Pay Per Click Campaigns
AdWords Search Marketing MSN - AdCenter
<ul><li>Why and how </li></ul><ul><li>Bidding tips </li></ul><ul><li>Generating ideas </li></ul><ul><li>Writing Ads </li><...
<ul><li>‘ Understanding SEO’ is all about appearing in the free listings </li></ul><ul><li>PayPer Click - paying </li></ul>
Why pay? <ul><li>New site </li></ul><ul><li>Want exposure  </li></ul><ul><ul><li>Fast – new product </li></ul></ul><ul><ul...
 
How does AdWords work? <ul><li>Bid on keyword phrases </li></ul><ul><ul><li>More competitive– higher the cost </li></ul></...
Click Through Rate  someone types in your keywords
What are you charged? <ul><li>Depends on what you bid  </li></ul><ul><li>4p, 10p, 25p </li></ul><ul><ul><li>£1.50 </li></u...
 
 
How do I control cost? <ul><li>Monthly Cap on charges </li></ul><ul><li>Can cap at £10 a month -  £100 a day </li></ul><ul...
<ul><li>Better quality your ad </li></ul><ul><li>Cheaper it becomes </li></ul><ul><li>How do you improve quality? </li></ul>
Quality Score <ul><li>CTR </li></ul><ul><li>Compares your CTR to historical CTR of the keyword (each one is different) </l...
Who gets top spot? <ul><ul><li>Quality Score x Price bid = AdRank </li></ul></ul><ul><li>Max. Bid  CTR  Rank  Ad position ...
Return on your investment <ul><li>Important  </li></ul><ul><li>Your spend MUST deliver – otherwise, waste </li></ul><ul><l...
Bidding tips
Three ways to bid effectively AdWords <ul><li>https://adwords.google.com </li></ul><ul><li>Type in </li></ul><ul><li>Somer...
Working your way around the screen 1. Match types 2. CPC 3. Advertiser Competition
1. Match types <ul><li>Broad  </li></ul><ul><ul><li>Somerset holiday cottages  </li></ul></ul><ul><ul><ul><li>Somerset hol...
Match Types <ul><li>Change match to EXACT </li></ul><ul><ul><li>See the search volumes change </li></ul></ul><ul><li>More ...
Negative keywords <ul><li>Broad matches </li></ul><ul><ul><li>-scotland </li></ul></ul><ul><ul><li>- devon </li></ul></ul>...
2. Cost per click <ul><li>Now type in 0.10 into the cost box </li></ul><ul><li>Click re-calculate </li></ul><ul><li>Notice...
1 2 3 4 5 6 7 8 9 10
3. Advertiser competition <ul><li>Now clear CPC and match type </li></ul>
NB: Volume and competition don’t always match  Higher the competition and search volume, the higher the price
Generating ideas Thinking up ideas Spotting opportunities Widening your scope
AdWord Keywords <ul><li>Could be same as your keywords phrases </li></ul><ul><ul><li>Exposure </li></ul></ul><ul><li>Could...
Generate your AdWord ideas <ul><li>Direct - obvious </li></ul><ul><ul><ul><li>Your type of business – bed and breakfast, g...
Generating AdWord ideas <ul><li>Indirect – not so obvious </li></ul><ul><ul><ul><li>Relationships  </li></ul></ul></ul><ul...
Generating AdWord ideas <ul><li>Events </li></ul><ul><ul><li>Easter </li></ul></ul><ul><ul><li>Valentine’s weekends </li><...
Generating Adword ideas <ul><li>Type into  https://adwords.google.com </li></ul><ul><ul><li>Type in your web address – get...
Now try a few Keywords <ul><ul><li>Change </li></ul></ul><ul><ul><ul><li>1. Cost per click (CPC) -positions – look for 4-7...
<ul><li>What aren’t good options </li></ul><ul><li>Broad match high comp – too expensive </li></ul><ul><li>Really low sear...
The Art of writing Ads
<ul><li>Good keywords and clever bidding is not enough </li></ul><ul><li>It takes a good ad for the potential customer to ...
Examples Holiday Cottages Devon <ul><li>Devon Cottages </li></ul><ul><li>A superb range of properties Check availability a...
Writing the Ad <ul><li>Look at others – type your keyword phrase into Google </li></ul><ul><li>Include a call-to-action </...
<ul><li>Holiday Cottages in Devon </li></ul><ul><li>Self Catering  Holiday Cottages in  Devon  available now www.Classic.c...
Let’s have a go <ul><li>Headline - 35 characters (including spaces) </li></ul><ul><li>Line 1 - 25 characters </li></ul><ul...
Common Mistakes
1 st  mistake <ul><li>Too many different kinds of keywords in one ad group </li></ul><ul><li>Groups them into separate ad ...
<ul><li>Holiday cottage with pool </li></ul><ul><li>Holiday cottage dog friendly </li></ul><ul><li>Luxury cottage </li></u...
Grouping
Adverts
2 nd  mistake <ul><li>Who are you? </li></ul><ul><li>Most people don’t care about your name </li></ul>
 
