of 75
7/29/2019 Adwords 101 Final
1/75
Google AdWords Advanced
Training
Day 1
7/29/2019 Adwords 101 Final
2/75
7/29/2019 Adwords 101 Final
3/75
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
Slide 3
7/29/2019 Adwords 101 Final
4/75
Slide 4
Who am I
Who are you?
7/29/2019 Adwords 101 Final
5/75
Types of Online Advertising
Banners/Display
CPL
CPA
Affiliate
CPC/PPC
Sponsorships
Pop-ups
Text Ads
Video
Slide 5
What is Online Advertising?
http://en.wikipedia.org/wiki/Online_advertisinghttp://en.wikipedia.org/wiki/Online_advertising7/29/2019 Adwords 101 Final
6/75
Slide 6
Free/Organic/Natural Vs Paid Ads
Natural / Organic /
FREE WebsiteListings
7/29/2019 Adwords 101 Final
7/75
Slide 7
What is PPC?
Pay per click (PPC) is an Internet
advertising model used on
websites in which advertisers paytheir host only when theiradvert
is clicked.
7/29/2019 Adwords 101 Final
8/75
Slide 8
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 Whats your current conversion rate on enquiries?
Are you willing to pay10 for a lead?50?108?
What countries are you geo-targeting? Eg - Can you handle Spanish-language enquiries?
7/29/2019 Adwords 101 Final
9/75
Slide 9
PPC Overview
Reason Google worth $170B
7/29/2019 Adwords 101 Final
10/75
Slide 10
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
7/29/2019 Adwords 101 Final
11/75
Main PPC Players
Slide 11
7/29/2019 Adwords 101 Final
12/75
Slide 12
MSN AdCenter
https://adcenter.microsoft.com
7/29/2019 Adwords 101 Final
13/75
Slide 13
MSN AdCenter Ads appear on Bing.com
7/29/2019 Adwords 101 Final
14/75
Slide 14
Yahoo Search Marketing
http://searchmarketing.yahoo.com/
7/29/2019 Adwords 101 Final
15/75
Slide 15
Yahoo Search Marketing
http://searchmarketing.yahoo.com/
7/29/2019 Adwords 101 Final
16/75
Slide 16
Adwords Example
7/29/2019 Adwords 101 Final
17/75
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)
7/29/2019 Adwords 101 Final
18/75
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)
http://www.youtube.com/watch?v=_GI7tsbwnVk&feature=player_embedded7/29/2019 Adwords 101 Final
19/75
Terminology
PPC
CPC
CTR
Impression
Conversion
Quality Score
Adgroup http://adwords.google.com/support/aw/bin/topic.py?hl=en-
uk&topic=15464
Slide 19
http://adwords.google.com/support/aw/bin/topic.py?hl=en-uk&topic=15464http://adwords.google.com/support/aw/bin/topic.py?hl=en-uk&topic=15464http://adwords.google.com/support/aw/bin/topic.py?hl=en-uk&topic=15464http://adwords.google.com/support/aw/bin/topic.py?hl=en-uk&topic=15464http://adwords.google.com/support/aw/bin/topic.py?hl=en-uk&topic=154647/29/2019 Adwords 101 Final
20/75
Creating Your AdWords Account
Starter versus Standard Editions
Creating an Account
Slide 20
7/29/2019 Adwords 101 Final
21/75
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
Slide 21
7/29/2019 Adwords 101 Final
22/75
Google AdWords Account Structure (Example)
Account Level
- Travel Company
Campaign Level
- France
- Spain
- Portugal
Adgroup Level (Spain)
- Malaga
- Costa del Sol
Keywords
Adverts
Slide 22
7/29/2019 Adwords 101 Final
23/75
AdWords Structure
Slide 23
7/29/2019 Adwords 101 Final
24/75
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
Slide 24
7/29/2019 Adwords 101 Final
25/75
Keyword Research
Foundation of your online marketing campaign (for bothSEO 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
Slide 25
http://www.wordtracker.com/http://www.goodkeywords.com/http://www.goodkeywords.com/http://www.wordtracker.com/7/29/2019 Adwords 101 Final
26/75
Google Keyword Tool
Slide 26
https://adwords.google.com/select/KeywordToolExternal7/29/2019 Adwords 101 Final
27/75
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
Slide 27
Follow the Searchers Thought Process!
