AdWords Fundamentals

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Agenda
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Recap: The beginning Where Ads Show & How Ads Rank Better Bidding Keywords & Ad Text Optimising and Troubleshooting Managing Multiple Accounts

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1. Recap: the beginning

Google Search Makes Finding Information Simple

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Googles Paid Search Offering: AdWords

Top sponsored ads: Up to three listings

Sponsored Advertising Links

Side sponsored ads: Up to eight listings

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Google Value Proposition

The 3 Rs of Google AdWords

Reach Relevance ROI

Real-time distribution at massive scale

Your ad is seen only by prospects who are looking for what you have to offer Pay per click model ensure that you are paying for qualified leads

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REACH: Google Is in the Connections Business

Connect consumers to ALL the information they care about

Connect marketers to ALL the customers they care about

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RELEVANCE through Targeted Ads

Targeted Ad

Good User Experience

Higher Clickthrough Rate

More Qualified Leads

Increased Conversions

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RELEVANCE: Sharpen Your Focus

Region City Radius Set borders

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 define

Language 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

Ad Rank is determined by an auction of the ads relevance and the amount advertisers are willing to pay

MAX CPC

Quality Score

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Maximum CPC:
Your Max CPC is the most you are willing to pay for a click on your ad.
e.g. If your Max CPC = $1.20, you will never pay more than $1.20 per click

Max CPC

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Quality Score: Made up of several factors

The Auction Rewards Relevant and Targeted Ads by Relying on A Quality Score
CTR: How many searchers are clicking on your ad? Ad Text Relevance: How Relevant is your ad to the actual search keyword?

Quality Score

Landing Page Quality Does 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
The AdWords Discounter adjusts your actual CPC to the minimum amount needed to exceed the rank of the ad immediately below it.
Advertiser Quality Score Max CPC Rank Ad Position
1

Joey Vinny Sam

$2

12

Step 1:
4 $2 Calculate 8

Step 2:
2 Position

Rank
$3

Ads
3

Notes: Actual CPC is always less than your Max CPC An advertiser may appear above a competitor and pay less
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Why do we have Quality Score?

Quality Score is our way of balancing the interests of all parties in the online advertising ecosystem. Users

A
Advertisers

G
Google
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How to Improve your Quality Score

The best way to improve your Quality Score is to focus on your key metrics

1 2 3 4

Organize your account for maximum effectiveness Choose relevant keywords Create straightforward, targeted ads Point users to a landing page with relevant, original content with quick load times

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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 a keyword, 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 and A Great Quality Score

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3. Better bidding

Bidding Tools: Ad Scheduling

Control days and times AdWords campaigns appear. Set different bid multipliers for different times of the day and the week up to 6 time periods.
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Bidding Tools: Position Preference

Specify in which positions you'd like ads to appear

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Bidding Tools: Conversion Optimizer

Uses your AdWords Conversion Tracking data to get you more conversions at a lower cost.
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Bidding Best Practices

Many bidding options and tools are available, so keep in mind the 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 campaign performance statistics Implement Conversion Tracking and measure your profitability Focus on keywords and placements with best results
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4. Keywords & Ad Text

Brainstorming keywords
Keywords are the searches on Google you wish to have trigger your ads. Start any new account by brainstorming as many keyword ideas as possible Use product spec sheets, marketing materials, different view points and the Google Keyword Tool to help you think.

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The Google Keyword Tool

Enter your keyword ideas Choose Country

Get additional related keyword suggestions

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Build Keywords Based on Goals Purchase Funnel

new mobile phones celebrity mobile phones

hottest phone

Dreaming

mobile phone comparisons iphone features iphone user reviews

Planning
buy iphone order iphone locate iphone dealer

Purchasing
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Next: Group Keywords but not like this

Buy Google gear Great prices on Google Merchandise Shop now! www.googlestore.com Beach towel Google towels Golf umbrella Google umbrella Google golf kit Golf accessories Blue umbrella Travel mug Flask Google flask Alarm clock Alarm clocks Google clock Google beach towels Blue travel flask Lava lamp Google lava lamps Travel alarm clock Red clock Golf umbrellas Usb stick Usb drive Google backpacks Laptop backpacks Laptop bag Google rucksacks Laptop case Google pens Google pencils Mouse pad Mini mouse Usb extender Pen sets Google speaker Vase speaker Small computer mouse Google mouse Memory stick Google office equipment Modem cord Cycling jersey Cycling top Google hoody Google hoodie Grey hooded top Google hooded jumper Hooded tops Cycling clothing Google clothing Arm warmer Google tshirt Google t shirt Tracksuit bottoms Jogging top Baseball cap Google hat Fleece vest White t shirt Polo shirts
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Group Keywords - Best

Google Beach Towel Great prices on Google Beach Towels Shop now! www.googlestore.com Beach towel Google towels Google USB Stick Great prices on Google USB Sticks Shop now! www.googlestore.com Usb drive Usb sticks Google Bike Jersey Great prices on Google Bike Shorts Shop now! www.googlestore.com Cycling jersey Cycling top

Google Golf Umbrellas Great prices on Google Golf Umbrellas Shop now! www.googlestore.com Golf umbrella Google umbrella Google golf kit Golf accessories Blue umbrella

Google Laptop Backpacks Great prices on Google Laptop Backpacks Shop now! www.googlestore.com Google backpacks Laptop backpacks Laptop bag Google rucksacks Laptop case

Google Hoodie Great prices on Stylish Google Hoodies Shop now! www.googlestore.com Google hoody Google hoodie Grey hooded top Google hooded jumper Hooded tops

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Which Keywords would you Add/Exclude?

