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 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.

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Google AdWords Training 101

  1. 1. Google  AdWords  101 Introduction  to  Paid  Search  Management 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  – Creating  your  first  campaign § Introduction  to  online  advertising § Understanding  where  Google  ads  can  appear § Google  accounts  versus  AdWords  accounts § Creating  your  account § How  to  structure  your  account § When  to  create  new  campaigns § The  importance  of  focussed  adgroups § Creating  your  first  campaign,  adgroup,  and  advert  – step-­‐by-­‐step 6
  7. 7. Session  2  – The  importance  of  keywords  and  match  types § Navigating  through  the  AdWords  user  interface § Location  targeting § Developing  quality  keyword  lists § What  are  keywords? § Understanding   all  the  keyword  match  types § Using  the  AdWords  keyword  planner § Managing  your  keywords § Editing  your  keyword  bids § Adding  negative  keywords § Using  negative   keyword  lists § Common  problems  with  keywords 7
  8. 8. Session  3  – Developing  effective   ads,  conversions   &  reporting § The  structure  of  an  advert § Writing  compelling  ad  copy § Developing  ad  variations § Google  editorial  policy § Understanding  campaign,  ad  group  and  keyword  statistics § Tracking  performance § How  to  setup  AdWords  conversion   tracking § Introduction  to  Google  Analytics § Integrating   AdWords  with  Analytics § Creating  ad-­‐hoc  and  scheduled  reports § Segmenting  data § By  day,  by  hour,  desktop  vs.  mobile 8
  9. 9. Session  4  – Optimisation,  access,  introducing  Google  Display  &  billing § Introduction  to  optimisation  techniques § Optimising  for  conversions § Optimising  for  traffic § Optimising  for  quality  score § Creating  filters § Controlling  user  access § Understanding  the  billing  process § Ad  extensions  (sitelinks  and  call  extensions) § Review  action  plan § Open  Q&A § Feedback  and  wrap-­‐up 9
  10. 10. Introductions § First § Me  (Sharron  Lonsdale)   § 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. What  is  Google  AdWords? § Google  AdWords  is  a  Pay-­‐Per-­‐Click  advertising  service § Advertisers  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  advertisers   bids § the  “quality  score”  of  the  keywords  and  adverts 13
  14. 14. Google  AdWords  – A  brief  history § Google  AdWords  was  launched  in  2002 § AdWords  offers  pay  per  click  (PPC)  advertising  for  text,  image  and   video  adverts  on  the  web § Other  auction  models  allowed  advertisers  to  buy  their  way  to  the   top  of  the  listings § 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  platform 14
  15. 15. What  can  Google  AdWords  do  for  you? § Quick  and  easy  way  to  attract  relevant   traffic § Your  adverts   have  the  potential  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 § Selecting  relevant   sites  where  your  ads  can  appear § By  actions  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 15
  16. 16. Google  Search  Results 16 Paid advertising PPC, CPC Organic results, natural, crawled Influenced by SEO
  17. 17. 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 17
  18. 18. 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 18
  19. 19. Ads  on  Mobile  Devices § Traditional  search  ads  are  displayed     on  high-­‐end  mobile  devices § Advert  can  include  a  clickable  call   button 19
  20. 20. Google  accounts  versus   AdWords  accounts § A  Google  account  consists  of  an  email  address  and  password § This  allows  access  to  multiple  Google  products  such  as: § Google  AdWords § Google  Analytics § Google  calendars § Google  mail § Google+ § …… § A  Google  account  cannot  be  linked  to  multiple  AdWords  accounts   (unless  the  AdWords  account  is  a  My  Client  Centeraccount) 20
  21. 21. How  to  Create  an  AdWords  Account 21
  22. 22. Set  your  time  zone  and  currency 22
  23. 23. Verify  the  account 23
  24. 24. How  is  an  AdWords  account  structured? § Hierarchical  Structure § An  account  contains  200  campaigns   (this  can  be  increased  on  request) § A  campaign  contains  adgroups § An  adgroup  contains  keywords  and   adverts § Campaigns  give  structure  to  the   products  or  services  you  advertise § Adgroups  focus  on  a  specific  product  or   service 24
  25. 25. Account  structure 25 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
  26. 26. Possible  campaign  structure 26 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
  27. 27. 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 27
  28. 28. Adgroups  in  a  coats  campaign 28 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
  29. 29. Adgroups  in  a  jackets  campaign 29 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
  30. 30. 30 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.
