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Google AdWords Training 101


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AdWords 101 lays the groundwork for a successful campaign. If you are just getting started with AdWords, this is the course for you. Attendees leave with a better understanding of how the AdWords …

AdWords 101 lays the groundwork for a successful campaign. If you are just getting started with AdWords, this is the course for you. Attendees leave with a better understanding of how the AdWords system works, how to structure campaigns, and how good keyword lists and ads are developed. We also introduce Google Analytics and conversion tracking, provide an overview of your advertising options, and explain the billing cycle.

AdWords 101 is our most basic course. It is helpful if you have already created an AdWords account and have familiarized yourself with the user interface. However, if you are completely new, we do start from the beginning with opening an account.

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.

Published in: Business, Technology

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  • 1.   Google  AdWords  101   Introduc3on  to  Paid  Search  Management   1 Sharron  Lonsdale   Principal  Paid  Search  Consultant  &  Account  Manager   Slides:   h>p://     WIFI  (for  your  own  laptops):   ITTRH   welcome1    
  • 2.   Ivantage  training  courses   Google  AdWords  Training   §  AdWords  101:  Introduc7on  to  Paid  Search  Management   §  AdWords  201:  Building  Profitable  Paid  Search  Campaigns   §  AdWords  301:  Advanced  Op3misa3on  Techniques   §  AdWords  302:  Advanced  Conversion  Op3misa3on   Google  Analy3cs  Training   §  Analy3cs  101:  Introduc3on  &  User  Training   §  Analy3cs  201:  Advanced  Analysis  &  Measurement  –  1   §  Analy3cs  201:  Advanced  Analysis  &  Measurement  –  2   §  Analy3cs  301:  Advanced  Tracking  &  Technical  Implementa3ons   2  
  • 3.   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.   Session  1  –  Crea3ng  your  first  campaign   §  Introduc3on  to  online  adver3sing   §  Understanding  where  Google  ads  can  appear   §  Google  accounts  versus  AdWords  accounts   §  Crea3ng  your  account   §  How  to  structure  your  account   §  When  to  create  new  campaigns   §  The  importance  of  focussed  adgroups   §  Crea3ng  your  first  campaign,  adgroup,  and  adverts  –  step-­‐by-­‐step   4  
  • 5.   Session  2  –  The  importance  of  keywords  and  match  types   §  Naviga3ng  through  the  AdWords  user  interface   §  Loca3on  targe3ng   §  Developing  quality  keyword  lists   §  What  are  keywords?   §  Understanding  all  the  keyword  match  types   §  Using  the  AdWords  keyword  planner   §  Managing  your  keywords   §  Edi3ng  your  keyword  bids   §  Adding  nega3ve  keywords   §  Using  nega3ve  keyword  lists   §  Common  problems  with  keywords   5  
  • 6.   Session  3  –  Developing  effec3ve  ads,  conversions  &  repor3ng   §  The  structure  of  an  advert   §  Wri3ng  compelling  ad  copy   §  Developing  ad  varia3ons   §  Google  editorial  policy   §  Understanding  campaign,  ad  group  and  keyword  sta3s3cs   §  Tracking  performance   §  How  to  setup  AdWords  conversion  tracking   §  Introduc3on  to  Google  Analy3cs   §  Integra3ng  AdWords  with  Analy3cs   §  Crea3ng  ad-­‐hoc  and  scheduled  reports   §  Segmen3ng  data   §  By  day,  by  hour,  desktop  vs.  mobile     6  
  • 7.   Session  4  –  Op3misa3on,  access,  introducing  Google  Display  &  billing   §  Introduc3on  to  op3misa3on  techniques   §  Op3mising  for  conversions   §  Op3mising  for  traffic   §  Op3mising  for  quality  score   §  Crea3ng  filters   §  Controlling  user  access   §  Understanding  the  billing  process   §  Ad  extensions  (sitelinks  and  call  extensions)   §  Review  ac3on  plan   §  Open  Q&A   §  Feedback  and  wrap-­‐up     7  
  • 8.   Introduc3ons   §  First   §  Me  (Sharron  Lonsdale)     §  In  a  moment   §  You   §  Your  role   §  Your  business  &  website   §  Your  experience  of  AdWords  to  date   §  Your  objec3ves  for  a>ending  today   §  Any  par3cular  ques3ons/issues  you  hope  to  resolve  today   §  One  search  term  that  you  would  like  your  ads  to  appear  for   8  
  • 9.   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  prac33oner  
  • 10.   Introduc3ons  –  your  turn   §  You   §  Your  role   §  Your  business  &  website   §  Your  experience  of  AdWords  to  date   §  Your  objec3ves  for  a>ending  today   §  Any  par3cular  ques3ons/issues  you  hope  to  resolve  today   §  One  search  term  that  you  would  like  your  ads  to  appear  for     10  
  • 11.   What  is  Google  AdWords?   §  Google  AdWords  is  a  Pay-­‐Per-­‐Click  adver3sing  service   §  Adver3sers  specify     §  the  words  that  should  trigger  their  ads  (keywords)   §  the  maximum  they  are  willing  to  pay  per  click   §  Google  search  engines  then  display  the  winning  ads   §  The  sequence  or  ranking  depends  on   §  other  adver3sers  bids   §  the  “quality  score”  of  the  keywords  and  adverts   11  
  • 12.   Google  AdWords  –  A  brief  history   §  Google  AdWords  was  launched  in  2002   §  AdWords  offers  pay  per  click  (PPC)  adver3sing  for  text,  image  and   video  adverts  on  the  web   §  Other  auc3on  models  allowed  adver3sers  to  buy  their  way  to  the   top  of  the  lis3ngs   §  Google  introduced  the  click  through  rate  (CTR)  to  measure  adverts   relevance.   §  Relevant  ads  generate  clicks   §  Clicks  generate  revenue  for  Google   §  AdWords  generated  $59  billion  revenue  for  Google  in  2014   §  Now,  Google  AdWords  is  the  dominant  paid  search  plamorm     12  
