Google Adwords Fundamentals Exam Course Notes


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I recently acquired my Google Adwords Certification by taking the fundamentals and advanced display network exams. Every week I presented to a group of individuals the course materials, with the open book exam this presentation serves as a great reference point for the open book exams. Sign up for the exams and receive the full course material here -

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  • Need help writing the exam? All exams for just $20 -
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  • You can check my result here:

    I can help you guys pass these exams to get the Adwords certification fastly
    Drop me a pm to my gmail: nhinquattran
    I can pass Analytics IQ test also
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  • The AdWords certification program was recently updated again (late 2013).

    Google have removed the fee for taking tests (now if you fail you just have to wait 7 days before you can take it again). They've also removed the custom browser window (which used to block access to other apps while the exam was in progress). This means there's now no barriers to stop you looking up answers in another tab (if you so please). One thing they have done to make the test harder is to remove the option to go back and review previous questions. Now when you answer a question that's it, the questions submitted, no option to go back and change it. Hope that helps!

    For further info on the new AdWords format see my detailed post here:

    I've also written a post on how to pass the AdWords Fundamentals exam which may help anyone who's currently thinking about or preparing to take the exam:
    Are you sure you want to  Yes  No
    Your message goes here
  • You can check my result here:

    I can help you guys pass these exams to get the Adwords certification fastly

    Drop me a pm to my gmail: nhinquattran

    I can pass Analytics IQ test also
    Are you sure you want to  Yes  No
    Your message goes here
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  • Exam on the 12th Feb?
  • Hit I’m feeling lucky for a direct result
  • You cannot pay to appear in the organic listing.Adwords is the name of the advertising platform30% of people click on adverts
  • To get started you need a Google address (think Gmail or YouTube).
  • Relevance = Due to precisely target ads to searches interests, location, language, demographicROI = Completely measurable, Every click is linked to a user and a search query. This allows you to measure and adjust everythingReach = Google reaches millions, last year 2.2 Trillion, it hits consumers when they are actively searching for what they are looking for
  • Placement- where you want your ad to appearStart with a campaign (highest order)Ad Group (a set of ads)
  • Quality Score is determined by your keyword's click-through rate (CTR), relevance of your ad text, historical keyword performance and other relevancy factors. The higher your Quality Score, the lower the price that you'll pay per click. 
  • Client accounts can give clients access to view/edit (but not see credit card info. Client manager account sees a single login that sees everything
  • Offers industry professionals – Script writing, editing, production, voice overs etc. You bid, they accept
  • At the account level, your account is associated with a unique email address, password and billing information.At the campaign level, you choose your daily budget, geographic targeting, syndication preference and start and end dates.At the Ad Group level, you create ads and choose keywords. You can also select a maximum cost-per-click (CPC) for the Ad Group or for individual keywords.Within each Ad Group, you create one or more ads and select a set of keywords to trigger those ads. Each Ad Group runs on one set of keywords. If you create multiple ads in an Ad Group, the ads will rotate evenly for those keywords. When you log in to your account, you can see your ads' clickthrough rates (CTRs) listed below each of the ads. If a particular ad is not performing as well as the others (if it has a low CTR), you can delete or refine it to improve the overall performance of your Ad Group. 
  • Text book separates, I’m combining One of most important modules in your client consultation
  • 5 ad formats, Text > image > Video > Mobile > Rich
  • Ad auction …. Price + relevance score = winner. Best click-through rate = top position
  • Text ads may appear on Google, search partners or the Google Display Network. On search sites, part of the ad text appears in bold whenever it matches or nearly matches a user's search query. Format could change on partner sites
  • Market is small, get in early and own the space
  • Colour – Complementary… matches the site could equal more traffic, people don’t click on bright flashy
  • Note, Google Network refers to bothKeyword targeting on display means contextual targeting
  • Don’t get device targeting confused with mobile ads
  • Read yourselves
  • Write this down, Google will NEVER translate your ad for you, so rather target the language your ad is in
  • The question will be along the lines of which answer is most plausible
  • Go to Google insights for search
  • Important slide
  • Read
  • Auction occurs every time your ad could appearDoes help determine the top position
  • Eligible: These keywords are eligible to trigger ads.Disapproved: These keywords don't comply with our Editorial Guidelines or Content Policy and won't trigger ads until you correct the problem.Paused/Deleted: These are keywords that you've paused or deleted. They won't enter the ad auction and therefore won't trigger your ads.Low search volume: These keywords are suspended because they're associated with very little search traffic on Google properties. They'll be reactivated if we find that they could start delivering traffic. Learn more.Below first page bid: These keywords' bids are below the first page bid estimate, meaning that they likely aren't triggering ads on the first page of search results. The first page bid estimate will be displayed as long as your keyword exceeds a minimum Quality Score threshold.Low Quality Score: These keywords have very low Quality Scores, which means that they're not likely to trigger ads.