3 rd  mistake <ul><li>Don’t bring customers to your home page </li></ul>
Landing page <ul><li>Really important </li></ul><ul><ul><li>Quality ranking </li></ul></ul><ul><ul><li>Relevance  </li></u...
 
 
 
4 th  mistake <ul><li>Only having one ad in an adgroup </li></ul><ul><li>Split test 2 ads at the same time </li></ul><ul><...
 
<ul><li>Write a variation now </li></ul>
5 th  mistake <ul><li>Ignoring Content Network </li></ul>
Your Account <ul><li>Sign in </li></ul>keywords Content network AOL search ,  Ask.com , and  Netscape AdSense
Google AdSense <ul><li>AdSense places your ad on other people’s websites </li></ul><ul><li>Popular  </li></ul><ul><ul><li>...
 
 
Google Analytics Analytics
How do you analyse your results? <ul><li>Analyse your ad performance </li></ul><ul><li>Analyse your website conversion </l...
Reports <ul><li>Click reports tab – monitor  </li></ul><ul><ul><li>Placement / Keyword Performance  </li></ul></ul><ul><ul...
 
 
Google Analytics
Google Analytics - FREE <ul><li>Use it with or without AdWords </li></ul><ul><li>H ow users find your site </li></ul><ul><...
How to use it <ul><li>Sign up – through Google </li></ul><ul><li>Copy given code into each page of your site </li></ul><ul...
 
How users find your site
3 types of traffic
Referral sites
Key word phrases
 
Good for using local search terms Good for offline advertising
How users navigate through your site
 
How users convert
Goal setting <ul><li>Goal setting – can only be a page </li></ul><ul><ul><li>Thank you for registering </li></ul></ul><ul>...
 
Change to exact match
<ul><li>Analyse your AdWords </li></ul>
 
 
Questions?
Adding in your key phrases <ul><li>Type in a keyword phrase </li></ul><ul><li>Refine, disregard or choose other options </...
Budget setting <ul><li>Test with small amounts </li></ul><ul><li>See what is successful </li></ul><ul><li>Then increase an...
Signing up <ul><li>Choose edition </li></ul><ul><li>Location and Language </li></ul><ul><li>Write your ad </li></ul><ul><l...
Comparing Editions <ul><li>Starter </li></ul><ul><li>Standard </li></ul><ul><ul><li>Multiple ad campaigns and ad groups </...
 
 
 
 
 
 
 
 
 
<ul><li>http://www.google.com/intl/en/adwordseditor/ </li></ul>
Managing your campaign
How do you decide campaign or ad Group? <ul><li>One advert (with variations) per ad group </li></ul><ul><li>Multiple ad gr...
 