  • 13.   What  can  Google  AdWords  do  for  you?   §  Quick  and  easy  way  to  a>ract  relevant  traffic   §  Your  adverts  have  the  poten3al  to  reach  a  vast  audience   §  You  can  target  your  audience  in  many  ways,  including   §  Geographically   §  Using  keywords  relevant  to  your  product/service   §  Through  the  wording  of  your  adverts   §  Selec3ng  relevant  sites  where  your  ads  can  appear   §  By  ac3ons  a  visitor  has  previously  completed  on  your  website   §  You  pay  when  someone  clicks  on  your  advert   §  You  are  in  control  of  the  budget   §  No  minimum  spend   13  
  • 14.   Google  Search  Results   14   Paid advertising PfP, PPC, CPC Organic results, natural, crawled Influenced by SEO
  • 15.   Where  are  Google  Ads  displayed?   §  Search  Engine  Results  Pages  (SERPS)   §  Google  search,  Google  maps,  Google  shopping  etc.   §  Search  Network  Partners   §  Ask,  Aol,  Amazon   §  Mobile  Devices   §  Google  Display  Network   Ads  appear  within  the  content  of  other  websites  (large  and  small)   Ads  are  placed  based  on  the  content  of  the  site  or  page,  using  keywords   or  topics,  or  placements  can  be  hand-­‐picked   15  
  • 16.   Exercise  -­‐  Where  ads  appear   §  Search  on  Google  for  lawn  mowers   §  Search  on  Google  maps  for  pizza  delivery   §  Search  on  Google  shopping  for  bedroom  furniture   §  Search  on  Amazon  for  coffee  mugs   §  Visit   §  Visit   16  
  • 17.   Ads  on  Mobile  Devices   §  Tradi3onal  search  ads  are  displayed     on  high-­‐end  mobile  devices   §  Advert  can  include  a  clickable  call   bu>on   17  
  • 18.   Google  accounts  versus  AdWords  accounts   §  A  Google  account  consists  of  an  email  address  and  password   §  This  allows  access  to  mul3ple  Google  products  such  as:   §  Google  AdWords   §  Google  Analy3cs   §  Google  calendars   §  Google  mail   §  Google+   §  ……   §  A  Google  account  cannot  be  linked  to  mul3ple  AdWords  accounts   (unless  the  AdWords  account  is  a  My  Client  Center  account)   18  
  • 19.   How  to  Create  an  AdWords  Account   19  
  • 20.   Set  your  3me  zone  and  currency   20  
  • 21.   Verify  the  account   21  
  • 22.   How  is  an  AdWords  account  structured?   §  Hierarchical  Structure   §  An  account  contains  100  campaigns   (this  can  be  increased  to  10,000  on   request)   §  A  campaign  can  contain  up  to  20,000   adgroups   §  An  adgroup  can  contain  up  to  10,000   keywords  and  300  adverts   §  Campaigns  give  structure  to  the   products  or  services  you  adver3se   §  Adgroups  focus  on  a  specific  product  or   service   22  
  • 23.   Account  structure   23   AdWords  Account   Campaign   Adgroup   Keywords   Ad  text   Ad  text   Adgroup   Keywords   Ad  text   Ad  text   Campaign   Adgroup   Keywords   Ad  text   Ad  text   Adgroup   Keywords   Ad  text   Ad  text  
  • 24.   Possible  campaign  structure   24   Account   Coats   Campaign   Jackets   Campaign   Shirts   Campaign   Dresses   Campaign   Trousers   Campaign   Shoes   Campaign   Accessories   Campaign   §  For  a  clothing  website  which  sells  various  categories  of  products    
  • 25.   Campaign  and  adgroup  structure   §  For  every  campaign  you  create   §  Choose  a  daily  budget   §  Select  where  ads  appear  geographically   §  Select  the  language  of  your  target  audience   §  Select  where  your  ads  appear  on-­‐line   (search  or  display  network)   §  Every  adgroup  you  create   §  Must  contains  a  focussed  set  of  keywords  (this  is  very  important)   §  All  keywords  will  share  the  same  set  of  adverts   §  The  adverts  define  the  landing  page   25  
  • 26.   Adgroups  in  a  coats  campaign   26   Coats   Campaign   Rain  coats   •  ladies  raincoats   •  raincoats  for   women   •  womens  red   raincoats   Trench  coats   •  trench  coats   •  brown  trench   coats   •  trench  coats  for   men   Winter  coats   •  winter  coats   •  warm  coats   •  long  winter  coats   Wool  Coats   •  wool  coats   •  woollen  coats   •  luxury  wool  coats  
  • 27.   Adgroups  in  a  jackets  campaign   27   Jackets   Campaign   Leather   jackets   •  leather  jackets   •  nappa  leather   jackets   •  ladies  leather   jackets   Quilted   jackets   •  quilted  jackets   •  quilted  down   jackets   Fleece   jackets   •  fleece  jackets   •  zipped  fleece   jackets   •  hooded  fleece   jackets   Blazers   •  ladies  blazers   •  designer  blazers   •  navy  blue  blazers  
  • 28.   28       cashmere  clothes   cashmere  for  women   cashmere  for  men   100%  cashmere   cashmere  coats   men’s  cashmere  coats   cashmere  coats  for  men   ladies  cashmere  coats   red  cashmere  coats   brown  cashmere  coats   black  cashmere  coats   long  cashmere  coats   stylish  cashmere  coats   cashmere  sweaters   men’s  cashmere  sweaters   cashmere  sweaters  for  men   ladies  cashmere  sweaters   red  cashmere  sweaters   brown  cashmere  sweaters   black  cashmere  sweaters   long  cashmere  sweaters   stylish  cashmere  sweaters   cashmere  socks   men’s  cashmere  socks   cashmere  socks  for  men   ladies  cashmere  socks   red  cashmere  socks   brown  cashmere  socks   black  cashmere  socks   long  cashmere  socks   stylish  cashmere  socks   cashmere  cardigans   men’s  cashmere  cardigans   cashmere  cardigans  for  men   ladies  cashmere  cardigans   red  cashmere  cardigans   brown  cashmere  cardigans   black  cashmere  cardigans   long  cashmere  cardigans   stylish  cashmere  cardigans   cashmere  wraps   men’s  cashmere  wraps   ladies  cashmere  wraps   red  cashmere  wraps   brown  cashmere  wraps   black  cashmere  wraps   Collect  &  consider  your  keywords   Cashmere  Clothing   Great  range  of  cashmere  fashion   for  men  &  women.  Shop  Online.  
