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Engage@Google Event Series
AdWords Fundamentals
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Agenda
1
2
5
6
3
Recap: The beginning
Where Ads Show & How Ads Rank
Better Bidding
Optimising and Troubleshooting
Managing Multiple Accounts
4 Keywords & Ad Text
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1. Recap: the beginning
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Google Search Makes Finding Information Simple
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Googles Paid Search Offering: AdWords
Side sponsored ads: Up to eight listings
Sponsored Advertising LinksTop sponsored ads: Up to three listings
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Google Value PropositionThe 3 Rs of Google AdWords
Reach Real-time distribution at massive scale
RelevanceYour ad is seen only by prospects who arelooking for what you have to offer
ROIPay per click model ensure that you are payingfor qualified leads
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REACH: Google Is in the ConnectionsBusiness
Connect consumersto ALL the information
they care about
Connect marketersto ALL the customers
they care about
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RELEVANCE through Targeted Ads
Targeted AdGood UserExperience
HigherClickthrough
Rate
MoreQualified
Leads
IncreasedConversions
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Region City Radius Set borders
RELEVANCE: Sharpen Your Focus
Country, Regional, and City-level Targeting
Reach customers searching for results in geographic areas you choose
Customised Targeting Reach customers searching for results in an area you defineLanguage Targeting
Reach users searching in a specific language, wherever they are
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ROI in Metrics and Reporting
Return on Investment (ROI) is the value received from
advertising in relation to the cost of advertising
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2. Where Ads Show & How Ads Rank
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Everyone Wants to be in Position 1
The position of each ad is determined using a ranking formula
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Auction Basics (Rank = Max CPC x Quality Score)
AdWords ads
MAX
CPC
QualityScoreX
Ad Rank is determined by an auctionof the ads relevance and the amount
advertisers are willing to pay
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Maximum CPC:
e.g. If your Max CPC = $1.20, you will never
pay more than $1.20 per click
Max
CPC
YourMax CPCis the most you are willing to pay for aclick on your ad.
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Quality Score: Made up of several factors
The Auction Rewards Relevant and Targeted Ads byRelying on A Quality Score
CTR:How many searchers are clicking on your ad?
Quality
Score
Ad Text Relevance:How Relevant is your ad to the actual search keyword?
Landing Page QualityDoes your landing page provide a good user experience?
Relevant, Original, Transparent & Easy to navigate
The higher your Quality Score,the lower the price you will pay per click.
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An Auction Example
Advertiser Quality Score Max CPC RankAd
Position
6 $2 12 1
4 $2 8 2
2 $3 6 3
TheAdWords Discounteradjusts your actual CPC to the minimumamount needed to exceed the rank of the ad immediately below it.
Step 1:
Calculate
Rank
Step 2:
Position
Ads
Joey
Vinny
Sam
Notes: Actual CPC is always less than your Max CPCAn advertiser may appear above a competitor and pay less
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Why do we have Quality Score?
Users
Advertisers
A
U
G
Quality Score is our way ofbalancing the interests of all parties in theonline advertising ecosystem.
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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 contentwith quick load times
The best way to improve your Quality Score is tofocus on your key metrics
How to Improve your Quality Score
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Can I See Quality Score?
Visible at the keyword level, mouse over Eligible
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To Get to Position 1
There is no guaranteed way to get your ad in position one for akeyword, because you are in a live auction
Your ad is more likely to show in top positions if you have:
A high Maximum CPC bid andA Great Quality Score
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3. Better bidding
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Bidding Tools: Ad Scheduling
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Control days and times AdWords campaigns appear.Set different bid multipliers for different times of the day and the week upto 6 time periods.
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Bidding Tools: Position Preference
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Specify in which positions you'd like ads to appear
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Bidding Tools: Conversion Optimizer
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Uses your AdWords Conversion Tracking data to get you moreconversions at a lower cost.
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Bidding Best Practices
Many bidding options and tools are available, so keep in mindthe following best practices:
Choose bidding strategy that fits your advertising goals New advertisers should consider using automatic CPC
bidding for a few weeks
Only use bidding tools if you have enough campaignperformance statistics
Implement Conversion Tracking and measure your profitability Focus on keywords and placements with best results
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4. Keywords & Ad Text
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Brainstorming keywords
Keywords are the searches on Google you wish to have triggeryour ads.
Start any new account by brainstorming as many keyword ideasas possible
Use product spec sheets, marketing materials,different view points and theGoogle Keyword Tool to help you think.
