This document discusses how to maximize return on investment from Google AdWords. It covers optimizing campaigns for different goals like sales, leads, or branding. Key recommendations include structuring accounts to mirror the business's site structure, using specific ad texts and keywords, optimizing landing pages, bidding on the content network, and measuring results through reporting. Continuous testing and refinement of campaigns is important to improve return on investment over time.

1. Google Academy
How to invest and increase your ROI
Amelia Cretu
Google AdWords Romania
Google Confidential and Proprietary 1

2. What will we cover today?
1 Overview
2 Maximising return-on-investment
3 Optimise for the Content Network
4 Track results through reporting
5 New products & features
6 Questions & answers
Google Confidential and Proprietary 2

3. The EU population goes online
19 billion searches in an average per month
Google reaches 79% of the European search engine market
Google Confidential and Proprietary 3
Source: eMarketer February 2008

4. Maximising your return-on-investment
Google Confidential and Proprietary 4

5. Return-on-investment is a constant cycle
Measure
your results
Refine your
campaigns
Define your
goals
U
Google Confidential and Proprietary 5

6. What is the aim of your campaign?
Goal User Action
1. Sales High Purchase Volume
2. ROI Sales with high profit margin
3. Leads Enquiries/ phone calls
4. Sign Ups Email address/ form submission
5. Branding Increased searches/ impressions
Google Confidential and Proprietary 6

7. Different actions for different goals
Direct response (ROI) Branding
Gain clicks where the user will buy! Focus on visibility, not immediate
sales
How? How?
Focus on ‘purchase’ stage of buying cycle Focus on ‘awareness’ stage of buying
cycle
Use unambiguous keywords
Use general industry keywords
Action driven ad text
Brand driven ad text
Deep link to specific landing page
Link home page
Base bidding on margins
Base bidding on position only
Google Confidential and Proprietary 7

8. Ensure your advertising is relevant
Maximising ROI for your online advertising
Google Confidential and Proprietary 8

9. Why is Quality Score important?
Maximise earnings
with useful ads
A
Advertisers
P
The Quality Score helps us maintain the Google ecosystem by
providing an economic incentive to create high Publishers
quality ads
Drive traffic &
maximise ROI
U
Users
U Find what they want the
first time they search
Google Confidential and Proprietary 9

10. 6 Quality Score misconceptions uncovered
There is only one Quality Score
Using different match types can improve your Quality Score
You can buy your way to a great Quality Score
High CTR = High Quality Score
Quality Score is reset when you optimise your account
Quality Score suffers when your ad is not running
Google Confidential and Proprietary 10

11. Position can strongly impact CTR
To increase your position in the short term, you will need to raise your CPC
CTR CPC
25.00% £10.00
In this example, moving from position 5 to 2 for
CPC a relatively small rise in CPC brings a £9.00
+24% disproportionately high increase in CTR
20.00% £8.00
£7.00
Cost Per Click
15.00% £6.00
CTR
£5.00
10.00% £4.00
CTR
+215% £3.00
5.00% £2.00
£1.00
0.00% £0.00
1 2 3 4 5 6 7 8 9 10 11
Position
Google Confidential and Proprietary 11

12. Optimise your account structure
Maximising ROI for your online advertising
Google Confidential and Proprietary 12

13. Optimal account structure for ROI
Mirror structure of your site/service
offering for best results
Your product lines
& services
Your Product Lines &
Your product
Services
lines & services
(Travel)
Package holidays
Package Holidays
Domestic International
Accommodation
Package holidays Flights Only
Only
Domestic International
Hotel
Hotel B&B Hotel B&B
Google Confidential and Proprietary 13

