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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Google AdWords Training 201

  1. 1. Google  AdWords  201 Building  Profitable  Paid  Search  Campaigns 1 Sharron  Lonsdale Principal  Paid  Search  Consultant  &  Account  Manager Slides: WIFI  (for  your  own  laptops): ITTRH welcome1
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  4. 4. 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  202:  Advanced  Analysis  &  Measurement  – 2 § Analytics  301:  Advanced  Tracking  &  Technical  Implementations 4
  5. 5. 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 § Lunch § Toilets § Fire  Exit 5
  6. 6. Session  1  – Developing  keyword  ideas,  quality  score,  common  problems § Understanding  how  people  search § Refining  and  optimising  your  keyword  lists § Google  suggestive   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  diagnostic  tool § Ad  scheduling  by  time  of  day  (day  parting) 6
  7. 7. 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  targeting § Exclusion  options § Display  ad  builder 7
  8. 8. Session  3  – Saving  you  time  with  the  AdWords  Editor § Installing  AdWords  Editor § How  to  use  AdWords  Editor  effectively § Maintaining   your  keywords § Bulk  updated  to  ad  copy § Creating  new  adgroups § Advanced  bid  changes § Checking  for  duplicate  keywords 8
  9. 9. Session  4  – Remarketing  campaigns,  DKI,  maximising  your  return § Creating  remarketing  campaigns § How  to  setup  your  remarketing  tags § How  to  create  your  remarketing  lists § Creating  highly  targeted  combinations § Dynamic  keyword  insertion § Understanding  ROAS § Making  the  most  of  your  available  budget § Impression  share  reports § Review  action  plan § Open  Q&A § Feedback  and  wrap-­‐up 9
  10. 10. Introductions § First § Me  (Sharron  Lonsdale)  &  ivantage  overview § In  a  moment § You § Your  role § Your  business   &  website § Your  experience   of  AdWords  to  date § Your  objectives   for  attending  today § Any  particular  questions/issues   you  hope  to  resolve   today § One  search  term  that  you  would  like  your  ads  to  appear  for 10
  11. 11. Me  – Sharron  Lonsdale 11 § Principal  Paid  Search  Consultant  at  Red  Apple  Services § Too  many  years  IT  technical  experience,  15  years  Internet   § Fully  qualified  Google  AdWords  Professional § An  AdWords  practitioner
  12. 12. Introductions  – your  turn § You § Your  role § Your  business   &  website § Your  experience   of  AdWords  to  date § Your  objectives   for  attending  today § Any  particular  questions/issues   you  hope  to  resolve   today § One  search  term  that  you  would  like  your  ads  to  appear  for 12
  13. 13. Understanding  how  people  search § We  all  think  differently § We  all  ask  questions  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 Nationwide  flower  delivery 13
  14. 14. Understanding  how  people  search § Search  queries  tend  to  fall  into  one  of  several  categories § The  product  or  service   needed   § Dining  table § Dentist  in  … § The  problem  that  needs  to  be  solved § Slow  computer § Burst  water  pipes § Information   needed  (how,  when,  where,   what,  why) § What  causes  tiredness § Ideas  for  a  dinner  party § A  product  name  or  product  part § MFC-­‐620CN  ink  cartridge § Nike  air  max  trainers 14
  15. 15. Understanding  how  people  search § However  people  search,  they  have  an  expectation § They  want  an  answer  to  their  question  or  to  find  the  product § Your  advert  needs  to  be  relevant  to  their  current  need § Catch  their  attention § 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 15
  16. 16. Searcher  – advertiser  – Google  relationship This  is  why “Relevance  is  King!” 16 The  searcher wants  to  find   what  they  are   looking  for  as   easily  as  possible Advertisers 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
  17. 17. Refining  and  optimising  your  keyword  lists § Keyword  research  is  a  continuous  process § There  are  limitless  combinations  of  search  queries § Approx  20%  of  searches  each  day  are  new  in  last  3  months § Other  Google  tools  available  to  help  you § Google  suggestive   text § Google  Trends § Search  query  reports 17
  18. 18. Google  suggestive  text § Start  to  type  your  keyword  into  Google 18