  • AdWords Discounter = automatic, you pay the next highest bidSmart pricing = you pay less per click on display advertising if it looks unlikely that it will convert
  • Google Adwords Fundamentals Exam Course Notes

    1. 1. Google AdwordsAccreditation Fundamentals Exam
    2. 2. Course Breakdown – FundamentalsExams1. Introduction to Adwords2. Account Set-up and Basics3. Ad Formats4. Targeting and Placements5. Bidding and Budgets6. Ad Quality Topics11. Optimising Performance15. Selling Adwords
    3. 3. Introduction to AdwordsModule 1
    4. 4. 1.1 Overview of Adwords
    5. 5. 1.1 Overview of Adwords
    6. 6. Getting Started on Adwords
    7. 7. Benefits of AdwordsRelevanceReturn on InvestmentReach
    8. 8. Basic FeaturesKeywordPlacementImage AdCampaignAd groupImpressionClick
    9. 9. Basic FeaturesClick-through RateCost per ClickMaximum Cost per ClickCost-per-thousand ClickQuality ScoreFirst page bid estimatesOptimization
    10. 10. 1.2 Getting Started With AdwordsAccount types: My Client Centre (MCC)  Adwords Client Accounts Client manager account
    11. 11. 1.2 Getting Started With AdwordsAd Creation marketplaceGoogle Advertising Professionals Search
    12. 12. Account Set Up and BasicsModule 2
    13. 13. Search Vs Display network  Google search  Google search partner sites  Mobile search  Text ads on websites  CPC  Image ads on websites  Video ads on websites  Ads on mobile websites  Managed placements  CPM
    14. 14. Account Structure Account Unique email address Password Billing information Campaign Campaign Daily budget Daily budget Geo-targeting Geo-targeting Syndication preference Syndication preference Start and end dates Start and end dates Ad Group Ad Group Ad Group Ad GroupOne set of keywords One set of keywords One set of keywords One set of keywords One or more ads One or more ads One or more ads One or more ads
    15. 15. 2.1 Account ManagementBasicsModule 2
    16. 16. Monitoring Adwords Accounts All critical account alerts related to payment problems, pending budget end dates, credit and bank card expirations, ad disapprovals, and other issues that will cause your ads to stop being displayed are shown in the Campaigns tab, at the All Online Campaigns level. The alerts can be changed at the Notification settings page  (under My Account)  You can also set up SMS alerts
    17. 17. 2.2 Campaign ManagementBasicsModule 2
    18. 18. Key Concepts From the campaigns tab:  Receive alerts  Create a new campaign  Change campaign settings  See the list of campaigns  View campaign status  Enabled: Set to run normally  Paused: Temporarily suspended and not currently running  Deleted: Deleted and no longer running  Pending: Not yet started running  Ended: No longer running as end date has already passed
    19. 19. Key Concepts Clicks: The clicks accrued for the ads in each campaign Impr. (impressions): The number of times that the campaigns ads have been displayed on Google or on sites in the Google Network CTR (click-through rate): The number of clicks divided by the number of impressions that the ads have received. This is expressed as a percentage: 2 clicks for 100 page views equals a 2% CTR. Avg. CPC (average cost per click): The average cost accrued for clicks on the ads within that campaign. Cost: The total costs that a campaign has accrued during the time frame that you selected. Avg. Pos. (average position): This refers to the average position on a search result page that an ad appears in when its triggered by that keyword. Conv. (1-per-click) (conversion rate): The number of user clicks that turned into actual conversions for the advertiser. Conversion rate equals the number of conversions divided by the number of ad clicks. Cost/Conv. (1-per-click): The total cost divided by the total number of conversions. This tells you how much each conversion costs. This applies only to users who have set up conversion tracking. Conv. rate (1-per-click): Number of conversions divided by total clicks. This tells you your conversion rate. This applies only to users who have set up conversion tracking.
