Google AdWords 101 Training Course from ivantage


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Fundamentals, key concepts, building, measuring and managing campaigns

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Google AdWords 101 Training Course from ivantage

  1. 1. Google AdWords 101 Introduc3on to Paid Search Management 1 Ma# Trimmer Principal Consultant & Managing Director Slides: h?p:// WIFI (for your own laptops): SSID: TOG or TOG5 Password: TOGether
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  4. 4. Ivantage training courses Google AdWords Training §  AdWords 101: Introduc9on to Paid Search Management §  AdWords 201: Building Profitable Paid Search Campaigns §  AdWords 301: Advanced Op3misa3on Techniques §  AdWords 302: Advanced Conversion Op3misa3on Google Analy3cs Training §  Analy3cs 101: Introduc3on & User Training §  Analy3cs 201: Advanced Analysis & Measurement – 1 §  Analy3cs 202: Advanced Analysis & Measurement – 2 §  Analy3cs 301: Advanced Tracking & Technical Implementa3ons 4
  5. 5. Today’s Timings §  Start 9:30 §  Morning Break 11:15 – 11:30 §  Lunch 12:45 – 13:45 §  AVernoon Break 15:15 – 15:30 §  Finish 17:00 §  Drinks §  Lunch §  Toilets §  Fire Exit 5
  6. 6. Session 1 – Crea3ng your first campaign §  Introduc3on to online adver3sing §  Understanding where Google ads can appear §  Google accounts versus AdWords accounts §  Crea3ng your account §  How to structure your account §  When to create new campaigns §  The importance of focussed adgroups §  Crea3ng your first campaign, adgroup, and advert – step-by-step 6
  7. 7. Session 2 – The importance of keywords and match types §  Naviga3ng through the AdWords user interface §  Loca3on targe3ng §  Developing quality keyword lists §  What are keywords? §  Understanding all the keyword match types §  Using the AdWords keyword planner §  Managing your keywords §  Edi3ng your keyword bids §  Adding nega3ve keywords §  Using nega3ve keyword lists §  Common problems with keywords 7
  8. 8. Session 3 – Developing effec3ve ads, conversions & repor3ng §  The structure of an advert §  Wri3ng compelling ad copy §  Developing ad varia3ons §  Google editorial policy §  Understanding campaign, ad group and keyword sta3s3cs §  Tracking performance §  How to setup AdWords conversion tracking §  Introduc3on to Google Analy3cs §  Integra3ng AdWords with Analy3cs §  Crea3ng ad-hoc and scheduled reports §  Segmen3ng data §  By day, by hour, desktop vs. mobile 8
  9. 9. Session 4 – Op3misa3on, access, introducing Ad Extensions §  Introduc3on to op3misa3on techniques §  Op3mising for conversions §  Op3mising for traffic §  Op3mising for quality score §  Crea3ng filters §  Controlling user access §  Understanding the billing process §  Ad extensions (sitelinks and call extensions) §  Review ac3on plan §  Open Q&A §  Feedback and wrap-up 9
  10. 10. Introduc3ons §  First §  Me §  In a moment §  You §  Your role §  Your business & website §  Your experience of AdWords to date §  Your objec3ves for a?ending today §  Any par3cular ques3ons/issues you hope to resolve today §  One search term that you would like your ads to appear for 10
  11. 11. Introduc3ons – your turn §  You §  Your role §  Your business & website §  Your experience of AdWords to date §  Your objec3ves for a?ending today §  Any par3cular ques3ons/issues you hope to resolve today §  One search term that you would like your ads to appear for 11
  12. 12. Google AdWords – A brief history §  Google AdWords was launched in 2000 §  Google’s main source of revenue §  Dominate paid search plaiorm §  Bing and Yahoo! §  Search, display, remarke3ng and dynamic remarke3ng §  CPC, CPM 12
  13. 13. What is Google AdWords? §  Google AdWords is a Pay-Per-Click (ppc/cpc) adver3sing service §  Adver3sers specify §  the words that should trigger their ads (keywords) §  the maximum they are willing to pay per click §  Google search engines then display the winning ads §  AVer an auc3on §  The sequence or ranking depends on §  Ad rank §  other adver3sers bids §  the “quality score” of the keywords and adverts 13
  14. 14. With AdWords you can do §  Search §  Text Ads on Google and search partners §  Display §  Ads on Google Display Network (GDN) §  Text §  Image §  Rich media §  Video §  Remarke3ng §  Show ads to people who have previously visited your site §  Text, image, Rich media and Video §  Search Text Ads (RLSA) §  Dynamic remarke3ng §  Show ads that contain the services/products people looked at on you site 14
