[PPT] - PAY PER CLICK MARKETING Equinet Facebook Ads & Google AdWords PowerPoint Presentation

SLIDE 1 Facebook Ads & Google AdWords (PPC) Academy Equinet

PAY PER CLICK MARKETING

Academy Equinet 1

SLIDE 2 Facebook Ads & Google AdWords (PPC) Academy Equinet Introduction - Trainer Profile Client side Agency side Brands I’ve worked with

SLIDE 3 Facebook Ads & Google AdWords (PPC) Academy Equinet PPC

Topics Covered (Overview of Pay Per Click Marketing)

1 2 3

What exactly is PPC? Types of PPC Channels Planning your PPC Strategy 3

SLIDE 4 Facebook Ads & Google AdWords (PPC) Academy Equinet

Topics Covered (Facebook Ads)

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Why Facebook? Ad Campaign Development & Execution Measurement & Optimisation

Topics Covered (Google AdWords)

1 2 3

Why Google AdWords? Campaign Setup & Testing 4 Analyse & Refine

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A/B

Topics Covered (A/B Testing)

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What is a Landing Page? Creating an Effective Landing Page What is A/B Testing? How to A/B Test an Ad and a Landing Page

Topics Covered (Common Scenarios)

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Maxed Out My Volume? Know Your Competitors 5 Always Bid for No.1?

4

Bidding for Your Brand Keywords

5

Keywords Too Expensive!

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Introduction to  Pay Per Click  (PPC)

1

Chapter Overview

What exactly is Pay Per Click? How does it work? 6 Introduction to  Pay Per Click Marketing Benefits of Pay Per Click

SLIDE 7 Facebook Ads & Google AdWords (PPC) Academy Equinet

What Exactly is Pay Per Click?

Chapter 1: Introduction to Pay Per Click 7 Digital advertising model for acquiring traffic An Advertiser (your company or yourself) pays a Publisher (owner of a website or advertising platform) only when an advertisement is clicked on. The Advertiser could define a specific landing page or App Store/Play Store download. Pay Per Click rates are dynamic Most PPC channels work on a dynamic auction; meaning the prices can change on a daily, hourly, or even by the second. Pay Per Click can be subjected to click fraud Most PPC channels today have systems in place to combat bot traffic or irregular user behaviour to make sure that an advertiser’s dollars are well-spent on their intended audiences.     There are also third-party systems that an advertiser can engage to combat click fraud - one of the pioneers and more established player to date is Integral Ad Science.

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Common Terms in Pay Per Click

Chapter 1: Introduction to Pay Per Click 8

Impression Clickthrough Rate CPM CPC Counts when an ad is loaded % of Clicks / Impressions Cost / Click Cost / (Impressions x 1000)

SLIDE 9 Facebook Ads & Google AdWords (PPC) Academy Equinet

Common Terms in Pay Per Click

Chapter 1: Introduction to Pay Per Click 9

Reach Frequency Conversions Cost Per Conversion Number of people exposed to  an advertisement Number of times a person was   exposed to an advertisement Cost Per Click A valuable action, usually  a purchase, form submission, etc

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How Pay Per Click Works

Chapter 1: Introduction to Pay Per Click 10

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 have 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

$2.14 $9.14 $5.14 1 2 3

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Types of   Pay Per Click  Channels

2

Introduction to  Pay Per Click Marketing

Chapter Overview

Landscape of PPC Marketing Characteristics of PPC Channels Common measures of success 11

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Landscape of PPC Marketing

Chapter 3: Types of Pay Per Click Channels 12

Paid Search

Google AdWords Bing Ads Baidu 360sou Naver Daum Yandex

Display Ads

DoubleClick Exchange  AOL Marketplace AppNexus OpenX  Outbrain Taboola

Paid Social

Facebook  Twitter Instagram LinkedIn

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Characteristics of Paid Search

Chapter 3: Types of Pay Per Click Channels 13 The Good: Highly targeted, intent-specific Users are actively searching about questions they need answers to. Paid Search is able to match their intents to keywords advertisers are bidding on. The Bad: Can get very costly depending on industry and keyword Paid search is a highly competitive space due to limited ad positions.     In 2016, the most expensive keyword for US is “best mesothelioma lawyer” at an average of $935.71 per click! (Source: SEMrush) Best Used For: Lead generation; making a sale Because users are finding solutions and answers to their problems on the search engines, they are what we call “in-market audiences”. These audiences tend to have a high propensity to purchase.

