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Google Ad Words Step By Steps
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Google Ad Words Step By Steps

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A deck that I compiled to teach people on AdWords.

A deck that I compiled to teach people on AdWords.

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Google Ad Words Step By Steps Presentation Transcript

  • 1. Google Display NetworkSetup & Optimisation
  • 2. The Plan○ The Fundamentals ○ Campaign Optimisations ○ Campaign Goals ○ Scheduling ○ Measuring Goals ○ Advanced Scheduling ○ Differences in measurement of goals ○ Time Sensitive Ads ○ Google Display Network Products ○ Days ○ Hours○ AdWords Account ○ Creative ○ MCC Dashboard ○ AdGroups ○ Campaign Tracking ○ Google Analytics Tagging○ Campaign Setup ○ Google Analytics Goals Creation ○ Tools ○ Google AdWords Conversion Tracking ○ Placement Targeting ○ Interest Category Targeting ○ Campaign Reporting ○ Topic Category ○ Contextual Targeting2
  • 3. 1.0 Fundamentals Campaign Goals Measuring Goals Differences in measurement of goals Google Display Network Products On the Insert tab, click Header & Footer to update presentation title in footer3 [Date Here - edit in Header & Footer dialog]
  • 4. Campaign goals ○ What are you trying to achieve? Examples of business goals are: ○ N% ROI on products sold ○ N orders per month ○ $N revenue per month ○ N phone calls per month ○ N leads per month (form completions) ○ $N cost per acquisition for a new customer ○ $N cost per lead ○ N visitors per day To know how well you are doing you need to be able to measure it4
  • 5. Measuring goals○ How many goals are you completing?○ Which of your traffic sources are generating your conversions?○ In AdWords you can import your conversion data from Google Analytics○ Or track conversions using AdWords conversion tracker On the Insert tab, click Header & Footer to update presentation title in footer5 [Date Here - edit in Header & Footer dialog]
  • 6. Differences in measurement of goals Importing goals from analytics AdWords conversion tracking  Uses a 6 month cookie  Uses a 30 day cookie  Works on a last click attribution  Any subsequent conversions are  model  attributed to the last click  Direct visits do not overwrite  previous campaign settings  Day 1, someone clicks on an ad, visits the site and does not convert  Day 3, they return organically and convert  AdWords conversion tracking records this as an AdWords conversion on day 1  Analytics records this as an organic conversion on day 3 On the Insert tab, click Header & Footer to update presentation title in footer6 [Date Here - edit in Header & Footer dialog]
  • 7. Google Ad Network On the Insert tab, click Header & Footer to update presentation title in footer7 [Date Here - edit in Header & Footer dialog]
  • 8. Types of Targeting Types of Targeting DefinitionGDN Blast Network blast. On average, blasts can reach over 7Mil Online Australians (f3+) in 24-48 hours.Placement Targeting Target users on selected sitesInterest Categories Target users that have demonstrated an interest in certain web content based on past visitation habits – topic or audienceTopic Targeting Target relevant sites based on topics you chooseKeyword Contextual Target web content that contains text relevant to your campaignRemarketing Re-target past site visitors & convince on-the-fence customers to convert On the Insert tab, click Header & Footer to update presentation title in footer8 [Date Here - edit in Header & Footer dialog]
  • 9. Targeting Methods Evaluation Objective Suggested Method Conversions Remarketing Reach & Traffic Topics + Keywords Limited Reach Interest Based or Contextual On the Insert tab, click Header & Footer to update presentation title in footer9 [Date Here - edit in Header & Footer dialog]
  • 10. Targeting Methods EvaluationThe following graph shows the theoretical ratio between impressions and clicks rate On the Insert tab, click Header & Footer to update presentation title in footer10 [Date Here - edit in Header & Footer dialog]
  • 11. Targeting Methods Evaluation On the Insert tab, click Header & Footer to update presentation title in footer11 [Date Here - edit in Header & Footer dialog]
  • 12. 2.0 Adwords Account MCC Dashboard AdGroups On the Insert tab, click Header & Footer to update presentation title in footer12 [Date Here - edit in Header & Footer dialog]
  • 13. The Structure On the Insert tab, click Header & Footer to update presentation title in footer13 [Date Here - edit in Header & Footer dialog]
  • 14. Campaign Setup On the Insert tab, click Header & Footer to update presentation title in footer14 [Date Here - edit in Header & Footer dialog]