 
 
 
 
 
Ad groups and campaigns <ul><li>Ad group  </li></ul><ul><ul><li>set of related keywords combined with one or more ads for ...
Campaign <ul><li>Campaign </li></ul><ul><li>Multiple Ad Groups </li></ul><ul><li>Multiple keywords </li></ul>
<ul><li>Hotel Campaign </li></ul><ul><li>Rooms  Ad group </li></ul><ul><li>Bed & breakfast </li></ul><ul><li>Places to sta...
Funnel path <ul><li>Path you want visitors to take to reach a goal.  </li></ul><ul><li>index > rooms > contact us </li></u...
 
 
 
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Adwords & Analytics

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SitesPlus workshop on AdWords and Analytics

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Adwords & Analytics

  1. 1. Pay Per Click Campaigns
  2. 2. AdWords Search Marketing MSN - AdCenter
  3. 3. <ul><li>Why and how </li></ul><ul><li>Bidding tips </li></ul><ul><li>Generating ideas </li></ul><ul><li>Writing Ads </li></ul><ul><li>5 common mistakes </li></ul>
  4. 4. <ul><li>‘ Understanding SEO’ is all about appearing in the free listings </li></ul><ul><li>PayPer Click - paying </li></ul>
  5. 5. Why pay? <ul><li>New site </li></ul><ul><li>Want exposure </li></ul><ul><ul><li>Fast – new product </li></ul></ul><ul><ul><li>Or for a short time, peak season </li></ul></ul><ul><li>Support your organic searches </li></ul><ul><li>Diversify your campaign – info not on your website </li></ul><ul><li>Test the market </li></ul><ul><li>Don’t use it </li></ul><ul><li>To replace your organic marketing – too expensive </li></ul>
  6. 7. How does AdWords work? <ul><li>Bid on keyword phrases </li></ul><ul><ul><li>More competitive– higher the cost </li></ul></ul><ul><li>Can’t just compete on random phrases </li></ul>
  7. 8. Click Through Rate  someone types in your keywords
  8. 9. What are you charged? <ul><li>Depends on what you bid </li></ul><ul><li>4p, 10p, 25p </li></ul><ul><ul><li>£1.50 </li></ul></ul><ul><ul><li>£8.00 </li></ul></ul>
  9. 12. How do I control cost? <ul><li>Monthly Cap on charges </li></ul><ul><li>Can cap at £10 a month - £100 a day </li></ul><ul><li>4p a click = 250 clicks @ £10 a month </li></ul><ul><li>20p a click = 50 clicks </li></ul>
  10. 13. <ul><li>Better quality your ad </li></ul><ul><li>Cheaper it becomes </li></ul><ul><li>How do you improve quality? </li></ul>
  11. 14. Quality Score <ul><li>CTR </li></ul><ul><li>Compares your CTR to historical CTR of the keyword (each one is different) </li></ul><ul><li>Your account history </li></ul><ul><li>The quality of your landing page </li></ul><ul><li>The relevance of the keyword to the ads in its ad group </li></ul>
  12. 15. Who gets top spot? <ul><ul><li>Quality Score x Price bid = AdRank </li></ul></ul><ul><li>Max. Bid CTR Rank Ad position </li></ul><ul><li>Competitor 2 £1 10% 10 First Competitor 1 £2 3% 6 Second </li></ul>
  13. 16. Return on your investment <ul><li>Important </li></ul><ul><li>Your spend MUST deliver – otherwise, waste </li></ul><ul><li>But it is not magic </li></ul><ul><ul><li>£10 a month will NOT= £100,000 business for you </li></ul></ul>
  14. 17. Bidding tips
  15. 18. Three ways to bid effectively AdWords <ul><li>https://adwords.google.com </li></ul><ul><li>Type in </li></ul><ul><li>Somerset holiday cottages – Get keyword ideas </li></ul><ul><li>Drop down – select all </li></ul>
