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Google Adwords Essentials Training

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    Google Adwords Essentials Training Google Adwords Essentials Training Presentation Transcript

    • www.ivantage.co.uk Google Adwords Essential Workshop 1
    • www.ivantage.co.uk Google Adwords Essentials Workshop  Google Adwords Essentials Workshop - is a one day practical, hands- hands-on course aimed at online marketers, web executives, webmasters, agency account managers and campaign managers who need to set-up, manage and optimise Google set- Adwords paid search campaigns .  Pre- Pre-requisites  Administration access to an active Google Adwords account is required for the duration of the course.  Objectives  Upon successful completion of this course, students will be able to plan, set- set- up, manage and optimise, according to industry best practice, Google Adwords campaigns for themselves and, if desired, on behalf of clients . 2
    • www.ivantage.co.uk Today’s Timings  Start – 09:30  Morning break – 11:15 -11:30  Lunch – 12:45 – 13:45  Afternoon break – 15:15-15:30 15:15-  Wrap-up – 16:30 Wrap-  Drinks  Toilets  Lunch  Fire exits 3
    • www.ivantage.co.uk Course Agenda  Session 1  Google Adwords Overview  Where are Google ads displayed  Accessing Google Adwords  The Google Adwords interface  Billing Details & Account Preferences  Session 2  Adwords Account Structure  Initial Planning for your Paid Search campaign  Detailed Planning  Keyword Research & Estimating Search Traffic Volumes  Adwords Keyword Tool  Advert structure  Google Editorial Policy 4
    • www.ivantage.co.uk Course Agenda  Session 3  How to Setup a Campaign  Creating and editing a campaign  Editing Adgroups and Keywords  Writing compelling ad copy  Ad Scheduling  Position Preference Bidding  Monitoring results  Session 4  Adwords quality score  Google Adwords reports interface  Running & Scheduling reports 5
    • www.ivantage.co.uk Introductions  Sharron Lonsdale & ivantage overview  You  Your role  Your company  Your objectives for attending  Any particular question/issue you hope to resolve 6
    • www.ivantage.co.uk About ivantage  Founded in 2002 by Matt Trimmer  Independent  Not compromised by being part of an all-purpose agency all-  The only UK agency to have 3 Google certifications  Adwords  Analytics (Google Analytics)  Urchin (Urchin Software from Google)  London based  Ranked 33rd UK Agency according to New Media Age criteria 7
    • www.ivantage.co.uk Client projects – multi-channel retail multi- 8
    • www.ivantage.co.uk Client projects - business to business 9
    • www.ivantage.co.uk What we do  We specialise in growing online businesses by  Generating website traffic  Using Paid Search (PPC), Natural Search (SEO), Display Advertising and E-mail E- marketing  Analysing website traffic  Using Web Analytics to accurately analyse how visitors find and interact with websites  Converting website traffic  Using Conversion Rate Optimisation to convert visitors into customers or clients 10
    • www.ivantage.co.uk Introductions – Your Turn  Sharron Lonsdale & ivantage overview  You  Your role  Your company  Your objectives for attending  Any particular question/issue you hope to resolve 11
    • www.ivantage.co.uk Organic, Google Search Results natural, crawled, Editorial Influenced by SEO Paid, PfP, PPC, CPC, Advertising PPC Management 12
    • www.ivantage.co.uk Google Adwords – A brief history  Google Adwords was launched in 2000  Adwords offers pay per click (PPC) advertising for text, image video and gadget 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 $21.8 billion revenue for Google in 2008  Now, the dominate paid search platform 13
    • www.ivantage.co.uk What is Google Adwords?  Google Adwords is a Pay-Per-Click advertising service Pay-Per-  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 ads as sponsored links  The sequence or ranking depends on  other advertisers bids  the “quality score” of the keywords and adverts 14
    • www.ivantage.co.uk Where are Google Ads Displayed?  Search Engine Results Pages (SERPS)  Search Network Partners Ask, Aol  Content Network Ads appear within the content of other websites Ads are placed based on the content of the site or page, using keywords and placement targeting  Google Maps  Mobile Network 15
    • www.ivantage.co.uk Google Search Results 16
    • www.ivantage.co.uk Google Content Network Text Ads 17
    • www.ivantage.co.uk Joint Exercise Example of Content network partner  www.about.com  Search for flowers  Select a search result listing 18
    • www.ivantage.co.uk Image and Video Ad Formats  Choice of 8 sizes  Online image ad builder tool with 100+ templates 19
