Google AdWords Seminar Handout

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Google AdWords Seminar Handout

  1. 1. AdWords™ Seminar For Success AdWords 201 1
  2. 2. Housekeeping • Your Materials • The Schedule • The AdWords Credit • I Have Questions!!! • Cell phones to Vibrate, Please 2
  3. 3. Assumptions • You are familiar with the AdWords advertising platform, and/or you took yesterday’s class • You know how to create an AdWords campaign • You know the basics of creating a keyword list and ad creative 3
  4. 4. Geographic Targeting 4
  5. 5. Narrowing Your Focus Source: Advertising Age’s Search Marketing Fact Pack 5
  6. 6. Narrowing Your Focus Source: Advertising Age’s Search Marketing Fact Pack 5
  7. 7. Why This Is Important 6
  8. 8. Why This Is Important 6
  9. 9. Why This Is Important Ability to figure out where people are and target ads there makes AdWords a powerful tool. You do not have to cast the widest net to communicate with potential customers. 6
  10. 10. Google Domain 7
  11. 11. Google Domain 7
  12. 12. Google Domain 7
  13. 13. Google Domain 7
  14. 14. Google Domain 7
  15. 15. Google Preferences 8
  16. 16. Search Terms 9
  17. 17. Internet Protocol (IP) Address Unique identifier for computers on Internet 10
  18. 18. Roadblocks • The searcher's ISP prevents Google from identifying an IP address. • The IP address doesn't match the location of the searcher. • If Google does not recognize a city or town, you won't be able to target an ad there. 11
  19. 19. What Campaign Is Best? • Determine where your customers are. • Where are your products and services sold? • You may benefit from local, national and international campaigns. 12
  20. 20. How You Can Use It • Test marketing messages in small areas before rollout • Test marketing messages for specific areas • Advertise where you are certified to do business/ sell products 13
  21. 21. Campaign Organization Options • Geotargeted campaign, omitting location identifiers in keywords • Non-geotargeted campaign, using location-specific keywords • Combination: higher bids for geotargeted campaigns 14
  22. 22. Common Geographic Identifiers • State (Tennessee, Tenn. , TN) • Counties • Cities • ZIP Codes • Neighborhoods & Local Lingo • Area Codes • Airport Codes 15
  23. 23. Tips • Use location in title/ad text when geotargeting • Consider geography for marketing messages • Consider time zones • Track CTR, conversions, etc. at geographic level 16
  24. 24. Windy Acres German Shepherds They sell: • Puppies, marketed locally • Dog training DVDs They could benefit from: • Local campaign for pups • National campaign for training DVDs 17
  25. 25. Creating a Geotargeted Campaign 18
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  30. 30. 19
  31. 31. 19
  32. 32. 19
  33. 33. 19
  34. 34. 19
  35. 35. 19
  36. 36. 19
  37. 37. Ad Preview Tool 20
  38. 38. Ad Preview Tool 20
  39. 39. Ad Preview Tool 20
  40. 40. Demographic Bidding 21
  41. 41. Overview • Choose Audience by Age and Gender • Available for Content Network Only • Use Demographic Bidding Report • Adjust Bids and Preferences Accordingly 22
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  46. 46. 24
  47. 47. Placement-Targeted Campaigns 25
  48. 48. Placement-Targeted Campaigns • Choose individual sites in content network • Choose by category, topic, URL or demographics 26
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  62. 62. 37
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  64. 64. 39
  65. 65. Networks Tab 40
  66. 66. Networks Tab 40
  67. 67. Site and Category Exclusion 41
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  78. 78. 43
  79. 79. IP Exclusion 44
  80. 80. 45
  81. 81. Position Preference 46
  82. 82. 47
  83. 83. 48
  84. 84. 48
  85. 85. 49
  86. 86. Ad Scheduling 50
  87. 87. 51
  88. 88. 52
  89. 89. 52
  90. 90. 52
  91. 91. 52
  92. 92. 52
