Google AdWords Lab

12/28/2013 CS190: Web Science and Technology, 2010

Today's Plan

Quiz!

Search Advertising (more details)

Start Project: Google advertising challenge

CS190: Web Science and Technology, 2010

Anatomy of a Search Ad

3

Ad Generation

• Headline:

• Ad Text:

• Landing URL

Well Written(describing product)

Poorly Written (vague, generic, dull){

{ Static

“Search keyword insertion”

What matters?

“Landing Page”

5Spring 2009Eugene Agichtein CS 190: The Web:

Concepts and Technology, Emory University

Ad Quality Score + Landing Page Quality

• Search engine needs repeat customers

• Needs to improve user experience for long term

• Bid transformation:– (Bid $ amount) x (Ad Quality Score)

~ (Bid $ amount) x (CTR rate + relevance)

In other words, rank by expected revenue for Google

• High quality ads → Lower bid amount(incentive compatibility)

Details for quality score: https://adwords.google.com/support/bin/answer.py?answer=10215

Main difference between Yahoo and Google until 2007

Improving PPC ROILanding Pages

• Targeted pages that are part of the website often outperform the home page as a landing page (Clovis)

Website Home Page

Average Conversion Rate: 1.17%

Targeted Website Page

Average Conversion Rate: 2.40%

Improving PPC ROILanding Pages

• Specially-created landing pages often outperform website pages, even targeted ones, as the landing page

• Use A/B testing (Clovis Group) or multivariate testing (Dale and Thomas)

Website Home Page

Average Conversion Rate: 1.17%

Targeted Website Page

Average Conversion Rate: 2.40%

Special Landing Page

Average Conversion Rate: 12.5%

OK

BETTER

BEST

Keyword Selection: What keywords to bid on?

• Match by topic/relevance:

– Keyword Tool (Opportunities → Tools Keyword tool)

– WordTracker

• Analyze keyword demographics

– (See earlier discussion)

• Negative Keywords– E.g., “Dove” (soap) vs. Dove chocolates vs. Lonesome Dove (book) vs. Rita Dove

(poet)

• Association with desirable (sponsored) events, people– Coca-Cola and “American Idol” / “Simon Cowell” / “Carrie Underwood”

Keyword Selection: How much?Tools > Traffic Estimator

Demographic Targeting: Honda Element

• Target Demographic: Young, single males• http://www.youtube.com/watch?v=fxPg7CwtG2w

• http://www.youtube.com/watch?v=lhkAGfS__mk

• http://www.youtube.com/watch?v=5k50lKeXeTI

Competition Waits Though…

• For every Honda Element, there is a GM Pontiac

• TV Campaign from GM: “Google Pontiac”

• Mazda bids on keyword “Pontiac”

– 69% of Pontiac traffic goes to GM

– 2.43% goes to Mazda according to HitWise– http://weblogs.hitwise.com/bill-tancer/2006/01/google_pontiac.html

Campaign Settings

“Roadblock”

Geo-targetingDaypart

TargetingRank Targeting

Geo-Targetting

Meet hot young singles in your mom's basement today'? .... *&$% GeoIP.

2/28/2013 CS190: Web Science and Technology, 2010 14

Starting project 2

15

Today: Setup Google AdWords account; Create and use dedicated gmail address shared by whole

team.

http://adwords.google.com/

MUST be set up in US dollars (USD)- SHOULD NOT have any billing information- any campaign created must be PAUSED, so the credit does not run once it is applied.

Register your adwords account:http://www.google.com/onlinechallenge/discover/index.html

Use Professor's real e-mail address eugene@mathcs.emory.edu

Project 2 cont'd

• Once verified, students will be notified through email.

• Log in to this dashboard again; enter the Customer ID number of the AdWords account and Google will credit your account with USD $250 to participate in the Challenge (allow few days for this to occur)

• Your 10 digit customer ID (CID) is at the top right corner of your AdWords account. Enter the correct CID as once entered, it can not be edited again.

2/28/2013 CS190: Web Science and Technology, 2010 16

Project 2: Google Ad Campaign

17

NOW: – Pick your teams: 2 or 3people each. Preferably, not same as Project 1– Pick a small business (or non-profit or student organization) with a website that has not

used google AdWords in previous 6 months– Sign up for Google advertising challenge

• Today/tonight: Setup Google AdWords account; send your CID to me• Monday 3/4, send professor your campaign strategy (1 page, including website of

business you want to promote). I will give you feedback in class on Tue. • Thursday (3/6) Your Advertising campaign starts and continues at least through

spring break.• Thursday 3/21 each group does a short presentation about campaign results.• Wednesday, 3/27, submit a short (1-2 page) report about your ad campaign.

Note: If you want to be considered in the Google competition for fame, fortune, and extra credit, there are additional requirements, discuss with the instructor.

Example: Emory CS PhD Program

• https://adwords.google.com/select/snapshot

2/28/2013 CS190: Web Science and Technology, 2010 18

Another Example

• Site: Atlanta Mission ( http://atlantamission.org/ )

• Campaign goal: increase # of donations

– (could be raise awareness, etc)

• Think of the keywords

• Think of the demographics/targetting

• Think of your budget (plan using keyword traffic estimation tool)…

2/28/2013 CS190: Web Science and Technology, 2010 19

"Homework": plan your Ad campaign

20

• Pick a “business” – preferably, non-profit/student org, but real small business OK

• Follow the multimedia lessons in Google Adwords:http://www.google.com/adwords/learningcenter/index.html

Especially:

– 1(a, c)

– 2 (a, b, c, d)

Further Reading: Student Guide to the Challenge

21

http://www.google.com/onlinechallenge/student_guide.pdf

Note that it contains additional requirement only needed to participate in Google’s competition. Not required for the class project.