This document discusses Google AdWords, including: 1. An overview of the Google search and display networks and typical campaign structures such as match types. 2. How quality score, which factors ad relevance, click-through rate, and landing page quality, determines ad rank and cost. 3. Methods for improving ad performance including ad extensions, settings, dimensions, keyword match types, and dynamic insertion. 4. An introduction to remarketing as a way to retarget customers who have visited a website but not completed a purchase across the Google display network.

1. Google AdWords

2. • Google AdWords Campaign structure
• Understanding Quality Score
• Ad Performance Monitoring and
Improvements
• Remarketing
2
Today’s Agenda

3. Search Network Display Network
Google Search, Google
Shopping, Google Maps,
and Google Groups.
Search sites that partner
with Google (search
partners), such as AOL
Google sites (like YouTube,
Blogger, and Gmail) and
thousands of partnering
websites across the Internet
3
Types of Google Network

4. 4
Typical Campaign Structure

5. Match type Special symbol
Broad match none
Broad match
modifier
+keyword
Phrase match "keyword"
Exact match [keyword]
Negative match -keyword
Ad Types
Text ad
Image ad
App/digital content ad
WAP mobile ad
Product Listing Ad
Dynamic Search Ad
Video ad
5
Types of Google Network

6. 94% of people search with multi-word phrases
6
Avg. Search Phrase Length

7. Quality Score

8. 8
Quality Score - Ad Rank & Cost
Quality score = CTR + Relevance + Landing Page Quality
Quality Score plays key role in determining the Ad position & its cost
Ad rank = (Max Bid/CPC X Quality Score)
Note: If Ad Rank is high, Ad Position(position on SE) is less

9. How Quality Score Impacts Ad Position
• AdWords is Like Real Estate: It’s all about Location!
9

10. 10
Conv. Rate VS Avg. Search Position

11. How Quality Score Impacts Actual CPC
11

12. 85% of Impressions are from 5% of Your Ads
12

13. 1. Below Avg. CTR = Low Quality Score
2. Low CTR ads:
 Have lower Ad Positions (Fewer Clicks)
 Often don’t even get displayed
 Get penalized w/ up to 400% higher CPCs
 Have up to 64% higher cost per conversion
TRY
1. Very Picky. Bid on Only the Best Keywords and Get HIGH
CTRs.
2. Keep an eye on low performing Keywords (bottom third of
your account)
13
Poor Keywords with Low CTR

14. 14
Ad Performance

15. How Can You Improve Ad Performance
1. Ad Extensions
2. Settings(Location, Ad Schedule, Devices)
3. Dimensions
4. Keyword match types
5. Dynamic keyword insertion
15

16. Enhance Your Ads with Extensions
16
1. Ad Extension

17. 117`7
Different Ad Extensions

18. 18
Ad Extensions Impact on CTR

19. Desktop Search Conversion Funnel
1. Sees Ad 1. Sees Ad
2. Clicks On Ad
3. Visits Website
Landing Page
4. Captured
Lead
Mobile Conversion Funnel
2. Calls
Business
3% Avg.
Conversion
Rate
3. Lead
Captured!!
Calls to Businesses worth on Average 3x More Than
Clicks to Websites!!
19
Call Extensions Radically Change the Flow

20. 20

21. 21
2. Settings

22. You can track data even for individual AdGroup.
22
3. Dimensions

23. • Broad Match
• Phrase Match
• Exact Match
• Embedded
• Negative
5. Dynamic Keyword Insertion
23
4. Keywords Match Type

24. Converting
Traffic with
Remarketing
Remarketing

25. Typical Conv. Rates are in Single Digits
~96%
of people who visit a website
leave without completing
the actions marketers want
them to take
Your Site
- X
Your Ad
70%
of people abandon their
shopping cart without
completing a purchase
Larry Kim (@larrykim) #searchex25

26. REMARKETING is the process of showing ads to the
users who have previously visited your website as
they browse the web
Did you know?
More than 50%
Retargeted customers are more likely to convert than
someone who has not been marketed to
26
What is Remarketing?

27. 27
How Remarketing Works?

28. Typical Reach of Remarketing
1. RReeaacchh m ore users 2. RFeraecqh utheemn cfreyquently 3.O Dn ivvaerirosusit pyages
Of the typical remarketing
audience, find
Reach them on between As they visit 20 or more pages
on a typical day across
84%
…within a month
10-18 days
… or more out of the month
5-10 sites
… of which all pages and
sites have ad space available
to Google Display Network buyers
Larry Kim (@larrykim) #searchex28

29. 29
Setting Up Remarketing Tag

30. 30
Create Remarketing Lists
Create Remarketing list and assign them to the new/existing AdGroup.

31. 31
When Should You Use Remarketing

32. Converting
Traffic with
Remarketing
32
Thank You

33. 33
Q&A