  • 15. Reasons for creating a new campaign○ Daily budgets – to control how much a marketing are can spend○ Location and language targeting○ Network targeting – search vs. display○ Device targeting – desktop, tablet, mobile○ Bidding Type - max. CPC, enhanced CPC, conversion optimiser○ Ad scheduling – hours running or bids○ Start and end dates – seasonal campaigns○ Frequency capping – display network only○ Audience targeting – remarketing, interest categories or topics On the Insert tab, click Header & Footer to update presentation title in footer15 [Date Here - edit in Header & Footer dialog]
  • 16. Campaign Setup Tools Campaign Settings Placement Targeting Interest Category Targeting Topic Targeting Contextual Targeting On the Insert tab, click Header & Footer to update presentation title in footer16 [Date Here - edit in Header & Footer dialog]
  • 17. Placement ToolA tool in your account that can help you find websites and other placements where youmight like your ad to appear On the Insert tab, click Header & Footer to update presentation title in footer17 [Date Here - edit in Header & Footer dialog]
  • 18. Keyword ToolA tool that helps you find new keyword ideas and add them to your account. On the Insert tab, click Header & Footer to update presentation title in footer18 [Date Here - edit in Header & Footer dialog]
  • 19. Contextual Targeting ToolThe Contextual Targeting Tool automatically builds keyword lists that can be used toshow your ads on relevant webpages across the Google Display Network. On the Insert tab, click Header & Footer to update presentation title in footer19 [Date Here - edit in Header & Footer dialog]
  • 20. Google AdWords Editor○ Work offline on your Mac or PC.○ Upload changes to AdWords any time.○ Store and navigate one or more accounts.○ Add, edit, and delete campaigns, ad groups, ads, keywords, and placements.○ Make large-scale changes quickly.○ Perform advanced searches and edits.○ Add comments for your changes.○ Sort and view performance statistics.○ Copy or move items between campaigns, ad groups, and accounts.○ Export a snapshot of your account for archiving or sharing.○ Import a backup or shared file and review the proposed changes. On the Insert tab, click Header & Footer to update presentation title in footer20 [Date Here - edit in Header & Footer dialog]
  • 21. Campaign settings and Google Display Network settings21
  • 22. Targeting○ There are two different campaign settings that you can select when you opt in to the Display Network:○ Broad reach: Show ads on pages that match my primary targeting method○ Specific reach: Show ads only on pages that match all my targeting methods On the Insert tab, click Header & Footer to update presentation title in footer22 [Date Here - edit in Header & Footer dialog]
  • 23. Campaign Settings and Google Display Network settings On the Insert tab, click Header & Footer to update presentation title in footer23 http://support.google.com/adwords/bin/answer.py?hl=en&answer=1209882
  • 24. Campaign Settings & Interest Categories On the Insert tab, click Header & Footer to update presentation title in footer24 http://support.google.com/adwords/bin/answer.py?hl=en&answer=1209882
  • 25. Placement Targeting25
  • 26. Placement Targeting 1 of 6Settings Tab 1. Go through all the necessary fields and select the relevant option 2. Always select specific reach26
  • 27. Placement Targeting 2 of 6Settings Tab> Ad Group > 1. Select Image ad for GDN Ad Network 2. 3. Select the relevant placements, even if you missed this steps, you can always come back to it later. On the Insert tab, click Header & Footer to update presentation title in footer27 [Date Here - edit in Header & Footer dialog]
  • 28. Placement Targeting 3 of 6Settings Tab> Ad Group > Ad Creation 1. Select your SWF Flash file 2. Always put the domain name 3. Include Mediamind Click Tracking Or Google UTM URL On the Insert tab, click Header & Footer to update presentation title in footer28 [Date Here - edit in Header & Footer dialog]
  • 29. Placement Targeting 4 of 6Settings Tab> Ad Group > Ad Creation > Ads On the Insert tab, click Header & Footer to update presentation title in footer29 [Date Here - edit in Header & Footer dialog]
  • 30. Placement Targeting 5 of 6Keywords 1. Your keywords determine the managed placements that are good match for your ads2. Negative keywords helps to tighten our targeting and preventing it from appearing on irrelevant sites3. You can build your negative keywords from Ad Group level or Campaign level.4. Campaign level negative keywords will include all ad groups keywords while negative keywords for adgroups is more specific to the selected ad group level.30
  • 31. Placement Targeting 6 of 6Networks1. Click on add placements and select the relevant sites for your campaign31
  • 32. Brand Safety - Negative Site/Keyword/Topic On the Insert tab, click Header & Footer to update presentation title in footer32 [Date Here - edit in Header & Footer dialog]
