This document outlines an agenda for a Google Ads 201 training session focused on optimizing search campaigns. The session includes topics such as analyzing campaign performance, researching keywords, using different keyword match types and negative keywords, organizing account structure, creating ads and landing pages, and bidding strategies. The document provides an introduction, timing details, and outlines the content to be covered in each of the four sessions.
Google ad words 302 - extending search campaigns with feeds, dynamic remarket...ivantage
Google Adwords 302 is an in-depth, hands-on training day that shows you how to extend your AdWords campaigns into dynamic remarketing using dynamic ads driven by page tagging and feeds. You will learn about feed specifications for flights, hotels & rentals, local deals, property, retail, travel and how to build custom formats and then on to retail shopping campaigns using product listing ads and the Google merchant center.
Google ad words 301 - extending search campaigns with display advertising and...ivantage
Google Adwords 301 is an in-depth, hands-on training day that shows you how to extend your AdWords campaigns into display advertising, display remarketing and search remarketing using sophisticated targeting and compelling creative formats.
Google analytics 202 is an in-depth, hands-on training day building on the knowledge acquired in analytics 101 and 201, covering advanced analysis of organic search, paid search and in-bound social media and how traffic can re-evaluated though different conversion attribution models.
Attracting the Right Customer with Google Adwords: An Overview of Search, Dis...Adina Zaiontz
Take advantage of the Google Adwords ecosystem to promote your business and increase exposure to your target customer. An overview of Google Adwords, Google My Business, Google Display Ad Network (GDN), Google Retargeting and More.
Rakesh Tech Solutions is one of the leading Digital Marketing Training (SEO, SEM , SMO and SMM) Class Room and Online Institutions, which is located in Pragathi Nagar, Hyderabad, Best Digital Marketing Courses at best prices compared to other digital marketing institutes in Hyderabad, best Training Classes in digital marketing Class like SEO, SMO, SEM (PPC) , Content Marketing, Video & Social Media Marketing
Google ad words 302 - extending search campaigns with feeds, dynamic remarket...ivantage
Google Adwords 302 is an in-depth, hands-on training day that shows you how to extend your AdWords campaigns into dynamic remarketing using dynamic ads driven by page tagging and feeds. You will learn about feed specifications for flights, hotels & rentals, local deals, property, retail, travel and how to build custom formats and then on to retail shopping campaigns using product listing ads and the Google merchant center.
Google ad words 301 - extending search campaigns with display advertising and...ivantage
Google Adwords 301 is an in-depth, hands-on training day that shows you how to extend your AdWords campaigns into display advertising, display remarketing and search remarketing using sophisticated targeting and compelling creative formats.
Google analytics 202 is an in-depth, hands-on training day building on the knowledge acquired in analytics 101 and 201, covering advanced analysis of organic search, paid search and in-bound social media and how traffic can re-evaluated though different conversion attribution models.
Attracting the Right Customer with Google Adwords: An Overview of Search, Dis...Adina Zaiontz
Take advantage of the Google Adwords ecosystem to promote your business and increase exposure to your target customer. An overview of Google Adwords, Google My Business, Google Display Ad Network (GDN), Google Retargeting and More.
Rakesh Tech Solutions is one of the leading Digital Marketing Training (SEO, SEM , SMO and SMM) Class Room and Online Institutions, which is located in Pragathi Nagar, Hyderabad, Best Digital Marketing Courses at best prices compared to other digital marketing institutes in Hyderabad, best Training Classes in digital marketing Class like SEO, SMO, SEM (PPC) , Content Marketing, Video & Social Media Marketing
As marketers, we spend valuable time and resources generating leads for sales. But many of those leads don’t qualify for a variety of reasons. So how do we transform the unqualified leads of today into the sales of tomorrow?
Join Rachel Peden as she takes us through the ins and outs of marketing automation.
In this webinar you will learn:
- What is Marketing Automation?