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Characteristics of Display Ads

Chapter 3: Types of Pay Per Click Channels 14 The Good: Supercharged by AdTech AdTech players have made it possible to gather data from your browsing

behaviour. Some are great in determining your interests, some in cross-

device advertising, while others are excellent at remarketing. The Bad: Banner blindness, AdBlockers Users are discerning enough to ignore banner advertisements and consume only relevant content. AdBlockers are also becoming increasingly popular amongst desktop and mobile users. Best Used For: Awareness, E-Commerce, Online Travel Large volumes of untapped users whom you, as an Advertiser, may be interested to reach out to. Online Travel and E-Commerce advertisers favour Display Ads due to the massive reach and innovations that help them to target audiences who have/had a specific intent.

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Characteristics of Paid Social

Chapter 3: Types of Pay Per Click Channels 15 The Good: Demographic and interests-based targeting Users volunteer deterministic data - information about their age, gender, interests, and where they work. Platforms like Facebook can also gather information about your devices and operating systems. The Bad: Difficult to justify Returns on Investment As social media is often used as a tool for promoting awareness or to engage with customers. The nature of these activities are hard to track and determine it’s real value to a company’s bottomline. Best Used For: Content amplification, Customer engagement When users share content that they find are useful or have entertainment value, the content gets amplified.     Social is also the only medium that makes it easy for users to share feedback - creating opportunities for advertisers to engage their users.

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Planning Your  Pay Per Click  Strategy

3

Introduction to  Pay Per Click Marketing

Maximising your PPC Channels

Visualising the PPC Funnel Sample PPC strategies 16 The Consumer Journey

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Consumer Journey of a Laptop Buyer

Chapter 3: Types of Pay Per Click Channels

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Use Case #1: Always-On Campaigns

Chapter 3: Types of Pay Per Click Channels 18

Awareness Consideration Conversion

Remarketing Brand Keywords Objectives: Keep the funnel fresh, build recall, drive qualified traffic Paid Search: Utilise all three main groups of keywords as “air cover” for every stage of the buying cycle Paid Social: Run follower acquisition, paid content amplification Display: Prospect new customers by Interests and Demographics. In- market audiences to boost consideration.   Remarketing to bring back and convert qualified visitors. Generic Keywords Competitor Keywords In-Market Audiences Interests, Demographics, Fan Pages

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Use Case #2: Tactical Campaigns

Chapter 3: Types of Pay Per Click Channels

Awareness Consideration Conversion

Remarketing 19 Objectives: Short-term promotions to drive conversion and acquisition Paid Social: Using Social as the key primary traffic driver for upper funnel activity. Target by interests, demographics to bring in large volume of audiences at low cost. Display: Use Remarketing to build specific audience sets that might respond to your tactical campaign. E.g, Converters in < 30 days, may perhaps be more likely to convert again. Paid Search: Competitor Keywords to drive consideration, Brand Keywords as “catch-all”. Interests, Demographics, Fan Pages Competitor Keywords Brand Keywords

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Use Case #3: Compete Campaigns

Chapter 3: Types of Pay Per Click Channels

Awareness Consideration Conversion

Remarketing Fan Pages Competitor Keywords 20 Objectives: Leverage on competitor keywords following big, newsworthy announcements: product launches, mergers, etc. Paid Social: Target by Keywords and Competitor’s Fan Pages Display: Target by Keywords, focus on News sites. Increase budget for Remarketing to follow your audiences aggressively. Paid Search: Increase bids and budget on Competitor Keywords to drive consideration, Brand Keywords as “catch-all”. Brand Keywords Keywords

SLIDE 21 Facebook Ads & Google AdWords (PPC) Academy Equinet

Introduction to Facebook Ads

1

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 21

SLIDE 22 Facebook Ads & Google AdWords (PPC) Academy Equinet

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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SLIDE 23 Facebook Ads & Google AdWords (PPC) Academy Equinet

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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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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SLIDE 25 Facebook Ads & Google AdWords (PPC) Academy Equinet 1.

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 25

SLIDE 26 Facebook Ads & Google AdWords (PPC) Academy Equinet

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”

26

SLIDE 27 Facebook Ads & Google AdWords (PPC) Academy Equinet

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 27

SLIDE 28 Facebook Ads & Google AdWords (PPC) Academy Equinet

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

28 1

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Setting Up Your First Facebook Campaign

Chapter 3: Ad Campaign Development & Execution

1. Click Continue

29 1

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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. 30

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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. 31

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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

33 1 2

SLIDE 34 Facebook Ads & Google AdWords (PPC) Academy Equinet

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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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 35 Chapter 2: Defining Your Goals & Audience

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Ad Campaign Development & Execution

2

Creating and managing your Facebook Ads

Chapter Overview

Facebook Ad campaign structure  Setting up the Facebook pixel and custom conversions  Defining and segmenting your audiences  Types of Facebook Ads (Page Post Engagement, Page Likes, Clicks to Website, Website Conversions, Dynamic Product Adverts, Reach and Frequency etc)  Creating your first Facebook ad campaign  Types of bidding  The science of successful Facebook Ads, backed by real world data.  Facebook ad creative best practices 36

SLIDE 37 Facebook Ads & Google AdWords (PPC) Academy Equinet 1.