  15. 15. What can Google AdWords search campaigns do for you? §  Quick and easy way to a?ract relevant traffic §  Your adverts have the poten3al to reach a vast audience §  You can target your audience in many ways, including §  Using keywords relevant to your product/service §  Geographically §  Through the wording of your adverts §  By ac3ons a visitor has previously completed on your website §  You pay when someone clicks on your advert §  You are in control of the budget §  No minimum spend 15
  16. 16. Exercise - Where ads appear §  Search on Google for lawn mowers §  Search on Google maps for pizza delivery §  Search on Google shopping for bedroom furniture §  Search on Amazon for coffee mugs §  Visit §  Visit 16
  17. 17. 17 Psychology of search – browsers and buyers §  Understanding how people search §  Generally searchers can be divided into browsers and buyers §  Browsers tend to use broader search queries §  Tes3ng the water §  Seeing if anything exists to meet their need §  You may convert a browser into a buyer – but the odds are low §  You need to create a good impression so that they come back to you once they have made up their mind §  Buyers have more targeted search queries §  More targeted searches deserve more relevant results §  You need to match your landing page closely with their need §  You can have separate campaigns which target these areas
  18. 18. 18 Searcher – adver3ser – Google rela3onship This is why relevance is King! The searcher wants to find what they are looking for as easily as possible Adver9sers 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
  19. 19. 19 Quality score demys3fied §  What is quality score and why is it so important? §  h?ps://
  20. 20. 20 Understanding quality score §  Quality score is one of the most important factors in your account §  It is Google’s measurement of relevance §  There is no historical quality score data §  It is dynamically refined each 3me 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 disappoin3ng, ac3on is required 5 – 7 OK, room for improvement 8 – 10 great, this is your target
  21. 21. 21 Why is quality score important? §  Quality score affects the following: §  It determines if your keyword is eligible to enter the auc3on §  Keywords with a low quality score will oVen not enter the auc3on even though eligible §  It is used to determine the ad ranking (posi3on on the page) §  It affects the actual amount you pay for a click §  First page bid and top of page bid es3mates §  Ad rank = (maximum bid) x (quality score) + expected impact of the ad extensions §  h?p://
  22. 22. 22 How is actual CPC calculated? §  Ad rank = (maximum bid) x (quality score) §  Higher quality scores means you can pay less for a higher posi3on §  Adver3sers ads will be displayed in the sequence D, C, A, B Max CPC Quality Score Ad Rank Adver3ser A £0.40 7 2.8 Adver3ser B £0.75 3.5 2.625 Adver3ser C £0.83 3.4 2.822 Adver3ser D £0.33 9.5 3.135
  23. 23. 23 How is actual CPC calculated? §  Adver3sers ads will be displayed in the sequence D, C, A, B Max CPC Quality Score Ad Rank Posi9on Adver3ser D £0.33 9.5 3.135 1 Adver3ser C £0.83 3.4 2.82 2 Adver3ser A £0.40 7 2.8 3 Adver3ser B £0.75 3.5 2.625 4
  24. 24. Where are Google search Ads displayed? §  For any all devices §  Desktop, mobile and tablet §  Search Engine Results Pages (SERPS) §  Google search, Google maps, Google shopping etc. §  Search Network Partners §  Ask, Earthlink, 24
  25. 25. 25 How is actual CPC calculated? §  Google’s bid technology means you pay the lowest amount required for your ad rank Actual CPC = (ad rank to beat) + £0.01 (your quality score) Adver3ser A pays 2.625 + £0.01 = £0.385 7 §  Adver3ser B pays £min §  Adver3ser C pays £0.848 §  Adver3ser D pays £0.305
  26. 26. 26 How is actual CPC calculated? §  Adver3ser D pays a much lower price for a be?er posi3on on the page due to the higher quality score. Max CPC Quality Score Ad Rank Posi9on CPC Adver3ser D £0.33 9.5 2.85 1 £0.31 Adver3ser C £0.83 3.4 2.82 2 £0.83 Adver3ser A £0.40 7 2.8 3 £0.39 Adver3ser B £0.75 3.5 2.625 4 £min
  27. 27. What influences quality score? §  Factors affec3ng quality score §  Keywords CTR, the higher the be?er (this is normalised by posi3on) §  How relevant your keyword is to your ad §  How relevant your keyword is to the search term §  Historical CTR of all ads and keywords in the account §  Landing page relevance §  Landing page load 3mes §  Geographic performance §  Device performance §  Expected impact of ad extensions §  Other relevance factors 27