Product: Seller of Photo albums

1. photo album 2. free photo album 3. online photo album 4. buy photo album

Add: 1, & 4 Exclude: 2 & 3

Service: Apartments for sale in London

1. apartment london 2. apartment london for sale 3. london apartment hotels 4. apartments for rent london

Add: 1 & 2 Exclude: 3 & 4

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Keyword Matching Options

Match Type How it must be entered in AdWords The ad will show when
All words containing this word or combination of words in any order is used as the query Keywords are typed in the exact order specified. But have other words before or after Keywords must be only & exactly what the user types in

The ad will show when a user types the following

Caribbean holiday Cruises Cruise holiday in the Caribbean

Broad

Caribbean Cruise

Phrase Caribbean Cruise

Cheap Caribbean Cruise Caribbean Cruise deals Luxury Caribbean Cruise

[Exact] Negative

[Caribbean Cruise]

Caribbean Cruise

- Tom

Ad will not show if Ads will not appear when this search term is entered someone types: in the query 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 market share
use to limit traffic on very popular keywords if your budget is small, e.g. [ringtones], or for ROI reasons

[Exact]

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
Keywords case (upper/lower) Upper and lower case variations are not counted as separate keywords hyphens (e.g. T-shirts) are just treated as spaces

What you need to bear in mind

Plurals may not be included in match types Replication of keywords will lead to self-competition Misspellings not included

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ZEN & the Art of Writing AdWords Creative

Good ads are vital to a successful campaign Dont leave writing ads until the last minute! The more information you get from the client, the better your ads will be

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AdWords Text Ad Specs

Headline: 25 characters Description line 1: 35 characters Description line 2: 35 characters Display URL: 35 characters Destination URL: 1024 characters.
If you see a fifth line, this means this ad has been targeted to your local city or region

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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. Posh Beauty Salon
Highlighting, Extensions & More Get A Free Consultation Today! www.AcmeHair.com

Beauty Salon

Relaxing Beauty Spa

Hair Coloring, Conditioning With Experienced Stylists. Call Now! www.AcmeHair.com

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Dynamic Keyword Insertion

Improve the CTR of your ads by making the ad text more relevant to the keyword.

{KeyWord: Buy Flowers}

Valentines Day Roses & More. 24/7 Speedy Delivery Available! www.AcmeFlowers.com

Keyword: flower delivery new york Ad Text: {keyword:flowers} {Keyword:flowers} {KeyWord:flowers} flower delivery new york Flower delivery new york Flower Delivery New York
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2) Differentiate Your Clients From Others

Posh Beauty Salon

Highlighting, Extensions & More. Call & Get Free Beauty Guide! www.AcmeHair.com

Save 50% $10 Off Seasonal Sales

Free Consultation Free Sample

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3) Include a Call to Action

Posh Beauty Salon

Highlighting, Extensions & More Get A Free Consultation Today! www.AcmeHair.com

Avoid meaningless slogans and gimmicky language

Click Here

Visit Us
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4) Include Multiple Ads

Use multiple ads to test messages Corporate Notebooks
Find Selection of Quality Laptops. Free Consultation! www.AcmeTech.com

Corporate Notebooks
Reliable Technology Customized and Delivered to Your Door! www.AcmeTech.com

Corporate Notebooks
24/7 Corporate Customer Support. Free Shipping! www.AcmeTech.com

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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 system will show the ads that have a higher click-through rate more often than the other 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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Cant See Ad: Ads Diagnostic Tool

Use the Ads Diagnostic Tool within your account to find more about why the ad is not appearing.
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Cant See Ad: Ad Preview Tool

View your ads as they would appear on a Google search results page for any location, without accruing extra impressions .
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What is AdWords Optimisation?

Optimisation means taking steps to get the results you want by improving the quality and performance of your AdWords account.

Clear Advertising Goals Effective Account Structure

Conversions

Clear & Compelling Ads

Relevant, Targeted Keywords

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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 best performers 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 high positions If your Click through rate (CTR) is low, review your negative keywords to ensure your ads are showing to the most relevant audience possible
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Tools for Optimizing Keywords

Search-based Keyword Tool Keyword Analysis Field

Traffic Estimator

"Search terms" Report

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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 changes to improve it Google has two free performance tracking tools:
AdWords Conversion Tracking Google Analytics

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Conversion Tracking
Track ROI and make smarter decisions, for free
Easily set up tracking for sales, sign-ups, leads, page-views & more Identify the keywords that bring you business Learn which keywords you want to: Invest in (i.e. allocate budget to) Bid more competitively on Delete/pause
Learn more about Conversion Tracking: https://adwords.google.com/support/
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Automatic Bidding
Automatic bidding: Dynamically adjusts bids on your behalf Tries to get you the most possible clicks for your budget

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Ad Preview Tool
Approximate a Google search page without accruing statistics for your ads.

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Ads Diagnostic Tool

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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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.

MCCs allow you to: Track your advertisers activity Access all accounts with one login Set access permission for other users

MCC Acc 1 Acc 2 Acc 3

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Linking and Unlinking Accounts in MCC

Link existing account to MCC using account's customer ID

Unlink account from MCC on "Access" section of My Account tab

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Account Settings: Account Alerts & Notifications

Account alerts help you stay on top of your account
Receive account alerts and notifications about: Billing issues Disapproved ads Customised help and performance suggestions

Set up custom alerts in your Campaigns tab to monitor additional metrics like: Daily spend Increase in impressions Decrease in clickthrough rate

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MCC Alerts Overview

MCC alerts notify you of issues with accounts you manage.

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