  • 29.   Exercise  -­‐  Plan  your  first  campaign   §  What  is  the  first  product  or  service  you  are  going  to  adver3se?   §  What  words  might  your  audience  use  to  search  for  this?   §  What  ad  text  do  you  want  displayed  when  they  search  for  this?   §  Where  do  you  want  them  to  land  on  your  website?   §  How  much  are  you  prepared  to  spend  per  day?   §  How  much  are  you  prepared  to  pay  for  each  visitor?   29  
  • 30.   Create  your  first  campaign  –  step-­‐by-­‐step   §  Click  Create  Your  First  campaign   §  Select  Search  Network  only   §  Provide  a  meaningful  campaign  name   §  Select  All  features   §  Enter  a  default  bid   §  Enter  a  daily  budget     30  
  • 31.   Create  your  first  campaign  –  step-­‐by-­‐step   §  Provide  a  meaningful  name  for  your  first  adgroup   §  Enter  your  ad  text   §  Enter  your  keywords     31  
  • 32.   Break  3me   §  15  Mins   32  
  • 33.   Google  AdWords  naviga3on   §  Home   §  Campaigns   §  Create  and  edit  your  campaigns   §  Manage  and  monitor  performance   §  Opportuni3es   §  Customised  sugges3ons  for  your  account   §  Tools   §  Keyword  tool   §  Placement  tool   §  Google  Analy3cs   §  Sevngs  (cog  wheel)   §  Billing   §  Account  Access   33  
  • 34.   Campaigns  tab   §  LeU  hand  naviga3on  panel  (tree  structure)   §  All  online  campaigns   §  Individual  campaigns  and  adgroups   §  Shared  libraries,  reports,  rules  and  automa3on   §  The  leU  panel  can  be  collapsed  and  expanded   §  Date  range  selec3on   §  Many  predefined  date  ranges   §  Custom  date  ranges   §  Date  comparisons     34  
  • 35.   Campaigns  tab  –  sub  tabs   Campaign  Management  tabs   Campaigns  -­‐  overview  of  all  your  campaigns   Adgroups  -­‐  displays  adgroups  in  a  campaign  or  all  adgroups   Sevngs  -­‐  used  to  edit  the  campaign  sevngs   Ads  -­‐  for  crea3ng  and  edi3ng  ad  text   Keywords  -­‐  view  keywords  for  a  campaign  or  adgroup.  Add,  edit  and   pause  keywords   Audiences  –  for  remarke3ng  in  search  ads   Ad  extensions  –  addi3onal  advert  informa3on   Dimensions  –  allows  you  to  slice  and  dice  your  data  (e.g.  by  hour,  month,   region)   Display  Network  –  allows  you  to  change  the  targe3ng  op3ons  for  display   campaigns  and  monitor  performance   35  
  • 36.   Loca3on  targe3ng   §  Used  to  choose  where  your  ads  will  be  displayed   §  Allows  you  to  limit  your  adver3sing  to  your  relevant  geographic  area   §  Allows  you  to  show  different  messages  in  different  loca3ons  (e.g.   ivantage  training  ads)   §  Allows  you  to  vary  your  bid  by  loca3on   §  Targe3ng  op3ons  include:   §  En3re  countries   §  Coun3es,  states,  ci3es  or  metropolitan  areas   §  A  radius  around  a  specific  loca3on   36  
  • 37.   Loca3on  targe3ng  -­‐  example   §  Select  Campaign  sevngs   §  Edit  loca3ons   37  
  • 38.   Loca3on  bid  adjustment  -­‐  example   §  You  can  adjust  bids  based  on  the  loca3on  of  the  user   §  Bid  higher  for  certain  states/coun3es   §  Bid  higher  for  searchers  within  5  miles  of  your  store   38  
  • 39.   Exercise  -­‐  Loca3on  targe3ng   §  Update  your  campaign  to  target  a  specific  state  or  county   §  Update  your  campaign  to  target  neighbouring  states/coun3es   §  Update  your  campaign  to  target  a  25  mile  radius  of  your  home/ office   §  Set  separate  bids  for  these  loca3ons   39  
  • 40.   Developing  quality  keyword  lists     40   §  What  are  keywords?   §  Understanding  all  the  keyword  match  types   §  Using  the  AdWords  keyword  tool   §  Managing  your  keywords   §  Edi3ng  your  keyword  bids   §  Adding  nega3ve  keywords   §  Using  nega3ve  keyword  lists  
  • 41.   What  are  keywords?   §  The  keywords  you  choose  will  determine  when  your  ads  are   displayed   §  When  a  user  searches  with  a  word/phrase  that  matches  your   keyword,  your  ad  is  eligible  to  be  displayed   §  Some  keywords  are  obvious   §  If  you  sell  oak  dining  tables  you  would  want  your  advert  to  appear  when   a  user  searches  for  ‘oak  dining  tables’   §  If  you  are  a  charity  you  may  target  users  searching  for  ‘marathon   fundraising  ideas’   §  Others  are  less  obvious   §  Mis-­‐spellings   §  Language  differences  (country,  genera3on,  technical  etc.)   §  Think  like  your  user    (celebrity  photographs)   §  Ask  others  (pink  shoes)   41  
  • 42.   Keyword  rules  and  limita3ons   §  Keywords  are  limited  to  80  characters   §  Keywords  cannot  be  more  than  10  words   §  They  are  not  case  sensi3ve   §  AdWords  does  not  recognise  most  symbols   §  Ampersand  (&)  and  accent  marks  (café)  are  allowed   §  Apostrophes  that  indicate  possession  are  allowed   42  