- Why the middle of the sales funnel is crucially important to your business
- How marketers can generate sales qualified leads through nurturing
- How to generate a higher volume of qualified leads for your sales team
This webinar will cover:
- Overview of category pages and how to categorize your products
- SEO best practices for category pages including title tags, H1s and custom URL text
- PPC tips for promotions in your ad copy and landing pages
- Do’s and don’ts for images on your category pages
- How to keep customers moving through your site to purchase
The webinar will conclude with a live Q&A. Join our webinar to learn how to grow your online business through category page optimization. Seats are limited - register today!
With a few short months left in the year, it’s time to tackle the challenging task of planning and budgeting for your 2014 digital marketing activities. eMarketer estimates that B2C and B2B companies will see a 9.9% and 11.1% growth in digital advertising budgets in 2014, respectively. How is your company planning on establishing online marketing goals and budgets for your business and mapping both strategy and tactics to these objectives and resources? In this seminar, Formic Media will cover digital marketing planning and budgeting best practices, trends for 2014 and how to incorporate your key decision makers and digital agency into the process of creating an effective digital marketing strategy.
Grow Your Donations Without Spending a Dime - NextAfterBrady Josephson
One of the hardest fundraising challenges for any organization is acquiring more high quality traffic that will convert to new donors. And most solutions to this problem cost an arm and a leg.
What if there was a way to get more high quality traffic to your website without spending a dime?
DSA: A Tool for All PPC Accounts - HeroConf London 2017Michelle Morgan
DSA can be a great tool for all account types. Check out this preso to see best practices for set up, account structure, lead gen vs ecom account tactics, and more.
Conference presentation from the Texas Association of Graduate Admissions Professionals (TxGAP) 2012 Professional Development Conference.
Author:
Mark Barrera & Dan Sturdivant
Marketing Consultant
Barrera Search Marketing
Description:
Using content (articles, infographics, video, and other content types) as a way to generate good placement in search engine results is a good practice. But how do you use content to provide a long lasting effect? Mark Barrera and Dan Sturdivant will discuss various ways to use content as an asset whose value out lives that of other marketing tactics.
For more information, visit www.txgap.com.
REALTOR Association Executive Institute (AEI) - Build Organization ValueDoug Devitre
Save money, save time, and add value to your organization in minutes. This high-energy, high-tech session will help you market association activities and member benefits, and create excitement using inexpensive (and in some instances free) technologies. Learn what free tools can boost your association’s exposure and enhance your member communications. Take it a step further and retool your leadership with user-friendly, cutting-edge technology. Not only will these tools help your association run more efficiently, but they may be a source of nondues revenue as well.
AdWords Key to Success from Pico DigitalCasey Meraz
From Samantha Bedford (Pico Digital)
In the 15 years I have been in the industry the main element I find when auditing paid search campaigns is that the foundation is poor. When speaking about foundation I am talking about the structure of your campaigns, adgroups and match types, and how they have been grouped to ensure each ad is relevant to the keyword and landing page.
Event Sponsored by CLIMB SEO:
http://www.climbseo.org
http://www.lawyerseomarketing.org
Ethical SEO Consulting
5350 DTC Parkway, Suite 204
Greenwood Village, CO 80111
888-789-4198
Google AdWords is the most powerful and sophisticated advertising platform ever created. What better time to get your message in front of a prospect than at the exact moment when they have expressed an interested in what you sell by typing a relevant keyword into a search engine? What better way to target your message than by zeroing in on the actual keyword the person is seeking information about?
If only it were that simple! Perhaps you’ve received a card in the mail from Google inviting you to give it a try. Maybe you’re already an AdWords user but are struggling to make it perform profitably. Or maybe you’ve wanted to get in the game but have held back because you’re heard stories of money spent with little or nothing to show for it. Any way you slice it, jumping into Google AdWords without knowing what you are doing is no longer an option. If you’ve got the bankroll and the patience, you may eventually get an education, but it won’t be cheap.
