Google Webmaster Tools. The Tools Google Adwords Google Analytics Google Website Optimizer.
Google 201
Transcript of Google 201
AdWords™ Seminar For Success
AdWords 201
1
Housekeeping
• The Schedule
• Your Materials
• The AdWords Credit
• I Have Questions!!!
• Cellphones to Vibrate, Please
2
Assumptions
• You are familiar with the AdWords advertising platform, and/or you took yesterday’s class
• You know how to create an AdWords campaign
• You know the basics of creating a keyword list and ad creative
3
GeographicTargeting
4
Narrowing Your Focus
Source: Advertising Age’s Search Marketing Fact Pack
5
Narrowing Your Focus
Source: Advertising Age’s Search Marketing Fact Pack
6
Why This Is Important
Ability to figure out where people are and target ads there makes AdWords a
powerful tool.
You do not have to cast the widest net to communicate with potential customers.
7
Google Domain
8
Google Domain
8
Google Domain
8
Google Domain
8
Google Domain
8
Google Domain
8
Google Preferences
9
Search Terms
10
Internet Protocol (IP) Address
Unique identifier for computers on Internet
11
Roadblocks
• The searcher's ISP prevents Google from identifying an IP address.
• The IP address doesn't match the location of the searcher.
• If Google does not recognize a city or town, you won't be able to target an ad there.
12
What Campaign Is Best?
• Determine where your customers are.
• Where are your products and services sold?
• You may benefit from local, national and international campaigns.
13
How You Can Use It
• Test marketing messages in small areas before rollout
• Use marketing messages targeted to specific places
• Advertise where you are certified to do business/sell products
14
Campaign Organization Options
• Geotargeted campaign, omitting location identifiers in keywords
• Non-geotargeted campaign, using location-specific keywords
• Combination: higher bids for geotargeted campaigns
15
Common Geographic Identifiers
• State and Provinces
• Counties
• Cities
• ZIP Codes
• Neighborhoods & Local Lingo
• Area Codes
• Airport Codes
16
Tips
• For local ads: use location in title/ad text
• Consider geography for marketing messages
• Consider time zones
• Track CTR, conversions, etc. at geographic level
17
Windy Acres German Shepherds
They sell:
• Puppies, marketed locally
• Dog training DVDs
They could benefit from:
• Local campaign for pups
• National campaign for training DVDs
18
Creating a Geotargeted Campaign
19
20
21
22
23
24
25
26
Ad Preview Tool
27
Ad Preview Tool
28
DemographicBidding
29
Overview
• Choose audience by age and gender
• Available for Google Display Network only
• Use Demographic Bidding Report
• Adjust bids and preferences accordingly
30
31
31
32
32
32
Placement-TargetedCampaigns
33
Placement-Targeted Campaigns
• Choose individual sites in Google Display Network
• Choose by category, topic, URL or demographics
34
How to Create a PT Campaign
35
36
37
38
39
40
41
42
42
43
44
44
45
46
47
48
49
50
Site and Category Exclusion
51
52
53
54
55
56
57
58
59
60
60
60
60
60
From the Networks Tab
61
62
63
64
IP Exclusion
65
66
67
68
PositionPreference
69
70
71
72
73
74
75
76
Ad Scheduling
77
78
79
80
81
82
83
84
85
Ad Extensions
86
87
Locations
88
Products
89
Products
90
Sitelinks
91
92
93
NEW - Seller Rating Extensions
94
NEW - Seller Rating Extensions
95
Keyword ListOptimization
96
buy rubber duckies
97
Identifying Purchase Intentions
Browse Shop Buy
NavigationalInformational
98
Google Autocomplete
99
Google Instant
100
Note How Ads Change
101
Wonder Wheel
102
Wonder Wheel
103
Related Searches
104
Wordtracker
105
KeywordDiscovery.com
106
KeywordSpy.com
107
SpyFu.com
108
Compete.com
109
Insights for Search
110
Insights for Search
111
AdWords Editor
112
Why I Like AdWords Editor
• Free
• Platform Agnostic: Mac or PC
• Work Offline (Fast)
• Ability to Make Bulk Changes
• Save Account Backups
• Collaboration
113
114
Editor Tour
115
Keyword List Generator
116
Dynamic Keyword Insertion
117
Dynamic Keyword Insertion
117
Dynamic Keyword Insertion
117
Example
118
Formatting Guidelines
{keyword:default text}
• Braces { }: Braces & enclosed text are body of tag. Replaced by keyword that triggers ad.
• Colon (:): Use one colon, no spacing.
• Default Text: Text after colon appears if system cannot insert appropriate trigger keyword.
This is wrong>
119
Capitalization Options
• keyword = wii fit
• Keyword = Wii fit (first letter of first word)
• KeyWord = Wii Fit (first letter of each word)
• KEYword = WII fit (all letters of first word)
• KeyWORD = Wii FIT (first letter of first word, all of others)
• KEYWORD = WII FIT (all letters of all words)
120
Example
Youʼd Write This Ad Text:
{KeyWord:Cheap Video Games}
Huge selection for PS3, PSP & PS2.