  • 43.   The  four  keyword  match  types   43   Broad   match   Broad   match   modifier   Phrase   match   Exact   match   Nega3ve  
  • 44.   Broad  match  keywords   §  Matches  with  the  largest  number  of  searches   §  This  is  the  default  AdWords  keyword  match  type   §  Word  order  does  not  ma>er   §  Will  match  with  all  relevant  varia3ons  of  your  keyword  (expanded   matching  technology)   §  Synonyms   §  Related  phrases   §  Singulars  &  plurals   §  Obvious  misspellings     e.g.  black  tea   will  match  with:     44   black  tea   black  tea  leaves     loose  black  tea   tea  black  loose  decaf     white  tea   black  coffee   white  coffee  
  • 45.   Broad  match  keywords   45   Advantages:   §  Shows  ads  on  many  related  terms  with  li>le  effort  and  research     §  You  don’t  need  to  think  of  all  the  varia3ons   §  Can  find  quality  words  you  have  not  thought  of   §  Poten3al  for  maximum  traffic   Disadvantages:   §  Ads  will  show  for  many  related  terms  which  may  be  irrelevant   §  You  will  pay  for  irrelevant  clicks   §  Higher  maintenance  is  required   §  Not  recommended  when  you  words  have  mul3ple  meanings  
  • 46.   Modified  broad  match  keywords   Restricts  the  expanded  matching  op3ons   Tag  the  words  you  want  to  restrict  with  a  plus  (+)   Tagged  words  must  match  or  be  a  close  match   Word  order  does  not  ma>er   S3ll  matches  to  plurals  and  obvious  misspellings      e.g.  +black  +tea   will  match  to:           will  not  match  to:       46   black  tea   black  tea  leaves     loose  black  tea   tea  black  decaf     white  tea   black  coffee   white  coffee  
  • 47.   Modified  broad  match  keywords   47   Advantages:   §  Shows  ads  on  closely  related  expanded  terms     §  You  don’t  need  to  think  of  all  the  varia3ons   §  You  s3ll  target  longer  tail  searches   Disadvantages:   §  Non  +words  can  s3ll  match  expanded   §  Your  ads  could  s3ll  show  on  irrelevant  searches   §  You  will  pay  for  irrelevant  clicks   §  Maintenance  is  required  to  prevent  irrelevant  clicks    
  • 48.   Phrase  match  keywords   Phrase  –  Matches  with  a  reduced  number  of  searches   Ad  does  not  appear  for  varia3ons   It  will  appear  if  the  keyword  is  typed  in,  in  correct  order,  with  words   either  side.     Matches  singular  and  plurals      e.g.  “black  tea”   Will  match  to:     Will  not  match  to:   48   black  tea   black  tea  leaves     loose  black  tea   tea  black  decaf   white  tea   black  coffee   white  coffee  
  • 49.   Phrase  match  keywords   49   Advantages:   §  More  likely  of  only  appearing  on  relevant  searches   §  Improved  quality  score  and  ROI   §  You  have  much  more  control  over  your  ads     Disadvantages:   §  Eliminates  poten3ally  profitable  impressions   §  Reduced  impressions  and  traffic   §  You  have  to  do  more  research  to  iden3fy  keywords  
  • 50.   Exact  match  keywords   Exact  –  Matches  only  most  relevant  searches   Most  targeted  matching  op3on   Matches  singular  and  plurals      e.g.  [black  tea]   Will  match  to:     Will  not  match  to:       50   black  tea   black  teas   black  tea  leaves     loose  black  tea   tea  black  decaf   white  tea   black  coffee   white  coffee  
  • 51.   Exact  match  keywords   51   Advantages:   §  Gives  full  control  over  what  triggers  an  ad   §  You  will  only  appear  for  relevant  searches     §  Strongest  poten3al  click  through  rate  and  quality  score   §  Much  improved  margins  for  each  click   Disadvantages:   §  Greatly  reduced  traffic  and  exposure   §  While  margins  may  improve,  actual  sales  volume  may  decrease   §  Extensive  keyword  research  is  required  
  • 52.   Nega3ve  keywords   Nega3ves  -­‐  Help  eliminate  irrelevant  searches   Controls  who  will  NOT  see  your  ad     e.g.  –  towel,  -­‐shrub,  -­‐light,  -­‐eye  cream   and    black  tea   Will  match  to:         Will  not  match  to:       52   black  tea  leaves     loose  black  tea   tea  black  decaf   black  coffee   black  tea  towel   black  tea  lights   black  tea  shrub   black  tea  eye  cream  
  • 53.   Nega3ve  keywords   53   Advantages:   §   Filters  out  irrelevant  impressions  and  clicks   §   Protects  quality  score  and  ROI   §   All  the  benefits  of  control  and  exposure   Disadvantages:   §   You  have  to  think  of  the  negative  keywords  you  need   §  If  you  have  any  phrase  or  broad  match  keywords  you  will  need  negative   keywords  –  lots  of  them!  