Digital Marketing MBA 2nd Year Marketing Specialisation Unit - 3 AKTUHR Mukul Gupta
This Presentation Consist and Covers all the topics Which Satisfies Syllabus of Subject Digital Marketing's Unit-3 Given in AKTU University - As Updated in 2017
Send Your Feedback on mukulguptahr@gmail.com
A great deep dive into Google AdWords with Ahmad Ragab at ArabAffiliateSummit, discussing the ins & outs, best practices and well kept secrets of a successful account structure
As marketers, we spend valuable time and resources generating leads for sales. But many of those leads don’t qualify for a variety of reasons. So how do we transform the unqualified leads of today into the sales of tomorrow?
Join Rachel Peden as she takes us through the ins and outs of marketing automation.
In this webinar you will learn:
- What is Marketing Automation?
- Why the middle of the sales funnel is crucially important to your business
- How marketers can generate sales qualified leads through nurturing
- How to generate a higher volume of qualified leads for your sales team
This webinar will cover:
- Overview of category pages and how to categorize your products
- SEO best practices for category pages including title tags, H1s and custom URL text
- PPC tips for promotions in your ad copy and landing pages
- Do’s and don’ts for images on your category pages
- How to keep customers moving through your site to purchase
The webinar will conclude with a live Q&A. Join our webinar to learn how to grow your online business through category page optimization. Seats are limited - register today!
With a few short months left in the year, it’s time to tackle the challenging task of planning and budgeting for your 2014 digital marketing activities. eMarketer estimates that B2C and B2B companies will see a 9.9% and 11.1% growth in digital advertising budgets in 2014, respectively. How is your company planning on establishing online marketing goals and budgets for your business and mapping both strategy and tactics to these objectives and resources? In this seminar, Formic Media will cover digital marketing planning and budgeting best practices, trends for 2014 and how to incorporate your key decision makers and digital agency into the process of creating an effective digital marketing strategy.
Grow Your Donations Without Spending a Dime - NextAfterBrady Josephson
One of the hardest fundraising challenges for any organization is acquiring more high quality traffic that will convert to new donors. And most solutions to this problem cost an arm and a leg.
What if there was a way to get more high quality traffic to your website without spending a dime?
DSA: A Tool for All PPC Accounts - HeroConf London 2017Michelle Morgan
DSA can be a great tool for all account types. Check out this preso to see best practices for set up, account structure, lead gen vs ecom account tactics, and more.
Conference presentation from the Texas Association of Graduate Admissions Professionals (TxGAP) 2012 Professional Development Conference.
Author:
Mark Barrera & Dan Sturdivant
Marketing Consultant
Barrera Search Marketing
Description:
Using content (articles, infographics, video, and other content types) as a way to generate good placement in search engine results is a good practice. But how do you use content to provide a long lasting effect? Mark Barrera and Dan Sturdivant will discuss various ways to use content as an asset whose value out lives that of other marketing tactics.
For more information, visit www.txgap.com.
REALTOR Association Executive Institute (AEI) - Build Organization ValueDoug Devitre
Save money, save time, and add value to your organization in minutes. This high-energy, high-tech session will help you market association activities and member benefits, and create excitement using inexpensive (and in some instances free) technologies. Learn what free tools can boost your association’s exposure and enhance your member communications. Take it a step further and retool your leadership with user-friendly, cutting-edge technology. Not only will these tools help your association run more efficiently, but they may be a source of nondues revenue as well.
AdWords Key to Success from Pico DigitalCasey Meraz
From Samantha Bedford (Pico Digital)
In the 15 years I have been in the industry the main element I find when auditing paid search campaigns is that the foundation is poor. When speaking about foundation I am talking about the structure of your campaigns, adgroups and match types, and how they have been grouped to ensure each ad is relevant to the keyword and landing page.
Event Sponsored by CLIMB SEO:
http://www.climbseo.org
http://www.lawyerseomarketing.org
Ethical SEO Consulting
5350 DTC Parkway, Suite 204
Greenwood Village, CO 80111
888-789-4198
Google AdWords is the most powerful and sophisticated advertising platform ever created. What better time to get your message in front of a prospect than at the exact moment when they have expressed an interested in what you sell by typing a relevant keyword into a search engine? What better way to target your message than by zeroing in on the actual keyword the person is seeking information about?
