Google AdWords 201 Training Course from ivantage

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GOOGLE ADWORDS (201) INTERMEDIATE TRAINING COURSE
Refining, optimising and extending campaigns

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Google AdWords 201 Training Course from ivantage

  1. 1. www.ivantage.co.uk www.ivantage.co.uk Google AdWords 201 Building Profitable Paid Search Campaigns 1 Ma# Trimmer Principal Consultant & Managing Director Slides: hAp://www.slideshare.net/ivantage WIFI (for your own laptops): TOG or TOG5 TOGether
  2. 2. www.ivantage.co.uk www.slideshare.net/ivantage 2
  3. 3. www.ivantage.co.uk www.slideshare.net/ivantage 3
  4. 4. www.ivantage.co.uk Ivantage training courses Google AdWords Training §  AdWords 101: IntroducIon to Paid Search Management §  AdWords 201: Building Profitable Paid Search Campaigns §  AdWords 301: Advanced OpImisaIon Techniques §  AdWords 302: Advanced Conversion OpImisaIon Google AnalyIcs Training §  AnalyIcs 101: IntroducIon & User Training §  AnalyIcs 201: Advanced Analysis & Measurement – 1 §  AnalyIcs 202: Advanced Analysis & Measurement – 2 §  AnalyIcs 301: Advanced Tracking & Technical ImplementaIons 4
  5. 5. www.ivantage.co.uk Today’s Timing §  Start 9:30 §  Morning Break 11:15 – 11:30 §  Lunch 12:45 – 13:45 §  AVernoon Break 15:15 – 15:30 §  Q&A 16:30 §  Finish 17:00 §  Drinks §  Lunch §  Toilets §  Fire Exit 5
  6. 6. www.ivantage.co.uk Session 1 – Developing keyword ideas, quality score, common problems §  Understanding how people search §  Refining and opImising your keyword lists §  Google suggesIve text §  Google Trends §  Search query reports §  Understanding quality score and why it is important §  Discover what influences quality score §  How to self diagnose problems §  Why can’t I see my ad? §  Why is my quality score low? §  Disapproved ads §  Ads diagnosIc tool §  Ad scheduling by Ime of day (day parIng) 6
  7. 7. www.ivantage.co.uk Session 2 – How to use the Google Display network §  The Google Display Network §  Controlling the reach of your campaigns §  Contextually targeted campaigns §  Placement targeted campaigns §  Using the AdWords Display Planner §  Demographic targeIng §  Exclusion opIons §  Display ad builder 7
  8. 8. www.ivantage.co.uk Session 3 – Saving you Ime with the AdWords Editor §  Installing AdWords Editor §  How to use AdWords Editor effecIvely §  Maintaining your keywords §  Bulk updated to ad copy §  CreaIng new adgroups §  Advanced bid changes §  Checking for duplicate keywords 8
  9. 9. www.ivantage.co.uk Session 4 – RemarkeIng campaigns, DKI, maximising your return §  CreaIng remarkeIng campaigns §  How to setup your remarkeIng tags §  How to create your remarkeIng lists §  CreaIng highly targeted combinaIons §  Dynamic keyword inserIon §  Understanding ROAS §  Making the most of your available budget §  Impression share reports §  Review acIon plan §  Open Q&A §  Feedback and wrap-up 9
  10. 10. www.ivantage.co.uk IntroducIons §  First §  Me (Sharron Lonsdale) & ivantage overview §  In a moment §  You §  Your role §  Your business & website §  Your experience of AdWords to date §  Your objecIves for aAending today §  Any parIcular quesIons/issues you hope to resolve today §  One search term that you would like your ads to appear for 10
  11. 11. www.ivantage.co.uk IntroducIons – your turn §  You §  Your role §  Your business & website §  Your experience of AdWords to date §  Your objecIves for aAending today §  Any parIcular quesIons/issues you hope to resolve today §  One search term that you would like your ads to appear for 11
  12. 12. www.ivantage.co.uk Understanding how people search §  We all think differently §  We all ask quesIons differently §  This is reflected in the way we search §  Imagine it is Mother’s Day and you want to send some flowers to your mother in Manchester Manchester florist Flower delivery in Manchester Flower delivery service Manchester Interflora Manchester Flowers for mothers day Where do I find a Manchester florist NaIonwide flower delivery 12
  13. 13. www.ivantage.co.uk Understanding how people search §  Search queries tend to fall into one of several categories §  The product or service needed §  Dining table §  DenIst in … §  The problem that needs to be solved §  Slow computer §  Burst water pipes §  InformaIon needed (how, when, where, what, why) §  What causes Iredness §  Ideas for a dinner party §  A product name or product part §  MFC-620CN ink cartridge §  Nike air max trainers 13