  16. 19. Working your way around the screen 1. Match types 2. CPC 3. Advertiser Competition
  17. 20. 1. Match types <ul><li>Broad </li></ul><ul><ul><li>Somerset holiday cottages </li></ul></ul><ul><ul><ul><li>Somerset holiday cottages </li></ul></ul></ul><ul><ul><ul><li>Cottage holiday somerset dog </li></ul></ul></ul><ul><ul><ul><li>Somerset </li></ul></ul></ul><ul><ul><ul><li>Somerset holiday self catering cottages </li></ul></ul></ul><ul><li>Phrase – in order, with other terms </li></ul><ul><ul><li>Holiday cottage somerset </li></ul></ul><ul><ul><ul><li>Holiday cottage in somerset </li></ul></ul></ul><ul><li>Exact </li></ul><ul><ul><li>Holiday Cottage Somerset </li></ul></ul><ul><ul><ul><li>Holiday cottage somerset, NOT holiday cottages somerset </li></ul></ul></ul><ul><li>Negative </li></ul><ul><ul><li>Holiday Cottage somerset </li></ul></ul><ul><ul><ul><li>NOT dog friendly, not children friendly </li></ul></ul></ul>
  18. 21. Match Types <ul><li>Change match to EXACT </li></ul><ul><ul><li>See the search volumes change </li></ul></ul><ul><li>More competitive </li></ul><ul><li>Narrow the match type </li></ul>
  19. 22. Negative keywords <ul><li>Broad matches </li></ul><ul><ul><li>-scotland </li></ul></ul><ul><ul><li>- devon </li></ul></ul><ul><ul><li>-beach </li></ul></ul>
  20. 23. 2. Cost per click <ul><li>Now type in 0.10 into the cost box </li></ul><ul><li>Click re-calculate </li></ul><ul><li>Notice the ad position change </li></ul><ul><li>Now try it with 50p </li></ul>
  21. 24. 1 2 3 4 5 6 7 8 9 10
  22. 25. 3. Advertiser competition <ul><li>Now clear CPC and match type </li></ul>
  23. 26. NB: Volume and competition don’t always match Higher the competition and search volume, the higher the price
  24. 27. Generating ideas Thinking up ideas Spotting opportunities Widening your scope
  25. 28. AdWord Keywords <ul><li>Could be same as your keywords phrases </li></ul><ul><ul><li>Exposure </li></ul></ul><ul><li>Could be different </li></ul><ul><ul><li>Testing or diversifying your campaign </li></ul></ul>
  26. 29. Generate your AdWord ideas <ul><li>Direct - obvious </li></ul><ul><ul><ul><li>Your type of business – bed and breakfast, guesthouse, </li></ul></ul></ul><ul><ul><ul><li>Your keywords </li></ul></ul></ul><ul><ul><li>Narrow down using </li></ul></ul><ul><ul><ul><li>L ocation, County, district, town </li></ul></ul></ul><ul><ul><ul><li>S pecific niche: pool, sauna, dogs/pets, farm, luxury, beach/country, nature, good food, gluten/veggie, cyclist/bird watchers/equestrian </li></ul></ul></ul>
  27. 30. Generating AdWord ideas <ul><li>Indirect – not so obvious </li></ul><ul><ul><ul><li>Relationships </li></ul></ul></ul><ul><ul><ul><ul><li>Tourist hotspots, airports, </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Partnerships, Sawdays, AA, RAC </li></ul></ul></ul></ul><ul><ul><li>Think about the research stage of the buying cycle </li></ul></ul><ul><ul><ul><li>Places to stay with children </li></ul></ul></ul><ul><ul><ul><li>Walking holidays </li></ul></ul></ul><ul><ul><ul><li>Wedding venues in XXX </li></ul></ul></ul>
  28. 31. Generating AdWord ideas <ul><li>Events </li></ul><ul><ul><li>Easter </li></ul></ul><ul><ul><li>Valentine’s weekends </li></ul></ul><ul><ul><li>Late booking </li></ul></ul><ul><ul><li>Birthday presents </li></ul></ul><ul><ul><li>Christmas gifts </li></ul></ul><ul><ul><ul><li>Words you don’t have written in your site – but are appropriate </li></ul></ul></ul><ul><li>Sleeps 20 </li></ul><ul><li>Sleeps 19 </li></ul><ul><li>Sleeps 18 </li></ul>