  19. 19. Google  Trends § Compares  search  volume  patterns  across  specific  regions  ,   categories,  time  frames  and  properties § Identify  seasonal  fluctuations  to  ensure  campaigns  have  sufficient   budgets  during  peak  times § Data  from  2004  as  well  as  a  12  month  forecast § All  data  is  relative  not  absolute  values § A  list  of  “rising  searches”,  identifies  terms  with  significant  growth 19
  20. 20. Google  Trends  -­‐ example 20
  21. 21. Google  Trends  -­‐ exercise § Search  for  “googletrends” § Enter  your  main  keywords  for  your  target  location § 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  competitors § If  you  sell  branded  products  compare  the  popularity  of  these  brands § If  you  target  multiple  countries  compare  your  main  keyword  across   regions 21
  22. 22. Search  query  reports § These  provides  a  goldmine  of  information § Identifies  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  negatives § Make  sure  you  also  look  at  conversions 22
  23. 23. Search  query  reports § You  can  add  keywords  directly  into  your  account § Keywords  default  to  broad  match § Negative  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  negatives  to  the  adgroup,  campaign  or  a  negative   keyword  list § Found  on  the  keywords  tab  under  keyword  details 23
  24. 24. Search  query  reports  -­‐ example 24 § SQR  report  for  the  keyword  +leather  +wallets
  25. 25. Search  query  reports  -­‐ exercise § Change  your  time  frame  to  all  time § 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  negatives § Share  some  examples  of  broad  matching 25
  26. 26. Understanding  quality  score § Quality  score  is  an  important  factor  in  your  account § It  is  Google’s  measurement  of  relevance § It  is  dynamically  refined  each  time  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  disappointing,  action  is  required 5  – 7  OK,  room  for  improvement 8  – 10  great,  this  is  your  target 26
  27. 27. Why  is  quality  score  important? § Quality  score  affects  the  following: § It  determines   if  your  keyword  is  eligible  to  enter   the  auction § Keywords  with  a  low  quality  score  will  often  not  enter  the  auction   even  though  eligible § It  is  used  to  determine   the  ad  ranking  (position  on  the  page) § It  affects   the  actual  amount  you  pay  for  a  click § First  page  bid  and  top  of  page  bid  estimates  are  also  affected  by   quality  score 27
  28. 28. What  influences  quality  score? § Factors  affecting  quality  score § Keywords  CTR,  the  higher  the  better  (this  is  normalised   by  position) § How  relevant   your  keyword  is  to  your  ad  copy § How  relevant   your  keyword  is  to  the  search  term § Landing  page  relevance § Landing  page  load  times § Geographic   performance § Device  performance § Your  use  of  ad  extensions § Other  relevance   factors 28
  29. 29. How  to  self  diagnose  problems § Why  can’t  I  see  my  ad? § Why  is  my  quality  score  low? § Disapproved  ads § Ads  diagnostic  tool 29
  30. 30. Why  can’t  I  see  my  ads? § Several  reasons  why  this  might  happen § A  new  ad  may  still  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 30
  31. 31. 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 § Identify  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  negative  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 31
  32. 32. 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 32
  33. 33. Ads  diagnostic  tool § Check  on  your  ad  without  affecting  its  performance § Searching  will  increase  impressions   without  clicks § To  check  an  ad  use  the  ad  diagnostic  tool § Allows  you  to  simulate  a  search  in  another  location § Allows  you  to  simulate  results  on  a  mobile  device § Available  from  Tools  or § Select  keyword  speech  bubble 33
  34. 34. Ads  diagnostic  tool § Preview  the  results  with  your  settings 34
  35. 35. Ad  scheduling § This  is  found  in  the  campaign  settings  – 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  times  of  the  day § Use  the  dimension  tab  to  run  a  report  by § day  of  week § hour  of  day 35
  36. 36. Ad  scheduling § Edit  ad  schedule  to  choose  different  time  ranges § Select  the  days  and  hours  for  your  campaign  to  run  (or  when  you   want  to  adjust  bids 36
  37. 37. Ad  scheduling  – bid  adjustments § Adjust  bids  for  different  times  of  the  day 37