{Keyword:All games} in stock. Free shipping!
Your-Site.com
121
Your Ad Would Read:
The Beatles Rock Band
Huge selection for PS3, PSP & PS2.All games in stock. Free shipping!Your-Site.com
Search Query/Keyword: The Beatles Rock Band
122
Search Query/Keyword:
Beatles Rock Band Video Game for PS3
Your Ad Would Read:
Cheap Video GamesHuge selection for PS3, PSP & PS2.All games in stock. Free shipping!Your-Site.com
123
How to Self-Diagnose
124
Diagnosing a Tanking Keyword
1. Check Keyword Analysis
125
Diagnosing a Tanking Keyword
1. Check Keyword Analysis
125
2. Look For Account Changes
126
2. Look For Account Changes
127
2. Look For Account Changes
128
2. Look For Account Changes
128
2. Look For Account Changes
128
3. Look For Website Changes
129
Why Can’t I See My Ad?
• Daily budget too low
• Keyword deleted or inactive
• Ad is disapproved
• IP unknown or outside target area
• Ad not on first page
• Browser page not refreshing
• The max CPC higher than daily budget
• Missing ad text or keywords
• Ad is on Google Display Network
• Campaign has ended
• Campaign/Ad Group paused or deleted
• Missing credit card information
130
Disapproved Ads Tool
131
Disapproved Ads Tool
132
Disapproved Ads Tool
133
Disapproved Ads Tool
133
Ads Diagnostic Tool
134
Ads Diagnostic Tool
135
Ads Diagnostic Tool
136
Ads Diagnostic Tool
137
Option #2: Copy SERP URL
138
139
140
Understanding ROI
ROI = Profit/AdWords Spend
141
What’s a Keyword Worth?
#1: Calculate Profit Before Advertising Costs
• Determine profit per sale from knowledge of your business.
• Find number of AdWords sales from Google Analytics and Conversion Tracking.
• Take profit per sale, multiply by number of sales to calculate gross profit before advertising costs.
142
Example:
• $1,000 Profit Per Sale
• x 1,000 Sales
• = $1,000,000 Gross Profit (before advertising costs)
143
How Do I Know What to Bid?
#2: Calculate Value - Per Click
• Value Per Click = Profit, Before Advertising Costs, Divided by Number of Clicks.
• Ensure Max CPC Bid < Value Per Click!
144
Example:
• $100 gross profit
• Divided by 5 clicks
• Equals $20 per click
So don’t bid more than $20 per click!
145
How Do I Know What to Bid?
• #3: As You Work With Max CPC Bids:
• If profit increases, increase bid.
• If profit decreases, decrease bid.
• Trial and error until maximum profitability.
146
Keyword Impressions Clicks CTR Cost Average CPC
buy eggs 10,000 250 2.5% $250 $1
buy organic eggs 10,000 500 5% $250 $0.50
No Conversion Data
147
Keyword Conversions Conversion Rate
Cost Per Conversion
Profit Per Conversion ROI
buy eggs 10 4% $25 $50 200%
buy organic eggs 50 10% $5 $5 100%
With Conversion Data
148
Bid Simulator
149
Bid Simulator
149
Holidays & Your CPC
150
Other Bidding Options
151
Automatic Bidding
• Formerly known as Budget Optimizer™
• No individual bids for ad groups, keywords, or placements
• Automatically adjusts keyword CPC to help campaign get the most clicks possible within budget over 30 days
• Goal is to receive most traffic possible within budget, not achieve specific ad position or conversion rate
152
153
Cost per thousand impressions
Available for placement-targeted campaigns
Set the maximum bid for 1,000 ad impressions. An impression is counted when a Web page
serves an ad, clicked on or not.
CPM Bidding
154
How Does Google Compare?
• Effective CPM (eCPM) for keyword-targeted ads
• Considers CPC, CTR, and other relevance factors across 1,000 impressions
• Result = eCPM
• eCPMs compared to each other and max CPM of competing placement-targeted ads
• Highest ranking ad wins
155
156
156
156
NEW! Enhanced CPC
• Automatically adjusts your bids if conversion is likely (or not)
• Works with all campaign settings
• Requires conversion tracking, but not a minimum # of conversions.
• Can bid up to 30% above Max CPC
157
158
Conversion Optimizer
159
How Does it Work?
• Conversion predictions
• Generates unique CPC bids based on predicted conversion rate
• Works toward a CPA goal
160
How Are Conversions Predicted?
