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Google ads for beginners

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Google ads for beginners

  1. 1. Google Adwords
  2. 2. Overview of Adwords ACCOUNT CAMPAIGN AD GROUPS KEYWORDS
  3. 3. Campaign ● Responsible for budget ● Geotargeting ● Scheduling ads (ex. Shut off ads on weekends) ● Devices ● Strategy ● Type of Ads - Display, Shopping, or Adwords ● Typically one broad group - ex. Youth
  4. 4. Ad Groups ● A more precise division of campaigns ● Group 5-10 keywords around one specific keyword ● All keywords in this group will get the same ads / landing page
  5. 5. Ads ● Have a minimum of 2 ads ● Ads should match the keywords and direct to an appropriate keyword ● Mention what you are selling ● Don’t aim for clicks, aim for buyers ● Add extensions for more clicks - Only if it makes sense
  6. 6. Quality Score AIM for a high quality score to spend less per keyword, increase rank, and more impressions - To do this: ● Low bounce rate ● Match landing page descriptions to keywords
  7. 7. Keyword Structure Match Type Punctuation Triggers Example Broad None Synonyms, related searches, and other relevant variations DIY Electrical Broad Modifier +Keyword Close variations but not synonyms or related searches +DIY +Electrical Phrase Match “Keyword” A phrase or a close variation of that phrase “DIY Electrical” Exact Match [Keyword] An exact term or close variation of that term [DIY Electrical] Negative -Keyword Searches without the term -Hire
  8. 8. Selecting Keywords Search Console ● Look for words with good search traffic ● Long-tailed
  9. 9. Negative Keywords Words that should not display your ad ● Commonly found in search terms ● Can be done by Campaign or ad groups ● Be sure to select custom dates to review so you are not reviewing everything over and over.
  10. 10. Metrics CTR - Click through Rate Aim for higher than 1% CPC - Cost Per Click Lower this through exact search and high quality scores Conversion Through tag manager or Analytics set up a conversion that shows someone bought or submitted a form.
  11. 11. Maintenance - What to look for Top CTR Keywords Top Conversion Keywords Low quality keywords Budget of each
  12. 12. Final Notes ● Never Delete. Always Paws. ○ Deleted data never comes back ● Give new keywords and campaigns time before making changes ● Do not repeat the same word ● Check search terms weekly to continually add new keywords and negative keywords to optimize your strategy.
  13. 13. Recommendations ● Break down campaigns into multiple targeted ad groups ● Create custom landing pages that match the ad group ● Create A/B testing for ads ● Continually review search terms and add negative words or new keywords ● Set up conversions to better track new customer ○ Easy to do through Hubspot integration

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