If only it were that simple! Perhaps you’ve received a card in the mail from Google inviting you to give it a try. Maybe you’re already an AdWords user but are struggling to make it perform profitably. Or maybe you’ve wanted to get in the game but have held back because you’re heard stories of money spent with little or nothing to show for it. Any way you slice it, jumping into Google AdWords without knowing what you are doing is no longer an option. If you’ve got the bankroll and the patience, you may eventually get an education, but it won’t be cheap.
Digital Marketing MBA 2nd Year Marketing Specialisation Unit - 3 AKTUHR Mukul Gupta
This Presentation Consist and Covers all the topics Which Satisfies Syllabus of Subject Digital Marketing's Unit-3 Given in AKTU University - As Updated in 2017
Send Your Feedback on mukulguptahr@gmail.com
A great deep dive into Google AdWords with Ahmad Ragab at ArabAffiliateSummit, discussing the ins & outs, best practices and well kept secrets of a successful account structure
Presentation from Google AdWords Workshop conducted by GBG Mumbai on January 11th at Mumbai.
Speakers:
Sreeraman Thiagarajan, Chapter Manager, Google Business Group, Mumbai
Sandiip Porwal, CEO, Virtual Snipers
Vibhas Sen, Head of Search, Virtual Snipers
Visit gbgmumbai.org for more information
Check here how SEO and PPC works and is differenciated. Get the full details about PPC and its components, how campaigns work, keyword research, writting ad, maintaining ads and much more. Find more information about PPC and SEO here at http://www.promomasters.ch/.
BigWing Interactive hosted a "Breakfast with Google" event on 1/29/15 at the Chesapeake Boathouse in OKC. The topics covered were: Google paid search, Social Media, SEO, and Content Marketing. The following slides were presented by Bill Martin (PPC), Sarah Hoffman (Social Media), Ruth Burr Reedy (SEO), and David Christopher (Content Marketing).
For questions visit our website bigwing.com or call 405.475.3015.
Similar to Google ads 201 optimising search campaigns through analysis, structure and control (20)
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
FIA officials brutally tortured innocent and snatched 200 Bitcoins of worth 4...jamalseoexpert1978
Farman Ayaz Khattak and Ehtesham Matloob are government officials in CTW Counter terrorism wing Islamabad, in Federal Investigation Agency FIA Headquarters. CTW and FIA kidnapped crypto currency owner from Islamabad and snatched 200 Bitcoins those worth of 4 billion rupees in Pakistan currency. There is not Cryptocurrency Regulations in Pakistan & CTW is official dacoit and stealing digital assets from the innocent crypto holders and making fake cases of terrorism to keep them silent.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
2. #GoogleAds201 @ivantage with @matt_trimmer
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
5. #GoogleAds201 @ivantage with @matt_trimmer
5
Session 1 – Analysing current performance for
future improvements
• Introductions, your objectives and building your action plan
• Understanding the psychology of search
• Creating the perfect keyword, ad and landing page experience on the right device, in the right place at the right time
• Exploring and understanding the Google Ads auction, ad rank and quality score
• Exploring, understanding, analysing and improving quality score
• Exploring, understanding, analysing and using search query reports
• Exploring, understanding and analysing time, location and device metrics
• Exploring, understanding, analysing and using the search impression share metric
• Exploring, understanding, analysing and using the search lost impression share (rank) metric
• Exploring, understanding, analysing and using the search lost impression share (budget) metric
• Exploring, understanding, analysing and using the search exact match impression share metric
• Exploring, understanding, analysing and using the auction insights report
• Exploring, understanding, analysing and using the keyword diagnosis tool
• Exploring, understanding, analysing and using the Google Analytics match types report
• Exploring, understanding, analysing and using the Google Analytics search queries report
6. #GoogleAds201 @ivantage with @matt_trimmer
6
Session 2 – Keyword research, match types,
negative keywords and optimum account
structure
• Researching keywords with Google suggestive text
• Researching keywords with Google Trends
• Researching keywords with the Google Ads Keyword Planner
• Exploring and using keyword match types
• Understanding and using negative keywords