• Search query
• Searcher’s location
• Type of site on Google Display Network
161
Caveats
• Must have 15 conversions in last 30 days
• No seasonality
• Does not support:
• Placement targeting
• Setting separate content bids
• Position Preference
• Advanced Ad Scheduling
162
How To Increase Conversions
• Increase budget
• Raise CPC bids
• Advertise on Google Display Network
• Add more keywords
• Combine similar campaigns
• Track more frequent events
163
Keeping Your Conversion Rate• “Safe” Changes:
• Edit CPA bid
• Create Ad Groups
• Add/delete keywords
• “Risky” Changes:
• Move conversion tracking code
• Change site structure or layout
• Large ad text changes
• Move Ad Groups to new campaign
164
165
166
ManagingAccounts
167
MCC Dashboard
168
169
AdWords API
Allows two systems to talk with each another
170
171
What’s It For?
Automation:
• Custom Reports
• Bid Management Processes
• Complex Inventory Control
• Generate & Expand Keyword Lists
• Custom Text Ads
172
How It’s Billed
• Quota-Based
• Each Operation Consumes API Units
• Some Operations Consume One Unit; Others Consume More
• Billed .25 Cents Per Thousand API Units Consumed
• Some Advertisers Eligible for Limited Free Quota Allocations
173
Television Ads
174
How Do Television Ads Work?
• USA Only
• Partnership with Dish Network & DIRECTV
• No bundling or contracts
• Good for smaller advertisers, shorter tests
175
176
Ad Creation Marketplace
177
Ad Creation Marketplace
177
Ad Creation Marketplace
177
Website Optimizer
Seminar Here On Friday!Register: WebShareDesign.com
178
Website Optimizer
• Free tool to understand and improve website
• Allows simultaneous testing of Web page sections
• No direct effect; you must manage the testing and changes
• Optimizing landing page for conversions should improve ROI
179
Features Overview
• No Limit on Incoming Traffic
• Works With All Analytics Solutions
• Tests All Traffic, Not Just AdWords
• Up to 10,000 Combinations Per Test
• Run “Follow-Up” Experiments Between Winner and Original
• Tests Can Have Non-Page-Based Conversion Events
180
Before
181
After
182
What Should You Test?
• Titles
• Images
• Layout
• Selling Proposition
• Conversion Incentives
Or:
183
Testing Tips
• Test Small Number of Variations
• Test Big Changes
• Consider Early Indicators If Not Enough Conversions
• Don’t Jump to Conclusions
184
Two Types of ExperimentsA/B
• Simpler Setup
• Better for Low-Traffic Sites
• Allows Testing of Page Layout/Design
Multivariate
• More Flexible Setup Process
• Test Combinations of Page Elements
185
186
187
188
189
190
191
192
193
194
195
196
197
198
199
200
201
202
203
204
205
206
207
208
209
210
211
Search Engine Optimization
212
Keys to Good SEO
• Original, Keyword-Rich Content
• Website Coding/ Semantic Structure
• Backlinks
• Search Engine Friendly URLs
• Unique Meta Descriptions
• Smart Page Titles
213
Link Bait
214
Link Bait
214
No Nos
215
No Nos
215
No Nos
215
No Nos
215
Does Your Site Look Like This?
216
Does Your Site Look Like This?
216
Does Your Site Look Like This?
216
Does Your Site Look Like This?
216
Does Your Site Look Like This?
216
Does Your Site Look Like This?
216
Does Your Site Look Like This?
216
YouTube
217
To-Dos & Resources
218
To-Dos
• Build your keyword list using third party tools
• Download AdWords Editor
• Sign up for My Client Center
• Evaluate ROI; adjust bids and campaign structure accordingly
• Optimize website for search engine visibility
219
Resources
• AdWords Help Center: http://adwords.google.com/support/
• Google Insights for Search: http://www.google.com/insights/search/#
• Inside AdWords (official blog): http://adwords.blogspot.com/
• See full list on your USB
220
Speaker BiographyStasia became a Google Advertising Professional Qualified Individual in January 2005, and an authorized AdWords Seminar Leader in 2006. Since then she has trained thousands of people to build and optimize AdWords campaigns. Stasia has fourteen years experience managing Web technology projects and online marketing programs. Prior to leading the seminars she was senior vice president for Sitening, a Nashville-based information technology company focused on Raven Internet Marketing Tools for search engine optimization (SEO) and search engine marketing (SEM). Before joining Sitening, she managed the Web departments for two Nashville-based custom publishing companies.
Stasia's career began in the Boston area. Before moving to Nashville, she worked for The Boston Globe's website Boston.com and a Boston-area Web consulting agency. Stasia has worked for a wide range of clients, including Osram Sylvania, Harvard Business School Executive Education, eMarketer.com, NashvillePost.com, Cannondale, Air Jamaica, the National Federation of Independent Business, Psychiatric Services and TravelCenters of America.
Stasia earned degrees in English Literature and Journalism from the University of Massachusetts, Amherst. She lives in Nashville, Tennessee with her family. When she is not online, she finds balance by running, gardening and training her German Shepherd, (Princess) Jasmine.
Stasia [email protected]
221