  • 54.   Thinking  of  your  nega3ve  keywords   §  Imagine  you  sell  only  men’s  and  women’s  nightwear    All  keywords  are  exact  &  then  you  include  the  phrase  match  keyword   “pyjamas”    What  nega3ve  keywords  will  you  need?   §  childrens   §  kids   §  girls   §  boys   §  bananas   §  disney  princess   §  sponge  bob  square  pants   §  etc.  etc.....     54  
  • 55.   The  AdWords  Keyword  Planner   §  The  AdWords  keyword  planner  helps  you  find  new  keyword  ideas   §  You  can  add  the  keywords  directly  into  your  adgroup   §  You  can  export  the  results   §  Available  in  Tools  and  Analysis   55  
  • 56.   The  AdWords  keyword  planner   §  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   56  
  • 57.   The  AdWords  keywords  planner   §  Review  the  list  of  suggested  keywords   §  Keyword  ideas  provides  a  list  of  keywords   §  Adgroup  ideas  provides  a  suggested  grouping  of  keywords   §  You  can  select  keywords  or  groups  and  save  as  ideas   §  Saved  ideas  can  be  added  directly  into  the  campaigns   §  Alterna3vely  export  to  a  spreadsheet     57  
  • 58.   The  AdWords  keywords  planner–  advanced  filtering   §  Country  and  language   §  Exclude  keywords  –  Apple  products  -­‐  recipes   §  Filter  based  on  volume   §  Filter  based  on  suggested  bid   §  Broad  or  specific  ideas   58  
  • 59.   AdWords  keywords  planner-­‐  exercise   §  Enter  your  main  keywords  and  review  the  sugges3ons   §  Save  some  keywords  into  a  plan   §  Enter  the  landing  page  for  your  adgroup  into  the  tool   §  Export  any  relevant  keywords  into  a  spreadsheet   §  Add  your  saved  plan  as  an  adgroup     59  
  • 60.   Managing  keywords   §  Navigate  to  the  keyword  tab  for  your  campaign  and  adgroup     §  Select  add  keywords   §  Manually  type  or  paste  keywords   §  You  can  add  keyword  sugges3ons  from  the  sugges3ons  column   60  
  • 61.   Managing  keywords  -­‐  exercise     §  Add  several  new  keywords  into  your  adgroup  you  just  created   §  Enter  some  keywords  as     §  broad   §  modified  broad   §  phrase   §  exact   61  
  • 62.   Edi3ng  your  keywords   §  You  may  want  to  change  the  match  type  of  a  keyword   §  Changing  keyword  text  or  match  type  causes  the  original  to  be   deleted  and  a  new  keyword  created   §  History  is  kept  against  the  original  keyword  and  new  sta3s3cs  are   generated  for  the  new  keyword   §  A  warning  message  is  displayed  for  this   §  You  can  turn  this  message  off   §  You  may  want  to  increase  bids  for  a  keyword  that  performs  well  to  get   a  be>er  posi3on  on  the  page   §  Your  ini3al  keywords  bids  may  be  too  low  for  the  keywords  to  appear   on  the  first  page   §  Keyword  bids  can  be  edited  in  the  table  or  in  bulk   62  
  • 63.   Edit  keyword  bids  in  table  -­‐  demo   63  
  • 64.   Edit  keyword  bids  in  bulk  -­‐  demo   §  Select  the  keywords  to  update  and  then  choose  edit  max  cpc  bids     64   §  Select  the  type  of  bid  change  
  • 65.   Edi3ng  keyword  bid  -­‐  exercise   §  Edit  an  individual  keyword  bid  to  £0.25   §  Select  several  keywords  and  increase  their  bids  by  25%   §  Select  several  keywords  and  decrease  their  bids  by  £0.15   §  Use  the  bulk  update  to  duplicate  all  your  broad  match  keywords  as   exact  match  keywords   65  
  • 66.   Edi3ng  your  keyword  status   §  Keywords  can  have  a    status  of   §  Enabled   §  Paused   §  Removed   §  Toggle  between  paused  and  enabled  with  the  green  dot   §  To  removea  keyword  you  must  select  it  and  edit  status  to  removed   66  
  • 67.   Managing  nega3ve  keywords   §  Nega3ve  keywords  can  be  set  for  a  campaign  or  just  an  adgroup   §  You  need  to  navigate  to  the  keyword  tab  for  your  campaign  or  adgroup   §  Scroll  down  to  nega3ve  keywords     67  
  • 68.   Adding  nega3ve  keywords  -­‐  exercise   §  Search  for  nega3ve  keyword  list  ideas   §  Add  some  campaign  nega3ve  keywords   §  Avoid  careers                Avoid  Bargain  hunters  Avoid  DIY     68  
  • 69.   Sharing  nega3ve  keywords   §  Keyword  lists  allow  you  share  nega3ve  keywords  across  mul3ple   campaigns   §  These  can  be  accessed  from  the  “shared  library”   §  New  campaigns  will  need  to  be  linked  to  this  list  to  use  it   69  
  • 70.   Nega3ve  keywords  exercise   §  Create  an  account  wide  nega3ve  keyword  list   §  Add    any  global  nega3ve  keywords  that  you  have  found  while  using  the   keyword  tool   §  Apply  this  nega3ve  keyword  list  to  your  campaign   70  
  • 71.   Common  problems  with  keywords   §  Duplicate  keywords   §  Iden3cal  keywords  compete  with  each  other   §  Only  one  keyword  will  go  into  the  auc3on   §  You  lose  control  over  which  keyword  will  trigger  an  ad   §  You  lose  control  over  which  ad  will  be  displayed   §  AdWords  Editor  lets  you  iden3fy  duplicates   71  
  • 72.   Common  problems  with  keywords   §  Compe3ng  non  duplicate  keywords   §  A  search  for  ‘round  dining  tables’  could  be  triggered  by   §  +dining  +tables  in  a  generic  adgroup   §  [round  dining  tables]  in  a  round  tables  adgroup   §  Use  nega3ve  keywords  at  an  adgroup  level  to  control  this   72  