• Controlling which ad appears for which keyword
• Introducing and using negative keyword lists
• Planning, organising and structuring accounts, campaigns and adgroups
7. #GoogleAds201 @ivantage with @matt_trimmer
7
Session 3 – Creating compelling ads,
fi
nding
optimum landing pages and testing for
success
• Creating compelling expanded text ads
• Exploring and using dynamic keyword insertion
• Creating, using and testing ad variations
• Understanding and exploring ad delivery options
• Finding and using compelling landing pages
• Exploring and understanding keyword or ad level landing pages
• Finding, using and testing landing page variations
• Introducing A/B and multivariate landing page testing
• Introducing, exploring and using campaign drafts and experiments
8. #GoogleAds201 @ivantage with @matt_trimmer
8
Session 4 – Bidding strategies and
adjustments, shared budgets, automation and
improving management
• Exploring, understanding and using standard and portfolio (
fl
exible) bidding strategies
• Exploring, understanding and setting manual bidding
• Exploring, understanding and using automated (RTB - Real Time Bidding) bidding strategies for tra
ffi
c optimisation
• Exploring, understanding and using automated (RTB - Real Time Bidding) bidding strategies for conversion optimisation
• Exploring, understanding and making bid adjustments for time, location and device
• Introducing and using shared budgets
• Introducing and using automated rules
• Introducing and using automated scripts
• Introducing and using ad customisers
• Introducing and using the shared library business data
• Introducing and using labels
• Introducing and using dynamic search ads
• Introducing and campaign URL options
• Introducing and using the Google Ads editor
• Wrap up, conclusions, your action plan and feedback
13. #GoogleAds201 @ivantage with @matt_trimmer
Search campaigns
• Keyword targeted
• Bid options
• Location bid adjustments
• Schedule bid adjustments
• Device bid adjustments
• Should be your primary use of Google Ads
• No other form of marketing is like search
• Permission based
• Requested
• Quali
fi
ed
13
15. #GoogleAds201 @ivantage with @matt_trimmer
Keywords
• Entered by the searcher
• Usually a phrase rather than a single keyword
• Search query
• You bid for the click related to the keyword
• Google Ads 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
15
16. #GoogleAds201 @ivantage with @matt_trimmer
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
16
17. #GoogleAds201 @ivantage with @matt_trimmer
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
17
18. #GoogleAds201 @ivantage with @matt_trimmer
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
18
20. #GoogleAds201 @ivantage with @matt_trimmer
Improving quality score and your future Ad
rank
• Improve ad quality
• Speci
fi
c, thematic ad groups
• Relevant keywords
• Include keywords in your ad text
• Enticing ads
• Calls to action
• AB test ads
• Review performance
• Use relevant extensions
• Improve landing page quality
• Relevant, useful and original content
• Promote transparency and foster trustworthiness
• Make mobile and computer navigation easy
• Be fast
• Decrease your landing page loading time
• Make you site (even more) mobile-friendly
20
21. #GoogleAds201 @ivantage with @matt_trimmer
For optimum quality score
• Control ad serving for the search query through bid or negative keywords
• The most relevant and enticing ad
• Expected CTR
• Estimated ad relevance
• Estimated landing page experience
• Leading to the most relevant and enticing landing page
• However, contrast this with the fact
• 20% of Google’s daily search queries have not been seen in the last 90 days if at all
• Exact match should always provide the highest conversion
• Broad match increases reach
• Negatives are needed to control irrelevant ad impressions
• Phrase match increases relevancy
• Especially when query order is important
• Negatives
• Stop ads showing for keywords
21
22. #GoogleAds201 @ivantage with @matt_trimmer
Auction insights report
• Impression share
• You versus your fellow advertisers
• The opportunity you are receiving
• Avg. position
• Overlap rate
• How often your fellow advertiser appeared with you
• Position above rate
• How often your fellow advertiser appeared above you
• Top of page rate
• How often the advertiser was at the top of the page
• Outranking rate
• How often your ad outranked your fellow advertiser
22
23. #GoogleAds201 @ivantage with @matt_trimmer
Impression share metrics
• Search impression share metric
• Should you increase your bids or budget?