    20. 20. Key ConceptsFrom the campaigns tab: Account tree: Use this menu beside your account pages to switch between campaigns and ad groups. Performance summary graphs: Use these customised graphs to compare trends on every level of your account. Click the "Change Graph Options" link to see data points such as clicks, impressions and average position or to compare two of these metrics at once. Networks tab: This is where you manage your placements. Youll also see the summary statistics for both your Search and Display Networks. Campaign roll-ups: Roll-up views let you see and edit all a campaigns keywords, placements or ads in one place, instead of finding and changing them ad group by ad group. Dynamic help content: Help sections display the FAQs that you most likely need for the page that youre viewing. Of course, you can also always click the "Help" link in the top corner of your account to see the full Adwords Help Centre.
    21. 21. Key ConceptsActions you can take from the Campaigns tab: Campaign and ad group creation workflow: Create new campaigns and ad groups with the New+ button at the top of any table. In-line editing: Edit ads, keywords, placements and bids within the tables on the campaign and ad group tabs in your account. Just position your cursor over a row to reveal the editable fields. Copy/move: A click of this button lets you copy and move keywords, placements and ad groups between campaigns without leaving the campaign management interface.
    22. 22. 2.3 Ad Group ManagementBasicsModule 2
    23. 23. Ad Group Management Ad groups can be separately named, sorted by results, paused, edited Groups can host different keywords, placements, ads, bids But location and bidding occur at a campaign level Ad groups tab shows you a summary of performance/issues in all groups
    24. 24. Adwords Ad Formats & BestPracticesModule 3.1 + 3.2
    25. 25. Do you understand how ads are placed?
    26. 26. Text Ads
    27. 27. Text Ads or Sponsored Links
    28. 28. Text AdsNOTE: Double-Width characters (e.g Chinese or Korean) have half thecharacter limits. But punctuation is single width!
    29. 29. Text Ad Guidelines Editorial and format:  Character limit: Your intended headline, text and URL must fit within the required limits and not be cut off.  Prices, discounts and free offers: If your ad includes a price, special discount or "free" offer, it must be clearly and accurately displayed on your website within 1-2 clicks of your ads landing page.  Punctuation and symbols: Among other requirements, ads may only contain a maximum of one exclamation point. Content: These policies relate to the products and services that you advertise, and may apply to ads and the content of your site. For example, advertising is not permitted for the promotion of certain weapons or for aids to pass drug tests. Link: These policies relate to the Display and Destination URLs in your ad. For example, the Display URL must be accurate and links to your website must allow users to enter and exit the landing page easily.
    30. 30. Text Ad Guidelines Ads should:  Be simple and enticing  Include prices and promotions  Strong call to action  Include the keywords in the text
    31. 31. Image Ads
    32. 32. Image Ads Animated or static Never on the search network The power of the image Give each image a title  Dont exceed 50 characters  Include an image description  Include the campaign or ad group name All image ads need to first be approved by Google before they start running The display ad builder allows for template designs
    33. 33. Image Ad guidelines Gif, jpg or png or animated in flash Max size = 50kbSizes 250 x 250 Square 200 x 200 Small Square 468 x 60 Banner 728 x 90 Leaderboard 300 x 250 Inline Rectangle 336 x 280 Large Rectangle 120 x 600 Skyscraper 160 x 600 Wide Skyscraper
    34. 34. Image Best Practice Call to action - such as "learn more", "buy now" or "visit us today" Prominently showing your Display URL which typically contains a companys name, is a major component of a text ad. You have more room in an image ad, so dont be afraid to use your brand or logo as well Include details like prices, delivery details and relevant special offers Ads lead to a relevant landing page Use appropriate capitalisation - the nice thing about display is that you can have all caps Promote a sense of urgency in your display ads if you have time-sensitive pricing or offers. Use phrases like "hurry!", "limited time" and "special offer" to capture a users attention and push them to take action Keep it simple Include product images Each frame should hold its own weight (has logo)
