng  a  new  campaign  select  the  Display  network   44  
  45. 45. www.ivantage.co.uk   Controlling  Where  on  the  Display  Network   §  Keywords  are  always  used  for  targeHng  (if  supplied)   §  Each  adgroup  then  defines  its  own  reach   §  You  can  add  addiHonal  criteria   45  
  46. 46. www.ivantage.co.uk   SelecHng  keywords  for  the  Google  Display  Network   §  Create  themed  adgroups   §  Select  keywords  to  describe  the  theme  –  no  long  tailing   §  All  keywords  are  considered  as  broad  match   §  Google  will  match  your  ads  to  pages  and  websites  about  this  theme   §  You  will  see  where  ads  appear  as  automaHc  placements   §  Think  outside  the  box  –  be  creaHve   §  Selling  nightwear  you  can  target  ‘hospital  packing  lists’   §  Selling  music  fesHval  Hckets  you  can  target  ‘rock  music’,  ’urban  music’   §  An  adult  educaHon  center  you  can  target  ‘redundancy’     46  
  47. 47. www.ivantage.co.uk   Contextually  targeted  campaigns   §  Create  adgroups  combining  keyword  themes  and  topics   §  If  you  sell  a  healthy  snack  bar   School  lunch  box  adgroup   Keywords  ‘healthy  snacks’   Topic  ‘parenHng’     Walkers  adgroup   Keywords  ‘healthy  snacks’   Topic  ‘hiking  and  camping’   47  
  48. 48. www.ivantage.co.uk   Placement  targeted  campaigns   §  Select  specific  placements  where  you  want  ads  to  appear   §  These  placements  are  listed  as  managed  placements   48  
  49. 49. www.ivantage.co.uk   Create  a  display  network  campaign  -­‐  exercise   §  Create  a  display  network  campaign   §  Create  an  adgroup  which  uses  keywords  and  topics   49  
  50. 50. www.ivantage.co.uk   Placement  performance   §  You  can  see  the  actual  pages  where  ads  were  displayed   §  Add  relevant  URLs  to  your  managed  placement  list   §  Exclude  irrelevant  placements   50  
  51. 51. www.ivantage.co.uk   Find  placements  with  the  Display  Planner   51   §  Use  words  or  phrases  to  generate  ideas   §  Enter  any  website  to  find  ideas  based  on  the  content  of  the  page   §  Used  predefined  categories  to  find  keywords  
  52. 52. www.ivantage.co.uk   Find  placements  with  the  Display  Planner   §  Provides  a  list  of  possible  placements  for  you  to  select   52  
  53. 53. www.ivantage.co.uk   Create  a  display  network  campaign  -­‐  exercise   §  Use  the  placement  tool  to  find  some  relevant  sites  to  adverHse  on   §  Create  a  second  adgroup  which  targets  these  placements   53  
  54. 54. www.ivantage.co.uk   Demographic  targeHng   §  Allows  you  to  reach  people  of  a  certain  age  or  gender   §  Uses  informaHon  from  the  web  or  mobile  app   §  Can  greatly  cut  down  your  ad  exposure   54  
  55. 55. www.ivantage.co.uk   Demographic  targeHng  -­‐  exercise   §  Update  your  adgroup  to  target  men  age  25-­‐54     55  
  56. 56. www.ivantage.co.uk   Exclusions   §  NegaHves  are  just  as  important  for  display  campaigns  as  they  are   for  search  campaigns   §  However  there  are  more  to  think  about   §  NegaHve  keywords   §  Excluded  placements   §  Excluded  topics   §  If  you  do  not  want  your  ads  to  appear  on  mobile  apps  you  need  to   add  the  following  negaHve  placement   §  adsenseformobileapps.com   56  
  57. 57. www.ivantage.co.uk   Display  campaign  exclusions  -­‐  exercise   §  Add  some  negaHve  keywords  to  your  contextual  adgroup   e.g.  forums,  jobs   §  Add  some  negaHve  placements  to  your  placement  targeted   adgroup   e.g.  adsenseformobileapps.com   57  
