The document discusses optimizing AdWords search campaigns. It begins with trends in mobile search and online shopping. Then it outlines an agenda covering marketing strategy, search campaign optimization including structure, performance evaluation, ad extensions and settings. It discusses optimizing bids, click-through rate, ad text, extensions and account settings. Useful tools mentioned include Keyword Planner, mobile testing, Google Trends and consumer research. The overall message is to be available to customers across platforms through optimized search advertising.

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AdWords Workshop

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Today’s Agenda
1) The BIG Trends
2) Marketing Strategy
3) Search Campaign Optimization
a) Structure
b) Performance Evaluation
c) Ad Extensions
d) Settings
4) Useful Tools

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3 Trends in Today’s Media Landscape
1) The future is mobile
6 out of 10 are using search engines via smartphones at least weekly. 66% of them experience
issues, and 16% would find another website that works better on smartphone
2) Today’s shopper is an online shopper
68% of the consumers research online
3) Tomorrow’s TV is Online
7 out of 10 consumers watch online video weekly. When watching short videos, people
prefer to use a smartphone and are usually focused while doing so.
Go Mobile,
Be Mobile Friendly
Online Presence
YouTube is the New TV

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How Mobile Friendly are you?
https://www.google.com/webmasters/tools/mobile-friendly/

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Today’s Agenda
1) The BIG Trends
2) Marketing Strategy
3) Search Campaign Optimization
a) Structure
b) Performance Evaluation
c) Ad Extensions
d) Settings
4) Useful Tools

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Be Top of Mind
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“The real challenge of marketing
is all about availability—available
in the mind and in the store.”
From “How Brands Grow” by Professor Byron Sharp
Voted Best Marketing Read of Summer (2013) by
Advertising Age readers
Be Your Customers
Remember You
See You
Know Your Brand
Awareness Consideration Conversion Retention

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Be Top of Mind
3:00pm
Browse
the web
6:00pm
Look up recipe
on tablet
10:00pm
Watch video
from a friend
8:00pm
Listen to a
new song
8:00am
Check mail
on phone
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be there when they are looking
to be educated, entertained,
and inspired

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The Google AdWords solution
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Pre-launch:
seed awareness1 At launch:
build fast awareness2 Maintain awareness &
increase consideration3
Lightbox ads
Focus on influencers
Display ads
Search ads
Mastheads
Lightbox ads
Display ads
TrueView ads

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Search Campaign
1) The BIG Trends
2) Marketing Strategy
3) Search Campaign Optimization
a) Structure
b) Performance Evaluation
c) Ad Extensions
d) Settings
4) Useful Tools

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Campaign Structure
Campaign
Ad Group
Keyword
Ad
Account

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Ad
** You can make longer text ads if you're targeting people in Azerbaijan, Belarus, China, Hong Kong,
Japan, Kazakhstan, Kyrgyzstan, Russian Federation, South Korea, Taiwan, Tajikistan, Turkmenistan,
Ukraine, or Uzbekistan.
Max length
(most languages)
Max length
(double-width* languages)
Headline: 25 characters 12 characters
Display URL: 35 characters 17 characters
Description line 1: 35 characters 17 characters
Description line 2**: 35 characters 17 characters
Advertise with Google
adwords.google.com
Want jaw-dropping results?
Create your ad campaign today
Headline
Display URL
Description

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Keyword - Match Type

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1. Different countries - different campaigns
2. Different businesses - different campaigns
3. Different product categories - different ad
groups
4. No overlapping of keywords across ad
groups
5. Best practice (per ad group)
a. 4 Ad Texts
b. 20 Keywords

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1) The BIG Trends
2) Marketing Strategy
3) Search Campaign Optimization
a) Structure
b) Performance Evaluation
c) Ad Extensions
d) Settings
4) Useful Tools

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1
2
3
4
5
6
7
8
9

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Max CPC（最高單次點擊出價）
x
Ad Rank（廣告排名）= Quality Score（品質分數）
x
Ad Extension（廣告額外資訊）
Expected CTR（預計點擊率）
x
Quality Score（品質分數） = Ad Relevance（相聯性）
x
Landing Page Experience（著陸頁體驗）
Ad Performance

