Google Academy 2009 Adwords Master Class
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Transcript of Google Academy 2009 Adwords Master Class
Google Confidential and Proprietary 1
Google AcademyHow to invest and increase your ROI
Google Confidential and Proprietary 1
Amelia Cretu
Google AdWords Romania
Google Confidential and Proprietary 2
What will we cover today?
3 Optimise for the Content Network
4 Track results through reporting
1 Overview
2 Maximising return-on-investment
5 New products & features
6 Questions & answers
Google Confidential and Proprietary 3
19 billion searches in an average per month
Source: eMarketer February 2008
Google reaches 79% of the European search engine market
The EU population goes online
Google Confidential and Proprietary 4
Maximising your return-on-investment
Google Confidential and Proprietary 5
U
Refine your campaigns
Define your goals
Measure your results
Return-on-investment is a constant cycle
Google Confidential and Proprietary 6
What is the aim of your campaign?
Goal
1. Sales
2. ROI
3. Leads
4. Sign Ups
5. Branding
User Action
High Purchase Volume
Sales with high profit margin
Enquiries/ phone calls
Email address/ form submission
Increased searches/ impressions
Google Confidential and Proprietary 7
Different actions for different goals
Gain clicks where the user will buy!
Direct response (ROI) Branding
Focus on visibility, not immediate sales
How?
Focus on ‘purchase’ stage of buying cycle
Use unambiguous keywords
Action driven ad text
Deep link to specific landing page
Base bidding on margins
How?
Focus on ‘awareness’ stage of buying cycle
Use general industry keywords
Brand driven ad text
Link home page
Base bidding on position only
Google Confidential and Proprietary 8
Ensure your advertising is relevantMaximising ROI for your online advertising
Google Confidential and Proprietary 9
U
PPublishers
UUsers
A Advertisers
Why is Quality Score important?
Find what they want the first time they search
Maximise earnings with useful ads
Drive traffic & maximise ROI
The Quality Score helps us maintain the Google ecosystem by providing an economic incentive to create high quality ads
Google Confidential and Proprietary 10
6 Quality Score misconceptions uncovered
There is only one Quality Score
Using different match types can improve your Quality Score
You can buy your way to a great Quality Score
High CTR = High Quality Score
Quality Score is reset when you optimise your account
Quality Score suffers when your ad is not running
Google Confidential and Proprietary 11
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1 2 3 4 5 6 7 8 9 10 11
CTR CPC
Position
Cost P
er Click
CTR
CPC +24%
CTR +215%
In this example, moving from position 5 to 2 for a relatively small rise in CPC brings a
disproportionately high increase in CTR
To increase your position in the short term, you will need to raise your CPC
Position can strongly impact CTR
Google Confidential and Proprietary 12
Optimise your account structureMaximising ROI for your online advertising
Google Confidential and Proprietary 13
Optimal account structure for ROI
Mirror structure of your site/service offering for best results
Your product lines & services
(Travel)
Package holidays Flights Only Accommodation Only
Your Product Lines & Services
Package Holidays
Domestic International
Your Product Lines & Services
Package Holidays
Domestic International
Your product lines & services
Package holidays
Domestic International
Hotel B & B Hotel B & B
Your product lines & services
Package holidays
Domestic International
Hotel B & B Hotel B & B
Google Confidential and Proprietary 14
Optimal account structure for ROI
Mirror structure of your site/service offering for best results
Your product lines & services
Package holidays
Domestic
Hotel B & B
Luxury Mid-Range Budget Luxury Mid-Range Budget
Your product lines & services
Package holidays
Domestic
Hotel B & B
Luxury Mid-Range Budget Luxury Mid-Range Budget
Your site structure…
AdWords account
Campaign
‘Package Holidays’
Ad Groups by Theme - Domestic
Hotel
Ad Groups
B & B
Ad Groups
Luxury
Ad Texts & Keywords
Mid-Range
Ad Texts & Keywords
Budget
Ad Texts & Keywords
Luxury
Ad Texts & Keywords
Mid-Range
Ad Texts & Keywords
Budget
