Digital Advertising (PPC/SEM) Course Digital Advertising (PPC/SEM) - - PowerPoint PPT Presentation

Digital Advertising (PPC/SEM)

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Academy Equinet

Digital Advertising (PPC/SEM) Course

Digital Advertising (PPC/SEM)

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Digital Advertising Framework

Analyse & Define

Determine Digital Marketing Channel/Tactics

Campaign Setup & Implementation Gather Data Optimise

• Customer decision

journey/Consumer funnel

• Clickstream data
• Customer profile/

buyer personas

• Competitor

marketing campaigns

• Define business
• bjectives
• Facebook Ads
• Google AdWords
• Outbrain
• LinkedIn
• Twitter
• Instagram
• Bing
• Youtube
• Naver
• Baidu
• Yandex
• 360sou
• Media Buying
• Google AdWords

Search & Display Advertising

• Google AdWords

Remarketing Lists

• Facebook Custom

Audiences

• Facebook Power

Editor

• Bidding & Budget
• Location Targeting
• Landing Page

Creation

• User Experience

(UX) Website Design & Development

• Quality Score
• Relevance Score
• Click Through Rate

(CTR)

• Impressions
• Conversions
• Conversion Rate
• Search Terms

Reports

• Placements Reports
• Device Reporting
• Ad Schedule
• Reach & Frequency
• Audience &

Behaviour

• A/B Split Testing
• Ad Scheduling
• Audience Targeting
• Ad Placements
• Digital Channels
• Bidding & Budget

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Digital Advertising Strategy Flowchart

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The Consumer Buying Journey today is no longer linear. Marketers have to ensure consumer-brand interactions on as many relevant touch points as possible on the path to purchase. The Consumer Buying Journey I didn’t know this product actually existed… I’ll do a Google Search to find out more about this. Let me compare these brands to make a better decision. I can’t find anything better than this, I think I’ll purchase! Marketing Team Here’s something cool Here’s how this will make your life better This is why we’re the best Click here to buy now! Awareness Interest Desire Action Consumer

The Consumer Buying Journey Today

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5 Touch Point 1: Google Search Touch Point 4: Article on Refurbished Laptops Touch Point 5: Qoo10 Website Touch Point 2: Qoo10 Website Touch Point 3: Facebook Sponsored Post Awareness Interest Desire Desire Interest

This is an illustration of the consumer’s laptop buying journey and an e-commerce platform engaging him at multiple digital touch points on the path to purchase.

Case Study: A Consumer’s Laptop Buying Journey

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Alternative Models (Customer Decision Journey)

Evaluation of Alternatives Information Search Needs Recognition Purchase Post-Purchase

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Customer Persona Example

John Lim Demographics

• Age 32
• Male
• Marketing Manager
• Lives in Singapore
• Bi-lingual (English & Mandarin)
• Computer-literate

Psychographics

• Browses business and marketing websites
• Spends time on Facebook and during office hours
• Wants to maximise marketing budget and get a promotion and pay raise
• Needs to know how to manage digital marketing agencies and what they

are doing behind the scenes

• Looking for short marketing courses to take away actionable strategies

and insights

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How to Define a Customer Persona

• 1. Sit down and brainstorm with sales & marketing teams.

What are their goals and challenges? What are their main concerns? How can your products & services address their pain points?

• 2. Use analytics data. Using Google Analytics, you can find out demographic information on your

website visitors by enabling demographic reporting. You can also find out how long each audience category (e.g. In-Market segments) browse your website and how many converted.

• 3. Ask your audience. Using site surveys, giving out feedback forms, conducting one to one

interviews, organising focus groups are ways which you can understand your customer demographics and psychographics.

• 4. Social listening. Use web mention monitoring tools such as Google Alerts and mention.com to get

live updates about your brand and related topics of interest from the web and social media.

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Models of Online Behaviour

• 1. Directed information-seekers. These users will be looking for product, market
• r leisure information such as details of their football club’s fixtures. They are not typically planning to buy online.
• 2. Undirected information-seekers. These are the users, usually referred to as

‘surfers’, who like to browse and change sites by following hyperlinks. Members of this group tend to be novice users (but not exclusively so) and they may be more likely to click on banner advertisements.

• 3. Directed buyers. These buyers are online to purchase specific products online. For such

users, brokers or cybermediaries that compare product features and prices will be important locations to visit.

