Google Academy 2009 Adwords Master Class


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KONDIMENT lanseaza primul training Google AdWords din Romania

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Google Academy 2009 Adwords Master Class

  1. 1. Google Academy How to invest and increase your ROI Amelia Cretu Google AdWords Romania Google Confidential and Proprietary 1
  2. 2. What will we cover today? 1 Overview 2 Maximising return-on-investment 3 Optimise for the Content Network 4 Track results through reporting 5 New products & features 6 Questions & answers Google Confidential and Proprietary 2
  3. 3. The EU population goes online 19 billion searches in an average per month Google reaches 79% of the European search engine market Google Confidential and Proprietary 3 Source: eMarketer February 2008
  4. 4. Maximising your return-on-investment Google Confidential and Proprietary 4
  5. 5. Return-on-investment is a constant cycle Measure your results Refine your campaigns Define your goals U Google Confidential and Proprietary 5
  6. 6. What is the aim of your campaign? Goal User Action 1. Sales High Purchase Volume 2. ROI Sales with high profit margin 3. Leads Enquiries/ phone calls 4. Sign Ups Email address/ form submission 5. Branding Increased searches/ impressions Google Confidential and Proprietary 6
  7. 7. Different actions for different goals Direct response (ROI) Branding Gain clicks where the user will buy! Focus on visibility, not immediate sales How? How? Focus on ‘purchase’ stage of buying cycle Focus on ‘awareness’ stage of buying cycle Use unambiguous keywords Use general industry keywords Action driven ad text Brand driven ad text Deep link to specific landing page Link home page Base bidding on margins Base bidding on position only Google Confidential and Proprietary 7
  8. 8. Ensure your advertising is relevant Maximising ROI for your online advertising Google Confidential and Proprietary 8
  9. 9. Why is Quality Score important? Maximise earnings with useful ads A Advertisers P The Quality Score helps us maintain the Google ecosystem by providing an economic incentive to create high Publishers quality ads Drive traffic & maximise ROI U Users U Find what they want the first time they search Google Confidential and Proprietary 9
  10. 10. 6 Quality Score misconceptions uncovered There is only one Quality Score Using different match types can improve your Quality Score You can buy your way to a great Quality Score High CTR = High Quality Score Quality Score is reset when you optimise your account Quality Score suffers when your ad is not running Google Confidential and Proprietary 10
  11. 11. Position can strongly impact CTR To increase your position in the short term, you will need to raise your CPC CTR CPC 25.00% £10.00 In this example, moving from position 5 to 2 for CPC a relatively small rise in CPC brings a £9.00 +24% disproportionately high increase in CTR 20.00% £8.00 £7.00 Cost Per Click 15.00% £6.00 CTR £5.00 10.00% £4.00 CTR +215% £3.00 5.00% £2.00 £1.00 0.00% £0.00 1 2 3 4 5 6 7 8 9 10 11 Position Google Confidential and Proprietary 11
  12. 12. Optimise your account structure Maximising ROI for your online advertising Google Confidential and Proprietary 12
  13. 13. Optimal account structure for ROI Mirror structure of your site/service offering for best results Your product lines & services Your Product Lines & Your product Services lines & services (Travel) Package holidays Package Holidays Domestic International Accommodation Package holidays Flights Only Only Domestic International Hotel Hotel B&B Hotel B&B Google Confidential and Proprietary 13
  14. 14. Optimal account structure for ROI Mirror structure of your site/service Different Campaigns for offering for best results different product lines…one Your product AdWords account lines & services account AdWords account Campaign Package holidays ‘Package Your AdWords account site structure… Holidays’ structure… Ad Groups by Domestic Theme -- Domestic theme Domestic CampaignHotel Campaign Campaign B&B Hotel B&B ‘Package Holiday’ groups Ad Groups ‘Flights’ ‘Accommodation’ groups Ad Groups Domestic International Domestic International Domestic International Luxury Mid-Range Budget Luxury Mid-Range Budget AdLuxury& groups Ad groups& Mid-Range Ad groups Budget Ad groups Luxury Ad groups Mid-Range Ad groups Budget texts Ad Texts & texts Ad Texts & Ad Texts & Ad texts & Ad Texts & Ad texts & Ad Texts & Ad texts & Ad Texts & Ad texts & keywords Keywords keywords Keywords keywords Keywords keywords Keywords keywords Keywords keywords Keywords Google Confidential and Proprietary 14
  15. 15. Clarity Simplifies management of time/stock sensitive info Positively affects your Quality Score Assists with monitoring/ tracking Improves overall performance Google Confidential and Proprietary 15
  16. 16. Need a helping hand with structure? Try AdWords Editor! Manage AdWords right from the desktop with Google’s downloadable account management application user Navigate your account quickly and easily Work offline, then upload your changes Locate and edit keywords, CPCs, and more Copy and paste entire Ad Groups and campaign Make bulk changes to keywords and ad text Perform quick statistical analysis Google Confidential and Proprietary 16
  17. 17. Refine your ad texts Maximising ROI for your online advertising Google Confidential and Proprietary 17
  18. 18. Building blocks of success: Ad texts Ad title – Be specific & unique!  Business/Website name in title is not always best idea… Include successful keywords in ad title Tightly themed & relevant to keywords  Prequalify your audience (price, location etc) Compelling calls to action/special offers  Anything that distinguishes you from competition Use multiple ad texts per ad group  Don’t be afraid to experiment! Google Confidential and Proprietary 18
