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Google AdWords Advanced Tactics

Agenda - Morning

Introduction to online advertising &

Google AdWords - Who are we all?

- Types of online advertising

- Intro to PPC – AdWords, Bing, YSM

- AdWords vs FB vs Linked In, etc

- Basics of pay-per-click advertising

- Introduction to AdWords

- Features

- Benefits

- Basic terminology

Creating Your AdWords Account- Starter vs. Standard edition

- How to create an account

- Proper account structure

- Account organization options

Managing Your Account - Creating an account

- Creating a campaign, step-by-step

- Understanding campaign, ad group, and keyword

statistics

- Editing Campaign Settings

- Editing CPCs

Developing Quality Keyword Lists - How to Develop a List

- Using the Keyword Tool

- Creating Compelling Ad Text

- Developing ad variations

- Ad writing workshop

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Agenda - Afternoon

Tracking ad performance - Conversion Tracking

- Google Analytics

Optimizing to:- Increase conversions

- Increase traffic

- Increase Quality Score

- Improve landing page quality

Using the Google Network- Ad types (Image Ads, Local Business Ads, Mobile Ad,

Click-to-Play Video Ads)

- Placement targeted campaigns

- CPM bidding

Beginning Optimization- Using the Report Center

- Campaign Optimizer

- Location targeting

- Demographic bidding

Best Practices - Organise by Theme/Product/Service

- Keywords Research

- Include Keywords in Advert

- Use Correct Landing Pages

- Enable Tracking/Conversion

Quality Score

Billing & Reports- Understanding Billing

- Billing Cycle

Open Q&A

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Who am IWho are you?

Types of Online Advertising

Banners/Display

CPL

CPA

Affiliate

CPC/PPC

Sponsorships

Pop-ups

Text Ads

Video

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What is Online Advertising?

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Free/Organic/Natural Vs Paid Ads

Natural / Organic /

FREE Website

Listings

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What is PPC?

Pay per click (PPC) is an Internet

advertising model used on

websites in which advertisers pay

their host only when their advert

is clicked.

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Setting PPC Objectives

• Critical to decide clear cut-off points before starting

• What is your objective in numbers?

• How much can you afford to pay for a sale / lead

• What’s your current conversion rate on enquiries?

• Are you willing to pay €10 for a lead? €50? €108?

• What countries are you geo-targeting?

• Eg - Can you handle Spanish-language enquiries?

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PPC Overview

• Reason Google worth $170B

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PPC Overview

• Bid for your position against the competition

• Higher your bid, higher your position. (1st not always

best)

• Greater competition = greater cost

• No charge if user sees your ad

• Only pay if user visits your website

• Clicks charged direct to credit card

• Simple way to test if your website can work for you

• Requires lots of testing to maximise ROI

Main PPC Players

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MSN AdCenter

https://adcenter.microsoft.com

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MSN AdCenter – Ads appear on Bing.com

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Yahoo Search Marketing

http://searchmarketing.yahoo.com/

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Yahoo Search Marketing

http://searchmarketing.yahoo.com/

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Adwords Example

Why AdWords?

Targeted Results

You have Total Control – You set the Budget

Campaigns are Measurable

Pay only for results (ie when your advert is

clicked)

Criteria for Success with Adverts

Solid and Expansive Keyword Research

Deliver Compelling Adverts that Cause Click-Through (CTR)

Creating Effective Landing Pages (that initiate a “conversion”)

Terminology

PPC

CPC

CTR

Impression

Conversion

Quality Score

Adgroup

http://adwords.google.com/support/aw/bin/topic.py?hl=en-

uk&topic=15464

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Creating Your AdWords Account

Starter versus Standard Editions

Creating an Account

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Google AdWords Account Structure

Account Level

Campaign Level

Adgroup Level

Keywords

Adverts

Structure your campaign to mirror your website

Manage multiple accounts with My Client Center

Create separate campaigns for multi-region advertising

Use AdWords Editor to manage your campaign

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Google AdWords Account Structure (Example)

Account Level

- Travel Company

Campaign Level

- France

- Spain

- Portugal

Adgroup Level (Spain)

- Malaga

- Costa del Sol

Keywords

Adverts

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AdWords Structure

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Creating Your Campaign

Plan, plan and plan some more!

Complete Keyword Research

Decide on your campaign structure

- Does your campaign reflect your business/website?

Develop your campaign BEFORE going to

AdWords

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Keyword Research

Foundation of your online marketing campaign (for both SEO and PPC)

Example “Global Warming” vs “Climate Change”

Draw up your Keyword List - Study your web stats program

- Brainstorm

- Competitors web sites

- Use Online Tools to check frequency of use

- www.wordtracker.com

- www.goodkeywords.com

- GOOGLE KEYWORD TOOL

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Google Keyword Tool

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Create Compelling Ad Text

Be Concise, To the Point

Relevant, accurate text

Targets specific keywords

Clear & Accurate display URL

Working destination URL

Use Proper Grammar

Capitalise First letter of words

Support claims on landing page

Repeated punctuation allowed

No double-serving from multiple

accounts

No superlatives/hyperbole allowed

No inappropriate language

Use direct calls to action

No pop-ups on landing page

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Follow the Searchers’ Thought Process!