• 4. Bargain hunters. These users (sometimes known as ‘compers’) want to find the offers

available from sales promotions such as free samples or competitions. For example, the MyOffers site (www.myoffers.co.uk) is used by many brands to generate awareness and interest from consumers.

• 5. Entertainment seekers. These are users looking to interact with the Web for enjoyment

through entering contests such as quizzes, puzzles or interactive multi-player games.

Source: Lewis and Lewis (1997) - Digital Marketing - Strategy, Implementation and Practice pg 78

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Aligning the Consumer Decision Journey to Digital Advertising Strategy

Customer Decision Journey Business Objectives Digital Advertising Channels/Tactics KPIs Needs recognition

Increase brand awareness Launch Google AdWords Display campaign to In-Market Audiences & Facebook Sponsored Newsfeed Ads. Purchase sponsored ad placements/ editorial content on web portals Ad impressions and click-through-rate

Information search

Increase traffic from search engines, being helpful and offering valuable tips at various touch points/research phases of the customer journey Google AdWords Search Advertising Time spent on website/webpages. Traffic from high performing keywords. Conversion rate of high performing keywords

Evaluation of alternatives

Funnel customers down the sales funnel to take an important step of buying/contacting sales team Drive traffic through landing page/ website via Facebook Ads and Google AdWords Search & Display Advertising and showcase product/service benefits

• vs. competitors

Sales enquiries, newsletter subscriptions, opt-ins through lead magnets (ebooks, templates, buying guides, etc.)

Purchase

Securing the purchase online (through website) / offline (through business

• ffice/physical store or showroom)

Launch product ads/promotions via Facebook Ads & Google AdWords

• retargeting. Landing page & Website

User Experience (UX) optimisation (Conversion Rate Optimisation).

• No. of successful checkouts,

conversion rate (of forms/add-to-carts), etc.

Post-purchase

Strengthen brand recall, increase brand confidence, upsells. Facebook Retargeting, Google AdWords Remarketing Lists for Search Ads (RLSA), Google AdWords Display Remarketing campaigns.

• No. of successful checkouts,

conversion rate (of forms/add-to-carts), word of mouth, etc.

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Facebook Advertising Campaign Strategy

Customer Decision Journey Customer Personas Digital Advertising Campaign Objectives Facebook Campaign Objectives Facebook Ad Set: Audience, Location, Placements, Budget, Bid Ad Level: Ad Creative & Landing Page Experience

Needs recognition

Car owners Create awareness of products and services. Brand Awareness Audience: Facebook Core Audiences - Car owners from Age 25 - 60. Location: Singapore Placements: Sponsored Newsfeed, Sidebar Ads Budget: $20/day Bid: $5.00 CPM Ad Creative: Pique curiosity of target audience. e.g. an informative article titled “10 common tips to save petrol” Landing Page: Informative article with an ad placement subtly mentioning product as a possible solution to a known issue.

Information search Evaluation of alternatives Purchase Post-purchase

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Google AdWords Campaign Strategy

Customer Decision Journey Business Objectives Google AdWords Campaign Tactics Audience Targeting Ad Creative Landing Page Experience

Needs recognition Information search Evaluation of alternatives

Increase customer acquisition by 30% Be present when customers are searching for competitor keywords. Bid on competitor brand keywords in Google Search

• Advertising. This will target

customers who may be considering other brands. Include benefits that competitors do not have e.g. low pricing, promotions, features, free trials. Ensure landing page is user-friendly and highlights key features that competitors don’t have.

Purchase Post-purchase

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Gather Data & Optimise

Business Objectives Digital Advertising Channels / Tactics Which KPIs Were Achieved/Which Weren’t Optimisation Plan

Funnel customers down the sales funnel to take an important step of buying/contacting sales team Launch product ads/promotions via Facebook Ads & Google AdWords

• retargeting. Landing page & Website

User Experience (UX) optimisation (Conversion Rate Optimisation). Drive traffic through landing page/ website via Facebook Ads and Google AdWords Search & Display Advertising and showcase product/service benefits

• vs. competitors

A/B split test landing page and ad creatives. Add search terms that performed poorly (poor micro & macro conversion rates) to negative keyword list.