  29. 32. Generating Adword ideas <ul><li>Type into https://adwords.google.com </li></ul><ul><ul><li>Type in your web address – get some more ideas </li></ul></ul><ul><ul><li>Type in a competitors address </li></ul></ul><ul><ul><li>Type in a key phrase </li></ul></ul>
  30. 33. Now try a few Keywords <ul><ul><li>Change </li></ul></ul><ul><ul><ul><li>1. Cost per click (CPC) -positions – look for 4-7 </li></ul></ul></ul><ul><ul><ul><li>2. Match type – change to Phrase or Exact </li></ul></ul></ul><ul><ul><ul><li>3. Advertiser competition </li></ul></ul></ul><ul><ul><li>High search volume +Low advertiser competition </li></ul></ul><ul><ul><li>High search + high competition + exact matches </li></ul></ul>
  31. 34. <ul><li>What aren’t good options </li></ul><ul><li>Broad match high comp – too expensive </li></ul><ul><li>Really low search terms – no clicks </li></ul>
  32. 35. The Art of writing Ads
  33. 36. <ul><li>Good keywords and clever bidding is not enough </li></ul><ul><li>It takes a good ad for the potential customer to actually see it. </li></ul><ul><li>Can increase your CTR significantly </li></ul>
  34. 37. Examples Holiday Cottages Devon <ul><li>Devon Cottages </li></ul><ul><li>A superb range of properties Check availability and book online. www. cottages 4you.co.uk </li></ul><ul><li>http://www.cottages4you.co.uk/%3Fclickcd ... </li></ul><ul><li>   </li></ul><ul><li>Accommodation Rural Devon </li></ul><ul><li>Top quality Holiday Cottages in the beautiful Devon countryside www. devon farms.co.uk </li></ul><ul><li>http://www.devonfarms.co.uk   </li></ul><ul><li>  </li></ul><ul><li>Cottages in Devon </li></ul><ul><li>Relax and explore Devon with a Hoseasons cottage . Book online now! hoseasons.co.uk/ devon </li></ul><ul><li>http://www.hoseasons.co.uk/V3/WebPages/U ...    </li></ul>Headline Line 1 Line 2 Visible address Actual URL
  35. 38. Writing the Ad <ul><li>Look at others – type your keyword phrase into Google </li></ul><ul><li>Include a call-to-action </li></ul><ul><li>Clearly describe what is unique </li></ul><ul><li>Include your business name </li></ul><ul><li>Put your most important keyword in the title </li></ul><ul><li>If you sell to a precise location, name the location </li></ul><ul><li>READ THE GUIDELINES </li></ul>
  36. 39. <ul><li>Holiday Cottages in Devon </li></ul><ul><li>Self Catering Holiday Cottages in Devon available now www.Classic.co.uk </li></ul><ul><li>http://www.classic.co.uk/browse-holiday- ...    </li></ul><ul><li>DEVON Holiday Park Offers </li></ul><ul><li>Best Devon Caravan Holiday Deals Put Us To The Test - 4 nts from £69 Park Holiday sUK.com/ Devon http://www.parkholidaysuk.com/offers/car  ...    </li></ul><ul><li>Northway Holiday Cottages </li></ul><ul><li>Self Catering Holiday Cottages . Indoor Pool, Spa, Close To Beach! www.northway holidaycottages .co.uk </li></ul>
  37. 40. Let’s have a go <ul><li>Headline - 35 characters (including spaces) </li></ul><ul><li>Line 1 - 25 characters </li></ul><ul><li>Line 2 – 25 characters </li></ul><ul><li>Web address – doesn’t have to be exact </li></ul><ul><ul><ul><li>kindredcottage.co.uk/pool  www.kindredcottage.co.uk/catpage/fp+49302 </li></ul></ul></ul>
