This document provides an overview of search advertising and pay-per-click (PPC) campaigns. It discusses key concepts like campaign setup, keyword research, bidding, ad extensions, conversion tracking, and analysis. It also touches on using the Google AdWords editor and opportunities in mobile advertising. The document emphasizes the importance of optimization and monitoring campaigns for metrics like click-through rate, cost per conversion, and quality score to improve return on investment.
The Business Show - Integrated Digital MarketingReflect Digital
Reflect Digital provides integrated digital marketing strategies including SEO, paid search, social media, email marketing and website design. They analyze clients' websites and online presence, research keywords and competitors, optimize content and off-site links, and constantly measure performance to refine strategies. Their goal is to help clients increase traffic, conversions and ROI through an integrated approach across online channels.
Equities Awareness Group Services Deckequitiesag11
EAG is a leading direct marketing agency specializing in publicly traded small and mid-cap companies. They offer fully managed media campaigns, email marketing, digital media campaigns, social media platforms, and viral video and mobile marketing. EAG has over 20 years of experience in equities marketing and focuses on building shareholder awareness through integrated media strategies.
From Click to Conversion: An Introduction to PPC, SEO, & Web AnalyticsBenjamin Rudolph
No matter what form of offline advertising you use, your audience is going to search engines like Google to learn more. Today it is more critical than ever for your school’s website to appear when your target audience is looking for relevant information. Online advertising technology is advancing so quickly that keeping up with the changes is its own full-time job, and that’s before you have time to manage your Facebook page and Twitter feed.
The purpose of this session is to educate marketers about the basics of Pay Per Click (PPC), Search Engine Optimization (SEO), and Web Analytics. The goal is to understand how to drive traffic to your website, measure the results, and optimize your website to maximize conversions -- in most cases, getting interested prospects to fill out a lead form and ultimately apply to your school. At the end of this session, attendees should come away with actionable recommendations that they can implement upon returning to the office.
You don’t have to understand web programming to be a great online marketer, and even if you are already working with an agency, it helps to be educated on the basic principles at work. It’s important to know the right questions to ask and the right metrics to focus on. Online marketing is extremely measurable, so you can focus your time and resources on what’s working and test different variations quickly and effectively. Learn how to attract visitors and convert online traffic into applications.
In this course, we have covered have-to-know knowledge to do a good Display Campaign with AdWords including: 1) Some up-to-date marketing strategy to keep in mind; 2) Understanding General Display Campaign by its structure, format, targeting, bidding and performance evaluation; 3) Understanding Video Campaign by its structure, format, optimization approaches, and other extra ad functions of YouTube; 4) Introduction of Gmail Ads and some several useful tools to plan and optimize your Display AdWords Campaign.
在本次課程中,我們同大家分享了與多媒體展示廣告相關的基礎知識和優化策略,包括:1)如今網絡營銷的最新趨勢;2)從廣告結構、形式、定位以及成效評估等方面了解多媒體廣告;3)從廣告結構、形式、優化方法和額外功能了解如何利用YouTube製作多媒體廣告;4)認識其他可以幫助優化多媒體廣告的有效工具。
Google hosted a presentation on search strategies that included the following topics:
1. The presenter discussed the Broad Match Modifier, a new AdWords feature that allows more control than broad match and greater reach than phrase match.
2. Search funnels were explained as the paths users take through multiple searches and ad exposures before converting. Search funnel reports provide data on assists and impressions that precede conversions.
3. Separate mobile campaigns were recommended for better performance through more granular controls of bids, budgets, keywords and landing pages tailored for mobile.
This document provides an overview of a study analyzing the impact of creative elements on ad performance across different industries. Some key findings from industry-wide best practices include:
- Ads with red backgrounds had 31% higher conversion rates on average than other colors. Animated ads had higher conversion rates than static ads, and animation lengths of 6-9 seconds performed best.
- Displaying a company logo in an ad provided a 4% lift in conversion rates. Placement in the upper-left, upper-right, or lower-left corners performed best, with lower-left being optimal.
