Slide 1 Google Adwords Fundamentals Benefits of Adwords 1

Slide 1 Google Adwords Fundamentals Benefits of Adwords 1 Targeting 2 Control your costs 3 Measure your success 4 Manage your campaigns Google Advertising Networks • Search Network (Google search, Oth[.]

Google Adwords Fundamentals

Benefits of Adwords

1 Targeting

2 Control your costs

3 Measure your success

4 Manage your campaigns

Google Advertising Networks

• Search Network:

(Google search, Other Google sites; Maps ,Shopping) where you can search

customers actively searching for specific products.

The Search Network can help advertisers do the following:

• Show their text ads next to Google search results

• Reach customers actively searching for their specific product or service

Google Advertising Networks

• Display Network :

The Display Network includes a collection of Google websites (like Google Finance, Gmail, Blogger, and YouTube), partner sites, and mobile sites and apps that show AdWords ads matched to the content on a given page.

The Display Network can help advertisers to do the following:

• Use appealing ad formats to reach a wide range of customers with broad interests.

• Build brand awareness and customer loyalty.

• Increase engagement with customers.

• Choose more specifically where their ads can appear, and to what type of audience.

• Ads With Extensions:

Display information about your business (phone number, location , links to other pieces of relevant content)

Quality Of Your Ads

• To know how to optimize the quality of your ads, You should

understand the Quality score and the Ad rank.

Quality score : is an estimate of the quality of your ads &

landing pages triggered by that keywords in auctions

throughout the day

Ad rank : determines the order in which your ad shows up on the page (ad position)

Components Of Quality Score

1 Expected CTR.

2 Ad Relevance.

3 Landing Page Experience.

Notes :

• Each keyword gets a quality score on a scale from (1 to 10).

• The more relevance between your ad and the landing page, the

higher quality score you will have and the higher ad position and the lower CPC you will get So, even if the competitor bids higher than you ,you can win higher ad position at a lower price.

• Quality score is one factor that affects the ad rank , the other

factors are (bid amount & the expected imapct of extensions and other ad formats).

What You Pay?

Ad words gives you control over your costs, You can choose how you

will spend your money according to your advertising goals.

The bidding strategies:

• Cost per click (CPC): if you want to focus clicks on your ads & to

drive traffic to your website.

• Cost per thousand impressions (CPM): if you want to focus on the

number of times your ad shows and increase awareness of your brand ,(it is available only for display network campaigns).

• Cost per acquisition (CPA): if you want to focus on people when

they take specific action on your website after clicking on your Ad

What You Pay?

Notes :

• when using CPA bidding the actual amount you’ll be charged

might exceed your specific bid due to factors outside Google's

control (changes to website or ads, increased competitions in an

ad auction).

• To use CPA bidding, you will need to either set up (conversion

tracking, cross-account tracking or be importing data from Google analytics) but in order to use conversion tracking you should make

at least 15 conversions in the last 30 days.

• You will need to use conversion optimizer to know historical info

about your campaign and automatically finds the optimal CPC bid for your ad each time it is eligible to appear.

Types Of Campaigns

• Search network only :this campaign works by linking your

keywords to the words or phrases someone uses to search, this type is useful to connect with customers when they are searching for products & services

• Display network only: this type works by matching your ads

to websites and other placements with content related to your targeting

• Search network with display select: allows you to show your

ads on Google search network & relevant placements within the display network

Campaigns Sub Types

• Standard : using basic options (location, language , targeting

, bidding ,the budget settings & common ad extensions)

• All features: using more advanced options (social &

experimental settings , ad scheduling , ad delivery ,advanced location options)

• Remarketing: show your ads to people who already visited

your website when they browse other sites on the display network

• Ads in mobile apps: showing your ads in apps your ads will

get matched to apps through out the display network

Structuring Adwords Account

Ad words is organized into three layers:

• Account : your account is associated with a unique email

address and billing information

• Campaigns : each campaign has its own budget ,settings that

determine where your ad appear

• Ad groups : each ad group within a campaign contains a set

of similar ads & keywords that you want to trigger your ads

to show

Account www.electrostore.com

Campaign 1 TV

Campaign 2 cameras

Ad group 1 SLR cameras

Targeting Your Audience

Keyword match types

Display Network Targeting

You can use different targeting methods to match your ad to

places or audiences on the display network

1 Contextual targeting

• Keywords: ad words looks for sites with content related to

your keywords

• Topics: it lets you place your ads on website pages about the

topics that you choose

Display Network Targeting

2- Audiences ,you can target your ads based on audiences.

• Audiences : (Affinity audiences-custom affinity audiences-in

market audiences)

• Interest categories: people who have interest in your

product

• Remarketing

• Demographics: (age , gender & so on )

3-Managed placement targeting: it allows you to pick individual

sites or mobile apps where you want to show your ads.

Display Network Targeting

4- location& language targeting:

• Location: you can target geographic areas to show your ad,

you can select entire countries, regions, cities or certain

distances around your business location

• Language: show your ads to customers who speak particular

language

5- Device targeting: targeting people who are searching or

visiting display network sites using (IPhone, Android or smart phones)

Setting bids &Budget

• Ad words system will aim to show your ads as much as

possible until your daily budget is met & due to the

fluctuation in traffic ,ad words can allow up to 20% more clicks in a day than your budget specifies

• There are two ad delivery methods which determine how

quickly your ads are shown& how long your budget lasts during a given day

1-Accelerated delivery method :Uses your budget more quickly

2- Standard delivery method: it burns the budget slowly

throughout the day

Bid Adjustments &Flexible Bid Strategies

Bid adjustments: allow you to increase ,decrease every bid in your campaign to bid more or less competitively for searches across devices ,locations & time of day for campaigns that target Google display network , bid adjustments set for

specific targeting methods like topics, placements to show your ads to the most relevant audience

Flexible Bid Strategies

Flexible bid strategy When to use it or not Where it can be applied

Maximize clicks: set bids to

get the most clicks for a

target spend amount.

Use when your goal is to get traffic to your website

Don’t use when you have strict ROI & CPA goal.

Campaigns, ad groups & keywords

Target search page

location: Google set your

bids in accordance to the

first page or top of page

bid estimate

Use when you want to be

on the first page or top of page and cost is not an issue.

Don't use if you have a small budget or strict ROI.

Campaigns ,ad groups & keywords.

Target cost per acquisition:

sets bids in accordance to

reach your target CPA goal.

Google will set bids to get

Don’t use when you want control over bids and ad scheduling.

Campaigns & ad groups.

Flexible Bid Strategies

Flexible bid strategy When to use it or not Where it can be applied

Enhanced cost per click:

adjusts the bids you

manually set up or down

based on a click likelihood

to convert.

Use when you want to get more conversions but still want control over your bids.

Don’t use when you are limited by budget.

Campaigns & ad groups

Target return on Ad spend

(ROAS): sets bids to

maximize conversion value

while aiming to reach an

average return on ad

spend.

Use when conversions have different values and you want them to meet a target return.

Don’t use when you don’t know the different values

of your conversions.

Campaigns ,ad groups & keywords.

Creating Ad GroupsResearching new keywords :

• Use Keyword Planner(Display planner): is a free ad words tool

that helps you build Search network campaigns by finding

keyword ideas ,estimating how they may perform based on

historical statistics and traffic estimates and organizing keywords into ad groups based on your product , service and landing page.

• Review Search Term Report :a list of search terms that people

have used before seeing your ad & clicking it use this report to refine your keywords so that only the right searches cause your ad

to show.

Optimizing your keywords: use keyword match types, use negative

keywords.

6 Product listing Ads.

7 Call only Ads

How To Create An Effective Ad?