  • 73.   73   Organising  nega3ve  keywords   §  Nega3ves  are  vital  to  ensure   the  correct  ad  copy  is   displayed   Dining  Tables   Campaign   Generic   dining  tables   “dining   tables”   -­‐extending   -­‐round   Extending   dining  tables   Extending   keywords   Round  tables   Round   keywords  
  • 74.   Create  a  second  adgroup  -­‐  exercise   §  Create  a  second  adgroup  in  your  campaign   §  Make  this  a  more  specific  topic  than  your  first  adgroup   §  Enter  adgroup  nega3ve  keywords  to  ensure  that  the  specific   adgroup  will  match  when  relevant     74  
  • 75.   Lunch   75  
  • 76.   Text  Adverts  Format   §  Headline  (25)   §  Display  url  (35)   §  Descrip3on  1  (35)   §  Descrip3on  2  (35)   §  Des3na3on  url  (1,024)   §  Ads  are  displayed  differently  above  organic  search  results   76  
  • 77.   Wri3ng  compelling  ad  copy   §  Work  in  your  main  adgroup  keywords  to  make  your  ad  appear   relevant   §  This  will  improve  click  through  rates  (search  terms  are  displayed  in   bold)   §  What  makes  your  business,  product  or  service  unique?   §  lowest  price,  large  selec3on,  high  quality,  informa3ve  content,  free   delivery,  environmentally  friendly   §  Include  prices,  promo3ons  and  exclusives   §  If  you  have  an  offer,  make  sure  customers  see  it   §  Pre-­‐qualify  your  visitors  where  possible   §  price,  product  specifics,  availability,  loca3on  etc.   77  
  • 78.   Wri3ng  compelling  ad  copy   §  Tell  people  what  to  expect  with  a  strong  call  to  ac3on   §  Buy  now,  order,  browse  online,  call  today,  download  free  whitepaper,   compare  prices,  sign  up,  get  a  quote   §  Match  your  landing  page  with  your  advert   §  Make  sure  the  visitors  get  what  they  expect.   §  Test  what  works  for  you!   §  Create  2  or  3  ads  per  adgroup   §  Monitor  click  through  rates  and  conversion  rates   §  Try  out  different  messaging   §  See  which  performs  best  for  you   78  
  • 79.   Ad  copy  relevance     •  Searching  for  dressing  table  mirror  
  • 80.   Google  editorial  policy   §  Adverts  must  be  accurate   §  Grammar  &  spelling  must  be  correct   §  No  excessive  capitalisa3on   §  Use  standard  punctua3on  &  symbols   §  Want  *fast*  results  @  low  cost??   §  No  exclama3on  mark  in  headline   §  Prices,  discounts  &  free  offers  must  be  supported  on  your  site   §  20%  off,  free  P&P   §  Compe33ve  claims  must  be  supported   §  Be>er  than,  recommended  by   §  Avoid  generic  superla3ves   §  Top,  Best,  no.1   §  Trademark  policy  is  country  specific   80  
  • 81.   Create  addi3onal  text  ads  -­‐  exercise   §  Plan  an  addi3onal  text  advert  with  a  different  message   §  Add  this  ad  into  an  adgroup   81  
  • 82.   Understanding  campaign,  adgroup  and  keyword  sta3s3cs   §  Clicks  –  occurs  when  someone  sees  and  clicks    on  your  advert   §  Impressions  –  occurs  when  your  advert  is  displayed   §  Click  through  rate  (CTR)  –  clicks  divided  by  impressions   §  Average  cost  per  click  (Avg.  CPC)  –  the  average  amount  you  paid  each  3me  someone   clicked  on  your  advert   §  Cost  –  The  total  amount  paid  for  the  clicks   §  Avg.  Pos.  –  the  average  posi3on  on  the  page  where  your  advert  appeared     82  
  • 83.   Campaign,  adgroup  and  keyword  sta3s3cs  –  customise  columns   §  Many  other  metrics  are  available  as  columns   §  Select  the  columns  then  drag  and  drop  to  reorder   §  You  can  save  a  set  of  columns    to  easily  return  to  them  later   §  Click  on  any  column  to  sort  by  this  column     83  
  • 84.   Metrics  graphs   §  You  select  which  metrics  to  graph   §  A  single  metric  or  a  comparison  of  two  metrics   §  Or  remove  the  graph  altogether   §  You  can  select  different  metrics  for  campaigns,  adgroups,  keywords  and  ads   84  
  • 85.   Tracking  performance  –  beyond  the  click   §  Look  beyond  AdWords  to  see  what  converts   85  
  • 86.   Tracking  Conversions   Clicks                      CPC         Measures  return  from  your  campaign  and  keywords   Allows  you  to  make  informed  bidding  and  editing  decisions   Conversion  metrics  
  • 87.   Tracking  Conversions   Clicks                                                CPC         Measures  return  from  your  campaign  and  keywords   Allows  you  to  make  informed  bidding  and  editing  decisions   Conversion  metrics   87  
  • 88.   Tracking  Conversions   §  You  choose  between   §  Defining  conversions  with  AdWords  conversion  tracking   §  Impor3ng  your  goals  from  Google  Analy3cs   §  Available  in  Tools   88  
  • 89.   Thank  You  Page   Check-­‐out  Page   Shopping    page   How  does  AdWords  Conversion  Tracking  work?   89   A  user  searches  on  for  ‘caxton   furniture’   The  user  sees  a  relevant  ad  and  clicks   on  it.  Google  counts  the  click,  and  the   user  lands  on  the  website   The  user  browses,   purchases  an  item  &  lands   on  ‘thank-­‐you’  page  after   completing  purchase.   Initiated  by  the  ad  click,   Google  adds  a  cookie  to  the   user’s  browser,  and  in  this   way,  remembers  this  ad   click  for  next  30  days.   Google  finds  cookie   ID  of  the  user’s  most   recent  ad  click.   Google  records  1  conversion,   reflected  on  the  date  of  the   user’s  most  recent  ad  click.  