- Ads featuring human faces averaged 4% higher conversion rates than those without. Ads showing families performed best, while
Questions and Answers to Google Adwords Advanced Search Exam by Digital Marke...Simplilearn
An advertiser can see search queries that triggered their ads to display, even if those queries are not set as keywords, by selecting "Keyword details" on the Keywords tab. This will show the actual search queries for broad matched keywords. Location extensions will appear when a user located near the advertised business searches on relevant terms, distinguishing them from regional or customized campaign targeting. Reviewing keyword details helps advertisers identify keywords with low Quality Scores or potential new placements to target.
The Business Show - Integrated Digital MarketingReflect Digital
Reflect Digital provides integrated digital marketing strategies including SEO, paid search, social media, email marketing and website design. They analyze clients' websites and online presence, research keywords and competitors, optimize content and off-site links, and constantly measure performance to refine strategies. Their goal is to help clients increase traffic, conversions and ROI through an integrated approach across online channels.
Equities Awareness Group Services Deckequitiesag11
EAG is a leading direct marketing agency specializing in publicly traded small and mid-cap companies. They offer fully managed media campaigns, email marketing, digital media campaigns, social media platforms, and viral video and mobile marketing. EAG has over 20 years of experience in equities marketing and focuses on building shareholder awareness through integrated media strategies.
From Click to Conversion: An Introduction to PPC, SEO, & Web AnalyticsBenjamin Rudolph
No matter what form of offline advertising you use, your audience is going to search engines like Google to learn more. Today it is more critical than ever for your school’s website to appear when your target audience is looking for relevant information. Online advertising technology is advancing so quickly that keeping up with the changes is its own full-time job, and that’s before you have time to manage your Facebook page and Twitter feed.
The purpose of this session is to educate marketers about the basics of Pay Per Click (PPC), Search Engine Optimization (SEO), and Web Analytics. The goal is to understand how to drive traffic to your website, measure the results, and optimize your website to maximize conversions -- in most cases, getting interested prospects to fill out a lead form and ultimately apply to your school. At the end of this session, attendees should come away with actionable recommendations that they can implement upon returning to the office.
You don’t have to understand web programming to be a great online marketer, and even if you are already working with an agency, it helps to be educated on the basic principles at work. It’s important to know the right questions to ask and the right metrics to focus on. Online marketing is extremely measurable, so you can focus your time and resources on what’s working and test different variations quickly and effectively. Learn how to attract visitors and convert online traffic into applications.
In this course, we have covered have-to-know knowledge to do a good Display Campaign with AdWords including: 1) Some up-to-date marketing strategy to keep in mind; 2) Understanding General Display Campaign by its structure, format, targeting, bidding and performance evaluation; 3) Understanding Video Campaign by its structure, format, optimization approaches, and other extra ad functions of YouTube; 4) Introduction of Gmail Ads and some several useful tools to plan and optimize your Display AdWords Campaign.
在本次課程中,我們同大家分享了與多媒體展示廣告相關的基礎知識和優化策略,包括:1)如今網絡營銷的最新趨勢;2)從廣告結構、形式、定位以及成效評估等方面了解多媒體廣告;3)從廣告結構、形式、優化方法和額外功能了解如何利用YouTube製作多媒體廣告;4)認識其他可以幫助優化多媒體廣告的有效工具。
Google hosted a presentation on search strategies that included the following topics:
1. The presenter discussed the Broad Match Modifier, a new AdWords feature that allows more control than broad match and greater reach than phrase match.
2. Search funnels were explained as the paths users take through multiple searches and ad exposures before converting. Search funnel reports provide data on assists and impressions that precede conversions.
3. Separate mobile campaigns were recommended for better performance through more granular controls of bids, budgets, keywords and landing pages tailored for mobile.
This document provides an overview of a study analyzing the impact of creative elements on ad performance across different industries. Some key findings from industry-wide best practices include:
- Ads with red backgrounds had 31% higher conversion rates on average than other colors. Animated ads had higher conversion rates than static ads, and animation lengths of 6-9 seconds performed best.
- Displaying a company logo in an ad provided a 4% lift in conversion rates. Placement in the upper-left, upper-right, or lower-left corners performed best, with lower-left being optimal.
