AdWords 101 Webinar - digitaleggheads.com · The 3Rs of Google AdWords Reach Real-time distribution...
Transcript of AdWords 101 Webinar - digitaleggheads.com · The 3Rs of Google AdWords Reach Real-time distribution...
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Google AdWords
Introduction
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Syed Sayem Mustafa
More than 6 years of experience
▪Tradekey
▪Gaditek
▪Daraz Asia | Alibaba Group
Also worked as a consultant for Suncart, Emaymar, Chester Barnard and few other clients
Managed more than $700,000 budget per month
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What others say about me
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The 4Ws & 1H to Demystifying AdWords
What is AdWords?
Who can use AdWords?
How does this work?
When can I start seeing results?
Who is suited for AdWords?
1
2
5
3
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The Google Network?
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Connect with ConsumersWhen They
Search
with Google’s
Search Solutions
Connect with ConsumersWhen They
Pursue Interests
with Google’s
Site Targeting
Reaching Customers Online
Reach customers via Two advertising touch points:
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Reach Users When They Search
AdWords Ads
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Google Content Network
Hundreds of thousands of worldwide content partners
GoogleAdvertising Network*
GoogleContent Network
• Reaches 548 million worldwide Internet users, more than any other property or network
• Tens of thousands of advertising auctions occur every second to select and serve relevant ads
• Hundreds of thousands of worldwide advertisers and publishers
Google Content Network
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https://www.youtube.com/watch?v=MTEO7CyHoQw
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What is AdWords?
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Search: Seeking – and finding –
relevant and useful information.Google’s Mission: Organise the world's information and make it universally accessible and useful.
What Is Search?
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Google Search Makes Finding Information Simple
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Google Search: Fast and Easy User Experience
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Anatomy of a Google Search Results Page
• Organic “Natural” Search Results
• Cost free; results are based on Google ranking
algorithm of relevance to search query
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Anatomy of a Google Search Results Page
Sponsored listings:
Top 3 or 4 & Remaining at bottom
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Display network
AdWords expands on to Display Sites
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Google Value Proposition
The 3Rs of Google AdWords
Reach Real-time distribution at massive scale
RelevanceYour ad is seen only by prospects who are
looking for what you have to offer
ROIPay-per-click model ensure that you are paying
for qualified leads
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REACH: Google is in the ‘connections business’
Connect consumersto ALL the information
they care about
Connect marketersto ALL the customers
they care about
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REACH: Google Search
Users search for
information here
Users get results here –
matched with relevant ads
Products
Connect with consumers when they search and browse
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RELEVANCE: Through Targeted Ads
Targeted AdGood User Experience
Higher Clickthrough
Rate
More Qualified
Leads
Increased Conversions
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Region City Radius
RELEVANCE: Sharpen Your Focus
▪ Country, Regional, and City-level Targeting
•Reach customers searching for results in geographic areas you choose
▪ Customized Targeting
•Reach customers searching for results in an area you define
▪ Language Targeting
•Reach users searching in a specific language, wherever they are
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ROI: In Metrics and Reporting
Return on Investment (ROI) is the value received from
advertising in relation to the cost of advertising
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▪ Reach: Real-time distribution at massive scale
• Shows on Google search, search partner sites and the Google Display Network and reaches a large number of users at scale.
▪ Relevance: Targeted ads
• Attract users who are interested in the product or service.
▪ ROI: Accountable and Measurable Results
• Choose a pricing model that best suits your needs, and measure your return on investment.
AdWords Value Recap
Where do these ads show?
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Google and its properties
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The Search Network
Ad Distribution: Google ads also appear on searches done on hundreds of partner sites (referred to as search syndicates)
Search query:
Car insurance
Five AdWords ads
under sponsored links
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The Display Network - example Indonesia
And more…
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Everyone wants to be in First Position
The position of each ad is determined using a ranking formula
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The Auction: How Does Ad Ranking Work?
Every time someone does a Google search…
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The Auction: Basics
Maximum
Cost-per-
click
Quality
ScoreX
Ad Rank is determined by an auction
of the ad’s relevance and the amount
advertisers are willing to pay
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Maximum CPC: You have the control
e.g. If your Max CPC = $1.20, you will never pay more than $1.20 per click
Your Max CPC is the most you are willing to pay
for a click on your ad.