  28. 28. Google accounts versus AdWords accounts §  A Google account consists of an email address and password §  This allows access to mul3ple Google products such as: §  Google AdWords §  Google Analy3cs §  Google calendars §  Google mail §  Google+ §  …… §  A Google account cannot be linked to mul3ple AdWords accounts (unless the AdWords account is a My Client Center account) 28
  29. 29. How to Create an AdWords Account 29
  30. 30. Set your 3me zone and currency 30
  31. 31. Verify the account 31
  32. 32. How is an AdWords account structured? §  Hierarchical Structure §  An account contains 200 campaigns (this can be increased on request) §  A campaign contains adgroups §  An adgroup contains keywords and adverts §  Campaigns give structure to the products or services you adver3se §  Adgroups focus on a specific product or service 32
  33. 33. Account structure 33 AdWords Account Campaign Adgroup Keywords Ad text Ad text Adgroup Keywords Ad text Ad text Campaign Adgroup Keywords Ad text Ad text Adgroup Keywords Ad text Ad text
  34. 34. Possible campaign structure 34 Account Coats Campaign Jackets Campaign Shirts Campaign Dresses Campaign Trousers Campaign Shoes Campaign Accessories Campaign §  For a clothing website which sells various categories of products
  35. 35. Campaign and adgroup structure §  For every campaign you create §  Choose a daily budget §  Select where ads appear geographically §  Select the language of your target audience §  Select where your ads appear on-line (search or display network) §  Every adgroup you create §  Must contains a focussed set of keywords (this is very important) §  All keywords will share the same set of adverts §  The adverts define the landing page 35
  36. 36. 36 When to create campaigns §  Reasons for crea3ng a new campaign §  Daily budgets – to control the marke3ng spend by business area §  Loca3on and language targe3ng – if different ads are required §  Network targe3ng – search vs. display §  Start and end dates – seasonal campaigns §  Frequency capping – display network only §  Remarke3ng campaigns §  RLSA campaigns §  Shopping campaigns §  Dynamic search campaigns
  37. 37. 37 When to create campaigns §  Recommended approach §  Start with search campaigns §  Shopping campaign (if e-commerce site) §  Remarke3ng campaign §  Dynamic search campaigns §  Contextual targeted display campaign §  Placement campaign (budget will grow as placements are added) §  Replicate these campaigns for reasons given previously
  38. 38. Adgroups in a coats campaign 38 Coats Campaign Rain coats •  ladies raincoats •  raincoats for women •  womens red raincoats Trench coats •  trench coats •  brown trench coats •  trench coats for men Winter coats •  winter coats •  warm coats •  long winter coats Wool Coats •  wool coats •  woollen coats •  luxury wool coats
  39. 39. Adgroups in a jackets campaign 39 Jackets Campaign Leather jackets •  leather jackets •  nappa leather jackets •  ladies leather jackets Quilted jackets •  quilted jackets •  quilted down jackets Fleece jackets •  fleece jackets •  zipped fleece jackets •  hooded fleece jackets Blazers •  ladies blazers •  designer blazers •  navy blue blazers
  40. 40. 40 cashmere clothes cashmere for women cashmere for men 100% cashmere cashmere coats men’s cashmere coats cashmere coats for men ladies cashmere coats red cashmere coats brown cashmere coats black cashmere coats long cashmere coats stylish cashmere coats cashmere sweaters men’s cashmere sweaters cashmere sweaters for men ladies cashmere sweaters red cashmere sweaters brown cashmere sweaters black cashmere sweaters long cashmere sweaters stylish cashmere sweaters cashmere socks men’s cashmere socks cashmere socks for men ladies cashmere socks red cashmere socks brown cashmere socks black cashmere socks long cashmere socks stylish cashmere socks cashmere cardigans men’s cashmere cardigans cashmere cardigans for men ladies cashmere cardigans red cashmere cardigans brown cashmere cardigans black cashmere cardigans long cashmere cardigans stylish cashmere cardigans cashmere wraps men’s cashmere wraps ladies cashmere wraps red cashmere wraps brown cashmere wraps black cashmere wraps Collect & consider your keywords Cashmere Clothing Great range of cashmere fashion for men & women. Shop Online.