- Ads featuring human faces averaged 4% higher conversion rates than those without. Ads showing families performed best, while
Questions and Answers to Google Adwords Advanced Search Exam by Digital Marke...Simplilearn
An advertiser can see search queries that triggered their ads to display, even if those queries are not set as keywords, by selecting "Keyword details" on the Keywords tab. This will show the actual search queries for broad matched keywords. Location extensions will appear when a user located near the advertised business searches on relevant terms, distinguishing them from regional or customized campaign targeting. Reviewing keyword details helps advertisers identify keywords with low Quality Scores or potential new placements to target.
Google AdWords is an online advertising service where advertisers pay to display brief ads to web users. It is Google's main source of revenue. By 2007, pay-per-click programs had become the primary money makers for search engines.
Google AdWords is a pay-per-click online advertising platform that allows advertisers to display ads on Google search results pages and partner websites. Advertisers only pay when a user clicks on their ad. It provides features like image ad creation, broad match modifiers, scripts for account management and reporting, and an editor for bulk changes. Advertisers can refine ad targeting using methods like location, language, IP address exclusion, and frequency capping to control how often users see ads. The system faces legal issues around intellectual property and trademark infringement.
This document provides information about creating video advertising campaigns on YouTube and the Google Display Network using Google AdWords. It discusses the following key points:
- AdWords for video allows targeting video ads to YouTube and Google Display Network sites using TrueView formats, which only charge advertisers when viewers watch 30 seconds or more of a video ad.
- The Video Editor tool allows combining multiple videos, images, music and effects to create new videos to publish to YouTube.
- Campaigns can be created using either AdWords for video for TrueView formats only, or the Ad Gallery for additional formats but across platforms.
- Effective video ads tell a story, reach the right audience, and can be created and measured
Google's core business involves operating Google websites like search and YouTube, and generating advertising revenue through programs like AdWords and AdSense. Google makes most of its revenue (96%) through online advertising on its websites and partner websites. Its main capabilities involve using its search technology to match relevant ads to user queries and web content through auction-based programs. Google's business model involves users getting free search services, while advertisers pay for clicks or impressions through programs like AdWords, and website owners share revenue from ads shown through AdSense. This allows Google to generate the majority of its revenue from advertising while also monetizing user data and web traffic.
Questions and Answers to Google Adwords Fundamentals Exam by Digital Marketin...Simplilearn
An advertiser is looking to optimize their scuba diving equipment campaign that is currently targeting the entire US. They know most sales are to customers in Hawaii. The best way is to create a separate campaign targeting only Hawaii so performance can be easily compared, and the budget adjusted based on results. This will help measure the impact of optimizing to focus on Hawaii locations.
Video Advertising by Google from Digital Marketing PaathshalaSimplilearn
This document provides information about creating video advertising campaigns on YouTube and the Google Display Network using Google AdWords. It discusses the benefits of video advertising, how to create video ads and campaigns using both AdWords for Video and the Ad Gallery, targeting options, formats like TrueView video ads, and measuring campaign performance. The document also includes tips for getting started with video advertising on AdWords.
The document provides information about setting up and optimizing Google Adwords campaigns. It discusses choosing a campaign type, which determines the available settings and networks. It also covers selecting locations and languages, adding extensions, advanced settings for scheduling, ad delivery, and bidding. Finally, it discusses creating ad groups to organize ads within a campaign.
This presentation walks you through the basics of the Google Display Network, including how targeting works, and why you might want to select display over search.
This exam covers Google Adwords fundamentals including benefits of online advertising and AdWords, and best practices for managing and optimizing AdWords campaigns. The exam is 120 minutes long and contains 100 multiple choice questions, requiring an 80% passing score. Users are given a validity period of 12 months to pass the exam.
Pay per click (PPC) advertising is a model where advertisers pay each time a user clicks on their ad. PPC ads often appear at the top of search engine results or on other websites. With PPC, advertisers bid on keywords related to their business to have their ad displayed. Each click from a user represents attention and potential traffic to the advertiser's website. To be effective, PPC requires identifying high-value keywords, determining a budget, and targeting ads toward the right consumer personas. Understanding PPC, keywords, budgets, and customers allows advertisers to reach the right people and guide them toward making purchases.
This is a new framework and methodology I've developed to help measure social media activity. It's been developed on behalf of the IAB Social Media Council to help practitioners measure their activity effectively but also bring greater consistency across the industry.