  93. 93. 53
  94. 94. Keyword List Optimization 54
  95. 95. 55
  96. 96. Wordtracker 56
  97. 97. KeywordDiscovery.com 57
  98. 98. KeywordSpy.com 58
  99. 99. SpyFu.com 59
  100. 100. Search-Based Keyword Tool 60
  101. 101. Search-Based Keyword Tool 60
  102. 102. Insights for Search 61
  103. 103. Keyword List Generator 62
  104. 104. Dynamic Keyword Insertion 63
  105. 105. Dynamic Keyword Insertion 63
  106. 106. Dynamic Keyword Insertion 63
  107. 107. Formatting Guidelines {keyword:default text} • Braces { }: Braces & enclosed text are body of tag. Replaced by keyword that triggers ad. • Colon (:): Use one colon, no spacing. • Default Text: Text after colon appears if system cannot insert appropriate trigger keyword. This is wrong> 64
  108. 108. Capitalization • keyword = wii fit • Keyword = Wii fit (first letter of first word) • KeyWord = Wii Fit (first letter of each word) • KEYword = WII fit (all letters of first word) • KeyWORD = Wii FIT (first letter of first word, all of others) • KEYWORD = WII FIT (all letters of all words) 65
  109. 109. Example Ad Text Would Read: {KeyWord:Cheap Video Games} Huge selection for Wii & PS3. {Keyword:All games} in stock. Free shipping! Your-Site.com 66
  110. 110. Keyword: [Quantum of Solace] Ad Would Say: Quantum Of Solace Huge selection for Wii & PS3. All games in stock. Free shipping! Your-Site.com 67
  111. 111. Keyword: [James Bond 007: Quantum of Solace] Ad Would Say: Cheap Video Games Huge selection for Wii & PS3. All games in stock. Free shipping! Your-Site.com 68
  112. 112. How to Self- Diagnose 69
  113. 113. Diagnosing a Tanking Keyword 1. Check Keyword Analysis 70
  114. 114. Diagnosing a Tanking Keyword 1. Check Keyword Analysis 70
  115. 115. 2. Look For Account Changes 71
  116. 116. 2. Look For Account Changes 71
  117. 117. 2. Look For Account Changes 71
  118. 118. 3. Look For Website Changes 72
  119. 119. Why Can’t I See My Ad? • Daily budget too low • The max CPC higher than daily budget • Keyword deleted or inactive • Missing ad text or keywords • Ad is disapproved • Ad is on Content Network • IP unknown or outside target area • Campaign has ended • Ad not on first page • Campaign/Ad Group paused or deleted • Browser page not • Missing credit card refreshing information 73
  120. 120. Disapproved Ads Tool Find out if your ads have been disapproved. 74
  121. 121. Disapproved Ads Tool Find out if your ads have been disapproved. 74
  122. 122. Ads Diagnostic Tool 75
  123. 123. Ads Diagnostic Tool 75
  124. 124. 76
  125. 125. 76
  126. 126. 76
  127. 127. AdWords Editor 77
  128. 128. Why I Like AdWords Editor • Free • Platform Agnostic: Mac or PC • Work Offline (Fast) • Ability to Make Bulk Changes • Save Account Backups • Collaboration 78
  129. 129. 79
  130. 130. Get Recent Changes 80
  131. 131. Manage Campaigns 81
  132. 132. Manage Ad Groups 82
  133. 133. Manage Ads 83
  134. 134. Manage Ads 83
  135. 135. Manage Ads 83
  136. 136. Manage Ads 83
  137. 137. Manage Keywords 84
  138. 138. Manage Negative Keywords 85
  139. 139. Manage Placements 86
  140. 140. Advanced Search 87
  141. 141. Collaboration • Edit Account in AdWords Editor. (Don't Post) • Export changes using File > Export for Sharing. (Draft campaigns aren't included ; change to 'Active' to include) • Email AdWords Editor Share (AES) file to collaborator. • Collaborator imports AES file into AdWords Editor and reviews . • Collaborator can post changes, export and share with others or return file to you. 88
  142. 142. This Economy Sucks. 89
  143. 143. Advertising in a Down Economy • Focus ads on low prices and savings • Use value-related keywords • Make sure ad groups are targeted and relevant • Don't waste money on irrelevant clicks • Make it easy for customers to buy • Focus money on high-performers 90
  144. 144. Holidays and Your CPC 91
  145. 145. Understanding ROI ROI = Profit/AdWords Spend 92