  41. 41. 41 When to create adgroups §  Ask yourself, are these keywords all so closely related that the searcher could only be looking for one thing §  Does the landing page relate to all these keywords §  Could the ad copy be more specific §  Are search query reports showing that the ads are matching with more keywords than are relevant? §  Need to consider spliyng adgroups to a more granular level §  Create separate ‘special focus’ adgroups for top 20 keywords
  42. 42. Exercise - Plan your first campaign §  What is the first product or service you are going to adver3se? §  What words might your audience use to search for this? §  What ad text do you want displayed when they search for this? §  Where do you want them to land on your website? §  How much are you prepared to spend per day? §  How much are you prepared to pay for each visitor? 42
  43. 43. Create your first campaign – step-by-step §  Click Create Your First campaign §  Select Search Network only §  Provide a meaningful campaign name §  Select All features §  Enter a default bid §  Enter a daily budget 43
  44. 44. Create your first campaign – step-by-step §  Provide a meaningful name for your first adgroup §  Enter your ad text §  Enter your keywords 44
  45. 45. Break 3me §  15 Mins 45
  46. 46. Google AdWords naviga3on §  Home §  Campaigns §  Create and edit your campaigns §  Manage and monitor performance §  Opportuni3es §  Customised sugges3ons for your account §  Reports §  Tools §  Keyword planner §  Display planner §  Google Analy3cs §  Seyngs (cog wheel) §  Billing §  Account Access 46
  47. 47. Campaign Management View §  LeV hand naviga3on panel (tree structure) §  All online campaigns §  Individual campaigns and adgroups §  Shared libraries, reports, rules and automa3on §  The leV panel can be collapsed and expanded §  Date range selec3on §  Many predefined date ranges §  Custom date ranges §  Date comparisons 47
  48. 48. Campaigns Management - tabs Campaign Management tabs Campaigns - overview of all your campaigns Adgroups - displays adgroups in a campaign or all adgroups Seyngs - used to edit the campaign seyngs Ads - for crea3ng and edi3ng ad text Keywords - view keywords for a campaign or adgroup. Add, edit and pause keywords Audiences – for remarke3ng in search ads Ad extensions – addi3onal advert informa3on Dimensions – allows you to slice and dice your data (e.g. by hour, month, region) Display Network – allows you to change the targe3ng op3ons for display campaigns and monitor performance Product groups – shopping campaigns Auto targets – dynamic campaigns 48
  49. 49. Loca3on targe3ng §  Used to choose where your ads will be displayed §  Allows you to limit your adver3sing to your relevant geographic area §  Allows you to show different messages in different loca3ons (e.g. ivantage training ads) §  Allows you to vary your bid by loca3on §  Targe3ng op3ons include: §  En3re countries §  Coun3es, states, ci3es or metropolitan areas §  A radius around a specific loca3on 49
  50. 50. Loca3on targe3ng - example §  Select Campaign seyngs §  Edit loca3ons 50
  51. 51. Loca3on bid adjustment - example §  You can adjust bids based on the loca3on of the user §  Bid higher for certain states/coun3es §  Bid higher for searchers within 5 miles of your store 51
  52. 52. Exercise - Loca3on targe3ng §  Update your campaign to target a specific state or county §  Update your campaign to target neighbouring states/coun3es §  Update your campaign to target a 25 mile radius of your home/ office §  Set separate bids for these loca3ons 52
  53. 53. Developing quality keyword lists 53 §  What are keywords? §  Understanding all the keyword match types §  Using the AdWords keyword tool §  Managing your keywords §  Edi3ng your keyword bids §  Adding nega3ve keywords §  Using nega3ve keyword lists
  54. 54. What are keywords? §  The keywords you choose will determine when your ads are displayed §  When a user searches with a word/phrase that matches your keyword, your ad is eligible to be displayed §  Some keywords are obvious §  If you sell oak dining tables you would want your advert to appear when a user searches for ‘oak dining tables’ §  If you are a charity you may target users searching for ‘marathon fundraising ideas’ §  Others are less obvious §  Mis-spellings §  Language differences (country, genera3on, technical etc.) §  Think like your user (celebrity photographs) §  Ask others (pink shoes) 54
  55. 55. Keyword rules and limita3ons §  Keywords are limited to 80 characters §  Keywords cannot be more than 10 words §  They are not case sensi3ve §  AdWords does not recognise most symbols §  Ampersand (&) and accent marks (café) are allowed §  Apostrophes that indicate possession are allowed 55
  56. 56. The four keyword match types 56 Broad match Broad match modifier Phrase match Exact match Nega3ve
  57. 57. Broad match keywords §  Matches with the largest number of searches §  This is the default AdWords keyword match type §  Word order does not ma?er §  Will match with all relevant varia3ons of your keyword (expanded matching technology) §  Synonyms §  Related phrases §  Singulars & plurals §  Obvious misspellings e.g. black tea will match with: 57 black tea black tea leaves loose black tea tea black loose decaf white tea black coffee white coffee
  58. 58. Broad match keywords 58 Advantages: §  Shows ads on many related terms with li?le effort and research §  You don’t need to think of all the varia3ons §  Can find quality words you have not thought of §  Poten3al for maximum traffic Disadvantages: §  Ads will show for many related terms which may be irrelevant §  You will pay for irrelevant clicks §  Higher maintenance is required §  Not recommended when you words have mul3ple meanings
  59. 59. Modified broad match keywords Restricts the expanded matching op3ons Tag the words you want to restrict with a plus (+) Tagged words must match or be a close match Word order does not ma?er S3ll matches to plurals and obvious misspellings e.g. +black +tea will match to: will not match to: 59 black tea black tea leaves loose black tea tea black decaf white tea black coffee white coffee