  31. 31. Exercise   -­‐ Plan  your  first  campaign § What  is  the  first  product  or  service  you  are  going  to  advertise? § 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? 31
  32. 32. 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 32
  33. 33. Create   your  first  campaign  – step-­‐by-­‐step § Provide  a  meaningful  name  for  your  first  adgroup § Enter  your  ad  text § Enter  your  keywords 33
  34. 34. Break  time § 15  Mins 34
  35. 35. Google  AdWords  navigation § Home § Campaigns § Create  and  edit  your  campaigns § Manage  and  monitor  performance § Opportunities § Customised  suggestions  for  your  account § Reports § Tools § Keyword  planner § Display  planner § Google  Analytics § Settings  (cog  wheel) § Billing § Account  Access 35
  36. 36. Campaign  Management   View § Left  hand  navigation  panel  (tree  structure) § All  online  campaigns § Individual  campaigns  and  adgroups § Shared  libraries,  reports,   rules  and  automation § The  left  panel  can  be  collapsed  and  expanded § Date  range  selection § Many  predefined   date  ranges § Custom  date  ranges § Date  comparisons 36
  37. 37. Campaigns  Management   -­‐ tabs Campaign  Management   tabs Campaigns  -­‐ overview  of  all  your  campaigns Adgroups  -­‐ displays  adgroups  in  a  campaign  or  all  adgroups Settings  -­‐ used  to  edit  the  campaign  settings Ads  -­‐ for  creating  and  editing  ad  text Keywords  -­‐ view  keywords  for  a  campaign  or  adgroup.  Add,  edit  and  pause   keywords Audiences  – for  remarketing  in  search  ads Ad  extensions   – additional  advert  information Dimensions   – allows  you  to  slice  and  dice  your  data  (e.g.  by  hour,  month,  region) Display  Network  – allows  you  to  change  the  targeting  options  for  display   campaigns  and  monitor  performance Product  groups  – shopping  campaigns Auto  targets  – dynamic  campaigns 37
  38. 38. Location  targeting § Used  to  choose  where  your  ads  will  be  displayed § Allows  you  to  limit  your  advertising  to  your  relevant  geographic  area § Allows  you  to  show  different  messages  in  different  locations  (e.g.   ivantage  training  ads) § Allows  you  to  vary  your  bid  by  location § Targeting  options  include: § Entire  countries § Counties,  states,   cities  or  metropolitan  areas § A  radius  around  a  specific  location 38
  39. 39. Location  targeting  -­‐ example § Select  Campaign  settings § Edit  locations 39
  40. 40. Location  bid  adjustment   -­‐ example § You  can  adjust  bids  based  on  the  location  of  the  user § Bid  higher  for  certain  states/counties § Bid  higher  for  searchers   within  5  miles  of  your  store 40
  41. 41. Exercise   -­‐ Location  targeting § Update  your  campaign  to  target  a  specific  state  or  county § Update  your  campaign  to  target  neighbouring  states/counties § Update  your  campaign  to  target  a  25  mile  radius  of  your   home/office § Set  separate  bids  for  these  locations 41
  42. 42. Developing   quality  keyword  lists 42 § What  are  keywords? § Understanding  all  the  keyword  match  types § Using  the  AdWords  keyword  tool § Managing  your  keywords § Editing  your  keyword  bids § Adding  negative  keywords § Using  negative  keyword  lists
  43. 43. 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,  generation,   technical  etc.) § Think  like  your  user    (celebrity   photographs) § Ask  others   (pink  shoes) 43
