Introduction to Google Adwords

Introduction to

Thursday, 13 December 2012

What is it?
Adwords is Google’s online advertising platform,
it allows advertisers to place ads on Google Search
Engine Results Pages (and other sites) to drive traffic
to their websites.


Search Partners
You can also place ads on Google
‘Search Partner’ Sites including:

And there are multiple more options for
where you can place ads, including the
following…

The Display Network
Other people’s websites that have opted
to display Google ads on their site in
exchange for a piece of the pie:


YouTube
Before, beside,
below, after
videos.


Google Maps


Shopping Ads


Mobile Devices
And you can speciﬁcally target users on
mobile devices like phones or tablets:

Which includes the ability to have click to
call ads or to direct users to download an
app.

What is it Good For? (Absolutely Somethin’!)

• Immediate Visibility (reach over 80% of
users)
• Direct Marketing
• Awareness / Branding
• Increase search audience share / SERPs
real estate
• Target people at all stages of the decision
and purchase cycle
• Location speciﬁc advertising
• The most accountable form of advertising

Decision / Purchase Cycle

With smart use of ad groups and
keywords you can target people a
different stages of the decision and
purchase cycle.


How Does Adwords Work?
Very basically:
1. An advertiser deﬁnes keywords they
want their ads to display for
2. A user searches Google for one of
those keywords
3. If the advertiser’s ad meets certain
conditions it is displayed, typically
along with a number of competing
ads.
4. The advertiser only pays if the user
clicks on their ad.

What Determines Which Ads are
Displayed and in Which Positions?
Every time an ad is eligible to appear for a search,
Adwords considers each advertiser’s Ad Rank for the
keyword that triggered the ad.

Ad Rank = max bid x quality score.
Quality score = A numerical value (1-10) made up of a
number of factors including ad copy, keyword relevance
and landing page, but is heavily weighted on click-
through rate.

What this means:
• The highest bidder does not automatically get the top
ad position.
• It is possible for the higher ranked ad to have a lower
cost per click than its competitors.


Typical Account Layout

Campaign: Budget, location targeting, languages, bid type, ad
scheduling, device and network targeting.

Ad Group: Each core category, service or product should have it’s own
ad group, that way you can tightly target theme keywords, ad
creatives and landing pages.


Example Account Layout

Campaigns: A Campaign Targeting Each State

Ad Groups: Forklift Hire, New Forklifts, Used Forklifts

Keywords (forklift hire ad group): forklift hire, forklift
rental, forklift hire (state), hire a forklift

Ad:

Landing Page: Forklift Hire landing page


Ad Group Battle
Vs.

Winner: Ad Group 2
• Tightly themed Hawaii flights keywords
• Relevant ads speak to flights only
• Display URL (possibly flights landing
page)

The 5 Pillars of Adwords Success

1. Account Structure
2. Keywords
3. Creatives
4. Landing Pages
5. Conversion Tracking


1. Account Structure

• Tightly themed campaigns, ad groups
and keywords.
• Optimal settings conﬁgured at the
campaign level (budget, targeting, ad
scheduling, bid type etc)
• Makes optimising an easier task if
campaigns and ad groups are laid out
in a sensible fashion.


2. Keywords

• Closely related to your products or services
• Match what your audience is looking for
• Target the audience without being too
general
• Typically 2-3 words long (e.g. ‘Engineering
Consultant’ instead of ‘consultant’)
• Monitor conversion rate / cost, quality score,
click-through rate, average cost per click,
average position


3. Creatives

• Engaging, unique, call to action,
relevant, beneﬁts, speciﬁc, locations,
discounts, offers
• Try to stand out from competitors
• Test Ad Extensions
• Always test multiple ads
• Identify a winner, pause the loser and
create a new challenger


4. Landing Pages

• Always send paid traffic to a landing
page, even if that is simply the most
relevant page on the website.
• Implement conversion optimisation
• Implement landing page tests


5. Conversion Tracking

• A ‘conversion’ can be any goal the
advertiser speciﬁes: a lead, sale, sign-up
or even a view of an important page.
• Track highest converting keywords, ad
creatives, display placements – this is
critical in determining which are most
effective.
• Without conversion tracking advertisers
are ﬂying blind


Live Account Demo

• To Adwords!

22


The Holy Grail
An account that is tightly structured,
with themed ad groups, laser targeted
keywords, engaging ads and landing
pages that convert like a mother…


Further Optimisation Techniques
• Device targeting options
• Bidding types: Enhanced CPC, Conversion Optimiser, CPC, CPM
• Keyword match types: Broad, Exact, Phrase, Broad+
• Negative keyword lists
• Dynamic keyword insertion
• Automation options
• Quality Score analysis and optimisation
• Ad Extensions: Location, Call, Site Links, Products, Social, Mobile App
• Display Network: Keywords, Placements, Topics, Interests, Gender, Age
• Retargeting
• Keyword status review
• Auction insights review
• Actual search terms review
• Keyword opportunities review
• Impression share: budget / rank


The Job is NEVER ‘Done’

Adwords is an iterative process, there
are always new keywords, creatives and
placement options to test and reﬁne!

To add to the challenge the Adwords
interface and functionality change quite
frequently.

That’s why…


Every Day I’m Optimising!


The Last Slide

(Hold for applause, admiration, ﬂowers)

Thank you, thank you!
You’re far too kind!


Introduction to Google Adwords

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