  60. 60. Modified broad match keywords 60 Advantages: §  Shows ads on closely related expanded terms §  You don’t need to think of all the varia3ons §  You s3ll target longer tail searches Disadvantages: §  Non +words can s3ll match expanded §  Your ads could s3ll show on irrelevant searches §  You will pay for irrelevant clicks §  Maintenance is required to prevent irrelevant clicks
  61. 61. Phrase match keywords Phrase – Matches with a reduced number of searches Ad does not appear for varia3ons It will appear if the keyword is typed in, in correct order, with words either side. Matches singular and plurals e.g. “black tea” Will match to: Will not match to: 61 black tea black tea leaves loose black tea tea black decaf white tea black coffee white coffee
  62. 62. Phrase match keywords 62 Advantages: §  More likely of only appearing on relevant searches §  Improved quality score and ROI §  You have much more control over your ads Disadvantages: §  Eliminates poten3ally profitable impressions §  Reduced impressions and traffic §  You have to do more research to iden3fy keywords
  63. 63. Exact match keywords Exact – Matches only most relevant searches Most targeted matching op3on Matches singular and plurals e.g. [black tea] Will match to: Will not match to: 63 black tea black teas black tea leaves loose black tea tea black decaf white tea black coffee white coffee
  64. 64. Exact match keywords 64 Advantages: §  Gives full control over what triggers an ad §  You will only appear for relevant searches §  Strongest poten3al click through rate and quality score §  Much improved margins for each click Disadvantages: §  Greatly reduced traffic and exposure §  While margins may improve, actual sales volume may decrease §  Extensive keyword research is required
  65. 65. Nega3ve keywords Nega3ves - Help eliminate irrelevant searches Controls who will NOT see your ad e.g. – towel, -shrub, -light, and black tea Will match to: Will not match to: 65 black tea leaves loose black tea tea black decaf black coffee black tea towel black tea lights black tea shrub black tea eye cream
  66. 66. Nega3ve keywords 66 Advantages: §  Filters out irrelevant impressions and clicks §  Protects quality score and ROI §  All the benefits of control and exposure Disadvantages: §  You have to think of the negative keywords you need §  If you have any phrase or broad match keywords you will need negative keywords – lots of them!
  67. 67. Thinking of your nega3ve keywords §  Imagine you sell only men’s and women’s nightwear All keywords are exact & then you include the phrase match keyword “pyjamas” What nega3ve keywords will you need? §  childrens §  kids §  girls §  boys §  bananas §  disney princess §  sponge bob square pants §  etc. etc..... 67
  68. 68. The AdWords Keyword Planner §  The AdWords keyword planner helps you find new keyword ideas §  You can add the keywords directly into your adgroup §  You can export the results §  Available in Tools view 68
  69. 69. The AdWords keyword planner §  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 69
  70. 70. The AdWords keywords planner §  Review the list of suggested keywords §  Keyword ideas provides a list of keywords §  Adgroup ideas provides a suggested grouping of keywords §  You can select keywords or groups and save as ideas §  Saved ideas can be added directly into the campaigns §  Alterna3vely export to a spreadsheet 70
  71. 71. The AdWords keywords planner– advanced filtering §  Country and language §  Exclude keywords – Apple products - recipes §  Filter based on volume §  Filter based on suggested bid §  Broad or specific ideas 71
  72. 72. AdWords keywords planner- exercise §  Enter your main keywords and review the sugges3ons §  Save some keywords into a plan §  Enter the landing page for your adgroup into the tool §  Export any relevant keywords into a spreadsheet §  Add your saved plan as an adgroup 72
  73. 73. Managing keywords §  Navigate to the keyword tab for your campaign and adgroup §  Select add keywords §  Manually type or paste keywords §  You can add keyword sugges3ons from the sugges3ons column 73
  74. 74. Managing keywords - exercise §  Add several new keywords into your adgroup you just created §  Enter some keywords as §  broad §  modified broad §  phrase §  exact 74
  75. 75. Edi3ng your keywords §  You may want to change the match type of a keyword §  Changing keyword text or match type causes the original to be deleted and a new keyword created §  History is kept against the original keyword and new sta3s3cs are generated for the new keyword §  A warning message is displayed for this §  You can turn this message off §  You may want to increase bids for a keyword that performs well to get a be?er posi3on on the page §  Your ini3al keywords bids may be too low for the keywords to appear on the first page §  Keyword bids can be edited in the table or in bulk 75
  76. 76. Edit keyword bids in table - demo 76
  77. 77. Edit keyword bids in bulk - demo §  Select the keywords to update and then choose edit max cpc bids 77 §  Select the type of bid change
  78. 78. Edi3ng keyword bid - exercise §  Edit an individual keyword bid to £0.25 §  Select several keywords and increase their bids by 25% §  Select several keywords and decrease their bids by £0.15 §  Use the bulk update to duplicate all your broad match keywords as exact match keywords 78
  79. 79. Edi3ng your keyword status §  Keywords can have a status of §  Enabled §  Paused §  Removed §  Toggle between paused and enabled with the green dot §  To remove a keyword you must select it and edit status to removed 79
  80. 80. Managing nega3ve keywords §  Nega3ve keywords can be set for a campaign or just an adgroup §  You need to navigate to the keyword tab for your campaign or adgroup §  Scroll down to nega3ve keywords 80
  81. 81. Adding nega3ve keywords - exercise §  Search for nega3ve keyword list ideas §  Add some campaign nega3ve keywords §  Avoid careers Avoid Bargain hunters Avoid DIY 81
  82. 82. Sharing nega3ve keywords §  Keyword lists allow you share nega3ve keywords across mul3ple campaigns §  These can be accessed from the “shared library” §  New campaigns will need to be linked to this list to use it 82