  38. 38. Ad  scheduling  -­‐ exercise § Schedule  your  ads  to  run  8:00  am  to  midnight  all  days § Adjust  bids  +20%  in  the  evenings  and  at  weekends 38
  39. 39. Break  time § 15  Mins 39
  40. 40. The  Google  Display  Network § The  Google  Display  network  is  made  of  millions  of  “placements” § Allows  you  to  reach  potential  customers  at  different  points  of  the   buying  cycle § Its  all  about  displaying  your  advert    to  your  potential  customer § e.g.  If  someone  is  reading  an  article  about  eye  health § Placements  can  be § Websites § Online  games § Web  feeds § Online  video  sites  (e.g. 40
  41. 41. 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  identify  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 41
  42. 42. Display  Network  -­‐ Text  Ads 42
  43. 43. Display  Network  -­‐ Image  and  Video  Ad  Formats § Choice  of  ad  sizes § Ad  gallery  with  many  templates 43
  44. 44. Display  Network  -­‐ Image  and  Video  Ad  Formats 44
  45. 45. Google  Display  Network  Image  Ads 45
  46. 46. Controlling  Where  on  the  Display  Network § Recommend  having  separate  search  and  display  campaigns § When  creating  a  new  campaign  select  the  Display  network 46
  47. 47. Controlling  Where  on  the  Display  Network § Each  adgroup  defines  its  own  reach § Keywords  are  always  used  for  targeting  (if  supplied) § You  can  add  additional  criteria 47
  48. 48. Selecting  keywords  for  the  Google  Display  Network § Create  themed  adgroups § Select  keywords  to  describe   the  theme  – no  long  tailing § All  keywords  are  considered   as  broad  match § Google  will  match  your  ads  to  pages  and  websites  about  this  theme § You  will  see  where  ads  appear  as  automatic  placements § Think  outside  the  box  – be  creative § Selling  nightwear   you  can  target  ‘hospital  packing  lists’ § Selling  music  festival   tickets  you  can  target  ‘rock  music’,  ’urban  music’ § An  adult  education  center you  can  target  ‘redundancy’ 48
  49. 49. 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  ‘parenting’ Walkers  adgroup Keywords  ‘healthy  snacks’ Topic  ‘hiking  and  camping’ 49
  50. 50. Placement  targeted  campaigns § Select  specific  placements  where  you  want  ads  to  appear § These  placements  are  listed  as  managed  placements 50
  51. 51. Create  a  display  network  campaign  -­‐ exercise § Create  a  display  network  campaign § Create  an  adgroup  which  uses  keywords  and  topics 51
  52. 52. Placement  performance § You  can  see  the  actual  pages  where  ads  were  displayed § Add  relevant   URLs  to  your  managed  placement  list § Exclude  irrelevant   placements 52
  53. 53. Find  placements  with  the  Display  Planner 53 § 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
  54. 54. Find  placements  with  the  Display  Planner § Provides  a  list  of  possible  placements  for  you  to  select 54
  55. 55. Create  a  display  network  campaign  -­‐ exercise § Use  the  placement  tool  to  find  some  relevant  sites  to  advertise  on § Create  a  second  adgroup  which  targets  these  placements 55
  56. 56. Demographic  targeting § Allows  you  to  reach  people  of  a  certain  age  or  gender § Uses  information  from  the  web  or  mobile  app § Can  greatly  cut  down  your  ad  exposure 56
  57. 57. Demographic  targeting  -­‐ exercise § Update  your  adgroup  to  target  men  only § Update  your  adgroup  to  bid  10%  higher  for  age  25-­‐34 57
  58. 58. Exclusions § Negatives  are  just  as  important  for  display  campaigns  as  they  are   for  search  campaigns § However  there  are  more  to  think  about § Negative  keywords § Excluded  placements § Excluded  topics § If  you  do  not  want  your  ads  to  appear  on  mobile  apps  you  need  to   add  the  following  negative  placement § 58
  59. 59. Display  campaign  exclusions  -­‐ exercise § Add  some  negative  keywords  to  your  contextual  adgroup e.g.  forums,  jobs § Add  some  negative  placements  to  your  placement  targeted   adgroup e.g. 59
  60. 60. 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  actions  >  Generate  display  ad 60
  61. 61. Display  ad  builder  -­‐ exercise § Create  a  display  ad  from  a  text  ad  you  created  earlier 61
  62. 62. Lunch 62
  63. 63. Installing  AdWords  editor § Download  and  Install  the  AdwordsEditor § Search  for  “Adwords Editor” § Select  results  and  follow  instructions 63