  14. 14. www.ivantage.co.uk Understanding how people search §  However people search, they have an expectaIon §  They want an answer to their quesIon or to find the product §  Your advert needs to be relevant to their current need §  Catch their aAenIon §  Say why you have the answer they are looking for §  Whilst being honest and truthful §  Clicking on your ad is like a customer walking through your shop door §  The bonus is that you have an understanding of what they are looking for so you can take them straight to the best department 14
  15. 15. www.ivantage.co.uk Searcher – adverIser – Google relaIonship This is why “Relevance is King!” 15 The searcher wants to find what they are looking for as easily as possible AdverCsers want to display relevant ads when someone is looking for their products/service Google wants the searcher to return and use Google for their next search
  16. 16. www.ivantage.co.uk Refining and opImising your keyword lists §  Keyword research is a conInuous process §  There are limitless combinaIons of search queries §  Approx 20% of searches each day are new in last 3 months §  Other Google tools available to help you §  Google suggesIve text §  Google Trends §  Search query reports 16
  17. 17. www.ivantage.co.uk Google suggesIve text §  Start to type your keyword into Google 17
  18. 18. www.ivantage.co.uk Google Trends §  Compares search volume paAerns across specific regions , categories, Ime frames and properIes §  IdenIfy seasonal fluctuaIons to ensure campaigns have sufficient budgets during peak Imes §  Data from 2004 as well as a 12 month forecast §  All data is relaIve not absolute values §  A list of “rising searches”, idenIfies terms with significant growth 18
  19. 19. www.ivantage.co.uk Google Trends - example 19
  20. 20. www.ivantage.co.uk Google Trends - exercise §  Search for “google trends” §  Enter your main keywords for your target locaIon §  See what underlying trends there are in traffic §  Any rising keywords you need to consider adding to your campaigns? §  Compare your brand name with your compeItors §  If you sell branded products compare the popularity of these brands §  If you target mulIple countries compare your main keyword across regions 20
  21. 21. www.ivantage.co.uk Search query reports §  These provides a goldmine of informaIon §  IdenIfies the actual search query that resulted in an ad click §  Broad and phrase match keywords will have triggered your ad for many search queries §  Run the report for all keywords or a specific keyword §  Add relevant search queries to your keyword list §  Add irrelevant keywords as negaIves §  Make sure you also look at conversions 21
  22. 22. www.ivantage.co.uk Search query reports §  You can add keywords directly into your account §  Keywords default to broad match §  NegaIve keywords default to exact match §  If the search query is more than 10 words or 80 characters, shorten it and add as phrase match §  You can add negaIves to the adgroup, campaign or a negaIve keyword list §  Found on the keywords tab under keyword details 22
  23. 23. www.ivantage.co.uk Search query reports - example 23 §  SQR report for the keyword +leather +wallets
  24. 24. www.ivantage.co.uk Search query reports - exercise §  Change your Ime frame to all Ime §  Sort keywords by impressions or clicks §  Run the search query report for your main broad/phrase match keywords §  Add relevant keywords to your adgroup §  Add irrelevant keywords as negaIves §  Share some examples of broad matching 24
  25. 25. www.ivantage.co.uk Understanding quality score §  Quality score is an important factor in your account §  It is Google’s measurement of relevance §  It is dynamically refined each Ime a search matches with one of your keywords §  You can see your quality scores on the keywords tab §  It is not displayed by default so enable this column §  It is displayed as a whole number 1 – 10 1 – 4 disappoinIng, acIon is required 5 – 7 OK, room for improvement 8 – 10 great, this is your target 25
  26. 26. www.ivantage.co.uk Why is quality score important? §  Quality score affects the following: §  It determines if your keyword is eligible to enter the aucIon §  Keywords with a low quality score will oVen not enter the aucIon even though eligible §  It is used to determine the ad ranking (posiIon on the page) §  It affects the actual amount you pay for a click §  First page bid and top of page bid esImates are also affected by quality score 26