  44. 44. Keyword  rules  and  limitations § Keywords  are  limited  to  80  characters § Keywords  cannot  be  more  than  10  words § They  are  not  case  sensitive § AdWords  does  not  recognise  most  symbols § Ampersand   (&)  and  accent  marks  (café)   are  allowed § Apostrophes   that  indicate  possession   are  allowed 44
  45. 45. The  four  keyword  match  types 45 Broad   match Broad   match   modifier Phrase   match Exact   match Negative
  46. 46. Broad  match  keywords § Matches  with  the  largest  number  of  searches § This  is  the  default  AdWords  keyword  match  type § Word  order  does  not  matter § Will  match  with  all  relevant  variations  of  your  keyword  (expanded   matching  technology) § Synonyms § Related  phrases § Singulars  &  plurals § Obvious  misspellings e.g.  black  tea will  match  with: 46 black  tea black  tea  leaves loose  black  tea tea  black  loose  decaf white  tea black  coffee white  coffee
  47. 47. Broad  match  keywords 47 Advantages: § Shows  ads  on  many  related  terms  with  little  effort  and  research   § You  don’t  need  to  think  of  all  the  variations § Can  find  quality  words  you  have  not  thought  of § Potential  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  multiple  meanings
  48. 48. Modified  broad  match  keywords Restricts  the  expanded  matching  options Tag  the  words  you  want  to  restrict  with  a  plus  (+) Tagged words  must  match  or  be  a  close  match Word  order  does  not  matter Still  matches  to  plurals  and  obvious  misspellings 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. 49. Modified  broad  match  keywords 49 Advantages: § Shows  ads  on  closely  related  expanded  terms   § You  don’t  need  to  think  of  all  the  variations § You  still  target  longer  tail  searches Disadvantages: § Non  +words  can  still  match  expanded § Your  ads  could  still  show  on  irrelevant  searches § You  will  pay  for  irrelevant  clicks § Maintenance  is  required  to  prevent  irrelevant  clicks
  50. 50. Phrase  match  keywords Phrase  – Matches  with  a  reduced  number  of  searches Ad  does  not  appear  for  variations 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: 50 black  tea black  tea  leaves loose  black  tea tea  black  decaf white  tea black  coffee white  coffee
  51. 51. Phrase  match  keywords 51 Advantages: § More  likely  of  only  appearing  on  relevant  searches § Improved  quality  score  and  ROI § You  have  much  more  control  over  your  ads Disadvantages: § Eliminates  potentially  profitable  impressions § Reduced  impressions   and  traffic § You  have  to  do  more  research  to  identify  keywords
  52. 52. Exact  match  keywords Exact  – Matches  only  most  relevant  searches Most  targeted  matching  option Matches  singular  and  plurals e.g.  [black  tea] Will  match  to: Will  not  match  to: 52 black  tea black  teas black  tea  leaves loose  black  tea tea  black  decaf white  tea black  coffee white  coffee
  53. 53. Exact  match  keywords 53 Advantages: § Gives  full  control  over  what  triggers  an  ad § You  will  only  appear  for  relevant  searches   § Strongest  potential  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
  54. 54. Negative  keywords Negatives  -­‐ Help  eliminate  irrelevant  searches Controls  who  will  NOT  see  your  ad e.g.  – towel,  -­‐shrub,  -­‐light,   and    black  tea Will  match  to: Will  not  match  to: 54 black  tea  leaves loose  black  tea tea  black  decaf black  coffee black  tea  towel black  tea  lights black  tea  shrub black  tea  eye  cream
  55. 55. Negative  keywords 55 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!