    35. 35. Video Ads
    36. 36. Video Ads Think entertainment audience One of the largest formats of media consumption Formats  In stream text ads  In stream graphical overlay  Click-to-play ads CPM or CPC + always Display network You must use the display ad builder for your ads Managed placements or keyword targeted campaign Low impressions = increase bid
    37. 37. Video Ad Best Practice Video audiences are not captive (unlike TV) Display your message as quickly as possible (ppl drop off quickly) Be clear about your message (there might not be a web visit) Sight must equal soundOpening image Money shot Rich sharp colours Include a few words to describe offering Tell users to click play to learn more Different placements have different opening image sizes Don’t turn your banner image into your video opening image Don’t cram text
    38. 38. Video Ad Best Practice Wait 30 days before testing results In interaction is low = change videos and images Rather bid by impression, if using CPC use negative keywords Focus on interaction rates not click through rates as measure of success If one site is performing better, ad more sites like it
    39. 39. Mobile Ads
    40. 40. Mobile Ads Smaller to fit on smaller screens Mobile ads MUST lead to a mobile website They can include a ‘Call’ functionality iPhones (and others) display normal ads, not mobile ads Create a separate campaign (rather) Mobile image ads work the same as the desktop versions except 12 or 18 character limits
    41. 41. Mobile Ads Best Practice Link policy language wml (WAP 1.x) xhtml (WAP 2.0) chtml (imode, etc.) PDA-compliant htmlNo flash! 6:1 Aspect Ratio 300 x 50, less than 7.5 KB file size 216 x 36, less than 4.5 KB file size 168 x 28, less than 3 KB file size 4:1 Aspect Ratio 300 x 75, less than 7.5 KB file size 216 x 54, less than 4.5 KB file size 168 x 42, less than 3 KB file size Japan-standard size 192 x 53, less than 5 KB file size
    42. 42. Mobile Ads Best Practice Start early Be aggressive Separate desktop and mobile ad campaigns Choose different keywords for mobile vs desktop Catchy ads win You can still use display in mobile! Apps work too Target per device
    43. 43. Rich Media Ads
    44. 44. Rich Media Ads Include videos, flash, animation, or a mix of text & images Gallery in the Display Ad Builder (must use) Managed placements (recommended at least 10) or keyword targeted CPC or CPM
    45. 45. Rich Media Ads Best Practice Always respect copyright on the images you use All ad policies apply You may not use the ad to collect private informationStrategies for bidding Compete – place ad with text ads and the one that performs the best will automatically be shown more often (remember you are then bidding the same rate) Own ad group – In the ad auction text ads and display compete against each other
    46. 46. Rich Media Ads Best Practice Customising your ad  Colour  Strong call to action  Balance images and text in ad  Include a visible URL  Experiment! (copy, templates, colour, call to action)
    47. 47. Rich Media Ads Best Practice Measurement Driving sales  Compare cost to leads or conversions  Narrow targeting to focus on customers  Look at hover over rate  Analytics to understand website behaviour  Use conversion tracking
    48. 48. Summary Ad Formats Format Network Cost Format Text Search or partner CPC 25,35,35,35 Image Only partner CPC or CPM Ad builder Video Only partner CPC or CPM Ad builder Mobile Only partner CPC or CPM 18,18,18, Call Rich Only partner CPC or CPM Ad builder
    49. 49. Adwords Targeting andPlacementModule 4
    50. 50. The Google Network Search Network Display Network Google + AOL etc. Gmail, YouTube, News24 etc. Google search does not equal Search Network By default ads are automatically placed on BOTH networks Keyword targeting: Keyword targeting: - Search phrases -Contextual targeting No placement Placement targeting - Managed placements (specific sites) Quality score is calculated separately for the two networks, so even in one campaign the same ad may have different quality scores for search and display Text ads Text ads + images, video, rich etc.