  38. 41. Common Mistakes
  39. 42. 1 st mistake <ul><li>Too many different kinds of keywords in one ad group </li></ul><ul><li>Groups them into separate ad groups </li></ul>
  40. 43. <ul><li>Holiday cottage with pool </li></ul><ul><li>Holiday cottage dog friendly </li></ul><ul><li>Luxury cottage </li></ul><ul><li>Luxury holiday cottage </li></ul><ul><li>Luxury self catering cottage </li></ul><ul><li>Self catering cottage with pool </li></ul><ul><li>Self catering cottage dog friendly </li></ul>
  41. 44. Grouping
  42. 45. Adverts
  43. 46. 2 nd mistake <ul><li>Who are you? </li></ul><ul><li>Most people don’t care about your name </li></ul>
  44. 48. 3 rd mistake <ul><li>Don’t bring customers to your home page </li></ul>
  45. 49. Landing page <ul><li>Really important </li></ul><ul><ul><li>Quality ranking </li></ul></ul><ul><ul><li>Relevance </li></ul></ul><ul><ul><ul><li>child free holidays </li></ul></ul></ul><ul><ul><ul><ul><li>www.domain.co.uk/child-free-holidays </li></ul></ul></ul></ul><ul><ul><ul><li>B edding plants </li></ul></ul></ul><ul><ul><ul><ul><li>/bedding-plants </li></ul></ul></ul></ul><ul><ul><li>Content should include relevance too </li></ul></ul>
  46. 53. 4 th mistake <ul><li>Only having one ad in an adgroup </li></ul><ul><li>Split test 2 ads at the same time </li></ul><ul><li>See which one performs better </li></ul>Spring Cottage B&B Lovely surroundings Friendly service www.springcottage.co.uk Beautiful Devon B&B Stunning views and walks Ideal for couples springcottage.co.uk/axevalley
  47. 55. <ul><li>Write a variation now </li></ul>
  48. 56. 5 th mistake <ul><li>Ignoring Content Network </li></ul>
  49. 57. Your Account <ul><li>Sign in </li></ul>keywords Content network AOL search , Ask.com , and Netscape AdSense
  50. 58. Google AdSense <ul><li>AdSense places your ad on other people’s websites </li></ul><ul><li>Popular </li></ul><ul><ul><li>advertisements are less intrusive than most banners , </li></ul></ul><ul><ul><li>content of the ads is relevant to the website </li></ul></ul>
  51. 61. Google Analytics Analytics
  52. 62. How do you analyse your results? <ul><li>Analyse your ad performance </li></ul><ul><li>Analyse your website conversion </li></ul>Reports Analytics
  53. 63. Reports <ul><li>Click reports tab – monitor </li></ul><ul><ul><li>Placement / Keyword Performance </li></ul></ul><ul><ul><li>Ad Performance </li></ul></ul><ul><ul><li>URL Performance </li></ul></ul><ul><ul><li>Ad Group Performance </li></ul></ul><ul><ul><li>Campaign Performance </li></ul></ul><ul><ul><li>Account Performance </li></ul></ul><ul><ul><li>Search query performance </li></ul></ul>
  54. 66. Google Analytics
  55. 67. Google Analytics - FREE <ul><li>Use it with or without AdWords </li></ul><ul><li>H ow users find your site </li></ul><ul><li>How users navigate through your site </li></ul><ul><li>How users convert </li></ul>
  56. 68. How to use it <ul><li>Sign up – through Google </li></ul><ul><li>Copy given code into each page of your site </li></ul><ul><li>SitesPlus – copy into the Analytics box. </li></ul>
  57. 70. How users find your site
  58. 71. 3 types of traffic
  59. 72. Referral sites
  60. 73. Key word phrases
  61. 75. Good for using local search terms Good for offline advertising
