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Google Adwords Training

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Introduction to Google Adwords by Sebastian Behar.

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Google Adwords Training

  1. 1. Introduction to Google Adwords by Sebastian Behar
  2. 2. SEM - PPC SEO
  3. 3. 81% OF SHOPPERS RESEARCH ONLINE BEFORE BUYING Adweek, 2014
  4. 4. “IF PEOPLE ARE SEARCHING MY BRAND NAME AND I SHOW UP
 FIRST IN NATURAL SEARCH, WHY SHOULD I EVEN USE PAID SEARCH?” COMMON QUESTION
  5. 5. IF SOMEONE SEARCHES FOR “HOME DEPOT BBQ GRILLS”, ANOTHER BRAND CAN PLACE AN AD JUST BY TARGETING THE KEYWORD “BBQ GRILLS”. ANSWER #1
  6. 6. JUST BECAUSE YOU’RE RANKED FIRST IN ORGANIC SEARCH, DO NOT ASSUME THAT MEANS YOU’RE THE FIRST LINK ON THE PAGE. ANSWER #2
  7. 7. YOUR COMPETITOR CAN BID ON YOUR BRAND’S NAME. ANSWER #3
  8. 8. SEARCH NETWORK VIDEO ADVERTISING REMARKETING DISPLAY NETWORK GOOGLE ADVERTISING ECOSYSTEM SHOPPING ADVERTISING
  9. 9. GOOGLE ADVERTISING ECOSYSTEM SEARCH NETWORK VIDEO ADVERTISING REMARKETING DISPLAY NETWORK SHOPPING ADVERTISING
  10. 10. TOP 5 REASONS OF WHY USING PPC ADVERTISING
  11. 11. You only pay when an interested person clicks.
  12. 12. At the right time, in the right place.
  13. 13. Measurable, accountable, and flexible.
  14. 14. Can show results very quickly.
  15. 15. Reach your customers, whichever device they’re on.
  16. 16. GOOGLE ADWORDS ACCOUNT STRUCTURE ADWORDS ACCOUNT CAMPAIGN CAMPAIGN CAMPAIGN AD GROUP AD GROUP AD GROUP AD GROUP AD GROUP AD GROUP KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS
  17. 17. ADWORDS ACCOUNT CAMPAIGN CAMPAIGN CAMPAIGN AD GROUP AD GROUP AD GROUP AD GROUP AD GROUP AD GROUP KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS 1 PER ADVERTISER - EMAIL - PASSWORD - BILLING INFO DAILY BUDGET - TYPE OF BIDDING - NETWORKS - END DATE - LANGUAGES & LOCATIONS TARGETING - DEVICES SET OF KEYWORDS & PLACEMENTS - ONE OR MORE ADS - URLS - CPM OR CPC BIDS GOOGLE ADWORDS ACCOUNT STRUCTURE
  18. 18. BEST BUY TELEVISIONS KITCHEN APPLIANCES COMPUTERS SMART TV PLASMA TV REFRIGERATOR MICROWAVES LAPTOPS DESKTOPS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS GOOGLE ADWORDS ACCOUNT STRUCTURE
  19. 19. HOW ADS ARE SERVED? ‣ Bid What is the max bid you’re willing to pay to this keyword? ‣ Quality Score An score from 1 to 10 that estimates how relevant your ads, keywords, and landing page are to a person seeing your ad. Higher scores lead to lower costs and better positions. ‣ Expected impact of ad extensions and other formats, such as sitelinks. AdWords determines which ads show first based on 3 major criteria.
  20. 20. MAGIC RANKING EXAMPLE Max Bid Quality Score Ad Rank $ 4.00 4 16X = $ 2.00 10 20X = $ 6.00 2 12X = $8.00 1 8X =
  21. 21. Max Bid Quality Score Ad Rank $ 4.00 4 16X = $ 2.00 10 20X = $ 6.00 2 12X = $8.00 1 8X = Who wins #1 Spot? B C A D MAGIC RANKING EXAMPLE
  22. 22. Max Bid Quality Score Ad Rank $ 4.00 4 16X = $ 2.00 10 20X = $ 6.00 2 12X = $8.00 1 8X = Who wins #1 Spot? B C A D MAGIC RANKING EXAMPLE
  23. 23. YOUR CPC PRICE THE AD RANK OF THE PERSON BELOW YOU ÷ YOUR QUALITY SCORE + $0.01 =
  24. 24. $ 2.00 $ 4.00 $ 6.00 $8.00 Max Bid 10 4 2 1 Quality Score 20 16 12 8 Ad Rank $1.61 $3.01 $4.01 HIGHEST CPC Actual CPC X X X X = = = = MAGIC RANKING EXAMPLE
  25. 25. MAIN METRICS ‣ Impressions ‣ Clicks ‣ Click Through Rate (CTR) ‣ Cost Per Click (CPC) ‣ Average Ad Position ‣ Quality Score
  26. 26. SALES FUNNEL Search Click Visit Convert CONVERSION MATTERS ‣ Conversions ‣ Conversion Rate ‣ Cost Per Lead (CPL)
  27. 27. PAY PER CLICK PROCESS LANDING PAGE DEV. 1 ACCOUNT SET UP 2 KEYWORD SEARCH3 AD CREATION 4 TRACKING CODE SET UP 5 CAMPAIGN LAUNCH 6A/B TESTING 7 MONITOR PERF. 8 OPTIMIZATION 9 ANALYSIS & RESULTS 10 Plan Launch Optimization
  28. 28. TEXT ADS GUIDELINES ‣ Headline: 25 characters ‣ Description Line 1: Up to 35 characters ‣ Description Line 2: Up to 35 characters ‣ Display URL ‣ Destination URL ‣ Add extensions
  29. 29. TIPS FOR CREATING TEXT ADS ‣ Highlight what makes you unique. ‣ Include prices, promotions, and call to actions (purchase, call today, order now, sign up, get a free quote). ‣ Include at least one of the keywords. ‣ Match your ad with your landing page. ‣ Test, test and test.
  30. 30. CHOOSING THE RIGHT KEYWORDS ‣ Use between 5 and 20 keywords per ad group. ‣ Think like a customer when you create your list. ‣ Group similar keywords into themes. ‣ No matter how general or specific your keywords are, they should always be as relevant to your ads and website as possible. ‣ Avoid having duplicate keywords in your account.
  31. 31. TIPS FOR CHOOSING THE RIGHT KEYWORDS ‣ Keyword Planner will show you search volume and average bid for your keyword and variations on that keyword. ‣ Google trends will show you how often a phrase is searched over time. ‣ 
 ‣ Spyfu and Semrush see what terms your competitors are bidding on. ‣ Ubersuggest.org and Word Stream. Free keyword suggestion tool.