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Max CPC（最高單次點擊出價）
x
Ad Rank（廣告排名）= Quality Score（品質分數）
x
Ad Extension（廣告額外資訊）
Expected CTR（預計點擊率）
x
Quality Score（品質分數） = Ad Relevance（相聯性）
x
Landing Page Experience（著陸頁體驗）
Ad Performance

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Optimization #1 - Bid
- Estimated first page bid
- Bid strategies - enhanced CPC
- Search impression share
- Search loss IS (rank)

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Max CPC（最高單次點擊出價）
x
Ad Rank（廣告排名）= Quality Score（品質分數）
x
Ad Extension（廣告額外資訊）
Expected CTR（預計點擊率）
x
Quality Score（品質分數） = Ad Relevance（相聯性）
x
Landing Page Experience（著陸頁體驗）
Ad Performance

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Optimization #2 - CTR
- Maintain good CTR (click/impression ratio)
- Beware of “low search volume” keywords
- Keyword match types
- Search term report
- Keyword Planner

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Max CPC（最高單次點擊出價）
x
Ad Rank（廣告排名）= Quality Score（品質分數）
x
Ad Extension（廣告額外資訊）
Expected CTR（預計點擊率）
x
Quality Score（品質分數） = Ad Relevance（相聯性）
x
Landing Page Experience（著陸頁體驗）
Ad Performance

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Optimization #3 - Ad

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1. Highlight what makes you unique

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2. Include prices, promotions, and exclusives

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3. Empower customers to take action

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4. Include at least one of your keywords

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KeyWord Insertion
Person searches for: Your ad could look like:
dark chocolate bar Buy Dark Chocolate
www.example.com
Artisan candy from San
Francisco
Free shipping orders $50 more
sugar free chocolate Buy Sugar Free Chocolate
www.example.com
Artisan candy from San
Francisco
Free shipping orders $50 more
gourmet chocolate
truffles
Buy Chocolate
www.example.com
Artisan candy from San
Francisco
Free shipping orders $50 more

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5. Match your ad to your landing page
URL Migration

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6. Appeal to customers on mobile

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7. Ad Testing
Ad Rotation

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8. Check for common ad text mistakes

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Optimization #4
1) The BIG Trends
2) Marketing Strategy
3) Search Campaign Optimization
a) Structure
b) Performance Evaluation
c) Ad Extensions
d) Settings
4) Useful Tools

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Max CPC（最高單次點擊出價）
x
Ad Rank（廣告排名）= Quality Score（品質分數）
x
Ad Extension（廣告額外資訊）
Expected CTR（預計點擊率）
x
Quality Score（品質分數） = Ad Relevance（相聯性）
x
Landing Page Experience（著陸頁體驗）
Ad Performance

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網站連結額外資訊Sitelink Extension

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摘要額外資訊Callout Extension

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評論額外資訊Review Extension

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社交額外資訊Social Extension

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位置額外資訊Location Extension
應用程式額外資訊App Extension
來電額外資訊Call Extension

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Optimization #5
1) The BIG Trends
2) Marketing Strategy
3) Search Campaign Optimization
a) Structure
b) Performance Evaluation
c) Ad Extensions
d) Settings
4) Useful Tools

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Optimization #5 - Settings
● Location Bid Adjustment
● Custom Ad Schedule
● Mobile Bid Adjustment

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Optimization #6 -

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Search Campaign Optimization
4 Ad Texts & 20 Keywords
#1 - Bid Adjustment -> first page
#2 - Maintain healthy CTR (match type/ search term report)
#3 - Ad relevance & testing
#4 - Ad Extension
#5 - Settings (ad schedule/ mobile bid adjustment)
#6 - Regular review

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Be
There
Be
Relevant
Be
Optimised

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Useful Tools
● Keyword Planner
● Mobile Friendly Test (https://www.google.com/webmasters/tools/mobile-
friendly/)
● Google Trends (https://www.google.com.hk/trends/ )
● Consumer Barometer (https://www.consumerbarometer.com/ )
● Think with Google (https://www.thinkwithgoogle.com/)