This is likely to be an evolving document to interested to hear your thoughts!
Questions and Answers to Google Adwords Advanced Display Exam by Digital Mark...Simplilearn
An advertiser is seeing spikes in traffic to their site on weekdays from 10am to 1pm. Ad scheduling would help optimize the campaign by allowing the advertiser to schedule when ads are shown.
Frequency capping limits the number of times ads appear to the same person on the Display Network. This helps optimize campaigns by reducing ad fatigue.
Direct response advertisers seeking conversions should use conversion optimizer, which automatically optimizes both targeting and bidding to find additional conversions for Display Network campaigns.
Creative Strategy in Google Ads: what to look at? / Valentin Rudnitsky (Google)DevGAMM Conference
We'll go through the most important aspects of creative strategy applicable to Google Ads, see how they are different from other UA channels, look at what works and what does not, as well as talk about the key frameworks of asset evaluation and management.
Digital training provides an overview of digital marketing strategies including search engine optimization, paid search, mobile marketing, social media, content marketing, and email marketing. Key statistics show that digital platforms are increasingly important marketing channels, with one in four Americans watching YouTube daily and over 70% of companies using Facebook and blogs. The presentation covers best practices for each digital tactic and how companies can optimize their current strategies.
Brandon Ervin Google Innovations in Search Targeting - Friends of Search 2021BBP
This document provides a summary of a presentation about innovations in search targeting using Google. The presentation discusses how search has evolved as each search is unique based on individual user signals. It introduces Performance Broad as an automated targeting solution to account for all available signals. The presentation outlines how Broad Match has improved to better understand advertiser intent through signals and inputs. It provides recommendations for implementing Broad Match through account structure optimizations and recommendations in the Google Ads interface. The key takeaways are that Broad Match is not the same as before and has been redesigned, it can be easily tested via recommendations with low risk and high rewards, and can drive incrementality and new user acquisition.
PPC advertising, a cross-platform ads hold slightly extra potential for attracting traffic on your website for business. It is the perfect way for any advertiser to reach local and global audience through paid advertisement.
Google generates most of its revenue through advertising on its search engine and partner websites. It pioneered pay-per-click advertising through programs like AdWords and AdSense. AdWords allows advertisers to bid on keyword placements and pay only when users click on ads. AdSense partners with websites and shares ad revenue to provide relevant ads on third-party content. Together these programs form the foundation of Google's business model and account for billions in annual revenue.
IMarks offers a full-service display advertising campaign management on Google's Display Network. The Display Network reaches over 80% of global web users and serves billions of ads daily across partner websites. IMarks manages all aspects of campaigns, including targeting, ad setup, ongoing optimization, reporting and budget management. Advertisers pay only when ads are clicked or displayed through an auction-based cost per click or cost per thousand impressions pricing model.
This document provides tips for optimizing a software company's search marketing campaign across multiple search engines like Google and Bing. It recommends testing multiple ad networks to reach the 20% of potential customers searching on other engines. Proper ad group and keyword structure is key to success, including using negative keywords. Measuring long-term ROI beyond just clicks and sales is also important. Hiring an agency like Trada to handle the campaign can achieve good results without high costs.
Google AdWords is an online advertising service where advertisers pay to display brief ads to web users. It is Google's main source of revenue. By 2007, pay-per-click programs had become the primary money makers for search engines.
Google AdWords is a pay-per-click online advertising platform that allows advertisers to display ads on Google search results pages and partner websites. Advertisers only pay when a user clicks on their ad. It provides features like image ad creation, broad match modifiers, scripts for account management and reporting, and an editor for bulk changes. Advertisers can refine ad targeting using methods like location, language, IP address exclusion, and frequency capping to control how often users see ads. The system faces legal issues around intellectual property and trademark infringement.
This document provides information about creating video advertising campaigns on YouTube and the Google Display Network using Google AdWords. It discusses the following key points:
- AdWords for video allows targeting video ads to YouTube and Google Display Network sites using TrueView formats, which only charge advertisers when viewers watch 30 seconds or more of a video ad.
- The Video Editor tool allows combining multiple videos, images, music and effects to create new videos to publish to YouTube.