Ad Texts & Keywords
Your AdWords account structure…
AdWords account
Campaign
‘Package Holidays’
Ad Groups by Theme - Domestic
Hotel
Ad Groups
B & B
Ad Groups
Luxury
Ad Texts & Keywords
Mid-Range
Ad Texts & Keywords
Budget
Ad Texts & Keywords
Luxury
Ad Texts & Keywords
Mid-Range
Ad Texts & Keywords
Budget
Ad Texts & Keywords
AdWords account
Campaign
‘Package Holidays’
Ad Groups by Theme - Domestic
Hotel
Ad Groups
B & B
Ad Groups
Luxury
Ad Texts & Keywords
Mid-Range
Ad Texts & Keywords
Budget
Ad Texts & Keywords
Luxury
Ad Texts & Keywords
Mid-Range
Ad Texts & Keywords
Budget
Ad Texts & Keywords
AdWords account
Campaign
‘Package Holidays’
Ad Groups by theme - Domestic
Hotel
Ad groups
B & B
Ad groups
Luxury
Ad texts & keywords
Mid-Range
Ad texts & keywords
Budget
Ad texts & keywords
Luxury
Ad texts & keywords
Mid-Range
Ad texts & keywords
Budget
Ad texts & keywords
Different Campaigns for different product lines…one account
AdWords account
Campaign ‘Package Holiday’
Campaign ‘Flights’
Campaign ‘Accommodation’
International
Ad groups
Domestic
Ad groups
International
Ad groupsDomestic
Ad groupsInternational
Ad groupsDomestic
Ad groups
Google Confidential and Proprietary 15
Simplifies management of time/stock sensitive info
Positively affects your Quality Score
Assists with monitoring/ tracking
Improves overall performance
Clarity
Google Confidential and Proprietary 16
Need a helping hand with structure? Try AdWords Editor!
Navigate your account quickly and easily
Locate and edit keywords, CPCs, and more
Make bulk changes to keywords and ad text
Manage AdWords right from the desktop with Google’s downloadable account management application
user
Work offline, then upload your changes
Copy and paste entire Ad Groups and campaign
Perform quick statistical analysis
Google Confidential and Proprietary 17
Refine your ad textsMaximising ROI for your online advertising
Google Confidential and Proprietary 18
Building blocks of success: Ad texts
Ad title – Be specific & unique! Business/Website name in title is not always best idea…
Include successful keywords in ad title
Tightly themed & relevant to keywords Prequalify your audience (price, location etc)
Compelling calls to action/special offers
Anything that distinguishes you from competition
Use multiple ad texts per ad group Don’t be afraid to experiment!
Google Confidential and Proprietary
Have seasonal keywords and creatives readyValentine’s
valentines gifts
buy valentine’s gift
gadgets
last minute gifts
valentine’s poems
valentine cards
personalised gifts
valentine’s day ideas
gifts for her/him
luxury gifts for women/men
Quick Valentine's Ideas100s of great gifts for him or herNext-day delivery on all items!www.Hearts.com
Valentine's Gifts for HerFlowers, jewellery, perfume & moreShop online at Hearts.comwww.Hearts.com
Mother’s Daymother’s day gifts
buy mothers day gift
gift ideas
last minute gifts
mother’s day cards
personalised gifts
mother’s day ideas
gifts for mum/mom
luxury gifts for mum
mums day gift packs
Mother's Day Gifts for MumFlowers, jewellery, perfume & moreShop online nowwww.abc123mum.com
Quick Mother's Day Ideas100s of great gifts for MumNext-day delivery on all items!www.abc123mum.com
Back to School/College
work suits
suits uk
school uniform
cheap uniform
blue red school tie
pack 3 school shirts
girl pleated school skirt
age 5 gym kit
school bag
student clothing
Christmasbuy christmas gift
buy xmas gift
christmas gift ideas
christmas online shop
xmas gift online
christmas gifts for him
buy xmas gifts for her
cheap christmas gifts
xmas stocking fillers
funny christmas cards
19
Google Confidential and Proprietary 20
Automatically optimise Ad serving
Google Confidential and Proprietary 21
Use relevant landing pages Maximising ROI for your online advertising
Google Confidential and Proprietary 22
8501 eCommerce Lead generation Branding Relationship building Membership Viral outreach (word-of-mouth)
The # of seconds it takes a visitor to your site to decide whether or notto stay on your site
Percentage of users your site loses after just a glance
Your landing page should have 1 main goal
Google Confidential and Proprietary 23
A user’s eye is first drawn to the left-hand side of the page
Where are your customers looking?