  • 90.   Sevng  Up  AdWords  Conversion  Tracking   §  Select  add  a  conversion   90  
  • 91.   Sevng  Up  AdWords  Conversion  Tracking   91  
  • 92.   Sevng  Up  AdWords  Conversion  Tracking   92  
  • 93.   Google  Analy3cs   93     Measure  how  all  visitors  use  your  site     What  factors  drive  customer  choices   What  content  they  consume   Where  do  they  exit  the  site    
  • 94.   Google  Analy3cs   94   §  Requires  tracking  code  to  be  implemented  on  every  page  of  your  website   §  Integrates  with  your  AdWords  account   §  Allows  comparison  of  costs  and  revenue  to  calculate  ROI   §  Includes  a  pre-­‐built  suite  of  AdWords  reports  
  • 95.   Google  Analy3cs  AdWords  Reports   95  
  • 96.   Integra3ng  AdWords  with  Google  Analy3cs   §  An  AdWords  account  can  only  be  linked  to  one  Analy3cs  account   §  You  need  to  create  your  analy3cs  account  first   §  From  AdWords  select  Google  Analy3cs   §  This  must  be  done  by  an  administrator  in  AdWords  and  Analy3cs   §  Select  the  analy3cs  admin  tab   §  Navigate  to  the  account  you  want  to  link  to   §  Click  AdWords  Linking   §  Select  the  AdWords  account  you  want  to  link  to  Analy3cs   §  Click  Next  Step   §  Select  the  analy3cs  proper3es  where  you  want  the  data  to  be  available   §  Click  the  Link  Accounts  bu>on   96  
  • 97.   Integra3ng  AdWords  with  Google  Analy3cs   §  By  default  auto-­‐tagging  is  turned  on   §  This  allows  Google  to  append  a  parameter  onto  your  des3na3on  URLs   §  ?gclid=nci47tyhcniu4ytccgei   97  
  • 98.   Change  History  Report   §  Change  History  Report  provides  a  full  audit  of  all  changes   §  Tools  >  Change  History   §  Also  available  in  the  main  window  next  to  the  graph   98  
  • 99.   Change  history  report  -­‐  exercise   §  Run  the  change  history  report  for  your  account   §  See  how  everything  you  have  done  today  is  included   §  Look  back  to  see  what  changes  have  been  made  over  the  last  month   in  your  live  account   99  
  • 100.   Performance  reports   §  Select  the  tab  containing  the  data  you  want  reported   §  Ensure  the  columns  you  want  reported  are  displayed   §  Select  the  report  icon   100  
  • 101.   Repor3ng  -­‐  exercise   §  Run  a  campaign  performance  report  –  output  to  csv   §  Run  a  keyword  performance  report,  and  schedule  to  run  weekly   101  
  • 102.   Scheduled  reports  list   §  Scheduled  reports  are  listed  in  the  reports  sec3on   §  Reports  can  be  re-­‐run  from  here   §  Scheduled  reports  can  be  deleted   102  
  • 103.   Segmen3ng  reports   §  Many  predefined  segments  are  available  when   viewing  date   §  Segments  can  be  included  in  reports   §  Campaign  report  by  day  of  week  reports  all  7   days  separately   103  
  • 104.   Repor3ng  segment  -­‐  exercise   §  Run  a  campaign  performance  report  and  segment  by  day   §  Run  a  campaign  performance  report  and  segment  by  day  of  week   §  Run  a  campaign  performance  report  and  segment  by  hour  of  day   §  Run  a  campaign  report  and  segment  by  device   §  Run  a  campaign  report  and  segment  by  network  (with  search   partners)   §  Run  a  campaign  report  and  segment  by  top  vs.  other   104  
  • 105.   Break  3me   §  15  Mins   105  
  • 106.   Introduc3on  to  op3misa3on  techniques   §  Once  you  start  to  see  some  results  you  will  want  to  op3mise  your   account   §  There  are  several  bid  strategies  available   §  Focus  on  clicks   §  Focus  on  conversions   106  
  • 107.   Focus  on  clicks   §  Manual  bids  –  you  are  in  total  control   §  AdWords  sets  your  bids  –  budget  op3miser   §  This  is  on  the  campaign  sevngs  –  Bid  Strategy   107  
  • 108.   Focus  on  clicks  -­‐  Enhanced  CPC  bidding   §  Works  with  your  current  campaign  sevngs   §  Uses  your  max.  CPC  bids   §  Dynamically  raises  and  lowers  your  max.  CPC  bids  to  acquire  more   conversions   §  Your  max.  CPC  may  be  increased  by  up  to  30%   §  Uses  historical  data  to  es3mate  the  likely  conversion  rate  for  each   auc3on   §  Only  turn  this  on  when  you  have  built  up  good  conversion  data   108  
  • 109.   Focus  on  Conversions  -­‐  Conversion  Op3miser   §  Requires  at  least  15  conversions  in  the  last  30  days   §  You  specify  a  target  cost  per  acquisi3on  (CPA)  for  each  adgroup   §  Using  historical  data  the  op3miser  finds  the  op3mal  equivalent  CPC   bid  for  each  auc3on   §  You  s3ll  pay  per  click  but  do  not  need  to  manage  bids   §  The  op3miser  factors  in:   §  Previous  conversion  rates   §  Keyword  match  type   §  Users  loca3on   §  Time  of  day   §  Device   109  
  • 110.   Focus  on  Conversions  -­‐  Conversion  Op3miser   110  
  • 111.   Ad  Rota3on   §  When  there  are  mul3ple  ads  in  an  adgroup  they  can  be  rotated  in  several   ways   §  This  is  controlled  on  the  campaign  sevngs   111  
  • 112.   Create  a  custom  filter  -­‐  demo   §  Allows  you  to  limit  the  data  displayed   §  Create  a  filter  to  show  all  keywords  appearing  below  posi3on  2.5   §  Create  a  filter  to  show  all  keywords  with  a  click  through  rate  less   than  1%     112  
  • 113.   Create  custom  filter-­‐  exercise   §  Create  a  filter  to  display  all  adgroupss  with  at  least  500  impressions  but  no   clicks   113  
  • 114.   Controlling  user  access   §  3  step  process   §  Invite  another  user   §  They  accept  via  an  email  link   §  Access  then  needs  to  be  confirmed   114  