- Campaigns can be created using either AdWords for video for TrueView formats only, or the Ad Gallery for additional formats but across platforms.
- Effective video ads tell a story, reach the right audience, and can be created and measured
Google's core business involves operating Google websites like search and YouTube, and generating advertising revenue through programs like AdWords and AdSense. Google makes most of its revenue (96%) through online advertising on its websites and partner websites. Its main capabilities involve using its search technology to match relevant ads to user queries and web content through auction-based programs. Google's business model involves users getting free search services, while advertisers pay for clicks or impressions through programs like AdWords, and website owners share revenue from ads shown through AdSense. This allows Google to generate the majority of its revenue from advertising while also monetizing user data and web traffic.
Questions and Answers to Google Adwords Fundamentals Exam by Digital Marketin...Simplilearn
An advertiser is looking to optimize their scuba diving equipment campaign that is currently targeting the entire US. They know most sales are to customers in Hawaii. The best way is to create a separate campaign targeting only Hawaii so performance can be easily compared, and the budget adjusted based on results. This will help measure the impact of optimizing to focus on Hawaii locations.
Video Advertising by Google from Digital Marketing PaathshalaSimplilearn
This document provides information about creating video advertising campaigns on YouTube and the Google Display Network using Google AdWords. It discusses the benefits of video advertising, how to create video ads and campaigns using both AdWords for Video and the Ad Gallery, targeting options, formats like TrueView video ads, and measuring campaign performance. The document also includes tips for getting started with video advertising on AdWords.
The document provides information about setting up and optimizing Google Adwords campaigns. It discusses choosing a campaign type, which determines the available settings and networks. It also covers selecting locations and languages, adding extensions, advanced settings for scheduling, ad delivery, and bidding. Finally, it discusses creating ad groups to organize ads within a campaign.
This presentation walks you through the basics of the Google Display Network, including how targeting works, and why you might want to select display over search.
This exam covers Google Adwords fundamentals including benefits of online advertising and AdWords, and best practices for managing and optimizing AdWords campaigns. The exam is 120 minutes long and contains 100 multiple choice questions, requiring an 80% passing score. Users are given a validity period of 12 months to pass the exam.
Pay per click (PPC) advertising is a model where advertisers pay each time a user clicks on their ad. PPC ads often appear at the top of search engine results or on other websites. With PPC, advertisers bid on keywords related to their business to have their ad displayed. Each click from a user represents attention and potential traffic to the advertiser's website. To be effective, PPC requires identifying high-value keywords, determining a budget, and targeting ads toward the right consumer personas. Understanding PPC, keywords, budgets, and customers allows advertisers to reach the right people and guide them toward making purchases.
This is a new framework and methodology I've developed to help measure social media activity. It's been developed on behalf of the IAB Social Media Council to help practitioners measure their activity effectively but also bring greater consistency across the industry.
This is likely to be an evolving document to interested to hear your thoughts!
Questions and Answers to Google Adwords Advanced Display Exam by Digital Mark...Simplilearn
An advertiser is seeing spikes in traffic to their site on weekdays from 10am to 1pm. Ad scheduling would help optimize the campaign by allowing the advertiser to schedule when ads are shown.
Frequency capping limits the number of times ads appear to the same person on the Display Network. This helps optimize campaigns by reducing ad fatigue.
Direct response advertisers seeking conversions should use conversion optimizer, which automatically optimizes both targeting and bidding to find additional conversions for Display Network campaigns.
Creative Strategy in Google Ads: what to look at? / Valentin Rudnitsky (Google)DevGAMM Conference
We'll go through the most important aspects of creative strategy applicable to Google Ads, see how they are different from other UA channels, look at what works and what does not, as well as talk about the key frameworks of asset evaluation and management.
Digital training provides an overview of digital marketing strategies including search engine optimization, paid search, mobile marketing, social media, content marketing, and email marketing. Key statistics show that digital platforms are increasingly important marketing channels, with one in four Americans watching YouTube daily and over 70% of companies using Facebook and blogs. The presentation covers best practices for each digital tactic and how companies can optimize their current strategies.