1 Connect your ads & keywords

2 Highlight what makes you unique

3 Include a call to action

4 Match your ad to your landing page

5 Tailor your ads for mobile

6 Use ad extensions

7 Experiment

Google Ad words Reports

were searching for when your ad was shown

biggest changes (increases, decreases) in clicks ,costs

,conversions and show you some possible causes for those changes ,if your costs go up or clicks go down you can know why

• Paid & organic report: you can see how often pages from

your website are shown in Google search results , and which keywords are triggering those impressions This information helps you better understand how paid text ad and organic search results work together to help you reach people

searching online, use the organic results to identify new,

potentially valuable keywords, and gain a holistic view of

how your online presence is performing overall in terms of attracting views and clicks

performance to other advertisers participating in the same auction you can see how often your ads rank higher in

search results than those of other advertisers

Tools To Measure your performance

after a customer clicks on your ads whether they purchased your product or filled out a contact form & so on

How it works: you will need to put a small (HTML)or (Java

script) code on the page your customer see after they have completed a conversion on your site when a customer clicks your ad and reach the page with your conversion code ,it is recorded as a successful conversion for you

Tools To Measure your performance

in-depth reporting on how people use your website ,you can link Google analytics and your ad words account to get an entire view of your customer’s behavior This info helps you know how much of your website traffic or sales comes from

Ad words

Tools To Measure your performance

account (keywords, bids ad groups , placements ) on a

portion of the auction

How it works : when you set experiment , you decide what sort of change you want to test (adding new keywords ,

raising a bid , using different placements ), you decide what percentage of your auctions should have this experimental change

How To Optimize Your Campaign?

If you find a large percentage of visitors have clicked your ad but haven't made a purchase or performed an action , follow the following steps;

1 Use a landing page that is more relevant to your ad, use

highly relevant keywords and ad text

2 Adjust your bids , increase the bid for keywords that show a

profit to increase the exposure and generate more traffic

and decrease the bid for keywords that aren't profitable

How To Optimize Your Campaign?

3 For campaigns running in the display network, you can use

placements tab to see all of the WebPages , apps , videos where your ad appeared, if you find your ad performs well

on a given website , try adding that websites as a managed placement

Tips For A Successful Campaign

• Use keyword diagnoses to give you detailed view of each

keyword’s quality score along with tips for improvement

such as (use negative keywords, remove duplicate keywords

& so on)

• Enhance your ad with extensions (site links extensions, call

extensions , location extensions )because it tends to improve the click through rate of your ads

• Experiment different bids & budgets to see what work well

in accordance to your advertising goal

Tips For A Successful Campaign

• Use ad scheduling ,it is an advanced setting to let you adjust

the budget for your budget during certain time periods for example increase CPC bids by a certain percentage on days

or times of day that are most profitable and vice versa

• Increase your brand awareness on the display network with

a brand engagement campaign , you can use rich media ad formats (flash, animation & video ) to reach customers and encourage them to interact with your ads

Important Metrics & Tools In Adwords

• Converted Clicks : the number of Ad clicks resulting in one

or more conversions within your chosen conversion window

• Conversion Rate: the average number of conversions per ad

click shown as a percentage

• Cost Per Conversion: is a metric that measures how much

your business pays in order to attain a conversion

• Adwords Editor : is a free app that allows you to make

changes to your account info , edit your campaigns & then upload changes to your adwords

Important Metrics & Tools In Adwords

API : application programming interface that allows advertisers to

automate adwords reporting and campaign management.

The Actual CPC: is the final amount you are charged for a click , it is

less than the maximum CPC.

Ad words search funnels : are set of reports describing the ad click &

imps behavior on google.com that leads up to a conversion ( the series of steps a customer takes before making a conversion).

Ad preview tool : it enables you to view your ads as they would

appear on a regular Google search results page, without accruing extra impressions for your ad It also allows users to test their ads and see them in various geo-graphic locations without actually being in those areas

Presented By Riham ElDemery