  146. 146. What’s a Keyword Worth? #1: Calculate Profit Before Advertising Costs • Determine profit per sale from knowledge of your business. • Find number of AdWords sales from Google Analytics and Conversion Tracking. • Take profit per sale, multiply by number of sales to calculate gross profit before advertising costs. 93
  147. 147. Example: • $1,000 Profit Per Sale • x 1,000 Sales • = $1,000,000 Gross Profit (before advertising costs) 94
  148. 148. How Do I Know What to Bid? #2: Calculate Value - Per Click • Value Per Click = Profit, Before Advertising Costs, Divided by Number of Clicks. • Ensure Max CPC Bid < Value Per Click! 95
  149. 149. Example: • $100 gross profit • Divided by 5 clicks • Equals $20 per click So don’t bid more than $20 per click! 96
  150. 150. How Do I Know What to Bid? • #3: As You Work With Max CPC Bids: • If profit increases, increase bid. • If profit decreases, decrease bid. • Trial and error until maximum profitability. 97
  151. 151. No Conversion Data Average Keyword Impressions Clicks CTR Cost CPC buy eggs 10,000 250 2.5% $250 $1 buy organic 10,000 500 5% $250 $0.50 eggs 98
  152. 152. With Conversion Data Conversions Conversion Conversion Conversion Cost Per Profit Per Keyword ROI Rate buy eggs 10 4% $25 $50 200% buy organic 50 10% $5 $5 100% eggs 99
  153. 153. Bid Simulator 100
  154. 154. Bid Simulator 100
  155. 155. 101
  156. 156. Other Bidding Options 102
  157. 157. Automatic Bidding • Formerly known as Budget Optimizer™ • No individual bids for ad groups, keywords, or placements • Automatically adjusts keyword CPC to help campaign get the most clicks possible within budget over 30 days • Goal is to receive most traffic possible within budget, not achieve specific ad position or conversion rate 103
  158. 158. 104
  159. 159. Another Pricing Model: CPM 105
  160. 160. Cost per thousand impressions Available for placement-targeted campaigns Set the maximum bid for 1,000 ad impressions. An impression is counted when a Web page serves an ad, clicked on or not. 106
  161. 161. How Does Google Compare? • Effective CPM (eCPM) for keyword-targeted ads • Considers CPC, CTR, and other relevance factors across 1,000 impressions • Result = eCPM • eCPMs compared to each other and max CPM of competing placement-targeted ads • Highest ranking ad wins 107
  162. 162. Conversion Optimizer 108
  163. 163. 109
  164. 164. Who Should Use It? • 15+ conversions in last 30 days • Tracking CPA • Steady conversion rate 110
  165. 165. How Does it Work? • Conversion predictions • Generates unique CPC bids based on predicted conversion rate • Works toward a CPA goal 111
  166. 166. How Are Conversions Predicted? • Search query • Searcher’s location • Type of site on content network 112
  167. 167. Caveats • Must have 15 conversions in last 30 days • No seasonality • Does not support: • Placement targeting • Setting separate content bids • Position Preference • Advanced Ad Scheduling 113
  168. 168. How To Increase Conversions • Increase budget • Raise CPC bids • Advertise on Content Network • Add more keywords • Combine similar campaigns • Track more frequent events 114
  169. 169. Keeping Your Conversion Rate • “Safe” Changes: • Edit CPA bid • Create Ad Groups • Add/delete keywords • “Risky” Changes: • Move conversion tracking code  • Change site structure or layout • Large ad text changes • Move Ad Groups to new campaign 115
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  171. 171. 116
  172. 172. Website Optimizer Website Optimizer Seminar for Success: google.com/awseminars 117
  173. 173. Website Optimizer • Free tool to understand and improve website • Allows simultaneous testing of Web page sections • No direct effect; you must manage the testing and changes • Optimizing landing page for conversions should improve ROI 118