7/29/2019 Adwords 101 Final
28/75
7/29/2019 Adwords 101 Final
29/75
Workshop
Example
(Someone in the class?)
OR
- Cahernane House Hotel- Create (short) Keyword list
- Develop campaign
- Create Advert copy
- Landing Pages?
Slide 29
7/29/2019 Adwords 101 Final
30/75
Conversion Tracking
Slide 30
7/29/2019 Adwords 101 Final
31/75
7/29/2019 Adwords 101 Final
32/75
Optimising Your Adverts
TitleBenefit
Feature
Localise
7/29/2019 Adwords 101 Final
33/75
Make Changes!
Test Various Adverts
- This one rolls off the tongue!
- It has RYTHM
Reverse the Order of the
7/29/2019 Adwords 101 Final
34/75
Reverse the Order of theFeatures and Benefits
Feature / Benefit Order Reversal
7/29/2019 Adwords 101 Final
35/75
7/29/2019 Adwords 101 Final
36/75
Example
Tennis Shoes
7/29/2019 Adwords 101 Final
37/75
Quality Score
Slide 37
7/29/2019 Adwords 101 Final
38/75
Quality Score
Slide 38
http://www.youtube.com/watch?v=K7l0a2PVhPQ7/29/2019 Adwords 101 Final
39/75
Quality Score
Advertisers want to show relevant adsso that users will click on their ads andland on their site
Users want to see relevant ads so theycan easily find what they're looking for
in the shortest amount of time.
Google wants the best experience forboth advertisers and users so thatadvertisers continue to use theAdWords program and so users
continue to use Google
Slide 39
USER
GOOGLEADVERTISER
7/29/2019 Adwords 101 Final
40/75
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
Slide 40
7/29/2019 Adwords 101 Final
41/75
Quality Score
Googles business is built on relevancy, and thats 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.
Slide 41
7/29/2019 Adwords 101 Final
42/75
Quality Score
Google WANT you to have high QS and will tell you when you do not
have this
Slide 42
7/29/2019 Adwords 101 Final
43/75
Quality Score
Slide 43
7/29/2019 Adwords 101 Final
44/75
Quality Score
Slide 44
H QS Aff t Ad
7/29/2019 Adwords 101 Final
45/75
How QS Affects Ads
Ad Rank
AD RANK = MAX BID X QUALITY SCORE
Example
Slide 45
BID QS AD Rank Position
4 1 4 4
3 3 9 2
2 6 12 1
1 8 8 3
7/29/2019 Adwords 101 Final
46/75
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.