Brandon Ervin Google Innovations in Search Targeting - Friends of Search 2021BBP
This document provides a summary of a presentation about innovations in search targeting using Google. The presentation discusses how search has evolved as each search is unique based on individual user signals. It introduces Performance Broad as an automated targeting solution to account for all available signals. The presentation outlines how Broad Match has improved to better understand advertiser intent through signals and inputs. It provides recommendations for implementing Broad Match through account structure optimizations and recommendations in the Google Ads interface. The key takeaways are that Broad Match is not the same as before and has been redesigned, it can be easily tested via recommendations with low risk and high rewards, and can drive incrementality and new user acquisition.
PPC advertising, a cross-platform ads hold slightly extra potential for attracting traffic on your website for business. It is the perfect way for any advertiser to reach local and global audience through paid advertisement.
Google generates most of its revenue through advertising on its search engine and partner websites. It pioneered pay-per-click advertising through programs like AdWords and AdSense. AdWords allows advertisers to bid on keyword placements and pay only when users click on ads. AdSense partners with websites and shares ad revenue to provide relevant ads on third-party content. Together these programs form the foundation of Google's business model and account for billions in annual revenue.
IMarks offers a full-service display advertising campaign management on Google's Display Network. The Display Network reaches over 80% of global web users and serves billions of ads daily across partner websites. IMarks manages all aspects of campaigns, including targeting, ad setup, ongoing optimization, reporting and budget management. Advertisers pay only when ads are clicked or displayed through an auction-based cost per click or cost per thousand impressions pricing model.
This document provides tips for optimizing a software company's search marketing campaign across multiple search engines like Google and Bing. It recommends testing multiple ad networks to reach the 20% of potential customers searching on other engines. Proper ad group and keyword structure is key to success, including using negative keywords. Measuring long-term ROI beyond just clicks and sales is also important. Hiring an agency like Trada to handle the campaign can achieve good results without high costs.
The document discusses optimizing a PPC account structure. It recommends structuring campaigns based on location, keywords, bidding strategy, or ad scheduling. The account structure should be easy to manage and continuously reviewed to improve goals. Keywords, landing pages, and bids should also be optimized to improve click-through rate, relevance and quality score. Measuring success relies on goals like return on ad spend and market share.
A Brief of Google AdWords Pay Per ClickRanjan Jena
PPC is particularly good for split testing as it allows your strategies to fail much faster, saving you time and money in the long run. While it seems like strange advice, knowing what terms not to go for can be more important in some ways than figuring out which search terms are best, as creating content is expensive and time consuming. If you don’t have it right, you will waste a lot of time and resources.
Improving Quality Score - The Value of Being More RelevantBoris Loukanov
Quality Score is a metric used by Google to measure the relevancy of ads. It affects key metrics like impressions, ad position, and cost-per-click. Quality Score is determined by factors such as click-through rate, keyword and ad relevancy, landing page quality, and other user experience metrics. Maintaining a high Quality Score is important as it can increase exposure, lower advertising costs, and generate more conversions for advertisers.
Optimizing Your Digital Marketing CampaignsIdea to IPO
Arjun Dev Arora, founder and chairman of ReTargeter, provides an overview of optimizing digital marketing campaigns. He discusses core metrics like impressions, clicks, conversions and their importance in measuring campaign performance. He also covers core dimensions to optimize like inventory sources, creatives, time of day and landing pages. Additionally, he outlines intelligent spending approaches like CPM, CPC and CPA models. The document provides execution and optimization best practices including testing creatives, using first party data and real examples testing time of day targeting.
Trading at scale using technology and tools to drive paid search - Andy Mihalopauexpo Conference
This document discusses strategies for trading at scale using paid search technology. It outlines challenges like managing many product channels, keywords, campaigns and negatives. Building a scalable campaign structure is the first step. Technology is then key to aligning strategy, enabling bid optimization at scale, and driving workflow efficiency. The document shares how Moneysupermarket selected Efficient Frontier's technology for its capabilities in managing bids, serving ads, attributing results and optimizing campaigns across channels. It provides examples of how to build tools to automate tasks and use APIs to integrate data. Overall the focus is on listening to audiences and optimizing across the customer journey to maximize conversions.