  174. 174. Features Overview • No Limit on Incoming Traffic • Works With All Analytics Solutions • Tests All Traffic, Not Just AdWords • Up to 10,000 Combinations Per Test • Run “Follow-Up” Experiments Between Winner and Original • Tests Can Have Non-Page-Based Conversion Events 119
  175. 175. Before 120
  176. 176. After 121
  177. 177. What Should You Test? • Titles • Images • Layout Or: • Selling Proposition • Conversion Incentives 122
  178. 178. Testing Tips • Test Small Number of Variations • Test Big Changes • Consider Early Indicators If Not Enough Conversions • Don’t Jump to Conclusions 123
  179. 179. Two Types of Experiments A/B • Simpler Setup • Better for Low-Traffic Sites • Allows Testing of Page Layout/Design Multivariate • More Flexible Setup Process • Test Combinations of Page Elements 124
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  191. 191. Study Other Landing Pages 126
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  197. 197. 132
  198. 198. Managing Accounts 133
  199. 199. MCC Dashboard 134
  200. 200. Template Center 135
  201. 201. 136
  202. 202. 136
  203. 203. AdWords API Allows two systems to talk with each another 137
  204. 204. What’s a Web Service? A standardized way of integrating Web-based applications. Web services allow organizations to communicate data without intimate knowledge of IT systems behind the firewall. 138
  205. 205. 139
  206. 206. What’s It For? Automation: • Generation & Retrieval of Custom Reports • Bid Management Processes • Complex Inventory Control Processes That May Pause or Resume Campaigns • Generation & Expansion of Keyword Lists • Customization of Text Ad Creative 140
  207. 207. Who Is It For? • Developers • Advertisers with thousands or millions of products • MCC account holders 141
  208. 208. How It’s Billed • Quota-Based • Each Operation Consumes API Units • Some Operations Consume One Unit; Others Consume More • Billed .25 Cents Per Thousand API Units Consumed • Some Advertisers Eligible for Limited Free Quota Allocations 142
  209. 209. Television Ads 143
  210. 210. How Do Television Ads Work? • Partnership with Dish Network • No bundling or contracts • Good for smaller advertisers, shorter tests 144
  211. 211. How Do Television Ads Work? • Ad variations: 15, 30, 45, 60, 90 & 120 seconds • Recommended minimum pricing $150/day • Ads Diagnostic Tool ties in 145
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  221. 221. Ad Creation Marketplace 147
  222. 222. Search Engine Optimization 148
  223. 223. Search Engine Optimization • Original, Keyword-Rich Content • Website Coding/ Semantic Structure • Backlinks • Search Engine Friendly URLs • Unique Meta Descriptions • Smart Page Titles 149
  224. 224. Link Bait 150
  225. 225. Link Bait 150
  226. 226. No Nos 151
  227. 227. No Nos 151
  228. 228. No Nos 151
  229. 229. No Nos 151
  230. 230. Examples 152
  231. 231. Examples 152
  232. 232. Examples 152
  233. 233. Examples 152
  234. 234. Examples 152
  235. 235. Examples 152
  236. 236. Examples 152
  237. 237. Examples 152
  238. 238. Examples 152
  239. 239. Examples 152
  240. 240. Examples 152
  241. 241. Examples 152
  242. 242. Examples 152
  243. 243. Examples 152
  244. 244. Examples 152
  245. 245. YouTube 153
  246. 246. To-Dos & Resources 154
  247. 247. To-Dos • Build your keyword list using third party tools • Download AdWords Editor • Sign up for My Client Center • Evaluate ROI; adjust bids and campaign structure accordingly • Optimize website for search engine visibility 155
  248. 248. Resources • AdWords Help Center: http://adwords.google.com/support/ • Google Insights for Search: http://www.google.com/insights/search/# • Inside AdWords (official blog): http://adwords.blogspot.com/ • See full list on your USB 156
  249. 249. Thank You! Stasia Holdren PPC-Boot-Camp.com stasia@ppc-boot-camp.com 157
  250. 250. Q&A 158

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