Google AdWords Training 101

www.ivantage.co.uk Google AdWords 101 Introduc3on to Paid Search Management Sharron Lonsdale Principal Paid Search Consultant & Account Manager Slides: h>p://www.slideshare.net/ivantage WIFI (for your own laptops): ivantage $ecurity! 1

www.ivantage.co.uk Ivantage training courses Google AdWords Training §  AdWords 101: Introduc<on 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

www.ivantage.co.uk Today’s Timing §  Start 9:30 §  Morning Break 11:15 – 11:30 §  Lunch 12:45 – 13:45 §  AYernoon Break 15:15 – 15:30 §  Q&A 16:30 §  Finish 17:00 §  Drinks §  Toilets §  Lunch §  Fire Exit 3

www.ivantage.co.uk 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

www.ivantage.co.uk 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 tool §  Managing your keywords §  Edi3ng your keyword bids §  Adding nega3ve keywords §  Using nega3ve keyword lists §  Common problems with keywords 5

www.ivantage.co.uk 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

www.ivantage.co.uk 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 §  Introduc3on to the Display Network §  The display ad builder §  Understanding the billing process §  Review ac3on plan §  Open Q&A §  Feedback and wrap-‐up 7

www.ivantage.co.uk Introduc3ons §  First §  Me (Sharron Lonsdale) & ivantage overview §  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 8

www.ivantage.co.uk Me – Sharron Lonsdale §  Principal Paid Search Consultant & Account Manager at ivantage §  Too many years IT technical experience, 14 years Internet §  Fully qualiﬁed Google AdWords Professional in §  Search §  Display §  Repor3ng and Analysis §  An AdWords prac33oner 9

www.ivantage.co.uk Me – Sharron Lonsdale §  One of 15 Google Accredited Seminar Leaders Globally 10

www.ivantage.co.uk About ivantage §  Established in 2002 §  Independent §  Only agency in UK with these Google cer3ﬁca3ons 11

www.ivantage.co.uk Ivantage -‐ What we do §  We help grow online businesses by §  Genera<ng web site traffic through §  Paid Search (PPC) §  Natural Search (SEO) §  Local & Mobile search §  Social media §  Display & video §  E-‐mail §  Analyzing web site traffic using §  Web Analy3cs to accurately analyse how visitors find and interact with websites §  Conver<ng web site traffic using §  Conversion Rate Op3misa3on to convert visitors into customers or clients 12

www.ivantage.co.uk 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 13

www.ivantage.co.uk 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 14

www.ivantage.co.uk 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 $50.2 billion revenue for Google in 2012 §  Now, Google AdWords is the dominant paid search planorm 15

www.ivantage.co.uk 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 §  Ac3va3on fee §  No minimum spend 16

Paid advertising www.ivantage.co.uk PfP, PPC, CPC Paid Search Results Google Search Results Organicresults,natural,crawledInfluenced bySEO 17

www.ivantage.co.uk Where are Google Ads displayed? §  Search Engine Results Pages (SERPS) §  Google search, Maps, 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 18

www.ivantage.co.uk 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 www.gardenseeker.com §  Visit www.youtube.com 19

www.ivantage.co.uk Ads on Mobile Devices §  Tradi3onal search ads are displayed on high-‐end mobile devices §  Advert can include a clickable call bu>on 20

www.ivantage.co.uk 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) 21

www.ivantage.co.uk How to Create an AdWords Account 22

www.ivantage.co.uk Set your 3me zone and currency 23

www.ivantage.co.uk Verify the account 24

www.ivantage.co.uk 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 25

www.ivantage.co.uk Account structure AdWords Account Campaign Campaign Adgroup Adgroup Adgroup Adgroup Keywords Keywords Keywords Keywords Ad text Ad text Ad text Ad text Ad text Ad text Ad text Ad text 26

www.ivantage.co.uk Possible campaign structure §  For a clothing website which sells various categories of products Account Coats Jackets Shirts Dresses Trousers Shoes Accessories Campaign Campaign Campaign Campaign Campaign Campaign Campaign 27

www.ivantage.co.uk 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 28

www.ivantage.co.uk Adgroups in a coats campaign Coats Campaign Rain coats Trench coats Winter coats Wool Coats •  ladies raincoats •  trench coats •  winter coats •  wool coats •  raincoats for •  brown trench •  warm coats •  woollen coats women coats •  long winter coats •  luxury wool coats •  womens red •  trench coats for raincoats men 29