  27. 27. www.ivantage.co.uk What influences quality score? §  Factors affecIng quality score §  Keywords CTR, the higher the beAer (this is normalised by posiIon) §  How relevant your keyword is to your ad copy §  How relevant your keyword is to the search term §  Landing page relevance §  Landing page load Imes §  Geographic performance §  Device performance §  Your use of ad extensions §  Other relevance factors 27
  28. 28. www.ivantage.co.uk How to self diagnose problems §  Why can’t I see my ad? §  Why is my quality score low? §  Disapproved ads §  Ads diagnosIc tool 28
  29. 29. www.ivantage.co.uk Why can’t I see my ads? §  Several reasons why this might happen §  A new ad may sIll be under review §  Your campaign may have reached the daily budget §  Hover over the speech bubble next to a keyword for this ad to find out more 29
  30. 30. www.ivantage.co.uk Why is my quality score low & how to improve it §  You may find it useful to create a filter to display all keywords with a quality score of 4 or less §  IdenIfy those that have a poor CTR §  Is the ad text relevant to the keyword? §  Is the ad text compelling? §  Write new ad copy §  Is the ad being triggered by irrelevant searches? §  Run search query reports and add negaIve keywords to prevent this §  Are all the keywords in the adgroup closely related? §  Split the keywords into 2 or more adgroups §  If all else fails §  Pause them 30
  31. 31. www.ivantage.co.uk Disapproved ads §  Alerts and emails are sent for disapproved ads §  You can create a filter to see disapproved ads §  Hover over the speech bubble to see why §  Edit your ad and it will be reviewed again 31
  32. 32. www.ivantage.co.uk Ads diagnosIc tool §  Check on your ad without affecIng its performance §  Searching will increase impressions without clicks §  To check an ad use the ad diagnosIc tool §  Allows you to simulate a search in another locaIon §  Allows you to simulate results on a mobile device §  Available from Tools or §  Select keyword speech bubble 32
  33. 33. www.ivantage.co.uk Ads diagnosIc tool §  Preview the results with your sesngs 33
  34. 34. www.ivantage.co.uk Ad scheduling §  This is found in the campaign sesngs – ad schedule §  Ad scheduling defaults to 24/7 §  May want to only run ads during office hours or weekends only §  You may want to adjust bids at different Imes of the day §  Use the dimension tab to run a report by §  day of week §  hour of day 34
  35. 35. www.ivantage.co.uk Ad scheduling §  Edit ad schedule to choose different Ime ranges §  Select the days and hours for your campaign to run (or when you want to adjust bids 35
  36. 36. www.ivantage.co.uk Ad scheduling – bid adjustments §  Adjust bids for different Imes of the day 36
  37. 37. www.ivantage.co.uk Ad scheduling - exercise §  Schedule your ads to run 8:00 am to midnight all days §  Adjust bids +20% in the evenings and at weekends 37
  38. 38. www.ivantage.co.uk Break Ime §  15 Mins 38
  39. 39. www.ivantage.co.uk The Google Display Network §  The Google Display network is made of millions of “placements” §  Allows you to reach potenIal customers at different points of the buying cycle §  Its all about displaying your advert to your potenIal customer §  e.g. If someone is reading an arIcle about eye health §  Placements can be §  Websites §  Online games §  Web feeds §  Online video sites (e.g. youtube.com) 39
  40. 40. www.ivantage.co.uk The Google Display Network §  Relevant sites are found based on the themes in your keyword list §  Placements can be used to target specific website §  Audiences can be used to idenIfy users based on their interests §  Start with search campaigns and then try display campaigns later §  More ad formats are available than for search campaigns §  Text §  Image §  Flash §  Video 40
  41. 41. www.ivantage.co.uk Display Network - Text Ads 41
  42. 42. www.ivantage.co.uk Display Network - Image and Video Ad Formats §  Choice of ad sizes §  Ad gallery with many templates 42
  43. 43. www.ivantage.co.uk Display Network - Image and Video Ad Formats 43
  44. 44. www.ivantage.co.uk Google Display Network Image Ads 44
  45. 45. www.ivantage.co.uk Controlling Where on the Display Network §  Recommend having separate search and display campaigns §  When creaIng a new campaign select the Display network 45
  46. 46. www.ivantage.co.uk Controlling Where on the Display Network §  Each adgroup defines its own reach §  Keywords are always used for targeIng (if supplied) §  You can add addiIonal criteria 46