Google Ads is a pay-per-click advertising platform that businesses can use to create targeted digital ad campaigns. It has several advantages for small businesses including increasing brand visibility, generating more traffic and leads, customizing campaigns, and seeing results quickly. The article provides details on the different types of Google Ads campaigns and bidding options, and explains why Google Ads is an effective choice for small business marketing.
This document provides an overview of pay-per-click (PPC) digital marketing. It discusses what PPC is, how it works, why it's important for businesses, different ad formats, keyword research and targeting, and how to optimize PPC campaigns. PPC allows advertisers to pay each time a user clicks an ad, providing flexible budgets and the ability to precisely target audiences. Key aspects of PPC include keyword research, ad auctions that place ads in front of the intended audience, and constant optimization of campaigns through data analysis and testing to improve performance. In conclusion, PPC can benefit businesses by reaching new customers, building brand awareness, and driving conversions when implemented with the right strategy.
As a PPC specialist agency,
we were intrigued by the notion of keywordless ads but also somewhat unsettled by the potential lack of traffic control our PPC methodology is founded upon. Google finally launched their Dynamic Search Ads (DSAs) in the summer of 2012 as a limited availability Beta product. It subsequently became a fully live, global product by the winter of 2012. Read more…
ReTargeting and the Future Of Display Advertising Arjun Dev Arora
This deck walks through the basics of display advertising including metrics, optimization levers, targeting methodologies and touches on new cutting edge technologies to help marketers reach audiences at the right time and place.
This document provides an overview of Google AdWords and how to set up an effective AdWords campaign. It explains that AdWords allows targeted advertising that can drive traffic and sales in a cost-effective manner. It then outlines how to choose relevant keywords, organize them into ad groups, write effective ad text, set up an AdWords account, and select appropriate bids and budgets to maximize returns. Key performance metrics and terminology are also defined in a glossary.
EDS is a pioneer in location-based mobile advertising. They process 100GB of location data per hour and analyze 26BN bid requests daily. Their proprietary technology layers locations onto user journeys across devices to target and retarget audiences. Their services include geo-fencing, historical location data, cross-device targeting, and reporting on key metrics like store visits and brand sentiment. They provide comprehensive digital marketing strategies, set up search, display, and video campaigns, and optimize campaigns on an ongoing basis through keyword, ad, and targeting adjustments with monthly reporting.
The document provides an overview of bidding and conversions tools in Google AdWords, including a bid simulator, conversion tracking, and conversion optimizer. The bid simulator allows advertisers to estimate how clicks, costs, and impressions would change with different maximum cost-per-click bids. Conversion tracking enables advertisers to measure the ROI of campaigns by correlating ad clicks to sales and other conversions. The conversion optimizer is a free tool that uses conversion data to automatically optimize cost-per-acquisition bids to maximize conversions and reduce costs.
Adtext is the first and only thing that the searcher will see. It is the only thing they have to judge whether what is on offer is what they want, or more to the point, more relevant and interesting than the other ads. So the adtext is crucial in making PPC activity a success.
This document provides an introduction to pay-per-click (PPC) advertising. It defines PPC and explains how the PPC auction system works on Google AdWords. The document also discusses several important aspects of running a successful PPC campaign, including keyword research, managing campaigns, click-through rate (CTR), and other key performance metrics. The overall document serves as a beginner's guide to learning the basics of PPC advertising.
This document summarizes the steps to create a successful Google AdWords campaign. It begins by introducing Google AdWords as Google's main advertising product and main source of revenue. It then outlines the 10 basic steps to set up an AdWords campaign, including creating an account, choosing keywords and locations, setting a budget, writing ads, and creating ad groups. The document emphasizes that choosing relevant keywords, testing different ad campaigns, and tracking success are important for seeing returns on investment from Google AdWords.
Digital Media - Affiliate mkt & google adwords21212com
This document provides an agenda for a presentation on digital media, including Adwords and affiliate marketing. The presentation covers goals, metrics, optimization, management, and the processes for digital campaigns. It also discusses various metrics like impressions, clicks, and conversions. Tools for affiliate marketing and Google Adwords are presented. Tips are provided for campaign optimization, including testing headlines and ads. The importance of building trust and making small changes is emphasized. The document concludes with reminders about defining offers and goals and testing continuously to improve media strategies.