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Digital Advertising Strategy

Customer Decision Journey Primary Customer Personas Campaign Objectives Digital Advertising Channels Campaign Message & Delivery Tactics Budget Performance Indicators

Needs recognition

HR managers, Marketing Personnel, Small business

• wners

Reach and brand awareness Google AdWords Facebook Ads Sponsored ads on partner websites such as Singtel Promote digital marketing fundamental ebook and feature courses at the end of the ebook. Partner companies such as Singtel to provide introductory courses to SMEs. $2,000/year Reach 10,000 marketing personnel at least twice a month over 3 months

Information search

Prospects reading marketing & business websites on how to improve marketing ROI during business hours (refer to separate document) Generate leads via gated content on website and encourage purchase through

• nline (e.g. email) and offline

(phone call consultation) communication methods Google AdWords Facebook Ads Rank comprehensive educational blogposts with gated content and landing pages featuring course highlights on the paid ads section of Google. $12,000/year High average position of 1-3 and ad click through rate of at least 7% 5% lead generation conversion rate for content downloads

Evaluation of alternatives

Prospects visiting different course providers’ websites and deciding which course to sign up for. They are looking for a comprehensive, interactive course Generate relevant traffic to website Google AdWords Facebook Ads Rank for competitor’s brand keywords and display ads highlighting unique features prominently throughout prospect’s online research journey. $6,000/year At least a 2% conversion rate for traffic from competitor brand search terms. 0.5% click through rate on display ads and a 120-second average time spent on pages.

Purchase

Prospects with high intention of signing up for a course Convert website visitors into customers through online course registration form Google AdWords Rank course landing pages for high-intent based keywords such as “digital marketing short course” and “seo course equinet academy”. $4,000/year 1% conversion rate on course signups from course landing pages.

Post-purchase

Customers who have completed a course Cross-sell courses to existing customers Google AdWords Facebook Ads Employ remarketing ads on Facebook & GDN monthly, promoting educational content (ebooks, whitepapers) to instil brand recall and confidence. $6,000/year To get 1 in 5 customers who signed up for one course to repeatedly sign up for another course within the next 6 months

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Digital Advertising Road Map

Milestones

Weeks 1 2 3 4 5 6 7 8 9 10 11 12 Reach and brand awareness Traffic generation Lead generation Course signups Cross-sells

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Introduction to Facebook Ads

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Facebook Fundamentals

Why Advertise on Facebook?

Flexible audience targeting Low cost per thousand (CPM), average of $0.25 CPM Massive reach. For Singapore alone, 3.6 million active social media users, of which 3.3 million are mobile

Source: https://www.slideshare.net/wearesocialsg/digital-in-2016/download

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Creating a Facebook Page

Chapter 1: Introduction to Facebook Ads

• 1. Click on the drop down arrow on

the top right of the Facebook interface.

• 2. Click “Create Page”

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Creating a Facebook Page

Chapter 1: Introduction to Facebook Ads

• 1. Select Company
• 2. Enter company name
• 3. Click Get Started.

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1 2 3

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Creating a Facebook Page

Chapter 1: Introduction to Facebook Ads

• 1. Add a profile photo
• 2. Add a cover photo
• 3. Start posting something!

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1 2 3

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Facebook Ad Campaign Structure

Chapter 3: Ad Campaign Development & Execution

Campaign A campaign contains one or more ad sets and ads. Campaigns allow you to easily measure the performance of your ad sets and ads, and optimize for a single objective. Ad Set An ad set contains one or more ads. Ad sets let you control how much you spend on each audience, schedule when those audiences see your ads, and measure their response. Ad Ads live within ad sets. Creating multiple ads in each ad set will let Facebook optimize their delivery based on variations in images, links, video, text or placements.

Source: https://www.facebook.com/blueprint

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Setting Up Your Facebook Ads Account + In-Class Activity

Chapter 1: Introduction to Facebook Ads

• 1. Click on the drop down arrow on

the top right of the Facebook interface.

• 2. Click “Create Ads”

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Facebook Ad Objectives

Chapter 2: Defining Your Goals & Audience

The advertising objectives you can choose from are:

• Clicks to Website: Send people to your website.
• Website Conversions: Increase conversions on your website.

You'll need a conversion pixel for your website before you can create this ad.

• Page Post Engagement: Boost your posts.
• Page Likes: Promote your Page and get Page likes to connect

with more of the people who matter to you.

• App Installs: Get installs of your app.
• App Engagement: Increase engagement in your app.
• Offer Claims: Create offers for people to redeem in your store.
• Local Awareness: Reach people near your business.
• Event Responses: Raise attendance at your event.
• Product Catalog Promotion: Automatically show products

from your product catalog based on your target audience.