  47. 47. www.ivantage.co.uk SelecIng keywords for the Google Display Network §  Create themed adgroups §  Select keywords to describe the theme – no long tailing §  All keywords are considered as broad match §  Google will match your ads to pages and websites about this theme §  You will see where ads appear as automaIc placements §  Think outside the box – be creaIve §  Selling nightwear you can target ‘hospital packing lists’ §  Selling music fesIval Ickets you can target ‘rock music’, ’urban music’ §  An adult educaIon center you can target ‘redundancy’ 47
  48. 48. www.ivantage.co.uk Contextually targeted campaigns §  Create adgroups combining keyword themes and topics §  If you sell a healthy snack bar School lunch box adgroup Keywords ‘healthy snacks’ Topic ‘parenIng’ Walkers adgroup Keywords ‘healthy snacks’ Topic ‘hiking and camping’ 48
  49. 49. www.ivantage.co.uk Placement targeted campaigns §  Select specific placements where you want ads to appear §  These placements are listed as managed placements 49
  50. 50. www.ivantage.co.uk Create a display network campaign - exercise §  Create a display network campaign §  Create an adgroup which uses keywords and topics 50
  51. 51. www.ivantage.co.uk Placement performance §  You can see the actual pages where ads were displayed §  Add relevant URLs to your managed placement list §  Exclude irrelevant placements 51
  52. 52. www.ivantage.co.uk Find placements with the Display Planner 52 §  Use words or phrases to generate ideas §  Enter any website to find ideas based on the content of the page §  Used predefined categories to find keywords
  53. 53. www.ivantage.co.uk Find placements with the Display Planner §  Provides a list of possible placements for you to select 53
  54. 54. www.ivantage.co.uk Create a display network campaign - exercise §  Use the placement tool to find some relevant sites to adverIse on §  Create a second adgroup which targets these placements 54
  55. 55. www.ivantage.co.uk Demographic targeIng §  Allows you to reach people of a certain age or gender §  Uses informaIon from the web or mobile app §  Can greatly cut down your ad exposure 55
  56. 56. www.ivantage.co.uk Demographic targeIng - exercise §  Update your adgroup to target men only §  Update your adgroup to bid 10% higher for age 25-34 56
  57. 57. www.ivantage.co.uk Exclusions §  NegaIves are just as important for display campaigns as they are for search campaigns §  However there are more to think about §  NegaIve keywords §  Excluded placements §  Excluded topics §  If you do not want your ads to appear on mobile apps you need to add the following negaIve placement §  adsenseformobileapps.com 57
  58. 58. www.ivantage.co.uk Display campaign exclusions - exercise §  Add some negaIve keywords to your contextual adgroup e.g. forums, jobs §  Add some negaIve placements to your placement targeted adgroup e.g. adsenseformobileapps.com 58
  59. 59. www.ivantage.co.uk Display Ad Builder §  This tool allows you to easily create an image ad from a text ad §  In a display campaign select a text ad §  Select more acIons > Generate display ad 59
  60. 60. www.ivantage.co.uk Display ad builder - exercise §  Create a display ad from a text ad you created earlier 60
  61. 61. www.ivantage.co.uk Lunch 61
  62. 62. www.ivantage.co.uk Installing AdWords editor §  Download and Install the Adwords Editor §  Search for “Adwords Editor” §  Select results and follow instrucIons 62
  63. 63. www.ivantage.co.uk What is the AdWords Editor §  Free downloadable applicaIon for managing your accounts §  Allows you keep working when you are offline §  Use bulk ediIng tools to quickly make mulIple changes §  Export and import files to share proposals or make changes to an account §  View staIsIcs for all campaigns §  Copy and move items between campaigns and adgroups §  Find duplicate keywords 63
  64. 64. www.ivantage.co.uk AdWords Editor synchronising the data §  First Ime you need to associate your AdWords account with AdWords Editor §  Use the account manager §  Enter credenIals and download all campaigns §  As you make changes they are automaIcally saved locally §  They will not go live unIl you post them §  Each Ime you work in Editor, get the latest changes 64
  65. 65. www.ivantage.co.uk AdWords Editor view 65
  66. 66. www.ivantage.co.uk AdWords Editor navigaIon §  Tree view navigaIon for campaigns and adgroups §  Select the campaign or adgroup, which is then displayed in the main window §  The Type list allows you to change the data view. §  Double click an item to pop-out a window. This allows you to use a pop-out view of your keywords while you write an ad §  Each item window shows the number of items for your view or search 66