  62. 76. How users navigate through your site
  63. 78. How users convert
  64. 79. Goal setting <ul><li>Goal setting – can only be a page </li></ul><ul><ul><li>Thank you for registering </li></ul></ul><ul><ul><li>Availability confirmation page </li></ul></ul><ul><ul><li>Contact us page </li></ul></ul><ul><ul><li>Download completed page </li></ul></ul><ul><li>Traffic sources>Goals </li></ul>
  65. 81. Change to exact match
  66. 82. <ul><li>Analyse your AdWords </li></ul>
  67. 85. Questions?
  68. 86. Adding in your key phrases <ul><li>Type in a keyword phrase </li></ul><ul><li>Refine, disregard or choose other options </li></ul><ul><li>Change the CPC and match types to see the difference </li></ul><ul><li>Select add>> when you are ready </li></ul><ul><li>Repeat with all your phrases </li></ul>
  69. 87. Budget setting <ul><li>Test with small amounts </li></ul><ul><li>See what is successful </li></ul><ul><li>Then increase and look for proportionate improvements </li></ul>
  70. 88. Signing up <ul><li>Choose edition </li></ul><ul><li>Location and Language </li></ul><ul><li>Write your ad </li></ul><ul><li>Choose keywords </li></ul><ul><li>Choose Currency </li></ul><ul><li>Budget setting </li></ul>
  71. 89. Comparing Editions <ul><li>Starter </li></ul><ul><li>Standard </li></ul><ul><ul><li>Multiple ad campaigns and ad groups </li></ul></ul><ul><ul><li>Advanced location targeting </li></ul></ul><ul><ul><li>AdSense - choose the sites where your ad will show </li></ul></ul><ul><ul><li>More campaign planning and reporting tools </li></ul></ul>
  72. 99. <ul><li>http://www.google.com/intl/en/adwordseditor/ </li></ul>
  73. 100. Managing your campaign
  74. 101. How do you decide campaign or ad Group? <ul><li>One advert (with variations) per ad group </li></ul><ul><li>Multiple ad groups </li></ul><ul><li>One budget </li></ul><ul><li>Individual budget </li></ul><ul><li>Different business </li></ul><ul><li>Different country </li></ul><ul><li>Different product </li></ul>
  75. 108. Ad groups and campaigns <ul><li>Ad group </li></ul><ul><ul><li>set of related keywords combined with one or more ads for a specific product. </li></ul></ul><ul><ul><li>If you sell bed and breakfast and holiday cottages you might want to create different ad groups with separate keywords and messages for product. </li></ul></ul><ul><li>New campaigns </li></ul><ul><ul><li>let you target different countries, cities or languages. </li></ul></ul><ul><ul><li>Each campaign has its own budget. So, it can also be a useful way to manage your advertising budget. </li></ul></ul>
  76. 109. Campaign <ul><li>Campaign </li></ul><ul><li>Multiple Ad Groups </li></ul><ul><li>Multiple keywords </li></ul>
  77. 110. <ul><li>Hotel Campaign </li></ul><ul><li>Rooms Ad group </li></ul><ul><li>Bed & breakfast </li></ul><ul><li>Places to stay in Honiton </li></ul><ul><li>Wedding venue Ad group </li></ul><ul><li>Wedding venues in Mid Devon </li></ul><ul><li>Wedding locations in Honiton </li></ul>
  78. 111. Funnel path <ul><li>Path you want visitors to take to reach a goal. </li></ul><ul><li>index > rooms > contact us </li></ul><ul><li>child-free>rooms>availability checker </li></ul><ul><li>monitor how frequently visitors begin a conversion process actually complete it. </li></ul>
  79. 115. Tips

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