Ad Variations – A/B or Split Testing

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Workshop

Example

(Someone in the class?)

OR

- Cahernane House Hotel

- Create (short) Keyword list

- Develop campaign

- Create Advert copy

- Landing Pages?

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Conversion Tracking

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Google Analytics

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Optimising Your Adverts

TitleBenefit

Feature

Localise

Make Changes!

Test Various Adverts

- This one “rolls off the tongue”!

- It has RYTHM

Reverse the Order of the Features and Benefits

Feature / Benefit Order Reversal

`

Always Use Capitalisation

Example

Tennis Shoes

Quality Score

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Quality Score

Advertisers want to show relevant ads

so that users will click on their ads and

land on their site

Users want to see relevant ads so they

can easily find what they're looking for

in the shortest amount of time.

Google wants the best experience for

both advertisers and users so that

advertisers continue to use the

AdWords program and so users

continue to use Google

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USER

GOOGLEADVERTISER

Quality Score

CTR is the biggest component in Quality Score.

According to Google “the biggest one by far is CTR”.

By allowing searchers to vote with their clicks, Google gets help

from millions of people in determining which ads are best for each

search query

Work to increase CTR

- Diligently split test ad copy. Often the more profitable ad has a better CTR.

- Theme out ad groups logically, and write ad copy relevant to the keywords bid

on.

- Choose keywords carefully. Often words that are only vaguely relevant work in

content themes, but have poor search Quality Score because of low CTR

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Quality Score

Google’s business is built on relevancy, and that’s increasingly

reflected in landing page Quality Score.

Google rewards sites it considers relevant, honest, and authoritative

– not just on the organic side, but with landing page Quality Score

Landing Page quality is essentially pass/fail option.

With a poor landing page quality score, keyword Quality Scores

often stick in the 1 to 2 range and top out at about 4.

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Quality Score

Google WANT you to have high QS and will tell you when you do not

have this

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Quality Score

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Quality Score

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How QS Affects Ads

Ad Rank

AD RANK = MAX BID X QUALITY SCORE

Example

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BID QS AD Rank Position

€4 1 4 4

€3 3 9 2

€2 6 12 1

€1 8 8 3

Cost of Your Ad

Pay the minimum amount necessary to retain your position.

Price (1) x QS (1) > Bid (2) x QS (2)

=> Price (1) = (Bid (2) x QS(2)) / QS (1)

If QS increases then cost descreases.

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BID QS AD Rank CPC Cost

€4 8 32 (24/8) €3

€4 6 24 (12/6) €2

€4 3 12 Min Min

Google Network

Text Ads

Images Ads

Mobile Ads

Video Ads

Ext

Text Ads

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Image Ads

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Reports Centre

Demographic Bidding

Geo-Targeting

Billing/Invoicing

Placement Targeting

Site & Category

Exclusion

IP Exclusion

Position Preference

Ad Scheduling

Insights forSearch

Dynamic Keyword

Insertion

Traffic Estimator

Keyword IdeasSlide 49

Report Centre

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Demographic Bidding

Only operates with Content Network

Campaign/Settings/Demographic Bidding

Only a small range of Google partner sites have demographics

available

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Geo Targeting

Countries/Counties. Postcodes, etc

Campaign/Settings/Location & Languages

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Billing & Invoicing

Options

- Post Pay (CC or Invoicing)

- Pre Pay (Top up option)

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Placement Targeting

Campaigns/Networks/Manage Placements

Use the Placement Tool/Advanced Options

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Site & Category Exclusions

Opportunities/More Tools/Site & Category Exclusions

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IP Exclusion

Opportunities/Tools/IP Exclusion

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Position Preference

Campaign/Settings/Bidding & Budget

Note: Enable Position Preference - THEN return to keyword to trigger

Position Preference

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Ad Scheduling

Campaign/Settings/Advanced

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Insights for Search

Google Insights for Search

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Dynamic Keyword Insertion

http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=74996

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Traffic Estimator

Opportunities/Traffic Estimator

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Keyword Ideas/Suggestions

Opportunities/Ideas

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Diagnostics

Ads Diagnostics Tool

Search Based Keyword Tool

Ads Preview Tool

Disapproved Ads

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Ads Diagnostics Tool

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Tools/Ads Diagnostic Tools

Search Based Keyword Tool

Tools Menu

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Ads Preview Tool

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Disapproved Ads

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AdWords Editor

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Best AdWords Help Page!

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Best Practice

Best Practices

-Organise by Theme/Product/Service

-Keywords Research

- Include Keywords in Advert

-Use Correct Landing Pages

-Enable Tracking/Conversion

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Google Certification

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Q?

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