    51. 51. TargetingSearch Targeting Keyword-targeted ads on Google search + Search Network Target languages, location & keywordsDisplay Network Targeting An entire website, or subsection or even a specific ad unit on a page Contextual targetingDevice Platform Targeting 1. Desktops and laptops or 2. iPhones or other HTML providers • Applied at campaign level • Can target the Google network • Stats with device breakdown • No impact on mobile campaigns
    52. 52. Keywords & KeywordTargeting
    53. 53. Match TypesType Characteristics Keyword Matching searchesBroad Default PR Agency PR Agencies Largest reach Advertising PR agency Includes plurals and PR JHB agency synonyms“Phrase match” Keywords in exact “PR Agency” JHB PR Agency sequence FH PR Agencies PR Corporate agency[Exact] Matches exactly consumer [PR Agency] PR Agency search phrase PR Agencies JHB PR Agencies-Negative Prevent your ad from PR Agency –Cape Town PR Agency appearing when another JHB PR Agency word appears in a search Cape Town PR agencies-{Embedded] Removes an embedded -[Philips] Lighting Philips lights exact search phrase Philips lighting Philips
    54. 54. Keyword Lists Group Set the right Build keyword keywords by match for Refine list Test & refine list theme each keyword• Using the Google Keyword tool
    55. 55. Monitoring Keywords Quality Score (disabled by default) Keyword analysis toolRemember to adjust poor performing keywords and change the match rules Keywords must match what your advertising
    56. 56. Keywords best Practice Group keywords Broader match give scale but could blow budget Narrow match gives fewer targeted clicks and can save $ Negative keywords rock Don’t forget about campaign level settings/adjustments Keep keyword list tight 20-30 Two or three word phrases work best Keep testing keywords and refining.
    57. 57. Adwords Location Targeting
    58. 58. Language & Location Language – Target up to 40 languages Location – Any combination Target the language spoken by the audience that youre trying to reach. This should also be the language in which your ad is written. Target countries or territories if you want to reach a wide audience across one or more countries. Target regions and cities if your business serves specific geographic areas or if you want different advertising messages in different regions. Target customised areas to reach specific geographic areas which may not be available in region and city targeting. You can combine these targeting options any way you like within the same campaign.
    59. 59. How this stuff worksLanguage = Google interface languageLocation = Google Domain (e.g = france) Search term (e.g. Johannesburg PR agency = JHB) IP address
    60. 60. Location Regional or City Targeting Proximity or radius targeting
    61. 61. Location Challenges IP address shows wrong location A user outside the target area searches for something specific in it (they will still see your ad, automatically) You target country level, Google then uses their domain, but the user is actually in a different location (e.g. Chris using in Amsterdam)
    62. 62. Best practice Before setting location, check Google Insights for search, optimise for country traffic Check on campaign performance where traffic actually comes from and optimise Different regions can have different landing pages Add location extensions to your ads
    63. 63. Placement Targeting(Display Network)
    64. 64. Google Display Network – Recap Display network reaches 70% of all internet users in 20 languages in 100 countries Automatic placements: If you have keywords in your ad group and are targeting the Display Network, using contextual targeting Managed placements: If you choose to manage placements separately for increased control, youll use managed placements. Excluded placements: You can also choose certain placements on which you dont want to run ads.
    65. 65. Contextual Targeting Individual Placement targeting Managed placements Placements Allow for placement targeting orYour keywords are used to match page No keywords required, you choose the restrictionslevel content sites. Ads appear regardless of content Separate bid managementRemember this is set by default Can be the entire site, section or ad First Google uses keyword contextual unit targeting, then managed placementBidding (in order) Must be part of the network rules• Individual placement bids Placement tool will help tell you where• Managed placements bid to place 3 ways to select placements:• Display Network bid (or your You still compete in the bid for that • Manually campaign if you leave it blank) space • Automatic Can exclude up to 5 000 sites • Placement tool Bidding (in order): • Individual bid. • Ad group managed placement bid. • Ad group Display Network bid • Ad group default bid
    66. 66. Monitoring Performance Run a URL report and check: Implement Googles conversion tracking so that you can understand how individual sites are converting for you. Dont focus on lower overall click-through rates (CTR). Remember: A low CTR on a given site does not necessarily mean that your ads perform poorly. Users behave differently on Display Network pages than they do on search sites. For more telling information, rely on your conversion data. When you find placements where ads from one ad group convert well, consider adding them as managed placements on the Networks tab in your ad group. Try raising your bid so that your ads will have a better chance of appearing whenever your keywords put your ad on that placement. Or try doing the opposite with poorer-performing placements: lower your bid to seek a better ROI on those specific placements. Respond only to statistically significant data. It may take several weeks before you can see how your ad is doing on a specific site. We recommend waiting until you have enough click and impression data before making decisions. Use the report to identify and exclude sites that are not converting for your campaign.