  83. 83. Nega3ve keywords exercise §  Create an account wide nega3ve keyword list §  Add any global nega3ve keywords that you have found while using the keyword tool §  Apply this nega3ve keyword list to your campaign 83
  84. 84. Common problems with keywords §  Duplicate keywords §  Iden3cal keywords compete with each other §  Only one keyword will go into the auc3on §  You lose control over which keyword will trigger an ad §  You lose control over which ad will be displayed §  AdWords Editor lets you iden3fy duplicates 84
  85. 85. Common problems with keywords §  Compe3ng non duplicate keywords §  A search for ‘round dining tables’ could be triggered by §  +dining +tables in a generic adgroup §  [round dining tables] in a round tables adgroup §  Use nega3ve keywords at an adgroup level to control this 85
  86. 86. 86 Organising nega3ve keywords §  Nega3ves are vital to ensure the correct ad copy is displayed Dining Tables Campaign Generic dining tables “dining tables” -extending -round Extending dining tables Extending keywords Round tables Round keywords
  87. 87. Nega3ve keywords Nega3ves are just as important as posi3ve keywords They control when your ad will not be shown They control which compe3ng keywords will trigger an ad Imagine you have the following adgroups §  Generic dining tables (contains “dining tables”) §  Extending dining tables §  Round dining tables §  Oval dining tables §  Dining tables with benches 87 - extending - round - oval - bench
  88. 88. Create a second adgroup - exercise §  Create a second adgroup in your campaign §  Make this a more specific topic than your first adgroup §  Enter adgroup nega3ve keywords to ensure that the specific adgroup will match when relevant 88
  89. 89. Lunch 89
  90. 90. Text Adverts Format §  Headline (25) §  Display url (35) §  Descrip3on 1 (35) §  Descrip3on 2 (35) §  Final url (1,024) §  Ads are displayed differently above organic search results 90
  91. 91. Expanded Text Adverts Format – 23% more text §  Introduced in July 2016 §  Come January 2017, can’t create old ads §  Two headline fields (up to 30 characters each) §  A single, expanded descrip3on field (up to 80 characters) §  A Display URL that uses your Final URL's domain §  Two op3onal ”Path” fields, used in the ad’s Display URL (up to 15 characters each) 91
  92. 92. Wri3ng compelling ad copy §  Work in your main adgroup keywords to make your ad appear relevant §  This will improve click through rates (search terms are displayed in bold) §  What makes your business, product or service unique? §  lowest price, large selec3on, high quality, informa3ve content, free delivery, environmentally friendly §  Include prices, promo3ons and exclusives §  If you have an offer, make sure customers see it §  Pre-qualify your visitors where possible §  price, product specifics, availability, loca3on etc. 92
  93. 93. Wri3ng compelling ad copy §  Tell people what to expect with a strong call to ac3on §  Buy now, order, browse online, call today, download free whitepaper, compare prices, sign up, get a quote §  Match your landing page with your advert §  Make sure the visitors get what they expect. §  Test what works for you! §  Create 2 or 3 ads per adgroup §  Monitor click through rates and conversion rates §  Try out different messaging §  See which performs best for you 93
  94. 94. Ad copy relevance •  Searching for dressing table mirror
  95. 95. Google editorial policy §  Adverts must be accurate §  Grammar & spelling must be correct §  No excessive capitalisa3on §  Use standard punctua3on & symbols §  Want *fast* results @ low cost?? §  No exclama3on mark in headline §  Prices, discounts & free offers must be supported on your site §  20% off, free P&P §  Compe33ve claims must be supported §  Be?er than, recommended by §  Trademark policy is country specific 95
  96. 96. Create addi3onal text ads - exercise §  Plan an addi3onal text advert with a different message §  Add this ad into an adgroup 96
  97. 97. Understanding campaign, adgroup and keyword sta3s3cs §  Clicks – occurs when someone sees and clicks on your advert §  Impressions – occurs when your advert is displayed §  Click through rate (CTR) – clicks divided by impressions §  Average cost per click (Avg. CPC) – the average amount you paid each 3me someone clicked on your advert §  Cost – The total amount paid for the clicks §  Avg. Pos. – the average posi3on on the page where your advert appeared 97
  98. 98. Campaign, adgroup and keyword sta3s3cs – customise columns §  Many other metrics are available as columns §  Select the columns then drag and drop to reorder §  You can save a set of columns to easily return to them later §  Click on any column to sort by this column 98
  99. 99. Metrics graphs §  You select which metrics to graph §  A single metric or a comparison of two metrics §  Or remove the graph altogether §  You can select different metrics for campaigns, adgroups, keywords and ads 99
  100. 100. Tracking performance – beyond the click §  Look beyond AdWords to see what converts 100
  101. 101. Tracking Conversions Clicks CPC Measures return from your campaign and keywords Allows you to make informed bidding and editing decisions Conversion metrics 101
  102. 102. Tracking Conversions §  You choose between §  Defining conversions with AdWords conversion tracking §  Impor3ng your goals from Google Analy3cs §  Available in Tools 102
  103. 103. Thank You Page Check-out Page Shopping page How does AdWords Conversion Tracking work? 103 A user searches on for ‘caxton furniture’ The user sees a relevant ad and clicks on it. Google counts the click, and the user lands on the website The user browses, purchases an item & lands on ‘thank-you’ page after completing purchase. Initiated by the ad click, Google adds a cookie to the user’s browser, and in this way, remembers this ad click for next 30 days. Google finds cookie ID of the user’s most recent ad click. Google records 1 conversion, reflected on the date of the user’s most recent ad click.