  58. 58. www.ivantage.co.uk   Display  Ad  Builder   §  This  tool  allows  you  to  easily  create  an  image  ad  from  a  text  ad   §  In  a  display  campaign  select  a  text  ad   §  Select  more  acHons  >  Generate  display  ad   58  
  59. 59. www.ivantage.co.uk   Display  ad  builder  -­‐  exercise   §  Create  a  display  ad  from  a  text  ad  you  created  earlier   59  
  60. 60. www.ivantage.co.uk   Lunch   60  
  61. 61. www.ivantage.co.uk   Installing  AdWords  editor   §  Download  and  Install  the  Adwords  Editor   §  Search  for  “Adwords  Editor”   §  Select  results  and  follow  instrucHons   61  
  62. 62. www.ivantage.co.uk   What  is  the  AdWords  Editor   §  Free  downloadable  applicaHon  for  managing  your  accounts   §  Allows  you  keep  working  when  you  are  offline   §  Use  bulk  ediHng  tools  to  quickly  make  mulHple  changes   §  Export  and  import  files  to  share  proposals  or  make  changes  to  an   account   §  View  staHsHcs  for  all  campaigns   §  Copy  and  move  items  between  campaigns  and  adgroups   §  Find  duplicate  keywords   62  
  63. 63. www.ivantage.co.uk   AdWords  Editor  synchronising  the  data   §  First  Hme  you  need  to  associate  your  AdWords  account  with   AdWords  Editor   §  Use  the  account  manager   §  Enter  credenHals  and  download  all  campaigns   §  As  you  make  changes  they  are  automaHcally  saved  locally   §  They  will  not  go  live  unHl  you  post  them   §  Each  Hme  you  work  in  Editor,  get  the    latest  changes   63  
  64. 64. www.ivantage.co.uk   AdWords  Editor  view   64  
  65. 65. www.ivantage.co.uk   AdWords  Editor  navigaHon   §  Tree  view  navigaHon  for  campaigns  and    adgroups   §  Select  the    campaign  or  adgroup,  which  is  then  displayed  in  the   main  window   §  The  Type  list  allows  you  to  change  the  data  view.   §  Double  click  an  item  to  pop-­‐out  a  window.  This  allows  you  to  use  a   pop-­‐out  view  of  your  keywords  while  you  write  an  ad   §  Each  item  window  shows  the  number  of  items  for  your  view  or   search   65  
  66. 66. www.ivantage.co.uk   AdWords  Editor  navigaHon   §  Columns  can  be  customised  on  each  view  (down  arrow)   §  Column  widths  can  be  changed   §  Use  drag  and  drop  to  rearrange  columns   §  Visual  cues  show  what  has  changed   §  +  added  item   §  -­‐  deleted  item   §  ∆ edited  item   66  
  67. 67. www.ivantage.co.uk   Add  new  keywords   §  You  can  add  an  individual  keyword   §  You  can  import  keywords  in  bulk   §  Navigate  to  the  keywords  view,  make  mulHple  changes   §  Allows  you  to  paste  large  amounts  of  data  from  a  spreadsheet   §  Include  keyword  match  types  and  bids  or  edit  in  bulk  aUerwards   67  
  68. 68. www.ivantage.co.uk   AdWords  Editor  add  new  keywords  -­‐  exercise   §  Add  an  individual  keyword  to  your  adgroup   §  Bulk  add  several  keywords  to  your  adgroup  and  change  the  match   type   68  
  69. 69. www.ivantage.co.uk   Appending  text  to  keywords   §  You  can  append  text  to  keywords     §  Many  customers  append  a  locaHon  onto  their  search  term   §  Select  your  keywords  and  enter  the  text  to  add   §  Ensure  that  you  choose  to  duplicate  keywords  and  add  to  duplicates   69  