Maximum
Cost-per-
click
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Quality Score: Made up of several factors
Quality
Score
Quality Score
Historical CTR
Historical CTR of
display URLsAccount CTR
Landing Page Quality
Ad Group Relevance
Search Query
Relevance
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Users
Advertisers
A
U
G
Quality Score is our way of balancing the interests of all parties
in the online advertising ecosystem.
Why do we have Quality Score?
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An Auction Example
Advertiser Quality Score Max CPC RankAd
PositionHow much will I pay?
6 $2 12 1
4 $2 8 2
2 $3 6 3
The AdWords Discounter adjusts your actual CPC to the minimum
amount needed to exceed the rank of the ad immediately below it.
(8/6)+ 0.01) $1.34
Min Price
Step 1:
Calculate
Rank
Step 2:
Position
Ads
Joey
Vinny
Sam
(6/4)+ 0.01) $1.51
Step 3:
How
Much?
Notes: Actual CPC is always less than your Max CPC
An advertiser may appear above a competitor and pay less
When can I see results?
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Results within the AdWords Account
You can start seeing results within hours
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Who is suited for AdWords?
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SMEs and large advertisers can take advantage
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SMEs and large advertisers can take advantage
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What makes it an even playing field?
Maximum
Cost-per-
click
Quality
ScoreX
Ad Rank
Targeting Options
Customized Creatives
Campaign Setting
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Account Structure
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Account Structure – Cont.
The Campaign Level: Laying the Foundation
The Ad Group Level: Building Your House
Keyword Selection: Interior Decorating
Ad Copy: Exterior Design
Ad Extensions: Adding a Backyard Pool
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Campaign Types
Search
Display
Shopping
Video
Universal App Campaign
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Goals
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Campaign Name
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Networks
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Locations
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Languages
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Budget
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Bidding
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Additional Settings
Keywords
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Basic criteria for keyword selection
Relevant (can bring leads/sales)
Sufficient search volume
Affordable
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Keyword vs Search Term
Keyword: What we enter in Adwords
Search Term: What people search in Google
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Keyword Match Types
[Exact match] (close variants and reverse order)
“Phrase match”
Broad match
Broad match modifier
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Keyword Match Types – Cont.
Match Type Keyword
Example
Search Term Matches Will NOT trigger
these
Includes
Exact match [anex chopper] anex chopper
anex choppers
chopper anex
good anex chopper exact matches,
close variants,
misspellings,
reverse orders
Phrase match “anex chopper” buy anex chopper
anex chopper for sale
chopper anex, anex
1043 chopper
all exact
matches (except
reverse order),
phrase matches
Broad match anex chopper buy chopper
cheap choppers
anex 1043 chopper
westpoint chopper*
sandwich maker all phrase/exact
matches,
reverse orders,
can match wildly
Modified broad
match
+anex +chopper buy anex chopper
anex 1043 chopper
cheap choppers anex
buy chopper
cheap choppers
all phrase/exact
matches,
reverse orders,
broad matches
containing all
words with +
sign
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Negative Keywords
Keyword
Example
Negative
Match Type
Will Block These
Searches
Will NOT Block These
Searches
anex
chopper
[anex
chopper
parts]
anex chopper parts anex chopper
anex chopper part
chopper parts anex
buy anex chopper parts
“anex
chopper
parts”
buy anex chopper parts
anex chopper parts
anex chopper parts for
sale
anex chopper
anex chopper genuine
parts
chopper parts anex
anex chopper
parts
anex chopper parts
anex chopper genuine
parts
chopper parts anex
chopper parts
anex chopper part
westpoint chopper parts
Ad Copies
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Anatomy of an ETA ad
2 Headlines (30 char each)
Description line (80 char)
Path 1 & Path 2 (15 char each) (optional)
Final URL
Mobile URL (optional)
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Ad Extensions
Automatic (Consumer ratings, dynamic sitelinks, dynamic structured snippets, etc)
Manual (Sitelinks, Call extensions, Callouts, Reviews, Structured Snippets, Location extensions, etc)
Display Marketing
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Display targeting
• Users (behavioral/demographic)
• Webpages/apps/videos
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Types of Display targeting
• Keywords (Audience vs Content)
• Placements (Automatic vs Managed)
• Topics
• Interests & Remarketing
• Demographics (Gender, Age, Parental Status)
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Interests & Remarketing
• Affinity Audiences (long-term)
• In-market Audiences (short-term)
• Remarketing Lists
• Customer Email Lists
• Similar Audiences
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Type of Ads
• Banner ads (different sizes)
• Responsive ads
• Text ads