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Google AdWords Overview

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Google AdWords Overview

  1. 1. WorkshopMarketing on the Internet FE257 – The Paul Merage School of Business, UC Irvine Saurabh Bhambry - Jan 25, 2013 MBA Class of 2013 | sbhambry@uci.edu
  2. 2. Agenda• Google AdWords - Overview• Google AdWords In action – In Practice (use cases) – Fundamentals• Advanced Concepts• Google AdWords – Hands-on• Q&A
  3. 3. Major Ad networksGoogle AdWords Microsoft Ad Center Facebook Ads Yahoo 3.5% 1.8% Google Sites Microsoft 12.2% Sites Sep’2012 Yahoo Sites 15.9% % Search Share 66.7% Ask Network Source: ComScore.com AOL, Inc. Google Adwords – Overview Adwords In Action Advanced Concepts Q& A Hands-on
  4. 4. What is AdWords ?Its Google’s online advertising platform that canhelp you drive interested people who are searchingon Google for specific information, service orproduct to your Website.AdWords is for AdvertisersAdSense is for Publishers Google Adwords – Overview Adwords In Action Advanced Concepts Q& A Hands-on
  5. 5. Google Ad Formats Search Ads Display Ads Text Ads Image Ads Video Ads Its advisable to start with Search Ads Google Adwords –Overview Adwords In Action Advanced Concepts Q& A Hands-on
  6. 6. How Google ADwords works? Product/Service Advertisement Landing PageKeywords Shoes for men Running Shoes Men’s Formal Shoes Women’s Shoes Google Adwords – Overview Adwords In Action Advanced Concepts Q& A Hands-on
  7. 7. Benefits• No Minimum budget• Extremely Targeted• Highly Flexible – Start & Stop at will• Can be measured/monitored Google Adwords – Overview Adwords In Action Advanced Concepts Q& A Hands-on
  8. 8. AdWords – In Practice Google AdWords –Overview AdWords In Action Advanced Concepts Q& A Hands-on
  9. 9. Google AdWords - Fundamentals Anatomy of Search Engine Results Page (SERP) Text Ads Ads – shaded areaOrganic SearchResult Google Adwords – Overview Adwords In Action Advanced Concepts Q& A Hands-on
  10. 10. Text Ad ComponentsAdvertise with Google Headlineadwords.google.com Display URLWant fast results? DescriptionCreate your ad campaign today!• Headline – Consider including keywords, Can’t be more 25 characters long• Display URL – Can be different from the destination URL Can be enhanced with website links• Long Display URL – Limit of 35 characters• Description – Can’t be more than 35 characters long Google Adwords – Overview Adwords In Action Advanced Concepts Q& A Hands-on
  11. 11. Ad PositionsBased on Ad Rank in auctionAd Rank depends on1. Bid2. Quality Score Google Adwords – Overview Adwords In Action Advanced Concepts Q& A Hands-on
  12. 12. Keyword targetingSelecting the right Keywords#1 Two-three words longStrike the balance between too generic & too specific#2 Use Negative keywords for improved ROINegative Keywords – keywords for which you don’t want to show ads#3 Remember – Google assigns ads Quality ScoresLow Quality Score may result in poor ad placement and high price Google Adwords – Overview Adwords In Action Advanced Concepts Q& A Hands-on
  13. 13. Keyword targetingKeywords matching optionsUse this match With this To trigger your ad Exampletype... punctuation... on...broad match none synonyms, related adopt kittens chicago searches, and other relevant variationsbroad match +keyword close variations but +adopt +kittensmodifier not synonyms or +chicago related searchesphrase match "keyword" a phrase and close "adopt kittens" variations of that chicago phraseexact match [keyword] an exact term and [adopt kittens close variations of chicago] that exact termnegative match -keyword searches without the -puppies term Google Adwords – Overview Adwords In Action Advanced Concepts Q& A Hands-on
  14. 14. Budgets & BiddingDefine the advertising Goal:• Clicks• Impression• ConversionBidding Options:1) Clicks – CPC bidding (Automatic & Manual)2) Impressions – CPM bidding3) Conversions – CPA bidding Google Adwords – Overview Adwords In Action Advanced Concepts Q& A Hands-on
  15. 15. Budgets & Bidding The concept of Ad Auction 1. The search: 2. Ads are whittled 3. Ads whittled even more: down: Joe searches for From that set of matching The AdWords system "pizza delivery," ads, the system ignores any finds all ads whose stomach growling in that arent eligible, like ads keywords match that the background that target a different phrase "pizza delivery" country or are disapproved. closely enough.4. Ads are ordered: 5. Ads appear! 6. Repeat the process:The remaining ads are Every time someone hankers for ashown, ordered on the Joe sees relevant ads pizza and does a search, thepage based on a appear and orders whole auction process starts againcombination of bid the pizza of his with potentially different resultsamount and quality (we dreams. each time, depending on thecall that formula Ad competition at that moment.Rank).Images Source: Google AdWords website Google Adwords – Overview Adwords In Action Advanced Concepts Q& A Hands-on
  16. 16. Monitoring AdsWhat to measure ?Impressions, Clicks and Click Through Rate (CTR)CTR = Clicks/ImpressionsCTR > 1% is goodKeep an Eye on Keywords to achieve it. Google Adwords – Overview Adwords In Action Advanced Concepts Q& A Hands-on
  17. 17. Campaign ROI How to decide which ad campaign is performing better? Measuring ROI = Profit/ CostCampaigns Impressions Clicks CTR Avg. Max CPC Cost#1 Running 10,0000 250 2.5% $1 $ 250Shoes#2 Tennis 10,000 500 5% $ 0.5 $ 250ShoesConversions Conversion Cost per Profit per ROI Rate Conversion Conversion10 4% $ 25 $ 50 200%30 6% $ 8.3 $ 10 120% Google Adwords – Overview Adwords In Action Advanced Concepts Q& A Hands-on
  18. 18. Google AdWords ToolsKeyword External ToolTool for choosing effective keywords Google Adwords – Overview Adwords In Action Advanced Concepts Q& A Hands-on
  19. 19. Setting up an Ad campaignChoosing Ad Campaign type:#1 Choose network on which you want to display the AdSearch & DisplaySearch OnlyDisplay Only# 2 Choose sub-campaign typeSearch & Display Network – Standard & All FeaturesSearch Only – Standard, Product Listing Ads, All featuresDisplay Only – All Features, Mobile Apps, Remarketing Google Adwords – Overview Adwords In Action Advanced Concepts Q& A Hands-on
  20. 20. Campaign StructureImages Source: Google AdWords website Google Adwords – Overview Adwords In Action Advanced Concepts Q& A Hands-on
  21. 21. Workshop OverviewHands-On demo :a) New Campaign set-upb) Ad groups set-upc) Creating text-add) Ad approvalse) Campaign settings Google Adwords – Overview Adwords In Action Advanced Concepts Q& A Hands-on
  22. 22. Thank You Questions ? Google Adwords –Overview Adwords In Action Advanced Concepts Q& A Hands-on

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