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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. …

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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  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. www.ivantage.co.uk   Google  suggesHve  text   §  Start  to  type  your  keyword  into  Google   16  
  • 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. www.ivantage.co.uk   Google  Trends  -­‐  example   18  
  • 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. 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. 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. www.ivantage.co.uk   Search  query  reports  -­‐  example   22   §  SQR  report  for  the  keyword  +leather  +wallets  
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. www.ivantage.co.uk   Ads  diagnosHc  tool   §  Preview  the  results  with  your  sesngs   32  
  • 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. 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. www.ivantage.co.uk   Ad  scheduling  –  bid  adjustments   §  Adjust  bids  for  different  Hmes  of  the  day   35  
  • 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. www.ivantage.co.uk   Break  Hme   §  15  Mins   37  
  • 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. 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. www.ivantage.co.uk   Display  Network  -­‐  Text  Ads   40  
  • 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. www.ivantage.co.uk   Display  Network  -­‐  Image  and  Video  Ad  Formats   42  
  • 43. www.ivantage.co.uk   Google  Display  Network  Image  Ads   43  
  • 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. 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. 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. 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. 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. 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. 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. 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. www.ivantage.co.uk   Find  placements  with  the  Display  Planner   §  Provides  a  list  of  possible  placements  for  you  to  select   52  
  • 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. 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. www.ivantage.co.uk   Demographic  targeHng  -­‐  exercise   §  Update  your  adgroup  to  target  men  age  25-­‐54     55  
  • 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. 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. 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. www.ivantage.co.uk   Display  ad  builder  -­‐  exercise   §  Create  a  display  ad  from  a  text  ad  you  created  earlier   59  
  • 60. www.ivantage.co.uk   Lunch   60  
  • 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. 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. 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. www.ivantage.co.uk   AdWords  Editor  view   64  
  • 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. 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. 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. 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. 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. 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. www.ivantage.co.uk   AdWords  Editor  append  funcHon  -­‐  exercise   §  Add  new  keywords  with  an  append/prepend  value   e.g.  buy,  london,  luxury   71  
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. www.ivantage.co.uk   AdWords  Editor  duplicate  keywords  -­‐  exercise   §  Run  the  duplicate  keyword  check  and  pause  keywords  as  required   81  
  • 82. www.ivantage.co.uk   Break  Hme   §  15  Mins   82  
  • 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. www.ivantage.co.uk   Dynamic  keyword  inserHon  -­‐  syntax        {KeyWord:The  Default  Text}     84  
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. www.ivantage.co.uk   The  opportuniHes  tab   §  Check  suggesHons  carefully   §  You  can  view  the  ideas  then  apply  them   94  
  • 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. 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. 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. 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. 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. 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. www.ivantage.co.uk   Open  Q&A   101  
  • 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. 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. 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. www.ivantage.co.uk           105   End  of  Presentation  

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