    • www.ivantage.co.uk Google Content Network Image Ads 20
    • www.ivantage.co.uk Google Maps Ads 21
    • www.ivantage.co.uk 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  Geographically  Using keywords relevant to your product/service  Selecting relevant sites where your ads can appear  Demographically  Through the wording of your adverts  You only pay when someone clicks on your advert  You are in control of the budget  Activation fee  No minimum spend 22
    • www.ivantage.co.uk How to Access Google Adwords  Google Adwords Login  http://adwords.google.com/select/Login  Login to you Google Account and then select Adwords Everyone login to their Adwords account 23
    • www.ivantage.co.uk Google Adwords Interface  Navigation is controlled using 6 tabs  Home  Campaigns  Create and edit your campaigns  Manage and monitor performance  Opportunities  Previously called Campaign Optimiser  Reporting  Reports  Google Analytics  Website Optimiser  Billing  My Account 24
    • www.ivantage.co.uk My Account Tab  Account Preferences  Account login details  Language  Access level  Time zone (can only be changed once by Google)  Auto-tagging (for tracking Adwords data to Google Analytics) Auto-  Account Access  Invite other users  They receive an email with a link  Notification Settings 25
    • www.ivantage.co.uk Exercise  Check your Account Access details are up to date  Remove any users who should no longer have access 26
    • www.ivantage.co.uk Billing Tab  Billing Summary  Recent activity and Payments  Billing Preferences  Payment Method  Post or Pre Pay  Payment Details  Backup Payment Details 27
    • www.ivantage.co.uk Exercise  Check your Billing Preferences are up to date  Check if you have backup payment details 28
    • www.ivantage.co.uk Break time  15 Mins 29
    • www.ivantage.co.uk How is an Adwords Account Structured?  Hierarchical Structure  An account can contain 25 campaigns  A campaign can contain 100 adgroups  Campaigns give structure to the products or services you advertise  Adroups focus on a specific product or service 30
    • www.ivantage.co.uk Starting to use Google Adwords – Initial Planning  Plan your campaigns around your business needs  Traffic  Return On Investment (ROI) – revenue vs. costs  Conversions  Brand awareness  What does your business have to offer?  Ensure you are familiar with the site content and offerings  Preliminary keyword research  Who is your target audience?  Is there a sufficient volume of traffic for a successful campaign?  Is there enough relevant traffic?  What is your measure of success?  Traffic  Returning visitors  ROI  Conversions  How are you going to measure your success?  Web analytics  Adwords conversion tracker 31
    • www.ivantage.co.uk Starting to use Google Adwords – Detailed Planning  Detailed keyword research  Adwords Keyword Tool  Word Tracker  Keyword Discovery  Group keywords into concise groupings  All keywords in an adgroup need to be closely related  All keywords in the same adgroup will display the same advert  Identify your landing pages  Find the best page for each product or service  A well configured site search can produce good landing pages  Plan your campaigns and adgroups  Write creative adverts 32
    • www.ivantage.co.uk Possible Campaign Structure Coats Jackets Jackets Wool Winter Capes Leather Ladies Denim -wool coats -winter coats -woollen coats -warm coats -luxury wool coats -ladies winter coats -ladies coats -warm wool coats -designer winter -womens coats -women’s coats coats -cheap ladies coats 33
    • 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 you ads appear on-line (search, content or both) on-  Define the days and times your ads are displayed  For every adgroup you create  Contains a focussed set of keywords  All keywords will share the same set of adverts  The adverts define the landing page  Set your maximum cost per click (CPC) bid 34
    • www.ivantage.co.uk Keyword Research  Generate the core list of keywords  Some are obvious, many are not  Mis- Mis-spellings  Language differences  Think like your user  Ask others  Keyword research tools  WordTracker freekeywords.wordtracker.com/  Keyword Discovery www.keyworddiscovery.com/  Adwords Keyword Tool adwords.google.com/select/KeywordToolExternal  Search for adwords keyword tool  Also Available when editing an adgroup 35
    • www.ivantage.co.uk Joint Exercise – Using the Adwords Keyword Tool  Go to Tools and select Keyword Tool  Search by keyword  Coats ->get keyword ideas  Last month search volume  Average search volume over last 12 month  Advertiser competition  Select to show all columns  Estimated cost per click  Volume trends  Search by web content (any web site)  Select keywords  Export to csv file 36