  32. 32. KEYWORD MATCH TYPES EXACT MATCH: [FORMAL SHOES] MATCHES: FORMAL SHOES PHRASE MATCH: “FORMAL SHOES” MATCHES: FORMAL SHOES FOR MEN, BLACK FORMAL SHOES BROAD MATCH MODIFIER: +FORMAL +SHOES ALSO MATCHES: FRMAL SHOES, FORMAL EVENING SHOES BROAD MATCH MODIFIER: FORMAL +SHOES ALSO MATCHES: EVENING SHOES, BLACK DRESS SHOES BROAD MATCH: FORMAL SHOES ALSO MATCHES: FORMAL FOOTWEAR, EVENING FOOTWEAR NEGATIVE MATCH: -FREE SEARCHES WITHOUT THE TERM
  33. 33. KEYWORD MATCH TYPES EXACT MATCH: [FORMAL SHOES] MATCHES: FORMAL SHOES PHRASE MATCH: “FORMAL SHOES” MATCHES: FORMAL SHOES FOR MEN, BLACK FORMAL SHOES BROAD MATCH MODIFIER: +FORMAL +SHOES ALSO MATCHES: FRMAL SHOES, FORMAL EVENING SHOES BROAD MATCH MODIFIER: FORMAL +SHOES ALSO MATCHES: EVENING SHOES, BLACK DRESS SHOES BROAD MATCH: FORMAL SHOES ALSO MATCHES: FORMAL FOOTWEAR, EVENING FOOTWEAR NEGATIVE MATCH: -FREE SEARCHES WITHOUT THE TERM Potential waste
  34. 34. EXAMPLE 1. Too broad, 2. Too specific, 3. Exact phrase, 4. Exact match, 5. Duplicated keyword, 6. Negative match, 7. Too generic 
 Source: Google Adwords Training, 2015
  35. 35. LET’S TAKE A GOOGLE ADWORDS TOUR
  36. 36. SEBASTIAN BEHAR Marketer with technology enabled @sebastianbehar www.sebastianbehar.com

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