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The Google Keyword Tool
Choose
Country
Enter yourkeyword
ideas
Get
additional
related
keyword
suggestions
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Build Keywords Based on Goals
Dreaming
Planning
Purchasing
Purchase Funnel
celebritymobile
phones
newmobile
phoneshottestphone
mobile phone comparisons
iphone features
iphone user reviews
locate iphone dealer
buy iphone
order iphone
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Buy Google gearGreat prices on GoogleMerchandise Shop now!
www.googlestore.com
Beach towelGoogle towelsGolf umbrella
Google umbrellaGoogle golf kit
Golf accessoriesBlue umbrella
Travel mugFlask
Google flaskAlarm clockAlarm clocks
Google clockGoogle beach towelsBlue travel flask
Lava lampGoogle lava lampsTravel alarm clock
Red clockGolf umbrellas
Usb stickUsb drive
Google backpacksLaptop backpacks
Laptop bag
Google rucksacksLaptop caseGoogle pens
Google pencilsMouse padMini mouse
Usb extender
Pen setsGoogle speakerVase speaker
Small computer mouseGoogle mouseMemory stick
Google office equipmentModem cord
Cycling jerseyCycling top
Google hoodyGoogle hoodie
Grey hooded top
Google hooded jumperHooded tops
Cycling clothingGoogle clothingArm warmerGoogle tshirtGoogle t shirt
Tracksuit bottomsJogging topBaseball capGoogle hatFleece vestWhite t shirtPolo shirts
Next: Group Keywords but not like this
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Group Keywords - Best
Google Beach TowelGreat prices on GoogleBeach Towels Shop now!www.googlestore.com
Beach towelGoogle towels
Google Bike JerseyGreat prices on GoogleBike Shorts Shop now!www.googlestore.com
Cycling jerseyCycling top
Google USB StickGreat prices on GoogleUSB Sticks Shop now!www.googlestore.com
Usb driveUsb sticks
Google Golf UmbrellasGreat prices on GoogleGolf Umbrellas Shop now!www.googlestore.com
Golf umbrella
Google umbrellaGoogle golf kitGolf accessoriesBlue umbrella
Google Laptop BackpacksGreat prices on GoogleLaptop Backpacks Shop now!www.googlestore.com
Google backpacks
Laptop backpacksLaptop bagGoogle rucksacksLaptop case
Google HoodieGreat prices on StylishGoogle Hoodies Shop now!www.googlestore.com
Google hoody
Google hoodieGrey hooded topGoogle hooded jumperHooded tops
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Which Keywords would you Add/Exclude?
Product: Seller of Photo albums
1. photo album2. free photo album3. online photo album4. buy photo album
Add: 1, & 4Exclude: 2 & 3
1. apartment london2. apartment london for sale3. london apartment hotels4. apartments for rent london
Add: 1 & 2Exclude: 3 & 4
Service:Apartments for sale in London
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Keyword Matching Options
MatchType
How it must beentered in
AdWords
The ad willshow when
The ad will show whena user types the
following
Broad Caribbean Cruise
All words containing thisword or combination ofwords in any order is usedas the query
Caribbean holiday Cruises
Cruise holiday in theCaribbean
Phrase Caribbean Cruise
Keywords are typed in theexact order specified. Buthave other words beforeor after
Cheap Caribbean Cruise
Caribbean Cruise deals
Luxury Caribbean Cruise
[Exact] [Caribbean Cruise] Keywords must be only &exactly what the usertypes in
Caribbean Cruise
-Negative
- Tom Ads will not appear whenthis search term is enteredin the query
Ad will not show ifsomeone types:
Tom Cruise
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Which match type should I use?
Broad use in 99% of cases
Phrase use where the meaning of the word changes depending
on the word order, e.g. share market and marketshare
[Exact] use to limit traffic on very popular keywords if your budget issmall, e.g. [ringtones], or for ROI reasons
There is no need to enter keywords on all 3 match types!
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General Rules on Keyword Selection
What you dont need to consider What you need to bear in mind
Keywords case (upper/lower)Upper and lower case variations are not
counted as separate keywords
hyphens (e.g. T-shirts) are just treatedas spaces
Plurals may not be included inmatch types
Replication of keywords will lead toself-competition
Misspellings not included
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ZEN & the Art of Writing AdWords Creative
Good ads are vital to asuccessful campaignDont leave writing ads until thelast minute!
The more information you getfrom the client, the better your
ads will be
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AdWords Text Ad Specs
If you see a fifth line, this means this ad
has been targeted to your local city orregion
Headline: 25 characters Description line 1: 35 characters Description line 2: 35 characters Display URL: 35 characters Destination URL: 1024 characters.
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5 tips for writing great ads
A good ad creative:
Is relevant to the keywords in that ad group
Contains useful information about the business such as:- specific product or service information
- benefits of the product or service- prices and promotions
Has a call to action and complies with Google policies
Tests multiple messages
Links to the best possible landing page
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1) Keywords in Ad Text
Catch your customers eye by making sure your headlines
match the keywords.
Beauty Salon
Posh Beauty Salon
www.AcmeHair.com
Highlighting, Extensions & MoreGet A Free Consultation Today!
Relaxing Beauty Spa
www.AcmeHair.com
Hair Coloring, Conditioning With
Experienced Stylists. Call Now!
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Dynamic Keyword Insertion
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Improve the CTR of your ads by making the ad text more relevant to
the keyword.