• Search lost impression share (rank) metric
• % time you were outranked
• Search lost impression share (budget) metric
• % time you ran out of budget
• Search exact match impression share metric
• % time your keywords match your search queries
• Aim for 70-80%
• Higher - no room for keyword discovery
• Lower - irrelevant queries, wasted spend
23
27. #GoogleAds201 @ivantage with @matt_trimmer
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 27
29. #GoogleAds201 @ivantage with @matt_trimmer
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
29
30. #GoogleAds201 @ivantage with @matt_trimmer
“Phase” match keywords
• Your ad may show for
• 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”
30
31. #GoogleAds201 @ivantage with @matt_trimmer
[Exact] match keywords
• Your ad may show for
• 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
31
33. #GoogleAds201 @ivantage with @matt_trimmer
Negative keywords are essential for precise
control
33
Mens Shirts Campaign
[formal mens shirts] “formal mens shirts” +formal +mens +shirts formal mens shirts
-[formal mens shirts]
-cheap
-[formal mens shirts]
-“formal mens shirts”
-cheap
-[formal mens shirts]
-“formal mens shirts”
-cheap
Query: luxury formal mens shirts
Query: evening mens shirts
Query: luxury evening studded mens shirts
Query: formal mens shirts
• To show the most relevant ad
• for the most relevant landing page
• to provide best possible conversion experience
34. #GoogleAds201 @ivantage with @matt_trimmer
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?
34
35. #GoogleAds201 @ivantage with @matt_trimmer
Keyword strategy?
• Research keywords
• Keyword planner
• For the majority of your search campaign
• Exact match and control you ad content and landing page
• Use exact match negatives on other adgroups to prevent ads showing
• Reserve for your highest bid
• Use a small amount of broad
• Use negative exact match to prevent this being shown instead
of your exact match keywords
• Bid 50-60% less
• Prune broad keywords using the search terms
report
35
37. #GoogleAds201 @ivantage with @matt_trimmer
Multiple match types to the same ad group
• mens formal shirts - £0.50
• +mens +formal +shirts - £0.50
• “mens formal shirts” - £0.80
• [mens formal shirts] - £1.00
• Pros
• Less ad groups/campaigns to manage
• Cons
• Your ad can’t be too speci
fi
c to the keyword
• Can’t use dynamic keyword insertion
• Can only control control through the bid
• Ensure the Adrank of exact is higher than broad
37
38. #GoogleAds201 @ivantage with @matt_trimmer
One match type one ad group
• mens formal shirts
• -ve [mens formal shirts]
• -ve “mens formal shirts”
• +mens +formal +shirts
• -ve [mens formal shirts]
• -ve “mens formal shirts”
• “mens formal shirts”
• -ve [mens formal shirts]
• [mens formal shirts]
• Pros
• Proper keyword match type should trigger ad
• Ad copy can be relevant to the keyword
• No need to ensure the Adrank of exact is higher than broad
• Cons
• More ad groups/campaigns to manage
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39. #GoogleAds201 @ivantage with @matt_trimmer
match types in campaigns
• mens formal shirts
• -ve [mens formal shirts]
• -ve “mens formal shirts”
• +mens +formal +shirts
• -ve [mens formal shirts]
• -ve “mens formal shirts”
• “mens formal shirts”
• -ve [mens formal shirts]
• [mens formal shirts]
• Pros
• Proper keyword match type should trigger ad
• Ad copy can be relevant to the keyword
• No need to ensure the Adrank of exact is higher than broad
• Adjust bids and budgets by match type
• Cons
• More ad groups/campaigns to manage 39
40. #GoogleAds201 @ivantage with @matt_trimmer
Possible structure - bigger budget, larger
advertiser
• Brand campaign
• Highest conversion, highest budget
• Exact match campaign
• Second highest conversion, limited by volume
• Phrase match
• Third highest conversion