• Brand Awareness: Reach people more likely to pay attention

to your brand.

• Lead Generation: Collect leads for your business.
• Video Views: Create ads that get more people to view a video.

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https://www.facebook.com/business/ads-guide?tab0=Mobile%20News%20Feed

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Setting Up Your Facebook Ads Account

Chapter 1: Introduction to Facebook Ads

Your Facebook Ads account is now set up. Here are various types of Facebook Ads https://www.facebook.com/ business/ads-guide?tab0=Mobile %20News%20Feed

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Setting Up Your First Facebook Campaign

Chapter 3: Ad Campaign Development & Execution

Your Facebook Ads account is now set up. Here are various types of Facebook Ads https://www.facebook.com/ business/ads-guide?tab0=Mobile %20News%20Feed

• 1. Click Brand awareness

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Setting Up Your First Facebook Campaign

Chapter 3: Ad Campaign Development & Execution

• 1. Click Continue

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Setting Up Your First Facebook Ad Set

Chapter 3: Ad Campaign Development & Execution

• 1. Select a custom audience or

exclude past/existing customers.


• 2. You can define, narrow, and

exclude audiences through the Detailed Targeting field.

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Setting Up Your First Facebook Ad Set

Chapter 3: Ad Campaign Development & Execution

• 1. Set your Budget & Schedule.

If you select “Run my asset continuously starting today”, you will have to set your daily

• budget. Facebook will

suggest a minimum - average amount, but it’s really up to you to decide how much you’re willing to spend.


• 2. When starting out, you can

set Automatic bidding. After your campaign has run for some time and you have a better idea on the average bid, you can set a maximum manual bid amount.

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Setting Up Your First Facebook Ad Set

Chapter 3: Ad Campaign Development & Execution

• 1. Select your ad format
• 2. Add an image

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Setting Up Your First Facebook Ad Set

Chapter 3: Ad Campaign Development & Execution

• 1. Fill in your ad details
• 2. Click Place Order

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Facebook Pixel & Custom Conversions

What is Facebook Pixel? A Facebook pixel is generated from Facebook Ads and inserted into your website, usually in the header or footer. This will allow you to track and measure visitor behaviour from Facebook. Only one pixel is needed per account. What are Custom Conversions? Custom conversions allow you to define what constitutes to a conversion. E.g. a thank you page visit can be counted as one conversion. This allows you to attribute the conversion to e.g. a specific ad creative. Before creating our first ad campaign, let’s set up our Facebook pixel and custom conversions.

Chapter 3: Ad Campaign Development & Execution

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How to Create & Install The Facebook Pixel

• 1. Create your Pixel

The Facebook pixel for your account lets you measure conversions, optimise adverts for valuable actions and create audiences for remarketing.

• 2. Install the code

Place the pixel code in your website header. Download pixel helper to see if the code is working, or get guidance.

• 3. Choose your Actions

Use standard conversion events or rule-based custom conversions to define which actions are most valuable to you.

Chapter 3: Ad Campaign Development & Execution

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How to Create a Custom Conversion

Chapter 3: Ad Campaign Development & Execution

Copy this code and paste it in the <head> section of your website. If you aren’t sure where to paste it, contact your web developer.

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How to Create a Custom Conversion

Chapter 3: Ad Campaign Development & Execution

Once the pixel is installed, you should see a green dot.

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How to Create a Custom Conversion

Chapter 3: Ad Campaign Development & Execution

• 1. Click “Create Custom

Conversion”.

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How to Create a Custom Conversion

Chapter 3: Ad Campaign Development & Execution

• 1. Enter the URL of a Thank You

page.


• 2. Select conversion category.

• 3. Click “Next”.

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How to Create a Custom Conversion

Chapter 3: Ad Campaign Development & Execution

• 1. Enter conversion name.

• 2. Set a conversion value

(optional)


• 3. Click “Create”.

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Facebook Audiences

What are Facebook Audiences? Facebook Audiences allow you to create and save audiences to reach the people who matter to your business.

Custom Audiences Connect with the people who have already shown an interest in your business or product with Custom

• Audiences. You can create an

audience from your customer contacts, website traffic or mobile app. Lookalike Audiences Reach new people who are similar to audiences you already care about. You can create a lookalike audience based

• n people who like your Page,

conversion pixels or any of your existing Custom Audiences. Saved audience Save your commonly used targeting

• ptions for easy reuse. Choose your

demographics, interests and behaviours, then save them to reuse in future adverts.