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 37

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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 38

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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 39

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How to Create a Custom Conversion

Chapter 3: Ad Campaign Development & Execution

1. Click “Create Custom

Conversion”. 40

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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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Recap

Understanding your Facebook ad account structure will help you better organize your ads.  Don’t forget to create your Facebook Pixel and set your custom conversions before you run your ad campaigns.  There are 3 main types of audiences in Facebook ads - Custom audiences, Lookalike audiences, and Saved audiences.  Set up your ad campaign, ad set, and ad creative and follow best practices. Chapter 3: Ad Campaign Development & Execution 43 Recommended reading: http://www.jonloomer.com/2016/07/01/facebook-ad-campaign-process-build-audience-leads-conversions/

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Activity

Create a Facebook campaign with the objective of “Driving Website Conversions”.     We will create three main Custom Audience lists:

1. Website visitors that potentially be interested in what you are selling based on the

pages they’ve been to on your website.

2. Upload a list of emails of those who are already your customers
3. Website visitors who have opted in and seen your Thank You page.

Chapter 3: Ad Campaign Development & Execution 44 Recommended reading: http://www.jonloomer.com/2016/07/01/facebook-ad-campaign-process-build-audience-leads-conversions/ After which, set up to INCLUDE Custom Audience #1, and EXCLUDE Custom Audiences #2 and #3 that you have created.

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Measurement & Optimisation

3

Analysing and refining your Facebook Ad campaigns

Chapter Overview

Managing your ads from both Power Editor & Ad Manager interfaces  The formula for successful advertising – Reach, Resonance, Reaction  Identifying weaknesses and strengths through your Facebook Ad reports and making appropriate adjustments  Facebook Ad relevance scores  A/B split testing 45

SLIDE 46 Facebook Ads & Google AdWords (PPC) Academy Equinet

Managing Your Ads Through Ads Manager & Power Editor + In-Class Activity

Chapter 4: Measurement & Optimisation

1. You can now manage your

campaigns from the Ad Manager interface. 46

SLIDE 47 Facebook Ads & Google AdWords (PPC) Academy Equinet

Identifying weaknesses and strengths through your Facebook Ad reports and making appropriate adjustments

Chapter 4: Measurement & Optimisation

1. Select Columns >

Customize Columns > Website Conversions (or any custom conversion you have set previously). Measuring conversions 47

SLIDE 48 Facebook Ads & Google AdWords (PPC) Academy Equinet

Identifying weaknesses and strengths through your Facebook Ad reports and making appropriate adjustments

Chapter 4: Measurement & Optimisation

1. Relevance Scores

Facebook considers how relevant an ad is when determining which ads to show a person. When your ad is relevant to your audience, its relevance score is higher and is more likely to be served than

ther ads targeting the same
audience. As a result, you pay

less to reach your audience. 

2. Positive / Negative Feedback

Ratings based how your audience reacted to your ad. If they hid your ad or such as chose not to see ads from you. When negative feedback is high it means people don't want to see your ad. If people shared or liked your posts, or visited your website through an ad, it will contribute to high positive feedback numbers. Ad Relevance scores 48

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Identifying weaknesses and strengths through your Facebook Ad reports and making appropriate adjustments

Chapter 4: Measurement & Optimisation If your marketing objective is to increase brand awareness, then Reach and Frequency would be the metric to monitor.    If lead generation is your marketing objective, then you want to be measuring CTR & Conversions.    A drop in CTR may be a possible sign of “Ad Fatigue”.  Further reading: http://blog.wishpond.com/ post/62070883685/4-ways-to-combat- facebook-ad-fatigue Reach & Frequency & Click-Thru-Rate (CTR) 49

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Activity 1

1. Study the metrics below.
2. Perform an analysis.
3. Decide the course of action.

Chapter 4: Measurement & Optimisation 50 Ad Set Name Clicks Reach CTR CPC Conversions Spent X 4,400 clicks 42,177 people 1.83% $0.11 CPC $492.26

The Objective: Build Awareness

Ads Clicks Reach CTR CPC Conversions Relevance Score Ad 1 3,290 clicks 37,168 people 1.93% $0.12 CPC 2 Ad 2 1,110 clicks 25,672 people 1.54% $0.11 CPC 6

