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AdWords strategy

Anvesha Poswalia
Anvesha Poswalia
Anvesha PoswaliaSenior Brand Manager at Asian Paints

A primer on how to choose the best AdWords marketing strategy, how to build robust campaigns and how to best optimize and track them.

AdWords strategy

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How to be the
•Choosing the right campaign type
•DSA, RLSA
•Building robust campaigns
•Valuable AdWords Reports
•Latest AdWords Updates
AGENDA
AdWords strategy
Search Network
Only
Display Network
Only
Search Network
with Display
Select
Where Ads
Appear
Throughout
Google Search
Network
Throughout
Google Display
Network
Search results on
the Search
Network and
Relevant
placements
within the Google
Display Network
How It Works
Ads are matched
to search results
pages based on
the terms or
phrases someone
searches.
Ads are matched
to websites and
other placements
when keywords
are related to a
site’s content or
the interests of a
user browsing a
site.
Budget is shared
across both
networks.
However, ads are
shown more
selectively on the
Display Network.
Search Network
Only
Display Network
Only
Search Network
with Display
Select
Available ad
formats Text ads
Text, image, rich
media, and video
ads
Text, image, rich
media, and video
ads
When to choose it
• You want your
ads to appear
next to Google
search results
• You only want
to reach
customers
searching for
your specific
product or
service
• You want to
reach customers
while they’re
browsing online
• You’re
interested in
building
awareness for
your brand
across a large
audience
• You want to
advertise on
Google Search
and also branch
out to reach
customers as
they browse the
web
• You'd like to
apply your
remaining Search
Network budget
to advertising on
the Display
Network
•Keywords
•Location & Language
•Device Targeting
Google
Search
•Contextual/Keyword : Based on keywords and topics
chosen (Automatic placements)
•Topic targeting
• Placement targeting (Manual placements)
• Audience Targeting
• Device Targeting
Google
Display
TARGETING OPTIONS
Ad

