Google Ads 101 Slides Cover Search Marketing Fundamentals

#GoogleAds101 @ivantage with @matt_trimmer
Matt Trimmer 
Principal Consultant & Managing Director
These Slides:
http://www.slideshare.net/ivantage
Google Ads 101 -
Building, optimising and
managing search
campaigns

2
Google Ads curriculum
• Google Ads 101 - Building, optimising and managing search campaigns
• Google Ads 201 - Optimising search campaigns through analysis, structure and control
• Google Ads 301 - Extending search campaigns with display advertising and remarketing
• Google Ads 302 - Extending search campaigns with feeds, dynamic remarketing and
shopping

3
3
slideshare.net/ivantage

4
Timings and housekeeping
• Start 9:30
• Break 11:00-11:15
• Lunch 12:45-13:45
• Break 15:15-15:30
• Wrap-up 17:00
• Nearest
fi
re exit
• Toilets

5
Session 1 – Search marketing, account
structure, the auction process, quality score,
ad ranking and creating a new campaign
• Introductions, your objectives and building your action plan
• A brief history of Ads
• De
fi
ning paid search (cpc, ppc & pfp), organic search, structured search and SEO
• Understanding the power of search marketing
• De
fi
ning and understanding search, display, remarketing and dynamic remarketing
• Exploring Google search and Google search partners
• Accessing Google Ads with your Google account
• Understanding accounts, campaigns, Ad groups, keywords, ads and landing pages
• Introducing the Ads auction, ad rank and quality score
• Introducing the perfect keyword, ad and landing page experience
• Introducing micro moments and bid adjustments for time, location and device
• Creating an Ads search network campaign
• Understanding search campaign settings

6
Session 2 – Targeting ads, keyword research,
keyword match types and ad preview testing
• Targeting ads with location targeting
• Targeting ads with location options
• Targeting ads with ad scheduling
• Targeting ads to devices
• Selecting initial bid strategy
• Selecting initial budget
• Selecting preferred delivery method
• Exploring, understanding and using the Ads interface
• Exploring, understanding and analysing search metrics
• Exploring, understanding and using columns
• Exploring, understanding and using
fi
lters
• Exploring, understanding and using segments
• Researching and targeting keywords
• Introducing keyword match types
• Introducing and using the Ads keyword planner
• Introducing and using negative keywords
• Exploring and using the ad preview tool
• Finding, diagnosing and solving keyword, ad and landing page issues

7
Session 3 – Creating compelling text ads and
using ad extensions
• Understanding and creating compelling expanded text ads
• Understanding and exploring ad delivery options
• Introducing and understanding the Ads editorial policy
• Introducing and using ad extensions
• Creating and using sitelinks extensions
• Creating and using callout extensions
• Creating and using structured snippet extensions
• Creating and using call extensions
• Creating and using message extensions
• Creating and using location extensions
• Creating and using a
ffi
liate location extensions
• Creating and using price extensions
• Creating and using review extensions
• Using seller ratings extensions

8
Session 4 – Bidding strategies, conversions
analysis, reporting, user access and billing
• Understanding and setting IP address exclusions
• Introducing standard and portfolio (
fl
exible) bidding strategies
• Introducing manual bidding
• Introducing automated bidding strategies for tra
ffi
c optimisation
• Understanding, de
fi
ning and measuring conversions
• Creating and deploying Ads Conversion Tracking
• Linking Analytics to Ads
• Importing goals and or E-commerce conversions into Ads
• Introducing automated bidding strategies for conversion optimisation (Conversion Optimiser)
• Introducing and using bid simulators
• Introducing and using Ads reporting
• Introducing and reviewing change history
• Understanding and controlling user access
• Understanding and selecting Ads billing options
• Wrap up, conclusions, your action plan and feedback

9
Keeping up to date
• Help Centre
• https://support.google.com/google-ads/announcements/
9048695
• O
ffi
cial blog
• https://Ads.googleblog.com
• Twitter
• https://twitter.com/googleads

10
Introductions
• First
• Me (Matt Trimmer) & ivantage overview
• In a moment
• A little bit about you
• Your name
• Your role
• Your organisation/department/site/site area
• Your objectives for attending today

11
Me
• Founder, Principal Consultant and Managing
Director of ivantage
• Love the Internet, 23 years IT, technical
experience, 14 years Internet
• One of 15 Google Accredited Seminar
Leaders Globally