  70. 70. www.ivantage.co.uk   Appending  text  to  desHnaHon  urls   §  You  can  append  text  to  desHnaHon  URLs   §  Many  customers  use  tracking  parameters  for  internal  systems   §  Select  your  desHnaHon  URLs  and  enter  the  text  to  add   70  
  71. 71. www.ivantage.co.uk   AdWords  Editor  append  funcHon  -­‐  exercise   §  Add  new  keywords  with  an  append/prepend  value   e.g.  buy,  london,  luxury   71  
  72. 72. www.ivantage.co.uk   Create  new  ads   §  You  can  add  an  individual  advert   §  You  can  copy  an  exisHng  ad  and  then  make  changes  to  the  copied   version   72  
  73. 73. www.ivantage.co.uk   AdWords  Editor  add  new  ads  -­‐  exercise   §  Create  a  new  advert  in  your  adgroup   §  Copy  an  exisHng  ad  and  then  make  changes  to  this  new  ad   73  
  74. 74. www.ivantage.co.uk   Bulk  update  ad  text   §  Image  you  have  100’s  of  adverts  promoHng  your  25%  off  sale     §  Now  your  sale  has  changed  to  33%  -­‐  don’t  panic!   §  Select  account  level   §  Select  the  ads  view   §  Select  all  ads  (edit  >  select  all,  or  Ctrl  A)   §  Select  replace  text   §  Replace  25%  with  33%   §  Ensure  the  scope  of  the  change   is  correct   74  
  75. 75. www.ivantage.co.uk   Create  new  adgroups  based  on  exisHng  adgroup   §  You  can  copy  an  adgroup   §  All  keywords,  ads  etc.  are  also  copied   §  Use  replace  text  to  update  your  keywords   §  Update  your  ad  copy  and  desHnaHon  URLs   §  Useful  for  replicaHng  by  colour,  size,  locaHon,  model  number   75  
  76. 76. www.ivantage.co.uk   AdWords  Editor  copy  adgroups  -­‐  exercise   §  Copy  an  exisHng  adgroup   §  Use  the  replace  text  to  update  the  keywords  to  the  new  adgroup   theme   §  Update  your  ads  and  desHnaHon  URL   76  
  77. 77. www.ivantage.co.uk   Download  performance  staHsHcs   §  All  online  performance  metrics  can  be  downloaded   §  Pre-­‐defined  date  ranges  or  custom  range   §  These  will  not  include  today’s  data   77  
  78. 78. www.ivantage.co.uk   Advanced  bid  changes   §  You  may  want  to  increase  the  bid  of  all  keywords  below  posiHon  6   to  improve  their  page  posiHon   §  Sort  by  average  posiHon  (add  column  if  not  displayed)   §  Select  all  keywords  lower  than  6   §  Select  advanced  bid  changes   §  Increase  bids  by  an  amount  or  %   §  Use  constraints  if  required   78  
  79. 79. www.ivantage.co.uk   AdWords  Editor  advanced  bid  changes  -­‐  exercise   §  Select  some  keywords  and  increase  their  bids  by  15%   §  Select  all  keywords  and  increase  to  their  first  page  bid  esHmates   §  Select  keywords  which  you  feel  are  highly  relevant  and  raise  bids   to  their  top  of  page  esHmate   79  
  80. 80. www.ivantage.co.uk   Checking  for  duplicate  keywords   §  AdWords  Editor  lets  you  check  for  duplicate  keywords  in  your   account   §  This  is  not  available  in  the  online  system   §  Available  from  tools  menu   §  Ensure  you  select  compeHng  campaigns   §  Pause  the  duplicate  keywords   80  
  81. 81. www.ivantage.co.uk   AdWords  Editor  duplicate  keywords  -­‐  exercise   §  Run  the  duplicate  keyword  check  and  pause  keywords  as  required   81  
  82. 82. www.ivantage.co.uk   Break  Hme   §  15  Mins   82  