• Broad match
• Use the remaining budget
40
41. #GoogleAds201 @ivantage with @matt_trimmer
Always use a time-friendly organisational
structure
• Each way organising your account has pros and
cons
• For small accounts, little time
• Multiple match types in Ad Groups is
fi
ne
• Look at your goals, time, technology and budget
• Map out the ways you could organise your account
• Pick the method that achieves goals within your management
time
41
43. #GoogleAds201 @ivantage with @matt_trimmer
How similar keywords match to search terms
• Multiple keywords within the same ad group
• Use a keyword that matches the search term exactly
• Use an exact match keyword when the keywords are the
same
• Use the keyword that has the highest Ad Rank
• Multiple keywords within multiple ad groups
• Use a keyword that matches the search term exactly, instead
of a keyword that does not
• Use an exact match keyword when the keywords are the
same
• Use the keyword that has the highest Ad Rank
43
45. #GoogleAds201 @ivantage with @matt_trimmer
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
45
48. #GoogleAds201 @ivantage with @matt_trimmer
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
48
49. #GoogleAds201 @ivantage with @matt_trimmer
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
49
50. #GoogleAds201 @ivantage with @matt_trimmer
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
50
51. #GoogleAds201 @ivantage with @matt_trimmer
Why dynamic keyword insertion?
• Improve ad quality
• Speci
fi
c, thematic ad groups
• Relevant keywords
• Include keywords in your ad text
• Enticing ads
• Calls to action
• AB test ads
• Review performance
• Use relevant extensions
• Improve landing page quality
• Relevant, useful and original content
• Promote transparency and foster trustworthiness
• Make mobile and computer navigation easy
• Be fast
• Decrease your landing page loading time
• Make you site (even more) mobile-friendly
51
54. #GoogleAds201 @ivantage with @matt_trimmer
Ad customisers
• Dynamics keyword insertion’s big sister
• Dynamic text in ads
• Except
fi
nal URL
• Countdown
• Adjusts for time zone
• Global countdown
• No adjustment
• If
• device
• audience (remarketing list)
• More info
• https://goo.gl/3HdR5a 54
55. #GoogleAds201 @ivantage with @matt_trimmer
Ad customisers with an attribute feed
• Feed your ads with a spreadsheet
• Except
fi
nal URL
• Create a feed/spreadsheet
• Use standard attributes
• With attribute types
• https://goo.gl/Ne6sNC
• Add custom attributes
• With attribute types
• Select targeting attributes
• Keyword, match type, ad group, campaign, location or location
restriction
• Load in shared library
55
56. #GoogleAds201 @ivantage with @matt_trimmer
Ad variations
• Create multiple ads per ad group
• Decide on your campaign ad delivery settings
• Optimise for clicks
• Expected better performing ads are served
• Based of past and predicted CTR
• Optimise for conversions
• Expected better converting ads are served
• Based of past and predicted CTR
• Defaults to clicks if not enough data
• Rotate evenly
• For 90 days (new ads)
• Then optimises for clicks
• If Target CPA, Target ROAS or Enhanced CPC
• Optimisers for conversions
• Rotate inde
fi
nitely
• You need to review yourself and pause poor ads 56
58. #GoogleAds201 @ivantage with @matt_trimmer
Landing page experience
• O
ff
er relevant, useful and original content
• Be speci
fi
c when a user wants a particular thing
• Be general when the user wants options
• Promote transparency and foster
trustworthiness on your site
• Make mobile and computer navigation easy
• Be fast - decrease your landing page loading
time
• Google page speed insights
• https://goo.gl/Y3Hb9m
• Make your site (even more) mobile friendly
58
60. #GoogleAds201 @ivantage with @matt_trimmer
Ad group or keyword level landing pages?
