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Promozoo lunch and learn google adwords jan 2014

Promozoo Limited
Promozoo Limited
Promozoo LimitedPromozoo Limited

Promozoo Digital Marketing Agency Google Adwords Lunch and Learn Session presented to North Kildare Chamber by Dee OBrien

Promozoo lunch and learn google adwords jan 2014

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Promozoo lunch and learn google adwords jan 2014
Advertising on Google AdWords:
•
•
•
•
•
•

How AdWords works
Build your online advertising vocabulary
How Google search results differ from ads
What to track based on your advertising goals
How costs are calculated in AdWords
Understanding ad position and Ad Rank

Understanding the Google Network:
•
•
•
•
•

The Google Network
About the Google Search Network
About the Google Display Network
Where ads might appear in the Display Network
About contextual targeting
86% of Irish consumers research online
96% of Irish Internet users regularly use Google
Global Reach: 76%
86% Europe

94% Latin America

60% Asia Pacific
What are Adwords ?
(also known as Search Engine Marketing - SEM)

“An online advertising service that places advertising copy at the top
or bottom of, or beside, the list of results that the Search Engine
displays for a particular search query” (Wikipedia)
Product Offerings:

• Google
• Yahoo
• Bing
Search Engine Results Page (SERP) v Ads

Relevant Bid/Paid
Relevant
Bid/Paid
Relevant
Organic/Natural
Ad

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Promozoo lunch and learn google adwords jan 2014