    67. 67. Other targeting options Videos can be targeted, using the placement tool Ability to target game sites Ability to target RSS feeds Ability to target mobile sites
    68. 68. Best Practice Using the right keywords Select placements that match your ad Try using rich media Use placement diagnosis to uncover problems
    69. 69. BiddingModule 5
    70. 70. Types of bidsCost per Click Cost-per thousand impressions Conversion OptimiserOnly pay when someone clicks Great for branding and visibility Set a cost per conversion per campaignAutomatic bidding – You set a daily Set on group or placement level Using the conversion optimiser, Googlebudget, Adwords gives you the most attempts to give you a lower cost perclicks a day for that budget. You can When CPC and CPM compete against conversion, lowers your bidalso still set a max CPC each other eCPM is used (or effective automatically for less likely clicks. CPM). I.e. working out a CPC into aManual bidding – Set individual bids at CPM prising model Campaign must receive at least 15group, keyword or placement level conversions in the last 30 days and maintain a similar conversion rate You can still set a max CPA
    71. 71. Important concepts• When setting up an account consider the value of a click and your daily budget• Adsheduling - Adjust bids by time of day (using the bid multiplier, 10% to 1000% of the original CPC.• Note this affects all ads in the campaign• Demographic bidding ( Bid + %) – Increase your bid when the right demographic is being targetedBest practice:• Choose the bidding strategy that fits your goals• Consider automatic bidding for new advertisers• Use bid simulator to see possible advertising results with different bids and keywords• Review where the best bids come from and shift focus
    72. 72. BudgetsDaily budget = amount your willing to spend per campaign on averageUp to 20% over budget on a given day, but never over 100% of the budget over the lifespan of a campaignStandard delivery Accelerated deliveryImpressions are spread out through the day Display your ad as quickly as possible to your budgetGoogle’s recommended budget is calculated as follows:• Determining your total potential impressions• Comparing potential impressions with your recent performance and costs• Combining daily estimates• Tempering recommended amounts to allow for testing
    73. 73. Best Practice Keep your total account spend in mind when specifying your campaign Remember your bidding amount when setting your budget You may change your budget a max of 10 times a day
    74. 74. Ad Site QualityModule 6.2
    75. 75. What is ad quality? Google strives for relevance, in searches and ads (this makes the quality score so important) Quality Score is based on your keywords click-through rate (CTR); the relevance of your ad text, keyword and landing page; and several other factors. This is calculated for EVERY relevant search Landing page quality is influenced by the usefulness and relevance of information provided on the page, ease of navigation, load time, how many links are on the page and more Quality score is used in:  influencing your keywords cost per clicks (CPCs)  determining whether a keyword is eligible to enter the ad auction that occurs when a user enters a search query  affecting how high your ad will be ranked  estimating the first page bids that you see in your account
    76. 76. How quality score is calculated Google Search Network Display Network  CTR Contextually targeted  Account History  CPC:  Ad group CTR  The historical CTR of the ad on this and similar sites  Relevance of keywords to ad  The relevance of the ads and  Account performance in region keywords in the ad group to the site where ad would be shown  The quality of your landing page  More  CPM:  The quality of your landing page  Placement targeted
    77. 77. Landing Page Quality Influenced by:  Usefulness  Relevance  Ease of navigation  Load time  How many links and more Each keyword receive a landing page relevance score
    78. 78. Improving Landing Page QualityRelevance Transparency NavigationHow relevant is it to the user query Define what your business does Easy flow pathsOriginality, feature unique content Honour deals Avoid pop-ups etcDon’t link or redirect traffic No changing usual web behaviour Loads quicklyContent of substance No software installs Policy in handling user data
    79. 79. Sites with low scores Data collection sites Sites designed to show ads Malware sites eBook sites Get rich quick Comparison shopping sites Travel aggragators