    • www.ivantage.co.uk Collect & Consider Keywords Generic Terms  cashmere clothes  cashmere for women  cashmere for men  100% cashmere Product Specific Terms  cashmere coats  men’s cashmere coats  cashmere coats for men  ladies cashmere coats Descriptive Features  red cashmere coats  long cashmere coats  stylish cashmere coats 37
    • www.ivantage.co.uk Collect & Consider 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 cashmere wraps for men long cashmere coats brown cashmere socks ladies cashmere wraps stylish cashmere coats black cashmere socks red cashmere wraps cashmere sweaters long cashmere socks brown cashmere wraps men’s cashmere sweaters stylish cashmere socks black cashmere wraps 38
    • www.ivantage.co.uk The Four Keyword Matching Types If “womens coats” is your keyword  Broad Matching (default) Allows your ad to show for searches on similar phrases and relevant variations  Womens coat  Coats for women  Ladies coats  Phrase Matching Allows your ad to show for searches that match the exact phrase  Red womens coats  Womens coat  Exact Matching Allows your ad to show for searches that match the exact phrase exclusively  Womens coats  Negative Matching Ensures your ad doesn't show for any search that includes that term  Keyword matching is not case sensitive 39
    • www.ivantage.co.uk Negative Matching  Imagine you are a party suppliers  If your adgroup includes the broad match keyword  Balloons  What negative keywords may you need?  Weather  Hot air  Meteorological  Trips 40
    • www.ivantage.co.uk Exercise  Use the keyword tool with keywords relevant to your campaign  Export the results to a csv file  Find keywords using a page from your site  Find keywords using a page from a competitors site  Find keywords using a page from wikipedia  Use the keywords found to plan a campaign, adgroups and keywords. These will be used in this afternoons session. 41
    • www.ivantage.co.uk Ad Formats  Currently 5 formats of adverts  Text Ads  Image Ads  Video Ads  Mobile Ads  Local Business Ads 42
    • www.ivantage.co.uk Text Adverts  Headline (25)  Description 1 (35)  Description 2 (35)  Display url (35)  Destination url (1,024) 43
    • www.ivantage.co.uk Google Editorial Policy  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  Avoid generic superlatives  Top, Best, no.1  Cannot use trademark terms  adwords.google.com/support/bin/static.py?page=guidelines.cs&topic=9271&hl=e n_GB 44
    • www.ivantage.co.uk Exercise  What is wrong with these ads? 45
    • www.ivantage.co.uk Exercise  Plan a couple of different adverts for your adgroups  Share ideas 46
    • www.ivantage.co.uk Lunch 47
    • www.ivantage.co.uk Campaign Plan Completed campaign planning steps  Adwords Account Structure  Initial Planning for a campaign, adgroup and keyword structure  Keyword Research using Adwords keyword Tool  Written an Ad Copy Now create the campaign 48
    • www.ivantage.co.uk Setting up a Campaign Demonstration  Campaign name  Daily budget  Languages  Locations  Adgroup name  Maximum cost per click  Keywords  Ads  Pause the camapign 49
    • www.ivantage.co.uk Exercise  Create a keyword targeted campaign  Target English speaking customers  Target UK & US  Create an adgroup  Create your own advert  Add at least one keyword  Set a daily budget of £1.00  Maximum cost per click £0.15  Once saved PAUSE YOUR CAMPAIGN 50
    • www.ivantage.co.uk Navigation  Main window tabs depends on left hand selection  Change graph options  Display – all / all enabled / all but deleted  Columns can be customised  Filter campaigns  Adgroups and Keywords can be edited in bulk  Keyword editing in table  Keyword editing in spreadsheet 51
    • www.ivantage.co.uk Exercise Update your campaign  Shows ads evenly rotated  Update your keywords to be exact match  Note: deletes original keyword  Change the default bid to £0.10  Set some of your keywords to a £0.20 maximum CPC  Create a second ad variation 52
    • www.ivantage.co.uk Writing Compelling Ad Copy  Work in your keywords to improve click through rates  Search terms are displayed in bold  Know your unique selling point - USP  lowest price, best range, high quality, informative content  Qualify your visitors  price, product specifics, availability, location etc.  If possible use a call to action  Test what works for you! 53
    • 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 www.abccashmere.co.uk Great Prices on Cashmere Scarf, Shawls, Sweaters, Robes, Overcoats, Throws, Blankets & More www.abccashmere.co.uk www.abccashmere.co.uk • Which advert would you click on?