Refer to https://www.facebook.com/business/help/459892990722543 37

Chapter 2: Defining Your Goals & Audience

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Custom Audiences

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Chapter 2: Defining Your Goals & Audience

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Custom Audiences

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Chapter 2: Defining Your Goals & Audience

• 1. Click Create Audience =>

Custom Audience.

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Custom Audiences

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Chapter 2: Defining Your Goals & Audience

• 1. Click Website Traffic.

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Custom Audiences

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Chapter 2: Defining Your Goals & Audience

• 1. Set your conditions.
• 2. Click Create Audience.

(Refer to: https://adespresso.com/ academy/blog/facebook-ads- custom-audiences-guide/)

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A/B Split Testing

Chapter 4: Measurement & Optimization

Testing 2 Ad Creatives Testing 2 Target Audiences

Campaign Ad Set 1 Ad 1 (Human image) Ad 2 (Product photo) Campaign Ad Set 1 (Male) Ad Set 2 (Female) Ad Ad Campaign Ad Ad

Testing 2 Landing Pages

Ad Set 1 LP 1
 (Form above) LP 2 (Form below)

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Introduction to
 Digital Advertising

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Chapter Overview

7-Step Process (Paid Search) How PPC Works Typical Buyer’s Journey

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Introduction to
 Digital Advertising (PPC/SEM)

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7-Step Process (Paid Search)

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• 1. Set Up

Conversion Tracking (Goals)

• 2. Organise and

Create Campaign Structure

• 3. Conduct

Keyword Research

• 4. Create Ad

Creatives & Ad Groups

• 5. Create Landing

Pages

• 6. Run and Analyse

Campaign

• 7. Optimise

Campaign, Ads, Landing Pages

Chapter 1: Introduction to Pay Per Click

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Chapter 1: Introduction to Pay Per Click

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Paid Results Organic Results

1 2

Which advertiser do you think pays more? Ad 1 or 2?

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How Pay Per Click Works

• 1. Advertisers identify keywords or

audiences they want to bid on, and decide the maximum cost-per-click (CPC) they are willing to spend

• 2. They key in bids and enter into an

auction with other advertisers who are bidding on the same keywords or audiences

• 3. The highest bid wins the auction.

Depending on the type of inventory, the winner of the auction may appear in the top position, or have its ad displayed in an ad unit.

• 4. Platforms such as Google AdWords or

LinkedIn calculate a quality or relevancy score to prevent a bidding war based solely on price.
 


E.g Google’s Ad Rank formula: Ad Rank = CPC Bid x Quality Score Ad Rank = CPC Bid X Quality Score

Chapter 1: Introduction to Pay Per Click

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Typical Buyer’s Journey

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Conversion Collects Cookies Keyword 1 Keyword 2 Keyword 3 Chapter 1: Introduction to Pay Per Click

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Paid Search (Google AdWords)

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Chapter Overview

Creating a Google AdWords Account Setting Up Goals (Conversion Tracking) Organising and Creating Your First AdWords Campaign Creating Your First Ad Group Ad Creative Best Practices and Checklist How to Conduct Keyword Research Creating Your Landing Pages

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Setting Up Your Google AdWords Paid Search Advertising Campaigns

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Creating a Google AdWords Account

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Chapter 2: Paid Search

Navigate to adwords.google.com

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Chapter 2: Paid Search

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Setting Up AdWords

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Fill in your website and click “Continue”. Chapter 2: Paid Search

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Setting Up AdWords

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Fill in the following details in click “Save and continue”. Chapter 2: Paid Search

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Setting Up AdWords

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Enter your billing details and click “Finish and create ad”. Chapter 2: Paid Search

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Account Campaign Ad Group Keyword Ad On / Off Control x x x x x Reporting x x x x x Bidding Strategy x Schedule x Budget x Bidding x x Location x

A common way to start is to build out your campaigns according to your website structure. Note that you can only set a daily budget at the Campaign level so if you’re grouping highly competitive keywords (high bid price) with keywords that are not competitive, you may run out

• f budget quickly and lose out on the

keywords with low competition.

