Workshop Adwords nivel incepatori - mediu. Vorbeste despre best practices pentru fiecare campanie in parte, Ad split testing, landing page optimization, Analytics, CrazyEgg etc.

1. Irina Marinescu
SEM Manager @ Sien France
PRBeta Conference
16.05.2014

2. Cine este
IRINA?

7. Program
Prezentare Adwords
Hands On
Intrebari
Intrebari + Pauza

8. Business Model vs Adwords
B2C
(Agentie de turism
SRL)
99% - DA
B2B
(Agentie Web SRL)
70% - DA
B2C = B2B

9. Piata .ro

10. Piata .ro

11. Magazine preferate in
.ro

12. Categorii de interes

13. Best Practices

14. Inainte de START
The usual (card, adresa,
buget)
Obiectivele business-
ului
Detalii Clienti/Audienta
Produse/Servicii
importante
Avantaje vs Concurenta
Oferte speciale
Locatie
Landing Page
Tracking

15. NO Shenanigans

16. Bugete

17. 1 Buget initial
(30-150 lei/zi)x30,4 = 912-4560 lei/luna
Keyword Planner Way
sau

18. 2 Buget limitat
Tip
campanie
Tip bidding Tip targetare Tip Optimizare
Search manual
long tail, cuvinte
negative, brand
competitori
pozitie>2, ad
scheduling, quality
score, ad
extensions,
landing pages
DE EVITAT:
Display & DSA
Automatizare
Shared Budget

19. 3 Buget consumat/neconsumat
Ad Scheduling
2
1
3

20. 4 Buget consumat/neconsumat
Bid Adjustment
2
1
3

21. 5 Buget neconsumat
2
1
3
Expand campaign
Increase bids
Shared budget

22. Targetare & Setari

23. Setari Campanie
2
1
3

24. Setari Campanie
2
1
3

25. Tracking

26. Tools
-manage all scripts
-goals; referrals; behavior; perf.
-ALL campaigns
-rankings & competitors
-page performance
-conversions

27. URL BUILDER
Camp Exemplu Parametru
Campaign
Source*
adwords utm_source=adwords
Campaign
Medium*
cpc utm_medium=cpc
Campaign
Term
(optional)
sejur utm_term=sejur
Campaign
Name*
sejur_grecia
utm_campaign=sejur_gre
cia
www.nume-site.ro/?utm_source=adwords&utm_medium=cpc&utm_campaign=sejur_grecia

28. Analytics Reporting

29. Structura Campanie

30. Care este structura perfecta?
Varianta 1

31. Care este structura perfecta?
Varianta 2
Awareness;
Informatie
Detalii Produs;
Remarketing
Oferta;
Remarketing
Remarketing
Fidelizare
hubspot

32. First do it.
Then do it right.
Then do it better.

33. Tipuri de campanii
DISPLAY
CTR mic, expunere, awareness, trafic rapid,
validare MVP, termen mediu-lung.
SEARCH
ROI, optimizare, termen lung.
SEARCH + DISPLAY
SELECTED
Validare ultra-rapida a MVP
DSA (Dynamic Search Ads)
Discovery tool, volum trafic pentru download
si
e-commerce, +SEM
REMARKETING
+ROI, excludere audiente
MOBILE / APPS*
Apps, optimizare scazuta, *volum mic si
costuri mari SEM
VIDEO
Expunere, awareness, volum mare afisari vs.
clicks
SCM (Search Marketing
Companion)
Bonus

34. Display

35. UNDE: GDN (Google Display
Network)
AD FORMAT: Text, Banner, Video,
Mobile, Social, Engagement,
Dynamic
TARGETARE: Cuvinte cheie,
Placements (websites), Interests &
Remarketing lists, Demographics,
Topics
MANAGEMENT: Auto -
Conservative/Aggressive (DCO -
Display Campaign Optimizer),
Managed (Manual)
REZULTATE: Awareness, Volum
mare de trafic, Fidelizare

36. 1 Alege tipul de campanie Display
2 Structura unui Banner

37. 3 Bannerul Perfect
Curat
Clar
Concis
CTA
Logo

38. 4 Targetare & Tools
Use Display Planner: Direct Response / Branding Campaign

39. Mix & Match Targeting
Targeting Control Relevancy Traffic Cost
TOPICS x x
PLACEMENTS x x x* x*
INTERESTS x x x
Keywords;
Gender; Age; Bid
Only
x x x
ATO**
Conservative
x x
ATO Aggressive x*** x x
Target and Bid x x x
*in DCO (Display Campaign Optimization) mode **ATO = Auto Targeting
Optimization ***discutabil

40. 5 Metrici specifici
Impression Capping
Awareness - Unique Users & Budget Spent
Direct Response - Impressions/CTR; CPA; Conv

41. 5 Metrici specifici
Campaign / Ad group level Exclusions
+ Targeting
+Interest & remarketing

42. Site category options

43. 6 Optimizare Display
NU UITA DE CAMPANIE IN AUTO MODE !
PLACEMENTS
CUVINTE CHEIE NEGATIVE
EXCLUSIONS
REACH & FREQUENCY
DEMOGRAPHICS