    • www.ivantage.co.uk Ad Scheduling Campaign setting allows the scheduling of ads  Controls the days and times ads can run  Defaults to 24 hours, 7 days a week  Hourly campaign report shows when ads receive most traffic  Remember users may browse at lunch & purchase in evening 55
    • www.ivantage.co.uk Exercise  Edit campaign settings  Turn on ad scheduling  Update one of your campaign to run  Weekdays only  Mon-Thurs 9:00 – 15:00 & 18:00 – 20:00 Mon-  Fri 9:00 – 23:00 56
    • www.ivantage.co.uk Position Preference Bidding  Allows you to target specific ad positions  Higher than a given position (such as above 5)  Lower than a given position (such as below 3)  Within a range of positions (such as from 3 to 8)  In a specific position (such as position 2)  Positioning is not guaranteed  Ad position is calculated as usual  If this meets your position preferences then will be shown in preferred position  If your ad does not qualify for position 1, then setting a preference of 1 will not move it there, it will prevent it from being displayed!  Edit campaign and select position preferences  Edit keyword settings  Position preference fields will be available 57
    • www.ivantage.co.uk Exercise  Turn on position preference bidding on a campaign  Update a keyword to display in position 4 only  Update a keyword to display in any position lower then 5  Update a keyword to display I positions 1-3 1- 58
    • www.ivantage.co.uk Monitoring Results For any selected time range  Impressions – the number of times an advert is displayed  Clicks – the number of times an advert is clicked on  Click through rate (CTR)  Avg cost per click (CPC)  Cost  Avg Position  Look beyond Adwords  Google Analytics  Revenue & ROI  How many newsletter sign ups  How many Contact us requests  How many documents have been downloaded  Time on site  Number of pages viewed  Adwords Conversion Tracker 59
    • www.ivantage.co.uk Campaign Performance 60
    • www.ivantage.co.uk Keyword Performance 61
    • www.ivantage.co.uk Ad Performance 62
    • www.ivantage.co.uk Break time  15 Mins 63
    • www.ivantage.co.uk Which Ads Appear at the Top of the Listings?  Google Adwords uses a quality score  Influences your adverts position  Ensures the most relevant ads are displayed Ad Ranking = Cost Per Click x Quality Score 64
    • www.ivantage.co.uk What Influences Quality Score?  What influences the quality score?  Click through rate of keyword and advert  Relevance of keyword to search term  Landing page relevance  Landing page load times  Other relevance factors 65
    • www.ivantage.co.uk Exercise  View the quality score of some keywords  Also check if your ads are being displayed and if not, find out why  Look at the details and recommendations for a keyword  Run the keyword diagnostic tool for a poor performing keyword 66
    • www.ivantage.co.uk Change History Report  Recommend making a note of all changes to your campaign  Change History Report records all changes  Tools > Change History 67
    • www.ivantage.co.uk Exercise  Run the change history report for your account 68
    • www.ivantage.co.uk Adwords Reporting  Performance reports for  Campaign  Adgroup  Keyword  Adverts  Options available vary by report  Summary to hourly level  Configurable columns  Filter data to be included/excluded  Scheduled reports can be emailed (csv, xml, html) 69
    • www.ivantage.co.uk Exercise Q. How does campaign performance vary through the day?  Select Campaign Performance  Unit of Time  Hourly (by date, regardless of date)  Date range  Name your report (run similar) 70
    • www.ivantage.co.uk Exercise Q. What searches are matching with phrase & broad match keywords?  Select Search Query Performance  Summary View  Ensure search query & match type selected 71
    • www.ivantage.co.uk Exercise Q. What percentage of available traffic am I receiving? Are my budgets restricting my traffic?  Select Campaign Performance Report  Summary View  Select a date range  Select the following columns  Impression share (IS)  Lost IS (Rank)  Lost IS (Budget) 72
    • www.ivantage.co.uk Impression Share Report 73
    • www.ivantage.co.uk Wrap Up  Google Adwords Overview  Where are Google ads displayed  Accessing Google Adwords  The Google Adwords interface  Billing Details & Account Preferences  Adwords Account Structure  Planning for your Paid Search campaign  Keyword Research & Estimating Search Traffic Volumes  Adwords Keyword Tool  Advert structure  Google Editorial Policy 74
    • www.ivantage.co.uk Wrap Up  How to Setup a Campaign  Editing Adgroups and Keywords  Writing compelling ad copy  Ad Scheduling  Position Preference Bidding  Monitoring results  Adwords quality score  Google Adwords reports interface  Running & Scheduling reports 75
    • www.ivantage.co.uk Help  Adwords Help Centre  https://adwords.google.com/support/  Adwords Learning Centre  http://www.google.com/intl/en_uk/adwords/learningcenter/  Group and Blogs  http://adwords.blogspot.com/  Books  Winning Results with Google Adwords by Andrew Goodman  Ultimate Guide to Google Adwords by Perry Marshall  ivantage 76
    • www.ivantage.co.uk Feedback  www.ivantage.co.uk/feedback 77
    • www.ivantage.co.uk End of Presentation 78