SLIDE 51 Facebook Ads & Google AdWords (PPC) Academy Equinet

Activity 2

1. Study the metrics below.
2. Perform an analysis.
3. Decide the course of action.

Chapter 4: Measurement & Optimisation 51 Ad Name Conversions Reach CTR Cost-per- conversion Relevance Score Spent Ad 1 5 conversions 15,217 people 0.60% $57.48 2 $287.38 Ad 2 0 conversions 10,203 people 1.8%

5

$228.12

The Objective: Drive Sales

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Introduction to Google AdWords

1

Google AdWords Fundamentals

Chapter Overview

The Zero Moment of Truth Why Google AdWords  How Google AdWords complements your SEO campaigns  Types of AdWords Campaigns  The winning SEM workflow (Test, Analyse, Refine) 52

SLIDE 53 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 1: Introduction to Google AdWords

Zero Moment of Truth!

53

Stimulus First   Moment of Truth Second   Moment of Truth

My laptop is getting too

slow. I need a new one!

Going to Courts and try

ut the laptops!

Wow, this laptop is powerful and great value for money! The Trigger Making the Purchase The Experience

SLIDE 54 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 1: Introduction to Google AdWords

Zero Moment of Truth!

54

Stimulus First   Moment of Truth Second   Moment of Truth

My laptop is getting too

slow. I need a new one!

Going to Courts and try

ut the laptops!

Wow, this laptop is powerful and great value for money! What are the brands available? Which models have better reviews? The Trigger Making the Purchase The Experience Researching Online Y

u

r r e v i e w b e c

m

e s s

m

e

n

e e l s e ’ s Z M O T !

SLIDE 55 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 1: Introduction to Google AdWords

Why Google AdWords

55

Micromoments

A micro moment is intent-rich:

I want-to-know moments, I want-to- go moments, I want-to-do moments, and I want-to-buy moments 

AdWords allows you to be there at

that very micro moment

Easy to Test

Fast and easy creation of ad copy

allows you to create tests quickly.

Is an audience set more receptive

to a certain word, image, or call to action? Roll that out to my landing page!

Full Control, Anytime

Implement day- or week-parting to

maximise your budgets during certain hours or days of the week

Decide to launch / pause specific

keywords, campaigns

SLIDE 56 Facebook Ads & Google AdWords (PPC) Academy Equinet Consumer performs a search on Google/Bing See ads and clicks on them Lands on a webpage and makes a decision You bid on keywords and write an ad copy You pay whenever a user clicks

n your ad

You analyse search and web browsing behaviour to make improvements Consumer You Chapter 1: Introduction to Google AdWords

How Paid Search Marketing Works

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Optimising for

Profitability

Higher ad positions and more clicks do not mean more profits all the time As long as your profits exceed your ad spend, you do not have to worry about limiting your budget Focus is on cost efficiencies and results such as CPA, conversions, and customer life-time value (CLV) Chapter 1: Introduction to Google AdWords

The Two Main Types of SEM Campaigns

57 Being at the top of the search results (both paid and organic) increases brand awareness Brand building through PPC can be less expensive than other marketing mediums, simply because you only pay for clicks Focus is on achieving higher reach and frequency, more clicks and impressions.

Branding and

Awareness

Source: http://searchenginewatch.com/sew/study/2350899/google-top-search- ads-increase-brand-awareness-by-66-study Top search ads increase brand awareness by 6.6%

According to Google

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Campaign Setup and Testing

2

Laying the foundation

Chapter Overview

Understanding the structure of an AdWords account Creating your first AdWords Display campaigns Creating your first AdWords Remarketing List Creating your first AdWords Search campaigns Creating your first ad group Understanding keyword match types How to conduct effective keyword research Building your keyword list 58

SLIDE 59 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 2: Test

Structure of an AdWords account

59 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.

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Creating your first AdWords Display advertising campaign

1. From your AdWords

campaigns dashboard, select “+Campaign”.   

2. Select “Display Network
nly”.

  Note: It is highly recommended not to mix Display campaigns with Search campaigns. 60

SLIDE 61 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 2: Test

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 61

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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.    Recommended: Leave “Targeting Optimisation” unchecked at this point - machine based learning takes time! 62

SLIDE 63 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 2: Test

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. 63

SLIDE 64 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 2: Test

Setting up   Remarketing Lists

Creating Remarketing Lists allow you to collect groups of users / audiences that have been to your site(s). Depending on how you set up your lists, you may use them as intent signals to help meet your

bjectives.
1. Click on “Shared Library”
2. Click on “Audiences” to

create a new conversion.  