  64. 64. What  is  the  AdWords  Editor § Free  downloadable  application  for  managing  your  accounts § Allows  you  keep  working  when  you  are  offline § Use  bulk  editing  tools  to  quickly  make  multiple  changes § Export  and  import  files  to  share  proposals  or  make  changes  to  an   account § View  statistics  for  all  campaigns § Copy  and  move  items  between  campaigns  and  adgroups § Find  duplicate  keywords 64
  65. 65. AdWords  Editor  synchronising  the  data § First  time  you  need  to  associate  your  AdWords  account  with   AdWords  Editor § Use  the  account  manager § Enter  credentials  and  download  all  campaigns § As  you  make  changes  they  are  automatically  saved  locally § They  will  not  go  live  until  you  post  them § Each  time  you  work  in  Editor,  get  the latest  changes 65
  66. 66. AdWords  Editor  view 66
  67. 67. AdWords  Editor  navigation § Tree  view  navigation  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 67
  68. 68. AdWords  Editor  navigation § 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 68
  69. 69. Add  new  keywords § You  can  add  an  individual  keyword § You  can  import  keywords  in  bulk § Navigate  to  the  keywords  view,  make  multiple  changes § Allows  you  to  paste  large  amounts  of  data  from  a  spreadsheet § Include  keyword  match  types  and  bids  or  edit  in  bulk  afterwards 69
  70. 70. 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 70
  71. 71. Appending  text  to  keywords § You  can  append  text  to  keywords   § Many  customers  append  a  location  onto  their  search  term § Select  your  keywords  and  enter  the  text  to  add § Ensure  that  you  choose  to  duplicate  keywords  and  add  to  duplicates 71
  72. 72. Appending  text  to  final  urls § You  can  append  text  to  destination  URLs § Many  customers  use  tracking  parameters  for  internal  systems § Select  your  destination  URLs  and  enter  the  text  to  add 72
  73. 73. AdWords  Editor  append  function  -­‐ exercise § Add  new  keywords  with  an  append/prepend  value e.g.  buy,  london,  luxury 73
  74. 74. Create  new  ads § You  can  add  an  individual  advert § You  can  copy  an  existing  ad  and  then  make  changes  to  the  copied   version 74
  75. 75. AdWords  Editor  add  new  ads  -­‐ exercise § Create  a  new  advert  in  your  adgroup § Copy  an  existing  ad  and  then  make  changes  to  this  new  ad 75
  76. 76. Bulk  update  ad  text § Image  you  have  100’s  of  adverts  promoting  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 76
  77. 77. Create  new  adgroups  based  on  existing  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  destination  URLs § Useful  for  replicating  by  colour,  size,  location,  model  number 77
  78. 78. AdWords  Editor  copy  adgroups  -­‐ exercise § Copy  an  existing  adgroup § Use  the  replace  text  to  update  the  keywords  to  the  new  adgroup   theme § Update  your  ads  and  destination  URL 78
  79. 79. Download  performance  statistics § All  online  performance  metrics  can  be  downloaded § Pre-­‐defined  date  ranges  or  custom  range § These  will  not  include  today’s  data 79
  80. 80. Advanced  bid  changes § You  may  want  to  increase  the  bid  of  all  keywords  below  position  6   to  improve  their  page  position § Sort  by  average  position  (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 80
  81. 81. 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  estimates § Select  keywords  which  you  feel  are  highly  relevant  and  raise  bids   to  their  top  of  page  estimate 81
  82. 82. 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  competing  campaigns § Pause  the  duplicate  keywords 82
  83. 83. AdWords  Editor  duplicate  keywords  -­‐ exercise § Run  the  duplicate  keyword  check  and  pause  keywords  as  required 83
  84. 84. Break  time § 15  Mins 84
  85. 85. 85 Remarketing  campaigns § Remarketing  allow  you  to  display  ads  to  previous  visitors  of  your  site § How  it  works: § A  person  visits  your  website  and  is  tagged  with  remarketing   code § They  can  have  arrived  at  your  site  through  any  route § Adverts   can  then  be  displayed  to  tagged  visitors  (audiences) § It’s  like  a  ‘reminder’   as  people  visit  other  websites § A  key  thing  is  not  to  stalk  people  and  freak  them  out  or  annoy  them!