Similar to The Business Show - Google Paid Search Intermediate (20)
10. PPC – What’s it good for?
Offers/Promotions
To compensate for low SEO traffic
To target new markets
Seasonal trends
11. Terminology
Campaign This defines the daily budget, language, geographic scope and networks
where ads are displayed.
Ad An individual ad within the AdGroup
AdGroup A group of ads within a campaign
Impressions The number of times your ad has been seen
CPC Cost per click
CTR Click through rate
Cost/Conv Cost per conversion
Broad Match Google matches ads based on any words within the phase searched
Broad Match By inseting a ‘+’ before each word in the phrase that must be included
Modifier within the users search term, Google also substitutes misspellings and
similar words
Phrase Match Ad is only shown if the phrase is included within the users search
Negative Keywords Best example of this is ‘Free’
12. Setting up a campaign…Keyword
Research
Keyword
Research is
vitally important
to any paid
search
campaign.
The keyword
tool allows you
to research the
estimated CPC’s
and Volume.
14. Setting up a campaign…Devices
When setting
up a campaign
you can choose
which device
your ads are
displayed on.
Best practice
would be to set
up targeted
campaigns per
device.
15. Setting up a campaign…Locations
Google
AdWords allows
you to target
your campaigns
by location.
This really
important for
being more
specific with
your targeting.
This also helps
control budget.
16. Good AdCopy
The AdCopy for
Smarsh does
not include ad
extensions and
there is no call
to action.
The Egress Ad is
personalised in
the way it has
been written,
the display URL
is targeted and
the sitelinks
offer more
choice.
17. Ad Preview Tool
This tool allows
you to test how
you ads appear
depending on
location and
device.
19. Bidding
You can set
daily budgets
and maximum
CPC’s for your
keywords at an
AdGroup level
to control your
spending.
20. Setting up a campaign…AdRotation
Google AdWords
allows you to
optimise how
your ads shown
to offer the best
return on
investment.
21. Setting up a campaign…Scheduling
Google
AdWords allows
you to schedule
your ads to
show them at
the most
efficient times.
22. Conversion Tracking
Really important
to track all of
your campaigns
within the bigger
picture of your
overall analytics
to compare
traffic sources.
Conversions can
be tracked as
goals in
analytics.
23. Linking Analytics
Really important
to track all of
your campaigns
within the bigger
picture of your
overall analytics
to compare
traffic sources.
Conversions can
be tracked as
goals in
analytics.
24. Telephone Tracking
Tracking conversions is very important, but the telephone
calls must not be forgotten.
We use intelligent URLs to dynamically change the phone
number when a user comes from PPC.
Google do have a paid solution for this.
25. Campaign Analysis
Camapaign and
AdGroup
monitoring is
really
important:
CTR
Conv. Rate
Av. Position
Lost Rank
Lost Budget
26. AdGroups Analysis
Monitoring
individual
keywords and
ad copy
performance is
really important
to make sure
you are not
wasting budget.
28. AdRank
Quality Score Max CPC Ad Rank
High quality score accounts are rewarded by paying
cheaper CPCs
Paying less per click improves efficiency of search spend
and increases ROI
This means more traffic at a cheaper cost
31. The AdWords Editor
Google AdWords
editor is good for
experienced
AdWords users
that want to
manage multiple
campaigns offline
before publishing
32. The AdWords Editor
The editor makes
it easy to manage
keywords and to
adjust bids.
You can easily
increase or
decrease bids
across multiple
keywords.
33. The AdWords Editor
The editor makes
writing AdCopy
easy to manage
and edit across
large campaigns.
The find and
replace tool is
especially handy!
34. Display Network
Create all types of ads -
text, image, interactive and
video ads.
Place those ads on websites
that are relevant to what
you’re selling.
Show those ads to the
people that are likely to be
most interested.
Manage and track your
budget, campaigns and
results as you go.
35. PPC in the mobile age…
Google’s mobile revenues have
been growing year on year for PPC
Smartphones occupy 6.9% of
Adwords clicks
Tablets occupy 2.3% of Adwords
clicks
CTRs are higher on mobiles and
tablet devices
38. Competition!
We’re giving away £3,000
worth of digital marketing
to spend on SEO or a
Social Campaign, to enter
please let me have your
business card!