Place important information on top left-hand side
Google Confidential and Proprietary 24
Choose the right page
Don’t pay for wasted clicks!
Aim for a smooth transition
Link to a product specific page
Make it easy to act or purchase with minimal searching
Google Confidential and Proprietary 25
Example: Google Store
Keyword: Golf Umbrella
Google Golf Umbrella5 yr guarantee, low prices Golf Umbrella - Shop now! Googlestore.com/umbrella
Google Confidential and Proprietary 26
U
Mirror in ad text
Specific keywords
Mirror on landing page
Summary of messaging & keywords
Google Golf Umbrella5 yr guarantee, low prices Golf Umbrella - Shop now! Googlestore.com/umbrella
Golf Umbrella
Google Confidential and Proprietary 27
Building blocks of success: Landing pages
Keep critical information & conversion activities above fold
Put registration form on landing page & keep it short
Pictures of products with captions
Use large “buy now” buttons
Progress indicators
Test variations with Website Optimiser
Use hard to read type
Use navigation bars
Require registration to purchase
Use “splash pages”
Home page as landing page
Do…
Don’t…
Google Confidential and Proprietary 28
Content network optimisation Maximising ROI for your online advertising
Google Confidential and Proprietary 29
Beyond search, leveraging Google’s network
Source: comScore Custom Analysis, Nov 07
The Google Content Network
Reaches over 80% of Internet Users
Thousands of Publishers
Google Confidential and Proprietary 30
Building blocks of success: Content keywords
Focus on the overall theme of the ad group, not individual keywords
Keyword lists should relay the one concept you are trying to convey
Add relevant keyword variations of your fundamental concept
Create a manageable, targeted keyword list
Use broad keyword match type
Think about the type of web copy that is on the page you’d like to target:
Google Confidential and Proprietary 31
3131
Content keyword recommendations
THEME: Direct product
AD GROUP: Vacation packages
KEYWORDS:
holidaysholiday packagescheap getawaysbook vacations
THEME: Complementary
product
AD GROUP: Flights
KEYWORDS:
flightscheap flights
roundtrip flight airline tickets
THEME: Interested audience
AD GROUP: Newly weds
KEYWORDS:
honeymoon package
honeymoonshoneymoon destination
honeymoon resorts
Sample themed keyword lists: Holiday Packages Campaign
Google Confidential and Proprietary 32
Search vs. content optimised keywords
AD GROUP: Bucharest Holiday
KEYWORDS:
Bucharest holiday[Bucharest holiday]
“Bucharest holidays”“Bucharest holiday deal”
cheap Bucharest holidaysbook Bucharest holiday
last minute Bucharest holidaydiscount Bucharest holiday
“Bucharest holiday package”
AD GROUP: Bucharest Holiday
KEYWORDS:
Bucharest islandBucharest
Bucharest getawayBucharest travelBucharest trips
Bucharest reviewBucharest guide
Bucharest travel tipsBucharest holidays
vs.
Search Optimised Content Optimised
Google Confidential and Proprietary 3333
Content bidding
Before accruing data:
Consider your success metric
Start bids similar to search
After accruing data:
Evaluate position (below 3rd position may not show)
Adjust bids for desired ROI & traffic goals
Allow time to evaluate before optimisation
Google Confidential and Proprietary 34
Measuring results
Google Confidential and Proprietary
AdWords can pay for itself
35
€30 initial investment in AdWords
€0.30 CPC ≥ 100 clicks
Average profit per sale = €10
10% conversion rate = 10 sales
€30 investment returns €100 in profit
Reinvest profits, increase budget
Google Confidential and Proprietary 36
& AdWords connects you with searching customers.
Millions use Google.ro each & every day,To achieve the best return-on-investment, Then, track your returns & site usage
use tightly themed keywords, ads & landing pages.using the Report Center & Google Analytics.
Stand out from the crowd.
Be seen online.
Google Confidential and Proprietary 37
Questions & answers