  67. 67. www.ivantage.co.uk AdWords Editor navigaIon §  Columns can be customised on each view (down arrow) §  Column widths can be changed §  Use drag and drop to rearrange columns §  Visual cues show what has changed §  + added item §  - deleted item §  ∆ edited item 67
  68. 68. www.ivantage.co.uk Add new keywords §  You can add an individual keyword §  You can import keywords in bulk §  Navigate to the keywords view, make mulIple changes §  Allows you to paste large amounts of data from a spreadsheet §  Include keyword match types and bids or edit in bulk aVerwards 68
  69. 69. www.ivantage.co.uk AdWords Editor add new keywords - exercise §  Add an individual keyword to your adgroup §  Bulk add several keywords to your adgroup and change the match type 69
  70. 70. www.ivantage.co.uk Appending text to keywords §  You can append text to keywords §  Many customers append a locaIon onto their search term §  Select your keywords and enter the text to add §  Ensure that you choose to duplicate keywords and add to duplicates 70
  71. 71. www.ivantage.co.uk Appending text to final urls §  You can append text to desInaIon URLs §  Many customers use tracking parameters for internal systems §  Select your desInaIon URLs and enter the text to add 71
  72. 72. www.ivantage.co.uk AdWords Editor append funcIon - exercise §  Add new keywords with an append/prepend value e.g. buy, london, luxury 72
  73. 73. www.ivantage.co.uk Create new ads §  You can add an individual advert §  You can copy an exisIng ad and then make changes to the copied version 73
  74. 74. www.ivantage.co.uk AdWords Editor add new ads - exercise §  Create a new advert in your adgroup §  Copy an exisIng ad and then make changes to this new ad 74
  75. 75. www.ivantage.co.uk Bulk update ad text §  Image you have 100’s of adverts promoIng your 25% off sale §  Now your sale has changed to 33% - don’t panic! §  Select account level §  Select the ads view §  Select all ads (edit > select all, or Ctrl A) §  Select replace text §  Replace 25% with 33% §  Ensure the scope of the change is correct 75
  76. 76. www.ivantage.co.uk Create new adgroups based on exisIng adgroup §  You can copy an adgroup §  All keywords, ads etc. are also copied §  Use replace text to update your keywords §  Update your ad copy and desInaIon URLs §  Useful for replicaIng by colour, size, locaIon, model number 76
  77. 77. www.ivantage.co.uk AdWords Editor copy adgroups - exercise §  Copy an exisIng adgroup §  Use the replace text to update the keywords to the new adgroup theme §  Update your ads and desInaIon URL 77
  78. 78. www.ivantage.co.uk Download performance staIsIcs §  All online performance metrics can be downloaded §  Pre-defined date ranges or custom range §  These will not include today’s data 78
  79. 79. www.ivantage.co.uk Advanced bid changes §  You may want to increase the bid of all keywords below posiIon 6 to improve their page posiIon §  Sort by average posiIon (add column if not displayed) §  Select all keywords lower than 6 §  Select advanced bid changes §  Increase bids by an amount or % §  Use constraints if required 79
  80. 80. www.ivantage.co.uk AdWords Editor advanced bid changes - exercise §  Select some keywords and increase their bids by 15% §  Select all keywords and increase to their first page bid esImates §  Select keywords which you feel are highly relevant and raise bids to their top of page esImate 80
  81. 81. www.ivantage.co.uk Checking for duplicate keywords §  AdWords Editor lets you check for duplicate keywords in your account §  This is not available in the online system §  Available from tools menu §  Ensure you select compeIng campaigns §  Pause the duplicate keywords 81
  82. 82. www.ivantage.co.uk AdWords Editor duplicate keywords - exercise §  Run the duplicate keyword check and pause keywords as required 82
  83. 83. www.ivantage.co.uk Break Ime §  15 Mins 83
  84. 84. www.ivantage.co.uk 84 RemarkeIng campaigns §  RemarkeIng allow you to display ads to previous visitors of your site §  How it works: §  A person visits your website and is tagged with remarkeIng code §  They can have arrived at your site through any route §  Adverts can then be displayed to tagged visitors (audiences) §  It’s like a ‘reminder’ as people visit other websites §  A key thing is not to stalk people and freak them out or annoy them!