  56. 56. Thinking  of  your  negative  keywords § Imagine  you  sell  only  men’s  and  women’s  nightwear All  keywords  are  exact  &  then  you  include  the  phrase  match  keyword “pyjamas” What  negative  keywords  will  you  need? § childrens § kids § girls § boys § bananas § disney princess § sponge  bob  square  pants § etc.  etc..... 56
  57. 57. 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  view 57
  58. 58. 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 58
  59. 59. 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 § Alternatively   export  to  a  spreadsheet 59
  60. 60. 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 60
  61. 61. AdWords  keywords  planner-­‐ exercise § Enter  your  main  keywords  and  review  the  suggestions § 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 61
  62. 62. Managing  keywords § Navigate  to  the  keyword  tab  for  your  campaign  and  adgroup   § Select  add  keywords § Manually  type  or  paste  keywords § You  can  add  keyword  suggestions  from  the  suggestions  column 62
  63. 63. Managing  keywords  -­‐ exercise   § Add  several   new  keywords  into  your  adgroup  you  just  created § Enter  some  keywords  as   § broad § modified  broad § phrase § exact 63
  64. 64. Editing  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  statistics  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  better  position  on  the  page § Your  initial  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 64
  65. 65. Edit  keyword  bids  in  table  -­‐ demo 65
  66. 66. Edit  keyword  bids  in  bulk  -­‐ demo § Select  the  keywords  to  update  and  then  choose  edit  max  cpc bids 66 § Select  the  type  of  bid  change
  67. 67. Editing  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 67
  68. 68. Editing  your  keyword  status § Keywords  can  have  a    status  of § Enabled § Paused § Removed § Toggle  between  paused  and  enabled  with  the  green  dot § To  remove  a  keyword  you  must  select  it  and  edit  status  to  removed 68
  69. 69. Managing  negative   keywords § Negative  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  negative   keywords 69
  70. 70. Adding  negative  keywords  -­‐ exercise § Search  for  negative  keyword  list  ideas § Add  some  campaign  negative  keywords § Avoid  careers                Avoid  Bargain  hunters Avoid  DIY 70
  71. 71. Sharing  negative  keywords § Keyword  lists  allow  you  share  negative   keywords  across  multiple   campaigns § These  can  be  accessed   from  the  “shared  library” § New  campaigns  will  need  to  be  linked  to  this  list  to  use  it 71
  72. 72. Negative  keywords  exercise § Create   an  account  wide  negative   keyword  list § Add    any  global  negative  keywords  that  you  have  found  while  using  the   keyword  tool § Apply  this  negative  keyword  list  to  your  campaign 72
  73. 73. Common  problems  with  keywords § Duplicate  keywords § Identical  keywords  compete  with  each  other § Only  one  keyword  will  go  into  the  auction § You  lose  control  over  which  keyword  will  trigger  an  ad § You  lose  control  over  which  ad  will  be  displayed § AdWords  Editor  lets  you  identify  duplicates 73
  74. 74. Common  problems  with  keywords § Competing  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  negative  keywords  at  an  adgroup  level  to  control  this 74
  75. 75. 75 Organising  negative  keywords § Negatives   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
  76. 76. Create   a  second  adgroup  -­‐ exercise § Create  a  second  adgroup  in  your  campaign § Make  this  a  more  specific  topic  than  your  first  adgroup § Enter  adgroup  negative  keywords  to  ensure  that  the  specific   adgroup  will  match  when  relevant 76
  77. 77. Lunch 77
  78. 78. Text  Adverts   Format § Headline  (25) § Display  url (35) § Description  1  (35) § Description  2  (35) § Final  url (1,024) § Ads  are  displayed  differently  above  organic  search  results 78
  79. 79. Writing  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  selection,   high  quality,  informative   content,  free   delivery,  environmentally   friendly § Include  prices,  promotions  and  exclusives § If  you  have  an  offer,  make  sure  customers  see  it § Pre-­‐qualify  your  visitors  where  possible § price,  product  specifics,   availability,  location  etc. 79
  80. 80. Writing  compelling  ad  copy § Tell  people  what  to  expect  with  a  strong  call  to  action § 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 80
  81. 81. Ad  copy  relevance   • Searching  for  dressing  table  mirror
  82. 82. Google  editorial  policy § Adverts   must  be  accurate § Grammar  &  spelling  must  be  correct § No  excessive   capitalisation § Use  standard  punctuation  &  symbols § Want  *fast*  results  @  low  cost?? § No  exclamation  mark  in  headline § Prices,  discounts  &  free  offers   must  be  supported  on  your  site § 20%  off,  free  P&P § Competitive   claims  must  be  supported § Better  than,  recommended  by § Trademark   policy  is  country  specific 82
  83. 83. Create   additional  text  ads  -­‐ exercise § Plan  an  additional  text  advert   with  a  different   message § Add  this  ad  into  an  adgroup 83
  84. 84. Understanding   campaign,  adgroup  and  keyword  statistics § 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  time  someone   clicked  on  your  advert § Cost  – The  total  amount   paid  for  the  clicks § Avg.  Pos.  – the  average  position  on  the  page  where  your  advert  appeared 84
  85. 85. Campaign,  adgroup  and  keyword  statistics  – 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 85
  86. 86. 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 86
  87. 87. Tracking  performance   – beyond  the  click § Look  beyond  AdWords  to  see  what  converts 87
  88. 88. Tracking  Conversions Clicks                   CPC       Measures  return  from  your  campaign  and  keywords Allows  you  to  make  informed  bidding  and  editing  decisions Conversion  metrics 88
  89. 89. Tracking  Conversions § You  choose  between § Defining  conversions   with  AdWords  conversion   tracking § Importing  your  goals  from  Google  Analytics § Available  in  Tools 89
  90. 90. Thank  You  Page Check-­‐out  Page Shopping    page How  does  AdWords  Conversion   Tracking  work? 90 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.
