Google adwords advance program in details e briks infotech
Google AdWords Advanced Tactics
Agenda - Morning
Introduction to online advertising &
Managing Your Account
- Creating an account
- Who are we all?
- Creating a campaign, step-by-step
- Types of online advertising
- Understanding campaign, ad group, and keyword
- Intro to PPC – AdWords, Bing, YSM
- AdWords vs FB vs Linked In, etc
- Basics of pay-per-click advertising
- Introduction to AdWords
- Basic terminology
Creating Your AdWords Account
- Starter vs. Standard edition
- How to create an account
- Proper account structure
- Account organization options
- Editing Campaign Settings
- Editing CPCs
Developing Quality Keyword Lists
- How to Develop a List
- Using the Keyword Tool
- Creating Compelling Ad Text
- Developing ad variations
- Ad writing workshop
Agenda - Afternoon
Tracking ad performance
- Conversion Tracking
- Using the Report Center
- Google Analytics
- Campaign Optimizer
- Increase conversions
- Increase traffic
- Location targeting
- Demographic bidding
- Increase Quality Score
- Organise by Theme/Product/Service
- Improve landing page quality
- Keywords Research
Using the Google Network
- Ad types (Image Ads, Local Business Ads, Mobile Ad,
Click-to-Play Video Ads)
- Placement targeted campaigns
- Include Keywords in Advert
- Use Correct Landing Pages
- Enable Tracking/Conversion
- CPM bidding
Billing & Reports
- Understanding Billing
- Billing Cycle
What is PPC?
Pay per click (PPC) is an Internet
advertising model used on
websites in which advertisers pay
their host only when their advert
Setting PPC Objectives
Critical to decide clear cut-off points before starting
What is your objective in numbers?
How much can you afford to pay for a sale / lead
What’s your current conversion rate on enquiries?
Are you willing to pay €10 for a lead? €50? €108?
What countries are you geo-targeting?
Eg - Can you handle Spanish-language enquiries?
• Bid for your position against the competition
• Higher your bid, higher your position. (1st not always
• Greater competition = greater cost
• No charge if user sees your ad
• Only pay if user visits your website
• Clicks charged direct to credit card
• Simple way to test if your website can work for you
• Requires lots of testing to maximise ROI
You have Total Control – You set the Budget
Campaigns are Measurable
Pay only for results (ie when your advert is
Criteria for Success with Adverts
Solid and Expansive Keyword Research
Deliver Compelling Adverts that Cause Click-Through (CTR)
Creating Effective Landing Pages (that initiate a “conversion”)
Creating Your AdWords Account
Starter versus Standard Editions
Creating an Account
Google AdWords Account Structure
Structure your campaign to mirror your website
Manage multiple accounts with My Client Center
Create separate campaigns for multi-region advertising
Use AdWords Editor to manage your campaign
Google AdWords Account Structure (Example)
- Travel Company
Adgroup Level (Spain)
- Costa del Sol
Creating Your Campaign
Plan, plan and plan some more!
Complete Keyword Research
Decide on your campaign structure
- Does your campaign reflect your business/website?
Develop your campaign BEFORE going to
Foundation of your online marketing campaign (for both
SEO and PPC)
Example “Global Warming” vs “Climate Change”
Draw up your Keyword List
Study your web stats program
Competitors web sites
Use Online Tools to check frequency of use
- GOOGLE KEYWORD TOOL
Create Compelling Ad Text
Be Concise, To the Point
Support claims on landing page
Relevant, accurate text
Repeated punctuation allowed
Targets specific keywords
No double-serving from multiple
Clear & Accurate display URL
Working destination URL
Use Proper Grammar
Capitalise First letter of words
No superlatives/hyperbole allowed
No inappropriate language
Use direct calls to action
No pop-ups on landing page
Follow the Searchers’ Thought Process!
Ad Variations – A/B or Split Testing
(Someone in the class?)
- Cahernane House Hotel
- Create (short) Keyword list
- Develop campaign
- Create Advert copy
- Landing Pages?
Advertisers want to show relevant ads
so that users will click on their ads and
land on their site
Users want to see relevant ads so they
can easily find what they're looking for
in the shortest amount of time.
Google wants the best experience for
both advertisers and users so that
advertisers continue to use the
AdWords program and so users
continue to use Google
CTR is the biggest component in Quality Score.
According to Google “the biggest one by far is CTR”.
By allowing searchers to vote with their clicks, Google gets help
from millions of people in determining which ads are best for each
Work to increase CTR
- Diligently split test ad copy. Often the more profitable ad has a better CTR.
- Theme out ad groups logically, and write ad copy relevant to the keywords bid
- Choose keywords carefully. Often words that are only vaguely relevant work in
content themes, but have poor search Quality Score because of low CTR
Google’s business is built on relevancy, and that’s increasingly
reflected in landing page Quality Score.
Google rewards sites it considers relevant, honest, and authoritative
– not just on the organic side, but with landing page Quality Score
Landing Page quality is essentially pass/fail option.
With a poor landing page quality score, keyword Quality Scores
often stick in the 1 to 2 range and top out at about 4.
Google WANT you to have high QS and will tell you when you do not
How QS Affects Ads
AD RANK = MAX BID X QUALITY SCORE
Cost of Your Ad
Pay the minimum amount necessary to retain your position.
Price (1) x QS (1) > Bid (2) x QS (2)
=> Price (1) = (Bid (2) x QS(2)) / QS (1)
If QS increases then cost descreases.