Monitor Account to achieve success101+for+Nonprofits.41-84.… · Google Conﬁdential and...

Google Confidential and Proprietary 41 Google Confidential and Proprietary 41

Monitor Account to achieve success

Not only can you choose exactly what you want to see in your reports,

but you can automate them to yourself or your team!


Ad Groups


Creating Ad Groups

Name your ad group

Create an ad

1 2Select

keywords and/or

placements

Set bids

You can create new ad groups at any time. Look for the '+ New Ad Group' button and then follow the prompts to set up your new ad group.

43

Ad groups are meant to be tightly themed buckets of keywords that have specific ad copy in order to maximize clicks.


AdWords Account

Unique email address & password Billing information

Campaign

Daily budget Location/language targeting

Distribution preference End date

Campaign

Daily budget Location/language targeting

Distribution preference End date

Ad Group

Keywords Ads

Ad Group

Keywords Ads

Ad Group

Keywords Ads

Ad Group

Keywords Ads

Ad Group

Keywords Ads

Ad Group

Keywords Ads

AdWords account structure


“Furniture” Campaign

Furniture Ad Group

The Best Furniture Great Selection, Made in USA Free Shipping, 5 Year Warranty. PlantationDesign.com

leather sectional rugs dining room table kitchen table brass bed leather headboard dresser leather couch

leather loveseat patio furniture table lamp floor lamp kids furniture living room furniture bedroom furniture desk

leather chair leather sofa coffee table end table lamp ottoman dining room table media console

AdWords Account

The WRONG way to structure your account


“Leather Sectionals” Ad Group

“Leather Chairs” Ad Group

“Leather Loveseats” Ad Group

Leather Sectionals Leather Sectionals Made in USA From $1,999 With 5 Year Warranty plantationdesign.com/sectionals

Leather Loveseats Free Delivery When You Buy Before Christmas. Order Yours Today! plantationdesign.com/loveseat

Leather Chairs Handcrafted Leather Chairs Make a Statement. View Catalog! plantationdesign.com/chairs

buy leather sectional suite buy leather sectional suites leather sectional suites leather sectional suite buy leather sectional buy leather sectionals leather sectional leather sectionals

buy leather love seats buy leather loveseats buy leather love seat buy leather loveseat leather loveseats leather love seats leather love seat leather loveseat

buy handmade leather chair buy handmade leather chairs handmade leather chairs handmade leather chair buy leather chairs buy leather chair leather chair leather chairs

AdWords Account

“Furniture” Campaign

A BETTER way to structure your account


Editing Ad Groups - In-Line Quick editing of ad groups with in-line editing:


Ad Group Best Practices

Ad Group:

Youth Camp Volunteer

Keywords:

youth camp volunteer

volunteer at youth camp

youth camp volunteering

need youth camp volunteer

Create multiple tightly themed ad groups that focus on specific themes or services Each ad group should contain specific keyword lists that relate directly to the associated ad texts


Quality Score


why do we have quality score? it’s our way of balancing the interests of all parties in the online advertising ecosystem

Google

users

advertisers

A

U

G


What contributes to quality score?

Quality Score

Landing Page Clickthrough rate Relevancy

Quality score is just an estimate of how Google expects a keyword to perform when matched to a search term.

Google Confidential and Proprietary 52 Google Confidential and Proprietary 52 Source: http://www.youtube.com/watch?v=fZU3UA2Grlc


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


Keyword Strategy, Tools and Types


How to choose the right keywords

• How to begin building your keyword list

• How to apply the ‘Goldilocks Principle’

•  Keyword match types


Keywords are critical

Source: http://www.youtube.com/watch?v=6TqVPoLg3sE


select relevant

keywords

users search on

those keywords

Google ranks ads (auction)

winning ads

appear

pay only when ad is clicked

step one: select keywords

what terms could you target?

broad specific


Match Types donate

“donation website”

[donate to charity]

-volunteer

BROAD: An ad will appear for queries that contain all the terms in the keyword, in any order. BROAD MATCH MODIFIER: An ad will appear for queries that contain all the terms in the keyword that are modified by the + sign. PHRASE: Ads will appear when the search terms are entered in the original sequence. EXACT: Ad will appear only when the exact keyword is queried. NEGATIVE: Prevents an ad from appearing if the query contains the negative keyword

+donate to charity


The Keyword Tool – Access from your AdWords account


The Keyword Tool: Help finding keywords

1. Enter the product or service you sell. You can also enter your website

2. Get keyword suggestions


What happens if my keyword is too general? •  Example keyword ‘vacation’ - your ad might show for: vacation rental

vacation deals

vacation ideas

vacations for kids

vacations for singles

vacations for veterans

national lampoon’s european vacation

permanent vacation lyrics

The go-go’s vacation

disney vacation club

pictures from our vacation by lynne rae perkins

vacation auctions

vacation accrual policy

vacation agent magazine

vacation air conditioning

vacation anxiety

General keywords = Low clickthrough-rate = Few new customers


Too General Just Right Too Specific

vacation

tax

store

bags

accounting

florida vacation rental

tax preparation nashville

dvd storage

handmade leather bags

cheap accounting software

3 br vacation rental grayton beach

tax preparation service nolensville rd

faux leather storage for dvd box sets

handmade black croc leather handbags

accounting software for petsitting biz

Use the ‘Goldilocks Principle’ to pick keywords

Don’t make keywords too hot or too cold. Make them just right.