    80. 80. Monitoring quality scores This can fluctuate Keyword analysis:  Eligible  Disapproved  Paused/Deleted  Low search volume  Below first page bid  Low Quality Score You need to enable the quality score tab to view the analysis
    81. 81. Performance Monitoring &Conversion TrackingModule 11
    82. 82. Performance Monitoring Track performance and conversions = identifying which clicks are more valuable and optimising budget. This requires understanding what users are doing on your site
    83. 83. Selling and RepresentingAdWordsModule 15
    84. 84. 15.1 Adwords ValueProposition
    85. 85. Ads distributed Builds awareness to those directly Display network interested in reach your product Brand MarketingDirect Marketing Generate leads Every stage of purchasing ROI focus decision CPC Message testing AdWords Discounter Smart Pricing
    86. 86. Adwords Proposition Targeting • Search query, Language & Location • Networks devices, placement targeting & exclusion tools Pricing options • CPC • AdWords Discounter • Smart Pricing Reporting • Changes allow 24/7 • Account Snapshot | Keyword Report • Campaign Statistics | Ad Report • Conversion Tracking | Placement Report • Google Analytics | Search Term Report | Hourly Report Saves time buying ads & measuring success
    87. 87. 15.2 Selling Adwords
    88. 88. Steps in securing an Adwords client Start with a clients need assessment  You can perform a needs analysis to determine a clients current online marketing involvement, learn about their company/organisation landscape, know who the decision makers are and uncover company weak points. Points to consider:  Review their website: Have a basic understanding of the advertisers business. What is their flagship product or service?  Do some research: Are there articles about the business online? Are they already doing online marketing? Are they in the organic search results? How competitive is the ad space?  Learn to speak their language: What vertical are they in? What is their sales cycle? Are there unfamiliar terms? Is there seasonality? What challenges might they face?  Begin to plan: How might you build an AdWords account for this advertiser? What products or services would you include in an initial marketing strategy? What products or services might you recommend for expansion?
    89. 89. Steps in securing an Adwords client Aligning client needs with Goals and Opportunities Typical problems:  Limited time: Unable to effectively pursue new marketing strategies  Lack of experience: Mistakes in online marketing campaigns  Resource constraints: Cutting corners  Not targeting audience effectively: Failure to generate revenue  Inability to measure success: Sub-optimal use of marketing budget  Limited marketing strategy: Missing out on customer segments  Limited budget: Limited investment in future
    90. 90. Steps in securing an Adwords client Typical scenarios  Are you concerned that youre spending too much/not spending enough on marketing? (feature revealed: control over budget)  Are you worried that your current media plan isnt as efficient as it could be? (features revealed: flexibility and local targeting)  Are you concerned you may not know how to best target your advertising to your audience? (features revealed: reporting and targeting)  Are you satisfied with the level of traffic, conversions etc., that youre seeing? (features revealed: marketing reach and reporting)
    91. 91. Invalid clicks Manual clicks to increase your costs OR automated toolsGoogle has three powerful tools for protecting clicks on AdWords ads: Detection and filtering techniques: Each click on an AdWords ad is examined by our system. Google looks at numerous data points for each click, including the IP address, the time of the click, any duplicate clicks and various other click patterns. Our system then analyses these factors to try to isolate and filter out potentially invalid clicks. Advanced monitoring techniques: Google uses a number of unique and innovative techniques for managing invalid click activity. We cant disclose details about the software, except to say that were constantly working to expand and improve our technology. The Google Team In addition to our automated click protection techniques, we have a team that uses specialised tools and techniques to examine individual instances of invalid clicks. When our system detects potentially invalid clicks, a member of this team examines the affected account to glean important data about the source of the potentially invalid clicks.