3. Click “Set up remarketing”

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Setting up   Remarketing Lists

65

1. Click “Set up remarketing”
2. A lightbox will appear, click

“View AdWords tag for websites”  

3. Pass the tag to your web

developer to implement on all pages of your website in the footer section, before the closing </body> tag

SLIDE 66 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 2: Test

Setting up   Remarketing Lists

66

1. Click “+ Remarketing List”
2. A new page will appear for

you to set your remarketing list criteria  

3. Once you are done, click save

and the list will start collecting cookies.        Tip: Remarketing List Ideas  

1. Past Converters 
2. Cart Abandoners 
3. Specific Site Section 
4. Viewed Products
5. Recent Visitors

SLIDE 67 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 2: Test

Creating your first AdWords Search advertising campaign

1. From your AdWords

campaigns dashboard, select “+Campaign”.   

2. Select “Search Network
nly”.

  Note: It is highly recommended not to mix Display campaigns with Search campaigns. 67

SLIDE 68 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 2: Test

Creating your first AdWords Search advertising campaign

Fill in your campaign details and select “All Features”   Uncheck the “Include Search Partners”     If the option is left checked, the ads may appear on Google’s search partners like Ask.com.  Google does not provide an

fficial list of all search

partners. You are also unable to exclude any search partners based on performance or preference. 68

SLIDE 69 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 2: Test

Creating your first AdWords Search advertising campaign

Choose your bidding strategy: Maximize Clicks automatically sets your bids to help get as many clicks as possible within your budget. Target Search Page Location automatically sets your bids to help increase the chances that your ads appear at the top of the page or on the first page of search results. . Target Outranking Share: You choose a domain you want to outrank in search results and how

ften you want to outrank it, and AdWords

automatically sets your bids to help meet that target. Target CPA automatically sets bids to help get as many conversions as possible at the target cost- per-acquisition (CPA) you set. Some conversions may cost more or less than your target. Enhanced cost-per-click (ECPC) automatically adjusts your manual bids (by up to 30%) to try to maximize conversions. Target ROAS automatically sets bids to help get as much conversion value as possible at the target return on ad spend (ROAS) you set. Some conversions may have a higher or lower return than your target. 69 Whatever bidding strategy you choose,  

do not set   and forget!

SLIDE 70 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 2: Test

Creating your first AdWords Search advertising campaign

Fill in your ad group details    Choose an ad type to create.     Text ads are standard ads you see on the search engine results page.    Dynamic search ads are popular among big e-tailers like Qoo10. Google will automatically crawl content (including keywords!) from your website and send them to the corresponding page.    Mobile app engagement ads help to drive users back to apps they’ve already installed by showing “Installed” and upon clicking launches the app.    Call-only ads initiates a phone call upon clicking, this differs from the usual behaviour of sending searchers to a website. 70

SLIDE 71 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 2: Test

Important Note About   Location Options!

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. 71

SLIDE 72 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 2: Test

How to Conduct Effective Keyword Research

Navigate to Keyword Planner to conduct your keyword research. 72

SLIDE 73 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 2: Test

How to Conduct Effective Keyword Research

Select keywords that are relevant to your products/services and add them to your ad group.         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. 73

SLIDE 74 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 2: Test

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 Mini Cupcakes Cooper MINI Singapore MINI Cooper Singapore MINI Cooper Apple Strudel MINI Showroom Cooper MINI Mini Cooper S MINI Cooper +MINI +Cooper “MINI Cooper” [MINI Cooper] 74 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 MINI Cooper

Cupcakes

Mini Cupcakes

SLIDE 75 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 2: Test

Know What Search Queries Triggered Your Ads

75 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.

SLIDE 76 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 2: Test

Writing an Effective Ad Copy

1. Understand your customers’ concerns
2. Use a strong headline

3. Include a Call-To-Action

4. Leverage Ad Extensions

76 Call Extensions Callout Extensions Structured Snippets Sitelinks

SLIDE 77 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 2: Test

Conversion Tracking with Google AdWords

A conversion is simply any action or user interaction that you deem to be of value to you.

1. Within Google AdWords,

navigate to Tools > Conversions. 