  86. 86. 86 Creating  your  audiences § An  audience  is  any  group  of  visitors  you  want  to  remarket  to § All  visitors  to  the  site § Visitors  to  a  specific  area  of  category § Visitors  who  added  an  item  into  their  basket § Visitors  who  purchased   a  particular  product § Visitors  who  started   but  did  not  complete  a  form § Visitors  who  viewed  more  than  2  pages § Visitors  who  spent  more  than  1  minute  on  the  site § Visitors  who  came  from  an  email  campaign § Audiences  can  be  created  in  2  ways § Using  an  additional  site  wide  tag § Updating  your  existing  Google  Analytics  tag
  87. 87. 87 Creating  your  audiences  – site  wide  tag § Firstly  you  need  to  add  a  remarketing  tag  to  your  site § Create  a  new  remarketing  list § This  will  default  to  all  visitors § This  will  provide  you  with  the  tag  to  add  to  your  site § Visitors  are  tagged  for  30  days  by  default
  88. 88. 88 Creating  your  audiences  – site  wide  tag § The  code  needs  to  be  added  to  all  pages  on  your  site
  89. 89. 89 Creating  your  audiences  – site  wide  tag § Define  additional  audiences  based  on  urls § Visitors  who  added  an  item  to  their  basket
  90. 90. 90 Creating  your  audiences  – site  wide  tag § Visitors  to  a  specific  category/section  of  your  site
  91. 91. 91 Creating  your  audiences  – using  Google  Analytics § Firstly  you  need  to  enable  remarketing  data  collection  in  your   Google  Analytics  account
  92. 92. 92 Creating  your  audiences  – using  Google  Analytics § Property  settings  >  Remarketing  audiences § Once  created  they  are  visible  in  your  AdWords  account
  93. 93. 93 Creating  your  audiences  – using  Google  Analytics
  94. 94. 94 Creating  your  audiences  – using  Google  Analytics § Using  advanced  builds
  95. 95. 95 Creating  your  audiences  – using  Google  Analytics § Examples  of  advanced  remarketing  targets § Visitors  who  spent  more  than  x  seconds  on  the  site § Visitors  who  viewed  more  than  x  pages § Visitors  who  responded   to  email#1,  give  them  msg#2 § Visitors  who  used  the  site  search § Visitors  from  a  list  of  service   providers   § Visitors  who  purchased   product  x
  96. 96. 96 Target  your  audiences § Create  an  adgroup  which  uses  your  audience § An  audience  has  to  be  greater  than  100  in  size  before  it  will  be  used § You  can  control  how  many  times  people  see  a  remarketing  advert § This  is  controlled  on  the  campaign  settings  – use  it!
  97. 97. 97 Messages  for  your  audiences § Think  about  what  message  you  want  to  give § Abandoned  cart § Don’t  forget  to  buy  your  … § Come  back  and  … § Use  code  XYZ  for  extra  10%  discount  if  you  order  today
  98. 98. 98 Remarketing  -­‐ combining  audiences § Audiences  can be  combined  to  make  more  relevant  targeting § Visitors  who  added  the  item  to their  basket  but  did  not  checkout § Visitorswho  started  to  checkout  but  did  not  complete  the   process § Your  adgroup  then  targets  this  combination
  99. 99. Dynamic  keyword  insertion § Allows  Adwords  to  insert  the  keyword  that  triggered   your  ad  into  the  ad   text § Can  make  the  ad  appear  more  relevant § Search  terms  are  displayed  in  bold § Works  best  with  exact  match  keywords § Often  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!! 99
  100. 100. Dynamic  keyword  insertion  -­‐ syntax {KeyWord:TheDefault  Text} 100
  101. 101. Examples  of  keyword  insertion If  the  keywordthat  triggers  the  ad  is  kids  vitamins 101 If  the  keyword  that  triggers  the  ad  is  vitamins  for  kids If  the  keyword  that  triggers  the  ad  is  toddler  multivitamins
  102. 102. Using  the  Keyword  Insertion  Tag § {KeyWord:DefaultText} keyword   -­‐ no  capitalisation,  all  inserted  words(s)  are  in  lower  case Keyword   -­‐ The  first  letter  of  the  first  word  is  capitalised KeyWord -­‐ The  First  Letter  Of  Every  Word  Is  Capitalised KEYWord -­‐ EVERY  Letter  In  The  First  Word  Is  Capitalised  And  The   First  Letter  Of  Every  Other  Word KeyWORD -­‐ The  FIRST  LETTER  OF  THE  FIRST  WORD  AND  EVERY   OTHER  WORD KEYWORD -­‐ The  First  Letter  Of  Every  Word  Is  Capitalised 102