12
You
• A little bit about you
• Your name
• Your role
• Your organisation/department/site/site area
• Your objectives for attending today
• Experience with Google Ads
• A keyword you would like to target

Some early de
fi
nitions
• Search Engine Marketing (SEM)
• Paid search (cpc normally in Google Analytics)
• Also known as ppc or pfp
• Advertising
• Organic search
• Also know as known as Natural search
• The process of improving organic search - SEO
• Search Engine Optimisation
• Relevancy
• Structured search
• Also known as paid inclusion
• Google Shopping
• Product Listing Ads (PLAs)
13

History
• Launched October 23rd, 2000 with 350 advertisers
• 80% of Alphabet’s revenue come from Google Ads -
$147bn (2020)
• 29% of digital ad spend, Facebook 24% Alibaba 9%
• 80% of searches are not monetised!
• Timeline
• https://edge45.co.uk/blog/google-Ads-evolution-timeline
• Feb 2016 - side ads go
• Extended text ads
• 50-60% searches are now conducted on mobile
• Aug 2018 - rebrand to Google Ads
• 71% is search (57% of Alphabet)
14

Google Ads - advertising formats
• Search - where you
fi
rst focus your spend and e
ff
ort
• Where?
• On the Google Search Network
• Google search sites (google.co.uk, google.com, etc)
• Google Play, the shopping tab on Google search, Google Images, Google Maps, the Maps App
• On Google search partners
• 100s of non-Google sites
• YouTube
• Targeting methods?
• Keyword
• Device
• Location
• Presence: People in or regularly in your targeted locations
• Search interest: People searching for your targeted locations
• Both
• Time
• Location
• Language
• Format?
• Text Ads (Responsive Search Ads), Call Ads, Dynamic Search Ads
15

• Display - brand building and enhancing search RoI
• Where?
• Google Display Network (GDN) - 90% of Internet users
• YouTube, Google Finance, Gmail & others
• 2 million partner sites, videos & apps
• Google Adsense network, AdSense for Domains, AdSense for Errors
• DoubleClick Ad Exchange
• Targeting?
• Location
• Language
• Keywords - content contextual
• Keywords - audience relevant (no longer available)
• Audience
• Who they are
• What their interests and habits are
• What they’re actively researching or planning
• How they’ve interacted with your business (remarketing/retargeting)
• Combined and Custom of the above
• Demographics - age, gender, parental status, household income
• Topical - web pages, videos and apps
• Placements - speci
fi
c websites, videos and apps
• Formats?
• Responsive Display Ads, Uploaded Display Ads, Engagement Ads (Video) 16

• Remarketing - a second bite of the cherry
• Where?
• Search remarketing (RLSA) on the Google Search Network
• Display remarketing on GDN
• Targeting?
• Audiences/lists - who have visited your site
• Audiences/lists - who have visited your site and exhibited speci
fi
c
behaviour
• Email list (Customer Match)
• Derived similar audience list
• Derived similar email list
• Formats?
• Text Ads (Responsive Search Ads), Call Ads, Dynamic Search Ads
• Responsive Display Ads, Uploaded Display Ads, Engagement Ads (Video) 17

• Dynamic remarketing - content to content
• Where?
• Display (Dynamic) remarketing on GDN
• Targeting?
• Audiences/lists - who have visited your site
• Audiences/lists - who have visited your site and exhibited speci
fi
c
behaviour
• Email list (Customer Match)
• Derived similar audience list
• Derived similar email list
• Formats?
• Responsive Display Ads, Uploaded Display Ads
• Other requirements?
• Need a content (products or services) feed
18

Ads Advertising formats
• Discovery
• Gmail Special Promotions
• YouTube
• Discover
• Shopping
• Google Search Sites and Shopping Tab
• Video
• YouTube and GDN
• App
• App install campaign across
• Google Search, GDN, YouTube
• Local
• Smart
19

Search campaigns
• Keyword targeted
• Bid options
• Location bid adjustments
• Schedule bid adjustments
• Device bid adjustments
• Should be your primary use of Ads
• No other form of marketing is like search
• Permission based
• Requested
• Quali
fi
ed
20

Keywords
• Entered by the searcher
• Usually a phrase rather than a single keyword
• Search “query”
• You bid for the click related to the keyword
• GoogleAds conducts an auction
• Your ad is eligible to enter the auction or not
• Your ad is displayed/impressed
• Your ad might be clicked
• The cost you pay is equal to or less than the bid
21