www.ivantage.co.uk Adgroups in a jackets campaign Jackets Campaign Leather Quilted Fleece Blazers jackets jackets jackets •  leather jackets •  quilted jackets •  fleece jackets •  ladies blazers •  nappa leather •  quilted down •  zipped fleece •  designer blazers jackets jackets jackets •  navy blue blazers •  ladies leather •  hooded fleece jackets jackets 30

www.ivantage.co.uk Collect & consider your keywords Cashmere Clothing Great range of cashmere fashion for men & women. Shop Online. www.abccashmere.co.uk cashmere sweaters for men cashmere cardigans cashmere clothes ladies cashmere sweaters men’s cashmere cardigans cashmere for women red cashmere sweaters cashmere cardigans for men cashmere for men brown cashmere sweaters ladies cashmere cardigans 100% cashmere black cashmere sweaters red cashmere cardigans cashmere coats long cashmere sweaters brown cashmere cardigans men’s cashmere coats stylish cashmere sweaters black cashmere cardigans cashmere coats for men cashmere socks long cashmere cardigans ladies cashmere coats men’s cashmere socks stylish cashmere cardigans red cashmere coats cashmere socks for men cashmere wraps brown cashmere coats ladies cashmere socks men’s cashmere wraps black cashmere coats red cashmere socks ladies cashmere wraps long cashmere coats brown cashmere socks red cashmere wraps stylish cashmere coats black cashmere socks brown cashmere wraps cashmere sweaters long cashmere socks black cashmere wraps men’s cashmere sweaters stylish cashmere socks 31

www.ivantage.co.uk 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? 32

www.ivantage.co.uk 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 33

www.ivantage.co.uk Create your ﬁrst campaign – step-‐by-‐step §  Provide a meaningful name for your ﬁrst adgroup §  Enter your ad text §  Enter your keywords 34

www.ivantage.co.uk Break 3me §  15 Mins 35

www.ivantage.co.uk Google AdWords naviga3on §  Naviga3on is controlled using 6 main tabs (green bar) §  Home §  Campaigns §  Create and edit your campaigns §  Manage and monitor performance §  Opportuni3es §  Customised sugges3ons for your account §  Tools and Analysis §  Keyword tool §  Placement tool §  Google Analy3cs §  Billing §  My Account 36

www.ivantage.co.uk Campaigns tab §  LeY hand naviga3on panel (tree structure) §  All online campaigns §  Individual campaigns and adgroups §  Shared libraries, reports, rules and automa3on §  The leY panel can be collapsed and expanded §  Date range selec3on §  Many predeﬁned date ranges §  Custom date ranges §  Date comparisons 37

www.ivantage.co.uk Campaigns tab – sub 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 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 38

www.ivantage.co.uk 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 39

www.ivantage.co.uk Loca3on targe3ng -‐ example §  Select Campaign sevngs §  Edit loca3ons 40

www.ivantage.co.uk Loca3on bid adjustment -‐ example §  You can adjust bids based on the loca3on or the user §  Bid higher for certain states/coun3es §  Bid higher for searchers within 5 miles of your store 41

www.ivantage.co.uk 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 42

www.ivantage.co.uk Developing quality keyword lists §  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 43

www.ivantage.co.uk 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) 44

www.ivantage.co.uk 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 §  The following symbols are not allowed §  ! @ % ^ * () = {} ; ~ ` <> ? | 45

www.ivantage.co.uk The four keyword match types Broad match Broad match modiﬁer Phrase Nega3ve match Exact match 46

www.ivantage.co.uk 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 black tea e.g. black tea black tea leaves will match with: loose black tea tea black loose decaf white tea black coﬀee white coﬀee 47

www.ivantage.co.uk Broad match keywords 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 §  Your ads could show on many irrelevant searches §  You will pay for irrelevant clicks §  Higher maintenance is required §  Not recommended when you words have mul3ple meanings 48

www.ivantage.co.uk 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 black tea will match to: black tea leaves loose black tea tea black decaf will not match to: white tea black coffee white coffee 49

www.ivantage.co.uk Modiﬁed broad match keywords 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 50