14. Optimal account structure for ROI
Mirror structure of your site/service
Different Campaigns for
offering for best results
different product lines…one Your product
AdWords account
lines & services
account
AdWords account
Campaign
Package holidays
‘Package
Your AdWords account
site structure… Holidays’
structure…
Ad Groups by
Domestic
Theme -- Domestic
theme Domestic
CampaignHotel Campaign Campaign
B&B
Hotel B&B
‘Package Holiday’
groups
Ad Groups ‘Flights’ ‘Accommodation’
groups
Ad Groups
Domestic International Domestic International Domestic International
Luxury Mid-Range Budget Luxury Mid-Range Budget
AdLuxury&
groups Ad groups&
Mid-Range
Ad groups
Budget
Ad groups
Luxury Ad groups
Mid-Range Ad groups
Budget
texts
Ad Texts & texts
Ad Texts & Ad Texts &
Ad texts & Ad Texts &
Ad texts & Ad Texts &
Ad texts & Ad Texts &
Ad texts &
keywords
Keywords keywords
Keywords keywords
Keywords keywords
Keywords keywords
Keywords keywords
Keywords
Google Confidential and Proprietary 14

15. Clarity
Simplifies management of time/stock sensitive info
Positively affects your Quality Score
Assists with monitoring/ tracking
Improves overall performance
Google Confidential and Proprietary 15

16. Need a helping hand with structure? Try AdWords Editor!
Manage AdWords right from the desktop with Google’s downloadable account
management application
user
Navigate your account quickly and easily Work offline, then upload your changes
Locate and edit keywords, CPCs, and more Copy and paste entire Ad Groups and campaign
Make bulk changes to keywords and ad text Perform quick statistical analysis
Google Confidential and Proprietary 16

17. Refine your ad texts
Maximising ROI for your online advertising
Google Confidential and Proprietary 17

18. Building blocks of success: Ad texts
Ad title – Be specific & unique!
 Business/Website name in title is not always best idea…
Include successful keywords in ad title
Tightly themed & relevant to keywords
 Prequalify your audience (price, location etc)
Compelling calls to action/special offers
 Anything that distinguishes you from competition
Use multiple ad texts per ad group
 Don’t be afraid to experiment!
Google Confidential and Proprietary 18

19. Have seasonal keywords and creatives ready
Valentine’s Quick Valentine's Ideas Christmas
valentines gifts 100s of great gifts for him or her
buy christmas gift
Next-day delivery on all items!
buy valentine’s gift www.Hearts.com buy xmas gift
gadgets christmas gift ideas
last minute gifts christmas online shop
valentine’s poems xmas gift online
valentine cards christmas gifts for him
personalised gifts buy xmas gifts for her
valentine’s day ideas Valentine's Gifts for Her cheap christmas gifts
Flowers, jewellery, perfume & more
gifts for her/him Shop online at Hearts.com xmas stocking fillers
luxury gifts for women/men www.Hearts.com
funny christmas cards
Mother’s Day Back to
School/College
mother’s day gifts Mother's Day Gifts for Mum
Flowers, jewellery, perfume & more work suits
buy mothers day gift
Shop online now suits uk
gift ideas www.abc123mum.com
school uniform
last minute gifts
cheap uniform
mother’s day cards
blue red school tie
personalised gifts
pack 3 school shirts
mother’s day ideas
girl pleated school skirt
gifts for mum/mom
Quick Mother's Day Ideas age 5 gym kit
luxury gifts for mum 100s of great gifts for Mum
school bag
mums day gift packs Next-day delivery on all items!
www.abc123mum.com student clothing
19 Google Confidential and Proprietary

20. Automatically optimise Ad serving
Google Confidential and Proprietary 20

21. Use relevant landing pages
Maximising ROI for your online advertising
Google Confidential and Proprietary 21

22. 8
10
5
The #landingof users
Percentage pageitshould
Your of seconds takes
a visitormain goal to
your siteto your after
have 1 loses site
decide whether or not
just eCommerce

a glance
to stay on your site
Lead generation
 Branding
 Relationship building
 Membership
 Viral outreach (word-of-mouth)
Google Confidential and Proprietary 22

23. Where are your customers looking?
A user’s eye is first drawn to the on top left-hand sidepage
Place important information left-hand side of the
Google Confidential and Proprietary 23