2. Click “+ Conversion” to

create a new conversion. Only put the Conversion Tracking Code on pages that you want to count as a conversion, most commonly the “Thank You” pages after a successful sale or lead form

submission. Failing to do so

will cause inaccuracies in tracking conversions. 77

SLIDE 78 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 2: Test

Conversion Tracking  with Google Analytics

Alternatively, you may set up goals through Google Analytics and import them to your Google AdWords account.    To setup conversions through Google Analytics, you have to:  

1. Using the same Google

Account, establish a link between Google AdWords and Google Analytics (under Admin > AdWords Linking > +New Link Group and select the AdWords account)  

2. Create Goals in Google

Analytics and import them into AdWords 78

SLIDE 79 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 2: Test

Recap

Understanding the structure of your AdWords account will help you better organise your ads. How to create your first AdWords Display Advertising campaign. How to create your first AdWords Remarketing List. How to create your first AdWords Search Advertising campaign.  How match types can affect when your ads show up.  How to conduct keyword research with Google Keyword Planner. How to run a search query report. Best practices for Ad Creatives and Landing Page. How to set up Conversion Tracking. 79

SLIDE 80 Facebook Ads & Google AdWords (PPC) Academy Equinet

Analyse & Refine

3

Measuring and making adjustments to your AdWords campaigns

Chapter Overview

Key PPC success metrics to track and analyse  Identifying weaknesses and strengths through your AdWords reports and making appropriate adjustments Mini-Exercise 80

SLIDE 81 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 3: Analyse & Refine Before you determine whether a keyword or ad group is performing poorly, check the assisted clicks/conversion.   Though a keyword or ad group may not be the one directly influencing a conversion, it could be indirectly influencing another click or conversion.

Assisted Clicks / Conversions

81

SLIDE 82 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 3: Analyse & Refine 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

82

SLIDE 83 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 3: Analyse & Refine Available network-specific impression share metrics include: Search impression share: The impressions you’ve received on the Search Network divided by the estimated number of impressions you were eligible to receive. Display impression share: The impressions you’ve received on the Display Network divided by the estimated number of impressions you were eligible to receive. Search Lost IS (budget): The percentage of time that your ads weren't shown on the Search Network due to insufficient budget. This data is available at the campaign level only. Display Lost IS (budget): The percentage of time that your ads weren't shown on the Display Network due to insufficient budget. This data is available at the campaign level only. Search Lost IS (rank): The percentage of time that your ads weren't shown on the Search Network due to poor Ad Rank in the auction. Note: Lost IS (rank) won't be shown on your Ad groups tab if you ran out of budget at any point during the date range being examined. Display Lost IS (rank): The percentage of time that your ads weren't shown on the Display Network due to poor Ad Rank. Note: Lost IS (rank) won't be shown on your Ad groups tab if you ran out of budget at any point during the date range being examined. Search Exact match IS: The impressions you've received divided by the estimated number of impressions you were eligible to receive on the Search Network for search terms that matched your keywords exactly (or were close variants of your keyword). Not available for Shopping campaigns.

Impression share

83 Source: https://support.google.com/adwords/answer/2497703?hl=en

SLIDE 84 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 3: Analyse & Refine

Ad Creative Performance

84 Delete ads that have lower conversions

SLIDE 85 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 3: Analyse & Refine Under the campaigns tab, click “Segment > Time > Hour of day.”    Here you can see the time of the day where you receive the most clicks. This is when you may wish to increase your bids to generate more clicks.   A pizza delivery service for example might receive the most clicks during lunch

period. Increasing their bids

during this period will increase their ad visibility, giving them more exposure.

Ad Schedule

85

SLIDE 86 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 3: Analyse & Refine 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

86

SLIDE 87 Facebook Ads & Google AdWords (PPC) Academy Equinet Chapter 3: Analyse & Refine What is a View-through conversion A view-through conversion happens when a customer sees an image or rich media ad, then later completes a conversion on your site. This is different from a click-through conversion, which happens when a customer had previously clicked on an ad (such as on the Google Search or the Google Display Network) and then completed a conversion on your site. The last impression will get credit for the view- through conversion. View-through conversions automatically exclude conversions from people who have also clicked your Search or other Display ads. Benefits of view-through conversions View-through conversions is a helpful way to track the value of your display ad campaigns

n the Google Display Network. That's because

it measures the conversions where a customer saw—but didn't click—a display ad on the Google Display Network before completing a

conversion. In turn, this can help determine the

best places to advertise.

View-through Conversions

87

SLIDE 88 Facebook Ads & Google AdWords (PPC) Academy Equinet

Exercise: Identify the following

1. Keyword with the highest CTR? 
2. Keyword with lowest CPC? 
3. Keyword with the most Converted Clicks?
4. Keyword with the lowest Cost / Converted Click?
5. What Keywords have low Quality Score? Should you remove them?
6. What Keywords would have the least impact if you were to increase budget?
7. What Keywords would benefit from an increase in bid price?
8. Which keywords would you pause to cut down on spending? And why?