Organising Your AdWords Account and Campaign Structure

https://support.google.com/adwords/answer/6372655?hl=en

Chapter 2: Paid Search

SG Property Peak 2 Twin Peaks Floor plan Generic Deferment Plan Generic

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Creating Your First AdWords Campaign

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Click + Campaign and Select Search Network Only. Recommended Reading: https://support.google.com/ adwords/answer/6324971? co=ADWORDS.IsAWNCustom er%3Dfalse&hl=en Chapter 2: Paid Search 1 2 3

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Creating Your First AdWords Campaign

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• 1. Give your campaign a name.

You may name it after a campaign goal or the product

• r service.
• 2. Select the campaign type.

*e.g. All Features).
 For more information on various campaign types, refer to https:// support.google.com/ adwords/answer/2567043 Chapter 2: Paid Search 1 2

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Creating Your First AdWords Campaign

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• 1. Select the network type.

(Refer to https:// support.google.com/ adwords/answer/1722047)


• 2. Select target location. (Refer

to https:// support.google.com/ adwords/answer/1722072) Chapter 2: Paid Search x

Do not select “include search partners” if you

• nly intend to advertise on Google Search

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AdWords will select “People
 in, searching for, or who 
 show interest in my targeted location (recommended)” by default
 
 Tip: Make sure to only select “People in my targeted location”
 
 By selecting the default setting your ad can appear to people all over the world, as long as they include the location as a keyword.

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Important Note About Location Options!

Chapter 2: Paid Search

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Creating Your First AdWords Campaign

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• 1. Select language.

• 2. Choose your bid strategy.

(Refer to https:// support.google.com/ adwords/answer/2375454) It would be a good start to select Maximise Clicks as the bid strategy in order for Google to

• ptimise your campaign for

more clicks. Chapter 2: Paid Search 1 2

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Creating Your First AdWords Campaign

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• 1. Enhance your ad with Ad

Extensions where

• appropriate. (Refer to https://

support.google.com/ adwords/answer/2375499)


• 2. Apply Ad Scheduling if
• necessary. (Refer to https://

support.google.com/ adwords/answer/2404244) Chapter 2: Paid Search 1 2

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Creating Your First AdWords Campaign

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• 1. Set your Ad Delivery: Ad

Rotation settings. For A/B split testing, selecting “Rotate indefinitely” would be most

• recommended. (Refer to

https://support.google.com/ adwords/answer/112876? hl=en)


• 2. Use Dynamic Search Ads if

you have a large website and have many products to

• advertise. This will enable

you to launch ad creatives more efficiently. (Refer to https://support.google.com/ adwords/answer/2471185? hl=en)


• 3. Click Save and Continue.

Chapter 2: Paid Search 1 2

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Creating Your First Ad Group

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• 1. Enter your Ad group name.

• 2. Fill in the details for your ad
• creative. (Refer to https://

support.google.com/ adwords/answer/1704392)
 Be sure to:

• Include your target

keywords in the headlines.

• Include a call-to-action
• Check out your competitors’

ads and write something that stands out. Chapter 2: Paid Search 1 2

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Creating Your First Ad Group

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• 1. Fill in your target keywords.

Chapter 2: Paid Search 1

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Creating Your First Ad Group

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• 1. Select your maximum CPC

• 2. Click Save ad group.

Chapter 2: Paid Search

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Viewing Your Campaigns

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You may view all of your campaigns anytime by clicking

• n All Campaigns.

Chapter 2: Paid Search

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Viewing Your Campaigns

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• 1. With your keyword research

data, navigate to the Keywords tab.

• 2. Click +Keywords to add those

keywords to your ad group. Chapter 2: Paid Search

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Adding & Modifying Keywords

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• 1. Add more keywords to your

ad group. 


• 2. Click Save.

Chapter 2: Paid Search

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Navigate to Keyword Planner to conduct your keyword research.
 
 Refer to (https:// support.google.com/adwords/ answer/2999770?hl=en)

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How to Conduct Keyword Research

Chapter 2: Paid Search

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Select keywords that are relevant to your products/services and add them to your ad group.
 
 Refer to (https:// support.google.com/adwords/ answer/2453981) 
 
 Note: Starting August 2016, Google has made the change to show search volume data ranges based on spend. Advertisers below the threshold may see less specific estimates such as 2K-10K for average monthly search figures.