Keyword:flower delivery new york
Ad Text:{keyword:flowers} flower delivery new york{Keyword:flowers} Flower delivery new york{KeyWord:flowers} FlowerDelivery NewYork
{KeyWord: Buy Flowers}
www.AcmeFlowers.com
Valentines Day Roses & More.24/7 Speedy Delivery Available!
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2) Differentiate Your Clients From Others
Save 50% $10 Off Seasonal Sales
Free Consultation Free Sample
Posh Beauty Salon
www.AcmeHair.com
Highlighting, Extensions & More.Call & Get Free Beauty Guide!
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3) Include a Call to Action
Click Here Visit Us
Avoid meaningless slogans and gimmicky language
Posh Beauty Salon
www.AcmeHair.com
Highlighting, Extensions & MoreGet A Free Consultation Today!
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Use multiple ads to test messages
4) Include Multiple Ads
Corporate Notebooks
www.AcmeTech.com
Find Selection of Quality
Laptops. Free Consultation!
Corporate Notebooks
www.AcmeTech.com
Reliable Technology Customized
and Delivered to Your Door!
Corporate Notebooks
www.AcmeTech.com
24/7 Corporate CustomerSupport. Free Shipping!
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Optimise ad text for best performance
Always have at least 3 ads to test different messages
Select Optimise so that our systemwill show the ads that have a higherclick-through rate more often than theother ads in your Ad Group.
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5) Drive Users to the Most Relevant Page
Which landing page is being used? Does all traffic lead to the homepage?Are there specific pages that offer more information on the product/
service?
Test different ad text variations with different landing pages
Search query: black suit
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5. Optimising and Troubleshooting
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Cant See Your Ad?
Some campaign-related reasons why your ad may not show:
Regional Targeting Language Targeting Daily Budget Met Daily Budget Low
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Use the Ads Diagnostic Tool within your account to find more aboutwhy the ad is not appearing.
Cant See Ad: Ads Diagnostic Tool
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What is AdWords Optimisation?
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Optimisation means taking steps to get the results you want by improving the qualityand performance of your AdWords account.
Clear AdvertisingGoals
EffectiveAccountStructure
Relevant,TargetedKeywords
Clear &Compelling Ads
Conversions
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Optimise account performance ongoing
Delete or modify anything that is not performing:ads, keywords or even entire ad groups
Expand on what is doing well:add more keywords and ads similar to the bestperformers
Add new ad groups if the client has new products/services or seasonal events (e.g. Christmas)
Raise CPC bids for keywords that need to be in highpositions
If your Click through rate (CTR) is low, review yournegative keywords to ensure your ads are showing tothe most relevant audience possible
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Tools for Optimizing Keywords
Search-based Keyword Tool
"Search terms" ReportTraffic Estimator
Keyword Analysis Field
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Tracking AdWords performance
Customers who use performance tracking are happier and see
more benefit in using AdWords
Tracking means they can monitor their ROI and make changesto improve it
Google has two free performance tracking tools:
AdWords Conversion Tracking Google Analytics
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Track ROI and make smarter decisions, for free
Learn more about Conversion Tracking: https://adwords.google.com/support/
Easily set up tracking for sales,sign-ups, leads, page-views &more
Identify the keywords that bringyou business
Learn which keywords you wantto:
Invest in (i.e. allocatebudget to)
Bid more competitivelyon
Delete/pause
Conversion Tracking
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Automatic Bidding
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Automatic bidding:
Dynamically adjustsbids on your behalfTries to get you themost possible clicks foryour budget
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Ad Preview Tool
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Approximate a Google search page without accruing statistics for your ads.
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Ads Diagnostic Tool
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Reports whether an ad is appearing on the first page of Google search results Identifies why a particular ad or group of ads may not be showing Determines why a particular keyword may not be triggering ads to appear Provides recommendations for increasing ad rank or ad display
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6. Managing Multiple Accounts
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U MCC f M lti l A t M t
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Use an MCC for Multiple Account Management
MCCs are like umbrella accounts. You can use them to track all of
your advertisers activity, and use just one login.
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MCC
Acc 1 Acc 2 Acc 3
MCCs allow you to:
Track your advertisers activityAccess all accounts with onelogin
Set access permission forother users
Li ki d U li ki A t i MCC
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Linking and Unlinking Accounts in MCC
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Link existing account to MCC using account's customer ID
Unlink account from MCC on "Access" section of My Account tab
A t S tti A t Al t &
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Account Settings: Account Alerts &Notifications
Account alerts help you stay on top of your account
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Receive account alerts and notifications about:
Billing issues Disapproved ads Customised help and performance suggestionsSet up custom alerts in your Campaigns tab to monitor additional metrics like:
Daily spend
Increase in impressions Decrease in clickthrough rate
MCC Al t O i
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MCC Alerts Overview
MCC alerts notify you of issues with accounts you manage.