  85. 85. www.ivantage.co.uk 85 CreaIng your audiences §  An audience is any group of visitors you want to remarket to §  All visitors to the site §  Visitors to a specific area of category §  Visitors who added an item into their basket §  Visitors who purchased a parIcular product §  Visitors who started but did not complete a form §  Visitors who viewed more than 2 pages §  Visitors who spent more than 1 minute on the site §  Visitors who came from an email campaign §  Audiences can be created in 2 ways §  Using an addiIonal site wide tag §  UpdaIng your exisIng Google AnalyIcs tag
  86. 86. www.ivantage.co.uk 86 CreaIng your audiences – site wide tag §  Firstly you need to add a remarkeIng tag to your site §  Create a new remarkeIng list §  This will default to all visitors §  This will provide you with the tag to add to your site §  Visitors are tagged for 30 days by default
  87. 87. www.ivantage.co.uk 87 CreaIng your audiences – site wide tag §  The code needs to be added to all pages on your site
  88. 88. www.ivantage.co.uk 88 CreaIng your audiences – site wide tag §  Define addiIonal audiences based on urls §  Visitors who added an item to their basket
  89. 89. www.ivantage.co.uk 89 CreaIng your audiences – site wide tag §  Visitors to a specific category/secIon of your site
  90. 90. www.ivantage.co.uk 90 CreaIng your audiences – using Google AnalyIcs §  Firstly you need to enable remarkeIng data collecIon in your Google AnalyIcs account
  91. 91. www.ivantage.co.uk 91 CreaIng your audiences – using Google AnalyIcs §  Property sesngs > RemarkeIng audiences §  Once created they are visible in your AdWords account
  92. 92. www.ivantage.co.uk 92 CreaIng your audiences – using Google AnalyIcs
  93. 93. www.ivantage.co.uk 93 CreaIng your audiences – using Google AnalyIcs §  Using advanced builds
  94. 94. www.ivantage.co.uk 94 CreaIng your audiences – using Google AnalyIcs §  Examples of advanced remarkeIng targets §  Visitors who spent more than x seconds on the site §  Visitors who viewed more than x pages §  Visitors who responded to email#1, give them msg#2 §  Visitors who used the site search §  Visitors from a list of service providers §  Visitors who purchased product x
  95. 95. www.ivantage.co.uk 95 Target your audiences §  Create an adgroup which uses your audience §  An audience has to be greater than 100 in size before it will be used §  You can control how many Imes people see a remarkeIng advert §  This is controlled on the campaign sesngs – use it!
  96. 96. www.ivantage.co.uk 96 Messages for your audiences §  Think about what message you want to give §  Abandoned cart §  Don’t forget to buy your … §  Come back and … §  Use code XYZ for extra 10% discount if you order today
  97. 97. www.ivantage.co.uk 97 RemarkeIng - combining audiences §  Audiences can be combined to make more relevant targeIng §  Visitors who added the item to their basket but did not checkout §  Visitors who started to checkout but did not complete the process §  Your adgroup then targets this combinaIon
  98. 98. www.ivantage.co.uk Dynamic keyword inserIon §  Allows Adwords to insert the keyword that triggered your ad into the ad text §  Can make the ad appear more relevant §  Search terms are displayed in bold §  Works best with exact match keywords §  OVen improves the CTR of your ad, which can reduce your CPC §  If the triggered keyword cannot be inserted, the default text is displayed §  More than allowed number of characters §  Misspelled keywords §  Trademarked term §  Can be used in any part of the ad text §  Check how each keyword would look!! 98
  99. 99. www.ivantage.co.uk Dynamic keyword inserIon - syntax {KeyWord:The Default Text} 99
  100. 100. www.ivantage.co.uk Examples of keyword inserIon If the keyword that triggers the ad is kids vitamins 100 If the keyword that triggers the ad is vitamins for kids If the keyword that triggers the ad is toddler mulIvitamins
  101. 101. www.ivantage.co.uk Using the Keyword InserIon Tag §  {KeyWord:Default Text} keyword - no capitalisaIon, all inserted words(s) are in lower case Keyword - The first leAer of the first word is capitalised KeyWord - The First LeAer Of Every Word Is Capitalised KEYWord - EVERY LeAer In The First Word Is Capitalised And The First LeAer Of Every Other Word KeyWORD - The FIRST LETTER OF THE FIRST WORD AND EVERY OTHER WORD KEYWORD - The First LeAer Of Every Word Is Capitalised 101