If you’re a service provider:

- become

- study

- class

- classes

- course

- license

- training

- jobs

- employment

- Supplies

- Tools

- price

Frequently used by all business types: - free

- lyrics

- second hand

- Used

- repairs

- wholesale

- pics

- pictures

- definition of

- history

- diy

Examples of negative keywords

Google Confidential and Proprietary 64 Google Confidential and Proprietary 64 Source: http://youtu.be/ZLfxIKw1V3Y


Keyword Best Practices Add synonyms of existing keywords Add plural and singular variations of keywords Remove duplicate keywords to prevent them from competing with one another Create a negative keyword list to filter out irrelevant traffic Consider using different keyword match types Use multi-word keywords that are specific and targeted


Writing Great Ads


Writing Copy

Headline: headline (25 characters) is the top line of your ad copy, sometimes including your keyword

description lines (35 each) can include a benefit or call to action •  benefit is what the customer gets from the product or service: everyday low price, free shipping, fresh, genuine.

•  call to action is what you want people to do: buy, order, download, etc

visible URL (35 characters) is the URL to your site; can be a shortened version of your destination URL •  ex: www.capella.edu

•  ex: www.capella.edu/degrees/programs


What is a good AdWords ad?

•  Relevant to the keywords in the ad group

• Gets a high clickthrough-rate (CTR)

•  Stands out from your competitors

•  Includes a call to action

Google Confidential and Proprietary 69 Google Confidential and Proprietary 69 Source: http://www.youtube.com/watch?v=_GI7tsbwnVk


Writing ad text Catch your customer’s eye by making sure your headlines match your keywords

I think I’ll search for

“diabetes savings program”

Diabetes Savings Program

www.type-2-diabetes-info-2.com

Visit our site to learn how to save on your diabetes medication.

Diabetes Medication

www.GenericDrug.com

Save money on diabetes savings program. Get more info today.


What doesn’t work?

Vague, irrelevant, unclear ads without useful information.


“We won an award in 2011”

“All our products are custom made”

“We always show up on time”

“We’re open 7 days a week”

“We’re having a sale”

What sets your business apart?

Why would someone choose your business over a competitor? Examples:

“We only sell products made in the USA”

“We have a money back guarantee”

“We have 30 years experience”

“Free shipping if you buy two”

“We have lower prices”

“We offer free quotes”

Ask yourself just 3 questions to help you write great ads!


Can you describe your products or services?

Describe specific or technical details of your products or services. Examples:

“Made from recycled materials”

“Battery lasts up to 8 hours”

“From $16 per square foot”

“Dishwasher safe”

“Collectors item”

“Sizes 8-16”

“Evening classes available”

“18 day all-inclusive tour”

“10 Nashville locations”

“24/7 onsite support”

“On time or it’s free”

“First class is free”



What is your call to action? After someone clicks on your ad and visits your website, what is it you want them to do next?

Examples: “Call us to learn more”

“Sign up for our mailing list”

“Download a 30-day free trial”

“Order a copy of our brochure”

“Help by donating today”

“Request a call back”

Click Here Visit Us

Avoid meaningless slogans and gimmicky language


Google Confidential and Proprietary 75 Google Confidential and Proprietary 75 Note: The above example is for demonstration purposes only. It is not meant to indicate the actual quality score of the ads.

Putting it all together

POOR

OK

GREAT


Link to the best landing page Always direct visitors to the most useful page on your website


Text Ad Best Practices Use keywords in the ad title: keywords will appear in bold in ads Your ads should reflect the theme of the ad group Use call-to-actions, such as 'Donate online' or 'Sign Up to Volunteer' Run several ads per ad group to test out which perform best Send users to a targeted landing page


Questions from the Survey

Google Confidential and Proprietary 79 Google Confidential and Proprietary 79 Source: Survey question: Do you have a specific question about Google AdWords?

•  The dashboard is very complex. Understanding how to navigate the interface is very important.

•  What are the best ways to measure progress or improvement with campaigns in Adwords? What factors should I be considering when managing my Adwords account?

•  What are some best practices for using AdWords to help with attracting potential donors?

•  How do you learn about how your AdWords campaigns are doing using Google Analytics?

•  I need help understanding what I am doing. I have a campaign going, but it doesn't really seem to be doing anything.

•  Please teach me the absolute basics

•  We are in the process of developing a strategy on how we are using our paid vs. grant account.


Kiva and Google Adwords

Source: http://www.youtube.com/watch?v=escYWL1w2L4


Thank you!


http://goo.gl/jushk Download this presentation:

Q&A


Appendix


Key Term Definitions •  Ad Creative

–  The text ad that can be shown on Google and across the Google Network. Sometimes known as 'sponsored links' because the title links to your website.

•  Impressions

–  The number of times an ad is displayed on Google or on sites or products in the Google Network.

•  CTR

–  The number of clicks your ad receives divided by the number of times your ad is shown (impressions) via Google search only. Higher CTR and Quality Score can lead to lower costs and higher ad position.

•  Avg. CPC

–  The average amount you pay each time someone clicks your ad. Average CPC is determined by totaling the cost of all clicks and dividing it by the number of clicks.

•  Maximum CPC

–  Your maximum cost-per-click (CPC) is the highest amount that you are willing to pay for a click on your ad.

•  Avg. Position

–  'Average position' is a statistic attributed to each of your keywords. It refers to the average position on a search result page that an ad appears in when it's triggered by that keyword.

•  Quality Score

–  Quality Score for Google and the search network is a dynamic metric assigned to each of your keywords. It's calculated using a variety of factors and measures how relevant your keyword is to your ad group and to a user's search query. The higher a keyword's Quality Score, the lower its cost-per-clicks (CPCs) and the better its ad position.

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