Topics we will discuss tonight:
1. Introduction to Google Adwords platform
2. Understanding how to text ads are used. Display advertising
will not be discussed in this class.
3. Review of campaign / adgroup / keyword structures
4. Review match type definitions and examples
5. Review the Google Adwords auction process
6. Review Campaign / Adgroup / Keyword targetting
7. Review measurement tool
8. Q&A
Acronyms:
1. CPC = Cost-per-Click
2. CTR = Click Thru Rate
3. QS = Quality Score
4. IS = Impression Share
5. LP = Landing Page
Stats on Paid Search vs. Other Marketing Channels
1. Google.com is the most visited search engine in the world.
2. Paid search attributes about 40% of overall revenue.
3. Search Market Share Breakdown:
1.
2.
3.
4.
Google (65.09%)
Yahoo (15.89%)
Bing (13.10%)
Others (5.92%)
Others,
5.92%
Google
Bing,
13.10%
Yahoo,
15.89%
Yahoo
Bing
Google,
65.09%
Others
Here’s how your ad can look on Google:
Understanding Campaign Structure
Top Level
Campaign 1
Adgroup 1
Keyword 1
Keyword 2
Keyword 3
Keyword 4
Ad 1
Ad 2
Adgroup 2
• Campaign hold many
adgroups
• Adgroups hold many
keywords and ads
• Campaign, Adgroups and
Keywords all have
different control
attributes.
Keyword 1
Keyword 2
Keyword 3
Keyword 4
Ad 1
Ad 2
Lowest Level
Middle Level
Understanding Campaign Structure
Adgroup Attributes
Adgroup
Keyword attributed allow you to control the following
1. Bid (Default bid provided that keyword bid isn’t set)
2. Display Status (on, off)
Keyword Attributes
Keywords
Keyword attributed allow you to control the following
1.
2.
3.
4.
Match Type (Broad, Exact, Phrase, etc.)
Bid
Destination URL
Display Status (on, off)
Understanding Campaign Structure
Ad Attributes
Ads
• Headline – 25 Character Limit
• 2 Description Lines – 35 Characters per line
• Display URL – URL that is displayed to the user
• Destination URL – The URL that the user will be directed to once the ad is
clicked
Ad Rules & Policies:
1. Ads are measured by CTR
2. Relevance, Clarity, and Accuracy - Ads and keywords must directly and
clearly relate to the product or service being advertised.
3. Google AdWords doesn't allow ads that make inaccurate claims.
Inaccurate claims include competitive claims, superlatives, and
unverified offers.
Understanding Campaign Structure
Keywords Attributes
Keyword
Match Type:
1. Broad: keyword = Allows your ad to show on similar phrases and
relevant variations.
2. Exact: [keyword] = allows your ad to show for searches that match
the exact phrase exclusively.
3. Phrase: “keyword” = allows your ad to show for searches that
match the exact phrase
4. Negative Match: -keyword = Ensures your ad is not shown for any
search term that includes that term
Understanding Campaign Structure
Match Type Examples:
Broad Search Term:
Tennis Shoes
Phrase Search Term:
“Tennis Shoes”
Ad may show on searches for:
Tennis
Shoes
Buy tennis shoes
Tennis shoe photo
Running shoes
Tennis sneakers
Ad may show on:
Red Tennis Shoes
Buy Tennis Shoes
Tennis Shoes Photos
Ad may NOT show on:
Shoes for tennis
Tennis Shoe
Tennis Sneakers
Understanding Campaign Structure
Match Type Examples:
Exact Search Term:
[Tennis Shoes]
Ad may show on:
Tennis Shoes
Ad may NOT show on:
Red Tennis Shoes
Tennis Shoe
Buy Tennis Shoes
Negative Search Term:
Tennis Shoes
-used
Ad may show on:
Tennis Shoes
Buy tennis shoes
tennis
Ad may NOT show on:
Used Tennis Shoes
Shoes used for tennis
Understanding Campaign Structure
Understanding the ‘Auction’ Process
When someone searches for something on Google, Google looks at the
Adwords advertisers pool and determines whether there will be an auction.
If one or more advertisers are bidding on keywords that Google deems
relevant to the search query, an auction is triggered.
Understanding the ‘Auction’ Process
Advertisers identify keywords they want to bid on, how much they want to
spend, and create groupings of these keywords that are paired into ads.
Google then enters the keyword from your account it deems most relevant into
the auction with the maximum bid you’ve specified as well as the associated ad.
Understanding the ‘Auction’ Process
Once you are entered into the
auction, Google looks at two
factor where your ad ranks: your
Maximum Bid and your Quality
Score
Understanding the ‘Auction’ Process
You pay the minimum amount
you can pay for the position
you win if your ad is clicked
on.
16 (AR) / 10 + $0.01 = $1.61
Understanding Campaigns
Understanding Campaigns
Campaign Attributes
Campaign
Campaign attributed allow you to control the following
1. Language (English, Spanish, etc.)
1. Locations (Country, State, County, City, Street)
1. Networks (Search vs. Content)
1. Devices (PC/MAC, Mobile, Tablets)
2. Budget (eg.$50 per day)
3. Delivery Method (Standard, Accelerated)
4. Advanced Options (Scheduling, Social Settings, etc.)
Understanding Campaigns
ROI Tracker
The Google ROI tracker is a snippet of code that should be installed on the
page that loads when the goal (or sale) is complete. The Google interface
will show that a conversion occurred.
Conversions (1 Per Click): conversions will count at most one conversion per click.
Conversions (Many per Click): count of a conversion every time a conversion is
made within 30 days following an AdWords ad click. Conversions (many-per-click)
will count multiple conversions per click.
Quick Start Guide
1. Identify your customers (location, language, devices)
2. Find relevant keywords associated with your product or service line
3. Create an attractive ad
4. Select a specific page on your website that is relevant to the user’s search
term and the ad shown
5. Set your bids and budget
6. Enter your billing information
7. Measure …… Optimize ……. Repeat….
Google Adwords
Q&A
eMail: Rafael.Chemtob@Gmail.com