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An Introduction to AdwordsAislinn Connolly
25th of April
#googlebb
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This Morning, You Will Learn….
1 Where to start
2 What is Adwords & how it works
3 Live Demo: how to build a Search Campaign
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Before You Start
● Know your business objectives
● Know what success looks like
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Two distinct types of search results
search query
paid results
organicresults
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Why Adwords?
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Paid gives you control over message
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Paid gives you control over landing page
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Paid lets you take the fight to your competitors
VW Example
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Paid & Organic Work Better Together
Source: Search Ads Pause Study, July 2011, Google.
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How Adwords Works
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The Auction
...Is How Paid Results are Determined
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A Closer Look at the Ad AuctionAd Position is determined by...
Ad rank… which denotes ad position
=
Relevance
Quality Score is determined by a combination of factors, including:
• Click-through-rate on Google.com
• Keyword and ad text relevance
• Landing page quality
• Ad Extensions
Quality Score X
Willingness to pay
Max CPC is the highest € amount an advertiser is willing to pay for one click on their ad
Max CPC
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Understanding Ad Rank?
Source: http://www.youtube.com/watch?v=MBmPtduElkM
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What Keywords Should I Use?
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Keywords are critical
Source: http://www.youtube.com/watch?v=6TqVPoLg3sE
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Include appropriate negative keywords to limit irrelevant traffic: -"cheap" -[antique wardrobes], -"used wardrobes"
Broad: wardrobesAlso matches*: sliding wardrobes, wardrobes, bedroom furntiure,..
Modified Broad: +sliding +wardrobe Also matches*: sliding wardrobe, mirrored sliding wardrobe, large sliding wardrobes.
Phrase: "sliding wardrobe doors"Also matches*: brown sliding wardrobe doors
Exact: [sliding wardrobes]Matches: sliding wardrobes
*In each ring, the keyword shown also matches the searches inside the smaller rings. Illustrative - figure not drawn for scale
Keyword match types explained
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Keyword Best Practice
1. Add synonyms of existing keywords
2. Add plural and singular variations of keywords
3. Remove duplicate keywords to prevent them from competing with one another
4. Create a negative keyword list to filter out irrelevant traffic
5. Consider using different keyword match types
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How To Make Your Ads Stand Out?
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Better Ad Text, Better Performance
Source: http://www.youtube.com/watch?v=EboW3RZmRao
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Top shelf space on Google gets 10x the volume
top shelf
side
Source: Google Think Insights.
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Ad Text Deep-Dive
I think I’ll search for
“Running Gear ”
Catch your customer’s eye by making sure your headlines match your keywords
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Drive Increased Performance:
• 2-line sitelinks raise CTR +20%
• 3-line sitelinks raise CTR +30%
Make Your Ad Stand Out with Ad Sitelinks
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Make Your Ad Stand Out with Call Extensions
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Make Your Ad Stand Out with Location Extensions
Drive Increased Performance:
• CTR increase of +10%
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Be found, be favorable
Better ad
call extensions
Great ad
location extensions
Good ad ad copy with a call to action
sitelink extensions
“Sitelinks help us engage users faster with more
options, and reduce wasted clicks”
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Best Practice when writing ads
1. Make sure adtext matches your keyword list.
2. Stands out from your competition.
3. Includes a call to action and USP
4. Inter capitalisation of adtext
5. Enable all applicable Ad Extensions.
6. Make sure ads link to relevant Landing Page
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Why All This Matters To You
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Four Reasons why this matters.
1. Maximum coverage generates sales
People who can’t see you, don’t buy from you
2. Together is better
Ads alongside organic results boost brand perception…
3. Take the fight to your competitors
The more visible you are, the less visible they are
4. You can’t tell intent from the search term…Typing ‘Shoes’ could be related to formal, dress or casual
Be there for them in every case.
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Live Demo
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Account Structure Best Practice
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Account Structure Best Practice
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The wrong way to structure an account
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A better way to structure an account
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Resources To Learn More
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1. Help Centre
2. Adwords Channel
Resources to learn more
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Thank you.
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Appendix
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What does quality score influence?
eligibility position
top slotprice
determines whether your ad is eligible to enter the auction for that query
determines the relative position of your ad in relation to the other ads on that result
rage
a better quality score reduces the price you need to bid to maintain a given position
only high quality ads are eligible to appear above the
natural search results
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1 organize your account for maximum effectiveness
2 choose relevant keywords
3 create straightforward, targeted ads
4 point users to a landing page with relevant, original content with quick load times
the best way to improve your quality score is to focus on your key metrics
how to improve your quality score
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Match Type When to use it Pros Cons
BroadCapture huge amounts
of trafficTrafficReach
High TrafficLess Relevant
Require Negative Keywords
Broad Match Modifier
Capture high amounts of traffic
TrafficReach Control
High TrafficLess Relevant
PhraseTarget specific phrases you want to appear on
ControlSpecific
Lower TrafficLess Reach
ExactTarget exact terms you
want to appear on
ControlRelevancy
Quality Score
Lower TrafficLess Reach
Keyword match types: when to use them