  83. 83. www.ivantage.co.uk   Dynamic  keyword  inserHon   §  Allows  Adwords  to  insert  the  keyword  that  triggered  your  ad  into  the  ad   text   §  Can  make  the  ad  appear  more  relevant   §  Search  terms  are  displayed  in  bold   §  Works  best  with  exact  match  keywords   §  OUen  improves  the  CTR  of  your  ad,  which  can  reduce  your  CPC   §  If  the  triggered  keyword  cannot  be  inserted,  the  default  text  is  displayed   §  More  than  allowed  number  of  characters   §  Misspelled  keywords   §  Trademarked  term   §  Can  be  used  in  any  part  of  the  ad  text   §  Check  how  each  keyword  would  look!!   83  
  84. 84. www.ivantage.co.uk   Dynamic  keyword  inserHon  -­‐  syntax        {KeyWord:The  Default  Text}     84  
  85. 85. www.ivantage.co.uk   Examples  of  keyword  inserHon   If  the  keyword  that  triggers  the  ad  is  kids  vitamins       85   If  the  keyword  that  triggers  the  ad  is  vitamins  for  kids     If  the  keyword  that  triggers  the  ad  is  toddler  mulHvitamins      
  86. 86. www.ivantage.co.uk   Using  the  Keyword  InserHon  Tag   §  {KeyWord:Default  Text}   keyword    -­‐  no  capitalisaHon,  all  inserted  words(s)  are  in  lower  case   Keyword    -­‐  The  first  le@er  of  the  first  word  is  capitalised   KeyWord  -­‐  The  First  Le@er  Of  Every  Word  Is  Capitalised   KEYWord  -­‐  EVERY  Le@er  In  The  First  Word  Is  Capitalised  And  The   First  Le@er  Of  Every  Other  Word   KeyWORD  -­‐  The  FIRST  LETTER  OF  THE  FIRST  WORD  AND  EVERY   OTHER  WORD   KEYWORD  -­‐  The  First  Le@er  Of  Every  Word  Is  Capitalised   86  
  87. 87. www.ivantage.co.uk   Dynamic  keyword  inserHon  -­‐  exercise   §  Create  a  new  ad  in  one  of  your  adgroups  using  dynamic  keyword   inserHon   §  Monitor  the  performance  of  this  ad  versus  the  staHc  ad   87  
  88. 88. www.ivantage.co.uk   Understanding  ROAS   §  Return  on  Ad  Spend-­‐  ROAS   §  ROAS  is  the  raHo  of  your  revenue  to  your  cost   §  It  shows  the  real  affect  your  adverHsing  has  on  your  business   §  You  can  use  ROAS  to  decide  how  to  allocate  your  budgets   ROAS  =  revenue/  cost   If  £100  click  cost  generates  £350  revenue   ROAS  =  350  /  100  =  350%   88  
  89. 89. www.ivantage.co.uk   Measuring  ROAS  in  AdWords   §  In  AdWords  if  tracking  conversions  we  can  view  conversion  data   §  Cost          £543.38   §  Revenue      £2,732.80   §  Conversion  value  /  cost  5.0  (=  500%  ROAS)     89  
  90. 90. www.ivantage.co.uk   Measuring  ROAS  in  AnalyHcs   §  In  Google  AnalyHcs  we  can  also  see  the  associated  ROAS   §  AcquisiHon  >  AdWords  >  Campaigns  (Clicks  view)   90  
  91. 91. www.ivantage.co.uk   Making  the  most  of  your  available  budget   §  Now  we  know  which  campaigns/adgroups  are  giving  the  best   return   §  How  can  we  ensure  that  the  be@er  performing  areas  are  running  to   their  potenHal?   §  Would  the  campaigns  be  able  to  spend  more  budget?   91  
  92. 92. www.ivantage.co.uk   Using  impression  share  and  ROI  to  reallocate  budgets   §  In  AdWords  view  impression  share  data   §  You  will  need  to  select  columns  from  the  compeHHve  metrics  set   92  
  93. 93. www.ivantage.co.uk   The  opportuniHes  tab  for  more  ideas   §  Google  suggesHons  on  addiHonal  keywords  and  bids   §  Take  care,  this  tool  thinks  broad   93  
  94. 94. www.ivantage.co.uk   The  opportuniHes  tab   §  Check  suggesHons  carefully   §  You  can  view  the  ideas  then  apply  them   94  
  95. 95. www.ivantage.co.uk   Keeping  an  eye  on  the  compeHHon   §  AucHon  insights  (on  keywords  tab)   §  Allows  comparison  of  individual  keyword  performance  with  your  compeHtors   95  
