Google Adwords Training
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This document provides an introduction to Google Adwords. It discusses how paid search advertising works on Google and how to set up an effective Adwords campaign. Key points include: how bids, quality score, and ad rank determine ad position; how to choose relevant keywords; how to create optimized text ads; and metrics to track campaign performance like clicks, cost per click, and conversions. The document offers best practices for campaign structure, keyword matching types, and ongoing optimization.
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Google Adwords Training
- 1. Introduction to Google Adwords by Sebastian Behar
- 4. 81% OF SHOPPERS RESEARCH ONLINE BEFORE BUYING Adweek, 2014
- 5. āIF PEOPLE ARE SEARCHING MY BRAND NAME AND I SHOW UPāØ FIRST IN NATURAL SEARCH, WHY SHOULD I EVEN USE PAID SEARCH?ā COMMON QUESTION
- 6. IF SOMEONE SEARCHES FOR āHOME DEPOT BBQ GRILLSā, ANOTHER BRAND CAN PLACE AN AD JUST BY TARGETING THE KEYWORD āBBQ GRILLSā. ANSWER #1
- 7. JUST BECAUSE YOUāRE RANKED FIRST IN ORGANIC SEARCH, DO NOT ASSUME THAT MEANS YOUāRE THE FIRST LINK ON THE PAGE. ANSWER #2
- 8. YOUR COMPETITOR CAN BID ON YOUR BRANDāS NAME. ANSWER #3
- 15. TOP 5 REASONS OF WHY USING PPC ADVERTISING
- 16. You only pay when an interested person clicks.
- 17. At the right time, in the right place.
- 18. Measurable, accountable, and ļ¬exible.
- 19. Can show results very quickly.
- 20. Reach your customers, whichever device theyāre on.
- 21. GOOGLE ADWORDS ACCOUNT STRUCTURE ADWORDS ACCOUNT CAMPAIGN CAMPAIGN CAMPAIGN AD GROUP AD GROUP AD GROUP AD GROUP AD GROUP AD GROUP KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS
- 22. ADWORDS ACCOUNT CAMPAIGN CAMPAIGN CAMPAIGN AD GROUP AD GROUP AD GROUP AD GROUP AD GROUP AD GROUP KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS 1 PER ADVERTISER - EMAIL - PASSWORD - BILLING INFO DAILY BUDGET - TYPE OF BIDDING - NETWORKS - END DATE - LANGUAGES & LOCATIONS TARGETING - DEVICES SET OF KEYWORDS & PLACEMENTS - ONE OR MORE ADS - URLS - CPM OR CPC BIDS GOOGLE ADWORDS ACCOUNT STRUCTURE
- 23. BEST BUY TELEVISIONS KITCHEN APPLIANCES COMPUTERS SMART TV PLASMA TV REFRIGERATOR MICROWAVES LAPTOPS DESKTOPS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS KEY- WORDS GOOGLE ADWORDS ACCOUNT STRUCTURE
- 24. HOW ADS ARE SERVED? ā£ Bid What is the max bid youāre willing to pay to this keyword? ā£ Quality Score An score from 1 to 10 that estimates how relevant your ads, keywords, and landing page are to a person seeing your ad. Higher scores lead to lower costs and better positions. ā£ Expected impact of ad extensions and other formats, such as sitelinks. AdWords determines which ads show ļ¬rst based on 3 major criteria.