The Google Ads second price auction
• Auction
• Super fast
• Conducted for every ad impression
• You pay enough to beat next best ad (determined by Ad Rank)
• Will your ad show and in what position? (Ad Rank)
• Your bid amount
• Your auction-time ad quality
• Expected click through rate (CTR)
• Estimated ad relevance
• Estimated landing page experience
• Ad Rank thresholds
• The competitiveness of the auction
• The context of the person’s search
• Location, device, time of search, the nature of the search term, other ads and search results that show
and other user signals and attributes
• Expected impact of ad extensions and other ad formats
22

Ad Rank thresholds
• The reserve Ad Rank “price” for your ad (set by Google at
auction) to show
• Determined by
• Your ad quality
• Your ad position
• User signals and attributes
• The topic and nature of the search
• Related auctions
• Competition from other advertisers
• = Actual CPC
23

Quality Score and Ad Rank
• You can not see Ad Rank
• Quality Score is a historical proxy indicator for the real-time
assessment of Ad Rank
• Shown in your account on keywords not ads
• Any quality scores you see in Ads are an historical representation
of the actual real time assessment
• Not used in auction!
• Determined by
• Expected click through rate (CTR)
• Ad relevance
• Landing page experience
• Based on same keyword advertisers over 90 days
• 1-10 and Average, Below Average, Above Average
24

Think about the experience
• The keyword
• The ad
• The landing page
• The conversion path
25

Create a search campaign
• Discover the options
26

Break time
27

Geographic targeting
• Location
• Countries
• Areas with a country
• Radius
• Place name
• Address
• Postcode
• Coordinates
• Business Pro
fi
le (Google My Business)
• Location options
• Presence: People in or regularly in your targeted locations
• Search interest: People searching for your targeted locations
• Both
28

Devices
• Computers
• Mobiles
• Tablets
• Use bid adjustments
29

Ad scheduling
• Ads run 24x7 by default
• Set a schedule
• Bid adjust once schedule exists
30

Ads account structure
• Account
• Campaign
• Ad groups - Ads - Final URL (Landing Page)
• Keywords - Final URL (Landing Page)
• Good practice?
• 5-20 similar keywords per Ad group
• At least two ads per Ad group
• Does the ad make sense for each respective keyword?
• Does the
fi
nal url (landing page) provide the optimal
experience for each respective keyword?
31

Researching keywords
• Keywords are more likely to be key phrases
• Keywords are behavioural
• Use the Google keyword planner
• Insight into searchers' behaviour
• Categorise keywords
• Mens shirts
• Formal
• Casual
• Print
• Floral
• Type
• Designer, Paul Smith, Button Down
• Textile
• Silk, Flannel
• Colour 32

Keyword match types
• Control when ads appear
• Broad - the default
• “Phrase”
• [Exact]
• Stop ads appearing
• -Negative
• Broad
• Phase
• Exact
• Note
• Keywords are not case sensitive
33

Broad match keywords
• Your ad may show for
• Searches for keyword
• Searches related to the keyword (may not into include your keyword)
• Google may use
• User’s recent search history
• The content of the landing page
• Other keywords in an ad group to better understand intent
• Will include
• Misspellings
• Stemmings (
fl
oor and
fl
ooring)
• Synonyms (quick and fast)
• Related searches (shoes and boots)
• Singular and plural
• Abbreviations, acronyms and accents
34

“Phase” match keywords
• Searches for keyword in order
• Searches that include the meaning of your keyword
• The meaning of the keyword can be implied, and user searches can be a more
speci
fi
c form of the meaning.
• Word order a
ff
ects matching behaviour
• Ads won’t show for searches where the word order changes meaning
• “moving services london to manchester”
• Won’t match and show ads for:
• “moving services manchester to london”
35

[Exact] match keywords
• Searches for keyword in exact order with no appendages
• Searches that have the same meaning or same intent as the keyword
• This should be our default keyword match type
• Optimum control over who sees our Ad
• Our Ad and Landing Page can be tailored to the experience of the keyword intent
36

-negative match keywords
• -broad
• -“phrase”
• Word order important
• -[exact]
• No matching to
• Close variants
• Synonyms
• Singular or plural
• Misspellings
• Need to be speci
fi
c about exclusion
37