  102. 102. www.ivantage.co.uk Dynamic keyword inserIon - exercise §  Create a new ad in one of your adgroups using dynamic keyword inserIon §  Monitor the performance of this ad versus the staIc ad 102
  103. 103. www.ivantage.co.uk Understanding ROAS §  Return on Ad Spend- ROAS §  ROAS is the raIo of your revenue to your cost §  It shows the real affect your adverIsing has on your business §  You can use ROAS to decide how to allocate your budgets ROAS = revenue/ cost If £100 click cost generates £350 revenue ROAS = 350 / 100 = 350% 103
  104. 104. www.ivantage.co.uk Measuring ROAS in AdWords §  In AdWords if tracking conversions we can view conversion data §  Cost £543.38 §  Revenue £2,732.80 §  Conversion value / cost 5.0 (= 500% ROAS) 104
  105. 105. www.ivantage.co.uk Measuring ROAS in AnalyIcs §  In Google AnalyIcs we can also see the associated ROAS §  AcquisiIon > AdWords > Campaigns (Clicks view) 105
  106. 106. www.ivantage.co.uk Making the most of your available budget §  Now we know which campaigns/adgroups are giving the best return §  How can we ensure that the beAer performing areas are running to their potenIal? §  Would the campaigns be able to spend more budget? 106
  107. 107. www.ivantage.co.uk Using impression share and ROI to reallocate budgets §  In AdWords view impression share data §  You will need to select columns from the compeIIve metrics set 107
  108. 108. www.ivantage.co.uk AcIon Plan – Extending your search campaigns §  Explore new keyword ideas using §  Google suggesIve texts §  Google Trends §  Run regular search query reports §  Schedule SQR reports monthly and acIon them! §  All keywords idenIfied are ideas for a posiIve or a negaIve keyword §  Use these ideas to long tail exisIng adgroups or idenIfy new adgroups to create §  Monitor your quality scores (no history available) §  Monitor performance by day and hour to see if day parIng will help 108
  109. 109. www.ivantage.co.uk AcIon Plan – Build display network campaigns §  Brain storm ideas for where your customers can be found §  IdenIfy themes to target these customers §  Find relevant sites using the placement planner §  Plan out your campaign structure and targeIng §  Plan your adgroups and ad copy §  Regularly run the placement report to see where ads are appearing §  Schedule placement reports monthly and acIon them! §  Add poor placements as negaIves §  If poor placements have a common theme try and exclude them through topic exclusions 109
  110. 110. www.ivantage.co.uk AcIon Plan – Build remarkeIng campaigns §  Plan your audiences §  Category visitors §  Abandoners §  Customers §  Create your audiences using AdWords or AnalyIcs §  Build a remarkeIng campaign with each adgroup focussed on a parIcular audience §  Be creaIve with your ad copy §  Adjust bids based on results §  Test different frequency caps 110
  111. 111. www.ivantage.co.uk AcIon Plan – Monitoring performance §  Download the AdWords Editor §  PracIce using it – it will make your life easier! §  AVer major updates or once a month, check for duplicate keywords §  Monitor impression share and conversions to adjust budgets between campaigns to maximise your return 111
  112. 112. www.ivantage.co.uk Open Q&A 112
  113. 113. www.ivantage.co.uk Help §  AdWords Help Centre hAps://support.google.com/adwords §  Learn with Google hAp://www.google.com/ads/learn/ §  Group and Blogs hAp://adwords.blogspot.com §  Books §  Google AdWords: Managing your adverIsing program by Anastasia Holdren §  Advanced Google AdWords by Brad Geddes §  ivantage support@ivantage.co.uk 113
  114. 114. www.ivantage.co.uk Red Apple Services §  Google AdWords Account Audit §  A report detailing status of account and prioriIsed recommendaIons §  Telephone conference call to go through the report §  Google AdWords Account Management www.redappleservices.co.uk 114
  115. 115. www.ivantage.co.uk Please help us to improve - feedback §  www.ivantage.co.uk/feedback §  Course compleIon cerIficates will be sent to you §  Write an honest, considered and fair review to receive for each day aAended: §  support@ivantage.co.uk 115
  116. 116. www.ivantage.co.uk 116 End of Presentation

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