- 25. MAGIC RANKING EXAMPLE Max Bid Quality Score Ad Rank $ 4.00 4 16X = $ 2.00 10 20X = $ 6.00 2 12X = $8.00 1 8X =
- 26. Max Bid Quality Score Ad Rank $ 4.00 4 16X = $ 2.00 10 20X = $ 6.00 2 12X = $8.00 1 8X = Who wins #1 Spot? B C A D MAGIC RANKING EXAMPLE
- 27. Max Bid Quality Score Ad Rank $ 4.00 4 16X = $ 2.00 10 20X = $ 6.00 2 12X = $8.00 1 8X = Who wins #1 Spot? B C A D MAGIC RANKING EXAMPLE
- 28. YOUR CPC PRICE THE AD RANK OF THE PERSON BELOW YOU Ć· YOUR QUALITY SCORE + $0.01 =
- 29. $ 2.00 $ 4.00 $ 6.00 $8.00 Max Bid 10 4 2 1 Quality Score 20 16 12 8 Ad Rank $1.61 $3.01 $4.01 HIGHEST CPC Actual CPC X X X X = = = = MAGIC RANKING EXAMPLE
- 30. MAIN METRICS ā£ Impressions ā£ Clicks ā£ Click Through Rate (CTR) ā£ Cost Per Click (CPC) ā£ Average Ad Position ā£ Quality Score
- 31. SALES FUNNEL Search Click Visit Convert CONVERSION MATTERS ā£ Conversions ā£ Conversion Rate ā£ Cost Per Lead (CPL)
- 32. PAY PER CLICK PROCESS LANDING PAGE DEV. 1 ACCOUNT SET UP 2 KEYWORD SEARCH3 AD CREATION 4 TRACKING CODE SET UP 5 CAMPAIGN LAUNCH 6A/B TESTING 7 MONITOR PERF. 8 OPTIMIZATION 9 ANALYSIS & RESULTS 10 Plan Launch Optimization
- 33. TEXT ADS GUIDELINES ā£ Headline: 25 characters ā£ Description Line 1: Up to 35 characters ā£ Description Line 2: Up to 35 characters ā£ Display URL ā£ Destination URL ā£ Add extensions
- 34. TIPS FOR CREATING TEXT ADS ā£ Highlight what makes you unique. ā£ Include prices, promotions, and call to actions (purchase, call today, order now, sign up, get a free quote). ā£ Include at least one of the keywords. ā£ Match your ad with your landing page. ā£ Test, test and test.
- 35. CHOOSING THE RIGHT KEYWORDS ā£ Use between 5 and 20 keywords per ad group. ā£ Think like a customer when you create your list. ā£ Group similar keywords into themes. ā£ No matter how general or speciļ¬c your keywords are, they should always be as relevant to your ads and website as possible. ā£ Avoid having duplicate keywords in your account.
- 36. TIPS FOR CHOOSING THE RIGHT KEYWORDS ā£ Keyword Planner will show you search volume and average bid for your keyword and variations on that keyword. ā£ Google trends will show you how often a phrase is searched over time. ā£ āØ ā£ Spyfu and Semrush see what terms your competitors are bidding on. ā£ Ubersuggest.org and Word Stream. Free keyword suggestion tool.āØ
- 37. KEYWORD MATCH TYPES EXACT MATCH: [FORMAL SHOES] MATCHES: FORMAL SHOES PHRASE MATCH: āFORMAL SHOESā MATCHES: FORMAL SHOES FOR MEN, BLACK FORMAL SHOES BROAD MATCH MODIFIER: +FORMAL +SHOES ALSO MATCHES: FRMAL SHOES, FORMAL EVENING SHOES BROAD MATCH MODIFIER: FORMAL +SHOES ALSO MATCHES: EVENING SHOES, BLACK DRESS SHOES BROAD MATCH: FORMAL SHOES ALSO MATCHES: FORMAL FOOTWEAR, EVENING FOOTWEAR NEGATIVE MATCH: -FREE SEARCHES WITHOUT THE TERM
- 38. KEYWORD MATCH TYPES EXACT MATCH: [FORMAL SHOES] MATCHES: FORMAL SHOES PHRASE MATCH: āFORMAL SHOESā MATCHES: FORMAL SHOES FOR MEN, BLACK FORMAL SHOES BROAD MATCH MODIFIER: +FORMAL +SHOES ALSO MATCHES: FRMAL SHOES, FORMAL EVENING SHOES BROAD MATCH MODIFIER: FORMAL +SHOES ALSO MATCHES: EVENING SHOES, BLACK DRESS SHOES BROAD MATCH: FORMAL SHOES ALSO MATCHES: FORMAL FOOTWEAR, EVENING FOOTWEAR NEGATIVE MATCH: -FREE SEARCHES WITHOUT THE TERM Potential waste
- 39. EXAMPLE 1. Too broad, 2. Too speciļ¬c, 3. Exact phrase, 4. Exact match, 5. Duplicated keyword, 6. Negative match, 7. Too generic āØ Source: Google Adwords Training, 2015
- 41. SEBASTIAN BEHAR Marketer with technology enabled @sebastianbehar www.sebastianbehar.com