  91. 91. Setting  Up  AdWords  Conversion   Tracking § Select  add  a  conversion 91
  92. 92. Setting  Up  AdWords  Conversion   Tracking 92
  93. 93. Setting  Up  AdWords  Conversion   Tracking 93
  94. 94. Google  Analytics 94 Measure  how  all visitors  use  your  site   What  factors  drive  customer  choices What  content  they  consume Where  do  they  exit  the  site
  95. 95. Google  Analytics 95 § 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
  96. 96. Google  Analytics  AdWords  Reports 96
  97. 97. Integrating   AdWords  with  Google  Analytics § An  AdWords  account  can  only  be  linked  to  one  Analytics  account § You  need  to  create  your  analytics  account  first § From  AdWords  select  Google  Analytics § This  must  be  done  by  an  administrator  in  AdWords  and  Analytics § Navigate  to  the  account  you  want  to  link  to § Click  AdWords  Linking § Select  the  AdWords  account  you  want  to  link  to  Analytics § Select  the  analytics  properties   where  you  want  the  data  to  be  available § Click  the  Link  Accounts  button 97
  98. 98. Integrating   AdWords  with  Google  Analytics § By  default  auto-­‐tagging  is  turned  on § This  allows  Google  to  append  a  parameter   onto  your  destination  URLs § ?gclid=nci47tyhcniu4ytccgei § Your  website  must  not  remove  this  parameter   for  tracking  to  work   correctly 98
  99. 99. 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 99
  100. 100. 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 100
  101. 101. Performance   reports § Select  the  tab  containing  the  data  you  want  reported § Ensure  the  columns  you  want  reported  are  displayed § Select  the  report  icon 101
  102. 102. Reporting   -­‐ exercise § Run  a  campaign  performance  report  – output  to  csv § Run  a  keyword  performance  report,  and  schedule  to  run  weekly 102
  103. 103. Scheduled  reports   list § Scheduled  reports   are  listed  in  the  reports   section § Reports   can  be  re-­‐run  from  here § Scheduled  reports   can  be  deleted 103
  104. 104. Segmenting  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 104
  105. 105. Reporting   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 105
  106. 106. Break  time § 15  Mins 106
  107. 107. Introduction  to  optimisation  techniques § Once  you  start  to  see  some  results  you  will  want  to  optimise  your   account § There  are  several  bid  strategies  available § Focus  on  clicks § Focus  on  conversions 107
  108. 108. Focus  on  clicks § Manual  bids  – you  are  in  total  control § AdWords  sets  your  bids  – budget  optimiser § This  is  on  the  campaign  settings  – Bid  Strategy 108
  109. 109. Focus  on  clicks  -­‐ Enhanced   CPC  bidding § Works  with  your  current  campaign  settings § Uses  your  max.  CPC  bids § Dynamically  raises  and  lowers  your  max.  CPC  bids  to  acquire  more   conversions § Your  max.  CPC  may  be  increased  by  up  to  30% § Uses  historical  data  to  estimate  the  likely  conversion  rate  for  each   auction § Only  turn  this  on  when  you  have  built  up  good  conversion  data 109
  110. 110. Focus  on  Conversions   -­‐ Conversion   Optimiser § Requires  at  least  15  conversions  in  the  last  30  days § You  specify  a  target  cost  per  acquisition  (CPA)  for  each  adgroup § Using  historical  data  the  optimiser  finds  the  optimal  equivalent  CPC   bid  for  each  auction § You  still  pay  per  click  but  do  not  need  to  manage  bids § The  optimiser  factors  in: § Previous   conversion   rates § Keyword  match  type § Users   location § Time  of  day § Device 110
  111. 111. Focus  on  Conversions   -­‐ Conversion   Optimiser 111
  112. 112. Ad  Rotation § When  there  are  multiple  ads  in  an  adgroup  they  can  be  rotated  in  several   ways § This  is  controlled  on  the  campaign  settings 112
  113. 113. Create   a  custom  filter  -­‐ demo § Allows  you  to  limit  the  data  displayed § Create  a  filter  to  show  all  keywords  appearing  below  position  2.5 § Create  a  filter  to  show  all  keywords  with  a  click  through  rate  less   than  1% 113