• Landing pages (
fi
nal URLs) can be at the
• Ad group level
• keyword level
• Combine with dynamic keyword insertion
• Can improve quality score
• More relevant landing pages
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62. #GoogleAds201 @ivantage with @matt_trimmer
Campaign drafts and experiments
• Create drafts whenever you plan to make large
scale changes
• Save and resume
• Discard
• Apply
• Convert draft to an experiment
• % of original campaign budget is spent on the experimental
campaign
• Discard or convert
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64. #GoogleAds201 @ivantage with @matt_trimmer
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
64
65. #GoogleAds201 @ivantage with @matt_trimmer
Shared budgets
• Account level across campaigns
• Standard or accelerated ad delivery?
• Accelerated delivery useful when you budget is not being
spent
• Google Ads is holding out for future activity
• Group like campaigns into similar budgets
65
67. #GoogleAds201 @ivantage with @matt_trimmer
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
67
69. #GoogleAds201 @ivantage with @matt_trimmer
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
69
74. #GoogleAds201 @ivantage with @matt_trimmer
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
74
75. #GoogleAds201 @ivantage with @matt_trimmer
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
75
77. #GoogleAds201 @ivantage with @matt_trimmer
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 77
78. #GoogleAds201 @ivantage with @matt_trimmer
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
78
79. #GoogleAdWords201 @ivantage with @matt_trimmer
Dynamic search ads
• Google Ads, automated
• Needs a content-rich, structured website
• Not recommend for frequently changing websites
• Fills the gap between a structured campaign and automation
• Target pages of your site or whole site
• Pages indexed by Google
• Categories are suggested
• Page patterns based on URLs, titles, keywords, custom labels from page feed
• Feed of pages
• Blend of these
• Create a campaign
• Headline, Display URL, Final URL are dynamically selected
• You create description
• Set auto-targets
• Set bids and bid strategy
• Set exclusions
• Web pages
• Google searches - negative keywords
79
80. #GoogleAds201 @ivantage with @matt_trimmer
Dynamic search ads and performance
• Ranked the same as manual ads
• max CPC x Quality Score
• Search terms report
• Auto-targets
• Keywords and categories triggering your ad
• Set negatives
• Can use account’s ad extensions
80
82. #GoogleAds201 @ivantage with @matt_trimmer
Using labels
• Label
• Accounts
• Campaigns
• Ad Groups
• Ads
• Keywords
• Organise you account away from Google de
fi
ned
structure
• Labels and not inherited
• Keywords don’t take on ad groups label
• More info
• https://goo.gl/vMHqx5
82
83. #GoogleAds201 @ivantage with @matt_trimmer
Tracking templates and custom parameters
• Google Ads uses “vanilla” URLS
• Appends GCLID parameters with auto-tagging
• Best option for Google Analytics integration and analysis
• You can use manual campaign (UTM values)
tracking URLs
• Override GCLID parameters in property settings
• Tracking template
• Appends to your Final URL
• Normally for bid management systems
• Value track parameters
83
84. #GoogleAds201 @ivantage with @matt_trimmer
Using value track parameters
• Need additional tracking that Google Analytics
can’t provide
• Maybe you don’t use Google Analytics
• Value track
• Like dynamic keyword insertion for
fi
nal URLs
• Parameters
• https://goo.gl/f41CHw
• Examples
• https://goo.gl/k9pwdf
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85. #GoogleAds201 @ivantage with @matt_trimmer
The Google Ads Editor
• Free Google Application for Google Ads
Management
• Useful for larger accounts
• Saves time
• Make changes o
ff
-line
• Import & ex[pr
• Download and edit
• Upload and change
85
86. #GoogleAds201 @ivantage with @matt_trimmer
Your 201 action plan
• What actions do you need to take on your account?
• Quality score
• Impression share
• How could you improve your keyword bank?
• Keyword research
• Keyword pruning
• Adding additional
• Negatives
• Multiple match types
• How can you improve your ad and landing page experience?
• Dynamic keyword insertion
• Landing page analysis
• A/B and or Multivariate testing
• How can you move to automated bidding?
• Shared budgets
• Conversion bidding
• Any further automation tools you might use?
• Google Ads Editor
86