Negative keywords are essential for precise
control
• To show the most relevant ad
• for the most relevant landing page
• to provide best possible conversion experience
38
Dining Tables
Campaign
Generic dining
tables
“dining tables”
-extending -extending
-round
Extending dining
tables
Extending
keywords
Round tables
Round keywords
-round

Keyword strategy?
• Research keywords
• Keyword planner
• For the majority of your search campaign
• Exact match and control you ad content and landing page
• Use negatives on other Ad groups to prevent ads showing
• Reserve for your highest bid
• Use a small amount of broad
• Use negative match to prevent this being shown instead of your
exact match keywords
• Bid 50-60% less
• Prune broad keywords using the search terms
report
39

Keyword duplicates
• Duplicate keywords compete with each other!
• Keywords with di
ff
erent match types
• Not considered duplicates
40

Broad, BMM, phrase, exact or negative?
• All of them!
• For now
• Exact for critical keywords
• Broad for those 15% of new terms
• Keyword research
41

Lunch time
42

Search Ads
• Extended Text Ads (until June 30 2022)
• Now - Responsive Search Ads
• Adapt to device width
• Saves time
• Rotates multiple headlines and descriptions (fewer ads to edit)
• Dynamic location insertion
• Compete in more auctions and match more queries
• More keywords for Google to match to
• Increase Ad group performance
• Due to improved clicks, CTR and conversions
43

Responsive Search Ads
• Properties
• 15 Headlines - 3 Shown
• 4 Descriptions - 2 Shown
• Shown in di
ff
erent combinations and orders
• Pin Headlines and Descriptions
• Eg. Disclaimer
• More info
44

Expanded text ads
• Headline1
• Headline2
• Description
• Display URL
• Domain of Final URL
• Path text
• Final URL
45

Creating compelling ads
• Highlight USPs
• Include prices, promotions and exclusives
• Empower customers to take action
• Highlight the next step - call to action
• Purchase, call today, browse, sign-up
• Include at least one of your keywords
• Match your ad to your landing page
• Appeal to customers on mobile
• Experiment
• 2-4 ads per Ad groups
• Check rotation options
• Check ad text and landing page mistakes
46

Editorial
• See Guidelines
• Style and spelling
• Punctuation and symbols
• Capitalisation
• Repetition
• Unacceptable spacing
• Phone number in ad text
• Misuse of ad features
• Unidenti
fi
ed business
• Business name requirements
• Image quality
• Video quality
47

Ad extensions
• Manual
• Call extensions
• Callout extensions
• Lead form extensions
• Location extensions
• Structured snippet extensions
• Sitelink extensions
• Price extensions
• App extensions
• A
ffi
liate location extensions
• Automated
• Seller ratings
• Dynamic sitelink extensions
48

Ad approval process
• All new/modi
fi
ed ads are subject to an approval
process
• Even paused ads
• 1 day turnaround
• Status
• Under review
• Eligible
• Can run on certain pages, might still be disproved
• Approved
• Disproved
• Hover over disproved status for reason
• Governed by Google Ads policies
49

Showings and Testing Ads
• Ad Preview and Diagnosis Tool
50

How do you know what Google Ads is
matching your keywords to?
• Now
• Google Ad Preview and Diagnosis Tool
• Historically
• Search terms report
51

Break time
52

Budgets
• Daily budget at the campaign level
• 30.4 average days in a month
• Daily budget can exceeded by x 2!
• Should even over 30.4
• Over-delivery policy
• Over-delivery credits
• Careful when you change in the month as 30.4 re-triggers
53

Bidding
• Manual bid strategies
• Manual CPC bidding
• Enhanced CPC (Smart bidding/AI/ML)
• Automated bid strategies
• Tra
ffi
c focused
• Maximise clicks
• Target Impression Share
• Conversions focused (Google conversion tracking required)
• Maximise conversions (Smart bidding/AI/ML)
• Maximise conversion value (Smart bidding/AI/ML)
• Target CPA (Smart bidding/AI/ML)
• Target ROAS (Smart bidding/AI/ML)
54

Maximise clicks - tra
ffi
c focused
• Simplest form of bidding
• Focuses on increasing clicks across campaign within target spend or budget
• Set daily budget
• Generally no maximum CPC per bid
• Use when:
• Early in a campaign to get data
• Want tra
ffi
c
• No conversion con
fi
guration
55