  114. 114. Create   custom  filter-­‐ exercise § Create   a  filter  to  display  all  adgroups  with  at  least  500  impressions   but  no   clicks 114
  115. 115. Controlling  user  access § 3  step  process § Invite  another  user § They  accept  via  an  email  link § Access  then  needs  to  be  confirmed 115
  116. 116. Understanding   the  billing  process § Payment  options  available § Post-­‐pay § Pre-­‐pay § Invoice  terms § Once  selected  you  cannot  change  this § Payment  methods  include § Credit  and  debit  card § Direct  debit 116
  117. 117. Billing  Tab § Billing  Summary § Recent  payments  and  activity § Billing  Preferences § Payment  Method   § Post  or  Pre  Pay § Payment  Details § Backup  Payment  Details § Promotional  credits  are  available  for  new  accounts  (created  within   last  14  days) 117
  118. 118. 118 Ad  extensions § Ad  extensions  allows  additional  information  to  be  displayed  with   your  ads § No  extra  charge,  normal  clicks  apply § Extensions  can  be  shared  across  campaigns § When  creating  campaigns  you  can  select  an  existing  extension § Ad  extensions  are  created  on  the  extensions  tab
  119. 119. 119 Ad  extensions   – site  links § Allows  ads  with  an  exceptional  quality  score  that  have  achieved  top   placement  to  display  6  additional  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
  120. 120. 120 Ad  extensions   – site  links § Define  the  link  text  (25  characters)   and  destination   URL § Longer  links  means  fewer   links  potentially  displayed
  121. 121. 121 Ad  extensions   – site  links § Select  the  extensions   for  the  campaign § You  can  override   these  at  an  adgroup  level
  122. 122. Sitelink extensions   -­‐ exercise § Add  sitelink extensions  to  your  search  campaign 122
  123. 123. 123 Ad  extensions   – call  extensions § Traditional  search  ads  are  displayed    on   high-­‐end  mobile  devices § Advert  can  include  a  clickable  call   button § On  a  desktop  the  number  is  displayed
  124. 124. 124 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   time
  125. 125. 125 Ad  extensions   – call  extensions   metrics § Customers  who  see  the  ad  on  a  desktop  will  manually  dial  the  Google   forwarding  number   § Additional  call  metric  columns  are  available  for  this  Google  call   forwarding
  126. 126. 126 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
  127. 127. Call  extensions   -­‐ exercise § Add  a  call  extensions  to  your  search  campaign 127
  128. 128. Action  Plan  – Define  your  goals § Define  your  goals/conversions  (ROI,  leads,  pages  viewed  etc.) § Determine  your  budgets § Plan  your  account  organisation § Plan  out  your  campaign  structure  and  geographic  targeting § Prioritise  the  setup  of  your  campaigns § search,  display § best  selling,  highest  margin § location,  device § Setup  conversion  tracking  or  Google  Analytics 128
  129. 129. Action  Plan  – Account  organisation § 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 § Choose  your  match  types  (may  be  dependent   on  budgets) § Identify  any  negative  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 § Initially  set  your  bids  higher  than  suggested  by  the  keyword  tool  if   budgets  allow § Add  sitelinks  to  all  search  campaigns § Add  call  extensions   if  relevant 129
  130. 130. Action  Plan  – Monitoring  performance § Monitor  Performance § Check  which  areas  are  converting  best § Review   ad  position  for  these  keywords  and  evaluate   if  higher  bids  to   generate   more  clicks  are  viable § Pause  costly  keywords  which  are  not  converting § Carry  out  additional  keyword  research   for  successful   keywords  to   trigger  your  ads  for  more  variations   (long  tailing) § Review   which  ads  have  better  click  through  rates  and  pause  poorer  ads § Continue  to  test  alternative   ad  copy 130
  131. 131. Open  Q&A 131
  132. 132. 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 132
  133. 133. 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 133
  134. 134. 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: § 134
  135. 135. 135 End  of  Presentation
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