Google AdWords Search & Display Google AdWords Search & - - PowerPoint PPT Presentation

Google AdWords Search & Display

Academy Equinet

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Academy Equinet

Google AdWords Search & Display

Google AdWords Search & Display

Academy Equinet

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)

Google AdWords Search & Display

Academy Equinet

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

Google AdWords Search & Display

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Chapter 1: Introduction to Pay Per Click

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Paid Results Organic Results

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

Google AdWords Search & Display

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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 (No minimum 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

Google AdWords Search & Display

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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

Google AdWords Search & Display

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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

Google AdWords Search & Display

Academy Equinet

Creating a Google AdWords Account

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Chapter 2: Paid Search

Navigate to adwords.google.com

Google AdWords Search & Display

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Chapter 2: Paid Search

Google AdWords Search & Display

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Setting Up AdWords

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

Google AdWords Search & Display

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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

Google AdWords Search & Display

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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

Google AdWords Search & Display

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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

Google AdWords Search & Display

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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

Google AdWords Search & Display

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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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Google AdWords Search & Display

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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

Google AdWords Search & Display

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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

Google AdWords Search & Display

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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

Google AdWords Search & Display

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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

Google AdWords Search & Display

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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

Google AdWords Search & Display

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Creating Your First Ad Group

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• 1. Fill in your target keywords.

Chapter 2: Paid Search 1

Google AdWords Search & Display

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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

Google AdWords Search & Display

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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

Google AdWords Search & Display

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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

Google AdWords Search & Display

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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

Chapter 2: Paid Search

Google AdWords Search & Display

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

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Use keywordtool.io

Chapter 2: Paid Search

Google AdWords Search & Display

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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

Chapter 2: Paid Search

Google AdWords Search & Display

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Adding & Modifying Keywords

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• 1. Click on the keyword to

modify the match type. 


• 2. Click Save.

Chapter 2: Paid Search

Google AdWords Search & Display

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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

Google AdWords Search & Display

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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)
 Chapter 2: Paid Search 1 2

Google AdWords Search & Display

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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

Google AdWords Search & Display

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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

Chapter 4: Analyse & Optimise

Google AdWords Search & Display

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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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Chapter 4: Analyse & Optimise

Google AdWords Search & Display

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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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Chapter 4: Analyse & Optimise

Google AdWords Search & Display

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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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Chapter 4: Analyse & Optimise

Google AdWords Search & Display

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Ad Creative Performance

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Delete ads that have lower conversions

Chapter 4: Analyse & Optimise

Google AdWords Search & Display

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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).

Google AdWords Search & Display

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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

Google AdWords Search & Display

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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

Google AdWords Search & Display

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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

Google AdWords Search & Display

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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.

Chapter 2: Paid Search

Set Up Google Analytics

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Google AdWords Search & Display

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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

Google AdWords Search & Display

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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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Google AdWords Search & Display

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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”.

Chapter 2: Paid Search

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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Google AdWords Search & Display

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

Chapter 2: Paid Search

Creating Goals in Google Analytics

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Google AdWords Search & Display

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To link Google Analytics with Google AdWords, navigate to:


• 1. Admin
• 2. AdWords Linking

Chapter 2: Paid Search

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”.

Chapter 2: Paid Search

Link Google Analytics With AdWords

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Google AdWords Search & Display

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Navigate back to Google AdWords.

• 1. Click Tools => Conversions

Chapter 2: Paid Search

Importing Analytic’s Goals into AdWords

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Google AdWords Search & Display

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Navigate back to Google AdWords.

• 1. Select the goal you have

created from Google Analytics.

• 2. Click “Import”.

Chapter 2: Paid Search

Importing Analytic’s Goals into AdWords

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• 1. Choose your goal settings.

• 2. Click “Import goals”.

Chapter 2: Paid Search

Importing Analytic’s Goals into AdWords

Google AdWords Search & Display

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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

Google AdWords Search & Display

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Creating a Remarketing Audience

• 1. Navigate to Google Analytics

=> Admin


• 2. Navigate to Audience

Definitions => Audiences

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Chapter 3: Display Advertising 1 2

Google AdWords Search & Display

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Creating a Remarketing Audience

• 1. Click + New Audience.

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Chapter 3: Display Advertising 1

Google AdWords Search & Display

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Creating a Remarketing Audience

• 1. Select Destination account.

• 2. Click Next Step

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Chapter 3: Display Advertising 1 2

Google AdWords Search & Display

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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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Chapter 3: Display Advertising 1 2 3

Google AdWords Search & Display

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Creating a Remarketing Audience

• 1. Click Back to the audiences

page.

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Chapter 3: Display Advertising 1

Google AdWords Search & Display

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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

Google AdWords Search & Display

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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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Chapter 3: Display Advertising

Google AdWords Search & Display

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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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Chapter 3: Display Advertising

Google AdWords Search & Display

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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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Chapter 3: Display Advertising

Google AdWords Search & Display

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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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Chapter 3: Display Advertising

Google AdWords Search & Display

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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)

Google AdWords Search & Display

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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

Digital Advertising Strategy

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• 1. Login to https://academy.exceedlms.com/student/catalog
• 2. Click on AdWords Fundamentals

Take the Google AdWords Fundamentals Exam

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• 1. Click on the AdWords

Fundamentals Assessment

Take the Google AdWords Fundamentals Exam

1

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• 1. Click Launch

Take the Google AdWords Fundamentals Exam

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Take the Google AdWords Fundamentals Exam

Upon completing the exam, you will be redirected to a results page.