  • 33. Most brands don’t belong everywhere○ GDN has a vast array of sites – some of them not appropriate for brands ○ [Image right] gets lots of impressions on GDN – but isn’t right for most brands○ Negative Site List is a growing list of non- appropriate sites○ Negative Keywords make sure we don’t appear next to keywords that might be inappropriate ○ “plane crash” -> Jetstar○ Negative Topics protect brands from appearing next to inappropriate content On the Insert tab, click Header & Footer to update presentation title in footer33 [Date Here - edit in Header & Footer dialog]
  • 34. Interest Category Targeting On the Insert tab, click Header & Footer to update presentation title in footer34 [Date Here - edit in Header & Footer dialog]
  • 35. Interest Category Targeting 1 of 5Settings 1. Go through all the necessary fields and select the relevant option 2. Always select specific reach On the Insert tab, click Header & Footer to update presentation title in footer35 [Date Here - edit in Header & Footer dialog]
  • 36. Interest Category Targeting 2 of 5Settings>Ad Group 1. Name your ad group 2. Select image ad for Google Display Ad network 3. Leave Keywords & Placements blank On the Insert tab, click Header & Footer to update presentation title in footer36 [Date Here - edit in Header & Footer dialog]
  • 37. Interest Category Targeting 3 of 5Settings>Ad Group> Ad Creation 1. Select your SWF Flash file 2. Always put the domain name 3. Include Mediamind Click Tracking Or Google UTM URL On the Insert tab, click Header & Footer to update presentation title in footer37 [Date Here - edit in Header & Footer dialog]
  • 38. Interest Category Targeting 4 of 5Settings>Ad Group> Ad Creation > Ad On the Insert tab, click Header & Footer to update presentation title in footer38 [Date Here - edit in Header & Footer dialog]
  • 39. Interest Category Targeting 5 of 5Audiences 1. Select the relevant interest for targeting On the Insert tab, click Header & Footer to update presentation title in footer39 [Date Here - edit in Header & Footer dialog]
  • 40. Topic Targeting On the Insert tab, click Header & Footer to update presentation title in footer40 [Date Here - edit in Header & Footer dialog]
  • 41. Topic Targeting 1 of 6Settings 1. Go through all the necessary fields and select the relevant option 2. Always select specific reach On the Insert tab, click Header & Footer to update presentation title in footer41 [Date Here - edit in Header & Footer dialog]
  • 42. Topic Targeting 2 of 6Settings> Ad Group 1. Name your ad group 2. Select image ad for Google Display Ad network 3. Leave Keywords & Placements blank42
  • 43. Topic Targeting 3 of 6Settings> Ad Group> Ad Creation 1. Select your SWF Flash file 2. Always put the domain name 3. Include Mediamind Click Tracking Or Google UTM URL On the Insert tab, click Header & Footer to update presentation title in footer43 [Date Here - edit in Header & Footer dialog]
  • 44. Topic Targeting 4 of 6Settings> Ad Group> Ad Creation > Ad On the Insert tab, click Header & Footer to update presentation title in footer44 [Date Here - edit in Header & Footer dialog]
  • 45. Topic Targeting 5 of 6Settings> Ad Group> Ad Creation > Ad> Topics On the Insert tab, click Header & Footer to update presentation title in footer45 [Date Here - edit in Header & Footer dialog]
  • 46. Topic Targeting 6 of 6Settings> Ad Group> Ad Creation > Ad> Topics 1. Select the relevant topics for your campaign On the Insert tab, click Header & Footer to update presentation title in footer46 [Date Here - edit in Header & Footer dialog]
  • 47. Contextual Targeting On the Insert tab, click Header & Footer to update presentation title in footer47 [Date Here - edit in Header & Footer dialog]
  • 48. Contextual Targeting 1 of 6AdWords Editor On the Insert tab, click Header & Footer to update presentation title in footer48 [Date Here - edit in Header & Footer dialog]
  • 49. Contextual Targeting 2 of 6Keyword Tool 1. Fill in the relevant fields 2. Select the relevant fields On the Insert tab, click Header & Footer to update presentation title in footer49 [Date Here - edit in Header & Footer dialog]
  • 50. Contextual Targeting 3 of 61. Review all the results from the tool and select the appropriate group and keywords.2. Export keywords/adgroups into excel and import it back to AdWords Editor On the Insert tab, click Header & Footer to update presentation title in footer50 [Date Here - edit in Header & Footer dialog]
  • 51. Contextual Targeting 4 of 6 1. Click on any campaign and select “make multiple changes” On the Insert tab, click Header & Footer to update presentation title in footer51 [Date Here - edit in Header & Footer dialog]
  • 52. Contextual Targeting 5 of 6 1. Select the relevant fields 2. Paste the relevant fields into the box On the Insert tab, click Header & Footer to update presentation title in footer52 [Date Here - edit in Header & Footer dialog]