www.ivantage.co.uk 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” black tea Will match to: black tea leaves loose black tea Will not match to: tea black decaf white tea black coﬀee white coﬀee 51

www.ivantage.co.uk Phrase match keywords 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 52

www.ivantage.co.uk Exact match keywords Exact – Matches only most relevant searches Most targeted matching op3on Matches singular and plurals e.g. [black tea] black tea Will match to: black teas Will not match to: black tea leaves loose black tea tea black decaf white tea black coﬀee white coﬀee 53

www.ivantage.co.uk Exact match keywords 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 54

www.ivantage.co.uk Nega3ve keywords Nega3ves -‐ Help eliminate irrelevant searches Controls who will NOT see your ad e.g. – lights black tea leaves and black tea loose black tea tea black decaf Will match to: black coﬀee Will not match to: black tea lights 55

www.ivantage.co.uk Nega3ve keywords 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

www.ivantage.co.uk 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..... 57

www.ivantage.co.uk The AdWords keywords tool §  The AdWords keyword tool helps you ﬁnd new keyword ideas §  You can add the keywords directly into your adgroup §  You can export the results §  Tools and Analysis 58

www.ivantage.co.uk The AdWords keyword tool §  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 59

www.ivantage.co.uk The AdWords keywords tool §  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 60

www.ivantage.co.uk The AdWords keywords tool – advanced ﬁltering §  Filter to only show closely related keywords §  Compare sta3s3cs for the diﬀerent match types §  Many other columns of data available 61

www.ivantage.co.uk AdWords keywords tool -‐ exercise §  Enter your main keywords and review the sugges3ons §  Save some keywords as ideas §  Add your saved ideas into an adgroup §  Enter the landing page for your adgroup into the tool §  Export any relevant keywords into your adgroup §  Make a note of any nega3ve keywords you ﬁnd 62

www.ivantage.co.uk 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 63

www.ivantage.co.uk Managing keywords -‐ exercise §  Add several new keywords into your adgroup you just created §  Enter some keywords as §  broad §  modiﬁed broad §  phrase §  exact 64

www.ivantage.co.uk 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 65

www.ivantage.co.uk Edit keyword bids in table -‐ demo 66

www.ivantage.co.uk Edit keyword bids in bulk -‐ demo §  Select the keywords to update and then choose edit max cpc bids §  Select the type of bid change 67

www.ivantage.co.uk 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 68

www.ivantage.co.uk Edi3ng your keyword status §  Keywords can have a status of §  Enabled §  Paused §  Deleted §  Toggle between paused and enabled with the green dot §  To delete a keyword you must select it and edit status to delete 69

www.ivantage.co.uk 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 70

www.ivantage.co.uk Adding nega3ve keywords -‐ exercise §  Add some campaign nega3ve keywords §  Avoid careers Avoid Bargain hunters Avoid DIY 71

www.ivantage.co.uk 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 72

www.ivantage.co.uk 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 73

www.ivantage.co.uk 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 74

www.ivantage.co.uk 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 75

www.ivantage.co.uk Organising nega3ve keywords §  Nega3ves are vital to ensure Dining Tables Campaign the correct ad copy is displayed Generic Extending Round tables dining tables dining tables “dining Extending Round tables” keywords keywords -‐extending -‐round 76

www.ivantage.co.uk 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 77

www.ivantage.co.uk Lunch 78

www.ivantage.co.uk 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 79

www.ivantage.co.uk 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. 80

www.ivantage.co.uk 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 81

www.ivantage.co.uk Ad copy relevance •  Searching for cashmere socks Buy Luxury Cashmere Socks 100% grade ‘A’ Cashmere Socks From £26 per pair at The Cashmere Outlet. www.abccashmere.co.uk Great Prices on Cashmere Scarf, Shawls, Sweaters, Robes, Overcoats, Throws, Blankets & More www.abccashmere.co.uk •  Which advert would you click on?