88 Chapter 3: Analyse & Refine

Keyword Report

SLIDE 89 Facebook Ads & Google AdWords (PPC) Academy Equinet

Exercise: Identify the following

1. Which ad would you delete from the campaign? Why?
2. Which ad converts customers at the best conversion rate?
3. Which ad has the best headline?

89 Chapter 3: Analyse & Refine

1. What time would you bid higher for?
2. If you need to cut costs, what time would you lower your bids for?
3. What time is the most cost efficient to acquire conversions?

Ad Report Schedule Report

SLIDE 90 Facebook Ads & Google AdWords (PPC) Academy Equinet

Basics of Testing

4

Introduction to  Pay Per Click Marketing

Testing & Optimisations

What is a Landing Page? Creating an Effective Landing Page 90 What is A/B Testing? How to A/B Test

SLIDE 91 Facebook Ads & Google AdWords (PPC) Academy Equinet

What is a Landing Page?

91 A standalone web page distinct from your main website that has been designed for a single focused objective Clickthrough  Landing Page Lead Generation  Landing Page Images source: http://www.unbounce.com Chapter 4: Basics of Testing

SLIDE 92 Facebook Ads & Google AdWords (PPC) Academy Equinet

Creating an Effective Landing Page

92 Trust Signals / Social Proof Image source: http://www.wordstream.com/effective-landing-pages

1. Clean and organised design. Too much clutter

drives people away and makes it hard for people to find information.

2. Don’t make them think! If its supposed to be a link
r button, then it should look like a link or a button
3. Avoid having hyperlinks on your landing page

that do not lead users to your goal.

4. Keep your forms short. The lesser the number of

fields are, the more completions you should get.

5. Tailor your landing pages. If you run an online

store covering multiple geographical locations, considering dynamically changing text elements such as “Free Shipping to XXXX” Chapter 4: Basics of Testing

SLIDE 93 Facebook Ads & Google AdWords (PPC) Academy Equinet

Landing Page Best Practices

Understand user intent (Which part of the buying funnel is the customer in?) Cater your content to them (informational vs. promotional).  Match your landing page to your ad creative. Ensure the keywords you are targeting are also found on your landing page.  Trustworthy, relevant, and useful.  Optimise for both desktop and mobile + fast loading times  Compare the landing pages of your competition  Conduct A/B Testing Recommended reading:

http://unbounce.com/docs/ppc-landing-pages-guide.pdf

93 Chapter 4: Basics of Testing

SLIDE 94 Facebook Ads & Google AdWords (PPC) Academy Equinet

What is A/B Testing?

94 Images source: http://www.optimizely.com A/B testing is an experiment where two variants of a page are shown to users at random, and statistical analysis is used to determine which variation outperforms the other for a specific conversion goal. What can you A/B test? Everything, as long as you get enough volume to make meaningful conclusions.     In Digital Marketing, Emails, Ad Copies, Display Banners and Landing Pages are commonly tested to maximise conversions.  How should you A/B test?  It is recommended to change only single element at anytime so you can draw a reasonable conclusion that it was that single change responsible for the lift

ver control.

  How do I determine the winner?  You may use a split test calculator from https://www.thumbtack.com/labs/abba/ to determine if a variation is statistically proven to outperform the control. Chapter 4: Basics of Testing

SLIDE 95 Facebook Ads & Google AdWords (PPC) Academy Equinet

How to A/B Test a Landing Page?

95 Chapter 4: Basics of Testing What Can You A/B Test?

1. Headline
2. Sub-Headline 
3. Call to Action 
4. Hero Image 
5. Main Copy

How to A/B Test a Landing Page?   You should use a testing tool that splits your website

traffic. A good tool will allow you to choose how much

traffic to send to the test pages and the split between control and variation.    

1. Google Content Experiments 
2. Optimizely 
3. VWO 
4. Marketing Automation Products - Marketo, Eloqua, etc

SLIDE 96 Facebook Ads & Google AdWords (PPC) Academy Equinet

How to A/B Test an Ad?

96 Chapter 4: Basics of Testing What Can You A/B Test?

1. Headline
2. Display URL (for Text Ads)
3. Call to Action 
4. Main Copy 
5. Image (for Display/Banner Ads)

How to A/B Test an Ad?   You should select the setting on your chose platform (Facebook, AdWords, etc) to rotate or serve ads

n an even distribution.

  You will need an even distribution to allow a fair comparison - if other ad rotation settings are chosen, you will end up with lopsided metrics which are meaningless for analysis.