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How to Conduct Keyword Research

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A recommend tool to expand your keyword ideas list is keywordtool.io

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Use keywordtool.io

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Understanding Keyword Match Types

Keyword Match Type

Ads May Show For Search Terms Ads May Not Show For Search Terms Broad Match Modified Broad

Phrase Match Exact Match

Blackforest cake Woods Forest Singapore Forest Woods Condo Forest Woods Apple Strudel Forest Showroom

Condo Woods Forest Forest Woods Condo

Forest Woods +Forest +Woods “Forest Woods” [Forest Woods]

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What are keyword match types?
 Keyword match types help control which searches can trigger your ad. For example, you could use broad match to show your ad to a wide audience or you could use exact match to hone in on specific groups of customers. Important note:
 
 Choosing the wrong match types can result reaching the wrong audience and wastage

• f clicks.

Negative

Forest Woods

• Blackforest

Blackforest cake

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Adding & Modifying Keywords

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• 1. Click on the keyword to

modify the match type. 


• 2. Click Save.

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Negative Keywords

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• 1. To add negative keywords,

navigate to the keywords tab.

• 2. Click Negative keywords.
• 3. Click +Keywords and start

typing in your negative keywords. (Refer to https:// support.google.com/adwords/ answer/2453972) Chapter 2: Paid Search 1 2 3

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Ad Extensions

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To add Ad Extensions,

• 1. navigate to “Ad extensions”
• 2. Click View: “Extension name”


 (Refer to https:// support.google.com/adwords/ answer/2375499)
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Previewing your ads

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• 1. Navigate to Tools => Ad

Preview and Diagnosis.


• 2. Enter your target keywords

and click Preview. Now study your competitor ads and write a better ad than them. Chapter 2: Paid Search 1 2 3

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Run a Search Query Report


• 1. Select any active campaign
• 2. Go to “Keywords” tab


• 3. Click on “Search terms”

Depending on your match types, your ads may trigger various irrelevant keywords

• thus it is very important to

come back to this report periodically to make sure you’re not paying for these search terms.

Know Which Search Queries Triggered Your Ads

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Your keywords’ CTRs impact your quality score and influences the average CPC you pay.
 The better the CTR, the higher your quality score.
 To improve your CTR, ensure your ad is appealing and stands out.

Click-through-rate (CTR)
 & Average CPC

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Photoshop courses advertised through AdWords search.
 
 Result: 117 Conversions with a total cost of $1825.45
 
 Out of 117 Conversions, there were 13 confirmed students at a cost of $140.42 each. Ad profit margin $550 - $140.42 = $409.58 Tip: For poorly performing keywords (low CTR, low conversions and assisted conversions, low quality score), consider moving them to another ad group or deleting them all together.

Conversion Metrics

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How is Quality Score determined:


• Your ads’ CTR
• The quality of your landing

pages

• Ad relevance



 The higher your quality score:


• The lesser your CPC bids
• The higher your ad position
• Higher eligibility to participate

in ad auctions

Quality Score

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Ad Creative Performance

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Delete ads that have lower conversions

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How to Determine Your Goals (Website Conversions)

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Chapter 2: Paid Search

Visit and browse around your website as a “customer”, or get someone else to browse through your website and

• bserve their behaviour.


Observe the various browsing behaviours.
 Identify key conversion behaviours (e.g. downloading a PDF file, visiting key pages such as contact page and pricing details, spending at least 2 minutes on the website).

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Create a Google Analytics Account

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Navigate to analytics.google.com. Click Sign Up. Chapter 2: Paid Search

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Set Up Google Analytics

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Fill in your website details, scroll down, and click Get Tracking ID. Chapter 2: Paid Search

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Copy the tracking code and place it in your website’s header, before the closing </head> section. Chapter 2: Paid Search

Set Up Google Analytics

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In WordPress, navigate to:

• 1. Settings => Analytics Counter

(This plugin “Google Analytics Counter must first be installed)

• 2. Click “Manually paste Google

Analytics Code”.

• 3. Paste code
• 4. Click Save.

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Set Up Google Analytics

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In Google Analytics, navigate to:

• 1. Real Time => Overview

Go to your website and refresh your page. If you see 1 active users, it means the code is working. Chapter 2: Paid Search

Set Up Google Analytics

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Now, we’ll create some goals and import them into Google AdWords. Chapter 2: Paid Search

Creating Goals in Google Analytics

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Click “+ New Goal”. Chapter 2: Paid Search

Creating Goals in Google Analytics

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• 1. Select Custom
• 2. Click “Continue”.

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Creating Goals in Google Analytics

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• 1. Enter your goal description
• 2. Select Duration
• 3. Click Continue.