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AdWords strategy

  • 1. How to be the
  • 2. •Choosing the right campaign type •DSA, RLSA •Building robust campaigns •Valuable AdWords Reports •Latest AdWords Updates AGENDA
  • 4. Search Network Only Display Network Only Search Network with Display Select Where Ads Appear Throughout Google Search Network Throughout Google Display Network Search results on the Search Network and Relevant placements within the Google Display Network How It Works Ads are matched to search results pages based on the terms or phrases someone searches. Ads are matched to websites and other placements when keywords are related to a site’s content or the interests of a user browsing a site. Budget is shared across both networks. However, ads are shown more selectively on the Display Network.
  • 5. Search Network Only Display Network Only Search Network with Display Select Available ad formats Text ads Text, image, rich media, and video ads Text, image, rich media, and video ads When to choose it • You want your ads to appear next to Google search results • You only want to reach customers searching for your specific product or service • You want to reach customers while they’re browsing online • You’re interested in building awareness for your brand across a large audience • You want to advertise on Google Search and also branch out to reach customers as they browse the web • You'd like to apply your remaining Search Network budget to advertising on the Display Network
  • 6. •Keywords •Location & Language •Device Targeting Google Search •Contextual/Keyword : Based on keywords and topics chosen (Automatic placements) •Topic targeting • Placement targeting (Manual placements) • Audience Targeting • Device Targeting Google Display TARGETING OPTIONS
  • 8. DYNAMIC SEARCH ADS Making use of DSAs is especially handy for advertising on sites that have a constantly changing mix of products.
  • 9. Why use Dynamic Search Ads
  • 10. Remarketing List for Search Ads Allows an advertiser to build lists of users who have visited specific pages in their site and condition their search bids, creatives, or keywords based on a Google visitor's presence in one of these lists.
  • 11. RLSA Best Practices Set campaigns to search only network Create a copy or a new campaign before targeting remarketing lists for search If ad fatigue is a possible issue, creating multiple ad creatives will be the way to go. Broad match keywords may have a higher conversion rate Use more general keywords in campaign Combine views of pages or product categories with buying signal modifiers like "review", "buy", "prices", etc. Increase visibility for more recent visits
  • 13. Change your daily budget on peak shopping days Modify your Max CPC bids based on CTR or conversion rates Enable ad text directing users to promotional landing pages late on a Sunday night Automated Rules
  • 14. Enhanced CPC Each time your ad is eligible to appear, Enhanced CPC will automatically raise and lower the Max CPC bid that you've set based on the likelihood that your ad will convert. It does this by analyzing your campaign's historical conversion tracking data along with a number of other factors.
  • 16. Location Targeting Lets you target your ads to specific geographic areas (by adding or excluding locations) like countries, regions, cities, postal codes, or by targeting a radius around a location.
  • 18. Demographics on Display Network •Shared Library > Audiences > and then click into one of your existing Rule-Based remarketing audiences. Where to find it •This report visually shows the demographic composition of your audiences. Why it is important
  • 19. Top 10 (And Top 500) Visited URLs With Remarketing Tags •Shared Library > Audiences > on the top right of the page, click the “View Tag Details” button > click the text “Your AdWords tag is active” text toward the top of the pop- up >. Where to find it •This shows what site pages have your remarketing pixel on them and are generating people for your remarketing audiences. Why it is important
  • 20. Main Sitelink Feed •Shared Library > Business Data > and then click into “Main Sitelink feed.”Where to find it •From this view of your sitelinks, you can see reporting data with rows that include the destination URL of your sitelinks — it’s a column that is unavailable in the sitelinks reporting on the ad Extensions tab. Why it is important
  • 21. Conversion Actions •Tools > Conversions. It’s where you go to add a new conversion type.Where to find it •This report gives you a fast, easy visual of your various conversion types and the amount each is contributing to the conversion column that you see in all your other reporting. Why it is important
  • 22. Conversion Web Pages •Tools > Conversions > then click in to one of your web- based, listed conversion names.Where to find it •Shows the pages that are firing your conversion pixel. A quick scan will quickly show you if there are thank you pages that are not showing conversions which should be and pages that are contributing conversions that shouldn’t be. Why it is important
  • 23. GETTING THE BEST OUT OF AUCTION INSIGHTS REPORT Impression Share Top of Page Rate Average Position Overlap Rate Position Above Rate
  • 24. Establish a Baseline of Your Competitive Landscape Over Time
  • 25. Identify Your Own Account’s Strengths
  • 26. Know the Types of Competitors You Face
  • 27. Use Overlap & Position Above Rate to Assess Competition on Brand • Are other advertisers serving above you on your brand terms and likely to be pushing you off the page entirely at times? • How often are they serving on these searches?
  • 28. Metrics Positives Negatives Recommendation Impression Share If somebody is interested in a product you offer, you will be there to sell it to them. Low quality score & require bidding much higher than your competitors for the same keywords. Optimizing for impression share can be a good option can work for ad group with long tail and ready-to-buy keywords & strong call- to-action ad copy. Average Position Top of the Page ads benefit by typically occupying more real estate on the SERP because of preferential treatment to ad extensions If you are aiming for #1 position in a competitive market, you’ll need a relatively large budget. If your Auction Insights Report shows one competitor that appears to have significant advantages in all categories, then aim slightly lower when using Average Position as a key competitive metric.
  • 29. Metrics Positives Negatives Recommendation Overlap Rate Can be used to weigh the pros and cons of specific keywords & determine if it’s a category worth spending your budget on. Using Overlap Rate to deter you from bidding on specific keywords will eliminate you from competition, benefiting your competitor too Make a decision based on your business goals and revenue from those keywords Position Above Rate Ability to measure your competitors one- on-on and compare progress over time. Can get you to over spend. Don’t get caught up in optimizing your campaigns to outperform your competitors. Top of Page Rate Learn how consistent you and your competitors are at appearing at the top of the search engine results page, above the organic results. Being on top of page can cost a lot of money. Use with impression share to gain a better understanding of where you stand.
  • 31. #1 Call Only Campaigns
  • 33. #3 PLA via Google Shopping got transitioned to AdWords based Shopping Model
  • 36. #6 Forced use of Close Variants
  • 37. #7 Dynamic Remarketing for all verticals
  • 38. #8 Call Tracking with Website Call Conversions
  • 40. #10 Automated Bidding now available for RLSA
  • 41. THANK YOU! Connect with me for AdWords consulting Email : anveshaposwalia@gmail.com LinkedIn : in.linkedin.com/pub/anvesha-poswalia/22/748/409/en