  • 2. Advertising on Google AdWords: • • • • • • How AdWords works Build your online advertising vocabulary How Google search results differ from ads What to track based on your advertising goals How costs are calculated in AdWords Understanding ad position and Ad Rank Understanding the Google Network: • • • • • The Google Network About the Google Search Network About the Google Display Network Where ads might appear in the Display Network About contextual targeting
  • 3. 86% of Irish consumers research online 96% of Irish Internet users regularly use Google
  • 4. Global Reach: 76% 86% Europe 94% Latin America 60% Asia Pacific
  • 5. What are Adwords ? (also known as Search Engine Marketing - SEM) “An online advertising service that places advertising copy at the top or bottom of, or beside, the list of results that the Search Engine displays for a particular search query” (Wikipedia) Product Offerings: • Google • Yahoo • Bing
  • 6. Search Engine Results Page (SERP) v Ads Relevant Bid/Paid Relevant Bid/Paid Relevant Organic/Natural
  • 7. BUT Google is not #1 Everywhere! #1 in China with 75% market share. Google have around 20%. #1 in Russia with 62% market share. Google have around 26%. #1 in Japan with 56% market share. Google has around 31%.
  • 8. Search is involved at each point of the journey Awareness Interest Consideration Conversation Retention
  • 9. Features and benefits of paid search • • • • • Involved at each point of the customer journey Cost-effective Influence Targeted Reach
  • 10. Search Engine influence purchasing decision Over 96% of Internet Users in Ireland use the google search engine when looking for information online Ranking Smartz 78% of people believe search engines quickly help them find relevant sellers of a product they are looking to buy 68% of people expect leading brands to be at the top of a search results page. iReach Market Research
  • 11. How Does Ad Words Work ? • The advertiser designs a clickable Ad which takes the user to a landing page (eg website, a specific section within a website, a Blog, Facebook page etc) • The Advertiser pays the publisher in two ways – Pay Only if the Ad is clicked ie Pay per Click (PPC) which leads to your Cost per Click (CPC) – Pay each time the ad is shown to visitors (ie an impression), usually per 1000 giving your Cost Per Thousand Impressions (CPM)
  • 12. Adwords Terminology Keyword The keywords that you choose are the terms or phrases you want to prompt your ad to appear. When a Google user enters 'fresh flower delivery Kildare' in a Google search, IF your business is a Florist your ad could appear next to the search results. Text Ad An ad that does not contain graphics, only text and generally appears mainly on the search engine result page. Placement Like keywords, placements are another way for you to control where your Ads appear. A placement is usually a website where you'd like your ad to appear. Image ad A graphical ad, which can be static or animated, that runs on the Google Display Network. Also called a display ad.
  • 13. Adwords Terminology Impression (Impr.) The number of impressions is the number of times an ad is displayed on Google or the Google Network. Click If a customer sees your ad and clicks it to learn more or to do business with you, it is recorded in your account as a click. Monitor your clicks to see how many people choose to enter your URL/website from your ad. Click-through Rate (CTR) The system calculates your CTR as follows: number of ad clicks/number of impressions x 100. The more relevant your ads are, the more often users will click them, resulting in a higher CTR.
  • 14. What to Track based on your Advertising Goals? Measure! What was your call to action (CTA) / Goals? • • • • • Increased number of visitors to the landing page of your Ad Increased Downloads eg survey, whitepaper, catalogue Increased Contact Forms Telephone calls / Enquiries Online purchases / Offline purchases
  • 15. Setting up a Google Adwords Campaign 1. 2. 3. 4. 5. 6. Go to: https://accounts.google.com Select „Create an Account‟ Fill in your details Go to: Adwords.google.com Sign in You‟re ready to start!
  • 16. Create your campaign • • • • • • • • Campaign Type Networks Desktops & laptops, mobile devices and tablets Locations Languages Bidding and Budget Ad extensions Advanced Settings
  • 17. Campaign setting and structure Account Level • Login details • Billing information Adwords Account Campaign Ad Text Campaign Ad Text Keywords Campaign level • Daily budget • Country and language targeting • Network options • Start and end dates • Advanced options Ad Text Keywords Ad Text Ad group level • CPC bids • Different products/services • Match ad text to keywords Keyword level • Keywords CPCs • Keywords URLs • Position Preferences
  • 18. What is a keyword? General Term: Camera Affinity Term: Digital SLR Camera Associated Brand Term: Canon Digital SLR Camera Core Brand Term: Canon Broad Match Greatest Reach Phrase Match More Targeted Audience Exact Match More Targeted Audience
  • 19. Ad Copy Character Limits: Headline: 25 characters Display URL: 35 characters Description line 1: 35 characters Description line 2: 35 characters
  • 20. Google Ad Guidelines • • • • • • • No Superlatives „Best‟ / „#1‟ Live URL that contains content Correct grammar Active Back Button No excessive capitalisation No excessive punctuation!!! No Trademark Violations
  • 21. Optimising Ads Use Multiple ads Running 2-4 ads can yield the optimal click through rate for your account as Adwords can assess the best performing ads and give them priority. Mention Prices Use a call to action List Special Offers
  • 22. What Makes A Good Ad? A good ad creative: • Is relevant to the keywords in that ad group • Contains useful information: - • • • • specific product information benefits of the product prices and promotions Has a call to action Is clear, meaningful and complies with Google policies Different from competitor ads Links to the best possible landing page
  • 23. Landing Pages Aesthetically Pleasing Clear Message Structure Correctly Measure & Test A visitor decides to stay or not within 8 seconds Don‟t use a landing page that has more than one goal A user tends to look at the top left hand side of a page first Don‟t think that because you use a big red button, people will notice it
  • 24. Understanding Ad Position & Ad Rank • Ad position is determined by a formula called Ad Rank – Ad Rank gives your Ad a score based on your bid and your Quality Score (a measurement of how relevant and useful your keyword, ad text, and landing page are to what a user is searching for). NB Even if your competition bids more than you, you can still achieve a higher position, at a lower price, with highly relevant keywords and ads • Ad position is also influenced by the expected impact from ad extensions and other ad formats, such as sitelinks. – This means that if two competing ads have the same bid and quality, the ad with the better expected impact from extensions will generally appear in a higher position than the other. • Ad Rank is recalculated each time your ad is eligible to appear, so your ad position can fluctuate each time depending on your competition at that moment.
  • 26. What is the Display Network • Where your AdWords ads are placed is based on either searches or content, therefore AdWords has two separate networks – the search network and the display network. • The search network is the Google search results and other Google search pages such as Google Maps. You can only place text ads on the search network, and these ads are targeted based on a user‟s search terms. • The display network is the sum of web pages that participate in the AdSense program, such as email programs and blogs. You can place both text ads and image ads on the display network.
  • 27. Display Network Placements • On the display network you also have the option of choosing exactly what website your ads will appear on. You can choose any of the Google display network partner sites such as Cnn.com, Last.fm, LinkedIn.com and much more. You can view the display network partners here. • Placements are different to contextual targeting as keywords are not required, because you choose where your ads will appear. However, if you choose a very popular site you will need to bid a high price to win the ad position.
  • 28. Contextual targeting • • Where your ads appears on the display network is decided through contextual targeting. Contextual targeting uses your keywords to match your ads to sites with similar display or themes. All of the keywords in your ad group are taken into consideration during contextual targeting, and an overall theme of your ad group is determined, so it‟s important to have similar keywords in your ad groups.
  • 29. Why Use the Display Network • Contextual targeting means that your ads will display along side similar content, so if a user is reading a review of a new Canon camera your ads could appear along side this review. • Placements give you the options of managing where you want your ads to appear, without being restricted to keywords • Unlike the search network, on the display network you can run more than just text ads, you have the option of running rich media ad formats (image and video ads) which work great for branding. • For branding purposes you also have the option of paying per impressions on the display network. Instead of paying per click you can pay for every 1000 impressions (people that view your ad). This is called CPM pricing.
  • 30. How to Use Image Ads • AdWords image ads are graphical ads that can be static (motionless) or animated. Adwords image ads are only published on the display network, and use the same contextual targeting system as text ads. • You can create and upload your own image ads, or from within AdWords use the Display Ad Builder tool to create one.