  103. 103. Dynamic  keyword  insertion  -­‐ exercise § Create  a  new  ad  in  one  of  your  adgroups  using  dynamic  keyword   insertion § Monitor  the  performance  of  this  ad  versus  the  static  ad 103
  104. 104. Understanding  ROAS § Return  on  Ad  Spend-­‐ROAS § ROAS  is  the  ratio  of  your  revenue  to  your  cost § It  shows  the  real  affect  your  advertising  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% 104
  105. 105. 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) 105
  106. 106. Measuring  ROAS  in  Analytics § In  Google  Analytics  we  can  also  see  the  associated  ROAS § Acquisition  >  AdWords  >  Campaigns  (Clicks  view) 106
  107. 107. Making  the  most  of  your  available  budget § Now  we  know  which  campaigns/adgroups  are  giving  the  best   return § How  can  we  ensure  that  the  better  performing  areas  are  running  to   their  potential? § Would  the  campaigns  be  able  to  spend  more  budget? 107
  108. 108. Using  impression  share  and  ROI  to  reallocate  budgets § In  AdWords  view  impression  share  data § You  will  need  to  select  columns  from  the  competitive  metrics  set 108
  109. 109. Action  Plan  – Extending  your  search  campaigns § Explore  new  keyword  ideas  using § Google  suggestive   texts § Google  Trends § Run  regular  search  query  reports § Schedule  SQR  reports  monthly  and  action  them! § All  keywords  identified  are  ideas  for  a  positive  or  a  negative  keyword § Use  these  ideas  to  long  tail  existing  adgroups  or  identify  new   adgroups  to  create § Monitor  your  quality  scores  (no  history  available) § Monitor  performance  by  day  and  hour  to  see  if  day  parting  will  help 109
  110. 110. Action  Plan  – Build  display  network  campaigns § Brain  storm  ideas  for  where  your  customers  can  be  found § Identify  themes  to  target  these  customers § Find  relevant  sites  using  the  placement  planner § Plan  out  your  campaign  structure  and  targeting § Plan  your  adgroups  and  ad  copy § Regularly  run  the  placement  report  to  see  where  ads  are  appearing § Schedule  placement  reports  monthly  and  action  them! § Add  poor  placements  as  negatives § If  poor  placements  have  a  common  theme  try  and  exclude  them   through  topic  exclusions 110
  111. 111. Action  Plan  – Build  remarketing  campaigns § Plan  your  audiences § Category  visitors § Abandoners § Customers § Create  your  audiences  using  AdWords  or  Analytics § Build  a  remarketing  campaign  with  each  adgroup  focussed  on  a   particular  audience § Be  creative  with  your  ad  copy § Adjust  bids  based  on  results § Test  different  frequency  caps 111
  112. 112. Action  Plan  – Monitoring  performance § Download  the  AdWords  Editor § Practice  using  it  – it  will  make  your  life  easier! § After  major  updates  or  once  a  month,  check  for  duplicate  keywords § Monitor  impression  share  and  conversions  to  adjust  budgets   between  campaigns  to  maximise  your  return 112
  113. 113. Open  Q&A 113
  114. 114. Help § AdWords  Help  Centre § Learn  with  Google § Group  and  Blogs § Books § Google  AdWords:  Managing  your  advertising  program  by  Anastasia  Holdren § Advanced   Google  AdWords  by  Brad  Geddes   § ivantage 114
  115. 115. Red  Apple  Services § Google  AdWords  Account  Audit § A  report  detailing  status  of  account  and  prioritised  recommendations § Telephone   conference   call  to  go  through  the  report § Google  AdWords  Account  Management 115
  116. 116. Please  help  us  to  improve  -­‐ feedback § § Course  completion  certificates  will  be  sent  to  you § Write  an  honest,  considered  and  fair  review  to  receive  for  each  day   attended: § 116
  117. 117. 117 End  of  Presentation