www.ivantage.co.uk 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 83

www.ivantage.co.uk Create addi3onal text ads -‐ exercise §  Plan an addi3onal text advert with a diﬀerent message §  Add this ad into an adgroup 84

www.ivantage.co.uk 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 85

www.ivantage.co.uk 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 86

www.ivantage.co.uk 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 87

www.ivantage.co.uk Tracking performance – beyond the click §  Look beyond AdWords to see what converts 88

www.ivantage.co.uk Tracking Conversions Measures return from your campaign and keywords Allows you to make informed bidding and editing decisions Clicks CPC Conversion metrics

www.ivantage.co.uk Tracking Conversions §  You choose between §  Deﬁning conversions with AdWords conversion tracking §  Impor3ng your goals from Google Analy3cs 90

www.ivantage.co.uk How does AdWords Conversion Tracking work? The user sees a relevant ad and clicks Initiated by the ad click, on it. Google counts the click, and the Google adds a cookie to the user lands on the website user’s browser, and in this way, remembers this ad A user searches on click for next 30 days. Google.co.uk for ‘caxton furniture’ The user browses, Google records 1 conversion, Google ﬁnds cookie purchases an item & lands reﬂected on the date of the ID of the user’s most on ‘thank-‐you’ page after user’s most recent ad click. recent ad click. completing purchase. Shopping page Check-‐out Page Thank You Page 91

www.ivantage.co.uk Sevng Up AdWords Conversion Tracking §  Deﬁne a conversion in AdWords 92

www.ivantage.co.uk Sevng Up AdWords Conversion Tracking §  Select add a conversion §  Name the conversion 93

www.ivantage.co.uk Sevng Up AdWords Conversion Tracking §  Enter a conversion value if known (or e-‐commerce variable) 94

www.ivantage.co.uk Sevng Up AdWords Conversion Tracking 95

www.ivantage.co.uk Sevng Up AdWords Conversion Tracking Your web developers may be able to supply the actual order value here 96

www.ivantage.co.uk Google Analy3cs Measure how all visitors use your site What factors drive customer choices What content they consume Where do they exit the site 97

www.ivantage.co.uk Google Analy3cs §  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 98

www.ivantage.co.uk Google Analy3cs AdWords Reports 99

www.ivantage.co.uk 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 the data sources tab §  Click the AdWords tab and select link accounts 100

www.ivantage.co.uk Integra3ng AdWords with Google Analy3cs §  Select auto-‐tag my links §  Select your analy3cs proﬁle §  You’re done! 101

www.ivantage.co.uk Crea3ng and Scheduling Reports §  Change History Report records all changes to your account §  Performance reports can be run as one-‐oﬀ or scheduled §  All reports are run from the main campaigns tab 102

www.ivantage.co.uk 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 103

www.ivantage.co.uk 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 104

www.ivantage.co.uk Performance reports §  Select the tab containing the data you want reported §  Ensure the columns you want reported are displayed §  Select the report icon 105

www.ivantage.co.uk Repor3ng -‐ exercise §  Run a campaign performance report – output to csv §  Run a keyword performance report, and schedule to run weekly 106

www.ivantage.co.uk Scheduled reports list §  Scheduled reports are listed in the reports sec3on §  Reports can be re-‐run from here §  Scheduled reports can be deleted 107

www.ivantage.co.uk 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 108

www.ivantage.co.uk 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 109

www.ivantage.co.uk Break 3me §  15 Mins 110

www.ivantage.co.uk Introduc3on to op3misa3on techniques §  Once you start to see some results you will want to op3mise your account §  This can be done in several ways §  Op3mise for traﬃc §  Op3mise for conversions §  Op3mise for quality score 111

www.ivantage.co.uk Op3misa3on for traﬃc §  Op3mising for traﬃc means gevng as many clicks for your budget as possible §  AdWords provides an automa3c bidding op3on to do this for you §  This is on the campaign sevngs – Bidding and budget 112

www.ivantage.co.uk Op3misa3on for conversions §  If you are tracking conversions then addi3onal bidding op3ons are available §  Enhanced CPC bidding §  Conversion op3miser 113

www.ivantage.co.uk 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 conversion rate for each auc3on 114

www.ivantage.co.uk Conversion op3miser §  Requires at least 15 conversions in the last 30 days §  You specify a maximum or 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 §  Device 115

www.ivantage.co.uk Conversion op3miser 116

www.ivantage.co.uk Ad Rota3on §  When there are mul3ple ads in an adgroup they can be rotated in several ways §  This is controlled on the campaign sevngs 117