Note: If a visitor spends at least 1 minute on your site, we can count that as a conversion (a sign of engagement). Chapter 2: Paid Search

Creating Goals in Google Analytics

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• 1. Enter your goal values.
• 2. Click “Save”.

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To link Google Analytics with Google AdWords, navigate to:


• 1. Admin
• 2. AdWords Linking

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Link Google Analytics With AdWords

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To link Google Analytics with Google AdWords, you need to be using the same gmail account for both. Click “Continue”. Chapter 2: Paid Search

Link Google Analytics With AdWords

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• 1. Enter link group title
• 2. Turn on All Web Site Data.
• 3. Click “Link accounts”.

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Link Google Analytics With AdWords

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Navigate back to Google AdWords.

• 1. Click Tools => Conversions

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Importing Analytic’s Goals into AdWords

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Navigate back to Google AdWords.

• 1. Select the goal you have

created from Google Analytics.

• 2. Click “Import”.

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• 1. Choose your goal settings.

• 2. Click “Import goals”.

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Display Ads (Google AdWords)

3

Chapter Overview

Creating your first Google AdWords Display campaign. Creating a Display Ad Setting up a Remarketing List

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Setting Up Your Google AdWords Display Advertising Campaigns

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Creating a Remarketing Audience

• 1. Navigate to Google Analytics

=> Admin


• 2. Navigate to Audience

Definitions => Audiences

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Creating a Remarketing Audience

• 1. Click + New Audience.

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Chapter 3: Display Advertising 1

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Creating a Remarketing Audience

• 1. Select Destination account.

• 2. Click Next Step

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Creating a Remarketing Audience

• 1. Click All users to target all

past website visitors. 


• 2. Enter Audience Name.

• 3. Click Save.

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Creating a Remarketing Audience

• 1. Click Back to the audiences

page.

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Creating a Remarketing Audience

• 1. Click on the AdWords link to

create a remarketing campaign.

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Chapter 3: Display Advertising 1

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Creating your first AdWords Display advertising campaign

Fill in your campaign name and select “No marketing

• bjective” and “All Features”


 Select the Location you’d like to target

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Creating your first AdWords Display advertising campaign

Choose how to target your ads: Display Keywords matches based on keywords that you bid on, and the keywords that appear within the site’s contents. Interests & Remarketing audiences are built with cookies. When users visit sites in the Google Display Network, cookies record the sites where the user has been

• n to help form a profile of the user.

. Use a different targeting method such as Topics targeting where you select sites based on their topical categories. 
 Note: It is not important to settle on any single targeting method at this point - they are changeable at any point and can be layered atop one another.
 
 Click Save and Continue

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Creating your first AdWords Display advertising campaign

Choose an ad type to create. 
 
 Image ads are by far the most common ad format. AdWords no longer accept and serve Flash

• creatives. HTML5, JPG, GIF and

popular image formats allowed. 


(Ad Specs here: https://support.google.com/ adwordspolicy/answer/176108?hl=en)


 Tip: 300x250 and 728x90 ads are two of the most widely accepted and effective ad sizes. 
 
 Responsive ads are new ads that can adapt to the layout of the website. This is part of Google’s push into the Native Ads world.
 
 Native ads are disguised advertisements that match the form and function of the platform.

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Find out where your ads appear on the Display Network The Placements tab shows all of the web pages, apps, and videos where your display ads appeared, regardless of targeting method. You’ll see both managed placements that you selected to show your ads, and automatic placements where your ads were matched automatically based on one or more of your other targeting methods, such as keywords or topics. Exclude placements with poor conversions/CPAs. 
 Tip: If you find that all mobile app traffic are poor performing, you can negative all ad placements in mobile apps by adding a Placement Exclusion for “adsenseformobileapps.com.”

Placements Report

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How to Craft Magnetic Landing Pages

Think of the user objectives Match the user objectives to your business objectives Study your competitors’ website and list down both good and bad points Become the customer. What are you looking for? What are your concerns? Design a wireframe of your landing page before creating it Copy leads design Conduct usability tests (A/B Split Testing)

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Website Drive Initial Traffic

Google Tracking Code Facebook Pixel Store website visitors who have signalled buying intent into a remarketing/custom audience list by installing Google and Facebook Pixel on your website Retarget your ads to your remarketing lists & custom audiences on both Google and Facebook Ads Networks

1 2 3

Drive Targeted Traffic

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