  104. 104. Seyng Up AdWords Conversion Tracking §  Select add a conversion 104
  105. 105. Seyng Up AdWords Conversion Tracking 105
  106. 106. Seyng Up AdWords Conversion Tracking 106
  107. 107. Google Analy3cs 107 Measure how all visitors use your site What factors drive customer choices What content they consume Where do they exit the site
  108. 108. Google Analy3cs 108 §  Requires tracking code to be implemented on every page of your website §  Integrates with your AdWords account §  Allows comparison of costs and revenue to calculate ROI §  Includes a pre-built suite of AdWords reports
  109. 109. Google Analy3cs AdWords Reports 109
  110. 110. Integra3ng AdWords with Google Analy3cs §  An AdWords account can only be linked to one Analy3cs account §  You need to create your analy3cs account first §  From AdWords select Google Analy3cs §  This must be done by an administrator in AdWords and Analy3cs §  Navigate to the account you want to link to §  Click AdWords Linking §  Select the AdWords account you want to link to Analy3cs §  Select the analy3cs proper3es where you want the data to be available §  Click the Link Accounts bu?on 110
  111. 111. Integra3ng AdWords with Google Analy3cs §  By default auto-tagging is turned on §  This allows Google to append a parameter onto your des3na3on URLs §  ?gclid=nci47tyhcniu4ytccgei §  Your website must not remove this parameter for tracking to work correctly 111
  112. 112. Change History Report §  Change History Report provides a full audit of all changes §  Tools > Change History §  Also available in the main window next to the graph 112
  113. 113. Change history report - exercise §  Run the change history report for your account §  See how everything you have done today is included §  Look back to see what changes have been made over the last month in your live account 113
  114. 114. Performance reports §  Select the tab containing the data you want reported §  Ensure the columns you want reported are displayed §  Select the report icon §  Choose download 114
  115. 115. Repor3ng - exercise §  Run a campaign performance report – output to csv §  Run a keyword performance report, and schedule to run weekly 115
  116. 116. Scheduled reports list §  Scheduled reports are listed in the reports sec3on §  Reports can be re-run from here §  Scheduled reports can be deleted 116
  117. 117. Segmen3ng reports §  Many predefined segments are available when viewing date §  Segments can be included in reports §  Campaign report by day of week reports all 7 days separately 117
  118. 118. Repor3ng segment - exercise §  Run a campaign performance report and segment by day §  Run a campaign performance report and segment by day of week §  Run a campaign performance report and segment by hour of day §  Run a campaign report and segment by device §  Run a campaign report and segment by network (with search partners) §  Run a campaign report and segment by top vs. other 118
  119. 119. Break 3me §  15 Mins 119
  120. 120. Introduc3on to op3misa3on techniques §  Once you start to see some results you will want to op3mise your account §  There are several bid strategies available §  Focus on clicks §  Focus on conversions 120
  121. 121. Focus on clicks §  Manual bids – you are in total control §  AdWords sets your bids – budget op3miser §  This is on the campaign seyngs – Bid Strategy 121
  122. 122. Focus on clicks - Enhanced CPC bidding §  Works with your current campaign seyngs §  Uses your max. CPC bids §  Dynamically raises and lowers your max. CPC bids to acquire more conversions §  Your max. CPC may be increased by up to 30% §  Uses historical data to es3mate the likely conversion rate for each auc3on §  Only turn this on when you have built up good conversion data 122
  123. 123. Focus on Conversions - Conversion Op3miser §  Requires at least 15 conversions in the last 30 days §  You specify a target cost per acquisi3on (CPA) for each adgroup §  Using historical data the op3miser finds the op3mal equivalent CPC bid for each auc3on §  You s3ll pay per click but do not need to manage bids §  The op3miser factors in: §  Previous conversion rates §  Keyword match type §  Users loca3on §  Time of day §  Device 123
  124. 124. Focus on Conversions - Conversion Op3miser 124
  125. 125. Ad Rota3on §  When there are mul3ple ads in an adgroup they can be rotated in several ways §  This is controlled on the campaign seyngs 125
  126. 126. Create a custom filter - demo §  Allows you to limit the data displayed §  Create a filter to show all keywords appearing below posi3on 2.5 §  Create a filter to show all keywords with a click through rate less than 1% 126