    92. 92. Explaining the Search and Display Networks The Google Network lets advertisers reach users across the Internet - from small newsletters to large search engines. Since search results pages make up a very small fraction of all pages viewed online, the Google Network provides a cost-effective way to reach users on the greater portion of the web. The Google Network is split into the Search Network, which includes Google and other search sites like, and the Display Network, which includes Gmail, newsletters and sites like the New York Times and HowStuffWorks. In the Search Network, search targeting applies to keyword-targeted ads shown on Google search results pages and on other search sites. Ads shown on these pages appear alongside, above or below the search results and are specific to that particular search query. If the advertisers keyword matches the users search term, the advertisers ad could appear. The Display Network has the advantage of reaching potential customers at different points of the buying cycle. Not every potential customer is focused on conducting a search. Not every visitor is ready to buy at a given moment. The advertisers challenge is to capture their attention at the right time. For example, a user might begin a search for digital cameras with just an interest in reading reviews. However, while reading a review, that user might take note of online retailers ads or click the ads themselves. With search-only advertising, this customer would have been missed. With the Display Network, you can run ads in text and rich media ad formats. Image and video ads can be especially important in branding and marketing efforts. Google charges no additional fee to serve these ads. Thats just another benefit of partnering with Google AdWords. Heres one more benefit: If our data shows that a click from a Google Network page is less likely to turn into actionable business results - such as online sales, registrations, phone calls or newsletter sign-ups - we may automatically reduce the bid for that site. With no extra effort from you, Google technology helps you realise consistent value across Google and the Google Network.
    93. 93. 15.3 Maintaining ClientRelationships
    94. 94. Best Practice Keep your client updated on progress often Offer multiple metrics for success Don’t share your login credentials
    95. 95. Product Why hire a 3rd party professional Lets take a look at some pros and cons of each: Guaranteed Clicks Pros  Potentially easier to sell for an untrained sales force  Simple value proposition for unsophisticated advertisers  Cons  Requires more click-fulfilment strategy because AdWords platform is not built to support Guaranteed Clicks  Can create confusion by placing higher value on clicks rather than leads, phone calls, sales  Does not take into consideration click differences across verticals  Does not work well for very high-cost or low-cost advertiser packages Budget-based  Pros  Facilitates operations because of Adwords platform compatibility with a budget-based product  Focuses advertisers attention on value delivered rather than click targets leading to better performing accounts  Provides flexibility to allocate different CPCs based on vertical cost variations  Provides more flexibility to your Account Management Team  Cons  Challenging to sell to unsophisticated advertisers  Challenging to set advertiser expectations
    96. 96. Contracts Short Term:  Better suited for risk averse advertisers because of increased flexibility  Usually provides more signups, but higher churn rates in the long run  Offer short-term contracts with auto-renew functions Long Term  Better suited for advertisers with online experience  Usually provides fewer initial signups, but lower churn rates in the long-run  Offer long-term contracts with short-term cancellation policy
    97. 97. Metrics to share with clients Clicks Impressions Average CPC Ad Rank Cost Spent on Google AdWordsFrequency Send customers reports when they request them Send a weekly/monthly report via the AdWords interface Provide Report Access into the AdWords account Provide your own UI or technology for advertisers to view their reports
    98. 98. Optimization – Hiring an exper Pros:  Reduced need to hire internal operations staff  Can support unexpected spikes in volume or results that exceed projections  Already existing search engine marketing expertise  Fast cycle to launch  Scale is inherent Cons:  Less expertise gained than if running in-house  Less control over operational decisions  Less control over search networks used  New Google products not accessible until built into the AdWords API  May accrue additional costsAt a high level for in-house: Pros:  Building in-house expertise for your business  Complete control over operational functions  Complete control over search networks used  Able to experiment with new Google products not offered by SEM Cons:  Additional headcount needed to run operations  Sales may need to be throttled back if hiring is too slow  Need to acquire search engine marketing implementation expertise  Slower to launch  Scale needs to be planned for - beyond hiring more people
    99. 99. Prising Model Some considerations: Ensure your pricing model fits in with your other product offerings (if you offer other products) Create price points that can be easily explained by your sales force Commonly observed pricing models contain upfront monthly service fees or percent-based markups (10-30%)Examples: 10% mark-up + £50 monthly service fee + £100 monthly budget 30% mark-up + £50 monthly budget £100 one-time set up fee + £50 monthly service fee + £100 monthly budget Deliver 100 clicks for £200 If you decide to bundle your products, here are some considerations: Offer different packages for savvy vs. less savvy customers Allow your sales force to offer customised price packages for higher spend customers
    100. 100. At FH 16.5% commission Plus time to set up, manage and report If we don’t like them a 10% handling fee as well
    101. 101. Good Luck for the Exams!