  • 115.   Understanding  the  billing  process   §  Payment  op3ons  available   §  Post-­‐pay   §  Pre-­‐pay   §  Invoice  terms   §  Once  selected  you  cannot  change  this   §  Payment  methods  include   §  Credit  and  debit  card   §  Direct  debit     115  
  • 116.   Billing  Tab   §  Billing  Summary   §  Recent  payments  and  ac3vity   §  Billing  Preferences   §  Payment  Method     §  Post  or  Pre  Pay   §  Payment  Details   §  Backup  Payment  Details     §  Promo3onal  credits  are  available  for  new  accounts  (created  within   last  14  days)   116  
  • 117.   117   Ad  extensions   §  Ad  extensions  allows  addi3onal  informa3on  to  be  displayed  with   your  ads   §  No  extra  charge,  normal  clicks  apply   §  Extensions  can  be  shared  across  campaigns   §  When  crea3ng  campaigns  you  can  select  an  exis3ng  extension   §  Ad  extensions  are  created  on  the  extensions  tab  
  • 118.   118   Ad  extensions  –  site  links   §  Allows  ads  with  an  excep3onal  quality  score  that  have  achieved  top   placement  to  display  6  addi3onal  links  underneath  the  advert.   §  This  gives  the  advert  more  ‘real  estate’  at  the  top  of  Google’s  search   results  page   §  The  brand  campaigns  are  most  likely  to  be  eligible  for  6  links   §  A  quick  way  to  promote  current  offers  
  • 119.   119   Ad  extensions  –  site  links   §  Define  the  link  text  (25  characters)  and  des3na3on  URL   §  Longer  links  means  fewer  links  poten3ally  displayed    
  • 120.   120   Ad  extensions  –  site  links   §  Select  the  extensions  for  the  campaign   §  You  can  override  these  at  an  adgroup  level    
  • 121.   Sitelink  extensions  -­‐  exercise   §  Add  sitelink  extensions  to  your  search  campaign     121  
  • 122.   122   Ad  extensions  –  call  extensions   §  Tradi3onal  search  ads  are  displayed    on   high-­‐end  mobile  devices   §  Advert  can  include  a  clickable  call   bu>on   §  On  a  desktop  the  number  is  displayed  
  • 123.   123   Ad  extensions  –  call  extensions   §  Display  number  on  mobile   only  or  all  devices   §  Display  a  Google  call   forwarding  number   §  Schedule  when  phone   numbers  are  displayed   §  Ability  to  record  a   conversion  for  calls  which   last  a  specific  length  of   3me  
  • 124.   124   Ad  extensions  –  call  extensions  metrics   §  Customers  who  see  the  ad  on  a  desktop  will  manually  dial  the  Google   forwarding  number     §  Addi3onal  call  metric  columns  are  available  for  this  Google  call   forwarding  
  • 125.   125   Ad  extensions  –  call  extensions  metrics   §  Google  call  forwarding  details  can  be  viewed  on  the  dimensions  tab   §  You  can  also  see  click  metrics  by  applying  a  segment  of  click  type  
  • 126.   Call  extensions  -­‐  exercise   §  Add  a  call  extensions  to  your  search  campaign     126  
  • 127.   Ac3on  Plan  –  Define  your  goals   §  Define  your  goals/conversions  (ROI,  leads,  pages  viewed  etc.)   §  Determine  your  budgets   §  Plan  your  account  organisa3on   §  Plan  out  your  campaign  structure  and  geographic  targe3ng   §  Priori3se  the  setup  of  your  campaigns   §  search,  display   §  best  selling,  highest  margin   §  loca3on,  device   §  Setup  conversion  tracking  or  Google  Analy3cs   127  
  • 128.   Ac3on  Plan  –  Account  organisa3on   §  Create  your  search  campaigns  –  use  meaningful  names   §  Plan  out  the  main  adgroups  (high  level  keyword  research)   §  Each  adgroup  should  have  one  main  keyword  that  describes  the  group   §  Use  the  keyword  planner  to  research  keywords  for  this  adgroup   §  Do  not  start  with  long  tail  or  deep  keywords   §  Choose  your  match  types  (may  be  dependent  on  budgets)   §  Iden3fy  any  nega3ve  keywords  needed  to  prevent  irrelevant  traffic   §  Select  the  best  landing  page  on  the  website   §  Write  a  couple  of  ads  that  are  highly  relevant  for  these  keywords   §  Ini3ally  set  your  bids  higher  than  suggested  by  the  keyword  tool  if   budgets  allow   §  Add  sitelinks  to  all  search  campaigns   §  Add  call  extensions  if  relevant   128  
  • 129.   Ac3on  Plan  –  Monitoring  performance   §  Monitor  Performance   §  Check  which  areas  are  conver3ng  best   §  Review  ad  posi3on  for  these  keywords  and  evaluate  if  higher  bids  to   generate  more  clicks  are  viable   §  Pause  costly  keywords  which  are  not  conver3ng   §  Carry  out  addi3onal  keyword  research  for  successful  keywords  to   trigger  your  ads  for  more  varia3ons  (long  tailing)   §  Review  which  ads  have  be>er  click  through  rates  and  pause  poorer  ads   §  Con3nue  to  test  alterna3ve  ad  copy   129  
  • 130.   Open  Q&A   130  
  • 131.   Help   §  AdWords  Help  Centre   h>ps://   §  Learn  with  Google   h>p://   §  Group  and  Blogs   h>p://   §  Books   §  Google  AdWords:  Managing  your  adver3sing  program  by  Anastasia  Holdren   §  Advanced  Google  AdWords  by  Brad  Geddes     §  ivantage   131  
  • 132.   Red  Apple  Services   §  Google  AdWords  Account  Audit   §  A  report  detailing  status  of  account  and  priori3sed  recommenda3ons   §  Telephone  conference  call  to  go  through  the  report   §  Google  AdWords  Account  Management     132  
  • 133.   Please  help  us  to  improve  -­‐  feedback   §   §  Course  comple3on  cer3ficates  will  be  sent  to  you   §  Write  an  honest,  considered  and  fair  review  to  receive  for  each  day   a>ended:   §   133  
  • 134.           134   End  of  Presentation