  19. 19. Have seasonal keywords and creatives ready Valentine’s Quick Valentine's Ideas Christmas valentines gifts 100s of great gifts for him or her buy christmas gift Next-day delivery on all items! buy valentine’s gift buy xmas gift gadgets christmas gift ideas last minute gifts christmas online shop valentine’s poems xmas gift online valentine cards christmas gifts for him personalised gifts buy xmas gifts for her valentine’s day ideas Valentine's Gifts for Her cheap christmas gifts Flowers, jewellery, perfume & more gifts for her/him Shop online at xmas stocking fillers luxury gifts for women/men funny christmas cards Mother’s Day Back to School/College mother’s day gifts Mother's Day Gifts for Mum Flowers, jewellery, perfume & more work suits buy mothers day gift Shop online now suits uk gift ideas school uniform last minute gifts cheap uniform mother’s day cards blue red school tie personalised gifts pack 3 school shirts mother’s day ideas girl pleated school skirt gifts for mum/mom Quick Mother's Day Ideas age 5 gym kit luxury gifts for mum 100s of great gifts for Mum school bag mums day gift packs Next-day delivery on all items! student clothing 19 Google Confidential and Proprietary
  20. 20. Automatically optimise Ad serving Google Confidential and Proprietary 20
  21. 21. Use relevant landing pages Maximising ROI for your online advertising Google Confidential and Proprietary 21
  22. 22. 8 10 5 The #landingof users Percentage pageitshould Your of seconds takes a visitormain goal to your siteto your after have 1 loses site decide whether or not just eCommerce  a glance to stay on your site Lead generation  Branding  Relationship building  Membership  Viral outreach (word-of-mouth) Google Confidential and Proprietary 22
  23. 23. Where are your customers looking? A user’s eye is first drawn to the on top left-hand sidepage Place important information left-hand side of the Google Confidential and Proprietary 23
  24. 24. Choose the right page Aim for a smooth transition Link to a product specific page Make it easy to act or purchase with minimal searching Don’t pay for wasted clicks! Google Confidential and Proprietary 24
  25. 25. Example: Google Store Keyword: Golf Umbrella Google Golf Umbrella 5 yr guarantee, low prices Golf Umbrella - Shop now! Google Confidential and Proprietary 25
  26. 26. Summary of messaging & keywords Google Golf Umbrella 5 yr guarantee, low prices Golf Umbrella - Shop now! Mirror on landing page Mirror in ad text Specific keywords U Golf Umbrella Google Confidential and Proprietary 26
  27. 27. Building blocks of success: Landing pages Do…  Keep critical information & conversion activities above fold  Put registration form on landing page & keep it short  Pictures of products with captions  Use large “buy now” buttons  Progress indicators  Test variations with Website Optimiser Don’t…  Use hard to read type  Use navigation bars  Require registration to purchase  Use “splash pages”  Home page as landing page Google Confidential and Proprietary 27
  28. 28. Content network optimisation Maximising ROI for your online advertising Google Confidential and Proprietary 28
  29. 29. Beyond search, leveraging Google’s network The Google Content Network  Reaches over 80% of Internet Users  Thousands of Publishers Source: comScore Custom Analysis, Nov 07 Google Confidential and Proprietary 29
  30. 30. Building blocks of success: Content keywords Think about the type of web copy that is on the page you’d like to target:  Focus on the overall theme of the ad group, not individual keywords  Keyword lists should relay the one concept you are trying to convey  Add relevant keyword variations of your fundamental concept  Create a manageable, targeted keyword list  Use broad keyword match type Google Confidential and Proprietary 30
  31. 31. Content keyword recommendations Sample themed keyword lists: Holiday Packages Campaign THEME: THEME: THEME: Direct product Complementary Interested audience product AD GROUP: AD GROUP: AD GROUP: Vacation packages Flights Newly weds KEYWORDS: KEYWORDS: KEYWORDS: honeymoon holidays flights package holiday packages cheap flights honeymoons cheap getaways roundtrip flight honeymoon book vacations airline tickets destination honeymoon resorts 31 Google Confidential and Proprietary 31
  32. 32. Search vs. content optimised keywords Search Optimised Content Optimised AD GROUP: Bucharest Holiday AD GROUP: Bucharest Holiday KEYWORDS: KEYWORDS: Bucharest holiday Bucharest island [Bucharest holiday] vs. Bucharest “Bucharest holidays” Bucharest getaway “Bucharest holiday deal” Bucharest travel cheap Bucharest holidays Bucharest trips book Bucharest holiday Bucharest review last minute Bucharest holiday Bucharest guide discount Bucharest holiday Bucharest travel tips “Bucharest holiday package” Bucharest holidays Google Confidential and Proprietary 32
  33. 33. Content bidding Before accruing data:  Consider your success metric  Start bids similar to search After accruing data:  Evaluate position (below 3rd position may not show)  Adjust bids for desired ROI & traffic goals  Allow time to evaluate before optimisation Google Confidential and Proprietary 333 3
  34. 34. Measuring results Google Confidential and Proprietary 34
  35. 35. AdWords can pay for itself €30 initial investment in AdWords €0.30 CPC ≥ 100 clicks 10% conversion rate = 10 sales Average profit per sale = €10 €30 investment returns €100 in profit Reinvest profits, increase budget Google Confidential and Proprietary 35
  36. 36. Stand track the the crowd. site usage day, To achieve your returnseach & every Millions use & Then, out from best return-on-investment, Be seen online. & AdWordsthe Report Center searching customers. using connects you with ads & landing pages. use tightly themed keywords, & Google Analytics. Google Confidential and Proprietary 36
  37. 37. Questions & answers Google Confidential and Proprietary 37