SLIDE 97 Facebook Ads & Google AdWords (PPC) Academy Equinet

Ad Creative Best Practices

Do a live search on your competitors’ ads and highlight what makes you unique.  Sell the benefits - not talk about features or specs Match your ad to your landing page.  Include at least one of your keywords.  Conduct A/B Testing 97 Recommended reading:

The Science of Successful Facebook Ads by Hubspot.
http://searchengineland.com/3-signs-landing-page-copy-leaving-visitors-high-dry-253536

Chapter 4: Basics of Testing

SLIDE 98 Facebook Ads & Google AdWords (PPC) Academy Equinet

Dealing with Common Scenarios

5

Measuring and making adjustments to your AdWords campaigns

Chapter Overview

Am I hitting my max potential in click volume?   Who are competitors in the auction? Should I always bid for No.1 position? Should I bid on my brand keywords? Even if I’m ranking #1 organically? What can I do if the keywords are too expensive? 98

SLIDE 99 Facebook Ads & Google AdWords (PPC) Academy Equinet

Scenario #1:   Am I hitting my max potential in click volume?

1. Look at your CTR. Is there room for improvement? A 1% is decent, but 10-20% is not

impossible.

2. Can you write better ads to entice searchers to click on it?
3. Is your bid too high for your daily budget? i.e, spending too much, acquiring too little traffic?
4. Examine your Impression Share - is it close to 90%?
5. If Impression Share is low, what is the reason? Check your IS Lost due to Rank and IS Lost

due to Budget 99 Chapter 5: Analyse & Refine

SLIDE 100 Facebook Ads & Google AdWords (PPC) Academy Equinet

Scenario #2:   Who are my competitors in the auction?

100 Chapter 5: Analyse & Refine Go to “Tools > Ad Preview and Diagnosis”   Enter a keyword you are bidding for.    Google will perform a search that does not add an impression to the keywords you are bidding on.   The same tool can be used to check if your keywords are appearing on searches if you would like to perform and ad- hoc check.  

SLIDE 101 Facebook Ads & Google AdWords (PPC) Academy Equinet

Scenario #2:   Who are my competitors   in the auction?

101 Chapter 5: Analyse & Refine Go to the “Keywords” tab. Select a keyword

r group of keywords.

  Click on the “Details” button just below the line graph and select “Selected” under “Auction Insights”    Overlap rate: How often another participant's ad received an impression when your ad also received an impression.    Position above rate: Position above rate is how often the other participant’s ad was shown in a higher position than yours was, when both

f your ads were shown at the same time.

Top of page rate: Top of page rate tells you how often your ad (or the ad of another participant, depending on which row you're viewing) was shown at the top of the page, above the organic search results.  Outranking share: Outranking share is how

ften your ad ranked higher in the auction than

another participant's ad, or your ad showed when theirs did not.

SLIDE 102 Facebook Ads & Google AdWords (PPC) Academy Equinet

Scenario #3:   Should I Always Bid for No.1 Position?

102 Chapter 5: Analyse & Refine

1. Higher CTR = Higher Volume for a chance

to convert.    

2. Look at your current bid and average

position, are you willing to pay more per click?   

3. Check your daily budget if you can afford

the increase in CPC - if it impacts your click volume too much, then you might want to reconsider.   

4. You can consider running tests to see if
ther positions can maintain or even

increase the same level of conversions.  

SLIDE 103 Facebook Ads & Google AdWords (PPC) Academy Equinet

Scenario #4:   Should I bid on my brand keywords? Even if I’m ranking #1 organically?

103 Chapter 5: Analyse & Refine You are highly recommended to bid on your brand keywords:   

1. Brand keywords are usually the cheapest

to acquire - Google recognises you “own” those keywords.   

2. You wouldn’t want your competition

chipping away your business! Besides, if they bid on your brand keywords, they will be paying a lot more than you!   

3. Even if you’re ranking #1 on the organic

search results, Google did a study in 2012 and found that 50% of the ad clicks that occur with a top rank organic result are

incremental.

  Further reading: https://research.googleblog.com/2012/03/ impact-of-organic-ranking-on-ad-click.html 

SLIDE 104 Facebook Ads & Google AdWords (PPC) Academy Equinet

Scenario #5:   What can I do if the keywords are too expensive?

104 Chapter 5: Analyse & Refine Remarketing List for Search Ads (RLSA) shows your text ads to pre-qualified

audiences.

1. Your ads only show to people who’ve

been to your site. These people already know

f your brand!

2. Combine RLSA with other paid strategies

such as Facebook PPC. If you can bring in a bigger audience, you have more chances of showing your ads to a larger pool of pre- qualified searchers.    Further reading: http://searchengineland.com/conjure- big-ppc-profits-hundred-dollars-252550

RLSA Keyword  Searchers Site   Visitors