44. Remarketing

45. 1 Tipuri Remarketing
TOATE TIPURILE DE
CAMPANII
POT AVEA
REMARKETING
Display
Search
Apps
Video

46. 2 Setare Remarketing
All visitors - lista default
Liste - audiente

47. Liste - audiente + membership

48. RMK - Display vs Search vs App
Campanie Targeting Control Relevancy Traffic Cost
Search (RLSA) Audiente - Liste x x+ ±10% x
Apps
Audiente -
Liste*; Targeting
**
x x+ ±10% x
Display
Campanie + Liste
+ Targeting
Display
x x+ ±10% x
Video Targeting x x+ ±10% x
*pt Search
**pt Display

49. 3 Optimizare Remarketing
OPTIMIZARE MANUALA A BIDDINGULUI
ANUNTURI BRAND + OFERTE
LISTE
DURATA MEMBERSHIP
REACH & FREQUENCY
IMPRESSION SHARE (<100%)
LANDING PAGE

50. 4 Exemple Liste Remarketing
EXCLUDERE AUDIENTE:
OS
Pagina vizitata
returning User
VIZITATORII de Black Friday
TARGETARE AUDIENTE:
Shopping Cart Abandonment
Pagina vizitata/Nevizitata
VIzitatoriI de BLACK FRIDAY

51. Video

52. UNDE: Youtube Network & GDN
AD FORMAT: Video, in-stream, in-display
TARGETARE: Interests & Remarketing lists,
Demographics, Topics, Placements, Cuvinte cheie
Youtube
MANAGEMENT: Auto
OPTIMIZARE: /Targetare; Max Cost Per View/ad format
REZULTATE: Awareness, Branding, Audienta

53. 1 Bidding & Targeting

54. 1 Bidding & Targeting

55. 2 Optimizare Campanie Video
NU UITA DE CAMPANIE!
REMARKETING LISTS
PLACEMENTS
CUVINTE CHEIE
NEGATIVE
EXCLUSIONS
REACH & FREQUENCY
DEMOGRAPHICS
LANDING PAGE
IMAGINI NECOMERCIALE
CTA

56. 3 Metrici

57. Mobile / Apps

58. 1 Alege tipul de campanie
DISPLAY
SEARCH

59. TARGETARE: cuvinte cheie, placements,
interests & remarketing, demographics,
device, os, carriers & wifi networks
MANAGEMENT: manual & auto (CPA level)
REZULTATE: App Download, Extindere
reach
2 Tip Anunturi si Targetare

60. 3 App Promotion

61. 3 App Promotion - Tracking
Android App

62. 3 App Promotion - Tracking
iOS App

63. 4 Optimizare Mobile
CUVINTE CHEIE
IMPRESSION SHARE
CONVERSION OPTIMIZER
PLACEMENTS & TARGETING
EXCLUSIONS
ANUNTURI

64. DSA Dynamic Search Ads

65. 1 Alege tipul de campanie
PERFECT PENTRU E-COMMERCE
NU CONCUREAZA DIRECT CU SEARCH STANDARD

66. 2 Setari
2
1
3

67. 3 Anunturi

68. 4 Tracking

69. 5 Metrici & Rapoarte
See search terms
See categories

70. 6 Optimizare DSA
OPTIMIZARE CPC/CONVERSII
CUVINTE CHEIE NEGATIVE
NIVEL TARGETARE
ANUNTURI
WEBSITE COVERAGE
BUGET

71. Search Companion Marketing

72. Shh… e secret
NU este o campanie de REMARKETING
UNDE: GDN
TARGETARE: search intent
TIP: Display + Search
VOLUM: 10-15% dintr-o campanie Display
PERFORMANTA: = Search

73. Search / SEM

74. In tendinte…

76. De aproape…
De mai aproape…

77. Keyword
Research

78. Tools

79. Structura initiala Campanie
Search
Campanie
Ad Group Ad Group
Anunturi
Cuvinte
Cheie
Anunturi
Cuvinte
Cheie
max 10
3 - 7 2
Extensii Anunt
cate se aplica

80. Cuvinte Cheie
Match type
Broad (Ampla): QS scazut
Targetare:
- extindere lista cuvinte cheie,
- awereness,
- volum mare, rapid
- remarketing
- video
- display
Optimizare:
- cuvinte cheie negative
Phrase (Fraza):
Targetare:
- control costuri
- crestere CVR
Optimizare:
- cuvinte cheie negative
- exact match
- relevanta
Exact:
- cost ridicat
Targetare:
- control relevanta
- ccrestere calitate leaduri
Optimizare:
- phrase
- relevanta
- bid

81. Optimizare Cuvinte
Cheie
Metrici
Quality Score: 1-10; >7 - OK; <7 - NOT OK
Optimizare:
- relevanta la ad group,
- anunt,
- landing page,
- produsul promovat
Pozitie: >1 >5 - OK
Optimizare:
- crestere / scadere bid
- optimizare QS
- optimizare buget
CTR: <3% - OK
Optimizare:
- anunt,
- crestere/scadere bid
- optimizare QS
- optimizare LP
Atentie! Volum scazut de Click-
uri + Pozitie OK => Buget
limitat
Atentie! Cuvintele “Broad” au QS
scazut, dar sunt OK pt Awareness si
Discovery
Atentie! CTR OK, volum scazut de
Conversii => Ad+LP - relevanta
scazuta