www.ivantage.co.uk Op3mising for quality score §  Remember that relevancy is “King” §  Ensure that you have 3ghtly themed adgroups §  If you haven’t, then split your adgroups into mul3ple groups §  Make sure that your main keyword is men3oned in the ad copy §  Con3nue to test and op3mise your ad crea3ve §  The landing page needs to be relevant to the keywords §  Ensure you make good use of nega3ve keywords to control which compe3ng non duplicate keywords enter the auc3on 118

www.ivantage.co.uk Create a custom ﬁlter -‐ demo §  Iden3fy poor performing keywords §  Create a ﬁlter to show all keywords with a click through rate less than 1% 119

www.ivantage.co.uk Create custom ﬁlter-‐ exercise §  Create a ﬁlter to display all keywords with at least 500 impressions but no clicks 120

www.ivantage.co.uk Controlling user access §  3 step process §  Invite another user §  They accept via an email link §  Access then needs to be conﬁrmed 121

www.ivantage.co.uk Introduc3on to the Display network §  The Google Display network is made up of millions of placements §  Websites §  Online games §  Web feeds §  Online video sites (e.g. youtube.com) §  Ads can be contextually targeted using keywords or topics §  Speciﬁc placements can be hand-‐picked §  More ad formats are available than on search §  Text §  Image §  Flash §  Video 122

www.ivantage.co.uk Introduc3on to 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 iden3fy users based on their interests §  Use remarke3ng to reach people who previously visited your website §  Start with search campaigns and then try display campaigns later 123

www.ivantage.co.uk Display Network -‐ Text Ads 124

www.ivantage.co.uk Display Network -‐ Image and Video Ad Formats §  Choice of ad sizes §  Online display ad builder tool with 200+ templates 125

www.ivantage.co.uk Display Network -‐ Image and Video Ad Formats 126

www.ivantage.co.uk Google Display Network Image Ads 127

www.ivantage.co.uk Display ad builder §  Allows you to create ads using a range of templates §  Financial §  Travel §  Seasonal §  The range is con3nually changing §  Some templates showcase a selec3on of products §  Allows you to easily create ads in all standard sizes §  Demonstra3on 128

www.ivantage.co.uk Understanding the billing process §  Two payment op3ons available §  Post-‐pay §  Pre-‐pay §  Once selected you cannot change this §  Post-‐pay payment methods are §  Credit and debit card §  Direct debit §  Pre-‐pay payment methods are §  Credit and debit card §  Bank transfer 129

www.ivantage.co.uk When are post-‐pay payments made? §  Google bills you aYer 30 days or when your account reaches your billing threshold (whichever comes ﬁrst) §  Billing thresholds increment each 3me your account reaches the threshold §  $50 -‐> $200 -‐> $350 -‐> $500 5 Oct billed $50 Threshold increased to $200 New billing cycle begins 25 Oct billed $200 Threshold increased to $350 New billing cycle begins 18 Nov Billed $350 Threshold increased to $500 New billing cycle begins Future billings will be on 18 Dec or when $500 is reached 130

www.ivantage.co.uk 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) 131

www.ivantage.co.uk 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 132

www.ivantage.co.uk 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 tool 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 133

www.ivantage.co.uk 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 134

www.ivantage.co.uk Open Q&A 135

www.ivantage.co.uk Help §  AdWords Help Centre h>ps://support.google.com/adwords §  Learn with Google h>p://www.google.com/ads/learn/ §  Group and Blogs h>p://adwords.blogspot.com §  Books §  Google AdWords: Managing your adver3sing program by Anastasia Holdren §  Advanced Google AdWords by Brad Geddes §  ivantage support@ivantage.co.uk 136

www.ivantage.co.uk Ivantage Services §  Google AdWords Account Audit §  A report detailing status of account and priori3sed recommenda3ons §  Telephone conference call to go through the report §  h>p://www.ivantage.co.uk/ppc-‐management/ppc-‐adwords-‐audit.htm §  Google AdWords Account Management §  h>p://www.ivantage.co.uk/ppc-‐management/ppc-‐management-‐ services.htm 137

www.ivantage.co.uk Please help us to improve -‐ feedback §  www.ivantage.co.uk/feedback §  Course comple3on cer3ﬁcates will be sent to you §  Write an honest, considered and fair review to receive for each day a>ended: §  support@ivantage.co.uk 138

www.ivantage.co.uk End of Presentation 139

Google AdWords Training 101

by ivantage on Jul 01, 2010

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Google AdWords Training 101 Presentation Transcript