Slide 46
BID QS AD Rank CPC Cost
4 8 32 (24/8) 3
4 6 24 (12/6) 2
4 3 12 Min Min
7/29/2019 Adwords 101 Final
47/75
Google Network
Text Ads
Images Ads
Mobile Ads
Video Ads
Ext
7/29/2019 Adwords 101 Final
48/75
Text Ads
Slide 48
7/29/2019 Adwords 101 Final
49/75
Image Ads
Slide 49
7/29/2019 Adwords 101 Final
50/75
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 50
7/29/2019 Adwords 101 Final
51/75
Report Centre
Slide 51
7/29/2019 Adwords 101 Final
52/75
Demographic Bidding
Only operates with Content Network
Campaign/Settings/Demographic Bidding
Only a small range of Google partner sites have demographics
available
Slide 52
http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=88168http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=88168http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=88168http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=881687/29/2019 Adwords 101 Final
53/75
Geo Targeting
Countries/Counties. Postcodes, etc
Campaign/Settings/Location & Languages
Slide 53
7/29/2019 Adwords 101 Final
54/75
Billing & Invoicing
Options
- Post Pay (CC or Invoicing)
- Pre Pay (Top up option)
Slide 54
7/29/2019 Adwords 101 Final
55/75
Placement Targeting
Campaigns/Networks/Manage Placements
Use the Placement Tool/Advanced Options
Slide 55
7/29/2019 Adwords 101 Final
56/75
Site & Category Exclusions
Opportunities/More Tools/Site & Category Exclusions
Slide 56
7/29/2019 Adwords 101 Final
57/75
IP Exclusion
Opportunities/Tools/IP Exclusion
Slide 57
7/29/2019 Adwords 101 Final
58/75
Ad S h d li
7/29/2019 Adwords 101 Final
59/75
Ad Scheduling
Campaign/Settings/Advanced
Slide 59
I i ht f S h
7/29/2019 Adwords 101 Final
60/75
Insights for Search
Google Insights for Search
Slide 60
D i K d I ti
http://www.google.com/insights/search/http://www.youtube.com/watch?v=siD8uTIP5CQ&feature=player_embeddedhttp://www.google.com/insights/search/7/29/2019 Adwords 101 Final
61/75
Dynamic Keyword Insertion
http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=74996
Slide 61
T ffi E ti t
7/29/2019 Adwords 101 Final
62/75
Traffic Estimator
Opportunities/Traffic Estimator
Slide 62
K d Id /S ti
7/29/2019 Adwords 101 Final
63/75
Keyword Ideas/Suggestions
Opportunities/Ideas
Slide 63
Di ti
7/29/2019 Adwords 101 Final
64/75
Diagnostics
Ads Diagnostics Tool
Search Based Keyword Tool
Ads Preview Tool
Disapproved Ads
Slide 64
Ad Di ti T l
7/29/2019 Adwords 101 Final
65/75
Ads Diagnostics Tool
Slide 65
Tools/Ads Diagnostic Tools
Search Based Keyword Tool
7/29/2019 Adwords 101 Final
66/75
Search Based Keyword Tool
Tools Menu
Slide 66
Ads Preview Tool
http://www.youtube.com/watch?v=4WnoF0WcMcM&feature=player_embedded7/29/2019 Adwords 101 Final
67/75
Ads Preview Tool
Slide
67
Disapproved Ads
7/29/2019 Adwords 101 Final
68/75
Disapproved Ads
Slide
68
7/29/2019 Adwords 101 Final
69/75
Best AdWords Help Page!
7/29/2019 Adwords 101 Final
70/75
Best AdWords Help Page!
Slide
70
Best Practice
http://adwords.google.com/support/aw/bin/static.py?hl=en&topic=21806&guide=21804&page=guide.cs7/29/2019 Adwords 101 Final
71/75
Best Practice
Best Practices
-Organise by Theme/Product/Service
-Keywords Research- Include Keywords in Advert
-Use Correct Landing Pages
-Enable Tracking/Conversion
Slide
71
AdWords Bidding Tutorial
7/29/2019 Adwords 101 Final
72/75
AdWords Bidding Tutorial
Slide
72
Resources
http://www.youtube.com/watch?v=jRx7AMb6rZ0&feature=related7/29/2019 Adwords 101 Final
73/75
Resources
Google UK YouTube Channel
- http://www.youtube.com/user/GoogleChannelUK
Google Business YouTube Channel
- http://www.youtube.com/user/GoogleBusiness
Perry Marshal
- http://www.perrymarshall.com/
Howie Jacobson
- http://askhowie.com/
Slide
73
Google Certification
7/29/2019 Adwords 101 Final
74/75
Google Certification
Slide
74
http://www.google.com/intl/en/adwords/professionals/7/29/2019 Adwords 101 Final
75/75
Q?