Editor's Notes

  1. Google Main one used by most people worldwide but as we see from next slide they are not always the preferred option in certain countries.
  2. Ask the question when they search have they noticed that bids up top are different colour – were they aware these were paid ads……..Ask for fun! - if they see what they are looking for in both organic and paid section – which one do they click on ?Could mention before that Google had virtually removed the colour so it was almost impossible to see where organic ads started…..court ruling in USA forced them to change this to make it clearer for the user
  3. Get them each to think about each time they go online to search for something ………Search because they are interested in learning more about something Search because they are considering a purchase and want to eg compare prices Search because they want to see what other people are saying
  4. Reach – local, national, International (can be restricted via Adwords)Cheap way of getting to a new /existing target audience Can help influence…….in tandem with organic search ……more exposure to your brand, use same images across all your digital & non-digital platforms, Really target who you are trying to reach –
  5. Impressions usually / 1000 This site shown takes the user to Trivago where it lists the 10 main hotels in Kildare and surrounding area Payment depends on how the ad is set up iecpc or cpm (CPC model not available on Display network)
  6. Keywords – give example of a business who is attending training Give Examples of where ad placements might be placed – depending on your products service etc it could be placed on a Sports related website,newsite, female orientated website eg her.ie Give examples of a display ad network site eg YouTube
  7. Might want to give ideas of costs should someone ask eg how much does it cost to run a campaign
  8. To measure telephone enquiries try to give a dedicated telephone number / mobile number for the campaign Take not of stats pre-campaign & post campaign to track goalsSet up goals on Google Analytics where possible Tag your URL to the campaign Brief other members of your team to ask when telephone /email enquiries come in – where did you learn/hear about us?
  9. Ads can run 24/7 or be shown at specific times, days, weekends only
  10. As Ad Rank is recalculated each time your ad appears – if you check 5 mins later position could change or if you and a colleague check at same time equally you could both see a different ranking for your Ad.