  96. 96. www.ivantage.co.uk   Managing  mulHple  AdWords  accounts   §  My  Client  Center  (MCC)  handles  mulHple  AdWords  accounts  from   one  login   §  Originally  designed  for  client  managers  and  agencies   §  Like  an  “umbrella”  account  with  mulHple  AdWords  accounts  linked   into  it   §  IniHal  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  exisHng  account   §  Create  a  new  Google  account  and  sign  up  for  an  MCC  account   96  
  97. 97. 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   97  
  98. 98. www.ivantage.co.uk   AcHon  Plan  –  Extending  your  search  campaigns   §  Explore  new  keyword  ideas  using   §  Google  suggesHve  texts   §  Google  Trends   §  Run  regular  search  query  reports   §  Schedule  SQR  reports  monthly  and  acHon  them!   §  All  keywords  idenHfied  are  ideas  for  a  posiHve  or  a  negaHve  keyword   §  Use  these  ideas  to  long  tail  exisHng  adgroups  or  idenHfy  new   adgroups  to  create   §  Monitor  your  quality  scores  (no  history  available)   §  Monitor  performance  by  day  and  hour  to  see  if  day  parHng  will  help   §  Add  sitelinks  to  all  search  campaigns   §  Add  call  extensions  to  search  campaigns,  if  appropriate   98  
  99. 99. www.ivantage.co.uk   AcHon  Plan  –  Build  display  network  campaigns   §  Brain  storm  ideas  for  where  your  customers  can  be  found   §  IdenHfy  themes  to  target  these  customers   §  Find  relevant  sites  using  the  placement  planner   §  Plan  out  your  campaign  structure  and  targeHng   §  Plan  your  adgroups  and  ad  copy   §  Regularly  run  the  placement  report  to  see  where  ads  are  appearing   §  Schedule  placement  reports  monthly  and  acHon  them!   §  Add  poor  placements  as  negaHves   §  If  poor  placements  have  a  common  theme  try  and  exclude  them   through  topic  exclusions   99  
  100. 100. www.ivantage.co.uk   AcHon  Plan  –  Monitoring  performance   §  Download  the  AdWords  Editor   §  PracHce  using  it  –  it  will  make  your  life  easier!   §  AUer  major  updates  or  once  a  month,  check  for  duplicate  keywords   §  Monitor  impression  share  and  conversions  to  adjust  budgets   between  campaigns  to  maximise  your  return   §  Keep  an  eye  on  what  your  compeHHon  is  doing   §  If  you  have  mulHple  AdWords  accounts,  create  an  MCC  account   100  
  101. 101. www.ivantage.co.uk   Open  Q&A   101  
  102. 102. www.ivantage.co.uk   Help   §  AdWords  Help  Centre   h@ps://support.google.com/adwords   §  Learn  with  Google   h@p://www.google.com/ads/learn/   §  Group  and  Blogs   h@p://adwords.blogspot.com   §  Books   §  Google  AdWords:  Managing  your  adverHsing  program  by  Anastasia  Holdren   §  Advanced  Google  AdWords  by  Brad  Geddes     §  ivantage   support@ivantage.co.uk   102  
  103. 103. www.ivantage.co.uk   Red  Apple  Services   §  Google  AdWords  Account  Audit   §  A  report  detailing  status  of  account  and  prioriHsed  recommendaHons   §  Telephone  conference  call  to  go  through  the  report   §  Google  AdWords  Account  Management       www.redappleservices.co.uk     103  
  104. 104. www.ivantage.co.uk   Please  help  us  to  improve  -­‐  feedback   §  www.ivantage.co.uk/feedback   §  Course  compleHon  cerHficates  will  be  sent  to  you   §  Write  an  honest,  considered  and  fair  review  to  receive  for  each  day   a@ended:   §  support@ivantage.co.uk   104  
  105. 105. www.ivantage.co.uk           105   End  of  Presentation  
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