Manual CPC bidding
•Set a maximum cost per click
•Per Ad group (default bid)
•Override with individual keyword bids
•You won’t pay more, often less - auction model
56

Enhanced CPC - smart bidding, conversion
focused
• Aims to get more conversions from manual CPC bidding
• Adjusts your CPC to help maximise conversions
• Combines smart bidding with manual bidding
• Looks for auctions that are more likely to lead to
conversions
• Raises your max CPC bid to compete harder by 30% (now uncapped)
• Lowers your max CPC bid if it looks likely not to convert by -100%
• Tries to keep average CPC below max CPC overtime
• Can increase conversions while maintaining/lowering cost
per conversion
• Available
• Optional feature on Manual CPC bidding
57

Target impression share - tra
ffi
c/competitor
focused
• Great for branded terms
• Bid adjustments not taken into account
• Except -100% mobile
58

Smart bid strategies - conversion focused
• Maximise conversions
• Optional target cost action
• Maximise conversion value
• Optional target ROAS
• Target CPA
• Specify a Cost per Acquisition
• Non-device bid adjustments are ignored
• Target ROAS
• Specify a Return on Advertising Spend
• Non-device bid adjustments are ignored 59

Target ROAS
• Target Return on Advertising Spend
• Need 50 conversions in past 30 days
• Tries to achieve and average ROAS
• Target your average ROAS
• £5.00 sales / £1.00 ad spend = 500% ROAS
• Budget key
60

Target CPA
• Target Cost per Acquisition (sale or lead)
• Need 30 conversions in past 30 days
• Tries to achieve and average CPA
• Target your average CPA
• per sale
• per lead
• Budget key
61

Applying bid strategies
• Standard strategies
• Applied to a single campaign
• Portfolio strategies
• All automated bidding strategies
• Applied across multiple campaigns, ad groups and keywords
• Stored in your shared library
62

Tracking website conversions
• At the point of success
• A JavaScript tag needs to
fi
re (provided by Google)
• May record a value
• Needs to be programmed if variable
• Count - click to conversion ratio
• Conversion window
• Attribution model
• Time decay is good one
• Conversion tag controls automated bidding for
• All smart bidding
63

Importing goals/transactions from Google
Analytics
• Goals
• E-commerce transactions
• Connect accounts
• Enable auto-tagging
• Import goals/e-commerce
• More info
64

Enabling conversions, reporting and bidding
• Set a conversion for every campaign
• Share with Conversion Action Sets
• Con
fi
gure conversion behaviour
• Ensure you don’t have duplicate conversions
• Conversion tracking and Google Analytics enabled
• Optimising for twice the revenue/conversions
• Use conversions columns for reporting
• Now you can use smart bidding:
• Enhanced CPC
• Maximise conversions
• Maximise conversion value
• Target CPA
• Target ROAS 65

Tracking call conversions
• Calls from ads
• To your actual number
• Using call extensions
• Call only ads
• Calls to a phone number on you site
• Code inserts a Google forwarded number on your site when your ad is clicked
• Your normal number is displayed when the sessions is not ad related
• Clicks on a number on your mobile site
• Code which measures clicks on numbers on your site
• Import conversions as a result of calls
• Number, start time, type, value and currency
66

Billing options
• Automatic payments once you’ve reached a
payment threshold
• Threshold determined by Google
• Normally £500.00
• Monthly invoicing - 30 days credit
• 12 year old business
• £5000.00 minimum spend
67

Your 101 action plan
• Think about your website
• What tra
ffi
c do you want to it?
• Research your keywords
• Identify good landing pages
• Categorise similar keywords into Ad groups
• 5-20 per group
• Use exact match for critical keywords
• Use broad match for research
• With exact match negatives
• User search terms report to prune
• Organise Ad groups into campaigns, where budget, time, place,
device and behaviour (keywords) is important
• Implement conversion tracking
• Implement your bid strategy
68

Feedback please
• www.ivantage.co.uk/feedback
69

Google Ads 101 Slides Cover Search Marketing Fundamentals

Recommended

Recommended

More Related Content

What's hot

What's hot (18)

Similar to Google Ads 101 Slides Cover Search Marketing Fundamentals

Similar to Google Ads 101 Slides Cover Search Marketing Fundamentals (20)

Recently uploaded

Recently uploaded (20)

Google Ads 101 Slides Cover Search Marketing Fundamentals