82. Optimizare Cuvinte
Cheie
Metrici
Atentie! Adauga Search Terms in
Exact Match si doar daca au date
relevante
Search Terms:
Utilizare:
- extindere lista cuvinte cheie,
- cuvinte cheie negative
- imbunatatire Impression
Share
- imbunatatire QS
Auction Insights:
Utilizare:
- verificare status fata de
competitite
- descoperire competitie
- urmarire competitie
Keyword diagnosis:
Utilizare:
- verificare daca cuvintele
cheie intra in licitatie si
afiseaza anunturi

83. 6 Optimizare Search
OPTIMIZARE CPC/CONVERSII
CUVINTE CHEIE NEGATIVE
QUALITY SCORE
ANUNTURI
BIDDING
BUGET
LANDING PAGE
RELEVANTA, RELEVANTA!
CUVINTE CHEIE + AD + LP

84. Anunturi

86. 1 Vrei sa fii LA FEL?
Tenscores.com

87. 2 Si anunturile se TESTEAZA
Durata*: 10 - 15 zile ; 150+ Impressions
Obiectiv: CTR +100%; +Conversions; +CVR
Tracking: Labels; Automated Rules
Tools: Manual; Experiments - Adwords

88. 2 EXPERIMENTS - Adwords
Ad Group - Anunturi - Anunt Nou 2
1
3

89. Ad Extensions

90. Tipuri de extensii anunt
Extensie Descriere Impact Numar
Sitelinks Extensions
+URL-uri din site;
extensie ad + ad
URL
+Relevanta +Trafic/
Leads
4
Location Extensions
Listing Google
Maps
+Relevanta +Trafic/
Leads
1
Call Extensions website + tel; tel
+Relevanta
+Leads
1
App Extensions
website promotion
+ app
+app download 1
Review Extension
+review-uri
existente online*
+Relevanta
+Leads
1
Social annotations** Google+ follower #
+Relevanta +Trafic/
Leads
1
*doar in engleza **automat

91. Tipuri extensii anunt
Extensie
Sitelinks Extensions
Location Extensions
Call Extensions
App Extensions
Review Extension
Social annotations**

92. Competitive
Analysis

93. Tools

94. Bidding
Automat vs Manual

95. Automat & Manual
Strategy Control Short Term Traffic Cost Difficulty
Automated
Rules
x x x
easy-
medium
Flexible Bid
Strategies
x x x
easy-
medium
Enhanced CPC x x x easy
Conversion
Optimizer
x x easy
Manual x x easy-hard*
*in functie de complexitatea campaniei

96. Strategy Goal Frecventa Metrici
Automated Rules
Increase/Decrease
CPC
zilnic; 7zile; 30zile
Pozitie; QS; CVR;
Impressions; CPA
Flexible Bid Strategies Target ROAS zilnic
ROAS (Conv.
value/Cost)
Enhanced
CPC/campaign level
Max Conversions zilnic
CPC & Conversion
Data
Conversion
Optimizer/campaign
level
Max Conversions
@ min CPA
zilnic Target CPA bid
Manual**
Clean non-
performant
Keywords
7zile; 30zile
Clicks;
Impressions; CPA;
CVR
*in functie de complexitatea campaniei
**folosind Filtre
Automat & Manual
- exemple -

97. Filtre
- exemple -
Keyword Performance Frecventa
saptamanal
Look-back
30 zile
Actiune
Pause
saptamanal 90 zile
Increase bid
by 0.01 lei
ROAS Performance
saptamanal 30 zile
Increase bid
by 0.01 lei

98. Google+

99. 2
1
3
Aduna 100+ Followers
si updateaza continut
Creeaza pagina G+
pentru website
1 Setari Extensie Anunt

100. 2
1
3
2 Campanie - Display Engagement

101. Landing Pages &
Optimization

102. Tools
Creare LP
Testare LP
Optimizare LP

103. 1 Ce testez?

104. 1
1
2
3 4
5

105. Buton: Culoare; Pozitie; Text
Imagine: Content; Pozitie; Dimensiune
Headline: Text; Pozitie; Dimensiune
Logo: Pozitie; Dimensiune
Body: Text; Dimensiune; Pozitie
Flow pana la Conversie: obstacole, distraction points

106. Testeaza cu SCOP
- exemplu -

107. 2 Specs
Durata: 10 - 15 zile
Trafic: Low - 100%; Medium - 50%; High - 30%-50%
Design: Low Traffic - go big; High Traffic - go small
Tracking: Heatmaps; Clickmaps; CVR; Impact in flow;
Engagement

108. Analytics
vs. / &
Adwords

109. Setari
Adwords + Analytics- aceeasi adresa de email pt link
2
1
3

110. Goals

111. Custom reports

112. Intrebari

113. THE END
Irina Marinescu
www.semrockstar.com