24. Choose the right page
Aim for a smooth transition
Link to a product specific page
Make it easy to act or purchase with minimal searching
Don’t pay for wasted clicks!
Google Confidential and Proprietary 24

25. Example: Google Store
Keyword: Golf Umbrella
Google Golf Umbrella
5 yr guarantee, low prices
Golf Umbrella - Shop now!
Googlestore.com/umbrella
Google Confidential and Proprietary 25

26. Summary of messaging & keywords
Google Golf Umbrella
5 yr guarantee, low prices
Golf Umbrella - Shop now!
Googlestore.com/umbrella
Mirror on
landing page
Mirror in
ad text
Specific
keywords
U
Golf Umbrella
Google Confidential and Proprietary 26

27. Building blocks of success: Landing pages
Do…
 Keep critical information & conversion activities above fold
 Put registration form on landing page & keep it short
 Pictures of products with captions
 Use large “buy now” buttons
 Progress indicators
 Test variations with Website Optimiser
Don’t…
 Use hard to read type
 Use navigation bars
 Require registration to purchase
 Use “splash pages”
 Home page as landing page
Google Confidential and Proprietary 27

28. Content network optimisation
Maximising ROI for your online advertising
Google Confidential and Proprietary 28

29. Beyond search, leveraging Google’s network
The Google Content Network
 Reaches over 80% of Internet Users
 Thousands of Publishers
Source: comScore Custom Analysis, Nov 07 Google Confidential and Proprietary 29

30. Building blocks of success: Content keywords
Think about the type of web copy that is on the page you’d like to target:
 Focus on the overall theme of the ad
group, not individual keywords
 Keyword lists should relay the one concept
you are trying to convey
 Add relevant keyword variations of your
fundamental concept
 Create a manageable, targeted keyword list
 Use broad keyword match type
Google Confidential and Proprietary 30

31. Content keyword recommendations
Sample themed keyword lists: Holiday Packages Campaign
THEME: THEME: THEME:
Direct product Complementary Interested audience
product
AD GROUP: AD GROUP: AD GROUP:
Vacation packages Flights Newly weds
KEYWORDS:
KEYWORDS: KEYWORDS:
honeymoon
holidays flights package
holiday packages cheap flights honeymoons
cheap getaways roundtrip flight honeymoon
book vacations airline tickets destination
honeymoon resorts
31
Google Confidential and Proprietary 31

32. Search vs. content optimised keywords
Search Optimised Content Optimised
AD GROUP: Bucharest Holiday AD GROUP: Bucharest Holiday
KEYWORDS: KEYWORDS:
Bucharest holiday Bucharest island
[Bucharest holiday]
vs. Bucharest
“Bucharest holidays” Bucharest getaway
“Bucharest holiday deal” Bucharest travel
cheap Bucharest holidays Bucharest trips
book Bucharest holiday Bucharest review
last minute Bucharest holiday Bucharest guide
discount Bucharest holiday Bucharest travel tips
“Bucharest holiday package” Bucharest holidays
Google Confidential and Proprietary 32

33. Content bidding
Before accruing data:
 Consider your success metric
 Start bids similar to search
After accruing data:
 Evaluate position (below 3rd position may not show)
 Adjust bids for desired ROI & traffic goals
 Allow time to evaluate before optimisation
Google Confidential and Proprietary 333
3

34. Measuring results
Google Confidential and Proprietary 34

35. AdWords can pay for itself
€30 initial investment in AdWords
€0.30 CPC ≥ 100 clicks
10% conversion rate = 10 sales
Average profit per sale = €10
€30 investment returns €100 in profit
Reinvest profits, increase budget
Google Confidential and Proprietary 35

36. Stand track the the crowd. site usage day,
To achieve your returnseach & every
Millions use Google.ro &
Then, out from best return-on-investment,
Be seen online.
& AdWordsthe Report Center searching customers.
using connects you with ads & landing pages.
use tightly themed keywords, & Google Analytics.
Google Confidential and Proprietary 36

37. Questions & answers
Google Confidential and Proprietary 37