  • 53. Contextual Targeting 6 of 6 On the Insert tab, click Header & Footer to update presentation title in footer53 [Date Here - edit in Header & Footer dialog]
  • 54. Optimisations Types of optimisations Days of Week Advertising Hour of the Day Advertising Negative Keywords On the Insert tab, click Header & Footer to update presentation title in footer54 [Date Here - edit in Header & Footer dialog]
  • 55. Types of Optimisation○ Campaign Settings ○ Time/Day of Week○ Pausing Ad Groups ○ Geographic○ Expanding Ad Groups ○ Demographic Bidding*○ Keywords○ Negative Keywords○ Placement exclusions○ Category Exclusions○ Landing Pages○ Creative Rotation○ Frequency Cap On the Insert tab, click Header & Footer to update presentation title in footer55 [Date Here - edit in Header & Footer dialog]
  • 56. Day of Week Advertising All campaigns would use ad scheduling to control when they run On the Insert tab, click Header & Footer to update presentation title in footer56 [Date Here - edit in Header & Footer dialog]
  • 57. Hour of the Day Advertising All campaigns would use ad scheduling to control when they run Call centre open ads would include click to call phone details and phone extensions On the Insert tab, click Header & Footer to update presentation title in footer57 [Date Here - edit in Header & Footer dialog]
  • 58. Negative Keywords On the Insert tab, click Header & Footer to update presentation title in footer58 [Date Here - edit in Header & Footer dialog]
  • 59. Google Analytics Tagging Types of optimisations Days of Week Advertising Hour of the Day Advertising Negative Keywords On the Insert tab, click Header & Footer to update presentation title in footer59 [Date Here - edit in Header & Footer dialog]
  • 60. Tagging Types of Types of Data Example Example of Data Tagging Client Web Analytics Omniture, Google Analytics Time Dwell, Bounce Rate, pages consumed Agency Adserving Mediamind/Doubleclick/ Clicks, impressions Google AdWords1. Why do we need to know this?a. Tracking – To ensure we are embedding the right tags for trackingb. De-duplication – For all acquisition focus campaign that has more than 1 supplier and have more than $10k spend will need to build the ad tag in mediamind and send it to Google to adserve our ad tag in their system.60
  • 61. Google UTM URL TaggingIf the site is tagged with Google Analyticsand we are not running the campaign inMediamind.It is mandatory to be tagging the URL withGoogle UTM tagging On the Insert tab, click Header & Footer to update presentation title in footer61 [Date Here - edit in Header & Footer dialog]
  • 62. UTM URL Best Practice On the Insert tab, click Header & Footer to update presentation title in footer62 [Date Here - edit in Header & Footer dialog]
  • 63. Conversion Funnel & Goals○ Define a funnel that leads to your conversion○ Allows you to visitor progress towards you goal○ You can identify common exit points On the Insert tab, click Header & Footer to update presentation title in footer63 [Date Here - edit in Header & Footer dialog]
  • 64. REGEX | Conversion Funnel○ You can use Regular Expressions (RegEx) to gain insight into the funnel path:○ User exhibits behavior: ○ Page 1 = /index.html ○ Page 2 = /category-footwear.html ○ Page 3 = /category-clothing.html ○ Page 4 = /category-headwear.html ○ Page 5 = /products/kangol-tropic-player-trilby.html ○ Page 6= /cart/basketview.html ○ Page 7= /cart/registration.html ○ Page 8 = /cart/paymentoptions.html ○ Goal = /cart/salesorderconfirmation.html○ Need to know conversion rate of categories to products to purchase: ○ Step 1: index.html ○ Step 2-4: ^/category.*/ ○ Step 5: ^/products.*/ ○ Step 6: ^/cart/basketview.html ○ Step 7: ^/cart/registration.html ○ Step 8 : ^/cart/paymentoptions.html ○ Goal: ^/cart/salesorderconfirmation.html64
  • 65. Conversion Funnel On the Insert tab, click Header & Footer to update presentation title in footer65 [Date Here - edit in Header & Footer dialog]
  • 66. Google AdWords Conversion Tracking 1 of 4 On the Insert tab, click Header & Footer to update presentation title in footer66 [Date Here - edit in Header & Footer dialog]
  • 67. Google AdWords Conversion Tracking 2 of 4 On the Insert tab, click Header & Footer to update presentation title in footer67 [Date Here - edit in Header & Footer dialog]
  • 68. Google AdWords Conversion Tracking 3 of 4 On the Insert tab, click Header & Footer to update presentation title in footer68 [Date Here - edit in Header & Footer dialog]
  • 69. Google AdWords Conversion Tracking 4 of 4 On the Insert tab, click Header & Footer to update presentation title in footer69 [Date Here - edit in Header & Footer dialog]
  • 70. Thank You. On the Insert tab, click Header & Footer to update presentation title in footer70 [Date Here - edit in Header & Footer dialog]