  127. 127. Create custom filter- exercise §  Create a filter to display all adgroups with at least 500 impressions but no clicks 127
  128. 128. Controlling user access §  3 step process §  Invite another user §  They accept via an email link §  Access then needs to be confirmed 128
  129. 129. Understanding the billing process §  Payment op3ons available §  Post-pay §  Pre-pay §  Invoice terms §  Once selected you cannot change this §  Payment methods include §  Credit and debit card §  Direct debit 129
  130. 130. Billing Tab §  Billing Summary §  Recent payments and ac3vity §  Billing Preferences §  Payment Method §  Post or Pre Pay §  Payment Details §  Backup Payment Details §  Promo3onal credits are available for new accounts (created within last 14 days) 130
  131. 131. 131 Ad extensions §  Ad extensions allows addi3onal informa3on to be displayed with your ads §  No extra charge, normal clicks apply §  Extensions can be shared across campaigns §  When crea3ng campaigns you can select an exis3ng extension §  Ad extensions are created on the extensions tab
  132. 132. 132 Ad extensions – site links §  Allows ads with an excep3onal quality score that have achieved top placement to display 6 addi3onal links underneath the advert. §  This gives the advert more ‘real estate’ at the top of Google’s search results page §  The brand campaigns are most likely to be eligible for 6 links §  A quick way to promote current offers
  133. 133. 133 Ad extensions – site links §  Define the link text (25 characters) and des3na3on URL §  Longer links means fewer links poten3ally displayed
  134. 134. 134 Ad extensions – site links §  Select the extensions for the campaign §  You can override these at an adgroup level
  135. 135. Sitelink extensions - exercise §  Add sitelink extensions to your search campaign 135
  136. 136. 136 Ad extensions – call extensions §  Tradi3onal search ads are displayed on high-end mobile devices §  Advert can include a clickable call bu?on §  On a desktop the number is displayed
  137. 137. 137 Ad extensions – call extensions §  Display number on mobile only or all devices §  Display a Google call forwarding number §  Schedule when phone numbers are displayed §  Ability to record a conversion for calls which last a specific length of 3me
  138. 138. 138 Ad extensions – call extensions metrics §  Customers who see the ad on a desktop will manually dial the Google forwarding number §  Addi3onal call metric columns are available for this Google call forwarding
  139. 139. 139 Ad extensions – call extensions metrics §  Google call forwarding details can be viewed on the dimensions tab §  You can also see click metrics by applying a segment of click type
  140. 140. Call extensions - exercise §  Add a call extensions to your search campaign 140
  141. 141. Ac3on Plan – Define your goals §  Define your goals/conversions (ROI, leads, pages viewed etc.) §  Determine your budgets §  Plan your account organisa3on §  Plan out your campaign structure and geographic targe3ng §  Priori3se the setup of your campaigns §  search, display §  best selling, highest margin §  loca3on, device §  Setup conversion tracking or Google Analy3cs 141
  142. 142. Ac3on Plan – Account organisa3on §  Create your search campaigns – use meaningful names §  Plan out the main adgroups (high level keyword research) §  Each adgroup should have one main keyword that describes the group §  Use the keyword planner to research keywords for this adgroup §  Choose your match types (may be dependent on budgets) §  Iden3fy any nega3ve keywords needed to prevent irrelevant traffic §  Select the best landing page on the website §  Write a couple of ads that are highly relevant for these keywords §  Ini3ally set your bids higher than suggested by the keyword tool if budgets allow §  Add sitelinks to all search campaigns §  Add call extensions if relevant 142
  143. 143. Ac3on Plan – Monitoring performance §  Monitor Performance §  Check which areas are conver3ng best §  Review ad posi3on for these keywords and evaluate if higher bids to generate more clicks are viable §  Pause costly keywords which are not conver3ng §  Carry out addi3onal keyword research for successful keywords to trigger your ads for more varia3ons (long tailing) §  Review which ads have be?er click through rates and pause poorer ads §  Con3nue to test alterna3ve ad copy 143
  144. 144. Open Q&A 144
  145. 145. Help §  AdWords Help Centre h?ps:// §  Learn with Google h?p:// §  Group and Blogs h?p:// §  Books §  Google AdWords: Managing your adver3sing program by Anastasia Holdren §  Advanced Google AdWords by Brad Geddes §  ivantage 145
  146. 146. Please help us to improve - feedback § §  Course comple3on cer3ficates will be sent to you 146
  147. 147. 147 End of Presentation